Welcome to Education Marketing Leader with Chris Rapozo, a podcast created to spotlight education marketing leaders, tell their stories and share their knowledge with those interested in things related to marketing.
In the latest Education Marketing Leader podcast episode, I spoke with Megan Smedley, Director of Public Relations and Alumni Engagement at Maysville Community and Technical College and Assistant Director for District 2 at the National Council for Marketing & Public Relations. Megan's journey from a local reporter to comms leader in education offers valuable lessons for higher education marketers. "Student success stories are my bread and butter because they are so powerful, not just for our community and college but for me as an individual," says Megan. That's why this episode focused on leveraging student stories in higher education marketing. Key Takeaways for Higher Ed Marketers: Leverage Authentic Stories Genuine, relatable student success stories can significantly boost your institution's appeal and resonate deeply with prospective students. Highlight Overcoming Adversity Stories of students overcoming challenges, like addiction or financial hardship, inspire and motivate others facing similar situations. Use Student Testimonials Student testimonials act as powerful endorsements of your institution, providing social proof and enhancing credibility. Tailor Stories to Your Audience Customize student stories to fit the interests and needs of your target audience, ensuring they are impactful and relevant. For more about Megan's strategies and success stories, connect with her on LinkedIn or listen to the full episode of the Education Marketing Leader podcast. For more insights, tune into the full episode and follow Megan on LinkedIn. 🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏 Until next time. ✌️
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