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Towards the end of 2013, the admission and marketing folks at a Pennsylvania college asked Carnegie to present how our approach to Student Search and Enrollment Marketing is different than what they’ve been doing for years. From there, a movement was started. Well, not so much a movement, but certainly a challenge.

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So, you’ve heard about this “message match” thing, and you’re wondering how it’s relevant to your educational marketing needs. It’s actually a pretty simple concept. Let’s take an example of a PPC campaign. You want to run a set of Search or display ads to help increase attendees to your upcoming open house. The goal would be to get signups for the upcoming session. The page’s sole reason for existing is to get a form completion. In order to do that, you need to take message match into consideration.

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2014 was a year filled with innovation and changes for how digital strategies can be applied to enrollment marketing. Strategies and opportunities with IP Targeting, social media, video, analytics, and data-driven targeting took center stage throughout the year. And every month, Carnegie hosted webinars on a variety of topics surrounding all of these—enabling higher education marketers to learn more and stay ahead of the curve. These are free to attend, and we often record and post them on our site so people can access anytime they like. 

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Okay, no. Obviously not. But stay with me here. First, let it be known that unlike many of my colleagues, I am not a Seinfeld fan. (I know, I know. You are probably yelling at me right now.) So it pains me to even suggest that Jerry had such a great impact on the world of advertising. But the theory is that Seinfeld was the first big player in TV product placement. Junior Mints, anyone? 

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