We had one of those Rashamon conversations with a prospective client yesterday. We manage digital ad campaigns for a number of clients, so for B2B clients, sooner or later the conversation gets around to LinkedIn. As it happens, we’ve had some very strong results: finding new prospects, raising the quality of applicants, and filling the seats for our educational clients
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The intersection of PR and digital
A conversation with Ralph Katz, Owner, and Anne Green, President, of CooperKatz & Company and Angela Cason, Chief Strategy Officer, TEMPO Strategic. Overview: In March 2017, TEMPO Strategic moved into the offices of CooperKatz and began working with them to augment their PR efforts for clients. The following is a discussion of the challenges across our respective fields. Earned,
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The next four years – what Trump policies may mean for higher education
What do the next four years mean for four-year institutions? What President Trump has said and what will happen are anyone’s guess. College Educated Voted for Trump First, let’s put aside the commonly repeated myth that he was elected by the uneducated. Voters with only a high school education actually made up only 18% of the electorate. The majority of
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Porter’s Five Forces: Focus on Higher Education Marketing
Higher Educators have more varied challenges than perhaps any other field. You have enormous client service issues, administrative challenges, budget challenges, etc. Day to day crisis management gives you little time to think about the big picture – and when you do, focusing the conversation on workable solutions usually entails negotiations across departments and lines of authority. Here’s a tool
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Changing Strategy With Michael Porter’s Five Competitive Forces
If you are a strategic thinker or economist by nature, take a look at The Lords of Strategy: The Secret History of the New Corporate World, by Walter Kiechell III, (Amazon: http://amzn.to/ohqbLp). Walter is a clear-eyed, thorough, and erudite journalist who honed his craft at Fortune, and Harvard Business Publications. What’s shocking to realize is that 50 years ago, strategy didn’t
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Five Rules of US Consumer Engagement for Imported Foods
Imported brands have challenges that ‘native’ American brands can’t imagine. To begin with, your branding is likely to be dictated by a global home office with little insight into the American market. And for many brands, although the U.S. looks like an enormous pot of opportunity, with, at last count, 682 different grocery chains, the splintered distribution system is simply
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Insights in Education Marketing – Is Summer the new college year?
Once upon a time summer school was viewed as remediation. Now summer is becoming the hottest option in college education — in more ways than one. According to a long-term tracking study by the US Department of Education, 63% of all undergraduates attended school during summer terms.1 Beyond the two-semester tradition Colleges increasingly see summer as an opportunity for
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What’s the first question your marketing agency asks?
If you’re looking online for a marketing agency to help you, good luck. We’ve poured over competitive websites and if you can tell us all apart, you’re a genius. But I may have figured out a way to help. I just got off the phone with a friend who runs a creative agency and while we were talking, I pulled
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Making Friends Across the Aisle in specialty food marketing
It may not make you popular if you’re a congressperson, but if you’re in specialty food marketing, take a tip from Nielsen’s report on snacking: crossing the aisle to create promotions across the store is the path to success. They measure and rate correlations on ‘high connectivity” purchases: for example, fresh chicken breasts, which have strong positive correlation with 133 other
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How to make marketing technology choices when there are 7000 options
When we started TEMPO in 2010, our mission was to help clients make the marketing technology decisions that fit their business goals. That’s still the mission, but in eight years, the marketing choices clients are faced with have exploded. If you’re a marketer, how in the world do you choose the right technology? Let’s see if we can help
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