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Since direct mail has been around since the dark ages, I wouldn’t blame you if you weren’t super excited about it these days.

Digital marketing tools tend to be front and center in strategic planning for good reason. They’re agile, trackable, and target prospects wherever they are online.

Meanwhile, your direct mail efforts may be sort of on autopilot.

You generally see value in using direct mail to maintain awareness of your institution’s brand, but you wonder whether it’s really moving the needle.

Well, there’s some evidence to suggest that done right, direct mail may just be the secret sauce…


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The educational landscape is shifting drastically, making in-person storytelling by admissions professionals critical to keeping healthy enrollment numbers. Learn more in our conversation with Phil Cook.

Going to a four-year college or university was not always such a tough sale.

Most families understood that a liberal arts education was the right way to go for their children’s success.

In the wake of the pandemic, however, we’re seeing a dramatic shift to online schooling.

Couple with this a decrease in enthusiasm for liberal arts and you’ve got a volatile mixture for higher education marketing.

In other words, it’s harder now to…


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Based on the user profile of most Instagram users, Instagram marketing is simply a must for education marketers. Let’s look at 15 examples of Instagram posts and why they work.

Chances are that your school already has an Instagram account.

This is a great visual platform that you can use to show off the aesthetic beauty of your campus’ architecture or landscape as well as the vibrant colors of campus life.

And if you just look at the numbers, being on Instagram is a no-brainer.

  • Instagram sees over one billion active monthly users and 500 million daily Instagram Stories.
  • 60%…

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How do you handle organizational and career transitions? How can you leverage broader marketing trends? We tackle those questions in our podcast conversation with Mary Barr.

After being in higher education marketing for so many years, I tend to value long-term relationships more and more.

For anyone in higher ed marketing, transitions are par for the course. In your career, you’re likely to make a transition to another post in another school or make a vertical move up in your own institution.

Sometimes leadership and institutional direction changes. Sometimes it changes drastically.

That’s why I’ve always wanted to position Caylor…


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If you’re considering jumping 100% into TikTok marketing, you’ll need to understand some of the ground rules. Here are my top 5 ground rules for successful TikTok marketing in higher education.

Social media is a vast and dynamic marketing field that, for some, is exciting with all its spontaneous evolution.

But for others, keeping up with new platforms might be a little frustrating.

No matter where your excitement level is on this, TikTok is a big deal…

And it’s becoming even more of a big deal with every passing year.

From 2017 to 2019 alone, TikTok adult users climbed quickly…


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Generational transitions have a massive impact on higher education marketing. In this post, we highlight early characteristics observed in generation alpha, the next generation of college students.

The Pew Research Center groups “age cohorts” in segments of “people born over a 15–20 year span.”

While that seems like a lot of time, it’s incredible just how fast the time goes!

With all higher ed marketers have to deal with, it seems 15 years is just about the time it takes to master marketing to one generation.

So by the time you get good at reaching your traditional undergrad prospective student…


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I can’t think of a better way to amp up your college marketing efforts than to focus your messaging on outcomes.

Outcomes aren’t just part of the narrative about college.

They’re the whole point.

Focusing on outcomes means drawing a straight line from where your prospective student is to where they want to get.

Before you can do this, however, you need to understand what outcomes are really all about. Sometimes we use that term to mean one thing in college marketing, but it can mean so much more.

What “Outcomes” Doesn’t Mean in College Marketing

To your prospects, graduating is not an “outcome.”

Let me explain.


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Marketing small colleges with little to no marketing resources can seem an impossible task. But there are ways to success! Discover more in my podcast conversation with Dan Sanchez.

Over the years, I’ve had the privilege of working with hundreds of small schools.

Many of them are highly specialized schools with a tight academic focus, like a special field in an industry, religion, or profession.

What do you do when you don’t have a sizeable marketing budget, large staff, or high brand awareness?

Here I want to share with you some of the amazing advice Troy Singer (my co-host) and…


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In any digital marketing plan, gated content is the crown jewel. It’s a little elusive. Almost a secret. One so good, your audience might even pay to see it.

(Not that you’ll be asking for money. We’ll get to that.)

I wouldn’t blame you if that description seems contradictory to your search engine marketing goals.

Shouldn’t content be freely discoverable, you ask?

Isn’t it hard enough to drive traffic to your content without putting up a barrier to it?

Good questions.

Basically, gated content is not (and can’t be) at the front end of your digital marketing strategy. …


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What can you learn from over twenty one-on-ones with some of the best education marketers in North America? Find out in our list of the top ten tips from ten extraordinary podcast episodes!

Almost six months ago, my co-host, Troy Singer, and I embarked on a journey launching The Higher Ed Marketer podcast.

The idea was to broadcast the conversations we were having with education marketers, each one centered around where the industry is going.

Our hope was that it would help our audiences find practical and strategic advice that would in turn help them move the needle forward in…

Bart Caylor

President & Founder Caylor Solutions Husband. Dad. Learner. Thinker. Branding, Marketing, Problem Solver for Education. Apostle's Creed. #highered #marketing

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