Looking Forward: 2021

A look back at 2020 and a look forward into 2021 with Melissa Amedeo

In a pandemic year, advertising became more important than ever. While some companies may have looked to cut media spending, those who continued to advertise likely saw huge benefits in staying in-market with their messaging in 2020. Understanding audience behaviors and leveraging insights will continue to be critical to successful marketing in 2021.

Q: What were some of the strategies companies used in 2020 and how do you see those strategies continuing into 2021?

  1. One of the largest trends I saw was related to influencer marketing.  
  • A shining example that sticks in my mind is the skateboarder drinking Ocean Spray cranberry juice while singing a Fleetwood Mac song. The video went viral and was turned into a TV commercial. I loved the spirit and recognition Nathan Apodaca received from his original video. Social engagements by both Ocean Spray and Mick Fleetwood were even included in the ad that was produced.
  • At DCC, we saw the need to shift to influencer marketing with our 2020 US Census work as well.  When the pandemic hit, the door-to-door grassroots marketing efforts were affected. Utilizing a network of over 360 community organizations throughout the state of Illinois, we were able to produce videos that could be used in digital marketing campaigns. These community influencers represented people across the state of Illinois as they talked about the social issues that were most important to diverse population segments. The city of Chicago alone has 77 local neighborhoods—each with their own community issues, concerns, and influences.

Influencer marketing will continue to grow in 2021, and TikTok is a platform that is becoming increasingly relevant. TikTok may primarily be a GenZ platform, but with 80% of these users influencing their parents’ purchases and 47% of TikTok users making a purchase based on what they saw in TikTok content (TikTok: For Business X AdAge Studio 30), understanding the power of this social platform will be critical in the upcoming year.

  1. A second trend we saw in 2020 with more people being home was the explosion of Over the Top TV (OTT)
  • The pandemic accelerated the trend of people leaving pay TV for streaming services such as HULU, Netflix, Disney+, Roku, Amazon Fire, etc.  
  • This created a vast opportunity for advertisers to shift to these platforms as pay TV households are expected to continue to decline. The number of US Pay TV households will decline 7.5% to 77.6 million this year. The non-pay TV household total, which combines cord-cutters and cord-nevers, will reach 51.7 million. (US Digital Video 2020 Pandemic Boosts Streaming Video View, emarketer)

For 2021 and beyond this trend is poised to continue so it will increasingly become a place for advertisers to allocate marketing dollars. As an industry OTT is expected to grow to 222 million US subscription viewers by 2024. (US Digital Video 2020 Pandemic Boosts Streaming Video View, emarketer)

  1. A third trend which ties to both of the above is video content
  • Millennial and Gen Z consumers are the most connected age groups to the internet and watching videos is their preferred way to be entertained or learn new things. When it comes to advertising to Gen Z, 87% of Gen Z prefers ads or marketing content that shows actual people discussing products. 
  • YouTube users watch 1 billion hours worth of videos every day. But they are not the only social channel where video engagement is exploding. LinkedIn, Instagram, Twitter, Facebook, and let’s not forget TikTok many of these platforms are seeing Video as the #1 form of media used in content strategy, overtaking blogs and infographics. And promotional videos and brand storytelling videos are the most common.  (Hubspot)

Look for video to continue to lead the way in content for 2021. Marketers will need to find a way to ensure they transition to a “video first” mentality and find an agency who is skilled at creating engaging videos in an affordable way. We’ve been working with many of our clients to solve this exact challenge. (see our demo reel) If video is not part of your marketing tactics, prioritizing it in 2021 will be critical

  1. A fourth trend is Artificial Intelligence (AI)
  • Google Ads continues to hone their capabilities and help marketers optimize campaigns. The past few years has seen dramatic advancement in managing pay-per-click (PPC) advertising budgets. 
  • Automation tools are decreasing the need for manual bid optimization. And optimization is not just a Google Ads tool any more.  Facebook has gotten into the dynamic ad serving, automation learning game with the ability to serve Dynamic Creative quickly resulting in the ability to serve hundreds, if not thousands, of ad variations to your target audiences. 

Look for this automation to continue to hone its reliability even further over the next few years.

  1. The last trend I want to discuss is around the type of creative we’ve seen in social ads
  • We already discussed the importance of having a video content plan, but brands have an opportunity to build other interactive creative assets that will engage audiences and can leverage the ad automation for creative optimization discussed above.
  • Create and test different types of ad formats against your audiences
    • Static
    • Carousel
    • Collections
    • Sponsored content
    • Messenger ads
    • Text message ads
    • Gifs

As you build out strategy, messaging and creative in 2021, understand your audiences and develop creative that can be served dynamically to your customers. Optimize and monitor the creative continuing to leverage the creative that works best with your audience as you guide them through their journey to your brand.

Melissa Amedeo
Chief Development Officer
DCC Marketing

Multicultural Marketing

The United States of America has one of the most diversified and culturally complex identities in the world. Since the European colonization, the United States has been receiving millions of immigrants from all over the world, resulting in a blending of cultural backgrounds.

Nowadays, from the 327.2 million people living in the US, 44.7 million are immigrants1. That means that almost 15% of the population has a diverse heritage, which reflects on their behavior, opinion, religion, tradition, and art. This percentage grows even more if we count the next generation of these immigrants. Even though these people are US natives, they are raised under their parent’s cultural influence as well. According to the Migration Policy Institute, about a quarter of US children live with at least one immigrant parent.

Although there are habits and values that the population usually shares (American or foreign-born), it is important not to generalize or take for granted that everybody thinks differently. That is why it’s essential to have a multicultural approach in marketing.

What is Multicultural Marketing?

Multicultural Marketing is the ability to identify, understand and of course respect the different behaviors in different ethnic groups and apply this knowledge to a marketing campaign. It considers and reaches out to one or more culturally diverse audiences instead of just the primary culture in a certain location.

With multicultural consumers growing fast in the United States, we can assume investments in multicultural marketing are already high. However, the reality is not enough money is spent to reach these consumers, as current multicultural investments represent only 5.2% of the total spent in media.

How can we explore this marketing segment?

As any marketing strategy, we need to research the cross-cultural differences of all of our target audiences, allowing us to identify and understand their behavior, interests and desires.

With all this information in hand, we are able to select the appropriate culturally-specific messaging for the campaign, matching it to the audience’s cultural references, such as traditions, language, festivities, instead of the regular marketing campaigns that usually overlook the aspects of diversity and just translate the message.

For example, the audience may speak English, but they’ll appreciate it if you adjust the message to their native language and their culture. And I mean, not literally translating it, but speaking in a way that feels personal, adjusting the language and the references to their cultural background. It could be represented by a same culture person, a cultural icon, regional slang, a place, artistic manifestation, etc. They will not only appreciate it, but they will feel represented, developing a connection to your campaign and brand.

You should be careful and avoid stereotypes.

Often, brands rely on cultural stereotypes to deliver their message—which can turn off audiences. A deep understanding of the culture and their references is necessary. A simple misunderstanding or lack of sensitivity could be disrespectful, offending the audience and ruining the efforts.

So do your homework, research, collect data, interview people, create a focus group, and partner with community influencers.

Let us help you reach your audience and achieve a successful result in your next campaign! Contact us.

1U.S. Census 2018 American Community Survey.

Erasmo Bussolin
Senior Art Director
DCC Marketing

Women In Leadership

This week, we sat with our fearless leader Kara Demirjian Huss to ask for her take on women in leadership for Day of the Girl. We wanted to know what advice she had for young aspirational women.

Q:  Define a great leader—what are some traits you think great leaders possess?

A: Great leaders listen. They promote collaboration and training, motivate and encourage, and communicate early and often. Great leaders have a clear vision, so it is very important that they communicate their vision well so that everyone is pushing the wheel together and understands how their roles impact the overall goals of the company.

They are thinkers and doers—activating and participating in change not just talking about it. They can be trusted and empower others effectively. Great leaders have a sense of purpose, strong values and a partnership / collaborative mindset. 

Q: What are some strategies that can help women achieve a more prominent role in their organizations?

A:  First, be confident and work hard. No matter what your gender or race these are two must have characteristics. Second, find networks and mentors in and out of your business. This support network, peer-learning, and commitment to your growth will help you develop both personally and professionally.

Try to challenge yourself. Take on those hard projects. Speak with intent and build your credibility. Always be responsive. If you foster a positive , motivational can-do attitude, others notice, and you will be surprised by how much this can impact your growth.

Q:   What do you think is the most significant barrier to female leadership?

A: Confidence. You have to believe in yourself. Don’t just walk into a room—walk with confidence, poise, and positivity.

It, also, depends on an individual’s mindset. Women tend to put a lot of pressure on themselves for work/life balance. This balance is for you to define—not someone else. Define your goals, believe in yourself and others, and use your resources to help you achieve your highest potential.

Q: Name a woman who inspires you and why?

A: There are so many inspirational women out there, but when I think about what impacts me, it is the women who shine with beauty and business know-how or who were able to transform change. Icons like Marilyn Monroe, Georgia O’Keefe, Eleanor Roosevelt, Rosa Parks, Audrey Hepburn…the list goes on.

Q: What’s one leadership lesson you’ve learned in your career?

A: Have all of your ducks in a row. Listen more than you talk. You were given two ears and one mouth for a reason. Make sure you have done your research and can see beyond barriers. Don’t develop tunnel vision and never burn a bridge.

Building Up—Mentoring Women In Business

Throughout my career, I have been lucky to have people along the way take me under their wing coaching and mentoring me. None of the mentoring I received was through a formal program, rather, it was a vested interest, a sisterhood of the previous generation reaching back to help the next generation forward. I have always informally worked to pay that forward. Whether it’s working with someone who is reporting directly into me to help them in their career goals, coaching them to be better presenters and listeners, challenging them to think deeper or working with colleagues in the same way, being their sounding board.

When I was approached last fall to be part of starting a non-profit mentoring organization, I was excited to immediately commit to this initiative. It takes a passion I have for helping others and allows me to formally pay it forward. I am excited to announce that over the past year I have been working with some amazing, strong, smart, women who also believe in helping other women. In March we were planning to launch our non-profit organization which is committed to the mentorship process. With the onset of the COVID-19 pandemic we had to push back our launch, but we are now officially going live. If you want to be a part of helping other women follow us on LinkedIn @BuildingUp.Club or visit our website https://buildingup.club/ to learn about mentoring opportunities.

Mentoring offers advantages to both the mentor and the mentee. I know personally when I have mentored other individuals and see them thrive, it brings great satisfaction to me. As a mentee, I have received priceless guidance regarding my career, my attitude, my ability to accept constructive criticism and to become more humble looking at someone else’s perspective.

Mentoring or being a mentee requires a growth mindset. It also requires an openness to give and receive feedback and a commitment to the relationship and the process.

Melissa Amedeo
Chief Development Officer
DCC Marketing

What Lifts You?

During these trying times, it’s important to stay positive, get fresh air, and appreciate the things that lift our souls. The DCC team took time to reflect on the question “what lifts you?” while visiting the new downtown mural recently commissioned in Decatur, IL.

“I am inspired by great leaders, warm smiles, positive attitudes, generosity and kindness. Surrounding myself with family and friends that are always there to help one another soar to new heights and navigate this wonderful life!”
– Kara Demirjian Huss

“My family, friends and helping others. For almost 10 years, I’ve supported a local charity which provides a literacy grant program for kids in our local school districts (http://www.nicaricoliteracyfund.org). I’m also looking forward to the September launch of a mentoring organization for women where I’m partnering with some amazing women in Chicago (https://buildingup.club/). It’s a small way to pay it forward for those who have mentored me throughout my career.”
– Melissa Amedeo

“I love seeing all the creativity of everyone around me. It elevates me by giving me new perspectives to see the world in which I influence.”
– EJ Panganiban

“Hope is what lifts me. I am unrelentingly, probably unrealistically, always hopeful that the future will be better. That my family, my friends and the world in general will be OK. That glimmer of hope is what keeps me going.”
– Jennifer Sekosky

“If someone feels I helped make their day better, easier, brighter, or happier in some small way; that is what lifts me.”
– Brandy Robinson

“Selflessness, I really enjoy helping others and simply making people smile & feel loved. Knowing that I helped someone in some way is always a good feeling. Another thing that lifts me is music, anytime & anywhere. Music has the ability to improve my mood, relieve stress, and overall just makes me feel happier.”
– Monica Metzger

“Joy, laughter and beauty in faces/places/experiences. Something that makes me smile and cheers my day so that I can pass that along and share that hope with others. Searching for the bits of God’s light scattered throughout the darkness is what lifts me.”
– Pam Morrow

“Laugh! For me that’s the answer for everything. It could be a simple conversation, a meme or watching a comedy movie. I always look for moments on my day to joke to make others and myself laugh. It’s a scientific fact that laughing relieves stress. So try it! Another thing that has a tremendous influence on my mood is MUSIC. It has the power to make me sad, makes me reflect, brings back memories and, of course, lifts me up!”
– Erasmo Bussolin

“I’m always wanting to make the most of my time, not only keeping myself busy but constantly evolving as the years go by. Like my favorite quote, “Sometimes I can hear my bones straining under the weight of all the lives I’m not living (Jonathan Safran Foer).” Nothing is more fulfilling to me than the pursuit of knowledge, the spark of creativity, and the thrill of adventure. I want to leave no stone un-turned, no path un-followed. My curiosity has me continually searching for new information, new insights, and new perspectives, and I have been so blessed to have the loving support of those around me. My family and friends motivate and inspire me even when I’m not always sure of the correct path. For me, my direction is always forward—though my nose often gets stuck in a book.”
– Rachael Coyle

“Staying connected with close friends and nature. No matter what struggles I encounter throughout my life, even just a short video chat with one of my close friends or a walk through the woods instantly lifts my mood. The COVID-19 pandemic has made me appreciate these friendships even more by showing me that when I take away all outside distractions, the people that I surround myself with makes all the difference in my happiness.”
– Evelyn Demirjian

“Live, laugh, love, ok now that people have stopped reading what lifts me is really just 450mg of Wellbutrin and death metal.”
– Lacey Maulding

Why Real Estate Agencies Should be Using LinkedIn

According to the National Association of Realtors, social media beat out MLS websites as the best tool for generating high-quality leads. Facebook, Instagram and Twitter are obvious choices, but when it comes to building brand credibility, making connections and establishing your company as industry experts, LinkedIn is where you should focus your social strategy. Here are a few tips to help you get started.

Company Page

Start by making sure your company page is completed and up to date. This is your opportunity to show off experience and expertise in niche markets. Your page is the first interaction many LinkedIn users have with your company, so you want to make sure your brand look and messaging are consistent throughout.

  • You need images. Update your profile picture to your company logo.
  • Don’t neglect the header image. Use this space to show off your brand personality.
  • Make sure they are sized correctly! Profile should be 400 x 400 pixels and header should be 1536 x 768 pixels.

Showcase Pages

LinkedIn offers Showcase Pages as a way for you to highlight all aspects of your brand. If your business offers commercial real estate, property management and leasing, you can build out showcase pages with information for each segment. Think of it as a built-in landing page to help generate leads.

Join Groups

Once you’ve established your company page, joining groups and engaging in the online real estate community will help build brand awareness and business ethos. Whether it is your real estate association or professional networking groups, every contribution gets your name in front of a captured audience.

Share Informative Content

Sharing relevant industry content and original thought leadership will go far in establishing your LinkedIn presence. LinkedIn and Edelman’s research on thought leadership in the B2B space proves it.

  • More than half of decision makers (55%) cite thought leadership as an important way to vet organizations.
  • 57% of decision makers say a brand’s thought leadership directly led to awarding business.

If you are sharing informative, thought-provoking content you’ll be representing new clients before you know it.

Real Estate in a Digital Age. (2019, August 22). Retrieved December 10, 2019, from https://www.nar.realtor/research-and-statistics/research-reports/real-estate-in-a-digital-age.

Rynne, A. (2019, November 13). Creating a Thought Leadership Marketing Plan. Retrieved December 10, 2019, from https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2019/creating-a-thought-leadership-marketing-plan.

Laying the Foundation for Successful Community Development

Across the board, developers think big. That big thinking is what drives success in businesses and communities, but not without the help of well-executed brand strategy.

For years, municipalities have used financial incentives as the primary tool for business development and economic growth. But where the growth actually comes from is residents, developers and business owners that believe a community brand is worth investing in. What defines your area and makes it unique is your opportunity to build a brand strategy that attracts developers and consumers who share that same vision.

Brand strategy is the new economic development and imperative for community development initiatives. Over the last decade, there has been a shift in what we ask from the places we live and work. We are asking for more than just nice neighborhoods and good schools. More than ever, residents consider the principles and promise of a community and how they fit into the story.

Real and perceived identity are built through a successful brand strategy that capitalizes on the strengths of the community. Here are some guiding words of wisdom:

  • Don’t change your community. Redefine it. Tell your story so that it resonates with those who share your same vision and attracts businesses and residents that reinforce your brand.
  • Listen and engage. Don’t look for solutions in a vacuum—do your research. Evaluate and identify always comes before create and assess (See our Playbook process).
  • Build on your strengths. Creating your story has to start with honest introspection. What sets your community apart? Authenticity is important when building a brand.

Thanksgiving Must-Have Recipes

We are sharing DCC family recipes—all of our favorites for the upcoming holiday.


Brandy – Grandma Fleta Robinson’s Cranberry Pineapple Salad

1 (6 oz) pkg raspberry flavored gelatin
1 ¾ c. boiling water
1 (16 oz) can jellied cranberry sauce
1 (8 oz) can crushed pineapple (do not drain)
¾ c. orange juice
1 TBSP lemon juice
½ c. walnuts, chopped (optional)


  1. In a bowl, dissolve gelatin in boiling water.
  2. Break up and stir in cranberry sauce.
  3. Add pineapple, orange juice, and lemon juice.
  4. Chill until partially set.
  5. Stir in nuts, if using.
  6. Pour into a 11 x 7 x 2 inch dish.
  7. Chill until firm.  Cut into squares.  Yields 12 servings.


Kara – Cheese Beoreg with Phyllo Dough

Yields 40 medium beoregs

1 lb. brick or muenster cheese, grated
2 eggs, beaten
¼ tsp baking powder
¼ c. parsley, finely chopped (optional)
1 lb. phyllo dough
2 c. clarified butter

Prepare filling by combining cheese, eggs and parsley in a medium bowl. Reserve until ready to use. Unroll phyllo dough and cut entire pound into two equal parts, widthwise, and stack. Keep covered with plastic wrap and a damp towel.

Place one sheet of dough with narrow end toward you: brush it with butter. Place one heaping tsp. of filling at the bottom center of dough. Fold dough lengthwise into thirds over the filling. Brush with butter again. Fold into a triangle shape, like folding a flag. Place on a sprayed or parchment-lined baking sheet. Repeat until all sheets are used.

Brush tops of beoregs with butter. Bake in a preheated 400° oven for 15 to 20 minutes. May be frozen uncooked by layering in an air-tight container and separated with waxed paper. Place, while still frozen, on a baking sheet. Bake in a preheated 400° oven for 20 to 25 minutes.


Jennifer – Green Bean Casserole

I love old-fashioned green bean casserole. I usually double this recipe and serve in a 13 x 9 pan.

1 can (10 1/2 ounces) Campbell’s® Condensed Cream of Mushroom Soup
3/4 cup milk
1/8-1/4 teaspoon black pepper
2 cans (14 1/2 ounces each) any style Del Monte® Green Beans, drained
1 1/3 cups French’s Crispy Fried Onions, divided

Preheat oven to 350°F. Mix soup, milk and pepper in a 1 1/2-quart baking dish. Stir in beans and 2/3 cup Crispy Fried Onions.

Bake 30 minutes or until hot. Stir. Top with remaining 2/3 cup onions. Bake 5 minutes until onions are golden brown.


Kate – Jiffy Corn Casserole

1 can of corn, drained
1 can of creamed corn
1 cup of sour cream
1 stick of melted butter (1/2 cup)
1 box of Jiffy Corn Muffin mix

Mix all ingredients in a bowl.

Transfer the mixture to a greased 8×8 baking pan and bake at 350° for about 45 minutes. Exact baking time will depend on the pan used. You’ll know it is done when the center is completely set.


Lacey – Creamy Cauliflower and Onion Gratin

1 cup heavy cream
4 tablespoons (1/2 stick) unsalted butter
2 garlic cloves, finely grated
Kosher salt and freshly ground black pepper
2 1/2- to 3-pound cauliflower, leafy green parts removed
1/2 small sweet or yellow onion, very thinly sliced
6 ounces Gruyère or white cheddar cheese, grated (about 2 1/2 cups)
Crushed red pepper flakes (optional)
2 cups fresh coarse bread crumbs or panko (optional, if you’d like to make gluten-free)
3 tablespoons white sesame seeds
1/4 cup olive oil (if using bread crumbs)

Preheat the oven to 425°F.

Bring the cream, butter, and garlic to a simmer in a small pot over medium heat. Season with salt and pepper and remove from heat.

Slice the cauliflower into 1/2-inch-thick slabs (some of the bits will fall away and crumble into tiny florets; this is fine).

Place the smallest bits of cauliflower on the bottom of a 9-inch pie plate or cake pan (I like the roundness of the pie plates and cake pans, but a 2-quart baking dish f any shape will work). Scatter with some of the onion, followed by some of the cheese. Repeat with the remaining cauliflower, onion, and cheese until all of it is used, ending with the cheese.

Pour the cream mixture over (leave the garlic in or remove), followed by a good sprinkle of crushed red pepper flakes, if using.

Cover with aluminum foil and bake until the cauliflower is tender and cooked through, 20 to 25 minutes.

Remove the foil and continue to bake until the top is bubble and golden and the cream is mostly reduced, another 15 to 20 minutes (it will look slightly runny and creamy in the oven but will set and thicken once you take it out of the oven and let it cool a few minutes).

If using the bread crumbs: Now is the time to put them to use. Combine the bread crumbs, sesame seeds, and olive oil in a medium bowl (alternatively, just use the sesame seeds). Season with salt and pepper.

Scatter the bread crumb mixture (alternatively, just scatter the sesame seeds) over the top and bake until those are deep and thoroughly crispy and golden brown, 8 to 10 minutes.

Remove from the oven and let cool slightly before serving. Serves 6 to 10.


Rachael – Irish Soda Bread w/Raisins (A Quick Bread Recipe)

My grandma makes this for the holidays. We’re Polish and Irish.

3 cups sifted flour
2/3 cup sugar
1 tsp baking soda
1 tbsp baking powder
1 tsp salt
2 eggs beaten
2 cups buttermilk
2 tbsp melted butter
1 ½ cups raisins


  1. Preheat oven to 350°F
  2. Combine sifted flour, sugar, baking soda, baking powder, salt, and raisin in a large bowl.
  3. Stir until ingredients are mixed.
  4. In a medium bowl, beat two eggs.
  5. Add buttermilk and butter to eggs and mix.
  6. Pour the wet mixture gradually into the dry ingredients.
  7. Mix only until the flour is moist (Be sure not to over-mix)
  8. Pour into a greased bread pan.
  9. Bake for an hour at 350°F. Use the poke test to ensure it’s cooked through to center.
  10. Let cool for at least 30 mins before serving.


Melissa – Pecan Tarts

1 cup butter
2 cups flour
6 oz cream cheese
3 eggs
1 1/2 cups brown sugar
1 tsp vanilla
1/2 cup ground pecans
2 tbsp melted butter
1 pinch of salt


  1. Cut flour into 1 cup butter and cream cheese.
  2. Form dough into a ball and refrigerate for about 3 hours.
  3. Mix melted butter, vanilla, eggs, brown sugar, ground pecans, and salt.
  4. Separate dough and use to line insides of a small ungreased muffin tray.
  5. Fill each spot with with pecan filling.
  6. Bake at 350°F for 35 mins.
  7. Let cool for at least 30 mins before serving.


Pam – Cranberry Relish

Grandma’s recipe so it’s loose. ☺ We usually made a double batch.

1 bag fresh or frozen cranberries
1 apple
1 orange
1 box of red jello (pick your fav)
1 c sugar (depends on how sweet you want it)

Grind up cranberries, apple and orange.

Mix well. Sprinkle jello mix over and stir more.

Add sugar, stirring in and testing until it’s sweet enough for you.


EJ  – Party/Holiday Punch

2 liter bottle Sierra Mist, Sprite or 7-up, chilled
2 liter bottle club soda, chilled
1 frozen lemonade, thawed in the fridge
1 pineapple juice can (12oz), thawed in the fridge (*see note)
1 bag frozen strawberries
1 quart rainbow sherbet ice cream

Combine all ingredients with ice into a large punch bowl.


Monica  – Kings Hawaiian Sweet Rolls (Made From “Scratch”)

Warming Instructions:
If you have a tray or tin in the packaging, keep all the product inside the container and just remove the plastic wrapping!

Place this into a preheated oven at 350 degrees Fahrenheit for about 2-3 minutes for the rolls depending on how warm you want it.

You can also microwave the rolls for about 5-10 seconds in standard microwaves by wrapping it in a damp paper towel.

Information vs. Emotion: How to Appeal to Prospective Students

Google and CEB’s research shows that, more than ever, consumers are overwhelmed, stressed and paralyzed in the decision-making process. Being inundated with information-forward marketing efforts is a contributing factor to indecision and inaction across the board. Instead, work on emotional appeal and offer a prescriptive approach that guides and reassures the consumer through the process is key.

This theory is especially true for marketing in higher education and student recruitment. Prospective students are overwhelmed by choice, information and the emotional gravity of a “big” decision. By taking a prescriptive approach, marketers can help guide the student through the decision-making journey instead of selling the university itself. Instead of contributing to decision fatigue, provide refuge. The psychology of choice is an important consideration, particularly when it comes to monumental decisions. Humans, particularly at the high school/college age consider decisions as affirming to some aspect of their identity. Tapping into that idealized version of self is essential in effectively marketing to prospective students.

So what are the questions we should be asking?

Which emotions drive prospective students’ decisions? Consider positive and negative emotions such as fear, pride, complacency, hope and excitement.

What are the concerns that a prospective student may have about your institution? For example: cost, proximity, prestige, fit. Anticipating potential reservations allows you to direct the narrative and guide the decision process.

What are their hopes and dreams for the future? Stability, agency or impact? Appealing to intrinsic desire is the basis of all marketing, especially with emotional appeal.

With this information in mind, how do we successfully reach our goals?

  • Reduce indecision and compel action
  • Offer a manageable set of considerations
  • Make concrete, evidence-based recommendations
  • Without explicitly promoting your institution, facilitate progress along the decision-making continuum by leading to a solution you are uniquely able to provide
  • Track progress/remarket/stay top-of-mind

Gomez, N. T. B. A. C. (2017, September 19). The New B2B Sales Imperative. Harvard Business Review. Retrieved 2019, from https://hbr.org/2017/03/the-new-sales-imperative.

This site uses cookies. By continuing to use this website, you agree to their use. Privacy Policy

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.