My latest guest on the Education Marketing Leader podcast was Jordan Burleson, VP of Digital Advertising at Beacon Technologies.

Jordan shared some critical insights on digital advertising tailored for higher education institutions.

Here are the key takeaways:

𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐊𝐞𝐲

Jordan emphasized that many higher ed institutions struggle with delivering personalized experiences.

🔸 Meet students where they are.

🔸 Cater to different stages (undergrad, graduate programs).

🔸 Avoid one-size-fits-all messaging.

𝐁𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐈𝐦𝐩𝐚𝐜𝐭

Jordan provided realistic budget suggestions:

💰 Comprehensive university advertising: $15,000/month.

💰 Individual programs: Minimum $2,500/month.

𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐌𝐢𝐱

Jordan highlighted the most effective channels:

🔹 Google Ads: Paid search and remarketing are essential.

🔹 Social Media: Platforms like Meta and TikTok can complement but shouldn't be the sole focus.

𝐋𝐚𝐧𝐝𝐢𝐧𝐠 𝐏𝐚𝐠𝐞𝐬 𝐌𝐚𝐭𝐭𝐞𝐫

A common pitfall is landing pages lacking clear CTAs:

☑ Add options like "Request Information" alongside "Apply Now."

☑ Cater to different stages of the student journey.

𝐌𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐒𝐮𝐜𝐜𝐞𝐬𝐬

Focus on tracking the right conversions:

📈 Key Metrics: Conversion rates, cost per conversion, click-through rates.

📉 Beware of Misleading Metrics: High session durations without conversions can be deceptive.

𝐀.𝐈. 𝐢𝐧 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠

Jordan's take on A.I.:

🤖 Use A.I. for generating ideas and optimizing ad copy.

👨‍🔧 👩‍🔧 Keep the human touch for final decision-making and strategy implementation.

𝐓𝐫𝐞𝐧𝐝𝐬 𝐭𝐨 𝐖𝐚𝐭𝐜𝐡

✍ User-Generated Content: Engage students to create authentic content.

📹 Short-Form Videos: Leverage platforms like TikTok and YouTube Shorts.

If you're in higher-ed marketing, these insights from Jordan are gold. 🥇

For a deeper dive, listen to the full episode and connect with Jordan on LinkedIn for more expert advice on digital advertising in higher ed.

Want more episodes like this?

Follow the Education Marketing Leader podcast for the latest tips and strategies in higher-ed marketing.

Until next time. ✌

P.S. Have you implemented any of these strategies in your digital advertising? Share your experiences in the comments!

#Marketing #Highereducation #HigherEdMarketing #DigitalAdvertising #EducationMarketingLeader

"You need people who want to be on your campus, who want to work in higher education, and who will help your culture grow."

In the latest episode of the Education Marketing Leader podcast, I had a powerful conversation with Eddie Francis, Principal of Edify Ventures, LLC, and host of "I Wanna Work There."

We dove deep into employer branding, a crucial element for attracting and retaining top talent in higher education.

Here are the highlights:

🎯 Importance of Purpose: Eddie emphasized the value of purpose-driven work environments where employees feel their contributions matter.

"Great employees do attract great students," says Eddie.

💼 Development Programs: Effective mentorship and talent development programs are crucial. Conferences and micro-credentials can boost staff motivation and growth.

🛠 Internal Alignment: Aligning HR, marketing, and institutional effectiveness is the first step toward creating a cohesive employer brand. This alignment ensures a unified talent attraction, experience, and retention approach.

💬 Storytelling: Highlighting faculty and staff stories can significantly enhance your institution's appeal. Authentic narratives resonate and build a positive campus culture.

🛡 Psychological Safety: Addressing and ensuring psychological safety is vital, especially with the emerging Gen Z workforce. A toxic environment can severely damage your employer's brand.

For more insights, tune into the full episode and follow Eddie on LinkedIn.

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌

#HigherEducation #Marketing #HigherEdMarketing #EmployerBranding #EducationMarketingLeader #Podcasting #TalentManagement #CampusCulture

In the latest episode of the Education Marketing Leader podcast, I spoke with Cheryl Temple, Director of Communications & Financial Aid at Stark College & Seminary.

Cheryl shared her strategies for reaching non-traditional students and managing marketing on a tight budget.

Here's what you'll learn from the episode:

Serving Non-Traditional Students

Discover how Stark attracts and supports a diverse age range of students, with an average age of 40.

Learn about the unique challenges and solutions in serving an underserved educational area in South Texas.

Effective Marketing Strategies

Making Students the Hero: Understand how highlighting student success stories can inspire prospective students and build trust.

Local Partnerships: Learn how partnering with local organizations helps Stark effectively reach its target demographic and build genuine community relationships.

Flexible and Affordable Education

Find out how Stark offers high-flex courses that allow students to choose between in-person, online, or video classes on a weekly basis.

Leveraging Technology and Trends

See how Stark uses AI to automate communication and streamline processes, benefiting both staff and students.

Get insights into the importance of flexible programming in meeting the needs of busy adult learners.

Overcoming Marketing Challenges

Gain tips on maximizing resources with cost-effective tools like Canva and CapCut for content creation.

Hear Cheryl's advice on making the best use of available technology, even if it's just a smartphone camera.

Tune in to this episode for a deep dive into how Stark College & Seminary effectively markets to non-traditional students and manages to make a significant impact with limited resources.

Connect with Cheryl Temple on LinkedIn for more insights into her work.

Listen now and enhance your higher-ed marketing strategies!

Until next time! ✌️

It's podcast Thursday, and I'm excited to share highlights from my recent interview with Raffi DerSimonian, VP & Chief Strategy Officer at ERI and Principal at DerSimonian LLC. 🎙️

Raffi's journey into higher education marketing is nothing short of inspiring.

Starting with a passion for music, 🎸 he transitioned into marketing and found his niche in higher-ed. 🎓

This episode dives into how AI revolutionizes website redesigns in higher education marketing.

Here are the key takeaways from our conversation:

𝙆𝙚𝙮 𝙎𝙩𝙧𝙖𝙩𝙚𝙜𝙞𝙚𝙨 𝙛𝙤𝙧 𝙐𝙨𝙞𝙣𝙜 𝘼𝙄 𝙞𝙣 𝙒𝙚𝙗𝙨𝙞𝙩𝙚 𝙍𝙚𝙙𝙚𝙨𝙞𝙜𝙣:

🔍 AI tools can analyze user behavior to provide insights into what works and what doesn't, ensuring a more intuitive and engaging website.

🤝 AI allows for highly personalized content. By analyzing visitor data, AI can tailor content to meet the specific needs and interests of different user segments, making your website more relevant and engaging.

📈 AI can optimize your website's SEO by analyzing trends and keywords, ensuring that your content is always optimized for search engines.

🔮 AI can predict future trends and behaviors based on historical data, helping you stay ahead of the curve.

𝘾𝙤𝙢𝙢𝙤𝙣 𝙋𝙞𝙩𝙛𝙖𝙡𝙡𝙨 𝙖𝙣𝙙 𝙃𝙤𝙬 𝙩𝙤 𝘼𝙫𝙤𝙞𝙙 𝙏𝙝𝙚𝙢 𝙬𝙞𝙩𝙝 𝘼𝙄:

🖥 AI provides valuable insights into user behavior. Use AI to continuously monitor and adjust based on user interactions.

🤓 AI can help simplify user journeys by highlighting the most important features and content for your audience.

𝘼𝙄 𝙏𝙤𝙤𝙡𝙨 𝙖𝙣𝙙 𝙏𝙚𝙘𝙝𝙣𝙞𝙦𝙪𝙚𝙨 𝙛𝙤𝙧 𝙒𝙚𝙗𝙨𝙞𝙩𝙚 𝙍𝙚𝙙𝙚𝙨𝙞𝙜𝙣:

🖼 Use AI tools to analyze the visual appeal and performance of your site.

🤜 🤛 Implement AI personalization engines to deliver customized experiences to each visitor. This increases engagement and retention.

Raffi's insights underscore the transformative power of AI in website redesigns for higher education marketing. 👏

For those looking to dive deeper into these topics, connect with Raffi on LinkedIn and listen to the full episode of the Education Marketing Leader podcast. 🎙

Don't miss this episode if you're ready to leverage AI to enhance your website redesign.

Until next time! ✌️

#HigherEdMarketing #HigherEducation #Podcasting #WebsiteRedesign #DataDriven #UserExperience #Personalization

🎓 Tune into the latest Education Marketing Leader podcast episode as Dr. Carrie Phillips, Chief Marketing Officer at the University of Arkansas at Little Rock, joins me to delve into effective strategies for managing the impending demographic Enrollment Cliff.

Episode Highlights:

🔹 Confronting the Enrollment Cliff

Dr. Phillips discusses proactive measures for addressing the anticipated decline in traditional-aged college students due to demographic shifts.

This is critical for higher-ed marketers looking to stay ahead in student recruitment and engagement.

🔹 Mastering Personalized Marketing

Personalization is vital from the first student interaction, whether it's through digital platforms or during a campus tour.

Dr. Phillips emphasizes creating content that resonates personally to boost student engagement and retention.

🔹 Cultural Sensitivity in Marketing

With changing demographics, it's essential to tailor marketing efforts to meet the diverse needs of prospective students effectively.

🔹 Strategic Resource Allocation

Understand where to direct your marketing resources to make the most impact.

According to Dr. Phillips, supporting students through personalized communication plays a crucial role in their educational journey.

🔹 The Power of Print

Contrary to popular belief, print isn't dead.

Dr. Phillips shares how targeted print materials can significantly influence prospective students by providing a tangible connection to the institution.

🔹 Analytics and Feedback

Learn how to leverage data and student feedback to refine your marketing strategies, ensuring your efforts resonate with your target demographic.

This episode is packed with insights for higher-ed marketing professionals who want to navigate demographic changes with innovative and effective strategies.

Connect with Dr. Phillips on LinkedIn for more insights and check out her insightful blog andcarrieon for all things higher education marketing.

🎧 For a deep dive into adapting and thriving in the face of demographic shifts, make sure to listen to this episode!

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌

#HigherEducation #Marketing #DemographicEnrollmentCliff #EnrollmentCliff #Podcasting

In the latest episode of the Education Marketing Leader podcast, I sat down with RJ Thompson, a seasoned digital strategist and educator from the University of Pittsburgh.

RJ shared some incredible insights on transforming community engagement and educational marketing through innovative strategies.

💡 Key Takeaways:

Marketing Education Over Institutions

RJ emphasizes the importance of marketing the value of education itself, rather than just the institutions offering it. This approach not only attracts more genuine interest but also fosters a culture of lifelong learning.

Community Impact through Design

With extensive experience in revitalizing post-industrial towns, RJ discusses using design and marketing to stimulate economic development and community engagement, proving that creative strategies can lead to substantial local change.

Empathy in Education

He highlights the critical role of empathy in education, advocating for a focus on student experiences and needs, rather than traditional marketing metrics.

🚀 Actionable Strategy:

RJ suggests that educators and marketers in higher education should engage more deeply with the communities they serve.

This means not just teaching or marketing to them but listening and responding to their needs to facilitate real growth and opportunity.

📚 For those looking to dive deeper into innovative educational strategies and community engagement, this episode is a must-listen!

Connect with RJ on LinkedIn to continue the conversation and explore more about his transformative approaches to education and marketing.

🔗 Listen to the full episode by following the link in the comments below.

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌

#Highereducation #HigherEdMarketing #EducationMarketing #Marketing

#MarketingLeadership

In the latest episode of the Education Marketing Leader, I had the pleasure of talking with Jaime Hunt, an award-winning CMO and host of the Confessions of a Higher Ed CMO podcast.

Jaime recently announced that she has a thrilling new venture, launching her own consulting firm:

Solve Higher Ed

🔑 Key Insights from my conversation with Jaime:

• Transition from CMO to Consultant: After a distinguished career, Jaime felt the pull to start her own firm to amplify her impact across multiple institutions, tackling pressing challenges like the enrollment cliff and the need for improved student retention strategies.
• AI in Higher Education: Jaime shares practical tips for integrating AI tools into higher-ed marketing strategies, pushing beyond the hype to enhance operational effectiveness.
• Student Retention Focus: One of Jaime's primary missions is enhancing student retention through strategic communications and robust journey mapping, areas often overlooked in traditional recruitment-focused marketing efforts.

Jaime's shift from a CMO to a consultant is both a career change and a strategic move to foster broader improvements in the higher education sector.

Her agency aims to deliver high-value, cost-effective solutions, especially for institutions that might not have the budget for larger agencies but still need to innovate and improve.

Jaime's journey offers insights into navigating career transitions with strategic foresight and unwavering passion.

Whether you're a marketer in the trenches or a leader looking to reshape your institution's future, there's plenty to learn from her bold moves and visionary approaches.

🔗 Listen to the full episode by following the link in the comments below.

Connect with Jaime for collaboration or consultation.

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌

#HigherEdMarketing #EducationMarketing #CareerTransition #Marketing #StudentRetention #MarketingLeadership

This week's Education Marketing Leader podcast episode concludes our community college series hosted in honor of Community College Month.

I'm excited to share my conversation with Jeff Ebbing, Director of Marketing and Communications at Southeastern Community College and former National Council for Marketing & Public Relations president.

I first met Jeff at NCMPR's National Conference in Orlando last year and got to know him better during a fun run through the streets of Seattle at this year's conference.

Our conversation centered around practical strategies for higher-ed marketers.

We explored how to craft messages that reach, resonate, and inspire action among audiences, providing tangible steps for implementation.

Episode Highlights:

Strategic Messaging: Jeff shared how simplifying complex messages like their "Get Paid to Go to Nursing School" campaign dramatically increased engagement and conversions. This practical approach cuts through the noise, reaching students where they're most attentive.

Audience Engagement: We discussed the importance of directly engaging with students to gather feedback, utilizing programs like the Blackhawk Ambassadors. This real-time input shapes more relevant and impactful campaigns.

Innovative Media Use: From traditional billboards to digital platforms, Jeff emphasized the need to constantly adapt and experiment with media channels to keep messages fresh and effective.

Adapting to Change: Highlighting the evolution from traditional to digital tactics, Jeff provided insights on staying ahead in the rapidly changing landscape of digital marketing in education.

This episode is a must-listen for all higher-ed marketers looking to sharpen their strategies and push the envelope on their campaigns.

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌

P.S. Be sure to connect with Jeff and follow Southeastern Community College social to see the strategies in practice.

Resources mentioned during the episode: SCC Ad: Erin Wagner: "I know you can do this"

https://www.youtube.com/watch?v=MCReC9t6u1c