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The Role of Brand Identity for Colleges and Universities

by Elise Homan on May 9, 2017 10:00:00 AM

This article has been edited and updated to reflect current nonprofit marketing strategies.

In March 2015,  Sweet Briar College in Virginia announced that it would officially close at the end of the school year due to financial problems. Reaching this difficult decision clearly came from a multitude of complicated factors. However, in an article posted on Inside Higher Ed titled “Marketing Lessons from Sweet Briar,” author Robert Moore looks critically at Sweet Briar College’s situation, comparing them to similar institutions that have continued to be successful despite dealing with the same struggles. Moore is president and CEO of Lipman Hearne, a marketing and communications firm. He says, “No matter the answer, it seems obvious to an outside observer that Sweet Briar could have taken greater advantage of fundamental marketing principles and more effective student recruitment strategies as administrators considered this decision.” Read the whole article here.

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Topics: Fundraising, Higher Education, Branding

How to Increase Public Awareness for Your School

by Dan Linn on Jun 21, 2016 12:30:00 PM

In a previous blog post, we discussed why a blog is an essential marketing asset for any company or institution. In fact, nearly 40% of U.S. organizations use blogs for marketing purposes, and organizations that blog have 55% more website visitors.

In particular, blogging plays an important role in marketing for higher education, especially for attracting students to your school. Prospective students do a majority of their college research online, so an interesting, informative blog on your school’s website will help your school attract website traffic and increase public awareness for your school. The more content-rich pages you create through your blog, the better the chance is that your website will rank higher in search results.

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Topics: Inbound Marketing, Higher Education, Branding

Brand Identity for Colleges, Send the Right Message to Students

by Dan Linn on Nov 3, 2015 9:00:00 AM

A brand identity is the representation of a company's (or organization’s or institution’s) reputation throughstudents_research_your_school the conveyance of attributes, values, purpose, strengths, and passions. 

The importance of brand identity is becoming increasingly important to higher education institutions, especially in the area of admissions and enrollment.

As prospective students research your school, they only know what they find online or what they hear from others.

Thus, your school’s central message should be clear to everyone.

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Topics: Higher Education, Branding

How to Overcome Audience Fragmentation

by Elise Homan on Jun 25, 2015 12:56:00 PM

According to Hubspot, one of the nine biggest challenges that marketers face today is fragmentation. Due to an endless stream of new communication technology, marketing audiences have become more separate and increasingly complicated. No matter the industry, audience attention is fragmented across a rapidly growing number of channels. Additionally, customers have become adept at perceiving whether or not marketing messages are meaningful or relevant to them, so they can ignore entire channels if they aren’t interested. Reaching all of these separate groups, or fragments, can be difficult, and the problem is one that marketers do not have much control over.

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Topics: Integrated Marketing Communications, Content Marketing, Branding

Solution Link, Integrated Marketing Services: Rebranding In Colorado

by Dan Linn on Mar 17, 2015 12:46:00 PM

Today’s market economy is a dynamic, growing, transforming environment that is changing at a dizzying pace. The sheer speed and dynamics of these changes are staggering, ubiquitous and inescapable.  It is hard to believe that in the last decade major social media sites like Facebook and Twitter have completely changed how a billion people process news and information, communicate with family and friends and advertise and promote businesses. 

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Topics: Nonprofit, Inbound Marketing, Fundraising, Higher Education, Branding

How to use the psychology of color in your marketing

by Elise Homan on Jan 26, 2015 9:26:00 AM

Writing quality content is the core of successful marketing, but making that content visually appealing is also paramount. Whether it is your product, website, or an email newsletter, presenting your brand in an aesthetically pleasing way is crucial. One of the most important visual choices to make is color. The color scheme you use can drastically effect the buying habits of your customers and prospects.

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Topics: Inbound Marketing, Direct Mail, Social Media, Email Marketing, Print, Integrated Marketing Communications, Content Marketing, Branding

Why You Should Invest In an Online Collateral Management Program

by Dan Linn on Jan 5, 2015 3:17:00 PM

 If you’ve ever placed an order for marketing materials or other corporate identity pieces, you know that it can often be a much more time-consuming process than you had originally planned.

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Topics: Direct Mail, Print, Integrated Marketing Communications, Branding