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News & analysis on digital marketing & analytics

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Agency Secrets: Adopting Digital Marketing in Higher Education

By | February 27, 2014

After working with Higher Education clients for over 10 years, I’ve realized it’s not easy to get stakeholder buy-in.

Each university has its own hierarchy of decision makers that must be navigated carefully and politically. Some schools continue to have centralized marketing, while others have adopted a page from the for-profit world, hiring a CMO and Digital Marketing Manager. A majority of schools require buy-in from each program department.

Along the way, I’ve learned some secrets to helping higher education institutions adopt digital marketing tactics – and new ideas:… Read the rest

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Fight Dirty Healthcare Data Like You Fight MRSA

By | February 27, 2014

Just as hospital clinicians are aggressively fighting accidental infections at every turn, so too must hospital marketers diligently battle the numerous dangers threatening their online data. We all know that MRSA – methicillin-resistant staphylococcus aureus – is a serious problem in healthcare; what not enough healthcare executives understand is that inaccurate Google Analytics tracking is causing “garbage in, garbage out” at hospitals nationwide. Service line managers should be reviewing, analyzing, and cleaning their data meticulously, so they can not only optimize their online conversions, but also trust their data and advocate for additional financial resources.… Read the rest

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Announcing Our Pilot Study: Increase Your Net Tuition Revenue

By | February 27, 2014

Fathom is looking for business officers at public and private universities who are interested in increasing net tuition revenue by strategically reducing discount rate.

Discounting Strategies and Private Nonprofit Universities

Universities are investing in the education of their student bodies at record levels. In a 2012 study of 383 private nonprofit universities, the National Association of College and University Business Officers (NACUBO) determined that 87% of all first-time, full time freshmen receive an institutional grant. For the broader undergraduate population in 2012, this same study showed that the average grant covers 47.9% of tuition and fees, up from 46.5% in 2011.… Read the rest

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The Importance of Establishing a Strong Brand Identity

By | February 26, 2014

Fathom recently created and released the 2014 edition of the Fathom Brand Guide – an 80-page document that functions as a toolbox for individuals throughout the organization to utilize and maintain a strong and effective brand image.

Why is it so imperative to establish and define a brand image?

First, you must understand that a brand is a promise. A brand is an asset.

When defining and creating a brand for your business, it’s important to understand who you are as an organization, and how you want to be perceived in the market.… Read the rest

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3 Steps to Start a Retail Social-Media Strategy

By | February 26, 2014

Social media is where it’s at! All the kids are doing it! Why isn’t your business on Facebook? If you are a retail business owner, I’m sure you’ve heard those phrases a few times before. But it’s true: social media can make a big impact for your business, because it’s not just where the kids are, it is where everyone is.

If you’re looking for another avenue to reach your customers, consider setting up social media profiles.… Read the rest

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