Monthly round-up: July 2011
“An overview of some of the most and least effective practices (both digital and non), according to the modern admissions professional.” View the report.
“The presentations are more polished, the lobbies more high tech and the reservations process more automated. But, the result is a dulling sameness. After seeing nine schools in six cities, we are questioning the need for more. They all sound alike … Here’s my advice to colleges as a parent who is quickly wearying of the sameness and a marketer: Don’t be afraid to show your quirky side. It’s what will be remembered.”
“Once we are all seated, the admissions officer tells us how wonderful the school is. It excels in the humanities and in the sciences. It cares about its undergraduates, despite the fact that it’s a big university. Or: It offers its students the chance to do research, despite the fact that it’s a small college. Famous people teach there. Famous people went there. It has a core curriculum, or distributional requirements, or it doesn’t, for excellent well-thought-out reasons. It has dozens of student clubs and organizations, and if the one you want doesn’t exist then you can start it.”
A four-part “series on integrating student-generated content into communications, particularly in social platforms.”
“Tufts University has completed its $1.2 billion ‘Beyond Boundaries’ campaign, the largest fundraising effort in the university’s 159 year history. $1.2 billion was raised in the campaign, double that of the previous campaign which was completed in 2002.”
“USA Today just came out with a Top 20 ranking for the top colleges making the best use of social media and three of those schools hail from here in Boston. In the top 20 USA Today honors Harvard at number seven, Emerson at 10 and Tufts just making the cut at 16.”
Mistakes include: The false start; the auto follow; the QR code to nowhere; the Twitter “set it and forget it”; and the “carpet bomb” update.
“The simple effect of seeing your brand in the inbox reminds your subscribers of your existence, as well as your new product line, sale, or whatever else you mention in your subject line. That can influence people to visit your store, recommend you to a friend or even make a purchase, without ever opening your email.”
“Producing the content is the first big step, and it is definitely going to send you in the right direction, but promoting that great content is just as important.” This includes: newsletter promotion, a blog digest, and promotion through social media.
“For small businesses that want to use social media, the number one question you should ask yourself is, what do I want to accomplish? You have to understand the WHY before you worry about the HOW.”
“In his talk at An Event Apart in Atlanta, GA 2011, Jason Santa Maria outlined the current state of Web fonts and how to approach typography online. Here are my notes from his talk.”