In this episode of The Hidden Gem, host Maya Demishkevich sits down with Marcus Hanscom, an expert in higher ed marketing, to demystify inbound marketing and its impact on student engagement and enrollment. Many institutions focus on traditional advertising, but Marcus explains why inbound marketing - a strategy centered on attracting students through valuable, relevant content - is the key to long-term enrollment success.

From content marketing to SEO, paid advertising, and AI-powered content creation, this episode breaks down how colleges can build an inbound strategy in-house without massive budgets. If your institution is looking to move beyond "spray and pray" advertising and develop marketing that works smarter, not harder, this episode is packed with actionable insights.

Guest Name: Marcus Hanscom, Director of Enrollment Marketing, DD Agency

Guest Social: https://www.linkedin.com/in/marcushanscom/

Guest Bio: A purpose-driven, higher education enrollment management and marketing leader, Marcus Hanscom is the Director of Enrollment Marketing and a senior consultant at DD Agency, a full-service digital marketing agency focused on inbound marketing for higher education. Prior to joining DD Agency in October 2023, he worked in progressive roles in enrollment management at Roger Williams University and the University of New Haven, predominantly working with graduate and adult students. He also served as a higher education consultant for Dutcher LLC, supporting clients in academic program analysis and development, market research, digital marketing strategy, staff assessment, tuition strategy, and more.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Dr. Marsha Danielson, President of Minnesota State College Southeast, to discuss an innovative approach to bridging the gap between students seeking affordable education and employers struggling to fill critical workforce shortages.

Dr. Danielson shares the success of the Career Opportunity Program, a last-dollar tuition initiative funded by local employers to remove financial barriers for students while strengthening the regional talent pipeline.

Learn how her strategic approach to engaging key business leaders turned this vision into a thriving program that benefits students, employers, and the entire community.

Key Takeaways:

• Learn how the Career Opportunity Program removes financial barriers for students through a last-dollar tuition model supported by local employers.
• Discover the strategy behind securing industry funding by leveraging key influencers and turning a single partnership into a regional employer-driven initiative.
• Hear why workforce development isn’t just about recruitment, but about expanding the talent pipeline to benefit both students and local businesses.
• Find out how keeping employer partners engaged—through regular updates, student success metrics, and networking events—ensures long-term investment.
• Understand how community colleges can scale similar models and make a compelling business case for industry-backed education programs.
• Explore the impact the program has had so far, exceeding expectations in both student participation and retention rates.

This episode is a must-listen for college leaders, workforce development professionals, and anyone looking to build stronger employer partnerships to support students.

Guest Name: Dr. Marsha Danielson, President, Minnesota State College Southeast

Guest Bio: Dr. Marsha Danielson serves as the ninth president of Minnesota State College Southeast. She sees the college as a vital resource in meeting the need for qualified employees in the region and believes that its students must graduate career-ready or prepared to succeed in a university environment.

Dr. Danielson has served over 25 years in higher education. From 2007-2021, she served in several capacities at South Central College in Mankato and Faribault, MN. At Minnesota State University, Mankato she worked in several roles within University Advancement from 1996 to 2007.

Dr. Danielson earned a Bachelor of Science in Business Administration and Management and a master’s degree in Higher Education/Higher Education Administration at Minnesota State University, Mankato. She holds a Doctorate in Community College Leadership from Ferris State University (MI).

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, Maya Demishkevich speaks with Rebecca Oliver, Director of Strategic Communications at North Shore Community College, about her transition from private universities to the world of community colleges. Rebecca shares her unique insights on the differences between private and public institutions, how community colleges can leverage their strengths, and the challenges of adapting marketing strategies to a new audience.

Key Takeaways:

• Hear about Rebecca’s transition from private universities to a public community college, and the key differences she’s observed in audience, strategy, and operations.
• Learn how community colleges can benefit from the private sector’s focus on ROI-driven marketing and strategic resource allocation.
• Discover the importance of retention-focused marketing in community colleges and why maintaining a consistent tone of voice throughout the student journey is essential.
• Find out how community colleges can effectively position themselves as a first choice for students, particularly in light of free tuition programs and the workforce development advantage.
• Understand the challenges of addressing the “hidden gem” label and how to shift public perception to showcase community colleges as a loud, proud, and viable educational option.

Tune in to hear Rebecca’s fresh perspective on how community colleges can maximize their potential and navigate today’s competitive educational landscape!

Guest Name: Rebecca Oliver, Senior Executive Director of Strategic Communications, North Shore Community College

Guest Bio: Rebecca Oliveris a Senior Executive Director of Strategic Communications at North Shore Community College. In this role, she leads the new strategic communications department which combines the former External and Public Relations team with Marketing Communications.

Ms. Oliver brings with her more than a decade of higher education experience with expertise in digital performance and brand awareness. Prior to joining NSCC, she was Director of Marketing at Lasell University and has worked in marketing and communications roles at Boston University and Dartmouth College.

A resident of Amesbury, Ms.Oliver is originally from southeastern Massachusetts and earned her bachelor's degree from Westfield State University and her graduate degree from Miami University of Ohio.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/