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Sponauer, John – CURRENTS, 2012
Who we are and what we like are increasingly known pieces of information. This data, collected in aggregate and individually, is used to target marketing efforts ranging from the coupons on the grocery receipt to the online ads people see to the promotional offers sent in the mail. Even when marketing is not personally targeted, general…
Descriptors: Electronic Mail, Marketing, Fund Raising, State Universities
Collins, Mary Ellen – CURRENTS, 2011
Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…
Descriptors: Higher Education, Colleges, Public Relations, Advertising
Stoner, Michael – CURRENTS, 2012
Engaging with stakeholders on social media channels can burnish a brand's reputation, according to an early 2012 survey conducted by BRANDfog, a social media branding firm that caters to CEOs. The study found that 82 percent of respondents "were more likely to trust a company whose CEO and leadership team engage in social media." In addition, 94…
Descriptors: Marketing, Web Sites, Reputation, Social Networks