Filling Seats: The State of Enrollment Marketing in Higher Ed

Episode Overview

Higher Ed marketers know their audience and what they want to communicate, but translating that into a video people actually want to watch requires a completely different skill set. In this episode, Jonathan Clues is joined by Jacob Beizer to discuss common video marketing pitfalls and how to fix them.

Jacob brings a wealth of experience, having helped Harvard Kennedy School (HKS) raise brand awareness, significantly grow its YouTube presence, and launch a TikTok channel that now boasts over 95,000 followers.

Key Topics Discussed

• From Enterprise to Higher Ed: Jacob shares the valuable lessons he learned producing videos for hundreds of enterprise clients at Brafton and how those lessons apply to higher education.
• Building a Content Ecosystem: How a school's full content ecosystem (faculty, students, research, events) shapes the way prospective students see an institution long before admissions gets involved.
• The Copywriting Gap: Why copy written for a website, brochure, or campaign doesn't automatically translate to an effective on-camera script.
• Rethinking the "Generic" Interview: Why the most common higher ed video prompt ("What do you love about [school]?") yields generic answers, and how producers should rework it for better responses.
• Defining "Authentic": Exploring what authenticity actually means in video content, supported by 2025 RNL data showing that 39% of students prefer real students talking about their experience over polished dorm tours (28%).
• "Show, Don't Tell": Practical examples of how to effectively demonstrate your message rather than just stating it.
• Managing Stakeholders: How to push back when a video is being asked to hit too many messages for too many audiences, causing the core story to get lost.
• The Perfect Creative Brief: What a producer actually needs from a marketer to execute a successful video.
• When to Say No: Video is a tool, not the entire strategy. Jacob discusses how to identify when a message simply shouldn't be a video.

The "Stealth Visitor" Impact

A core takeaway from the episode is that your message might be right, but your video format can still be wrong. RNL data highlights the "stealth visitor" problem:

• 56% of students say social media matters most while they are just learning about a school, before they even fill out a form.
• 65% of students say a virtual tour made them more likely to apply.

Links & Resources

• Connect with Jacob Beizer on LinkedIn.
• For more episodes and higher ed marketing resources, visit StudentBridge.com.

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In this episode of Filling Seats, Jonathan Clues talks with Jeff Kallay, Senior Vice President at Echo Delta, about the evolution of the campus visit and why it remains one of the most important moments in the enrollment journey.

Jeff has spent nearly two decades helping colleges and universities rethink the campus visit experience. In this conversation, he explains why the visit still matters deeply, but also why many tours fail to connect with students and families in the way they should.

Jonathan and Jeff discuss how much of the college search now happens online, why students arrive on campus looking for fit and feeling rather than basic information, and why too many institutions still build visits around what leadership wants to show instead of what prospective students need to experience.

The conversation also explores the emotional side of place-based education, the importance of showing housing, food, wellness, community, and student life, and why colleges need to stop treating digital engagement and in-person experiences as separate worlds.

In this episode, you’ll hear about:

•  Why the campus visit is still a pivotal enrollment moment 
•  How digital research has changed what students need from an in-person visit 
•  Why many campus tours feel too scripted, institutional, and boring 
•  Why students want to experience lifestyle, community, housing, food, and fit 
•  How colleges can better connect online and on-campus storytelling 
•  Why authenticity matters more than showing only the “best” buildings 
•  What institutions can do now to improve the visit without a huge budget 
•  Why investing in the campus visit is still one of the smartest enrollment moves a college can make 

Listen now and explore more resources at StudentBridge.

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In this episode of Filling Seats, Jonathan Clues talks with Scott Novak, Founder and Partner at Small College Consulting, about the challenges and opportunities facing small colleges today.

Scott has worked with hundreds of small colleges throughout his career and brings a clear perspective on what makes these institutions special, where they often struggle, and why they need to think differently about enrollment marketing.

The conversation explores why small colleges cannot simply copy the playbook of larger institutions, how generic messaging creates a “sea of sameness,” and why stories about outcomes, internships, jobs, alumni networks, and real student experiences need to become more visible.

Jonathan and Scott also discuss the role of digital experience, the importance of websites and video, the pressure facing understaffed enrollment teams, and why admissions counselors deserve more investment as the front-line storytellers of the institution.

In this episode, you’ll hear about:

•  What defines a small college and how many exist in the U.S. 
•  Why small colleges face unique enrollment and perception challenges 
•  Why “small class sizes” and “family environment” are no longer enough 
•  How small colleges can better communicate value and outcomes 
•  Why schools need to stop playing by the same rules as larger institutions 
•  How digital experiences shape first impressions 
•  Why websites, video, segmentation, and personalization matter 
•  What small colleges should do differently to stand out 
•  Why admissions teams need more support, resources, and investment 

Listen now and explore more resources at StudentBridge.

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In this episode of Filling Seats, Jonathan Clues talks with Amber Fitzgerald, Director of Enrollment Visitor Services at Suffolk University, about how the campus visit has evolved from a single on-campus moment into a much broader student journey.

Amber shares how Suffolk thinks about the visit before, during, and after a student arrives on campus, and why digital engagement now plays such an important role in creating excitement, building trust, and helping students feel prepared.

The conversation explores why online and in-person experiences should not be treated as separate strategies, how student stories can create emotional connection, and why data is most powerful when it helps institutions improve the experience students are already having.

Jonathan and Amber also dig into the importance of short-form video, personalized follow-up, and making the campus experience feel visible long before a student ever steps foot on campus.

In this episode, you’ll hear about:

•  Why the campus visit is no longer just one moment on campus 
•  How Suffolk uses digital resources before and after the visit 
•  Why online and on-campus experiences need to feel connected 
•  What “story first, data second” means in student engagement 
•  Why current student voices are so powerful in visit programming 
•  How video can help students feel prepared, excited, and connected 
•  Why digital tools can deepen the in-person experience instead of replacing it 
•  What enrollment visit teams can do to improve pre-visit and post-visit engagement 

Listen now and explore more resources at StudentBridge.

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In this episode of Filling Seats, Jonathan Clues talks with Jason Simon, CEO of SimpsonScarborough, about one of the biggest forces shaping higher education marketing right now: trust.

Drawing from Jason’s recent writing on branding, public perception, and the changing college decision journey, this conversation explores why higher ed has lost the benefit of the doubt with many students and families, what that means for enrollment and marketing leaders, and why broad, generic messaging is becoming more dangerous in a market that demands clarity.

Jonathan and Jason dig into the real pressures institutions are facing, from price sensitivity and skepticism to the growing need for authentic positioning and experiences that actually match the message.

If your institution is still relying on broad claims, over-polished storytelling, or a vague sense that you just need to “tell your story better,” this episode is worth a listen.

In this episode, you’ll hear about:

•  Why higher ed is now competing for belief, not just attention 
•  How institutions lost the “benefit of the doubt” 
•  Why yield can be a fingerprint of brand strength 
•  The danger of generic messaging in a crowded market 
•  Why schools need to clearly answer why you, why now, and for whom
•  How trust breaks when alignment breaks across marketing, admissions, and campus experience 
•  What leaders can do now to rebuild credibility and improve enrollment outcomes 

Listen now and explore more resources at StudentBridge.

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Higher ed teams are producing more video content than ever, but most institutions are still treating it like a series of one-off projects.

In this episode of Filling Seats, Jonathan Clues and Gil Rogers dig into a challenge that feels increasingly familiar across enrollment and marketing teams: colleges and universities have a growing library of raw footage, finished videos, social clips, and campaign assets, but no real plan for how to connect it all into a smarter content strategy.

They talk through why video repurposing matters, where most institutions get stuck, and why authentic content does not mean low-quality content. They also explore how different types of video need to serve different purposes across the student journey, from awareness to yield.

If your institution has ever invested heavily in video only to let most of it sit unused, this conversation is worth a listen.

In this episode, you’ll hear about:

•  Why most colleges are sitting on more usable content than they realize 
•  The difference between content creation and content strategy 
•  Why “authentic” should not mean shaky, grainy, or poorly executed 
•  How video should change based on where a student is in their journey 
•  Why repurposing raw assets is more valuable than recycling finished pieces 
•  How institutions can make better use of existing footage across admissions, marketing, and advancement

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Higher education is facing one of the most challenging and transformative periods in its history.

In this episode of Filling Seats, Jonathan Clues sits down with Mallory Willsea to explore what she calls the “innovation imperative” — and why institutions must rethink how they communicate, engage, and evolve to remain relevant.

Together, they discuss how changing student expectations, shifting demographics, and increasing institutional pressure are forcing colleges and universities to adapt more quickly than ever before.

You’ll hear discussion around:

• Why innovation is no longer optional for higher ed institutions
•  Where communication strategies are falling short
•  How enrollment and marketing teams can better align
•  The role of authenticity and clarity in modern engagement
•  What institutions must do now to stay competitive

If you're thinking about how higher ed must evolve to meet today’s challenges, this conversation offers a grounded and forward-looking perspective.

Filling Seats is sponsored by StudentBridge.

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AI is rapidly reshaping how students search for, evaluate, and engage with colleges. But what does that actually mean for enrollment teams?

In this episode of Filling Seats, host Jonathan Clues is joined by Mia Charette, Vice President of Marketing at Capture Higher Ed, to unpack insights from a recent study on student engagement and artificial intelligence.

Together, they explore how AI is influencing the earliest stages of the college search, how student expectations around personalization and immediacy are evolving, and why institutions must rethink how they communicate in an AI-influenced discovery environment.

You’ll hear discussion around:

• How students are beginning their college search with AI tools
• Why traditional search behavior is shifting
• The growing tension between automation and authenticity
• What enrollment teams should rethink about digital engagement
• Where AI can help — and where human connection still matters most

If you're thinking about the future of student engagement and enrollment strategy, this episode offers practical insight grounded in new research and real-world experience.

Filling Seats is sponsored by StudentBridge.

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In a higher ed landscape where many institutions sound and look the same, standing out has never been more important — or more difficult.

In this episode of Filling Seats, host Jonathan Clues sits down with Beth Wolfe, Vice President of Enrollment at the University of Charleston, for a candid conversation about institutional differentiation and what it really takes to cut through the noise.

Beth shares how the University of Charleston is leaning into clarity, confidence, and student-centered storytelling to define a distinct identity in an increasingly crowded market. Together, they explore why so many colleges struggle with sameness, how institutional DNA should shape enrollment strategy, and why authenticity is becoming a true competitive advantage.

You’ll hear discussion around:

• Why differentiation is one of higher ed’s biggest challenges right now
• How institutions can clarify what makes them truly unique
• The risks of generic messaging and static experiences
• The role of storytelling and student outcomes in standing out
• How enrollment leaders can align brand, experience, and expectations

If you're thinking about how to define — or rediscover — what makes your institution different, this episode offers thoughtful perspective grounded in real-world enrollment leadership.

Filling Seats is sponsored by StudentBridge — helping colleges and universities create meaningful digital experiences that drive enrollment.

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Today’s students expect clarity, speed, and seamless experiences — and they’re far less tolerant of friction in the enrollment journey.

In this episode of Filling Seats, Jonathan Clues is joined by Catie Clark from Niche to explore how institutions can modernize student engagement by removing unnecessary complexity and designing more intuitive pathways from discovery to enrollment.

Together, they discuss how student expectations are evolving, why clarity and responsiveness are becoming competitive advantages, and where institutions unintentionally introduce friction — from slow follow-up to overly complex application steps.

The conversation also explores the role of personalization, the balance between AI and authenticity, and why immersive storytelling and student-driven content are becoming essential for helping prospective students build confidence in their decisions.

If you're thinking about how to simplify the student journey while strengthening connection and trust, this episode offers practical insight grounded in real-world experience.

Filling Seats is sponsored by StudentBridge — helping colleges and universities create meaningful digital experiences that drive enrollment.

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