Volume 6 (2021-22)

Volume 6 of Journal of Education Advancement & Marketing consists of four 100-page issues. Articles scheduled for Volume 6 are available to view on the 'Forthcoming content' page.

Articles published in Volume 6 include:

Volume 6 Number 1 (Summer 2021)

  • Editorial
    Simon Beckett, Publisher
  • Case studies:
    Why students don’t read e-mail: A critical look at how university email communications guide or confuse students through the student experience, and the COVID-19 pandemic
    Jenny McMahon, Director of Marketing and Communications, Enrollment Management, New York University

    This paper examines the perception that ‘students don’t read e-mail’ through the execution and analysis of a comprehensive e-mail audit conducted by New York University’s Enrollment Management Marketing division from May 2019 through May 2020. By looking at the volume, content and quality of e-mail received from the university, we see how institutional messaging can either support or complicate the student experience. This research includes a human-processed dataset of all incoming e-mail communications received during the audit period, quantitative and qualitative analyses of the communications and focus group testimony from undergraduate students. We examine e-mail communications through both the everyday business of being a student and through high-stakes events like the onset of the COVID-19 pandemic. This paper illustrates that while volume should not be dismissed as an area of concern among university communicators, the underlying practices that cause e-mail to be ignored are more complex and demand a more strategic approach to student-facing communications.
    Keywords: e-mail communications, communications strategy, student experience, content, brand management, organisational culture

  • Marketing in the time of coronavirus: Lessons learned from the University of Glasgow
    Rachel Sandison, Vice-Principal for External Relations, University of Glasgow

    This paper provides an overview of the core tenets that drive successful organisational marcomms activity in this peri-COVID-19 environment. The reader will gain an understanding of the marketing theory that underpins these responses, and why marketing and communications has a strategic role to play in driving institutional plans during a crisis. The paper also provides a case study on the specific initiatives undertaken by the University of Glasgow since the start of the pandemic, and the lessons that have been learnt. In particular, the case study focuses on the importance of brand and reputation in the delivery of responsive strategies and the significance of market orientation and innovation during times of crisis.
    Keywords: crisis communications, higher education marketing, market orientation, marketing innovation, responsive strategy, stakeholder engagement

  • Integrated editorial planning at the University of Georgia
    Jan Gleason, Executive Director for Strategic Marketing in the Division of Marketing & Communications and Greg Trevor, Executive Director of Media Communications, University of Georgia

    This paper provides a case study of how the University of Georgia Marketing & Communications office fine-tuned its processes and tools to integrate editorial and content calendars to expand the reach of content with key audiences to increase awareness. This process brought together teams from media communications and strategic marketing with a focus on the university’s messaging strategy and included a revision of workflows for asset creation and channel distribution planning and the implementation of Asana, a team collaboration and work management application. The results of the integration of efforts led to increased reach and increased team efficiency.
    Keywords: integrated marketing communications, editorial planning messaging strategy, integrated team workflows, integrated editorial planning

  • Alumni participation in an online COVID-19 course for first-year and transfer students
    Danny Kibble, Executive Director of Alumni Relations, Engagement and Parent Giving, Jennie Jones, Director of Volunteer Engagement, Office of Alumni Relations and Engagement and Anne M. Wilson, Chemistry Faculty Member, Butler University

    College and university responses to the exceptional challenges of COVID-19 have varied from institution to institution. Utilising alumni and their disciplinary expertise in the delivery of course content is an underexploited form of alumni engagement. This paper describes significant alumni participation in an online course delivered in the summer prior to new students, first years and transfers, arriving on campus. We have also included student perception of the alumni modules and alumni reflection on their involvement in the course.
    Keywords: alumni engagement, lifelong learning, alumni opportunities, online learning

  • Practice papers
    Data governance in the world of constituent relationship management
    Therese Callaghan, Associate Vice President of Information Technology, Analytics and Gift Processing, Rutgers University Foundation

    Constituent relationship management (CRM) systems are increasingly being adopted in higher education to manage the constituent experience and ultimately grow revenue and support. As institutions move from transaction-based enterprise resource planning (ERP) systems to constituent-based relationship management systems, there is a need for a uniform understanding of the data in a shared information environment. This, coupled with the growth of analytics and data-informed decision-making, requires a structured programme to effectively manage information and its consistent use throughout the institution. Data governance provides the discipline to nurture a common understanding of the data, its consumption and protection as an organisational asset. This paper defines basic CRM concepts, their benefits to advancement departments and more broadly across higher education institutions. Data governance is explained, in the context of individual constituents and the more complex corporate partnerships. Essential data governance tools and concepts, such as the data dictionary and master data management, are covered, including examples. Ways in which the benefits of data governance can be measured and quantified, especially when justifying a new effort, are explained. While the focus is on higher education and advancement, these concepts can be applied more broadly to any organisation.
    Keywords: data governance, data quality, CRM, advancement, MDM, master data management, engagement, corporate

  • Higher education: Using academic innovation and student engagement to differentiate your brand from the competition in challenging times
    Sheri Lambert, Assistant Professor and Academic Director MS-Market Research & Insights and Amy Lavin, Assistant Professor and Academic Director MS-Digital Innovation in Marketing, Temple University at Fox School of Business

    COVID-19 has changed the game in higher education. Universities and colleges across the globe are faced with staying true to their brand and delivering their coursework in a time when physical presence on campus is severely limited — if possible at all. There are ways to differentiate an Institution’s strategy and engage students so that they get a full college experience — even if they cannot set a physical foot in the classroom. Through this paper, educators and administrators will be introduced to three key strategies that can be employed to keep students engaged in content and perhaps even provide a more inclusive environment than the physical classroom. Threaded throughout the paper are theories on how to incorporate innovative strategies and communication channels to enhance brand messaging and build community in a largely virtual world.
    Keywords: engagement, experiential learning, global immersion, virtual classroom, communication

  • Stewarding major donors: Why is it important, and how to do it well
    Annarosa Muscatelli, Philanthropy Manager (Health), Office of the Vice-Provost (Advancement), University College London

    This paper explores the stewardship of major giving donors and provides guidance and examples for building an authentic relationship between institution and donor. In a world where our donor’s attention (and money) is constantly being fought over, the paper suggests how as fundraisers we might cut through this noise and keep donors engaged with our causes.
    Keywords: advancement, communications, development, engagement, fundraising, major gifts, stewardship

  • Research paper
    Why wait? Benchmarking student philanthropy programmes: A closer look at effective programmes and why we should act now
    Amy Harrell Holloway, Philanthropy Officer, UNICEF USA

    Student philanthropy efforts are meant to engage students while they are undergraduates and help them understand the importance of giving once they become alumni. We know that when students give as undergraduates it translates to positive giving patterns as alumni, but there is a need for in-depth study of existing student philanthropy programmes (SPPs) so that practitioners understand what makes them successful. This study explores effective student engagement programmes on college campuses by identifying 11 colleges with effective SPPs and gleaning insight into how these programmes are structured, implemented, managed and maintained. The findings suggest (a) that student philanthropy efforts be led primarily by students, with oversight from at least one full-time dedicated staff person, (b) that philanthropy education is integral to the success of these programmes and can be intertwined with asks as early as the undergraduate’s first year, and (c) that programming should be relevant with students interests.
    Keywords: alumni, alumni giving, development, engagement, student philanthropy, young alumni