Joel Goodman and Kristin Van Dorn discuss key insights into content-first design, especially within the context of higher education websites. They delve into the importance of designing around content needs rather than trying to fit content into pre-made designs. Kristin emphasizes the necessity of creating a design system that accommodates varied content types and structures to ensure consistent user experience. The conversation sheds light on how using a content-focused approach can lead to more functional, effective websites that meet both user and business goals.
Joel Goodman and Kristin Van Dorn discuss the use of AI and large language models in content strategy. They explore the excitement and misconceptions around AI, touching on its potential to supplement writing jobs and the limitations of relying solely on AI-generated content.
Joel Goodman and Kristin Van Dorn discuss the outdated models of maintaining and running higher education websites. They emphasize the high costs associated with such teams and suggest alternative models, including agency partnerships, to achieve competitive results without the financial burden.
Hosts Joel Goodman and Kristin Van Dorn discuss the challenges of properly maintaining an effective higher ed website, especially in the face of budget constraints and changing economic conditions in higher education.
Hosts Joel Goodman and Kristin Van Dorn discuss strategies for higher education marketing offices to maximize their budget during challenging times. They emphasize the importance of optimizing internal processes, evaluating tech stacks to eliminate overlapping functions, and re-examining media buys to ensure they are producing results.
How can marketing offices continue increasing enrollment with compressed budgets? Bravery Media suggests optimizing the marketing operations already in place. Speed up your website, take email back to basics, and use AI for more than copywriting.
Part 4 in our series on the Customer Based Brand Equity Pyramid focuses on Brand Resonance — the top level of the pyramid. Kristin and Joel discuss the significance of applying Custom Experience methodology to the student experience in higher education to build genuine brand resonance.
Joel Goodman and Kristin Van Dorn discuss the Customer Based Brand Equity Pyramid in detail. They explore brand response, emphasizing the importance of understanding customer sentiments and storytelling in branding strategies. The conversation delves into methods for researching customer perceptions, the interplay between narrative building and brand levels, and practical approaches for higher education marketing professionals to enhance brand awareness and engagement.
In the latest episode of Appendix B, Joel Goodman and Kristin Van Dorn from Bravery Media delve into the second level of the customer-based brand equity pyramid, focusing on brand performance and imagery within the context of higher education. They emphasize the importance of brand salience, ensuring that an institution is top-of-mind when prospective students are considering their options.
Does your college or university brand have a base level of recognizeability? How do you even start developing a brand strategy? This is the first in a series on the Brand Equity Pyramid and how to approach brand development in Higher Education. Connect with us on LinkedIn.
When we talk about branding in higher ed, are we considering the differences between brand differentiation and personality? Kristin Van Dorn has studied branding in higher ed for years and has a few thoughts. Bravery Media can help you with all manner of brand research.
Web design projects in higher education should never start before content has been firmed up. Joel and Kristin from Bravery dive into the reasons why in this podcast episode.
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How do agencies approach designing a higher ed website? Joel and Kristin break down Bravery’s approach to homepage content strategy. This is the first in a series covering the strategies that higher ed web agency apply in designing a new university website.
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Sometimes working with an agency long term provides better value than hiring full time employees to support your website.
Connect with us on LinkedIn: Joel / Kristin
Bravery released the results of their Higher Ed Web Strategy Trends survey and now it’s time to dig into the results.
Intranets and portals are a constant point of discussion in higher ed, but they’re generally pretty bad. Joel Goodman has the fix, though.
Find us on LinkedIn — Joel Goodman / Kristin Van Dorn / Bravery Media
Joel Goodman and Kristin Van Dorn discuss what happens when a university’s marketing messages conflict with the reality of their campus, operations, and website content.
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Joel and Kristin discuss the challenges and issues that universities face when it comes to paid media and having an outdated website.
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Kristin Van Dorn and Joel Goodman believe that Higher Ed Marketers are over-relying on third-party landing pages.
There’s an inherent disconnect between landing pages and the main institutional website, and it negatively affects both user experience and conversion. What can be done?
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Let’s revisit the importance of your institution’s website, shall we?
Cause sure, paid advertising, viewbooks, recruitment events, etc., can all be wonderfully effective, but if prospective students can’t figure out how to navigate your website, what was it all for? Stop underestimating the significance of websites.
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