Most of the marketing world is based on precedents. We base our metrics and budgets on prior years’ results. We schedule the same way — peak season and off-season, planning time, production time, media buying — it’s mostly based on what we did last year.
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In January 2016, I wrote a blog titled “Four Marketing Resolutions for 2016.” I cited research identifying that “people who write down their specific resolutions are 10 times more likely to attain their goals than people who don’t make specific resolutions.”[1] So I made my marketing resolutions public:
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We need someone who’s skilled at managing the myriad details of interactive and digital media projects—from kickoff to delivery. This entails juggling day-to-day work, defining priorities and resources, tracking budgets and schedules, identifying risks, and resolving conflicts. This job calls for a dynamic people person who’s detail oriented and highly organized. You’ll ride herd on multidisciplinary agency teams, managing multiple projects as you manage clients’ expectations. You’ll act as gatekeeper for all interactive projects requested by AB&C’s account teams. You’ll also act as the project teams’ advocate. Visit us online. You’ll get a sense of who we are—as well as the clients we serve.
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At 11:59 p.m. on December 31, 2019, the ball started dropping and decided to make a year of it. Like everyone else, I wish I could close the lid to this dumpster fire, but there are some things even a trash fire can illuminate. And those are the things that I never want to lose sight of. So right now, I’m taking stock of what I want to stick.
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By David Brond, Elizabeth Cohen and Linda McAleer

Multiple articles have been written about the important role parents play in their child’s college decision. Most higher education marketers and enrollment professionals agree that a parent’s powerful influence in guiding high school students throughout the college application and admission process is often unmatched by any other person.
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Current COVID-19 trends indicate that we are on the other side of the peak in most places in the U.S. States have lifted stay-at-home orders, and we’re all starting to experience what our new normal looks like. This means that while critical care units and emergency departments are still treating COVID-19 patients every day, the numbers have decreased.Read full post...

Communicating that it is safe to get preventative care such as mammograms is essential to getting healthcare kick-started. With the advent of consumerism and the preponderance of healthcare information, we now have an “army” of informed healthcare consumers in our country. Where have they been during this pandemic? What happened to preventative medicine or annual medical procedures/treatments?Read full post...

By David Brond and Kathleen Doyle

The world as we knew it has changed. This is also true across the entire landscape of higher education.

May 1 was National College Decision Day, the traditional deadline for high school seniors to pick their college or university. In 2020 unfortunately, thanks to the COVID-19 pandemic, this important decision has become more difficult than ever for students and parents. The pandemic is also having—and going to have—a profound impact on the future of institutions of higher learning across the country.Read full post...

All the best brand managers revise their messaging platforms to reflect changes in the market. They do this to remain relevant to their consumers and their markets.

Now is the time for healthcare marketers to look at their positioning and message platforms to determine if they need revisions. During this pandemic, two competing images of healthcare providers have emerged: With their position as defenders of the community’s health restored, and their willingness to risk their lives to help others, healthcare providers are seen as heroes and valuable community resources. But the fact that they were overwhelmed by the number, severity and supply needs of COVID-19 patients creates a different perception.Read full post...

Amid the current coronavirus situation, some organizations may be tempted to implement a “wait and see” approach to marcom. However, now is not the time to cut branding or market research efforts. For healthcare organizations there is an obvious need to focus short-term priorities on the Coronavirus pandemic and its day-to-day impact on human and financial resources, operations, patient care and safety. Read full post...