The Higher Ed Marketer

Authenticity has taken a front seat in higher ed marketing.

Branding your institution authentically is a big key to success, and it starts with improving the employee experience.

That’s why we’re talking to Eddie Francis">Eddie Francis, Founder of Edify Ventures">Edify Ventures. With a diverse experience in various industries, Eddie holds firm that being valued matters.

In this episode, we dive into the mechanics of employee value and authentic culture.

Join us as we discuss:

- The importance of employee recognition and retention (4:45)

- Challenges to higher ed employee retention (7:40)

- Generational impacts on higher ed culture (20:35)

- Why improvement is achievable for any size school (28:38)

Check out these resources we mentioned during the podcast:

- CUPA-HR Higher Education Employee Retention Survey">CUPA-HR Higher Education Employee Retention Survey

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Marketing in Higher Education is evolving more rapidly than ever. If we sit around and watch the innovations fly by, we might be out of the game before we know it.

It’s key to ensure that when the right piece of marketing is available to your university, you seize it.

That’s why we’re talking to Tony Fraga">Tony Fraga, Marketing Strategist & CEO at Direct Development">Direct Development. He’s all about implementing strategic game plans to see your institution thrive against the competition.

In this episode, we delve into the importance of tailoring your marketing strategy.

Join us as we discuss: 

- Decades of change in the higher ed landscape (4:32)

- Moving marketing out of advancement and into enrollment (10:54)

- Having a sustainable and long-term strategy (18:40)

- Moving marketing from a catch-all to a tailored approach (29:00)

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Batter up!

And the best part? Each of this episode’s guests will be at the upcoming 2023 AMA Symposium for the Marketing of Higher Education">2023 AMA Symposium for the Marketing of Higher Education in Chicago, Illinois!

You won’t want to miss this special lineup of talented men and women who can help you get your college or university’s marketing into the big leagues:

- Jaime Hunt">Jaime Hunt, Chief Marketing Officer at Old Dominion University">Old Dominion University 

- Walter Kimbrough">Walter Kimbrough, Consultant at The Registry">The Registry 

- R. Ethan Braden">R. Ethan Braden, Chief Marketing and Communications Officer at Purdue University">Purdue University 

- Jenny Petty">Jenny Petty, VP of Marketing Communications at the University of Montana">University of Montana 

- Carrie Phillips">Carrie Phillips, Chief Communications and Marketing Officer at the University of Arkansas - Little Rock">University of Arkansas - Little Rock 

- Santhana Naidu">Santhana Naidu, Vice President at the Rose-Hulman Institute of Technology">Rose-Hulman Institute of Technology 

- Alex Boylan">Alex Boylan, Founder of The College Tour">The College Tour 

- Teresa Flannery">Teresa Flannery, Executive VP and Chief Operating Officer at CASE">CASE

Check out these resources we mentioned during the podcast:

- Epic Content Marketing">Epic Content Marketing by Joe Pulizzi and Brian Piper 

- Confessions of a Higher Ed CMO">Confessions of a Higher Ed CMO Podcast with Jaime Hunt  

- Revisionist History">Revisionist History Podcast with Malcolm Gladwell 

- How to Market a University">How to Market a University by Teresa Flannery 

- How to Market a University Mastercourse">How to Market a University Mastercourse 

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When it comes to alumni communications, print isn't dead yet. In fact, many alumni who are express great interest in receiving printed content.

When done the right way, print not only provides a great ROI but also helps higher ed material to stand out in what is becoming an increasingly noisy digital landscape. That's why it's paramount that communications teams try to combine both a print and digital approach to improve the overall experience.

Join us as we talk to Rebekah Tilley">Rebekah Tilley, Director of Strategic Communications at the University of Iowa’s Tippie College of Business">University of Iowa’s Tippie College of Business , Steven Henneberry">Steven Henneberry, Director of Strategic and Faculty Communications at the University of Minnesota’s Carlson School of Management">University of Minnesota’s Carlson School of Management, and Erin Peterson">Erin Peterson, Owner of Capstone Communications. ">Capstone Communications.

In this episode, we delve into how to successfully navigate the alumni communications experience.

- Print’s place within the alumni communications ecosystem (05:12)

- How to best integrate print, digital platforms, and other channels for alumni (15:34)

- How to utilize LinkedIn to find story angles and people to interview (31:09)

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The market for public-facing generative AI tools has exploded since ChatGPT’s launch in November of 2022. And lots of higher ed institutions are still trying to wrap their heads around AI’s potential, for better or worse.

But the truth is that the rest of the world is going full speed ahead with generative AI, and it’s time for higher ed marketers to catch up.

In this episode, we’re joined by Gil Appel">Gil Appel, Assistant Professor of Marketing at The George Washington University School of Business"> The George Washington University School of Business, and Raffi DerSimonian">Raffi DerSimonian, VP and Chief Strategy Officer at ERI"> ERI. Tune in to hear Gil and Raffi follow up on their presentation with Bart from the HashtagHigherEdUS Conference">HashtagHigherEdUS Conference in June 2023 about AI tools in higher ed marketing.

Join us as we discuss:

- How AI literacy will be a benchmark for the workforce of the future (2:24)

- Why ChatGPT is like an Ironman suit for higher ed marketers (11:09)

- Arguments against AI tools and the intellectual atrophy fallacy (26:27)

- What part AI plays in proving the value of college education (35:57)

Check out these resources we mentioned during the podcast:

- HashtagHigherEdUS Conference 2023 - Using AI in Higher Ed Marketing">HashtagHigherEdUS Conference 2023 - Using AI in Higher Ed Marketing 

- Fireflies.ai">Fireflies.ai 

- CassidyAI.com">CassidyAI.com 

- AI: Your Collaborative Marketing Partner Summit">AI: Your Collaborative Marketing Partner Summit 

- ABHE Enrollment Leaders Conference">ABHE Enrollment Leaders Conference 

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Like a lot of higher ed departments, international student marketing has been on a rollercoaster since the pandemic. And while other global players like Canada and India are excelling in international recruitment, the US is falling behind.

But Mary Catherine Chase">Mary Catherine Chase, Director of Marketing and Communications at The George Washington University - School of Business"> The George Washington University - School of Business, thinks domestic institutions have a real opportunity to get back in the game. First, they have to get back to some basics.

Tune in to hear Mary’s great insights on how marketers can re-engage the global community and give international students a sense of belonging at American institutions.    

Join us as we discuss:

- Covid’s lasting impact on international student recruitment (4:22)

- Marketing to different cultures in your local communities (12:54)

- The 3 pillars of international higher ed marketing (24:30)

- Why language matters in your community interactions (29:53)

Check out these resources we mentioned during the podcast:

- International Student Exchange Programs">International Student Exchange Programs (ISEP)

- Institute of International Education">Institute of International Education (IIE)

- Education USA">Education USA

To hear this interview and many more like it, subscribe on Apple Podcasts">Apple Podcasts, Spotify">Spotify, or our website">our website or search for The Higher Edge in your favorite podcast player.

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When It comes to building trust by empowering teams to take ownership, higher ed leaders must communicate frequently and not be afraid to push boundaries.

Today, we're joined by the Senior Director of Enrollment Marketing at Baylor University">Baylor University, Jen McCrady">Jen McCrady.

Jen talks about what helps her unique management style to not only establish trust with her team but also empower them.  

How you support your colleagues is key to getting the most out of them and building a strong team for today, but it also plays a huge role in creating the work culture of tomorrow at your institution.

- Why Jen’s team-building philosophy focuses on trust and empowerment (7:16)

- The five ways to build trust within your team (14:15)

- How a tight-knit professional community is created (25:50)

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For any number of reasons, higher ed institutions can sometimes get caught up in a branding dilemma. And it’s often up to their marketing departments to reshape — or rediscover — the magic behind their school’s messaging.

Such was the case at the University of Louisville">University of Louisville in 2017. It was then that the school’s Executive Director of Brand and Marketing, Kim Butterweck">Kim Butterweck, and Director of Marketing, Erica Walsh">Erica Walsh, and their team set out to rediscover their brand’s promise.

Kim and Erica share how training internal stakeholders in brand awareness and redefining student success became integral to their school’s renewed brand messaging strategy.   

Join us as we discuss:

- Working with internal stakeholders on brand messaging (8:25)

- Cross-training departments through group workshops (17:12)

- The 3 pillars of Louisville’s brand messaging strategy (25:57)

Check out these resources we mentioned during the podcast:

- [email protected]">[email protected] 

- [email protected]">[email protected] 

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Are you setting the teams at your university or organization up for success? How are you supporting your colleagues to ensure that they are at the top of their game at all times?

It all starts with being intentional, getting everyone aligned, and having a collaborative approach.

In this episode, we are joined by Kathy Kissane">Kathy Kissane, Associate Chief Marketing Officer at Thomas Jefferson University">Thomas Jefferson University.

- Why you need to have a clear mission, vision, and values (07:47)

- How you can encourage continuous learning (15:45)

- Why it’s important to celebrate the wins and the tries (27:03)

Check out these resources we mentioned during the podcast:

- Kathy Kissane">Kathy Kissane 

- Thomas Jefferson University">Thomas Jefferson University 

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“Data silos” have been at the top of the buzzword pile for a few years now. But the truth is that many higher ed enrollment and marketing departments still don’t quite get each others’ roles.

Michael Doran">Michael Doran, CRM Implementation Strategist at XEquals"> XEquals, thinks the biggest problem is they speak different languages. The solution? They need a translator — someone who knows how to unlock marketing solutions for their school’s enrollment strategy.

Michael leans on his admissions experience to unpack what’s keeping enrollment and marketing professionals from communicating and what the folks at XEquals are doing to break down those roadblocks.

Join us as we discuss:

- Why fast-paced demographic shifts necessitate information sharing (3:26) 

- The perks and challenges of an enrollment and marketing tag team (11:38)

- How lead scoring can help enrollment counselors prioritize leads (19:50)

Check out these resources we mentioned during the podcast:

- [email protected]">[email protected] 

- XEquals">XEquals

- The Golden Ratio">The Golden Ratio podcast

To hear this interview and many more like it, subscribe on Apple Podcasts">Apple Podcasts, Spotify">Spotify, or our website">our website or search for The Higher Ed Marketer in your favorite podcast player.

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