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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. To receive new white papers, case studies and Zehno updates, subscribe to our free e-newsletter.

  • Zehno Approach The Throne

    Approach The Throne: Convince Your President 

    Two university vice presidents share their top nine recommendations on how to create and demonstrate the value of marketing to the university president.

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  • Phil-Was-Here_t-shirt

    Facebook Is Dead! Long Live Facebook! 

    The questions for choosing the right social platforms have evolved: How many social assets should you deploy, and which are the most effective for your means?

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  • Measuring the brand

    Life After Launch: Managing Your Brand 

    We asked a collection of higher education brand leaders to share their ideas for keeping an institutional brand vibrant.

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  • All White Papers

  • Zehno Approach The Throne

    Approach The Throne: Convince Your President

    Two university vice presidents share their top nine recommendations on how to create and demonstrate the value of marketing to the university president.

    Read More

  • Phil-Was-Here_t-shirt

    Facebook Is Dead! Long Live Facebook!

    The questions for choosing the right social platforms have evolved: How many social assets should you deploy, and which are the most effective for your means?

    Read More

  • Measuring the brand

    Life After Launch: Managing Your Brand

    We asked a collection of higher education brand leaders to share their ideas for keeping an institutional brand vibrant.

    Read More

  • coaching-promo-graphic

    Coaching for Creative Teams:
    5 Tips to Inspire and Invigorate

    We collected our best ideas — and those of other industry leaders — to help you to get the most from your creative team.

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  • getting the word out!

    Communicating During Crisis

    Colleges and universities are susceptible to many kinds of accidents and incidents. These practical tips will help you prevent, respond to and recover from a crisis.

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  • mag_on_mission

    Magazine on a Mission

    Prove the value of your magazine and play an essential role in addressing your organizational priorities — all while having fun along the way.

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  • thumb-lg-rtfm

    RTFM: Re-Imagining Your Brand Manual

    Brand culture guides are filling in the gaps that visual identity manuals and brand standards manuals have left in our brand education efforts.

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  • trends_img

    Higher Ed Sub-Brands: 5 Questions to Test Your Strategy

    When managed well, sub-brands can make sense. We share how to test if you’re on the right path for sub-brand success.

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  • Screenshot of VT Hokie App

    Ready, Set and On-the-Go: Defining your mobile strategy

    Mobile is on everyone’s minds. We provide an overview of three possible approaches: apps, mobile-specific websites and responsive design.

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  • Facebook like graphic

    4 Smart Tips to Drive Facebook Traffic

    If you have a fantastic Facebook page, but nobody ever sees it, does it even exist? To build a network of people who “like” your page — and thus share it with their friends (and friends of friends) — you’ll have to work it.

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  • Facebook logo

    Status Update: Using Facebook to Meet Your Admissions Goals

    With a million+ new users added daily, Facebook is a social force and potential market you can’t afford to ignore. Here’s a crash course in transforming your institution’s Facebook presence from a fun sideline into a reliable marketing tool.

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  • Illustration of book

    Content Strategy: 20 Tips for Powerful Story-Driven Branding & Communications

    Organize a story-based content strategy across your organization’s communication channels — old media, new media and even social media.

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  • Illustration of people as puzzle pieces

    Request for Strategic People

    This checklist — a follow-up to our 2008 “RFP: Request for People” paper — offers some tips for choosing the right marketing communications partner.

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  • Pointing finger graphic

    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.

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  • Post-it note

    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.

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