Gene Begin, Managing Director, CP Education

Nearly all institutions, and definitely the ones I have worked at or worked with, are deeply committed to providing equitable access to higher education. While the recent Supreme Court decision on affirmative action will have major effects on many admission offices’ operational practices, higher education marketers need to double down on their efforts to promote their places of higher learning as an inclusive destination for diverse audiences and ensure more BIPOC prospective students enter the top of the admission funnel.

Honestly, all institutions should be undertaking these strategies already but this moment provides us all an opportunity to reassess how we are doing. Here are five actions that are essential to not only deepen your institutional commitment to recruiting diverse audiences, but will also help underrepresented students and students of color, and their families, see that your college/university is, and continuously aspires to be, an inclusive environment:

Showcase Real Representation

Representation matters. And not in a “three and a tree” kind of way where each student is of a different race and they are sitting under a tree on the campus quad working on laptops together. Authentic representation matters. This is a time to be realistic and authentic, not overly aspirational in a way that you are drastically misrepresenting your community and your resources. Show a range of cultural backgrounds, ethnicities, genders, and abilities but do not wholly misrepresent your community to set false expectations for matriculating students. If you have not conducted a recent content audit of your materials and stories, review those completed in your past fiscal year to ensure your representation is racially diverse, yet realistically representative. And do not only audit if students of color are represented, but how they are represented.

Partner With Current Students

Word-of-mouth marketing has been the most effective marketing tactic since the creation of humans so why not leverage the advocates that exist within your community? Social media is obviously a tremendous platform to amplify diverse voices and share stories of students from different backgrounds. Whether it’s Instagram, Snapchat or TikTok, encourage student takeovers that allow individuals to share their personal experiences and perspectives. This could certainly include individual students of color but also explore partnering with diverse student organizations on campus. Student organization collaborations showcase authenticity and representation to prospective audiences and provide insight into groups they may feel a connection to and hopefully intend to join.

Target Your Outreach More Intentionally

Public institutions in states such as California and Michigan have incorporated data such as zip codes, districts and other environmental data into their targeting to try and identify populations that tend to be more diverse. I imagine all institutions will further pursue this imperfect practice. Alternatively, there are a variety of community-based organizations (CBOs) and associations that focus on college access and represent diverse student audiences. You should be building relationships and collaborations with these organizations to promote your institution. Discussing and showcasing access and affordability even earlier in the college search journey will be more crucial than ever, especially considering the additional Supreme Court ruling on student loan forgiveness coming directly on the heels of the affirmative action decision. And whether it’s community events, community college partnerships, student conferences or college fairs, focus more attention on attending those prioritizing underrepresented groups. Advertise with those partners and in channels dedicated to engaging diverse communities. Developing new relationships and partnerships, early and often, will lead to more sustainable pathways for BIPOC audiences.

Shine a light on diversity initiatives and resources

Institutions have long supported inclusive environments but their commitment to diversity, equity, and inclusion has been amplified over the past few years. Most have developed DEI and Anti-Racism action plans in response to increased activism and more attention paid to institutional policies, processes, systems and community response. And don’t share these plans, goals and progress with only your community. Be sure they are available publicly. By showcasing initiatives, programs, student organizations, centers, events, resources and staff dedicated to DEI, you are providing a lens to prospective students and their families into seeing what support they can expect if coming to your institution.

Use Inclusive Language and Messaging

Ensure your marketing messages use inclusive language and resonate with diverse audiences. One example includes using inclusive and neutral emojis in digital communications, or using they/them language when you don’t know an individual’s gender. You want to avoid assumptions and stereotypes and instead focus on the unique strengths and experiences that different backgrounds, groups and perspectives bring to campus.

While the affirmative action ban has put restrictions on race-conscious admission policies, it will hopefully encourage ALL institutions to explore holistic marketing strategies to reach underrepresented audiences. While there are many institutions where the recent Supreme Court decision may not impact their admission process as much as others, there is still no better time than now to audit your marketing plans and reassess how you are reaching diverse audiences. It is a moment to be more critical of how you represent your community and aspire to be a model of inclusive marketing.

Learn more about Connelly Partners Education.

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Make It Real
A little experience can make all the difference.

Observation: Digitally native consumers understand & expect technology to be seamlessly integrated in their interactions with brands. New digital tech has enabled more immersive and personalized customer experiences.

What brands can do: Brands need to create more immersive experiences across more points in the customer journey to meet growing expectations.

Sources: AdWeek, Magna Global & CNBC

2. An Entertaining & Reflective Outlet
Validation from knowing what we have is pretty good.

Observation: As humans, we often idolize the world and lifestyle of the affluent. On the back of a time in history where the rich get richer and the masses felt left behind, Succession provided a window into the private club of the elite which left the “have nots” feeling a bit less jealous of the “haves.” 

What brands can do: Brands should help us keep reaching, but also remind us to recognize and celebrate the simplest things that are right in front of us.

Sources: Harper’s Bazaar, Holywood Reporter, Collider & Elle

3. The Impact of Listening
Increasing influence and connection through the airwaves.

Observation: Three out of every four consumers cite podcast hosts as the most influential figures shaping their actions, beliefs and life decisions. Two-thirds of consumers report feeling a “deep connection” to the hosts narrating their preferred podcasts.

What brands can do: Shifting media consumption habits reinforce this channel should be in a brand’s media mix moving forward as another way to satisfy our desire for authentic content and brand voices.

Sources: AdAge & SXM Media

4. A Return to the American Dream?
We are moving on and demanding more.

Observation: “Threat of recession” burnout is making people act in defiance of the economy.

No one knows what to make of our economy’s trajectory. In the past, uncertainty and recessionary anxieties typically resulted in more of a conservative outlook; today consumers are pushing ahead.

What brands can do: People feel deserving of all they can get. Isn’t that what the American Dream is all about? Brands should fulfill those dreams. They can have our back and also still tell us to go for it.

Sources: CNN, The Chicago Tribune & Marketplace

5. Keep the Lights On
Consistency of presence is vital to growth today.

Observation: Recent research has reaffirmed the significant market share & brand awareness loss that comes with a major scale back in ad presence. This isn’t surprising given that consumers today are seeing over 10,000 ads a day and engagement increasingly challenging.

What brands can do: Maintain a steady presence with intentional content across the right channels to prevent brand switching, reinforce loyalty and drive growth when others scale back.

Sources: LinkedIn & WARC

All good things expire. Look out for more reports coming soon.

Alyssa Stevens, Director of Social Media
Will Maslach, Paid Social Manager

Beyond the name, Threads, the new social platform developed by Instagram, has us thinking that social media is going to evolve just like fashion and revisit what was previously en vogue. We started with text-based platforms and then moved on to photos, long-form videos, disappearing photos, short-form videos, audio-only content, and then to a combination of everything. And now we’ve returned to text-based sharing on social media.

So, this begs the obvious question, is it time to break out the bell-bottom jeans?!

Since its launch on July 5, Threads has quickly gained popularity, amassing over 100 million downloads worldwide in less than a week. Through its seamless integration with Instagram, it offers users a fresh way to connect and share content, while also discovering new creators who share similar interests. With its strong launch, Threads promises exciting possibilities for brands and creators, but before you create an account and tap into the potential of the Threads community, here are five important things you should know…

You’ll Have a Built-in Social Following

One of the standout features of Threads is its integration with Instagram. By linking your Instagram account to create your Threads account, you can automatically extend your social following to the new platform. The app provides an option to follow the same users you do on Instagram, helping you to create an instant audience. But what if the user or brand you want to follow hasn’t made an account yet? Fear not! If you select them as an account to follow, it will automatically do so as soon as they decide to join the community. Threads also recommends creators for users to follow, blending content from followed users and recommended creators into the feed. Finally, to highlight the connection between Instagram and Threads, a badge can be displayed on your Instagram page to alert your followers that you are on the new app. This unique feature helps jumpstart your Threads journey by leveraging your existing Instagram audience.

Don’t Expect Stellar Search Functionality 

Currently, the search function on Threads is limited to finding other users. You can search for specific usernames, but the app does not support hashtag or topic searches at present. This limitation restricts the app’s functionality beyond scrolling the feed and looking up users. However, we anticipate that Instagram will expand the search capabilities of Threads as it gains traction and continues to evolve. 

You Can Keep Your Username and the Coveted Blue Check Mark

If you already have an established presence on Instagram, you’re in luck! Your username and verification status, including the oh-so-essential blue checkmark, will carry over to your Threads account. This means that you can maintain your online identity and credibility seamlessly when transitioning to Threads. It’s a great way to retain your existing audience and continue building upon your online clout.

There’s No Deleting Threads Without Deleting Instagram

Should you decide that Threads isn’t the right fit for you and want to delete your account, there’s a catch. Unfortunately, you cannot delete your Threads account without also deleting your Instagram account. This move from Mark Zuckerberg is both sneaky and strategic, as it ensures the retention of the initial user base of Instagram while encouraging users to stay within the broader ecosystem.

No Word on Advertising Capabilities…Yet

As advertisers, on a new platform launch, we are chomping at the bit to start ads. While we haven’t heard anything from Meta HQ about ads integration or processes, the most likely path is for Meta to integrate Threads ad placements into Meta Business Manager. This would allow a seamless transition into advertisements on Threads for advertisers currently running on Facebook and Instagram by just selecting an additional placement. However, Meta may have other plans in store for ads on Threads – we’ll just have to wait and see…

As you consider joining the Threads community, understanding these key aspects of the app will help you make an informed decision. With its notable early success and adoption from major brands and news networks, Threads presents an intriguing opportunity to connect with others and share your content. We’ll be keeping an eye on future updates as Instagram continues to refine the app’s functionality and expand its capabilities. 

In the meantime, you can catch us thrifting those retro threads waiting for them to come back in style…

Alyssa Stevens, Director of PR, Social Media & Influencer Marketing

Attending industry conferences is like diving headfirst into a whirlpool of knowledge, surrounded by the latest trends and cutting-edge ideas. Recently, I had the privilege of attending the Influencer Marketing Show in the heart of New York City, where thought leaders, marketers, and influencers converged to discuss the ever-evolving dynamics of the creator economy. In this blog, I’ll share some of the key takeaways from the conference and discuss how they can help to shape the exciting future of influencer marketing.

Embracing a Creator-First Strategy 

One of the recurring themes at #IMSNYC was the significance of adopting a creator-first strategy. That means placing creators front and center in creative campaigns, social media initiatives, and even on brand websites. With estimates suggesting that over one billion people could identify as content creators by 2030, it’s high time brands recognize and harness the immense power of these influential individuals.

Riding the Wave of the Passion Economy

The creator economy, at its core, is a manifestation of the passion economy. People are monetizing their passions by creating content around the things they truly love. This phenomenon opens up exciting opportunities for brands to tap into these passions and leverage influencers to co-create content that resonates with audiences. By collaborating with influencers who are genuinely passionate about their niche, brands can deliver authentic, trust-building content that aligns with consumer interests.

Unveiling the “Why” Behind Your Brand

Before embarking on any influencer campaign, it’s essential for marketers to peel back the layers and uncover the true “why” behind the customer’s desire to engage with a brand. By understanding these motivations and aspirations, you can build influencer programs that best align with your target audience. Authenticity, relevance, and purpose should guide the creation of influencer campaigns that not only promote products or services but also connect with consumers on a deeper level. 

Don’t Miss the Free Information Exchange

Brands should view influencers and the comment section of their sponsored posts as a treasure trove of free information. By actively monitoring and engaging with the comment section, brands can gain invaluable insights into how their brand or product is resonating with their intended audience. This two-way communication allows brands to not only measure the impact of their influencer campaigns but also receive genuine feedback from consumers. Brands shouldn’t shy away from constructive criticism; instead, they should proactively address concerns and suggestions to demonstrate a commitment to improvement and customer satisfaction. By leveraging the comment section as a feedback loop, brands can strengthen their relationships with consumers, refine their strategies, and foster a sense of trust and transparency.

Connecting, Not Just Reaching, Gen Z

Marketing to Gen Z requires a whole new approach. It’s no longer about merely “reaching” them; it’s about connecting with them on a deep, personal level. This is where influencers come into play. Gen Z wants to feel like an integral part of a brand, and influencers can help foster that connection. By partnering with influencers who align with Gen Z’s values and interests, brands can forge authentic relationships that tap into this demographic. Building trust and nurturing a sense of community are key to capturing the attention and loyalty of Gen Z consumers.

The Influencer Marketing Show in New York City shed light on the evolving landscape of the creator economy and its impact on brand marketing. As brands navigate this dynamic environment, it is crucial to adopt a creator-first approach, tap into the passion economy, craft purpose-driven influencer programs, create a feedback loop on social media, and connect with Gen Z on a meaningful level. By incorporating these key takeaways into their strategies, brands can forge genuine connections, build trust, and harness the full potential of influencer marketing in the digital age.