As many of my RDW colleagues have written, a strong marketing framework begins with doing your research. Focus groups are a form of market research designed to gather qualitative insights and feedback to inform marketing decisions. They are used to test campaign concepts or marketing ideas, probe brand perceptions, or uncover new insights. It’s most…
These days, everyone is doing digital marketing. But that doesn’t necessarily mean they’re doing it well. Digital is continuing to grow and change rapidly and remains one of the most effective ways for businesses to hone in on new customers and expand their reach efficiently. But, if your digital marketing efforts aren’t grounded in a…
You recently wrote the latest version of your website and marketing materials. You carefully crafted your messages. You honed lines to meet Facebook character counts, and you expounded gracefully in long-form Instagram posts. You made best guesses at Google algorithms and kept SEO top of mind. You agonized over what was too little information and…
You spent a lot of time writing (and rewriting) that article, blog post, annual report, or whatever else you wrote. So before you release it to the world, share it with a good copy editor. Their input can go a long way toward improving what may already be a pretty fine piece. A copy editor…
As a higher education marketing communications professional you wear many hats. One day you’re managing a task force comprised of associate deans, high-powered alums and staff in a branding exercise. The next day you’re defending the tactics chosen for your latest enrollment marketing campaign. And every day – yes, every day – you’re living life…
Your organization probably isn’t spending enough time or effort on your email marketing strategy. While many businesses consider themselves to be utilizing the tactic—93% of B2B marketers to be exact—we find that most aren’t taking full advantage of email marketing. After all, your audience is there; active email accounts are expected to hit 5.6 billion…
“Nobody cares how much you know, until they know how much you care.” – Teddy Roosevelt When you are in the throes of finding the right marketing and communications agency, there is one big spiritual question to be asked: is there trust? A trusting relationship requires two ingredients – honesty and ethics. It seems almost…
Achieving successful marketing measurement is no easy task. While the concept is one most marketing leaders can understand, actually putting a marketing measurement plan into place poses the greatest challenge. After creating successful approaches for clients over the past several years, we want to share some of our insights with you. Here are the 5…
If there are any life lessons learned from Jim Carrey’s 2008 comedy Yes Man (aside from Red Bull not being a substitute for sleep) they would be surrounding the pitfalls of being blindly agreeable. On one hand; saying “yes” can open up your world to new opportunities, eliminate conflict, and oftentimes feel easier. On the…
You may have attended a college sporting event and seen an organization’s name and logo featured on the scoreboard or streaming across a digital sign that wraps around an indoor arena, or noticed branded signage posted in the food court or lobby. Those are just a few examples of prime real estate that Colleges offer…
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