In this episode, Ross Simmonds, CEO of Foundation Marketing and Distribution.ai, unpacks why Reddit has become one of the most influential platforms in the student decision-making process—shaping search rankings, AI responses, and campus reputation in ways most institutions aren’t tracking. He explains how universities can strategically participate without sounding promotional, how to build karma and credibility, and why owning your subreddit is now essential brand hygiene. Ross shares practical steps for teams of any size to start distributing content effectively, encourages leveraging student-generated stories, and highlights how repurposing existing assets can drive massive impact. He also discusses his book, Create Once, Distribute Forever, and offers low-lift strategies to help higher ed marketers turn Reddit from a risk into an unmatched opportunity.

Links:

Ross’ book: Create Once, Distribute Forever
Ross’ companies: Foundation Marketing and Distribution.ai

Key takeaways:

1. Reddit now shapes both search results and AI-generated answers used in the college search.
2. Universities must own and actively manage their subreddits to influence student perception.
3. Zero-click storytelling outperforms link-dropping and builds trust on Reddit.
4. Studying subreddit culture and tailoring content to it prevents bans and boosts engagement.
5. Consistency—15 minutes a day of authentic activity—compounds into real visibility and impact.

In this conversation, Erin Fields, the marketing director at Ology, discusses her journey in higher education marketing, emphasizing the importance of authentic content and understanding student needs. She shares insights on leveraging LinkedIn for thought leadership, the role of Reddit in gathering student feedback, and effective strategies for email marketing and blog content. Erin highlights the significance of spotlighting real student stories to build trust and relatability, and encourages higher ed professionals to embrace experimentation in their content creation efforts.

Key takeaways:

1. Authentic, human-sounding conversations should lead higher ed marketing.
2. Student needs and real questions must drive all content decisions.
3. Platforms like LinkedIn and Reddit are essential for understanding student sentiment.
4. Content should prioritize clarity, simplicity, and genuine value.
5. Building helpful, student-centered resources strengthens brand trust over time.

In this engaging conversation, Dr. Dérecco Lynch shares his insights on transforming higher education through innovative marketing strategies, storytelling, and building brand affinity. He emphasizes the importance of engaging students and stakeholders by simplifying messaging and creating a culture of collaboration. Drawing parallels with Apple's approach to product launches, Dr. Lynch discusses the need for higher education institutions to adapt to market changes and actively engage with their communities. He also highlights the significance of celebrating wins to foster a positive organizational culture and motivate staff.

Student stories landing page referenced in episode: https://www.uc.edu/news/articles/2023/11/beyond-the-classroom-with-5-real-uc-students-around-the-country.html

DéRecco's Linkedin post about the Apple Keynote: https://shorturl.at/AyYrY

Key takeaways:

1. Story-driven messaging helps higher-ed institutions communicate real impact.
2. Simple, clear pillars make institutional visions easier to align around.
3. Activations and experiences are more effective than emails or PDFs for spreading vision.
4. Building brand affinity early leads to stronger long-term loyalty and advocacy.
5. Higher ed must innovate and adapt to stay competitive in a shifting market.

In this episode, John Azoni interviews Cory Glover, a Marketing Cloud Manager at the University of Michigan Dearborn, about reducing friction in email campaigns. They discuss the importance of personalization, the challenges of managing email communications, and the impact of strategic changes in messaging. Cory shares insights on improving student engagement through dynamic content and storytelling, emphasizing the need for clear, actionable communication. The conversation also touches on the role of technology in enhancing the student experience and the significance of creating a seamless journey for prospective students. They also review slides from a presentation that demonstrate the effectiveness of visual changes, such as adding icons, in improving email readability.

To view the presentation slides referenced in this episode click here.

Takeaways:

1. Personalization in email campaigns can significantly enhance student engagement.
2. Dynamic content and storytelling are effective in reducing friction in communication.
3. Clear, actionable communication is crucial for improving student experience.
4. Strategic changes in messaging can lead to increased application and deposit rates.
5. Technology plays a vital role in enhancing the student journey.

Chris Rapozo shares his journey from Germany to the United States, discussing his experiences as an international student and the cultural challenges he faced. He emphasizes the importance of addressing the emotional needs of international students and the role of content in supporting their retention. The conversation also touches on the significance of personal connections and the impact of life decisions.

Key takeaways:

1. Invest in yourself for a 100% return.
2. Repurpose long-form content into short-form videos.
3. Address the fear of looking stupid in new environments.
4. Loneliness is a big deal for people moving to a new country.
5. Life decisions often lead to unexpected and rewarding outcomes.

In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn as a powerful networking and marketing tool, and on her viral “Don’t Tell Marketing” series, which underscores the risks of inconsistent branding. Throughout, she emphasizes the need for effective communication and collaboration between marketing and admissions departments to improve student engagement and enrollment processes.

Key Takeaways:

• Perseverance from surfing – Since age 12, Cheryl has learned patience and resilience through surfing, lessons she carries into her professional life.
• LinkedIn as a growth engine – She views LinkedIn as essential for brand building, networking, and driving opportunities in higher education.
• Brand consistency matters – Her “Don’t Tell Marketing” series highlights how off-brand colors, DIY logos, or rogue flyers can damage institutional credibility.
• RFP frustrations – Many higher ed RFPs already have a pre-selected partner, wasting valuable time and resources for other vendors.
• The student journey is like dating – Colleges must follow up with urgency and personalization; ignoring inquiries is the equivalent of “ghosting” a potential student.

In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enhance content quality and reach.

Key Takeaways:

• ​​Colleges often struggle with a scattered approach to video content.
• Intentional content creation is crucial for meeting institutional goals.
• Filming for posterity can lead to wasted resources.
• Short form video is essential for engagement on social media.
• Transforming events into engaging content can maximize impact.

In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation.

Key Takeaways:

1. AI accelerates video production workflows — Tools like ChatGPT streamline scripting, storyboarding, and editing by extracting insights from transcripts and organizing raw content efficiently.
2. Transcripts + AI = Actionable Insights — Transcribed client calls and interviews are used to generate creative briefs, map messaging pillars, and identify the strongest story arcs.
3. Custom GPTs enhance brand consistency — For recurring clients, tailored GPTs help maintain messaging tone and speed up ideation by “remembering” previous projects and goals.
4. Voice cloning and generative visuals save time — AI voiceovers (via 11 Labs) and tools like Google VO or Photoshop’s Generative Fill reduce production delays and increase flexibility without compromising quality.
5. Experimenting with AI leads to real production breakthroughs — From rethinking episode formats to saving damaged audio, testing AI tools has resulted in both creative and practical wins.

In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape.

The AI tools that were referenced in the episode are these:

🔧 1. ChatGPT Teams

Used by both your team and Seth’s for research, scriptwriting, and creative ideation.
 🔗 https://openai.com/chatgpt/teams

🧠 2. Whispr Flow

Used by Seth for voice-to-text input directly into any field (especially ChatGPT).
 🔗 https://wisprflow.ai/

🎥 3. Loom (with AI SOP feature)

Used to record processes and auto-generate standard operating procedures from video.
 🔗 https://www.loom.com

📞 4. Fathom

Used to record, transcribe, and summarize meetings, generating notes and follow-up actions.
 🔗 https://fathom.video

🎙 5. ElevenLabs

Used to clone voiceover artists for scratch tracks and real VO in marketing videos.
 🔗 https://www.elevenlabs.io

🎬 6. Opus Clip

Used for cutting up video content (e.g., podcast clips) into short-form, AI-generated social videos.
 🔗 https://www.opus.pro

🖼 7. Adobe Generative Fill (Photoshop)

Used to extend image backgrounds, clean up photos, and add visual elements using AI.
 🔗 https://www.adobe.com/products/photoshop/generative-fill.html

🎞 8. Google Veo

Used for abstract generative video, particularly when reenactments or B-roll are unavailable.
 🔗 https://deepmind.google/technologies/veo

🖥 9. Canva Magic Design (AI-powered slides)

Used by you to turn strategy outlines into full AI-generated presentation slides.
 🔗 https://www.canva.com/magic-design/

🔑 Key Takeaways

1. AI is a powerful assistant, not a replacement
    It should be used as a “subcontractor” to support human creativity—helping with research, ideation, and repetitive tasks while keeping decision-making and taste in human hands.
2. Adoption starts with leadership and culture
    Leaders must actively encourage exploration, experimentation, and knowledge-sharing to create a culture where AI tools are embraced and integrated into workflows.
3. Understanding AI’s limits is as important as leveraging its strengths
    Knowing where AI fails is crucial for using it responsibly and effectively. Organizations should focus on learning both the capabilities and shortcomings of the tools they use.
4. AI unlocks efficiency, not just productivity
    From speeding up casting, scripting, and reporting to automating standard operating procedures, AI reduces friction—freeing teams to focus on high-value creative work.

In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors and drive contributions. The discussion emphasizes the need for fundraisers to be open about challenges and to use data and stories effectively to engage their audience.

🎯 Key Takeaways from the Episode:

1. Don’t be afraid to tell real, messy stories. Authentic narratives—especially ones that reveal challenges—create stronger emotional connections with donors.
2. Cross-department collaboration enhances storytelling. Fundraising, marketing, and alumni teams should align efforts to maximize storytelling impact and avoid working in silos.
3. Connect donors to people, not just statistics. Specific, human-centered stories resonate more deeply than generic data or institutional updates.
4. Make the donor feel their impact is tangible. Whether through a scholarship, mentorship, or general fund support, donors want to know exactly who and how they’re helping.