Managing the Institutional Brand
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Managing brand is a complex challenge for college and university marketing and communications professionals. Communications efforts are typically highly decentralized within the college or university environment, leading to higher costs and brand erosion.
With declining trust in advertising as a communication medium coupled with the rise in social media, institutions must communicate with constituents in new ways to compete for students, alumni and corporate funding, and research dollars.
The Role of Email, Online and Interactive Marketing
Many are relying on email and online marketing today to communicate more effectively with diverse institutional audiences. These efforts are typically executed using disparate technologies that:
- Make it difficult to manage the institutional brand
- Overuse institutional contact data with irrelevant communications
- Increase delivery costs
Managing the complexities of online and interactive marketing requires a strategic approach supported by technology.
DemandEngine: How We Can Help
DemandEngine provides enterprise email marketing solutions and interactive marketing consulting services for institutional communication professionals that help manage the online brand and reduce costs.
DemandEngine helps institutions by:
- Assessing institutional interactive marketing efforts
- Offering recommendations and professional development for organizational change
- Providing and supporting a highly-customizable, web-based email marketing solution
Unlike other email marketing technology providers or communication agencies, DemandEngine works exclusively with higher education and provides interactive marketing expertise supported by research and industry thought leadership.