The Hidden Gem

In this episode of The Hidden Gem Podcast, host Maya Demishkevich sits down with Caitlin Currey, VP of Strategy at ID Five, live at the AMA conference. The duo explores how colleges can use advancement campaigns to raise brand awareness and strengthen institutional reputation. They discuss actionable strategies for bridging silos between marketing and advancement teams, the power of storytelling, and real-world examples of campaigns that harmonize brand and fundraising goals.

Key Takeaways

• Collaboration is key: Integrating marketing and advancement teams can eliminate silos and foster shared storytelling goals.
• Efficiency through shared narratives: One story can resonate with both prospective students and donors when tailored to each audience's needs.
• Storytelling drives impact: Highlighting student success stories attracts both donors and prospective students by aligning with shared values and goals.
• Unified messaging amplifies results: Campaigns that align branding and fundraising initiatives create a consistent, impactful message.
• Data informs harmony: Leveraging data from branding efforts can guide cohesive messaging across recruitment and donor engagement.

Why Are Advancement Campaigns Overlooked in Higher Education? 
Many colleges fail to leverage advancement campaigns for brand awareness due to organizational silos. Caitlin Currey explains that marketing and advancement often operate independently, focusing on distinct audiences—prospective students versus alumni and donors. This separation leads to missed opportunities for storytelling, a shared need across both audiences. Bridging these gaps requires recognizing common goals, such as showcasing what the institution stands for and how it aligns with the aspirations of students and donors alike.

Common Barriers:

• Separate operational silos for marketing and advancement.
• Differing audience priorities, such as enrollment vs. fundraising goals.
• Lack of awareness about the power of storytelling to connect disparate audiences.

How to Harmonize Advancement and Brand Awareness Goals 
The first step is fostering collaboration between teams. Caitlin emphasizes bringing marketing and advancement together to share research, core messaging, and goals. Understanding prospective students’ and donors’ shared values—such as affordability, accessibility, and transformative opportunities—can guide storytelling efforts.

Key Strategies:

1. Team Collaboration: Unite marketing and advancement teams early in campaign planning.
2. Data-Driven Messaging: Use institutional research and focus group insights to inform storytelling.
3. Story Sharing: Create unified narratives that resonate with both students and donors, tailoring delivery to each group.

For example, a story about a student overcoming financial barriers to achieve academic success can appeal to both prospective students (as inspiration) and donors (as a testament to their impact).

A Success Story: George Mason University’s Unified Campaign 
Caitlin shared the success of George Mason University’s $1 billion campaign, "Mason Now: Power the Possible." The campaign aligned the university’s new brand identity, “Altogether Different,” with messaging that emphasized making the impossible possible for students.

By conducting focus groups and research, the team ensured the campaign resonated with both donors and students. The "Power the Possible" tagline became a unifying thread across recruitment and fundraising efforts, creating harmony and amplifying impact.

Why It Worked:

• Alignment with Core Values: Both students and donors valued accessibility, diversity, and opportunity.
• Consistent Messaging: Campaigns didn’t compete but supported each other, creating a cohesive institutional story.
• Resonance with Audiences: Both alumni pride and student aspirations were woven into the campaign narrative.

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Ryan Morabito, a higher education marketing expert known for his popular LinkedIn insights. Together, they discuss the Top 10 Truths About Higher Ed Marketing, touching on everything from building trust with stakeholders to creating effective brand narratives that resonate with students, donors, and faculty. This episode is packed with valuable insights for both marketing professionals and campus leaders looking to better understand and leverage marketing strategies in higher education.

Key Takeaways:

1. Learn why it’s crucial to understand and continually re-assess your audience in higher ed marketing—whether students, donors, or other stakeholders.
2. Hear about the importance of a consistent, clear brand positioning that remains stable, even as leadership changes over time.
3. Discover why telling authentic student-centered stories is more powerful than traditional marketing messages, and how influencers play a role in building trust.
4. Find out how speed and agility in marketing execution can set institutions apart in a competitive landscape.
5. Understand how data-informed decisions and regular pulse checks can ensure marketing efforts align with student needs and community perceptions.
6. Learn how to foster collaboration across campus silos and get buy-in from leadership to create stronger, more unified marketing efforts.

This episode offers actionable advice and thought-provoking insights to help institutions improve their marketing strategy and engagement efforts.

Guest Name: Ryan Morabito, Senior Advisor, 5 Degrees Branding

Guest Bio: Ryan is a brand marketing expert with over two decades of higher education experience.  
He's partnered with NYU, Marquette University, Baylor University, Old Dominion University, and 125 other public, private, and community colleges and universities in the development and implementation of branding and marketing initiatives. 
Ryan is an intentional and creative thinker, and a proven leader at delivering high quality market research initiatives, optimizing brand awareness, and developing strategic models that focus operational efforts and drive results.

In this episode of the Hidden Gem Podcast, host Maya Demishkevich interviews Jenny Li Fowler, MIT’s Director of Social Media and host of Confessions of a Higher Ed Social Media Manager. They explore the evolving role of social media in higher education, addressing common misconceptions and practical strategies for transforming social platforms into powerful tools for engagement, intelligence, and institutional change.

Key Takeaways

• Social media is no longer child’s play—it’s a critical strategic tool with a $250 billion impact, requiring dedicated expertise.
• Higher education institutions aren’t just competing with peers—they’re vying for attention against global brands like Taylor Swift and Nike.
• Platforms like Instagram and TikTok double as search engines for prospective students, emphasizing the need for a strong presence.
• Engagement metrics and community-building efforts elevate institutional visibility and trust, which can drive enrollments and fundraising.
• Social media managers should be seen as intelligence agents, gathering real-time insights that influence leadership decisions.

What does it mean that “social media has grown up”? 
Jenny Li Fowler highlights the maturity of social media as an industry, with billions of daily users and a massive economic footprint. However, outdated perceptions—such as treating social media as a task for interns—persist, undervaluing its strategic importance in higher education.

What are some common misconceptions about social media in higher ed? 
Institutions often believe they’re only competing with peer organizations, but Jenny emphasizes the broader content landscape. Higher ed content must rival engaging campaigns from global brands. She urges institutions to move beyond thinking about “what works for higher ed” to focus on creating universally compelling content.

Why is a strong social media presence critical for colleges? 
Prospective students increasingly use social platforms as search engines, making a robust presence essential. Without it, institutions risk losing control over their narrative and visibility. Social platforms also offer opportunities for relationship-building, turning followers into lifelong supporters.

How can institutions measure success on social media? 
Jenny underscores engagement as the key metric, which requires high-quality, relatable content. Even small actions, like engaging with user-generated posts, can significantly boost visibility and connection.

How can institutions transition social media into a leadership tool? 
Social media managers can act as institutional intelligence agents, providing real-time insights during critical moments, such as protests or emergencies. By involving social media managers in strategic discussions, leadership can make data-driven decisions that align with audience sentiment and expectations.

What’s the first step in elevating social media strategy? 
Jenny suggests starting with a mindset shift—recognizing the strategic value of social media and educating leadership on its potential. When institutions fully embrace social as a leadership tool, they unlock powerful opportunities for community building, enrollment growth, and crisis management.

In this episode of The Hidden Gem Podcast, host Maya Demishkevich speaks with Brian Messer from Archer Education, live from the AMA conference in Las Vegas. They dive into the transformative role AI can play in improving the onboarding experience in community colleges, focusing on challenges like clarity in degree pathways, ease of enrollment, and completion timelines. Brian highlights how AI-driven tools can streamline processes, provide essential guidance, and create a more supportive onboarding experience, particularly for adult and first-generation students.

Key Takeaways

• Community colleges face challenges in guiding students through clear paths to graduation, smooth enrollment processes, and reasonable degree completion times.
• AI can support onboarding by simulating an advisory session, helping prospective students navigate essential decisions before applying.
• Tools like AI chatbots and pre-application experiences, used by institutions like Kansas City Kansas Community College, can provide critical support and boost applicant confidence.
• AI-driven onboarding frameworks that incorporate inspiration, guidance, and campus connection can enhance prospective students' journey, making them more likely to apply.
• Enhanced AI integration in admissions can free up advisors to have deeper, more impactful conversations with students.

Episode Summary

Community colleges often struggle with three main challenges in their onboarding process, especially for adult and first-generation students. First is the lack of a clear path to graduation—students often don’t understand what steps they need to take to achieve their degree. Second, the ease of enrollment is hindered by complex application processes, deterring students before they even apply. Lastly, degree completion timelines often lack flexibility, making it hard for students to plan their journey from enrollment to graduation within a reasonable timeframe. These obstacles can be intimidating and are a leading cause of prospective students abandoning their applications.

AI offers a promising solution to these challenges by enabling a more guided, conversational onboarding experience for prospective students. Brian describes the potential for AI to simulate a "professional college advisory session" that provides key information—like the differences between degree programs, expected timelines, and financial aid options—before students apply. This AI-driven session would act like a virtual advisor, answering commonly asked questions, offering reassurance, and providing insights that typically require in-person meetings. AI could also empower enrollment teams to focus on meaningful conversations, enhancing the quality of their support for students who need deeper guidance.

Yes, several community colleges have already started using AI to streamline their onboarding process. Athens Technical College and other schools use AI-powered chatbots that answer frequent inquiries, helping students navigate early stages. However, chatbots alone require students to know what questions to ask, which can be a barrier. Kansas City Kansas Community College and San Diego City College have implemented more interactive pre-application experiences, providing personalized, step-by-step guidance. These experiences engage students with questions and videos, building their confidence and helping them feel more connected to the college before applying.

The AI-driven onboarding experience, modeled on frameworks like the Community College Research Center’s onboarding recommendations, provides a structured journey. It begins with questions that help personalize the experience, continues with motivational videos to inspire and connect students, and includes a planning phase. Each element is designed to make students feel informed, supported, and confident in their decision to pursue education at the institution. As Brian explains, this pre-application experience is accessible through links on marketing ads and community college websites, creating an inviting pathway into the college environment.

In this episode of The Hidden Gem, Maya Demishkevich welcomes Alana Villemez, CEO of Most Likely to Succeed, to discuss the growing importance of program-specific marketing for community colleges. With extensive experience working with over 100 colleges, Alana shares insights into why colleges should prioritize marketing specific programs over broad awareness campaigns and how to effectively allocate limited resources to those efforts. 

Key Takeaways:

• Hear why program-specific marketing is becoming more important than ever, especially as students increasingly search for specific career pathways rather than general college options.
• Learn about how student needs have shifted post-pandemic, with growing interest in certificates, micro-credentials, and career-oriented programs.
• Discover how to prioritize marketing efforts by using a product lifecycle framework to determine which programs need the most attention based on their stage of development.
• Find out how to package and market programs effectively, focusing on unique benefits like job placement rates, time to completion, and industry demand.
• Get tips on how to balance program marketing with overall brand awareness, leveraging digital channels like pay-per-click advertising and video content to target prospective students.

Product Lifecycle: https://theproductmanager.com/topics/product-life-cycle-management/

Community College Mission Pillars: https://www.mltsucceed.com/insights/

PESO Model: https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

Guest Name: Alana Villemez, CEO, Most Likely to Succeed

Guest Bio: Alana Villemez is the founder & CEO of Most Likely to Succeed, an advisory firm focused on community college enrollment marketing. With over a decade of experience, Alana has worked with more than 100 community colleges to drive enrollment through strategic marketing and communications. 
Alana created Most Likely to Succeed with the mission to make community colleges the number one choice for students across the nation. Most Likely to Succeed helps community colleges deliver on their promises by optimizing their enrollment strategies to better attract and support students, communities and local workforces. 
As the creator of the Community College PROMISE Framework, Alana employs tailored methodologies—developed from her extensive experience working with community colleges— to empower community college professionals to drive meaningful change and redefine success within their institutions.

www.mltsucceed.com

In this episode of The Hidden Gem, Maya Demishkevich speaks with John McGreal, Dean of Enrollment Services at Waukesha County Technical College, about the college’s research-driven approach to improving adult student enrollment. John shares insights from a recent study funded by a grant, exploring the barriers adults face in returning to school and how targeted marketing and operational changes have led to a significant increase in enrollment. Learn how WCTC is helping adult learners succeed in their educational journeys.

Key Takeaways:

• Hear about the research WCTC conducted to better understand why adult learners were not enrolling, and how they used both quantitative and qualitative data to gain insights.
• Learn how adult students want to go from application to enrollment in as little as 4-8 weeks, and how this insight reshaped WCTC's enrollment processes to accommodate this fast-paced decision-making.
• Discover the impact of combining in-person focus groups with AI-driven qualitative analysis to identify key motivations for adult students, such as career pivots and second chances.
• Find out how WCTC leveraged digital marketing, targeted messaging, and in-person experiences to better engage adult learners and increase enrollment by 7%.
• Get practical advice on using grant funds to experiment with new approaches, offering flexible enrollment options, and tailoring marketing strategies to meet adult learners where they are.

Guest Name: John McGreal, Dean of Enrollment Services, Waukesha County Technical College

Guest Bio: John McGreal currently serves as the inaugural Dean of Enrollment Services at Waukesha County Technical College in Pewaukee, WI.  He received his Masters of Arts in Higher Education Administration from the University of Alabama.  Previously, John has worked for Rockford University, the University of Alabama, and Bellin College. He has also served as the President of the Wisconsin ACAC, chair of the WACAC government relations committee, and numerous other roles related to conference planning and professional development. John's passion is using data to make informed decisions, process improvement, and college access. He is also a husband and father, a runner and a book lover, and enjoys finding the best burger in every city.

In this episode of The Hidden Gem, Maya Demishkevich speaks with Eve Markman, Assistant Vice President for Brand Management and Operation from the Community College of Philadelphia about their ambitious rebranding journey. Eve shares insights into how the college's new branding, including the introduction of lion statues, has revitalized campus life, created a sense of pride, and driven student engagement. Learn how these changes are making an impact beyond just a new logo.

Key Takeaways:

• Hear about the comprehensive rebranding process at Community College of Philadelphia, from new logos and marketing materials to creating a dynamic campus environment that reflects the college's new identity.
• Learn why the college chose the lion as its mascot and how they integrated it into the campus through statues and branding, creating a unifying symbol of pride and courage for students.
• Discover how the lion statue installation and other environmental branding efforts are designed to boost student engagement, campus spirit, and a sense of belonging.
• Find out how the college plans to sustain excitement and build traditions around the new mascot, aiming to create long-lasting, meaningful experiences for students.
• Get practical advice on thinking holistically about branding and creating impactful experiences on campus, even with a limited budget.

Guest Name: Eve Markman | Assistant Vice President for Brand Management and Operations | Community College of Philadelphia

Guest Social: linkedin.com/in/eve-markman-501564a5

Guest Bio: Eve Markman is the Assistant Vice President for Brand Management and Operations at the Community College of Philadelphia (CCP). Eve has been with CCP for just over 30 years working her way up through various roles in Marketing at the College, most of which was spent as the Executive Director of Creative Services. Eve is also on the Executive Board of the National Council for Marketing and Public Relations, an association for community college marketing and communications professionals. Eve has a bachelor’s degree in fine arts from Trinity College in CT and a professional certification in Brand Management from Cornell University.
www.ccp.edu

In this episode of The Hidden Gem, Maya Demishkevich talks with Carrie Pitts-Densmore, VP of Enrollment and Marketing at Johnson Community College about transforming internal communications. Carrie shares her experience over the last three years in centralizing communication efforts, enhancing transparency, and building trust across departments. Discover how these initiatives have shaped a more informed and engaged campus community.

Key Takeaways:

• Learn how Carrie tackled decentralized communicatios by conducting audits and centralizing efforts, leading to a more streamlined and efficient communication process across campus.
• Hear about the introduction of a weekly president's newsletter and a new faculty newsletter, which have significantly reduced redundant emails and improved overall communication flow.
• Discover the tools and systems used to manage internal communications, such as ticketing systems, digital monitors, and a consistent branding approach through Canva.
• Find out how creating a culture of trust, rather than just seeking "buy-in," has allowed the college to implement new processes and systems effectively.
• Get insights on breaking down communication silos with cross-departmental committees, open-door policies, and new initiatives like the "Johnson Community College 101" guide.

Guest Name: Carrie Pitts-Densmore, Vice President of Enrollment and Marketing, Johnston Community College

Guest Bio: Carrie Pitts-Densmore serves as the Vice President of Enrollment and Marketing at Johnston Community College. With 25 years of experience in communications, including 13 years focused on integrated marketing and public relations, Carrie has built a diverse and impactful career. She began as a television news journalist, earning a national award for a documentary on domestic violence and covering significant news events in Myrtle Beach, Buffalo, and Raleigh. Transitioning from news, she became a consultant, advising organizations on video production, media relations, strategic communications, and marketing. Carrie also excelled as a real estate agent for a few years, where she developed her customer relations and technology skills, winning multiple awards. Today, she thrives in higher education, embracing the dynamic intersection of technology and storytelling. Carrie holds an Accreditation in Public Relations (APR) and a Master of Science in Communications from Purdue University. Outside of work, she enjoys yoga, the ocean, watching documentaries, and spending time with her family, including her son Archer and her husband Shawn.

LinkedIn: https://www.linkedin.com/in/pittscarrie?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

In this episode of The Hidden Gem, host Maya Demishkevich speaks with Kaylan Gaines, Director of Recruitment and Engagement at Waukesha County Technical College, about the college's innovative approach to in-person registration events. Kaylan shares the story behind the creation of the "Admission Accomplished" event—a one-stop enrollment experience designed to simplify the registration process for students, streamline their journey, and ensure they receive the necessary support to start their college education confidently.

Key Takeaways:

• Addressing Challenges in Registration: Hear about how Waukesha County Technical College created a one-stop registration event to simplify the enrollment process and address common student challenges.
• Design and Execution of the Event: Learn how the event involves collaboration across departments, offering students comprehensive support from application to enrollment, all in one day.
• Significant Impact on Enrollment: Discover the impact of the "Admission Accomplished" event, which boosted attendance and now contributes to 25% of fall enrollments.
• Effective Marketing Strategies: Find out about the targeted marketing strategies—like email and text messaging—that successfully attract students to the event.
• Advice for Other Institutions: Get insights on how other colleges can streamline their registration process, reduce barriers, and create a more student-friendly experience.

Access the Admission Accomplished Checklist: https://drive.google.com/file/d/1v3Y-2ZXHyWXEh5ePFSuQS1_eQAvaidM6/view?usp=sharing

Guest Name: Kaylan Gaines, Director of Recruitment and Engagement, Waukesha County Technical College.

Guest Social: https://www.linkedin.com/in/kaylan-gaines/

Guest Bio: Kaylan Gaines is a higher education professional with a decade of experience specializing in admissions & student recruitment. He currently is the Director of Recruitment & Engagement at Waukesha County Technical College located in southeastern Wisconsin where he develops and implements the recruitment strategy of the college's Enrollment Services unit and oversees recruitment operations and initiatives. 

In this enlightening episode, we welcome Rob Zinkan, Vice President for Marketing Leadership at RHB, to discuss the pivotal role of constituent experiences in higher education marketing. Rob provides an in-depth look at the challenges and opportunities facing community colleges as they strive to enhance their impact on students and communities. From understanding RHB’s 4Es model to creating meaningful and memorable student journeys, this episode sheds light on how colleges can effectively differentiate themselves in a competitive landscape.

Key Takeaways:

• Strategies for Creating Meaningful Experiences: Learn practical steps to start creating impactful constituent experiences, from conducting experience inventories to journey mapping, ensuring these experiences align with institutional mission and values.
• Insights into the 4Es Model: Discover RHB’s model of coherence, focusing on the four key areas—experience, expression, expectation, and effectiveness—that marketing departments need to master for greater institutional impact.
• Real-World Examples of Signature Experiences: Hear about successful initiatives, like the Summit at Agnes Scott College, that have significantly improved engagement and contributed to institutional success.
• Measuring the Impact of Experiences: Understand how to assess and measure the effectiveness of constituent experiences using various metrics and indicators, ensuring these experiences drive desired outcomes such as admissions, retention, and alumni engagement.
• Future Trends in Higher Education Marketing: Gain insights into upcoming trends and how colleges can prepare to stay ahead, focusing on digital transformation and integrating human-centered design to enhance overall constituent experiences.

How to Structure Your Higher Ed Marketing Department for the Future: An RHB Guidebook.

Guest Name: Rob Zinkan, Vice President for Marketing Leadership, RHB

Guest Bio: Rob brings 25 years of experience in higher education leadership focused on reputation and resource development and intra-organizational alignment. He joined RHB in 2019 after nearly two decades at Indiana University in a variety of senior roles from campus-level vice chancellor to system-wide associate vice president. Rob holds a doctorate from Creighton University (his dissertation topic was higher education brand coherence), a master’s from Xavier University and a bachelor’s from Wabash College. A popular speaker, writer and advisor on higher education marketing and organization design, Rob is a former CASE commissioner (Commission on Communications and Marketing) and AMA Symposium for the Marketing of Higher Education committee member. He is co-author of the 2021 book What Makes a Strategic Plan ‘Strategic’?  and is co-editor and contributor to  Inside Higher Ed’s “Call to Action” blog. Rob also teaches graduate courses in both strategic communication and higher education leadership.