What does it really mean to be a small college—and to thrive as one?

In this special Book Club Edition of the Education Marketing Leader Podcast, host Chris Rapozo sits down with Dr. Gary Daines, author of How to Be a Small College, along with regular EML Book Club members from across higher ed and the agency world.

Together, they unpack the “growth or die” mindset that dominates U.S. higher education and explore a more sustainable, mission-driven alternative focused on community, clarity, and authentic excellence.

🧠 Key Takeaways

• Growth isn’t the only measure of success. Dr. Daines challenges the assumption that bigger is better—arguing that excellence, focus, and community impact define true institutional health.
• Mission-fit over market-share. Serving “the right students” means aligning programs, people, and messaging with the institution’s authentic purpose.
• Leadership as teaching. Effective presidents and administrators act as teachers—modeling learning, transparency, and reflection in every communication.
• Operational wisdom matters. From resource alignment to avoiding “amenities bloat,” sustainability requires discipline and courage to say no as much as yes.
• Community impact is the ultimate ROI. The most meaningful success stories aren’t always from Wall Street—they’re from graduates strengthening their local communities.

💬 Featured Voices

• Dr. Gary Daines, author and interim president, Salem Academy and College
• Chris Rapozo, host, Education Marketing Leader Podcast
• Rafi Dersimonian (ERI Design)
• Jill Whitaker (Southern Utah University)
• Troy Singer (Ring Digital / The Higher Ed Marketer Podcast)
• Jeff Ebbing (Southeastern Community College)
• Pablo Mora (University of Santiago, Chile)
• Denise Nunley (Arizona Christian University)
• Patrick Anderson (Chepers)

🔍 Conversation Highlights

• The “Apple Watch Analogy” of endless growth goals
• How to advocate for right-sizing without sounding anti-growth
• The tension between prestige and purpose—status vs excellence
• Faculty of Attention: focusing on what matters most
• Real-world stories from campuses around the globe navigating trust, leadership, and community crises

📚 Next Up

December 4 Book Club Meeting: The Go-Giver by Bob Burg — a timeless business parable about giving first to grow. Bob Burg himself will join the live discussion for a 30-minute Q&A.

Connect & Subscribe

Follow the Education Marketing Leader Podcast wherever you listen. 👉 Join the EML Book Club and get your next read at https://www.linkedin.com/groups/13140172/

Connect with Chris Rapozo on LinkedIn for upcoming sessions, insights, and community updates.

The college search process is broken, and two teenagers might be the ones to fix it. 👇

When Evan Goldstein tagged along on college tours with his older brother, Jack Goldstein, something clicked:

The tours showed buildings, history, and mascots — but not real life.

What’s it actually like to live, study, and eat on campus?

What’s the vibe on a Tuesday afternoon when no one’s performing for a brochure?

That missing authenticity inspired Evan and Jack to build Quadzio, a platform connecting high schoolers with real college students for honest, unfiltered conversations.

In this week’s episode of the Education Marketing Leader Podcast, Evan shares:

🎯 How peer connections build trust faster than marketing ever could

🎯 What “authentic” content really means to Gen Z and Gen Alpha

🎯 Why vibe beats prestige for today’s students

It’s one of the most insightful interviews I’ve had, and a reminder that sometimes, the next big idea in higher ed doesn’t come from a boardroom, it comes from a high school classroom.

🎧 Now live on Apple, Spotify, and YouTube. Follow the link in the comments.

#HigherEdMarketing #GenZ #CollegeSearch #StudentVoice #EducationMarketingLeaderPodcast

Guest: Dr. Evan Kropp, Executive Director of Distance Education, University of Florida 🐊

Topic: In-House vs. Outsourced Marketing — Finding Your Higher-Ed Sweet Spot

When should you keep marketing work in-house — and when does it make sense to outsource?

In this episode, Dr. Evan Kropp shares his eight-factor framework to help higher ed marketing teams decide where to invest their time, talent, and budget.

You’ll hear:

• Why there’s no universal playbook — and how to adapt decisions to your institution’s structure and goals
• The true cost of internal hires vs. agency work (spoiler: salary is just the start)
• How to balance control vs. expertise without stepping on toes
• Why brand consistency can sometimes backfire
• How to partner with agencies while protecting student data and your institutional voice
• A practical approach to retaining and developing marketing talent in higher ed

Dr. Kropp also talks about leadership, culture, and the long game of developing future marketers — what he calls “sending the elevator back down.”

🎧 Listen to the full episode for an honest look at what it takes to scale marketing impact without burning out your internal team.

👉 Follow and subscribe to The Education Marketing Leader Podcast for weekly conversations with higher ed’s top marketing minds.

#HigherEdMarketing #EducationMarketingLeader #EnrollmentStrategy #UniversityMarketing #BrandStrategy #AgencyPartnerships

Are your stories driving outcomes—or just filling space?

On the latest Education Marketing Leader Podcast, I sat down with Maria Kuntz, Director of Content Marketing Strategy and Communications (Advancement) at CU Boulder.

We talked about how to move from “just stories” to content that directly drives advancement and institutional goals.

Here are the key takeaways for higher ed marketers:

🔹 Every story should connect to a business outcome—volunteer, mentor, attend, or give.

🔹 Audience segmentation matters. CU Boulder found Tier 4 alumni engaged with “delight content” like recipes and guides, while Tier 5 clicked the logo first—making the homepage experience critical.

🔹 Don’t skip CTAs, but vary them. Shifting from “donate/register” to “read/share/learn” reduces fatigue and builds trust.

🔹 Cutting email volume raised more money. Protecting attention proved more effective than blasting more campaigns.

🔹 Paid content can pay off. A Meta campaign delivered $5 raised for every $1 spent.

🔹 AI is a tool, not a replacement. CU Boulder uses it for research and first drafts, but always layers in human voice and verification.

🎧 Listen to the full conversation for practical insights on content strategy in advancement.

👉 Follow the Education Marketing Leader Podcast for more conversations with higher ed marketing leaders.

P.S. get your recipe for the vegan coconut bread here: https://www.colorado.edu/coloradan/2025/07/07/kale-yeah-cu-boulders-sustainable-dining

#HigherEdMarketing #Advancement #ContentStrategy #Podcast #HigherEducation

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

This special episode of the Education Marketing Leader Podcast brings you inside our August Book Club meeting, where we discussed Chasing Mission Fit with the author himself, Bart Caylor.

📖 Chasing Mission Fit tackles one of higher ed’s toughest challenges: finding and connecting with the students who are the right fit for your institution. In this episode, Bart and our book club community of higher ed marketers dive into:

✨ Why avoiding generic claims matters more than ever

✨ The “short-order cook vs. chef” mindset shift in campus marketing

✨ Smarter ways to use metrics and engagement data (beyond vanity numbers)

✨ Repurposing content and leveraging AI tools to maximize reach

✨ Competing with trade schools, alternative credentials, and changing student expectations

You’ll hear insights from higher ed leaders across the country sharing what resonated most from the book—and how they’re applying these lessons at their institutions.

👀 Stick around to the end as we announce our next book club pick.