For university marketing professionals – and for the presidents for whom they work – the Covid-19 pandemic changed everything.

That’s the conclusion of Dr. Teresa Flannery, who was in the midst of writing her book, How to Market a University, when the pandemic swept over the world and forced instantaneous change on higher education.

“The pandemic has made apparent the value of the work that we do on literally a daily, almost hourly, basis,” she says. “The value of our work has never been greater, [particularly for] the strategic communications area.”

She adds that the pandemic underscored the importance of the marketing tools necessary “in order to do this well, like enterprise customer relations management that makes all of our communications with stakeholders about the pandemic more efficient, accurate and measurable.” Read more >