Today we're taking a wide angled look at the state of higher education marketing, an industry under increasing pressure to drive enrollment, prove impact, and adapt to rapidly changing student expectations, all while navigating complex institutional realities. From how prospective students discover and evaluate schools, to how institutions balance brand, performance, and long-term growth, higher ed marketing is evolving fast, and marketing teams are being asked to deliver greater impact amid evolving expectations and constraints. To unpack what's really changing, what's working, and where institutions need to evolve next, I'm joined by two leaders with deeply connected, but distinct perspectives. From the client side, we're excited to welcome Dave Gladson, Associate Vice President of Marketing at Point Loma Nazarene University. Dave has been leading PLNU's marketing evolution firsthand, balancing internal priorities, enrollment goals, and the shift toward more measurable digital-first strategies. And joining us from Red Door Interactive is Mallory Collins, director of Brand Strategy and Creative. Mallory has partnered with higher education institutions across the country to help them navigate enrollment pressure, evolving student behavior, and the challenge of aligning performance marketing with long-term brand building. She's also the former business manager on the PLNU account, giving both her category wide perspective and firsthand institutional experience. Together we'll explore what's shifting in higher ed marketing, what institutions are getting right, and where real opportunity lies ahead.