It used to be that the rhythm of academic life dictated the marketing cycles we follow and thus the processes needed to put a marketing plan into practice at our client schools. That is changing given the 24-second news cycle and the information-on-demand world in which we live. Lately, it has been my observation that the most valuable services we provide to our clients is not the unearthing of content to share. Schools that live their brand have all the content they need, it swells up from their people. What they need and we provide is time. We help them build a new clock and work with them to adopt a new rhythm for communicating and for marketing that puts conversations into the middle of the mix. Marketing tactics are still needed to support strategy, but they need to serve as the trigger for pulling people into conversations about becoming a student, a more engaged alumnus, and a committed donor.
Don’t talk to me
On a recent trip to Buffalo to present at the SUNYCUAD conference, many session attendees were doing what we do these days, updating their Twitter feeds and commenting on what they were hearing, with a nod of approval or a shake of the head in disagreement. The next day, we followed up and Tweeted back. Perhaps four of us were in the tweet spurt. Most of the other attendees asked questions throughout the presentation and engaged in open conversations with the group of 30 to 40 people. So, while I get the part about sharing conference proceedings with others who aren’t there, I don’t get why the tweeter just doesn’t ask the question or share a comment with the other human beings in the room.
A suggestion was made by a highered blogger who was involved in the tweets about dealing with this conference “backchannel” to use a backchannel buddy during the presentation – someone who monitors the twitter feed for the questions being posed by those people who don’t want to ask directly. Okay, I’ll use this buddy system next time, but really, we are all paying to be in the room together, can’t we just talk?
Opinions on this phenomenon? Is it generational? Am I missing reasons why the virtual commentary is more valuable than the real one?
SUNYCUAD 2010 Presentation
Here is the presentation we gave at the SUNYCUAD conference in Buffalo. We had a great turnout with some excellent questions and feedback. If you are interested in learning more about it, please contact us.
The Art of Voicing, Da Vinci Style
This NPR story about the recreation of Leonardo’s inventions is fascinating. The concept of “voicing” — bringing an instrument to its peak form of expression — is central to our work for educational institutions. So this is of interest on many levels. Enjoy. –Josanne
Small, medium and large communications services
Josanne DeNatale here: There is a theme emerging with every client I work with and that is the need to do more with less: Less time, less budget, and fewer people to help. More requests for interactive communications platforms, more stories that need to get told, an increasing need to distinguish your school from the others. I’m proud to say that, over the years, we have provided the kind of communications and marketing services to colleges, universities and schools that fits the needs of the day. It isn’t just the current economy that asks us to be fiscally responsible, afterall. Be in touch with us to figure out together just how you can get all of the many priority projects accomplished with the resources you have, and how you can do so and be reflective of your institution’s unique voice. Post a comment or email me to discuss. eMail Josanne here
Report on Web-based Technologies Use at Educational Institutions Now Available
This April, Peter and Josanne presented the keynote address at the Council for the Advancement and Support of Education (CASE) Communications, Marketing & Technology Workshop in Boston. In preparation for the Conference, Cognitive fielded a research survey to gauge the level at which web-based technologies are being incorporated into the current marketing practices of educational institutions. A summary report of the survey results is available upon request.
Marketing and Philanthropy Conference Paper Now Available
Cognitive Marketing Inc. President, Peter Holloran, recently joined the University Advancement Vice Presidents and Communications Directors from Johns Hopkins University and Millersville University for a panel discussion on brand development, marketing and philanthropy at the March 2009 CASE District II conference in Baltimore, MD. The conference paper we prepared for the occasion is entitled: “Institutional Self-Awareness, Brand Identity, and the Development of a Culture of Giving” and is now available upon request.
