In the handful of conferences I’ve attended in person over the last year, I’ve noticed a welcome trend: greater presence and intention among conference-goers. Everyone has a renewed appreciation for being with one another. Fewer heads are buried in screens during sessions. My RHB colleague Alex Williams has called these experiences “joyful reminders of the…Read more
Author: Rob Zinkan
The Marketing Maturity Model: Advantages and Limitations
Recently I have seen more examples emerge of institutions adopting a marketing maturity model. Jaime Hunt, Old Dominion University Vice President for University Communications and Chief Marketing Officer, discussed the topic over the summer with Jamie Ceman, Chapman University Vice President for Strategic Marketing and Communications, during an episode of the Confessions of the Higher…Read more
Inspiration, Reflection, Recharging: RHB’s Annual Summer Reading List
In higher education, when summer comes the work doesn’t stop. It takes a new seasonal shape. We hope you have been able to get away from work for a little while and spend time reconnecting with the people, activities and ideas that matter most to you. Even when you can’t travel, books can reliably take…Read more
What Strategic Plans Reveal About Higher Ed Marketing
This article previously appeared in Inside Higher Ed and it is posted here with permission of the author. What makes a strategic plan “strategic”? This question was at the heart of a 2020-21 study that my RHB colleague Dr. Aimee Hosemann and I led—with the research assistance of Connor LaGrange, graduate student from the Indiana…Read more
What Makes a Strategic Plan “Strategic”?
In an effort to better understand the dynamics and components of strategic plans across higher ed, we undertook a detailed study of more than 100 active strategic plans. The study endeavored to capture a current plan from one private and one public four-year institution in each state, whenever possible. This executive summary is designed to introduce participants in strategic planning processes to important concepts and actions that lead to effective and collaborative strategic plans.
Take a Break with Our Annual Summer Reading List
Summer reading can be so recharging—a time when we savor the most special and most diverting books. Here, we recommend books that are moving, challenging, engrossing and motivating, ranging from science fiction to takes on Coco Chanel, racism and the church, taking charge of your life and even some inspiration for higher ed professionals. These…Read more
Your Board Has Marketing Questions, You Have Answers
Ready for your board meeting? Part 3 of 3 “How much are we spending on billboards?” “What does this really mean?” “What’s going on with all the alternate football helmet designs?” These questions are among many marketing-related ones that I’ve heard over the years from trustees in my work as a senior administrator and now…Read more
The End of the Office…as a Naming Convention
In my ongoing series of conversations with senior marketing leaders this academic year, we’ve discussed—among many topics—the dynamics of leading a remote team. While some VPs have been in the office periodically, rotating days on campus with other members of the cabinet, their teams continue to work remotely. For some teams, this scenario is indefinite;…Read more
From the Rise of the CMO to the Reach of the CMO
The rise of the higher ed CMO may have flattened, but the reach of the CMO’s influence is going to grow.
Don’t Underestimate Incrementalism, Even During COVID
Higher ed marketing leaders should indeed use this disruptive moment to imagine voraciously, but don’t overlook the significance of incremental, momentum-building change.