Expertise Marketing

Expertise marketing is the practice of collectively promoting an organization’s experts as brand ambassadors to demonstrate their skills and knowledge.  Expertise marketing can proactively showcase a campus’s strengths in research and innovation and provide substantial return on investment across a number of functional areas.

Faculty are an institution’s most important asset.  The academic reputation of a college or university at a fundamental level is the aggregate expertise of the faculty.  Historically, campuses have done a poor job of showcasing their faculty. Higher education needs to do a better job of uncovering the great work of their faculty and presenting it in a way that resonates with our audiences.

Expertise marketing provides a framework that will increase brand visibility, market reputation, and quickly yield an attractive return on investment (ROI). Focusing on faculty expertise and making research more approachable is also a vital part of the institution’s mission and an effective way to counter mis/disinformation.

ExpertFile is an award-winning platform that enables organizations to showcase their experts and thought leaders. ExpertFile provides a platform that greatly improves the traditional campus expert center by focusing on both compelling content and distribution. Mark has been a member of the ExpertFile Advisory Board since 2014 (see press release) where he works with the ExpertFile team in helping schools more fully leverage their faculty experts with the ExpertFile platform.

Please contact Mark to learn more about expertise marketing.