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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.
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.
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.
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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All White Papers
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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.
-
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.
-
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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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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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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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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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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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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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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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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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.
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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.
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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.
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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.
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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.
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