Higher Ed Marketing Lab
40 episodes - English - Latest episode: 8 days ago - ★★★★★ - 16 ratingsEngage with some of the brightest minds in marketing and higher education to uncover practical insights you can use to level up your institution’s marketing and enrollment efforts.
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Episodes
The Performance Marketing Trap
April 19, 2024 18:35 - 18 minutes - 24.9 MBExplore the "Performance Marketing Trap" with Jarrett as he discusses the pitfalls colleges experience when they over-rely on so-called performance marketing channels to advertise. Learn why brand marketing is crucial for long-term success and get actionable steps you can take to create a more balanced strategy.
Amplifying Student Voices on TikTok with Morgan Goodwill
February 25, 2024 16:42 - 42 minutes - 58.1 MBTikTok is the platform of choice for many of today’s prospective students, but consistently executing relevant and engaging content is a challenge many colleges and universities are still trying to overcome. In this episode, you’ll hear from Morgan Goodwill, social media manager and producer at Flagler College, and someone who has seemingly cracked the code on TikTok content. We discuss: Details on how Flagler College’s marketing team works with student creators to generate 80% of the...
Modernizing Enrollment Management with Geoff Baird
January 26, 2024 16:58 - 43 minutes - 59.1 MBGeoff Baird, CEO of EnrollML, shares pragmatic insights on how to evolve enrollment management. Discover how understanding market share, addressing foundational weaknesses, and leveraging data and technology can transform student recruitment higher education.
Optimizing the Campus Visit with Will Patch and Jeff Kallay
April 19, 2023 18:28 - 44 minutes - 34.6 MBIn this episode, we dig into the results of a fresh survey from Niche, exploring the campus visit from the perspective of students and parents. Joining the conversation is Will Patch, Senior Enrollment Insights leader at Niche, and Jeff Kallay, SVP of Enrollment Consulting at Echo Delta and leading campus visit expert. We explore: The experiences students want to have most and least during their campus visit Expectations parents have for the visit, and Practical ideas on how to low...
Countdown to Google Analytics 4 with Chris Sietsema
March 27, 2023 16:04 - 46 minutes - 32 MBAnalytics expert Chris Sietsema of Teach to Fish Digital gives us an update on the current state of Google Analytics 4 (GA4). We discuss some of the most important differences between Universal Analytics and GA4, and some of the ways the switch to GA4 has already impacted higher ed marketers. We wrap up with some of Chris’s favorite GA4 resources.
Engaging New Audiences on Reddit at the University of Georgia
February 03, 2023 19:48 - 48 minutes - 33.4 MBWe talk with Rod Guajardo, Senior Director for Integrated Media Communications at the University of Georgia about how the university has been using Reddit to reach new audiences with science and research content.
Building People-Powered Brands with Jennifer Holland
January 11, 2023 17:40 - 32 minutes - 22.4 MBMany institutions include brand building in their strategic plans, but making those aspirations and reality is often challenging. Brand development expert, Jennifer Holland, argues the best way to build an enduring brand is to create strong alignment between organizational, marketing, and people strategies. We discuss: the vital importance of having deep internal buy-in on what your brand stands for. the right way to balance inside out versus outside in thinking when developing a brand....
The State of the Campus Visit with Jeff Kallay
February 25, 2022 12:00 - 28 minutes - 39.4 MBThe campus visit is a make-or-break moment for traditional undergrads, but as campuses have emerged from the pandemic, the return to campus tours has been anything but business as usual. In this episode, we talk with leading campus visit consultant, Jeff Kallay, about the current state of the campus visit and what's on his mind for the road ahead. We discuss: How pandemic fatigue has impacted students and the way they view the residential experience Strategies for recruiting and reta...
Making DEI Practical at University of St. Thomas
February 11, 2022 12:00 - 54 minutes - 74.2 MBDiversity, equity, and inclusion is top of mind for many higher ed marketers, but figuring out the practical side of applying DEI concepts to the actual creative work marketing teams produce is often easier said than done. In this episode, we'll hear from two marketing leaders at the University of St. Thomas - Minnesota who have a unique perspective on how to make it less intimidating and more actionable.
Fostering Collaboration Across Decentralized Marketing Teams at UT San Antonio
January 25, 2022 21:09 - 47 minutes - 64.8 MBMarketing leaders at the University of Texas-San Antonio share how innovations they made during COVID ended up transforming the way their university's decentralized marketing teams work.
Differentiating Your School Through Smart Strategy
October 07, 2021 09:00 - 43 minutes - 99.8 MBWe talk with Dr. Chuck Bamford about crafting smart competitive strategies to differentiate your school in a crowded marketplace.
Managing a Team That Spans Four Generations
September 03, 2021 13:52 - 53 minutes - 73.5 MBIn the fourth and final episode of our VP Summer Series, we talk with Kevin Kropf, EVP of Enrollment at Drury University, about generational theory and managing teams that span multiple generations.
How to Win Faculty and Influence Staff (and Athletics)
August 11, 2021 01:01 - 47 minutes - 65.6 MBIn part three of our VP Summer Series, we talk with Brad Pochard, AVP for Enrollment and Dean of Admissions at Furman University, about building collaborative relationships with colleagues across the campus.
Trusted Advisors: Working Well with Your Board of Trustees
July 31, 2021 10:00 - 55 minutes - 76.3 MBAs a senior leader, you need a strong working relationship with your board. Unfortunately, there’s no manual for how to do that. As a result, most leaders end up learning through experience (read: observation, hard work, and some painful mistakes). In our latest VP Summer Series podcast, we sit down with Joel Bauman, SVP of Enrollment at Duquesne University, and Karen Foust, former EVP of Enrollment at Hendrix College, to talk about the finer points of building collaborative, productive re...
Becoming a VP (Or Becoming One on Another Campus) with Mary Napier
July 21, 2021 16:00 - 55 minutes - 76.7 MBThis is the first installment in our VP Summer Series, a podcast mini-series focusing on the unique challenges facing senior enrollment and marketing leaders. In this episode, we’ll be discussing the role of the Vice President--how it differs from other roles someone would occupy on the way to a VP-level position and what it takes to be a strong candidate if you’ve got your sights set on a VP-level job. Joining us in the conversation is Mary Napier, Principal Consultant at Napier Executive...
Financial Aid Leveraging with Jimmy Jung
June 18, 2021 20:14 - 23 minutes - 53.8 MBIn this episode, we talk about financial aid leveraging—the common, but sometimes controversial, practice of using data-driven approaches to inform how schools award financial aid. Joining us in the conversation is Echo Delta data scientist and consultant, Dr. Jimmy Jung. As a higher ed veteran with over 20 years of experience, Jimmy has successfully led enrollment management at multiple institutions around the country and has consulted internationally in the areas of marketing, program ev...
How to Give Better Feedback on Creative Work
May 27, 2021 20:00 - 41 minutes - 56.5 MBThe quality of input you deliver on creative work can be a make or break factor that helps your team reach new creative heights or sends them spiraling into uncertain territory. Echo Delta's Creative Director, Rachel Newell, joins us to talk about how to deliver the kind of feedback your team needs to reach the full potential.
Marketing Analytics: How to Build Your Team's Credibility and Data Savvy
March 22, 2021 09:00 - 42 minutes - 96.7 MBTracking and attributing marketing activities in the real world is far from straightforward. In this episode, analytics consultant and agency vet, Chris Sietsema, explains how analytics-savvy organizations get it right.
Strategies for Engaging Parents During College Search
February 19, 2021 13:00 - 43 minutes - 99.1 MBWe sit down with Will Patch, Enrollment Marketing Leader, at Niche.com to talk about strategies for more effectively engaging parents during the college search process. We start our conversation with a review of some key findings from a recent survey the Niche team conducted with parents, then we dive into concrete steps schools can take to engage parents more effectively.
Getting Your Campus Social Media Strategy Right
February 05, 2021 14:00 - 47 minutes - 110 MBLiz Gross, CEO of social listening agency Campus Sonar joins us to talk about all things higher ed social media and her new book, Fundamentals of Social Media Strategy: A Guide for College Campuses.
How to Optimize Your Website for Search in 2021
January 22, 2021 16:51 - 34 minutes - 79.4 MBEcho Delta's Senior SEO Strategist, Catherine Reich, joins us to discuss the long-term trends shaping organic search today, along with a major algorithm update Google will be rolling out in 2021. As an episode bonus, Catherine has developed a guide you can share with your web developer to optimize your site. The guide is available for download in this episode's show notes at EchoDelta.co.
Journey Mapping at Mayo Clinic College of Medicine and Science
December 04, 2020 13:38 - 27 minutes - 63.3 MBIn this episode, we talk with Matt Sluzinsky, Director of Web Strategy and Services at Mayo Clinic College of Medicine and Science. While Mayo Clinic is one of the most recognizable names in medicine, many are surprised to learn the clinic also provides over 400 academic programs ranging from entry-level certificates to elite residency programs. As part of the school's efforts to raise awareness about the extraordinary range of opportunities available at the college, Matt and his team partne...
Responding to COVID-19 at University of the Ozarks
March 26, 2020 11:42 - 37 minutes - 21.7 MBIn this special episode, we talk with President Richard Dunsworth of the University of the Ozarks about the impact of COVID-19 on his school. From leadership in times of crisis to wide-ranging operational changes to the long-term impact this global crisis could have on the institution, we explore how one school is coping with profound and rapid change.
Podcasting at Penn State's McCourtney Institute for Democracy with Jenna Spinelle
February 14, 2020 11:00 - 24 minutes - 14 MBPodcasting ranks right up there with influencer marketing and AI as one of the most hyped marketing trends over the last few years. But what’s really involved in launching a podcast, what’s the potential pay-off, and is it too late for your school to jump on the podcast train? We tackle these questions and more in our latest Higher Ed Marketing Lab podcast. Joining us is Jenna Spinelle from Penn State’s McCourtney Institute for Democracy, Since 2018, Jenna's produced and promoted the Insti...
How to Gracefully Sunset a Tired Social Media Account with Rebecca Stapley
January 05, 2020 19:18 - 28 minutes - 16.2 MBIn this episode, we’ll be talking about social media, and specifically, what do when you suspect it’s time to sunset a social media account that’s outlived its usefulness. Joining us in the conversation is Rebecca Stapley. As former Assistant Director of Social Media at Nazareth College, Rebecca has first hand experience managing social media at her school and engaging with colleagues in other departments who want to or maybe already are running their own accounts on behalf of the school....
Leading Web Accessibility Initiatives at Colorado State with David Carpenter and Jennifer Garvey
September 15, 2019 20:48 - 28 minutes - 16.2 MBWe talk web accessibility with David Carpenter and Jennifer Garvey of Colorado State University. David is the Director of Operations and Jennifer is Assistant Director of IT for Web and Business Systems at Colorado State’s College of Health and Human Sciences. In this discussion, we shy away from the technical details surrounding accessibility, and instead focus on how to effectively align people and resources within an organization to get the work done. You’ll hear from David and Jennifer...
Humanizing the Digital Experience and more from eduWeb2019
August 09, 2019 13:00 - 34 minutes - 19.5 MBJason Buzzell is Director of Digital Communications at the University of Nebraska at Omaha. I met up with Jason at the 2019 eduWeb conference to reflect on some of the most interesting ideas and themes we encountered at this year’s conference. We discussed: How to humanize digital experiences (which was the topic of a talk Jason delivered). We talked about why today’s students place such a high priority on authenticity and how schools are attempting to provide it. Some of the more int...
Optimizing the Campus Visit with Jeff Kallay
July 19, 2019 14:00 - 45 minutes - 25.7 MBThe campus visit remains one of the most impactful moments in the college decision process, and there’s probably no one who knows more about the campus visit experience than Jeff Kallay, Principal of Render Experiences. His work on campus visits has been featured in numerous publications including the Chronicle of Higher Education, University Business Magazine, and the New York Times, and we were lucky enough to have him join us on the Higher Ed Marketing Lab podcast to share some of his b...
Leading with Compassion and Character with General H. D. “Jake” Polumbo
July 01, 2019 18:32 - 43 minutes - 25.1 MBWe’ll be diverging a bit from our usual discussion around higher ed marketing to talk about leadership, which is a topic relevant to anyone who has to work with and through others. Joining us in that conversation is retired Air Force Major General, H. D. “Jake” Polumbo. Over his 34 year career in the Air Force, General Polumbo acquired a great deal of wisdom around how to lead and manage others, even under the most challenging circumstances. We talk about why leaders need to demonstrate...
People, Process & Technology with UCF's Dr. Jennifer Sumner
May 30, 2019 21:54 - 53 minutes - 30.9 MBWe'll be talking with Dr. Jennifer Sumner about people, process, and technology, within the University of Central Florida's online program. In this wide ranging conversation, we hear about UCF Connect, the university's success coaching program for online students. We hear how the university is leveraging SalesForce and other technologies to improve the student experience. We talk about ways they've helped build a sense of belonging for online students and how, despite the enormous size of th...
A Public Relations Primer with Barbara Pierce
May 03, 2019 13:33 - 30 minutes - 17.2 MBIf you've ever felt that public relations was a mysterious black box, then this episode is for you. We discuss public relations for higher ed with Barbara Pierce, president of Tipping Point Communications. Barbara has over 25 years experience leading global, national, and regional public relations initiatives, and she's worked extensively in higher education. We start by hearing Barbara's favorite definition of public relations, and then we jump into the major shifts that have drastically ...
Growing Enrollment at University of the Ozarks (Part 2)
April 12, 2019 15:00 - 34 minutes - 19.8 MBThis is part two of a two-part episode in which we explore how the University of the Ozarks, a small, private, liberal arts university in rural Arkansas, has managed to consistently grow enrollment despite the challenges facing small private schools. In this episode, Reggie Hill, Vice President of Marketing and enrollment at the University of the Ozarks and Amy Lloyd, Ozarks' Director of Marketing, continue to dig into the key factors that have allowed their institution to thrive; and in...
Growing Enrollment at University of the Ozarks (Part 1)
March 22, 2019 14:30 - 25 minutes - 14.4 MBSmall, private liberal arts colleges face significant headwinds as they try to grow enrollment. Despite these challenges, University of the Ozarks, Arkansas' oldest private liberal arts university, has managed to buck this trend. In part one of this two-part episode, we talk with Reggie Hill, Vice President of Marketing and Enrollment at Ozarks, and Amy Lloyd, Director of Marketing. We touch on how Ozarks has better aligned marketing and enrollment, how they've taken smart, calculated risks ...
Making Data Meaningful at Southeastern University
February 27, 2019 13:53 - 1 hour - 83.4 MBMarketers and enrollment managers are swimming in data, but making it digestible and actionable is easier said than done. In this episode, we talk with Ken Reaves, Director of Research and Strategic Projects at Southeastern University. Ken is an expert when it comes to combining hardcore data and research with creative storytelling, and he's got tons of advice for anybody looking to make their data more compelling and actionable. We discuss: synergies between marketing and institutional r...
CRM-Powered Digital Marketing at Messiah College
January 24, 2019 20:36 - 22 minutes - 12.6 MBHistorically, CRMs have been seen as a tool for Admissions, but today's CRMs are capable of so much more. In this episode, Kris Hardy, Director of Web and Digital Marketing at Messiah College, stops by to share how the school's CRM has transformed their digital marketing efforts. We discuss: How the CRM has changed the way the marketing team interacts with their colleagues in other departments Specific challenges the Messiah team encountered as they began rolling out larger volumes of p...
Engineering Word of Mouth with Daniel Lemin
January 03, 2019 16:32 - 30 minutes - 17.3 MBResearch suggests roughly 75% of students use word of mouth to help determine what school to attend, yet few schools have an intentional strategy for generating positive word of mouth. In this episode, we talk with Daniel Lemin, co-author along with Jay Baer of a new book on the topic called Talk Triggers. Daniel lays out an actionable framework higher ed marketers can use to create the kinds of unique and memorable talk triggers students can't help sharing. We discuss: What makes fo...
Uncovering Hidden Audience Insights with Susan Baier
December 12, 2018 14:43 - 23 minutes - 32.5 MBSusan Baier's research focuses on uncovering how groups of people think and feel as they make important decisions, like selecting a college. We discuss specific ways schools have used her research to improve their enrollment and advancement efforts by better understanding critical attitudinal differences in their target audiences.
Guerrilla Website Governance with Shelley Keith
October 19, 2018 19:41 - 20 minutes - 14.3 MBWe talk non-invasive website governance strategies with Shelley Keith, Senior Strategist at Modern Tribe.
The Chief Enrollment Management Officer with Mike Reilly
October 19, 2018 19:37 - 26 minutes - 18.4 MBWe talk about the evolving role of the chief enrollment management officer with Mike Reilly, the Executive Director of the American Association of College Registrars and Admissions Officers.
Digital Transformation with Chris Aarons
October 19, 2018 14:16 - 37 minutes - 54.6 MBWe talk digital transformation with Chris Aarons, co-author of The Digital Helix, a Wall Street Journal bestseller that outlines how organizations can embrace their own digital first approach.