On the latest episode of the Education Marketing Leader podcast, I interviewed Laura Rudolph, founder of Square One Consulting and former higher-ed marketer at Transylvania and Marshall University.

We talked about the two audiences that are often overlooked in enrollment strategy: parents and high school counselors.

Laura put it plainly: "Parents aren't along for the ride. They're driving the car. Counselors? They're the GPS."

It's something we don't talk about enough in higher ed marketing.

We spend so much time crafting campaigns for students that we overlook the people shaping the decisions behind the scenes.

In this conversation, Laura shared prac ...