Imagine you’re listening to a choir or a musical group and everyone is singing from a different song sheet. It will sound terrible. There wouldn’t be any synchronization amongst the group. You would be likely to run for the exits. Listening to a group that uses the same song sheet would obviously be a different listening experience (so long as choir has some singing ability!). “Song sheets” in …
Tips for Higher Ed Marcom Professionals from Popular Marketing Books
By Kevin Anselmo What percentage of CEOs trust their CMOs? Think about it …… Answer: not very many. In fact, it is just 20% according to a recent study by the Fournaise Marketing Group. I learned this tidbit at a Triangle Marketing Club event from guest speaker Douglas Burdett, host of The Marketing Book podcast (one of my favorite podcasts out there). Burdett interviews marketing book …
Podcast Episode #62: How to Benefit from Medium
Have you experimented with Medium, the online publishing tool owned by Twitter? Not happy with your results? If that is the case for you and you want to discover how to change this narrative, then you will want to listen to FIR on Higher Education episode 62. Paul Redfern and Carina Situs from Gettysburg College delve into the strategies and tactics that have contributed to the school’s success …
Podcast Episode #61: Victor Jimenez on Using a Podcast to Sell a Program
Imagine being able to attribute the success of a podcast to over 3,000 sales of an online course. I certainly can’t vouch for this statement! However this is the reality for the guest on my latest podcast episode. Victor Jimenez is an entrepreneur whose Cycling 360 podcast has helped generate 3,000 sales of his online courses. On episode 61 of the FIR on Higher Education podcast, Victor explains …
Podcast Episode #60: IMD Professor James Henderson on How to Create a Compelling Lead Magnet
How do we get more butts in seats? This is a question many in marketing and admissions grapple with to some extent. A related question is how do we improve the quality of the students attending our school. Key to addressing these questions is lead generation. One way to generate new leads is by creating a compelling lead magnet: offering a valuable form of content in exchange for a new …
Podcast Episode #58: Shel Holtz on Employee Advocacy Programs
Imagine the impact that can be generated when you have individuals who can share the brands content, respond appropriately to complaints and routinely advocate for the organization to their respective networks? On episode 58 of FIR of Higher Education, we delve into the topic of employee advocacy with Shel Holtz, an organizational communications expert and the founder of the FIR Podcast …
Integrate Content Into The Customer Experience
One of my former communications colleagues in Switzerland always used to say “savoire-faire et faire-savoir”, meaning “know how and make known”. All too often, we don’t do this when it comes to our communications assets. Strategic communications is about strategic dissemination. If you generate amazing media visibility, you need to communicate this to your audiences across all your different …
Podcast #54: Book Marketing Tactics from Professor David Burkus
It is not enough to rely on your publisher or school communications department to market your book. You have to put in the leg work. So says David Burkus, a professor at Oral Roberts University and the author of two different books: The Myths of Creativity which came out in 2013 and Under New Management which was published earlier this year. On episode 54 of FIR on Higher Education, Burkus …
The Keys to Adopting a Social PR Mindset: Interview with Expert Shonali Burke
One person effectively communicating a message will have some impact. Many people authentically doing the same will have even greater impact. It doesn't require a PhD in algebra to figure this out. Unfortunately many in PR are still wed to the old ways of doing things. Someone who I know that is quite effective in using this social PR approach is Shonali Burke, a consultant based out of …
Communications Commandment #1: Know Your Audience
There is a common thread that led to success when writing a cover letter, marketing message and media pitch: know your audience! I recently interviewed Heidi Scott Giusto on the FIR on Higher Education podcast to discuss a topic that I am not an expert in: communications during the career search. It was interesting for me to hear Heidi discuss how many make the mistake of not communicating …
Why Groups and Individuals Within Higher Education Should Consider Podcasting
It is a crowded content space out there. Attention spans are limited. As you think about your content marketing strategy, you should perhaps consider podcasting as a medium to achieve your goals. Podcasting is the only form of content that can be consumed while an individual is doing other activities. Whether you are doing housework, driving or exercising, you can tune into your favorite podcasts. …
Podcast Episode #50: PR Strategies and Tactics for Events
Are you maximizing the public relations opportunities around different events that you are organizing? Higher education related events usually feature interesting content, particularly if it is an academic conference or some sort of multi-day symposium. Making the most of such events from a PR perspective can be challenging. We delve into this topic on episode 50 of FIR on Higher Education …
Podcast Episode #48: How to Create a Successful Podcast for your Department or Institution
Chris Rose, Outreach Director at the University of Texas at Austin’s Center for Middle Eastern Studies, launched the 15 Minute History Podcast in 2013. Little did he know at the time that within eight months, the podcast would shoot to the number one ranked podcast on iTunesU. 15 Minute History is a podcast about world and US history produced by the History Department at the University of Texas …
Podcast Episode #47: Video Storytelling Tips from a TV Anchor Turned School Communications Director
Jim Hanchett has covered major news stories as a journalist for various media outlets, including NBC. These stories included the Bush – Gore 2000 election, the Pope’s visit to Cuba and Bill Clinton’s impeachment trial for several media outlets. In 2012, Jim turned in his media accreditation card and now is telling the story of the Indiana University School of Public and Environmental Affairs …
Podcast Episode #46 – How to Leverage Podcasting at Events
Podcasting can be a valuable way to drive awareness for events and provide valuable content for attendees, whether it is an academic conference, a program or a symposium with several prominent guest speakers. Donna Papacosta, author of the Business of Podcasting, discusses how to effectively do this on episode 46 of FIR on Higher Education. Among the topics we discuss: Benefits of doing …