"The role of the communications and marketing professional is changing rapidly, given the advent of social media, the 24/7 news cycle, pressure on print budgets and a general emphasis on doing more with less. Given multiple opportunities and limited resources, we must make strategic decisions with the mission of our institutions and the interests of its constituents squarely in mind."
Kim Manning
Chair, CASE Commission on Communications and Marketing
Vice President for University Relations, Rutgers, The State University of New Jersey
96 percent of institutions are using social media tools and 37 percent plan to develop social media policies within the next year.
"Survey: More Institutions Developing Social Media Policies," BriefCASE, April 2011
Lisa Lapin, chair of the CASE Institute for Senior Communications & Marketing professionals, discussed the benefits of mobile technology, the fastest growing technology in the world. "It means instant on-site engagement. It means we can do location specific marketing. ...We can take people on real tours of our campuses from halfway around the world."
"Fast-Growing Mobile Technology Platforms Increase Campus Connectivity," BriefCASE, October 2010
The launch of Foursquare for Universities further encouraged campus marketers to add location-based social networking platforms to their institutions' social media programs.
"Location, Location, Location," CURRENTS, January 2011
Tracey Lancaster, a presenter at a CASE Europe conference, said that marketers in the United Kingdom must adapt and modify current marketing strategies in light of the "unprecedented challenges" facing educational institutions in England.
"Marketers Must Think Smarter in Leaner Times," BriefCASE, March 2011
Twitter usage among communications professionals has jumped from 39 percent to 76 percent in two years. Their audience, however, is only using Twitter 32 percent of the time.
"Study: Use of Social Media in Public Relations Campaigns Growing," Social Media Reality Check 2.0, June 2011
"Intentional efforts" to engage students via social media have been highly successful, though a lack of time and resources have prevented them from fully developing their networks.
"An Informal Look at Social Media Practices," CASE Social Media blog, Aug. 16, 2010
69 percent of print budgets are frozen and 94 percent of respondents say their institutions are relying more on electronic publications. Viewbooks remain the sole publication primarily available in print only.
"The State of Print and Electronic Publications in Higher Ed 2010 Survey Results," collegewebeditor blog, Dec. 16, 2010
96 percent of institutions are still investing in print and more than half are investing more each year on interactive and social media.
A Report on Marketing Spending at Colleges and Universities, Lipman Hearne, July 2010
