In this solo episode, John Azoni breaks down the pros and cons of hiring an in-house videographer versus outsourcing video production. As the founder of UNVEILD, a video production company, you might expect him to push for outsourcing—but his perspective is refreshingly balanced.

John emphasizes that the key factor in making this decision is having a clear video content strategy in place first. Without a distribution plan that dictates what types of videos your institution actually needs, hiring in any direction is a waste of budget.

Key Takeaways:

• Pros of In-House Videographers:
  • Agility: Immediate access to video talent for quick-turn projects.
  • Familiarity: A deeper understanding of your institution’s brand and culture.
  • Flexibility: Ability to capture more B-roll and on-the-fly content without additional costs.
  • Better Communication & Collaboration: Direct, real-time interactions with other departments.
  • Ideation: A good videographer can shape creative concepts internally.
• Cons of In-House Videographers:
  • Misalignment: Without a clear content strategy, they become short-order cooks fulfilling random department requests.
  • Skill Gaps: Not every in-house videographer has experience in high-end production or strategic storytelling.
  • Equipment & Training Costs: Maintaining cutting-edge gear and keeping skills sharp requires ongoing investment.
  • Lack of Scalability: One videographer may not be enough for high-demand periods.
• When to Outsource:
  • When you need high-end, polished storytelling for large campaigns.
  • When your team lacks the expertise or bandwidth for a specific type of video.
  • When you need consistent, scalable production over time.
  • When an external perspective can help craft fresh, compelling narratives.

John’s ultimate advice? Start with strategy, then decide who is best equipped to execute it. If you’re just firing off random video requests, you’re burning budget inefficiently—whether in-house or outsourced.

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Matt Hames, a digital strategist at 3 Enrollment Marketing, where he specializes in helping higher ed institutions optimize their digital presence. Matt is passionate about how prospective students engage with organic digital content, and he leads digital labs at 3E, guiding schools on how to use platforms like YouTube more effectively.

In this episode, Matt breaks down YouTube strategies for higher ed marketers. From answering key enrollment questions to leveraging YouTube Shorts, he shares actionable insights on how colleges and universities can stop treating YouTube as a dumping ground and start using it as a powerful recruitment tool.

Key Takeaways:

• Your .edu is Not Your Only Website: Prospective students see your social media pages, YouTube, and even Google search results as sources of information—treat them as part of your digital presence.
• Answer Real Questions on YouTube: Use the "People Also Ask" section in Google to identify common queries and create videos addressing those topics.
• Leverage YouTube Shorts for Discovery: Short-form content is a great way to provide quick, informative answers that appear in search and suggested videos.
• Thumbnails Are the Subject Line of Your Videos: A compelling thumbnail increases click-through rates—don't leave it blank or generic.
• Optimize Every Upload: Use clear filenames, keyword-rich titles, detailed descriptions, and multiple playlists to maximize discoverability.
• Invite People to Subscribe: The simplest strategy for growing your YouTube audience? Ask students, alumni, and prospects to subscribe at every opportunity.

Connect with Matt:

• LinkedIn 
• 3 Enrollment Marketing
• The Institute for Higher Education - June 16-19, 2025 at Beaver Creek, Colorado

Connect with John:

• LinkedIn
• Website
• Newsletter

In this lighthearted solo episode, John Azoni takes a humorous dive into common clichés in higher ed video marketing. From the overuse of drone shots to awkward diversity montages, John shares "wrong answers only" tips to spark conversation and reflection on how to elevate video storytelling. Drawing from personal experiences and industry anecdotes, he highlights the balance between creativity, practicality, and avoiding overplayed trends.

John also shares hilarious contributions from LinkedIn commenters, adding a community-driven twist to the discussion. Whether you're a higher ed marketer or just love good video banter, this episode is sure to entertain and inspire!

Key Takeaways:

• Skip the Drone Opener: Sure, drone shots look great, but starting every video with a campus flyover is predictable. Try something creative instead—anything that makes your story stand out.
• Say Goodbye to Dramatic Symphony Music: Adding emotional orchestral music won’t save a boring story. Explore fresh, unique soundtracks that better reflect your institution’s personality.
• Hooks Over Introductions: Instead of starting with “Hi, my name is…,” dive right into the story to capture your audience’s attention from the first second.
• Slow Motion Isn’t Always the Answer: Slow motion can be impactful, but only if it’s used intentionally—no more slow-typing scenes, please.
• Avoid Forced Diversity: Showcase genuine, organic moments of inclusion. Forced, overly staged diversity shots can come across as inauthentic.
• Move Past the “We Are” Montage: The “We are [insert school name]” ending is overdone and adds little value. Find more creative ways to leave a lasting impression.
• Your Logo Doesn’t Hook People: Leading with your logo is a mistake. Start with something that draws your audience in, then reveal the branding.
• Meaningful Taglines Over Played-Out Phrases: Let’s retire taglines like “Your Story Starts Here” and focus on messaging that truly resonates.

Bonus: Listener Contributions from LinkedIn
John shares community-generated “wrong answers only” tips, like:

• Always show students walking awkwardly while holding books they could’ve put in a backpack.
• Highlight “diverse” groups of people who are clearly strangers standing in a semicircle.
• Use vague taglines like, “Dream Big. Start Here.” It’s totally not a cliché.
• And the classic: “Students in a dark lab with a glowing beaker—it’s science!”

Connect with John:

• LinkedIn
• Website
• Newsletter

My guest today is Laura Azoni, LMSW, a trauma and resiliency specialist with over 15 years of experience in trauma-informed care. Laura has worked extensively with survivors of mass violence, specializing in creating recovery strategies and empowering individuals to share their stories in a way that respects their dignity and well-being.

In this episode, Laura shares insights on how higher ed marketers can approach storytelling with sensitivity, particularly when working with individuals who have experienced significant challenges. She discusses the importance of honoring consent, creating a safe and empowering environment for storytellers, and balancing institutional goals with ethical storytelling practices.

Key Takeaways:

• The Art of “Both/And”: Learn to balance the dual goals of meeting marketing objectives while respecting and protecting the individuals sharing personal stories.
• Storytelling Ethics: Avoid harm by honoring consent throughout the entire process, empowering subjects, and setting clear expectations.
• Creating Safe Spaces: Simple actions, such as allowing participants to choose their environment or validating their concerns, can build trust and comfort during interviews.
• When to Pivot: Recognize the signs that someone may not be ready to share their story and prioritize their well-being over campaign needs.
• The Ripple Effects of Healing: Trauma recovery is complex, but storytelling can amplify the ripple effects of healing when handled with care.

Resources Mentioned:

• The Body Keeps the Score by Bessel van der Kolk, MD
• The Anxious Generation by John Duffy, PhD
• Bruce Perry's The Boy Who Was Raised as a Dog

Donate to Sanctuary Services for trauma recovery scholarships: sanctuaryservices.org/donate

Connect with Laura:

• LinkedIn: https://www.linkedin.com/in/lauraazoni/
• Website: https://www.sanctuaryservices.org/
• Instagram: https://www.instagram.com/lauraatsanctuaryservices/
• Facebook: https://facebook.com/sanctservices/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign.

Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out in higher ed marketing.

Key Takeaways:

• The Power of Storytelling: Leading with human-centered narratives is more impactful than focusing solely on course attributes. “Who cares, and why should they care?” is the guiding question for Michelle’s team.
• Video-First Strategy: UL adopts a cinematic approach for brand campaigns while leveraging lo-fi, student-led content for platforms like TikTok, ensuring authenticity and relatability.
• Collaborative Marketing Models: A small, centralized team with a decentralized structure can excel by fostering collaboration and respecting expertise across departments.
• Student-Led Content Creation: UL's innovative approach to empowering students on TikTok and Instagram leads to engaging, fun, and peer-to-peer content that resonates with younger audiences.
• The Magic of Christmas Campaigns: UL’s heartfelt holiday video proved that storytelling can boost internal morale and inspire pride while showcasing institutional values.
• Metrics That Matter: Reach and engagement drive UL’s brand awareness campaigns, with comments offering valuable insights into audience sentiment and resonance.

Featured Campaigns:

1. Stay Curious Postgraduate Campaign – A campaign featuring inspiring stories like Alison Sweeney’s journey from music teacher to senior music therapist.
2. Research Series – Showcasing UL researchers’ work under four pillars: smarter, inclusive, healthier, and sustainable societies.
3. Student-Led Social Media Content – Fun, authentic TikTok and Instagram videos created by UL’s student social media officers.
4. Christmas Video 2023 – A heartwarming story celebrating childhood dreams and UL’s role in making them a reality.

Resources mentioned:

• Alumna’s Alison Sweeney’s story of music therapy
• Student content creator program on TikTok 
• Research storytelling video
• Christmas video
  
  

Connect with Michelle:

• LinkedIn: https://www.linkedin.com/in/michelle-mc-mahon-6893475/
• X (formerly Twitter): https://x.com/mcmahonmichelle

Connect with UL:

• Instagram: https://www.instagram.com/universityoflimerick/
• TikTok: https://www.tiktok.com/@universityoflimerick
  
  

Connect with Host John Azoni:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Amy West, Associate Vice President for Marketing and Brand Strategy at Bowling Green State University. With over 25 years at BGSU, Amy has led her team to national recognition through innovative, data-driven marketing and a collaborative, “social-first” approach.

In this episode, Amy shares insights into how she built a high-performing marketing team that is both passionate and innovative. She discusses her approach to building a “social-first” strategy, the importance of storytelling that resonates with prospective students and parents, and how BGSU’s success on social media has supported increased enrollment and retention rates.

Key Takeaways:

• Shifting to a “social-first” strategy has been crucial for BGSU’s growth, with an expanded social media team and content tailored for each platform.
• Data-driven decisions guide content, with tools like Sprout Social helping track performance and prioritize high-impact storytelling.
• Successful campaigns, including influencer-led “Speed Tours” and creative video series like “Selling BGSU,” appeal to both students and parents, amplifying engagement and campus visits.
• Building a collaborative, creative team culture is a priority, with a balance of generalists and specialists who support each other’s strengths.
• Content that resonates with students’ lives beyond academics, such as research impacts on daily life, helps BGSU demonstrate the value of higher education.
• Embracing bold and innovative content strategies, such as partnering with TikTok influencers, has set BGSU apart from competitors and earned national recognition.
• With BGSU’s enrollment up by 23% and retention rates at a record high, Amy shares actionable strategies for marketing teams aiming to increase engagement and drive student interest.

Connect with Amy:

• LinkedIn: https://www.linkedin.com/in/amy-west-7291042a/
• Email: [email protected]

Connect with BGSU:

• Instagram: https://www.instagram.com/officialbgsu/
• TikTok: https://www.tiktok.com/@officialbgsu
• YouTube: https://www.youtube.com/channel/UC06mUpFwhpETnNi0fQjSMfQ
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions.

Key Takeaways:

• Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formats
• AI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platforms
• Creating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharing
• SEO should be considered before, during, and after content creation - not just as an afterthought
• Zero-click content on social media can build brand awareness even without driving traffic to your website
• Higher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignment
• Podcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent scheduling
• Google Search Console and Looker Data Studio can provide valuable analytics insights without expensive tools

SEO Strategies Discussed:

• Focus on problem-solving and question-answering in content
• Update titles and content based on performance data
• Target featured snippets for voice search and AI results
• Consider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for information

Resources mentioned:
Buy the book here: https://brianwpiper.com/product/epic-content-marketing-for-higher-education/

Connect with Brian:

• Website: https://brianwpiper.com/
• LinkedIn: https://www.linkedin.com/in/brianwpiper/
• Author: "Epic Content Marketing for Higher Education"

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College."

In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content preferences, and effective approaches for colleges to connect with this generation.

Key Takeaways:

• Gen Z's skepticism of higher education stems from informed consumerism and a desire for worthwhile investments of time and money
• Short-form, personalized, and authentic content tends to resonate most with Gen Z audiences
• Content should showcase real student experiences and impact rather than focusing solely on institutional achievements
• Episodic content and "day in the life" videos can effectively engage prospective students
• Colleges should create content that bridges multiple audience segments, including current students, prospective students, and alumni
• High-production commercials may resonate more with alumni than prospective students
• User-generated and authentic "man on the street" style content can be highly effective for connecting with Gen Z

Resources mentioned:

• The Campus of Tomorrow (article)- https://ologie.com/full-circle/2021/08/the-campus-of-tomorrow/
• Dr. Meghan’s book: “Generation Z Goes to College” - https://amzn.to/4eoOCrG

Connect With Meghan:

• Website: https://www.meghanmgrace.com/
• LinkedIn: https://www.linkedin.com/in/meghanmgrace/
• Instagram: https://www.instagram.com/meghanmgrace
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing.

In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception.

Key Takeaways:

• The importance of aligning brand perception with mission and values
• Three common branding blunders: brand dilution, brand undervaluation, and brand exaggeration
• The value of conducting perception surveys to understand brand alignment
• The need for authenticity and honesty in marketing to Gen Z and Gen Alpha

Topics Discussed:

• Alana's background and experience with community colleges
• The Community College Promise Framework
• The brand pyramid concept for effective branding
• Challenges in community college marketing compared to four-year universities
• Examples of successful community college branding

Resources mentioned:

• “How to Fix Branding Blunders: Perception's Effect on Community College Success” - https://www.linkedin.com/pulse/how-fix-branding-blunders-perceptions-effect-college-success-alana-hp87c/?trackingId=M%2F2SX8PVQDuLEdKrX0KnFQ%3D%3D

Connect With Alana:

• Website: https://mltsucceed.com
• LinkedIn: https://www.linkedin.com/in/alanavillemez/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder.

In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs.

Key Takeaways:

• Personal experiences shape our approach to storytelling and marketing in higher education
• The importance of understanding and addressing the diverse needs of students, including caregivers
• The power of language and framing in shaping narratives and perceptions
• The potential of AI in higher education marketing and student support

Topics Discussed:

• Maria's background in theater, French, and international studies
• Challenges faced as a student and single parent pursuing graduate education
• The importance of time and support for caregivers in higher education
• Approaches to storytelling that respect individual experiences and avoid assumptions
• The concept of universal design in student support services
• The use of AI in higher education marketing and student support

Strategies and Examples Discussed:

• Asking students what's important to them when telling their stories
• Using AI for qualitative analysis of interview transcripts
• Exploring different storytelling constructs beyond the hero's journey
• The potential of custom GPTs for brand-aligned content creation

Connect With Maria:

• LinkedIn: https://www.linkedin.com/in/mariakuntz/
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter