Strategy to Move The Needle

digital marketing strategy
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Strategy: Claim Your Mountain

  • Strategic Planning

    Roadmap to The Promised Land

    As Cheshire cat said in Alice in Wonderland “If you don’t know where you are going, any road will get you there.” By asking simple questions such as “What do you want more of?”, “Why?” and “What’s not being said here?”, Elliance helps clients clarify their vision. Then our team forges plans and priorities to realize that vision.

  • Growth

    Thinking Precedes Winning

    After completing the SWOT, Elliance team begins to crystallize a game plan to move the brand forward. Adaptation may require repositioning, reframing, drawing parallels from other industries, and planning for change. And change requires commitment from senior leadership team.

  • SWOT

    Realistic Situational Assessment

    Projects churn up enough market research, competitive analysis, web analytics and other data to fill an average-sized U-Haul trailer. Which begs the question: now what? Elliance adheres to a disciplined process that enables us to separate insight from information, and to challenge closely held assumptions.

  • Leadership

    Shaping Markets

    On occasion, the client or Elliance team sees an opportunity for creating an industry leadership position. And that demands courage, resolve and commitment. One cannot lead without a winning mindset and a posture of an arrived brand. Elliance has led numerous brands through the treacherous journey to their promised lands.

Recent Blog Posts

  • Daniel Pink on communication and symphonic thinking

    April 20, 2020

    Communicating before, during and after a capital campaign requires the kind of symphonic thinking that author Daniel Pink explores in A Whole New Mind: Moving from the Information Age to the Conceptual Age. Strategic visions and campaign priorities can quickly deconstruct into campaign inventory and itemization — losing all connection to a larger and more compelling story about why a college matters and to the invitation for how donors might conn ... Continue reading

  • Three Ways for College Presidents to Communicate and Lead Going Forward

    March 31, 2020

    A familiar Chinese proverb instructs: “To know the road ahead, ask those coming back.” The current situation in higher education defies that enduring wisdom. Change arrived suddenly, with little regard for institutional history or might. In this respect, all colleges stand on relatively common ground. All college presidents, to a degree, have become new college presidents. It might be tempting in this moment of great uncertainty to th ... Continue reading

  • A New College President’s Guide to Your Inherited .edu

    February 06, 2020

    As a newly selected college president, you may view your pending move in traditional terms — relocating to a new city, occupying a new office or executive residence and joining a new campus culture. You’re also inheriting a .edu web address that can help accelerate or impede your best laid presidential plans. Here’s a field guide for new or aspiring presidents that’s designed to help you read between the lines — code and content ... Continue reading

  • Why some colleges thrive while others coast and dwindle?

    April 22, 2019

    Not a week goes by that we don’t see the news of a college closing, merging or downsizing. Unfavorable demographics and remote locations are purported to be the primary reasons for their troubles. We disagree. Having served numerous colleges over the past two decades, and observing the evolving collegiate scene, we believe that the following reasons are the key drivers that put colleges in distress: Marketing Imagination Many colleges in distress ... Continue reading

  • Digital Marketing Strategy for Community Banks

    January 12, 2018

    Well-capitalized, community banks often grow new customer relationships by acquiring other banks. However, as their geographic footprints expand, many find it challenging to also grow new customer relationships organically. As their DMAs widen, their marketing budgets are spread thinner and thinner. The idea of spending money on television, radio and outdoor grows more untenable, and digital becomes more important than ever. If this is where you ... Continue reading

  • Digital Strategy to Overcome the Talent Shortage in Manufacturing

    April 14, 2017

    A new generation of talent recruitment is upon us. Recruitment 1.0: Run classified ads in the Help Wanted section of newspapers. Recruitment 2.0: Run job postings on third party sites like Monster, Indeed and Jobs.com. Recruitment 3.0: Take control of your own destiny. Manufacturers are increasingly challenged by a national talent shortage for the new jobs they’re creating. Instead of relying on tired old ways, Recruitment 3.0 demands a better di ... Continue reading