Author: Ineke Caycedo

Senior Brand Strategist

Ineke has been senior brand strategist at EMG for eight years and specializes in helping clients build innovative and powerful creative frameworks and develop marketing strategies and tactics that achieve bottom-line return on investment. She has more than 17 years’ experience in communications, brand development, and marketing and is a nationally recognized expert in Web 2.0 marketing, generational marketing, new media tactics, and social networks. She has worked in higher education, foundation, and corporate settings. She has developed creative campaigns for Virginia Tech, Washington State University, Hanover College, Clarkson University, Old Dominion University, University of Southern Maine, Butler University, University of Michigan-Flint, Shenandoah University, and others. These campaigns have resulted in consistent and differentiating brand identities for client institutions and have achieved exceptional, documented results in recruitment, research funding, private fundraising, and image enhancement. She speaks to professional organizations across the country on generational and new media marketing, and serves as a faculty member of EMG’s KnowledgeBuilders and Brand Manager’s Summit, sharing her insights and tips about leveraging new media channels to reach to youth and other audiences. She is also a regular contributor to the Brand Manager’s Notebook blog.

2014 Web Trends

It’s that time of year, time for reflection and to look forward. In keeping with the season, we looked back on our own and other’s experiences with web design over the past year and followed along as the experts took out their virtual crystal balls to glance at the web in the coming year. We can say we’re excited by what they see and what we see. We hope you are too!

 Read more

How is Education like Vacation?

For weeks, our thoughts just keep returning to…vacation! Beach or mountains? Cruise or sightseeing? What excitement awaits? And while we’ve been exploring websites and making plans, it occurred to us: There’s a crucial lesson that higher ed can learn from how vacation experiences are presented on the web…

 Read more

Is Your CRM on Brand?

Customer relations management tools are all the rage in admissions… and for good reason. They can make a huge difference in turning prospects into enrolled students. To live up to their potential, however, they need to effectively engage prospects by drawing them into the heart and soul of the brand? Is your CRM doing an effective job?

 Read more

The V Factor

Video is the fastest growing, most impactful tool online. That statistics show that, from consuming information to evaluating purchasing decisions, video draws out site visits and drives purchases. If you don’t have a strategy to increase video in your web presence, you are at a distinct disadvantage.

 Read more

Take a Scroll

In web design, there’s a commonly held belief that web content that falls below the height of a user’s screen or, to use an old newspaper term, below the fold, is lost on site visitors because they are averse to scrolling. And it is true. Users were loath to scroll….in 1994.

 Read more

Emma Leech: Master of the Brand

Emma has a leading track record in the United Kingdom Higher Education sector and demonstrates international impact with tangible ROI. All of which is linked to rebranding achieved within 18 month while delivering fully integrated on and offline campaign work created from scratch spanning the UK, China, and Malaysia.

 Read more