The Hidden Gem

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Marcus Hanscom, an expert in higher ed marketing, to demystify inbound marketing and its impact on student engagement and enrollment. Many institutions focus on traditional advertising, but Marcus explains why inbound marketing - a strategy centered on attracting students through valuable, relevant content - is the key to long-term enrollment success.

From content marketing to SEO, paid advertising, and AI-powered content creation, this episode breaks down how colleges can build an inbound strategy in-house without massive budgets. If your institution is looking to move beyond "spray and pray" advertising and develop marketing that works smarter, not harder, this episode is packed with actionable insights.

Guest Name: Marcus Hanscom, Director of Enrollment Marketing, DD Agency

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

Guest Bio: A purpose-driven, higher education enrollment management and marketing leader, Marcus Hanscom is the Director of Enrollment Marketing and a senior consultant at DD Agency, a full-service digital marketing agency focused on inbound marketing for higher education. Prior to joining DD Agency in October 2023, he worked in progressive roles in enrollment management at Roger Williams University and the University of New Haven, predominantly working with graduate and adult students. He also served as a higher education consultant for Dutcher LLC, supporting clients in academic program analysis and development, market research, digital marketing strategy, staff assessment, tuition strategy, and more.

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Dr. Marsha Danielson, President of Minnesota State College Southeast, to discuss an innovative approach to bridging the gap between students seeking affordable education and employers struggling to fill critical workforce shortages. 

Dr. Danielson shares the success of the Career Opportunity Program, a last-dollar tuition initiative funded by local employers to remove financial barriers for students while strengthening the regional talent pipeline.

Learn how her strategic approach to engaging key business leaders turned this vision into a thriving program that benefits students, employers, and the entire community.

Key Takeaways:

• Learn how the Career Opportunity Program removes financial barriers for students through a last-dollar tuition model supported by local employers.
• Discover the strategy behind securing industry funding by leveraging key influencers and turning a single partnership into a regional employer-driven initiative.
• Hear why workforce development isn’t just about recruitment, but about expanding the talent pipeline to benefit both students and local businesses.
• Find out how keeping employer partners engaged—through regular updates, student success metrics, and networking events—ensures long-term investment.
• Understand how community colleges can scale similar models and make a compelling business case for industry-backed education programs.
• Explore the impact the program has had so far, exceeding expectations in both student participation and retention rates.

This episode is a must-listen for college leaders, workforce development professionals, and anyone looking to build stronger employer partnerships to support students.

Guest Name: Dr. Marsha Danielson, President, Minnesota State College Southeast

Guest Bio: Dr. Marsha Danielson serves as the ninth president of Minnesota State College Southeast. She sees the college as a vital resource in meeting the need for qualified employees in the region and believes that its students must graduate career-ready or prepared to succeed in a university environment.  

Dr. Danielson has served over 25 years in higher education. From 2007-2021, she served in several capacities at South Central College in Mankato and Faribault, MN. At Minnesota State University, Mankato she worked in several roles within University Advancement from 1996 to 2007.   

Dr. Danielson earned a Bachelor of Science in Business Administration and Management and a master’s degree in Higher Education/Higher Education Administration at Minnesota State University, Mankato. She holds a Doctorate in Community College Leadership from Ferris State University (MI).  

In this episode of The Hidden Gem, Maya Demishkevich speaks with Rebecca Oliver, Director of Strategic Communications at North Shore Community College, about her transition from private universities to the world of community colleges. Rebecca shares her unique insights on the differences between private and public institutions, how community colleges can leverage their strengths, and the challenges of adapting marketing strategies to a new audience.

Key Takeaways:

• Hear about Rebecca’s transition from private universities to a public community college, and the key differences she’s observed in audience, strategy, and operations.
• Learn how community colleges can benefit from the private sector’s focus on ROI-driven marketing and strategic resource allocation.
• Discover the importance of retention-focused marketing in community colleges and why maintaining a consistent tone of voice throughout the student journey is essential.
• Find out how community colleges can effectively position themselves as a first choice for students, particularly in light of free tuition programs and the workforce development advantage.
• Understand the challenges of addressing the “hidden gem” label and how to shift public perception to showcase community colleges as a loud, proud, and viable educational option.

Tune in to hear Rebecca’s fresh perspective on how community colleges can maximize their potential and navigate today’s competitive educational landscape!

Guest Name: Rebecca Oliver, Senior Executive Director of Strategic Communications, North Shore Community College

Guest Bio: Rebecca Oliveris a Senior Executive Director of Strategic Communications at North Shore Community College. In this role, she leads the new strategic communications department which combines the former External and Public Relations team with Marketing Communications. 

Ms. Oliver brings with her more than a decade of higher education experience with expertise in digital performance and brand awareness. Prior to joining NSCC, she was Director of Marketing at Lasell University and has worked in marketing and communications roles at Boston University and Dartmouth College. 

A resident of Amesbury, Ms.Oliver is originally from southeastern Massachusetts and earned her bachelor's degree from Westfield State University and her graduate degree from Miami University of Ohio.

In this episode of The Hidden Gem, Maya Demishkevich sits down with Amy Filardo, Chief Marketing Officer at Community College of Baltimore County (CCBC), Maryland’s largest community college. Amy shares her journey of transforming the marketing and communications function at CCBC over the past four years. From integrating continuing education marketing into a centralized team to implementing new technology and strategies, Amy offers practical insights for reimagining marketing structures in higher education. This episode is packed with valuable lessons for college leaders, marketers, and administrators looking to drive enrollment and streamline operations.
Key Takeaways:

• Learn how Amy restructured CCBC’s marketing and communications function, merging continuing education and credit marketing into a unified team to improve collaboration and efficiency.
• Discover the impact of adopting a digital-first strategy, including overhauling the college’s website and reducing reliance on outdated print materials.
• Hear how focusing on enrollment as the central goal helps guide decision-making and align marketing strategies across departments.
• Find out how CCBC created new roles, such as a project coordinator and director of enrollment marketing, to streamline workflows and enhance communication with stakeholders.
• Understand the challenges of managing 300+ programs and how tools like CRM systems and project management platforms can improve efficiency and outcomes.
• Explore the successes achieved through these efforts, including exceeding enrollment goals for nine consecutive cycles and fostering a collaborative team environment.

This episode offers actionable strategies and insights for anyone looking to modernize and strengthen their institution’s marketing and enrollment practices. Don’t miss it!

Guest Name: Amy Filardo, Chief Marketing Officer, Community College of Baltimore County

Guest Social: https://www.linkedin.com/in/amy-filardo

Guest Bio: Amy Filardo is a seasoned marketing and communications professional with a background in brand development, strategic marketing, and multimedia communications. As Chief Marketing Officer at The Community College of Baltimore County, she leads efforts to strengthen the college’s brand, enhance engagement, and support enrollment growth through integrated campaigns and creative initiatives.

With over 15 years of experience, Amy has held leadership roles in higher education and corporate settings. At Loyola University Maryland, she directed branding efforts, managed award-winning digital projects, and supported enrollment strategies. Amy holds a master’s in communications from London Metropolitan University and is passionate about collaboration, mentorship, and fostering creativity in her work.

In addition to her professional achievements, Amy is dedicated to supporting nonprofit initiatives that promote arts and education. She serves as a board member for a nonprofit organization and has served as a mentor to help first-year college students transition successfully.

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Julio Vargas-Essex, Vice President of Student Affairs and Enrollment Management at North Hennepin Community College, to discuss how innovative research and collaborative strategies are driving student retention. Julio shares insights from his groundbreaking research project, "Stop, Drop, and Enroll," which focused on identifying and addressing barriers to student persistence. From reimagining orientation to creating innovative peer mentoring programs, this conversation dives deep into practical strategies for improving the student experience and boosting retention.

• Learn how Julio and his team used student-centered research methods, like PhotoVoice, to identify barriers to student persistence and empower students to share their experiences visually.
• Discover the impact of addressing basic needs, such as mental health support, food security, and holistic resource centers, in fostering a retention-focused campus culture.
• Hear about the creation of cross-functional success teams and how they’ve revolutionized advising and onboarding processes at North Hennepin Community College.
• Explore innovative programs like "Be Bold, Break the Mold," a peer mentoring initiative supporting students in non-traditional fields, which integrates financial incentives to reduce barriers.
• Find out how rethinking orientation with just-in-time communications and targeted engagement strategies has improved student success and satisfaction.
• Understand why marketing must support retention efforts by focusing on the entire student lifecycle, not just recruitment.

This episode is packed with actionable ideas for anyone in higher ed looking to improve student retention, support, and engagement. Don't miss it!

Research Article Discussed on the Show
Lauritsen, J., Favela Naca, E., Gilgen, R., Lui, I., & Vargas-Essex, J. (2023). Stop, Drop, Enroll: Increasing Student Persistence Through Strategic Partnerships. About Campus, 28(1), 38-49.  
https://doi.org/10.1177/10864822231169226

Guest Name: Julio Vargas-Essex, Vice President of Student Affairs and Enrollment Management, North Hennepin Community College 

Guest Social: https://www.linkedin.com/in/julio-vargas-essex-a007764a

Guest Bio: Julio Vargas-Essex is a dedicated higher education professional with a decade of experience in leadership roles, including serving as Vice President of Student Affairs and Enrollment Management at North Hennepin Community College. He is deeply passionate about providing students from diverse backgrounds the support they need to succeed in college and in their careers. Julio believes in the transformative power of education and is committed to Minnesota State Colleges and University's mission of catalyzing positive change through partnership, collaboration, innovation, and leadership.

In his current role at North Hennepin Community College, Julio has led initiatives to improve student success, strategic enrollment management, and address students' basic needs. He has successfully supported the implementation of a Guided Pathways Model, increased student enrollment rates, and developed partnerships to enhance student support services. Julio's experiences have honed his ability to lead change, manage budgets, and collaborate effectively with diverse stakeholders.

Julio is committed to advancing equity and improving student success for all populations. He has led initiatives to increase access and support for BIPOC students, resulting in a more diverse student population and improved outcomes. He has also worked collaboratively with faculty, staff, and administrators to ensure compliance with state and federal laws and accreditation requirements.

With over 15 years of leadership experience in education and non-profit work, Julio has developed a visionary leadership style that prioritizes collaboration, diversity, equity, and inclusion. He is a skilled communicator who builds strong partnerships with internal and external stakeholders.

As a first-generation college student, Julio earned a bachelor’s degree in Psychology from the University of Wisconsin and a master’s in Applied Psychology from Metropolitan State University. 

Drawing on his experiences as a professional, Julio is keenly aware of the important role the Associate Vice Chancellor for Student Affairs and Enrollment Management position plays in Minnesota State Colleges and Universities. This experience keeps him focused on the students and their needs. In his personal time, Julio enjoys spending quality time with his family and friends. He is an avid music fan, and during the summer months, he is at an outdoor music festival.

In this episode of The Hidden Gem, Maya Demishkevich sits down with Liz Cooper, Associate Director of Public Relations at Massachusetts Bay Community College, to discuss the art of storytelling and the top mistakes to avoid when crafting impactful stories. Liz shares her process for identifying, creating, and scaling authentic narratives that resonate with students, faculty, and communities. From common storytelling missteps to practical strategies for amplifying stories across platforms, this episode is a must-listen for PR professionals and marketers in higher education.

Key Takeaways:

• Discover the top storytelling mistakes marketers make, including inauthenticity, making the institution the hero, and failing to tailor stories for specific audiences.
• Learn how Liz builds trust with students to uncover vulnerable and emotional stories that truly connect with audiences.
• Explore strategies for scaling stories across multiple channels, from social media to local news, and tailoring content to resonate with specific audiences like prospective students, parents, and alumni.
• Hear how community colleges can keep their stories alive by repurposing content and updating narratives for new contexts.
• Get practical advice on building internal relationships to source meaningful stories and creating a collaborative storytelling culture on campus.

Guest Name: Liz Cooper, Associate Director of Public Relations, MassBay Community College

Guest Social: https://www.linkedin.com/in/liz-meagher-cooper-b55a62/

Guest Bio: Since 2015, Liz Cooper has worked in the MassBay Marketing and Communication Office, helping raise the public profile of MassBay through storytelling, social media, and earned media placements. Her resume includes working for more than 13 years in the Boston television news market in multiple roles, a public relations firm, and as the Director of Communications for the Massachusetts Secretary of Education under former Massachusetts Governor Deval Patrick. Liz loves talking to reporters about all things community college because she feels good press for one community college is good press for all of us. Always taking her job to heart, in April 2023, Liz trained and successfully completed the Boston Marathon raising more than $11,000 in support of student scholarships at MassBay Community College. Liz was named the National Council for Marketing and Public Relations District 1 Communicator of the Year in 2024. When you can’t find Liz pitching a reporter, you can find her rooting on all of the Boston sports teams with her Emmy-award-winning news photographer husband Ted or trying to keep up with her three kids – Teddy (12), Camden (9) or Madison (7) – on a sports field.

In this episode of The Hidden Gem, host Maya Demishkevich dives into the evolving role of direct mail in higher education marketing with Eric Webb, an expert with over 20 years of experience in direct mail and direct marketing. They discuss how integrating direct mail with digital strategies can drive enrollment, the importance of personalization, and why tangible mail pieces can create deeper connections with prospective students. Whether you're a seasoned marketer or exploring new tactics, this episode is packed with actionable insights for leveraging direct mail effectively.

Key Takeaways:

1. Learn why direct mail remains relevant in an increasingly digital world, with higher response rates and stronger engagement compared to email and online ads.
2. Discover how combining direct mail with digital campaigns boosts response rates by over 20% through integrated targeting and tracking.
3. Understand the importance of personalization and creative formats in making direct mail memorable and impactful for prospective students.
4. Find out how institutions can use tools like augmented reality, QR codes, and specialized lists to measure and enhance the effectiveness of their mail campaigns.
5. Get practical tips on avoiding common pitfalls, such as underestimating the importance of data, creative design, and the timing of campaigns.

Tune in to learn how to do direct mail the right way and why it’s still a valuable tool in the marketing mix for community colleges and beyond!

Data & Marketing Association: https://dma.org.uk

Guest Name: Eric Webb, Business and Marketing Strategy for Everyone, Rennasentient, Inc.

Guest Social: LinkedIn

Guest Bio: Over 25 years of marketing experience has enabled Eric Webb to help improve the marketing strategies, tactics and ROI of internet startups and Fortune 500 companies alike. He has produced and co-wrote award winning television commercials, been an associate producer for the "Bulls-Sox" Television Show and specializes in media and direct marketing to improve lead generation.

Starting his career as a copywriter, he eventually moved over to the client side of marketing and gained a key understanding of how to infuse creativity into marketing strategy. Whether you want strategies for media buying-planning, events, conferences, networking, Internet marketing and direct marketing, Mr. Webb has experience in these areas and many more.` 

His trademark is understanding what media works best for a strategy and combining those with solid creative and measurable marketing effort. It's that unique understanding of the whole marketing process that has attracted companies such as the Chicago White Sox, the Greenbrier Sporting Club (div of Greenbrier Hotel), RSM McGladrey (div of H&R Block), RainSoft Water Treatment Systems and MyPoints.com (the first online consumer loyalty points program in the world), to hire him.

• Some of his most notable accomplishments include:
• Increasing brand awareness by 106% with a cable TV strategy
• Developing a direct mail strategy that pulled better results than television ads
• Developing a strategy that included the writing of a book, and monthly newsletter to garner a foot-hold in a new industry for an unknown brand
• Obtaining over 60 article placements in one year for a startup
• Improving the responses from one campaign by 400% by shifting media choices
• Having worked in both business and consumer marketing, as well as dealing with over 400 dealers around the world with various marketing needs, he understands the subtle art of marketing strategy, messaging and positioning by audience.

Eric has a Bachelors of Science in Advertising from the University of Texas and a Masters in Marketing Communications from Roosevelt University in Chicago.

In this Enrollify webinar, Balancing Bites and Bonds: How AI Can Humanize Higher Ed, Mallory Willsea and an expert panel dive deep into how artificial intelligence is transforming student engagement in higher education. Featuring The Hidden Gem host Maya Demishkevich, Confessions of a Higher Ed CMO host Jamie Hunt, Generation AI co-host JC Bonilla, and AI for U host Brian Piper, the discussion addresses the dual challenge of automating processes while maintaining meaningful, human connections. Through innovative examples, insights, and lively conversation, this episode provides a roadmap for leveraging AI to create more personalized and efficient student experiences.

Key Takeaways:

• AI as a Personalization Multiplier: AI enables hyper-personalization, allowing institutions to deliver tailored experiences at scale while freeing staff for high-touch student interactions.
• Balancing Efficiency and Empathy: AI can handle repetitive tasks and provide instant answers, allowing human advisors to focus on meaningful, personalized connections.
• Student-Centric Approach: Despite concerns, students generally value efficient solutions over the origin of communication, provided their needs are met.
• Ethical AI Use: Transparency, data security, and empathy should be foundational to AI implementations in higher ed.
• AI’s Potential for Scaling Impact: Tools like virtual assistants and predictive modeling have proven success in improving outcomes, such as higher grades and retention rates.

1. How does AI enhance student engagement without dehumanizing it?
Panelists agreed that AI’s strength lies in its ability to manage repetitive tasks and provide hyper-personalized interactions. For instance, Dr. JC Bonilla emphasized that AI acts as a "personalization multiplier," allowing institutions to address individual student needs with a level of nuance and efficiency impossible through manual methods alone.
AI-powered tools, such as predictive analytics, enable institutions to identify at-risk students early. Brian Piper shared a compelling example from Ivy Tech Community College, where AI monitoring alerted counselors to students in danger of failing, resulting in a 98% success rate for these students in achieving a C grade or higher. 

2. What are examples of successful AI use in higher education?
Several panelists highlighted successful AI applications:

• Georgia State University: Direct text messages powered by AI helped first-generation students improve their grades by an average of 11 percentage points.
• Virtual Campus Tours: Maya Demishkevich shared an example where AI-powered avatars significantly increased engagement during online campus tours, providing institutions with scalable alternatives to human guides.
• AI Virtual Assistants: Institutions like Forsyth Tech have saved thousands of staff hours by automating responses to routine queries, enabling human staff to focus on higher-value tasks.

3. Do students care if AI is part of their experience?
Surprisingly, the consensus was that students care more about getting their needs met efficiently than whether the solution involves AI. However, transparency remains critical. As Brian Piper pointed out, institutions should disclose when AI tools are being used to ensure trust isn’t eroded. 

4. What are the ethical considerations in using AI for student communications?
Panelists underscored the importance of ethical AI use, advocating for transparency, data security, and empathy as foundational principles. Jamie Hunt stressed the need to ensure AI-generated content aligns with institutional values and human oversight remains part of the decision-making process. 

5. How can institutions address faculty and staff fears about AI replacing jobs?
To build trust, institutions should focus on training faculty and staff to use AI tools as enhancements to their roles, not replacements. As Maya Demishkevich noted, AI can save time by automating mundane tasks, allowing employees to focus on strategic, human-centric work. JC Bonilla added that embracing the role of “AI champions” within institutions can help bridge the gap between AI skeptics and early adopters. 

6. What does the future of AI in higher ed look like?
Panelists agreed that AI’s future lies in hyper-personalization, advanced virtual assistants, and smaller, task-specific language models (LLMs). The emergence of AI "agents" tailored for distinct tasks will allow for even greater efficiency and impact.AI is transforming higher education by bridging the gap between efficiency and empathy. The insights shared in this episode reveal the exciting potential for AI to not only streamline processes but also amplify the human connections at the heart of higher education. To dive deeper, listen to the full episode of Balancing Bites and Bonds: How AI Can Humanize Higher Ed, and explore the possibilities for your institution.

In this episode of The Hidden Gem, host Maya Demishkevich welcomes Raven Haller, a social media specialist and former social media ambassador for Carroll Community College. Raven shares her journey from being a student ambassador to joining the college’s marketing team, offering a unique perspective on the impact of student-driven content in community college marketing. Together, they discuss the challenges and opportunities of using social media to engage students, break stigmas, and highlight the value of community colleges.

Key Takeaways:

• Learn how integrating students into content creation can dramatically boost engagement and help colleges connect with their audience on a deeper level.
• Hear Raven’s perspective on breaking the stigma around community colleges and how authentic, student-led content can shift perceptions.
• Discover why balancing entertainment and information is key to effective social media strategy, especially when targeting younger generations like Gen Z and Gen Alpha.
• Find out how colleges can avoid common social media mistakes, like overly long videos or text-heavy posts, and focus on value-driven content.
• Understand the importance of engaging with audiences beyond posting content, including responding to comments and creating community connections.

This episode offers valuable insights for college marketers, leaders, and anyone looking to improve their institution’s social media presence and engagement.

Guest Name: Raven Haller, Social Media Specialist, Carroll Community College

Guest Social: https://www.linkedin.com/in/raven-haller-5285652b0/

Guest Bio: Raven Haller is a digital marketing professional with a degree from Stevenson University and over five years of experience in social media marketing and management. Currently, she serves as the Social Media Specialist at Carroll Community College, where she manages the college’s online presence and creates engaging content. Passionate about helping small businesses grow, Raven focuses on building strong, authentic social media strategies to drive engagement and brand loyalty.

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Dr. Melissa Curtis to explore the concept of a "healthy enrollment ecosystem." Dr. Curtis shares how institutions can transform enrollment processes by addressing interconnected areas like admissions, student support, academic affairs, and more. They discuss actionable steps for building trust across departments, creating a unified strategy, and fostering an environment where "enrollment is everyone’s responsibility. 

• Learn what a "healthy enrollment ecosystem" means and why it requires a holistic, interconnected approach to student recruitment, retention, and support.
• Discover how college leaders can self-assess to identify areas of improvement and gaps in their current enrollment approach.
• Hear practical steps for transforming enrollment systems by fostering cross-departmental collaboration and breaking down silos without sacrificing departmental autonomy.
• Find out why consistency, clear communication, and shared goals are essential in managing a successful enrollment transformation.

Understand when to consider external support, like consultants or coaches, to help guide and sustain cultural and enrollment changes.

Guest Name: Dr. Melissa Curtis, Principal, Melissa Curtis Consulting, LLC

Guest Social: https://www.linkedin.com/in/melissa-r-curtis/

Guest Bio: With over twenty-five years of experience in academic and student affairs, Dr. Melissa Curtis brings a unique perspective to higher education consulting. She provides consulting services for areas relevant to today’s educational climate, including change management, strategic planning, enrollment management, and organizational health. To achieve results, Dr. Curtis includes executive coaching, leadership development, and team coaching in her portfolio. She is a certified coach for The Leadership Challenge and LPI®360 and is credentialed by the Center for Executive Coaching in coaching for culture change, change leadership, and communication impact. Clients include Harford Community College, Montgomery College, SUNY Ulster, and the Maryland Chief Student Affairs Officers Affinity Group. 

Dr. Curtis made lasting contributions to the institutions she served. As Vice President of Student Success at Howard Community College, she helped lead the “HCC Forward” transformation, launching the first Strategic Enrollment Management plan and yielding a five percent enrollment increase. She also modernized the division to support students through degree completion and transfer. As Associate Vice Chancellor of Enrollment Management at the Austin Community College District, Dr. Curtis led enrollment strategies for the district’s eleven campuses. Under her leadership, the college implemented a “one front door” concept to support dual credit, continuing education, distance education, and bachelor’s-degree-seeking students. Dr. Curtis' career in higher education began as an English Professor at Central Texas College, where she was dedicated to improving college access and degree attainment for underrepresented students. She continues to teach today, remaining current in 21st-century learning and community college students’ needs. 

Dr. Curtis is a published author and has presented nationally on Leadership and Management, 

Emergency Aid, Equity in Strategic Enrollment Management, and Student Affairs Change Management, contributing significantly to the field. A recognized coalition builder, Dr. Curtis nurtures partnerships within the educational ecosystem. Her service has included seats on the Greater Austin Chamber of Commerce Education Council, the Education Equals Economics (E3) Alliance Blueprint Leadership Council, the Austin College Attainment Network, and YMCA boards in several communities. Nationally, she has served on the CCSSE Students in Need in Community Colleges Advisory Board and the Higher Education Research and Development Institute (HERDI) South Advisory Board.  

Dr. Curtis earned her Ph.D. in Educational Administration at the University of Texas at Austin, with a cognate in Communication Studies. She earned her M.F.A. in creative writing from Texas State University and her B.A. in Oral Tradition in African and American Literature from Vassar College. She credits her work-life sanity to her family, including her college-going son, teen daughter, and their two big dogs.