I love presenting at CASE V. It’s the greatest time of the year to play conference hooky (December) in one of the greatest cities in the world (Chicago). As I took my traditional window-shopping stroll down the Magnificent Mile, shoppers were everywhere. Bustling. Jostling. Buying, just like normal.
Hmmmm, on closer inspection, perhaps not. The crowds were big, but weren’t they a bit thinner than normal? Were there fewer buyers than lookers? Perhaps we all seemed less exuberant.
The recession, at least at this point, is only chewing at the edges of normal, not obliterating it. Unemployment, at 6.7%, is a challenge but not as bleak as in 11 of the last 35 years when rates edged above 7% (1975-77, 80-86, and 92). Sales are down, but so are gas prices and interest, and Amazon had its biggest holiday season in history.
Perhaps the biggest risk we face is the erosion of investor and consumer confidence, which has led to stock market volatility and the declining retail sales, which today drives 70% of the U.S. economy.
The recession is having this same kind effect in higher ed advancement: CASE V attracted 1,400 attendees, the biggest conference in the country, yet still a decline from previous averages between 1,600 and 1,700. And while reception chatter focused on tough economy, the cutbacks we’re seeing are really just belt tightening: travel cutbacks (CASE predicts a 20% decline in 2009 registrations), smaller ad budgets, hiring freezes, and various moves to boost efficiency.
But there wasn’t even a hint of gloom during the panel presentation on Social Networks, e-Marketing, and the University Website, which included yours truly and managers from Ohio State, Michigan-Flint, and Lourdes College. The room was overflowing, and ideas for low-cost tactics were warmly received:
- A student contest at the University of Michigan Flint to create a Youtube commercial, with the winning spot aired locally during the Super Bowl
- Promoting a “social object” as the basis for Ohio State networking – posting alumni and student snapshots from around the world of how they formed O-H-I-O, cheerleader style, in unique and fun ways/locations
- Establishing a highly interactive, personalized Web portal at Lourdes College
So while the downturn may be chewing on the margins by limiting higher ed marketing tactics, it is also motivating super creativity, especially in online marketing!
January 15, 2009 at 7:14 am
[...] Be Tiny In today’s heavily digital environment, it seems that web addresses are getting longer and longer, especially on sites that have thousands, even millions of pages. Take for example the address to one of Bob’s recent posts http://brandmanagersnotebook.wordpress.com/2009/01/02/no-recession-in-creativity/. [...]
January 28, 2009 at 6:10 am
[...] do the higher education marketers get out from in between the rock, the hard place, and the anvil – creativity (being a fool), saving some money, motivating the staff, and new [...]