RECENT INSIGHTS
Understanding online degree-seekers We recently conducted a research study of student personas for a leading, nonprofit, online college headquartered in the northeast (formerly part of the SUNY system). The results reveal 8 distinct types of online students (which scale up to larger groups of potential students), each with differentiating life challenges and personal characteristics. While […]
Generation Z doesn’t like you Generation Z – loosely defined as people born between 1995 and 2010 – isn’t interested in your marketing program. Nor are they interested in your “Values” or your Facebook page, which to them is dead as disco. If they want to learn about you, they’ll look at YouTube. Once they’re […]
Marketers wake up to the pain of misspent resources A really disturbing recent study of 1000+ EU marketers reported that, on average, they waste 26% of their annual budget on “the wrong channels or strategies.” In other words, more than a quarter of their budget is gone and unrecoverable. In four years time, an entire […]
Academic brands: Stuck in Sloganville Academic brand messages usually take one of a few approaches. One is a recitation of institutional values – “Courage. Honor. Confidence. Conviction. Integrity.” Sometimes they’re accompanied by a motto that’s marinated in Latin. Snore. The other method is to concoct a single slogan, either rooted in research, or cooked up by an […]
Note to marketers who have been investing in Facebook: Fasten your safety belts.
It’s as if Facebook listened to a focus group of marketers complaining about ad targeting: “It’s getting brutal….social makes it harder, not easier….my dollars are already stretched too thin….how can I be sure I’m reaching the right people….and how do I know I’m spending in the right places?” And then, Facebook looked deeply into its […]
When Google says something is the next big thing, we tend to listen. And Progressive Web Apps (or PWAs) are, in a word, it. If you missed this news and were absent the day they had the PWA meeting at work, here’s what you should know. The nutshell version. PWAs can be summed up as […]
Thinking outside the backpack on “academic rigor” Schools have long been in a Greco-Roman wrestling match with the question of how to present academic rigor in their particular brand of education to the world. Cruise the websites of public or private learning institutions and you’ll see the term everywhere. Depending on the source, academic rigor […]
Price, performance, and perception. In our experience, those are the 3 criteria on which learning institutions are evaluated – by students, parents, consultants, counselors, and, well, everyone. To take our hypothesis out for a spin to see how it corners, we asked two panels of 12 undergrads – all majoring in Advertising and PR – […]