The Higher Ed Marketer

Encore Episode: Originally Aired March 2026

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What happens when a university website becomes a cluttered “junk drawer” instead of a clear, welcoming first impression? Paul Garner, Executive Director of Marketing and Communications at Western Carolina University, shares how his team transformed a confusing, overloaded website into a true digital front door that reflects the student experience and institutional story. This conversation unpacks how thoughtful leadership, trust, and alignment can turn a fragmented digital presence into something purposeful, intuitive, and mission-driven.

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What We Cover in This Episode

🔘 Why “attention is king” in modern higher ed marketing

🔘 Lessons from transitioning into higher ed from the private sector

🔘 Building trust across campus before launching major initiatives

🔘 Navigating website redesigns as change management, not just tech projects

🔘 How to align stakeholders around a student-first digital experience

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Episode Highlights

02:03 – Transitioning into higher ed and culture shock

07:20 – Building trust through presence and authenticity

10:06 – Why the website redesign was necessary

12:00 – The real challenge, people not technology

13:30 – Creating buy-in across campus stakeholders

15:35 – Moving to a student-first website strategy

22:00 – Leadership growth during major transitions

24:30 – Post-launch challenges and holding the line

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

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

The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

This summer series of The Higher Ed Marketer Podcast is proudly sponsored by NextGrad.

NextGrad helps colleges and universities reach students where they already are, inside the high school itself. With a network of over 2,500 schools across North America, NextGrad puts your institution's message in front of future students every single day. Be the school they remember when it's time to decide.

NextGrad.com — Where students see you first.

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Enrollment growth rarely comes from one big idea. James Steen, Vice President of Enrollment Management and Marketing at Houston Christian University, shares how HCU grew from 268 freshmen to a trajectory of more than 1,100 by methodically improving every stage of the enrollment funnel. He explains how the university's name change expanded its reach, how direct admission partnerships flip the traditional recruitment process, and why media in local high schools create a new opportunity to build awareness before students ever inquire.

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 What We Cover in This Episode

🔘Why sustainable enrollment growth depends on improving hundreds of small details across the funnel

🔘What Houston Christian University learned from changing its name after 60 years

🔘How guaranteed admission partnerships turn qualified high school seniors into applicants

🔘Why in-school media helps institutions reach students before the traditional funnel begins

🔘How to measure brand awareness through applications, conversions, admits, and enrollment

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Episode Highlights

05:10 How HCU grew from 268 freshmen toward a class of more than 1,100

13:40 Why Texas' school phone restrictions made in-school digital billboards more valuable

18:40 Creating motion ads and dedicated landing pages for students walking between classes

22:36 Connecting early brand awareness to application growth and downstream enrollment

24:28 Why more inquiries only matter when conversion and completion rates improve

28:29 Using school-level STEM data to target engineering scholarship campaigns

30:07 Why enrollment leaders must keep testing, measuring, and pivoting

The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

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

The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

This summer series of The Higher Ed Marketer Podcast is proudly sponsored by NextGrad.

NextGrad helps colleges and universities reach students where they already are, inside the high school itself. With a network of over 2,500 schools across North America, NextGrad puts your institution's message in front of future students every single day. Be the school they remember when it's time to decide.

NextGrad.com — Where students see you first.

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As technology continues to transform how students search for colleges, trust has become higher education's greatest competitive advantage. Derek Riordan, Digital Marketing Strategist at Southeast Missouri State University, shares how institutions can build authentic brand influence through strategic storytelling, AI-ready content, and meaningful student experiences that earn confidence long before application season.

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🎧 What We Cover in This Episode

🔘Why trust is becoming the foundation of higher education marketing

🔘How early brand influence shapes enrollment decisions years before students apply

🔘The growing role of AI, SEO, and Answer Engine Optimization in college search

🔘Why storytelling and student outcomes must work together to strengthen enrollment marketing

🔘Practical strategies for creating authentic campaigns that resonate with students, parents, and AI search tools

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🎙️ Episode Highlights

01:10 Why universities must build trust in an AI-driven enrollment environment

11:32 How SEMO is preparing for AI search with SEO-focused content and blogs

13:55 Creating highly specific content that matches how students search with AI

15:20 Using AI as a productivity tool without sacrificing authentic human connection

25:38 Why authentic student experiences must match institutional marketing promises

27:21 Derek's advice for enrollment marketers, build brand awareness early and create integrated campaigns

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

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

The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

This summer series of The Higher Ed Marketer Podcast is proudly sponsored by NextGrad.

NextGrad helps colleges and universities reach students where they already are, inside the high school itself. With a network of over 2,500 schools across North America, NextGrad puts your institution's message in front of future students every single day. Be the school they remember when it's time to decide.

NextGrad.com — Where students see you first.

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Higher education has no shortage of great stories, but too many institutions struggle to tell them in ways that capture attention and build long-term trust. 

Dave Murray, Executive Director of Marketing and Communications at Ferris State University, shares how his career as a press secretary and journalist shaped a newsroom mindset that has transformed how Ferris communicates with prospective students, alumni, and the media. From creating one newsworthy story every day to building authentic relationships with reporters, Dave explains why consistent storytelling is one of the most powerful enrollment and reputation strategies an institution can adopt.

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What We Cover in This Episode

🔘Why higher education should think like a newsroom instead of a press office.

🔘How daily storytelling strengthens institutional reputation over time.

🔘The role of photography, human interest, and career outcomes in effective storytelling.

🔘How NextGrad and other marketing channels reinforce earned media and enrollment success.

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Episode Highlights

08:20 The newsroom formula for stories reporters will publish

13:55 Why one quality story every day changes institutional visibility

19:10 Building reputation before a crisis happens

22:05 Connecting storytelling, enrollment marketing, and the NextGrad strategy

26:10 Building trusted relationships with local media

29:20 Why the best stories happen outside your office
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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

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

The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

This summer series of The Higher Ed Marketer Podcast is proudly sponsored by NextGrad.

NextGrad helps colleges and universities reach students where they already are, inside the high school itself. With a network of over 2,500 schools across North America, NextGrad puts your institution's message in front of future students every single day. Be the school they remember when it's time to decide.

Nextgrad.com — Where students see you first.

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What if the biggest opportunity to influence prospective students happens long before they ever become an inquiry? Harrison “Soup” Campbell, Chief Growth Officer at NextGrad, joins us to discuss why colleges and universities need to rethink traditional enrollment marketing strategies. Drawing on his experience in admissions leadership and his new executive role at NextGrad, Soup explains why building brand awareness inside high schools is becoming one of the most effective ways to connect with future students.

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What We Cover in This Episode

🔘Why colleges should begin building relationships with students well before their junior and senior years.

🔘How in-school media is creating new opportunities for authentic brand awareness.

🔘Why digital marketing alone is no longer enough in an AI-driven landscape.

🔘How NextGrad helps colleges reach students where they spend their time every day.

🔘Practical Advice for building a long-term enrollment marketing strategy.

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Episode Highlights

01:15 - Soup shares his unconventional journey from educator to higher education leader.

08:00 - Why colleges need to prioritize awareness before the inquiry stage.

11:20 - Research showing how early brand awareness influences college applications.

16:00 - How NextGrad's in-school media network helps colleges reach students every day.

19:00 - Why high schools remain one of the most valuable environments for student engagement.

22:15 -  The growing impact of AI on digital advertising and why marketers should diversify their outreach.

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

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

The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

This summer series of The Higher Ed Marketer Podcast is proudly sponsored by NextGrad.

NextGrad helps colleges and universities reach students where they already are, inside the high school itself. With a network of over 2,500 schools across North America, NextGrad puts your institution's message in front of future students every single day. Be the school they remember when it's time to decide.

Nextgrad.com — Where students see you first.

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The Higher Ed Marketer community has reached an incredible milestone, 250 podcast episodes and more than 125,000 downloads. In this special update, Zach Coffin celebrates the people who have made the podcast possible while sharing an exciting look ahead at what's coming this summer and fall. From a sneak peek at NextGrad's upcoming summer series to new resources tailored for higher education leadership, this episode offers a look ahead at the future of The Higher Ed Marketer. Join us as we share an exciting preview.

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What We Cover in This Episode

🔘 Celebrating 250 podcast episodes and 125,000 downloads.

🔘A preview of the upcoming NextGrad Summer Series.

🔘How NextGrad is helping institutions reach prospective students inside high schools.

🔘A first look at a brand new Higher Ed Marketer podcast launching this fall.

🔘An introduction to an upcoming Higher Ed Press book focused on institutional renewal and leadership.

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and website needs. 

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

The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Faith Leaders Mini-Series - Episode 252 (4 of 4)

In this special mini-series, Bart Caylor explores the intersection of faith and higher education through conversations with influential Christian university leaders from across the country. Recorded live at the 2026 CCCU International Forum.

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Dr. Drew Flamm, President of Grace College and Grace Theological Seminary, shares how Grace is leaning into execution, team dynamics, and the distinct identity of Winona Lake, Indiana, to build enrollment momentum. From reducing unnecessary meetings to using technology for human connection, Drew offers a practical look at how Christian colleges can stop chasing sameness and start making their local context a core part of their brand.

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What We Cover in This Episode

🔘Why execution matters just as much as strategy in enrollment growth.

🔘How creative marketing and operational discipline can strengthen each other.

🔘Why local community engagement can become a powerful differentiator.

🔘How technology can free teams to focus on human connection.

🔘What strong cabinet teams do to better support the president and institutional goals.

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 Episode Highlights

02:30 - Drew’s journey from advancement and enrollment to the presidency

06:10 - How execution, planning, and the right people are driving enrollment growth

09:20 - Selling what is unique instead of trying to attract everyone

16:10 - Using technology to protect meaningful human connection

18:40 - How Grace moved from town-and-gown distance to community partnership

26:10 -  Centers of excellence and research that creates local impact

30:20 - How cabinet leaders can best support their president

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.

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The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Faith Leaders Mini-Series - Episode 251 (3 of 4)

In this special mini-series, Bart Caylor explores the intersection of faith and higher education through conversations with influential Christian university leaders from across the country. Recorded live at the CCCU International Forum, each episode highlights how faith-driven leadership is shaping the future of higher education.

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Phil Cook, President of Lee University, shares what it has been like returning to his alma mater to serve in the presidency after years of enrollment leadership and national service in Christian higher education. From his “Presidential Uber” golf cart rides to conversations about mission clarity and spiritual hunger among today’s students, Phil offers a candid look at leadership rooted in authenticity, calling, and deep care for students.

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What We Cover in This Episode

🔘Why mission clarity is essential for thriving Christian institutions.

🔘How authentic leadership builds trust with students and campus communities.

🔘Why today’s students are hungry for genuine spiritual formation.

🔘The role enrollment leadership plays in presidential leadership.

🔘How storytelling and visibility can strengthen Christian higher education.

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Episode Highlights

02:15 - Returning to lead your alma mater and navigating presidential transition

06:40 - The story behind Lee University’s “Presidential Uber”

11:05 - Why authentic leadership matters more than performative leadership

14:18 - Bringing enrollment passion and student focus into the presidency

19:10 - How podcasting and storytelling help strengthen institutional visibility

23:42 - Why students are hungry for authentic spiritual formation

27:15 - Mission clarity, message consistency, and thriving institutions

31:20 - Leadership advice on handling difficult decisions with conviction and grace

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.

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The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Faith Leaders Mini-Series - Episode 250 (2 of 4)

In this special mini-series, Bart Caylor explores the intersection of faith and higher education through conversations with influential Christian university leaders from across the country. Recorded live at the 2026 CCCU International Forum.

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This week they are joined by Jason Cook, Vice President for Marketing and Communications and Chief Marketing Officer at Baylor University. Jason shares how Baylor is building a distinctive brand through authentic storytelling, alumni engagement, community partnership, and intentional differentiation in an increasingly competitive higher education landscape.

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What We Cover in This Episode

🔘Why authentic alumni stories are one of higher education’s most powerful marketing tools.

🔘How institutions can differentiate themselves instead of blending into rankings-driven sameness.

🔘The importance of intentionality in higher ed marketing and storytelling

🔘How Baylor is helping shape the cultural identity and momentum of Waco, Texas.

🔘Why brand clarity matters more than ever during the enrollment cliff.

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Episode Highlights

02:10 - How alumni shape brand perception through authenticity and outcomes

05:30 -  Finding and activating alumni stories through intentional storytelling

08:40 - Balancing nostalgia with forward-looking student engagement

12:05 - Why rankings can push institutions toward sameness

15:18 - Building brand differentiation through clear institutional identity

29:15 - Lessons for institutions of every size to influence their communities

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.

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The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Faith Leaders Mini-Series - Episode 249 (1 of 4)

In this special mini-series, Bart Caylor explores the intersection of faith and higher education through conversations with influential Christian university leaders from across the country. Recorded live at the 2026 CCCU International Forum, each episode highlights how faith-driven leadership is shaping the future of higher education during a season of rapid change and innovation.

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Christian higher education is navigating rapid cultural shifts, technological disruption, and growing pressure to stand apart in a crowded marketplace. Dr. Adam Wright, President of Dallas Baptist University, shares how DBU is embracing a mission-first approach rooted in authentic faith, intentional leadership, and a commitment to prayer. From creating a distinctive student experience to leveraging technology and AI for meaningful connection, this conversation offers practical insight for leaders seeking clarity and conviction in a changing higher education landscape.

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What We Cover in This Episode

🔘 Why distinctiveness matters more than ever in higher education marketing

🔘 How DBU integrates faith into scholarships, recruitment and campus culture. 

🔘 Using technology, video and AI to strengthen student connection and communication.

🔘 Why prayer remains central to leadership and institutional decision-making. 

🔘 How leaders can focus on priorities instead of chasing balance. 

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Episode Highlights

01:46 -  Building a distinctive and mission-driven university identity

04:55 - Telling an authentic story through marketing and digital communication

08:47 -  Leveraging AI and multilingual video for global student outreach

10:30 -  Operationalizing prayer across the university community

14:41 -  Leadership advice on wisdom, priorities, and spiritual focus

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.

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The Higher Ed Marketer Podcast is proud to be a part of The Higher Ed Marketer Podcast Network. 

Hosted on Ausha. See ausha.co/privacy-policy for more information.