Gene Begin, Managing Director, CP Education

Higher education has undergone a remarkable transformation in recent years, whether it’s the ongoing demographic shift, the change in student and family expectations on the value of a degree, or the shifts in modality, exacerbated by the pandemic and advancements in technology. As colleges deal with this evolving landscape, and many simultaneously strive to find stable financial footing, they often find themselves evaluating their portfolio of programs. And while higher ed loves to call them “programs” to steer away from marketing language, let’s be clear. Programs are the “product,” the forgotten element of higher education marketing’s Four P’s.

Constituents on campus and beyond typically look to the marketing team for “promotion,” but let’s remind ourselves that there are Four P’s of marketing, with “place” and “price” being additions to the aforementioned “product” and “promotion.” Marketing leadership typically has expertise in market analysis, strategic planning and communication, always thinking about the audience first. Institutions build programs with two primary audiences in mind, students and employers, so who better to help strategize on programs than a leader who puts the consumer first in everything they do?

Today, we’ll leave thoughts on “place” and “price” for another time, so let’s focus on the benefits marketing leadership can provide in program development:

Identifying Student Demand by Conducting Market Research

Understanding the demand for a particular program can significantly impact enrollment expectations. The shifts in demographics and the shifts in interests of different generations can help you identify emerging program ideas. Students and families expect programs to deliver tangible outcomes such as employability and career advancement, so understanding the needs of employers is table stakes. Additionally, evaluating industry data as well as institutional insights, such as enroll and non-admit information on your applicants’ majors that went to other institutions, could provide an understanding of new program potential.

Most marketing teams conduct primary market research at least every three to four years in addition to any ongoing brand studies. This research can be a starting point for program managers, but market research can also be conducted to determine which topics, subjects and programs are likely to attract prospective students and their families and meet the needs of today’s employers. Identifying trends and assessing demand can limit the risk of investing in programs with limited market potential.

Benchmarking Competition to Craft Compelling Messaging

In a crowded higher education marketplace that has turned into a commodity in the eyes of many consumers, it is very difficult to be distinctive. Not many colleges or universities can say they are distinct, but every college and university can differentiate from their top competitors. Marketing leaders can help assess how a program compares to its competitors and recommend potential variations or niche elements of the program vision that may generate a higher level of interest. 

Successful programs require more than talented faculty and a well-intentioned curriculum. They need a compelling value proposition that resonates with prospective audiences and current students and communicates the key features and benefits provided by the new program. In fact, identifying a message that may differentiate from competitors is critical to help stand out. The positioning of the program from the competitive benchmarking will help institutions develop that primary message.

Integrating Targeted Program Marketing Into Brand Strategy

Programs are often created without integrated marketing and brand strategy in mind and that can be a serious detriment when the program is ready for the old reliable “P,” which is “promotion.” A new program is typically provided with a “marketing” allocation as part of its draft budget to help get “butts in seats.” First of all, it is likely not enough budget to build the brand of a new program on its own. 

Secondly, there may be other budgets to leverage. Marketing leadership is often planning for the fiscal year far in advance to ensure that an integrated marketing campaign can holistically impact the institution and maximize visibility for its multiple programs. A new program can be an energizer to an integrated campaign, but its effectiveness can be exponentially more impactful if coordinated as part of a two-pronged brand marketing and enrollment strategy. The right marketing strategies reaching the right audience at the right time to inspire the right action can only be done through coordination, communication and collaboration. The analogy, “A rising tide lifts all boats,” is over-used for a reason; because it is accurate.

Change isn’t easy but product evaluation and evolution are critical to shaping the future of any institution. In fact, the evaluation of program offerings is an exercise that higher education institutions have been doing since their inception. But too often marketing leaders do not have a seat at the table early enough to help with program development. Rather than pulling our chief marketing and communications officers in to communicate and help community-manage stakeholder feedback after the announcement of the program evolution, let’s proactively plan to maximize program visibility and positively impact enrollment. I mean, those were the original objectives for the new program development anyway, weren’t they?

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. #Girlhood
The power of women in economic revival.

Observation: The #girlhood cultural movement is in full swing, evidenced by a surge of trends in feminine self-expression. 

Taylor Swift’s Eras Tour grossed over $1 billion. Beyoncé’s Renaissance Tour impacted inflation in two countries. Barbie became the biggest movie of the year. The Women’s World Cup set new records in ticket sales and TV viewership.

What brands can do: Focus on empowering women to embrace and celebrate their individuality and unique experiences while emphasizing joy, creativity, and authenticity.

Sources: Fortune, Forbes & Variety

2. On Strike
The renaissance of labor movements.

Observation: The Writers Guild of America (WGA) and SAG-AFTRA initiated strikes for equitable pay. This is historic as it is the first time both have simultaneously gone on strike since 1960. 

The newly established Creators Guild of America characterizes itself as a “professional service organization” for digital content creators, extending benefits that are akin to those in unions.

What brands can do: Prioritize making their employees, and subsequently their customers, feel valued. Align themselves with workers’ rights by actively supporting fair compensation and ethical practices.

Sources: Vulture & TechCrunch

3. “Hype” it Up
“Hype” business model.

Observation: Streetwear is a major disruptor in modern retail, and its success is rooted in hype. The “hype” business model involves creating brand buzz through high-profile “drops,” and then leveraging that hype to sell ordinary products. MSCHF’s 2023 “Big Red Boots,” which sold out in seconds and ranked fourth on List’s list of most desired products, exemplify this strategy.

What brands can do: Borrow strategies from streetwear’s playbook to achieve similar success. Adopt limited “drops,” utilize irony, and create scarcity.

Sources: MSCHF & Courier Media

4. Transparency is Sexy
Advancing sustainability through clarity.

Observation: Allbirds revealed the design of its zero-carbon shoe, the “M0.0NSHOT.” Also released is an open source toolkit that outlines their process, including its materials and manufacturing.

In the 2023 Fashion Revolution’s Fashion Transparency Index, the luxury segment exhibited the most substantial improvements, with Gucci, Armani, Miu Miu, and Prada leading the way.

What brands can do: Investing in sustainable materials and production to reduce carbon footprints and publicizing footprint data for each product will demonstrate a proven commitment to climate action.

Sources: Retail Dive & Vogue

5. It’s Getting Hot in Here
European travel on the rise.

Observation: Popular European destinations proved their dominance, with a total of 11.7 million Americans traveling to Europe in 2023. International cruise bookings have also gone up 44% around European river routes.

June to August was the planet’s warmest period ever recorded. Because of rising summer temperatures, more people are seeking out cooler destinations like Denmark, France and the United Kingdom.

What brands can do: Climate-conscious messaging can work to reflect the changing priorities of consumers as our environment changes.

Sources: Forbes, CNN & ABC

6. High Value Travel
People want to maximize their time and money.

Observation: The fallout from Covid continues to be far reaching. People are rethinking what they want from travel, making authentic and immersive experiences central to a sense of ‘value’.

This might involve heading into the great outdoors for a wellness-focused retreat, indulging in adventure therapy, taking a package trip with strangers, or going on an old-fashioned tour with a range of exclusive perks.

What brands can do: Tap into the sentiments, the motivations behind them and leverage these themes in messaging. Positioning themselves as the facilitators or gatekeepers of these experiences.

Sources: Expedia & Deloitte

All good things expire. Look out for more reports coming soon.

Courtney Marlow, Senior PR, Social Media & Influencer Marketing Manager
Sam Coons, Copywriter
Will Maslach, Paid Social Manager

Members from our Creative, Media, and Social teams spent a day at TikTok immersing themselves in all things content strategy and execution— getting them excited about the breadth of possibilities when it comes to tapping creators and ideating social-first content for the platform. For marketers across industries who are looking to “win” on the platform, here are three key tips to keep in mind. 

Empower Influencers to Do What They Do Best

Whether you are trying to sell clothing, shoes, makeup, food, home decor, financial services, medical resources, etc., influencers have the ability to help humanize the brand and connect with consumers on a more personal level. That said, it’s important to keep in mind that the true “magic” happens when you let influencers do what they do best—create. Think of it as arming them with the “recipe”—including “ingredients” like brand tone, messaging points, key CTAs, etc.—and letting them chef it up in the kitchen. Knowing that we need to strive for less “ad-like” content in order to break through on TikTok, we need to encourage influencers to ideate concepts that bring their personality to the forefront, tap into relatability, and utilize engaging/trending formats to grasp users’ attention. 

Reengineer the Creative Process 

When ideating social-first content, you may naturally start by tossing around outside-of-the-box ideas, taking inspiration from pop culture, creatively incorporating a product, etc.—but oftentimes, the creative process can and should be re-engineered. One aspect of this entails keeping a pulse on what’s trending on TikTok—what are people talking about, adding to their grocery carts, whipping up at home, etc.? Consumer behavior and preferences on the platform can serve as great inspiration and TikTok has made so many features and tools available in their Creative Center to help you stay on top of these trends, plan out new creative, write scripts, and compare your thoughts to other top trending advertisements in their ads library! 

Secondly, you can use your results and engagements to fuel what your next round of content should look like. Creators or brands will often take a deep look through their comments to answer “what do the people want next?” And it WORKS! You can even consider linking one user’s comment in your next video as a way to show users that you pay attention to them, and that their ideas are valid—garnering inspiration from your actual followers/consumers can be a game changer. 

Don’t Underestimate the Power of Integrated Creative Thinking

No matter what area of marketing you specialize in, everyone has every business learning what works on TikTok—because when it comes to reaching younger audiences, TikTok is the barometer for their culture, trends, and needs. Breaking through the noise on the platform is challenging, which is why internal and external collaboration is so key. Before kicking off your next influencer campaign or launching a new social strategy, integrate your creative thinking process and look for ways to evolve. Consider garnering insights by talking to influencers, too—after all, they may know your audience better than you. Overall, let diverse perspectives complement each other and bring stronger creative to the forefront. The industry calls this “integration,” but if we’ve learned one thing from TikTok, it’s that simply talking to each other in an authentic manner will likely lead to a bigger impression than you ever thought possible.

Gene Begin, Managing Director, CP Education

Nearly all institutions, and definitely the ones I have worked at or worked with, are deeply committed to providing equitable access to higher education. While the recent Supreme Court decision on affirmative action will have major effects on many admission offices’ operational practices, higher education marketers need to double down on their efforts to promote their places of higher learning as an inclusive destination for diverse audiences and ensure more BIPOC prospective students enter the top of the admission funnel.

Honestly, all institutions should be undertaking these strategies already but this moment provides us all an opportunity to reassess how we are doing. Here are five actions that are essential to not only deepen your institutional commitment to recruiting diverse audiences, but will also help underrepresented students and students of color, and their families, see that your college/university is, and continuously aspires to be, an inclusive environment:

Showcase Real Representation

Representation matters. And not in a “three and a tree” kind of way where each student is of a different race and they are sitting under a tree on the campus quad working on laptops together. Authentic representation matters. This is a time to be realistic and authentic, not overly aspirational in a way that you are drastically misrepresenting your community and your resources. Show a range of cultural backgrounds, ethnicities, genders, and abilities but do not wholly misrepresent your community to set false expectations for matriculating students. If you have not conducted a recent content audit of your materials and stories, review those completed in your past fiscal year to ensure your representation is racially diverse, yet realistically representative. And do not only audit if students of color are represented, but how they are represented.

Partner With Current Students

Word-of-mouth marketing has been the most effective marketing tactic since the creation of humans so why not leverage the advocates that exist within your community? Social media is obviously a tremendous platform to amplify diverse voices and share stories of students from different backgrounds. Whether it’s Instagram, Snapchat or TikTok, encourage student takeovers that allow individuals to share their personal experiences and perspectives. This could certainly include individual students of color but also explore partnering with diverse student organizations on campus. Student organization collaborations showcase authenticity and representation to prospective audiences and provide insight into groups they may feel a connection to and hopefully intend to join.

Target Your Outreach More Intentionally

Public institutions in states such as California and Michigan have incorporated data such as zip codes, districts and other environmental data into their targeting to try and identify populations that tend to be more diverse. I imagine all institutions will further pursue this imperfect practice. Alternatively, there are a variety of community-based organizations (CBOs) and associations that focus on college access and represent diverse student audiences. You should be building relationships and collaborations with these organizations to promote your institution. Discussing and showcasing access and affordability even earlier in the college search journey will be more crucial than ever, especially considering the additional Supreme Court ruling on student loan forgiveness coming directly on the heels of the affirmative action decision. And whether it’s community events, community college partnerships, student conferences or college fairs, focus more attention on attending those prioritizing underrepresented groups. Advertise with those partners and in channels dedicated to engaging diverse communities. Developing new relationships and partnerships, early and often, will lead to more sustainable pathways for BIPOC audiences.

Shine a light on diversity initiatives and resources

Institutions have long supported inclusive environments but their commitment to diversity, equity, and inclusion has been amplified over the past few years. Most have developed DEI and Anti-Racism action plans in response to increased activism and more attention paid to institutional policies, processes, systems and community response. And don’t share these plans, goals and progress with only your community. Be sure they are available publicly. By showcasing initiatives, programs, student organizations, centers, events, resources and staff dedicated to DEI, you are providing a lens to prospective students and their families into seeing what support they can expect if coming to your institution.

Use Inclusive Language and Messaging

Ensure your marketing messages use inclusive language and resonate with diverse audiences. One example includes using inclusive and neutral emojis in digital communications, or using they/them language when you don’t know an individual’s gender. You want to avoid assumptions and stereotypes and instead focus on the unique strengths and experiences that different backgrounds, groups and perspectives bring to campus.

While the affirmative action ban has put restrictions on race-conscious admission policies, it will hopefully encourage ALL institutions to explore holistic marketing strategies to reach underrepresented audiences. While there are many institutions where the recent Supreme Court decision may not impact their admission process as much as others, there is still no better time than now to audit your marketing plans and reassess how you are reaching diverse audiences. It is a moment to be more critical of how you represent your community and aspire to be a model of inclusive marketing.

Learn more about Connelly Partners Education.

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Make It Real
A little experience can make all the difference.

Observation: Digitally native consumers understand & expect technology to be seamlessly integrated in their interactions with brands. New digital tech has enabled more immersive and personalized customer experiences.

What brands can do: Brands need to create more immersive experiences across more points in the customer journey to meet growing expectations.

Sources: AdWeek, Magna Global & CNBC

2. An Entertaining & Reflective Outlet
Validation from knowing what we have is pretty good.

Observation: As humans, we often idolize the world and lifestyle of the affluent. On the back of a time in history where the rich get richer and the masses felt left behind, Succession provided a window into the private club of the elite which left the “have nots” feeling a bit less jealous of the “haves.” 

What brands can do: Brands should help us keep reaching, but also remind us to recognize and celebrate the simplest things that are right in front of us.

Sources: Harper’s Bazaar, Holywood Reporter, Collider & Elle

3. The Impact of Listening
Increasing influence and connection through the airwaves.

Observation: Three out of every four consumers cite podcast hosts as the most influential figures shaping their actions, beliefs and life decisions. Two-thirds of consumers report feeling a “deep connection” to the hosts narrating their preferred podcasts.

What brands can do: Shifting media consumption habits reinforce this channel should be in a brand’s media mix moving forward as another way to satisfy our desire for authentic content and brand voices.

Sources: AdAge & SXM Media

4. A Return to the American Dream?
We are moving on and demanding more.

Observation: “Threat of recession” burnout is making people act in defiance of the economy.

No one knows what to make of our economy’s trajectory. In the past, uncertainty and recessionary anxieties typically resulted in more of a conservative outlook; today consumers are pushing ahead.

What brands can do: People feel deserving of all they can get. Isn’t that what the American Dream is all about? Brands should fulfill those dreams. They can have our back and also still tell us to go for it.

Sources: CNN, The Chicago Tribune & Marketplace

5. Keep the Lights On
Consistency of presence is vital to growth today.

Observation: Recent research has reaffirmed the significant market share & brand awareness loss that comes with a major scale back in ad presence. This isn’t surprising given that consumers today are seeing over 10,000 ads a day and engagement increasingly challenging.

What brands can do: Maintain a steady presence with intentional content across the right channels to prevent brand switching, reinforce loyalty and drive growth when others scale back.

Sources: LinkedIn & WARC

All good things expire. Look out for more reports coming soon.

Alyssa Stevens, Director of Social Media
Will Maslach, Paid Social Manager

Beyond the name, Threads, the new social platform developed by Instagram, has us thinking that social media is going to evolve just like fashion and revisit what was previously en vogue. We started with text-based platforms and then moved on to photos, long-form videos, disappearing photos, short-form videos, audio-only content, and then to a combination of everything. And now we’ve returned to text-based sharing on social media.

So, this begs the obvious question, is it time to break out the bell-bottom jeans?!

Since its launch on July 5, Threads has quickly gained popularity, amassing over 100 million downloads worldwide in less than a week. Through its seamless integration with Instagram, it offers users a fresh way to connect and share content, while also discovering new creators who share similar interests. With its strong launch, Threads promises exciting possibilities for brands and creators, but before you create an account and tap into the potential of the Threads community, here are five important things you should know…

You’ll Have a Built-in Social Following

One of the standout features of Threads is its integration with Instagram. By linking your Instagram account to create your Threads account, you can automatically extend your social following to the new platform. The app provides an option to follow the same users you do on Instagram, helping you to create an instant audience. But what if the user or brand you want to follow hasn’t made an account yet? Fear not! If you select them as an account to follow, it will automatically do so as soon as they decide to join the community. Threads also recommends creators for users to follow, blending content from followed users and recommended creators into the feed. Finally, to highlight the connection between Instagram and Threads, a badge can be displayed on your Instagram page to alert your followers that you are on the new app. This unique feature helps jumpstart your Threads journey by leveraging your existing Instagram audience.

Don’t Expect Stellar Search Functionality 

Currently, the search function on Threads is limited to finding other users. You can search for specific usernames, but the app does not support hashtag or topic searches at present. This limitation restricts the app’s functionality beyond scrolling the feed and looking up users. However, we anticipate that Instagram will expand the search capabilities of Threads as it gains traction and continues to evolve. 

You Can Keep Your Username and the Coveted Blue Check Mark

If you already have an established presence on Instagram, you’re in luck! Your username and verification status, including the oh-so-essential blue checkmark, will carry over to your Threads account. This means that you can maintain your online identity and credibility seamlessly when transitioning to Threads. It’s a great way to retain your existing audience and continue building upon your online clout.

There’s No Deleting Threads Without Deleting Instagram

Should you decide that Threads isn’t the right fit for you and want to delete your account, there’s a catch. Unfortunately, you cannot delete your Threads account without also deleting your Instagram account. This move from Mark Zuckerberg is both sneaky and strategic, as it ensures the retention of the initial user base of Instagram while encouraging users to stay within the broader ecosystem.

No Word on Advertising Capabilities…Yet

As advertisers, on a new platform launch, we are chomping at the bit to start ads. While we haven’t heard anything from Meta HQ about ads integration or processes, the most likely path is for Meta to integrate Threads ad placements into Meta Business Manager. This would allow a seamless transition into advertisements on Threads for advertisers currently running on Facebook and Instagram by just selecting an additional placement. However, Meta may have other plans in store for ads on Threads – we’ll just have to wait and see…

As you consider joining the Threads community, understanding these key aspects of the app will help you make an informed decision. With its notable early success and adoption from major brands and news networks, Threads presents an intriguing opportunity to connect with others and share your content. We’ll be keeping an eye on future updates as Instagram continues to refine the app’s functionality and expand its capabilities. 

In the meantime, you can catch us thrifting those retro threads waiting for them to come back in style…

Alyssa Stevens, Director of PR, Social Media & Influencer Marketing

Attending industry conferences is like diving headfirst into a whirlpool of knowledge, surrounded by the latest trends and cutting-edge ideas. Recently, I had the privilege of attending the Influencer Marketing Show in the heart of New York City, where thought leaders, marketers, and influencers converged to discuss the ever-evolving dynamics of the creator economy. In this blog, I’ll share some of the key takeaways from the conference and discuss how they can help to shape the exciting future of influencer marketing.

Embracing a Creator-First Strategy 

One of the recurring themes at #IMSNYC was the significance of adopting a creator-first strategy. That means placing creators front and center in creative campaigns, social media initiatives, and even on brand websites. With estimates suggesting that over one billion people could identify as content creators by 2030, it’s high time brands recognize and harness the immense power of these influential individuals.

Riding the Wave of the Passion Economy

The creator economy, at its core, is a manifestation of the passion economy. People are monetizing their passions by creating content around the things they truly love. This phenomenon opens up exciting opportunities for brands to tap into these passions and leverage influencers to co-create content that resonates with audiences. By collaborating with influencers who are genuinely passionate about their niche, brands can deliver authentic, trust-building content that aligns with consumer interests.

Unveiling the “Why” Behind Your Brand

Before embarking on any influencer campaign, it’s essential for marketers to peel back the layers and uncover the true “why” behind the customer’s desire to engage with a brand. By understanding these motivations and aspirations, you can build influencer programs that best align with your target audience. Authenticity, relevance, and purpose should guide the creation of influencer campaigns that not only promote products or services but also connect with consumers on a deeper level. 

Don’t Miss the Free Information Exchange

Brands should view influencers and the comment section of their sponsored posts as a treasure trove of free information. By actively monitoring and engaging with the comment section, brands can gain invaluable insights into how their brand or product is resonating with their intended audience. This two-way communication allows brands to not only measure the impact of their influencer campaigns but also receive genuine feedback from consumers. Brands shouldn’t shy away from constructive criticism; instead, they should proactively address concerns and suggestions to demonstrate a commitment to improvement and customer satisfaction. By leveraging the comment section as a feedback loop, brands can strengthen their relationships with consumers, refine their strategies, and foster a sense of trust and transparency.

Connecting, Not Just Reaching, Gen Z

Marketing to Gen Z requires a whole new approach. It’s no longer about merely “reaching” them; it’s about connecting with them on a deep, personal level. This is where influencers come into play. Gen Z wants to feel like an integral part of a brand, and influencers can help foster that connection. By partnering with influencers who align with Gen Z’s values and interests, brands can forge authentic relationships that tap into this demographic. Building trust and nurturing a sense of community are key to capturing the attention and loyalty of Gen Z consumers.

The Influencer Marketing Show in New York City shed light on the evolving landscape of the creator economy and its impact on brand marketing. As brands navigate this dynamic environment, it is crucial to adopt a creator-first approach, tap into the passion economy, craft purpose-driven influencer programs, create a feedback loop on social media, and connect with Gen Z on a meaningful level. By incorporating these key takeaways into their strategies, brands can forge genuine connections, build trust, and harness the full potential of influencer marketing in the digital age.

Jared Smith, Assistant Media Planner

Advertising is undoubtedly a fast-moving, always-adapting industry that keeps you on your toes. Staying up to date with the latest trends is extremely important to ensure you aren’t left in the dust. That’s why professionals from across the digital marketing, media, and advertising industries gather each year for DigiMarCon, a conference that serves as an opportunity to learn from and network with industry leaders.

This year, I attended the conference with the Connelly Partners Media team. What made this conference even more special was that we were supporting fellow teammate and Associate Media Director, Erin Mullaney, who was speaking at the conference. Erin shared her wisdom with the Boston advertising scene during her session, “Elevate Your Media Strategy by Keeping Advertising Human.” 

As an agency built on being “Defiantly Human,” Erin spoke about what CP stands for and what the media team at CP is always striving to achieve. We are constantly digging deeper and assessing the incrementality that is being driven by our campaigns. After all, attributable results do not always tell the full story. Often it takes looking past the primary KPIs, and considering how media spend actually impacts the behavior of our audience. Erin alluded to a variety of ways to measure incrementality, ranging from test & learns to data science models and brand lift studies. All of these methods treat the exposed audience as a physical, decision-making, human being. They dive past primary KPIs and cluttered data, and into what actually tips the scale for a campaign. 

Erin provided many great examples including a mock campaign for Visit Las Vegas. Imagine that there’s an “old campaign” and a “new campaign” and the primary KPI is cost per visitor. The old creative is converting visitors at a much lower cost than the new creative, so just by looking at the primary KPI, it would make sense to shut off the new creative version and solely run the old one. However, by looking further into each post, it is clear that the new creative is generating an exponentially greater amount of comments and shares. These metrics, despite not being primary KPIs, are both examples of how the different campaigns are resonating with our audience. With these human actions in mind, we can predict that the new creative version will eventually perform better in terms of cost per visitor, as some of the people commenting and sharing the post will convert down the line. This example, albeit very simplified, shows how overlooked metrics can be extremely important in analyzing a campaign. 

In addition to Erin’s session, I enjoyed learning about content strategy with Tom Shapiro of Stratabeat. This session focused mainly on how to win with content and capitalize on creativity. Mr. Shapiro brought up a very thought-provoking point; most jobs do not give people enough opportunity to tap into their creative potential. Thinking creatively is something that is necessary for more than just the creative or content strategy teams at an advertising agency. It is something that should be done across all teams, a point that tied directly into Erin’s presentation. In media strategy, thinking past primary KPIs and tying pieces of the larger puzzle together is a form of creativity. This process of thinking is fluid and ever-changing, and tapping into creativity while working in media allows our entire team to be the best it can be. 

Having the opportunity to attend a conference like DigiMarCon, and learn each day from knowledgeable experts, has allowed me to grow in an industry that I am passionate about. Specifically, Erin’s presentation taught me valuable lessons about always looking past the surface and continuing to apply the Defiantly Human thought process in what we do here at CP for our clients.

Skye Stewart, Public Relations & Social Media Supervisor

According to a recent 2023 Travel Trends Report released by Hopper, travelers have significantly changed the way they’ve booked their trips in the “post-pandemic” world and it’s expected that they will be booking more last-minute travel than ever. Stemming from that, Hopper’s report has also found that travelers are more flexible when it comes time to book a vacation, and they are willing to go just about anywhere as long as a great deal is involved. So, how are they learning about these destinations? Today, millennials and Gen-Zers are primarily using social media to discover destinations and influencers are playing a key role in that.

Let’s dive into how and why influencers are game-changers for tourism boards and travel organizations by helping them drive awareness of their destination’s unique offerings.

Helping Consumers Uncover a New Destination Through a Unique Lens

By partnering with influencers and subject matter experts that align with your mission and goals, you’re offering potential travelers a firsthand look into what your destination offers before they book their tickets. During a time when cost concerns are prevalent, partnering with influencers who can showcase convenience and accessibility is important. Not only can they highlight activities, hotels, and restaurants in your destination, but they can also share how safe and comfortable they feel there. In addition to itinerary ideas and cost-saving opportunities, these are important items that help to create an experience they’ll enjoy–which forms a domino effect as they recommend their trip to others and share about it on social media.

Influencers Provide a Humanized Look Into Travel That’s Organic and Real

At the end of the day, we’re all guilty of a little (or a lot) of mindless social media scrolling, and let’s face it–entertaining travel and lifestyle content are some of our favorites. Consuming real-time footage of someone else’s trip on social media is much more personal than checking out a brand’s website, for example. Content that’s posted by influencers offers a real and unique perspective that you might not find anywhere else as you look to make your travel decisions. Posting in real-time also showcases more raw content that resembles what an average person’s trip may look like–allowing travelers to truly step into someone else’s shoes and picture themselves there.

As Travel Trends Change, so Does Your Destination’s Story

While we see travel habits fluctuate due to the world we live in, destinations can work with influencers to test the waters. In particular, influencers can help bring trends to life quickly and efficiently as a component of an entire ad campaign. For example, we know that wellness vacations are trending in 2023. With that in mind, what does your destination offer that can help someone rejuvenate and unwind? Whether it’s an itinerary curated with salt spas and massages or activities that help you spend time in the great outdoors, partnering with a niche influencer who values wellness and self-care can help highlight your destination’s story through a lens that ultimately provides a more personalized touch and experience.

Driving Positive Sentiment in an Authentic Way

Through influencer partnerships, not only are you raising awareness in general of your destination, but you’re also helping to build trust among your target audience by driving positive sentiment authentically. While potential travelers can see beautiful content captured by an influencer, they are also hearing honest opinions and reviews directly from someone who’s been there and experienced it. You can’t get any more candid than that!

While these are just a few of the benefits your destination can get by partnering with influencers, there are so many more. These are just the tip of the iceberg! To take it a step further, you might even consider providing your influencer partners with special deals or discount codes to offer their followers as a way to successfully turn wanderlust into actual travel. In the end, we’re all influenced by others’ recommendations whether we mean to be or not! Use that to your advantage and the possibilities are endless.

Want to learn more about our influencer marketing experience at Connelly Partners? Click here.

Image courtesy of Rio Travelers

Michele Hart-Henry, Managing Director, Connelly Partners Health

Are We Ready for the Future?

The headlines from the most recent global healthcare meetings, such as the annual Healthcare Information Management Systems Society (HIMSS) meeting or The MedTech Forum, are notable in their focus on artificial intelligence (AI) and its application across the care continuum. These events and others like them feature presentations on AI developments, new collaborations built around AI tools, and partnerships among health technology companies introducing new uses of AI in care settings. 

However, any conversation about how patients and consumers understand and view AI in healthcare is missing from the headlines and articles. 

Back to the Future?

AI is already in use in multiple healthcare arenas. Algorithms help predict the onset or potential severity of disease, read and interpret radiology studies, screen for complications from diseases like diabetes and assist in the drug development process, just to name a few typical applications. However, the conversations are now expanding to include generative AI.

As described by TechTarget, Generative AI is “a type of artificial intelligence technology that can produce various types of content including text, imagery, audio and synthetic data. The recent buzz around generative AI has been driven by the simplicity of new user interfaces for creating high-quality text, graphics and videos in a matter of seconds.” 

Seeking to learn more, we recently went to ChaptGPT4 and asked: “How do patients feel about AI in healthcare”? The answer generated via this technology:

“The use of AI in healthcare is a relatively new and rapidly evolving field, so there is no single answer to how patients feel about it. However, research suggests that patients generally have a positive attitude towards AI use in healthcare, especially when it comes to improving the accuracy and speed of diagnosis, treatment, and disease prevention.” 

Based on this answer, generated using AI, all is well in healthcare, and patients generally accept artificial intelligence in their care. But is that really the case? Do we, as healthcare consumers and patients, know enough or understand how AI is useful in our care? You may be surprised by some of the results.

AI Can Do Anything You Can Do Better?

One recent study published by the notable journal JAMA Internal Medicine reported that patients and consumers actually preferred the responses from a generative AI chatbot to those generated by physicians. Researchers used questions posted on a social network and used generative AI to create new answers to those 195 questions. They then compared the chatbot answers to the ones provided by physicians using a team of licensed healthcare professionals to choose “which response was better” and judge both “the quality of the information provided” and “the empathy or bedside manner provided.” In nearly all cases, the evaluators preferred the generative AI answers, rating them as higher in quality and significantly higher in empathy. 

If generative AI is rated more empathetic and thorough than physicians in answering questions, are healthcare consumers more likely to view its use favorably? Not if it’s a replacement for actual providers, according to a study published in The Lancet Digital Health. In a review of more than twenty studies from eight countries, researchers found the acceptability of AI in care settings was more likely if it was used as a support tool rather than a substitute for providers. In many reviewed studies, participants envisioned AI as a second opinion or a means to simplify notes or instructions provided by their caregivers. However, participants indicated concern about depersonalization, lack of privacy and loss of provider control in health decision-making. 

One application of AI as a supplement to providers is the recent collaboration between Microsoft’s Azure OpenAI and Epic’s EHR platform. In this use case, the generative AI will fill in missing information in patient records but could also suggest diagnoses and be used to predict disease outcomes based on analysis of historical data. According to the companies’ joint announcement, the integration “is meant to increase provider’s productivity, reduce administrative burden and improve care by giving clinicians more time to spend with their patients.”

Proceed With Caution

Last month, The World Health Organization (WHO) issued a call for what it refers to as the “safe and ethical application of AI” for health, citing concerns that “precipitous adoption of untested systems could lead to errors by health-care workers, cause harm to patients, erode trust in AI and thereby undermine (or delay) the potential long-term benefits and uses of such technologies around the world.”  

But as developments like the partnership between Azure OpenAI and Epic become more mainstream, how will they affect consumers and healthcare consumerism? According to a recent Pew Research Center survey, 60% of Americans indicated discomfort with providers relying on AI in their own healthcare. Among the primary drivers of this view is disbelief that using AI will improve health outcomes, with only 38% of those surveyed saying that using AI to diagnose disease and recommend treatments would lead to better health outcomes, 33% saying it would lead to worse outcomes and 27% saying it won’t make much difference.

Interestingly, in that same Pew survey, of those who indicated concern about health equity, 51% of respondents said that AI could help improve bias and unfair treatment if it was used to diagnose disease and recommend treatments for patients. And survey respondents also believe that AI use in healthcare could reduce medical mistakes.

Pew survey respondents also indicated concern with the impact of AI use on the personal connection between a provider and a patient. With increased consumer involvement in a patient-centered healthcare model, patients might question clinicians’ decisions and want to be informed whether the decisions are based on AI recommendations. 

In Ireland, a country championing AI and its benefits to the economy, the government is building a coordinated approach to help drive public trust, including creating “an AI ambassador to promote awareness among the public and businesses of the potential that AI offers, serving as a champion of AI as a positive force for the economy and society, and emphasizing an ethical approach.”

Irish acceptance of AI in all facets of its economy, including healthcare, is driven by the country’s early identification of deep tech, like AI, as drivers in economic growth. But, as in the US, there are recently reported concerns about privacy, misuse, degrading of relationships and potential medical errors due to using AI in patient care.

Brand and Broader Implications

When discussing AI in the context of health brands, it’s important to be transparent and clear about what AI is, how it is used and how it can benefit health organizations, providers and consumers. Doing so requires: 

1. Defining AI: Begin by explaining what AI is and how it works in simple, accessible language. It’s important to avoid jargon and technical terms that may confuse audiences.
2. Focusing on Benefits: Highlight the benefits that AI can bring, such as improved diagnosis, more accurate treatment planning, and better outcomes. It’s important to emphasize that AI is a tool that can help provide better care rather than a replacement for humans, clinicians or experts.
3. Addressing Concerns: Acknowledge concerns about AI, such as fears of job loss or privacy concerns. Be transparent about how AI is used and what data is being collected and used.
4. Being Honest: It’s important to be honest about the limitations of AI and its potential benefits. AI is not a magic bullet that can solve all healthcare problems; acknowledging this is important.
5. Providing Examples or Success Stories: Use real-world examples to illustrate how AI is used in healthcare and makes a difference for organizations and patients. This can help your audiences understand the potential of AI and how it can benefit them.

Overall, health brands should strive to be transparent, honest and informative about AI. Especially since the Pew survey suggests that three-quarters of Americans question the pace of adoption of AI in healthcare, fearing that the system is moving too fast before fully understanding the implications and usefulness of this technology. 

This article is co-authored by Michele Hart-Henry, Global Managing Director of Connelly Partners Health and Mary McMahon, Group Strategy Director and Lead for Connelly Partners Health in Ireland.