Apr 21 2015
A new report from consultancy mStoner is sure to make some college marketers nervous.
Higher education institutions are building brands in a big way, becoming stronger competitors in the arena for prospective students, promising faculty, community attention and alumni contributions.
Of 125 chief marketing officers at public and private colleges surveyed, three-quarters report having undertaken branding efforts at their institution.
They’re spending serious money, too. Two-thirds of the respondents shared cost details, with 63 percent of them reporting investments of more than $100,000, and 31 percent investing more than $200,000. The Buffalo News reported that the University of Buffalo is launching a $314,000 project.
The money isn’t buying new logos and t-shirts.
Branding is about identifying what distinguishes an institution from its peers, determining why an institution matters to specific audiences and using the findings to make better connections with people in a noisy, cutthroat and distracting marketplace.
It sharpens the competitive edge.
For college marketers still on the branding sidelines, t-shirts and cups offer little protection against the newly, strategically branded teams now taking the field.
Apr 20 2015
Whether or not you’re a fan of the brightly colored patterns and dresses created by Lilly Pulitzer, you can find something interesting about the massive scramble to buy the coveted products at Target yesterday.
The line went on sale early (around 3 a.m.) Sunday morning, with traffic so heavy that inventory was wiped out in hours, even though the site was shut down due to maintenance numerous times. The brick and mortar stores saw their items disappear even faster, with words like “bloodbath” being used to describe the effort.
It was a chaotic and profitable answer to the supply + demand + brand equation. It was also an interesting study on whether such partnerships put luxury designers at risk of “watering-down” their brand or alienating an extremely loyal customer base. Did Lilly Pulitzer do either with their Target partnership? You decide.
Preserving a Brand
It is important first to understand the Lilly Pulitzer story. The company was created by heiress Lillian Pulitzer Rousseau, socialite and wife to Peter Pulitzer. The couple…
Apr 17 2015
Due to launch on April 24, Apple’s introductory product in the wearable technology category has received its share of hype. Though the hard numbers have yet to be released, it’s estimated that Americans bought one million Apple Watches in the first six hours on the first day of preorders. Here are a few lessons to learn from the coveted Apple Watch:
1) Make it personal.
Just like a great suit, a great product should be able to be tailored to the different tastes of its target consumers so that they can make it their own. The millennial audience, for example, is intent on being unique and personalization plays to this desire as a form of expression. From a variety of watch editions, to faces, to bands – Apple has made a point to cover all of their bases when it comes to offering customizable design options for the Apple Watch to complement a variety of lifestyles and meet individual aesthetic preferences. The Apple Watch isn’t just for the techie – it’s for the athlete, the businessperson, and the doctor – virtually anyone and everyone. It offers impressive capabilities in a wearable, fashionable,…
Apr 16 2015
Health care mobile applications are emerging everywhere. We can’t get away from them. Run if you can, but the Nike+ Running app will be tracking how fast and where you go.
Jokes aside, the health mobile app space is becoming more and more crowded. Just this week, more than 13 new health care apps were introduced to sync with the new Apple Watch. Others are introducing new capabilities to sync with Apple’s HealthKit. And more are sure to follow.
So, with the continuous influx of health apps, how are marketers making sure their apps are seen and downloaded? Here are a few quick examples: