Insights

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.

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The Dilemma of Determining Total Marketing Spend

September 13, 2019

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.

Navigating the Gray Between Buy-In and Co-Creation

September 11, 2019

written by Rob Zinkan

An enduring brand strategy requires more than just stakeholder buy-in. But is buy-in enough?

Getting Real About Population Decline, Part 2

August 20, 2019

written by Rick Bailey

A few weeks ago we posted an insight about the projections for high school graduation population decline inspired by Nathan Grawe’s book, Demographics and the Demand for Higher Education. By the way, Nathan, thanks for the work you did on that tome. It’s been helpful and terrifying, and we’re grateful for the thoughtful analysis you’ve…Read more

Best Practices for Slate Campaigns 2019 Edition

written by Megan Miller

Earlier this year, Alex Williams offered advice on how to best leverage Slate’s campaign features. His guidance is worth revisiting as institutions assess opportunities to improve their communications tactics, processes and strategies, especially as they move into a new recruitment cycle. One quality of Technolutions is that it’s constantly changing and evolving. New functionalities roll…Read more

The Language of Higher Ed Marketing

August 1, 2019

written by Rob Zinkan

The more consistency we can bring to our sector’s vocabulary, the better served we all are, including our colleagues.

Beyond the Brand: The Marketing Department of the Future

written by Rob Zinkan

Higher education marketing departments should be able to bring data, insight, and an intimate understanding of the consumer to enable their institutions to identify future opportunities and forge new directions.

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