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Daniel Gutzmore

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5 Grassroots Marketing Predictions for 2018

Grassroots Marketing

By any measure 2017 was a banner year for grassroots marketing from the 2016 election results and the claim that a "grassroots" campaign is what won the White House to other political fights like the senate seat in Alabama. The #MeToo movement, women's march, climate march, Disaster relief efforts etc. all of these events had a grassroots marketing element as a driving force behind it. It isn't going out on a limb to say this trend will continue into 2018 and beyond, the way it'll manifest itself can be somewhat predicted by these recent occurrences and the ongoing conversations that are happening in private and public spaces. We can predict more political campaigns will focus heavily on grassroots marketing and that phenomenon among others will push grassroots marketing from alternative media to mainstream. We'll also see this play out in the upcoming Census and how grassroots efforts are going to be key for reaching elusive populations. Digital grassroots efforts will increase, as well as an increase in mainstream media particularly news outlets sourcing from more grassroots outlets.

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Digital Student Recruitment Case Study

Student Recruitment is always evolving and changing. As prospective students are interested in a growing array of topics and as schools expand and change the courses and other activities that are offered it's a challenge to continuously build the pipeline of prospects and convert those into students year over year. Over the last decade digital student recruitment has emerged as a an effective way to reach prospective students and nurture those prospects to the point where they become actual enrolled students. This was the realization of St. Peter's College who faced a number of challenges which included but were not limited to.

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A Systematic Approach to Institutional Advancement

Institutional Advancement is important for most schools especially private institutions that rely heavily on tuition and support from alumni outside donors and their endowment. It's not an easy task by any stretch of the imagination and if not done properly can really cripple an institutions ability to grow offer programs and supplies to it's current students and attract new students semester after semester. Make no mistake institutional advancement is a part of student recruitment and vice versa. So how does an institution bolster it's fundraising and make it beneficial year in and year out creating an environment for growth at the school? A large part of the answer is you need to have an iron clad system in place that builds a pipeline where you're introducing new potential donors on one end nurturing them through a journey to where they not only donate on the other end of that pipeline but also become advocates bringing others into the pipeline as well. By building out proper personas, engaging content with call to actions, a dedicated conversion path, and follow up to close delighting those supporters turning them into advocates.

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Institutional Advancement, fundraising

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5 Benefits of Diversity in College

In the world as well as in the workforce it's an established fact that the best products services, environments are fostered in places that embrace diversity and inclusion. College campuses are no different. The benefits of diversity in college far outweigh any perceived hindrance critics of diversity would bring up. The list of these benefits are many but a few that standout include being able to recruit from a larger pool of candidates subsequently a college can growth forecast and follow population trends to make sure enrollments numbers are met. It's also good public relations some would say a badge of honor to be known as a diverse institution. It's also beneficial for a college to be able to tap into the intellectual prowess and experiences that exists in people of all different types of backgrounds. Thinking longer term a diverse student body will equal a diverse Alumni base which is a benefit to institutional advancement.

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Campus Diversity Safe Spaces VS Brave Spaces

Political ideology, social beliefs, triggering events and shifts in the power structure have the populations at large clearly divided among strong partisan lines. Contemporary communication methods like social media where voices on any side of a debate can be amplified by all the participants in said debate help define these divides even more. College campuses are not immune to this environment, and because campuses have traditionally been a format for the expression and exchange of ideas, these beliefs can often time be on full display in common areas and lecture halls throughout the school. In response to this phenomenon, a number of schools have deemed certain areas of the campus and in some instances the entire campus as a "Safe Space". The loose definition of which is an area where a student(s) can occupy learn and thrive without being encountered by speech or action that they or society at large may deem offensive. The proliferation of Safe spaces on campuses all over the US and backlash from those who believe providing these type of spaces only help divide even more have led some university officials to also consider areas known as "Brave Spaces". Brave Spaces would be loosely defined as designated areas where ideas and philosophies from all viewpoints can be shared in a civilized manner with the implication that although you may not agree with the viewpoint or even find it offensive, you acknowledge the right of individuals or groups to express said point without interruption or disturbance. College officials who are striving towards or struggling with campus diversity and inclusion must consider a number of factors when establishing safe or brave spaces on campus including but not limited to groups of students current and perspective who may be included or excluded by these designations. Ground rules for both types of spaces. They must also consider a concurrent plan of bridging the divide while creating these spaces for people to be heard and or feel safe.

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Colleges, campus diversity, inclusion, recruitment

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