The Higher Ed Marketer

COVID has hit higher education recruiting hard. People have spent so much time on Zoom calls that colleges and universities are having to get far more creative than just hosting a Zoom webinar in place of a college tour.

Pair that with the reduced travel for recruitment, ACT and SAT cancellations, and hesitancy to travel to institutions, it’s made building that admissions funnel incredibly difficult.

Which is why our conversation on this episode of The Higher Ed Marketer was so much fun. Collin Palmer is the Direct of Undergraduate Admissions at the University of Toledo, and our conversation centered all around:

- How they’ve gotten creative around campus tours, instituting nighttime and dog-specific tours

- How they’ve kept the community involved in the admissions process

- Why they’re relying to behavioral data from more than traditional freshmen

- The different ways they’ve had to think outside of the box to maintain that admissions funnel

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured?

Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check out Caylor Solutions or Think Patented.

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

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

Content is where marketing is headed.

How can marketers in higher education mass produce content that is relevant, applicable, and interesting to prospective students?

In this episode of The Higher Ed Marketer, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, chat with

Dan Freeborn, Assistant Director of Marketing and Enrollment at Northern Michigan University, about his unique approach to content.

They also talked about:

- How to manage time and resources well in content creation

- What types of content perform best in higher ed

- How to mass produce content with a small team

- What information to collect and how to use it for promotion

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

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

Earlier this year Kenyon College received a record-breaking $100 million gift from an anonymous donor.

Kenyon’s marketing department was then faced with the challenge of how to tell the story of this generous anonymous donor while also explaining why gifts at every level are important.

In this episode of The Higher Ed Marketer, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, chat with Colleen Garland, Vice President for Advancement at Kenyon College and Janet Marsden, Vice President for Communications at Kenyon College, about how Kenyon shifted their campus experience marketing campaign to prospective students and prospective donors during the pandemic.

They also talked about:

- How they manage donor relationships

- How they adapted their campaign to COVID

- How they were able to produce videos without an internal team

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

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

Those universities that prepared to go virtual and did it well are now reaping the benefits of the trust that they earned from parents and students.

What sets those schools apart from others?

In this episode of The Higher Ed Marketer, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, chat with

Peter Ashley, Vice President for Enrollment & Marketing at Hanover College, about:

- How Hanover responded to the pandemic.

- How the marketing department addressed social justice.

- Hanover’s process for making marketing videos and the results.

- Tips for more relatable, entertaining, and educational video content.

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

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

Small to medium sized colleges, a lot of them private, all experience the challenge of trying to differentiate from public and other private schools.

This challenge makes it even more critical for colleges to align their marketing in a way that can impact the major driver of institutional revenue and growth: enrollment.

In this episode of The Higher Ed Marketer, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, chat with Suzanne Petrusch, Vice President for Enrollment and Marketing at Presbyterian College about:

- How the Central Marketing Organization came about.

- The people you need on your higher ed marketing team.

- How to use video in your admissions marketing.

- How COVID changed higher ed marketing, and strategies for 2021.

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

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

How do we help uncover and explain the most informative and persuasive information to prospective students?

How do we tell stories that get them excited about education?

We start by finding and utilizing data, analyzing that data, and then creating segmented marketing messages that will move the needle.

In part two of a two-part series, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented chat with Christine Harper, Associate Vice President of Enrollment Management at the University of Kentucky, and Julie Balog, Chief Marketing Officer at the University of Kentucky about:

- How to utilize data to drive segmentation in messaging.

- How to engage undecided students using data.

- The difference between innovation and ingenuity.

- How the University of Kentucky is helping communities.

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

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

How do we help uncover and explain the most informative and persuasive information to prospective students?

How do we tell stories that get them excited about education?

We start by finding and utilizing data, analyzing that data, and then creating segmented marketing messages that will move the needle.

Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented chat with Christine Harper, Associate Vice President of Enrollment Management at the University of Kentucky, and Julie Balog, Chief Marketing Officer at the University of Kentucky about:

- How to utilize data to drive segmentation in messaging.

- How to engage undecided students using data.

- The difference between innovation and ingenuity.

- How the University of Kentucky is helping communities.

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

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

A single headline-making crisis can permanently alter how the public perceives your institution.

In the face of a crisis, your reputation is on the line. How should you communicate a crisis to your stakeholders and how can you manage your reputation in the process?

These questions and more are answered on this episode of The Higher Ed Marketer. Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented chat with Christy Jackson, Senior Director of Reputation Management and Communication at UNC Charlotte, about:

- Examples from her work at Virginia Tech and Sweetbriar during their defining crises.

- Crisis communication and reputation management.

- Operational crises vs reputational crises.

- How to manage stakeholder expectations.

- How social media plays a role in crisis communication.

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

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

When you’re not a large public university, you have to market yourself in a different way. Especially if you’re a faith-based institution, a single-sex college, or even an HBCU, you’ve got to set yourself apart from the rest of the field. You’ve got to be distinctive as a selling point for your institution.

What does that look like? On this episode of Higher Ed Marketer, we talk with Ayana Hernandez, Associate Vice Chancellor for University Relations at North Carolina Central University. To hear her talk about how HBCUs are in her DNA was something special.

We also talked about:

- Working for an HBCU that she applied to attend when she was starting college

- The TIME Magazine cover that she keeps framed in her office and how she uses it to talk to her students about celebrating their successes

- What university life was like Pre-COVID, and what she anticipates it to be like moving forward

- The need to be distinctive in your marketing when you’re a mission-driven institution

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured?

Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check out Caylor Solutions or Think Patented.

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
 

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

Marketing revolves around relationships. And the best way to strengthen those relationships and connect with prospects on a deeper level is through data.

In this episode, JP Spagnolo, VP of Strategic Enrollment Management and Marketing at Capital University, joins the podcast to share how building relationships through data helps craft clear, compelling, and resonant marketing messages.

Some topics that were covered:

- 2 core elements of marketing

- The importance of data to any marketing strategy

- Being more precise when communicating needs to third-party vendors

Want to reach out to JP Spagnolo?

- Send him an email

- Reach out on LinkedIn

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured?

Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check out Caylor Solutions or Think Patented.
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

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