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Principles of Practice for Communications and Marketing Professionals at Educational Institutions
These principles were adopted by the CASE Board of Trustees in July 2015.

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.

Conference Summit18

Market Research

Online Marketing
Online Marketing

Ads for Recruitment

Online Recruitment
Online Communications

Student Recruitment & Information
Student Recruitment and Information

Summer Institute in Communications & Marketing
Conference CASE's flagship training programs are for 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.

CASE Nordic Summit 2018
Conference Now in its fifth year, the CASE Nordic Summit is an intensive two-day programme providing professional development for individuals working in educational fundraising, alumni relations, corporate relations, marketing and communications. This two-day programme will help you better understand your role in the wider context, acquire the skills needed to cultivate your career, and build a supportive network in the sector. This conference is the best place to be to network, discuss and learn with colleagues from the Nordic region and beyond.

Aspire: Small Teams, Big Impact
Conference In response to the growing needs of our community, CASE Europe have created a brand new conference specifically aimed at professionals operating within small teams and with small budgets. We aim to bring together individuals working in schools, ‘emerging' universities, charities and arts and cultural bodies to share their tips and tricks for making the most of very limited resources.

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.

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—fundraising, alumni relations, marketing and communications, and government relations—for unparalleled programing, professional development and networking opportunities.

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.

Conference APAC is the annual signature event in Asia-Pacific for advancement professionals from educational institutions working in alumni relations, fundraising, marketing and communications.

The Art of Working Strategically
CURRENTS Article From 2012 to 2016, Reggie Bustinza and Joe Volin were tasked with tracking engagement for the nearly 37,000 alumni at Lewis University in Illinois. They got big results, and their system continues to live on after their time at the institution. Here they share their secrets for taking alumni metrics to the next level.

Copy and Share Everything
CURRENTS Article A time portal that allows prospective students to glimpse their future at the U.K.'s University of Huddersfield drives this entertaining yet informative five-minute video; the University of Chicago's Short List email newsletter offers one-stop shopping for news, job listings, events, and stories ranging from the enlightening to the offbeat; and Towson's Presidential Ambassadors expanded their mission of educating peers about the importance of philanthropy by creating the university's first student-giving campaign.

Copy and Share Everything
CURRENTS Article The University of Melbourne's "Collision" brand campaign shows that the university is a research institution tackling the world's challenges; Rice University's Owl Edge Externships help undergraduates explore career opportunities and engage more alumni volunteers in the process; and Cheshire Academy's "One Word. One Gift." campaign asks supporters to submit a single word to describe their Cheshire experience and make an annual fund gift in honor of their chosen term.

When Less is More: A Lesson for Marketers
Advancement Weekly Article When marketing your institution or campaign, it’s tempting to cast a wide net with emails, phone calls and social media posts.

Copy and Share Everything
CURRENTS Article Lawrence University aims to entice potential applicants is with a 10-page square mailer, which gives students a taste of life at the Wisconsin institution as well as an idea of what life might look like after graduation; a charming and authoritative third-grader leads "Today's Lesson: The Pennfield Fund," a five-minute video set up as a class about the importance of the Rhode Island independent school's annual fund; and during Alumni Weekend 2015, Imperial College London reveled in its graduates' proclivity for pranks.

Reaching Prospective Students
CURRENTS Article Reaching potential students is tough in this digital age. How can your institution stand out? Be student-centric, not school-centric. "Every time you put students at the center of a strategy, you have up to a 50 percent higher response rate," says Emily Bauer, managing director of program marketing for Royall & Company, which recently conducted a study on enrollment engagement practices. Here are three ways to engage your next potential class.

Findings from the 2015 CASE Educational Communications and Marketing Trends Survey
White Paper The second, biennial survey of C&M trends benchmarks the investments and staffing in communications and marketing at independent schools, colleges and universities around the world. This white paper reports on the study's results, gathered in 2015 from 458 responses, by institution type and public/private status, enrollment size and geographic region. It also reports on the strategies and tactics used across key audiences, as well as key findings on C&M management and structures, budgetary support and the challenges and opportunities faced by C&M professionals.

Let Go to Let It Grow
CURRENTS Article How long will your university’s brand endure? Will it thrive and produce value long after a leadership transition? Or will it disintegrate during a crisis? Are higher education marketers doing enough of the painstaking foundational work to ensure that their institutional brand will not only survive but thrive? At the University of Arizona, we asked ourselves these questions as we entered the second phase of the university’s first brand strategy: weaving the brand into the fabric of the institution to produce long-term value. Our answers led us to an approach designed to build a brand that will last.

Time for a Buzzword Diet
CURRENTS Article Every industry has its jargon. Advancement professionals are known offenders, using not only the words listed above but also many more. Leverage and impact, anyone? To help decrease the jargon in your office, the Kentucky-based creative agency Cornett has gone super-meta with the Marketing Buzzword Jar—a playful creation designed to make professionals think about the language they use.

Copy and Share Everything
CURRENTS Article Louisville Presbyterian Theological Seminary helps prospective students envision their place at the Kentucky institution; the University of Melbourne's advancement staff members create short, informal messages to prompt alumni recipients to update their contact information; and Miami University's Snapchat newsletter releases a Snapchat story filled with images of event fliers and details for activities happening on the Ohio campus each day.

Copy and Share Everything
CURRENTS Article Get inspired with these Circle of Excellence winners: Red River College finds success with its "Our Grads Get Hired" advertising campaign; University College London's Develpment and Alumni Relations Office initiates a unique and effective onboarding program; and Colgate University's video The Journey Begins helps garner alumni gifts.

Grand Gold Rush
CURRENTS Article Inspired design, storytelling, ingenuity, humor, and brevity were hallmarks of this year's CASE Circle of Excellence Awards Grand Gold winners, the highest prize bestowed by the program. Whether attracting international applicants with an ambitious contest, sharing advice through campus fun facts and pride points, demonstrating that campus quirks will garner attention and gifts, or redesigning a magazine in a way that makes class notes inviting and (gasp!) readable, institutions relied on research, knowledge, and creative skill to push boundaries and deliver inspired work—much of it produced in-house.

Talking Shop: Social Strategist
CURRENTS Article To Nikki Sunstrum, director of social media at the University of Michigan, social media channels shouldn't be viewed as "shiny" but rather as strategic communications platforms. Since Sunstrum joined U-M in January 2014, the university has become a leader in using Snapchat to engage with prospective and current students as well as young alumni. "If you're not going to put the most valuable content in that space, it's a missed opportunity," she says. Sunstrum will chair the 2017 CASE Social Media and Community Conference, which will be held March 13–15 in Los Angeles.

North American Fundraising & Alumni Relations Study Tour 2018
Conference CASE Europe is pleased to announce an extension to the North American Fundraising & Alumni Relations Study Tour 2018, spanning a week, visiting universities in Boston.

Working with Volunteers 2018
Conference Whether you have recently established a volunteering programme, are considering piloting some initial volunteering projects or are involved in running a more established volunteering programme, this one-and-a-half day conference will address your key volunteering challenges.

Having a ‘Hamilton’ Moment
CURRENTS Article Hamilton College students and alumni were fans of Alexander Hamilton long before the musical about him became a Tony-winning sensation. But the New York institution is happy to revel in the attention surrounding the first U.S. treasury secretary: Excitement about Hamilton has become an undercurrent of the campus culture, says Ellen Hotchkiss Rainey, executive director of alumni and parent relations. Here's how three institutions are connecting with the production's popularity.

Copy And Share Everything
CURRENTS Article The messaging behind the "Because This Is Auburn" campaign's print fundraising materials moved donors' hearts and minds enough to help the Alabama institution reach its $1 billion goal one year early. And: In October 2015, University of Sydney faculty members took to different bars to simultaneously discuss provocative topics to attract the interest of prospective graduate students and generate media attention.

In Spartans They Trust
CURRENTS Article What's the essence of your institution's brand? When Heather Swain, Michigan State University's vice president for communications and brand strategy, presents on branding in higher education, she includes a slide displaying ice cream cones with various flavors of ice cream. Why? "Our job as marketers is to project our university's flavor out into the world," she says. What Michigan State does, Swain says, isn't that different from what other land-grant or large research institutions do, so it's essential to differentiate and distinguish yourself from the pack. At MSU, that work began with the "Spartans Will" branding initiative, which launched in 2010 and has taken on new life with the "Who Will? Spartans Will" brand marketing campaign. Marketing research has been key to helping Michigan State understand its special flavors. Understanding the complex motivations behind how and why required a different kind of research—a process that taps into people's emotions, an assignment that went beyond the typical focus group.

CURRENTS Article Advice on endowment terms and a collection of tweets, quotations, advice, and more from the CASE Summit.

Copy And Share Everything
CURRENTS Article Bow Valley College's regional advertising campaign; the University of Leicester's video to raise awareness for its participation in the United Nations' HeForShe campaign for gender equality; and the University of Missouri creative team's helpful and entertaining online news article "Emailing Your Professor: You're Doing It Wrong."

Outlook: Meet Your New Marketing Team: The Faculty
CURRENTS Article Faculty are essential to your institution's marketing efforts. They are on the front lines delivering the school's mission, interacting with students, and, particularly in the case of independent schools, having conversations with parents and demonstrating that the institution delivers on its promises. All of these daily interactions can increase positive word-of-mouth marketing of your institution.

Congreso CASE América Latina 2018
Conference Congreso CASE América Latina 2018

6 Mantras of Content Strategy
Article,  BriefCASE Article Content strategy, at its core, centers around one key concept: don't be a car just like the other cars, says a strategy expert.

By the Numbers: Post Modern
CURRENTS Article How do you connect thoroughly wired students to an ancient art form? With technology, of course. Located within the Coast Salish Nation, the British Columbia Institute of Technology commissioned a totem-like house post for the atrium of its Gateway building. The house post is a tribute to the Coast Salish people and part of an effort to recruit more aboriginal students, who make up just 7 percent of the student body. An etched copper QR code is attached to the post, which is a stop on campus tours. Scanning the QR code—one of only a few forms of technology that can be handmade to connect to digital space—opens a website that serves as digital storytelling for prospective students.

Copy And Share Everything
CURRENTS Article Ideas we love from institutions everywhere. This issue: Swarthmore College's viewbook; University of Richmond Magazine's winning cover; students helping students through a philanthropy campaign at the University of California, Davis.

Brand Values
CURRENTS Article When the university began using the Zia name and sun symbol in 1981, most people were unaware of the sign's sacred meaning. When we began the trademark process, we knew better—and we had a choice. ENMU could continue to use the name and symbol, likely without challenge from the Zia Pueblo, but that didn't mean the university should. Taking this route would prevent us from protecting part of ENMU's visual identity since we couldn't register the Zia symbol. We could try to modify it to meet trademark and licensing requirements, but that would be costly and difficult. What was the university's obligation? If we continued using the name and symbol, would future generations of students, staff, and alumni view ENMU as participating in cultural appropriation? How would stakeholders react if we stopped using the name and symbol?

Annual Conference on Marketing and Branding
Conference Integrated marketing is essential for colleges, universities and independent schools to effectively meet their strategic goals, including recruitment, alumni support, fundraising, and brand loyalty among primary audiences. This program examines the latest best practices in the field.

Using Data to Maximize Marketing Budgets
Article,  Community College News Article Like many community colleges, Tallahassee Community College was looking to grow its enrollment, but instead of simply spending more on advertising and marketing, the college took a step back—and decided to take a different approach to its marketing strategy.

Office Space: Three Things Communicators Can Learn from Startups
CURRENTS Article Annabel Adams' startup experience benefited her as associate director of strategic communications for the School of Humanities at the University of California, Irvine. The fast-paced, results-driven culture she came from forced her to be resourceful, proactive, and bold. While the past 18 months haven't been as easy as she first imagined, she has learned to translate her experience in the startup world into communications strategies for higher education. Here are her top three tips.

Embracing Disruption
CURRENTS Article During the Great Recession, Bill Campbell became fascinated with marketing in fields experiencing disruption. He left his position as a vice president and brand strategy director at an agency to work for a university—in a higher education marketplace that has become profoundly destabilized. Crazy? No. Savvy marketing professionals should view obstacles as opportunities. They offer the potential to move in different directions as well as the prospect of leading an important conversation about marketing's place in higher education and its effect on the future viability of our institutions.

A Star Graduates
CURRENTS Article Alyssa Levenberg isn't just a student at the State University of New York at Oswego: She's a video star. As the producer, editor, and host of the popular campus series Alyssa Explains It All, this video blogger—or vlogger—chats about navigating college life, covering topics such as interacting with roommates and professors to coping with dining hall food and stress. Her 50-plus episodes, primarily geared toward prospective and incoming students, have racked up more than 40,000 views on YouTube alone. CURRENTS spoke with Levenberg, who will graduate in May 2016, and Tim Nekritz, associate director of communications and marketing and director of digital communications at SUNY Oswego. They talked about what they've learned from producing the series—and how it all started in 2012 with a tweet from the then-freshman offering to make videos.

Make It Fresh, Real and Social: 6 Tips to Rebrand Smoothly
Article,  BriefCASE Article In 2015, West Virginia University rolled out a new branding campaign: "Mountaineers go first." As part of the campaign, WVU's Mountainlair Student Union was emblazoned with banners carrying a newly minted paragraph of mottos.

Why—Even in a Digital World—Campus Visits Matter
Article,  BriefCASE Article Today, prospective students can instantly learn volumes about—and make key enrollment decisions based on—your institution's online presence. Consider this: a third of students surveyed for the 2016 "The Digital Search for Education" study reported that they follow prospective schools on social media. Another third reported that bad website navigation can turn them off to an institution entirely.

Marketing Your Institution Abroad—Where to Start
Article,  BriefCASE Article As the global higher education market expands, international institutions must make strategic decisions to be competitive, says a higher education marketing specialist.

Snap Into Snapchat
CURRENTS Article Princeton University started a Snapchat account in April 2014 to share photos, text, and video in story form and to reach current and prospective students. Is the app right for your institution?

Flipping the Conversation on Yik Yak
CURRENTS Article Keele University used Yik Yak, a geo-social app popular among college students, to generate positive engagement between students and the university and raise awareness of the institution's social channels.

Save Prospective Applicants from Hitting a Wall
CURRENTS Article How a website looks and functions affects how people perceive and interact with businesses and organizations. User experience matters. Here's how Friends' Central School in Pennsylvania became more responsive to prospective families' needs by focusing on how those families interacted with the school's website.

Nonprofits Now Savvier at Content Marketing
Article,  BriefCASE Article Nonprofit organizations that have a documented strategic content marketing plan—and follow it—tend to have the most effective content marketing programs, according to a new report.

2015 Circle of Excellence Grand Gold Winners
CURRENTS Article Emotion and connection were major themes among 2015's CASE Circle of Excellence Awards Grand Gold winners. Whether communicating about a deadly virus, cultivating entrepreneurs, engaging alumni with advanced degrees, or sharing the inspiring story of a college student whose life was cut short by illness, institutions dug deeply into their creative toolboxes-though not necessarily into their budgets. They also had fun courting prospective students and welcoming new admits to the family.

Advertising Grant Presents Opportunity for Media Exposure
Article,  Community College News Article Community college foundations can take advantage of a grant program from Google that offers nonprofits free advertising—which can help them promote their mission and increase their visibility on web search results.

Blazing a New Trail in Communications and Marketing
Article,  Community College News Article Doug Wotherspoon was looking into the future…and he didn’t like what he was seeing.

First Class
CURRENTS Article In 2015, CASE added the Platinum Categories to its Circle of Excellence awards to recognize the best-of-the-best practices in educational advancement publications, programs, and projects through a tournament-like competition in CASE's eight North American districts.

M Marks the Signature
CURRENTS Article The University of Michigan's do-it-yourself signature generator is a game changer for the institution, which refreshed its brand two years ago and united under the block "M." The tool may become a service other institutions can purchase.

Thanksgiving, with a Twist
CURRENTS Article How three institutions put a unique spin on celebrating Thanksgiving.

The New Rules of Content Marketing
Article,  BriefCASE Article Content marketing is here to stay, according to a cadre of experts and thought leaders interviewed in a recent documentary.

From Evolution to Revolution: Findings from the Inaugural CASE Educational Communications and Marketing Trends Survey
White Paper The inaugural C&M trends survey benchmarked investments and staffing in communications and marketing at independent schools, colleges and universities around the world. This white paper reports on the study’s results, gathered in 2013 from 318 responses, by institution type, enrollment size and geographic region. It also reports on the strategies and tactics used across audiences, as well as key findings on C&M management and structures, and the challenges and opportunities faced by C&M professionals.

Conference APAC is the annual signature event in Asia-Pacific for advancement professionals from educational institutions working in alumni relations, fundraising, marketing and communications.

Conference Summit17

Running the Place
CURRENTS Article Since September 2014, the University of Oregon has offered a 3.7-mile running tour that gives prospective students a runner's perspective of campus and the city of Eugene. The tour concludes with a victory lap around OU's Hayward Field, site of the U.S. Olympic Track and Field Trials.

Live from Campus
CURRENTS Article Video drives engagement and can help institutions reach key populations. Colleges and universities are using Google Hang­outs, which can be archived on their YouTube channels, to broadcast everything from Q&A sessions for prospective students to discussions of newsworthy issues that highlight faculty members' expertise.

Warning! Internal Politics! Proceed at your own risk
CURRENTS Article To manage change successfully off campus, advancement professionals—particularly communicators and marketers—need to get everyone moving in the same direction on campus. Here are some thoughts on everything from grappling with academy-specific problems and people to addressing political challenges the way you'd take on a grassroots campaign.

What’s the Idea?
CURRENTS Article A student advisory committee helps the University of Illinois at Urbana-Champaign assess ideas for planning and promoting online and in-person campus events.

Life in the Text Lane
CURRENTS Article The staircase lane markings at Utah Valley University's Student Life and Wellness Center help engage passersby and enhance the new recreation center's design through art and graphics.

CASE Europe Annual Conference 2018
Conference The CASE Europe Annual Conference is Europe's biggest gathering of advancement professionals across the fields of alumni relations, communications, development, fundraising, marketing and external relations.

CASE Europe Annual Conference 2017
Conference The CASE Europe Annual Conference is Europe's biggest gathering of advancement professionals across the fields of alumni relations, communications, development, fundraising, marketing and external relations.

CASE Europe Annual Conference 2016
Conference The CASE Europe Annual Conference is Europe's biggest gathering of advancement professionals across the fields of alumni relations, communications, development, fundraising, marketing and external relations.

CASE Europe Annual Conference 2018
Conference The CASE Europe Annual Conference is Europe's biggest gathering of advancement professionals across the fields of alumni relations, communications, development, fundraising, marketing and external relations.

Don’t Enforce Branding—Embrace It
Article,  BriefCASE Article For branding to be an effective part of a marketing strategy, stakeholders across an institution have to know how to use it.

Refresh the Brand Without the Fight
CURRENTS Article NC State created an effective communications and marketing operation that unified branding operations across the decentralized campus.

It’s a Bird. It’s a Plane. It’s a … Superhero Mascot Trend!
CURRENTS Article In revamping their mascots, universities are turning more toward Marvel comic books than Sesame Street for inspiration.

By the Numbers: Meet MoMu
CURRENTS Article The University of Iowa's Mobile Museum, aka MoMu, debuted in April 2014 to bring the institution's research to people across the state.

Show Your Worth
CURRENTS Article With growing concerns over student debt, rising tuition, and the perceived high costs of higher education, prospective students and their families are clamoring for evidence. It's a reality that's forcing institutions, long accustomed to touting their academic strengths, to emphasize career preparation, job placement, value, and return on investment.

Odds and Ends: Forget Amazing. Be Useful.
CURRENTS Article Jay Baer's latest book, Youtility, discusses marketing that customers want—"massively useful information, provided for free, that creates long-term trust and kinship." Give people the information they want and need, and they will reward you with their loyalty.

Include a Digital Strategy in Marketing Plans
Article,  BriefCASE Article Campus marketers should be thinking about how to integrate digital strategy techniques—such as creating a website or using social media—when crafting all marketing plans, says one practitioner.

American Higher Education Embracing Branding
Article,  BriefCASE Article Three-quarters of respondents to a recent survey of campus marketers In the United States indicated that they had conducted a brand strategy project at their institution, and two-thirds of those who had yet to do so said they plan to start in the next 18 months.

Market Research Key to Effective Institutional Marketing
Article,  BriefCASE Article A community attitude and awareness survey is one of the best ways that communications and marketing professionals can measure the effectiveness of their efforts, says a practitioner.

Market Research Key to Effective Institutional Marketing
Article,  Community College News Article A community attitude and awareness survey is one of the best ways that communications and marketing professionals at community colleges can measure the effectiveness of their efforts, says a practitioner.

How to Integrate Digital Strategy into a Comprehensive Marketing Plan
Podcast Colgate University's Rachel Reuben shares examples of tactics. Also, she talks about project briefs and how they can be used to keep a plan on track to meet its goals.

CD-ROM / DVD / Video



Assessment & Benchmarking
Assessment & Benchmarking

Brand Management

Laughter Is the Best Marketing
CURRENTS Article Because advancement professionals are in the business of attracting people to their organizations, they should consider using humor as a communications and marketing tactic.

Odds and Ends: Social Cues
CURRENTS Article As director of analytics and research for the social marketing platform Spredfast, Chris Kerns is enamored with real-time social media marketing.

Outlook: What Would Yelp Reviews Reveal About Your Institution?
CURRENTS Article Successful entrepreneurs know that to increase profits you need to attract and retain customers. To appeal to and keep students, colleges and universities can no longer rest on their academic reputations and act as if they are doing students a favor by providing a rigorous education

Office Space: Planning for Diversity
CURRENTS Article By thinking broadly about key dates, events, traditions, and themes, you can go beyond the diversity people see and incorporate what they don't see: diversity of geography, backgrounds, beliefs, experiences, abilities, accomplishments, opinions, ideas, interests, and thought. The content we produce should reflect the people who make our institutional communities what they are.

Adopt Unique Strategy for International Student Recruitment
Article,  BriefCASE Article An institution’s recruitment marketing strategy for students outside of its home country should differ from its strategy for domestic students, says an institutional marketer.

International Student Recruitment Marketing Strategies
Podcast The University of Liverpool's Claire Brown discusses how marketing professionals should determine what areas of the world to target for potential students.

Summit for Leaders in Advancement
Summit for Leaders in Advancement 2016 NYC

Report: More Nonprofits See Value in Content Marketing
Article,  BriefCASE Article New research indicates that nonprofit marketers are beginning to “understand the power” of content marketing to engage volunteers, donors and other constituents.

Playing the Name Game
Article,  Community College News Article An advancement leader at a two-year institution that recently started offering four-year degrees pushed to drop “community college” from its name.

Keeping "Community" in the College Name
Article,  BriefCASE Article A marketer at a two-year college says the “community” in its name is an asset, not a liability.

Keeping "Community" in the College Name
Article,  Community College News Article A marketer at a two-year college in Virginia says the “community” in its name is an asset, not a liability.

Greeting the Season
CURRENTS Article Four institutions get creative with their digital holiday messages.

Round of Applause
CURRENTS Article Ten grand gold award winners of this year's CASE Circle of Excellence Awards are profiled here.

CASE Asia-Pacific Advancement Conference 2018
Conference A training program that offers delegate a comprehensive overview of institutional advancement.

Student Recruitment
Good Question Do you have resources about student recruitment communications and marketing tactics? Samples from other institutions would also be helpful.

Student Recruitment Viewbooks
Sample Collection The Library maintains this collection of student recruitment samples for all members. The collection includes recruitment viewbooks, videos, publications packages, brochures and assorted other materials.

Student Recruitment Videos
Sample Collection The Library maintains this collection of student recruitment samples for all members. The collection includes recruitment viewbooks, videos, publications packages, brochures and assorted other materials.

Student Recruitment Packages
Sample Collection The Library maintains this collection of student recruitment samples for all members. The collection includes recruitment viewbooks, videos, publications packages, brochures and assorted other materials.

Student Recruitment Samples
Sample Collection The Library maintains this collection of student recruitment materials including viewbooks, videos, publications packages, brochures and assorted other materials. The pages linked below are arranged by sample type, then alphabetically by institution.

What Works? Communications Practice to Aid Student Retention and Success
White Paper 22 UK higher education institutions studied alternative approaches to improving student retention and success between 2008 and 2011. One key finding is that fostering a strong sense of belonging early in college life is essential to retaining students. This white paper details how communication strategies can play a vital role in creating a sense of belonging for students and thereby boost student retention and success.

Does your marketing deliver?
CURRENTS Article Rob Moore has worked in higher education marketing for three decades, but his daughter's college selection process gave him a new perspective. He shares his insights on what marketers are doing right (and wrong) and how they can improve everything from websites to acceptance letters.

Asia Pacific Advancement Conference 2015
Conference Asia Pacific Advancement Conference 2015

How Marketers Can Build a Sustained, Unified Brand Platform
Article,  BriefCASE Article How can decentralized, often siloed institutions rally around a unified brand? The first step, according to a marketing expert, is to listen intently.

Office Space: Star Search
CURRENTS Article The Missouri University of Science and Technology created a system to identify students who could be the faces and voices of the institution's brand story and ended up with a winning ensemble and hundreds of narratives that embody the university's brand.

Creating Internal Buy-In for a Marketing Plan
Podcast Tristan Davies of the Commonwealth School talks about some of the obstacles advancement practicioners have to overcome when discussing a marketing plan with students, faculty and staff.

Bark That’s Worth a Bite
CURRENTS Article This short article explains how California State University, Fresno uses produce produced on campus to craft an institutional candy bar and educate students at the same time.

Dropping Pearls
CURRENTS Article This short story provides information about the University of Nebraska-Lincoln's social media campaign called "Harvey's Perls of Knowledge," which features UNL's Chancellor Harvey Perlman in 17 videos that target prospective and current students.

What Does Your Institution Taste Like?
CURRENTS Article The co-author of Scaling Up Excellence: Getting to More Without Settling for Less explains how the for-profit world’s ideas about ingenuity apply to advancement professionals too. “People in advancement are in the imagination business,” he says. “Ask yourself, Where is your creativity?” Rao offers his tips for doing just that.

Good Question We are looking to refresh our branding. As we begin, do you have any best practices and samples showing us how to integrate our marketing, messaging and visual identity efforts?

Sample Collection The Library maintains this collection of branding samples, including visual identity guidelines, brand and logo style guides and identity management standards for all CASE members. Samples are arranged by institution type.

Nonprofits Use Content Marketing but Lack Training, Knowledge of Tactic
Article,  BriefCASE Article A new survey reveals that while 92 percent of nonprofit professionals in North America use content marketing, only 26 percent believe they are using it effectively as part of their overall marketing strategy.

Competing with For-Profit Institutions
Article,  BriefCASE Article To compete successfully with the well-funded marketing campaigns of for-profit institutions, colleges must find strategic ways to differentiate themselves from this growing competition, says a communications and marketing practitioner.

Options for Competing with For-Profit Institutions
Article,  Community College News Article To successfully compete with the well-funded marketing campaigns of for-profit institutions, community colleges should find strategic ways to position themselves, say two communications and marketing practitioners.

Frocks for the Fashionable Fan
CURRENTS Article Meesh and Mia, an Idaho-based company designs, produces, and markets licensed apparel styles for 160+ universities, mainly sweaters and tops that would work for game day as well as casual Friday.

Get Your Marketing Campaign on the Right Track
Advancement Weekly Article,  Article Marketing managers should ask themselves several questions before planning their next campaign, says an entrepreneur.

The Coaster Is Clear
CURRENTS Article Colorado State University is experimenting with using drink coasters to communicate some of its key brand messages on campus and to the wider community. The university recently unveiled a set of nine coasters, which also double as postcards. They're being used for campus events, in some CSU dining halls, and by a handful of local restaurants.

Coffee Connection
CURRENTS Article This brief article looks at the business, environmental, and educational collaboration that has stemmed from a Widener University professor being introduced to an entrepreneurial alumnus at a university event.

Bursting the Branded Search Bubble
CURRENTS Article This article looks at why marketers at the University of Missouri-St. Louis have stopped investing in branded kewords as part of the institution's search engine marketing efforts.

Building Community Five Minutes at a Time
CURRENTS Article Students, alumni, faculty, even parents, at Viewpoint School in California come together at lunch a few times each year to present TED-style talks—known as 5Ups—with the goal of inspiring, igniting, and informing the community. The talks, which are recorded and made available on the school's YouTube channel, are intended to demonstrate Viewpoint's values, vision, and commitment to lifelong learning.

The Marketability of MOOCs
Article,  BriefCASE Article Massive open online courses present a great marketing opportunity for educational institutions. That’s according to one nationally known expert on MOOCs.

CASE Releases First Survey on Communications and Marketing
Article,  BriefCASE Article Communications and marketing professionals are juggling a multitude of projects—print and digital publications, social media, mobile websites—with dwindling resources, but they’re upbeat about the future. That’s the general consensus of CASE’s first survey on communications and marketing trends.

Proving Your Success
CURRENTS Article This article looks at how communications and marketing professionals are measuring the effectiveness of their work, their efforts to track outcomes and tie them to the institution's strategic goals, and the challenges of demonstrating and communicating return on investment in communications and marketing. It includes a discussion of how some communications professionals are beginning to apply the Barcelona Principles, a set of seven guidelines established in 2010 by a partnership of five major international public relations industry associations to establish unified benchmarks for PR measurement.

Communication Revolution
CURRENTS Article This article highlights findings from CASE's first survey on communications and marketing trends, which was conducted in February and March 2013. The senior-most communications and marketing professionals at CASE member institutions responded to the survey, which is slated to be conducted every two years in order to track trends over time.

Engage Internal Audiences in Branding Efforts
Advancement Weekly Article,  Article Advancement leaders should involve students, faculty and staff—as both informants and reviewers—in the early stages of an institutional branding campaign, says a CASE author.

Identity Crisis
CURRENTS Article This story discusses the University of California system’s recent branding and visual identity initiative, including why the institution undertook the effort and how the branding campaign weathered the loss of the monogram.

Showing the Value of Marketing and Communication
Advancement Weekly Article,  Article Marketing and communications professionals must prove their worth when working with academic and institutional leaders, says an advancement expert.

Art Appreciation
CURRENTS Article The donor wall recognizing St. Martin's Episcopal School's recent capital campaign reflects its brand and visual identity system. In addition to featuring colors and shapes used in the independent school's communications, marketing, and fundraising materials, the donor wall also doubles as a piece of art that blends in with the building.

Revisit Marketing Basics before Revamping Approach
Advancement Weekly Article,  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.

Artistic Statement
CURRENTS Article Simon Fraser University brings its strategic vision statement to life with a graphic animation video that illustrates its priorities and brand attributes.

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.

Going for Gold
CURRENTS Article The story profiles eight of the 2012 CASE Circle of Excellence Award grand gold and gold award winners.

Expert Reveals Guiding Principles for a Successful Rebranding Effort
Article,  BriefCASE Article Communications and marketing professionals who are leading a rebranding effort must make sure they have a mandate for change within their institution, says a CASE faculty member who has successfully led two such efforts in her career.

How to Lead a Successful Rebranding Effort at an Institution
Podcast Hear Jane Chafer from Plymouth University explain why a traditional branding campaign is no longer sufficient for an educational institution in today's world of digital communications. Also, hear her advice on how to assess whether a branding effort is successful.

Embracing Change
CURRENTS Article This article discusses how changes in the way universities are organized in Finland led to the creation of University of Helsinki's first fundraising campaign, which, in turn, informed its university branding efforts. The university brought its brand to the city of Helsinki in several ways, including creative newspaper ads, public events, and a store in the city center that was inspired by Apple stores and designed to showcase its research in ways that would interest the public.

No Longer Faces in the Crowd
CURRENTS Article In this short feature article, Anna Myers of the U.K.'s Oxford Brookes University discusses that institution's recent rebranding efforts, which led to the creation of the Distinct project, an initiative that supports U.K. institutions by sharing current best practices that identify and communicate what differentiates them in the higher education market.

It's Academic
CURRENTS Article This feature article looks at the importance of involving faculty members in the institutional branding process from the start. Faculty members have influence over the brand, so engaging them and getting them to buy-in will help inform the branding, or repositioning, process.

Study: Institutions Spending Less on Traditional Media, More on Social Media
Article,  BriefCASE Article Institutions are increasing funding for social media recruitment initiatives and decreasing spending on traditional media, such as print and radio ads, according to a new study.

Websites Playing Increasing Role in Students’ Choice of College, University
Article,  BriefCASE Article A new study of college-bound juniors and seniors finds that 50 percent of surveyed students say the web plays an extremely important or significant role in their evaluation of a campus.

Marketing Lessons from Madison Avenue
Article,  Community College News Article Community colleges shouldn't be afraid to adopt some of the marketing tactics of corporate advertising firms, says a team of marketing experts from Ohio.

School Marketing Expert: There's No Marketing without Marketing Research
Article,  BriefCASE Article You think your institution’s viewbook needs updating because enrollment is declining—but are you addressing your real problem? Asking the right questions is the first step toward successful marketing research, says an independent school marketing expert.

Odds and Ends: Big Man on Campus
CURRENTS Article Ernie G, a spokesperson for the Hispanic College Fund, delivers jokes across the United States to inspire current and prospective Latino college students.

Did You See That?
CURRENTS Article Part art and part science, a good video can be an incredibly powerful tool to connect with your audiences.

Atrévete a Ser el Primero [Dare to Be First]
CURRENTS Article The University of Delaware launched a website in Spanish in November 2011. This online foray into another language is an important step in the institution's continuing globalization and its goal to develop a more diverse campus community.

Good Question Does CASE have resources that discuss best practices for designing infographics? What about examples of infographics created for advancement purposes?

Sample Collection The Library maintains this collection of education institutions' infographics and data visualizations used to convey advancement-related data and stories.

Alumni Surveys
Good Question We are preparing to conduct an alumni survey. Do you have sample surveys that can be emailed to me?

Alumni Surveys
Sample Collection The Library maintains this collection of alumni surveys, reports of survey results and magazine coverage for all members.

"Live Conversations" Ranked Most Influential in College Selection
Article,  BriefCASE Article A new survey reveals that conversations with campus representatives can be the “most influential experience” for many students and their parents when selecting a college or university.

Finding Metrics that Matter and Learning to Use Them
Article,  Community College News 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.

The Move to Mobile
CURRENTS Article It’s clear that students, not to mention higher education’s other audiences, are in the mobile space. So now what? This article explores how colleges and universities are forging ahead with mobile strategies and learning from one another.

QR Quandary
CURRENTS Article According to a survey, college students have the capacity to use QR codes but have little interest in doing so.

Getting to Know U
CURRENTS Article How did American University develop a brand strategy (the "KNOW/WONK" campaign that launched in fall 2010) that was original, authentic, and representative of AU's distinctive personality? This article explores how AU guided the brand campaign through the critical approval process, intact, with leadership's support and enthusiasm.

Benchmarking Investments in Advancement: Results of the Inaugural CASE Advancement Investment Metrics Study
White Paper The Advancement Investment Metrics Study, or AIMS, benchmarked investments and staffing in each of the advancement disciplines (advancement services, alumni relations, communications and marketing, fundraising, and advancement management) as well as the return on the investment in fundraising specifically. This CASE white paper reports on the study's results by institution type, campaign status and other factors. The formulas and definitions used in the study are also included.

Upending a Negative
CURRENTS Article Brock University in Canada got creative with a student recruitment video that confronts head-on a longstanding saying about the institution and realized benefits in terms of goodwill and increased applications.

Study: For Prospective Students, the More Social Networks, the Better
Article,  BriefCASE Article More than a fifth of prospective students say an institution’s social media presence made them more interested in applying, according to a new survey.

Social Media and Marketing: What's in Store for 2012?
Article,  BriefCASE 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.

Michigan State of Mind
CURRENTS Article This article looks at the efforts of the Michigan Colleges Foundation, a collective of 14 of the state's small independent colleges and universities, to encourage students to stay in Michigan after graduation by educating them about the quality of life and employment opportunities in three of the state's largest metropolitan areas. After conducting market research and surveying college students, MCF plans a multiplatform marketing campaign geared to seniors.

All Together Now
CURRENTS Article This article looks at how the public affairs department and admissions office at the College of the Holy Cross collaborated to overhaul and update the college's admissions recruitment materials, print and online, and how the process not only improved the products but also improved the working relationship between the departments and set an example for the campus. The authors discuss the lessons they learned from the process and the importance of some of the choices they made along the way.

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.

Use Them … or Lose Them?
CURRENTS Article This short feature article offers a point-counterpoint view on using quick-response codes, known as QR codes. Chuck Cunningham of the University of Guelph in Canada advocates for using them, citing his institution's positive experience including them in Guelph's viewbook and other admissions marketing materials. Meanwhile, Cassie Dull of Park Tudor School in Indiana argues that QR codes are more of a trend than a useful marketing innovation, suggesting that those who use them may be suffering from shiny object syndrome.

Brand Aid Part 1: Style Guide
Turnaround Marketing Communications
Article This blog post discusses the importance of a style guide as part of a school's marketing efforts and a key element in a strong brand. Six style guides from independent schools are linked, as is a compendium of higher education institution samples. Part 2 in the Brand Aid series, "Keeping 'Customers' (a.k.a. Parents) Happy," is linked from the article.

Putting on a New Game Face
CURRENTS Article The University of Mississippi recently introduced Rebel Bear, the new mascot that replaced Col. Reb, the previous controversial mascot that the university banned in 2003. In this article, Michael Thompson, senior associate athletics director for communications and marketing at Ole Miss, discusses the challenges of creating and developing a new mascot and introducing it to the university community.

The Value of Market Research
Podcast Carlos Barroso from Saint Andrew's School discusses how institutions can use data to solve their marketing challenges.

Does Your Website Need Work? You Might be Off the List
Article,  BriefCASE Article A new survey reports that nearly 50 percent of students say a bad institutional website experience would have a negative effect on their perception of a school—and one in five students says a bad website would cause them to remove a school from consideration.

Building Buzz
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.

Behind the Numbers
CURRENTS Article This article by Web strategist Shelby Thayer looks at the importance of applying Web analytics to higher education websites and discusses how the data from analytics can inform and improve strategy for admissions efforts and marketing campaigns and help drive traffic to a website. The article delves into why website managers and higher education leaders should be interested in this data, particularly as it relates to outcomes or conversions.

Inside Moves
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.

Armonía relativa
CURRENTS Article Este artículo habla sobre las marcas, ¿qué son las marcas?, ¿porqué son importantes? y ¿qué invulcra una marca? También habla sobre el desarollor de submarcas o marcas relacionadas, en instituciones de eduación superior.

Detrás de los Números
CURRENTS Article En este artículo, la estratega web Shelby Thayer de Penn State expone el caso por lo que una institución debe contar con una analítica web.

Marketers Must Think Smarter in Leaner Times
Article,  BriefCASE 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.

What Not to App: Ineffective Facebook Marketing Tactics
Article,  BriefCASE Article While it’s important to have a Facebook page that is welcoming, promotes good content and is free of spam, marketers should generally steer clear of using the social networking tool for promotions and other marketing. That’s according to one Internet infrastructure expert who says many marketing tactics just don’t work on Facebook.

Study Shows Market Research Pays Off
Article,  BriefCASE 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.

Odds and Ends: Culture Club
CURRENTS Article In this interview with CURRENTS, Jenn Lim, CEO and Chief Happiness Officer of Delivering Happiness, discusses the importance of culture in branding and the key role that happiness plays in her work. Lim's partner in Delivering Happiness is Tony Hsieh, CEO of Zappos Inc.

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.

Relative Harmony
CURRENTS Article This article discusses brands and branding—what it is, why it's important, and what's involved in branding. It also discusses the issue of developing subbrands or related brands, particularly named professional schools, at higher education institutions.

Hacer contacto
CURRENTS Article Este artículo habla sobre cómo las instituciones están utilizando, mensajes de texto, video, correos electrónicos, blogs, foros de discusión en línea, redes sociales y aplicaciones para el teléfono celular como medios de mercadotecnia para alcanzar a futuros y actuales estudiantes que consideran que el correo electrónico es un medio lento y pasado de moda.

Influencing the Influencers
CURRENTS Article This article discusses the growing trend of U.S. four-year institutions collecting e-mail addresses from parents of applicants. Some institutions are using this information as a marketing tool to involve parents in the college selection and decision-making process.

Making Contact
CURRENTS Article This article discusses how institutions are using texting, video e-mail, marketing techniques, student blogs, private social networks, mobile applications, and more to try to reach prospective and currents students at a time when e-mail is viewed as old-fashioned and slow.

Digital PR Expert: Start Thinking Digitally About Communications
Article,  BriefCASE Article Like it or not, digital communications tools are becoming more and more ingrained in marketers' jobs. But with the right steps, even old-school marketers can successfully integrate digital communications into their overall strategies. That's according to one prominent social media expert who blogs on the intersection of communications, public relations and media.

Change Writ Large
CURRENTS Article Roosevelt University came up with several creative marketing techniques to promote its new 32-story "vertical campus."

Join the Party
CURRENTS Article This article discusses the six essential factors involved in successful institutional branding initiatives and why branding is necessary, particularly in light of current economic challenges and the demographic pressures coming to bear on the educational marketplace. The author, Robert M. Moore, is president and CEO of the marketing communications firm Lipman Hearne.

Marketing Doesn't Mean Compromising Institutional Values, Speaker Says
Article,  BriefCASE 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.

Espacio de oficina: No pierda el enfoque
CURRENTS Article Los grupos de enfoque pueden ser una buena forma de obtener retroalimentación útil de los miembros de una escuela. La consultora de mercadotecnia, Carol Cheney, explica cómo formar y dirigir con éxito un grupo de enfoque. Ella hace hincapié en que las opiniones negativas y las positivas que proporcionan los que participan en un grupo de enfoque se pueden utilizar para fortalecer a la institución.

Students Rank Fees, Courses as Top Content on University, College Websites
Article,  BriefCASE Article When it comes to the content on college and university websites, 54 percent of college-bound high school students rank academic-related information as the most valuable with 30 percent saying cost-related content is the most valuable.

Benchmarking Campus Communications and Marketing Programs: A Look at Policies, Structures, Tools and Audiences
White Paper The University of Florida established a Strategic Communications Planning Committee in May 2009 to coordinate a campuswide effort to promote strategic communications planning, strengthen the university's brand, unify key themes and messages, maximize use of available research and resources, and identify and propagate best practices and cost-effective communications strategies. As part of the effort, UF partnered with CASE to promote and distribute a benchmarking survey. This CASE white paper reports on the high-level findings of the UF/CASE survey.

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.

Office Space: Don't Lose Focus
CURRENTS Article Focus groups can be a good way to get helpful feedback from a school's constituents. Marketing consultant Carol Cheney explains how to set up and carry out a successful focus group. She stresses that both the negative and positive feedback from focus group participants can be used to strengthen the institution.

PR, Marketing Claim Ownership of Social Media
Article,  BriefCASE 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?

Advance Work: Viva la Vida
CURRENTS Article Mexico's Universidad Anáhuac produces a monthly magazine aimed at prospective students. The magazine features photos of secondary students at their own schools as well as at university events and helps the teenagers feel connected to the university before they have even applied.

More Institutions Go Online to Reach Students
Article,  BriefCASE Article More colleges and universities are using YouTube, Facebook, Twitter and other social media tools to recruit and connect with prospective students.

Advance Work: Shell Shocked
CURRENTS Article One institution uses marketing to rally its community around a slogan.

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?

Outlook: Beyond the Digital Divide
CURRENTS Article New research shows that black and Hispanic students use digital tools in the college search process just as much, if not more, than white students do. Institutions should employ multiple technological tools to recruit a diverse class.

Advance Work: Grow and Tell
CURRENTS Article Oxford Brookes University in England launched an award-winning communications campaign in the midst of a years-long demolition and reconstruction project on campus.

AdvanceWork: Creating Traffic
CURRENTS Article How a Web-based contest raised CUNY's profile

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.

Effective Use of Social Media can Positively Impact Student Recruitment
Article,  BriefCASE Article Navigating social networking can be tricky, but presenters at a recent CASE Online Speaker Series say institutions that follow certain ground rules and aren’t afraid to make mistakes can positively impact student recruitment and retention rates.

Institutions Receive Strategies to Move Beyond Tough Economy to Market Success
Article,  BriefCASE 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.

Advance Work: Old-School Intelligence Gathering
CURRENTS Article Survey shows that vast majority of high school seniors aren't using social networking sites to find out more about prospective colleges.

Operation Reputation
CURRENTS Article In today's world of social media, users can post their own thoughts, comments, and content, and readers can take it as fact. So how do institutions navigate the networks and find fact rather than fiction? Take a look at how you can police the posts and still maintain credibility.

Virtually Yours
CURRENTS Article A new survey reveals what works and what doesn't when creating a virtual tour. Find out the do's and don'ts in this new way of marketing to potential students.

Canadian Institutions Look Abroad to Slow Growth at Home
Article,  BriefCASE Article Faced with declining undergraduate enrollment, more universities in Canada are stepping up marketing and communications initiatives and expanding recruitment efforts abroad.

Doing the Math
CURRENTS Article At a time of limited financial resources, institutions are eager to make smart choices with their marketing dollars. Market research can cut through misperceptions and help institutions understand what works.

CASE Benchmarking Toolkit
The CASE Benchmarking Toolkit is a state-of-the-art survey tool that helps advancement professionals benchmark activities, staffing, budgets and other aspects of their programs with peer institutions. The toolkit allows peer communities of practice to design and conduct their own surveys, review results and instantly download charts directly into reports. The toolkit is available to advancement services, alumni relations, communications, fundraising, marketing or related professionals at CASE member institutions.

Proactive Marketing Helps Draw Grad Students to Canada
Article,  BriefCASE Article Targeted marketing campaigns have helped boost the number of Iranian graduate students to Canadian universities.

Office Space: Found in Translation
CURRENTS Article Knowing how to navigate the wild frontier of Web 2.0

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.

Social Media Continues to Grow in College Admissions
Article,  BriefCASE Article In a related article, two new studies report that admissions offices in colleges and universities are increasingly using blogs, Facebook, Twitter and other social media to communicate with students.

Nonprofits Turn to Facebook for Marketing, Some Fundraising
Article,  BriefCASE Article Marketing is the top reason most nonprofits have a presence on Facebook or some other social network, although a small number also use the tool for fundraising, according to a new survey.

Advance Work: Stealthy Students
CURRENTS Article A recent survey shows that high school students are checking out colleges at ever-younger ages.

Branding out of the Box
CURRENTS Article Higher education marketers generally look inward for the best ways to sell their university's message, but perhaps a better place to look would be the world of consumer products.

Advance Work: Off to College, Via Reality TV
CURRENTS Article Five U.K. universities offer full-ride scholarships via an unusual reality TV program.

Advance Work: A Techy Tour
CURRENTS Article Prospective students at California Polytechnic State University, San Luis Obispo, can take a tour of the campus using a GPS device.

Odds and Ends: Leapin' Lizards
CURRENTS Article As the world's only talking gecko, GEICO's pitch-lizard explains all about the world of branding.

Framing Your Mission
CURRENTS Article Although each independent school has qualities that are distinctive, the missions of many schools sometimes sound quite similar. So how do you make your institution stand out? By using marketing to establish your brand.

Study Explores Communications Characteristics of Top Institutions
Article,  BriefCASE Article Communications and marketing offices at the world’s top universities employ integrated strategies to reach stakeholders.

Student Recruitment Publications Packages: North Shore Country Day School - Bronze Award
Best Practice North Shore Country Day School's 2007-08 admissions publications included a lower school viewbook, middle school viewbook, upper school viewbook, upper school prospectus and Acorn, the school's magazine.

Advertising Campaigns: The Bishop Strachan School - Gold Award
Best Practice Highlights of Bishop Strachan School's 2007-2008 advertising campaign included establishing a relationship with a Canadian advertising team to develop a brand style guide and ad campaign; hiring a media buying agency to develop a media plan with the objective of penetrating target markets for day and international students; new ad campaign launched in fall 2007 with "Send Your Daughter to BSS–The World Needs Her" theme; and teacher-driven activities within the school to engage student thinking around the theme.

Student Recruitment Publications Packages: The Winsor School - Gold Award
Best Practice Don't we already have an award-winning viewbook? Do we really need to design a new one? Do we even need a viewbook? The Windsor School communications and admission directors wrestled with those questions with an ad-hoc group of trustee advisors before embarking on a project that resulted in the "Her Education Means the World to Me" and "This is My School" admissions booklets.

Publications Program Improvement: North Shore Country Day School - Silver Award
Best Practice North Shore Country Day School redesigned its admissions publications in 2007.

Publications Program Improvement: Fairfield College Preparatory School - Bronze Award
Best Practice Fairfield College Preparatory School undertook a project to redesign its admissions marketing materials in 2006-2007. The project included a redesigned viewbook, search brochure and advertising poster; partially redesigned admissions application forms; and a new information bulletin.

Recruitment Features: St. Christopher's School - Silver Award
Best Practice St. Christopher's School created a short recruitment video for the web--"Get Here!"--that built on that fact that once families visit the campus, they nearly always submit an application. The piece was posted online during summer 2007 and used to kickoff open house programs in the fall.

Recruitment Features: Northfield Mount Hermon School - Bronze Award
Best Practice Northfield Mount Hermon School produced a recruitment DVD for 2006-2007 that featured four videos that embodied the educational and student life experience through immersive stories of four or five students.

Creative Use of Technology and New Media: Edge Hill University - Gold Award
Best Practice Edge Hill University developed Hi, a portal comprising innovative online tools to encourage applicants to accept places for its Faculty of Arts & Sciences. This contributed to a 32% improvement in conversion, had a positive impact on student community building and, surprisingly, crisis management.

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.

Talking Points: From Dog Tags to Degrees
CURRENTS Article This column discusses the 2008 Veterans Education Assistance Act, which expands the original GI Bill, and points out ways in which institutions can best serve student veterans.

Mascots on a Mission
CURRENTS Article Although your mascot may seem like just a cuddly creature or a fierce defender, it may be signaling more about your brand than you realize.

Advance Work: Timing is Everything
CURRENTS Article Davidson College took advantage of its unanticipated success in NCAA men's basketball tournament to pitch itself to prospective students.

Off the Air, On the Tube
CURRENTS Article With many new Web 2.0 technologies at their fingertips, marketing and communications professionals need to decide what medium works best. One of these new communications vehicles has emerged as a place where institutions can make a strong case for the brand: YouTube.

Advance Work: Hometown Heroes
CURRENTS Article Wilkes University is featuring prospective students in ads on pizza boxes, billboards, gas pumps, and cable channels and at movie theaters and malls.

Advance Work: See U Soon
CURRENTS Article A new Web site offers prospective students a one-stop option for virtual campus tours.

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.

Power of Profiling
CURRENTS Article Public four-year colleges and universities have joined a voluntary effort to provide more consistent, comparable, and transparent information on the undergraduate student experience to prospective students and their families. Through the Web reporting template called College Portrait, students now have access to common data on institutional characteristics and campus life.

Advance Work: Bugged About Recruiting
CURRENTS Article A welding rodeo is not your common campus event, but it is the perfect recruitment and community building tool for one technical college in Washington.

Advance Work: E-Marketing Goes Mainstream
CURRENTS Article A 2006 survey looked at how colleges and universities are using e-marketing.

Advance Work: Brand Aid
CURRENTS Article A branding campaign by the University of Minnesota helps spread the word about the research done at the institution.

Postcard from St. Petersburg
CURRENTS Article The British Council reaches out to potential students in Russia.

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 Ads: Minnesota State Colleges and Universities - Silver Medal
Best Practice The Minnesota State Colleges and Universities system developed and implemented the "Sky High" ads to address the notion and concern that tuition was too high.

Individual Ads: University of Maryland, College Park - Gold Medal
Best Practice University of Maryland, College Park's "Fear the Turtle" ad was part of a highly successful ad campaign that originated in 2003 to raise visibility of the institution locally and expand its national audience.

Individual Ads: University of Alaska-Statewide - Silver Medal
Best Practice "Tara" was one of several ads featuring students and their experiences at the University of Alaska that ultimately directed interested parties to the university Web site.

Advertising Campaigns: University of Alaska-Statewide - Gold Medal
Best Practice The University of Alaska-Statewide-s fall advertising campaign consisted of a series of seven short videos, three print ads, and three cinema slides that advertised students and their experiences. Advertising pointed interested parties to the university’s Web site.

Advertising Campaigns: Bowling Green State University - Bronze Medal
Best Practice Bowling Green State University’s successful "Changing the World by Degrees: Explore. Inspire. Achieve" campaign resulted out of a desire to leverage the university’s existing brand equity while more closely focusing on its brand promise.

Advertising Campaigns: Alverno College - Gold Medal
Best Practice Launched in summer 2006, the primary objective of Alverno College's "The Alverno Art Campaign" was to generate interest, inquiries and ultimately applications.

General Information Features: Louisiana State University - Bronze Medal
Best Practice Louisiana State University created "Welcome to LSU" -- a video to make new students feel welcome and good about having chosen LSU. The video was shown on a large screen in the Assembly Center to freshmen and other incoming new students, as well as during the Chancellor’s Welcome Convocation in September.

Recruitment Features: California State University, San Bernardino - Silver Medal
Best Practice The purpose of the recruitment video was to reach high school juniors and seniors (and their parents), as well as community college students, with the message that college can be a reality, and that Cal State San Bernardino is the college for them to be able to fulfill their education dreams.

Recruitment Features: Fountain Valley School of Colorado - Gold Medal
Best Practice In 2006, the Fountain Valley School of Colorado engaged in an institutional branding exercise and subsequently developed a marketing plan that called for the creation of the school's first DVD. The FVS strategy was to differentiate the school by its location (the Western region of the United States), opportunities, community and through genuine stories of students and faculty.

Recruitment Features: Reconstructionist Rabbinical College - Gold Medal
Best Practice The Reconstructionist Rabbinical College in Wyncote, PA, is a fully accredited private graduate institution founded to serve the Jewish people and the Reconstructionist branch of Judaism. Its primary mission is to train rabbis and cantors. The college's primary academic offering is a rigorous five- to six-year professional program leading to a master of arts in Hebrew letters and the title of rabbi. The objectives of the college's recruitment video were to increase interest in the rabbinate and increase the pool of applicants.

PSAs and Commercial Spots: University of Alaska-Statewide - Silver Medal
Best Practice The University of Alaska’s fall 2006 advertising campaign included a series of seven short videos of students and their experiences at UA. Three spots, in rotation in Alaska as TV ads, pointed viewers to a site with four more videos and bios of featured students. The campaign also included print, radio, social networking site advertising and cinema slides. It was focused on a target audience of primarily 16-24 year-old prospective students in Alaska.

PSAs and Commercial Spots: University of Alberta - Gold Medal
Best Practice University of Alberta’s new president, Dr. Indira Samarasekera asked for a national television advertising campaign that highlighted the university as embodying the Olympic ideal in its new “Dare to Discover” ethos (i.e., striving for personal best and serving peace, friendship, and understanding in the world). It was important that the ad make a connection between institutional pride and Canadian patriotism.

PSAs and Commercial Spots: University of Memphis - Gold Medal
Best Practice The objective of this campaign was to create an entertaining and effective series of spots to sell season tickets to University of Memphis football. This season, the University of Memphis was in a unique situation in that the team would be playing seven home games - up from the traditional six home games in years past.

Student Recruitment Publications Packages: Goldsmiths, University of London - Silver Medal
Best Practice Goldsmiths is one of the major colleges of the University of London and has a growing reputation for creativity and innovation. Voted one of the UK’s “coolest” brands, it maintains its roots in a diverse community with only 12 percent coming from outside the European Union. This package was produced while Goldsmith’s new corporate identity was in progress and so the design needed to be flexible enough to easily be adapted in subsequent years.

Student Recruitment Publications Packages: Noble and Greenough School - Silver Medal
Best Practice The Viewbook Suite created by Noble and Greenough School was very strategic, conveying accurate information in a vibrant way and making it an enjoyable experience for a prospective student. It included an "Insider’s Guide"--a collection of students' candid perspectives. The materials were well-received by prospective students, their families and the internal community.

Student Recruitment Publications Packages: Landon School - Gold Medal
Best Practice Landon School has long used the tagline "Landon Knows Boys" on an informal basis but decided to take advantage of the message and expand it to reflect the school's greatest strengths. The "Landon Knows Boys" materials were well-received and staff felt they clearly defined Landon as distinct from other schools.

Publications Program Improvement: Berkeley Carroll School - Gold Medal
Best Practice After an audit of Berkeley Carroll School's marketing and communications materials, the school redesigned all of its print and electronic publications as a part of a revised marketing and communications strategy to attract parents and students.

Institution-Wide Branding Programs: University of Central Florida - Bronze Medal
Best Practice The overall objective of the University of Central Florida’s "UCF Stands for Opportunity" campaign is to increase the effectiveness of the new brand marketing initiatives through integrated marketing – both internally and externally.

Institution-Wide Branding Programs: University of Central Missouri - Gold Medal
Best Practice The University of Central Missouri's Confidence Campaign used a name change to begin a long-term repositioning and to build pride.

Institution-Wide Branding Programs: Loyola University Chicago - Bronze Medal
Best Practice Loyola University, Chicago’s, “Loyola Values” is a new strategic image advertising campaign to showcase the unique attributes of the university directed at prospective students, alumni, and donors.

Institution-Wide Branding Programs: University of Minnesota - Grand Gold Medal
Best Practice The University of Minnesota's "Driven to Discover" campaign's purpose was to develop an engaging, relevant branding campaign that would improve public perceptions, increase awareness of the university’s mission, and broaden understanding of its goal to become one of the top three public research university's in the world.

Institution-Wide Branding Programs: The Wellington School - Silver Medal
Best Practice Located in a highly competitive market, The Wellington School developed the "Lifelong Learners, Lifelong Leaders" branding program to market the school to various constituencies to increase and retain students.

Print External Audience Tabloids and Newsletters: Bryant University - Bronze Medal
Best Practice UpClose is a quarterly undergraduate admissions publication that is mailed to 41,000 prospective students.

Student Recruitment Publications Packages: Wellington School - Silver Medal
Best Practice "We are Wellington" materials are the flagship pieces of the Wellington School brand. The look and voice that started with them now permeate all outreach efforts--from the website to the magazine to capital campaign materials. Embedded in the materials are consistent key messages that reflect Wellington's philosophy, "proof points" that give evidence of how these goals are realized, and real-time photographs. This authenticity is the result of two years of collaboration among marketing professionals and Wellington stakeholders; the messages were mined through extensive research and review.

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.

Student Recruitment Publications Packages: Simon’s Rock College of Bard - Grand Gold Medal
Best Practice The primary objective for this campaign was to recruit high school students to apply after they finished tenth or eleventh grades--an early college option offered at Simon's Rock College of Bard. Using newly redesigned materials, the college saw an 80 percent increase in applications compared to the number received by the same date in the previous year.

Student Recruitment Publications Packages: Saint Anselm College - Bronze Medal
Best Practice The "Bright Ethical Leaders for a New Generation" admissions communication sequence was developed to position Saint Anselm College in such a way that would enable it to identify and own an important place in the world of higher education. The aim was to clarify the value and relevance of a Saint Anselm education, so it could be easily understood and embraced by all of the college’s constituents.

Student Recruitment Publications Packages: New York University - Bronze Medal
Best Practice The overall goal of the Undergraduate Admissions Package was to introduce prospective students to New York University, its seven undergraduate colleges and its more than 160 academic programs/majors. Publications targeted high school students in the top five percent of their class who were interested in attending college in an urban environment.

Student Recruitment Publications Packages: Oral Roberts University - Bronze Medal
Best Practice The materials in Oral Roberts University's undergraduate admissions package were completely revamped to match the new branding initiative at the university.

Web-Based or Electronic HTML External Audience Tabloids and Newsletters: Southern Methodist University - Gold Medal
Best Practice Southern Methodist University's e-newsletter What’s New at SMU was created to keep prospective students informed of new developments in academics, campus life, and the admissions process.

Individual Sub-Web Sites: Trinity University - Silver Medal
Best Practice Trinity University's virtual tour was developed to communicate with prospective students during the traditionally inactive period of time between a request for information and freshman matriculation. The microsite was part of a larger marketing campaign to increase out-of-state enrollment at Trinity.

Individual Sub-Web Sites: University of Colorado at Boulder - Gold Medal
Best Practice ChooseCU from the University of Colorado at Boulder is a secure tool for admitted undergraduates that provides one place to find what they need to know between admission and arrival on campus. Information is personalized to the individual student and allows them to explore academic opportunities, read targeted announcements, apply for housing, accept financial aid, make a visit reservation, keep track of what needs to be done before the semester begins, and much more.

Individual Sub-Web Sites: Xavier University - Gold Medal
Best Practice The Road to Xavier is a dynamic, data-driven, password-protected Web site that focuses on user needs while providing actionable information to move families to enroll at Xavier University.

Individual Public Relations and Community Relations Projects: California State University Chancellor's Office - Silver Medal
Best Practice California State University has produced the "How to Get to College" poster program since 1999. It is one component of CSU's comprehensive outreach/retention strategies to help students, parents, teachers, and administrators better understand what is required to prepare for and succeed in college. The poster is available in English, Spanish, Chinese, Korean and Vietnamese. A companion Web site is available in English and Spanish.

Advance Work: What Goes Around Comes Around
CURRENTS Article The Lipman Hearne and CASE integrated marketing survey finds that colleges and universities are spending more on integrated marketing to good effect.

Everything Speaks
CURRENTS Article Everything about an institution, from the tidiness of lobbies to the smile on the receptionist’s face, “speaks” and makes critical impressions on students, visitors, and others. Paying attention to such details can make the difference in whether a campus achieves its strategic goals. This article shares advice on how to incorporate the “everything speaks” marketing philosophy on campus and use it to generate results. The accompanying sidebar highlights the importance of employees and internal communications to this philosophy. It offers suggestions for keeping an institution’s faculty and staff members informed and showing them they are vital to the school’s mission.

Advance Work: Woman to Woman
CURRENTS Article In an effort to increase female enrollment, MIT Sloan School of Management asked 20 female students to collaborate and tell their stories in a 12-page booklet for prospective students.

Brand Opening
CURRENTS Article Branding campaigns are typically driven by enrollment goals. But major capital campaigns offer an institution a terrific opportunity to define, position, and enhance its brand in another marketplace: that of alumni, donors, friends, and prospects who will make the gifts that allow the institution to achieve its broader strategic goals.

Dispelling the Millennial Myth
CURRENTS Article In this article, the authors take a closer look at Millennial theory as described by Neil Howe and William Strauss. Their books, Millennials Rising and Millennials Go to College, are primary resources for information about Millennials--students born in or after 1982--including characteristics, traits, etc. Much of this has become common knowledge and accepted as fact, but the authors of this article caution campus communicators against relying solely on Howe and Strauss’ descriptions of students for their marketing efforts. They don’t completely disagree with Howe and Strauss, but they expose Howe and Strauss research/data as somewhat flawed and offer alternative sources of more longitudinal data that offer a more accurate portrait of students today. They also offer a point/counterpoint perspective on what Howe and Strauss say and some alternative ideas that are likely more relevant.

Viewbook 2.0
CURRENTS Article Today’s prospective students are a different breed when it comes to the way they conduct their college search. And yet, while much has been made of the “stealth applicant,” the essential role of the Web, and the significance of third-party Web sites including social networking sites, institutions continue with the same basic student recruitment publications order they have been requesting for years. This article examines how the thinking and strategy about viewbooks has changed—in light of the Web, considering how much students have changed, how much the admissions process and timing has changed, and in light of fully integrated communications and marketing efforts.

Soul Story
CURRENTS Article This article looks at how spirituality has become an important factor for campuses to consider when marketing to and communicating with prospective students. The article points out that it’s not necessarily religion that students are looking for, but help in finding meaning in their lives and support and help in developing their values and ideals and beliefs. Religion and faith may or may not be a part of it, but students are looking to college to help them in ways that go beyond academics, and, the author argues, it’s the job of campus marketers to be keenly aware of this market, to understand how their motivations intersect with what their campuses offer, and to learn to talk about these intersections in compelling ways. The article is based in large part on data and the premise of a UCLA/Higher Education Research Institute project/study, “Spirituality in Higher Education: A National Study of College Students’ Search for Meaning and Purpose.”

Advance Work: Face Time
CURRENTS Article Surveying parents in person may take time but can pay off in more ways than one.

A League of Their Own
CURRENTS Article The 2006 Circle of Excellence award winners profiled in this article are hitting it out of the park. This article describes a few of the grand gold and gold medal award winners.

Click This Way
CURRENTS Article Campus Web sites are the first place most people turn for information of all kinds about an institution—admissions requirements, program details, course descriptions—but they probably aren't the first place people turn to learn about a particular subject or topic. But they can be. This article describes how to market campus Web sites that aren’t admissions-related—institution sites with more of a specialized appeal: an online gallery of comics, a database about classical music, library special collections, art exhibits, etc. This article describes Duke University's experience with such sites and its strategies to get news outlets, blogs, and other online publications to link to and cover them.

Advance Work: Virtual Security Blanket
CURRENTS Article Eckerd College launched an online community to help incoming students get to know each other--and the college--before they arrive on campus. Eckerd was looking for an inexpensive way to reach out to admitted students and reduce the number who send in a deposit but don’t end up attending the institution.

Advance Work: The Future's in the Palm of Their Hands
CURRENTS Article To show that it understands how today's students like to get their news and information, Fitchburg State College is using podcast technology to send its acceptance letters. But mom and dad can still expect to receive the old-fashioned paper version in the mail.

Message Mavens
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.

Treading Lightly
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.

Coming Into Focus
CURRENTS Article What started as a news office/news bureau on many campuses evolved into a public relations office, which evolved into a communications and marketing operation. Many practitioners are now operating in an integrated environment. This article examines the factors that account for the change and is, in a sense, a conversation among practitioners about ways in which the profession has changed--some changes are subtle, some more a function of semantics, and others are fundamental. It explores whether the traditional role of campus PR officer morphed into a brand manager role, whether PR is an outdated term, whether media relations still the way to build (and manage) reputation, and more.

Advance Work: A Touch of Humor
CURRENTS Article How does a higher education institution catch the attention of the busy, no-time-for-school working stiff? Daniel Webster College might have found the answer. The college recently kicked off a series of ads aimed at attracting working adults to its accelerated undergraduate and graduate business-degree programs.

The Real World
CURRENTS Article Blogs began as something quite different than what they are now, and although they’ve lost some of their grassroots quality as more mainstream outlets embrace them, they are becoming a vital communications tool. They enable organizations of all kinds--including education institutions--to reach out to constituents in a simple and direct way. And as institutions continue to fine tune their marketing efforts, blogs can become an important and effective communications tool, particularly for student recruitment. This article explores important issues for campus communications professionals to consider, including the pros and cons of blogging, authenticity, and control.

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.

Talking Points: Paying Complements
CURRENTS Article Microsites, also known as landing pages, are powerful tools that allow audiences to respond to an appeal without having to navigate a main Web site. Institutions can use microsites to communicate personalized, focused marketing messages to specific target audiences. This article outlines some of the ways in which campuses and other organizations are using microsites, including handling such tasks as registrations and online ordering, and the benefits of using them, such as that they create more interest, more interaction, and greater measurement opportunities.

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.

Bluffing or the Real Deal?
CURRENTS Article Good research can be a lightning rod for change, imagination, and innovation. It challenges conventional wisdom, questions accepted assumptions, and tests the impact of new ideas. Better not to leave such things to chance or trust them to bluff, which the authors of this article say is common in much of the work that's considered marketing or market research in higher education. They offer insights about getting beyond the bluff; the results of good research, they say, can be hard to swallow because they frequently expose mistakes and contradictions. They include several case studies and strategies for recognizing authentic research.

Closing Remarks: Novel Ways
CURRENTS Article Branding is commercial storytelling, and campus communications and marketing pros should consider using the elements of fiction--character, plot, dialogue, scene, place, point of view, and sensory detail--when they are writing and telling their institutions’ stories. The author describes how campus writers can persuade readers of an institution’s virtues and still tell a compelling story.

Tool Time
CURRENTS Article The importance of research in developing institutional messages has become evident to campus communicators, but how best to collect the right information is less clear. Communicators need to explore research techniques that go beyond asking audiences what they think and want--techniques that uncover why audience have specific thoughts and opinions. This article outlines three such advanced techniques--choice-based conjoint analysis, tree-based analysis, and multiple regression analysis--that communicators can use when working with consultants, institutional researchers, or professors.

Clear It Up
CURRENTS Article Constituents increasingly want and expect the admissions process to be open. They want answers, guidance, explanations when applicants don't get in, and so on. This article explores the issues surrounding admissions with which campus communicators find themselves grappling, including how to communicate policies to various audiences, including prospective students, parents, high school counselors, legislators, the media, and the public; what kinds of information to provide; and how much information to provide.

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.

AdvanceWork: Charitable Applications
CURRENTS Article Many institutions charge application fees, but Bryn Mawr College has waived them for students who prefer to use the money to support a worthy cause. According to Dean of Admissions and Financial Aid Jennifer Rickard, the option helps the college “convey part of who we are to the world.” Nearly a quarter of Bryn Mawr applicants have chosen to redirect their application fee, generating more than $22,000 in charitable giving.

Reputation Reflections
CURRENTS Article Advancement professionals increasingly view media coverage as a gauge of institutional credibility, which can play an important role in defining reputation. Campus communicators need to combine internal research and effective public relations to build and maintain their institutions' reputation. This article, part of CURRENTS' yearlong series on advancement research, describes one Canadian institution's efforts to improve its reputation through these two strategies.

A Makeover Story
CURRENTS Article In this article, the second of a pair about strategic communications, the author candidly describes the transformation of her career as a communications professional. She starts by recounting the entry of the word “strategic” into the higher education lexicon and then chronicles how embracing the word has shaped her career.

A Separate Piece
CURRENTS Article Parents have become increasingly important as a campus constituency, a change driven by both financial and generational factors. Their increased involvement--from recruitment to commencement--demands an organized communications effort that strikes a balance between information and involvement, and many campuses have responded by adding programming and dedicated staff. This article outlines essential strategies for communicating with parents, including creating separate experiences for them.

AdvanceWork: Baltimore Ravings
CURRENTS Article, a CASE 2004 Circle of Excellence award winner, helps Baltimore-area college students acclimate to their new surroundings. The site features an events calendar and dining, shopping, and entertainment recommendations. Some of the 15 participating campuses also use it as a recruiting tool.

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.

Who Says They Matter?
CURRENTS Article Campus communicators should consider how parents and students use the popular guides in their decision-making processes. The author, a guidance counselor, offers an on-the-ground perspective based on her own experiences and interviews with other counselors, parents, and students. A companion piece to "A Thin Line Between Love and Hate."

AdvanceWork: Seeing Is Believing
CURRENTS Article Today’s college-bound students are more inclined to read unsolicited e-mails from colleges and universities if those messages are personalized, according to Stamats’ recent “2004 TeensTalk Study.” Among the findings: One-third of college-bound students read all unsolicited e-mails from colleges and universities; another third read the “from” and “subject” lines to see if they are interested in reading further. Less than 3 percent delete the e-mails outright.

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: Farewell Tour
CURRENTS Article Empire State College officials launched a "Bring Out Your Dead" campaign to facilitate the transition from old to new campus marketing materials. In the college’s adaptation of the medieval practice of disposing of the dead--satirized in the film "Monty Python and the Holy Grail"--campus officials asked staff members to hand over "dead" copies of marketing publications in exchange for new ones featuring the updated logo. The yearlong campaign softened "the blow and shock of a major change," says Director of College Relations Kirk Starczewski.

AdvanceWork: Think Charity, Not China
CURRENTS Article The Web site allows users to create a registry of nonprofits they support. Their friends and family can go on the site to make online gifts to the selected nonprofits in the same way they might use a bridal or baby registry. Institutions might promote the site as a way for alumni to encourage gifts in their honor to alma mater.

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.

Finders Keepers, Users Reapers
CURRENTS Article Communications pros know how important research is to positioning their institutions, but many think they don't have the time or the expertise to conduct custom research. This article outlines various sources of external research and ways to use them to market the institution or pitch stories to the media.

AdvanceWork: The One They'll Want
CURRENTS Article Tech-savvy prospective students appreciate cutting-edge tools that allow them to experience a campus in new ways, but they quickly become bored by tools that are obsolete. James Madison University sidestepped these problems by combining the strengths of a CD-ROM and the Internet into a single tool: the JMUOneDisc.

Two Perspectives on Legacy Admissions
CURRENTS Article The college admissions process and media coverage of it has reached fever pitch in recent years. The controversy over legacy admissions is a particular point of contention among academics and constituents alike. Two campus administrators examine both sides of the legacy issue in this pro/con article.

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.

Mining for Gold
CURRENTS Article Profiles of 12 CASE Circle of Excellence 2003 winners. Member institution nominees were judged on the creativity of their alumni relations, communications, and development initiatives, including alumni publications, reunions, constituency giving, stewardship, and alumni relations programs. Profiled winners include Brigham Young University/University of Utah; Columbia College Chicago; Georgia Tech Alumni Association; Goucher College; Imperial College London; the Institute for Shipboard Education; Lehigh University Alumni Association; Monroe Community College Foundation; Pennsylvania State University; the University of Chicago; the University of Iowa Alumni Association; and the University of Miami.

The Science of Attraction
CURRENTS Article Annual fund directors are starting to use market research to better understand what populations of donor prospects will respond to, target more accurately, and cut the cost of mail and telephone campaigns. This article covers what well-crafted focus groups and surveys can uncover and steps to doing research. Also included is a short article on how to get valid research results. This article is of interest to annual fund directors and advancement services staffs who work with development communications.

Stand Out in a Crowd
CURRENTS Article Branding is challenging for colleges and universities, whose brands are diffuse and complex and whose faculty, alumni, students, and advancement and admission officers send diverse messages. This article describes a proposed market taxonomy for postsecondary education based on brand characteristics and discusses market research, positioning, and the fundamentals of brand management. Includes brief case studies from Trinity University in San Antonio and Ohio University. This article is of interest to marketers who deal with branding and student recruitment as well as marketing and communications managers.

AdvanceWork: CD or not CD?
CURRENTS Article Specialists in student recruitment marketing are still debating the value of CD-ROMs vs. Web vs. paper publications. Interviews with four marketers reveal that two use Web and paper methods only; the other two like the increased capacity of CDs plus online plus paper. This Advancework item is of interest to marketers and PR people who deal with student recruitment.

AdvanceWork: Mistake-Free Multiculturalism
CURRENTS Article Avoiding faux pas when marketing to diverse audiences

AdvanceWork: Ads with Bite
CURRENTS Article Problem/Solution: Disarming promotions from the College of New Rochelle catch listeners' and readers' attention.

AdvanceWork: Drive Home Your Commuter Campus' Strengths
CURRENTS Article How to stand out in a crowded marketplace

AdvanceWork: Natural Networkers
CURRENTS Article Home-schooled students are a viable recruitment niche

Talking Points: The Lure of Early Admission
CURRENTS Article Increasingly students use early action and early admission to improve their chances of getting accepted to a college or university. Critics charge that these programs benefit the institutions more than the students, however, because they raise yield numbers, which affect rankings, and they prevent students from comparing financial aid packages when choosing a campus.

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.

Building E-cruiting Machines
CURRENTS Article Institutions are experimenting with new techniques for recruiting students online. This article examines innovative methods such as publicizing the campus Web site via direct mail, collecting data on prospects through online forms, and customizing home pages based on each prospect’s interests. Data on prospects and their online habits can guide admissions officers in fine-tuning the campus Web site and focusing other marketing efforts.

Raising the Roof
CURRENTS Article The director of public relations at Susquehanna University describes how campus leaders helped a new president adjust quickly to the institution. A committee created a transition plan that included a nine-month schedule of events and meetings with key constituencies. The committee also compiled a briefing packet and included the new president in discussions of important institutional issues even before his arrival.

Closing Remarks: Can You Teach a New Dog Old Tricks?
CURRENTS Article Ziegler uses the case study of the failed online retailer to draw lessons for higher education. Too many campuses, he says, focus on promotion without doing the research and planning involved in good marketing. Marketing is more than “getting the word out”; it is a way of thinking that focuses on understanding and meeting customer needs.

AdvanceWork: A Real Advancement Hero
CURRENTS Article Frostburg State University features three superhero comic book characters in its annual fund appeal and exceeds its fund-raising goal by more than $20,000.

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: New Cues on Hues
CURRENTS Article To appeal to today’s youth, campuses need to expand their color repertoire in recruitment and marketing publications. Creative use of vibrant hues can attract attention and breathe new life into print materials. To spot current color trends, a design consultant recommends looking at teen fashions and cosmetics, designer paints, and MTV.

Tech Support: Online Surveys
CURRENTS Article Online surveys can be less expensive and more flexible than traditional direct mail and telephone surveys. They offer greater reach and better response rates, and they enable you to analyze responses immediately, without the costly and time-consuming step of data entry. Levine describes the steps involved in conducting an online survey and offers tips to improve results.

Campaign Strategies: The Benefits of Branding
CURRENTS Article Development officers should use their institution’s brand equity to link a campaign with the positive qualities people associate with the institution. The article describes five steps to help development officers leverage the institution’s identity, mission, and values in campaign communications.

AdvanceWork: Cooperation Beats Competition
CURRENTS Article Marketing professionals at 11 colleges and universities in Nova Scotia, Canada, have joined forces to promote their institutions to international students.

AdvanceWork: Student E-Recruitment
CURRENTS Article Rather than sorting through their snail mail when they arrive home, most high school students immediately log on to the family computer and check their e-mail.

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.

Closing Remarks: Staying Grounded
CURRENTS Article The hype surrounding the Internet can obscure the ongoing value of old media for attracting students. College guidebooks, traditional class instruction, and print and broadcast advertising all remain important marketing tools.

Campaign Strategies: A "Brand" New Perspective
CURRENTS Article An institution can set itself apart from the competition by focusing on its brand -- its personality, psychology, and attitude. A campaign provides an opportunity to advance brand recognition. To get started: 1) Get internal acceptance for the concept of your institution as a brand. 2) Think of your constituents as consumers and your institution as the product. 3) Tailor your campaign messages to your branding strategy. 4) Be consistent in your marketing messages.

Putting More into Marketing
CURRENTS Article Moore reports on his firm's second annual survey of institutional marketing programs. Most of the survey's 231 respondents indicated that they are increasing their marketing budgets and adopting integrated marketing methods.

Signs Point to Yes
CURRENTS Article As director of market research for Stanford's development office, Jerold Pearson studies a wide range of advancement programs and their constituents. In an interview, he discusses his work, some of his key findings, and why he thinks other institutions don't invest in market research.

Singular Sensation
CURRENTS Article VandenBerg describes how the University of Massachusetts, Amherst, developed an integrated communications and marketing strategy and a consistent graphic identity system. The project involved thorough market research, repeated testing, and consensus building. Key to the graphic identity system was a new logo, which proved so popular that the entire University of Massachusetts system adopted it. A sidebar notes lessons learned during the project.

Vision of the Future
CURRENTS Article A participatory strategic planning process can enable an institution to start moving its integrated marketing efforts out of the communications arena and into the entire institution. The article describes nine steps: 1) State program objectives. 2) Select participants and leaders. 3) Compile background information. 4) Select task force topics. 5) Set up a Web site. 6) Train task force facilitators. 7) Plan a kickoff event. 8) Create the final report. 9) Implement the best ideas.

Getting Personal
CURRENTS Article To serve an increasingly Web-sophisticated generation of prospective students, institutions need to adopt interactive design and individualized service features that students are accustomed to seeing on the Web. Institutions should re-evaluate their Web sites with prospective students in mind, make their interfaces more engaging, simplify their navigation systems, and improve their content. They should also consider adopting techniques for interactive contact, mass-customization, and personalization that are increasingly common on commercial sites. Includes examples from University of Colorado, University at Buffalo, UCLA, and Gettysburg College.

AdvanceWork: Logo or Seal?
CURRENTS Article As a result of integrated marketing and brand management efforts, many campuses have created a single logo that they use on all publications.

Closing Remarks: Out with the Old, In with the New
CURRENTS Article Williams proposes that it is time for institutions to abandon strategic planning and embrace the marketing movement. He maintains that campus strategic planning efforts have become ineffective because of fear of hard decisions, passive-aggressive behavior at the institutional level, fuzzy goals, and unrealistic objectives. By contrast, a marketing approach is integrative, grounded in reality, and constituency-oriented. It relies on surveys and perceptions, produces progress that is easy to measure, and pays attention to relationships.

AdvanceWork: Fruitful Marketing
CURRENTS Article Last year, Silicon Valley community-college administrators became concerned that the region's four-year institutions were attracting potential community-college students by incorrectly implying that community-college courses take longer to complete and are less relevant to the job market. Administrators needed to get the word out fast that their campuses offer convenient, online, weekend, and evening classes and cutting-edge programs for Internet-related careers. This article describes a collaborative public-service campaign to solve the communication problem.

Tech Support: This Brochure's for You
CURRENTS Article Customize your recruitment publications with print-on-demand

Focusing on Minority Recruitment
CURRENTS Article Campuses use creative measures to promote diversity amid anti-affirmative action movements

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.

Virtual Campus Tours
CURRENTS Article The Web-based campus tour is now so essential to students making enrollment decisions that not having one can negatively affect an institution's recruitment goals. Admissions officers say that virtual tours do not seem to reduce interest in personal visits, but rather encourage and supplement live contact. To develop a tour, make use of students' creativity and expertise. After you have gathered copy, audio, and visuals, follow these tips in combining them: 1) keep it simple to be compatible with a wide range of computer systems; 2) add personality, including photos and narratives from real students; 3) keep the focus on visuals; 4) be creative. Additional features might include movies, live Webcams, building tours, and interactive frames.

A Jury of Their Peers
CURRENTS Article A focus group of college-bound high school students can offer insights about the effectiveness of recruitment publications. Benson, publications director at Washington University in St. Louis, has found that students prefer straightforward messages over slick copy or catchy slogans; they want photographs to depict the campus honestly; they will notice if photos of people aren't current; and they want to locate relevant information easily. She offers these tips: 1) conduct your focus group with a partner; 2) establish relationships with high school counselors and teachers; 3) realize you can't please everyone; and 4) streamline your discussions. Benson discusses when to hire a market research firm and how to present your findings. A sidebar answers frequently asked questions about focus groups.

Surveying the Field
CURRENTS Article Moore, of marketing/communications firm Lipman Hearne, reports on a survey of marketing programs at nearly 150 institutions. Among the findings: 1) Institutions whose integrated marketing programs have the support of an alumni or trustee committee report the greatest improvements in fund-raising, applications, and enrollment yield. 2) At least half the institutions surveyed have campuswide marketing committees. 3) These committees typically represent enrollment, communications, administration, development, student services, and faculty, but less than half represent alumni affairs. 4) Committees focus mostly on project management and rarely on conducting market research. Moore also offers tips on establishing a successful integrated marketing program.

Marketing Across the Board
CURRENTS Article An integrated marketing program that coordinates student recruitment, public relations, and resource development throughout campus can help an institution increase applications, build stronger constituent relationships, and raise overall visibility. To initiate such a program, follow these eight steps: 1) Find a "cheerleader" who is willing to lead the effort. 2) Get the president's attention. 3) Establish an all-campus, three-tier system consisting of an advisory board, a management committee, and action groups. 4) Define quality by identifying the niche your institution serves. 5) Develop a marketing blueprint that can be continuously improved. 6) Sell the program on campus. 7) Embrace creative budgeting. 8) Structure the communications office in a way similar to that of a PR or ad agency.

Mind over Market
CURRENTS Article The author discusses a strategy of student recruitment called competitive positioning. The first step in this process is to research where your institution stands at the present time. It is essential to define a target audience and region, determine what positions the target students value, and define your present position. The second step is to plan a competitive positioning program specifically for your institution. Step three is to execute the strategy and hopefully reposition your institution to attract those students in your target audience.

Need Visibility? Get Integrated
CURRENTS Article Campus communicators are natural leaders for integrated marketing programs. Here's why—and how to pull it off

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