The Hidden Gem

In this two-part episode of Hidden Gem, Maya Demishkevich interviews Diane Burkett, Executive Director of Marketing and Public Affairs at College of the Mainland. Diane shares her comprehensive approach to strategic enrollment marketing, focusing on ten key areas that have driven significant growth and success for her institution. From optimizing websites and creating seamless student experiences to shaping public perceptions and leveraging innovative technologies, Diane offers valuable insights and practical strategies for higher education marketers. Tune in to learn how to navigate the complexities of enrollment marketing and build a cohesive and impactful brand identity.

1. Audience Insights: Learn how to gather insights about your target audience through data analysis, surveys, and focus groups, and how these insights influence your marketing strategies.
2. Nurturing Existing Leads: Understand techniques for targeting and nurturing existing lead pipelines to boost enrollment, emphasizing follow-up communications and personalized engagement.
3. Innovative Technologies: Explore the latest technological innovations in enrollment marketing, such as AI-powered chatbots and advanced CRM systems, and their impact on marketing efforts.
4. Social Media Strategy: Discover the power of social media in boosting enrollment through a case study and learn best practices for leveraging social media platforms effectively.
5. Data-Driven Marketing: Understand the importance of data in shaping enrollment marketing strategies and see an example of a data-informed decision that significantly impacted enrollment.

The IMPACT Framework

Guest Name: Diane L. Burkett / Executive Director of Marketing and Public Affairs / College of the Mainland

Guest Bio: Diane L. Burkett serves as the executive director of marketing and public affairs at College of the Mainland. Her diverse professional career, spanning across the public and private sectors in both higher education and software. She possesses a broad experience in marketing, communications and public relations, including expertise in higher education marketing, omni-channel marketing, digital marketing, brand strategy, public affairs, and crisis communications.

During her tenure as executive director of marketing and public affairs at COM, she successfully led efforts to pass a $250 million general obligation bond, which will enable the college to fully complete its 10-year long-range plan to transform its facilities, expand academic offerings and optimize the student experience.

Prior to joining COM, Burkett served as a director of marketing for SnapStream, inc. She also spent eight years at the University of Houston, serving in a variety of roles and progressive marketing / recruitment positions for the C.T. Bauer College of Business, School of Continuing and Professional Education and the College of Optometry. She began her professional career in software, with cPanel, Inc.

Burkett has a master's degree in Instructional Technology and a bachelor's in communications with an emphasis in public relations from Mississippi State University.

In Part 1 of this two-part episode of Hidden Gem, Maya Demishkevich interviews Diane Burkett, Executive Director of Marketing and Public Affairs at College of the Mainland. Diane shares her comprehensive approach to strategic enrollment marketing, focusing on ten key areas that have driven significant growth and success for her institution. From optimizing websites and creating seamless student experiences to shaping public perceptions and leveraging innovative technologies, Diane offers valuable insights and practical strategies for higher education leaders. Tune in to learn how to navigate the complexities of enrollment marketing and build a cohesive and impactful brand identity.

Key Takeaways:

1. Strategic Growth: Learn how College of the Mainland has grown significantly through strategic marketing and enrollment efforts.
2. Website Optimization: Discover the role of website optimization in enrollment marketing and learn effective changes made by community colleges to enhance user experience, accessibility, and functionality.
3. Seamless Student Experience: Understand the steps taken to improve the prospective student experience, from application to enrollment.
4. Integrated Marketing Strategy: Gain insights into developing a strategic and judicious integrated marketing strategy across various channels.
5. Public Perception Management: Shaping Public Perceptions: Learn how to shape public perceptions and enhance your college's brand image through consistent messaging and community engagement.
6. Personalized Enrollment Marketing: Discover examples of how personalization in enrollment marketing enhances student recruitment through personalized email campaigns, tailored content, and targeted outreach.

Guest Name: Diane L. Burkett / Executive Director of Marketing and Public Affairs / College of the Mainland

Guest Bio: Diane L. Burkett serves as the executive director of marketing and public affairs at College of the Mainland. Her diverse professional career, spanning across the public and private sectors in both higher education and software. She possesses a broad experience in marketing, communications and public relations, including expertise in higher education marketing, omni-channel marketing, digital marketing, brand strategy, public affairs, and crisis communications.
During her tenure as executive director of marketing and public affairs at COM, she successfully led efforts to pass a $250 million general obligation bond, which will enable the college to fully complete its 10-year long-range plan to transform its facilities, expand academic offerings and optimize the student experience.
Prior to joining COM, Burkett served as a director of marketing for SnapStream, inc. She also spent eight years at the University of Houston, serving in a variety of roles and progressive marketing / recruitment positions for the C.T. Bauer College of Business, School of Continuing and Professional Education and the College of Optometry. She began her professional career in software, with cPanel, Inc.
Burkett has a master's degree in Instructional Technology and a bachelor's in communications with an emphasis in public relations from Mississippi State University.

In this episode of Hidden Gem, Maya Demishkevich sits down with Dr. Stephanie Erdmann, CEO and Dean of Great Falls College, to discuss the college's innovative journey to strengthen its brand identity. Dr. Erdmann shares the fascinating story behind the introduction of their new mascot, Mo the River Otter. Learn how a well-executed mascot can bring a community together, enhance school spirit, and create a cohesive brand identity even for colleges without athletic programs. Tune in to gain valuable insights on strategic branding, community engagement, and creative marketing tactics.

Key Takeaways:

1. Community Involvement: Discover how involving staff, students, and community members in the mascot creation process can foster a sense of ownership and pride.
2. Creative Outreach: See how unique marketing strategies, such as involving local celebrities and creating engaging social media content, can boost community awareness and excitement.
3. Sustained Engagement: Explore ongoing initiatives to keep the mascot relevant and integrated into various aspects of the college’s activities and communications.
4. Time and Patience: Realize the importance of taking time with the mascot development process to ensure thorough community engagement and thoughtful implementation.

The IMPACT Framework

Guest Name: Dr. Stephanie Erdmann / CEO and Dean / Great Falls College MSU

Guest Bio: Dr. Stephanie Erdmann is a higher education veteran with more than 20 years of experience in private, tribal, and public two-year and technical colleges in Wisconsin and Montana.
Stephanie is passionate about two-year education. She began her own educational journey at Spokane Falls Community College before transferring to the University of Montana to earn a Bachelor of Arts in Interpersonal Communication and later masters and doctoral degrees. Her career path started in advertising and marketing after college graduation, and she proudly applies this transferable skill to her role as the CEO/Dean at Great Falls College MSU since July 2021, and in previous higher ed positions at other institutions for the last several years.
With an impressive record of promoting leadership within two-year educational institutions, Stephanie constantly strives to remove barriers for students so they can improve their economic situations and civic responsibilities through education. While offering the appropriate programs of study, hiring suitable people, and providing adequate financial support, a big part of her work involves creating a brand and marketing it to a broader audience. Not only does a strong brand attract students to the campus and encourage them to attend, but a strong brand also builds a community, resulting in higher persistence leading to more graduates.

In this episode of Hidden Gem, Maya interviews Lilian Clemente, the Executive Director of Strategic Marketing Communications and Interim VP for Strategy and Innovation at Front Range Community College. Lilian shares her journey of building a brand new marketing communication department from the ground up, discussing the challenges, strategies, and successes along the way. Tune in to discover how to assess your institution's needs, build trust within your community, and create a culture of collaboration and innovation.

Key Takeaways:

1. Team Building: Discover how Lilian assessed the needs of Front Range Community College and strategically built a marketing team from two to twelve members in just one year.
2. Internal Partnerships: Understand the importance of building trust and partnerships within the college community to enhance marketing efforts and align with institutional goals.
3. Culture Development: Hear Lilian’s approach to creating a positive, customer-service-oriented culture within her team.
4. Creative Collaboration: Find out how collaborating with faculty and leveraging student talent can benefit both the marketing team and the educational programs.

The IMPACT Framework

Guest Name: Lilian Clemente / Executive Director of Strategic Marketing Communications and Interim VP for Strategy and Innovation / Front Range Community College

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

Guest Bio: Lilian Clemente is a marketing and communications executive with 15+ years of experience in higher education. She has led large marketing and communications initiatives and helped advance brand reputation on local and global scales for some of the top universities in the country. 
As the Executive Director of Strategic Marketing & Communications at FRCC, Clemente leads the Marketing and Communications division, bringing her expertise and innovative approach to further elevate the college’s brand and expand its reach. She is responsible for drawing upon industry best practices and audience insights to develop and implement comprehensive marketing campaigns, support enrollment growth, and optimize internal and external communications. In addition to her marketing role, Lilian is also currently serving as Interim Vice President of Strategy and Innovation at Front Range Community College.
Prior to joining FRCC, Lilian served in key marketing and communications leadership roles to some of the top institutions in the U.S., including Arizona State University and the University of North Carolina at Chapel Hill, driving international enrollment growth and leading teams in creative strategy and implementation, alumni engagement and internal communications. 
Lilian's passion for access to education and her belief in the transformative power of colleges and universities have been the driving forces behind her career in higher education. She holds a master's degree in Higher and Post-Secondary Education, a bachelor's degree in Business Communication, and a certificate in International Business from Arizona State University. 

In this enlightening episode, we welcome Dr. Martha Parham, the Senior VP of Public Relations for the American Association of Community Colleges (AACC), to discuss the pivotal role community colleges play in the higher education landscape. Martha provides an in-depth look at the challenges and opportunities facing community colleges across the United States, emphasizing the critical support AACC provides through leadership, advocacy, and advancement. From navigating policy changes in Washington D.C. to leveraging data-driven marketing strategies, this episode sheds light on how community colleges can enhance their impact on students and communities nationwide.

Key Takeaways:

• Ideas for leveraging data-driven strategies to enhance marketing and communication efforts, ensuring that community colleges effectively reach and engage their target audiences.
• Tips for navigating the challenges of rapid technological advancements, particularly the integration of AI in education, to enhance learning and operational efficiency.
• Guidance on maintaining effective advocacy for community colleges in Washington D.C., ensuring that their needs and contributions are recognized in legislative processes.
• Strategies for using comprehensive data to communicate the value and impact of community colleges, helping to shift public perceptions and underscore their critical role in higher education.

Guest Name: Dr. Martha M. Parham / Senior Vice President, Public Relations / American Association of Community Colleges

Guest Social: https://www.aacc.nche.edu/

Guest Bio: Dr. Martha M. Parham is the senior vice president, public relations for the American Association of Community Colleges. Parham leads the marketing, publications, media and public relations, and oversees AACC’s 21st Century Center.
Prior to joining AACC, Parham was the Director of Public Affairs, Marketing and Government Relations at the Coast Community College District, where she directed the marketing, communications, media and public relations, graphics and printing, and government relations and advocacy activities of the ninth largest community college district in California. She also served as the Executive Director to the Coast CCD Foundation. While at Coast, Parham lead the campaign for Measure M, securing nearly $800-million in General Obligation Bond funds for the district’s three colleges.
Parham is a member of the National Council for Marketing and Public Relations. She is a past president of the Community College Public Relations Organization (CCPRO) and served on the board for the Association of Community College Administrators. She has won numerous awards from NCMPR and CCPRO for her creativity in developing advertisements and publications, event planning and advocacy strategies. Parham has been the recipient of several awards, including All Pro Lifetime Achievement Award by the California Community College Public Relations Organization, and the Coast District Manager of the Year.
Prior to joining the staff at the Coast Community College District, Parham spent her time at Disneyland as an Imagineer, where she served in an administrative capacity tracking graphics and lighting design projects for Tarzan’s Treehouse, New Tomorrowland and the Disney Gallery.
A native of Virginia, Parham received her bachelor’s degree in English from Longwood University, a master’s degree in English in 2005, and her doctorate in Educational Leadership in 2011.

In this Bonus announcement, join Mallory, Chief Strategist of Enrollify, as she introduces the newly relaunched Enrollify.org. This episode highlights the fresh features and content now available on the site, emphasizing Enrollify’s commitment to revolutionizing higher education. Learn about the variety of resources—from podcasts to ourses to webinars—that can help professionals make impactful changes in their careers and institutions.

In this episode, the guests from Palm Beach State College discuss community colleges’ essential role in workforce development and economic support. Join Maya and her three guests, Edward Willey, Belinda Mouradian, and Matt Lenihan, as they explore the strategies and challenges of building robust partnerships with local businesses and the community. Learn how to stay connected to your community’s needs and how to promote colleges existing programs and custom training opportunities to support local employers. This episode is a must-listen for educators, community leaders, and anyone interested in the symbiotic relationship between educational institutions and economic growth.

Key Takeaways:

• Insight into how community colleges like Palm Beach State College support local economies through strategic partnerships with businesses and community organizations.
• Ideas for adapting and expanding educational offerings based on changing community needs and employment trends to better meet workforce demands.
• Tips for improving coordination across campuses and departments to ensure effective program delivery and partnership management.
• Guidance on using CRM tools to track and document interactions and partnerships for organized and measurable engagement.
• Strategies for integrating regular feedback from community and industry partners to maintain program relevance and strengthen community trust.

Guest Names: 

Matthew Lenihan / Director of Business and Community Relations / Palm Beach State College
Edward Willey / Dean of Academic Affairs / Palm Beach State College
Dr. Belinda Mouradian / District Director for Instructional Design and the Associate Dean for Health Sciences / Palm Beach State College

Guest Bios: 

Matthew Lenihan earned his bachelor’s degree from Siena College in 2005, then delved into the private business sector in NYC, gaining insights into talent pipeline management. Transitioning to Florida in 2014, he pivoted to higher education, focusing on workforce connection and incumbent worker training. At Polk State College for five years, Matt championed customized workforce training and served on key committees, contributing to the College's accreditation self-study. He earned his Master of Arts degree in Career and Technical Education from USF in 2019, enhancing his expertise in workforce education. Joining Saint Leo University in 2020, he rose to Director of the Saint Leo East Pasco Education Center in 2021, expanding corporate partnerships and spearheading recruitment efforts amidst the pandemic. He then moved to Palm Beach State College in 2022 as Director of Business and Community Relations, tasked with fostering external and internal relationships to bolster the College’s presence in Palm Beach County.

Dean Edward Willey began his affiliation with Palm Beach State College in 1987 as a community education representative from Boca Raton Community Hospital (now Boca Regional) and as a member of the first Allied Health Advisory Committee on the Eissey Campus in Palm Beach Gardens. In 1989 he was hired as the first program clinical coordinator. During his almost 35-year tenure with Palm Beach State College, he has held numerous positions of leadership, including the positions of Coordinator with full time instructional responsibilities, Program Manager, Division Chairman, Associate Dean, Dean of Academic Affairs, Interim Dean of Health Sciences and Interim Provost. He was appointed Dean of Academic Affairs in 2000 and currently serves all five campuses as the District Dean of Health Sciences. He has earned both a graduate degree and undergraduate degree in Allied Health Science and Health Services Administration respectively and is a Ph.D. candidate in Education Administration and Leadership. At Palm Beach State College, he has served on numerous committees, including the PBSC Dental & Medical Sciences Project, Leadership Palm Beach County, Professional Development Committee, District Equity Committee, Palm Beach North Chamber of Commerce, Council of Instructional Affairs with memberships in National Council of Instructional Administrators, Florida Deans and Directors of Allied Health. 

Dr. Belinda Mouradian started her career in clinical health practice at local hospitals in South Florida. She then transitioned to higher education in 2009 and worked as an adjunct, then moved to a tenured faculty position, and later became the Nuclear Medicine Program Director. Dr. Mouradian revised the entire curriculum and successfully brought the program to receive initial programmatic accreditation as well as significantly improving the licensure pass rate to 100% on first attempt. Dr. Mouradian became extremely interested in heightening her involvement with the accreditation process and became an ABHES evaluator in her early years of teaching in higher education. ABHES has been an instrumental part of her life as she has gained an immeasurable wealth of knowledge through the robust visits she has participated in for almost 10 years to date. After receiving tenure and working as faculty for nearly a decade, Dr. Mouradian moved into administrative roles as the District Director for Instructional Design and the Associate Dean for Health Sciences. She served as a Master Quality Matters Reviewer and a faculty facilitator where she avidly worked with training faculty on how to use the learning management system as well as how to transition courses to various instructional deliveries. Dr. Mouradian holds a Ph.D. in Educational Leadership, a Master of Science Degree in Higher Education with a focus in online instruction. She currently holds a district administrative position overseeing all allied health science programs across five campuses at Palm Beach State College.

Guests Social: 

Matt's LinkedIn
Edward's LinkedIn
Belinda's LinkedIn

In this enlightening episode, Blair Lee, the Executive Director of Strategic Communications and Alumni Engagement at the Community College of Aurora, shares his rich journey through higher education marketing and the innovative strategies his team employs to support partnerships and regional workforce development needs. From the importance of alumni engagement from day one on campus to the pivotal role of marketing in connecting education with industry demands, Blair provides actionable insights into making higher education institutions a cornerstone of community and workforce development.

Guest Name: Blair Lee, Executive Director of Strategic Communications and Alumni Engagement, Community College of Aurora 

Guest Social Handles: https://www.higheredcreative.net

Guest Bio: Blair Lee is a higher-ed creative strategist, administrator and professor. By day he leads the Community College of Aurora’s marketing, public affairs and digital strategy efforts as the Executive Director of Strategic Communications and Alumni Engagement. He is also the host of the monthly education podcast Fulfilled: Your Inside Glimpse Into Higher Ed.
Mr. Lee regularly lectures on funding disparities in higher education and writes frequently on institutional access, brand advancement and student success initiatives. Blair is a proud two-time alumnus of the University of Baltimore. He is currently pursuing his PhD within the School of Education at Notre Dame of Maryland University. You can follow him online on all social platforms @TheHigherEdCreative

This eye-opening episode dives into a crucial yet often overlooked aspect of higher education success - employer branding and employee satisfaction within community colleges. Joined by Eddie Francis, the voice behind the 'I Wanna Work There' podcast, Maya and Eddie explore innovative strategies for attracting and retaining top talent, despite the challenges posed by limited budgets and high competition. This conversation sheds light on the significant impact that a positive work culture, strategic benefits, and a robust employer brand can have on the success of community colleges and their broader communities.

Key Takeaways:

• The Importance of Employer Branding: Explore the crucial role of employer branding in attracting quality faculty and staff, vital for student satisfaction and institutional success.
• Strategies for Talent Attraction: Learn innovative ways community colleges can enhance their appeal to potential employees, including showcasing unique benefits and leveraging the institution's mission.
• Employee Satisfaction: Hear the significance of creating a supportive and engaging work environment to ensure employee satisfaction and retention.
• Impact of Digital Presence: Explore how a strong digital presence and leadership visibility on social media can influence job applicants' perceptions and decisions.
• Practical Tips: Gain actionable insights for community colleges to implement immediately to boost their employer brand.

The IMPACT Framework

Guest Name: Eddie Francis / Brand strategy consultant, speaker, leadership enthusiast, and award-winning broadcaster

Guest Social: 
https://www.linkedin.com/in/eddiefrancis/
https://www.youtube.com/user/augustus06
https://www.instagram.com/eddiefrancis06/
https://www.tiktok.com/@eddiefrancis06

Guest Bio: Eddie Francis is a brand strategy consultant, speaker, leadership enthusiast, and award-winning broadcaster. He hosts “I Wanna Work There!,” one of Hannon Hill’s best higher ed podcasts of 2024 and “For Our Edification,” and he is a frequent contributor to WBOK radio. 
He has been quoted and featured in The Chronicle of Higher Education, The Huffington Post, Inside Higher Ed, Careers in Government, Watch the Yard, on “The Higher Ed Marketer,” “Confessions of a Higher Ed CMO,” and more. Among Eddie’s honors are New Orleans Magazine’s “30 People to Watch,” the Press Club of New Orleans’ Best Radio Entertainment Feature, and two nominations for AMA’s Higher Education Marketer of the Year. 
Eddie earned his master’s degree in strategic leadership from Tennessee State University and his bachelor’s from Loyola University New Orleans. He is a member of the American Marketing Association, the International Leadership Association, and Alpha Phi Alpha Fraternity Inc.

This episode tackles the essential unity of marketing and communications, advocating for a seamless Marcomm strategy that encompasses all channels, both digital and traditional, under a singular, well-defined brand identity. The dialogue underscores that marketing and communications are not separate entities, but rather complementary facets of a holistic approach that ensures consistent and impactful messaging. The episode brings to light the power of storytelling, authenticity, and strategic uniformity and serves as an insightful guide for professionals aiming to synchronize communication tools and promotional strategies to build a robust educational brand.

Guest 1 Name: Lisa Slappy, Chief Communications Officer, Carroll Community College

Guest 1 Social: https://www.carrollcc.edu/

Guest 1 Bio: Lisa Slappy is the Chief Communications Officer at Carroll Community College and began working at Carroll in 2022. In this capacity, she is responsible for building internal and external support, conducting public and community relations activities, and enhancing the visibility, image, and reputation of the College. She is the Public Information Officer and the spokesperson for the college. She serves as a member of the President’s Executive Team and represents the initiatives, needs, and activities of the College to all audiences. 
Prior to this position she was the Chief Communications Officer at a federal contracting company. She was responsible for planning, executing, reporting, and managing internal and external communications that increased brand visibility for a federal contracting staffing company. This included branding, industry relations, media relations, community engagement, marketing, social media, public affairs, strategic and corporate communications. 
She provided strategic communication counsel and oversight on all business facets and prepared plans for highly successful marketing campaigns and monitored ongoing campaign performance to ensure proper execution while maintaining effective strategic relationships. She prepared the executive team for all communication engagement and was the company’s principal spokesperson and communication adviser.
She holds an MBA and a Master of Science in Management and Public Relations from the University of Maryland Global Campus. She also holds a Master of Science in Administration from Central Michigan University and a Bachelor of Science in Communications from UMGC.

Guest 2 Name: Peter Toran / Lead Strategist, idfive

Guest 2 Social: www.idfive.com

Guest 2 Bio: As idfive’s Lead Strategist, Peter applies his extensive experience in education marketing, nonprofit positioning and development, and institutional branding to various client projects.  
Before joining idfive, Peter served as the Vice President of Communications and Planning at the University of Baltimore for 13 years. While at the university, Peter supervised the university’s marketing, advertising, web relations, social media, public and media relations, crisis management, and special events. He was also a member of the President’s executive office and helped the university achieve its highest student population in history. 
Peter is the former Co-Founder and Principal of TBD+, an agency that specializes in education branding and recruitment, nonprofit positioning, and the development and implementation of strategic plans. While with TBD+, Peter worked with clients such as the Clinical Legal Education Association, the University of Maryland School of Nursing, and Helia Health and Wellness. 
Peter is a summa cum laude graduate of Tufts University, has an M.F.A. in Theater from Wayne State University, and has served as an adjunct professor at the University of Baltimore and guest artist at Northwestern University.