When Swedish watchmaker Daniel Wellington wanted to reach new audiences to sell his watches, he didn’t go down the age-old marketing road and purchase ads in Vogue Magazine. Rather, he thought about where his target audience spent their time — Instagram — and how he...
You don’t need an MBA to start practicing solid ethical marketing practices in study abroad today. Here are 7 concepts to help every study abroad advisor, practitioner, and decision maker connect more authentically and effectively with students. Why is this important?...
Your Study Abroad Office is a Brand. From the moment a student steps on campus, sports teams, student groups, and academic opportunities vy for their attention. What does it look like for a study abroad office to “cut through the noise” and build a case for study...
In Part I of the mini-series on Ethical Sales & Marketing for Study Abroad, I shared about how selling for a professional sports team helped me better advise students to study abroad. I also made a pitch for us to ditch the stigma surrounding sales in...
I often hear international educators speak vaguely about “increased outreach” yet avoid the very thing to help achieve that goal: sales. Sales is such a loaded word. The term is associated with connotations such as “sleazy”, “pressure”, and “crooked.” The reality is,...
