Higher Ed Pulse

In this episode recorded live at NACAC, Mallory sits down with Troy Singer, Digital Marketing Specialist at Ring Digital and co-host of the Higher Ed Marketer Podcast. As they wrap up their time at the NACAC conference, the conversation dives into Troy’s personal use of artificial intelligence (AI) for enhancing his happiness, confidence, and daily effectiveness. The discussion focuses on how AI can be integrated into both professional and personal life to improve productivity and streamline tasks.

Key Takeaways:

• AI can enhance personal happiness and confidence by helping manage daily tasks and communications more effectively.
• Tools like Perplexity, ChatGPT, and Firefly’s Notetaker can simplify tasks, from meal planning to managing emails and meetings.
• Custom GPTs are easy to create and can be highly effective for personal productivity, such as automating responses or managing to-do lists.
• Troy’s AI-powered personal assistant project aims to integrate Outlook, Salesforce, and ChatGPT to monitor emails, prioritize tasks, and streamline communication.
• AI helps professionals not only be more productive at work but also find balance and joy in their personal lives.

Troy is a strong advocate for using AI to boost both personal happiness and productivity. He explains that AI helps him manage daily tasks more efficiently, boosting his confidence in managing his professional and personal life. He highlights how, in the past, people were encouraged to figure things out independently before asking for help, but with AI, individuals can now ask for assistance in navigating scenarios more effectively.

Troy uses AI tools like Perplexity for quick and real-time answers, ChatGPT for customized responses, and Firefly’s Notetaker to help him stay present during meetings. For him, these tools act as digital mentors that help streamline his work and enhance his personal life, making him a more effective and confident individual.

Troy mentions that he regularly uses about 10 AI platforms, but his top three are:

1. Perplexity – A smarter alternative to Google, providing real-time, in-depth information. Troy uses it to handle 80% of his queries, getting up-to-date, detailed answers faster than traditional search engines.
2. ChatGPT – Troy has created several custom GPTs, which act as personal assistants in various tasks. He uses them for writing notes, crafting professional responses, and enhancing communication.
3. Firefly’s Notetaker – This tool helps Troy stay present during meetings by automatically taking notes and integrating them into Salesforce. It also generates reports tailored to his team and superior’s preferences.

These tools help Troy streamline his workflow, allowing him to focus on more critical tasks and maintain a high level of productivity.

Troy is working on building an AI-powered personal assistant to help manage his professional life more effectively. His project will integrate Outlook, Salesforce, and ChatGPT to monitor emails, suggest responses, and prioritize tasks in real time. The goal is to create a system that will scan incoming emails, run them through ChatGPT for suggested responses, and prioritize them based on importance. The assistant will also use platforms like Power Automate and Microsoft’s To Do to automate and track tasks.

Troy’s vision is to build a personalized assistant similar to Iron Man’s “Jarvis,” but he plans to name it after a female figure. He aims to complete the project within a few weeks and hopes to share his progress with others once it’s finished.

Troy emphasizes that AI doesn’t just improve his professional life but also enhances his personal happiness and effectiveness. He uses AI for everyday tasks like finding recipes based on available ingredients, making travel plans, and improving his overall life management. The confidence and efficiency he gains from AI positively affect his relationships and personal well-being, allowing him to enjoy life more fully.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this bonus episode of The Higher Ed Pulse recorded live at HighEdWeb 2024, Mallory Willsea sits down with Melanie Lindahl, Senior UX/Web Designer, Developer, and Project Manager at the University of Texas at Austin School of Law. Together, they dive into Melanie’s career journey, the challenges of working in male-dominated spaces, and the importance of advocating for oneself in the workplace. They also reflect on the significance of creating inclusive environments, particularly within the higher education web community.

Key Takeaways

• Multi-faceted career paths: Embrace diverse roles that align with your strengths, whether in design, development, or leadership.
• Navigating male-dominated spaces: Acknowledge and address microaggressions, and understand the importance of standing up for oneself.
• Advocacy and empowerment: Women need to advocate for themselves in professional settings and find supportive communities, even when it feels intimidating.
• Importance of words and communication: The language used in the workplace, especially in male-dominated spaces, can reveal underlying biases and impact perceptions.
• Inclusive communities: Spaces like the Hi Ed Web community offer supportive environments for individuals navigating tech and web development in higher ed.

How did Melanie Lindahl’s multifaceted career develop?
Melanie’s career in web development, UX, and project management evolved naturally from her artistic background and meticulous personality. Her journey highlights the importance of balancing creativity and leadership skills. She speaks passionately about her love for organization, which drew her toward project management, and how coding matched her detail-oriented nature. As a result, her career encompasses a wide range of responsibilities, including web design, development, and leadership roles.

What challenges has she faced as a woman in tech?
As the only woman on both her direct team and the broader IT team, Melanie has had to navigate a male-dominated space. While her team is supportive, she recognizes that working without female camaraderie brings its own challenges. Throughout her career, she’s encountered microaggressions—subtle and often unintentional behaviors or remarks that undermine women's authority. For example, she has observed male colleagues using dismissive language to describe female leaders. These experiences highlight the systemic issues that persist in workplace cultures, especially around gender dynamics.

What advice does Melanie have for women entering similar spaces?
For young women starting their careers, Melanie emphasizes the importance of self-advocacy. Drawing from her own experiences, she encourages women to stand up for themselves, even when it feels uncomfortable or risky. She also recommends reading “The Feminist Fight Club,” a book that provides practical strategies for handling workplace challenges. While standing up to microaggressions can be intimidating, Melanie stresses that women must be their own advocates, as they are often their best and only champions in these situations.

Are there support systems available for women in male-dominated fields?
Melanie acknowledges the complexities of creating formal women’s support groups, especially within institutions bound by Title IX regulations. While it is important to have spaces where women can share experiences, the obligation to report sensitive issues can make these spaces feel less safe. Nevertheless, Melanie expresses her desire to foster community among women in her department and is hopeful about finding ways to support female colleagues in the future.

What makes the HEW community special?
Melanie highlights the inclusivity and supportiveness of the HEW community, soon to be rebranded as the Digital Collegium. She describes it as a place where she feels heard, safe, and valued, encouraging others to join this space as they enter the higher education web development field. This sense of belonging contrasts with her experiences in male-dominated teams, emphasizing the importance of finding professional networks that champion inclusion and empathy.

In closing, Melanie and Mallory reflect on the value of conferences like HEW for creating space to discuss critical topics such as gender dynamics in the workplace. Melanie’s insights serve as a powerful reminder of the importance of inclusive communities and the need for ongoing conversations around advocacy and empowerment.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Seth and Mallory explore the rising consumer confidence crisis in higher education. As more students and families question the value of a traditional college degree, higher ed institutions are faced with the challenge of proving their worth in an evolving marketplace. 

Key Takeaways:

• The consumer confidence crisis in higher ed is growing, with fewer Americans believing in the value of a college degree.
• Marketers must focus on program-level success stories to combat negative perceptions of the overall industry.
• ROI transparency is critical: colleges should openly share post-graduation employment stats and wage outcomes to attract value-conscious students.
• Micro-credentials and alternative pathways are rising in demand, but many institutions question their financial sustainability.
• Brand matters more than ever in higher ed, with some institutions able to rise above the industry-wide confidence crisis.
• Growth in the future will likely be more "surgical," requiring a focus on high-performing programs rather than an institution-wide approach.

Register for the AI Engage Summit

Georgetown University’s Center on Education and the Workforce 

UPCEA Report: 10 Schools With Alternative Credentials

2020 Strada Poll

US News - Is College Worth It?

Google Trends - Is College Worth It?

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this bonus episode of Higher Ed Pulse live from NACAC, Mallory Willsea sits down with Adanna Smith, University Counselor at Wayne State University, to discuss pivotal legislative initiatives in Michigan aimed at increasing student access to education. They explore bills that address testing mandates, FAFSA requirements, and support for middle schoolers, all designed to break down barriers and enhance student opportunities in the state.

Key Takeaways

• House Bills 4810 and 4811: These bills aim to eliminate mandatory SAT scores on transcripts and the essay portion, aligning Michigan with test-optional trends.
• Universal FAFSA requirement: The push for a statewide FAFSA mandate could unlock opportunities for scholarships and financial aid, especially for first-generation students.
• Supporting middle school access: A new initiative targets career exploration and skills development for middle schoolers, helping to meet Michigan’s 60 by 30 goal.

What are Michigan’s House Bills 4810 and 4811?
Adanna shares that these bills focus on eliminating the requirement for the Michigan Merit Exam (SAT) score to be posted on high school transcripts. Many schools are now test-optional, and this mandate may inadvertently hinder students from gaining admission or receiving scholarships. By removing the SAT score requirement, students have more flexibility in their applications. Additionally, the bills would eliminate the essay portion of the SAT, which many institutions no longer require for admission, and the WorkKeys component, which has lost relevance in today’s job market.

How will a universal FAFSA bill impact Michigan students?
Adanna highlights the importance of a universal FAFSA bill currently being considered in Michigan. This legislation would require all students to complete the FAFSA as part of their application process. The completion of FAFSA is a critical step for students, particularly first-generation and lower-income families, in accessing scholarships and financial aid. Adanna emphasizes that many students are unaware of the aid opportunities available to them, and this bill would help ensure that they don’t miss out on critical funding. Furthermore, it aligns with Michigan's broader goal to increase the number of adults with a college degree or trade certificate by 2030.

What is the importance of middle school initiatives in education access?
Adanna discusses her involvement in the development of a new committee within MACAC aimed at supporting middle school counselors. The goal is to expose middle school students to various career paths and the skills necessary to succeed in those professions. This early intervention plays a key role in helping Michigan meet its ambitious goal of having 60% of working-age adults equipped with a college degree or trade certification by 2030. By reaching students earlier, the initiative aims to create equitable access to education and career opportunities.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Recorded live at NACAC in Los Angeles, this episode features Allison Lanier, Director of Client Engagement, discussing how AI is transforming brand building and content creation for institutions with lean resources. Allison shares insights on using AI tools like ChatGPT to support brand consistency, improve digital experiences, and optimize program pages. The conversation highlights AI's role in alleviating pressure on small teams and enhancing collaboration between marketing and admissions.

• AI Helps Lean Teams Scale Efforts: AI can streamline content creation, helping small teams focus on strategic tasks and reduce time spent on manual processes.
• AI Supports Brand Building: By inputting established brand voice and tone into AI tools, institutions can generate consistent, on-brand content for websites, program pages, and digital marketing efforts.
• Start with Playfulness: Don’t fear AI—start experimenting with it as a research and ideation tool before fully integrating it into your workflow.

How can AI enhance brand building for small institutions?
Allison explains how AI tools like ChatGPT are a game changer for institutions with limited resources. Many schools struggle with branding and digital content creation because they don’t have the capacity to invest in a full-time marketing team. By using AI, institutions can input their brand’s voice, tone, and vocabulary to generate consistent content for program pages, websites, and other digital touchpoints. This not only helps maintain a strong brand presence but also enables teams to work faster and more effectively.

What impact can AI have on higher education marketing?
One of the most powerful use cases of AI is in content ideation, particularly for program pages, which Allison calls the “sales pages” of an institution. With AI, teams can generate outlines and keyword suggestions that fit their institution's voice, helping them create more compelling content faster. While AI should never fully replace human input, it’s an invaluable tool for overcoming “blank page syndrome” and accelerating the research and drafting process.

What advice does Allison offer for hesitant users?
For those hesitant to embrace AI, Allison recommends starting small—use it as a research tool or experiment with simple, non-work-related tasks, like creating a shopping list. The key is to familiarize yourself with the technology in a playful and stress-free way, so you can become comfortable with its capabilities and start incorporating it into your workflow more effectively.

Allison also highlights the importance of marketing and admissions teams working collaboratively, especially when using AI to streamline efforts. Building a strong partnership between these teams can ensure more cohesive messaging and better student engagement across digital platforms.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this special episode recorded live at NACAC, we chat with Derek Faasse, Director of Undergraduate Admissions at Capital University, about the evolving pathways to leadership in higher education. As a presenter and planning committee member for next year's NACAC conference in Columbus, Derek shares insights on how aspiring leaders can navigate their careers, the challenges facing admissions professionals today, and the opportunities that come with leadership in higher education.

• Pathways to Leadership Vary: There are many different routes to leadership, whether through staying at the same institution or relocating across the country to find new opportunities.
• Leadership in Higher Ed Faces Unique Challenges: Enrollment cliffs, the Supreme Court’s decisions, and industry changes are driving many admissions professionals to explore roles outside of higher ed.
• Mentorship and Lifelong Learning Matter: Seeking mentorship from both inside and outside of your institution, and committing to continuous learning, are key to progressing into leadership roles.

What leadership pathways exist in higher education admissions?
Derek Faasse's presentation at NACAC focuses on the many ways admissions professionals can step into leadership roles. From those who move across the country for new opportunities to others who work their way up at their alma mater, there is no one-size-fits-all approach to career growth in higher education. In fact, Fossey noted that director positions in admissions are on the rise, but there’s a gap in leadership readiness that aspiring directors must be prepared to fill.

Why are there so many open director positions in higher education admissions?
Derek attributes the increase in job openings to several factors, including the ongoing brain drain in higher education. Many professionals are leaving for roles in the ed-tech space or outside the sector altogether due to the pressures of enrollment declines and legislative changes. This shift, however, creates opportunities for rising professionals to step into leadership roles, offering a chance to reshape the field.

How can aspiring leaders prepare for the next step in their careers?
Faasse emphasizes the importance of mentorship and continuous learning. Aspiring leaders need to actively seek out guidance from current directors and industry professionals, including those on the vendor side of higher ed. It's also essential to cultivate skills and confidence along the way. According to Derek, aspiring leaders should embrace a mindset of lifelong learning, consistency, and growth to move ahead in their careers.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Future of Student Search Pulse Check Series is sponsored by Carnegie. 

When talking about the future of Student Search, you can’t go a day without talking about the impact of technology and AI. In this episode, Trent Gilbert, VP of Student Search Solutions at Carnegie, and Paul LeBlanc, Former President of Southern New Hampshire University, discuss how technology can be used to amplify and improve human connections and the impact of AI on the workforce. They discuss the ethical considerations of AI and the importance of using it in ways that align with human values. 

Key takeaways include:

• The use of technology to amplify and improve human relationships, rather than replace them.
• How AI has the potential to radically change the workforce.
• Ethical considerations that are crucial in the development and use of AI.
• How AI is changing the landscape of Student Search.

Links:

• “Applying AI to Rebuild Middle Class Jobs,” by David Autor on nber.org
• Technological revolutions and techno-economic paradigms by Carlota Perez on jstor.com
• Paul’s Book Broken: How Our Social Systems are Failing Us and How We Can Fix Them https://www.amazon.com/Broken-Social-Systems-Failing-Them/dp/1637741766

Guest Name: Paul LeBlanc, Former President, Southern New Hampshire University

Guest Bio: Paul LeBlanc spent two-decades as president of Southern New Hampshire University and helped transform the struggling private residential institution of 2,500 students into the largest higher education provider in the United States, renowned for its excellence in online education. LeBlanc, who retired from his post at SNHU this past June, is now the co-founder of Human Systems, a company working to reimagine learning for the age of AI.

Guest Social: https://www.linkedin.com/in/paul-j-leblanc-6a17749/

Pulse Check Host: 
Trent Gilbert - VP of Student Search Solutions at Carnegie
https://www.linkedin.com/in/trentgilbert/
Having served as Vice President for Enrollment at three different institutions, Trent Gilbert understands the challenges and pressures modern-day enrollment managers face at both the undergraduate and graduate levels. In addition to serving as a former VPEM, Trent also co-founded and served as an industry leader of Render Experiences, which put him at the table of enrollment strategy conversations at over 250 institutions. As the VP of Student Search Solutions at Carnegie, Trent is uniquely positioned to work with clients and create tailored solutions that creatively engage students while keeping the experience of human connection at the forefront of the process.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of The Higher Ed Pulse, the podcast goes live at the conference with Nathan Monk, co-founder of Prospectus Plus. Nathan discusses the evolution and future of the traditional university view book, touching on how institutions can better personalize and digitize their marketing materials. His insights offer a fresh perspective on how digital innovation can transform the student recruitment process and enhance the student experience.

Key Takeaways:

• The future of the view book is digital, enabling personalized and instantaneous communication.
• PDFs and printed materials are limited in scale, personalization, and accessibility.
• Digital view book allow institutions to tailor content to individual students, enhancing engagement and conversion rates.
• Integration with CRM systems can help create a more seamless, personalized experience throughout the entire recruitment process.
• Print is not dead, but digital avenues are essential for meeting modern student expectations.

What’s changing in the world of view book?
Nathan Monk, co-founder of Prospectus Plus, explains how traditional printed view book are becoming less effective in today’s digital-first world. While physical materials have their appeal, especially in terms of visual quality and tactile experience, they fall short in scalability, personalization, and flexibility. Nathan points out that printing is expensive and not easily individualized for students with specific interests, which is where digital tools step in.

What does the future of the view book look like?
The future of the view book, according to Nathan, is something closer to a personalized, pre-application companion for students. Digital view book offer a seamless, individualized experience for students, focusing only on the content that matters to them. For example, instead of showing students information on every program, universities can customize the content based on a student’s specific interests, making the view book more relevant and engaging.
Nathan also emphasizes the importance of accessibility and user experience, two areas where PDFs often fall short. Most students view content on mobile devices, where traditional PDFs are clunky and hard to navigate. Digital view book, by contrast, are responsive and can adapt to any screen size, providing a much better experience.

How can universities personalize the student experience using digital view book?
Prospectus Plus takes personalization to the next level by integrating with university CRM systems. This integration allows for ongoing personalization of the student journey. Nathan explains that Prospectus Plus collects relevant information about students upfront and shares it with the CRM to ensure that future communications are personalized, timely, and relevant. This personalized content helps universities engage students at key points in their journey, potentially increasing conversion rates and improving their overall experience.

What role does print still play in marketing materials?
While Nathan advocates for a primarily digital future, he acknowledges that print still has its place. Printed materials can be powerful tools for certain audiences, but universities must rethink how they use print. He advises focusing on personalized, instant communication when possible, and reserving print for specific strategic purposes.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this insightful episode, live from the HighEdWeb 2024 conference, Mallory sat down with Jessica Pontarelli, Assistant Director of Communications at Brown University. Jessica shares her expertise on how universities can navigate the challenges of communicating civic engagement in a polarized landscape. With a focus on the power of storytelling, hope, and positive messaging, Jessica offers actionable advice for higher ed professionals tackling these issues on their campuses.

Key Takeaways:

• Polarization often leads to personalization of ideologies, making disagreements feel like personal attacks.
• Universities should prioritize telling positive stories, even amidst challenging times, to create a balanced narrative.
• Leveraging the "power of hope" can help communicators connect with their audience during difficult conversations.
• Civic engagement on college campuses is increasing, and institutions must find ways to foster unity while respecting diverse viewpoints.

What is polarization, and why is it important for colleges to address it?
Jessica explains that polarization occurs when people move towards extreme ideological positions, often leading to a breakdown in dialogue and connections across differences. This issue is especially prevalent in today's higher education landscape, where campuses are often the epicenters of civic engagement and protests. For universities, addressing polarization is essential because it impacts campus unity and the overall student experience. Jessica highlights that while each campus has unique dynamics, the broader trend of heightened civic engagement presents challenges that require thoughtful communication strategies.

How can universities communicate effectively in a polarized landscape?
Jessica emphasizes the importance of storytelling, particularly focusing on positive narratives. She mentions the "good news effect" and constructive journalism as tools that can help balance the difficult issues universities must address. While it's crucial to acknowledge the hard realities, communicators should also highlight the good happening on campus. This can help foster a sense of connection and hope among students, faculty, and the broader community. By telling stories of success, progress, and community impact, universities can create a more constructive dialogue, even in divisive times.

What advice does Jessica offer for communicators navigating polarization?
Jessica’s key piece of advice is to "yield to the power of hope." She believes that, despite the challenges of polarization, people fundamentally want to see others succeed and do well. As a communicator, it's essential to tap into that shared desire for positive outcomes by continuing to tell hopeful and constructive stories. Additionally, Jessica stresses the importance of building connections through stories that encourage action and engagement, rather than merely focusing on the negative aspects of societal or campus issues.

Why should higher education professionals attend the HighEdWeb conference?
As a regular attendee, Jessica praises the HighEdWeb conference for its collaborative and supportive environment. She values the wide range of topics covered, which provide valuable insights that attendees can take back to their campuses. The conference offers something for everyone, from communicators to web professionals, and fosters a sense of community among those working in higher ed.To dive deeper into how colleges can communicate civic engagement in a polarized world, listen to the full episode featuring Jessica Pontarelli. Her insights into storytelling and the power of hope are invaluable for higher education professionals.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Back live from HighEdWeb 2024, Mallory interviews Margaret Hair, Director of Marketing and Communications at the School of Social Welfare, University of Kansas. Margaret shares invaluable insights into how to conduct effective interviews for marketing stories. From setting clear goals to crafting compelling questions, Margaret provides a step-by-step guide to ensure your interviews yield authentic and engaging content. This conversation is packed with practical tips that any higher ed marketer can use to improve their storytelling techniques.

Key Takeaways

• Always conduct a real interview, avoiding email-based Q&A to capture authentic responses.
• Pre-interview preparation is key—gather background info and share expectations to make the interviewee comfortable.
• Focus on open-ended questions and follow-ups to unlock deeper, more specific answers.
• Repurpose interview content across different platforms, from social media to web copy, for maximum impact.

Setting Clear Goals and Defining Your Audience
When planning a marketing story, your first step should always be to define your goals. Margaret explains that each interview should aim to achieve one primary outcome. Whether it's answering prospective students’ questions, highlighting a faculty member’s research, or offering a fresh perspective on a relevant issue, being clear about your goal ensures that your interview stays focused. This approach helps you shape the interview questions and the direction of the conversation.
Furthermore, understanding your audience is crucial. Are you speaking to prospective students, current students, or perhaps peer institutions? The audience will determine the tone of the story and the types of questions you ask. For example, a spotlight on faculty will have a different approach than one designed for prospective students. By aligning your goals with your audience’s needs, you can create more targeted and meaningful content.

Conducting a Genuine Interview
Margaret’s first piece of advice is deceptively simple: always conduct a live interview. While it may be tempting to email a list of questions, this approach often yields stiff, over-rehearsed responses that lack the authenticity of a real conversation. Conducting an interview via Zoom, phone, or in person allows for a more organic exchange. You'll be able to capture anecdotes, natural pauses, and other nuances that can make your story richer and more engaging.
Email responses often come in overly polished, making it difficult to cut down or edit. Additionally, the back-and-forth of a real interview gives you the opportunity to ask follow-up questions, probe deeper into interesting points, and ensure you're getting the most out of your subject. As Margaret notes, a genuine interview helps you develop better content and ensures that your story resonates with your audience.

Pre-Interview Prep: Setting the Stage for Success
A successful interview begins before the first question is even asked. Margaret suggests gathering background information such as names, pronouns, job titles, and other essential details ahead of time. This helps the interviewee feel comfortable and ensures accuracy in your story. Sharing a rough idea of the questions you plan to ask also gives the interviewee time to think about their answers, making the actual interview process smoother and more productive.
It's also important to manage expectations. Let your interviewee know how long the interview will take, how it will be used, and whether it will be recorded. This clarity reduces anxiety and builds trust. For student interviews, Margaret advises asking for information like their major, year in school, and hometown, which helps ease them into the conversation.

Crafting and Ranking Your Questions
One of the most critical aspects of a successful interview is asking the right questions. Margaret recommends writing your questions in advance and ranking them to ensure you hit all the key points. Start with some easy, yes-or-no questions to get the interviewee comfortable, then move on to open-ended questions that encourage deeper answers.
Questions that focus on the "how" and "why" of the person’s experience will yield richer content. For example, asking a student, “What made you realize this major was the right choice for you?” encourages them to share personal stories and insights. Always be ready to follow up on answers that seem intriguing or require clarification. Simple prompts like “Tell me more about that” or “I’m so curious about…” can help you uncover more interesting details.

Repurposing Interview Content Across Channels
One of the best ways to maximize the value of your interviews is to repurpose the content across different platforms. Whether you’re turning it into a blog post, social media snippet, or video short, interviews provide versatile material. Margaret emphasizes the importance of pre-reporting in this process. For example, if a student interview touches on their study abroad experience, that segment could be repurposed for your institution’s study abroad marketing.
By thinking ahead and asking questions that can be used in multiple contexts, you can ensure that each interview has long-lasting value. The insights you gather can be transformed into copy for emails, web pages, or even future campaigns, allowing your content to work harder for you.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

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