Management Checklist for Communications and Marketing
The CASE Management Checklist for Communications and Marketing was created in 2007 by the CASE Commission on Communications and Marketing and modeled after a development checklist created by the Commission on Philanthropy. It is intended to help managers conduct internal self-assessments of information and programs and is not intended for use by external regulators or auditors. The checklist may be useful to both new and experienced managers as they assess their programs and may also be helpful in staff training and orientation. The checklist is intended to be inclusive but not exhaustive, and not all items may apply to every institution.
Principles of Practice for Communications and Marketing Professionals at Educational Institutions
These principles were adopted by the CASE Board of Trustees in July 2004.
Creating Compelling Content Strategies for Online Engagement
Conference A one-day master class on creating compelling content strategies for online engagement
Force for Good: Transforming your school through powerful communications and sustainable fundraising
Conference A one-day master class on transforming your school through powerful communications and sustainable fundraising.
Revisit Marketing Basics before Revamping Approach
Article Before adopting the latest marketing tool or technique, communications and marketing leaders should consider whether their existing operations have untapped value, says a strategy consultant.
Odds and Ends: Talkin’ ’Bout Their Generations
CURRENTS Article Jane Buckingham, CEO of the market research and trend forecasting firm Trendera, discusses generational differences and how they relate to students belonging to Generations Y and V (her term for the latest generation because so much of their experience will happen virally). In this Q-and-A, Buckingham talks about marketing to these age groups, how institutions are doing communicating with them, and how to teach young people about using social media responsibly, among other issues.
Introduction to Institutional Advancement
Product This webinar discusses the basics of institutional advancement and the interdependent roles of advancement services, alumni relations, communications and marketing and fundraising. This multimedia file is a recording of a webinar presented April 23, 2013.
Introduction to Communications and Marketing
Product This webinar offers discusses how to develop a marketing plan that can be used to achieve a variety of strategic objectives, such as increasing enrollment, donors or active alumni; and how to generate university-wide buy-in to the process and benefits of marketing. This multimedia file is a recording of a webinar presented Jan. 29, 2013.
Changing Demographics and How This Affects Your Business, Today and Tomorrow
Product This webinar looks at information from the 2010 U.S. Census and how changing demographics will affect educational institutions. It focuses on using demographic information to maximize relationships with constituents. This multimedia file is a recording of a webinar presented Jan. 31, 2013.
Creating and Sustaining a University-wide Integrated Marketing Culture
Product This webinar discusses how to create and sustain an effective university-wide integrated marketing and communications culture leveraging only internal resources. Participants discover the steps needed to undertake an institutional change management process to build an effective model that ensures an institution's infrastructure, brand strategy, resources and staff are working in an integrated, collaborative and strategic way. This multimedia file is a recording of a webinar presented Dec. 6, 2012.
CASE Europe Annual Conference 2013
Conference The CASE Europe Annual Conference 2013 will be held in Manchester, UK. The conference is CASE Europe's annual meeting of alumni relations, communications, development, fundraising and marketing professionals and features three days of professional development and networking as well as a presentation of the CASE Circle of Excellence Awards.
Finding Metrics that Matter and Learning to Use Them
Article Many in the community college sector talk about “integrated marketing” but few understand what it means and how it can transform their institution’s operations, say a pair of practitioners at a Massachusetts community college.
Conference for Community College Advancement
Conference Join colleagues from throughout North America for the Conference for Community College Advancement. This special conference will bring together professionals from all areas of advancement at community colleges, including fundraising, alumni relations, marketing and communications, and government relations.
Summit for Leaders in Advancement
Conference This annual meeting of senior-level higher education advancement professionals offers a unique chance to come together to engage in meaningful discussion about the issues affecting the future of advancement. The Summit provides access to the insider perspectives on such timely topics as public perception of higher education, internationalization and leadership. These experts will share their vision of the future and offer insight for untangling the challenges now facing our institutions.
Social Media and Marketing: What's in Store for 2012?
Article It's the end of 2011, which means it's time for predictions for the upcoming year. Marketing and social media experts foresee interesting developments for 2012, both for professionals and users.
United by Goals
CURRENTS Article This article looks at the importance of communications and marketing being an integral part of the integrated advancement team and the benefits that can result from such an arrangement.
CURRENTS Article Walsh College's vice president and chief marketing and enrollment management officer, John Lichtenberg, discusses livening up the business schools branding efforts with a campaign that employs a simple yet accessible and attention-grabbing style in its TV, print, web, and other advertising as well as guerilla marketing tactics such as the Walsh College Yellow Suits, a band of actors who attend events and create a buzz factor around this Detroit-area business college.
Institute for Senior Communications and Marketing Professionals
Conference This annual program will engage you in peer-to-peer discussion about the big picture issues in management, technology and politics at your institution. Hear from top-rated speakers who are setting the standards in educational marketing and communications.
CURRENTS Article This article looks at the way communications and marketing offices are changing how they work and realigning their staff in light of technological advances, the increased use of mobile communications and social media, the strategic importance of online communications and marketing, and how these changes have affected campus relationships, such as the role of admissions marketing.
NAIS Handbook on Marketing Independent Schools
Product This multi-author book offers an overview of what marketing is and applies critical areas of marketing to the independent school sector. Topics include developing a marketing plan; boosting development efforts through marketing; marketing to internal audiences; and marketing through social media.
Marketers Must Think Smarter in Leaner Times
Article Marketers must rethink their strategies and adopt new approaches to meet the “unprecedented challenges” now facing educational institutions in England, says Tracey Lancaster, director of external relations at the University of Birmingham and presenter at a recent CASE Europe conference.
Study Shows Market Research Pays Off
Article Colleges and universities that invest in market research are more likely to deploy more communications and marketing tactics and report a positive impact as a result, according to a new report on marketing spending conducted by Lipman Hearne in partnership with CASE.
The Price of Competition
CURRENTS Article This article looks at the recently passed tuition changes to the U.K.'s higher education system, how the higher education marketplace may change as a result, and the role that marketing efforts may play under this new scheme.
Caffeine for the Creative Mind: 250 Exercises to Wake Up Your Brain
Product More than 250 brief and challenging exercises in this book are intended to offer readers a jolt of creativity.
Change Writ Large
CURRENTS Article Roosevelt University came up with several creative marketing techniques to promote its new 32-story "vertical campus."
Marketing Doesn't Mean Compromising Institutional Values, Speaker Says
Article Academic institutions that tie their brands to their history and speak in an authentic voice can stay true to their values as they market themselves, said John Fahy, a professor of marketing at the University of Limerick and speaker at the 2010 CASE Europe Annual Conference held recently in Glasgow.
Marketing Spending at Colleges and Universities 2010
White Paper This white paper reports the 2010 results of a recurring survey on trends in communications and marketing spending at colleges and universities. Conducted by Lipman Hearne in collaboration with CASE, the paper looks at the percentage of the communications and marketing budget spent on various tactics, the perceived effectiveness of tactics, trends in spending, and the impact of the economic downturn on the investment in institutional communications and marketing.
A Snapshot of K-12 Marketing Spending
Report This one-page snapshot reports the results of a 2010 survey of communications and marketing spending by independent schools. The survey of 74 institutions was conducted by Lipman Hearne in collaboration with CASE.
PR, Marketing Claim Ownership of Social Media
Article A new survey reveals that growth in the use of social media is driving a move toward integrating public relations and marketing functions but that “turf battles” between the two still exist.
Acting Their Age
CURRENTS Article Adult students are becoming a target audience for many institutions. But reaching them can be difficult---they have different goals and different reasons why they are going back to school. Find out how your institution can target its communications to this untraditional cohort.
La comunicación es de Marte, las admisiones son de Venus
CURRENTS Article A pesar de que ambas divisiones trabajan para alcanzar el mismo objetivo, parecerían estar a varios sistemas solares de distancia.
Communications Is from Mars, Admissions Is from Venus
CURRENTS Article Communications and admissions marketing both work toward bettering the institution, though they go about it in completely different ways. Can the two departments collaborate better to integrate these two areas?
The Art of Woo: Using Strategic Persuasion to Sell Your Ideas
Product This book discusses how to persuade people wtih coercion by using relationship-based, emotionally intelligent influencing. Includes a self-assessment process that helps the reader determine which type of influencer role is a "best fit" and talks about how to strengthen persuasion skills in every aspect of life.
Office Space: Inside the Box
CURRENTS Article Why are we always asked to think outside the box, when sometimes we need guidelines to help along the process?
Summer Institute in Communications & Marketing
Conference CASE's flagship training programs are for newcomers or other professionals who want to hit the books and revisit the basics. For five days this summer, you'll review the essentials of your discipline and hear from leaders in the field who will bring a wealth of knowledge to the classroom.
UK Universities Marketing Forum
The Universities’ Marketing Forum is a voluntary association of University Directors of UK Marketing and Recruitment. The Executive Director of CASE Europe acts as Secretary to this committee.
Institutions Receive Strategies to Move Beyond Tough Economy to Market Success
Article A perfect storm is brewing in higher education, and savvy colleges and universities are exploring non-traditional ways to cut costs, expand their market and stand out from others.
Marketing Colleges and Universities: A Services Approach
Product This book reconsiders higher education marketing from a unique perspective: that of a service organization. It discusses what colleges and universities need to do to provide quality service and why superior service must be the foundation of an institution's marketing program.
The Changes within Higher Education Marketing with Rae Goldsmith
Podcast In this June 25, 2009 HB Voices podcast, CASE Vice President for Advancement Resources Rae Goldsmith talks about innovative communications, marketing and fundraising strategies for universities when facing a struggling economy. The podcast is available free through iTunes.
Easy Way to Develop a Strategic Marketing Communications Plan
Product This webinar delivers information about an easy way to develop a strategic marketing communications plan by setting realistic measurable goals and identifying strategies that wil be supported across the institution. This multimedia file is a recording of an Online Speaker Series webinar originally presented March 26, 2009.
Advance Work: A College of Pill Pushers
CURRENTS Article An innovative viral marketing campaign attempts to alter the public's perception about colleges in Ontario.
Transforming the Template
CURRENTS Article Integrated marketing is becoming the norm in institutional communications offices. Because of this shift, many colleges and universities are bringing in corporate communicators who have experience in building a brand.
University Marketing Mistakes: 50 Pitfalls to Avoid
Product This book is a collection of 50 marketing mistakes made at actual colleges and universities. Names have been changed. Written in a humorous style, it includes "marketing lessons" with each case study that can guide you in making better decisions than your peers in the case study did.
Advance Work: E-Marketing Goes Mainstream
CURRENTS Article A 2006 survey looked at how colleges and universities are using e-marketing.
Watch Your Step
CURRENTS Article Marketing missteps are bound to happen along the way, but good communications departments learn from their mistakes. Take a lesson from these top five marketing mistakes and turn shortcomings into successes.
Individual Public Relations and Community Relations Projects: University of Washington, Tacoma - Gold Medal
Best Practice In April 2005, the governor signed legislation making the University of Washington, Tacoma, a four-year school. Advancement staff had only 18 months until the first day of class and about five months until prime application season. High schoolers didn't know they could enter as freshmen, and other institutions had been communicating with potential students for a year or longer. UW Tacoma's objective was to create a marketing program to fill 140 seats with qualified freshmen for fall 2006, while establishing a brand that emphasized its strengths and minimized its weaknesses.
CURRENTS Article Based on insight from admissions deans, this article offers a preview of tomorrow’s students, alumni, and donors, based on applicants’ essays, e-mails, and interviews. Some of their insights bear out Millennial trends--a generation of kids who like and admire their parents and see them as very much a part of their undergraduate lives, as well as a service-minded streak. But another picture emerges of this up-and-coming generation. It is a picture of a “message savvy” generation that would make branding gurus proud. This article gives an overview of students today and explores the traits that make the current crop of prospective students a message-savvy group who market themselves and their ideas.
CURRENTS Article Professional schools grapple with unique marketing and branding issues. Balancing what are often perceived as the competing interests of the central institution’s need for control of marketing efforts to build institutional brand, with the perceived need for marketing autonomy among often powerful professional schools is perhaps one of the biggest challenges. However, if effectively positioned and leveraged, professional schools can be powerful symbols of institutional quality and value. This article explores these and other challenges and opportunities, examines the trends shaping the professional school marketing environment, and offers communications professionals tips for balancing these issues.
Let's Give Them Something to Talk About
CURRENTS Article Buzz marketing--intentionally influencing and amplifying word-of-mouth--can help campuses bypass the overload of media and advertising messages assaulting the public. Two approaches to creating buzz are (1) to make your constituents so happy that they take it upon themselves to spread your message, or (2) to identify good stories and then find and cultivate good storytellers.
Cream of the Crop
CURRENTS Article This article profiles a few of CASE's 2005 Circle of Excellence award winners in the fields of fund-rasing, special events, campaigns, marketing, alumni programs, stewardship, and advancement services operations.
A New Breed
CURRENTS Article This article examines the complex and often convoluted relationships between admissions and advancement. It describes how marketing is the place where all areas of advancement find common ground and how, for a long time, marketing had its place within the distinct silos in admissions and advancement. Now, however, institutions are developing more comprehensive structures that combine recruitment and advancement in the interest of adopting a true integrated marketing mindset.
AdvanceWork: Message-Driven Marketing
CURRENTS Article When the State University of New York system wanted to spread the word that New York is a great place to live, work, and learn, it teamed with the New York State Thruway Authority to conceive an innovative marketing program that could potentially reach more than 20 million motorists a year. Together, the groups developed information kiosks that promote SUNY’s 64 campuses statewide. The kiosks will be installed in all 27 Thruway travel plazas by the end of next year.
Winners at Heart
CURRENTS Article Profiles of 12 winners of CASE’s 2004 Circle of Excellence awards. The winning alumni relations programs offered creative ways to generate revenue, use technology, or support a campus cause. In the development categories, campuses showed how to use flash e-mail annual giving solicitations and speech-writing students to attract donors. Communications winners relied on humor, creativity, and unconventional publications. And top advancement services shops highlighted the importance of identifying top campus prospects, working as a team, and maintaining accurate data.
A Clearer Picture
CURRENTS Article An in-depth look at the the University of New Brunswick's efforts to develop an integrated marketing program for its two campuses. The author describes the four-phase process she and her colleagues used to create recognition and awareness of the university and develop a consistent and focused brand, including conducting an informal communications audit, assembling cross-campus committees, conducting market research and focus group testing, and benchmarking.
AdvanceWork: Help from Hoaxes
CURRENTS Article Advertisers and marketers can learn a lot from urban legends, writes Chip Heath in the Winter 2003 "Stanford Social Innovation Review." He identifies six elements that make tall tales memorable and describes advertising campaigns that successfully used these characteristics to promote their messages.
Top Product Picks
CURRENTS Article To improve alumni merchandising programs, today’s alumni officers are redistributing marketing, order-processing, and fulfillment duties among their staffs, campus bookstores, and—to an increasing degree—third-party vendors. But one thing remains true: Distinctive products with a compelling campus tie are the top sellers and one small way to cement connections with graduates.
Integrated Marketing Workbook for Colleges and Universities
Product This guide gives step-by-step information for developing an integrated marketing plan. Especially valuable for those who have embraced an integrated approach and now need a plan of action. Each chapter concludes with a series of discussion points and questions that reinforce key themes to help clarify decisions. Includes a detailed chapter on budgeting and a comprehensive plan checklist.
Competing for Students, Money, and Reputation: Marketing the Academy in the 21st Century
Product This book shows the reader how to integrate marketing activities throughout an entire institution to help an institution survive in an increasingly competitive environment. The book contains practical insight on how to establish a strategic marketing force and identify market segments, design participatory planning processes and conduct audits, surveys, and focus group research.
Jack of All Trades
CURRENTS Article The success of your transition will rest on your ability to educate yourself and others about what marketing is and how it can work with public relations to benefit your institution. With education and persistence, people from traditional PR backgrounds can be well-positioned to lead the marketing discussion.
AdvanceWork: To Market, to Market
CURRENTS Article Was 2000 the "Year of Integrated Marketing"?
Closing Remarks: A Bicycle Built for Two?
CURRENTS Article Strategic planners can learn from Integrated Marketing, but first we have to define our terms.
Piece by Piece
CURRENTS Article Madden makes the case for integrated marketing, with the goal of building lifelong relationships between the institution and individual constituents. At many institutions, marketing efforts are fragmented among separate campus offices. Madden suggests various structures for organizing campus marketing programs, describes conditions that support change, lists possible sources of funds for collaborative efforts, and suggests opportunities for cooperation. Finally, he notes new trends in educational marketing.
AdvanceWork: Sinking Your Teeth into Marketing
CURRENTS Article Marketing professionals at North Carolina State University have launched a campaign educating politicians, the press, and citizens about the importance of agriculture to the state’s economy and about the university’s agricultural programs and research.
Handbook of Institutional Advancement
Product Edited by CASE President Emeritus Peter McE. Buchanan, with contributions from 97 other advancement professionals, this essential reference book includes information about all aspects of advancement--alumni relations, communications, marketing, fundraising, advancement services--as well as chapters on advancement at community colleges, independent schools and academic medical centers. The book includes resource lists and a comprehensive index.
Integrated Marketing Communication
Product This book offers information about why communication strategies can help an institution and how to implement such a strategy. Includes a guide to marketing communication strategies, step-by-step implementation guidelines, examples of good practice from public and private institutions, sidebars with tips and techniques and information on designing a research strategy.
Closing Remarks: Acceptance Letter™
CURRENTS Article In a satire, Keiger suggests what might happen if a campus goes to an extreme with commercial endorsements and marketing incentives.