My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast.

In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out.

Key Takeaways:

• Differentiation doesn't always mean reinventing the wheel - focus on excelling at the basics and communicating them effectively
• Market research should be an ongoing, operationalized process rather than relying solely on expensive external studies
• Messaging should move away from salesy approaches to authentic, story-driven content that builds trust
• Audience targeting should be based on enrollment data analysis, with 80% of budget focused on proven segments
• A content-first approach integrates paid media and content creation, offering value at every step of the prospect journey

Connect With Suzan:

• LinkedIn: https://www.linkedin.com/in/suzanbrinker/
• Email: [email protected]
• Website: hied.vivwebs.com/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter