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Posts Tagged ‘Marketing’

How to Create the Perfect Higher Education Billboard

July 4, 2012 Leave a comment

Template for the Perfect Higher Education Billboard

Given the field I work in, I pay a lot of attention to billboard campaigns.  I suspect this makes me different from many of the publics we target.

One thing I’ve noticed in my years of careful Billboardspotting is how remarkably similar all outdoor advertising is for colleges and universities.  It’s eerie.  It’s almost as though everyone is watching what everyone else is doing and copying it in some sort of marketing feedback loop.

This is likely what is actually happening, which explains the creative entropy. Read more…

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CANCELED: Community Colleges and the Impact of Social Media Webinar

May 7, 2012 Leave a comment

Perhaps summer isn’t the best time to schedule a learning opportunity for education professionals.  Unfortunately the Paperclip Webinar on Community Colleges and the Impact of Social Media has been canceled and will be rescheduled for a later date.

As soon as we have a new date, I’ll post it here.

grcctwittercustomerservice

Community colleges across the country are finding ways to teach, market and communicate using various forms of social media. In this rapidly changing environment it is challenging for professionals to stay up to date on the latest trends and functions of a social media landscape.

In many cases, higher education has led in the adoption of these new tools and technologies. Much more can be done, however, both inside the classroom and outside the college engaging publics.

Join me for an interactive webinar where you will learn how to develop a greater awareness of hot trends in social media as they relate to community colleges and begin the process of creating an effective social media marketing plan.

Register Here: http://bit.ly/ccsandsocialmedia

Reversing the Polarity of Your Social Media Strategy

May 2, 2012 Leave a comment

Reversing the Polarity of Marketing

In the kampy 70s-era Batman TV series (and movie), Adam West’s titular character was always trying to extricate himself from a supervillain’s trap by “reversing the polarity.”  It’s one of those pseudo-sciencey terms that pre-teen kids find believable (even nerdy kids who like Dr. Who).

Colleagues and I have joked before that the marketing budgets of some projects would be better spent bribing the very small target population than trying to break through the deluge of noise consumers encounter each day by paying for mass media channels (the very entities creating the noise).

Twitter.  Facebook.  Pinterest.  Linkedin.  Blogs.  RSS.  SMS.  Foursquare.  Google Places.

Thanks to social media there are enumerable ways for any organization to broadcast messages to its publics.  There are so many channels with such low cost barriers that the decisions marketers and PR pros need to make are all about how many to spend time on.

However, the focus on broadcasting often overshadows an important and underutilized feature of the Internet-connected world: the ability to reverse the flow of information to focus laser-like on a very tiny population.  I’m not talking about Narrowcasting.  The “casting” part still implies a lack of a quality relationship with each of the unique people you’re trying to enlist.

It is increasingly easier to be successful by focusing solely on good customer service or by serving a very specific clientele.  That’s the Long Tail at work.  Creating relationships.

Rather than spending resources buying access to a megaphone could you reallocate those resources to, one at a time, find the 25, 50, 100, 1000 people you actually need to make your campaign a success?  I bet you could … if you can just “reverse the polarity.”

How Not to be a Social Media N00b – Resources From the 2012 NCMPR National Conference in San Francisco

March 25, 2012 Leave a comment

San Francisco Trolley

On March 11, 2012 I did a pre-conference workshop at the 2012 Conference of the National Council for Marketing and Public Relations (NCMPR).  It’s an organization for marketing and PR professionals in higher education at 2-year colleges.  Below you can find the resources from that presentation (the slides, handout, audio, and some video).

ncmpr2012hownottobeasocialmedianoob

If you found the materials or the workshop to be helpful, I’d appreciate a review on Linkedin.  Hopefully I’ll get the opportunity to do more workshops like these.

Video:

Handout:

  • How Not to be a Social Media N00b (.pdf) [I essentially crammed a variety of social media resources into this handout with brief descriptions so that attendees wouldn’t have to scramble to take notes while I blathered on.]

Slides:

Audio:

Six Reasons Why the Facebook IPO is the Beginning of the End

February 13, 2012 7 comments

Facebook's IPO Will Monetize the Goose That Laid the Golden Egg

By now everyone with access to the Internet (and even a lot of people who don’t) are aware that Facebook filed for an Initial Public Offering.

If every other social networking platform in the history of the web is a guide, this signals the beginning of the end for Facebook.  Private corporations are freer from the pressure to drum up wads of cash in the short term than publicly-traded companies.  They are also more resilient in the face of economic challenges than private companies because they can absorb a period of shrinking profits instead of scrambling to implement drastic measure (like mass layoffs) to quickly cook the books for a pennywise short term jump in profits.

Here’s why Facebook will suffer from the rush to monetize the gigantic community of users it has amassed: Read more…

Iowa is a Terrible Test Market – Why do we let it Pick Presidential Candidates?

January 3, 2012 4 comments

[Updated] It’s 2012, and the presidential primary season is upon us.  In reality, it’s been upon us for the past year – the news media seems to have the same proclivity for stretching out presidential campaign season as retailers have for stretching out the holiday gift buying season.

Plenty of others have written about our arcane and stupid primary process, but I thought I would put a different spin on the argument that Iowa should not be allowed to screen the roster of presidential candidates:

From a Marketing/Public Relations/Advertising perspective, the population of Iowa makes for a terrible focus group.

Iowa is completely unrepresentative demographically of the diversity that exists in the US.  In fact – it’s such a skewed population that it doesn’t even have a test market in the top 50 (unless you count markets shared by other states).

No marketer would risk taking a product to market nation-wide based on how it plays in Iowa – so why do we let them vet presidential candidates?  Check out this selection of demographic indicators: Read more…

Why Twitter Brand Pages Aren’t That Important

December 9, 2011 Leave a comment

Why Twitter Brand Pages Aren't Very Important

Since it launched in 2007, Twitter has gone from a single utility to a full-fledged social networking site.  Just like Facebook and Google+, it’s now launched “brand pages” that allow owners greater flexibility in controlling how their Twitter page appears.

Meh.

Don’t worry too much if you can’t rush right out and develop a gorgeous customized Twitter profile.  Most people won’t see it. Read more…