Coherence: How Telling The Truth Will Advance Your Cause (And Save The World)
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For those who work in not-for-profit marketing, and particularly those within higher education (whether recruiting students, engaging donors or managing public relations), the marketplace has never been more crowded, challenging or contested. How do you reach target audiences in meaningful and lasting ways when their choices are multiplying, their attention spans are dwindling and their trust has all but eroded? Coherence: How Telling the Truth Will Advance Your Cause (and Save the World) offers higher ed professionals both a broad framework and specific strategies for successfully engaging constituents. Arguing that branding is no longer sufficient to meet the changed needs and expectations of today's audiences, Coherence suggests a new approach for consumer relationship-building. Author Rick Bailey draws on 30+ years of experience in not-for-profit marketing to deliver insights you will be eager to share and solutions you will be eager to try. One of those rare volumes that is both pageturner and thought-provoker, Coherence is a short read that packs a powerful punch. Take it with you on your next flight, and by the time you are asked to return your seatback and tray table to their full, upright positions, you will have generated a lengthy list of ideas to put into immediate action on your campus.