#Marketing
10 posts
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Did anyone scan it? QR codes and the journeys we invent
QR codes get added because there is space in the corner, not because anyone needs them. A measurable route is not the same as the route people actually take, and nobody comes back afterwards to ask how many scans there were.
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An enquiry has three costs. We only measure one.
Local government built a common way of benchmarking the cost of contact fifteen years ago, and even tried to measure avoidable contact. Higher education prices cost per lead and cost per application, but I have not found the student recruitment equivalent for what it costs to answer one.
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Someone else is describing you to the machines, and they have a contract
Third-party course listings have always mattered for student recruitment. As AI systems draw on licensed and structured data, keeping them accurate becomes a visibility problem, not just an admin one.
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I built it. Then I tried to break it.
Designing an analytics playbook system for a small team — with a work-in-progress limit, honest verdicts, and explicit instructions to disagree with its own operator.
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The Godfather's guide to website migration
Five Godfather quotes that explain content prioritisation, PDF redirects, and why you can never truly be out. A migration post written at 1am with GSC open in the next tab.
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Building a HE marketing analytics dashboard in a week with Claude
The analytics setup was there. The time, skills, and budget weren’t. What happens when you build it anyway.
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Half term, Netflix, and the marketing lesson I did not expect
“A teenage question during a Netflix binge became the clearest explanation of value I’ve heard in years. Why ‘I’ll do it myself’ almost always costs more than you think.”
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Meta’s ad changes: what local government comms teams should actually be thinking about
Meta’s consent-or-pay shift looks like a platform update. It’s actually a fundamental change in how public sector comms can operate on social — and most teams aren’t ready for what it means.
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The stories that land always come from somewhere real
What a film scene can teach us about storytelling in global health, and why AI should support the work, not replace the human part.
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AI, Beer-Chugging Aliens, and a $2K NBA Ad
What a chaotic AI-generated TV commercial tells us about where content creation is heading