The article emphasizes the importance of strategic creativity for colleges and universities, which often struggle with fragmented approaches to marketing. To achieve cohesion and direction, leaders must embed creativity into their institutional strategies. A proposed three-phase framework involves defining creativity within specific contexts, developing systems to support it, and disseminating these practices across teams. This structured approach aims to enhance collaboration, maximize marketing effectiveness, and ultimately drive value, despite the common challenges of static budgets in higher education marketing.
For colleges and universities, that forward motion begins with centering courageous, strategic creativity as a core operating principle.
We need a framework for higher ed marketing leaders to establish a system for defining and embedding a culture of creativity across teams.
First, start by defining what creativity means within our unique institutional contexts instead of a loose collection of ideas.
This will bring clarity to metrics, principles and strategic outcomes so creative work can be evaluated with purpose.
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