Nick Gilbert, Chief Information Officer of the London School of Economics and Political Science, shares perspectives on how institutional leaders can work together to deliver strategic change in challenging times.
We in universities face well-reported challenges that have brought long-standing strategic imperatives into sharper focus. While the sector has always needed to evolve and transform, today’s operational and financial pressures have added fresh urgency.
For many, this creates a perceived choice between investing in long-term change and delivering immediate improvements. However, this isn’t an either/or proposition. The priority has to be on today and tomorrow. We cannot afford to focus exclusively on building solutions that will only deliver results in five or fifteen years. Planning for both requires careful navigation from institutional leadership, with the entire leadership team aligned on where we’re going and how we’ll get there.
Leading strategic change together
At the heart of these considerations lies the fundamental purpose of universities: the advancement of knowledge and its dissemination. We must constantly evolve to remain institutions of quality, delivering value to students, fostering impactful research, and building capabilities for the future. This multifaceted purpose shapes how leadership teams approach transformation.
We can no longer afford to simply implement new systems or processes. If our investments aren’t vital to the changes that our organisations need to make to survive and thrive now, we really must be questioning why we’re doing them. These aren’t just operational decisions – they’re strategic choices that require alignment across the leadership team.
Consider student retention, where challenge and opportunity intersect. We need both immediate interventions and long-term solutions. Many of the 6.4% of students who withdrew last year had not changed their goals. But, rather, they were struggling with a particular issue at a particular time. Identifying these crucial moments in a consistent and systematic manner requires sophisticated infrastructure and processes that many institutions are still considering how to build. Supporting our students with the maturity and capability they deserve demands that our academic and professional services leaders work in concert – and shows up in the right conversation at the right time with the right person.
Data as a foundation for change
Data is the cornerstone of the modern university. The development of institutional data capabilities illustrates how organisations can balance immediate value with longer-term transformation. Most universities recognise that they need sophisticated ways to understand and act upon their data – from student engagement patterns to research impact measures. However, achieving this requires careful consideration.
Building comprehensive data capabilities is an undertaking that every institution needs to consider, and the challenge lies in structuring this work to deliver tangible benefits throughout the journey. Success requires the entire leadership team to understand that while the full vision may take years to realise, we can and must deliver meaningful improvements at regular intervals.
“Planning digital transformation is like planning a long car journey. You need to know your destination but also need to plan your stops carefully.”
This approach reflects proven change management principles: begin with well-defined challenges, demonstrate value quickly, and build incrementally with clear institutional support. The institutions making real progress in this space share a common approach. They identify specific challenges – perhaps understanding patterns in student engagement or tracking research collaboration opportunities – and address these systematically. Each solution helps their communities immediately while contributing to more comprehensive capabilities.
At LSE, I work with colleagues across the institution to ensure this balanced approach delivers results. Like many institutions, we’re exploring how emerging capabilities around data and analytics will reshape research and education. The key is ensuring these forward-looking initiatives also address current needs. When we improve our understanding of student engagement patterns, for instance, we’re simultaneously helping today’s students while building the foundation for more sophisticated support in the future.
Strategic choices in resource-conscious times
Institutions have always faced decisions about what capabilities to develop internally versus where to collaborate or buy solutions. One question I see leadership teams grappling with every day is what makes us distinct, and therefore where we should focus our innovation efforts. While these considerations aren’t new, they take on added significance when resources require careful stewardship.
This calibration extends to decisions about technology investment and development. Whether considering research management systems, student engagement platforms, or data analytics capabilities, institutions must weigh up where to invest in distinctive capabilities versus where to adopt sector-standard approaches. Making the wrong choice doesn’t just affect current operations – it can impact an institution’s transformation journey for years and affect trust between different parts of the organisation. Success requires clear strategic alignment on where distinctive capability matters most.
Aligning the journey with the destination
We need to identify our goals, our destination, but that is not enough. I like to think of planning digital transformation like planning a long car journey. You need to know your destination but also need to plan your stops carefully. Each stop should serve multiple purposes – refuelling, rest, perhaps some strategic sightseeing. What you want to avoid is driving for eight hours straight only to realise you’re headed in the wrong direction. And we certainly don’t want to have to keep everyone in the car interested and excited in the journey for eight full hours without seeing any progress. We must start from where we are, end at our final destination, and, crucially, lay out our way markers.
This means being intentional about both immediate improvements and long-term transformation. As universities, we have a responsibility to push boundaries while ensuring we deliver value to our students and society today. This balance between innovation and operational excellence is something every institution must navigate. Going on that journey as connected leadership teams and being collectively clear where we will see value along the way is vital if we are to be successful.
While the current environment may add complexity to this task, the fundamental approach remains sound: start from where you are, deliver value as you go, and keep your destination clearly in sight. What matters most is taking that first step together, with a shared understanding of both immediate priorities and long-term ambitions.
Nick Gilbert will be speaking at Kortext LIVE in London on 29January 2025. Join Nick and other education and technology expert speakers at a series of three events for HE leaders hosted at Microsoft’s offices in London, Edinburgh and Manchester during late January and early February. Find out more and register your free place here.
Feelings of belonging have a significant positive impact on academic success and progression, but we know that creating belonging isn’t as simple as putting up a welcome sign.
Belonging is not something that can be automatically created by an institution, regardless of its commitment to access and inclusion. To make students feel they belong in a higher education environment, having the power to shape and co-create the environments in which they participate is essential.
For students in higher education, liminal digital spaces (those informal areas of interaction that sit between formal academic environments and students’ broader social contexts) offer unique opportunities for students to lead, collaborate, learn and foster a sense of belonging, and the freedom to shape their learning environment and exercise agency in ways that may not be available within more formal institutional frameworks. They also offer opportunities for institutions to create places that nurture academic success without assuming responsibility for the development and delivery of all support.
But squaring the ownership, credibility and safeguarding triangle is complex, so how can universities do this while also embracing digital tools?
Taking ownership for learning
Focusing on digital spaces allows institutions to expand the space their students feel comfortable inhabiting and learning in, without limiting engagement from those who may not be free to meet at a specific time or be able to meet in person.
Digital learning resources can help students connect to their peers, further strengthening their sense of place within the institution. These spaces could act as connectors between university resource and student-driven exploration and learning in a way that more formal mechanisms sometimes fail to. At Manchester, resources such as My Learning Essentials (a blended skills support programme) can be used by the students within the spaces (via online resources) and signposted and recommended by peers (for scheduled support sessions).
Although this model exists elsewhere, at Manchester it is enhanced by the CATE-awarded Library Student Team, a group of current students who appreciate and often inhabit these spaces themselves. The combination of always available online, expert-led sessions and peer-led support means there is a multiplicity of avenues in the support. This allows the University to partner with, for example, its Students’ Union, and work alongside students and the wider institution by hosting these digital spaces, acting as mediators or facilitators, and ensuring the right balance of autonomy and support.
Keeping learning credible
Wider institutional support like My Learning Essentials already takes advantage of digital spaces by delivering both asynchronous online support and scheduled online sessions, and it can be easily integrated, signposted and shaped by the students using it.
These spaces need to be connected to the institution in such a way as to feel relevant and powerful. “Leaving” students to lead in spaces, giving them leadership responsibility without institutional support or backing, sets both them and these spaces up for failure.
Universities can work alongside students to help them define collective community values and principles, much like the community guidelines found in spaces like MYFest, a community-focused annual development event. Doing so ensures these liminal spaces are inclusive and responsive to the needs of all participants. Such spaces can also help students transition ‘out’ of the university environment and support others to build skills that they have already developed, such as by mentoring a student in a year below.
Safeguarding in a digital world
Universities should also allow students to follow the beat of their own drum and embrace digital outside of university spaces to further their learning.
Kai Prince, a PhD candidate in Maths at The University of Manchester, who runs a popular Discord server for fellow students, notes:
If the servers are led by a diverse group of students, I find that they’re also perfect for building a sense of belonging as students feel more comfortable in sharing their difficulties pseudo-anonymously and receiving peer-support, either by being informed on solutions or having their experiences, such as impostor syndrome, acknowledged.
Spaces like Discord allow students to engage in peer-led learning, but universities can enhance the quality of that learning by making available and investing in (as is done with My Learning Essentials) high-quality online materials, clear paths to wider support services and formal connections with societies or other academic groups. These mechanisms also help to keep the space within a student’s university experience, with all the expectations for behaviour and collegiality that entails.
The higher education sector is a complex and diverse space, welcoming new members to its communities each year. But it is often mired in a struggle to effectively engage and include each individual as a true part of the whole.
Work to address this needs to incorporate the students in spaces where the balance of power is tilted, by design, in their favour. Recognising the potential for digital spaces, for accessibility, support and familiarity for students as they enter higher education means that universities can put their efforts towards connecting, but not dictating, the direction of students and helping them forge their own learning journeys as part of the wider university community.
The Role of a Project Committee in Digital Transformation
Why do some institutional digital transformations fail while others completely change whole institutions? The hook lies in one critical thing: the project committee. Institutional digital transformation is no longer just a choice for higher education; it’s now essential to the success of modern institutions.
Without the right team leading the way, even the best plans can fail. The chances of an institution reaching its digital goals are 2.5 times higher if its project groups are well organized, according to research! There’s a bigger picture here than just managing a project. Your committee is shaping the future of your institute.
Partially deciding who does what is not the only thing that matters. A strong group of thinkers, problem-solvers, and decision-makers can make goals come true. The question is, what makes a dream team, and how can your institution put together one? Now, let’s get into the nitty-gritty.
Why Institutional Digital Transformation Needs Project Committees?
Embracing new technology implementation in institutions is just one part of institutional digital transformation in higher education; the process also involves changing the culture and practices of institutions. Still, there will be problems along the way, like how hard it is to update systems, get people from different groups to work together, and get people to accept and gain from change.
In this case, the digital transformation project group must be well organized. Committees create goals and monitor progress to help change efforts succeed. Since they may adjust their plans, they can face issues head-on.
Maintaining a sense of responsibility is essential. If there is a digital transformation project committee, then everyone on the team will be responsible for their part of the change. Committees bring multiple viewpoints to address the full gamut of challenges: experience from information technology (IT), administration, faculty, and other departments. Together, they create the kind of innovative solutions that pave the way for positive digital transformation.
Key Members to Include in the Digital Transformation Project Committee
Digital transformation demands clear roles and responsibilities and more than a group. Clear project committee roles improve transformation efficiency. In it, everyone knows their roles, so responses are faster. Here are the essential roles of the higher education digital transformation project committee:
Assigning Roles and Responsibilities Within the Committee Members
Now that you have your essential players, make sure everyone knows their roles. The committee must have clear duties and responsibilities to work well and achieve its goals. Here are typical duties for each role:
Executive Sponsor
Executive Sponsors are your project’s top supporters. They acquire funding, top leadership support, and project alignment with the institution’s vision. Their role is to move the project forward and remove obstacles. Without them, the project may lack top-level direction and support.
A Project Manager
This individual manages the project daily. They organize, manage, and track deadlines. They oversee project timelines and budgets. Strong project managers pay attention to every detail and finish on time.
Subject Matter Masters
SMEs offer digital transformation competence (admissions, student services, tech). They suggest solutions that meet the institution’s needs and offer design and implementation help. SMEs connect tech solutions to institutional needs.
IT Leads
The IT Lead ensures smooth technical operations. They integrate new technology, maintain security and compliance, and resolve technical concerns. They must oversee infrastructure and data security.
Swap Champions
These people manage grassroots transformation. They handle resistance, promote adoption, and motivate staff and faculty. Unless people are onboarded and trained, even the best technology can fail without Change Champions.
A Faculty Rep
Faculty represent teachers’ needs and viewpoints. They ensure institutional digital transformation doesn’t disrupt learning and faculty demands are considered. Faculty input is crucial to campus development and developing a system that works for everyone.
Students’ Representative
Improved student experiences depend on their voices. This individual ensures improvements satisfy student learning, communication, and accessibility needs. Many of the systems being altered are used by students, so their feedback is vital.
Finance Officer
The Financial Officer manages the budget. They manage spending, finance, and project budget. They ensure project budget and resource efficiency.
Law and Compliance Advisor
This person ensures the project respects all laws, policies, and regulations, notably data privacy and security. Avoiding legal issues requires a dedicated person.
External consultant if needed
If needed, external experts provide project expertise. They can offer best practices and cover team knowledge gaps. A third party may provide fresh perspectives to help the team avoid surprises.
Steps to Define the Purpose and Objectives of the Committee
Step 1: First, figure out what the organization needs.
Look at the goals and problems of your organization. Find the places where going digital can make the biggest difference.
Step 2: Align with the institution’s goals
Make sure that the committee’s goals are in line with the institution’s long-term mission and plan. This will help the transformation program support the institution’s goals.
Step 3: Find important people
Find out who will benefit or be affected by the move to digital, such as students, staff, teachers, and administration. This group’s needs should guide the group’s goals.
Step 4: Make your goals clear
SMART goals should be used to make changes, like running the business or making the school experience better for students.
Step 5: Put together a group
Write down what each person in the group does to help the group reach its goal. This covers everything that’s important and makes sure that everyone is responsible.
Step 6: Write down your goals
Put your goals in order of how important they are and how doable they are. Think about what makes things useful now and in the future.
Step 7: Set goals to reach them
Things can be judged by how involved the students are, how well the business runs, how much money it has, how many people accept it, or how it’s planned.
Step 8: Get together
As new information comes in, the committee’s goals should be changed to meet the needs of higher education.
Strategic Contributions of a Project Committee
Institutional digital transformation project committees supervise daily operations and strategize long-term success in this way:
Vision Alignment
The committee makes sure the digital transformation project fits the institution’s aim. By understanding institutional priorities, the committee steers the initiative in the appropriate direction and ensures it contributes to the institution’s vision.
Risk Management
Financial, operational, and reputational risks come with digital transformation. Early risk identification and mitigation by a strong committee reduces setbacks. The committee can foresee and mitigate project issues with different skills.
Stakeholder Engagement
Leadership, faculty, staff, and students must communicate well to succeed. Communication is key, and the project committee ensures everyone is informed and engaged. The committee ensures buy-in from all groups by addressing issues and receiving feedback, smoothing the transition.
Resource Allocation
The committee prioritizes resources! The committee carefully manages funding, staffing, and technical investments to maximize ROI. Allocation ensures the organization benefits from transformation by implementing the best options.
Setting Up the Campus Digitalization Governance Structure
Digitization needs a good governance structure! It ensures order and transparent decision-making. Setup:
Use Decision-Making
Regulate committee decision-making. Most votes, consensus, or executive sponsor approval? Avoiding misunderstanding and delays with a clear decision-making process helps the committee act quickly.
Determine Reporting Hierarchies
Who reports to whom? Early clarification ensures everyone knows their direct channel of communication. The project manager may report to the executive sponsor, while committee members may report to IT or faculty leaders. The organization is maintained by hierarchy.
Set Objectives
Determine project milestones and outputs. These project milestones will be monitored. Goals-based timelines keep everyone focused.
Crisis and Risk Planning
Campus digitalization governance involves risk management and decision-making. Risk planning is necessary for risk management. After an unforeseen event, the committee can quickly adjust and minimize disruption.
Honesty and Duty
Establish transparency and accountability. Progress reporting, decision documentation, and stakeholder communication are required. Unanimity eliminates misunderstandings and missing chances.
Hold Review Sessions
Discuss achievements, challenges, and plan modifications with the committee periodically. The meetings coordinate and allow course modifications.
Communication Setup
Communicate clearly using email, project management software, or meetings. Communicating with the committee is crucial.
Challenges in Forming and Managing a Digital Transformation Committee
Forming and leading a digital transformation committee is exciting but difficult. These obstacles can make it hard to guide the committee toward the institution’s aims. Examples of frequent challenges and ways to overcome them:
Misaligned Goals
One of the major problems is aligning all committee members with digital transformation goals. Committee members may have diverse opinions based on their duties, and without a clear goal, it might be simple to stray. Smooth functioning requires everyone to understand and support the same goals from the start.
Change Resistance
Change management in education is common in digital transformation. With new technologies and processes, faculty, staff, and stakeholders may feel intimidated or uncomfortable. Resolving this opposition requires clear communication, stakeholder engagement, and committee change champions who can promote the shift.
Poor Expertise
While a project committee can bring together stakeholders, technical or digital tool skills may be lacking. Without the right SMEs, the committee may struggle to make judgments. Include members who understand the institution’s needs and the technologies involved to address this.
Balanced Goals
Numerous committee members balance different tasks and priorities. Other roles may tug committee members in different ways, causing time and attention issues. The committee must prioritize its work and give members appropriate time for the assignment.
Trouble Communicating
Diverse teams can have communication issues if duties aren’t clear or updates aren’t communicated. To keep everyone in sync and provide information quickly, effective communication is essential. Without effective communication, the committee may miss opportunities or delay matters.
Uncertain Decisions
Decision-making confusion can cause delays and frustration. Members may disagree or be unsure of how to proceed without a clear decision-making framework. Avoid decision deadlock by setting clear guidelines for decision-making and who has the final say.
Insufficient Budget and Resources
Technological, training, and support investments are common in digital transformation projects. The committee might stall development if it lacks resources and funds. Leadership support and early funding are crucial to the committee’s success.
Scope Creep
It’s tempting to add features or adjust the scope as projects progress. Scope creep can cause delays, higher costs, and less concentration. Keep the group focused on the agreed-upon goals and plan and approve any amendments to avoid scope creep.
Overcoming Challenges in Managing a Digital Transformation Committee
A digital transformation committee can be difficult to organize and manage, but there are simple solutions. Let’s simplify:
Communicate clearly. Be clear about expectations from the start. Establish roles, goals, and duties and communicate regularly. It aligns everyone.
Digital transformation requires teamwork. Encourage open dialogue and collaboration. Higher input is preferable. This guarantees everyone is heard.
Be flexible. Digital transformation changes quickly. Adjust your plans and strategies as needed. Monitor progress and adjust. Flexibility maintains momentum.
Keep learning. Not everyone is an expert straight immediately. Give your crew training and resources to stay organized. Knowledge is power and simplifies decision-making.
You may need outside help. Use transformation-experienced experts. They can identify issues early and suggest novel solutions.
Grab smart tools. Track progress and goals with strategic planning tools. It streamlines tasks, deadlines, and KPI management. If plans go awry, you can change them.
Monitoring the Success of the Committee
After launching, your digital transformation committee must track its goals and progress. Track the committee’s progress to improve and stay on track. Monitor committee performance:
Establish KPIs: Define success to track it. Scheduled milestones, budgets, and stakeholder participation are examples. Set KPIs to track progress and ensure the committee meets digital transformation goals.
Status updates regularly: Communication matters. Monitor committee progress with regular updates. Meet to review progress, handle obstacles, and keep the project on track. You can notice issues before they escalate using updates.
Reverberations: Important to gather committee and stakeholder input. Feedback reveals issues and growth opportunities. Be transparent and use feedback to improve processes and results.
Examine Resource Distribution: Track budget, time, and personnel to see if the committee is staying under budget. If resources are abused or underused, project changes may be needed.
Monitor Stakeholder Satisfaction: Faculty, staff, and students must be satisfied for the digital shift to succeed. Poll these groups often to measure how well the transformation is accepted and how well the committee is addressing their concerns. Dissatisfaction should encourage the committee to improve results.
Institutional Goal Impact: Assess your institution’s digital transformation project’s success. Does it improve education? Do administrative processes work better? Improves student engagement? The committee prioritizes what matters by aligning progress with institutional goals.
Enjoy successes, learn from losses: Recognize small achievements. Celebrate wins to foster teamwork. Analyze setbacks and improve future efforts. Successful and unsuccessful people learn and evolve.
Conclusion: The Path Forward
As digital transformation reshapes higher education, a strong project committee becomes more essential. These committees serve as the backbone of successful initiatives by offering governance, guidance, and collaboration to navigate challenges and meet institutional goals.
Strategic planning and a clear structure lay the foundation for success. By assembling the right team, assigning clear responsibilities, and monitoring progress, institutions can drive meaningful change, improving operations, and student experiences, and fostering innovation.
For institutions to thrive during this transition, the right tools and systems are key. By focusing on the right approach, higher education can effectively embrace transformation and build a brighter future for both staff and students.
Let’s improve higher education together. Get in touch with the right committee for higher education technology projects! Connect with Team Creatrix Campus.
Language learning institution’s growth is projected to increase in the coming years. From 2024 to 2030, the global language learning market is predicted to expand at a compound annual growth rate of 20%. Due to the globalization of the labor market, language learning is likely to be in high demand.
Though language learning is growing in popularity, for lasting success, your school must find effective ways to stand out among other language academies looking to boost their enrollment. Digital advertising offers a broad spectrum of tools to attract students, but knowing how to maximize the impact of these strategies is key to success. At Higher Education Marketing, we’ve spent years refining approaches that yield measurable results for schools offering language learning programs. The following strategies offer actionable steps to elevate your ads targeting language students and attract the right prospects to your programs. Let’s explore!
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
Understanding the Unique Needs of Language Learners
Language learners are a distinct group with varied motivations, backgrounds, and learning goals. Some are looking to learn a language for career advancement, while others may seek language acquisition for academic, travel, or personal reasons. Advertising that speaks directly to these needs requires a keen understanding of the diverse audience you aim to reach. One of the first ways to maximize the impact of digital advertising is through careful audience segmentation. Instead of promoting the same message across all channels, consider the specific motivations that drive different groups of learners and tailor your messaging accordingly.
Segmenting audiences by factors such as age, occupation, location, and even language proficiency allows schools to create highly targeted campaigns. How does language impact advertising for schools?Simply put,it depends heavily on your organizational goals. If you’re looking to target professionals wanting to learn English for business purposes, the language in your ad copy should reflect the vocational value of your programs. On the other hand, copy-targeting students hoping to improve their French skills before an international exchange can be more casual and experience-focused. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.
Do you need help launching your language school’s latest ad campaign? Reach out to discover how we can support you.
Leveraging Social Media Platforms to Build Authentic Engagement
Social media is a powerful tool for language learning programs, offering an opportunity to create ongoing engagement with potential students. However, simply posting ads isn’t enough. The most successful social media campaigns foster a sense of community and engagement, which encourages followers to take the next step toward enrollment.
For language schools, showcasing success stories is one way to build trust. Highlighting testimonials from former students, sharing video snippets of language immersion experiences, and offering short, valuable language tips can increase authenticity. Interactive content, such as live Q&A sessions or virtual language exchange events, can draw in potential students who want to see what learning at your institution feels like before they commit.
Schools can also encourage user-generated content by asking current students to share their experiences online, providing social proof that can be far more persuasive than traditional ads. When students are shown engaging and relevant ad content on their social media feeds and in your school’s stories, they are much more likely to visit your site and perhaps even take the first step in your enrollment process.
Example: Here, a leading language school, EF Education First uses Instagram to drive their organic traffic. In their post, they share valuable language acquisition tips, providing an English reading list for their students. Try using social media to share actionable language tips with your audience. This will drive engagement, boost your follower count, and broaden your digital reach.
Source: Instagram | EF Education First
Creating Culturally Relevant Ads to Reach Global Audiences
Language learning programs often attract an international audience, which means your digital ads must resonate across cultures. One way to do this is by crafting culturally relevant ads that speak directly to the experience of international students. The language and imagery used in ads should align with the cultural values of the target audience. For example, an ad targeting language students in the Asian market might highlight the importance of family and education, while an ad aimed at Latin American students might focus on community and connectivity.
Schools should also consider creating ads in multiple languages to appeal to global audiences. You may be wondering how to go about this. For example, Can you target by language on Google Ads? Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.
Optimizing Paid Search Ads for Long-Tail Keywords
One of the most effective ways to drive qualified traffic to your website is through paid search advertising. Language schools can take advantage of this by focusing on long-tail keywords that are specific to language learning. While broad keywords like “learn English” may have high competition, phrases like “intensive French courses for business professionals in Paris” or “Spanish language classes for travelers” are more targeted and tend to attract a highly motivated audience.
Long-tail keywords may have lower search volumes, but they often result in higher conversion rates because they target users who already have a clear intent. This approach not only helps you to maximize your ad budgets but also ensures that the clicks you receive are more likely to turn into enrollments.
Source: Hutong School
Example: Here, Hutong School uses the long-tail keyword: Global Chinese language school in their metadata. This targeted keyword is designed to attract students who not only want to learn Chinese but also want to do so at a global institution that welcomes students from all over the world. Specificity in keywords ensures higher quality leads who are specifically looking for you.
Crafting Compelling Ad Copy That Speaks to Pain Points
Effective ads for language learning and education go beyond promotion and address the specific challenges that potential students face. Whether it’s the fear of not being left behind in class or the worry about balancing language learning with other responsibilities, successful ads speak directly to these concerns.
To craft compelling ad copy, start by identifying the pain points that your target audience experiences. Are they professionals concerned about fitting language classes into their busy schedules? Are they international students worried about mastering a new language before moving abroad? Once you’ve identified these challenges, your ads should provide solutions. Highlight the flexibility of your class schedules, emphasize the support systems you have in place for struggling students, or showcase how your programs help learners achieve fluency quickly.
Source: KCP International Japanese Language School
Example: Here, KCP addresses a very common pain point for language learners in their ad copy. Many fear that it’s ‘too late’ to learn a new language as the experience can be expensive and time-consuming. KCP positions itself as the solution to this barrier, ensuring its audience that as long as they meet four basic criteria, learning Japanese is within reach for them.
Using Retargeting to Capture Warm Leads
Retargeting is one of the most powerful tools in digital advertising, particularly for language schools where prospective students may need time before making an enrollment decision. Retargeting campaigns allow schools to stay top-of-mind by showing ads to users who have already visited the school’s website or engaged with its content.
Retargeting works particularly well for language learning programs because it targets individuals who are already interested in the subject but may not have been ready to commit when they first encountered the program. Your school can use this strategy to provide reminders about upcoming enrollment deadlines, promote special offers, or share new content that highlights the benefits of your courses.
For instance, if a visitor left your site after viewing the course offerings but didn’t sign up, retargeting ads can remind them of the benefits of joining your program. This approach can be particularly effective when combined with personalized messaging, such as offering tailored suggestions based on the courses they viewed.
Incorporating Video Content to Showcase Language Learning in Action
Video ads offer a dynamic and authentic way to showcase your school’s programs. HEM’s tailored video ad services help you stand out, whether promoting a specific course or building brand awareness. From high-energy hype videos to authentic student interviews, we create compelling visuals that maximize visibility and generate results. How does that affect you as a language learning institution?
Video content is a particularly effective tool for language schools, offering prospective students a glimpse into the real-life experience of learning a new language. Whether it’s a classroom setting, a student testimonial, or a tutorial on language pronunciation, videos create an emotional connection that static ads often lack.
To maximize the impact of your video content, ensure that it highlights the immersive, interactive nature of your language programs. Videos should showcase the benefits of learning in a dynamic environment where students can practice speaking in real-life scenarios. This builds excitement and helps prospective students visualize themselves succeeding in your program.
Additionally, video ads on platforms like YouTube or social media can target specific audience segments. Language schools can use these platforms to create ads tailored to different learner types, such as professionals looking to learn a language for work or students hoping to study abroad.
Source: LSI Worldwide | YouTube
Example: This promotional video presented by a school director highlights the unique selling points of their online learning system. The unique academic benefits of your programs are an excellent topic for your promotional videos – particularly when presented by a language expert within your faculty. What makes your instruction style unique?
Harnessing the Power of Influencer Marketing
Language schools can also benefit from partnering with influencers, especially those passionate about language learning or travel. Influencers offer access to a built-in audience that already trusts their recommendations. By working with influencers who align with your institution’s values, language schools can reach potential students who may not have been aware of your programs.
An effective influencer marketing campaign for a language school might include sponsored posts where the influencer shares their language learning journey, highlighting the value of enrolling in formal programs. Schools can also consider offering affiliate programs, allowing influencers to earn commissions for every student who enrolls through their recommendation.
Utilizing Data Analytics to Refine Advertising Campaigns
Data-driven decision-making is at the heart of successful digital advertising. Language schools must continually analyze their campaign’s performance to ensure they’re reaching the right audience and achieving optimal results. Tools like Google Analytics and Facebook Insights can provide valuable insights into which ads are performing well and which need to be adjusted.
For example, schools can track metrics like click-through rates, conversion rates, and the cost per lead to determine the effectiveness of their campaigns. By continuously monitoring these metrics, schools can make data-driven decisions that maximize their return on investment. Adjustments might include refining audience targeting, improving ad copy, or reallocating the budget to the platforms that yield the highest returns.
Offering Free Trials or Sample Lessons to Convert Prospects
One of the most effective ways to convince prospective students to enroll in your language learning program is by offering a free trial or sample lesson. Language learning can be an intimidating prospect, and many students may hesitate to commit without knowing what to expect. By offering a no-obligation sample lesson, schools give potential students a taste of the learning experience, which can be enough to convert them into paying students.
This strategy works particularly well in digital advertising campaigns where schools can drive traffic to a landing page offering the free trial. Ads promoting a “try before you buy” approach can alleviate apprehension about committing to a full program.
Source: WuKong Education Online | YouTube
Example: WuKong Education Online offers a trial class to attract their prospects. Trials are an excellent way to convert leads and are particularly effective for online academies.
By implementing these language learning advertising strategies, your school can significantly enhance the effectiveness of your digital advertising campaigns. At Higher Education Marketing, we believe that understanding the unique needs of language learners, leveraging innovative tools, and continuously refining your approach is key to driving enrollment and building lasting connections with students.
Want to create successful ad campaigns?
Request a Free paid advertising consultation.
Frequently Asked Questions
Question: Can you target by language on Google Ads?
Answer: Yes! Google Ads allows advertisers to create campaigns that specifically target users based on the language settings of their browser or device. You can set up your ads to appear in multiple languages, ensuring that they reach potential students who speak those languages. Additionally, you can create language-specific ad copy and landing pages, enhancing the relevance of your campaigns.
Question: How does language impact advertising?
Answer: Simply put,An ad aimed at professionals wanting to learn English for business purposes should be crafted differently from one targeting students hoping to improve their French skills before an international exchange. This approach ensures the content resonates more deeply with potential students, increasing the chances of conversion.
Introduction: The Role of Provosts in Digital Transformation
As a Provost or Vice Chancellor, we know your roles and tasks are tough in the evolving digital landscape. You are the cornerstone when it comes to maintaining academic excellence while creating a future-ready environment that meets the changing needs of your stakeholders, especially the students!
The world out is competitive, hence building an agile, student-centered campus is not just a goal—it’s a necessity for engagement, success, and the general well-being of your university. We have interacted with provosts across the globe who have underlined the need to drive digital transformation in colleges and universities. With the help of this blog, you should be able to navigate digital transformation with ease and be more empowered to improve the overall experience of students at your institution and bring about significant change.
8 Crucial Provost Leadership in Universities
Key Data & Insights on Digital Transformation in Higher Education
It’s time for provosts to face the digital reality that is consuming higher education. More than 60% of colleges are making significant investments in digital projects, according to a recent EDUCAUSE survey, which is a positive development. The bad news is that almost 50% are encountering obstacles. They are being held back by reluctance to change, limited funding, and the challenge of integrating cutting-edge new technologies with antiquated systems.
Cloud Adoption
Beyond Just a Fashion Now let’s discuss cloud computing. The statistics are positive: 65% of colleges have adopted it, indicating a major change in the way higher education functions. This isn’t just a trendy term either. You simply cannot afford to overlook the advantages of cloud computing, which include increased collaboration, cost savings, and flexibility.
Effect on Engagement of Students
Let’s now discuss what actually counts: student involvement. Institutions that use automation and artificial intelligence are witnessing an astounding 30% increase in student retention and overall satisfaction. However, embracing technology isn’t enough on its own. The goal is to completely change the way that students learn by designing individualized learning pathways that genuinely meet their needs. If you could use these resources to raise student achievement and learning outcomes, just think of the effect it would have on your campus.
Contented Teachers and Staff
A Crucial Factor in Success What about your staff and faculty? According to JISC studies, the implementation of a digital campus management platform increases satisfaction by 25%. This is not merely a figure; rather, it is an indication of a more contented and effective work environment where employees collaborate easily, have less work to do, and enjoy coming to work every day. In order to support these changes and create an environment where creativity flourishes and faculty members feel empowered to give their all, provosts play a critical role.
Examine the data below to get a clear idea of how satisfied faculty and staff are using digital tools. This is a call to action, not just information, in your opinion. Your faculty are clamoring for support for remote learning, seamless technology integration, and more efficient workflows. Don’t ignore the areas that require attention, though, such as the development of digital skills and the time set aside for training. These upgrades may have a significant impact on how your organization responds to the digital revolution.
Key Challenges Faced by Provosts in Digital Transformation
Provosts, we know the digital transformation journey is complex, and you’re juggling more than most. Let’s break down the major challenges you’re likely facing.
Legacy Systems: Stuck in the Past?
You’re not alone if outdated systems are holding you back. Nearly 70% of campuses still use obsolete software, making modern tools hard to integrate. It’s like trying to force a square peg into a round hole — you need seamless solutions, and we’re here to help.
Resource Allocation: Balancing Innovation and Budgets
Balancing innovation with tight budgets is tough, right? Almost 60% of provosts are facing the same challenge. But strategic investments today can secure long-term success.
Data-Driven Decisions: From Info to Action
Got data but struggling to use it effectively? You’re not alone. 75% of leaders want better tools for analyzing student performance. The right technology can help turn data into action, and we’ve got the solutions.
Student Engagement: Meeting Digital Expectations
Students demand more than just lectures — they want interactive, hands-on experiences. By adopting innovative strategies, you can boost retention. It’s time to reimagine your classrooms and empower students.
Faculty Adoption: Overcoming Resistance
Faculty resistance to new tech is a real barrier, with 50% of educators concerned about adopting new tools. The answer? Create a supportive environment with proper training and clear benefits.
How Creatrix Campus Can Help: Solutions Tailored for Provosts
Simplified Campus Management
Imagine working in a higher education setting where every aspect of campus administration is streamlined into a single, cloud-based platform. By assisting you in getting rid of outmoded procedures and never-ending paperwork, Creatrix Campus frees up time for you to concentrate on what really matters—improving academic innovation and student success.
Data-Based Perspectives
We are aware of how important it is to base decisions on current, usable information. With the aid of advanced analytics and business intelligence tools from Creatrix, you can transform complicated data into insightful knowledge. This provides you the self-assurance to take on obstacles head-on and make choices that will advance your organization.
Untiring Student Lifecycle Administration
Overseeing the student journey shouldn’t seem like a difficult undertaking, from admissions to graduation and beyond. A complete student lifecycle solution that streamlines each step is provided by Creatrix. We make it easy for you and your students, whether it’s increasing student engagement or expediting enrollment.
Enhanced Academic Task
We are aware that one of the trickiest jobs you have on your plate can be faculty management. You can make sure that resources are maximized and that faculty members have more time to concentrate on what they do best—teach and mentor students—with Creatrix’s Faculty Workload Management.
Stress-Free Compliance with Accreditation
Maintaining compliance with accreditation requirements is crucial, but it can be very demanding. You can relax knowing your institution is adhering to all relevant regulations with our automated compliance tools, all without adding to the administrative workload.
Flexible and Cost-Effective
We are aware that money is tight, but Creatrix allows you to avoid making any sacrifices. Our solutions ensure you get the resources you need without breaking the bank because they are not only scalable but also built to grow with your institution.
Real-World Success Story: Dublin Dental University Hospital
Leading dental school in Ireland since 1899, The Challenge DDUH was doing well in patient care and dental education, but what about their curriculum management? Not in that way. Faculty were being slowed down and it was becoming more difficult to guarantee student success due to the manual process of mapping courses and tracking learning outcomes. They required a method that would simplify these processes without making them more difficult.
What was required by DDUH
The DDUH faculty was looking for more than a simple update. To make their jobs easier and more intelligent, they needed a single platform where they could simply map out their curriculum, monitor progress, and access reports instantly.
Creatrix Campus: The Salvation
We offered DDUH a tailored Curriculum Management solution that satisfied every requirement:
Faculty members could see exactly where they were and where they needed to go with the help of a tool called visual curriculum mapping.
Data-Driven Insights: Accessible reports that ensure each choice was supported by reliable data.
Personalized Dashboards: hassle-free, role-specific views that kept teachers informed and responsible.
The End Results
DDUH saw improvements right away after deploying Creatrix, taking only half the anticipated time to complete:
50% Quicker Execution: No more fees, no delays—just quick, seamless integration.
Improved Teaching Quality: Faculty could devote more time to students and less time to administrative tasks.
Smarter Operations: With streamlined procedures and transparent results, the organization as a whole became more efficient.
Conclusion: Drive the Role of Provosts as Pioneers of Change with Creatrix Campus
You are leading your organization’s digital transformation as a provost. Real change can be sparked by your leadership, not just in the way your institution runs but also in the way students learn and achieve. You can empower your faculty, reduce complexity, and enhance student outcomes with Creatrix Campus—all while adhering to regulations and staying within budget. Together, let’s rethink what is feasible and establish a progressive, prosperous organization. You can make that happen with your leadership.
As readers of this series know, I’ve developed a six-session design/build workshop series for learning design teams to create an AI Learning Design Assistant (ALDA). In my last post in this series, I provided an elaborate ChatGPT prompt that can be used as a rapid prototype that everyone can try out and experiment with.1 In this post, I’d like to focus on how to address the challenges of AI literacy effectively and equitably.
We’re in a tricky moment with generative AI. In some ways, it’s as if writing has just been invented, but printing presses are already everywhere. The problem of mass distribution has already been solved. But nobody’s invented the novel yet. Or the user manual. Or the newspaper. Or the financial ledger. We don’t know what this thing is good for yet, either as producers or as consumers. We don’t know how, for example, the invention of the newspaper will affect the ways in which we understand and navigate the world.
And, as with all technologies, there will be haves and have-nots. We tend to talk about economic and digital divides in terms of our students. But the divide among educational institutions (and workplaces) can be equally stark and has a cascading effect. We can’t teach literacy unless we are literate.
This post examines the literacy challenge in light of a study published by Harvard Business School and reported on by Boston Consulting Group (BCG). BCG’s report and the original paper are both worth reading because they emphasize different findings. But the crux is the same:
Using AI does enhance the productivity of knowledge workers.
Weaker knowledge workers improve more than stronger ones.
AI is helpful for some kinds of tasks but can actually harm productivity for others.
Training workers in AI can hurt rather than help their performance if they learn the wrong lessons from it.
The ALDA workshop series is intended to be a kind of AI literacy boot camp. Yes, it aspires to deliver an application that solves a serious institutional process by the end. But the real, important, lasting goal is literacy in techniques that can improve worker performance while avoiding the pitfalls identified in the study.
In other words, the ALDA BootCamp is a case study and an experiment in literacy. And, unfortunately, it also has implications for the digital divide due to the way in which it needs to be funded. While I believe it will show ways to scale AI literacy effectively, it does so at the expense of increasing the digital divide. I will address that concern as well.
The study
The headline of the study is that AI usage increased the performance of consultants—especially less effective consultants—on “creative tasks” while decreasing their performance on “business tasks.” The study, in contrast, refers to “frontier” tasks, meaning tasks that generative AI currently does well, and “outside the frontier” tasks, meaning the opposite. While the study provides the examples used, it never clearly defines the characteristics of what makes a task “outside the frontier.” (More on that in a bit.) At any rate, the studies show gains for all knowledge workers on a variety of tasks, with particularly impressive gains from knowledge workers in the lower half of the range of work performance:
As I said, we’ll get to the red part in a bit. Let’s focus on the performance gains and, in particular, the ability for ChatGPT to equalize performance gains among workers:
Looking at these graphs reminds me of the benefits we’ve seen from adaptive learning in the domains where it works. Adaptive learning can help many students, but it is particularly useful in helping students who get stuck. Once they are helped, they tend to catch up to their peers in performance. This isn’t quite the same since the support is ongoing. It’s more akin to spreadsheet formulas for people who are good at analyzing patterns in numbers (like a pro forma, for example) but aren’t great at writing those formulas.
The bad news
For some tasks, AI made the workers worse. The paper refers to these areas as outside “the jagged frontier.” Why “jagged?” While the authors aren’t explicit, I’d say that (1) the boundaries of AI capabilities are not obviously or evenly bounded, (2) the boundary moves as the technology evolves, and (3) it can be hard to tell even in the moment which side of the boundary you’re on. On this last point, the BCG report highlights that some training made workers perform worse. They speculate it might be because of overconfidence.
What are those tasks in the red zone of the study? The Harvard paper gives us a clue that has implications for how we approach teaching AI literacy. They write:
In our study, since AI proved surprisingly capable, it was difficult to design a task in this experiment outside the AI’s frontier where humans with high human capital doing their job would consistently outperform AI. However, navigating AI’s jagged capabilities frontier remains challenging. Even for experienced professionals engaged in tasks akin to some of their daily responsibilities, this demarcation is not always evident. As the boundaries of AI capabilities continue to expand, often exponentially, it becomes incumbent upon human professionals to recalibrate their understanding of the frontier and for organizations to prepare for a new world of work combining humans and AI.
The experimental conditions that the authors created suggest to me that challenges can arise from critical context or experience that is not obviously missing. Put another way, the AI may perform poorly on synthetic thinking tasks that are partly based on experience rather than just knowledge. But that’s both a guess and somewhat beside the point. The real issue is that AI makes knowledge workers better except when it makes them worse, and it’s hard to know what it will do in a given situation.
The BCG report includes a critical detail that I believe is likely related to the problem of the invisible jagged frontier:
The strong connection between performance and the context in which generative AI is used raises an important question about training: Can the risk of value destruction be mitigated by helping people understand how well-suited the technology is for a given task? It would be rational to assume that if participants knew the limitations of GPT-4, they would know not to use it, or would use it differently, in those situations.
Our findings suggest that it may not be that simple. The negative effects of GPT-4 on the business problem-solving task did not disappear when subjects were given an overview of how to prompt GPT-4 and of the technology’s limitations….
Even more puzzling, they did considerably worse on average than those who were not offered this simple training before using GPT-4 for the same task. (See Exhibit 3.) This result does not imply that all training is ineffective. But it has led us to consider whether this effect was the result of participants’ overconfidence in their own abilities to use GPT-4—precisely because they’d been trained.
BCG speculates this may be due to overconfidence, which is a reasonable guess. If even the experts don’t know when the AI will perform poorly, then the average knowledge worker should be worse than the experts at predicting. If the training didn’t improve their intuitions about when to be careful, then it could easily exacerbate a sense of overconfidence.
Let’s be clear about what this means: The AI prompt engineering workshops you’re conducting may actually be causing your people to perform worse rather than better. Sometimes. But you’re not sure when or how often.
While I don’t have a confident answer to this problem, the ALDA project will pilot a relatively novel approach to it.
Two-sided prompting and rapid prototype projects
The ALDA project employs two approaches that I believe may help with the frontier invisibility problem and its effects. One is in the process, while the other is in the product.
The process is simple: Pick a problem that’s a bit more challenging than a solo prompt engineer could take on or that you want to standardize across your organization. Deliberately pick a problem that’s on the jagged edge where you’re not sure where the problems will be. Run through a series of rapid prototype cycles using cheap and easy-to-implement methods like prompt engineering supported by Retrieval Augmented Generation. Have groups of practitioners test the application on a real-world problem with each iteration. Develop a lightweight assessment tool like a rubric. Your goal isn’t to build a perfect app or conduct a journal-worthy study. Instead, you want to build a minimum viable product while sharpening and updating the instincts of the participants regarding where the jagged line is at the moment. This practice could become habitual and pervasive in moderately resource-rich organizations.
On the product side, the ALDA prototype I released in my last post demonstrates what I call “two-sided prompting.” By enabling the generative AI to take the lead on the conversation at a time, asking questions rather than giving answers, I effectively created a fluid UX in which the application guides the knowledge worker toward the areas where she can make her most valuable contributions without unduly limiting the creative flow. The user can always start a digression or answer a question with a question. A conversation between experts with complementary skills often takes the form of a series of turn-taking prompts between the two, each one offering analysis or knowledge and asking for a reciprocal contribution. This pattern should invoke all the lifelong skills we develop when having conversations with human experts who can surprise us with their knowledge, their limitations, their self-awareness, and their lack thereof.
I’d like to see the BCG study compared to the literature on how often we listen to expert colleagues or consultants—our doctors, for example—how effective we are at knowing when to trust our own judgment, and how people who are good at it learn their skills. At the very least, we’d have a mental model that is old, widely used, and offers a more skeptical counterbalance to our idea of the all-knowing machine. (I’m conducting an informal literature review on this topic and may write something about it if I find anything provocative.)
At any rate, the process and UX features of AI “BootCamps”—or, more accurately, AI hackathon-as-a-practice—are not ones I’ve seen in other generative AI training course designs I’ve encountered so far.
The equity problem
I mentioned that relatively resource-rich organizations could run these exercises regularly. They need to be able to clear time for the knowledge workers, provide light developer support, and have the expertise necessary to design these workshops.
Many organizations struggle with the first requirement and lack the second one. Very few have the third one yet because designing such workshops requires a combination of skills that is not yet common.
The ALDA project is meant to be a model. When I’ve conducted public good projects like these in the past, I’ve raised vendor sponsorship and made participation free for the organizations. But this is an odd economic time. The sponsors who have paid $25,000 or more into such projects in the past have usually been either publicly traded or PE-owned. Most such companies in the EdTech sector have had to tighten their belts. So I’ve been forced to fund the ALDA project as a workshop paid for by the participants at a price that is out of reach of many community colleges and other access-oriented institutions, where this literacy training could be particularly impactful. I’ve been approached by a number of smart, talented, dedicated learning designers at such institutions that have real needs and real skills to contribute but no money.
So I’m calling out to EdTech vendors and other funders: Sponsor an organization. A community college. A non-profit. A local business. We need their perspective in the ALDA project if we’re going to learn how to tackle the thorny AI literacy problem. If you want, pick a customer you already work with. That’s fine. You can ride along with them and help.
Contact me at [email protected] if you want to contribute and participate.
Technology in education has transformed over time to better meet the needs of teachers and students. Dan Marrable, founder of 448 Studio in the United Kingdom talks how they’re jumping on this wave of technology to bring solutions for academic conferences and virtual events.
I met Dan back in 2020 when he invited me to speak at the All Day All Night 24 hour conference. It was a production to behold. Well managed, well organized. Speakers from all over the world joined in to share knowledge for Higher Education professionals. I’ve been on the steering committee ever since for this great online event.
In this interview, Dan Marrable opens up about some of the struggles professors have with virtual events (event organizers, speakers, and attendees). And, he asks for your help with their virtual teaching study funded by the Scottish Government and European Commission.
Jennifer: Hi everyone. My name is Jennifer van Alstyne. Welcome back to the new season of The Social Academic. Today, I’m here with Dan Marrable, the founder of 448 Studio, who is an amazing person I met in 2020. We worked together on the All Day All Night Conference.
He’s here to tell you about some ed tech software today that’s really amazing for faculty, for professors. If you’re in Higher Ed, I’m excited to share this interview with you.
Dan, how are you today? Would you start us off by introducing yourself?
Dan: Sure. Well, first of all, Jennifer, thanks for having me on the podcast.
My name is Dan Marrable. I’m the founder and CEO of a company called 448 Studio, launched back in October 2018. After working a stint at the University of Glasgow, I launched it as a consultancy to, to work with a variety of different higher education institutions working on their social media strategy, working on the support for digital media within academia.
That’s been going on for the past 3 years. It’s been quite an interesting time.
Obviously everyone knows that the past 2 years a lot of things had to pivot and change. And I think that’s kind of why I’m really excited to speak to you today about the evolution of not only 448 Studio, but kind of how we managed to jump on that wave of technology in teaching and learning. And what education institutions have had to cope with and deal with them the past couple of years [during the pandemic].
Technology changes for education during the pandemic
Jennifer: Yeah, it’s been increasingly difficult for faculty, but I love that you’re creating solutions for them. I’d really like to just let other people know, you know, what does your company do? Who are you helping and why?
Dan: Yeah. So primarily at the moment, we are very much embedded within higher education.
We have done some work with further ed, and with schools and things like that. That’s kind of more on the horizon. But I think for the company to grow, we’ve had to really focus on what I know. And what the people that worked for me know. And that is within universities.
Primarily we help not only academics, but also people within professional services.
It started out as you know, as workshops and support for social media and working with academics to represent their research in a digestible manner for widening participation as well as for international connections. And we still do that. And it’s still very much the core of 448 Studio.
But two years ago, when everything went into lockdown, we launched a conference called All Day All Night, which is where I met you. That was for education professionals and academics based off the fact that I felt that the core of what we did and the core of networking and knowledge share had almost been stunted as soon as all these conferences closed. And as soon as you couldn’t meet people in person. So we launched this 24 hour conference.
That’s what started me on that journey of saying, okay, well what can we do? And what can we do better? Specifically for education. Now there’s a lot of solutions for private companies and for corporations. But it does seem like at the moment we’re trying to kind of cram corporate technology into education. And trying to kind of balance the two, which I find is working in various degrees, but not necessarily the most fit-for-purpose thing.
Jennifer: It feels like we’re at this explosion of all of this technology all at once. People aren’t always sure where to turn to. And with so much to learn it just becomes difficult because you’re finding lots of solutions for the same problem, not even sure which one to turn to.
Forumm, a solution for virtual events and conferences
Jennifer: I think that’s why I like what you’re doing with Forumm. Can you tell us a little bit about Forumm?
Dan: Yeah. No, of course. So off the back of All Day All Night I met with some of the guys that were doing the live streaming for it. And very quickly realized that there’s kind of two elements to a virtual event. One is a platform that you host the event on. But a very separate element that a lot of people overlook is a broadcast element of it. So I think we had the broadcast…
The platform that we were using wasn’t necessarily fit-for-purpose. It worked fine, but we just felt that maybe we could do a little bit better from an actual event perspective.
As of last year, January, we started Forumm, which is a virtual event space for the education sector. So something that’s fully customizable.
You’re able to change things like the registration and the user journey. Been able to update simple things like branding and stuff like that.
But also have elements, for example, PDF readers or PDF things for journals. We had academic poster competition within the platform. And 3D and virtual spaces as well, embedded in.
So it’s really focusing on the technology and seeing where the technology can make a virtual event better, as opposed to trying to replicate a physical event virtually.
It’s really trying to find those core things that people within education struggle with and try to find a solution for them on a virtual event in space.
It’s been quite a journey. Yeah. We’ve been doing it for a year and a half and learning as we go. We get so much feedback from the institutions and the people that we work with that it’s great. It really feels like a partnership there. They know that we’re dedicated to the sector which I think makes a big difference as opposed to going for everything.
Jennifer: That does make a big difference, especially because it means that you know the types of struggles that professors, that faculty, that other educators are dealing with when they attend virtual conferences. You’re finding solutions to those.
One of the things that I really like about it is that it’s the kind of this all in one platform. Like if you need that conference space to fit a certain way or to fit your needs. Maybe you’re a journal and you have a series of publications to share. Or again, like that poster competition.
Dan: Yeah.
Jennifer: That can make a really big difference in higher education for researchers and for professors to really create that engaging space. I love that.
Dan: Yeah, no. I think it’s been a real learning experience, Jennifer. And I think the big thing that’s come out of it is how much professional services within universities find it a challenge to run events.
It’s either the fact that you know, that they need a bit of upskilling, which we’re happy to do.
It could be a case that, you know, they’ve got a million and 1 different jobs. And all of a sudden they’re like, okay, now I’ve got to run a virtual event.
Where I think we’ve been able to support that. Show that and set and support where we’ll come alongside you help you
Plan the event
Build the platform
Run it
Broadcast it
Wrap-up
So then that’s where we’ve realized we can really provide a lot of support because when you do boil it down to an event platform, they are starting to pop up everywhere. And they do seem a dime a dozen at the moment. But a lot of times it’s just, you know, “Here are the tools,” and they’ll just step away.
Jennifer: Right.
Dan: And then everyone has to become a professional virtual event individual, whereas maybe they’re doing physical events to begin with and now they have to switch over.
Then obviously now, we can go down that hybrid route, which means so many things to so many different people. That’s that’s another challenge.
I think one of the vast refreshing things that I have seen is the fact that we’re not constrained by geolocation anymore. We’re not restrained by how much is it going to take to fly someone over and put them up and speak?
And, I think it also broadened your access to knowledge because you would get speakers that are like, “Sure, I can give you half an hour, 45 minutes of a talk.” Whereas before it would be a major thing saying to bring someone like that in.
I mean, we’ve had events hosted by hosts in Sydney, in Australia, with the actual event taking place in the United Kingdom. They’ll have the event. Then they’ll go into breakout rooms, which need to be recorded with transcripts done because it influences policy decisions.
That was amazing to see, you know, somebody’s hosting it in a completely different time zone, but still being able to, you know, gain the knowledge that they need from individuals within the UK. I think it’s just opening up that space right now.
Jennifer: And with the All Day All Night Conference, you had people coming in from all over the world. And we had presenters in how many different countries? I mean, it was truly amazing to see the power of that kind of platform and that kind of organization.
So it sounds like it’s not just the platform that you’ve created. It’s the system for really supporting the people who are creating that virtual event. So that together with the platform, it can really produce something that’s engaging for all of the participants.
Dan: Yeah. I think that, and that’s just the whole thing as well, Jennifer.
Obviously we would love everyone to use our platform. But some people, you know, they’ve got their own things set up. Maybe they’ve actually developed their own space within university, the university team on the website. Which I think is great. It’s truly ambitious.
And obviously our platform is great, but I think where we’re really leaning to as well is that support mechanism to help people manage and run the events that they need to run.
And I think it does fit hand in hand with what we’re doing as a consultancy at the very beginning and being embedded within higher education. Now we’re continuing that, but then we’re adding on more layers of support where people need it.
Jennifer: Yeah. Well, I like it because it’s almost like the software production of this idea of how can people connect better online? How can people share their research online?
And this product is almost, it feels to me like this evolution of like here we can create this space in which this knowledge sharing can happen in real time. Asynchronously, it can happen. You can have your recordings and go back later and watch those as well. I just think that that’s so cool.
Compared to all of those other platforms for events. You’re actually focused on education in a way that many of the others are not. And I think that stands you apart, especially when paired with that support.
That’s what I would do. I did events like physical events for my university. And I loved that.
But virtual events presents is like whole new set of challenges. And really getting people engaged. Well, that takes extra planning and extra work and creativity to figure out how these academic spaces can also be online.
Dan: Yeah, and I think the physical event in my opinion can, can never really be replaced. I think there is a space for that. Nothing really compares to just being able to sit in a room with someone and just share knowledge and share information and talk about specific tailored topics and things like that based off of conferences.
But, I think in its own right, a virtual event needs to be looked at with different eyes. Trying to run a virtual event the way you would run a physical event is almost impossible.
Yes, there’s probably some crossover in terms of registration. There’s probably some crossover in terms of some of the communication that you send out to people.
But when it actually comes to the event itself, you know, having to organize different broadcasts of things, different tracks. The support that comes alongside of it as well from a technical perspective, when people aren’t able to log in or having trouble doing different things.
And then dealing with your speakers as well. You know, making sure that they’re up to speed on the technology, making sure everything’s running.
So there’s a lot of things from a virtual event in space that people have had to learn quite quickly.
Where we’re talking about the hybrid space, it’s such a broad term. I’m hoping that people are understanding that, you know, a hybrid isn’t just trying to replicate a physical event to virtual audience. Because I’ve found time and time again one of the audiences loses out.
Whether it’s the virtual guys at home where they don’t feel like they’re part of the event. Or maybe the people in person feel like too many things are catered towards making sure the live streaming is happening, everything’s working properly. So that could even cause delays in, in the event.
So I think it’s still just trying to crack that kind of where those two types of events interact with each other. And I think our platform where we’re trying our hardest to try and figure that out. And I think a lot of other people are trying to figure it out too. But yeah. It’s quite an interesting space to be involved in and to watch.
Jennifer: That’s fascinating.
Struggles with virtual events, the problems people encounter often
Can I ask what are some of the biggest struggles that you’re seeing people have with these virtual events? The educators that you work with.
Dan: I think it depends on the question I guess, Jennifer. I think that the struggles are different for an event organizer, as opposed to a participant, as opposed to maybe a speaker.
Jennifer: Oooh, ok.
Dan: I think from an event organizer point of view. Yes, there’s a lot of technical challenges that need to happen. In terms of making sure everyone’s prepared for the event, making sure speakers are ready, making sure all the right communications are going out to the attendees. Not to mention having to promote it and things like that.
But I think the challenges for people that are speaking is the fact that without maybe more of a guiding hand, sometimes they’ll just have to show up and do everything themselves. I think that can be a huge challenge and a bit frustrating from a technical point of view.
Jennifer: Yeah.
Dan: I think there’s a bit of a barrier as well from the audience. And I think this is something that people have been seeing for the past couple of years, you know, from a webinar perspective. Not necessarily getting that instantaneous feedback. So you’re almost just sitting there talking to a screen and trying to be animated for it.
I think from an attendee point of view, some of the challenges are again from the technical side. Being able to even just simple things like log in, and network, and connect.
But also to be able to get as much out of it as possible from a networking point of view. I think a lot of people go to these events or virtual events hoping to make those connections. But we find time and time again, you know, you have your breakout rooms that people can join. But they’re really under utilized. People are scared to go into these spaces and just turn their camera on and talk to people.
We’ve been advising event organizers to really structure those breakout spaces and say, this is a topic. One of our guys will be in there and we’ll make sure that everything’s fine. And trying to facilitate that networking.
I think, yeah, as soon as they try to replicate a physical event, virtually it shows up a whole lot of challenges for organizers.
So I think their approach should be: We’re going to focus on a virtual or focus on a physical event with maybe some virtual elements to it.
Jennifer: Oh, that makes sense. Hearing all of those struggles also makes me understand why as an event organizer, you know, really thinking about the participants and the speakers is why going with something with support like 448 Studio offers, that can be beneficial.
Educators, university staff. They’re so busy. They’re overworked. And they need help and support with this kind of event. So I just love what you’re bringing to the table. And I’m really glad that you joined me for today’s interview.
Developing a new teaching and learning tool for lecturers
Dan: One of our core focuses over the next nine months because we received a grant from the European Commission to actually do a feasibility study.
Jennifer: Oh, congratulations!
Dan: Thank you. Yeah, it was about a year long process that gets it. But I think we realized quite quickly during the pandemic that the traditional tools that were being used by universities had pretty big barriers when it came to actually teaching.
So I guess aside from the event side of things and conferences side, I think, you know, university students and lecturers were really struggling.
I do commend all of the Higher Ed institutions, and further education, and schools as well for trying to utilize the tools that were given to them. And it ends up being, you know, the Teams or Zoom or something like that, where they really had to completely change the curriculum and the way that they taught to adapt to these tools.
Jennifer: Right.
Dan: We’re really focusing a lot over the next 9 months on understanding that learning and teaching process, that hybrid learning teaching process. And hopefully trying to develop a tool specifically for lecturers.
At the moment we’re doing a lot of sending out surveys to different academics and lecturers to find out where their pain points are. And we’ll hopefully have something to show for it,
I just think there’s quite an interesting time from a learning and teaching perspective. And yeah, just seeing if there’s better ways for tools.
Obviously, I think there’s overlap between learning a teaching platform and Forumm. But learning teaching is really is kind of its own space. It needs its own tools as well.
Jennifer: Yeah, I think that’s fascinating.
How are you soliciting those surveys? Do you want people who are listening to, to reach out to you?
Dan: Yeah, of course I would! I’d love to. I’ll send it across to you to share.
Jennifer: Yeah!
Dan: We’re definitely trying to get as much feedback as possible. We just kind of polished it up as of actually today. So we’ll hopefully in the next week or so we’ll be putting it out.
Jennifer: Yay! [Claps.]
Dan: Yeah, no, I think finding as much information as possible is really key for us at the moment. And then we’ll be developing something closer to the end of the year.
We’re really excited about it and really grateful to the European Commission and Scottish government as well for supporting us on this. It’ll be quite an interesting journey as well.
Jennifer: That is excellent. I love seeing how your business is growing, and changing, and adapting to meet the needs of the people that you serve.
I’m so glad that you’re working on all of that. And congratulations on that grant. That is so exciting. I can’t wait to see what you build.
Dan: Thanks. I know. I think it’ll be quite interesting because I think we’re definitely embracing the flexibility of it. I think, you know, going in with blinders on to say we’re going to create a live streaming that does X, Y, and Z that’s going to do this will be detrimental.
I think trying to find as much out as possible from lecturers and from people on the ground is really important.
And really exploiting technology as opposed to trying to replicate things. Getting that application to do things with the tech that you could never do in person. I think that’s what I really want to explore. As opposed to trying to find a way to replicate things.
So, yeah. It’s been a really interesting. We’re in the real thick of it for research at the moment. So it’ll be really interesting. I’ll make sure to keep being informed when we start to release some of the information.
Jennifer: Yes, I’d love to hear more about it. And I think that everyone listening will be very excited as well.
Yeah. Thanks for sharing that sneak peek with us. [Laughs.]
All Day All Night Conference
Jennifer: Well, Dan Marrable of 448 Studio, thank you so much for coming on The Social Academic blog podcast, YouTube channel. It’s going to be on all of it.
Where can people get in touch with you if they want to learn more about 448 Studio or Forumm?
We also have All Day All Night coming up on November 10, 2022. So we’ll, we’ll be sending more information out about that as well. Which I’m very sure you’ll be involved in some capacity, Jennifer.
Jennifer: Yes. I would love to be involved!
Just for everyone who’s listening. They might not know what All Day All Night is. So could you just end us with a couple of sentences about it?
Dan: Yeah, of course. So it’s a conference for the education sector. This year steam is regrowth. It’s a 24 hour virtual conference that starts in the United Kingdom. And then follows the sun around the world with speakers from Canada, United States, Australia, South Africa. Well, people from all over the place, I think.
It’s fully live, 24 hours. And again, it’s hosted on Forumm.
It really is out there for them for digital knowledge sharing. And I think it’ll be a really great event on the 10th of November.
Jennifer: I love it. November 10th, adding it to my calendar now.
Dan, thank you so much for joining me today. I hope you have a great rest of your day!
Dan: Great. Thanks, Jennifer!
Bio for Dan Marrable
Dan Mararable is the founder of 448 Studio, an EdTech company that is committed to the future of knowledge sharing with a product called Forumm; a ground-breaking virtual event platform designed for the education sector.
The company supports institutions such as the University of Glasgow, University of Leeds, LSE, Lancaster University, the Welsh Parliament and Cornell University.
RJ Thompson talks about Higher Education as a professor and marketer
In this featured interview interview, meet RJ Thompson, MFA, the Director of Digital Marketing at the Joseph M. Katz Graduate School of Business and College of Business Administration at the University of Pittsburgh.
Many professors and graduate students aren’t sure what the marketing and communications offices at their universities do. That’s why I invited RJ for this featured interview.
What’s it like to be on the staff side and the faculty side of a university?
Awards and accolades have been helpful for RJ’s career, why to put yourself up for more awards.
Learn how to be more creative, especially if you think you’re not creative at all.
Many professors and researchers have fear or anxiety about sharing their accomplishments.
Do you want to know how to get better students? RJ has a secret to share with you.
RJ’s story is inspiring. From his frankness about what professors can get from being open with university communication teams, to opening up about living with an invisible disability, this featured interview is a can’t miss. Watch, listen, or read the interview below.
Jennifer: Hi everyone, I’m Jennifer van Alstyne. Welcome to The Social Academic. Today we’re recording the new featured interview. Actually this is the last featured interview of 2021. So, welcome RJ Thompson. Could you start us out by introducing yourself?
RJ: Hey, thanks Jen for having me, this is really great! And I’m so glad you saved the best for last.
Yeah, my name is RJ Thompson. I am the Director of Digital Marketing for The Joseph M. Katz Graduate School of Business at the University of Pittsburgh.
And on top of that, I do a number of other things. I do market research. I do graphic design.
I teach graphic design at Point Park University and the Community College of Allegheny County.
And starting next semester, I’ll be teaching in the business school at Pitt, teaching advertising.
So, I’m kind of all over the place.
And if you’re listening or paying attention, you might’ve seen me through the HigherEdSocial group and the Marketing and Communications (MarComm) group by HigherEdSocial. So I’m everywhere.
Jennifer: That’s exactly why I wanted to invite you on this show and why I wanted to feature your interview especially. Because so many professors, grad students, researchers that are connected with universities out there don’t really know what the marketing communications teams at universities do.
And you’re someone who is on both sides of the aisle.
So, could you tell me a little bit about what you do?
What does a higher education marketing and communications professional do?
RJ: Yeah, you know, to your point, it is an unusual divide, especially like between
design and marketing professors
and design and marketing teams
For as many similarities as there are, there’s many differences.
On the staff side, primarily what we do is, we’re a marketing and communications department. Our work includes, promoting
our programs
the business college and its programs to prospective students
so there’s an enrollment piece to that.
There’s also a heavy public relations component where we’re trying to promote the goodwill and works that we’re doing to not just the local, but the greater regional, national and global communities.
And also along with that on the communication side, we’re doing a lot of internal marketing and communications to our students, to the broader university, University of Pittsburgh.
It’s all inclusive. So, if you needed admissions campaign, we’re gonna work with the admissions team to produce that.If it’s for social media, we’re gonna develop out that social strategy plan, but also the ad spends, the ad spend strategy and execution.
If we’re putting together a magazine, alumni magazine, we’ll work with philanthropic and alumni engagement to produce that.
So, we are at the center of all of these deliverables and we collaborate with the different corresponding units to help them get their messaging out and ultimately create value for the students and alumni.
That value manifests as, primarily as
brand reinforcement
brand management
making sure that the reputation of their degree not only maintains but exceeds and grows.
So, that’s really what we do.
And myself as the Director of Digital Marketing, I am responsible for designing and maintaining our web properties be it our primary website, our micro-site, PPC [Pay-Per-Click] campaigns.
I have responsibility to our social media and also our digital advertising. If it’s digital, I own it.
Jennifer: So, it sounds like you’re working with a lot of different teams. You’re working with people across the university and with your own team in order to share good things about the
University
Student
Alumni
Community
And it really takes that kind of all encompassing approach to really communicate the amazing things that universities can do.
RJ talks about leaving his tenured position and how he loves continuing to teach
Jennifer: Now, it’s really interesting that you’re able to do that and also teach. You have this real passion for teaching and really helping students get to the next place in their careers. Let’s talk about your teaching.
RJ: Sure, so the first part of my career, I’ve spent 13 years on the faculty side.
I’ve taught at so many different institutions. The last one that I was at Youngstown State. I was there for seven years. I was tenured faculty.
To make a long story short, the commute from Pittsburgh to Youngstown, it’s about an hour each way. It was really starting to wear down my body.
I missed a lot of time with my daughter who’s six, so, a decent amount of her infancy I missed.
And one of the things that Youngstown is experiencing now is significant brain drain and enrollment decline. If you look at the data, you can kind of sort of see that coming.
So, I got out about in the summer of 2019. That is when I left the university.
HigherEd is my life. It’s where I belong. It’s where I fit. I never want to leave this industry. I always wanna be on the teaching side. I’m loving the staff side.
But unfortunately, when I decided to transition out of Youngstown State University, there weren’t any full time tenure track positions available in Pittsburgh.
I decided to try something new and pursue the staff route and it’s been amazing actually. It lets me do both things, so I get the salary I want with a good work-life balance. As a part of that balance, it also gives me the time to do a lot of
Side teaching
Freelance
Extracurricular stuff.
And, I made this remark to my wife the other day: “I’ve never felt so liberated.”
When you’re on the faculty side, especially when you’re chasing tenure and promotion, you are always doing some kind of peer reviewed research, peer reviewed projects that help you build your reputation, build your bona fides. Those are typically passion projects you don’t necessarily get paid for. They take an extreme amount of time investment. And I felt like I hit a peak at Youngstown State University.
That’s when I switched gears. When I became staff side, I started taking on more practical work, freelance stuff. I started doing more professional development and certifications.
I read a book! Let me be very clear, you would think that that is like, why is that at such an important point? Some faculty don’t have time to read, I never did. I never had time to actually sit down and read a book, be it fiction or non-fiction. So I have time for that now.
And all the other crazy things that I do that you would see on LinkedIn,
getting involved in HigherEdSocial
starting the competitions
painting a mural
being a poll worker
like I’m just checking off the bucket list stuff. And by the way, you’re absolutely allowed to criticize me for having poll worker on my bucket list.
Jennifer: No, I think that’s so exciting and yesterday must have been a good day for you. This interview was recorded live on November 3, 2021, the day after United States elections.
RJ: It was a long. It was long, long day. For sure.
Jennifer: You know, you’ve done so many things and I just, I’m so glad that you came on this The Social Academic to talk about it. Because, even though you’re talking about how much time that took, you’re still teaching. You’re still doing this and keeping this as part of your life.
You’re working with faculty, you’re working with graduate students to tell their stories through some of the marketing work that you do.
I mean, you really are able to do it all.
So, when you talk about liberation, when you talk about the freedom that this job gives you, it sounds like one of the things that you love most is being able to work on all of those things.
Whereas before maybe your focus would only been able to be research as like the main priority.
RJ: Yeah, yeah.
When it comes to liberation, it wasn’t just the ability to do new things and different things, but it was also the ability to explore my creativity in an area that mattered, in something that mattered a lot.
I’ve become disillusioned with freelance work over the past number of years and a lot of it has to do with clients that I call the low hanging fruit. These are typically the clients that want the world on a shoestring budget with a deadline of yesterday. That’s really stressful for a design faculty person chasing tenure and promotion. So I just decided to put that stuff away.
Awards are important to RJ, why to put yourself up for awards too
RJ: When I came to the business school at Pitt, they’ve got such a great marketing team, but they always had limited capacity to really just rip the lid off of it, go for broke and do some really strategic and creative things.
And, they just let me go. That resulted in a profound amount of accolades. Like I was, not to brag, but just to illustrate the point…
The websites I designed for the business school, back-to-back award winner in the Best of American Web Design by GDUSA [Graphic Design USA], which is one of the top…[Jennifer clapping]. Thank you…one of the top periodicals for the design industry.
Being able to meet folks like you and speak at conferences and help #HigherEdSocial build their foundation, it’s just exciting.
Jennifer: Wow, bragging is one thing that I actually wanted to talk with you about because when we first met, you had invited me on onto your podcast and you had mentioned that awards were something that were important to you.
Not only important for you, but important to put your team up for it, to encourage other people to apply for awards.
I love celebrating with you. I see your news on social media, on Facebook, on Twitter. It’s exciting when something good happens to people. I enjoy seeing that and so, I love cheering you on.
Can you tell me more about looking for awards and why that’s important to you?
I’ve been a competitive graphic designer for 25 years
RJ: Yeah, so this is layered.
The first part is, I’ve been a designer for 25 years. I’m 36. I’ve been doing this since I was a kid. And graphic designers tend to be very competitive people.
They need to be because, they’re competing against each other for jobs in industry and industry typically tends to choose the most talented people.
So, I’m fortunate in that I’ve been doing, I’ve been a designer my entire life, and I know all facets of it. I don’t claim to be a master of any of them, but, you need me to animate something, I can do that. You need to do some video, I can do that. I have a Jack of all trades vibe.
Being able to work in the different aspects of design and compete with others is exciting to me.
And what I get out of that is, it’s not necessarily a satisfaction, it’s like a justification. It’s more like, “hey, you know, you said you could do it and you did it.” And you put all of the work in to get to that point.
Accolades were the foundation for RJ’s career
So the Pitt Business website, when I redesigned it, it took 13 months. That’s all I did every day. It was a real labor of love and I was proud of the work. It’s also important to me that when you do a project like that, you don’t ever do it alone.
To reinforce the point that you made about getting people to submit their work, I made sure that my entire marketing team had their names on that project. My marketing team save for my designer, are in their early career. It’s important to get them those accolades because that’s the foundation for the rest of their career.
I would not have been able to get where I am and doing what I’m doing, had I not pursued design competitively. Those accolades got me my next job and my next job and opened up so many opportunities.
It opened up teaching to me, frankly. I won an award for a book I made. A faculty person happened to see it, and they’re like, “you should teach.”
Four months later I got a teaching job.
So, it’s kind of proof positive. There’s the benefits you get from asserting yourself and putting yourself out there as a competitive person, a high performance kind of person. I think that is attractive to a lot of different people.
RJ has cystic fibrosis, an invisible disability
The third part is, I’m a person with an invisible disability. I have a genetic disease called cystic fibrosis.
Had you met me when I was a kid, I was scrawny and frail and sickly. Over the years, I’ve gotten better and now I’m on gene therapy and my symptoms are gone. I’ve made amazing, great strides in my self care.
But I had a doctor tell me once, “you’re not gonna live to see 40.”
I’m 36.
Now, what that doctor doesn’t know is that I’m actually immortal and I’ll never die.
But what that did was that motivated me to shoot for as far and as wide and as fast as towards my goals as I could. I mean, in high school, I was moderate student, average, but when I got to college, I made it a point to like be A’s across the board. I knew that grades would not necessarily matter when I entered the industry. It was more about personal pride and the stakes that I put into performing.
I put all of my effort, all of myself into my work.
Even at the college level, I got awards there that led on to internships at agencies and the like. It’s been a beneficial thing for me.
At the end of my career, I want to be able to say, I didn’t get to everything I wanted to, but the things that I did get to, I did really well at.
And then I can wipe my hands of it and put it away and go build a bird house or something. Whatever retired people do.
I don’t think I’ll retire ever. Even if, you know, once a designer, always a designer, I’ll still be making something.
Building CommCentered, an archive to celebrate Higher Education Marketers
RJ: So, CommCentered is an interesting little story that started with another inventory that I built. One of the things that I like to do is, I like to understand systems comprehensively, holistically, and I like looking at trends and commonalities.
Myself and one of my colleagues, a retired computer science professor, one of the things that we did was we did an inventory of all of the logos of municipalities in America with populations of 10,000 or above.
We collected thousands of logos, thousands, and I put them into an archive. I was able to look at everything and say like, wow, when you look at the 4,000 logos or whatever it is that we found, half of them have a specifically designed brand concept and then the others are municipal seals.
When you start to really narrow the focus, and understand why half was the way that it was,
and the other half, etc, you learn that it came down to a lot of like complex things like
Elected leadership
Municipal governance
Laws
How communities were financed
That was an informative lesson for me because the company I run is called Plus Public. Part of our work is in branding communities. So I wanted to understand why some of these communities don’t have good marketing.
That inventory was very informative with respect to that.
Are you a professor, researcher, or Higher Education staff member communicating publicly for your school? Whether you’re working on marketing and communications at the program, department, college, or university, HigherEdSocial is an amazing professional society you should join. RJ and Jennifer are both official members of the HigherEdSocial Community, join them!
The sense that I was getting was that a lot of these folks did not have a great swell of pride in their work. Even in the little tiny corners of the world that they work, they may not have had a lot of pride in their work because their messaging is very highly overseen.
Their protocols for how to communicate with people and in some cases, especially on the social media side, it’s kind of a thankless job.
I want to celebrate those people. I want to celebrate
The work that they’re doing
How they’re doing it
Why they’re doing it
The concept of having to advertise education is fascinating to me. This is an act that people learn something new every day, whether or not they are trying. That’s just a part of the human experience. So, the fact that we have to advertise it is just really compelling to me.
Taking that concept and then also wanting to be the biggest cheerleader for these people and celebrate their work led to CommCentered.
When you layer in that brand’s inventory for the community brands inventory, I basically did a study where we took all of the institutions, HigherEd institutions in every state and we looked at the commonalities.
Every state has their own set of trends that some correlate to others. Some do not. It’s been really, really informative.
Right now I’m finishing my series of 50 posts on the brands of HigherEd, just for the United States. And I have plans on expanding that globally.
You know, when you told me that this project had suddenly been created, I was shocked because last time we had spoken, you had said that you were gonna be updating your personal website.
We’d actually chatted about it and you had this plan. Then all of a sudden, there was this massive archive, this big website that really can help people around the world understand more about HigherEd Marketing. That can really celebrate their work in a way that the public can see, that each other can see. It was astounding that you’d created this massive project.
And you’re also working on these other things. You have your job, you have your teaching and here you are creating this non-profit project.
I was just so amazed by you. I think my heart grows bigger every time I talk to you, because you’re so generous with what you give to the world.
RJ: Well, thank you for that.
There was one lesson I learned a long time ago is that nothing happens until someone gets excited. Leave it to an advertising guy to say that. But it’s absolutely true, and I believe that wholeheartedly.
Whatever effort I put into something, I hope that it excites people double the effort that I put in.
Fortunately, I kind of have a knack for choosing the right things. Sometimes I don’t, but for the most part I do and it’s always exciting to build community around common threads.
The thing with people in HigherEd, I think most of them would stay and talent would be retained at a higher frequency, at a higher rate, if certain conditions were met relative to just the work, the daily working life and the process and the experience of those types of jobs.
With CommCentered, it was really important to me to not only be a contrast to some of the other HigherEd marketers that you’ll see out there. I didn’t wanna tell people how the work was done. They know how the work is done.
I wanna show them what work was done. The thinking here is a picture’s worth a thousand words.
If you see one logo, or if you see one ad campaign, that’s gonna kick off a spiral of new ideas for the people that are looking at it.
I also have an additional point to that but I think is a propos. On Twitter, on social media, even in the HigherEdSocial groups, there are a ton of people that assert themselves as HigherEd marketing thought leaders. I’ll use the term know-it-alls as positively as possible.
There are a lot of authors that assert their knowledge and wisdom and it’s valuable. But it consistently skews more towards :here’s the roadmap, here’s the foundation, here are some of the strategies. And that’s where it ends.
Okay, well, thank you, I loved reading your 400 page book. The fact that the strategies and the roadmaps are great, but what have people done with it? I wanna see what people have done with it.
CommCentered, I wanna feature the work that people are creating so that they can understand the context or the outputs of those roadmaps and get inspired on their own.
A bad impression of someone else can create something completely original
The last part of this is I love voice actors. This is a really unique hobby of mine. I watch cartoons with my daughter and I’m able to pick out, oh, that’s Rob Paulsen.
Jennifer: You can recognize them.
RJ: I can recognize the voices, even if they are doing a completely different voice. If you listen to some of the podcasts from voice actors, they love their jobs so much because all they do is play. Playing to them is doing a bad impression of someone else. So it’s additive.
For example, if I did…and I won’t do any impressions, I won’t embarrass myself to that degree…But if I did an impression of Christopher Walken, and it was terrible. That’s okay, because I’ve just created a new character, something completely original.
I can intentionally do something bad and create something really good and funny out of it. That was one of the other inspirations behind doing the archive, the logo inventory, featuring, doing assessments on social media ads and all of that stuff.
When I look at your work, or someone else’s work, I judge it. I’m like, damn, that’s a good idea, I really like that. How can I take that idea, if it’s a box, how can I push one side in and rotate it and make it my own? It needs to be malleable.
So, and the last part to that is that concept, that theme is absolutely part and parcel to who I am as a person and how I teach creativity.
That’s kind of the overarching through line of my entire life and career and teaching career too.
Professors and researchers, do you think you lack creativity?
Jennifer: You teach creativity, I really like that. A lot of professors, a lot of graduate students don’t believe they have creativity. It doesn’t matter what field they’re in.
You talk about creativity as something that can be taught. I think that a lot of those people who feel like they don’t have creativity actually do, and maybe they don’t necessarily recognize it in themselves. What do you think about that?
RJ: So there’s kind of an anecdote or a dosh that I share with my students: I can teach you all the software in the world, but if you can’t think creatively, then all of that knowledge is not really useful.
You’re solving problems that are very finite and technical. And dare I say, just kind of binary, yes or no one way or the other.
Creativity is something that can be, you can be born just with this incredible intrinsic creativity, but you have deficits in other areas.
I relay a story to my students where I’ve always been an ambitious, creative person, even when I was like a five-year-old. When I was four or five, I opened up my parents’ typewriter, typewriter, and I made stories. I pinpecked at the keyboard.
Then I moved on to a neighborhood newspaper. Five, six years old doing this. Who does that? I’m sure it does happen. And I’m not saying that I’m special by any means, but it’s at least indicative of how my creativity manifested organically, naturally.
There are some people that feel that they are not creative at all. And to them, I say, you are creative, but you are maybe a different aspect or facet of creativity.
For the most part, the problem is that people don’t understand the steps in which to be creative. One of the things that I teach them is how to solve problems using a creative inquiry. That’s essentially also an aspect of design thinking.
I had mentioned the project, I didn’t tell you what it was that kicked off my teaching career. It was a book called Thompson Design Methodologies. It was all about all about solving problems visually. This is something I deal with with my clients.
If I’m making a logo for you, Jen, what’s one word that you would want your clientele to associate you with? Let’s say, it’s integrity.
What does integrity look like as a box or a shape rather? Is it a rectangle? Is it a triangle?
Is a triangle proportional? Or is it skewed?
If you had to hold it in your hand, how heavy would it be?
What’s the texture?
Ask really abstract questions to fire up the creative parts of their brain and purposely getting them to zag instead of zig
If you’re always zigging on something, you’re always making the same type of choice. If I put you in a box and make you do something different, that is forcing creativity on you, because you don’t know what comes next.
Then as you branch out from there, every decision you make is based on an unknown output. It’s a lot about challenging conventions, challenging your comfort zones. I talk a lot about fear and the boxes of fear and complacency and all that stuff.
Once people start to really understand why they are in the box and they can’t get out of the box, once they start to understand that, they realize that this isn’t like some tried and true foundation for making creativity happen. It’s more of an understanding and recognition of their own hesitancies and character flaws that they perceive that they have to work out of.
It’s more psychological about them as a person and then once you kind of overcome some of those things, solving problems isn’t hard, it’s fun. If you know how to solve those problems, you have a 12 like a step process and your process is built with error and experimentation built into it, then your work becomes more fun.
But the best thing of all is that your work becomes more informed and it’s of a higher quality so much so that you start solving problems unlike anybody else.
When your employer sees help deeply and immersively you understand a problem and how you use that deep immersion to create a unique and amazing and equally immersive solution, they don’t wanna lose you. I could go on and on, but it’s absolutely true.
It’s one of my favorite things about teaching. Seeing people really break out of the box and rise above and into their careers and meeting their self-concept.
This idea of the idealized self-concept. Who are you in your most ideal sense? If you can use these design methodologies, these creative problem solving tactics, you can get closer and closer to that thing.
If your dream for your career has always been to be a director of digital marketing, and then when you get there and it’s like, oh wow, I was able to get there using these tactics and techniques, what do I do next?
Some people may not have envisioned the next thing beyond that ultimate thing. So it’s liberating in that respect too.
Facing backlash from colleagues when sharing good news (and why to share your accomplishments anyway)
Jennifer: One of the things that you brought up while you were just talking was fear and anxiety, and it actually reminded me that I wanted to ask you about that as it relates to awards that you’ve won.
Professors that I work with and people who are in my courses, feel really anxious when talking about their awards on social media, especially sharing it with their department, even internally. There’s a lot of anxiety when it comes to that.
Have you ever experienced any backlash for sharing your awards?
RJ: As a matter of fact, yes. It’s what led me to leave my tenure teaching position. It’s unfortunate that it worked out the way that it did.
One of the things that I dealt with specifically was, I put all of myself into my work. And I believe in my work whole heartedly. When you put me into a position where you basically say, ‘Hey, in order to get tenure and promotion, you have to have peer-reviewed evaluations of your work. Part of that are competitions, juried exhibitions. That’s part of the game. That is the game.’
I made it a point to put all of my effort into playing that game well.
And I did, so much so that I received one of Ohio’s highest honors in art. I received an art award from the governor and I got to meet him and his wife and everything.
What that did was the community that I was in, they celebrated that work. Because the thing that I made that got me that award was ultimately for the Youngstown region. It celebrated them.
But on the faculty level, all that did was breed jealousy and resentment and inferiority complexes shot through the roof. Because I was junior faculty, that was used against me.
Instead of seeing that as an opportunity to build into my energy, collaborate, let’s share our successes together…
Instead what happened was, some of my peer faculty grew resentful. They grew jealous. They use tactics to essentially punish me.
They made sure that my tenure process was hell. On paper I was very tenurable, so, that’s one of the reasons why I got it. But I know that the spirit of celebrating your peers was not there.
A lot of that came back to graphic design was a popular major. The professors that were jealous and resentful of me were not in graphic design. More importantly, they didn’t understand the forest for the trees. I was responsible for bringing a lot of new students to the design program and also those fine art programs.
And I realized that, that summer of 2019, I didn’t wanna leave tenure, I fought so hard for it. But no amount of tenure or promotion was going to be worth the mental stress and anxiety that they would place on me just by virtue of wanting to do my job really well.
Jennifer: Especially when it’s for, in this specific instance, this is for the community, this is something that you were doing for the town of Youngstown.
RJ: Yeah, they basically said I was trying to be a showboat. And I was being obnoxious with…
I’m a marketer.
I understand how branding works. I understand how marketing works. If I’m gonna put all of my effort into something, I wanna make sure that people know about it. There’s nothing wrong with that.
Frankly, for some of the folks that are concerned about, if they’re too timid to promote themselves in their work, I completely get that because of what I went through. And I say to hell with them, rise above it.
If you submit your work to a competition and you get acknowledged, the people in your life, if they’re worth keeping around, they will celebrate your efforts. They will support you.They will champion you. And you will do the same for them in return.
If they don’t do that for you, then you need to consider your place in that community.
Do I want you to leave that community? Absolutely not.
But it is much easier to leave a situation than it is to change an entire community of people that ultimately don’t want you to be successful. They want the successes that you captured for themselves.
And no one wants to be around folks like that. No one grows when resentment breeds eternal like that.
The benefits from an award hopefully exceeds the criticism you get
RJ: If you believe in your work, you put yourself into it completely, and you have some money to spare to put it into a competition or any peer reviewed situation like that, do it. Because the benefits you get from it will hopefully far exceed the criticism that you get.
To give you an example, when I did that work for Youngstown and got the award from the Ohio governor, I had a number of communities knocking on my door saying, we want you to replicate that work here. We’ll pay you a market value for what you do. We’ll defer to your expertise. We just want good work and you’re a proven commodity. Okay, let’s do it, and so we did.
In the case of just to switch gears real quick, in the case of Pitt Business School, it was really important to me that I was given so much freedom and latitude to essentially do what I felt was best from a marketing perspective, from a design perspective. I was able to completely reboot all of our marketing collateral.
I didn’t do it alone, and I wanted people to know in my college that my marketing team, the one I’m on, is the best. We’re the best ones for the job.
I also wanted to tell all the 300 some odd marketers at the University of Pittsburgh that we’re the best marketing team on campus. And we did it two years in a row. When we do that, we say, yeah, we believe in our work enough to do this.
Let us help you. We will do this because we’re colleagues, because we want to see you succeed as well.
So you build a spirit of camaraderie in this community and rising tide lifts all ships. The ultimate goal would be, hey, my marketing team give some advice to all the different colleges at Pitt and maybe they come out with some better looking work and they see increased enrollment and everybody prospers. So, that’s kind of the intent.
Let me just say that, I think for my supervisors, for my marketing team, they like the acknowledgement. It makes them feel good. It builds confidence in their work and it energizes them to do more ambitious work or more involved work.
It’s not just going through the motions anymore, we’re building something. And it’s that paradigm shift that has caused a lot of our success and just good feelings about our jobs.
How professors and researchers can work with universities to better promote their work
Faculty are busy, there are only so many hours in the day
Jennifer: Thanks for sharing that.
Now, I wanted to ask for the professors and researchers out there, what are some ways in which you as a marketing department have collaborated with them to tell their stories?
RJ: You know, I think, I would say first off, and I know many HigherEd marketers can relate to this. There is a perception in a well-founded perception that faculty generally are too busy to participate in marketing efforts. To an extent that is true. And there’s nothing wrong with that because they’re doing their jobs, right? We only have so many hours in the day.
Part of our goal is we want to celebrate our faculty as much as we celebrate the outcomes and career goals of our students. Fortunately, we have very proactive, productive faculty that are doing world changing work. And they understand the value of marketing that, and they work with us to do that. But it doesn’t mean it’s easy,
It’s not often easy to work with your faculty, to get what you need from them.
Build your reputation within the community, faculty, and student body
If you’re a faculty member and you open yourself up to being promoted, the work that you’re doing, you want it to be signal boosted, because that builds your reputation in your
Community
Faculty
Student body
Be open to letting us help you signal boost your work.
We can do some amazing and creative things if you just give us the time of day. Give us a couple hours every week and we will work our asses off for you.
Collaborating with marketing and communication teams takes reciprocal respect
It’s reciprocal and it’s a reciprocal respect and understanding that in order for collaboration to be successful for all stakeholders and all beneficiaries, you gotta put the time in.
And we have a lot of faculty that are writing books, we just won an $800,000 grant from one of our marketing faculty won this massive grant. We wanna put that out into the world, so, let us help you.
If you’re a faculty person, and you’re wondering how to get promoted, work with us. Respect our work. Respect our capabilities. You don’t have to do it alone. We champion our entire community.
I think that is the best way to do it.
And don’t be afraid to shout your accolades from the roof. It’s okay!
Our students want professors that are doing amazing work.
When I was a tenure track, and even still to this day is on the faculty side, I always show real world practical work that I’m doing because it contextualizes the professional experience for my students: “Oh, wow, he’s still doing something. That’s awesome I can learn from him because he’s still in play.”
Let us in, we’ll tell your story and that will create ripple effects all through our marketing.
Learn a secret to getting better students for the classes you teach
There’s also another basic sort of formula here: The more you help us promote you, the better the students you’ll get.
Every faculty person wants better students, every single one. It makes the teaching experience more enriching for them and for us. We don’t necessarily like having to go through the lecture, here’s the homework assignment, go on your merry way. We don’t wanna go through the motions, if we don’t have to. We have a profound amount of knowledge to share.
If we have better students, they’re gonna be more engaged and more interested in learning those little details, those anecdotes from practice or whatever.
It makes faculty feel good about their job and about the work that they do. So, I think that that is an operative sort of thing to think about.
Avoid going through your dean or department chair
Also consider the opposite, you don’t participate, you ignore us. That makes our lives a lot more difficult because we’ve got to track you down. If you don’t respond to us, then we have to talk to the chair or the dean. Then the dean and the chair come down on you. No faculty person really ever wants to talk to their chair or dean. I kid, I kid. But it’s true. It doesn’t have to come to that.
So just work with us and we will do what we can 100%.
Jennifer: I think that’s such an important sentiment. It’s gonna take work on both sides.
You guys have so much expertise, you’re hoping to share with the faculty who wanna promote themselves and promote their research,
I think that’s wonderful. But it sounds like maybe faculty really don’t know what to expect, they don’t know what the potential is for themselves.
So, there are ways for you to celebrate them, but the faculty need to be more open about it in order for you to even be aware of each other.
RJ: So, on that note, one tactic that I’ve taken recently is I’ve added all 125 of our faculty to LinkedIn. I track their profiles because they’re more prone to update their LinkedIn and self-promote versus telling us.
As soon as I see something, it’s going over here, and then I just traffic control the content. And that actually brings in another point where…
Marketing and communication teams what to make it as easy for professors as possible
Hey, faculty, we wanna work with you as much as possible, but guess what? We wanna make the process as easy for you as possible.
If we need you to record a video, we’re gonna script the whole thing, put it on a teleprompter. You come in, spend 10 minutes with us, read it and you’re out.
You have to go teach their classes and depending on your institution and mine, rankings are extremely important. We need our faculty in the classroom, teaching our students well so our rankings go up, so our student body becomes more enriched and we pull in better prospects and everybody wins.
Jennifer: So if faculty are more open about their accomplishments with their marketing teams and more willing to put in some effort, in order to help those marketing teams promote their work, then it can make a big difference for everyone.
The faculty can get better students, the student body can hear more awesome news about their faculty, and it can really reach a larger audience. I see lots of HigherEd posts about professors, about scientists and researchers, being shared with much wider audiences than just the community. It can reach people around the world. So, this is great.
Your university would love if you join Twitter or other social media platforms
RJ: And you know the next step to that is, they see the results and then they decide to be proactive and really participate.
If I could have 125 different Twitter accounts for every single faculty member and they were off and running and doing really well with it, awesome. Oh my God, the marketing ecosystem that would be working with would be profound and huge. And yeah, It would probably be stressful as hell, but we would have 125 of our biggest advocates out there in the world telling other people how good our programs are. You know, and that’s good branding.
But they’re researchers. By virtue of the description of their positions, they’ve gotta be researching. They’ve gotta be teaching and writing grants, and that’s what they do.
Social media doesn’t have to take all of your time. Just a little bit of practice talking about yourself, maybe talking about your research and sharing it publicly is going to make a big difference for you.
“Eventually I hit a wall…this has all been done before,” and persevering through that feeling
Jennifer: RJ, I’m so glad we’ve had all of these conversations. We’ve talked about your work as a director of marketing, we’ve talked about Plus Public, your business. We talked about CommCentered. We talked about what it’s like to be a faculty member at the same time.
Is there anything else that you’d like to share or chat about before we wrap up?
RJ: I’m all over the place with my interests, but they are mostly HigherEd specific. And I walk on both sides of that HigherEd dividing line.
I’m on the staff side and I’m on the faculty. It’s the best place to be as a marketer because it lets me understand what my audiences want. It’s a very organic transition of data and learning. My marketing savvy helps me teach better, because it’s vocal, it’s public speaking, it’s presentation of my PowerPoints and other things.
On the opposite side, I’m learning how to better communicate with my students, but also prospective students, so they they’re mutually beneficial.
With my HigherEd research on CommCentered, now I’m getting some of that research on the faculty side that I can apply to the staff side.
One thing that I’ve been struggling with that I wanted to share was, and maybe some of the faculty listening can understand that. I often say when the muse speaks, listen. It may not always make sense. It may not always be compatible.
I often have these moments where I’ve just got, the gears are turning in my head, it just randomly clicks on and I just start writing ideas down. Like last Saturday, it was a birthday party for one of my daughter’s friends. I was sitting in a Chuck E. Cheese and I’m at a table by myself with a notebook, like a super nerd and ignoring everyone else and I’m writing down pages of notes, just things that are firing through my head. My energy is like, “oh my God, this is so awesome. I think I can do this.”
Then I eventually hit a wall and like, I look at my notes and I’m just thinking like, this has all been done before.
So if you’re out there and like, you feel like you have this energy to like write a book or a series of books or contribute to the knowledge base in a big way, you actually can and you should.
Don’t be afraid of imposter syndrome or that you feel like everything that has been said or done, can be said or done, has already been said or done.
One of the things that I did was, I reached out to a few people and I said, I’ve got this energy, I know what I wanna say and how to say it, but I don’t quite know the format. Alexa Heinrich, our friend in HigherEdSocial, she said, “Everything that can be said or done in accessibility has been said and done.” The difference is her perspective on it. And she recognized that upfront. Learn about making your social media posts more accessible on Alexa’s website.
That was for me really hard to swallow, to accept, because I come from this faculty academic side where original thought is highly coveted and valued, and I just couldn’t quite get there for whatever reason, confidence issues, self-esteem. I just didn’t have a good mentor to help me guide through this process. And Alexa just, she nailed it.
I was feeling really down on CommCentered, because I hadn’t blogged in a while.
And then I talked to Amy Jauman, who’s the Chief Education Officer for the National Institute for Social Media. Who wrote quite literally a book, this thick on social media. And I said, how did you get to that point? She basically said, “oh, I just sat down at the computer and started writing.”
And I’m like screw you, get out of here. I don’t wanna hear it, I don’t wanna hear it.
But she gave me some really great advice, and then I started to turn the gears a little bit and I’m like, okay, CommCentered should be what it already is. It’s a website. It’s active. It’s an archive. It’s the only inventory of HigherEd logos on the internet.
I’ve already checked the boxes, but because of some lack of objectivity or lack of confidence or something, I feel, I felt like it wasn’t original. And sure enough it is.
It’s one of the reasons why you and I connected and we keep circling this conversation.
As I’m starting to get my confidence back…And if, again, if you’re an academic researcher and you hit that wall where you think no one’s gonna care, this is why you have to stay the course and continue on.
Randomly, I got an email from a journalist at the Australian equivalent of The Chronicle of Higher Education. He’s like, ‘Hey, I came across CommCentered, and it is absolutely stunning. No one else, I’ve never seen anyone do anything like this, period.”
All of a sudden my soul left my body and all of the energy that I took from the universe came right back into my body and I started writing those blog posts.
The other parts of his message was, I wanna have you speak on these topics at Australia’s biggest HigherEd conference. And I wanna have you be a panelist. I wanna learn more about that work. So we got the ball rolling. But that’s not where it ends.
Where it ends is to present day where, I looked at his website and all of the articles and I’m thinking, the Marketing and Communications sector of higher education is gigantic. There are over 9,000 universities globally. But there’s no centralized knowledge base for those people.
So now I’m looking at all right, well, CommCentered was just a champion for the work. CommCentered 2.0, can be something else entirely.
What that is just yet, I don’t know, but it could be big on that scale.
So, stay the course, researchers, what you’re doing absolutely has value.
Jennifer: Ah, thank you so much, RJ. I have loved this conversation. Thank you so much for joining me today.
RJ Thompson, MFA is an award-winning marketing and design professional. He is Director of Digital Marketing at the Joseph M. Katz Graduate School of Business and College of Business Administration at the University of Pittsburgh.
Before joining Pitt, RJ was a tenured Assistant Professor of Graphic + Interactive Design in the Department of Art at Youngstown State University. Previous to Youngstown State, RJ taught at Carnegie Mellon University, La Roche University, and Edinboro University of Pennsylvania. Continuing his career in education, RJ has been an Adjunct Professor of Graphic & Interactive Design at Point Park University since 2019 where he was responsible for writing and teaching the interactive design curriculum. In 2020, he began teaching at the Community College of Allegheny County.
Outside of marketing, design, and teaching, RJ is also the Co-Principal and Creative Strategist for +Public, a Pennsylvania-based social enterprise that focuses on cultivating community and economic development impact through the creation of branded communication platforms, creative place-making, and storytelling initiatives for communities-in-revival.
Throughout his career, RJ has received many accolades for his creative works: In 2015, he was one of several recipients of the National Endowment for the Arts “Our Town” grant, valued at $100,000, for the INPLACE (“Innovative Plan for Leveraging Arts & Community Engagement”) project. In 2017, RJ received a “Best of Marketing Award” from the Ohio Economic Development Association for his efforts in rebranding the City of Youngstown, Ohio. In 2018, RJ was accepted into the prestigious Cohort 2 of the National Arts Marketing Project, a program supported by Americans for the Arts and the Pennsylvania Council on the Arts. In 2019, RJ also received a scholarship to join the National Arts Strategies Executive Program in Arts & Culture Strategy through the School of Public Policy at the University of Pennsylvania.
In 2019, RJ was honored with the Ohio Governors Award in the Arts in Community Development, the state of Ohio’s highest recognition in the arts sector. Recently, RJ was the recipient of a certification scholarship from the National Institute for Social Media and received accolades from GDUSA and the University & College Designers Association for “Pitt Business Backstory” and “Business.Pitt.Edu” websites. RJ is presently a board member of the Pittsburgh chapter of the American Marketing Association.
When I was a college student, there were times when I skipped out on buying a required textbook for a course. Finances were always tight, so I tried to balance my checkbook with buying actual books. Even then, textbooks weren’t cheap. Today, students are paying more and more for their higher education experience. If a university can find ways to make attending college more affordable, accessible, and “high-tech/high-touchâ€, well, it’s not really an option, it’s a necessity.
Today’s technology makes it easy to distill course materials into digital formats and enhances them as a result. Colleges and universities are quickly shifting from books to bytes to improve the student experience and boost course outcomes.
Here are 10 reasons why your university should go digital with its course materials:
Affordability: This may seem like an obvious reason to move to digital delivery of course materials. Students will end up paying less for digital course materials. From production to shipping, textbooks require a lot of costly infrastructure. Digital materials eliminate these costs and pass the savings on to students.
A better experience for students with disabilities. Unlike print books, modern eTextbooks can be accessible “out of the box.â€Â When eTextbooks include features such alternative text descriptions of visuals and content that can be used with assistive technology, students can start reading right away, without waiting for a disability services department to create a file.
Learning Analytics and Digital Integration: Can you remember when a physical book connected to a digital learning system? It’s just not possible. However, with digital course materials, integration with the campus LMS/VLE is possible. Plus, with learning analytics built in, digital materials can help support at-risk learners who may need additional assistance.
Recruitment: Digital course materials might not seem like they give universities a recruitment edge, but in an increasingly competitive enrollment landscape, everything helps. Students seek modern solutions for their educational experience. For bring-your-own-device (BYOD) campuses and institutions that provide technology platforms for students, digital course materials hit the sweet spot. They create more affordances for student success and showcase a university experience that is effectively using the latest technologies.
Multi-Platform Capability: The ability to view course materials on a variety of devices represents a huge advantage for digital course materials. If a student needs to read a chapter while on the go, odds are, they will be able to access it on whichever device they have with them. Also, it’s a good bet that no one misses having a backpack filled with textbooks.
Seamless Group Work: University campuses are filled with versatile seating and project workspaces. You can’t project a textbook onto a large screen, but you can with digital course content. It’s simply a matter of either plugging in or wirelessly beaming content to a screen. It makes group work and collaboration a much easier task.Â
Always Current: Have you ever tried to update a textbook? Editions come and go, each one costing more than the last. With digital course materials, content is as up to date as possible and it doesn’t cost students more for this “always current†content. Who wants a used book when you can have a new digital version?Â
Instant Access: No longer do students have to search for the lowest price option or wait until after term starts. Instant access to digital materials, through programs such as Pearson Inclusive Access and others, ensures all students are ready to learn on the first day of class, not the third week. It’s as easy as logging into the university system, selecting the appropriate course, and downloading the material to a compatible device.
Interactivity: Textbooks have been surpassed in form, function, and capability. Digital course materials allow authors the opportunity to embed audio and video into their work. This makes for a much more interactive and “real†experience for students.Â
Retention: Anything that a college or university can do to assist students with their academic success is a good thing. Digital course materials aid and enhance an institution’s ability to improve their overall retention rates and bolster student success with all of the supportive elements in this list.Â
What would you add to this list?
Digital course materials are not the future for higher education; they’re the present. It’s only a matter of time before your institution goes digital for student success.
This post was sponsored by Pearson as part of a higher education influencers collaboration.
The following is an excerpt from Chris Douce’s review of my keynote “How digital engagement enhances the student experience†presented at the Higher Education Academy’s HEA 2017 Annual conference: Generation TEF.
I’ve noted that Eric said that there are social media skeptics and that social media is a subject that can be polarising. There was the suggestion that social media is all about learning, and the learning doesn’t stop when students leave the classroom. A point I noted was ‘life-long learning should be at the heart of the experience’; this is especially interesting since the life-long learning agenda within my own institution has been fundamentally impoverished due to government increases of tuition fees. It is now harder to study for an entirely different qualification, or to study a module or two with the intention of developing skills that are important in the workplace.
We were presented with a series of questions. One of them was: can social media be used for critical thinking? Perhaps it can. Information literacy is an important and necessary skill when we are faced with working out what news is fake, and what news isn’t. Other questions were: how do we use social media to build communities? Also, how do we connect to others when there’s one of ‘you’ and lots of ‘them’? In answer to ‘how’ you ‘do’ engagement through social media, I remembered that one of my colleagues, Andrew Smith gave a talk entitled ‘how our classroom has escaped’ at The Open University about how to use some social media tools (specifically Twitter) to reach out to computer networking students.
Another broad question was about digital literacy and capability. This immediately relates to another question: is there a benchmark for digital capabilities? A challenge about this perspective is one that Eric mentioned, which is: different people use social media in different ways. Another question was: how about addressing the subject of social media in staff appraisals?
A theme that appears regularly is that of employability. Perhaps lecturers should be ‘role modeling’ to students about how to use social media, since these can and do have implications for employability. Social media can be used to engage students as they become acclimatised to working within a particular institution, helping them through their first few weeks of study.
As Eric was speaking, I had my own thoughts: one way to see social media is a beginning point for further engagement with students; it can be used to expose issues and debates; it should, of course, be a beginning point and not be an end in itself. There are other issues: what are the motivations and incentives for the use of social media amongst different communities?
