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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.
⚡ Key takeaways:
“Non-traditional” doesn’t mean just parents or veterans. It’s anyone who didn’t go straight from high school to college.Relevance is everything. Don’t sell the experience — 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 — trades and 4-year degrees aren’t enemies.Platforms matter: Spotify for younger students, Facebook for older ones.Be honest. Don’t lead with a benefit they may not qualify for. It backfires.This one’s packed with insights for anyone targeting adult learners, career changers, or returning students.
To close the episode, Yane said something that stuck with me:
“We can’t dangle the carrot and lock it in a cage. Be honest. Be human. These students have been through enough.”
📲 Listen to the full convo today.
Follow the Education Marketing Leader podcast and subscribe to catch every new episode.
Until next time. ✌️
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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:
✅ 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.
✅ 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.
✅ 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.
✅ The risks of inauthentic messaging
Misalignment between brand promise and student experience? Jaime's been there. She shares how to fix it.
✅ 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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Saknas det avsnitt?
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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? 🤔
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.
🔍 Key Topics Covered:
✅ The missed opportunities in humanities marketing – Why universities are cutting humanities programs at the worst possible time.
✅ AI and the rise of critical thinking – How the humanities are becoming more relevant than ever in an AI-driven world.
✅ The student perspective – Why young people still choose humanities despite job market concerns.
✅ The power of storytelling in marketing humanities – Why raw data isn’t enough and how universities can craft compelling narratives.
✅ Interdisciplinary learning – How schools like the London Interdisciplinary School and Arizona State University are redefining education.
✅ The role of podcasts and digital storytelling – How institutions like Purdue and Syracuse are using alumni stories to boost their brand.
🎯 Actionable Takeaways for Higher Ed Marketers:
🔹 Stop leading with job outcomes – Many students choose humanities for passion and purpose first. Speak to that.
🔹 Invest in experiential marketing – Prospective students need to feel the value of these programs through events, content, and storytelling.
🔹 Create employer-student connections – Feature real employer testimonials alongside student success stories.
🔹 Build interdisciplinary bridges – Partner humanities programs with STEM to show real-world applications.
🔹 Leverage digital platforms – Whether it’s podcasting, YouTube, or immersive online experiences, universities need to meet students where they are.
Memorable Quotes:
💡 (04:32) “The number one programming language of the future isn’t Python or Java—it’s English.” – Chris Rapozo
💡 (06:59) “Young people aren’t just looking for careers. They’re looking for meaning, purpose, and passion.” – Kyle Campbell
💡 (10:35) “We need universities to stop treating humanities as expendable when critical thinking is more essential than ever.” – Kyle Campbell
💡 (16:08) “The 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.” – Kyle Campbell
💡 (20:43) “If humanities students graduate with the ability to create and distribute content effectively, they’ll be miles ahead in the job market.” – Kyle Campbell
Resources & Links:
📩 Subscribe to Kyle’s Newsletter: The Education Marketer
📌 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.
Here’s what you need to know:
1. Integrated Growth Planning is Non-Negotiable
Most institutions operate in silos:
❌ Academic affairs picks programs in a vacuum
❌ Marketing chases inquiries without strategy
❌ Enrollment pushes deposits without knowing capacity
💡 The Fix: Break down barriers. Align teams under shared goals. Schools that do this will win.
2. Your Brand Isn’t Just a Logo—It’s Culture
Most colleges spend millions on brand redesigns.
The problem? No one actually believes in them.
✅ A strong brand must be authentic to faculty, staff, & students
✅ Consistency = Trust → If your messaging keeps changing, students & donors walk
✅ Brand is bigger than marketing → 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?
👉 Northeastern University launched 10+ campuses & grew aggressively
👉 Elon University tripled undergrad enrollment over 20 years
❌ Schools that resist change? They’re in trouble.
4. Lead Where You Are
Most institutions don’t have a VP of Cross-Functional Strategy.
So be the person who steps up.
Ask better strategic questions. Push for alignment across departments. Don’t wait for permission to lead.
Listen to the full episode now!
Follow & subscribe to The Education Marketing Leader Podcast for more insights.
What’s the biggest challenge your institution is facing right now?
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The higher ed marketing vendor landscape is shifting—fast.
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 what’s 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:
✅ The agency and MarTech landscape – Who’s merging, who’s independent, and how it impacts your institution.
✅ The real risk of vendor conflicts – If your agency serves your competitors, how do they prioritize your success?
✅ Essential tech stack decisions for 2025 – CMS, search, CRM—what really matters and what’s just noise.
✅ The rise of solopreneurs and boutique consultancies – Why top in-house higher ed marketers are going out on their own.
✅ Red flags when evaluating vendors – What to watch for in RFPs, sales pitches, and case studies.
“In any vendor relationship, look at the case studies and references. The demo means nothing if they can’t show real results.” – 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.
➡️ 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 isn’t dead. It’s 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:
✅ 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 trust—or as Day put it, “Closer to a coffee chat than a roadside ad.”
✅ 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 aren’t relevant, clear, and personalized, they won’t even be seen.
✅ Why “Email Blast” Needs to Die
If your strategy is still sending generic emails to everyone, you’re losing. The best emails are segmented, personal, and tied to what the audience actually cares about.
✅ The F-Pattern: Where Eyes Go First
Research shows that readers scan emails in an “F” shape—first the subject line, then the opening, a horizontal scan to a CTA, and a quick left-side skim. Use that to your advantage.
✅ Subject Lines: Drop the Gimmicks
Forget clever tricks—just tell them what’s in the email. 6-9 words. Clear, direct, no fluff. That’s what gets opened.
✅ Your Open Rate Might Be a Lie
ESP filters scan emails before they hit an inbox, inflating open rates. If you’re seeing 20% open rates or lower, you’re in trouble. Start cleaning your list, checking sender reputation, and tracking real engagement.
🎙️ Listen in to get the full breakdown.
📕 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! 📚
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:
✅ Key takeaways from Brian's book and how it's reshaping content strategies in higher-ed
✅ Real-world insights from book club members who are implementing these strategies at their institutions
✅ How content marketing can shift from "selling" to "serving" the needs of prospective students
✅ Practical tips on using storytelling to amplify your institution's impact
✅ 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. ✌️
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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! 😲
But what if faculty and staff voices are exactly what’s 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:
🔹 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!
🔹 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.
🔹 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.
🔹 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.
🔹 Training and Guidelines Over Scripts
Staff don’t 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?
👉 Follow the podcast for more insights from top higher-ed marketing leaders.
👉 Connect with Scott on LinkedIn and continue the discussion.
👉 Share this post with your network, and help elevate the voices shaping the future of higher ed marketing!
🎙️ Catch the full episode and never miss an insight.
Let’s 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:
1️⃣ 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.
2️⃣ Voice Search is Coming
With advancements in AI, voice search is finally becoming practical. Students will ask conversational queries like, “What’s the best cybersecurity degree program?” Ensure your content is optimized to answer these questions clearly and concisely.
3️⃣ Authority Still Matters
Backlinks remain crucial—even 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.
👉 Don’t 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.
Here’s how teams can adapt 👇
𝐍𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞: Advancement is a revenue-generating powerhouse.
𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧: Build cross-campus relationships to align on strategy.
𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲: AI tools streamline workflows and free up time for strategic work.
𝐃𝐚𝐭𝐚: Metrics validate impact and refine strategies.
𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐞𝐬: Focus on what matters. Strategic clarity is non-negotiable!
𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬: Trust fosters collaboration and long-term buy-in.
💡 Actionable Tips for Leaders:
👉 Clarify team priorities aligned with institutional goals.
👉 Upskill staff and adopt AI tools like ChatGPT and Perplexity.
👉 Use data to measure success and secure leadership support.
👉 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. 🎙️
What’s Next?
Dan’s 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 ✌
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🎙️ 𝐄𝐩𝐢𝐬𝐨𝐝𝐞 𝟏𝟎𝟎: 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 podcast’s creation and helped shape my approach to higher ed marketing.
Our conversation explores some powerful storytelling principles, here are a few:
🎯 𝐒𝐭𝐮𝐝𝐞𝐧𝐭𝐬 𝐚𝐬 𝐇𝐞𝐫𝐨𝐞𝐬, 𝐍𝐨𝐭 𝐭𝐡𝐞 𝐈𝐧𝐬𝐭𝐢𝐭𝐮𝐭𝐢𝐨𝐧
Voltaire stresses that while universities often focus on their own accolades, it’s the students who should be the true heroes of their storytelling.
Positioning the institution as the “guide” in each student’s journey resonates more deeply and creates lasting connections.
🎯 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 “𝐒𝐚𝐦𝐞 𝟕 𝐏𝐫𝐨𝐦𝐢𝐬𝐞𝐬”
Most universities share the same selling points—great faculty, strong alumni, and global opportunities—but 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?
🎧 Listen to the full episode for Voltaire’s 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) – outperforming much larger institutions like OSU.
Here's how they're doing it. 👇
𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐑𝐞𝐥𝐚𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲 & 𝐄𝐦𝐨𝐭𝐢𝐨𝐧
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 level—be it humor, nostalgia, or campus pride.
𝐓𝐚𝐩𝐩𝐢𝐧𝐠 𝐈𝐧𝐭𝐨 𝐒𝐭𝐮𝐝𝐞𝐧𝐭 𝐓𝐚𝐥𝐞𝐧𝐭
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.
𝐌𝐢𝐱𝐢𝐧𝐠 𝐇𝐢𝐠𝐡 𝐏𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜, 𝐎𝐧-𝐭𝐡𝐞-𝐅𝐥𝐲 𝐂𝐨𝐧𝐭𝐞𝐧𝐭
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.
𝐂𝐚𝐩𝐢𝐭𝐚𝐥𝐢𝐳𝐢𝐧𝐠 𝐨𝐧 𝐓𝐫𝐞𝐧𝐝𝐬
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.
𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 & 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠
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 content—it'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.
Tony’s journey from Ireland to leading marketing at one of the world’s most innovative universities offers valuable insights for higher ed marketers navigating change and building inclusive campaigns.
🔑 Key Takeaways for Higher Ed Marketers
♦ Unconventional Paths Are Powerful:
Tony’s transition from woodworking to social media and marketing demonstrates that non-linear careers can lead to success in higher education marketing.
🤝 Cultural Adaptation is Key:
Moving from Ireland to Saudi Arabia required a shift in brand voice. "Always engage a “cultural broker” to catch potential blind spots when entering new markets," Tony says.
🤜 🤛 Co-Created Content Drives Engagement:
Tony’s 6-step model—Recruit, Regulate, Resource, Reward, Reach, Repeat—empowers students and alumni to become storytellers, aligning authentic voices with institutional goals.
🏛️ Campaigns Must Align with Strategic Pillars: Tony learned the importance of diversity and inclusion firsthand: “We ran a campaign featuring 11 men and only one woman, and the backlash made it clear we needed to rethink our approach.”
KAUST: Innovation and Impact
♦ First mixed-gender university in Saudi Arabia.
♦ Ranked #1 globally for research citations.
♦ Technology partner with McLaren F1, without any marketing spend.
What’s 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. 💬 How is your institution leveraging authentic content?
👉 Connect with Tony on LinkedIn.
🎙 Don’t 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:
📽 Embed Native Videos on University Sites
❌ Don’t funnel visitors to YouTube.
✅ 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 holes—away from your enrollment funnel.
🫶 Story-Driven Video > Promo Video
❌ Forget flashy promos.
✅ The best video content captures transformation stories—like the one Ryan shared about his alma mater’s basketball coach, Garth.
These emotional narratives resonate with prospects, parents, and donors alike.
💸 Not Every Video Needs High Production Value
📹 Ryan believes there's a time for polished videos (like donor galas) and a time for authentic, raw content. 🤳
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:
♦ Use affordable tools like softbox lights, tripods, and mics.
♦ Build a dedicated content space on campus, ready to shoot at any time.
♦ Leverage tools like Descript for fast, efficient video editing without the steep learning curve.
Get Ryan’s Gear Guide & Strategy Checklist at enrollfilms.com/gear.
🤝 Connect with Ryan on LinkedIn here and learn more about how video storytelling can transform your institution.
🤔 What’s your current approach to video content?
Are you embedding videos on your site or still relying on YouTube?
Let’s talk about how higher ed can step up its video game.
Drop a comment below 👇
Until next time. ✌
#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. 🏆
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:
1️⃣ 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 research—surveys and quick tests can be invaluable and require minimal budget.
👉 Pro Tip: Use a simple survey to identify user pain points at the beginning of a project—it'll save time and money down the line.
2️⃣ 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 users—even if it's over donuts!" 🍩
💡 Takeaway: Don't be afraid to ask students for feedback, no matter how small the test may seem.
3️⃣ 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 clear—better 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. ✌
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In today’s 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 – from the college selection process to graduation. 🎓👩🎓
Here's what we uncovered:
👉 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. 👪
👉 Finding the Right Communication Mix
Email remains the go-to for parents – it's where they spend the most time. But when urgency is needed, SMS texting breaks through the clutter and drives action. 📩📱
👉 Overcoming Challenges in Communication
Limited time, money, and people? We hear you! 📉
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.
👉 Tailored Content is King
Blanket communications just don't cut it anymore. ❌ Personalization is key. By leveraging CRM integrations, schools can ensure that newsletters and portals provide parents with only the most relevant information.
👉 Boosting Student Retention Through Parent Engagement
Parents often act as the first line of support when students face challenges, whether it’s academic struggles or navigating the complexities of campus life. 🧑💻📚
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." – Melissa Greiner 🎯
Engaging parents is about more than just sending information; it's about delivering meaningful, relevant content that supports students from admission to graduation.
🎧 If you want to dive deeper into these insights, catch the full episode on the [Education Marketing Leader podcast]. 🎙️
👉 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. ✌️
#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:
1️⃣ Quick and Clear Messaging is Essential
Tara emphasized that explaining the program's benefits in a few seconds is crucial for grabbing attention.
2️⃣ Different Programs, Different Strategies
MSL: Wake Forest uses a multi-pronged approach—digital 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.
3️⃣ 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.
4️⃣ 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. ✌
#HigherEdMarketing #LawSchoolMarketing
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Higher education websites are complex.
Outdated content mixed with new information makes it hard for visitors to find what they need.
In this episode of the Education Marketing Leader podcast, Sara Kelzer of Cludo shares how optimized site search can simplify this and help universities improve user experience.
Here are the highlights:
🚩 Challenges in Higher Ed Websites
Universities face hurdles like decentralized content management and complex structures.
Sara explains how this creates friction for visitors trying to find key information, especially students seeking details on tuition, programs, and more.
💡 Why Optimized Site Search Matters
Cludo's search tools help reduce friction, making it easier for users to find relevant content.
By prioritizing data-driven decisions, institutions can manage their site more effectively, reducing internal politics about what content should rank higher.
🔍 Leveraging Search Analytics
Key metrics like ineffective searches and zero-result searches help universities spot gaps in their content.
Sara shared how one institution used this data to redirect users to another college for a discontinued program, showing the power of smart search.
📱 Mobile Search Optimization
With 20-40% of searches happening on mobile, Sara emphasizes keeping filters simple and ensuring relevant content appears quickly on mobile devices.
🎓 Engaging Alumni
Site search isn't just for students—it can also boost alumni engagement.
Cludo allows cross-campus searches, helping alumni find relevant events or news that strengthen affinity with the institution.
💡 Key Takeaways:
Use search analytics to identify and fix content gaps.Optimize mobile search for a seamless experience.Leverage site search to engage both prospective students and alumni.🔥 Actionable Tip:
Check your site search analytics today. Are visitors finding what they need?
Connect with Sara on LinkedIn to learn how Cludo can improve your site search.
Don't forget to follow the Education Marketing Leader podcast, share the episode, or leave a review of the show.
Until next time. ✌️
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In this episode of Education Marketing Leader podcast, I interviewed Sherika Attipoe, Assistant Director of Public Relations and Digital Media at Calhoun Community College. Sherika shared insightful strategies on how the college has successfully used personalized digital advertising to boost enrollment.
Calhoun is a leading community college in Alabama.
Sherika explains how the institution's focus on personalization and targeted campaigns helps it stand out in a competitive higher education market.
She dove deep into the tactics and tools that work best for Calhoun's diverse audiences.
She highlighted how the college's partnerships, accelerated programs, and workforce development initiatives have become key selling points for prospective students.
Whether you're a marketing professional in higher education or simply interested in the power of digital ads in attracting your audience, this episode is packed with actionable insights and proven strategies that you can apply to your own campaigns.
Key Topics Covered:
[5:15] The unique partnership with Athens State University and how it enhances the student experience.
[10:20] How personalized digital ads and accelerated programs drive enrollment.
[18:00] Platforms that work best for Calhoun's digital ads: Facebook, YouTube, and Twitch.
[22:35] The power of personalization in marketing and how Calhoun uses student success stories in their ads.
[38:00] Advice for small marketing teams on enhancing their digital strategies.
"It's not just about advertising a program; it's about showing potential students that they belong here, that they can see themselves succeeding at Calhoun." – Sherika Attipoe
Connect with Sherika: LinkedIn: https://www.linkedin.com/in/sherikaattipoe/
Resources Mentioned: Calhoun Community College: https://calhoun.edu/
Athens State University Partnership: https://calhoun.edu/calhoun-and-athens-state-sign-new-learning-assessment-mou-to-enhance-educational-pathways/
Subscribe and Follow.
Stay updated with the latest episodes of Education Marketing Leader by subscribing on your favorite podcast platform.
If you found this episode helpful, please leave a review and share it with your network!
How do you use digital ads in your marketing strategy?
Share your thoughts with Sherika and me on LinkedIn!
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In the latest episode of the Education Marketing Leader, I interviewed Dustin Ramsdell, Client Success Manager at Direct Development and host of The Higher Ed Geek Podcast.
We dove into the evolving landscape of Online Program Management (OPM) services and what universities need to know as the sector faces growing challenges.
𝓚𝓮𝔂 𝓗𝓲𝓰𝓱𝓵𝓲𝓰𝓱𝓽𝓼:
𝐎𝐏𝐌𝐬 𝐋𝐨𝐬𝐢𝐧𝐠 𝐆𝐫𝐨𝐮𝐧𝐝
Universities are shifting away from the traditional OPM model due to rising costs and diminishing returns. The recent bankruptcy filing by 2U, a leading OPM, signals a broader trend where institutions are reconsidering long-term, revenue-sharing contracts.
𝐄𝐧𝐫𝐨𝐥𝐥𝐦𝐞𝐧𝐭 𝐂𝐥𝐢𝐟𝐟 & 𝐂𝐨𝐬𝐭 𝐂𝐨𝐧𝐜𝐞𝐫𝐧𝐬
Many institutions are opting to develop and manage their own online programs, avoiding the hefty fees OPMs require.
As Dustin points out, while building in-house capabilities is more resource-intensive upfront, it offers institutions full control over their programs and branding.
𝐓𝐡𝐞 𝐑𝐢𝐬𝐞 𝐨𝐟 𝐅𝐞𝐞-𝐟𝐨𝐫-𝐒𝐞𝐫𝐯𝐢𝐜𝐞
The new model gaining traction? Online Program Enablers (OPEs).
Instead of long-term partnerships, universities are moving toward short-term, fee-for-service agreements to meet specific needs, like video production or instructional design, without sacrificing control or profitability.
𝐌𝐢𝐧𝐧𝐞𝐬𝐨𝐭𝐚'𝐬 𝐁𝐨𝐥𝐝 𝐌𝐨𝐯𝐞
In a significant policy shift, Minnesota became the first state to ban OPM partnerships with public institutions, setting a precedent that could influence future federal regulations.
𝐖𝐡𝐚𝐭’𝐬 𝐍𝐞𝐱𝐭?
Dustin believes the future of OPMs lies in a more flexible, service-based approach. Universities can use external partners strategically to scale operations without being tied to costly revenue-sharing contracts.
𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐭𝐨 𝐖𝐚𝐭𝐜𝐡
🔹 Cost of acquiring students
🔹 Program scalability
🔹 Quality control in in-house programs
🎙 Tune in for more insights on how higher-ed institutions are navigating the digital shift and what it means for the future of online learning.
Connect with Dustin on LinkedIn or check out The Higher Ed Geek Podcast for more discussions on the future of higher education.
Until next time. ✌
#HigherEducation #EducationMarketing #OPM #DigitalEducation #EnrollmentStrategies #MarketingInHigherEd
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