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Inside the mind of a strategic communicator: PR and marketing | Lisa Schmidtke
Our special guest is Lisa Schmidtke. With 25 years of leadership experience in PR and marketing, Lisa brings a wealth of knowledge to our discussion on marketing higher education.
Topics discussed
00:00 Taste of the episode
02:33 Introduction to Lisa Schmidtke
05:18 Lisa’s journey to PR and marketing
06:32 Impact of journalism background on PR Career
09:19 Differences between PR and marketing
12:26 What can PR and marketing professionals learn from each other?
14:11 Arizona State University’s success in marketing
18:17 Cronkite Agency and student lab models
24:35 What makes a successful strategic communicator?
29:22 Communicating the value of a degree in higher education marketing
33:00 Ethics and integrity in strategic communications
34:17 Crisis communication and anticipating risks
35:12 Tools in PR and marketing
38:13 Uniqueness of paid social, SEM and SEO
42:04 Analytics and attribution
45:18 Personalization: pitfalls and best practices
48:34 Choosing the right platforms and formats
49:30 Audience segmentation
52:25 Buyer personas
54:02 Future of strategic communications with AI
58:45 Word association game
01:00:25 The importance of building the right team and final thoughts
About DreamApply
Founded in 2011 in Estonia, DreamApply is an innovation-driven EdTech organization improving access to education around the globe. DreamApply's application management software helps more than 300 educational institutions across 40 countries to improve admissions, marketing, scholarship management and other internal processes.
DreamApply’s easy-to-use and customizable software increases student enrollment by 30% and reduces application processing time by 40%. With features designed with and for educational institutions, and integrations with commonly used systems, DreamApply empowers teams to get more done with less effort.
Book a free consultation to start optimizing your student enrollment.
About Lisa Schmidtke
Lisa brings more than 25 years of strategic marketing and communications leadership in the health and technology space.
Most recently, she was General Manager of a global marketing agency, serving clients that included medical devices companies, insurance providers (Medicare, Medicaid and commercial), medical and nursing schools, start-up tech companies and economic development organizations.
Before that, she was regional marketing director for one of the largest healthcare systems in the U.S. Her extensive experience and passion help propel clients to greater success.
With 25 years of leadership experience and as the former Director of Cronkite Agency at Arizona State University - Walter Cronkite School of Journalism and Mass Communication, Lisa brings a wealth of knowledge to our discussion on marketing higher education.
#studentrecruitment #enrollment #admissions #online #educational #software #EdTech #universityadmissions #university #campus #management #technology #DreamApply #highered #marketing #universitymarketing #PR #ArizonaStateUniversity
View all episodes
By DreamApplyOur special guest is Lisa Schmidtke. With 25 years of leadership experience in PR and marketing, Lisa brings a wealth of knowledge to our discussion on marketing higher education.
Topics discussed
00:00 Taste of the episode
02:33 Introduction to Lisa Schmidtke
05:18 Lisa’s journey to PR and marketing
06:32 Impact of journalism background on PR Career
09:19 Differences between PR and marketing
12:26 What can PR and marketing professionals learn from each other?
14:11 Arizona State University’s success in marketing
18:17 Cronkite Agency and student lab models
24:35 What makes a successful strategic communicator?
29:22 Communicating the value of a degree in higher education marketing
33:00 Ethics and integrity in strategic communications
34:17 Crisis communication and anticipating risks
35:12 Tools in PR and marketing
38:13 Uniqueness of paid social, SEM and SEO
42:04 Analytics and attribution
45:18 Personalization: pitfalls and best practices
48:34 Choosing the right platforms and formats
49:30 Audience segmentation
52:25 Buyer personas
54:02 Future of strategic communications with AI
58:45 Word association game
01:00:25 The importance of building the right team and final thoughts
About DreamApply
Founded in 2011 in Estonia, DreamApply is an innovation-driven EdTech organization improving access to education around the globe. DreamApply's application management software helps more than 300 educational institutions across 40 countries to improve admissions, marketing, scholarship management and other internal processes.
DreamApply’s easy-to-use and customizable software increases student enrollment by 30% and reduces application processing time by 40%. With features designed with and for educational institutions, and integrations with commonly used systems, DreamApply empowers teams to get more done with less effort.
Book a free consultation to start optimizing your student enrollment.
About Lisa Schmidtke
Lisa brings more than 25 years of strategic marketing and communications leadership in the health and technology space.
Most recently, she was General Manager of a global marketing agency, serving clients that included medical devices companies, insurance providers (Medicare, Medicaid and commercial), medical and nursing schools, start-up tech companies and economic development organizations.
Before that, she was regional marketing director for one of the largest healthcare systems in the U.S. Her extensive experience and passion help propel clients to greater success.
With 25 years of leadership experience and as the former Director of Cronkite Agency at Arizona State University - Walter Cronkite School of Journalism and Mass Communication, Lisa brings a wealth of knowledge to our discussion on marketing higher education.
#studentrecruitment #enrollment #admissions #online #educational #software #EdTech #universityadmissions #university #campus #management #technology #DreamApply #highered #marketing #universitymarketing #PR #ArizonaStateUniversity