Our Team

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Basics to Know...

## Why Authenticity Matters More Than Ever for Brands

![google.png](https://rhapsody.ams3.digitaloceanspaces.com/4874bd66c1ad90fdf1b43e89ef338eaa.png)

**We've all been there - scrolling through Instagram, mindlessly swiping past one picture-perfect image after another, looking for something to capture our attention. Nothing seems to do the trick, and you are now starting to feel overwhelmed and disconnected.**

The quest for authenticity becomes even more crucial in this digital landscape. We crave a break from the polished façades and long for something real; authenticity has emerged as a powerful force that brands can no longer ignore. Platforms like TikTok or BeReal have gained popularity for their refreshing, unfiltered, and real-life content. Despite the presence of brand advertisements, users continue to share genuine experiences, captivating the attention of both consumers and brands alike.

This growing trend of authenticity has not gone unnoticed. Brands have recognised its immense potential for increasing engagement and awareness. What's even more fascinating is that this shift towards authenticity is now permeating other social media platforms like LinkedIn. Business leaders are jumping on the bandwagon, realising the value of sharing more genuine content with their audiences.

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## Why is authenticity so crucial, especially when it comes to connecting with Gen Z?

Well, this generation has grown up amidst a sea of information overload. They've witnessed brands attempting to project perfect images, only to be exposed as disingenuous. As a result, Gen Z has become exceedingly sceptical and hungers for authenticity like never before.

For brands, this means that if they want to establish meaningful connections with Gen Z, authenticity is no longer optional—it's essential. They must be transparent about their values, practices, and products. They need to embody authenticity at their core and genuinely connect with their audience.

So, what does authenticity mean for brands? It means being transparent about your values, beliefs, and commitments. It means staying consistent in your messaging and aligning your actions with your words. It means using real people in your marketing efforts and letting them tell their own stories.

**But authenticity is not just a marketing strategy; it's a mindset.**

It's about being real and genuine in every interaction. It's about truly listening and being open to feedback. Gen Z, in particular, is not afraid to voice their opinions, and as brands, we need to be receptive. We need to engage in open conversations with our audience and genuinely consider their feedback. It's through this dialogue that we can form stronger connections and foster loyalty.

To better understand our audiences, we can turn to the insights provided by the [WGSN Consumers 2025 report](https://mlp.wgsn.com/future-consumer-2025-download-en.html?_gl=1*1lqrs31*_ga*MTI4MzAxNjkwMS4xNjg1NTI4MDM4*_ga_3N1Q1PKH1F*MTY4OTYwNjk3Mi4yNy4xLjE2ODk2MDY5ODQuNDguMC4w). It highlights four key consumer profiles to watch out for: The New Nihilists, who crave honesty, authenticity, and humour without feeling like they're being sold to. The Reductionists, seek human connections and value alignment with the brands they support. The Time Keepers, prioritise products and services that add value to their lives, saving them time and money. And finally, The Pioneers, who are drawn to innovative and disruptive brands. To connect with these different consumer profiles by 2025, brands must be ready to adapt their strategies accordingly.

But what does authenticity look like in the context of branding? Here are a few ideas:

- **Be transparent about your values.** What do you stand for? What are your beliefs? What are your commitments? Let Gen Z know what you're about, and why you care about the things you do.
- **Be consistent in your messaging.** Don't say one thing and then do another. Be clear and consistent about your values, your practices, and your products.
- **Use real people in your marketing**. Use real people in your marketing, and let them tell their own stories.
- **Be open to feedback.** Gen Z is not afraid to speak their minds. Be open to feedback, and be willing to learn from your mistakes, keep an open conversation with your audience. 

To effectively reach Gen Z, social media is where you need to be. They spend a significant amount of time online, particularly on platforms like YouTube, TikTok, and Instagram. These platforms thrive on short-form videos, making creativity and authenticity essential for brands to stand out.

Collaborating with influencers who genuinely love your brand and resonate with your target audience's lifestyle can be a powerful way to bridge the gap. But remember, authenticity should always be the foundation of these partnerships. Choose influencers who are relatable, trustworthy, and create content that feels truly authentic. It's through these collaborations that you can make a meaningful impact on your audience.

Building an authentic brand takes time and effort. It requires being transparent, consistent, and open to feedback. But the payoff is immense. Authenticity builds trust, and trust leads to loyalty. In a world where authenticity is increasingly rare, brands that are genuine will stand out from the crowd.


Be Real, or Be Gone

## The role of meaningful typography and visuals in interactive storytelling
 
![History told through digital experience_ Image.png](https://rhapsody.ams3.digitaloceanspaces.com/a1ad684568a25bf294af8f4ec9113233.png)

Talking about historical and political topics in an interesting and engaging way is not easy. You need to tackle many challenges, balance different points of view and – in many cases – work with a range of historical sources. That’s not mentioning the marketing objectives you need to meet. How do you reconcile both sides and create a project that captures the attention of your audience? Read how Rhapsody took on a challenge of this kind with a project telling the story of Holocaust victims.

## How to talk about history in a modern way

The world is constantly changing and so are the ways knowledge and information are disseminated. That includes historical information. In present-day museums it is no longer necessary to look at exhibits behind glass and to read lengthy descriptions. Instead, multimedia presentations, interactive stations, 3D historical films and many other new technological solutions are increasingly being used. 

Museums are becoming modern facilities that take you back in time and allow you to engage with history using all your senses. Can similar methods also be applied to digital projects? Of course they can! 

The [Ordinary Objects Extraordinary Journeys ](https://www.rhapsodymedia.com/our-work/ordinary-objects-extraordinary-journeys)interactive website – which we created to tell the story of the murdering of Jews during World War Two – is a case in point. It illustrates how close collaboration with a client, understanding history and immersive visuals help bring even the most sensitive topics closer to modern audiences. 

![History told through digital experience_ Image-1.png](https://rhapsody.ams3.digitaloceanspaces.com/6c0ccb7f5d0b1a3f2687d6ecb602a90b.png)

Telling the story of World War II atrocities is not easy. It requires sensitivity, empathy and the right approach.  While working on the Ordinary Objects Extraordinary Journeys project, our team spent countless hours liaising with the client. This was partly because of the delicate nature of the topic, but also due to the need for historical consultation and a deep understanding of the history of the Holocaust.


## Finding the right balance for visual storytelling

Working with artefacts from the cooperating museums was a very nuanced process. It had a huge impact on the creative direction, but also on the overall concept and storytelling, which needed to be well crafted for the subject in question.

Our aim was to create engaging, immersive experiences which would take the viewer back to that era and give them an understanding of the daily realities of the Holocaust.

It was a big challenge: not only did we have to tell the right story and find the proper words, but we also needed to strike the right balance with the imagery. The visuals had to evoke the spirit and style of the time, all while being fresh and attractive enough to appeal to the modern viewer.

At the same time, the graphics could not be too bold in order to respect the seriousness of the story and the traumatic experiences of the protagonists.

“Rhapsody blew me away right from the moment we met them when they pitched to us, notably how they managed to make a wide variety of websites with different subject matters engaging, immersive and inclusive. It was incredible seeing our ideas for the project not just brought to life, but enhanced, strengthened and advanced by Rhapsody. We are so thrilled with the final result, and are confident the website will achieve our goals: to engage people with Holocaust education, through artefacts, and to increase knowledge and awareness of the Holocaust. We are already planning on adding more artefacts to the website and look forward to continuing our relationship with Rhapsody – if they can put up with us again!”
**Dr Rachel Century – Director of Public Engagement and Deputy Chief Executive | Holocaust Memorial Day Trust**

## Creating an experience that takes you back in time

![History told through digital experience_ Image-2.png](https://rhapsody.ams3.digitaloceanspaces.com/f6373e9a2cc0813cd3df8b6f42aece07.png)

The stories of the Jewish victims of World War Two are showcased on the website in three thematic blocks:  PEOPLE – OBJECT – JOURNEY.

We wanted to capture the art of storytelling and relate the events that took place in the past in such a way as to transport the viewer. Usually, they only hear about this part of history through school lessons and TV. Using 3D objects and multisensory design, we aimed to create something special and to establish a new type of narrative.   Our work was centred around the website’s aesthetic elements including not only precisely chosen typography, but also navigation buttons and other functional elements. We wanted it to be a “window to the past”. 

In the first part – **PEOPLE** – we begin the story by exploring the biographies of individual characters. It is not a gloomy, overwhelming and lengthy story. We have used simple, approachable language that allows us to delve into the personal threads of the characters’ lives while not creating unnecessary distance from the characters. The text is short, but informative and interesting. It gives us a better understanding of the problems faced by our protagonists, as well as their motivations, needs and emotions. 

In the **SUBJECT** section, the viewer is immersed in the world of everyday objects that accompanied the characters. We see pre-war chess pieces, children’s knitted socks, personal diaries and documents. These seemingly ordinary objects reflect the traumatic nature of the individual experiences and allow us to better understand the daily life of the characters. 

**JOURNEY**, on the other hand, is an interactive way to understand the journeys that Jews were forced to make during the war. A multimedia map allows visitors to learn the routes they took and the hardships they had to endure. The website was designed to make visitors feel that they were actually taking part in a journey through newly presented pages of history.

“When we and HMDT agreed to do a collections-based project together, we wanted to ensure it was in the service of telling the stories of some lesser-known survivors of the Holocaust. Some of the objects seem mundane. Some seem beautiful. But all are priceless in what they tell us about the annihilation of normal Jewish family life right across Europe. There is a common misperception that the Holocaust just took place in Germany (and maybe Poland). This exhibition tells four stories spanning Greece, France, Austria, Germany, Poland, England and Scotland”. **Marc Cave, Director of The National Holocaust Centre and Museum**

## Finding the right font that will make a difference

Philosopher Marshall McLuhan once famously said that “the medium is a message.” This thought can be applied to our approach: carefully selected typography plays a very important role. Our choices were far from being accidental, allowing for an immersive experience.  
Given that the project told the story of Jews living in European cities, we decided to use fonts that had a cultural reference to the region and its history. 

## Typography project ideas to make content more engaging

![4. RC_OOEJ_Typography-Marketing (2)-min.png](https://rhapsody.ams3.digitaloceanspaces.com/eb60e788594254a09c051517a5c1a68e.png)

The first of these, Pion, was chosen for its origins (it was designed by a Polish type foundry) and its expressive nature. It allowed the designers to draw the viewer’s attention to what was most essential in the story. It emphasised the seriousness of the events, gave it a distinguished character and made it more readable – which is of vital importance, especially in a digital project. 
We also added a personalised ‘O’ to the font, to give the whole thing a creative touch.

![4.-RC_OOEJ_Typography-Marketing-5-min-2048x1015.png](https://rhapsody.ams3.digitaloceanspaces.com/b4bfc6e4dcaa183ed57a2ced9c2cfb76.png)

“Nocturn”, the second of the selected fonts, was created by Polish typography creator Mateusz Michalski. It draws on the letters of stone plaques commemorating the victims of the Second World War in Warsaw and pre-war Hebrew signs.

## Allowing history to resonate through engaging content and carefully selected typography

A creative approach that understands history and works with sources and clients is always a good starting point.  But if you support these elements with interesting visuals and interactive storytelling, the chances of success are even greater. It’s crucial to find the golden ratio between historical truth and modern narrative forms.

Let the story speak through polished typography, immersive graphics and an interactive experience. It’s a language that modern audiences understand and visitors expect, be it in traditional museums and in their digital, more modern versions.

Let us tell your story

**Do you want to share an important story with your audience? Trust Rhapsody**
If you are tackling a project of this type, you don’t have to do it alone. [Share your knowledge](https://www.rhapsodymedia.com/contact-us) with our experts, introduce them to the historical details in question and let them take action. 
Thanks to our large amounts of experience with commercial and public clients, we’re able to adapt to a wide range of subject areas and target audiences

History told through a digital experience

<br><br>
There have been plenty of times I've walked into a room (or these days, joined a video call) for a brand refresh briefing and felt the palpable mix of excitement and trepidation in the air.

There's always that hint of "**We've been successful doing what we're doing, so why change?**" mixed with "We know times are changing, and we need to adapt." It's a delicate dance, this process of reimagining a brand. And it's far more than just picking a new colour palette or a tagline that “will cut through the noise”.

**Revisiting your brand can feel a bit like revisiting your online dating profile from a wilder time** – full of cringe bios and questionable photo choices. Is this logo still, well, presentable?  Do these colours even reflect who we are anymore?  

The pressure to change and update your [branding](https://www.rhapsodymedia.com/strategy/branding) can be paralysing, especially when it feels like everyone's out there with a perfectly curated Instagram feed and a million followers, or going viral on TikTok.  But here's a thought to consider: **what if a brand refresh isn't about chasing trends or aesthetics, and hoping for the best?** What if it's a journey of self-discovery, a delicate dance that unearths the authentic brand beneath the surface?

<br> 

### Give your eyes a break without missing out. 

<iframe class="murf-embed" width="560" height="102" src="https://murf.ai/embeds/index.html?embedId=m0qg3pd5" allowfullscreen title="Murf Embed Player" style="border: none;"></iframe> <script src="https://murf.ai/embeds/widget.js" ></script>

<br><br>

## When do we need a brand refresh? And why?

The need for a brand refresh often creeps in subtly. Perhaps your marketing materials start to feel stale, failing to resonate with your audience. Maybe your social media engagement is spiralling down, or a competitor emerges with a more modern message. These are all signs that it's time to take a deeper look.  

**But the most important prompt for a refresh is a sense of disconnect** – a feeling that your brand identity no longer reflects who you truly are. Maybe your once-edgy startup has matured into an industry leader, or perhaps your traditional company needs to appeal to a younger, digital-savvy demographic. 

A brand refresh becomes necessary when there's a gap between who you are and how you're perceived. It's the art of staying relevant without losing your essence.  It's an opportunity to reassess your values, realign your messaging, and reconnect with your audience on a deeper level. 

It's a chance to say, "**We've grown, and our brand should too**."

![Beyond Aesthetics: Why brand refresh is a soul search, not just a facelift](https://rhapsody.ams3.digitaloceanspaces.com/7084cd18de58e2dba7f0a8451a9234e3.jpg)

## What makes a great brand? 

**Great brands are like great novels** - they draw you in, make you feel something, and leave a lasting impression. At their core, they have a compelling narrative. It's not just about what they sell, but the story they're telling. Everyone loves a good story - what's yours?  

But a narrative alone isn't enough to keep you coming back for more. **Strong beliefs are what makes great brands stand out**. They stand for something bigger than themselves, whether it's protecting the planet, pushing boundaries, or sparking creativity. 

These beliefs are their guiding light, informing every decision they make, from the products they build to how they treat their customers and employees. 

**Can you articulate what you stand for in a way that resonates and inspires?** 

Clear messaging is another ingredient of great brands. If you can't explain your brand in a sentence, how can you expect your customers to understand and remember you? 

Consistency across all platforms ensures that whether someone encounters you on Instagram, in a store, or through a newsletter, they're getting the same brand experience. Finally, a distinctive visual language helps you stand out in a crowded market. It's not about being the loudest, but about being uniquely you.

## Beyond Likes and Followers

Social media has changed the script, and the way we use it is constantly evolving. Brands need to be chameleons, adapting to these ever-shifting landscapes. Forget throwing money at likes and followers – success now relies on understanding your cultural niche, adding value to the conversation, and fostering genuine connections. Today's audiences are looking for authenticity; **they want to be seen as individuals, not faceless demographics.**

This new reality informs every aspect of a brand refresh. Consider how your brand will breathe life across platforms – how your visual identity translates from the aesthetic of Instagram to the fast-paced energy of TikTok, and the professional aura of LinkedIn. How can you create opportunities for user-generated content that not only showcases your products but also aligns with your brand's core values? Think beyond transactions – how can you nurture a thriving community where people connect and feel a sense of belonging?

Metrics need to evolve too. Yes, ROI is important, but so is engagement and the strength of your community. A successful refresh isn't just a visual makeover; it's a reimagining of how you interact with and empower your audience across every touchpoint.

**You're refreshing a relationship**. You're inviting your audience to become co-creators of your brand story. So, the key questions become: How can we design not just for them, but with them? How can we create a brand that doesn't just speak to them, but speaks through them?  

[Beyond Aesthetics: Why brand refresh is a soul search, not just a facelift](ams3.digitaloceanspaces.com/rhapsody/3db8759880c97a692e45b63ff47af5ec.mp4)

## Finding Your Soul: When All the Pieces Fit

Here's where the magic happens. When your narrative, beliefs, messaging, voice, and look all align – that's when you've found your brand's soul. It's that ineffable quality that makes people say, "**This isn't just a product/service, it's a part of who I am.**"

It's Nike's "Just Do It" philosophy that inspires athletes and beginners alike. It's Patagonia's unwavering commitment to environmental sustainability. It's Apple's promise of sleek, user-friendly innovation.
In the end, a brand refresh is more than just a cosmetic touch-up; it's a soul-searching journey. 

It's about rediscovering who you are and who you want to be, about creating a brand that doesn't just sell products, but moves people. 

Because a brand is no longer defined by what it tells customers – it's the story customers tell each other. 


Beyond Aesthetics: Why brand refresh is a soul search, not just a facelift

## How to build priceless brand connections online
**It can be challenging to build a product communication strategy that satisfies all needs. Nevertheless, as marketers, communicators or brand managers, we need to find the sweet spot between what consumers like and want, and what brands can actually deliver – especially in the digital era.**

Product stories are one of the ways we can communicate widely on a product and grow audience awareness. Ideally, the product narrative should cover different aspects of a product, like its functionalities, maintenance and special features. In the process, we should also aim to stimulate the audience and explore different content types. A compelling story is one of the greatest communication packages for a product, especially when paired with high quality assets. If you do it well, you’ll be able to conquer the world with your brand. 

## 5 product storytelling tips to boost your narrative

We believe it’s essential to focus on the key elements of product storytelling. We have therefore formulated five tips which you can apply right away to help prioritise your tasks and reach your goals faster.

- Make people the main focus of your product stories.
- Create excellent assets for your product.
- Prepare a great website and a compelling digital experience.
- Keep your messaging fresh and engaging.
- Repurpose content you already have.

Let’s take a closer look at each of these points.

## 1. Make people the main focus of your product stories.

You are probably keen to highlight how progressive or beautiful your product is. However, you need to remember that your target audience has a completely different focus point: prospects are centred on their own interests and needs, or those of the people in their close circle. You should therefore aim to highlight how your product can make their life easier or more fun, for example. By showing this through stories, posts and blog entries, your brand may suddenly find itself in the spotlight.

**Tip number 1**: Focus on the difference your product can make in people's lives. Showing live, relatable examples of what your product does for its users will help define the context and allow you to find new communication possibilities. No matter which kind of product narrative you go for, show the real value of your product and the solutions it offers. 

## 2. Create excellent assets for your product.

Consumers today expect intuitive, attractive and useful messaging right from the start. Everything that’s shared via digital channels reaches them almost right away. That’s why it’s important to provide stunning product imagery and video across all types of digital channels be that your own website, e-commerce platforms, industry magazines and marketplaces, you name it. Show the way a skirt swings, present a dish crowned with a cloud of steam – it’s within your power to present your product in a stimulating and compelling way.

**Tip number 2**: Great product assets are priceless. They create a unique world for your brand and invite your audiences to become a part of it. You will also need these assets for PR coverage, editorials, marketing materials and external partnerships. 

![A picture with various fashion products displayed on a black background.](https://rhapsody.ams3.digitaloceanspaces.com/05275960e2dcff24a0121f7946809538.png)

[See examples of product photography](https://www.rhapsodymedia.com/our-work/divid).

## 3. Prepare a great website and a compelling digital experience.

According to [surveys](https://www.tandfonline.com/doi/abs/10.1080/01449290500330448), it takes around 0,05 seconds for a person to form an opinion about a website. This shows just how fast we are in forming a judgement that will impact our decision to engage with a brand or product… or not. Think about the following:

- It’s important for users to find relevant and useful **product information** fast. They want to be able to understand the features and advantages of the particular product at a glance. Make sure you dedicate enough space on your website to crucial product information and descriptions. Consider including digital guides, FAQs and interactive manuals for your products.

- Internet users can **compare products online** in a matter of seconds. By reading the opinions of other people and reviews, they will form an opinion of the products they have shortlisted on their shopping list. For that reason comprehensive product descriptions and impressive visual materials are key elements in the marketing game. They are also crucial to the overall product storytelling process.

**Tip number 3**: Provide a great digital experience and useful information that will support your product. Create a stunning website. Make sure you provide functional descriptions, manuals and instructional presentations, and embrace interactive features. You can even use digital experiences to increase engagement and make things easier for your audiences. All of the aforementioned – including collecting granular data – is possible with the right website.

Here you can see an example of an [interactive solution that was developed for a coffee maker manufacturer](https://www.rhapsodymedia.com/blog/delonghis-digital-guide-to-coffee-machines). Thanks to digital storytelling, clear product information, comparisons and easy-to-apply tips, your audience will feel at ease with your brand.

![A picture showing a little orange MOKE car and a smartphone next to it. On the smartphone's screen we can see a mobile version of the MOKE website.](https://rhapsody.ams3.digitaloceanspaces.com/80dc7d12578b021bb09fe4c7e771f3d0.png)

## 4. Keep your message fresh and engaging.

How can you ensure your stories feel fresh, interesting and engaging over long periods of time? Mastering the art of storytelling includes identifying the tools and methods that make this possible.

- **Inspiration** - make your communication materials inspirational. People aspire to owning certain things and wish to live a certain type of lifestyle. By showing how your product helps achieve a desired lifestyle, you can help your brand accomplish its goals. 
- **Creators** - one great solution is to team up with individuals that have already succeeded in building a unique personal brand and their own storytelling style. Creators can provide a fantastic context for your product as they integrate it into their world. Influencer marketing and product placement may be a great way of embedding your product in a fitting environment.
- **Authenticity** - go for statements that are true to your brand and deliver a genuine message. If your brand claims to be sustainable, make sure you deliver on that promise. There’s a lot of responsibility when it comes to maintaining a brand’s image and building trust among audiences. Gen Z in particular is known for its interest in issues like the environment, diversity and inclusion.

**Tip number 4**: Keep your product stories engaging, fresh and relevant. Generate content that highlights the advantages of a product and inspires your audiences. Team up with creators who can create the right kind of context for your products. Above all, stay genuine at all times.

## 5. Repurpose content you already have.

Creating product communication materials can be very expensive and time consuming. Luckily, once you have produced brand assets and other types of content, you can use them many times. Think of creative ways to reuse assets from your existing content library. Start here:
- Are there stories that are worth **retelling**? 
- Can you identify a theme that will allow audiences to explore previously used content from a **new** point of view? 
- **Nostalgia** - everyone enjoys throwbacks to a certain decade or a specific product version from time to time. Can you tap into that?
- Maybe you can creatively **re-design** past materials to formulate completely new messages that are in tune with the times? Let creativity take the lead!

**Tip number 5**:  Be creative in the use of existing content. Photos, videos, copy and many other content types can be given a second life. Or even a third. You can also rework existing and give them a completely new form.

![A couple of smartphones showing a mobile version of Burger King's website, which was created with the use of repurposed content.](https://rhapsody.ams3.digitaloceanspaces.com/3973a85de38bfa4e2d1f97e762613f34.png)

Look at [examples of brands that decided to use existing content to tell their stories again](https://www.rhapsodymedia.com/our-work/burger-king). 

## Create great product stories
To summarise, content should be attractive, qualitative and enjoyable to consume. Everything that’s connected to the product should fall within the right context and be a part of a bigger story. So, how do we put all the parts of the puzzle together? One answer is to construct and tell product stories that  are in tune with the times and satisfy the audience’s needs. Monitor content that appears online, analyse it and stay up to date with the latest trends in your industry.

**Do you want to start this kind of project? Would you like to create some start-of-the-art digital content for your product or brand? Contact the team at Rhapsody - [digital marketing agency London](https://www.rhapsodymedia.com/). We work on concept creation and campaigns, and we also create tailor-made websites and digital experiences for our clients. In addition, our digital team will be more than happy to organise a workshop for you: brainstorm, create new solutions for your product or brand and test them during a dedicated [Design Sprint](https://www.rhapsodymedia.com/blog/prototype-better-products-and-services-thanks-to-a-design-sprint).**

**Got questions? Please don’t hesitate to [contact us.](mailto:yeswecan@rhapsodymedia.com)**


The art of product storytelling in a digital world

## Get ahead with the right university marketing strategy

**It is a real art to keep up with all the changes that influence higher education. The rapid development of digital media, evolving career trends and new technologies that can impact the professional world overnight are just some of the factors that universities now have to take into account. Many institutions therefore find it challenging to balance their messaging across different channels, choose the right marketing strategy and deliver content that is sought after.**

We believe that delivering a solid communication strategy that is aligned with trends and the audience’s expectations is one of the most important success factors. As an agency that has worked on various projects in the education sector, we have therefore decided to share some useful tips for creating an effective higher education marketing strategy. 

## Redefining higher education 

Traditionally, families aspired to send their children to renowned universities. After enrolling on a university course and several years of hard work, students would go on to get a degree. The knowledge they acquired and the teaching quality they received at a university was believed to have a huge influence on their future career and on other opportunities that would lead to high living standards.

This no longer seems to be the prevailing belief. Today’s candidates – many of whom are Gen Z – have a new way of thinking about their future. An academic degree isn’t necessarily the key to their dream career. According to a [survey](https://www.questionthequo.org/media/3954/qtq-survey-5-digital-report.pdf) conducted at the beginning of 2022, only 51 % of Gen Z were likely to consider a four-year degree. One of the reasons for this is that young people are more eager to combine education with work – they want to invest in skills rather than degrees and get hands-on experience as early as possible. 

![A symbolic picture of a student hat and a book that illustrates the statistics mentioned in the text.](https://rhapsody.ams3.digitaloceanspaces.com/e25e5db99c351a67dcb1d79bb51a7270.png)

What does this mean for universities? Today, the higher education landscape is much more complex than in previous decades. Let’s look at some of the common trends:

- Universities and other institutions have become more flexible and **digitised**. Thanks to digital platforms, students from all over the world can participate in their programmes – including on a remote basis. 

- **Lifelong learning** has become a global trend, fueled by the dynamic technological development of many industries: this has pushed the boundaries of studying and created a demand for new fields of study and more contemporary course offerings. These new courses are typically well promoted to attract new candidates and stand out from competitors.

- In recent years, the emergence of new fields has led to a demand for **new roles**. Only the most innovative and flexible institutions will be able to successfully deliver courses that will allow students to secure trailblazing jobs like prompt engineer (AI) or human-machine interface designer. Because of the way the professional world is changing, universities need to develop their course offering and are finding new areas to compete in.

- Candidates tend to belong to **Gen Z**. They are digital natives with mobile-first consumption habits when it comes to information. To communicate with them successfully, universities need to apply smart digital strategies, create high quality content and make use of channels like social media.  

- There are other candidates as well, ones who are aiming to complement their education or change their career path. MBAs and other types of postgraduate studies are a popular choice for mature candidates. As a result, establishments have to adopt a tailor-made approach to reach a **diverse audience**.

- As previously mentioned, higher education institutions are constantly being **challenged** by many different establishments that offer short and practical courses. As a result, the educational landscape has become richer, more diverse and harder to succeed in. Universities need to prove their worth in a much more competitive environment, which means their brand image needs to be stronger than ever before. Higher education marketing strategies play a huge role in achieving that.

All these trends have made higher education marketing strategies much more complicated. Attracting candidates and staying at the top of league tables requires a wide range of methods. These can cost a lot; however, there are also more affordable solutions. Let’s look at some examples of what can be done, especially on the digital front.

## A marketing strategy for higher education – the digital approach

Higher education institutions can be great places for marketers to leverage digital media and explore the power of imagination. When communicating with different age groups and global, diverse audiences, you can tap into your creative potential and apply it to digital spaces. 

First, it is worth starting with a thorough overview of your institution’s current situation. 
- Are there any activities that need immediate attention? 
- How is your communication strategy spread across different channels? 
- Is your messaging consistent and regular? 

By summarising your findings, you’ll be able to draw conclusions that will later determine the direction you’ll take. Don’t just settle for one channel or content type. For example, we typically think of social media formats as being great for short-form content, but they can also be used to your institution's advantage to help promote long-form content. Articles or blog posts will be helpful to prospective students as they explore the advantages of different course offerings or compare courses. Once you have produced this content, you can maximise its impact by sharing it on social media. 

![A symbolic picture showing 3 open laptops.](https://rhapsody.ams3.digitaloceanspaces.com/170c761f3bc9df54749c666d5d67f361.png)

There are many solutions. We will therefore highlight some of the channels that deserve your attention and give you some initial tips to optimise your communication materials.

### Do you have a high-quality, accessible and mobile-friendly website?

A website is often the first touch point for your audience. It is where potential candidates will form their first impression of your institution. As surveys have shown, as many as [98%](https://economictimes.indiatimes.com/small-biz/security-tech/technology/98-of-gen-z-now-own-a-smartphone/articleshow/61149113.cms?from=mdr) of Gen Z own a smartphone and use it as their primary “window to the world.” Taking this into consideration, you will probably want to make your organisation come across as modern and attractive, especially when viewed on a small screen. A mobile-first digital strategy is going to be the most effective. 

### Are you present on social media?

Social is a commonly used communication channel, especially by Gen Z. It is therefore a great tool for appearing in front of your target group on a daily basis. To do that successfully you need high-quality, well-designed promotional materials like videos, photos and infographics. Think of social media as a distribution channel for content such as blog posts or events. It’s a great solution for brand promotion and image building. You might consider using social media platforms like TikTok to get even closer to a young target group. Use it to showcase campus life, highlight unique programmes, and to promote your community, initiatives and values. It’s a great way to spread the word, support your team and develop your own communication style. Creating a social media strategy will help your university stay on top of its game.

### Do you have intuitive, interactive and easy-to-use informational materials?

Printed catalogues may no longer be the go-to source of information for your target group. Information such as course descriptions, accommodation details, admission requirements and key deadlines are crucial for your readers. This kind of information also needs to be updated in order to remain relevant and reliable. This type of content can be put online, in the form of a digital catalogue or an interactive guide. Think of making information easily available to those who access it from a smartphone and simple to manage from a publisher’s perspective. When it comes to higher education marketing it is extremely important to be both innovative and reliable.

### Do you have an easy-to-use application system and learning platform?

All candidate forms, submission pages and digital tools for applicants should be highly inclusive, safe and functional. The same goes for the platforms used by students to learn and exchange knowledge. Well-thought-out UX, UI and other advanced web solutions bring safety and high usability. Remember to make these kinds of experiences mobile-friendly.

There are many other aspects of your digital presence that can be taken into account. But let’s pause here, so you can ask yourself a few important questions: 

- Are you currently marketing your institution enough via **digital channels?** 
- In the world dominated by **digital media,** do you make good use of modern tools and platforms to achieve your digital potential? 
- Do you produce attractive **content** so as to build a strong online presence for your university and its brand? 
- Is your audience's **user experience** good or bad? Are your digital platforms useful, safe and **accessible**?

By answering these questions you and your team can establish a very thorough assessment of your current marketing activities. Next, you can define your organisation’s strengths, spot opportunities as well as identifying any potential risks and pain points. 

Now, look at all the areas that need immediate improvement and start a new journey towards an optimised online presence.

## Higher education marketing strategies that work for the digital age
### Getting a university degree – an investment with lifelong consequences

While applying for university, candidates are faced with one of the most important and consequential decisions of their lives. Their decision will shape their future career. It will dictate the type of environments they end up in and the type of experiences they have. When making this decision, candidates have expectations and plans, but also fears and moments of discouragement. Is it going to be worth it? Am I good enough to qualify for the programme? Am I going to be able to complete the course? Last but not least – is the financial investment going to pay off?

Ideally, you should address all those questions in your communication materials. The sooner you quell their doubts the better. You should be able to build a positive image, offer engaging activities and promote your university through a long term marketing strategy that is executed in a modern way. 

### Digital content that’s aligned with your university’s marketing strategy

When you’ve decided about the most crucial elements of your strategy, it’s time to produce content. With content production come some important questions: 
- What should you talk about? 
- Which areas do you want to promote? 
- In what way do you want to promote them? 
- When, where and how often?

The answer will depend highly on the type of organisation you represent. The brand values and messaging should be reflected in all the content you generate. Strong brands deliver consequent, reliable, authentic and impactful communication materials. It starts with elements like logos, fonts and colours. This may seem basic, but many organisations tend to overlook these key elements. When did you last look at your brand assets? Is your branding consistent across all your communication channels? Do you have easily transferable, simple-to-use files to include on your website or to share with your partners? Don’t underestimate the role strong branding can play in higher education marketing.

Here are some examples of easy-to-apply solutions that may be useful to you:

- **Show off** – wax lyrical about the successes of your students and alumni. Show the fruits of their labour. Be fast – update your social media with stories and facts, and make these visible to everyone.

- Highlight your institution’s **modern offering** – showcase courses and programmes in a fresh, exciting way. Keep your copy snappy, informative and easy to understand. Keep up with trends and your audience’s preferences. 

- Highlight the **successes** of the teachers, professors and other members of your institution. Build a good reputation: express your appreciation, showcase achievements, present certificates and awards.

- Promote **new courses** and opportunities for postgraduate studies. Highlight the options that are available for lifelong learners. Give examples and arguments that illustrate why your offer will best fit their needs.

- Keep in touch – **nurture relationships** and take care of your existing contacts. For example, do you encourage alumni to boost their careers with relevant educational opportunities? Do you send newsletters or encourage them to explore new possibilities? Are you growing your contact database for future marketing activities? This kind of relationship management is an important part of every strategy, especially in higher education marketing.

## A digital communication strategy – a marketer’s route to success
Just as maps are key to reaching a destination, it’s important to have a well-defined plan when it comes to marketing. It’s also important to adjust your plan to the resources and possibilities you have. In higher education marketing, the choice of communication channels and activities needs to be well analysed. Whatever limitations you may have – be it budget constraints or a small team – you need to make the most of the possibilities and resources available to you.

The route you may want to take while planning your communication:

**Step 1:** Get to know your audience well. Analyse their needs and the situation they’re in.

**Step 2:** Draw up a plan of how you want to answer their questions, address their needs and encourage them to take action. This will be your strategy.

**Step 3:** Think about what content you need to create in order to complete this strategy. Next: act. Produce what’s needed and distribute it wisely.

After you’ve made a list of required tasks, you may want to focus on the materials and content you need the most. Some ideas that may work for your organisation:

### A digital catalogue of courses and educational programmes
There are a great variety of online publishing platforms that offer interactive digital experiences tailored to the needs of digital natives. You shouldn’t just consider text-based content. Think about sharing inspirational stories and testimonials (those concerning alumni, students, teachers etc.) using photography, video or infographics and other content formats. It will make your content much more engaging and build strong relationships with your audiences. You could, for example,  market a course by focusing on an alum’s career story using several different formats and getting creative with storytelling. There are many ways to go about it.

### An easy-to-use website and forms
Your university’s application platform should be equipped with intuitive forms and modern functionalities. The UX and UI of your website and application system will play a crucial role in the success of both students and candidates. This may not only influence their experience, but also help reduce any errors that may occur during processes such as registration, teacher-student communication or assignment submissions. This is especially important when there are multiple actions to complete, tight deadlines and other specific rules to follow.

### Continuous, high-quality storytelling
Foster ongoing communication. As mentioned above, keep telling your university’s story and regularly present your audiences with high-quality materials. Explore different formats such as video, photography and articles. For example, interviews with university staff can help to convey the right image of your institution, as they are conversational and reader-friendly. With the use of the right key words and phrases, you can increase your chances of attracting valuable visitors to your website (thanks to SEO, whereby you optimise your content for search engines). There are multiple digital marketing techniques which you may find useful, including online advertising and analytics.

### The power of branding
Make sure your branding is up to date and being used in the right way, so you can include it in the content you produce and in projects with partners. Higher education marketing has to strike the right balance between tradition and the wants and desires of contemporary audiences. Creating a strong brand is crucial when building awareness amongst your target groups.

### Livestream events
Additionally, harness the power of live streaming. Relevant activities or events can be shared on your social media channels or through other platforms in real time. For example, you can help students and alumni open the door to their dream jobs by live streaming at events such as job fairs. Virtual job fairs, online conferences with industry leaders or webinars for students or candidates are all great ideas worth exploring and… live streaming from.

There are many ways to succeed. Great ideas supported by high quality digital content are the way to go. Give this approach a try!

## Make your university stand out with an outstanding strategy

We hope our short overview will inspire you to work on your organisation’s marketing strategy and to use digital channels in your communication methods. Because higher education marketing needs to balance traditional values with a modern approach, we encourage you to contact us, Rhapsody - [London digital marketing company](https://www.rhapsodymedia.com/) for any sort of support, advice or inspiration:
We offer strategic workshops, including ones with a focus on digital solutions (like [Design Sprints](https://www.rhapsodymedia.com/blog/prototype-better-products-and-services-thanks-to-a-design-sprint)).

- We provide our clients with creative concept creation, design, branding and other services. 
- Our digital team specialises in digital environments, including the development of websites and apps. The team can also make existing environments more user-friendly, efficient and accessible.
- Our team can also help with content production, including high-quality video and photography. We have our own studios and offer hybrid photoshoots that use a remote client direction model.
- We can help you share your story in the best way possible for your brand. Contact us if you have any questions – we’ll be happy to help.

The digital future of higher education

<br><br>
This week's market update is a whirlwind of contrasts, reflecting the dynamic nature of today's business landscape. While Amazon Prime Day 2024 promises exciting deals and opportunities for brands, major tech stocks like Tesla and Nvidia have experienced a downturn. Amidst these fluctuations, the S&P 500 and Nasdaq have soared to new heights, driven by optimism in AI and other tech trends. As investors shift their focus and new marketing strategies emerge, businesses are adapting to stay ahead in this ever-evolving market. 

In this article, we delve into the key takeaways from these developments, offering actionable insights for businesses looking to thrive in this environment. We also explore the rising importance of collaborative and immersive marketing experiences, offering valuable strategies for brands to connect with their customers in meaningful ways. Finally, we examine the ongoing challenge of demonstrating the return on investment (ROI) of community management, highlighting expert advice and practical tips to effectively measure the impact of this vital function. Let's explore the Cuts, shall we?

<br><br>
## Cut 1/5: Proving ROI of Community Management
[Source](https://blog.hubspot.com/marketing/community-management-roi?hubs_content=blog.hubspot.com%252Fmarketing%252Fmarketing-trends&hubs_content-cta=null&hubs_post-cta=blognavcard-marketing)
![First.png](https://www.hubspot.com/hs-fs/hubfs/community-management-roi.webp?width=595&height=400&name=community-management-roi.webp)

🚀 Experts discuss strategies to demonstrate the value of community management, addressing challenges like non-monetary benefits, invisible impacts, and attribution difficulties. Key focus on aligning community goals with stakeholder objectives.

**Action items for You:**
1. Secure stakeholder buy-in before building the community to establish value expectations.
2. Align community [KPIs](https://www.rhapsodymedia.com/technology/engine) with broader business objectives to demonstrate direct impact.
3. Implement tracking mechanisms to capture both quantitative and qualitative community contributions.
4. Regularly communicate community insights and success stories to stakeholders.
5. Develop a framework to attribute community interactions to conversions and other business outcomes.

<br><br>
## Cut 2/5: Collaborative and Immersive Marketing Experiences
[Source](https://www.trendhunter.com/slideshow/july-2024-marketing)
![First.png](https://images.pexels.com/photos/7869238/pexels-photo-7869238.jpeg)

🚀 The marketing landscape is evolving rapidly, with a strong focus on collaborative ventures and immersive experiences. Brands are leveraging technologies like virtual reality ([VR](https://www.rhapsodymedia.com/blog/the-next-frontier-in-machinery-marketing)), augmented reality ([AR](https://www.rhapsodymedia.com/blog/the-next-frontier-in-machinery-marketing)), and the metaverse to create engaging, interactive campaigns. Key trends include gamification, [virtual events](https://www.rhapsodymedia.com/production), hybrid experiences, and inclusive [marketing strategies](https://www.rhapsodymedia.com/strategy/marketing). These approaches aim to captivate audiences by blurring the lines between physical and digital realms, offering unique, memorable encounters that foster deep [emotional connections](https://www.rhapsodymedia.com/blog/power-of-colour-emotional-design) with consumers.

**Action items for You:**
1. Explore partnerships for unique, limited-edition products.
2. Create immersive marketing experiences to engage customers.
3. Use [AI-powered](https://www.rhapsodymedia.com/blog/ai-powered-marketing-your-guide) personalization to enhance customer interactions.
4. Invest in experiential marketing to build [brand loyalty](https://www.rhapsodymedia.com/strategy/branding).
5. Monitor and adapt to emerging [trends](https://www.rhapsodymedia.com/blog) in collaborative marketing.


<br><br>
## Cut 3/5:  Amazon Prime Day 2024
[Source](https://www.cnet.com/deals/amazon-prime-day-2024-07-14/)
![First.png](https://fashionbiznes.pl/wp-content/uploads/2022/06/amazon-prime-day-1024x683.png)

🚀 Early deals for Amazon Prime Day 2024 are already available, offering significant savings on tech and home appliances. This event is a major opportunity for brands to boost sales and visibility.

**Action items for You:**
1. Prepare exclusive deals and promotions for Prime Day.
2. Enhance your product listings with [high-quality images](https://www.rhapsodymedia.com/production/pre-press-and-retouching) and descriptions.
3. Leverage social media to promote your Prime Day offers.
4. Use targeted ads to reach potential customers during the event.
5. Analyze sales data post-event to refine future marketing strategies.

<br><br>
## Cut 4/5: Tech Selloff and Market Shifts
[Source](https://www.investopedia.com/dow-jones-today-07112024-8676382)
![First.png](https://images.pexels.com/photos/6802042/pexels-photo-6802042.jpeg)

🚀 Major tech stocks, including Tesla and Nvidia, faced significant declines due to various market factors. This shift indicates changing investor focus and potential opportunities in underperforming sectors.


**Action items for You:**
1. Monitor market trends to anticipate shifts in investor focus.
2. Diversify marketing strategies to include underperforming sectors.
3. Stay informed about technological advancements and market disruptions.
4. Adjust marketing budgets based on market performance and forecasts.
5. Engage with financial analysts to better understand market dynamics.

<br><br>
## Last Cut: S&P 500 and Nasdaq Record Highs
[Source](https://www.investopedia.com/dow-jones-today-07092024-8675037)
![First.png](https://images.pexels.com/photos/18069693/pexels-photo-18069693.png)

🚀 The S&P 500 and Nasdaq Composite reached record highs, driven by optimism in AI-driven technologies and other tech trends. This positive sentiment highlights the importance of staying ahead in tech innovations.

**Action items for You:**
1. Invest in AI-driven marketing technologies to stay competitive.
2. Highlight tech innovations in your [marketing campaigns](https://www.rhapsodymedia.com/design/campaign-design).
3. Collaborate with tech companies to leverage new advancements.
4. Keep an eye on market trends to align [marketing strategies](https://www.rhapsodymedia.com/strategy) with investor sentiment.
5. Use data analytics to measure the impact of tech investments on marketing performance.


<br><br>
Do you need a supportive partner in helping you achieve **your marketing goals**?
Rhapsody Media is a creative content agency from London, UK
<br>
Read our [reviews](https://clutch.co/profile/rhapsody#reviews) and [Contact Us](https://www.rhapsodymedia.com/contact-us?utm_source=blog&utm_medium=article&utm_campaign=quick_cuts_July1&utm_content=footer)
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