I buy the coffee that I do because I buy what meets my needs and interests. I like coffee that is lightly roasted, preferably organic, and that comes from an organization that I can happily say I support. They’ve got me as a buyer. Their marketing worked because of their messaging. Their ability to engage and resonate with my needs, interests, and challenges as a consumer won me over.
Amidst trying to not only define positioning, but also provide a concrete example that can resonate with a general audience, we have found ourselves continuously coming back to Geoffrey A. Moore’s take on positioning. In his book, Crossing the Chasm, Moore articulates numerous key principles to consider when developing one’s positioning statement that are applicable to most, if not all, industries.
As we take time to enjoy this Independence Day, we know it can be difficult to briefly disconnect from our job and come back ready to hit the ground running. We've got just the resource to help you reconnect and recharge yourself . . . a free Ask the Experts Q&A webinar recording.
In last week’s blog post, we uncovered why many universities struggle to differentiate their brand and often confuse distinctives as differentiators. This week, we're building on that by looking at the differences between value propositions, messaging, and positioning – and their relationship between one another.
Higher education is an industry where differentiation is key. Let’s face it… when it comes down to it, the end result for students in higher education is typically all the same, to receive certified recognition for their academic fulfillment. So, how can you show students that your school is unique from the rest, and ensure that your university and its brand isn’t lost in the sea of options?
The time has come, we are finally hosting a live Q&A webinar! After requests from colleges and universities across the US, we are sponsoring a webinar dedicated to responding to questions submitted by you, the front-line Admissions and Marketing professionals. We welcome any questions you may have that have not been addressed in previous webinars.
Storytelling is an essential part of the marketing tool-set that a company needs if they want to be present in the minds of their audience. Storytelling is a way to relate, communicate, and engage audiences with what makes your brand and company what it is today. So, what exactly does a good story tell its audience?
Rarely have we received reviews sent in during a webinar. The Innovation webinar was an exception! So back by popular demand, is this live encore presentation of last month's webinar titled: Innovation in Higher Ed: Start with Admissions.
Join us on Thursday, May 31st at 2PM (ET)/11AM (PT) when Rob Westervelt, EVP of Innovation and Empowerment & former EVP of Marketing & Enrollment at George Fox University (GFU), and Jim Allen, Founder/Principal of Value Based, will team up to present how innovation within the GFU Admissions Department has led to five consecutive record Freshman classes since 2012.
This is Part 2 of a two part blog on A.C.E. (Accountability, Culture and Expectations). We see culture as the connective tissue that holds each goal, deadline, objective, project, team, and individual of a company together to form a strong and connected organization. In the first installment of this blog , we discovered how accountability and culture can bolster an organization’s success and morale. This week we will find out how culture is, and should be, continuously working at the center of all company matters, and the role that expectations need to have in a successful company culture.