Story Behind the Strategy I Marketing Insights

Experienced professionals aren't always looking for a new career when they explore another course, certification or degree. Good continuing education marketing recognizes what they've already accomplished, understands what they're trying to learn next, and gives them a reason to keep exploring.

Some of the most valuable things a media company can sell don't appear on a rate card. After working with legendary broadcasters Dan Palmer and Don Alhart, I learned that longevity creates familiarity—but consistency turns familiarity into trust. And when a brand sponsors something an audience has trusted for decades, it isn't simply buying impressions. It's borrowing that trust.