by alanavillemez | Jul 8, 2025 | Brand and Outreach, Strategic Framework
Awareness ≠ impact A college once spent 60% of its marketing budget placing ads during a high-profile basketball game that aired on ESPN (a paid cable channel). It was a bold move with expensive airtime, and a big audience. When asked about the decision, the Marketing...
by alanavillemez | Jun 30, 2025 | Brand and Outreach, Improving the Student Experience, Strategic Framework, Uncategorized
The Case for a Theory of Change Over the last few months, I’ve gone down a few rabbit holes. The most useful being the concept of a theory of change. Popular in the nonprofit world, it’s a planning approach that starts with a goal and works backward to map out all the...
by alanavillemez | Nov 23, 2024 | Strategic Framework
This webinar introduces an actionable framework to approach program marketing for community colleges through three essential steps: Prioritize, Package, and Promote. The session will provide participants with practical tools, following a usable framework that will...
by alanavillemez | Nov 4, 2024 | Brand and Outreach, Improving the Student Experience
I was on deadline, knee deep in a 75 slide powerpoint presentation trying to explain a community college brand: what it is, what it isn’t, how to live the brand, how to create a brand. I was exploring every possible way to explain the brand’s relevance within the...
