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/

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How do you use digital ads in your marketing strategy?

Share your thoughts with Sherika and me on LinkedIn!

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

In this episode of the Education Marketing Leader podcast, I sat down with Dr. Tim Collins, President of Walsh University, to explore the vital role university presidents play in shaping and executing effective marketing strategies.

Dr. Tim Collins is the President of Walsh University, with a distinguished background in the United States Air Force and a career dedicated to education and leadership.

His innovative approach to university marketing has made him a prominent figure in higher education, known for his commitment to developing leaders of character.

Whether you're a higher-ed marketer or a university leader, this episode is packed with actionable insights on leveraging leadership in marketing.

𝕂𝕖𝕪 𝕋𝕒𝕜𝕖𝕒𝕨𝕒𝕪𝕤:

𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Dr. Collins views marketing as a crucial leadership tool, essential for aligning university values with public perception.

𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲 𝐈𝐬 𝐊𝐞𝐲: Authenticity in communication builds trust and credibility. Dr. Collins uses videos and public messages to consistently reinforce Walsh University's values.

𝐏𝐫𝐞𝐩𝐚𝐫𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐑𝐞𝐟𝐥𝐞𝐜𝐭𝐢𝐨𝐧: Effective leadership requires time for reflection and strategic preparation. Give leaders time to reflect and craft messages that resonate.

𝐍𝐚𝐯𝐢𝐠𝐚𝐭𝐢𝐧𝐠 𝐂𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬: Communicating institutional values in a culturally sensitive environment is one of the biggest challenges in higher education today.

𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐏𝐫𝐞𝐬𝐢𝐝𝐞𝐧𝐭𝐬 𝐢𝐧 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Dr. Collins encourages higher-ed marketers to involve their presidents in marketing efforts, starting with small, actionable steps.

𝚁𝚎𝚜𝚘𝚞𝚛𝚌𝚎𝚜 𝙼𝚎𝚗𝚝𝚒𝚘𝚗𝚎𝚍: 📹 Walsh University YouTube Channel – Watch Dr. Collins' videos to see how he integrates leadership into marketing. 🖥 Walsh University Website – Learn more about the university and its programs.

🤝 Connect with Dr. Collins on LinkedIn – Follow Dr. Collins for more insights on leadership and higher education. Don't miss out on future episodes.

Subscribe to the podcast on your favorite platform.

Reach out to Dr. Collins on LinkedIn or visit Walsh University's website to learn more about his work.

Enjoying the show?

Leave us a review on Apple Podcasts to help others discover the podcast.

Stay updated on all things higher-ed marketing by following the Education Marketing Leader podcast on LinkedIn and YouTube.

Until next time. ✌

In this episode of the Education Marketing Leader Podcast, I spoke with Drake DelosSantos, Public Relations Manager at Midlands Technical College, about a topic we can all get behind:

The value of internships for our students.

Drake made it clear—internships aren’t just a nice-to-have; they’re essential.

For students, internships offer a taste of the real world, helping them figure out if their chosen field is truly the right fit.

Drake’s internship experience was pivotal, guiding him from internal communications to a career in external media and community relations.

This is where students can really find their footing.

In higher-ed marketing, we know the importance of connections.

But are we teaching our students the same?

Drake’s mentor played a crucial role in his career, even helping him land his current job.

Internships allow students to build a network that can open doors long after graduation.

At Midlands Tech, they’re not just filling internship spots—they’re creating opportunities that elevate the college’s brand.

Drake highlighted a unique project where students send research to the International Space Station, a major PR victory that showcases the real-world impact of the college’s programs.

Drake shared some success stories, like the former intern who’s now Midlands Tech’s Digital Coordinator.

Her work in social media has significantly boosted the college’s presence.

We should aim to highlight these outcomes in our comms strategies—showcasing how internships lead directly to successful careers.

For those in higher-ed marketing, promoting internships isn’t just about filling a requirement—it’s about setting students up for success.

Internships give students the experience, skills, and connections they need to thrive in their careers, and they also provide our institutions with incredible stories to tell.

Want to connect with Drake and hear more?

He’s on LinkedIn: Drake DelosSantos.

Until next time✌️

#HigherEdMarketing #StudentSuccess #Internships #PR

College and university leaders increasingly consider mergers and acquisitions to address financial, demographic, and operational pressures.

But what happens when the dust settles and it's time to merge not just the institutions but their digital identities?

When Commonwealth University of Pennsylvania faced the challenge of consolidating three distinct universities—Bloomsburg, Lockhaven, and Mansfield—into one cohesive entity, unifying their websites was monumental.

My latest guest on the Education Marketing Leader podcast, Jacob Eiden, the university's former Web Content Specialist, helped spearhead this complex digital overhaul.

Key Insights from the episode:

𝐓𝐞𝐜𝐡𝐧𝐢𝐜𝐚𝐥 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧 𝐀𝐜𝐫𝐨𝐬𝐬 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬

Each campus operated on different content management systems (CMS). The solution? Migrate everything to a unified CMS, ensuring a seamless user experience across all campuses.

𝐌𝐚𝐢𝐧𝐭𝐚𝐢𝐧𝐢𝐧𝐠 𝐋𝐞𝐠𝐚𝐜𝐲 𝐚𝐧𝐝 𝐈𝐝𝐞𝐧𝐭𝐢𝐭𝐲

Despite the merger, each campus's individual identities were preserved. From mascots to campus colors, students and alumni still see the essence of their original institutions reflected in the new digital space.

𝐎𝐯𝐞𝐫𝐜𝐨𝐦𝐢𝐧𝐠 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐂𝐡𝐚𝐨𝐬

Jacob's team prioritized essential content, conducting rigorous audits to ensure only relevant and updated information made it to the new site.

𝐒𝐄𝐎 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲

Redirects were meticulously planned, ensuring users searching for legacy URLs were seamlessly guided to the new content.

𝐀𝐝𝐚𝐩𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐅𝐚𝐜𝐞 𝐨𝐟 𝐂𝐡𝐚𝐧𝐠𝐞

A university realignment required adjusting strategies mid-project, showcasing the importance of being nimble and responsive.

Jacob's story underscores the importance of adaptability, meticulous planning, and stakeholder communication in large-scale digital projects.

His advice for institutions facing similar challenges?

Engage stakeholders early, be transparent about changes, and always stay flexible.

💡 Are you facing a website consolidation at your institution? Connect with Jacob Eiden on LinkedIn to leverage his expertise.

He's currently #openforwork.

Listen to the full episode for more insights and strategies from Jacob Eiden.

Don't miss out on the valuable lessons for anyone navigating the complexities of higher education digital transformation.

Until next time. 🎙️

#HigherEd #WebDevelopment #DigitalTransformation #ContentStrategy #SEO #StakeholderEngagement #ChangeManagement

In the latest episode of the Education Marketing Leader podcast, I had the pleasure of sitting down with Jonathan Fonseca, Digital Marketing Specialist at Cape Cod Community College.

Jonathan's journey from the fast-paced world of television news to finding his passion in community colleges is a testament to the power of following your true calling.

Jonathan's career took a transformative turn when he moved from reporting and editing in television news to a role in digital marketing at Cape Cod Community College.

Here, he discovered the unique impact he could make by telling authentic stories that resonate with prospective students.

At Cape Cod Community College, Jonathan is deeply committed to a student-first approach on social media, particularly on Instagram, where the focus is on sharing real, unpolished experiences that offer a genuine glimpse into campus life.

For Jonathan, the key to managing the many hats he wears—from social media to video production and digital advertising—lies in staying organized and prioritizing authenticity over perfection.

He's a strong advocate for using tools like Notion to streamline his workflow, allowing him to keep everything in-house and maintain a consistent, authentic voice across all platforms.

One of Jonathan's most powerful insights was his perspective on the evolving nature of social media in higher education marketing.

He emphasized that today's audiences crave authenticity over polished, generic content.

"If you're posting graphics on your social media, stop. People want faces; they want authenticity," Jonathan advised, highlighting the shift toward more relatable, human-centered content.

Jonathan's story is inspiring and practical for higher-ed marketers looking to make a real impact.

His journey underscores the importance of staying true to authenticity and connection, especially in a digital landscape increasingly driven by real, relatable content.

If you're eager to elevate your digital marketing efforts with these principles, don't miss this insightful episode of the Education Marketing Leader podcast.

Until next time. ✌️

#marketing #highereducation #higheredmarketing #socialmedia #communitycollege

In the latest episode of the Education Marketing Leader podcast, I spoke with Ardis Kadiu, Founder and CEO of Element451, to debunk 10 common myths about AI in higher education marketing.

Ardis Kadiu is a leading expert in AI for higher education. Element451, his AI-first student engagement platform and CRM, enhances the student journey from initial contact to graduation.

His insights are invaluable for higher education marketing professionals. Ardis addressed the following myths in during the episode:

Myth 1: AI Will Replace

Our Jobs Ardis clarified that AI augments human capabilities, handling mundane tasks and allowing marketers to focus on strategic work.

Myth 2: AI is Only for Tech Experts

AI technology is highly accessible, with English as the primary "programming language" thanks to conversational interfaces.

Myth 3: AI Tools Are Too Expensive

Many advanced AI tools are free or low-cost, providing significant value to institutions of all sizes.

Myth 4: AI Can't Understand Human Emotions

Generative AI models can recognize and respond empathetically to nuanced human emotions, enhancing student interactions.

Myth 5: AI is a One-Size-Fits-All Solution

AI tools can be customized to meet specific institutional needs, making them versatile and adaptable.

To get answers to the following five myths, you'll have to listen in.

Number 8 is a game-changer!

Myth 6: Implementing AI is Too Complex and Time-Consuming

Myth 7: AI Lacks Creativity

Myth 8: AI Poses Significant Privacy Risks

Myth 9: AI Detectors Can Always Identify AI-Generated Content

Myth 10: AI Changes Too Quickly to Keep Up

To learn more about AI in higher education marketing, connect with Ardis on LinkedIn.

https://www.linkedin.com/in/ardis/

Check out his Generation AI podcast on the Enrollify Network and follow Element451.

https://www.enrollify.org/podcasts/generation-ai-podcast

This episode is packed with practical insights and debunks many myths surrounding AI in higher education marketing.

Take advantage of this valuable discussion! Until next time. ✌️

In this episode of the Education Marketing Leader podcast, I spoke with Dan Baum, Executive Director of Strategic Communications at Anne Arundel Community College.

Dan shares his extensive experience in education marketing, the importance of building healthy and high-performing teams, and how to prepare the next generation of higher education marketing leaders.

Dan has been with Anne Arundel Community College for 13 years, bringing a wealth of experience from his background in education marketing.

Before joining AACC, Dan ran two education-focused non-profits.

He is a certified life coach and hosts the podcast "Redefine U."

Key Points Discussed:

1. Building a Healthy and High-Performing Team: Emphasizing collaboration, trust, support, and shared values within the team.
2. Cultural Fit in Recruitment: Importance of a team approach in the hiring process to ensure a good cultural fit.
3. Emotional Bonds and Farewells: Highlighting the importance of genuine connections and support within the team.
4. Evolving Leadership Styles: Transitioning from a traditional leadership approach to a more compassionate, human-centered style.
5. Encouraging Creativity: Supporting team members in pushing creative boundaries while maintaining institutional integrity.
6. Continuous Learning and Curiosity: Fostering a culture of ongoing learning and curiosity within the team.
7. Future Vision for Higher Ed Marketing: Embracing new technologies while maintaining fundamental values like relationships, integrity, and authenticity.

Notable Quotes:

• "Trust and collaboration are the cornerstones of a healthy and high-performing team."
• "A healthy team is built on open communication, shared values, and genuine support for one another."
• "Evolving as a leader means unlearning old habits and adopting a more human-centered approach."

Resources Mentioned:

• Podcast: Redefine U
• Book: Deep Work by Cal Newport
• CliftonStrengths Assessment: CliftonStrengths

Connect with Dan Baum:

• LinkedIn: Dan Baum at AACC

If you enjoyed this episode, please leave a review on your favorite podcast platform and share it with your network.

For more insights on education marketing, follow Chris Rapozo on LinkedIn.

Until next time! ✌️

My latest guest on the Education Marketing Leader told me, "I can't do anything for you," when I met her for the first time at NCMPR this March.

What she meant was she was no longer in the market.I was there as a vendor, and she, a retired higher ed marketer, was an attendee.

"You can talk with me," I responded, and that's what we did.

I recently had the pleasure of interviewing Sally Cameron, Communication Strategist at ThreeC Strategy and former VP of College Communications at Bristol Community College (31 years!).

She's also the former president of the National Council for Marketing & Public Relations (NCMPR).

Here's what you should know:

𝐌𝐞𝐧𝐭𝐨𝐫𝐬𝐡𝐢𝐩 𝐢𝐬 𝐂𝐫𝐮𝐜𝐢𝐚𝐥

Sally emphasized the importance of mentorship. Her own career was shaped by a mentor who taught her to think strategically and manage budgets. She passed on that legacy.

𝐇𝐢𝐫𝐢𝐧𝐠 𝐟𝐨𝐫 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥

Sally often hired people who might not have had the most experience but had a strong passion and desire to excel.

𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐄𝐯𝐚𝐥𝐮𝐚𝐭𝐢𝐨𝐧

She used practical tasks like creating recruitment campaigns to assess potential hires. This approach helped her understand a candidate's creativity and decision-making skills.

𝐒𝐭𝐚𝐲𝐢𝐧𝐠 𝐔𝐩𝐝𝐚𝐭𝐞𝐝

Sally was a pioneer in adopting new technologies at Bristol Community College. She introduced the college's first Facebook page and emphasized the importance of staying updated with new tools and technologies. Her boldness earned her Paragon Awards.

𝐒𝐮𝐩𝐩𝐨𝐫𝐭𝐢𝐯𝐞 𝐄𝐧𝐯𝐢𝐫𝐨𝐧𝐦𝐞𝐧𝐭

Creating a supportive environment where effort is valued over perfection is key. Sally protected her team from the consequences of mistakes and encouraged learning from experiences.

𝐀𝐝𝐯𝐢𝐜𝐞 𝐟𝐨𝐫 𝐀𝐬𝐩𝐢𝐫𝐢𝐧𝐠 𝐇𝐢𝐠𝐡𝐞𝐫 𝐄𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬:

Always be learning. Stay curious and keep up with new trends and technologies.

Know your audience.

Communicate in a way that resonates with them and fulfills their needs.

Connect with Sally:

Email: [email protected]

LinkedIn: Sally Cameron

If you enjoyed this episode, please leave a review and share your thoughts.

Your feedback helps me improve and reach more highly educated marketing professionals.

Until next time. ✌️

"A well-structured content calendar is your secret weapon in higher ed marketing."

I recently had the pleasure of hosting Rita Winthrop, a talented Freelance Copywriter and former Assistant Director of Undergraduate Admissions at Salve Regina University, on the latest episode of the Education Marketing Leader podcast.

Rita's extensive experience in higher education and content creation made her the perfect fit to discuss establishing a successful content strategy via a structured content calendar.

Rita spent 7-8 years working in admissions and marketing communications at the university.

After transitioning to College Board and Element 451, Rita ventured into freelance content creation, focusing on higher-ed tech companies, amongst others.

I hired Rita as a contractor for Hannon Hill, where her exceptional content creation skills have been a great addition to our content marketing efforts.

Key Insights from the episode:

Importance of a Content Calendar:

• Planning Ahead: Rita emphasized the need for a structured content calendar to stay relevant and track performance.
• Data-Driven Adjustments: Reviewing past data helps refine strategies and ensure content remains impactful.

Understanding Academic Seasons:

• Admissions and Enrollment: Tailoring content to key academic seasons ensures effectiveness.
• Personalized Communication: Hyper-personalized content resonates well with prospective students, especially through text messaging.

Balancing Stakeholders:

• Cross-Department Collaboration: Regular meetings and shared calendars keep all stakeholders aligned.
• Utilizing Tools: Rita recommends using tools like Google Calendar to maintain a shared content calendar.

Final Advice:

• Start Small: Begin with a few key pieces of content each month and build out gradually.
• Leverage Community: Collaborate with colleagues to share ideas and best practices.

Get in Touch with Rita:

• LinkedIn: Rita Winthrop
• Email: [email protected]

Tune in to the full episode for more insights.

If you enjoyed this episode, please leave a review and share your thoughts.

Your feedback helps me improve and reach more highly educated marketing professionals.

Until next time. ✌️