REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Puzzling parking I encountered this perplexing sign as I searched for a parking space on a recent campus visit. All other spaces were taken, so I wondered if I could be classified as an itinerant. According to Webster’s, an itinerant is a person who travels from place to place. That qualified me. But anyone driving a car would fall into that category. Feeling uncomfortable, I found another space off campus. Inside the building with the client, I learned that the “itinerant” spaces are reserved for teachers who travel from one school to another providing special services. Communicators, take heed: Don’t assume your visitors understand your institution’s language, abbreviations, and acronyms, especially on your website. Be sure the terms you use as links in the navigation can be understood by your online audience.

Contributed by Brenda

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