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.
February 14, 2018
Many firms close the gap between client and student by keeping the implementation and measurement on the vendor side. An example of this is traditional (they wouldn’t describe themselves this way) student search firms. A campaign is developed, a list is purchased, search is deployed, inquiries are gathered and returned to the institution. These are billion-dollar firms that close the gap between implementation and measurement by keeping it all on the vendor side. Yet, this simply creates a different gap and new resource overlap: the vendor is now an avatar of your institution and the interaction with the student has left the purview of the institution. The vendor sits between you and the student. How to close this gap?…Read more
January 30, 2018
It has become commonplace to discuss whether prospective students are “college-ready,” especially in terms of academic preparation. But, are American colleges today “student-ready,” that is, prepared to meet the academic and social needs of rapidly changing demographics ? Prospective students and parents expect to see institutions promoting their “academic excellence.” But what, exactly, does this mean? Terms like these, while they look good on paper, are empty of content. That is, they fail to fully articulate a differentiated market position (and they do little to address the specifics of student-learning)…Read more
December 12, 2017
It’s that time of year…already. You are welcoming in your Class of 2022. You are stuffing big envelopes, creating excitement and ensuring that every admitted student knows you want them to be on your campus next fall.
But as you know, sometimes it’s not what you say, it’s how you say it. So it should come as no surprise that the way you say “Welcome” will influence a student’s—and parent’s—decision to pay a deposit in a few months. As you begin this important process of yielding a new class, here are four things to keep in mind when crafting the right “Welcome” for your prospects…Read more
December 8, 2017
There has been a persistent stigma amongst liberal arts colleges associated with discussing “vocationalism,” the idea that liberal arts colleges should offer career development training for students. Many liberal arts colleges worry that such training, which generally focuses on resume-building, networking, and other forms of professionalization, could usurp the preparation that students receive more generally for their lives as critical thinkers and citizens…Read more
December 7, 2017
While you may acknowledge the benefit of an outside, objective look at your situation, you may find difficulty in welcoming an outsider’s perspective. To begin, an outsider’s ability to “get” your institution and circumstances may be suspect. After all, how could someone without the benefit of full engagement in your mission, deep knowledge of your history or political understanding of your community possibly suggest workable solutions? That’s precisely the benefit; without the weight of those factors, an outsider can objectively assess the circumstances that may lead you to fresh and creative thinking…Read more
October 31, 2017
Higher ed institutions are, in theory, well acquainted with the notion of “transformation.” After all, they are in the business of transforming lives—the lives of their students. This charge is not insignificant; certainly the transformative process experienced at a college or university can be the most influential impetus for positive change and growth in a…Read more