Category

Content Marketing
videos for college marketing
Even more than images, videos resonate with audiences. That’s because even if a picture is worth a thousand words, its value is raised exponentially when you add some eye-catching movement and build a story. The most effective videos tell compelling, relatable stories that connect with your audience to build loyalty and inspire action. But how...
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college brand lift
Your college brand isn’t about a single advertising spot or a full-out marketing campaign. It’s bigger than both. Brand goes to the core of who you are; the heart and soul of your entire institution. It’s more important than your majors and programs and geography and even your faculty. Because if potential students cannot connect...
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student personas for higher education
Whenever I begin a relationship with a potential new client, I always tell them in earnest: no one knows your students as well as you do. On the other hand, by the time I get to the point of speaking to an actual school representative, offering ESM Digital services, I just might. That’s because I’ve...
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Want Social Engagement? Just Ask!
If geofencing could improve your enrollment yield, would you climb on board? Finding qualified students to enroll at your institution is a long process that can literally take years. Add to the long enrollment cycle the fierce competition your institution likely faces from other universities and it’s easy to see the uphill battle to improved...
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planning out an editorial calendar for higher education
What will 2018 hold for your university’s marketing and enrollment management? If you want the New Year to be better than the old, you need a plan to make it happen. A strategic editorial calendar can be the foundation on which you build content that fulfills your mission and fills your applicant pool. Here’s why...
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A boy on a pogo stick to show Bounce Rate
Whether we’re pitching a new client or trying to convince those with whom we already work about the good we do, many of our go-to tools are metrics. With content marketing, we rely on analytics to measure what we do and prove positive results. That’s why I love bounce rates. Until I don’t. The thing...
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Higher Education Marketing Agency at work
In addition to my role as Content Manager at ESM Digital, I’ve been working part-time at a small New England college for more than a decade. I know the lay of the land in higher education better than most. But when a professor in the college’s Communication Department asked me to speak as a guest...
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college students found through digital marketing for higher ed
Have you hired a marketing agency to help you with student recruitment? If you’ve been down this sometimes bumpy road, please share your experiences. What we hear is that when it comes to boosting enrollment yield through digital marketing, it isn’t enough to hire the best marketers. You need a team that knows marketing, but...
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Your institution has set aside marketing resources to create a solid content base for your website and your social media channels. You have a few videos, some blog posts, maybe even a podcast or two. Not to mention dozens of press releases extolling the virtues of your school. Now it’s time to take that investment...
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student taking pictures for college website
Did you know that adding video to your landing page can increase conversions by 80 percent?1 Video specialists Wyzowl reports that more than 60 percent of businesses have incorporated video as a marketing tool.1 Video is a powerful tool that enables businesses to visually demonstrate products and services. Can this be translated into academia? Absolutely!...
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