White Papers
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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.
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Hot Topics for Higher Education Strategic Communications: The 2009 Edition
Hot-button issues and emerging trends for this year include staying ahead in the economic downturn, creating green communications and integrating “Web 2.0” content on your site. Download PDF
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Request for People: Finding the Right Fit in a Communications Partner
When it comes to strategic and creative services, your average RFP lacks key elements that should be considered. Learn why a Request for Qualifications can lead to a more successful partnership. Download PDF
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Direct to Video: 20 Tips for Creating In-house Web Video
Get an overview on editorial and art direction planning for a video shoot as an intentional part of your communications strategy. Download PDF
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All White Papers
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Hot Topics for Higher Education Strategic Communications: The 2009 Edition
Hot-button issues and emerging trends for this year include staying ahead in the economic downturn, creating green communications and integrating “Web 2.0” content on your site. Download PDF
-
Request for People: Finding the Right Fit in a Communications Partner
When it comes to strategic and creative services, your average RFP lacks key elements that should be considered. Learn why a Request for Qualifications can lead to a more successful partnership. Download PDF
-
Direct to Video: 20 Tips for Creating In-house Web Video
Get an overview on editorial and art direction planning for a video shoot as an intentional part of your communications strategy. Download PDF
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How to Make It in the Blogging World
Believable. Manageable. Meaningful. Engaging. These are just some of the ingredients for a successful blog. Blogs can add a valuable human dimension to your marketing communications, but you have to enlist some winning personalities to carry them out. Remember, people subscribe to people, not blogs. Do your thing and the audience will follow. Download PDF
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E-newsletter Best Practices
An e-newsletter can be a very effective tool in your communications arsenal. When produced in tandem with a Web site, magazines, viewbooks and other print pieces, e-newsletters can help your institution keep a constant flow of information directed at your target audiences. Download PDF
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Printing with Personality: Make Every Mailing One-of-a-Kind
It may sound contradictory, but mass mailings have become personal. Advances in digital printing technology mean an institution can now directly tailor every piece it sends out to each individual recipient. This new capacity for print personalization is opening up entirely new ways to connect with both students and alumni. Download PDF
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Storytelling: Ancient Art, New Media
You've got the interview that captures a key aspect of your community. Now you need to deliver a credible message that cuts through the cultural clutter. Learn to parlay your story across multimedia channels in Part II of Zehno's Storytelling white papers. Download PDF
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Interview Techniques that Get Storytelling Results
Admissions, development, communications — our work is all about building relationships, and one of the best ways of forging these connections is storytelling. The best ones move people to action: to enroll, donate or seek more infomation. This paper delivers tips to help you generate intriguing and articulate interviews. Download PDF
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