Advice about the role that marketing and communications can play in response to the potential opportunities and threats.
Paul Redfern
Paul Redfern is vice president for communications at St. Lawrence University. in Canton, N.Y. He is a frequent presenter on marketing and brand topics at national conferences and serves as a member of the Board of Directors for the College and University Public Relations and Associated Professionals (CUPRAP).
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Most Recent Articles
August 22, 2019
Despite the occasional challenges, creating a partnership between fundraising and marketing is essential.
March 12, 2019
Three traits to look for when building a team that succeeds through failure.
August 14, 2018
Four Things to Consider When Planning a Marketing Research Project
March 22, 2018
Transitions are not easy on either end. Learn about some strategies that can help make it a positive experience.
March 1, 2018
Higher education communications professionals need to understand and apply digital marketing as part of their toolkit in order to stay relevant in a highly competitive marketplace. Digital marketing refers to the many ways you can reach and market to your target audiences through digital channels and devices, including social media, email, digital advertising, and landing page/form strategies.
July 27, 2017
Investing in professional development provides three key benefits to your institution.
June 27, 2017
Three ways to better integrate social efforts across your team, process, and strategy.
May 23, 2017
If properly managed, sub-brands add dimension and character to the core institution’s brand, enabling a deep focus on a specific area of expertise.
April 4, 2017
Three ways to help tell your brand’s story.
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August 22, 2019
Despite the occasional challenges, creating a partnership between fundraising and marketing is essential.
June 14, 2018
Journey mapping is a technique long known to marketers at companies like IBM and Clorox but has only recently caught on in higher education circles.
May 23, 2017
If properly managed, sub-brands add dimension and character to the core institution’s brand, enabling a deep focus on a specific area of expertise.
February 23, 2016
Marketing and Advancement teams must work together to repurpose content and better serve constituents.