PFHE Higher Education Marketing Blog

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Clarifying and communicating your brand
Linda Smith,
Feb 21, 2012

In our media-fragmented world and given the diverse audiences institutions serve, articulating your brand can be a challenge.

Consider The Adler School of Professional Psychology, which relies on integrated marketing to ensure the brand message is consistent.

Here’s how Jannie Holland, Director of Marketing, Lead Generation, with The Adler School of Professional Psychology put it:

“We are a unique graduate school with very niche programs, so an integrated marketing approach is critical to the success of our recruitment effort.  Our goal is to ensure that print and online advertisements, directory profiles, banner ads and other marketing tactics have consistent imagery and messaging that aligns with...

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The key to campaign management
Aaron Edwards,
Feb 21, 2012

Are you confident you are managing your interactive campaigns effectively – I mean, really confident?  If you’re having even a hint of doubt, keep reading.  

We all know the Web is constantly changing, and your marketing efforts should continually be evolving with it. To ensure what you are doing is working, you must effectively monitor and measure results. At PlattForm, we believe in making that as easy as possible for our clients so they can more efficiently manage their time.

Analytics and ROI
We understand that the better analytics and overall performance measurements you have in place, the more strategic you can be with your marketing...

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PPC 101: landing page optimization
Peter Amerio,
Feb 20, 2012

In pay-per-click marketing, landing page optimization is a key component of a successful campaign.  It is not enough to write compelling ad copy that drives visitors to your landing pages if no one converts into an inquiry.  Think about it – if you are paying for a visitor to come to your website, don’t you want the best chance at talking to that visitor and turning him/her into a student at your school?  

Far too often when taking over a pay-per-click marketing account from another agency, I am presented with some of the least thought out landing pages you can imagine.  There is no clear path to an inquiry form, no single phone number to call, information is scattered everywhere, and bad layout...

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Not calling for the same 'ol budget
Mary Stilen,
Feb 20, 2012

Every January, I put together my personal budget plan for the year.  I get down to the detail as to when to purchase clothes, wedding and baby gifts, and birthday presents in order to NOT have to eat Ramen Noodles for a month.  Years are different, and my priorities change.  New inventions or life-changing events alter my budget plan, and a monthly re-forecast is necessary.

Do we expect our marketing budgets to be much different?

Over the past five years, higher education institutions have altered annual budget plans drastically.  Online courses are popping up in even the most traditional colleges; hence, marketing efforts are turning in the same direction.  The balance between traditional and...

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Catchy, campaign-specific URLs
Angela Ridpath,
Jan 20, 2012

Now when people watch television, they often multitask with a laptop computer or tablet. This impacts how they respond to commercials for institutions. Instead of calling the number on the screen or remembering the web address, they turn to a search engine, most likely Google, and type in the advertised school’s name.

When this occurs, what can be attributed to generating the inquiry? Was it the commercial? The Internet? Both? While we can’t change the viewing habits of our multitasking nation, PlattForm Higher Education has had success with an innovative strategy.

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