What aspects of entertainment industry marketing should colleges and universities embrace?
The entertainment industry embraces experimentation, partly because they have to move fast among many audiences and audience segments, without a great deal of lead time for many of their productions. For one production after another, studios must create a brand that is widely accepted across the broadest possible audience, without alienating anyone. Experimentation and rapid adaptation are critical to each property’s success. How might graduate student marketing at Teachers College, Columbia University benefit from movie marketing at Universal? Multiple channels are necessary, and they are in use at Columbia. We stimulated the school’s use of pay-per-click web ads and co-sponsored e-mailings with the New York Times. We created multiple market-specific landing pages to accommodate audience traffic. Every subsequent contact with people after that point is fully personalized. Meanwhile, brand advocates are needed among enrolled students and graduates. Almost as evangelists, they talk, wri
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