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— John McCloskey Jr.
Vice President for Enrollment Management
Alvernia University
Reading, Pennsylvania
The Smarketplace
Boom, bubble, bust, bailout
Posted October 2nd, 2008, by John L.
During last week’s NACAC national conference, I had numerous conversations with chief enrollment officers about what the future holds for private colleges and universities. There is a definite consternation about what the coming year is going to bring to everyone, especially in light of the economy. One veteran shared with his dinner companions that private colleges have experienced a boom and that the private college pricing bubble is about to burst.
Swimming naked
Posted September 24th, 2008, by John L.
Today’s Wall Street Journal had an article that included one of Warren Buffett’s famous quotes: “Only when the tide goes out do you discover who has been swimming naked.” The Oracle of Omaha’s quote is obviously pertinent to today’s financial marketplace, but it has relevance to higher education too. These days the tide is low and there is lots of institutional exposure to very real market conditions. And unfortunately, the combination of individuals and institutions swimming naked during the past several decades may mean fewer swimmers in the near future.
What to do about the “groundswell”
Posted July 9th, 2008, by Amy
Social networking web sites are taking away your message control—but you do have ways to cope with this phenomenon.
Moody's points to uncertainties for private colleges
Posted July 7th, 2008, by Amy
Moody’s Investors Service issued a report last week called “Private College and University Medians,” based on fiscal year 2007 financial data and Fall 2007 enrollment data from 267 (95 percent) of its rated private colleges and universities.
Summer Seminar provides market intelligence for intelligent marketing
Posted June 19th, 2008, by John L.
Summer Seminar, held June 12-13 in Minneapolis, continued its reputation of providing college presidents, chief enrollment officers, chief financial officers and chief marketing officers with market intelligence that was enlightening, illuminating and, in many cases, humbling.
Integrated marketing is academic
Posted June 9th, 2008, by John L.
Last week I presented to over 80 faculty and department heads at one of the Council of Independent Colleges' (CIC) Summer Workshops. The overall workshop was titled "Advancing the Department," and my portion of the workshop was focused entirely on marketing.
Experiencing authenticity
Posted May 28th, 2008, by John L.
Last week my colleague Amy Foster and I interviewed authors James H. Gilmore and B. Joseph Pine II for the fall issue of The Lawlor Review. It turned out to be an authentic and memorable experience.
The market promise of authenticity
Posted May 23rd, 2008, by John L.
Amidst the cacophony of frenzied and cynical consumers, the brandscape of higher education can be an overwhelming journey of discovery and decision. Authenticity, however, creates genuine market distinction and is an important brand management tenet for colleges and universities to implement with organizational intent and institutional purpose. I was recently going through my proverbial pile of magazine reading and came across the subject of authenticity in an outstanding article by Bill Breen in the May 2007 issue of Fast Company magazine.
John Lawlor cited in Chronicle podcast
Posted May 23rd, 2008, by Lynsey
John's "Ten Trends " presentation at the Council for Independent Colleges (CIC) conference back in January continues to have a ripple effect! The importance of word of mouth to the stealth marketplace was discussed in this week's Tech Therapy podcast from the Chronicle of Higher Education.
Signs it's time for a redesign
Posted May 9th, 2008, by Lynsey
Next Wednesday, May 14, at 1 p.m. (Central) I'll be co-hosting a webcast with Lance Merker of OmniUpdate called "Signs It's Time for a Web Site Redesign." As one of the most important communication vehicles in your overall integrated marketing strategy, your institutional web site must be relevant, dynamic, engaging and meet the needs of myriad audiences. Inherent in that strategy is knowing when your site needs more than just regular maintenance—it's recognizing the signs that a major redesign is in order.