Back in the 1980s, higher education institutions discovered a new way to reach student households at a fraction of the cost of television ads: name buys. Since then, name buys have morphed into a multi-million dollar industry, with colleges and universities across the country investing in the practice. 

But are name buys really the best we can do? In this episode of the Hashtag Higher Ed Podcast, Jens Larson, Director of Student Communications at Eastern Washington University, shares his legal, ethical, and ROI concerns about list buying and identifies alternative marketing tactics he has used to build a more sustainable prospective student pipeline.

Ep28. Is List Buying the Best We Can Do? - Jens Larson - Eastern Washington University

Education

Training

Language Courses

Higher Education

K-12

Educational Technology

Host Kevin Tyler welcomes Eddie Francis, principal and brand consultant with Edify Ventures, to discuss the importance of employer branding in higher education. Colleges and universities must focus on talent attraction, talent experience and talent retention while emphasizing the role of leadership in creating a positive workplace culture and the impact of psychological safety on employee satisfaction.

Want High Student Satisfaction? Well, Who's Going to Deliver It? - Eddie Francis

Host Kevin Tyler interviews branding expert Allen Adamson to discuss the importance of focusing on a clear and distinct mission, rather than diluting the institutional identity with multiple conflicting messages.

In a Word-of-Mouth Business, No One Shares Average - Allen Adamson

Kevin Tyler welcomes Catherine Friday, Ernst & Young Oceania’s managing partner for government and health sciences, as they delve into EY’s global findings of student dissatisfaction and how universities must deliver on the value proposition to remain competitive.

No One Asks What Students Actually Want - Catherine Friday

Higher Voltage’s Kevin Tyler welcomes Jenny Li Fowler, MIT's director of social media strategy and recently published author, to discuss her book, “Organic Social Media: How to Build Flourishing Online Communities.” Fowler emphasizes the importance of elevating the role of social media managers and treating social media as a sophisticated industry.

It’s Time to Treat Social Media as an Adult - Jenny Li Fowler

In the first episode of 2024, host Kevin Tyler sits down with Bennie F. Johnson, the CEO of the American Marketing Association (AMA). As a self-proclaimed "marketing kid," Bennie understands the vulnerability of the marketing industry, especially in higher education. During the discussion, Kevin and Bennie address common misconceptions and emphasize the crucial role of expertise in the field.

Ep28. Is List Buying the Best We Can Do? - Jens Larson - Eastern Washington University

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