Marketing Glossary: Simple Explanations for Common Terms
A communication method using brief language/imagery to call the attention of a specific audience to something that will benefit that targeted audience. Advertising is a paid means of promoting our college’s brand or service to a viewership in order to attract interest, engagement, enrollment, or fundraising.
At its core, our brand is our reputation—how we deliver on our promise to those we serve. As a definition, it is as simple and profound as that. Our brand is not only who we say we are—but also, and more importantly, who others say we are and the way we serve our community. Clear consistent messaging, voice and tone, as well as a strong visual identity (logo, colors, font) all work together to help build a strong brand. Our brand is a living entity that is affected by everything we say and do on behalf of Bellevue College.
A clear instruction in your marketing materials that tells people what you want them to do next. Examples include “Sign up now,” “Learn more,” or “Register today.”
A campaign is a plan that uses multiple marketing tools (like social media, emails, flyers, and ads) to achieve a specific goal, such as promoting an event or a program. Think of it like a puzzle—each piece works together to complete the bigger picture.
This refers to all the words, images, and videos you use in your marketing. Whether it’s text on your website, a photo on a flyer, or a video on social media, it’s all considered content.
The writing that goes into your marketing materials. It’s the text you see in brochures, emails, ads, or on websites, written in a way that engages people and encourages them to take action.
This refers to all the visual and multimedia work we do to help tell your story—like designing flyers, taking photos, or producing videos.
A type of software we use to manage our interactions with current and potential students. For example, when we send targeted email campaigns, the CRM helps us keep track of who opens the emails, clicks on links, and engages with the content.
Any type of marketing that happens online—whether it’s through social media, email, websites, or online ads. It’s a great way to reach people where they spend much of their time: on their phones or computers.
A series of emails sent to a specific group of people with a common goal, like promoting an event or sharing important news. For example, if you’re launching a new program, we might send a few different emails leading up to the launch.
This refers to how people interact with your marketing—like clicking on a link, commenting on a social media post, or signing up for an event. High engagement means your message is getting people’s attention.
This is everything we do to get the word out about an event. It might include creating flyers, writing emails, posting on social media, or even sending a press release to local media. The goal is to raise awareness and boost attendance.
The number of times your content (like an ad or social media post) is seen. For example, if 1,000 people see your ad, you’ve generated 1,000 impressions.
Anything you use to promote something—whether it’s printed brochures, digital ads, flyers, social media posts, or website content. These materials help you spread the word about your program or event.
Non-paid marketing efforts that happen naturally—like social media posts, blog content, or search engine optimization (SEO). This type of marketing helps get your message out without spending money on ads.
Any advertising that you pay for, such as digital ads, radio spots, or print ads in a newspaper. Paid media helps you reach more people faster than relying on organic marketing alone.
The total number of unique people who see your message, whether it’s through an ad, email, or social media post. Reach is important because it shows how many individuals have been exposed to your content.
A focused effort to promote something using social media, usually involving multiple posts or ads over a set period. For example, we might run a social media campaign to boost attendance at a student event, posting regularly in the weeks leading up to the event.
The specific group of people you want to reach with your marketing. For example, your target audience for an event might be students, faculty, or community members, depending on the event’s goals.
Making sure that Bellevue College’s website is usable for everyone, including people with disabilities. This involves following guidelines to ensure all content is readable by screen readers, has good color contrast, and is easy to navigate.
This is all the information on your website, including text, images, videos, and downloadable files. Keeping website content clear, accurate, and engaging is important to ensure visitors find what they need.
Visual elements on a website like banners, buttons, icons, or images. These graphics make the website more engaging and help guide users to important information.
Last Updated December 16, 2024