In this solo episode, John addresses a critical gap in how colleges use video content during yield season. Most institutions have great video content scattered across platforms, but admissions counselors often don't have easy access to share it in one-on-one conversations with prospective students—exactly when it could make the biggest impact.

Key takeaways:

• Video shouldn't just be a broadcast tool measured by views—it's a powerful one-to-one communication asset
• Five strategic views from an admissions counselor to fence-sitting students may be more valuable than 5,000 algorithm-driven views
• Marketing, social media, and admissions teams often operate in silos, missing opportunities to leverage existing content
• A simple Google Doc library organized by student questions can bridge this gap in an afternoon
• Don't just rely on the algorithm to deliver your content—be the algorithm by hand-delivering the right video at the right moment
• Measure success not just through broadcast metrics, but through counselor feedback on whether videos helped close enrollment gaps

Resources mentioned:

• Free Google Doc template: https://unveild.tv/strategytoolbox

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Email: john@unveild.tv
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Jolene Travis, Assistant Vice President for Communications and Marketing at Pratt Institute. In this episode, Jolene shares how Pratt built a comprehensive campaign to combat negative headlines about creative arts education and shift public perception.

Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "What are we going to do about these headlines?" She walks through the internal process of building messaging that all stakeholders could see themselves in, the importance of listening to faculty pushback, and how strategic media relations generated nine top-tier placements including The New York Times, NBC Nightly News, and WNYC—all amplifying a counter-narrative that painting and drawing programs have waiting lists while critics claim art school is dead.

Key Takeaways:

• GEO (Generative Engine Optimization) is critical for higher ed—95% of AI citations come from earned media, not your website.
• A creative education teaches critical questioning and problem-solving, not just technical skills—it prepares graduates to pivot across industries.
• Internal alignment on messaging is non-negotiable—if faculty and staff don't see themselves in your framework, it won't work externally.
• Success in creative fields isn't always a Google salary—art residencies, grants, and having a "bar gig that supports your creative work" are valid markers of success.
• The most compelling messages often come from proximity to leadership—Jolene captured "there's a waiting list for painting and drawing" from staffing her president at an event.
• A single data point (applications up in fine arts) became the foundation for 9 major media placements when paired with proper media prep and relationship building.
• Partner with peer institutions rather than compete—a chorus is stronger than a single voice when shifting narratives.
• NBC produced a full campus segment without ever visiting campus because Pratt had organized B-roll in their digital asset management system.
• Zoom waiting room videos are an overlooked touchpoint—Pratt's 30-second video plays in 60,000 meetings annually, creating brand impressions before conversations even start.
• Start your campaign by listening, not by pushing out your message—understand what the other side is saying first.
• Holiday breaks are ideal times to think through big strategic challenges.

Connect With Jolene:

• LinkedIn: https://www.linkedin.com/in/jolenetravis/

Resources Mentioned:

• Pratt Institute website
• Bynder (Digital Asset Management system)
• Muck Rack GEO report
• The New York Times: "Pratt School of Art applications up" coverage
• WNYC/Gothamist: Trend piece on NYC art school applications
• NBC Nightly News segment on AI and creativity
• Blog post on Zoom waiting room videos: https://unveild.tv/blog
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

My guest today is Pez Perry (Robert Perry), Principal Consultant at Squiz. In this episode, Pez shares his expertise on why most higher education websites fail prospective students and what institutions need to do differently.

Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospective students actually search for information. He explains why the future of university websites looks more like ChatGPT than traditional navigation menus, and offers practical advice for making websites more user-centered.

Key Takeaways:

• Most university websites are organized around internal departments and leadership priorities rather than user questions and needs.
• Red flags of poor website design include president statements on the homepage, navigation by department names, heavy jargon, and homepage carousels with drone footage.
• Prospective students don't understand university terminology like "provost," "dean," "bursar," or "vice chancellor."
• The future of university websites is moving toward ChatGPT-style interfaces where users ask questions in natural language and receive immediate answers.
• Gen Z students (your future applicants) already expect AI-powered, conversational interfaces in their daily lives.
• University of Edinburgh embeds scholarship information directly on course pages, eliminating the need for students to navigate away to find financial aid details.
• Monash University gives departments freedom to experiment with content within clear brand guidelines.
• Universities are innovation hubs in research but surprisingly conservative in their digital communication strategies.
• The quickest win: eliminate jargon, acronyms, and high readability levels from your website content.
• Don't assume you know what students want—ask them through surveys, webinar registration questions, and intake forms.
• Content should answer user questions first, then deliver brand messaging second.

Connect With Pez:

• LinkedIn: https://www.linkedin.com/in/robertpezperry/

Resources Mentioned:

• University of Edinburgh website: https://www.ed.ac.uk/
• Monash University website: https://www.monash.edu/
• Squiz: https://www.squiz.net/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter