In this episode of The Higher Pulse, host Mallory Willsea sits down with Thom Chesney, President of Southwestern College in Santa Fe, during the HighEdWeb Conference. They discuss the critical role of the institution's website in shaping student engagement, how small teams can maximize their impact, and the importance of embracing AI in marketing and operations. Thom also shares insights from his career as a college president and how Southwestern College is refining its digital presence to meet the needs of today's graduate students.

Key Takeaways

• Southwestern College's website serves as the digital front door, crucial for engaging prospective students, alumni, and donors, especially as 80% of its students now study remotely.
• Video and storytelling are key components in attracting graduate students, particularly through platforms like YouTube, which outperforms other channels like Instagram for their target demographic.
• AI tools, such as ChatGPT, are being experimented with for content creation and SEO, with a focus on enhancing team efficiency, especially for smaller marketing teams.

Why Is a College President Attending the Hyatt Web Conference?
Thom Chesney explains why he is attending the Hyatt Web Conference as one of the few college presidents present. He emphasizes that a college’s website is its primary storytelling tool. At Southwestern College, this digital front door is where students, donors, and alumni first connect with the institution. Thom is looking for innovative ways to improve their web presence, as the last major update occurred before COVID. With a focus on outcomes and the student experience, Southwestern College is planning a web redesign to better showcase their transformational, student-centered programs.

How Does Southwestern College Use Its Website to Attract Students?
As a graduate-only institution, Southwestern College attracts adult learners, many of whom are rethinking or shifting their careers. Thom highlights that prospective students visit the website to understand how long their programs will take, the career opportunities available post-graduation, and to hear directly from current students and faculty. Southwestern focuses heavily on experiential learning and student outcomes, so incorporating video testimonials and real-world stories into their web presence is essential. Moving forward, they are refining their web content strategy to better align with where students are—like YouTube—while also ensuring their small team can maximize impact by focusing on the most effective platforms.

How Is AI Being Integrated into the College's Marketing?
When asked about AI’s role in Southwestern College’s operations, Thom explains that while they're still in the experimental stage, the potential is clear. Tools like ChatGPT are being used to draft content and help their team, which includes graduate assistants and interns, streamline workflows. This experimentation with AI also extends to analyzing current web content, identifying emerging themes, and improving SEO performance. Although Southwestern is cautious about fully replacing human interaction with AI, Thom sees its potential in enhancing efficiency, particularly for smaller marketing teams that need to do more with less.

Ready for More?
If you want to learn more about how Southwestern College is redefining its web presence and how AI is shaping higher ed marketing, listen to the full episode of The Pulse. Stay tuned for more insights into how college leaders like Thom Chesney are leveraging digital strategies to attract the right students. Catch up with the latest The Pulse episodes and explore cutting-edge trends in higher education marketing.

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Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
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