Education Marketing Leader with Chris Rapozo

Education Marketing Leader with Chris Rapozo

by Chris Rapozo
MarketingEducation
Season 4
Beyond the Recruitment Funnel: Are We Delivering the Belonging We Market? | Dr. Andre Richburg
Higher education marketers talk constantly about belonging, community, and inclusion. But what happens when students arrive on campus and the experience doesn’t match the promise? In this episode of The Education Marketing Leader, Chris Rapozo sits down with Dr. Andre Richburg, Vice President for Strategic Enrollment at Methodist University, to explore what it means to move beyond recruitment and create an institution where students actually feel supported, connected, and positioned to succeed. Drawing from more than 20 years in higher education and his doctoral research on Black male students transferring from community colleges to predominantly white four-year institutions, Dr. Richburg shares what institutions often overlook in the transfer experience. Chris and Dr. Richburg discuss the difference between marketing belonging and delivering it, why retention should be part of enrollment strategy from the beginning, and how representation among faculty, staff, and institutional leaders can influence a student’s sense of connection. They also explore the experiences of students navigating culture shock, microaggressions, code-switching, and the challenge of finding community after transferring to a new institution. In this episode: • Why transfer students need a different approach to onboarding and financial support • What Dr. Richburg learned from Black male transfer students through his doctoral research • Why representation among faculty, staff, and leadership matters • How colleges can communicate support and community before a student ever enrolls • The role of code-switching and microaggressions in the student experience • Why retention belongs in strategic enrollment management from day one • How students can recognize the difference between authentic belonging and marketing “window dressing” • What four-year institutions can learn from community colleges about making students feel seen and supported For enrollment and marketing leaders, the challenge is bigger than getting students through the recruitment funnel. The experience students encounter after enrolling has to live up to what they were promised before they arrived. Listen today.
S4 · E22
Sep 23, 2026
37:22
How UF Expands Into New Markets | Jeff Holeman on Brand, Awareness & Enrollment
What does it take to successfully bring a university brand into a new market? In this episode of The Education Marketing Leader, Chris Rapozo sits down with Jeff Holeman, Chief Marketing Officer at the University of Florida’s Warrington College of Business, to explore how UF approached its expansion into Jacksonville and Miami. While the University of Florida already has tremendous brand recognition, Jeff explains why awareness alone isn’t enough. Universities still have to build local relevance, understand the competitive landscape, earn trust, and connect their programs to what students and employers in each market actually need. Chris and Jeff discuss: • How to evaluate a new market before launching • Finding “white space” in competitive higher education markets • Why Jacksonville and Miami required different marketing strategies • The relationship between brand awareness and enrollment performance • Why brand marketing and enrollment marketing shouldn’t operate separately • How to measure the signals that happen before an inquiry or application • The changing student journey and whether the traditional enrollment funnel still exists • LinkedIn’s role in graduate business school marketing • Removing friction from the graduate enrollment experience • The challenges of marketing within a nationally recognized university brand • What institutions should do before expanding into a new city or region One of Jeff’s central arguments: awareness and performance aren’t competing priorities. Brand interactions help create the conditions that eventually lead prospective students to inquire, apply, deposit, and enroll. And for institutions considering expansion, Jeff offers a simple starting point: “Don’t start with the campus. Start with the market.” ABOUT THE EDUCATION MARKETING LEADER The Education Marketing Leader features conversations with marketing and enrollment leaders about the strategies, ideas, and challenges shaping education marketing today. Subscribe for more conversations with leaders across higher education marketing, enrollment, branding, digital strategy, and communications. #HigherEducation #HigherEdMarketing #EnrollmentMarketing #MarketingStrategy #UniversityMarketing #EducationMarketing
S4 · E21
Sep 10, 2026
33:48
Leading With Joy During Higher-Ed's Tough Seasons | Donald Egle, Ph.D.
What does it mean to lead with joy when the circumstances around you are anything but joyful? In this episode of the Education Marketing Leader, Chris Rapozo sits down with Donald Egle, Ph.D., Founder & Managing Director of The Kyer Group, to explore the research behind joyful leadership and what it means for leaders navigating uncertainty, pressure, and change in higher education. Drawing from his doctoral research, Joyful Leadership Amidst Tragedy and Triumph, Don explains why joy and happiness are fundamentally different. Happiness often depends on circumstances. Joy can become a consistent way of living and leading, even when the work is difficult. Chris and Don discuss what joyful leadership looks like when enrollment pressures are mounting, teams are stretched, and institutions are facing decisions without easy answers. In this episode, you'll hear about: - Why leadership can be viewed as a privilege and a joy - The difference between joy and happiness - Why choosing joy before adversity hits matters - How higher ed leaders can respond to the enrollment cliff with - The role faith has played in Don's approach to joyful leadership One of Don's central challenges to higher education leaders is to recognize the privilege of being in a position where you can contribute to the solution. Hard seasons will come. Your choices will be tested. But leaders who consistently show up with purpose, courage, authenticity, and joy can give their teams and institutions a better chance to thrive. About Donald Egle, Ph.D. Donald Egle is the Founder & Managing Director of The Kyer Group. After more than two decades working with leaders and nationally recognized universities, Don now helps leaders and organizations create the conditions to win by addressing gaps between vision, strategy, execution, and culture. Connect with Don and learn more about The Kyer Group through the links in the episode description. https://thekyergroup.com/
S4 · E20
Aug 27, 2026
44:10
Is Higher Ed Preparing Students for the Jobs of Tomorrow? | Justin Fisher
What happens when the degree students are earning prepares them for a job market that no longer exists? In this episode of The Education Marketing Leader, Chris Rapozo sits down with Justin Fisher, Director of Marketing Intelligence at Yeshiva University and Cardozo School of Law, to talk about one of higher education’s biggest challenges: preparing students for careers in a workforce being rapidly reshaped by AI. They explore whether universities have gone far enough in connecting education to employability, why career outcomes and earning potential need to become a bigger part of the value conversation, and whether institutions should rethink the types of programs they offer. Justin also shares his perspective on AI’s impact on entry-level careers, the growing value of practical and career-focused education, and why universities need stronger connections with employers to understand what skills the workforce actually needs. But preparing students for work shouldn’t mean abandoning what higher education has always done well. Chris and Justin also discuss the continued importance of curiosity, critical thinking, and challenging ideas. If higher education wants to remain relevant, the question is no longer simply whether students graduate. It’s whether they’re prepared for what comes next.
S4 · E19
Aug 13, 2026
28:40
Why Helpful Marketing Still Wins | Jay Baer on Youtility.
What does it take to earn trust before someone is ready to buy? In this episode of the Education Marketing Leader Book Club, Chris Rapozo and the book club members sat down with bestselling author Jay Baer to discuss the enduring lessons from Youtility and why the most effective marketing starts by being genuinely helpful. Together, they explore how higher education marketers can create content that answers prospective student questions, builds long-term trust, and stands out in an AI-driven world. Jay also shares why he believes marketers should answer before they ask, how short-form webinars can outperform traditional webinars, and what he'd add if he wrote Youtility 2.0 today. In this episode: Why helpful marketing outperforms promotional marketing Creating content that builds trust with prospective students "Answer before they ask" as a content strategy Why most higher ed websites create unnecessary friction The future of content marketing in the age of AI How to measure the impact of helpful content If you're a higher education marketer, enrollment leader, or content strategist looking to improve student engagement and marketing effectiveness, this conversation is packed with practical ideas you can apply immediately. #HigherEdMarketing #EnrollmentMarketing #ContentMarketing #JayBaer #Youtility #HigherEducation #EducationMarketing #AIMarketing
S4 · E18
Jul 31, 2026
50:25
From Generic Messaging to Market Relevance in Higher Education w/ Christian Klepp
Why do so many universities sound exactly the same? In this episode of The Education Marketing Leader, Chris Rapozo sits down with branding strategist and B2B Marketers on a Mission host Christian Klepp of Einblick Consulting to discuss why generic messaging no longer works and what higher education marketers can do instead. They explore how institutions can build stronger market positioning, earn leadership buy-in, create meaningful student personas, and develop brands that students genuinely connect with. You'll learn: Why history and tradition aren't enough to differentiate your institution How to build a market position students actually care about The biggest mistakes universities make with student personas Why prospective students trust social media more than university websites How smaller colleges can compete with larger brands Practical ways marketers can gain buy-in from academic leadership Whether you're leading enrollment, marketing, communications, or institutional strategy, this conversation offers practical ideas for making your institution more relevant in today's competitive landscape. Subscribe for weekly conversations with higher education marketing leaders sharing practical strategies to help institutions grow.
S4 · E17
Jul 23, 2026
35:08
Students Aren't Choosing the "Best" College Anymore. Here's Why w/ Gjergj Dollani
Today's students aren't searching for the "best" college. They're trying to avoid making the wrong decision. In this episode of Education Marketing Leader, Chris Rapozo sits down with Gjergj Dollani, Principal at ClearCourse Advisory, host of The Enrollment Clinic, and author of Grounds: What a Coffee Shop Taught Me that a Career Never Could, to explore how fear, AI, rising costs, and uncertainty are reshaping the college decision process. Topics include: Why today's students are driven more by fear than aspiration How universities should adapt their marketing strategy The future of higher education and lifelong learning subscriptions College vs. trade school in an AI-driven economy Why higher education should borrow more ideas from outside the industry What business leaders can teach enrollment marketers about ROI and customer experience Whether you're a CMO, enrollment leader, marketing professional, or higher education executive, this conversation offers practical insights into where student expectations are headed and how institutions can respond. Subscribe for more conversations with higher education marketing leaders shaping the future of enrollment, branding, and student engagement.
S4 · E16
Jul 9, 2026
41:09
The Editorial Strategy Behind Great Content, with Christopher Lott
Higher education is full of incredible stories. The challenge isn't finding them. It's telling them in a way that people actually care about. In this episode of the Education Marketing Leader, I sit down with my Stamats colleague, Christopher Lott, Senior Digital Writer, to explore the editorial strategy behind content that connects with students, alumni, faculty, and communities. Chris brings decades of experience in journalism and higher education, and throughout our conversation, he shares practical advice for marketers who are trying to do more with less while creating meaningful content that stands out in an increasingly noisy world. We discuss: ✔️ Why knowing your audience is still the foundation of great storytelling ✔️ How to translate complex academic and research topics into stories people understand ✔️ Lessons learned from interviewing faculty, researchers, and healthcare experts ✔️ Why AI can be a helpful tool, but should never replace human curiosity and editorial judgment ✔️ How higher ed marketers can improve quality without burning themselves out ✔️ Why gratitude and relationships are at the heart of meaningful work One of my favorite takeaways from our conversation: "Don't write for robots. Write for people." If you're responsible for content, communications, enrollment marketing, or storytelling in higher education, I think you'll find plenty of ideas you can put into practice right away. 🎙️ About Christopher Lott Christopher is Senior Digital Writer at Stamats, where he develops content strategies and creates stories for colleges, universities, and healthcare organizations. With a background in journalism and more than 15 years in higher education marketing, he helps institutions connect with audiences through authentic storytelling. 📩 Connect with Christopher: Christopher.Lott@stamats.com #HigherEdMarketing #ContentMarketing #Storytelling #EnrollmentMarketing #HigherEducation #EducationMarketingLeader #Stamats #ContentStrategy #MarketingLeadership
S4 · E15
Jun 25, 2026
39:32
How UF Online Became the Nation's #1 Online Bachelor's Program with Melissa Allen
What does it take to build and sustain the nation's top online bachelor's program? In this episode of the Education Marketing Leader Podcast, I sat down with Melissa Allen, Director of UF Online, to explore the strategies, systems, and student-centered philosophy that have helped make UF Online one of the most respected online education brands in the country. Drawing from more than a decade of leadership experience, Melissa shares how UF Online evolved from a growing initiative into a nationally recognized program by focusing relentlessly on student success, reducing friction, building confidence, and creating experiences designed around the student journey. Together, Chris and Melissa discuss: • What university leaders still misunderstand about online learners • Why student experience should drive organizational design • How UF Online creates "blue dot" experiences that adapt to student needs • The role of advisors, faculty, and support systems in student success • Why consistency and accountability matter more than individual heroics • How online students research institutions differently today • The importance of alumni engagement and authentic student storytelling • Leadership lessons learned while scaling one of higher education's most successful online programs Whether you're a higher education marketer, enrollment leader, student success professional, or institutional leader, this conversation offers practical insights into building a modern online learning experience that delivers results. Connect with Melissa Allen on LinkedIn to continue the conversation.
S4 · E14
Jun 11, 2026
36:02
The Reality of Marketing at a Community College with Eve Markman
Community college marketing is one of the hardest jobs in higher ed. You’re not marketing to one audience. You’re marketing to everyone. On the latest episode of the Education Marketing Leader podcast, I sat down with Eve Markman to talk about leadership, enrollment, retention, and building a long-term career in community college marketing. A few quick takeaways: • Community colleges market to everyone from dual enrollment students to adult learners changing careers. • Retention is just as important as recruitment. Many students are balancing work, family, and financial pressure while attending school. • Leadership doesn’t require direct reports. Eve now leads major cross-functional initiatives by building project teams across departments. • Networking and industry relationships played a major role in her career growth over the last 30+ years. • NCMPR continues to be one of the best communities in higher ed marketing for mentorship, learning, and collaboration. One line from Eve that stuck with me: “It’s not just about producing work, but also about creating those relationships and those connections.” Follow and subscribe to the Education Marketing Leader podcast for more conversations with higher ed marketing leaders and enrollment professionals.
S4 · E13
May 28, 2026
39:32
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