When we’re not actively solving marketing challenges in higher ed, we’re thinking about them.
And writing about them. And reading about them. And talking about them. Collected here are our insights and resources into all things related to higher education marketing, including white papers, presentations, videos, audio files, worksheets and the RHBlog.
Interest or Intent? Part III: What Is Engagement?
October 26, 2021
Over the past several weeks, Rick Bailey and I have explored the contrast between interest and intent for both our prospect and applicant pools. Rick kicked this off, reminding us that for students, interest and intent are entirely different mindsets; if we’re hoping to better understand our enrollment funnel, equating the two does a fundamental…Read more
Interest or Intent? Part II: Understanding the Journey of Digital
In Part 1 of our series exploring interest versus intent, Rick Bailey discussed the important distinctions between general interest in our institution and an actual intent to take decisive action, be that submitting an application, paying a deposit or matriculating. The inquiry and enrollment processes have shifted significantly over the past decade, and the bulk…Read more
An Introduction to Advancement, Thanks to Slate
My first experience with the day-to-day operations and technology needs of an institutional advancement office came through working with Slate at Technolutions. In 2019, an institution that I worked with through their implementation of Slate for admission made the decision to implement Slate for advancement in their existing database. Despite my strong knowledge of using…Read more
Why You Don’t Need to be Afraid of Performativity
In our study of 108 active higher education strategic plans, we discovered that by far, the most common theme in strategic plan goals or priorities was diversity, equity, inclusion and belonging (DEIB). Further, because DEIB-related initiatives were often distributed across all the goals in some plans, it became clear that some institutions were holistically reimagining…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
Is it Time to Brand Your Core or Gen Ed Curriculum?
One of the fun components of our jobs providing counsel at RHB is helping institutions develop branded core or general education curricula. These distinctive experiences encapsulate your market position and can create strong brand awareness. Before I came to RHB, I spent a semester teaching at an institution on a block plan, meaning students took…Read more