If not, I suggest that you immediately log on to www.1800flowers.com or get thyself to the nearest mall. (Well, after you finish reading this blog, of course.)
Consider this:
Ouch.
Not sure what to get? Well, chocolates are a perennial favorite. In fact, close to half of Valentine’s gift buyers opt for chocolates.
One of the most sumptuous brands (and a personal favorite, in case someone in particular is reading this blog right now) is Godiva.
Just the thought of the chocolate lava cake, crème brulee, and tiramisu truffles are enough to get my mouth watering. Then there’s the chocolate-dipped strawberries…
But since none of those are in my hand right now, back to the blog at hand and the question:
Are there lessons higher education marketers can learn from Godiva?
You bet your cherry cordials, yes!
The current higher education marketplace is more crowded than a 70-piece gold ballotin.
So it’s important to keep the “wow” factor in mind when creating content and crafting brand messaging.
As Michelle Chin, Vice President, NA Integrated Marketing & Communications at Godiva, commented in a recent article:
We always hear that consumers say ‘wow’ when they see that gold box.”
How will you cultivate a sense of “wow” when prospective students click on your home page or open an email from you? What will make them want to dig in more – much like you can never eat just one piece of chocolate?
Remember, you only have 3-5 seconds to capture the attention of a visitor who lands on your website. You have to create excitement and delight prospective students or else they will look elsewhere.
Here are some sweet tips for sweet results:
1. The first bite is with the eye
Godiva’s distinctive gold foil packaging is simply stunning. We always say that content is king, but don’t forget that design is queen. (Or, in the case of Godiva should we say “lady”?) Make sure that your website, social media posts, and emails are visually appealing. I’ve said it before and I’ll say it again because it’s so important. Research shows that the brain processes visuals 60,000 times faster than text alone.
Want inspiration?
Check out the newly relaunched website at the Darden School of Business as well as the MBA program at Clarkson University. Both use a beautiful parallex design.
Our digital marketing strategist Ryan Lindsay explains:
It’s built around the principle of layering the objects on the site so that they scroll in different manners (i.e., the text scrolls past background video and images).”
Ryan shares a blog on some cool sites using this modern method including the University of South Carolina.
Need inspiration for great design in lead nurturing emails? Look no further than this example from Schulich School of Business featured in a prospective student communication from Poets & Quants:
Packaging matters.
2. Showcase your chefs
Godiva’s website has an entire page devoted to the talented chefs who whip up the delectable delicacies. It is far more than just names, a brief bio, and a boring headshot. The Godiva profiles are prominent and interesting. They tell a story. They include quotes that are personal and connect with the reader. Imagine what you cook up with your faculty pages. Your faculty are the “heart” of your programs. Make them a best-seller like Godiva’s 6-piece dessert truffle flight. (Note how I added the link for your convenience. You’re welcome.)
3. Find more chocolate lovers – or candidates
With increased competition in the higher education space due to new delivery platforms and programs such as a new online startup degree from Kelley School of Business, it’s not a surprise that marketers need to cast the recruitment net farther and wider.
Back to our Godiva example, Michelle Chin explained in an interview that one of the barriers to sales for the premium chocolatier is that the brand has not “easily accessible” in the past.
As a result, they are looking to expand into new areas to broaden appeal including individually-wrapped chocolate bars and soft-serve ice cream.
While I’m not suggesting that universities broaden appeal with chocolate bars and soft-serve ice cream (although that is an idea), think of creative ways to attract new audiences.
Maybe it’s a “sample” of your program through a faculty-led webinar. Showcase faculty research, such as the timely example below, to convey thought leadership. Blogs are a great way to attract new audiences by improving your position in search engine rankings.
Here are some other ideas. Tap into the wider university community by hosting “lunch and learn” sessions with employees and programs in other colleges and schools on your campus. Target new audiences through digital media campaigns.
Don’t be afraid to indulge in something different just like Godiva introduces new flavors and collections. Just use the right metrics to measure the ROI of your efforts.
Meanwhile, back to the approaching holiday. Have no fear, gentlemen. There’s still time for that Valentine’s Day gift – and you’ll be in good company:
