In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the need for creativity and inspiration beyond traditional higher education practices, advocating for a narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of storytelling in content creation, particularly in higher education. They explore the differences between narrative and declarative storytelling, the importance of engaging hooks, and the necessity of conflict in storytelling. Tony shares his experiences working in Saudi Arabia, emphasizing cultural sensitivity and the need for diverse representation in storytelling. The discussion concludes with practical tips for effective storytelling, encouraging content creators to focus on their audience's needs and the overarching narrative they wish to convey.

Key takeaways:

1. Higher ed changed Tony’s life—he went from construction work to leading global marketing efforts in academia.
2. Storytelling beats features—narrative and emotional engagement are more impactful than just listing facts.
3. Inspiration should come from everywhere, not just other universities—great ideas often come from outside the industry.
4. Good content has structure—start with a hook, re-hook throughout, and always know the goal behind the story.
5. Diversity and authenticity matter—Tony’s storytelling in Saudi Arabia centered real people and underrepresented voices, backed by clear content pillars.

🔗 Links & Resources:

• Connect with Tony Sheridan on LinkedIn 
• Learn more about UNVEILD: https://unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube
• Referenced in episode:
  - Trey Parker and Matt Stone from South Park on Storytelling: https://www.youtube.com/watch?v=vGUNqq3jVLg
• KAUST (King Abdullah University of Science and Technology) – where Tony works: https://www.kaust.edu.sa

In this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of quirky, offbeat campaigns that resonate with audiences and the significance of casting diverse voices to tell compelling narratives. In this conversation, John Azoni and Warren discuss the intricacies of higher education marketing, focusing on the production process, the importance of authenticity, and the creative risks involved in storytelling. They share insights from their experiences, including the challenges and rewards of filming in various settings, the recognition received for their work, and the future projects on the horizon for Make Something Beautiful. The discussion emphasizes the need for higher ed marketers to push boundaries and create content that resonates with students.

What You’ll Learn:

• Authenticity Over Advertising: Warren transitioned from advertising to filmmaking in pursuit of honest storytelling. He prioritizes real, unscripted moments and believes in showcasing people as they truly are—quirky, passionate, and genuine.
• Relationships Are Central to Storytelling: His process involves deeply connecting with subjects, often forming lasting relationships beyond the shoot. For Warren, storytelling is as much about the people behind the camera as it is those in front.
• Quirky, Theatrical Style with Substance: Blending Wes Anderson’s theatrical flair with real-life moments, Warren’s style is visually unique but always grounded in truth. He embraces creative risks to make content that surprises and delights—especially in spaces like higher ed and corporate environments.
• Student-Driven, Diversity-Rich Content Wins in Higher Ed: From casting to production, Warren focuses on individuality—highlighting students’ real lives, hobbies, and voices. His Texas A&M campaign succeeded by letting students lead the narrative, showcasing their personalities and fringe interests like cosplay and LARPing.
• Creative Freedom and Trust Lead to Impactful Work: Warren credits successful projects to trust and collaboration, especially when clients let go of traditional marketing expectations. The result? Award-winning work that resonates with audiences by breaking away from cliché higher ed visuals.

Resources & Links:

• Connect with Warren on LinkedIn: https://www.linkedin.com/in/warrencook/
• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni
• Learn more about UNVEILD: https://www.unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
  
  

Links to things they referenced:

• “Where You Belong” video: https://www.youtube.com/watch?v=2HuNiDUqCE0
• Visit Fort Worth stories - “Rambo” the photographer: https://vimeo.com/247396898?share=copy
• “Bug Girl” solo story: https://www.msb-creative.com/project/the-bugs/

In this episode, John Azoni chats with Maya Demiskevich, a higher ed CMO, marketing strategist, and social media consultant. Maya shares how she overcame imposter syndrome and fear of judgment to start posting on LinkedIn—an intentional decision that changed the trajectory of her career. Since then, she’s presented at over 10 higher ed conferences, landed podcast features (including this one!), and built a thriving community.

John and Maya dive into the mindset shift that helped her start creating, how she balances LinkedIn content with a busy life, and the power of staying curious and authentic online. They also explore Maya’s entrepreneurial ventures—from a food business to higher ed analytics—and how experimentation fuels her creativity.

Whether you’re trying to grow your LinkedIn presence or find the courage to start sharing, Maya’s story will inspire you to take the leap.

Key Takeaways:

• Start Before You’re Ready: Maya started posting on LinkedIn just two years ago by putting aside perfectionism and focusing on curiosity.
• Let Go of Imposter Syndrome: You don’t have to be the expert in everything to contribute meaningfully. Share what you know.
• Consistency Is Personal: Maya posts when inspiration strikes, proving that you don’t need a rigid schedule to grow your presence.
• Career Growth Through Visibility: From speaking at AMA to podcast invites, visibility on LinkedIn has led to real-world opportunities.
• Entrepreneurial Spirit: Maya shares how trying new things—from vegan snacks to social media analytics—has helped her stay engaged and creative.
• Balancing it All: With a full-time job, side businesses, and a family, Maya explains how collaboration with her entrepreneurial husband makes it all work.

Resources & Links:

• Check out the Social Media Calculator here: https://mycollegecrusader.com/social-media-calculator/
• Connect with Maya on LinkedIn: https://www.linkedin.com/in/mayademiskevich/
• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni
• Learn more about UNVEILD: https://www.unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

In this episode, John Azoni chats with Randolph Infinger, Senior Video Producer at Vanderbilt University, about his journey from digital marketing to video production, how Vanderbilt’s creative team is structured, and what it takes to produce videos that truly connect with audiences.

Randolph shares his love for conceptual storytelling, explains how jazz influences his editing choices, and offers insight into balancing artistic freedom with brand consistency in a large institution. From project workflows to platform-specific content strategies, this is a must-listen for higher ed marketers navigating in-house video production.

🔑 Key Takeaways:

• From Digital Marketing to Video Production: Randolph’s unexpected path into video started with a record label request for lyric videos—a spark that ignited a new creative passion.
• The Jazz Effect: Jazz music plays a key role in Randolph’s editing style, creating a unique and upbeat energy that feels both academic and approachable.
• Creative Team Structure at Vanderbilt: With a five-person visual media team inside a larger 50-person creative team, collaboration and clear role delineation keep projects flowing smoothly.
• How They Triage Projects: Video requests go through a structured process using Wrike, but not every request gets accepted. The team filters projects based on alignment with Vanderbilt’s brand and marketing goals.
• Balancing Consistency and Freedom: While brand alignment is critical, Vanderbilt empowers creators with room to explore, test new ideas, and collaborate across departments and platforms.

🔗 Links & Resources:

• Connect with Randolph Infinger on LinkedIn
• Learn more about UNVEILD: https://unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

In this episode of Higher Ed Storytelling University, host John Azoni sits down with Heather MacBain, Head of Marketing at the University of Edinburgh. Heather manages a vast network of over 300 MarCom staff across the university, spanning marketing, communications, and stakeholder engagement roles. She shares insights on how their unique structure helps keep everyone aligned in messaging, branding, and strategy.

Heather and John discuss the challenges of managing a decentralized marketing team, the importance of maintaining brand consistency, and how Edinburgh fosters a strong community of practice among its marketing professionals. They also dive into the impact of social media, the power of professional development, and how to create clear vision and autonomy within a large institution.

Key Takeaways:

• Managing a Large MarCom Team – How Edinburgh’s decentralized structure operates effectively with 300+ marketing professionals.
• The Power of Community – Building a strong internal network to share best practices and stay aligned with university goals.
• Social Media Strategy – Why marketing teams need to focus on engagement and community-building rather than just posting.
• Brand Consistency vs. Creative Autonomy – Finding the right balance between clear guidelines and allowing departments flexibility.
• Professional Development for Marketers – The importance of continuous learning and how Edinburgh supports its MarCom staff.

If you’re looking for insights on marketing leadership, brand management, and building a strong internal marketing community, this episode is for you.

Connect with John Azoni:

• LinkedIn: John Azoni
• Website: Unveild
• Newsletter: Subscribe here
  
  

Connect with Heather MacBain:

• LinkedIn: Heather MacBain
• Website: University of Edinburg

In this episode, John Azoni sits down with Kathleen Barth, Digital Product Manager at 3 Enrollment Marketing, to discuss the ever-changing landscape of paid digital advertising for higher ed institutions. Kathleen brings a wealth of experience from the entertainment industry, having worked with Netflix, Warner Brothers, and Disney, before transitioning to enrollment marketing.

They explore the differences between organic and paid marketing, the increasing costs of digital ads, and how higher ed institutions can make the most of their advertising budgets. Kathleen also shares insights on why hyper-targeting is becoming more difficult, the impact of privacy regulations on paid media, and practical strategies for running effective digital campaigns.

Key Takeaways:

• The Shift from Organic to Paid: Kathleen shares her journey from organic marketing to paid ads and the unique challenges that come with running paid campaigns.
• Why Digital Advertising Costs Keep Rising: As more brands shift budgets to digital, ad prices go up. Kathleen explains why colleges need to plan for increasing costs.
• Targeting in 2024: Platforms like Meta are limiting hyper-targeting, making broad audience strategies more important than ever.
• Lessons from Entertainment Marketing: Kathleen’s experience in Hollywood marketing offers valuable insights into storytelling and audience engagement.
• Tips for Enrollment Marketing Teams: Practical strategies for maximizing return on ad spend (ROAS) and creating ads that drive student engagement.

Connect with Kathleen Barth:

• LinkedIn: https://www.linkedin.com/in/kfbarth/
• 3 Enrollment Marketing: https://www.3enrollment.com
  
  

Connect with John:

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

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