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Opinion
The Role of Experience Mapping in Communications Planning
Creating an experience map of a problem provides a nuanced way of exploring your challenge and developing a dynamic model for addressing it.
Opinion
Giving Creative Feedback – A Guide for Those Who Aren’t Creative
Following these eight simple steps will help you give your creative team valuable, constructive feedback.
Opinion
Beyond the Brand: The Marketing Department of the Future
Higher education marketing departments should be able to bring data, insight, and an intimate understanding of the consumer to enable their institutions to identify future opportunities and forge new directions.
Opinion
Empowering Bottom-up Communications in a Top-Down Environment
Strategies to inspire and retain creative staff.
Opinion
Last-Minute Checklist for Final Days of Yield Period
As the May 1 deadline nears, consider some quick new initiatives to boost your yield efforts.
Opinion
Communicators: Get Out of the Way
Fighting our nature to control things isn’t easy, but we can often get the best outcomes when we step back.
Opinion
Intercollegiate Athletics: Some Revenue, Reputation and Moral Questions
To calculate the true costs of intercollegiate athletics, we have to account for positive -- and negative -- impact on revenue as well as reputation. And then there's the moral aspect of football to consider.
Opinion
The Strongest Case for Institutional Brand-Building: a President’s-Eye View
Higher ed has come a long way toward understanding the value of an inspiring institutional brand, but some senior leaders still need convincing. Here’s a compelling, authentic tool you can use to build a strong case for investing in brand marketing.