Birthdays aren’t just about getting older. They’re a time to realize where we’ve been, what we’ve accomplished, and where we want to go. Not to mention, a time to celebrate. And, of course, higher education institutions have their own birthdays. From the 50-year semicentennials and 100-year centennials to the 125-year quasquicentennials and 150-year sesquicentennials, these milestone years […]
Last month, I had the pleasure of attending the Association of Catholic Colleges and Universities’ annual meeting in Washington, D.C.—an event that, as you may already know, brings together presidents of Catholic institutions, renowned scholars, and more to celebrate the charisms of Catholic higher education. It was truly an inspiring weekend, and while there, I had the privilege of chatting with more than 20 presidents about the challenges their institutions face today.
Personas are the foundation of all great higher education marketing plans because they epitomize your potential students and help guide how you talk to them. When you can put a name and story to a specific audience like, say, military students, you can better predict their wants, needs, and educational journeys—and when your messaging is that tailored, they’ll appreciate what you have to say. To start developing the perfect personas for your institution’s marketing strategy, consider these tips.
During a recent client campus visit, I had the opportunity to meet with the College’s advancement team. Just weeks before going public with their largest ever comprehensive campaign, the team was lamenting the untimely realization that the bulk of the College’s communications with its alumni were almost singularly focused on soliciting donations. Their concern, of course—an absolutely valid one—was that their alumni had grown fatigued, and maybe even disenchanted with their alma mater, feeling that all the College really cares about is the next donation.