Author: Moss Stern

Your brand :​)​
The power of the first impression

You know your institution is special. It has a mission, a vision, a purpose and personality all its own. It shapes students’ worldviews and skills in a way that is unique. But while your school’s one-of-a-kind nature may be very clear to you, it won’t...

#MeetTeamBacke: Koree Ritter

A/B testing in email marketing: What happens when you lose your “control”? Email marketing lets you do a lot of testing – trying different strategies, lists, and creative to see which combination works best. If a particular formula outperforms others, it’s considered the “control” –...

#MeetTeamBacke: Malcolm Brown

Most marketers have a concrete plan for achieving their strategic communications goals. Yet, many brands overlook some of the most basic strategy questions. Malcolm Brown, Backe’s Executive Vice President, has been in account services for more than 30 years, including stints at many of the Philadelphia...