Eliane Brigger (Ph.D.)

“The consumer is boss” and that’s fully valid if your target audience is a Higher Education institution or provider. This is even more important in Higher Ed - compared to other commercial audiences- as they have a strong public sector component. It all starts by knowing intimately your audience and its institutional environment. In my experience, this has paid off to ensure the right audience is reached at the right time, with the right content and through the right channels. As industrial provider, it is better to get positioned in communications rather than frontally in marketing to build long term trust. If you are an established actor in Education, cleaning your CRM is a wise thing to do to ensure Higher Ed grades are well captured.

In mentoring, coaching and even in sponsoring individuals, lifelong learning is the kingpin, both for technical and behavioural skills. Beside internal to companies enablement programs -that is undoubtfully the best investment a company can do-, I’m so impressed to see how senior leadership members can benefit from external trainings with renowned Institutions and/or invest a lot of their personal time on self paced trainings - such as reading specialised books, podcasts or conferences. Said that, I’m a huge fan of intergenerational management and leadership, which brings to recall that “Generation Alpha” will be the first generation born with AI soon to be in the market and will bring strong mutations in the mentor-mentee relationships.

I fully agree with was has been said before. Most important is to know in and out the company framework (or company « boundaries ») before anything else. Then most important is not necessarily to asses the current level of team members, but to know how they feel about their current enablement and support. That will help to set a benchmark before taking any action and also personalize the support and enablement pending on the needs of each single individual.

In brand building - and building iconic brands - strong brand equities typically go beyond the logo and the color palette. Working recently on a vast range of product categories in tech and peripherals, I could observe how powerful the emotional benefits - such as higher aspirations that a mice and a keyboard can help to achieve - or product usage cases - having the right ergonomic set-up while working in an hybrid office - are building and strengthening the brand in first hand.

Internal communications are essential to strengthen teams and working towards the common goals. This is particularly true for sales & marketing organisations facing consumers. When setting internal communication objectives, I’m particularly putting a lot of emphasis on teams satisfaction and engagement, as I see a direct symmetry with our consumers satisfaction, on how they love our products and services, and interact with them.

Education Public Affairs is the perfect bridge between public and private sectors when it comes to digital transformations in Education and EdTech implementation. It’s a virtuous circle between the policy makers and the technical answers the specialised industry can provide. It fosters common understanding and goals between all stakeholders and ultimately drives innovation and scale that benefit who matters most: the students of all ages and backgrounds.