How to Take Down Bad University Marketing
One Cliché at a Time
Written by the staff of 160over90, an international branding agency headquartered in Philadelphia, this book takes a chainsaw to the ubiquitous clichés of university marketing.
Part advice manual, part case study, part competitive analysis, this quick read is riddled with wry humor and candid truths. The book offers insight into why mediocre marketing is rampant in the higher education community and provides tactics for avoiding common pitfalls.
With a forward by Mirelle Grangenois, publisher of The Chronicle of Higher Education, this book is a must-read for any university marketing professional.
If you pay attention, this book can teach you a thing or two about:
- How to tell if you’re suffering from TAAT (three and a tree)
- Why you shouldn’t be advertising (yet)
- How not to write a tagline
- How often to rebrand
- What to do with your logo—good or bad, hated or beloved
- Where everything goes terribly, lopsidedly, pear-shaped wrong
- The biggest reason why university branding efforts fail
- Five steps to better website copy
It’s also got practical advice on every step of the branding process—from budgets to timelines to what the heck is an RFP anyway?
Are you convinced?