http://www.zenwrites.com/blog The author of this blog, Norman Kraft, is an edublogger, copywriter and marketing coach to higher education institutions. Thu, 22 May 2008 16:18:49 +0000 http://backend.userland.com/rss092 en Institutions of higher education are learning that there are new and effective ways of attracting corporate clients and the money they hold, but it hasn't been an easy path. Part of the problem is that approaching the corporate world requires a certain amount of skill in consultative selling, and sales ... http://www.zenwrites.com/blog/?p=33 Marketing plans are well-written, thorough, and meticulously researched action plans that will be evaluated by individuals and organizations both inside and outside the college or university. Though traditionally used in businesses, this document is now considered to be indispensable for institutions of higher education. Overall, a higher education marketing plan ... http://www.zenwrites.com/blog/?p=35 Integrated marketing communications as a whole is essentially telling a story. It synthesizes the message of an institution of higher education, and delivers it by any medium in which the message’s sequence and interactivity may bring understanding and meaning to its recipients. In the case of most colleges, however, the marketing ... http://www.zenwrites.com/blog/?p=30 Never before has there been such a vital need for schools of all kinds, including colleges and universities, to communicate effectively with their target audiences. Dr. Robert Sevier – author, director of research studies, and Senior Vice President at Stamats – stated about educational institutions that: These institutions face staggering obstacles to ... http://www.zenwrites.com/blog/?p=29 There has been an awful lot of buzz about disruptive marketing among businesses lately, however, in higher education, the disruptive marketing perspective has not yet gained as much attention as it should. The idea of disruptive marketing implies breaking through all of the clutter that we face every day by ... http://www.zenwrites.com/blog/?p=28 Enrollment management in schools of higher education has been greatly assisted by integrated marketing as it creates and maintains a singular goal and unifies those applying that goal, as they share the same purpose: the enrollment of students, and the success of those students. Marketing is, after all, the initial ... http://www.zenwrites.com/blog/?p=27 Dear College President, Your 15-17 year-old prospects are much smarter about what they read. To them, platitudes and "we're the best" just don't cut it any longer, and marketing-speak is simply so much noise to be skipped over. Content is more important than ever, and more than ever institutions need to ... http://www.zenwrites.com/blog/?p=23 When developing a marketing campaign for higher education – as in any area of business – it is vital to know your market. Knowing to whom the campaign is directed is crucial to its efficacy. Consider the example of the Boston higher education marketplace. Boston is considered the ... http://www.zenwrites.com/blog/?p=26 Dear College President, In the Washington Post there is an interesting story called “Pearls Before Breakfast” by Gene Weingarten. Joshua Bell is a world-class violinist who has filled concert halls and is the violin behind the soundtrack of the movie "Red Violin." The Washington Post recruited him to play as a ... http://www.zenwrites.com/blog/?p=24 Just as branding is a vital concept in the marketing strategies of businesses of all sizes – at-home businesses to global corporations – so is the concept vital to higher education. After all, a college doesn’t want to be a school. It needs to be the school. Consider this: ... http://www.zenwrites.com/blog/?p=25