Afleveringen
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On this episode of Education Marketing Leader podcast, Jennifer Lonchar , co-founder of AmbioEdu, breaks down what higher ed marketers need to know about Performance TV, and why it's becoming an essential part of the enrollment marketing mix.
What is performance TV and why it matters
Performance TV refers to unskippable streaming commercials on platforms like Hulu, Roku, Peacock, and Pluto, except with trackable results.
Unlike traditional TV, it enables ROI measurement tied directly to inquiries, applications, event registrations, and enrollment.
Targeting strategies that work in higher-ed
Use first-party data for yield campaignsTarget households of specific high school students using device ID dataCreate lookalike audiences based on enrolled student profiles and discretionary incomeRun demographic-based targeting by job title, geography, or household compositionRetarget based on admissions page visitors or commercial exposureMeasuring ROI and lift across channels
Ambioโs partnership with TVScientific allows institutions to:
Track site behavior after ad exposureMatch conversions back to exposure timestampsSee halo effects across Google Search, Meta ads, and organic trafficReport on average exposure-to-action timelines and lift by campaign typeCreative that converts
Avoid passive flyover branding adsDeliver a clear, actionable message in 30 secondsUse graphic overlays for muted viewers and voiceovers for mobile audiencesRepurpose video assets for Meta, TikTok, and Snapchat to extend reachBudget flexibility and real-world results
Campaigns can start small, some as low as $10K.
Institutions like Arizona State University tested campaigns before expanding.
Others saw application increases and yield improvements by integrating Performance TV as the only major change to their strategy.
Future of performance TV in higher-ed
Interactive ad experiences are in developmentGranular channel-level targeting on platforms like Roku is comingCRM integrations allow student ID-level attributionKey Quote
โThis is where digital was 14 years ago. Early adopters will win. The rest will spend the next five years playing catch-up.โ โ Jennifer Lonchar
Connect with Jennifer
Website: ambioedu.com
Email: [email protected]
Follow and subscribe to the Education Marketing Leader podcast for weekly conversations with real practitioners, breaking down whatโs working in higher ed marketing, without the fluff.
#HigherEdMarketing #PerformanceTV #StreamingAds #EdMarketing #EnrollmentMarketing #CTV #EducationMarketingLeader #JenniferLonchar #AmbioEdu
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In this special episode of the Education Marketing Leader Podcast, weโre diving into highlights from our latest Education Marketing Leader Book Club session
We were joined by Jenny Fowler, award-winning social media manager at MIT and author of the breakout hit Organic Social Media: How to Build a Flourishing Online Community.
Jenny, fresh off her Harvey Chute Award win for Best Nonfiction in Business & Enterprise, shared her candid insights on leading social media strategy in higher ed, using data to influence leadership, and creating intentional content that truly connects.
Hereโs what youโll learn in this episode:
โ How Jennyโs 6 M Framework is reshaping social strategies in higher education
โ Why โdata-informed creativityโ is the secret weapon for social media managers
โ Stories from book club membersโincluding one who earned a promotion after applying lessons from the book
โ Why it's OK to quit platforms that no longer serve your goals
โ Tips for simplifying technical research into audience-friendly content
โ The power of vertical video, managing up, and redefining what โstrategyโ really means in social
๐ฅ Want to Join the Book Club?
If you're in higher education and marketing, the Education Marketing Leader Book Club is where strategy meets support. We read, we discuss, we growโtogether.
๐ Join the Book Club on LinkedIn
๐๏ธ Listen now on the Education Marketing Leader Podcast wherever you get your podcasts.
Until next time. โ๏ธ
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Zijn er afleveringen die ontbreken?
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In this episode of the Education Marketing Leader podcast, I sat down with Dane Dewbre, Executive Director of Marketing and Communications at South Plains College.
We talked about shifting public perception around community colleges and why the old narratives need to go.
Daneโs been with SPC for 29 years, and heโs seen firsthand how students of all ages, backgrounds, and ambitions thrive when they have access to quality, affordable education.Key
Takeaways for Higher Ed Marketers:
โ Community colleges arenโt a โsecond choiceโ
SPC regularly enrolls valedictorians and salutatorians. Their students succeed at four-year schools and in the workforce, and universities love transfer students from community colleges.
โ Affordability is more than low tuition
South Plains is leading the way with OER (open educational resources) and zero-cost textbook options. Dane also pointed to new legislation in Texas that makes dual-credit courses free (including tuition, fees, and textbooks) for qualifying high school students.
โ Authenticity in messaging matters
SPCโs campaign โSPC is hereโ reminds students across their 14-county rural service area that the college is local, supportive, and ready to meet them where they are, whether theyโre 18 or 38.
โ Your mobile homepage is everything
More prospective students access SPCโs website from mobile than desktop. If you had to show them one page, Dane says: โShow them your mobile homepage.โ
โ Lead with career outcomes
Welding grads heading to SpaceX, diesel tech students hired before graduation, these stories are the message. Tell them often and everywhere.
๐ง Listen to the full episode wherever you get your podcasts.
Follow and subscribe to Education Marketing Leader to hear real conversations with the leaders shaping higher-ed marketing today.
Until next time. โ
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In this episode of the Education Marketing Leader podcast, I sat down with Yane Nemeroff, Assistant Professor of Communication Studies at Miami Dade College and host of the Non-Traditional Scholar Podcast to talk about how to market to non-traditional students without the fluff.
Yane joined me to break down what higher ed marketers need to know about this growing audience.
โก Key takeaways:
โNon-traditionalโ doesnโt mean just parents or veterans. Itโs anyone who didnโt go straight from high school to college.Relevance is everything. Donโt sell the experience โ show the outcome.Collaborate with faculty. Their insight can refine your message.Real stories convert. Highlight students like Gloria, who went from running a pizza shop to earning her degree and becoming a teacher.Offer options, not ultimatums โ trades and 4-year degrees arenโt enemies.Platforms matter: Spotify for younger students, Facebook for older ones.Be honest. Donโt lead with a benefit they may not qualify for. It backfires.This oneโs packed with insights for anyone targeting adult learners, career changers, or returning students.
To close the episode, Yane said something that stuck with me:
โWe canโt dangle the carrot and lock it in a cage. Be honest. Be human. These students have been through enough.โ
๐ฒ Listen to the full convo today.
Follow the Education Marketing Leader podcast and subscribe to catch every new episode.
Until next time. โ๏ธ
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In this episode of the Education Marketing Leader podcast, I sat down with Jaime Hunt, Founder and President at Solve Higher Ed Marketing and author of the new book Heart over Hype.
We covered the real work behind building an authentic brand in higher ed.
No fluff.
Just strategy, leadership, and lessons you can actually use.
Here's what we covered in the episode:
โ What's behind the title "Heart over Hype"
Jaime breaks down why emotional connection and trust matter more than flashy campaigns, especially in higher ed.
โ How to lead change inside your institution
She talks about aligning leadership, building coalitions, and how to gain internal buy-in when everyone has an opinion on marketing.
โ Why higher ed marketing needs a reality check
Jaime explains how the pressure to drive enrollment can lead to hype-driven tactics, and how to avoid that trap.
โ The risks of inauthentic messaging
Misalignment between brand promise and student experience? Jaime's been there. She shares how to fix it.
โ Practical advice for marketers trying to do better work
We talk about knowing your audience, measuring what matters, and leading with empathy.
This episode is a must-listen if you're juggling leadership expectations, branding constraints, and the pressure to deliver ROI.
Listen now and grab a copy of the book today.
Follow and subscribe to the Education Marketing Leader podcast with Chris Rapozo for more real conversations with the people shaping higher ed marketing.
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The humanities are facing an uphill battle in higher education, with budget cuts and declining enrollments. But are we missing an opportunity? ๐ค
In this episode, Kyle Campbell joins host Chris Rapozo to discuss the shifting landscape of SHAPE (Social Sciences, Humanities, and the Arts for People and the Economy) subjects and how universities can better market them.
๐ Key Topics Covered:
โ The missed opportunities in humanities marketing โ Why universities are cutting humanities programs at the worst possible time.
โ AI and the rise of critical thinking โ How the humanities are becoming more relevant than ever in an AI-driven world.
โ The student perspective โ Why young people still choose humanities despite job market concerns.
โ The power of storytelling in marketing humanities โ Why raw data isnโt enough and how universities can craft compelling narratives.
โ Interdisciplinary learning โ How schools like the London Interdisciplinary School and Arizona State University are redefining education.
โ The role of podcasts and digital storytelling โ How institutions like Purdue and Syracuse are using alumni stories to boost their brand.
๐ฏ Actionable Takeaways for Higher Ed Marketers:
๐น Stop leading with job outcomes โ Many students choose humanities for passion and purpose first. Speak to that.
๐น Invest in experiential marketing โ Prospective students need to feel the value of these programs through events, content, and storytelling.
๐น Create employer-student connections โ Feature real employer testimonials alongside student success stories.
๐น Build interdisciplinary bridges โ Partner humanities programs with STEM to show real-world applications.
๐น Leverage digital platforms โ Whether itโs podcasting, YouTube, or immersive online experiences, universities need to meet students where they are.
Memorable Quotes:
๐ก (04:32) โThe number one programming language of the future isnโt Python or Javaโitโs English.โ โ Chris Rapozo
๐ก (06:59) โYoung people arenโt just looking for careers. Theyโre looking for meaning, purpose, and passion.โ โ Kyle Campbell
๐ก (10:35) โWe need universities to stop treating humanities as expendable when critical thinking is more essential than ever.โ โ Kyle Campbell
๐ก (16:08) โThe idea of being a thought leader is that you lead with your thoughts. But too often, thought leadership just repeats the same ideas over and over.โ โ Kyle Campbell
๐ก (20:43) โIf humanities students graduate with the ability to create and distribute content effectively, theyโll be miles ahead in the job market.โ โ Kyle Campbell
Resources & Links:
๐ฉ Subscribe to Kyleโs Newsletter: The Education Marketer
๐ Follow Kyle on LinkedIn: Kyle Campbell
Listen to more episodes
#HigherEd #EducationMarketing #Humanities #SHAPE #MarketingLeadership #Podcast
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Higher Ed Marketing is at a Crossroads
The demographic cliff is here. Competition is tougher than ever. Institutions are losing talent to the private sector.
So how do we fix it?
I sat down with Suzan Brinker, Co-Founder & CEO at VIV Higher Education and author of Pass/Fail, to unpack what institutions must do to survive the next decade.
Hereโs what you need to know:
1. Integrated Growth Planning is Non-Negotiable
Most institutions operate in silos:
โ Academic affairs picks programs in a vacuum
โ Marketing chases inquiries without strategy
โ Enrollment pushes deposits without knowing capacity
๐ก The Fix: Break down barriers. Align teams under shared goals. Schools that do this will win.
2. Your Brand Isnโt Just a LogoโItโs Culture
Most colleges spend millions on brand redesigns.
The problem? No one actually believes in them.
โ A strong brand must be authentic to faculty, staff, & students
โ Consistency = Trust โ If your messaging keeps changing, students & donors walk
โ Brand is bigger than marketing โ It should shape hiring, admissions, and fundraising
3. The Entrepreneurial Mindset Will Separate Winners from Losers
Higher ed moves too slow.
The schools thriving today?
๐ Northeastern University launched 10+ campuses & grew aggressively
๐ Elon University tripled undergrad enrollment over 20 years
โ Schools that resist change? Theyโre in trouble.
4. Lead Where You Are
Most institutions donโt have a VP of Cross-Functional Strategy.
So be the person who steps up.
Ask better strategic questions. Push for alignment across departments. Donโt wait for permission to lead.
Listen to the full episode now!
Follow & subscribe to The Education Marketing Leader Podcast for more insights.
Whatโs the biggest challenge your institution is facing right now?
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The higher ed marketing vendor landscape is shiftingโfast.
More VC-backed companies.
More consolidations.
More agencies blending into one another.
If you're a higher ed marketer evaluating vendors, you need to know whatโs happening behind the scenes.
In this episode, I sat down with Kevin Renton, Principal at Electric Kite and Publisher at Volt Magazine, to break it all down. We covered:
โ The agency and MarTech landscape โ Whoโs merging, whoโs independent, and how it impacts your institution.
โ The real risk of vendor conflicts โ If your agency serves your competitors, how do they prioritize your success?
โ Essential tech stack decisions for 2025 โ CMS, search, CRMโwhat really matters and whatโs just noise.
โ The rise of solopreneurs and boutique consultancies โ Why top in-house higher ed marketers are going out on their own.
โ Red flags when evaluating vendors โ What to watch for in RFPs, sales pitches, and case studies.
โIn any vendor relationship, look at the case studies and references. The demo means nothing if they canโt show real results.โ โ Kevin Renton
This episode is packed with insights that can help you make smarter vendor decisions and avoid costly mistakes. Give it a listen, and let me know your thoughts!
Listen now.
โก๏ธ Follow Education Marketing Leader for more episodes, and subscribe on your favorite platform to stay ahead in higher ed marketing.
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Email isnโt dead. Itโs just misused.
On the latest episode of the Education Marketing Leader podcast, I sat down with Day Kibilds (VP of Strategy at Ologie) and Ashley Budd (Senior Director of Advancement Marketing at Cornell University) to talk about crafting higher-ed emails that build relationships, not just fill inboxes.
The duo shared insights from their Amazon bestselling book, Mailed It!
Key Takeaways:
โ Email is a Relationship Tool, Not a Billboard
Too many higher-ed marketers treat email like a one-way broadcast. Instead, it should be about conversation and trustโor as Day put it, โCloser to a coffee chat than a roadside ad.โ
โ AI Will Force Us to Be Better Marketers
Email providers are using AI to filter what lands in inboxes. This means bad emails get buried faster. If your emails arenโt relevant, clear, and personalized, they wonโt even be seen.
โ Why โEmail Blastโ Needs to Die
If your strategy is still sending generic emails to everyone, youโre losing. The best emails are segmented, personal, and tied to what the audience actually cares about.
โ The F-Pattern: Where Eyes Go First
Research shows that readers scan emails in an โFโ shapeโfirst the subject line, then the opening, a horizontal scan to a CTA, and a quick left-side skim. Use that to your advantage.
โ Subject Lines: Drop the Gimmicks
Forget clever tricksโjust tell them whatโs in the email. 6-9 words. Clear, direct, no fluff. Thatโs what gets opened.
โ Your Open Rate Might Be a Lie
ESP filters scan emails before they hit an inbox, inflating open rates. If youโre seeing 20% open rates or lower, youโre in trouble. Start cleaning your list, checking sender reputation, and tracking real engagement.
๐๏ธ Listen in to get the full breakdown.
๐ Want more? Grab a copy of Mailed It! and try their AI-powered email assistant at emailbook.co.
Subscribe to the Education Marketing Leader Podcast for more expert insights on higher-ed marketing.
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In this special episode of the Education Marketing Leader Podcast, we're diving into the highlights of our Education Marketing Leader Book Club meeting, where we discussed the book Epic Content Marketing for Higher Education by Brian Piper! ๐
We were thrilled to have Brian Piper, Director of Content Strategy at the University of Rochester join us.
Brian answered questions and shared valuable insights on how higher-ed institutions can leverage content marketing to build trust, engage prospective students, and drive meaningful results.
Here's what you'll get in this episode:
โ Key takeaways from Brian's book and how it's reshaping content strategies in higher-ed
โ Real-world insights from book club members who are implementing these strategies at their institutions
โ How content marketing can shift from "selling" to "serving" the needs of prospective students
โ Practical tips on using storytelling to amplify your institution's impact
โ A glimpse into Brian's next steps in content marketing and future projects
This episode is a must-listen if you want to elevate your higher-ed marketing game.
Whether you're part of a small team or a large marketing department, you'll find actionable advice on how to start thinking about content marketing as a long-term strategy, not just a quick fix.
Listen Now on the Education Marketing Leader Podcast and catch all the insights!
If you're in higher education and marketing, consider joining the book club.
https://www.linkedin.com/groups/13140172/
Until next time. โ๏ธ
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Higher education is facing a trust crisis.
Institutions are under scrutiny.
And instead of leaning into transparency, many are doubling down on restrictive social media policies for staff! ๐ฒ
But what if faculty and staff voices are exactly whatโs needed to rebuild credibility and trust?
On the latest episode of The Education Marketing Leader, I sat down with Scott Cline, Ed.D., Founder of Scott Cline Consulting, to discuss why colleges should empower, not silence, their employees on social media.
Key Takeaways:
๐น Trust in Higher Ed is at an All-Time Low
Research from Campus Sonar highlights that students and families are skeptical of institutions. The solution? Authenticity, not silence!
๐น Restrictive Social Media Policies Are Backfiring
Limiting staff posts leads to disengagement. Instead of shutting down conversations, institutions should equip employees with tools and guidelines.
๐น Staff Are the Best Brand Advocates
People engage more with humans than with brands. An official university page might struggle for traction, but when staff share their experiences, it resonates.
๐น Authenticity Wins Over Highly-Curated Content
Prospective students want to know what life is really like at a university, not just the polished marketing version.
๐น Training and Guidelines Over Scripts
Staff donโt need to go viral, but they do need encouragement, resources, and the freedom to showcase the work they do every day. Institutions can either embrace staff advocacy or continue losing trust.
Employees are already on social media.
The question is, will universities support them or stifle them?
๐ Follow the podcast for more insights from top higher-ed marketing leaders.
๐ Connect with Scott on LinkedIn and continue the discussion.
๐ Share this post with your network, and help elevate the voices shaping the future of higher ed marketing!
๐๏ธ Catch the full episode and never miss an insight.
Letโs lead the way in higher-ed marketing together!
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In the latest episode of the Education Marketing Leader Podcast, I sat down with Granit Doshlaku, Co-Founder and Chief Strategy Officer at Manaferra.
We discussed how AI-powered search transforms SEO and what it means for higher-ed marketers.
Granit shared actionable insights to help you stay ahead in this rapidly evolving space.
Here are three key takeaways from the episode:
1๏ธโฃ Expect Quality Over Quantity
AI-driven search is reshaping traffic patterns. While you may see fewer visitors overall, those who land on your site will have stronger intent. This shift makes it even more critical to optimize for conversions rather than chasing keywords and traffic volume.
2๏ธโฃ Voice Search is Coming
With advancements in AI, voice search is finally becoming practical. Students will ask conversational queries like, โWhatโs the best cybersecurity degree program?โ Ensure your content is optimized to answer these questions clearly and concisely.
3๏ธโฃ Authority Still Matters
Backlinks remain crucialโeven in AI search. Granit emphasized that building meaningful, relevant links can make a significant impact on your rankings. Focus on earning mentions from trusted sources in your niche to stand out.
As search diversifies with tools like ChatGPT and Perplexity, creating helpful, people-first content remains the cornerstone of a successful strategy.
๐ Donโt miss this episode!
Follow the Education Marketing Leader Podcast for more insights, and connect with Granit Doshlaku and me here on LinkedIn. Let us know your thoughts!
#HigherEdMarketing #SEO #AI #VoiceSearch #DigitalMarketing
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Season 3 of Education Marketing Leader is here!
I kicked it off with Dan Giroux, former AVP at Drexel University and Principal at DJG Marketing LLC, to discuss a pivotal shift for advancement teams:
Evolving from reactive service providers to proactive strategic partners.
Dan predicts 2025 will be a defining year for higher-ed advancement.
Hereโs how teams can adapt ๐
๐๐๐ซ๐ซ๐๐ญ๐ข๐ฏ๐: Advancement is a revenue-generating powerhouse.
๐๐จ๐ฅ๐ฅ๐๐๐จ๐ซ๐๐ญ๐ข๐จ๐ง: Build cross-campus relationships to align on strategy.
๐๐๐๐ก๐ง๐จ๐ฅ๐จ๐ ๐ฒ: AI tools streamline workflows and free up time for strategic work.
๐๐๐ญ๐: Metrics validate impact and refine strategies.
๐๐ซ๐ข๐จ๐ซ๐ข๐ญ๐ข๐๐ฌ: Focus on what matters. Strategic clarity is non-negotiable!
๐๐๐ฅ๐๐ญ๐ข๐จ๐ง๐ฌ๐ก๐ข๐ฉ๐ฌ: Trust fosters collaboration and long-term buy-in.
๐ก Actionable Tips for Leaders:
๐ Clarify team priorities aligned with institutional goals.
๐ Upskill staff and adopt AI tools like ChatGPT and Perplexity.
๐ Use data to measure success and secure leadership support.
๐ Break silos by collaborating with MarCom and stakeholders.
Dan also highlighted the value of co-ops and internships, which is a win-win for students and institutions. ๐๏ธ
Whatโs Next?
Danโs upcoming Enrollify mini-series on AI for advancement teams is a must-watch!
Follow the Education Marketing Leader podcast for more insights, connect with Dan, sign up to his newsletter, and listen to the full episode to transform your advancement strategy for 2025.
Until next time โ
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๐๏ธ ๐๐ฉ๐ข๐ฌ๐จ๐๐ ๐๐๐: Full-Circle Moment with Voltaire Santos Miran on Storytelling in Higher Ed.
In this milestone episode, I welcome Voltaire Santos Miran, Executive Vice President, Creative at Carnegie, the guest who unknowingly inspired this podcastโs creation and helped shape my approach to higher ed marketing.
Our conversation explores some powerful storytelling principles, here are a few:
๐ฏ ๐๐ญ๐ฎ๐๐๐ง๐ญ๐ฌ ๐๐ฌ ๐๐๐ซ๐จ๐๐ฌ, ๐๐จ๐ญ ๐ญ๐ก๐ ๐๐ง๐ฌ๐ญ๐ข๐ญ๐ฎ๐ญ๐ข๐จ๐ง
Voltaire stresses that while universities often focus on their own accolades, itโs the students who should be the true heroes of their storytelling.
Positioning the institution as the โguideโ in each studentโs journey resonates more deeply and creates lasting connections.
๐ฏ ๐๐๐ฒ๐จ๐ง๐ ๐ญ๐ก๐ โ๐๐๐ฆ๐ ๐ ๐๐ซ๐จ๐ฆ๐ข๐ฌ๐๐ฌโ
Most universities share the same selling pointsโgreat faculty, strong alumni, and global opportunitiesโbut Voltaire challenges us to go further.
Authentic, unique stories about real student experiences reveal what makes an institution genuinely distinct.
Want to elevate your storytelling?
๐ง Listen to the full episode for Voltaireโs insights, and connect with him on LinkedIn for more on human-centered higher-ed marketing!
#HigherEducation #Marketing #Storytelling
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Breaking the Higher Ed Social Media Mold - A Conversation with Brianna Blackburn
This week on Education Marketing Leader, I spoke with Brianna Blackburn, Assistant Director of Social Media Brand Strategy at Bowling Green State University (BGSU).
BGSU's social media efforts ranked #6 nationwide (and #1 in Ohio) โ outperforming much larger institutions like OSU.
Here's how they're doing it. ๐
๐๐๐๐๐ข๐ง๐ ๐ฐ๐ข๐ญ๐ก ๐๐๐ฅ๐๐ญ๐๐๐ข๐ฅ๐ข๐ญ๐ฒ & ๐๐ฆ๐จ๐ญ๐ข๐จ๐ง
Brianna's team excels at creating content that feels real. Rather than just highlighting achievements, they dive into stories that connect with audiences on an emotional levelโbe it humor, nostalgia, or campus pride.
๐๐๐ฉ๐ฉ๐ข๐ง๐ ๐๐ง๐ญ๐จ ๐๐ญ๐ฎ๐๐๐ง๐ญ ๐๐๐ฅ๐๐ง๐ญ
As a former student intern herself, Brianna believes in the power of student-driven social media. Her team includes Gen Z interns who know what resonates with their peers, bringing authenticity and insider knowledge to the brand.
๐๐ข๐ฑ๐ข๐ง๐ ๐๐ข๐ ๐ก ๐๐ซ๐จ๐๐ฎ๐๐ญ๐ข๐จ๐ง ๐ฐ๐ข๐ญ๐ก ๐๐ฎ๐ญ๐ก๐๐ง๐ญ๐ข๐, ๐๐ง-๐ญ๐ก๐-๐ ๐ฅ๐ฒ ๐๐จ๐ง๐ญ๐๐ง๐ญ
BGSU balances professional video content with timely, in-the-moment updates (think iPhone photos of game days). This approach keeps the content dynamic and relevant, giving followers the best of both worlds.
๐๐๐ฉ๐ข๐ญ๐๐ฅ๐ข๐ณ๐ข๐ง๐ ๐จ๐ง ๐๐ซ๐๐ง๐๐ฌ
From new album drops to pop culture moments, BGSU plans content around trending events to expand its reach. By posting at the right moment, the team keeps BGSU in the social media conversation, extending beyond the typical campus bubble.
๐๐จ๐ง๐ฌ๐ข๐ฌ๐ญ๐๐ง๐ญ ๐๐ง๐ ๐๐ ๐๐ฆ๐๐ง๐ญ & ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐ญ๐ฒ ๐๐ฎ๐ข๐ฅ๐๐ข๐ง๐
Social media is a two-way street at BGSU. Brianna's team engages with commenters, sends out BGSU swag to loyal followers, and works to build a strong online community. It's more than contentโit's connection.
Higher Ed Takeaway: Authenticity, emotional connection, and leveraging student talent are the keys to real engagement.
Don't miss this episode!
Subscribe to the Education Marketing Leader podcast for more insights, and connect with Brianna Blackburn to stay up-to-date on social media strategies that make a real impact.
#HigherEdMarketing #SocialMedia #EducationMarketing #BGSU
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In the latest episode of Education Marketing Leader, I sat down with Tony Sheridan, Marketing and Communications Manager at KAUST (King Abdullah University of Science and Technology) in Saudi Arabia.
Tonyโs journey from Ireland to leading marketing at one of the worldโs most innovative universities offers valuable insights for higher ed marketers navigating change and building inclusive campaigns.
๐ Key Takeaways for Higher Ed Marketers
โฆ Unconventional Paths Are Powerful:
Tonyโs transition from woodworking to social media and marketing demonstrates that non-linear careers can lead to success in higher education marketing.
๐ค Cultural Adaptation is Key:
Moving from Ireland to Saudi Arabia required a shift in brand voice. "Always engage a โcultural brokerโ to catch potential blind spots when entering new markets," Tony says.
๐ค ๐ค Co-Created Content Drives Engagement:
Tonyโs 6-step modelโRecruit, Regulate, Resource, Reward, Reach, Repeatโempowers students and alumni to become storytellers, aligning authentic voices with institutional goals.
๐๏ธ Campaigns Must Align with Strategic Pillars: Tony learned the importance of diversity and inclusion firsthand: โWe ran a campaign featuring 11 men and only one woman, and the backlash made it clear we needed to rethink our approach.โ
KAUST: Innovation and Impact
โฆ First mixed-gender university in Saudi Arabia.
โฆ Ranked #1 globally for research citations.
โฆ Technology partner with McLaren F1, without any marketing spend.
Whatโs Next for KAUST?
With a new leadership team and a focus on commercializing research, KAUST is shifting toward real-world impact and social relevance.
The future of marketing lies in storytelling that connects research to everyday lives. ๐ฌ How is your institution leveraging authentic content?
๐ Connect with Tony on LinkedIn.
๐ Donโt miss this episode for actionable insights on inclusive marketing, strategic storytelling, and driving engagement in higher education.
#HigherEdMarketing #InclusiveContent #CoCreatedContent #MarketingInnovation #EducationTransformation
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This week on The Education Marketing Leader, I had the pleasure of speaking with Ryan Koral, founder of Tell Studios and Enroll Films.
Ryan is a video storyteller with a mission to reshape how higher education communicates.
If you care about authentic storytelling, student engagement, and video strategies that actually work, this episode is for you.
Here are 3 powerful takeaways:
๐ฝ Embed Native Videos on University Sites
โ Donโt funnel visitors to YouTube.
โ Keep them on your homepage to control the experience and drive meaningful action.
Ryan explains that YouTube's "vortex" often sends visitors down unrelated rabbit holesโaway from your enrollment funnel.
๐ซถ Story-Driven Video > Promo Video
โ Forget flashy promos.
โ The best video content captures transformation storiesโlike the one Ryan shared about his alma materโs basketball coach, Garth.
These emotional narratives resonate with prospects, parents, and donors alike.
๐ธ Not Every Video Needs High Production Value
๐น Ryan believes there's a time for polished videos (like donor galas) and a time for authentic, raw content. ๐คณ
Sometimes, a well-timed, smartphone-recorded clip can engage Gen Z students better than a cinematic masterpiece.
Know your audience and plan accordingly.
Ryan also shared practical strategies for institutions with tight budgets:
โฆ Use affordable tools like softbox lights, tripods, and mics.
โฆ Build a dedicated content space on campus, ready to shoot at any time.
โฆ Leverage tools like Descript for fast, efficient video editing without the steep learning curve.
Get Ryanโs Gear Guide & Strategy Checklist at enrollfilms.com/gear.
๐ค Connect with Ryan on LinkedIn here and learn more about how video storytelling can transform your institution.
๐ค Whatโs your current approach to video content?
Are you embedding videos on your site or still relying on YouTube?
Letโs talk about how higher ed can step up its video game.
Drop a comment below ๐
Until next time. โ
#HigherEdMarketing #VideoStorytelling #EnrollmentMarketing
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Higher Ed budgets are tight, but delivering a seamless user experience (UX) shouldn't be out of reach.
In this week's episode of the Education Marketing Leader podcast, I had the pleasure of speaking with Melanie Lindahl, Senior UX and Web Designer/Developer at The University of Texas School of Law and newly minted 2024 HighEdWeb Red Stapler Award winner. ๐
Melanie shared key takeaways from her award-winning presentation, highlighting the power of low-budget UX strategies for universities and colleges of any size.
Below are the 3 most actionable insights from our conversation:
1๏ธโฃ Start Small: You Don't Need a Big Budget
"Even with limited resources, UX work is still incredibly important," says Melanie. You don't need expensive tools to conduct user researchโsurveys and quick tests can be invaluable and require minimal budget.
๐ Pro Tip: Use a simple survey to identify user pain points at the beginning of a projectโit'll save time and money down the line.
2๏ธโฃ Test, Don't Assume
Melanie emphasized the importance of testing early.
"If you're unsure about a design decision, don't just rely on assumptions. Do quick tests with real usersโeven if it's over donuts!" ๐ฉ
๐ก Takeaway: Don't be afraid to ask students for feedback, no matter how small the test may seem.
3๏ธโฃ Demonstrate the ROI of UX to Leadership
One of the biggest challenges Melanie highlighted is justifying UX investments to leadership.
Her advice?
Show how UX improves both user experience and business goals. The ROI is clearโbetter UX means less post-launch troubleshooting, saving both time and budget.
What's one small step you can take today to improve your university's UX?
For more on budget-friendly UX strategies that deliver real results, catch the full episode with Melanie Lindahl!
If you're in higher education marketing, this episode is packed with actionable tips you can apply right now.
Listen to the episodes now.
Until next time. โ
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In todayโs episode of the Education Marketing Leader podcast, I spoke with Melissa Greiner, VP of Marketing at CampusESP, about the crucial role parents play in the entire student journey โ from the college selection process to graduation. ๐๐ฉโ๐
Here's what we uncovered:
๐ Parent Engagement is Evolving
Colleges are recognizing that families are central to decision-making. Today's students WANT their parents involved, so institutions must adapt to meet this need. ๐ช
๐ Finding the Right Communication Mix
Email remains the go-to for parents โ it's where they spend the most time. But when urgency is needed, SMS texting breaks through the clutter and drives action. ๐ฉ๐ฑ
๐ Overcoming Challenges in Communication
Limited time, money, and people? We hear you! ๐
Institutions need tools that not only streamline communication but also offer content support, making it easier to connect with parents effectively without adding extra strain on resources.
๐ Tailored Content is King
Blanket communications just don't cut it anymore. โ Personalization is key. By leveraging CRM integrations, schools can ensure that newsletters and portals provide parents with only the most relevant information.
๐ Boosting Student Retention Through Parent Engagement
Parents often act as the first line of support when students face challenges, whether itโs academic struggles or navigating the complexities of campus life. ๐งโ๐ป๐
Data shows that students with engaged parents have up to an 8% higher retention rate.
"Today's students turn to their families as advisors. If schools aren't communicating effectively with parents, they're missing a key part of the decision-making process." โ Melissa Greiner ๐ฏ
Engaging parents is about more than just sending information; it's about delivering meaningful, relevant content that supports students from admission to graduation.
๐ง If you want to dive deeper into these insights, catch the full episode on the [Education Marketing Leader podcast]. ๐๏ธ
๐ Follow Melissa Greiner for more on parent engagement strategies and subscribe to the show for the latest trends in higher ed marketing!
Until next time. โ๏ธ
#HigherEdMarketing #ParentEngagement #StudentSuccess #EducationMarketingLeader
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Marketing Non-JD Law Programs: Lessons from Wake Forest University School of Law
In the latest podcast episode of the Education Marketing Leader podcast, I spoke with Tara Ebrahimi, Executive Director of Marketing & Communications at Wake Forest University School of Law.
We covered how to market niche, non-JD programs effectively.
Here are the key takeaways for higher-ed law school marketers:
1๏ธโฃ Quick and Clear Messaging is Essential
Tara emphasized that explaining the program's benefits in a few seconds is crucial for grabbing attention.
2๏ธโฃ Different Programs, Different Strategies
MSL: Wake Forest uses a multi-pronged approachโdigital marketing, B2B outreach, regional ads, and social media campaigns. The focus is on highlighting why someone needs this degree and why Wake Forest is the best choice.
LLM: For international students, her team relies heavily on partnerships with alumni networks. This builds credibility in markets where Wake Forest isn't as well-known.
3๏ธโฃ Leverage Alumni Networks
Alumni success stories are a key component of marketing both programs. Wake Forest recently launched a LinkedIn group for LLM alumni, turning them into ambassadors and tapping into organic word-of-mouth marketing.
4๏ธโฃ Prioritize the Right Metrics
Conversion rates (both RFIs and applications) are the main success metric. Tara also uses engagement data, like click-through rates, to assess what's working and where to make adjustments.
Connect Tara on LinkedIn to continue the conversation.
For more on Wake Forest's law programs, visit its website.
This episode is packed with actionable insights for marketing niche academic programs.
Don't miss it.
Until next time. โ
#HigherEdMarketing #LawSchoolMarketing
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