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Digital first: It starts with mindset change

Author

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  • Johnson, Jennifer

Abstract

This paper provides an example of how one university adopted a digital-first mindset. It outlines the tools that were created to develop a digital content backbone, as well as the corresponding strategies used to drive traffic to those digital assets. The paper then summarises the digital initiative by outlining early indicators of success, lessons learned and some of the benefits the university realised by focusing on digital first.

Suggested Citation

  • Johnson, Jennifer, 2017. "Digital first: It starts with mindset change," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 1(4), pages 367-379, March.
    • Handle: RePEc:aza:jeam00:y:2017:v:1:i:4:p:367-379
    as

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    More about this item

    Keywords

    marketing; digital marketing; admissions; recruitment; higher education;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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