The Application with Allison Turcio

It’s no secret that parents play a significant role in which schools prospective students end up choosing — but just how much of a factor are they really?. Our guest, Dave Becker, CEO and co-founder of CampusESP, breaks down how parent engagement directly influences application rates and yield. We’ll also explore eye-opening research on this connection, plus how AI and other tech tools are transforming the way schools communicate with families.

Join us as we discuss:

• [2:15] The changing role of parents in college decisions
• [11:09] How to leverage AI in parent engagement
• [14:41] A jaw-dropping stat on parent communication and enrollment

Check out these resources we mentioned during the podcast:

• CampusESP blog - case studies, research, best practices, and more

To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “The Application with Allison Turcio” in your favorite podcast player.

Guest Name: Dave Becker, CEO, CampusESP

Guest Social: https://www.linkedin.com/in/dbecker43/

Guest Bio: Dave Becker is the CEO and co-founder of CampusESP, which provides parent and family engagement platforms to 450+ major universities and supports communication to 13 million parents. Dave has over 25 years of EdTech experience and was formerly the SVP of Product at Ellucian, utilized across 1,200 global colleges and universities. His focus on family engagement recently moved from a work to a personal interest — his twins are currently first-year college students.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Silos between enrollment, admissions, and marketing often prevent innovative strategies from taking shape. How can higher ed keep up with change when their institutional structures are so fragmented? 

In this episode, Allison speaks with Katy Campbell, Chief Client Officer, and Sarah Mullins, Marketing Strategist, at VisionPoint Marketing about the biggest roadblocks facing enrollment marketers today. They discuss the real reason innovation stalls (hint: it’s not just budget constraints), how institutions can foster collaboration across departments, and why AI should be seen as an opportunity rather than a threat.

Tune in for insights that will help you navigate internal barriers, streamline marketing efforts, and create a more effective strategy for student enrollment and engagement.

Join us as we discuss: 

• [4:21] Roadblocks  preventing enrollment marketers from innovating
• [12:18] How AI tools can help marketers navigate higher ed silos
• [18:48] Making faster campaign decisions in real-time

Check out these resources we mentioned during the podcast:

• Google Gemini
• Claude
• Goblin Tools
• Perplexity

To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “The Application with Allison Turcio” in your favorite podcast player.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How can higher education enrollment marketers collect student data in a way that builds trust and drives engagement? Progressive profiling — the practice of gathering information over time rather than all at once — might be the answer.

In this episode, James Cox, Salesforce Administrator, and Kelsey Smith, Marketing Cloud Administrator, at Purdue University’s Mitch Daniels School of Business, share how their team has transformed the way they collect and use student data. They discuss the importance of clean data, dynamic personalization in marketing automation, and how institutions can move beyond clunky RFI forms.

If you want to optimize your student outreach without overwhelming prospects, this episode is for you.

Join us as we discuss: 

• [2:37] The long-term benefits of progressive profiling for potential students
• [12:35] How Purdue is leveraging their data for dynamic content
• [17:55] Navigating the fine line between personalization and invasiveness 

To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for “The Application with Allison Turcio” in your favorite podcast player.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Allison sits down with Dr. Joe Sallustio, Vice President of Industry Engagement at Ellucian, host of The EdUp Experience Podcast, and co-author of Commencement: The Beginning of a New Era in Higher Education. Joe shares his insights from interviewing hundreds of higher ed leaders and discusses how enrollment marketers can drive institutional success by embracing differentiation, leveraging creativity, and using AI to strengthen human connections. Together, they explore the challenges and opportunities in the ever-changing higher ed landscape.

Key “How Tos” You’ll Hear in This Episode:

• Differentiate Your Institution: Why focusing on what your school does best—and knowing what not to do—is key to standing out.
• Leverage Enrollment Teams: Use insights from front-line enrollment and admissions professionals to shape strategy and improve outcomes.
• Adapt to Modern Learning: Explore innovations like 90-credit bachelor's programs and competency-based education to meet evolving student needs.
• Make the Case for Marketing Investment: How to convince institutional leaders to treat marketing as an investment, not an expense.

Balance AI with Creativity: Use AI to improve efficiency, but lean on human creativity to make meaningful, empathetic student connections.

Guest Name: Dr. Joe Sallustio, host, The EdUp Podcast

Guest Social: https://www.linkedin.com/in/joesallustio/

Guest Bio: Dr. Joe Sallustio stands out as a leading expert and influential voice in the world of higher education. His unique blend of experience across operations, finance, and academics positions him as a rare breed of executive with leadership acumen in diverse functional areas. Across his impressive 20+ year career, Joe has led teams in every critical aspect of university operation, from non-profit institutions to for-profit colleges. This comprehensive understanding makes him invaluable for scaling and operating businesses and institutions effectively in the 21st century. Currently, Joe is the Vice President of Industry Engagement for the industry-leading educational technology company, Ellucian.  Additionally, he co-founded and hosts "The EdUp Experience Podcast," America's leading platform for higher education insights, featuring interviews with prominent global leaders. His influence and expertise further extend to his role as a sought-after keynote speaker, moderator, and facilitator. Joe is also the co-author of the best-selling book "Commencement: The Beginning of a New Era in Higher Education," a trusted resource guiding thousands of staff and faculty worldwide.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Allison dives into the launch of Purdue Brand Studio, a bold and innovative initiative at Purdue University that’s redefining higher education marketing. Guests Bailey Leffler, Director of Brand, and Katie Ellis, Senior Director of Marketing Strategy, share the strategies, successes, and lessons learned behind their groundbreaking campaigns and their approach to storytelling that sets Purdue apart in the crowded higher ed landscape.

From leveraging bold campaigns like the In Our STEM Era activation to engaging Gen Alpha through peer-to-peer ambassador programs, this conversation explores how Purdue is rewriting the playbook for enrollment marketing and brand strategy.

Guest Names: 
Kate Ellis, Senior Director of Marketing Strategy, Purdue Brand Studio
Bailey Leffler, Director of Brand, Purdue Brand Studio

Guest Socials: 
https://www.linkedin.com/in/baileyleffler/
https://www.linkedin.com/in/katiewellis/

Guest Bios: 
Bailey Leffler, a results-driven marketing professional, leverages her MBA to power strategic decision-making and elevate brands to new heights. With an undergraduate degree from Purdue University as her foundation. Bailey is dedicated to amplifying and authentically representing a brand’s values and strengths on a global scale. At Purdue, Bailey leads a dynamic team in crafting compelling narratives that align with the university’s vision and goals, collaborating with key stakeholders to create campaigns that showcase Purdue’s institutional excellence. An ambitious and passionate marketing leader, Bailey works to unite and inspire team members to aim higher and deliver exceptional results.

Katie Ellis is a seasoned marketer with a diverse background spanning from tech startups to Fortune 500 companies. Fueled by an MBA-driven strategic mindset, Katie excels in directing marketing strategy at Purdue University and has spearheaded brand initiatives across various industries throughout her career. With a talent for crafting campaigns rooted in insights and delivering tangible ROI, Katie thrives on driving innovative initiatives that engage audiences and elevate brand reputation. Her career reflects a commitment to strategic excellence, where she leverages data-driven insights to create compelling narratives that resonate with diverse audiences, fostering lasting connections between brands and their customers.

Key “How-Tos” You’ll Learn in This Episode

1. Embrace Boldness in Higher Ed Marketing
   • Learn why stepping away from the status quo is essential for standing out and how Purdue draws inspiration from consumer brands to craft audacious campaigns.
2. Foster an In-House Agency Mindset
   • Discover how Purdue Brand Studio operates as a one-stop shop to produce campaigns that are uniquely and authentically Purdue, ensuring consistency and depth in storytelling.
3. Engage Prospective Students Through Storytelling
   • Understand Purdue’s approach to creating authentic, relatable content, including how their ambassador program amplifies peer-to-peer storytelling.
4. Use Metrics to Improve Campaigns
   • Explore how Purdue measures everything from web traffic and ad recall to earned media impressions, turning data into actionable insights for constant improvement.
5. Focus on Strategic Prioritization
   • Learn how to identify where to invest your resources for maximum impact and why it’s crucial to protect team bandwidth for meaningful work.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to AI for Yield Season, a special mini-series of The Application! Each episode is short (less than 10 minutes!) and packed with actionable insights to help enrollment professionals use AI effectively during one of the busiest times of the year.

This episode dives into the key metrics to track in yield marketing, how AI can help analyze success, set up A/B and multivariate tests, and, most importantly, how to adjust strategies based on data-driven insights.

 Key “How Tos” You’ll Learn:

• Track the right metrics: email engagement, ad performance, deposit trends, event attendance, and chatbot interactions.
• Use AI to analyze student sentiment, predict yield likelihood, and identify high-performing messaging strategies.
• Set up and run A/B and multivariate tests efficiently with AI-generated content variations.
• Adjust outreach strategies based on AI-powered insights for continuous improvement.

If you’ve used AI in an innovative way for enrollment marketing, share your story with Allison! And don’t forget to subscribe to The Application and Allison’s newsletter at allisonturcio.com for more AI-driven strategies in higher ed.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Allison sits down with Melody Ferguson, Dean of Admission at Pacific Lutheran University, who brings a dual perspective to the table: as an experienced enrollment leader and as a mom navigating the college search process with a high school senior and a sophomore. Melody shares eye-opening insights from her unique vantage point, revealing how being both a professional and a parent has reshaped her views on communication strategies, family engagement, and what it really takes to connect with today’s prospective students.

From the challenges of getting noticed among thousands of college emails to leveraging insights about Gen Z and Gen Alpha, this conversation dives into the future of enrollment marketing and the lessons Melody is taking back to her team at PLU.

1. Understand the Parent’s Role in the Search Process:
   • Learn why engaging parents early and effectively is essential to guiding a student’s college decision.
   • Discover why traditional assumptions about student-driven decision-making may be incomplete.
2. Influence the Influencers:
   • Discover the importance of targeting teachers, counselors, and coaches to amplify your messaging.
   • Explore strategies for micro-campaigns directed at niche influencers, like theater directors or local educators.
3. Adapt to the Next Generation of Students:
   • Identify differences between Gen Z and Gen Alpha and how those impact communication preferences.
   • Explore practical tactics like gamified quizzes to engage students and gather meaningful insights.
4. Personalize Communications at Scale:
   • Unpack the challenges of delivering authentic personalization and how to move beyond basic tactics like inserting a student’s name.
   • Hear how faculty-written notes and creative outreach campaigns can stand out in crowded inboxes.
5. Rethink Your Enrollment Funnel:
   • Understand why it’s critical to communicate the “why” behind your outreach—helping students and families see their fit with your institution.
   • Consider the impact of financial aid transparency and academic program alignment on a student’s final decision.

Guest Name: Melody Ferguson, Dean of Admission at Pacific Lutheran University (PLU)

Guest Social: https://www.linkedin.com/in/melody-ferguson-wa/

Guest Bio: Melody Ferguson, Dean of Admission at Pacific Lutheran University (PLU) in Tacoma, WA, has over 22 years of experience working at 3 very different universities. She is also the mom to a high school senior and sophomore, which has made this process a bit more personal.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to AI for Yield Season, a special mini-series of The Application! Each episode is short (less than 10 minutes!) and packed with actionable insights to help enrollment professionals use AI effectively during one of the busiest times of the year.

In part three of the AI for Yield Season mini-series, Allison Turcio dives into a challenge every enrollment marketer faces—creating high-quality content quickly and efficiently. With growing demands for emails, social posts, landing pages, and event invitations, AI can be a powerful tool to enhance content creation without sacrificing quality.

This jam-packed episode walks through seven specific ways AI can help you optimize and scale your content efforts, from improving landing pages to personalizing event invitations.

Key “How-Tos” from This Episode:

• Fixing underperforming landing pages – Use AI to analyze clarity, persuasion, and conversion tactics.
• Finding and replicating high-performing content – Analyze top-performing emails, blog posts, and social content to create more of what works.
• Using proven marketing frameworks – Apply persuasive structures like Power of One, AIDA, and social proof to improve messaging.
• Writing stronger CTAs that drive action – Transform generic calls to action into compelling, engaging statements that get results.
• Turning student testimonials into multiple content pieces – Use AI to adapt one quote into LinkedIn posts, Instagram captions, and email snippets.
• Refreshing and modernizing old content – Quickly update past content for 2024 trends and Gen Z readability.
• Personalizing event reminders based on student interests – Customize invites at scale to make them feel personal and relevant.

Next Up:

In the next episode, Allison will cover how to track success when using AI for content creation. Subscribe so you don’t miss it!

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Allison and Carrie Chambers, a data-driven marketing strategist with over 15 years of experience in higher education, explore how to use historical data and strategic foresight to define actionable and achievable goals for enrollment marketing. Carrie shares practical examples, explains the dangers of relying too heavily on averages and percentages, and provides actionable tips for fostering collaboration across campus offices to access and utilize data effectively.

1. Define SMART goals that align with institutional priorities while inspiring and engaging teams.
2. Utilize historical data to uncover surprising trends and shift strategies.
3. Collaborate with campus partners to access and use data effectively without breaching privacy.
4. Avoid common pitfalls with averages and percentages in analyzing trends and presenting reports.

Track campaign performance using date-based data and overlaying initiatives for actionable insights.

Guest Name: Carrie Chambers, Associate Director of Marketing and Communication, Miami University

Guest Social: https://www.linkedin.com/in/carrieschererchambers/

Guest Bio: Carrie Chambers is a data-driven marketing strategist with over 15 years of experience in higher education. Her analytical approach has led to the successful implementation of a differentiated brand launch, innovative online learning programs, and recruitment strategies. She combines her analytical skills with a collaborative leadership style to develop and execute data-informed marketing initiatives that yield measurable results.  Based in Miamisburg, Ohio, Carrie balances her passion for data-driven decision-making with family life and personal interests in cooking, audiobooks, and reality TV.

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Welcome to AI for Yield Season, a special mini-series of The Application! Each episode is short (less than 10 minutes!) and packed with actionable insights to help enrollment professionals use AI effectively during one of the busiest times of the year.

In this episode of AI for Yield Season, Allison explores how AI can help higher ed marketers personalize student outreach—at scale. Yield season is crunch time, and students want to feel valued. But when managing communication with hundreds or thousands of admitted students, true personalization can feel impossible. That’s where AI comes in.

Allison walks through four powerful ways AI can help personalize communication efficiently, including a surprising insight into handwritten notes. You’ll also hear how AI can tailor content for different student groups, match students with the right resources, and refine ad campaigns to maximize engagement.

This episode is packed with actionable AI tactics to help enrollment teams work smarter, not harder, while delivering personalized experiences to prospective students.

✅ Using AI to create handwritten-style notes at scale – Learn why photocopied handwritten notes are just as effective and how AI can generate unique, warm messages for each student.

✅ Generating tailored content ideas for different student segments – Use AI to quickly brainstorm blog posts, emails, and social media content that resonate with groups like first-gen students, STEM students, and student-athletes.

✅ Matching students with the right content – Organize your university’s content library and leverage AI to surface the most relevant resources based on a student’s interests.

✅ Customizing ad campaigns for better engagement – Transform generic messaging into targeted digital ads for specific student groups to drive deposits.

🎧 Next Episode Preview: In Part 3 of AI for Yield Season, we’ll cover how to create better content, faster—so you can spend more time on the students who need it most. Make sure to subscribe so you don’t miss it!

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Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio

About The Enrollify Podcast Network:
The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.