The document outlines lessons learned over 3 years in higher education marketing. Key lessons include the importance of authentic peer-to-peer experiences, focusing on feelings over features, timing messaging strategically, prioritizing departments to build affinity and loyalty from prospective to alumni audiences, challenges with turnover and changing strategies, and the need for more integrated marketing across siloed groups to effectively promote programs in a crowded space.

1. Lessons Learned from
3 years in Higher Ed Marketing
Lindsey Fair
Director, Marketing and Communications
Faculty of Arts and Science
Queen’s University

2. Experienceis
key
Peer-to-peer
Authenticity
Feelings vs Features
Timing is everything
People sell products

3. SocialBurnOut
Social is for socializing
Measurement is more important
than blind posting
Can’t be everywhere
Social overload

4. Departments
First
Affinity
Loyalty
Prospective to Alumni
Bottom up vs Top down
We need to enable departments
more

5. Changeoveris
hard
Timing of publications
USP longevity
Funnel decisions cross turn-over
Handing over the torch

6. Ideasaren’tthe
problem
Limited resources
Access to knowledge
Speed of industry
Changing landscape

7. Silosstillexist
Same goals, different methods
Best efforts vs best intentions
Crossing bridges that don’t exist
Increasing scopes – blurring the
lines
Marketing Roles

8. It’scrowdedout
there
Finding a niche
USP vs differentiation
Recruitment vs Conversion

9. MoneyandCity
Are still the two most important
things to talk about by prospective
students (grad or undergrad)

10. (integrated)
Marketing
Works
examples
ArtSci
BISC
Computing
Arts Leadership