Author: Rob Zinkan

Bringing Clarity to Higher Education Brand Architecture

written by Rob Zinkan

During presentations about brand architecture, I often pose a couple of questions to attendees. How many aspire for their institution to be a branded house (leveraging a single master brand or parent brand across an entire organization and the organization’s multiple offerings)? Nearly every hand goes up. Next, how many of their institutions actually operate…Read more

A Guide to AMA Higher Ed 2019

written by Rob Zinkan

I always look forward to the AMA Symposium for the Marketing of Higher Education and have enjoyed being involved over the years—whether that’s attending, presenting, podcasting about it on Higher Ed Live, or now serving on the conference committee. Next month’s conference marks the 30th year of AMA Higher Ed, the largest annual gathering of higher ed marketers, and the keynoters and overall program are especially strong.

The Dilemma of Determining Total Marketing Spend

written by Rob Zinkan

It’s logical then that a university president or board of trustees would ask the following. “How much are we spending on marketing across the entire institution? Is it the right investment? What’s the outcome?” When expenditures are distributed across a college or university, these questions are not easy to answer. Central marketing leadership is held accountable for the institution’s total marketing activity but may only manage a quarter of the total marketing spend across the enterprise.