Content as Customer Service

When we craft our flashy admissions viewbooks, statement videos and feature stories, we hope they will cultivate “warm fuzzies.” Whether the goal is to get an alumna to donate or a student to apply, tapping that emotional core is critical to influencing behavior. But sometimes, the quickest path to making a connection can be found simply by being helpful. Good customer service can be our best marketing, and our web content is on the front line … [Read more...]