Education Marketing Leader with Chris Rapozo

Guest: Dr. Evan Kropp, Executive Director of Distance Education, University of Florida 🐊 Topic: In-House vs. Outsourced Marketing — Finding Your Higher-Ed Sweet SpotWhen 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 goalsThe true cost of internal hires vs. agency work (spoiler: salary is just the start)How to balance control vs. expertise without stepping on toesWhy brand consistency can sometimes backfireHow to partner with agencies while protecting student data and your institutional voiceA practical approach to retaining and developing marketing talent in higher edDr. 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 startHuge 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 messagesWhy authenticity, ROI, and legacy all matter in brand storytellingStrategies to keep your higher ed brand consistent across multiple channelsPractical campaign ideas you can apply this semester to improve enrollment, engagement, and fundraisingWhether 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.

In this week’s episode, I sat down with Kristen Johnson, Founder of Wise Marketing Strategy, to talk about how colleges and universities can better use data to guide enrollment marketing. Here are some of the key takeaways for higher ed marketers: ✅ Focus on inquiry conversion Don’t just count inquiries—track how many convert to applicants, accepts, and enrolled students. That’s where you’ll see quality and funnel movement. ✅ Build multi-channel, segmented nurture flows Pair admissions outreach with marketing support across email, text, phone, and retargeting ads. Start small with segmentation (school, program) and build toward deeper personalization. ✅ Know your audience Adult learners care most about affordability and flexibility. Make those front and center in your messaging. ✅ Diagnose weak conversions with data Break down each step of the funnel. See where inquiries are dropping off, then compare strong and weak programs to identify what’s working. ✅ Make CRMs manageable Don’t get lost in the data. Start by asking: What question would help us use budget more efficiently? Then pull only the reports that get you closer to that answer. ✅ Report smarter to leadership Keep reports concise. Highlight a couple of wins, be transparent about challenges, and share the actions being taken. Leadership hates surprises—clarity builds trust. ✅ Advertising isn’t just about clicks Go beyond cost-per-lead. Build your own CRM-based reports to track whether those leads move further down the funnel, and share that insight back with your agency. ✅ Offline data counts too Map student zip codes to billboard locations.Place ads where your students already live and commute. Kristen also shared how she’s using AI tools like ChatGPT to visualize insights and streamline reporting—proof that even small teams can make their data work harder without big investments. Higher ed marketing is complex, but Kristen’s advice reminded me that it always comes back to one thing: using data to connect marketing activity directly to enrollment outcomes. 📌 Follow the Education Marketing Leader podcast for more conversations like this, and subscribe so you don’t miss an episode.

What does it look like when a creative director is also a former student? Luis Landeros brings that full-circle perspective to his work at Arizona Western College, and it shows.We talked about:Why stock photos kill authenticity and how real images connect better with communityHow one unplanned photo shoot turned into a national Paragon AwardThe power of being a real-world practitioner in the classroom (Luis also teaches design)Building creative confidence by failing fast and doing the work anywayHow AWC’s team builds momentum by sharing feedback, wins, and work in progressHe also dropped this quote that stuck with me:“Creativity is not taught. It’s provoked.”Luis is the kind of creator who steps up, even when it’s uncomfortable. If you work in higher ed marketing, especially at a small or scrappy institution, this conversation is worth your time.▶️ Listen to the full episode.Follow Luis on LinkedIn for more real-world design insights.Follow and subscribe to The Education Marketing Leader for more conversations like this one.#HigherEdMarketing #EducationMarketingLeader #NCMPR #CommunityColleges #AuthenticContent #CreativeLeadership #VisualStorytelling

🎙 New Episode: Using Stories to Market to International Students Guest: Kris Achten, Manager of International Marketing & Recruitment at Karel de Grote University College and Founder of People Like You.We covered a lot in this one, from environmental triggers to user-generated content to a student who went from doubting he could afford college to landing a job at TikTok.Here are the highlights for higher ed marketers:✅ Stop telling stories about your institution. Start telling stories about your students. Especially international ones who are facing a major life transition.✅ Cultural context matters. What works in Belgium might flop in Vietnam. Tailor content by region. Avoid assumptions.✅ Environmental triggers > platforms. Don’t promote bachelor’s degrees on LinkedIn. Show up where your audience already is, TikTok, Instagram, school counselor offices.✅ Make the student the hero. Your institution is the guide. If the story can’t be told without you, you’ve done your job.✅ Don’t forget the parents. KDG literally sends an email: “Forward this to your parents.” That link? A custom landing page written just for them.✅ Trust > Features. At KDG, storytelling starts with empathy. Capture emotional arcs—fear, uncertainty, belonging—not just course features or buildings.✅ Mining the inbox for stories. Shared inboxes are goldmines. Uncommon questions = content opportunities. Patterns = gaps to fill.✅ Creator Academy. Instead of chasing Gen Z trends, Kris trained student ambassadors to become short-form content creators. Content from students about student life performs better, and builds trust.✅ Alumni stories close the loop. Zoom out. Don’t just tell stories about enrollment. Tell stories about life after graduation, and how your institution helped get them there.Want to hear Paul Christian’s story from Romania to TikTok? Or why Kris still reads every email to study@kdg.be? It’s all in the episode.🎧 Listen now!Download Kris’s course on storytelling: peoplelikeyou.be Connect with Kris: LinkedIn—If this episode sparked ideas for your team, follow and subscribe to The Education Marketing Leader podcast for more practical conversations with higher ed marketing pros.

In this special episode of the Education Marketing Leader Podcast, we revisit highlights from our July book club meeting with Day Kibilds and Ashley Budd, co-authors of MailedIt!.This conversation brought together higher-ed marketers, enrollment pros, and communicators to unpack how small, intentional email campaigns can lead to big results.Together, we explored key lessons from the book.Here’s what you’ll learn in this episode:✅ Why voice and tone matter more than perfect timing or design ✅ How to move from batch-and-blast to relationship-building ✅ What it looks like to build trust through repeatable email patterns ✅ When to prioritize segmentation, and when to just press send ✅ Why clarity beats cleverness (and how to write like a human)Members shared reflections that resonated:– Building consistency with limited resources – The challenge of letting go of “perfect” – Using onboarding emails to set expectations and reduce melt – How voice, tone, and structure can build belonging, before a student even visits campus– Why accessibility and inclusion should be part of every email strategyDay and Ashley were generous with behind-the-scenes insights:They shared lessons from years of testing, team collaboration, and trial-and-error—offering real-world examples from their work in higher ed and beyond.📚 MailedIt! is a must-read for anyone who hits "send" on behalf of their institution.🎧 Listen now wherever you get your podcasts.👉 Want in on the book club? Join us on LinkedIn: https://www.linkedin.com/groups/13140172/Until next time ✌️

Most faculty pages are outdated directories. No story. No strategy.But in today’s landscape, faculty visibility impacts everything, from citations and media to enrollment and funding.In this episode, Dr. Hashim Zaman breaks down how higher-ed marketers can support faculty online without adding to their workload, or risking trust.Here’s what you’ll take away:Why personal branding feels performative to most academics and how to reframe it as “visibility with purpose” rooted in research—not hype.The disconnect between MarCom teams and faculty. One wants content. The other wants control. Here’s how to bridge the gap.What makes academic content more shareable and engaging. From video abstracts to short posts, Dr. Zaman shares formats that work.How marketing leaders can support faculty without overwhelming them. Tools, templates, opt-ins, and mindset shifts that build long-term trust.“Most professors want their work to be seen, they just don’t want to lose control of how it’s represented.” Dr. Hashim Zaman🔗 Check out academic.blog to learn more🎧 Follow Education Marketing Leader for more conversations like this.

Your website might be compliant. But is it neuroaccessible? If it’s not, you’re losing students before they even apply.In this episode of the Education Marketing Leader podcast, I talk with Beth Jendro Noël, Director of Communications and Creative Services at Middlesex Community College.She breaks down what most higher ed marketers are missing when it comes to accessibility, and how to fix it.We cover:✅ What “neuroaccessible” really means ✅ A practical audit you can use right now✅ Why 33% of students are affected—but only 8% disclose✅ How inclusive design helps retention, not just recruitment ✅ How her team built a better website using next steps, plain language, and videoBeth also shares a powerful personal story about supporting her neurodivergent child through the college application process and realizing her own institution’s site wasn’t built for them either.Bonus: Don’t miss Beth’s article: The Power of Neuro-Accessible Communications: https://www.linkedin.com/pulse/power-neuro-accessible-communications-beth-jendro-no%25C3%25ABl-lunoe/?trackingId=uzagXRbqSs%2BjbjSVjBJaEA%3D%3D🎧 Listen now.➡️ Follow Beth for more accessibility insights.📲 Subscribe to Education Marketing Leader for more no-fluff episodes built for higher ed marketers who actually want to move the needle.

In this episode of The Education Marketing Leader, I talk with Mike Barzacchini, Director of Marketing Services at Harper College, about how to stop being seen as a service desk, and start being viewed as a strategic leader.Mike shares how his team made that shift by putting strategy first, building credibility through clear planning frameworks, and creating a culture of collaboration with leadership. One of the biggest takeaways: Slow down to move smarter.Key ideas you’ll hear:How Harper’s 55-page goals and outcomes doc keeps everyone alignedThe value of creative briefs to control scope creepWhy “more isn’t better. Better is better” needs to be your north starWhat it really takes to build trust with leadership and reset expectationsWe also get into internal culture, onboarding for mindset alignment, and the power of informal channels like Microsoft Teams to build team cohesion in hybrid settings.🎣 Bonus: Mike’s son runs the YouTube channel John B., with 1.8M+ subscribers. If you’re into fishing, check it out.🎧 Listen now and follow The Education Marketing Leader for more real conversations with higher ed marketers who get it.A special thank you to Mariah Tang of Stamats for the introduction.

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 practical strategies she's used at small, regional colleges, where teams are lean and time is tight, to engage parents and counselors in ways that actually move the needle.A few takeaways that stuck with me:▪️ Students will share parent contact info. You just have to ask and give a reason. "We want to send them info you might not care about, like billing, safety, or support services." That framing works.▪️Parents don't need polished campaigns. They need clear, timely answers: What's this going to cost? Will my kid be safe? What's the return?▪️Counselor newsletters aren't dead, but the old way of doing them is. Personalized student status emails with real-time application updates? That's what gets opened and acted on.▪️Text reminders to parents before deadlines (like enrollment forms) are simple to set up and can drastically reduce melt.Laura also brought up something I think more teams should consider: Surveying your own parents and counselors. Ask what worked.What didn't. What felt helpful or missing. You don't need a 20-question Qualtrics form. Even five quick questions can give you the insight to make next cycle smoother.If you're trying to build stronger relationships with the people who influence your prospective students most, this episode is for you.Follow and subscribe to the Education Marketing Leader wherever you get your podcasts.

In this special episode of the Education Marketing Leader Podcast, we revisit highlights from our May book club meeting with Jamie Hunt, founder of Solver Higher Ed, former CMO of Old Dominion, host of Confessions of a Higher Ed CMO, and author of Heart Over Hype.This session was an exchange between higher ed marketers, strategists, and creatives reflecting on the real-world impact of empathy-driven communication.Together, we explored the themes, challenges, and opportunities from Jamie’s book, and the insights from the group made this one of our most powerful meetings yet.Here’s what you’ll learn in this episode:✅ What empathy really means, and why it’s more than just being nice ✅ How to balance empathy with metrics when leadership demands results ✅ Why storytelling must include the struggle, not just the success ✅ How to engage faculty in marketing without losing your mind (or your message) ✅ What it takes to implement a student communication digest, and get campus buy-in ✅ Tactical ways to reduce email chaos, improve messaging, and focus on what students actually need ✅ How to defend empathy as a strategic approach, especially in rooms where it’s dismissed as “soft” or “too touchy-feely”💬 Members shared reflections that resonated:– The emotional weight of the book’s dedication – Journey mapping fatigue—and why it’s still worth it – Navigating internal pushback when telling authentic, vulnerable student stories – Reframing “best” to reflect each student’s reality – Using empathy not just for student messaging, but for internal communication with faculty, staff, and employees🎤 Jamie didn’t hold back during Q&A:She shared lessons from her time at Winston-Salem State and Old Dominion, how she pushed for digest-style emails, navigated political resistance, and convinced leadership to prioritize empathy not just in messaging, but in operational change. She offered honest advice on how middle managers can influence systems beyond their control, and how to build meaningful relationships to break down silos for good.📚 Heart Over Hype is a toolkit for anyone trying to build trust in a noisy world.🎙️ Listen now wherever you get your podcasts. 👉 Want in on the book club? Join us on LinkedIn: https://www.linkedin.com/groups/13140172/Until next time. ✌️

On this episode of the Education Marketing Leader podcast, I sat down with Mariah Tang, Chief Content Marketing Officer at Stamats. We unpack why niche content is the most underrated growth strategy in higher ed marketing right now, and how to actually make it work for you. This isn’t another talk about SEO basics. It’s a roadmap for building search-visible, AI-resilient, and student-relevant content using the tools and team you already have.Here’s what higher ed marketers need to know 👇𝐓𝐡𝐞 𝐫𝐢𝐬𝐞 𝐨𝐟 𝐧𝐢𝐜𝐡𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐢𝐧 𝐚𝐧 𝐀𝐈 𝐰𝐨𝐫𝐥𝐝🔎 Search has changed. Long-tail questions now dominate. “Do you have my program?” has become “Will this get me to my next step?”✏️ Generic content is invisible. Focused, answer-driven content is what AI surfaces in snippets and summaries.🍕 You’re not pizza. Trying to please everyone will tank your strategy and confuse your audience.𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐫𝐨𝐥𝐞𝐬 𝐭𝐨 𝐤𝐧𝐨𝐰: 𝐒𝐌𝐄, 𝐥𝐢𝐬𝐭𝐞𝐧𝐞𝐫, 𝐜𝐨𝐦𝐛𝐨👉 Every campaign doesn’t need a star academic. Use flexible content types like testimonials, timelines, and FAQs.👉 Don’t box your content team in. Establish a reliable structure and grow from there. 👉 Predictability wins in SEO and human engagement.𝐇𝐨𝐰 𝐭𝐨 𝐰𝐨𝐫𝐤 𝐬𝐦𝐚𝐫𝐭𝐞𝐫 𝐰𝐢𝐭𝐡 𝐀𝐈 𝐭𝐨𝐨𝐥𝐬🤖 Use ChatGPT/Gemini to test assumptions, spot blind spots, and map decision-stage questions🫶 Don’t fear feedback, prompt your tools like you would a junior team member✔️ Good input = better AI output. Then validate every claim and source.𝐂𝐚𝐬𝐞 𝐬𝐭𝐮𝐝𝐢𝐞𝐬 𝐭𝐡𝐚𝐭 𝐰𝐨𝐫𝐤𝐞𝐝🏥 University of New Mexico Health Sciences CenterTurned a neuroscience program into a “Day in the Life” story. No paid ads. Won awards. Still outranks bigger institutions.🚗 Harper College’s Lyft Pass PostBeat major universities in organic search by being first, relevant, and student-centered.𝐊𝐞𝐲 𝐪𝐮𝐨𝐭𝐞:“Start with one SME. Set them up for success. Give them structure. Then scale.” — Mariah Tang🎧 Listen to the full episode wherever you get your podcasts.✅ Follow Mariah for expert takes on content strategy, AI, and enrollment marketing.✅ Follow Stamats for proven frameworks and case studies on what’s actually working in higher-ed.✅ And follow Education Marketing Leader for real conversations with zero fluff.Until next time. ✌

In this episode of the Education Marketing Leader podcast, I sat down with Seth Odell, Founder & CEO of Kanahoma, to unpack the brutal truths facing higher ed marketers.From the enrollment cliff to vanishing name buys, Seth doesn’t sugarcoat what’s ahead, and why speed, focus, and fundamentals matter now more than ever.What You Need to KnowThe cliffs are real. Enrollment. Search. Perception. Different challenges depending on your market, but all converging fast.If you’re not doubling down on your best-yielding zip codes and events (like campus visits), you’re wasting budget.The list-buy era is over. Diversify your sources, retarget your site visitors, and prioritize parent-specific digital campaigns.ROI matters more than ever. Use outcome data (even LinkedIn alumni tabs) and focus on telling relatable alumni stories, not just outliers.Practical Moves to Make This MonthSwap your homepage video for a program finder.Add a CTA to your thank-you page to “start your app now.”Use plain-text emails with subject lines like “Chris, quick question” to re-engage admits.Refresh your creative. Go from 15 ads to 250. It matters.Rethink microcredentials—dual enrollment and B2B are the best bets.What’s ComingMore closures. More pressure. Less time.Avoid M&A unless you really know what you’re doing.AI isn’t a silver bullet, but it’s getting real—especially in admissions.Fix your fundamentals first before chasing anything shiny.Follow Seth on LinkedIn and check out Kanahoma.Like what you heard?Follow and subscribe to the Education Marketing Leader podcast for real conversations with the sharpest minds in higher ed.

On this episode of Education Marketing Leader podcast, Jennifer Lonchar , co-founder of AmbioEdu, breaks down what higher ed marketers need to know about Performance TV, and why it's becoming an essential part of the enrollment marketing mix.What is performance TV and why it matters Performance TV refers to unskippable streaming commercials on platforms like Hulu, Roku, Peacock, and Pluto, except with trackable results. Unlike traditional TV, it enables ROI measurement tied directly to inquiries, applications, event registrations, and enrollment.Targeting strategies that work in higher-edUse first-party data for yield campaignsTarget households of specific high school students using device ID dataCreate lookalike audiences based on enrolled student profiles and discretionary incomeRun demographic-based targeting by job title, geography, or household compositionRetarget based on admissions page visitors or commercial exposureMeasuring ROI and lift across channels Ambio’s partnership with TVScientific allows institutions to:Track site behavior after ad exposureMatch conversions back to exposure timestampsSee halo effects across Google Search, Meta ads, and organic trafficReport on average exposure-to-action timelines and lift by campaign typeCreative that convertsAvoid passive flyover branding adsDeliver a clear, actionable message in 30 secondsUse graphic overlays for muted viewers and voiceovers for mobile audiencesRepurpose video assets for Meta, TikTok, and Snapchat to extend reachBudget flexibility and real-world results Campaigns can start small, some as low as $10K. Institutions like Arizona State University tested campaigns before expanding. Others saw application increases and yield improvements by integrating Performance TV as the only major change to their strategy.Future of performance TV in higher-edInteractive ad experiences are in developmentGranular channel-level targeting on platforms like Roku is comingCRM integrations allow student ID-level attributionKey Quote“This is where digital was 14 years ago. Early adopters will win. The rest will spend the next five years playing catch-up.” — Jennifer LoncharConnect with Jennifer Website: ambioedu.com Email: jlonchar@ambioedu.comFollow and subscribe to the Education Marketing Leader podcast for weekly conversations with real practitioners, breaking down what’s working in higher ed marketing, without the fluff.#HigherEdMarketing #PerformanceTV #StreamingAds #EdMarketing #EnrollmentMarketing #CTV #EducationMarketingLeader #JenniferLonchar #AmbioEdu

In this special episode of the Education Marketing Leader Podcast, we’re diving into highlights from our latest Education Marketing Leader Book Club sessionWe were joined by Jenny Fowler, award-winning social media manager at MIT and author of the breakout hit Organic Social Media: How to Build a Flourishing Online Community.Jenny, fresh off her Harvey Chute Award win for Best Nonfiction in Business & Enterprise, shared her candid insights on leading social media strategy in higher ed, using data to influence leadership, and creating intentional content that truly connects.Here’s what you’ll learn in this episode:✅ How Jenny’s 6 M Framework is reshaping social strategies in higher education ✅ Why “data-informed creativity” is the secret weapon for social media managers ✅ Stories from book club members—including one who earned a promotion after applying lessons from the book ✅ Why it's OK to quit platforms that no longer serve your goals ✅ Tips for simplifying technical research into audience-friendly content ✅ The power of vertical video, managing up, and redefining what “strategy” really means in social👥 Want to Join the Book Club?If you're in higher education and marketing, the Education Marketing Leader Book Club is where strategy meets support. We read, we discuss, we grow—together.👉 Join the Book Club on LinkedIn🎙️ Listen now on the Education Marketing Leader Podcast wherever you get your podcasts.Until next time. ✌️

In this episode of the Education Marketing Leader podcast, I sat down with Dane Dewbre, Executive Director of Marketing and Communications at South Plains College. We talked about shifting public perception around community colleges and why the old narratives need to go.Dane’s been with SPC for 29 years, and he’s seen firsthand how students of all ages, backgrounds, and ambitions thrive when they have access to quality, affordable education.Key Takeaways for Higher Ed Marketers:✅ Community colleges aren’t a “second choice”SPC regularly enrolls valedictorians and salutatorians. Their students succeed at four-year schools and in the workforce, and universities love transfer students from community colleges.✅ Affordability is more than low tuitionSouth Plains is leading the way with OER (open educational resources) and zero-cost textbook options. Dane also pointed to new legislation in Texas that makes dual-credit courses free (including tuition, fees, and textbooks) for qualifying high school students.✅ Authenticity in messaging mattersSPC’s campaign “SPC is here” reminds students across their 14-county rural service area that the college is local, supportive, and ready to meet them where they are, whether they’re 18 or 38.✅ Your mobile homepage is everythingMore prospective students access SPC’s website from mobile than desktop. If you had to show them one page, Dane says: “Show them your mobile homepage.”✅ Lead with career outcomesWelding grads heading to SpaceX, diesel tech students hired before graduation, these stories are the message. Tell them often and everywhere.🎧 Listen to the full episode wherever you get your podcasts.Follow and subscribe to Education Marketing Leader to hear real conversations with the leaders shaping higher-ed marketing today.Until next time. ✌