Higher Ed Marketing is at a Crossroads

The demographic cliff is here. Competition is tougher than ever. Institutions are losing talent to the private sector.

So how do we fix it?

I sat down with Suzan Brinker, Co-Founder & CEO at VIV Higher Education and author of Pass/Fail, to unpack what institutions must do to survive the next decade.

Here’s what you need to know:

1. Integrated Growth Planning is Non-Negotiable

Most institutions operate in silos:

❌ Academic affairs picks programs in a vacuum

❌ Marketing chases inquiries without strategy

❌ Enrollment pushes deposits without knowing capacity

💡 The Fix: Break down barriers. Align teams under shared goals. Schools that do this will win.

2. Your Brand Isn’t Just a Logo—It’s Culture

Most colleges spend millions on brand redesigns.

The problem? No one actually believes in them.

✅ A strong brand must be authentic to faculty, staff, & students

✅ Consistency = Trust → If your messaging keeps changing, students & donors walk

✅ Brand is bigger than marketing → It should shape hiring, admissions, and fundraising

3. The Entrepreneurial Mindset Will Separate Winners from Losers

Higher ed moves too slow.

The schools thriving today?

👉 Northeastern University launched 10+ campuses & grew aggressively

👉 Elon University tripled undergrad enrollment over 20 years

❌ Schools that resist change? They’re in trouble.

4. Lead Where You Are

Most institutions don’t have a VP of Cross-Functional Strategy.

So be the person who steps up.

Ask better strategic questions. Push for alignment across departments. Don’t wait for permission to lead.

Listen to the full episode now!

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What’s the biggest challenge your institution is facing right now?