Higher Ed Conversations

After conducting 22 AI visibility and reputation audits for colleges, GradComm uncovered an important finding: Being visible to AI doesn't guarantee your college will be recommended to prospective students.

In this episode, GradComm CEO and Higher Ed Conversations host Cheryl Broom shares the first five of 10 findings from these audits. She explores why specific program details matter more than broad marketing promises, how clearer information benefits both students and AI, and why strong SEO remains essential. The big takeaway? A college can be easy to find and still be hard to understand.

What You’ll Learn:

• Why being recognized by AI doesn't guarantee a recommendation.
•  How specific program details help colleges stand out in AI results.
• Why making information easier for students to find also helps AI understand your college.
• Why strong SEO remains foundational to AI visibility.
• How clear program pathways help students and AI connect credentials to career outcomes.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

New technology can promise greater efficiency and a better student experience, but successful implementation often depends on more than the tool itself. Mike Toguchi of Tectonic joins GradComm CEO Cheryl Broom to discuss how staffing challenges, disconnected workflows, departmental silos, and competing priorities can prevent colleges from turning technology investments into meaningful change.

Cheryl and Mike discuss explore AI and automation and the opportunities they create for higher education. Their conversation looks at what it takes to successfully implement new technology, from building staff buy-in and strengthening collaboration between marketing and IT to balancing innovation with privacy, security, governance, and cost.

What You’ll Learn:

• How leaders can build staff buy-in by focusing on people and purpose instead of platforms.
• Ways marketing and IT teams can find common ground and work toward shared goals.
• How colleges can approach AI while considering privacy, security, governance, and ROI.
• How to start small by identifying one workflow or problem worth solving.
• Why colleges should start by trying to solve the problem instead of starting with the platform.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

What happens when someone on campus says, “Don’t tell marketing”? Usually, there’s a bigger story behind that little act of brand rebellion.

In this special Quick Take episode of Higher Ed Conversations, GradComm CEO Cheryl Broom celebrates the release of her new book, Marketing Is Mission Work: How Colleges Can Build Trust, Remove Barriers, and Better Serve Students, by reading Chapter 1: “Don’t Tell Marketing.”

In this chapter, Cheryl shares stories of rogue logos, off-brand colors, and campus branding battles to explore why people go around marketing in the first place. Often, they’re looking for visibility, ownership, or a faster way to solve a problem. Cheryl explains how marketers can uncover what their campus teams really need and build the trust needed to become strategic partners from the start.

Marketing is Mission Work will be released this October. It will be available online at cherylbroom.com and at gradcomm.com/book, or you can purchase it on Amazon.

What You’ll Learn:

• Why brand consistency matters for building trust
• What requests for new logos, colors, and designs may really be telling you
• How bringing marketing in early can shift the conversation from control to strategy
• Three questions to ask before saying “no” to an off-brand request

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Disney has mastered the art of creating experiences people remember. From the moment you arrive, every detail is designed with the customer in mind.

So, what if colleges designed the student experience like Disney?

Vance Morris spent more than a decade working at Disney before taking what he learned about systems, processes, marketing, and customer experience into his own businesses and consulting work. Today, he helps organizations create extraordinary experiences that turn customers into what he calls “raving fans for life.”

In this episode, Vance joins Cheryl Broom, CEO of GradComm, to explore what those same principles could look like in higher education. They discuss how seemingly small details, from parking and campus tours to clean facilities and friendly interactions, can shape how students and families perceive an institution. They also explore the student journey, storytelling, campus culture, and how colleges can turn good intentions into action.

What You’ll Learn:

• Why attention to detail can transform a student’s first impression of your college.
• How to evaluate the student journey from the student’s point of view.
• Why starting with one improvement can be more effective than trying to fix everything at once.
• How to create memorable student experiences that people want to talk about and share. 

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

The strongest college marketing doesn’t start with a platform. It starts with understanding the people you’re trying to reach because, let’s face it, not all students scroll the same.

In this Quick Take, GradComm CEO and Higher Ed Conversations host Cheryl Broom digs into data from nearly 4,000 students and $2 million in digital media spending to uncover how age, lifestyle, and personal goals shape what messages students need to hear, where they look for information, and what can get in the way of enrollment. Using the three T’s of college marketing- target, transformation, and tactics- as a framework, Cheryl breaks down why reaching different student audiences on the right platforms is only part of the equation.

What You'll Learn:

• How younger and older students differ in the messages they need to hear and the media they use.
• Which platforms and creative approaches are performing across different age groups.
• How authentic student voices and platform-native content can drive stronger results.
• Where operational barriers can undermine even the strongest marketing campaign.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

LinkedIn has become one of the most valuable tools for professional networking and thought leadership, yet many higher education leaders are still using it like a bulletin board instead of a place to build relationships. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom talks with Greg Star, entrepreneur and founder of Driven Authentic Branding Solutions (DABS), about how college leaders can use LinkedIn to strengthen their professional connections and support the institutions they serve.

Greg shares how he used his personal LinkedIn account to grow his own company, why personal posts often outperform company updates, and how college presidents, marketing directors, faculty, and development teams can use LinkedIn to share their expertise, tell meaningful stories, and communicate the value of their work. Cheryl and Greg also discuss authenticity, AI, personal branding, and why the best LinkedIn content often comes from the stories leaders are already telling in everyday conversations.

What You’ll Learn:

• How personal storytelling can strengthen a college’s brand and community presence
• Why presidents and senior leaders should be visible on LinkedIn
• How colleges can use LinkedIn to connect with donors, employers, students, and community stakeholders
• Why authenticity matters more than polished corporate messaging
• How AI tools like Claude can support writing without replacing a leader’s voice
  
  

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

College marketing takes more than announcing the launch of a new program and hoping students will show up. In this Quick Take episode, GradComm CEO Cheryl Broom shares her strategic framework for developing successful college marketing campaigns: the Three T's of College Marketing.

Cheryl explains why effective campaigns first identify the right target audience, second build messaging around the transformation students are seeking, and third choose the tactics that will best reach them. From high school students and entry-level workers to adult learners, career changers, veterans, and first-generation college students, this episode explores how colleges can move beyond generic messaging and create marketing that speaks directly to the audiences they want to reach.

What You’ll Learn:

• Why identifying the right target audience is the foundation of effective college marketing 
• How different programs attract different types of students 
• Why transformation should be at the center of your college marketing message 
• The importance of making the student the hero of your marketing message
•  How to choose the right marketing tactics based on your audience and goals

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

For many students, community college isn't Plan A. In this episode of Higher Ed Conversations, host Cheryl Broom sits down with GradComm interns Mariana Rosas and Alexis Cabrera to discuss their unexpected paths to community college and how those decisions ultimately opened doors they never anticipated. Mariana shares why she walked away from a four-year university after orientation, eventually finding a pathway that led her to UCLA. Alexis reflects on how changing plans led him from culinary school and out-of-state universities to community college, where he discovered opportunities that helped shape his future.

 Together, they explore what these experiences reveal about how community colleges communicate their value and what institutions can do to help more students see community college as a first-choice option. From campus life and internships to high school outreach and social media, this conversation offers practical insights for higher education marketers looking to better connect with prospective students.

What You’ll Learn:

• Why community college is often viewed as a backup option. 
• How affordability and flexibility can support students' long-term goals. 
• Why showcasing campus life, internships, and student experiences matters. 
• Why colleges can't assume students are learning enough about community college opportunities in high school. 
• How storytelling and visibility can help position community college as a first-choice option.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Higher education is facing a numbers problem, but the solution isn’t just about finding more students. In this Quick Take episode, GradComm CEO Cheryl Broom explores the three major forces reshaping higher education: changing demographics, evolving student expectations, and declining public confidence. With fewer high school graduates entering the pipeline and more colleges competing for those students, institutions must rethink how they attract, engage, and support learners.

Cheryl breaks down why the “enrollment cliff” is actually a long-term demographic shift, why adult learners represent a major opportunity for colleges, and why rebuilding trust requires more than talking about affordability and degrees.

What You’ll Learn:

• Why the enrollment cliff is really a gradual demographic shift
• How adult learners are changing the higher ed landscape
• Why trust in higher education matters for enrollment success
• How colleges can rethink messaging around value and outcomes
• Why the student experience is becoming the next competitive advantage

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

In higher education marketing, everyone says they want to stand out, until it’s time to actually look different. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Aaron Edgell, Chief Marketing Officer at Alliant University for an honest conversation about branding, institutional identity, and the difficult decisions required to create meaningful differentiation in higher education.

This conversation dives into how Alliant approached transformation by focusing on mission clarity, operational sustainability, and authentic storytelling. Aaron also shares lessons from leading Alliant’s rebrand, including why he initially resisted a rebrand, how research revealed a disconnect between the institution’s identity and how it appeared publicly, and why storytelling became central to “surfacing the soul” of the university.

What You’ll Learn:

• Why higher ed institutions struggle to embrace differentiation
• How to uncover what truly makes a college unique
• The balance between innovation, legacy, and belonging
• How storytelling can close the gap between identity and perception
• Why making hard decisions is critical for long-term institutional sustainability

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.