Unless we fundamentally change our approach to the design process, we may never rise above mediocre work. Better results start with change.
I’ve watched the higher ed advertising process, and I believe that there are two main reasons why most higher education advertising campaigns are forgettable. First, institutions have not taken the time to clearly define their brands. The second is that many higher education marketing professionals do not understand how to most effectively work with advertising agencies. Here are some tips to help you get better work from your agency:
You see, it’s not enough to be clever. You have to be good. If you’re in the higher ed marketing game, that means you have to understand your target audience better than anyone else at the university. It means you have to take a collaborative role in the entire funnel, from prospect awareness right down to the phone call an admissions counselor has with that student.