This month’s Education Marketing Leader Book Club turned into a masterclass on applying business strategy in higher ed, and how to market what you’ve actually got.

Whether you work at an institution or support one as a vendor or consultant, you’ll find so much value in this one.

Especially if you’ve ever felt stuck in the “short-order cook” trap or siloed from strategy.

✅ Why every marketer needs to think like a product manager

✅ Lessons on market fit, internal alignment, and pricing strategy

✅ A call to center brand and experience—because one bad interaction can undo a million-dollar campaign

✅ Real examples from Pepperdine, public universities in Chile, and health systems like Franciscan Health

✅ Why marketers must earn a seat at the program design table—and how to start

Huge thanks to author Luke Phillips for joining the session and sharing practical advice from his role leading enrollment marketing and digital strategy at Pepperdine.

📘 Next Up: How to Be a Small College by Gary Daynes

📅 Meeting Date: November 4 at Noon ET

👉 Register here: https://www.linkedin.com/events/novembereducationmarketingleade7377031603371315200/

Join the Education Marketing Leader Book Club and connect with peers who care deeply about the future of higher ed.

Become a member: https://www.linkedin.com/groups/13140172/

#HigherEdMarketing #EducationMarketingLeader #BookClub #EnrollmentStrategy #MissionFit

On the latest Education Marketing Leader Podcast, I sat down with Ryan Trout, Director of Admissions at Northeastern Illinois University.

We revisited his 2020 Stamats article, “Three Ways Relationship Building Helps Admissions Teams Excel,” and discussed how those lessons look different in 2025.

Here are the key takeaways for higher ed marketers and enrollment leaders:

🔹 Admissions is more competitive than ever.

Test-optional is the norm, discount rates keep climbing, and students arrive less prepared for college-level work. Institutions that fail to adapt risk falling behind.

🔹 Human connection wins.

Virtual fairs and online-only touchpoints haven’t delivered. Preview Days and campus experiences that feel personal—meeting professors, eating in the cafeteria, real interactions—are driving yield and retention.

🔹 Brand is about feelings, not features.

At NEIU, students no longer choose the school just because it’s close or affordable. They now talk about how campus visits and staff made them feel. That shift is the result of intentional, relationship-first strategies.

🔹 AI is a double-edged sword.

Chatbots and predictive tools can help, but only when the data inputs are right and the tools are closely monitored. Costly AI recruiters are underwhelming; personalization and staff training still carry more weight.

🔹 Relationships extend beyond prospects.

Ryan shared how strengthening ties with high school counselors has fueled event attendance and trust. Monthly counselor updates through Slate are proving more effective than one-off outreach.

🔹 Lean into your strengths.

Don’t try to be the middle-of-the-pack institution. Be bold about what sets your campus apart—and back it up with student experiences that prove it.

🎧 Listen to the full conversation for practical ideas on balancing tech with human touch in enrollment: [Podcast link]

👉 Follow the Education Marketing Leader Podcast for more insights from the frontlines of higher ed marketing and admissions.

How do you create marketing that connects with students, parents, and alumni—all at the same time—without watering down your brand?

In this episode of the Education Marketing Leader Podcast, Chris Rapozo talks with Jen Brock, VP of Marketing & Communications at Mount Holyoke College, about how to engage intergenerational audiences in higher education.

You’ll learn:

• How Gen Z, parents, and alumni respond differently to marketing messages
• Why authenticity, ROI, and legacy all matter in brand storytelling
• Strategies to keep your higher ed brand consistent across multiple channels
• Practical campaign ideas you can apply this semester to improve enrollment, engagement, and fundraising

Whether you’re building recruitment campaigns, parent communications, or alumni engagement strategies, this episode gives you tools to connect across generations.

🎧 Subscribe to the podcast for conversations with higher ed marketing leaders.

#HigherEdMarketing #EnrollmentMarketing #Podcast #GenZ #HigherEducation