The Application with Allison Turcio

Julie Johnson Novara, a seasoned copywriter, shares her insights on how to craft compelling copy that resonates with different audiences, especially in the higher education sector. The conversation dives into the nuances of effective copywriting, common pitfalls, and practical strategies that enrollment marketers can use to improve their messaging and connect better with prospective students.

Key "How Tos" from this Episode:

• Segment and Personalize Your Emails: Understand your audience and tailor your messaging to their specific concerns and needs, especially when writing emails. Personalization can make recipients feel valued and more likely to engage.
• Address Audience Concerns Directly: Don’t shy away from addressing potential objections or concerns, such as the cost of education. Tackling these issues head-on with relevant stories or testimonials can build trust.
• Use Visualization Techniques: Before writing, visualize yourself as the student or audience member. This helps in creating content that truly speaks to their emotions and needs.
• Stay Consistent with Messaging: Ensure that all communication channels—from the website to social media—are consistent in messaging and brand voice to avoid confusing your audience.
• Utilize Copywriting Tools: Tools like content mapping and headline analyzers (e.g., Headline Studio by CoSchedule) can significantly improve the effectiveness of your copy by ensuring it aligns with both your goals and SEO best practices.

Guest Name: Julie Johnson Novara, Freelance B2B Copywriter & Content Creator 

Guest Social: https://www.linkedin.com/in/content-marketing-writer/

Guest Bio: A teacher-turned-writer, Julie spent 15 years teaching English for Speakers of Other Languages (ESOL) on three continents before turning her love of writing and education into a brand-building business. She’s thrilled about helping others communicate, so teaming up with marketers on content strategy and creation is… So. Much. Fun. Julie’s traveled the world but put down roots with her husband in central North Carolina.

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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 Kristin Nichols, a seasoned higher ed marketing professional, to discuss the importance of aligning enrollment marketing with institutional strategy and brand messaging. The conversation touches on various aspects of strategic alignment, from web content audits to the importance of personalization and AI in marketing. Kristin shares her experiences and strategies from her extensive career, offering actionable insights for enrollment marketers looking to strengthen their institution's brand presence.

Key “How Tos” you’ll hear in this episode:

• Conducting an AI Audit: Learn how to use AI to evaluate your institution's website, ensuring that your content accurately reflects your brand and eliminating outdated or irrelevant information.
• Optimizing Web Content for Enrollment: Strategies for improving key web pages and ensuring a seamless user experience that aligns with institutional goals.
• Maintaining Brand Consistency Across Media: Tips on how to keep brand messaging unified across different media, including web, print, and social media, while tailoring it to specific enrollment audiences.
• Leveraging Campus Collaboration: How to work with various campus offices to ensure that enrollment marketing efforts are in sync with the larger institutional strategy.
• Utilizing AI for Enrollment Marketing: Explore the role of AI tools in life cycle marketing, focusing on acquisition, retention, growth, and advocacy to improve enrollment outcomes.

Guest Name: Kristin Nichols, Founder, Nichols Higher Education 

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

Guest Bio: Kristin Nichols is a higher education marketing professional with a wealth of experience spanning over twenty years. Throughout her career, she has worked at several top-tier institutions in the Northeast region. Kristin's skills in market research, brand development, digital strategies, and enrollment marketing have made a lasting impact on the industry. Currently residing in suburban Boston with her husband Chris and their two young children, Kristin devotedly balances a dedication to both her career and family. As a strategist and leader, she continues to shape the landscape of higher education marketing by contributing to the growth and success of the institutions she guides.

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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 special crossover episode, Allison Turcio, host of the Application with Allison Turcio, and Shane Baglini, host of Breaking Silos, are taking a deep dive into their popular session from Element451’s 2024 Engage Summer titled “There’s a GPT for That.” Shane and Allison take turns as interviewer and interviewee, and talk about the many ways marketers can us AI to expand capacity, increase efficiency and revolutionize the way they market programs, create content, analyze data and much more. 

Catch new episodes of The Application every other Tuesday, and new episodes of Breaking Silos every other Wednesday!

Guest Names:
Allison Turcio, Assistant Vice President for Enrollment and Marketing at Siena College
Shane Baglini, Senior Director of Marketing, Muhlenberg College

Guest Bios:
Allison Turcio - Allison Turcio, Ed.D., is Assistant Vice President for Enrollment and Marketing at Siena College, a marketing professor, freelance marketing consultant, host of The Application Podcast, and publisher of the Higher Education Marketer's Digest. She is known for her innovative and student-centered approach to college-wide marketing, market research, and enrollment communications efforts. The Siena team and their partners have won numerous awards, including a Best in Show Educational Advertising Award and AMA's inaugural Emerging Marketer in Higher Education Award She is a frequent presenter at industry conferences, including American Marketing Association’s Symposium for the Marketing of Higher Education, eduWeb and others. She serves on the Editorial Board for the Journal of Education Advancement & Marketing. Allison was selected for the Albany Business Review 40 Under 40 and Siena College’s Excellence in Administration award in 2020. She holds a doctorate degree in higher education leadership from Northeastern University, a master’s in communications and bachelor’s in English.

Shane Baglini - Shane Baglini leads Muhlenberg College's strategic recruitment and digital marketing efforts, manages all web and social media initiatives, and supports the College's brand and awareness endeavors across the institution. With a higher ed marketing career approaching a decade in length, Shane has a deep background in transforming strategies and tactics to maximize results and implementing best practices to meet institutional goals.

Guest Socials: 
Find Allison on LinkedIn: https://www.linkedin.com/in/allisonturcio
Find Shane on LinkedIn: https://www.linkedin.com/in/shanebaglini/

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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 enlightening episode, Allison interviews Mickey Baines, a seasoned enrollment consultant with over 25 years of experience. Mickey shares his unique insights derived from his extensive study of Amazon's customer experience strategies and his hands-on experience in higher education. The discussion explores strategies to engage prospective students, the importance of new data collection points, managing the "messy middle" of the enrollment funnel, and how lessons from Amazon can enhance the student enrollment process.

Key “How Tos” you’ll hear in this episode: 

• Engage parents effectively
• Leverage CRM Data for personalization
• Tailor communications to reflect the student's journey stage and previous interactions
• Establish clear goals and outcomes for student experience initiatives

If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.

Guest Name: Mickey Baines, Partner, Kennedy & Company Education Strategies

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

Guest Bio: As a consultant and former practitioner in higher education, Mickey has over 25 years of experience building, implementing and leading enrollment and student success systems and teams. He spent almost a decade leading a successful adult education program at a small, private college in Pennsylvania that produced record results in enrollment, revenue and retention. It was this experience that helped him transition to consulting, where he assists many institutions expand and grow with the use of technology and sound enrollment strategies. At Kennedy & Company, Mickey leads the technology services practice. He oversees the practice’s growth, as well as the tech services team in their design, implementation and customization of CRM technologies. Under Mickey’s leadership, the practice has served over 225 colleges and universities. For two years, Mickey studied Amazon’s evolving efforts to design and deliver their customer experience, including an extensive review of books, public documentation and prior writings from founder and former CEO, Jeff Bezos, direct interviews with former Amazonians, listening to podcast interviews of current and former Amazon leaders and touring two Amazon facilities. His understanding of their principles and strategies, as well as his experience in higher education give him a unique perspective in what an Amazon-like experience can be in higher education. Outside of work, Mickey is a RV enthusiast, traveling to various destinations around the United States with his family every spring, summer and fall. Last summer, they headed west for a six-week journey to Banff and Jasper National Parks in Canada, followed by stops to the Badlands and Glacier National Parks in the United States. This summer, they began a series of treks across the east coast to visit 20 colleges and universities as Mickey’s son begins his college search.

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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 welcomes back Louis Miller, partner at Electric Kite, for an in-depth discussion on the importance of owning your audience in higher education marketing. They explore how direct control over your communication channels can transform marketing strategies, reduce costs, and foster stronger relationships with prospective students. Through examples from Red Bull to HubSpot, they illustrate the impact of a media-minded approach and offer practical tips for higher ed institutions.

Key “How Tos” you’ll hear in this episode: 

• Diversify marketing efforts by building and nurturing your own platforms alongside using third-party channels.
• Invest in creating valuable, evergreen content that continues to attract and convert students over time
• Treat your institution as a content creator and publisher, focusing on topics that resonate with your target audience.
• Use various media formats (blogs, podcasts, videos) to tell compelling stories that attract and engage prospective students.
• Align your team around a clear content strategy and brand messaging to ensure consistency and authenticity across all channels.

If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.

Guest Name: Louis Miller

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

Guest Bio: Louis Miller is a Partner at Electric Kite, a full-service creative marketing agency that specializes in helping higher education partners tell their stories in creative ways.

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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 of The Application, Allison sits down with Lance Hydrick, an expert in higher ed technology, to discuss the critical role of the Request for Information (RFI) experience on university websites. Lance shares his insights on the shortcomings of traditional RFI forms and introduces innovative AI-driven solutions that transform the web experience for prospective students. They explore how personalized, dynamic content can engage students more effectively, providing them with the specific information they need instantly and creating a more seamless path from inquiry to enrollment.

Key “How Tos”

• Evaluate Your RFI Process
• Implement AI-driven tools to transform informational websites into experiential destinations
• Focus on understanding and addressing specific student needs in real-time
• Use AI to gather first-party data and create hyper-personalized experiences that mimic popular consumer platforms like Netflix

If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.

Guest Name: Lance Hydrick, CEO at Halda.AI

Guest Social Handles: https://www.linkedin.com/in/lancehydrick/

Guest Bio: Lance Hydrick is an entrepreneur with over 15 years of experience building and positioning software to help schools engage with students. He finds new ways to make the student journey more personalized and efficient, so that schools and students can find the right educational fit–fast. As a first-gen student from a single parent household, he cares deeply about higher education, helping students navigate the enrollment process, and keeping pineapple off of pizza.

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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 special bonus episode of The Application, recorded live at eduWeb Summit 2024 in Philadelphia, PA, Dr. Alison Turcio brings listeners a unique man-on-the-street experience. Hear from higher ed marketing professionals as they share their insights on the sessions, innovations, and strategies that have caught their attention at this year's summit.

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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 chats with Erica Colaianne, the Director of Social Media at the University of Michigan, about crafting powerful social media strategies that resonate across multiple platforms. Erica shares her journey from journalism to leading a social media team that engages over 2.4 million followers. She provides insights into data-driven strategy development, platform-specific content creation, and the importance of flexibility and listening in social media management.

Key “How Tos”

• Transition to Social Media Leadership
• Adapt to Social Media Changes
• Make Data-Driven Social Media Decisions
• Boost Engagement
• Collaborate with Influencers
• Structure a Social Media Internship Program

If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.

Guest Name:  Erica Colaianne, Director of Social Media, University of Michigan

Guest Social: LinkedIn

Guest Bio: Erica Colaianne is the Director of Social Media at the University of Michigan where she leads the social communications team that creates dynamic content every day for audiences of more than 2.4 million. Representing a world-class institution known for academic excellence, innovative research, competitive athletics, and a vast global alumni network, she strategizes informational, inclusive and inventive content to educate, engage and enthrall U-M audiences across all social platforms. Driving the coordination of cohesive strategies, she brings social communicators throughout the institution together to cultivate collaborations for creative content that demonstrates the immense impact of the institution and encapsulates the Wolverine experience. 

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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.

Live from Engage Summit 2024, Allison sits down with Louis Miller, partner at Electric Kite, to discuss innovative strategies for higher ed marketing. They explore the benefits of owning your audience, the emotional factors in student decision-making, and the new features from Element451 that enhance student engagement. Their conversation underscores the importance of authentic, personalized communication in today’s competitive higher education landscape.

• Own Your Platform: Building your own email newsletters, podcasts, blogs, or digital magazines allows for more authentic relationships with your audience and better control over messaging and analytics.
• Emotional Decision-Making: College choice is often driven by emotional factors rather than rational ones, highlighting the need for personal and engaging communication strategies.
• Challenges of Content Ownership: Transitioning from third-party advertising to owned content platforms is complex and requires expertise, technical skills, and consistent, compelling content.

If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.

Guest Name: Louis Miller

Guest Social: LinkedIn

Guest Bio: Louis Miller is a Partner at Electric Kite, a full-service creative marketing agency that specializes in helping higher education partners tell their stories in creative ways.

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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 Turcio chats with Glenn Friesen, a seasoned SEO and data science expert at Cal Poly. Glenn shares his extensive journey from early tech enthusiast to leading digital strategist, emphasizing the importance of analytics and SEO in higher education. He provides practical tips on leveraging data to enhance user experiences, optimize content, and boost enrollment efforts.

Key “How Tos”

• Leverage Analytics for Content Strategy
• Optimize Content Structure
• Foster Collaborative Content Creation
• Utilize Essential Tools
• Build a Durable Digital Strategy
• Embrace Continuous Learning.

If you loved this episode, please leave us a review on your preferred podcast platform. Your feedback helps us grow and reach more higher ed professionals like you.

Guest Name:  Glenn Friesen

Guest Social: https://www.linkedin.com/in/glennfriesen/?trk=public_profile_browsemap

Guest Bio: Glenn Friesen is a seasoned expert in SEO and data science with over 15 years experience. He is part of the web team at Cal Poly nad has a wealth of knowledge in the digital sphere. 

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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.