Posts in Strategy
Lessons to Be Learned From Clickbait: #4 Will Blow Your Mind

In a medium in which clicks equal money, many marketers got really good at writing headlines that elicited a click from even the most reluctant of viewer. Yet the power of clickbait speaks to some profound underlying truths about what people want and need when entering the realm of digital communication. Danielle drew from her research in behavioral economics and behavior change communications in this piece, published in the Call-to-Action blog run by Inside Higher Ed.

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Safe Creative Work Won't Work

We are now fully immersed in an attention economy, and to survive in a marketplace where attention is currency, messages simply HAVE to draw attention. Unfortunately, recent research about human behavior has revealed that the amount of time you have to actually capture someone’s attention is extremely narrow—only about 200 milliseconds or so. So how on earth can you cut through the noise and draw attention in such a short amount of time? In this article, ghostwritten for Helix Education’s Seth Odell, Danielle explains how institutions can step out of their comfort zone with visually arresting design.

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Higher ed business leaders say this is critical for 2017

The idea of outsourcing is not without controversy in higher ed, yet the practice has proven time and again to be a mechanism of growth. By outsourcing time/resource intensive activities like marketing, enrollment/retention services, and data analytics, institutions are poised to more fully pursue their missions. This article, ghostwritten for Helix Education’s CAO Cherron Hoppes, argues that the case for outsourcing in higher ed is missional.

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Dip to White: Breaking Through with TV Spots

The elephant and the rider metaphor, coined by social psychologist Jonathan Haidt, reveals how people make decisions based on two main internal processes: automatic, habitual, instinctive reactions (the elephant); and conscious reasoning (the rider). The metaphor also has surprising implications for higher ed TV spots. This article, ghostwritten by Danielle for Helix Education’s Seth Odell, explores these implications in Inside Higher Ed’s Call-to-Action blog.

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Society, StrategyDanielle LeCourt