Tag: Ideas

  • Ideas for Relationship-Building as Resistance (opinion)

    Ideas for Relationship-Building as Resistance (opinion)

    As Subini Annamma and David Stovall write in their February piece, “Standing Up to the New Segregationists,” “When universities stay silent or indicate their willingness to comply with executive orders that seek to dehumanize anyone who is not white, male and cisgender, they are sending a message.”

    We would argue that all of us in the system of higher education, on individual and collective levels, are sending messages with our action or nonaction at this moment. The past few months have been a period of chaos marked by rapid-fire executive orders, threats to college and university funding, and presidential edicts that undermine higher education’s fundamental values. The whiplash of ongoing executive actions and their judicial reversals is overwhelming, and the ground keeps shaking under our feet.

    Consistent with a traumatic experience (when events occur faster than our ability to cope), some of us may be experiencing a kind of trauma response, an instinctive response to a perceived threat. Most of us have heard about fight-or-flight modes, but it seems to be fawn and freeze responses that are playing out at many institutions across the country. The fawning response in higher education manifested in the form of anticipatory compliance in the face of threats to colleges’ federal funding. Diversity, equity and inclusion offices were jettisoned within a blink of an eye.

    We also are seeing some of our colleagues struggling with the task of revising position descriptions and scrubbing institutional websites, all while trying to support their colleagues who are most at risk. And there are many of us who don’t know what to do; feeling unsettled and fearful, we are just trying to make it through each day.

    Despite what is happening around us, we have to continue to attend to our work—to do all of the things that keep the institution running, to be in relationship with our colleagues and to be in classroom spaces with our students. We may be asking ourselves how we can show up in a meaningful way when our world is on fire, or how we can move forward when we feel so powerless.

    But if we do nothing, what does that say about our commitment to the essential promises of education—to the free exchange of ideas and academic freedom, to a belief in science and innovation, and, most especially, to our commitment to access, diversity and equity, which we know enhances the learning experience for everyone? Are these not the things that drew us to education in the first place?

    This moment is calling us back to our essential purposes—the deep relationships with students, the excitement of new ideas bubbling up and the sense of freedom that comes from the creation of knowledge in the context of community. It is time for us to get to work, to reclaim our spaces, to take a stand. We cannot wait for someone else to save us: We must save ourselves. And we do so through deep relationships within the context of community. As we have learned from bell hooks, Audre Lorde, Paulo Freire and Kimberlé Crenshaw, relationships will be our resistance.

    Relationships are not just the touchy-feely outcome of safe learning spaces: They are the foundation. And what better action can we take to protect ourselves and our communities from harm than by strengthening our foundation for this moment and what lies ahead? Fortunately for us all, whether you are an educator or institutional leader who has always prioritized relationships or one who is looking to strengthen your community as the ground beneath higher education rumbles and shakes, relatively small efforts (which is perhaps all we can muster) can reap far-reaching benefits.

    There are a myriad of brilliant ways to foster belonging, structure brave dialogue spaces and listen deeply to others, indeed, many more than we could possibly incorporate here. What we offer are some practical ways to grow and maintain an ethic of care and relational accountability. We hope this inspires simple ways for you to gather with others or maybe gives you permission to explore your own ideas for slowing down to the speed of relationship-building. What we share here are not new ideas, but they may have been forgotten.

    The offerings below span many cultures and have been practiced in one form or another by communities over time in response to oppressive regimes across the globe. We just have to recall the wisdom of our ancestors and employ some of their communal resistance strategies. They made sense of the world, grieved, resisted and found joy. So, too, must we.

    Notice and Name It

    “I believe we have a responsibility to create ways of understanding political and historical realities that will create possibilities for change. I think that this is our role, to develop ways of working through which, little by little, the oppressed can unveil their reality.” —Paulo Freire

    We can’t pretend that what is happening in the world doesn’t impact us, our students or their learning. Perceived and real threats of harm impede learning and development. In noticing and naming what is happening, we give ourselves and our students a means of coming to terms with it. When we name the fears and acknowledge uncertainty, we release a bit of the tension and welcome participants in all their experiences. This could involve a facilitator-led nod to the political climate, musings from the group of what they are holding in their minds, a meditative moment or a two-minute journaling activity in which students reflect on what they need to let go of in order to be present for the work ahead in class. These techniques can be just as helpful in meetings and other convenings of staff and faculty.

    In location-diverse, online environments, where you can expect a wide range of pressing matters, feel free to use or adapt this Acknowledgment Statement developed by emareena danielles and Deborah Kronenberg for a PODlive series on facilitation.

    Play: A Shortcut to Joy and Laughter

    Play and laughter are part of our ancestral languages, of our somatic ways of being. They exist across every culture to fuel us, nourish us and allow us to be more fully human. When was the last time you used your body or voice or language in a new way? How can you make space for a moment of play at the start of any group work or class, faculty development workshop, or community meeting? As easy as making a sound and movement, drawing with your nondominant hand, appropriating a childhood game toward a collective goal, or engaging in gibberish conversations, the small, silly risk will lead to a room (virtual or otherwise) of laughter.

    The collective release of emotion through play creates a community poised to dig into the work with joy and openness and gives us a reference point of when we took a risk, went with the flow and practiced resilience. For a great resource, Moving Beyond Icebreakers by Stanley Pollack with Mary Fusoni not only has a plethora of games to try but teaches facilitators how to use the games as metaphors for the work ahead. You may also want to check out Professors at Play for a more in-depth discourse.

    Tell Stories

    “We tell stories because we are human. But we are also made more human because we tell stories. When we do this, we tap into an ancient power that makes us, and the world, more of who we are: a single race looking for reasons, searching for purpose, seeking to find ourselves.” —Amanda Gorman

    Storytelling is a tradition that transcends cultures and communities and helps us make meaning of experiences. Nothing creates a connection between two people quite like sharing real stories from their own experiences and making meaning of the ideas together. A brief pair storytelling activity or a full Story Circle process holistically engages us all, pulling more of ourselves into the room. Stories activate our deep listening capacity, build authentic connections and remind us of why we are here in this moment, doing this work.

    Gather Together

    “I have seen, over and over, the connection between tuning into what brings aliveness into our systems and being able to access personal, relational and communal power.” —adrienne maree brown, Pleasure Activism

    When we are exhausted and overwhelmed, it is easy to isolate. But as the news headlines continue to keep us in a state of constant upset and tension, we can choose to pull away from our individual screens as a means of resistance, as a conscious choice to be our full selves and band together with others. Whether through synchronized movie nights, local stitching circles or open mikes, coming together builds our relationships and positively impacts our communities’ efficacy. At College Unbound, students, faculty and staff kick off our in-person classes by breaking bread together to settle into our beautiful community before the academics begin. Gather however and whenever you can and know you are generating power by doing so.

    Self-Care

    As facilitators of relationships, of learning, of change-makers, we also have to care for ourselves. Here, we are not talking about indulging oneself with the luxury of a spa day. We are talking about the radical practice of taking care, slowing down and saying no to productivity as an indicator of self-worth. We can also care for ourselves through connection with peers both within and outside the field of education. We can prioritize our own joy, however that comes, and know that our rest is resistance, too (check out Tricia Hersey’s work).

    Resistance is needed now and mercifully comes in many forms. It might show up in marches and protests, but it can also be found in discovering what is within our locus of control and reclaiming our own agency. Our facilitation of spaces that build a sense of agency for students, staff and ourselves in solidarity can grow power.

    The antidote to oppression can be found in these glimpses of liberation, in spaces where we are unafraid and can imagine a more just world. In this context, we also build up our reserves for the journey toward the future we seek to manifest.

    If we can take a moment away from the chatter and from the bombardment of headlines meant to cause chaos, we can tap into our collective histories and remember: We know how to do this. Let’s recognize all the work we are already doing, the embedded relationship-building that has sustained us until now. And let’s continue to do the work that brought us to these educational spaces. The relational work we foster is the bedrock for the world we need to create together.

    Sylvia C. Spears is serving as provost and Distinguished Professor of Education, Equity and Social Justice at College Unbound, a small, private degree-completion college focused on adult learners.

    Deborah Kronenberg is an educator, consultant and public speaker who approaches communities of learning with creative, interdisciplinary, relationship-centric leadership in faculty and administrative roles in the greater Boston area.

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  • Top 10 Private School Marketing Ideas

    Top 10 Private School Marketing Ideas

    Reading Time: 10 minutes

    Are you an administrator or marketer at a small private school? If so, you likely face unique challenges in growing your school community. Unlike large institutions with extensive resources, your budget may be more limited, and your brand may not have the same level of recognition. Yet, your school likely offers something invaluable: a personalized, high-quality educational experience that deserves greater visibility. Your marketing strategy should spotlight the unique selling points that differentiate your private school from other institutions. 

    How do you market a small private school? Traditional outbound marketing methods, such as print ads and direct mail, are costly and less effective in today’s digital market. Instead, try inbound marketing,  a group of strategies that offer a cost-efficient and impactful way to attract, engage, and retain families interested in your school. Keep reading to explore ten effective private school marketing ideas that will grow your community.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    What Is Inbound Marketing and Why Is It Ideal for Private Schools Like Yours?

    Inbound marketing is a strategy that focuses on attracting prospective families to your school through valuable content, SEO, social media engagement, and other digital efforts. Instead of pushing advertisements onto audiences who may not be interested, inbound marketing creates meaningful connections with families actively looking for the right educational institution.

    If you’re wondering how to market a new private school using inbound strategies, remember that the key is to build trust and provide the right information at the right time. Parents today research extensively before choosing a school for their children. Though many outbound strategies remain relevant today, namely to increase visibility, offer useful content, address concerns, and showcase your school’s strengths. Inbound marketing can position your institution as the best choice. Now, let’s explore specific ways that you can grow your private school community.

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    Source: HEM

    10 Proven Inbound Marketing Strategies for Private Schools

    Incorporating these tactics into your marketing strategy can reach your target audience, create relationships by providing value, and incite desired action. An effective private school marketing campaign combines several, if not all, of the techniques discussed below. If any are missing from your current plan, now’s the time to start implementing them! 

    1. Create a High-Quality, SEO-Optimized Website

    Your website is the foundation of your school marketing strategy. It must be visually appealing, easy to navigate, and optimized for search engines. Parents should find essential information, such as tuition, curriculum, testimonials, and admissions requirements quickly and effortlessly. A well-structured website should include dedicated pages for admissions, academic programs, extracurricular activities, and student life. 

    Ensuring mobile responsiveness and fast load speeds will improve user experience and increase engagement. Incorporating multilingual and culturally adapted content can expand your reach, particularly if you’re targeting international students. Regularly updating your website with blog posts, news, and event details ensures prospective parents see a dynamic, engaged school community.

    Example: Are you trying to expand your private school community beyond borders? If so, you’ll want to borrow this effective SEO technique from Crimson Global Academy. Below, you’ll see that they’ve tailored their site content to different countries and used subdirectories in their URLs.

    Using sub-directories (/uk/, /ca/) signals to search engines that the content is tailored for a specific region. Google prioritizes localized content in search results, meaning parents and students searching for private schools in their home country are more likely to find your institution.

    The benefits of this SEO strategy are far-reaching. They include broadened international reach, higher performance in multilingual searches, and higher click-through rates due to relevance.

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    Source: Crimson Global Academy

    2. Develop Engaging Blog Content

    A well-crafted blog is a valuable resource for current and prospective families, positioning your school as a thought leader in education. By publishing informative and engaging content, you can address parents’ most pressing concerns, showcase student success stories, and highlight what makes your school unique.

    For example, you can write about how to help children transition to a new school successfully by offering expert advice and real-life experiences from parents and students. Another great topic is discussing the benefits of small class sizes and how they enhance student learning, highlighting the personalized attention and academic advantages your school provides. 

    You can also explore how your school’s curriculum prepares students for future success in higher education and beyond, showcasing testimonials from alumni who have excelled. Additionally, sharing success stories from students and faculty can illustrate the positive impact of your educational programs. 

    Finally, providing a step-by-step guide for parents navigating the private school admissions process can ease their concerns and position your school as a supportive and transparent institution. Consistently publishing high-quality blog posts improves search engine rankings, making your school more visible to families searching for private education options.

    Example: The Great Lakes College of Toronto publishes blogs relevant to their prospects – students from all over the world interested in attending prestigious Canadian universities. With their target audience in mind, GLCT creates content that provides value. For example, learning tips for ESL learners, how to prepare for Canadian universities, and much more. Make sure your blog content aligns with your site visitors’ needs and provides valuable information.

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    Source: Great Lakes College of Toronto

    3. Leverage Social Media Marketing

    Social media platforms like Facebook, Instagram, and LinkedIn are powerful tools for building community and engagement. Your school can foster stronger connections with prospective and current families by posting student achievements, behind-the-scenes content, and faculty highlights.

    Live Q&A sessions can address frequently asked questions about your school’s programs and admission process. Hosting interactive polls, student takeovers, and parent testimonials can increase engagement and trust.

    Additionally, investing in paid social media advertising can expand your school’s reach to target families actively searching for private school options. Schools can also create private Facebook groups for prospective and current parents, providing a space for questions and engagement.

    Example: This Instagram post from CLS West Covina highlights the strength of the school community. In addition to academic excellence, your private school should highlight other features of the student experience that contribute positively to learning, such as extracurricular activities, a nurturing environment, community involvement, global awareness, and more. Social media remains the perfect stage for your school’s unique selling points.

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    Source: CLS West Covina | Instagram

    4. Implement a Lead Nurturing Email Campaign

    Once a prospective family expresses interest, it’s essential to maintain communication through well-crafted email campaigns. Personalized drip campaigns can guide them through enrolling, providing timely information about your school, key deadlines, and success stories from current students. 

    Automated email sequences can include welcome emails, event reminders for open houses, and curriculum overviews. A segmented approach, where emails are tailored to different stages of the admission journey, can significantly improve conversion rates. Sending personalized content based on user interaction, such as downloadable brochures, testimonials, and exclusive invitations, keeps families engaged throughout the decision-making process.

    5. Use Video Marketing to Showcase Your School’s Culture

    Video content is one of the most effective ways to give prospective families an immersive experience of your school. Creating high-quality video tours, faculty introductions, and student testimonials can provide a dynamic look into daily life at your institution. Highlighting classroom environments, extracurricular activities, and real-world student experiences can create an emotional connection with families. 

    Short-form videos on platforms like Instagram Reels and TikTok can help boost engagement among younger audiences, while long-form content on YouTube and your website can provide in-depth insights. Hosting live virtual tours where prospective families can ask real-time questions enhances engagement.

    6. Optimize Your Google My Business Profile

    Many parents start their search for private schools on Google. A fully optimized Google My Business profile ensures your school appears in local search results with accurate contact details, reviews, and images. Encouraging satisfied parents to leave positive reviews can significantly enhance your school’s online reputation.

    Regularly updating your profile with recent photos, upcoming events, and engaging posts can make your school stand out among competitors. Answering common parent inquiries directly on your profile, such as tuition costs and curriculum highlights, helps streamline decision-making. Additionally, responding promptly to positive and negative reviews demonstrates strong community engagement and builds trust with prospective families.

    Example: This is what your private school looks like in search results when you optimize your Google My Business account. This essential feature provides an easily digestible snapshot of your institution, presents a professional image to web users, and makes it much easier for your target audience to find you.

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    Source: Groton School | Google

    7. Host Virtual and In-Person Open Houses

    In today’s digital landscape, virtual open houses offer a convenient way for parents to learn about your school from anywhere. In-person tours and interactive virtual sessions cater to a broader audience while answering common questions in real time.

    A well-structured open house should include live presentations from school leaders, faculty members, and current students who can share their experiences. Offering breakout sessions for different grade levels or programs allows parents to focus on the most relevant aspects of your school. 

    Additionally, incorporating Q&A panels, video tours of classrooms and facilities, and even virtual meet-and-greet opportunities with teachers can help prospective families get a more personal feel for your school’s community. Recording these sessions and making them available on your website also ensures that families who couldn’t attend live still have access to the information.

    Example: Queen Anne’s School makes it a priority to offer prospects a positive first impression through in-person “Open Morning” events and a virtual tour to showcase their beautiful campus. They also offer personal tours, group tours on site, taster days, and taster boarder experiences to accommodate every prospect’s preferences. Wow future students and their families by giving them a taste of your unique student life experience.

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    Source: Queen Anne’s School

    8. Invest in Paid Digital Advertising

    While organic traffic is essential, strategic paid advertising can help small private schools reach highly targeted audiences. Google Ads and Facebook Ads can be optimized to reach families searching for private school options in your area.

    Displaying retargeting ads to parents who previously visited your website can help keep your school top-of-mind. Running A/B tests on ad creatives and messaging can improve ad performance and maximize return on investment.

    9. Create Downloadable Resources to Capture LEADS

    Providing valuable downloadable resources, like e-books, checklists, and guides, can encourage prospective families to share their contact information. For instance, a downloadable guide on “Choosing the Right Private School for Your Child” can position your institution as an industry expert while generating qualified leads. Interactive tools, such as school comparison charts and tuition calculators, can further engage visitors and increase conversion rates.

    To maximize the effectiveness of downloadable resources, schools should ensure that these materials are highly relevant, visually appealing, and easy to understand. Including real-world examples, student success stories, or insights from school faculty can add credibility and value. 

    Additionally, placing lead capture forms strategically throughout the website, such as on admissions pages, blog posts, and program descriptions, can encourage more sign-ups. Schools can also create exclusive content for different stages of the enrollment journey, such as a “First-Time Parent’s Guide to Private School Admissions” or a “Step-by-Step Checklist for Enrollment Success,” providing tailored resources that guide families through the decision-making process. Regularly updating these materials ensures they remain relevant and aligned with current education trends.

    10. Utilize Retargeting Strategies

    Most parents don’t enroll immediately after visiting your website. Retargeting strategies, such as displaying ads to users who previously visited your site, can help keep your school top-of-mind. This ensures interested families receive gentle reminders to revisit your offerings and complete the application process. Email remarketing campaigns can also re-engage families who started but did not complete an application.

    To enhance retargeting effectiveness, schools should segment their audience based on engagement levels, such as visitors who viewed tuition pages, downloaded an admissions guide, or attended a virtual open house. Personalized messaging, such as an email featuring student testimonials or a special enrollment incentive, can encourage hesitant families to take the next step. 

    Schools can also leverage dynamic display ads that adjust content based on a user’s previous website activity, like showing program-specific ads for those who viewed a particular course or highlighting upcoming admissions deadlines. Schools can effectively nurture leads and increase enrollment conversions using a multi-channel approach, combining retargeting ads with personalized email follow-ups.

    Getting Professional Marketing Support Can Help Your Private School Grow

    Navigating the complexities of digital marketing can be overwhelming, especially for small private schools with limited resources. That’s where expert guidance can make all the difference. 

    At Higher Education Marketing, we specialize in helping educational institutions maximize their online presence through customized inbound marketing strategies. Whether you need assistance with content creation, SEO, social media management, or lead nurturing, our team of education marketing experts ensures that your school effectively reaches its target audience.

    With over 15 years of experience, we understand the nuances of school marketing ideas and tailor our solutions to your institution’s specific needs. Our digital marketing services include:

    • SEO Optimization
    • Paid Advertising Campaigns
    • Social Media Management
    • Website Development
    • Email Marketing Automation

    Start Growing Your Private School Today

    By embracing inbound marketing, your small private school can attract the right families, establish a strong online presence, and build a thriving school community. Whether you’re looking to optimize your digital strategy, refine your content marketing approach, or improve engagement through paid advertising, HEM is here to help. 

    The combination of a strong website, engaging blog content, an active social media presence, and targeted email marketing ensures that your school remains visible and competitive in the evolving field of education.

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Frequently Asked Questions

    Question: How do you market a small private school?

    Answer: Traditional outbound marketing methods, such as print ads and direct mail, are costly and less effective in today’s digital market. Instead, try inbound marketing,  a group of strategies that offer a cost-efficient and impactful way to attract, engage, and retain families interested in your school.

    Question: How to market a new private school?

    Answer: The key is to build trust and provide the right information at the right time. Parents today research extensively before choosing a school for their children. Though many outbound strategies remain relevant today, namely to increase visibility, offer useful content, address concerns, and showcase your school’s strengths. Inbound marketing can position your institution as the best choice.

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  • Ideas for navigating editor-reviewer relationships (opinion)

    Ideas for navigating editor-reviewer relationships (opinion)

    An editor or reviewer can have an outsize impact on the career of a scholar, particularly in the early stages. The stakes can be high for an author. A negative review or edit can set back a research plan by months and harm a scholar’s chances for tenure or promotion. This reality creates a power imbalance between an editor or reviewer and an author that can be abused.

    Graduate schools offer few pointers on how to navigate editor and reviewer relationships. Our goal in this essay is to debunk the process and offer suggestions and observations for editors/reviewers and authors on how to approach the task in a more thoughtful and efficient way.

    Understanding the Reviewer and Editor Roles

    First, it is important to note that while reviewers and editors take part in a similar process—assessing the work of an author—the tasks are different. The editor is rarely an expert in the specific subject of an article and necessarily needs to rely on impartial reviewers to place the work in context. Nevertheless, the editor—and, at times, an editorial board—is the decision-maker in this equation. Having a clear and transparent line of communication between the author and the editor is critical.

    The task of the reviewer is to place the work in its scholarly context and to weigh its merit. Is the work breaking new ground? Is it challenging a long-held interpretation within the academy? Are the sources contemporary and the most relevant? Does the work fit the subject area of the journal or press? Can it be revised to make it suitable for publication?

    It is our strong belief that reviewers need to meet the authors where they are—that is, to understand the goal of the author, determine whether the work is suitable for the journal or press in question and, if so, help them reach the promised land of publication. Simply put: The reviewer should weigh the author’s case against the author’s intent.

    Unfortunately, this does not always happen: It is sometimes the case that reviewers stray from this path and insert suggestions that they would like to see addressed but that are not central to the submitted work. The dreaded “reviewer number 2” has become the bane of many an author’s existence. In this sort of review, the reviewer raises so many questions and objections that an author is left to ponder whether the two are reading the same text. And, it must be said, just as on social media, anonymity can at times lead to incivility. Instead of being helpful, sometimes a reviewer is unkind and cruel.

    The role of the editor is to referee between the goals of the author and the desires of the reviewer. Egos and politics often come into play in this process because reviewers in many cases are colleagues of the editor and contributors to the publication in question. Our experience suggests there are two major types of editors. Authors will need to adjust their approach based on which of these two types best describes their editor:

    • Sympathetic editor: This is the ideal. This editor will work with an author to publish a submission if the research is strong and will allow them to keep their own voice. They do not seek to impose their vision on the book or article. They do not allow their personal politics to influence the decision-making process. They are driven by one central question: Does the author accomplish what they set out to do? This type of editor tries to determine whether a reviewer is acting out of hubris by suggesting tangential and substantial changes or whether they are addressing core issues. On the opposite end of the spectrum, they are alert to the two-paragraph, lackadaisical reviewer who read the work over lunch while answering emails.
    • Visionary editor: It may sound counterintuitive, but an editor with their own vision for someone else’s work can mean frustration and ultimately rejection for an author. This type of editor sees someone else’s work as an opportunity to explore an aspect of a topic that interests them. They impose their own vision on someone else’s work rather than determining whether the author has achieved the goal they set for themselves. This typically takes the form of a lengthy response asking an author to fundamentally rethink their piece. The response contains so many critiques that to adhere to the suggestions would amount to writing a completely different piece of scholarship. This editor also tends to extend and even impede the process almost endlessly.

    As an example, upon the death of Fidel Castro in November 2016, the Latin American historian of this writing duo (Argote-Freyre) was asked by a journal editorial board member to author an article comparing the career of Castro with that of the prior dictator of Cuba, Fulgencio Batista. The resulting piece concluded that the two political figures shared more similarities than differences. The editor, although agreeing to the concept, was unhappy with the conclusions reached by the essay. The editor struck out paragraph after paragraph; a lecture on tone and thesis ensued.

    The editor suggested a piece analyzing the revisionist historiography on Batista—a subject outside the contours of the original assignment and one that would take many months to complete. The author made a rookie mistake in assuming that a member of the editorial board was vested with the authority to make assignments. In retrospect, it seems as if the assignment was foisted upon the working editor, who then wanted to steer the piece in a completely different direction. The author withdrew the piece; the only positive was that only a few months were lost in the process.

    The visionary editor is the type who is never satisfied. They forget that the piece is the author’s, not theirs. Yes, the editor is a gatekeeper for the journal or press, but if it is not a good fit, they should say so and move on. This picky editor sends a revision back to a new third (or fourth) reviewer, who is likely to ask for another, different round of revisions. This is nothing other than moving the goalposts. One of us had this occur with an editor who said, “As you know, we often send articles to several rounds of reviewers.” Well, we did not know, because the journal’s website did not say that. Such a process could go on forever and, to our eyes, makes no sense. The editor should decide on his or her own whether the author has revised sufficiently: It is clear from the reader reports what needed to be done, so just check and see. The editor needs to be decisive.

    At the point a work is about to be sent to an additional set of reviewers, an author needs to withdraw the article or book from consideration. Run as fast as you can in search of another editor and publication. Do not let someone waste your time, especially if your clock is ticking for tenure and promotion.

    How to Make Relationships Work— and When to Walk Away

    The author-editor relationship should be a dance, not a duel. An author is not at the mercy of the process; you are a partner. If you are not clicking with the editor, walk away. A bad first date rarely turns into a good second date. This is particularly true when working on a book project, given the many steps and long timeline involved.

    For a revise-and-resubmit, we suggest strongly that you be professionally assertive. Ask about the review of the resubmission before you do it. If the editor says it will go to new readers, withdraw the piece. This never goes well. Editors should be transparent about the steps involved. It is our experience that some editors are hesitant to divulge their process. If that is the case, the author needs to reassess the integrity of that process.

    Being fully transparent allows you to ask for transparency in return, whether you are an editor or an author. If, as we have experienced, two peer reviews come in that are quite opposed, the editor should get a third before returning to the author. If there are two or three reviews, the editor should synthesize them with a memo attached to the reports. The summary should go something like: “All reviewers agree chapter four needs to be revised with this material, but there is disagreement about chapter six.” There is also nothing wrong with asking the author to make the tough call on a contested point of interpretation. Once again, it is the author’s scholarship, not the editor’s, the journal’s or the press’s.

    For authors: Have a conversation with the editor. If it’s a call, follow up with a written summary. When responding to reader reports, especially when they disagree, say what you will and will not do. Do not say you will revise when you disagree—but don’t be stubborn. Give a little to get what you won’t compromise. If you disagree with a reviewer’s suggestion, say why, and ask the editor for approval not to make a specific change suggested in one of the reader reports. Get that approval. If the editor says the revision will go back to one or both original readers instead of making the final call himself, politely insist that the written exchange between the author and editor be sent along, too.

    It may not always work. Recently, one of us did just what we described and the editor said the plan sounded good, only to have the journal reject the revision. The editorial board said a specific change was not made even though the editor agreed that change would not be necessary. Poor communication and coordination between an editor and an editorial board should not penalize an author.

    Finally, we’d like to briefly weigh in on the argument that professors should reject peer reviewing because it is an unpaid task. If you do not want to do it, don’t—but there are compelling reasons to write responsible peer reviews. First, unpaid labor is not without merit. Even if your tenure and promotion committees might not value the task, that does not mean it is not worthwhile. You’re not paid to volunteer at your local food pantry, but you still do it. Second, people do this for you; it is time to be generous in return. Third, reviewing provides insights into the process for your own work. Peer reviewing keeps you current on trends in the field. Editing and peer reviewing make you a better writer and produce better scholarship. Isn’t that what we all want?

    Frank Argote-Freyre and Christopher M. Bellitto are professors of history at Kean University in Union, N.J., with extensive experience with peer review on both sides of the process. Argote-Freyre, a scholar of Latin American history, serves as a frequent peer reviewer and content editor on various book and article projects. Bellitto, a medievalist, is the series editor of Brill’s Companions to the Christian Tradition and academic editor at large of Paulist Press.

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  • Five-Minute Starts: Fifteen Ideas to Ignite Your Class – Faculty Focus

    Five-Minute Starts: Fifteen Ideas to Ignite Your Class – Faculty Focus

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  • Probabilities of generative AI pale next to individual ideas

    Probabilities of generative AI pale next to individual ideas

    While I was working on the manuscript for More Than Words: How to Think About Writing in the Age of AI, I did a significant amount of experimenting with large language models, spending the most time with ChatGPT (and its various successors) and Claude (in its different flavors).

    I anticipated that over time this experimenting would reveal some genuinely useful application of this technology to my work as a writer.

    In truth, it’s been the opposite, and I think it’s interesting to explore why.

    One factor is that I have become more concerned about what I see as a largely uncritical embrace of generative AI in educational contexts. I am not merely talking about egregiously wrongheaded moves like introducing an AI-powered Anne Frank emulator that has only gracious thoughts toward Nazis, but other examples of instructors and institutions assuming that because the technology is something of a wonder, it must have a positive effect on teaching and learning.

    This has pushed me closer to a resistance mindset, if for no other reason than to provide a counterbalance to those who see AI as an inevitability without considering what’s on the other side. In truth, however, rather than being a full-on resister I’m more in line with Marc Watkins, who believes that we should be seeing AI as “unavoidable” but not “inevitable.” While I think throwing a bear hug around generative AI is beyond foolish, I also do not dismiss the technology’s potential utility in helping students learn.

    (Though, a big open question is what and how we want them to learn these things.)

    Another factor has been that the more I worked with the LLMs, the less I trusted them. Part of this was because I was trying to deploy their capabilities to support me on writing in areas where I have significant background knowledge and I found them consistently steering me wrong in subtle yet meaningful ways. This in turn made me fearful of using them in areas where I do not have the necessary knowledge to police their hallucinations.

    Mostly, though, just about every time I tried to use them in the interests of giving myself a shortcut to a faster outcome, I realized by taking the shortcut I’d missed some important experience along the way.

    As one example, in a section where I argue for the importance of cultivating one’s own taste and sense of aesthetic quality, I intended to use some material from New Yorker staff writer Kyle Chayka’s book Filterworld: How Algorithms Flattened Culture. I’d read and even reviewed the book several months before, so I thought I had a good handle on it, but still, I needed a refresher on what Chayka calls “algorithmic anxiety” and prompted ChatGPT to remind me what Chayka meant by this.

    The summary delivered by ChatGPT was perfectly fine, accurate and nonhallucinatory, but I couldn’t manage to go from the notion I had in my head about Chayka’s idea to something useful on the page via that summary of Chayka’s idea. In the end, I had to go back and reread the material in the book surrounding the concept to kick my brain into gear in a way that allowed me to articulate a thought of my own.

    Something similar happened several other times, and I began to wonder exactly what was up. It’s possible that my writing process is idiosyncratic, but I discovered that to continue to work the problem of saying (hopefully) interesting and insightful things in the book was not a summary of the ideas of others, but the original expression of others as fuel for my thoughts.

    This phenomenon might be related to the nature of how I view writing, which is that writing is a continual process of discovery where I have initial thoughts that bring me to the page, but the act of bringing the idea to the page alters those initial thoughts.

    I tend to think all writing, or all good writing, anyway, operates this way because it is how you will know that you are getting the output of a unique intelligence on the page. The goal is to uncover something I didn’t know for myself, operating under the theory that this will also deliver something fresh for the audience. If the writer hasn’t discovered something for themselves in the process, what’s the point of the whole exercise?

    When I turned to an LLM for a summary and could find no use for it, I came to recognize that I was interacting not with an intelligence, but a probability. Without an interesting human feature to latch onto, I couldn’t find a way to engage my own humanity.

    I accept that others are having different experiences in working alongside large language models, that they find them truly generative (pardon the pun). Still, I wonder what it means to find a spark in generalized probabilities, rather than the singular intelligence.

    I believe I say a lot of interesting and insightful things in More Than Words. I’m also confident I may have some things wrong and, over time, my beliefs will be changed by exposing myself to the responses of others. This is the process of communication and conversation, processes that are not a capacity of large language models given they have no intention working underneath the hood of their algorithm.

    Believing otherwise is to indulge in a delusion. Maybe it’s a helpful delusion, but a delusion nonetheless.

    The capacities of this technology are amazing and increasing all the time, but to me, for my work, they don’t offer all that much of meaning.

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  • 22 ideas for department chair merit badges (opinion)

    22 ideas for department chair merit badges (opinion)

    A running joke with my department chairs, when I was a dean, involved the awarding of merit badges for the accomplishment of a particularly thorny task that the outside world (outside of academia, that is) would not otherwise have known about. Generals rising in the ranks of the military accumulate ribbons. Why shouldn’t there be a similar accumulation of ceremonial badges for accomplishments on the way up the academic leadership ladder?

    The granting of ribbons or merit badges will be ever more important in the AI era, in which leaders cannot simply speak about something but rather demonstrate and present the knowledge physically. As the Boy Scouts Merit Badge Hub states, “If it says ‘show or demonstrate,’ that is what you must do. Just telling about it isn’t enough. The same thing holds true for such words as ‘make,’ ‘list,’ ’in the field,’ and ‘collect,’ ‘identify,’ and ‘label.’”

    For example: Consider details of just two of the 12 areas Scouts must master to earn the Boy Scout Bird Study Merit Badge:

    Demonstrate that you know how to use a bird field guide. Show your counselor that you are able to understand a range map by locating in the book and pointing out the wintering range, the breeding range, and/or the year-round range of one species of each of the following types of birds:

    1. Seabird
    2. Plover
    3. Falcon or hawk
    4. Warbler or vireo
    5. Sparrow

    Observe and be able to identify at least 20 species of wild birds. Prepare a field notebook, making a separate entry for each species, and record the following information from your field observations and other references.

    1. Note the date and time.
    2. Note the location and habitat.
    3. Describe the bird’s main feeding habitat and list two types of food that the bird is likely to eat.
    4. Note whether the bird is a migrant or a summer, winter, or year-round resident of your area.

    When scouts earn a Bird Study merit badge, you will know they know what they’re talking about and feel comfortable with those scouts running a birding outing. You will feel confident putting matters in their hands.

    Wouldn’t this approach be helpful for showing department chair expertise as well?

    The Basic Badges: Survival Skills for New Chairs

    I propose the list below as standard merit badges any department chair should be working toward. Following the Bird Study merit badge model, the specific tasks involved in earning the first badge are listed in detail. Follow this model and logic if you decide to document and award any or all of these badges at your institution.

    Meeting Management Merit Badge (for mastering the art of running efficient faculty meetings while maintaining collegiality and reaching actual decisions)

    1. Show that you are familiar with the terms used to describe meetings by doing the following:
      1. Sketch or trace a meeting room and then label 15 different aspects of a meeting.
      2. Draw up a meeting agenda and label six types of agenda items.
    2. Demonstrate that you know how to properly follow an agenda, use the AV equipment in the room and use the hybrid camera, plus monitor for virtual attendees:
      1. Explain what the Roman numerals mean on an agenda.
      2. Show how to present a PowerPoint to both present and virtual members.
      3. Show how to see, in a timely manner, when a virtual hand is up.
      4. Describe how to bring a latecomer up to speed on an agenda item already discussed.
    3. Demonstrate that you know how to use Robert’s Rules of Order. Show your dean that you are able to understand each chapter in the book, pointing out the debate rules, the tabling-a-motion rules and the majority requirements for each of the following types of votes:
      1. Motion to accept minutes.
      2. Motion to object.
      3. Motion to suspend consideration of an item.
      4. Motion to call the question.
      5. Motion to take up matter previously tabled.
      6. Procedure to select a second when everyone’s hand is up.
    4. Observe and be able to identify at least 20 types of meetings. Prepare a field notebook, making a separate entry for each species of meeting, and record the following information from your field observations and other references:
      1. Note the date and time.
      2. Note the location and room capacity.
      3. Describe each attendee’s main feeding habitat and list two types of food that the attendees are likely to eat.
      4. Note whether the attendee is a tenure-line professor, career-line or part-time/adjunct resident of your department.
    5. Successfully defuse at least three of these common meeting scenarios:
      1. The Filibuster Professor who “just has a quick comment” that turns into a 20-minute monologue.
      2. The Side Conversation Insurgents who start their own parallel meeting.
      3. The “Actually …” Interrupter who must correct every minor detail.
      4. The Passive-Aggressive Email Sender who “just wants to follow up on some concerns.”

    Do you not feel comfortable with any department chair who has earned a Meeting Management merit badge running a meeting? Following are some additional basic badges that one can earn for adept engagement in the everyday and more occasional department chair work.

    Budget Detective Merit Badge (for successfully tracking down and reallocating mysterious fund transfers and finding hidden resources)

    Schedule Tetris Merit Badge (for fitting 47 course sections into 32 available time slots while satisfying everyone’s preferences)

    Diplomatic Relations Merit Badge (for mediating between feuding faculty members without taking sides or losing sanity)

    Paperwork Expedition Merit Badge (for successfully navigating a minor curriculum change through six committees and three levels of administration)

    Assessment Survival Merit Badge (for completing a program review cycle without uttering the phrase “this is meaningless”)

    Email Endurance Merit Badge (for maintaining inbox zero while receiving 200-plus daily messages during registration week)

    Faculty Development Sherpa Merit Badge (for successfully guiding junior faculty through the tenure process wilderness)

    Student Crisis Navigation Merit Badge (for handling everything from grade appeals to mental health emergencies with grace—and documentation)

    Accreditation Archive Merit Badge (for creating and maintaining the sacred assessment documents for the next site visit)

    Interdepartmental Peace Treaty Merit Badge (for negotiating shared resources and cross-listed courses without starting a turf war)

    Conference Room Warrior Merit Badge (for surviving 50 consecutive hours of committee meetings in a single semester while maintaining consciousness)

    The Advanced Badges

    As department chairs move toward the “seasoned category,” akin to Eagle Scouts’ level of capability, these are the advanced merit badges department chairs should be moving toward:

    Everyone Remained Seated Merit Badge (for successfully hosting a controversial speaker event where the Q&A didn’t require campus police, no one stormed out, everyone actually asked questions instead of making speeches, and the dean didn’t have to issue a statement the next day)

    Viewpoint Diversity Navigator Merit Badge (for successfully resolving ideological tensions between the “universities are too woke” faculty member and the “universities aren’t woke enough” faculty member, while keeping both the university counsel office and the campus newspaper uninterested in your department)

    Social Media Firefighter Merit Badge (for managing department communications after a faculty member’s tweet goes viral, while upholding both academic freedom and institutional reputation)

    Soft Landing Merit Badge (for compassionately guiding a struggling graduate student toward alternative career paths while avoiding lawsuits, maintaining departmental reputation for mentoring, preventing faculty infighting about “standards” and ensuring the student leaves with dignity and future options intact)

    Side Hustle Tackler Merit Badge (for successfully filling out outside employment forms for a professor simultaneously consulting for Google, running a resale textbook start-up and offering expert testimony, while ensuring university compliance, managing jealous colleagues and preventing the local newspaper from running a “professors don’t work” exposé)

    Advanced Curriculum Shepherding Merit Badge (for successfully shepherding an interdisciplinary, multimodal, study abroad–required curriculum through 17 different committees without having it transformed into “just add one elective to the existing major”)

    Bonus points for maintaining revolutionary elements like “required internships,” “community-engaged capstone” and “two semesters abroad” through final approval, while fielding questions like “but how will student athletes do this?” and “what exactly do you mean by ‘transdisciplinary’?” and “have you checked with Risk Management?” and “will this impact our parking situation?”

    Fresh Blood Without Bloodshed Merit Badge (for successfully integrating an outside chair into a department that has been “led” by the same three faculty trading the position since 1987; includes surviving the “but that’s not how we do it” phase, the “well, in my day as chair” phase and the “I’ll just CC the dean on this email to help you understand our culture better” phase)

    Special recognition for preventing the emeritus faculty from creating a shadow government in the department’s second-floor conference room.

    The King Has Voluntarily Left the Building Merit Badge (For masterfully orchestrating the graceful exit of a chair who has held the position since before email existed, memorized every bylaw and has an office containing 27 years of irreplaceable paper files organized in a system only they understand; successfully convince them that spending more time on research is a promotion, not a demotion, while ensuring they actually hand over the department credit card and graduate student admissions spreadsheet before leaving)

    Bonus points if the outgoing chair willingly shares the password to the department’s social media accounts and reveals where they’ve been hiding the good coffee maker.

    The “Reply All” Survivor Merit Badge (for maintaining composure during the dreaded accidental reply-all chain that encompasses the entire college)

    And, finally (drum roll) the Ultimate Achievement: The Phoenix Chair Merit Badge (for successfully completing a term as chair and willingly agreeing to serve again)

    This highest honor requires:

    1. Completing all previous merit badges
    2. Still believing in the mission of higher education
    3. Retaining enough optimism to sign up for another term

    Note: This badge has only been awarded twice in recorded higher education history.

    Hollis Robbins is professor of English and former dean of humanities at the University of Utah.


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  • College Recruitment Strategies and Ideas to Boost Enrollment

    College Recruitment Strategies and Ideas to Boost Enrollment

    Student Recruitment Ideas for Better Enrollment Marketing

    College recruitment strategies have undergone a seismic shift in recent years with the rise of an always-on digital audience and the growing accessibility of online programs. Fewer geographical constraints and heightened competition have fueled this realignment, prompting institutions to craft student recruitment strategies that are as dynamic as the students they aim to enroll. 

    In the modern, digital-first landscape of higher education, recruitment season is no longer confined to the traditional August to December window. Students are applying and enrolling year-round, and your institution must constantly assess which strategies are driving results and which are falling flat. 

    By embracing smarter, data-driven marketing tactics, you can stand out in the crowded landscape of online education, uniting students under the shared mission of your institution. 

    The Importance of Student Recruitment Strategies 

    You’ve been working in higher education for over a decade, but recently, student recruitment seems harder. You’re not alone. Prospective students are going in less traditional directions and finding cheaper, faster ways to become qualified for the workforce through modalities such as online certificates and boot camp programs. Inflation isn’t helping either. 

    But through a realignment of strategy to meet digital native consumers, you can meet students where they are and capitalize on projected enrollment growth

    Don’t get scared into sticking with outdated ways of reaching prospective students. Instead, rise to the challenge, get a better understanding of the landscape you’re working with, and refresh your enrollment marketing strategy. 

    3 Student Recruitment Strategies

    We won’t tell you that all traditional marketing strategies are outdated, but we do want to make it crystal clear that students are online. They’re surfing the web on their smartphones and discovering new universities and programs through (mostly mobile) online journeys. If your enrollment strategy isn’t rooted in this reality, you’re at risk of losing more than half of your potential students. 

    1. Meet Them Where They’re At (On Their Phones!)

    With 91% of the U.S. residents owning a smartphone, it’s no surprise prospective students are surfing the web from their mobile devices. In fact, a recent report by Oberlo tells us that over 60% of all internet traffic comes from mobile devices. 

    Most of the time, however, our web developers, brand managers, and marketing professionals are viewing and building websites on their desktop computers. While working from a computer is convenient, it’s imperative that every single UX/UI change made to your university/program website is tested on both desktop and mobile. 

    Don’t lose out on prospects just because you didn’t consider both desktop and mobile website views in your design process. It may seem obvious, but plenty of colleges and universities aren’t considering this important strategic detail. 

    2. Consider Utilizing Paid Media

    Now that you’ve cleaned up your mobile site, you’re ready to start pushing students from other platforms to your program pages through a key college recruitment strategy: paid media. While paid media isn’t the cheapest option, it’s often one of the most effective. Google Ads, LinkedIn, and Facebook provide fairly straightforward ways to spend for clicks. 

    We recommend starting with PPC (pay per click) campaigns to attract prospective students to your site. These campaigns help the most with bringing in entirely new audience members whom you may not have been able to reach through organic efforts. The internet is vast, and it’s not always easy to track down potential candidates without some extra help. 

    After bringing in new prospects from platforms like Google and LinkedIn, your job is to create a journey where they’ll sign up for your newsletter or respond to a survey so you can effectively follow up and make their click worthwhile. It may seem pricey at first, but once the leads start coming in and you’re able to connect with them well after that first click, you’ll see the return on investment. 

    PPC campaigns can also help speed up the process if you’re finding yourself behind on your goals this quarter.

    3. Tap Into Popular Platforms and Their Users

    If paid media feels a bit too far out of reach, some high-growth organic options can help your student recruitment strategy. 

    Use Instagram to Engage With Students

    Most institutions now have a presence on LinkedIn and Facebook, but university marketers may be missing a huge opportunity with Instagram. A recent article from RivalIQ cited higher ed’s impressive average engagement rate of 2.43% on Instagram, compared with the median across all industries of 0.43%. 

    Instagram should be used in a completely different way than Facebook and LinkedIn, which can be deterring for content teams, but clearly prospective students are interested in engaging there. Be sure to connect with them and provide tailored content.

    Harness the Power of Testimonials

    When you hear the words “influencer marketing,” you may think of famous teenagers with millions of followers dancing their hearts out to a 15-second song. While plenty of those influencers are out there, so are users who share their educational journeys, financial tips and tricks, and personal stories about their lives and experiences. 

    With the number of graduates, administrators, and staff members your school has on social media, you’re sure to find some influential users who are willing to share their satisfaction with your program on their channels. It doesn’t require millions of followers either. 

    Nano influencers (influencers with a following between 1K and 10K) are “everyday people” who come across as more authentic and with much more enthusiasm than the players in the big leagues (micro/macro influencers). According to a recent study from Matter Communications, 69% of consumers depend on recommendations from influencers, family members, and friends over information provided by brands. That means two of every three consumers want to read reviews from online personalities they see as trustworthy sources — an amplified version of word-of-mouth marketing.

    Use Short-Form Video to Reach New Audiences

    Short-form video is an important college recruitment strategy for engaging with students. Though the style of content may seem daunting and the editing may seem like a lot of work, recent studies have indicated that Gen Z users prefer TikTok for search over Google — making it an indispensable part of your strategy. 

    Although prospective student demographics look different across universities, your target students are likely on TikTok. And more importantly, they’re using it as a source of information. The hashtag #LearnOnTikTok had over 360 billion views as of 2024, according to The Leap

    Think of the reasons users visit your website — and the questions they have — and use that insight to inform the kinds of content you can provide to educate prospective students. 

    We Can Help Build Your Online College Recruitment Strategies

    The higher-ed landscape is still undergoing unexpected shifts at a faster rate than most of us are ready for. Some days, you might feel like you’ll be playing catch-up for ages, and evolving marketing tactics might make that race feel even harder. It’s a lot to manage a robust omnichannel college recruitment strategy, but you don’t have to do it all internally. 

    At Archer Education, we partner with colleges and universities to create effective messaging that will illuminate your brand’s strengths and unique values to attract and convert high-quality students. Our experts are always in the know, employing tech-enabled, modern enrollment tactics to attract prospective students’ attention, drive engagement, and facilitate action. Don’t overstretch your team members — let us help. Contact us today for more information.

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  • 5 School Advertising Ideas: Top Dos and Don’ts

    5 School Advertising Ideas: Top Dos and Don’ts

    Reading Time: 10 minutes

    Do you need more school advertising ideas? Today, we’re providing you with the inspiration you need. As a marketing agency with over 15 years of experience in educational marketing, we at HEM understand that school administrators and marketers face unique challenges when promoting their institutions. Traditional advertising methods may no longer yield the same results, and creative approaches are necessary to make a lasting impact. 

    Before we get the strategy, it’s important to define our goals. Though every institution has different objectives, generally, school advertising serves a unique purpose. What is the role of advertisement in education? Educational advertisements are crucial in creating awareness and attracting prospective students by effectively showcasing your educational institution’s unique features, values, and opportunities.

    It helps your school to share your programs, campus life, and success stories, making you more accessible and appealing to a diverse audience. By utilizing targeted advertising strategies, you can reach students who align with your offerings, thus enhancing enrollment rates and fostering a more engaged student body. Additionally, advertising builds a school’s brand and reputation, helping to differentiate it from competitors in an increasingly crowded educational market. In this guide, we’ll walk you through five school advertising ideas, focusing on what works—and what to avoid—so that your marketing efforts are as effective as possible.

    Looking to increase student enrollment?

    Our inbound marketing services can help your school attract and enroll more students!

    Idea 1: Virtual Campus Tours and Interactive Content

    With the increasing reliance on online learning, offering prospective students a virtual tour of your campus has become a highly effective school advertising tactic. This strategy enables you to create an engaging experience that leaves a lasting impression. A static, pre-recorded tour might offer a different personal touch than students are looking for, so consider an interactive experience that allows them to explore your campus on their own terms.

    Do make your virtual tour dynamic and customizable. It lets users choose their path, allowing them to click on different areas of the campus to explore further. This gives prospective students a sense of control and personalization, which is especially important if they cannot visit in person. You should also include interactive elements, like videos that feature current students or faculty members describing life on campus.

    Example: Here, John Cabot University in Rome showcases its unique location and stunning campus in a virtual tour. Visitors can click on different parts of the campus, zoom in for a closer look, and zoom out for a view of the Eternal City.

    JCUJCU

    Source: John Cabot University 

    However, pay attention to the importance of high-quality production. A virtual tour riddled with poor-quality video, muffled sound, or outdated visuals will do more harm than good. Investing in professional video production ensures the user experience is smooth and engaging. Also, make the tour shorter. Prospective students, especially younger ones, often have shorter attention spans, so aim to keep the tour concise but informative.

    If you could use more school advertising ideas, contact HEM here

    Idea 2: Personalized Email Campaigns

    Email marketing has long been a reliable channel for reaching potential students, but its effectiveness hinges on personalization. A well-crafted email that speaks directly to students’ interests can do wonders for engagement rates. The key is to use your collected data wisely and create highly targeted email campaigns that resonate with specific student personas.

    Personalize your emails based on the prospective student’s interests, location, and stage in the admissions funnel. Use their first names, reference the programs they have shown interest in, and offer tailored information about how your school can meet their needs. You could include information about extracurricular activities, scholarships, or campus events that align with their interests. Personalization can also extend to automated follow-up emails, keeping your school top-of-mind for students who may not have decided.

    Example: Here, MIT targets a warm lead – someone already interested in a specific program. It uses the prospect’s name, states their program of interest, and provides an attractive but time-sensitive call to action at the end. When creating personalized email campaigns, use segmentation to ensure each email goes to the right individual. Email segmentation is the process of dividing an email list into smaller, targeted groups based on specific criteria such as demographics, behavior, or interests. This allows for more personalized and relevant email marketing, improving engagement and overall campaign effectiveness.

    MITMIT

    Source: MIT | Gmail 

    On the other hand, don’t rely on generic, one-size-fits-all emails. Mass emailing without personalization is an outdated approach that can turn off prospective students, making them feel like just another number. Additionally, avoid sending too many emails too frequently. 

    Bombarding your prospects with irrelevant or repetitive content could cause them to unsubscribe or mark your emails as spam. Finding the right balance between engagement and oversaturation is key.

    Idea 3: Social Media Takeovers and Student-Generated Content

    Social media remains one of the most powerful platforms for schools to engage with prospective students, especially when using platforms like Instagram, TikTok, and LinkedIn for graduate programs. One creative way to leverage social media is through student takeovers. Handing over your social media channels to current students for a day or even a week can offer an authentic look at what life is like at your school. Prospective students are more likely to trust the words and experiences of their peers than a polished marketing message.

    Encourage students to share genuine, unfiltered content that represents their daily lives, whether that’s a behind-the-scenes look at classes, clubs, or dorm life. User-generated content can also effectively highlight diverse voices and experiences, allowing prospective students from all walks of life to see themselves reflected in your school’s culture. User-generated content showing real students living out their passions and making the most of their education can be a powerful marketing tool.

    Example: This student takeover by Oxford University showcases a unique aspect of the school’s culture – formals! Student takeovers are an excellent school advertisement tactic for targeting students who view their learning experience as an opportunity to earn new certifications and make memories.

    englishfacultyenglishfaculty

    Source: Oxford University English Faculty | Instagram 

    However, don’t lose control over your brand’s messaging. While student-generated content should be authentic, it’s important to provide guidelines so that the content stays in line with your school’s values and branding. Avoid situations where inappropriate or irrelevant content is on your official platforms. Striking the right balance between authenticity and professionalism is crucial for this strategy’s success.

    Idea 4: Search Engine Marketing (SEM) with a Focus on Long-Tail Keywords

    Search engine marketing (SEM) is another essential strategy when advertising for schools. While general keywords like “best universities” or “top colleges” are incredibly competitive and expensive, long-tail keywords can help your school reach a more specific audience. For example, keywords like “best nursing programs in Ontario” or “liberal arts colleges with study abroad options” are more likely to attract students who are already well-informed in their decision-making process.

    Do optimize your campaigns by focusing on long-tail keywords that match the unique aspects of your school’s programs. Conduct thorough keyword research to identify phrases that align with what makes your institution special. Additionally, ensure that your ads lead to well-designed landing pages relevant to the search query. If prospective students click on an ad about your nursing program, for example, they should be taken directly to a page with information on that program, not a generic landing page.

    Example: In the metadata of Randolph-Macon Academy’s blog, the title and meta description have been optimized using the long-tail keyword ‘military boarding school’. Be sure to use specific and relevant keywords that fit your target audience.

    rma coderma code

    Source: Randolph-Macon Academy 

    But don’t overspend on highly competitive keywords unlikely to yield significant results. Budgeting for SEM can be tricky, especially for schools with limited resources, so avoid the temptation to compete with bigger institutions on broad, expensive terms. Also, don’t neglect mobile optimization. Many students will be researching schools on their phones, so your SEM efforts should consider mobile-friendly landing pages and a seamless user experience across devices.

    Idea 5: Influencer Partnerships and Micro-Influencers

    The rise of influencer marketing has opened up new opportunities for schools to reach younger audiences, particularly through platforms like Instagram, YouTube, and TikTok. While partnering with mega-influencers can be costly and may not yield the desired results, working with micro-influencers—those with a smaller but highly engaged following—can be an excellent way to build trust with prospective students. These influencers, often niche content creators or even current students, can offer authentic endorsements of your school.

    Do choose micro-influencers who align closely with your school’s values and the interests of your target audience. For instance, if you’re promoting a nursing program, you might partner with a healthcare-related influencer who can speak authentically to the value of your school’s education. Establish clear objectives for the partnership, whether increasing applications, building brand awareness, or driving traffic to your website.

    Example: This is an excellent example of influencer content your school can use to reach prospects organically. Particularly when it comes to colleges and universities, students worldwide use the experiences of creators like Lydia, who are both relatable and aspirational, providing honest, helpful information about academics and student life. A small audience like Lydia’s is more likely to be trusting and have a very specific or niche interest in various subjects related to your school. Lydia’s YouTube channel posts authentic vlogs of her experience at Yale University, making her content perfect for any student considering enrollment there. You can launch an organic, effective, and cost-efficient school advertising campaign by partnering up with an influencer like her.

    yale youtube videosyale youtube videos

    Source: Lydia Choi | Youtube  

    However, don’t choose influencers solely based on follower count. Engagement rates and the influencer’s connection to your target audience matter much more. Also, avoid overly scripted partnerships that come off as inauthentic. The power of influencer marketing lies in its relatability, so the content produced should feel organic and aligned with the influencer’s usual style.

    Effective school advertising is about blending traditional marketing methods with creative, student-focused approaches such as the digital marketing tactics we’ve explored. You may have heard plenty of buzz around digital marketing, but you may still wonder: Do schools need digital marketers? Schools benefit from digital marketers to effectively reach and engage prospective students online, leveraging platforms like social media, search engines, and email to attract the right audience. Digital marketers use targeted campaigns and data-driven strategies to boost enrollment, enhance the institution’s visibility, and build a positive brand image in an increasingly competitive education landscape. 

    Idea 6: Video Advertising for Maximum Engagement

    Video content is one of the most powerful tools in advertising. When it comes to promoting educational institutions, it offers an engaging way to communicate your school’s values, culture, and opportunities. Platforms like YouTube, Instagram, and TikTok provide an ideal space for reaching prospective students, allowing you to tell compelling stories that resonate emotionally. A well-crafted video can showcase your school’s strengths, provide testimonials from current students, and highlight campus life in a way that static images simply cannot.

    Do make use of authentic storytelling in your video ads. Feature real students and staff sharing their experiences, whether about academic achievements, extracurricular activities, or campus culture. A relatable story goes a long way in building a genuine connection with your audience. It’s also important to tailor the content to the platform—short, catchy videos work great on TikTok, while longer, more in-depth content can thrive on YouTube. Keep your audience engaged by adding subtitles since many users watch videos on mute.

    Don’t create overly promotional or staged content. Today’s students can easily spot a scripted advertisement that lacks authenticity. Avoid focusing only on flashy visuals without providing meaningful information; remember, the goal is to attract students genuinely interested in what your school offers. Monitoring your campaigns and understanding which video styles or narratives resonate with your audience is also essential.

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    Source: Collège Villa Maria High School | Instagram

    Example: Villa Maria High School uses an engaging video ad to share useful information regarding an open house. Use your advertising to guide prospects to the next desired outcome. 

    To help schools navigate the intricacies of video advertising and other digital campaigns, Higher Education Marketing offers specialized paid advertising services. Our team can help improve your school’s reach in crucial regions, target specific audiences effectively, and strategically remarket to existing leads. With a free consultation, we analyze your paid advertising strategy and identify areas for improvement, ensuring that you get the best return on your investment.

    Whether you’re exploring virtual campus tours or into influencer partnerships, the key to success is connecting with your audience. Your school can stand out in a competitive market by focusing on high-quality, personalized, engaging content. Avoid pitfalls like impersonal messaging, poor production value, or misaligned partnerships. With these strategies, you’ll be well on your way to capturing the attention and interest of prospective students.

    Looking to increase student enrollment?

    Our inbound marketing services can help your school attract and enroll more students!

    FAQs

    What is the role of advertisement in education?

    Educational advertisements are crucial in creating awareness and attracting prospective students by effectively showcasing your educational institution’s unique features, values, and opportunities.

    Do schools need digital marketers?

    Schools benefit from digital marketers to effectively reach and engage prospective students online, leveraging platforms like social media, search engines, and email to attract the right audience.

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  • 15 Inspiring & Fun Teacher Desk Setup Ideas (2024)

    15 Inspiring & Fun Teacher Desk Setup Ideas (2024)

    Looking to refresh your workspace with a fun and inspiring teacher desk setup? Whether you’re in a classroom or teaching from home, your desk can be a creative hub that fuels productivity and positivity. From colorful organizers to cozy lighting, the right setup can transform your space into one that sparks joy.

    Check out these inspiring desk ideas to give your teaching environment a fresh new vibe!

    Teacher Desk Setup Inspiration

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    Chris

    Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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  • Top 12 Marketing Project Ideas

    Top 12 Marketing Project Ideas

    What are the benefits of working on MBA marketing projects?

    MBA marketing projects let students use their book knowledge in real business situations. They learn skills like market research, data analysis, and strategy making. Plus, they make professional contacts that could help their careers later.

    What are some popular topics for MBA marketing projects related to branding and positioning strategies?

    Popular topics include checking brand value and making strategies for changing or refreshing a brand. Students also work on creating marketing plans to improve a brand’s image and stand out in the market.

    How can MBA marketing projects help students understand consumer behavior and develop effective retention strategies?

    These projects look into what makes customers loyal and how they make buying decisions. They focus on managing customer relationships, improving customer happiness, and making a brand stand out from others.

    What are some emerging trends and innovative strategies that MBA marketing projects might explore?

    Projects might look into digital marketing, using artificial intelligence in marketing, and how social media fits into marketing plans. They also cover using games in marketing and how data changes marketing strategies.

    Where can MBA students find inspiration for their marketing project topics?

    Students can get ideas by looking at industry trends, studying case studies, and doing market research. Talking to professors, industry experts, or going to marketing events can also give them new ideas and insights.

     

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