In this episode, Shiro Hattori speaks with Melanie Linder, VP of Marketing Communications at the University of North Dakota, about the significant growth in enrollment and the strategic marketing initiatives that have contributed to this success.

They discuss the importance of centralized marketing, leadership support, campus renewal, and effective storytelling in engaging prospective students. Melanie emphasizes that a logo is not a marketing campaign and shares insights on how to measure and communicate marketing success effectively.

Takeaways

• The University of North Dakota has seen a 25% increase in enrollment due to strategic marketing efforts.
• Centralized marketing allows for consistent branding and effective long-term planning.
• Leadership support is crucial for successful marketing initiatives.
• Campus renewal and investment in facilities enhance recruitment efforts.
• Storytelling through visual media is key to engaging prospective students.
• A logo should not be confused with a brand; branding is about core values.
• Data-driven marketing strategies help in measuring success and making informed decisions.
• Community engagement is essential for student retention and success.
• A/B testing is vital for optimizing marketing campaigns.
• Simplicity in communication of data is important for executive buy-in.