Service Line: Digital Marketing

TikTok Spark Ads are kind of the new kid on the block. According to TikTok Business Help Center, they’re “a native ad format that enables you to leverage organic TikTok posts and their features in your advertising.”

Academic program pages are vital to the success of a college or university website, and on a larger scale, integrated marketing and enrollment efforts. A higher education website is a living, breathing tool to attract prospective students to the institution, connecting them with the information and resources they need.

At Carnegie, we often get asked about the advantages of working with a single agency partner as opposed to multiple. Is it more beneficial to work with one agency for your marketing efforts? 

Working with multiple agencies can offer a variety of perspectives and can be appealing if you have multiple projects you need to accomplish at once. But, there are numerous benefits to working with a single partner that will save you time, money, and frustration.

In the wake of the SCOTUS ruling on affirmative action in higher ed, the conversation around molding a class—a diverse class in particular—has been more active than ever. Institutions are not all impacted equally by this ruling, but for those institutions with commitments to diversity, equity, and inclusion this topic is front and center. In this blog, we will tackle one specific piece of the much larger—enrolling a diverse class—puzzle: How can an institution use marketing to recruit a diverse inquiry pool?

Experiencing AI fatigue? You’re not alone. The topic of AI has been on heavy hype rotation for several months without any sign of relenting. Every day brings a steady stream of announcements. AI+Microsoft. AI+Google. AI+everything. The question is, what does this mean for AI+you? With so many new AI-supercharged products and services rushing to market—as well as all of the worries and concerns expressed about the technology practically and philosophically—how do you make sense of it all?

Understanding sentiment may be the most underrated step in developing marketing materials. Or, more accurately, understanding the sentiment of the target audience. 

Google Business Profile (GBP), formerly known as Google My Business, is an important asset to your higher education institution because it represents your brand on Google search and Google Maps.

In the Spring of 2021, Facebook rolled out the Aggregated Events Measurement system (more like Aggravated Events Measurement, amiright?) in response to Apple’s iOS14+ privacy changes. This forced advertisers to verify their domain and select only eight conversion events for the entire domain to be tracked for iOS users who opt out of app tracking.

One of the best ways to make your marketing stand out on social media is to make it look as organic as possible. Long gone are the days of commercial-like videos and sales-y slogans.

Higher education institutions serve a vast number of internal and external audiences: prospective students, current students, faculty and staff, the list goes on. It is no wonder that university websites are incredibly difficult to design and maintain with accurate, up-to-date information that’s useful and accessible to all those audiences.