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ERIC Number: EJ930293
Record Type: Journal
Publication Date: 2010-Apr
Pages: 6
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
Communications Is from Mars, Admissions Is from Venus
Scully, Maura King
CURRENTS, v36 n4 p40-45 Apr 2010
Marketing communications and admissions often have very different needs, priorities, and ways of conducting business, but the two units work toward the same end goal. Brad Ward of BlueFuego, a marketing company that specializes in social Web tools for educational institutions, explains that admissions doesn't necessarily need to [talk] to university marketing. They know their audience, which is younger. Communicating with that audience through social media is second nature. Admissions might have to go to marketing if they need a printed piece or a brochure, but there are all these free tools that have cropped up out on the Web. Oftentimes, it's easier for admissions to take care of those things themselves. However, if marketing and admissions are too far apart, the university can't realize its full potential. It won't leverage what it has as quickly or as well. The author discusses three elements that are essential for bringing communications and admissions together: (1) leadership; (2) structure; and (3) talent.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: New Jersey; New York; United Kingdom