Hosts Mallory and Seth dive into their highly anticipated 2025 predictions for higher education. The conversation is packed with bold insights, from the transformation of marketing strategies to the rise of AI agents and even controversial shifts in federal education policies. With humor, candid debates, and actionable takeaways, this episode is a must-listen for education professionals navigating the rapidly evolving landscape.

Key Takeaways:

• Non-Traditional Paid Media Investment: Colleges and universities poised for breakout growth in 2025 will channel marketing dollars into innovative areas like internal thought leadership and influencer strategies.
• AI Agents Revolution: AI will shift from applications to agents, automating tasks across enrollment marketing, student success, and social media management.
• Talent Migration Trends: A reversal may be on the horizon as professionals return to in-house higher ed roles, driven by stability and evolving compensation structures.
• Hyper-Personalization with Empathy: AI-powered, personalized interactions will redefine how institutions engage with prospective and current students, fostering stronger emotional connections and tailored experiences.
• Generative AI and Digital Strategy: The rise of AI search engines will force institutions to rethink their web content strategies to remain visible and authoritative.

Key Questions and Insights

1. How will marketing evolve for higher education institutions in 2025? 
Seth predicts a significant shift in marketing strategies, moving beyond traditional digital ads to non-traditional paid media investments. By allocating budgets to internal content engines and thought leadership, institutions can tap into micro-influencers, leveraging their niche expertise to bolster institutional branding. This approach disrupts the typical Google and Facebook ad spend model, allowing institutions to innovate.

2. What is the difference between AI applications and AI agents, and why does it matter? 
Mallory outlines the shift from human-driven AI applications to self-sufficient AI agents. AI agents can automate complex processes like monitoring inquiries, flagging at-risk students, or managing real-time social media strategies, reducing operational costs and human error. This evolution will be pivotal for enrollment teams looking to streamline workflows and enhance outreach.

3. How will generative AI reshape the higher ed digital experience? 
As AI-powered search engines become more conversational and answer-focused, traditional SEO strategies will need a revamp. Institutions must ensure their websites offer rich, authoritative content to maintain visibility in zero-click searches. Faculty collaboration in updating departmental pages is crucial to remain competitive in this new digital ecosystem.

4. Will talent return to higher education institutions? 
Seth argues that economic instability in the private sector, paired with improving compensation and remote work opportunities in higher ed, could lead to a migration of skilled professionals back to campuses. However, Mallory counters with skepticism, citing ongoing frustrations within campus environments and a lack of technological adoption.

5. How can AI enable empathetic engagement with students? 
Hyper-personalization powered by AI will go beyond addressing logistical barriers to fostering deeper emotional connections with students. Tailored communication, academic pathways, and proactive interventions will enhance student success and retention, particularly for at-risk populations like first-gen students and part-time learners.

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Connect With Our Host:
Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

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