Higher education marketing is the most difficult marketing in the world. You have a multi-year "buying cycle"; you're selling to multiple audiences with competing priorities; you have to sell both offline and online; the organisation is highly decentralised; the stakes are all or nothing; and the final decision is made under extreme stress.But don't fret! Implementing a university-wide content governance plan will help keep all of your higher ed marketing challenges manageable.In this practical, example-filled session, we explored what goes into developing a savvy content governance plan—and how to stick to it over time. Because once you can effectively manage every piece of content—from the big concepts to the tiniest details—you can better recruit, retain, and graduate your ideal students.
This recording is for anyone in higher-ed marketing, communications, website management, and design—from the central office to individual departments and programs.
Andrew writes copy. He writes taglines and headlines and titles. He writes messaging platforms. He writes surveys. He writes marketing strategies. (And he writes staff bios.) From an early age, Andrew has been obsessed with words—considering a mastery of language key to mastery of thought. That’s why he studied English and Communications at The University of Texas before beginning a long career in the world of nonprofit marketing and fundraising. Eventually, he combined his love of words with his love of performance to become a software trainer, traveling the country teaching fundraisers how to better manage their data. At Mighty Citizen, Andrew plays a dual role: helping craft their own marketing content and partnering with their clients on a variety of content projects—including research, messaging, strategising, branding, and content governance. Outside of work, you can usually find Andrew performing improv at one of Austin’s many improv theatres. (Or reading. Always reading.)
Find out what makes a brand voice brilliant and get practical tips on how to create your own brand voice guidelines (and get your colleagues to actually use them).
Learn the principles of plain English and practical writing techniques that help you reach your audience and communicate with them clearly.