White Papers

Zehno Papers contain advice, tips and how-tos on the latest trends as well as the timeless communications fundamentals. Have a topic you’d like to see us cover? Contact us.

Just Do It (Yourself)! A Primer on Usability Testing

Most institutions skip usability testing, but it might be the single most important thing you can do to make your projects more successful. We lay out some basics and provide an overview on how to run your own in-house tests.read more
Work Like an Agency: How to Build Your Reputation for Strategic Marketing

Supersizing your reputation for strategic marketing and proving your worth will pay off for you and your institution in a big way. One of the smartest ways to do that is to adopt the work style of an outside agency. Download PDF
The Web is Flat: Creating Categorization and Tagging Systems for Web Success

Successful taxonomy and categorization systems can correlate with increased levels of engagement and desired action. Learn how to effectively implement categorization strategies on your institution’s site. Download PDF

All White Papers
Just Do It (Yourself)! A Primer on Usability Testing

Most institutions skip usability testing, but it might be the single most important thing you can do to make your projects more successful. We lay out some basics and provide an overview on how to run your own in-house tests.read more
Work Like an Agency: How to Build Your Reputation for Strategic Marketing

Supersizing your reputation for strategic marketing and proving your worth will pay off for your institution in a big way. Learn how to adopt the work style of an outside agency.read more
The Web is Flat: Creating Categorization and Tagging Systems for Web Success

Successful taxonomy and categorization systems can correlate with increased levels of engagement and desired action.read more
Engagement Marketing Revisited: How to Embrace the New Social Media Tools

In this update of Zehno's popular engagement marketing white paper, we reevaluate blogs, wikis and discussion boards within the context of social media networks that include Facebook, Twitter, YouTube and Flickr.read more
Brand New Day: How to Launch Your Brand with Maximum Impact

You’ve done the research, developed new communications materials and convinced the president to sign off. So now what? Learn how planning and a fired-up internal team can make for a successful brand roll-out.read more
Green Matters: Creating Earth Friendly Communications

Colleges are already recycling and buying clean energy. Taking a greener approach to communications initiatives is one more way you can communicate a shared commitment to a sustainable future.read more
Blogging and the B-School

Blogs can help business schools add a valuable human dimension to their marketing and communication efforts. The AASCB publication BizEd featured this white paper in their March/April 2009 issue.read more
Using Web Features to Achieve Your Communication Goals

If you believe your website could be working harder, consider using a web feature. These short high-impact tools will capture — and keep — your audience’s attention. This update of our “Now Featuring: Case Studies on Web Features” white paper was published in the Fall 2008 issue of UCDA’s Designer magazine.read more