REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Capitalizing on distinctiveness Taco Bell has rolled out heavy marketing for the limited-time addition to their value menu, the Black Jack Taco. They have done what we advise our clients to do—take whatever it is that makes you or your program unique and find memorable ways to emphasize that specific characteristic. Television and radio spots promote and emphasize the unusual color of the new taco, making a connection to black boots, black dresses, and even black sheep in an edgy, seductive way. Social networking sites are buzzing with references to the black taco, both good and bad. But the point is, they are buzzing. What can your marketing do to get people talking about your school?

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