OPINION AND ISSUES

• College Blogs, Seen and Unseen

  Who’s doing—and saying—what on college and university blogs these days?

• The “Application Essay” School of Institutional Advancement

  What do marketing communications and essays for college admission have in common? More than you’d expect.

• Paying Less for More...of the Same

  In considering how—and how much—to upgrade your website, “more of the same” only makes sense if “the same” is delivering the results you need.

• Adding Constituent Voice

  Think you can pull together an authentic-sounding publication or website without talking to your constituencies first? Think again.

• Crafting the Testimonial Quote

  Thoughts on striking a balance between the need to communicate specific marketing themes and the importance of capturing customers’ authentic messages.

• This Is Business

  If we’re in the business of serving up both a product and an outcome, what happens when the two collide? And what does any of this have to do with Marlon Brando?