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Digital first: It starts with mindset change
Journal of Education Advancement & Marketing,
1
(4),
367-379
(2017)
Abstract
This paper provides an example of how one university adopted a digital-first mindset. It outlines the tools that were created to develop a digital content backbone, as well as the corresponding strategies used to drive traffic to those digital assets. The paper then summarises the digital initiative by outlining early indicators of success, lessons learned and some of the benefits the university realised by focusing on digital first.
Keywords: marketing, digital marketing, admissions, recruitment, higher education
The full article is available to subscribers to the journal.
Author's Biography
Jennifer Johnson is a marketing strategist with 18 years of experience in the fields of media, health and human services, and higher education. She has experience leading major organisation change initiatives including branding and pricing. Jennifer is currently the Vice President of Marketing and Communication as well as the Interim Dean of Admissions at Queens where she leads the teams responsible for recruiting traditional undergraduate and transfer students, creative services, graphic design, web, social media, PR, advertising, communication and marketing. Prior to Queens, Jennifer led marketing for the YMCA of Greater Charlotte where she led a brand implementation and new pricing strategy. Early in her career, she worked in the field of journalism as a producer for WBTV News in Charlotte, NC. She graduated from Duke University in 1998, and graduated from Queens McColl School of Business in 2014 with a Master of Science in Executive Coaching. Jennifer is an active volunteer with Mecklenburg Community Church and Myers Park Traditional School.
