Yeah, we have a point of view on that.

Yeah, we have a point of view on that.

Yeah, we have a point of view on that.

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Strategy in 3D

Does every brand really need to differentiate itself?

In today’s overstuffed and noisy market, standing out is considered a mandatory goal for all brands. But often, brand-builders focus too heavily on differentiation – which can blind you to the needs of more established relationships and expose your institution to unnecessary risk.

Doug Edwards April 11, 2018 Categories Points of View

The relevance of style

Sweating your brand’s small stuff for consistency and credibility These days, my colleagues and I are encouraged to see so many institutions of higher education paying attention to the voice of their brands and thinking about how to write effectively across campus. What we don’t see discussed, however, is editorial style — a topic that, granted, isn’t

Joel Showalter March 5, 2018

Reputation beyond rankings: How to respond to requests to move your institution up

Rankings put daylight between competitors, and it definitely feels good to be in the top set. Until you’re not. Especially for institutions that make rankings an all-guiding, all-consuming pursuit, a bump down can feel devastating—but it shouldn’t. Yes: competition is healthy. Rankings-obsession isn’t. The ultimate value of the rankings is in flux today, and there’s

Kelly Ruoff Dakota Story November 14, 2017 Categories Points of View

Healthy brands need a balanced diet

Building a healthy brand isn’t about chasing trends or joining in on the current craze. Healthy brands can’t cleanse their way to top-of-mind awareness. There’s no crash diet for building a customer pipeline, and no superfood that promises a higher conversion rate. The only regimen that guarantees long-term brand health is a balanced diet and

Doug Edwards November 14, 2017 Categories Points of View

Chatbot 101 for Higher Ed

To keep up with the rapid digital evolution, many in higher ed are experimenting with new technologies. The latest? Chatbots. Here’s what you need to know. Chatbots are a form of artificial intelligence, but that characterization may be a little too upmarket. Basically, a chatbot is a computer program that answers your questions. You know

Chelsea Castle October 25, 2017 Categories Points of View

6 Steps for effective video storytelling

Simple is best in a competitive and crucial video environment. Video reigns supreme as the most important medium today. A great video is all about taking a people on a journey. Where do you want them to go, what do you want them to know and—most importantly—what do you want them to feel? Once you answer

Mark Love October 16, 2017 Categories Points of View

Mobile first is not mobile only

If your website is the front door for your audiences — most importantly prospective and current students — then mobile is the driveway. Consider these points to make it the best possible experience. 1. Mobile should never be an afterthought. By thinking about your mobile site first, you’re forced to construct a hierarchy and think

Chelsea Castle September 25, 2017 Categories Points of View

Incorporating inclusive language in the admissions process

13 to 17. It’s the age range stamped on the inside of every admissions officer’s eyelids. Every decision is made with this age bracket in mind, and the topics, styles, and trends that attract them. Will this video capture their attention? If I do get them to our site, how long will they stay there?

Kelly Ruoff September 15, 2017 Categories Points of View

There is no creative process

Where does the best creative work come from? Nobody knows. Most of us know that it doesn’t come from a strict set of rules, structures, and templates. But everybody knows that strong brands are consistent. And consistency comes from strong brand standards. From rules.

Nathan Thornton September 5, 2017 Categories Points of View

“Excellence. Lives. Here.” The saga of taglines in higher ed continues.

We read it in many of the higher ed RFPs we receive: “final deliverable will be a recommendation for brand platform, identity mark, and tagline development.” The request is simply stated, as if all three things are of equal weight and relevance.

Kelly Ruoff August 30, 2017 Categories Points of View

EduWeb Digital Summit

Where: San Diego, CA

When: July 23-25

Who: 
Jill Neely, Digital Creative Director

J.D. Thomas, Assistant Dean for Project Management, Communications, and Special Projects, Rutgers University

ITGA City and University Relations Conference

Where: The Ohio State University, Ohio Union

When: June 1

Who: Bill Faust, Senior Partner, Chief Strategy Officer and Nathan Thornton, Executive Creative Director

Presentation: The Future Shapers of Communities are also Shaping the Future of Higher Education – Seven Predictions for What’s Next