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Case in Point

Tom Hayes holds up five Wiffle balls, each representing some aspect of a college that is marketed to prospective students. He tosses the five balls to an audience member. “Catch.” The balls bounce to the floor. He takes out another ball and tosses it to the audience member who catches it.

“Unless you’re marketing one concept, one consistent message over time, you won’t be successful,” says Hayes.

The concept was part of his book Marketing Colleges and Universities: A Service Approach that earned him the Alice L. Beeman Award for Outstanding Research in Communications and Marketing for Educational Advancement from the Council for Advancement and Support of Education (CASE) this year. “When your peers recognize you, it’s very exciting,” Hayes says.

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