Build on Living/Learning Community success
Way back when I was a high school junior, one of the brightest stars in our tiny town went away to a prestigious college. Less than a year later he was back, working for the family business. He was accustomed to being a whale in our little pool, but in college he felt he was a step down from krill. I remember thinking if he couldn’t cut it, what hope did I have of succeeding?
I now know that there is so much more to his story. The experience of being a first year college student was baffling, overwhelming and isolating. Since my own trial by fire, lots of innovative programs have been tested to smooth the transition for freshman. Some of the most successful are LLPs – or Living/Learning Programs.
Higher ed institutions of all types–large public universities to selective liberal arts colleges–are benefitting from “living/learning communities” programs that put first-year students into small groups with those who share similar interests like environmental stewardship or entrepreneurship. In “Large universities changing freshman experience”, AP reporter Alan Scher Zagier shares success stories from University of Missouri and University of Michigan, two schools on the forefront of the LLP landscape.
Aside from providing these ready-made peer groups, schools are also proactively pairing students with support and guidance resources. Read more here.
These programs are boosting academic performance and increasing graduation rates…but they are also providing schools with a precious opportunity to define culture and demonstrate a differentiated experience.
Higher Ed marketers can build on this success by bringing these programs to life for prospects, parents and counselors. We also see abundant potential to invite alumni, local employers and special interest donors to participate in these communities.
MotoSocial Media
You know Social Media has come of age when major brands shift their product development focus to harness the power of social media. 
Motorola, in a mobile device product doldrum for the past couple of years is unveiling their latest entry in the smartphone universe, Cliq. But the big news is that product development objectives were first and foremost to make social networking a seamless if not endless experience on the Cliq. Based on Google’s Android platform, Cliq continuously receives feeds from Facebook, Twitter and MySpace so you can more easily stay in touch with your BFF. The big difference is that iPhone and others rely on Apps in which you must often exit in order to answer phone calls, change tunes on your iPod feature or access other Apps, and then re-launch the App. Cliq keeps you connected.
Leafy Green Viral Marketing
Nissan has been pushing its latest technological breakthroughs in lithium ion powered cars with a video posted on YouTube. The name of the car is Leaf. It’s an interesting move that will hit car lovers, environmentalists and the general populace with equal emphasis. I like the simple, creative way the message is portrayed and the heightened sustainability prowess it gives Nissan. Viral works, to prove it, watch the video.
The Hazards of Affiliate Marketing
Every once in a while I come across something so ironic, I really must share. I was doing some research this morning on the topic of employer acceptance of online degrees, and revisited a site called www.collegeripoffs.com; purportedly published (at least in part) by a former admissions advisor of a major for-profit online university.
Right smack in the middle of a vitriolic “expose” of his former-employer’s business practices, there appeared a very large ad for that same former-employer. Plus a Google Adwords ad directly adjacent. The content was published over a year ago.
This Wordpress site is more than just a terrific example of how you can monetize your blog…it’s a case of evil genius. As a veteran of the higher ed marketing arena, the publisher knows exactly how to profit from the tactics of affiliate marketers.
It can be very tempting to hand your marketing budget over to one of these marketers. They are really good at making sure that your ad is going to be where your competitor’s ads are. They get paid by the lead, it’s virtually hands-free for you…too good to be true? Especially when your brand appears where you’d least want it to.
Notes from CIMA’s Interactive Marketing Survey
There were no real surprises from Chicago Interactive Marketing’s (CIMA) 7th semi-annual marketing survey. 
Our friend, Troy Mastin, former researcher at Blair and new Director of Global Strategy and Operations for the Marketing Store, conducted the research again this year. The responses provided from Chicago area marketers, agencies and media were what I had expected: Continue reading
Small tactic…big impact
Maybe you’ve read about the recent fiasco involving a teenager who executed a Facebook survey that was in extremely poor taste. But you’ve got to give the guy or gal some credit.
Okay, admit it…weren’t you the least bit curious about the results? Unscientific though they may be, I am always drawn into these one-question online surveys. It’s just a teensy bit of harmless fun – kind of like checking my horoscope every morning. A quick click and I can see how I line up against similarly anonymous responders to such weighty questions as “Should (fill in name of politician/entertainer/businessperson) apologize for (fill in preferred egregious behavior)?”
These single-question online surveys rank very high in reader participation, and they can (obviously) be the catalyst for generating awareness and conversations. And while they are not credible market research, they are a great engagement tactic to use in all electronic media.
I’m sure relieved to know that the precocious pollster (and their parents) will not be prosecuted. Properly channeled, a little enterprising curiosity will take them far. Who knows…they may soon be uncovering consumer insights that will steer strategic marketing successes of the future. It’s a good thing they learned this valuable lesson early. Even simple online polling should be well thought out.
