HIGHER EDUCATION RESEARCH, MARKETING, AND BRANDINGABOUTTEAMWORKINSIGHTSRESOURCESCONTACT Despite the fact that Pacific had successfully bucked the trend of declining enrollment—if after 11 years, enrollment’s downward trajectory can even be called a “trend”—Pacific partnered with SimpsonScarborough to future-proof enrollment. Strategy, Creative, Visual Identity, Digital.

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We've worked with over 300 colleges and universities and each of our clients is a true partner. The reward is seeing our client's success first-hand, and that success keeps them coming back. With continued work from our clients, we repeatedly measure the impact of their efforts from year-to-year to give our process fine-tuning. We've learned that the best brand findings are driven by true OUR PARTNERS AND TEAM We’ve had nearly every job in the industry. We're market researchers, data lovers, writers, math majors, psychologists, and avid karaoke and trivia night enthusiasts. We hail from every part of the country. Most of all, we’re proud, professional students—curious by nature, compassionate by choice, and constantly working to build higher ed brands that inspire and endure. ILLINOIS COLLEGE WEB REDESIGN Illinois College, IC, needed a partner to create the messaging strategy and a dynamic website conveying the personalized liberal arts experience found there. Developing a campus-centric CMS, isolating marketing goals, eliminating content, and moving the site from discovery to launch in six months was a win for everyone. Research. HIGHER EDUCATION MARKETING BLOG Using Design Thinking to Create Better Higher Ed Marketing Strategies. Design thinking is a methodology that provides a solutions-based approach to solving real-world problems. In the world of higher ed marketing, it can be a framework to help address big questions Thought leadership , Strategy. THANK YOU! | SIMPSONSCARBOROUGH Thank you for taking the time to complete this important survey. If you would like to exercise your rights to unsubscribe from SimpsonScarborough surveys, review your PII (personally identifiable information) in our system, or delete your PII, please fill out this form. Let's talk about your brand. INTRODUCING OUR NEW BRAND IDENTITY AND WEBSITE We're thrilled to unveil our refreshed brand identity and redesigned website. The updates show the evolution of our company since its founding in 2006 and pave the way for how we're moving forward. We wanted the brand to reflect our expanded capabilities and give us space to celebrate the fun, vibrant relationships we have with each of

you.

DIGITAL VS. TRADITIONAL MARKETING: WHAT’S THE IDEAL MIX? In its recent state of U.S. Advertising report, eMarketer forecasts that digital spending will grow 16% in 2017 alone. Mobile ad spending is anticipated to grow 22%. But the data point that particularly caught my attention: 40.5% of all U.S. media spending is now digital. And the author anticipates that 50% isn’t too far AN UNCOMMON APPROACH TO AN UNCOMMON CAMPAIGN An Uncommon Approach to an Uncommon Campaign. The Campaign for the Uncommon Good was taking shape long before we ever arrived on campus, but to see it cast into public view — and inch ever-closer to its goal of $275 million — makes it all the more fun to celebrate. It all started when we first stepped on the Seattle University campus in BUILDING A SUCCESSFUL IN-HOUSE CREATIVE TEAM As the role of your in-house design team becomes even more important, here are a few recommendations that can help set up your marketing communications organization and creative team for success: Provide adequate resources. The Libris/Contently report found 51% of companies have 2-5 full-time employees tasked with creating visual content. HIGHER EDUCATION RESEARCH, MARKETING, AND BRANDINGABOUTTEAMWORKINSIGHTSRESOURCESCONTACT Despite the fact that Pacific had successfully bucked the trend of declining enrollment—if after 11 years, enrollment’s downward trajectory can even be called a “trend”—Pacific partnered with SimpsonScarborough to future-proof enrollment. Strategy, Creative, Visual Identity, Digital.

EXPLORE OUR WORK

We've worked with over 300 colleges and universities and each of our clients is a true partner. The reward is seeing our client's success first-hand, and that success keeps them coming back. With continued work from our clients, we repeatedly measure the impact of their efforts from year-to-year to give our process fine-tuning. We've learned that the best brand findings are driven by true OUR PARTNERS AND TEAM We’ve had nearly every job in the industry. We're market researchers, data lovers, writers, math majors, psychologists, and avid karaoke and trivia night enthusiasts. We hail from every part of the country. Most of all, we’re proud, professional students—curious by nature, compassionate by choice, and constantly working to build higher ed brands that inspire and endure. ILLINOIS COLLEGE WEB REDESIGN Illinois College, IC, needed a partner to create the messaging strategy and a dynamic website conveying the personalized liberal arts experience found there. Developing a campus-centric CMS, isolating marketing goals, eliminating content, and moving the site from discovery to launch in six months was a win for everyone. Research. HIGHER EDUCATION MARKETING BLOG Using Design Thinking to Create Better Higher Ed Marketing Strategies. Design thinking is a methodology that provides a solutions-based approach to solving real-world problems. In the world of higher ed marketing, it can be a framework to help address big questions Thought leadership , Strategy. THANK YOU! | SIMPSONSCARBOROUGH Thank you for taking the time to complete this important survey. If you would like to exercise your rights to unsubscribe from SimpsonScarborough surveys, review your PII (personally identifiable information) in our system, or delete your PII, please fill out this form. Let's talk about your brand. INTRODUCING OUR NEW BRAND IDENTITY AND WEBSITE We're thrilled to unveil our refreshed brand identity and redesigned website. The updates show the evolution of our company since its founding in 2006 and pave the way for how we're moving forward. We wanted the brand to reflect our expanded capabilities and give us space to celebrate the fun, vibrant relationships we have with each of

you.

AN UNCOMMON APPROACH TO AN UNCOMMON CAMPAIGN An Uncommon Approach to an Uncommon Campaign. The Campaign for the Uncommon Good was taking shape long before we ever arrived on campus, but to see it cast into public view — and inch ever-closer to its goal of $275 million — makes it all the more fun to celebrate. It all started when we first stepped on the Seattle University campus in DIGITAL VS. TRADITIONAL MARKETING: WHAT’S THE IDEAL MIX? In its recent state of U.S. Advertising report, eMarketer forecasts that digital spending will grow 16% in 2017 alone. Mobile ad spending is anticipated to grow 22%. But the data point that particularly caught my attention: 40.5% of all U.S. media spending is now digital. And the author anticipates that 50% isn’t too far BUILDING A SUCCESSFUL IN-HOUSE CREATIVE TEAM As the role of your in-house design team becomes even more important, here are a few recommendations that can help set up your marketing communications organization and creative team for success: Provide adequate resources. The Libris/Contently report found 51% of companies have 2-5 full-time employees tasked with creating visual content.

HIGHER ED RESOURCES

2000 Duke Street suite 300. Alexandria, VA 22314. (571) 257-7251. hello@simpsonscarborough.com. Secondary Navigation (footer) WHAT WE DO | ABOUT | SIMPSONSCARBOROUGH Higher education deserves the confidence of rigorous research and the inspiration that comes from genuine curiosity. We bring together your people, vision, and values with our recognized knowledge and partnership to build brands through research, strategy, creative, and

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CONTACT US ABOUT YOUR BRAND New Business. Meredith Randle (571) 257-7251 hello@simpsonscarborough.com Careers. Perrie Howes (571) 257-7251 careers@simpsonscarborough.com. Media. Malachi Koop THE IMPACT OF COVID-19 ON HIGHER EDUCATION The Impact of COVID-19 on Higher Education National Student Survey, Pt. IV. In this study, we surveyed college-bound high school seniors to understand how the pandemic is affecting their the college search process and their lives as a whole. PRIVACY POLICY FOR SIMPSONSCARBOROUGH (GDRP At SimpsonScarborough, accessible from simpsonscarborough.com, one of our main priorities is the privacy of our visitors. This Privacy Policy document contains types THANK YOU! | SIMPSONSCARBOROUGH Thank you for taking the time to complete this important survey. If you would like to exercise your rights to unsubscribe from SimpsonScarborough surveys, review your PII (personally identifiable information) in our system, or delete your PII, please fill out this form. Let's talk about your brand. INTELLIGENCE AND CYBER OPERATIONS Program Overview This interdisciplinary major requires 51-54 units in total: 12 at the lower-division level and 39-42 at the upper-division level. Current USC students interested in the INCO major should meet with Karla Rivera, the advisor for this major. THE 2019 HIGHER ED CMO STUDY More marketers say their president relies on anecdotal opinions than many quantifiable measures. Only 1 in 3 are using periodic brand tracking to measure success. More than 3 in 4 lead marketers say their department does not have the budget needed to meet the expectations of leadership. Twenty percent of lead marketers don’t know or aren’t THE PARADOX OF SOCIAL MEDIA: CREATING CONNECTION AND In recent years, increased social media use among these generations is linked to increased levels of anxiety and depression. The pressure to belong, cyberbullying, and disconnection with the physical world are all potential side effects of the overuse of these platforms. A recent wave of surveys conducted by Mindshare exemplifies some of the EVERYONE’S A CONTENT CREATOR NOW. (AND THAT’S COOL.) Jason Shough is our Director of Content & Copy. A graduate of the Medill School of Journalism at Northwestern University where he received his M.S. in Journalism, Media, and Integrated Marketing Communications, Jason believes in choosing his words carefully and labors to understand the human factors that guide how people think and

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BUILDING BRANDS THAT INSPIRE AND ENDURE. National Student Survey HIGHER ED AND COVID-19 / PART IV

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NORTHWESTERN

Research proves brand strategy through replication How does a well-known powerhouse among our nation’s large, private, teaching, and research institutions develop greater clarity around

their story?

Research, Strategy

CAL POLY

A 117-year old brand, a single year in the branding In a little over a year, and less than a week apart, a brand was born, and a capital campaign was launched. Brand Platform, Strategic Planning, Creative, Visual Identity,

Digital

KENYON COLLEGE

Infusing video and visuals with emotional narrative drives motivation Escalating tuition and external questions surrounding the value of a liberal arts education magnify the importance of the capital campaign and Kenyon’s role as a leader in private education.

Creative, Digital

CAL POLY

A 117-year old brand, a single year in the branding In a little over a year, and less than a week apart, a brand was born, and a capital campaign was launched. Brand Platform, Strategic Planning, Creative, Visual Identity,

Digital

UNIVERSITY OF THE PACIFIC The best time to address a problem is before you have one. Despite the fact that Pacific had successfully bucked the trend of declining enrollment—if after 11 years, enrollment’s downward trajectory can even be called a “trend”—Pacific partnered with SimpsonScarborough to future-proof enrollment. Strategy, Creative, Visual Identity, Digital

INDIANA TECH

The power of brand planning — from changing minds to making an

impact

The word “Tech” can be a challenge in higher ed — it often provides a limited impression of what a school is really all about. Indiana Tech is no exception. Research & Strategy, Creative, Digital

NORTHWESTERN

Research proves brand strategy through replication How does a well-known powerhouse among our nation’s large, private, teaching, and research institutions develop greater clarity around

their story?

Research, Strategy

CAL POLY

A 117-year old brand, a single year in the branding In a little over a year, and less than a week apart, a brand was born, and a capital campaign was launched. Brand Platform, Strategic Planning, Creative, Visual Identity,

Digital

KENYON COLLEGE

Infusing video and visuals with emotional narrative drives motivation Escalating tuition and external questions surrounding the value of a liberal arts education magnify the importance of the capital campaign and Kenyon’s role as a leader in private education.

Creative, Digital

CAL POLY

A 117-year old brand, a single year in the branding In a little over a year, and less than a week apart, a brand was born, and a capital campaign was launched. Brand Platform, Strategic Planning, Creative, Visual Identity,

Digital

UNIVERSITY OF THE PACIFIC The best time to address a problem is before you have one. Despite the fact that Pacific had successfully bucked the trend of declining enrollment—if after 11 years, enrollment’s downward trajectory can even be called a “trend”—Pacific partnered with SimpsonScarborough to future-proof enrollment. Strategy, Creative, Visual Identity, Digital

INDIANA TECH

The power of brand planning — from changing minds to making an

impact

The word “Tech” can be a challenge in higher ed — it often provides a limited impression of what a school is really all about. Indiana Tech is no exception. Research & Strategy, Creative, Digital

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THOUGHT LEADERSHIP

WHY MARKET RESEARCH IS CRITICAL TO ASSESSING ACADEMIC PROGRAM DEMAND Early in my career as a higher ed market researcher, I never would have imagined working with provosts and deans to study the demand for potential new programs. Decision-making related to new programs rested squarely with the academics among the administration; the opinions of marketers were rarely factored in. Assessment criteria included organizational fit, investment requirements, operational costs, and possibly some broad secondary data on job trends. The most important factor seemed to be the existence of a strong and effective champion for the program among the faculty. From a marketing perspective, the attitude seemed to be, "If you build it, they will come." Marketers, of course, know that only happens in the movies.

THOUGHT LEADERSHIP

USING DESIGN THINKING TO CREATE BETTER HIGHER ED MARKETING STRATEGIES Design thinking is a methodology that provides a solutions-based approach to solving real-world problems. In the world of higher ed marketing, it can be a framework to help address big questions and solve challenging problems by focusing on a target audience and working backward to find a solution. This can be especially useful in solving complex problems that are ill-defined or completely unknown. According to the Hasso-Platner Institute of Design at Stanford University (more commonly known as the d.school), there are five stages to design thinking: EVERYONE’S A CONTENT CREATOR NOW. (AND THAT’S COOL.) It was just a simple note — four words on an index card that I scribbled in Sharpie and tacked to the wall of our agency studio: VALUE PROPOSITION: THE CORE OF HIGHER ED STRATEGIC PLANNING This is a guest post from one of our industry colleagues, Michael Imber.  Michael is a Managing Director at Conway MacKenzie, part of advisory firm Riveron, and has extensive experience working with higher education institutions and not-for-profit enterprises. This is the first of a two-part series on institutional value proposition as a means of driving long-term sustainability.

THOUGHT LEADERSHIP

RESEARCH WAS MADE FOR TIMES LIKE THESE Last March, the role of the higher education marketer and communicator changed in an instant. Long-term planning went out the door, sacrificed for just keeping up with day-to-day decision-making and pandemic communications. Institutions had to shift to remote instruction overnight. Residence halls emptied. Admission offices had to enroll a class without the ability to hold in-person events for admitted students. All communication with internal and external audiences shifted to virtual. The demands on higher ed marketers became very near-term focused. HOW TO LEVERAGE GAMIFICATION IN HIGHER ED MARKETING Gaming. It's been popular for decades but has taken a lead spot in hobby lists and quarantine pastimes in the past 12 months for people of all ages and backgrounds. Gaming unifies people around the globe, enabling them to enter new worlds, ignite their imaginations, and find some reprieve from the daily grind. Feels like a win-win during a time of incredible anxiety.

ANNOUNCEMENTS

AGENCY NEWS — MAY 2021 We're extremely proud to announce the promotion of Lex Hade to Director of User Experience (UX).

THOUGHT LEADERSHIP

WHAT'S THE FUTURE OF CAMPUS RECRUITING EVENTS? In-person visit days for admitted students have long been considered the anchor of the spring recruitment event lineup. Many students make their final college choice immediately after attending these deal-making or deal-breaking events. Just three years ago, I remember going with my son to back-to-back 'admitted student days' at his top two institutions. Just an hour into the event at the second campus, he decided he wanted to attend the school we had visited the previous day, Franklin & Marshall College. He couldn't explain why — it was just a gut feeling.

ANNOUNCEMENTS

ANNOUNCING THE PROMOTION OF PERRIE HOWES TO DIRECTOR OF THE PROJECT

MANAGEMENT OFFICE

We're extraordinarily proud to announce the promotion of Perrie Howes to the role of Director, Project Management Office.

THOUGHT LEADERSHIP

WHY MARKET RESEARCH IS CRITICAL TO ASSESSING ACADEMIC PROGRAM DEMAND Early in my career as a higher ed market researcher, I never would have imagined working with provosts and deans to study the demand for potential new programs. Decision-making related to new programs rested squarely with the academics among the administration; the opinions of marketers were rarely factored in. Assessment criteria included organizational fit, investment requirements, operational costs, and possibly some broad secondary data on job trends. The most important factor seemed to be the existence of a strong and effective champion for the program among the faculty. From a marketing perspective, the attitude seemed to be, "If you build it, they will come." Marketers, of course, know that only happens in the movies.

THOUGHT LEADERSHIP

USING DESIGN THINKING TO CREATE BETTER HIGHER ED MARKETING STRATEGIES Design thinking is a methodology that provides a solutions-based approach to solving real-world problems. In the world of higher ed marketing, it can be a framework to help address big questions and solve challenging problems by focusing on a target audience and working backward to find a solution. This can be especially useful in solving complex problems that are ill-defined or completely unknown. According to the Hasso-Platner Institute of Design at Stanford University (more commonly known as the d.school), there are five stages to design thinking: EVERYONE’S A CONTENT CREATOR NOW. (AND THAT’S COOL.) It was just a simple note — four words on an index card that I scribbled in Sharpie and tacked to the wall of our agency studio: VALUE PROPOSITION: THE CORE OF HIGHER ED STRATEGIC PLANNING This is a guest post from one of our industry colleagues, Michael Imber.  Michael is a Managing Director at Conway MacKenzie, part of advisory firm Riveron, and has extensive experience working with higher education institutions and not-for-profit enterprises. This is the first of a two-part series on institutional value proposition as a means of driving long-term sustainability.

THOUGHT LEADERSHIP

RESEARCH WAS MADE FOR TIMES LIKE THESE Last March, the role of the higher education marketer and communicator changed in an instant. Long-term planning went out the door, sacrificed for just keeping up with day-to-day decision-making and pandemic communications. Institutions had to shift to remote instruction overnight. Residence halls emptied. Admission offices had to enroll a class without the ability to hold in-person events for admitted students. All communication with internal and external audiences shifted to virtual. The demands on higher ed marketers became very near-term focused. HOW TO LEVERAGE GAMIFICATION IN HIGHER ED MARKETING Gaming. It's been popular for decades but has taken a lead spot in hobby lists and quarantine pastimes in the past 12 months for people of all ages and backgrounds. Gaming unifies people around the globe, enabling them to enter new worlds, ignite their imaginations, and find some reprieve from the daily grind. Feels like a win-win during a time of incredible anxiety.

ANNOUNCEMENTS

AGENCY NEWS — MAY 2021 We're extremely proud to announce the promotion of Lex Hade to Director of User Experience (UX).

THOUGHT LEADERSHIP

WHAT'S THE FUTURE OF CAMPUS RECRUITING EVENTS? In-person visit days for admitted students have long been considered the anchor of the spring recruitment event lineup. Many students make their final college choice immediately after attending these deal-making or deal-breaking events. Just three years ago, I remember going with my son to back-to-back 'admitted student days' at his top two institutions. Just an hour into the event at the second campus, he decided he wanted to attend the school we had visited the previous day, Franklin & Marshall College. He couldn't explain why — it was just a gut feeling.

ANNOUNCEMENTS

ANNOUNCING THE PROMOTION OF PERRIE HOWES TO DIRECTOR OF THE PROJECT

MANAGEMENT OFFICE

We're extraordinarily proud to announce the promotion of Perrie Howes to the role of Director, Project Management Office.

THOUGHT LEADERSHIP

WHY MARKET RESEARCH IS CRITICAL TO ASSESSING ACADEMIC PROGRAM DEMAND Early in my career as a higher ed market researcher, I never would have imagined working with provosts and deans to study the demand for potential new programs. Decision-making related to new programs rested squarely with the academics among the administration; the opinions of marketers were rarely factored in. Assessment criteria included organizational fit, investment requirements, operational costs, and possibly some broad secondary data on job trends. The most important factor seemed to be the existence of a strong and effective champion for the program among the faculty. From a marketing perspective, the attitude seemed to be, "If you build it, they will come." Marketers, of course, know that only happens in the movies.

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