The Higher Ed Marketer

This week on The Higher Ed Marketer Podcast, we’re joined by Dr. Bryan Gross, Vice President for Enrollment Management and Athletics at Hartwick College, for a thought-provoking conversation on marketing and enrollment through the lens of athletics and tuition. Dr. Gross dives into Hartwick’s bold tuition reset, sharing the data-driven insights and collaborative efforts behind this game-changing move. Discover how Hartwick is addressing affordability, transparency, and the evolving expectations of students and families.We also explore the vital role athletics plays in driving enrollment, retention, and school spirit, particularly at smaller institutions. With practical advice for navigating financial aid changes, including the latest FAFSA updates, Dr. Gross challenges institutions to take data-driven risks to shape their enrollment strategies. Tune in for actionable insights and forward-thinking strategies that will inspire real change in your enrollment marketingJoin us as we discuss:[02:45]  Enrollment Management Initiatives at Hartwick College[06:04]  A bold Tuition Reset and Its Challenges[09:05]  Data-Driven Decisions for Tuition Reset[12:02]  Challenges and Feedback from Current Students[14:57]  The Role of Athletics in Enrollment and Retention[17:57]  Final Tips for Enrollment Management SuccessTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Higher Ed Marketer Podcast, we’re taking a look under the hood at Caylor Solutions and into the transformative power of generative AI with Bart Caylor, Founder and President of Caylor Solutions, and Zach Coffin, Director of The Higher Ed Marketer. Together, they reveal how the team at Caylor Solutions uses GenAI to elevate productivity, scale services, and innovate new offerings. From custom tools like the "Ask Bart GPT," fractional CMO services, to enhancing the team's productivity, Bart and Zach share the AI-driven strategies that streamline operations and open new creativity within the team. Tune in to discover which tools are indispensable, how daily practice and shared learning fuel team growth, and why focusing on core capabilities over fleeting trends is key to long-term success.Join us as we discuss:[02:51] The Impact of AI on Work and Consulting[05:48] Leveraging AI as a Collaborative Tool[11:57] Tools for Enhanced Efficiency[15:08] Custom GPTs and Their Applications[17:57] GenAI Masterclasses for Your Team[24:51] Demystifying AI in Marketing Teams with Mindset Shifts[34:43] Navigating the AI Tool Landscape with Teams[43:35] Practical Tips for Immediate ActionResources mentioned in this episode: GenAI Masterclass for Team Caylor SolutionsChatGPT HeyGenChasing Mission Fit by Bart CaylorTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode, we sit down with Nick Griffin from Mid-South Christian College, who shares valuable insights on fostering creativity, collaboration, and community engagement in higher education. As a young college president of age 32, with a big, action-driven vision, Nick talks about embracing new opportunities, the importance of building an agile, forward-thinking team, and how technology—especially AI—plays a role in advancing bilingual education. He also highlights the importance of community service and relationship-building to build trust and cultural relevance on campus. Nick wraps up with practical advice for institutions ready to take risks and try fresh initiatives, even if success isn’t guaranteed on the first attempt.Join us as we discuss:[03:03] Embracing Creativity and Experimentation[05:45] Building a Young and Agile Team[08:49] Collaboration Among Institutions[11:59] Marketing on a Tight Budget[14:55] Leveraging AI for Bilingual Education[18:02] Engaging with Your Community Resources mentioned in this episode: Mid-south Christian CollegeOpportunity Leadership by Roger ParrottChatGPT HeyGenChasing Mission Fit by Bart CaylorCaylor Solutions GenAI Masterclass for TeamsTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Higher Ed Marketer, we speak with David Wright, President Emeritus of Indiana Wesleyan University and Founder and President of Christian Education Services, about the evolving landscape of education. David shares his pioneering work in online education during the 1990s, offering a unique perspective on how technology facilitates learning and the need for bold leadership in higher education. Throughout the conversation, he emphasizes the importance of relationships in a technology-driven world and explores how institutions can adapt to modern challenges through innovation and collaboration. This episode is packed with practical advice on navigating change, maintaining clarity of mission, and fostering growth through strategic partnerships.Join us as we discuss:[02:51]  Pioneering Online Education: A Journey Through the 90s[08:56]  Leadership in Higher Education: Navigating Change[17:56] Transformational Leadership and Institutional Success[21:04] – The Future of Higher Education: Adapting to Change[24:03] – Practical Advice for LeadersCheck out these resources we mentioned during the podcast:Chasing Mission Fit by Bart CaylorTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, Google Podcasts or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Eric Hogue, President at Colorado Christian University, joins Bart to explore the benefits of applying a CEO mindset to higher education leadership. Eric shares how this business-driven approach can align with the mission of higher ed institutions while promoting financial sustainability. From focusing on net tuition profits to involving donors as partners, Eric demonstrates why universities must embrace financial transparency and innovation to thrive as they approach the enrollment cliff.Learn how Eric balances profitability with purpose and how his strategies can help institutions grow while staying true to their core values.Join us as we discuss:[00:59] Why higher ed presidents need to adopt a CEO mindset[9:46] Donor-centric strategy that focuses on your donors’ inputs[21:43] A three-pronged approach to future strategic growthCheck out these resources we mentioned during the podcast:Chasing Mission Fit by Bart CaylorTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode, Gil Rogers, Founder and Principal of GR7 Marketing, talks about overcoming the fear of failure in higher education marketing and enrollment.Gil unpacks how legacy strategies can hold institutions back and why embracing new tools like generative AI is essential for success. He also highlights practical steps institutions can take to face the impending enrollment cliff, including bold strategies to adapt and remain competitive.Learn how your institution can empower your teams to try new tools, leverage old data to bring in students, and lean on innovative thinking to thrive in a challenging future.Join us as we discuss:[4:20] Finding the courage to adopt an innovation mindset[10:47] Why higher ed has a chance to get AI tools right[23:48] Diversification strategies for the upcoming enrollment cliffTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Kelly Hiller, VP of Marketing and Communications at Purdue University, shares the story behind Purdue’s exciting rebrand, transforming their marketing department into the in-house agency Purdue Brand Studio.Kelly discusses the inspiration behind this bold move, the challenges faced in repositioning the department, and how Purdue is pushing creative boundaries to elevate its brand on a national stage.Tune in to hear insights on navigating internal and external messaging, maintaining a culture of excellence, and how higher ed institutions can benefit from embracing bold changes in marketing.Join us as we discuss:[2:26] Why Purdue’s marketing team rebranded as an in-house agency[9:57] What differentiates Purdue’s transformation from a reorganization[20:18] Corporate influence and its impact on higher ed marketing[31:22] The future of Purdue’s enterprise marketing campaignCheck out these resources we mentioned during the podcast:Purdue Brand StudioEmail Kelly at khiller@purdue.eduThe Most Important Question of Your Life by Mark MansonBoilers to Mars TrailerBrandweek 2024Ad AgeTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Bart and Troy return for a conversation with Janice Supplee, VP for Enrollment and Communications at Cedarville University, around intentional branding in higher ed messaging. Janice shares how Cedarville’s “One Thousand Days” metaphor has not only defined the institution’s identity but also shaped its approach to student development and marketing strategy. She emphasizes the importance of consistent messaging, intentionality in brand communication, and building a high-capacity team that embodies the university’s mission. Tune in to discover practical insights on how your institution can stand out in a crowded higher ed space through intentional and consistent branding.Join us as we discuss:[1:30] How a university president’s speech became a marketing slogan[8:34] Keeping messaging on-brand through consistent communication[15:48] The secret to a fulfilled, high-performing marketing teamCheck out these resources we mentioned during the podcast:The 6 Types of Working Genius by Patrick Lencioni The Speed of Trust by Stephen CoveySmart Brevity by VandeHei, Allen, and SchwartzTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.Hosted by Ausha. See ausha.co/privacy-policy for more information.

How often do you find yourself wondering what your school’s marketing messaging should be?What are your prospective students interested in? What do they see that sets your institution apart?The easiest way to hear your students’ stories is from the students themselves.We’re chatting with Kathy Howell and Kathy Payne from Delaware Valley University on how they amplified student voices and implemented them into evergreen content.Join us as we discuss: [10:20] Leveraging “The College Tour” for enrollment marketing [19:28] Why students are the key to successful messaging[23:25] The efficacy of evergreen contentCheck out these resources we mentioned during the podcast:The College TourKathy.payne@delval.eduKathy.howell@delval.eduThis episode originally aired on July 12th, 2022.To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In 2021, Kenyon College in Gambier, Ohio, received a record-breaking $100 million gift from an anonymous donor.So how did Kenyon’s marketing department creatively share the story of this generous anonymous donor while emphasizing the importance of gifts at every level?Kenyon’s Vice President for Advancement, Colleen Garland, and Vice President for Communications, Janet Marsden, join us to talk about navigating donor gifts and making donors feel equally celebrated.Join us as we discuss: [5:39] Telling the story of an anonymous donor[10:02] Brand campaigns during a crisis[14:06] Marketing a residential experience in a rural community[17:25] The rise of video marketingCheck out these resources we mentioned during the podcast:garland1@kenyon.edumarsden1@kenyon.eduThis episode originally aired on May 11th, 2021.To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Take another trip back in time with us as we revisit another compelling episode of the Higher Ed Marketer Podcast.In 2022, Jay Baer, Business Growth and Customer Experience Researcher — and tequila sommelier — shared his three essential keys to marketing with us.By identifying audience personas and adapting your messaging accordingly, you can strategically align your enrollment and marketing departments.Not everyone opens their email – it’s time to think outside the inbox.In this episode, we dive into adapting your school’s messaging to meet your audience where they are.Join us as we discuss: [7:01] Using numerous marketing strategies together[19:26] Communication across marketing departments[24:49] Research of audience personasCheck out these resources we mentioned during the podcast:Youtility: Why Smart Marketing Is about Help Not HypeHug Your Haters: How to Embrace Complaints and Keep Your CustomersTalk Triggers: The Complete Guide to Creating Customers with Word of MouthJay Baer’s NewsletterThis episode originally aired on July 19th, 2022.To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

In early 2023, Bart’s mentor and a dear friend of the show, Tim Fuller, joined us for an insightful conversation about the demographic enrollment cliff.Tim unexpectedly passed away a few short months after this episode originally aired. As a lifelong advocate for higher education, Tim’s passion for helping academic institutions and the students they serve was evident to anyone who had the privilege of knowing him.His observations from our original discussion around the upcoming enrollment cliff are still incredibly relevant, and we encourage all of our listeners to revisit them. From proper data utilization to enrollment metrics that matter, Tim’s enrollment cliff survival tips are a must-listen for every higher ed marketing professional.Join us as we discuss:[4:05] A long-term projection for the demographic enrollment cliff[22:33] The Great Resignation’s impact on college campuses[34:38] Five enrollment metrics your school needs to watchCheck out these resources we mentioned during the podcast:Western Interstate Commission for Higher EducationNACCAP Mourns the Loss of Tim FullerThis episode originally aired on March 7th, 2023.To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

The Advancement team often wears many different hats across multiple departments, but one common goal is building relationships and raising funds.By walking through life with alumni via a mentorship program or sending out a QR code to find out generational preferences, you can understand your alumni and donors on a personal level.It’s time to level up the advancement experience.Kicking off our conversation is Maria Kuntz, the Communications Director at the University of Colorado Boulder, who joins us to discuss meaningful advancement engagement.Join us as we discuss:[2:36] Advancement as a key revenue driver in higher ed[14:15] How advancement adds to student success and engagement[21:45] Successful alumni engagement strategies[31:58] Driving engagement through multimodal communicationCheck out these resources we mentioned during the podcast:maria.kuntz@colorado.edu To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

With the field of higher education changing day by day, it’s crucial to implement different strategies and initiatives to stay ahead of the enrollment cliff.By engaging faculty in yield efforts, geofencing, and keeping web pages up to date, you can set your institution to be ahead of the curve. That’s why we’re joined by Kristin Nichols, the Founder of Nichols Higher Education, who takes us through innovative strategic initiatives and partnerships to find success in changing times.Join us as we discuss:[5:21] Strategies for engaging faculty in yield efforts[15:07] Geofencing to find your target audience[20:40] Change management amidst college closuresTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Programmatic advertising is more than just finding those “watering holes” — the places your prospective students typically hang out.It takes locating where your audience is coming from, testing out new marketing, and exercising patience when waiting for the results.Programmatic advertising doesn’t reinvent the wheel. It still requires intentionality to know who and where your audience is and to be strategic in your marketing efforts.We’re getting our conversation on programmatic advertising started with Ashley Monk, the CEO at Onya. In this episode, we unpack the nitty gritty of acing the student experience through targeted ads.Join us as we discuss: [2:47] Defining programmatic advertising[12:21] Casting the brand awareness net too wide[20:53] Having the patience to see ad results[27:49] Examining your overall strategy and outcomesCheck out these resources we mentioned during the podcast:Onyamark.comTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

By surveying attending students and students who decided to go elsewhere, your institution can give your admissions team additional data to help streamline their processes. But the research doesn’t stop there! Considering outside influencers like parents, coaches, and other trusted adults can bring a unique perspective of comparative analysis.We’re joined by Dave Burke, the President of Legacy Higher Ed, to talk about all things admitted students research, data analysis, and even what to do if you encounter a bear in the wild.Join us as we discuss: [4:25] Admitted student research defined[9:56] The nuts and bolts of student survey research[17:36] Competitive analysis through cohorts[24:41] How to survey different audiencesCheck out these resources we mentioned during the podcast:dave@legacyhighered.comlegacyhighered.comTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Vanderbilt University is at the forefront of Generative Artificial Intelligence.AI is not going away, but it can be understood through intentional time and effort. By destigmatizing generative AI at your institution, you may just broaden your impact to set your students and staff one step ahead of the game.We’re joined by Jules White, the Senior Advisor to the Chancellor on Generative AI & Professor of Computer Science at Vanderbilt University, to discuss the ever-evolving realm of generative AI.Join us as we discuss:[4:23] Generative AI’s impact on the higher ed landscape[13:31] Misconceptions around generative AI[21:49] Why generative AI is not an internet search tool[25:47] How institutions can promote AI educationCheck out these resources we mentioned during the podcast:Coursera Course on Generative AI for University LeadersPrevious Coursera Courses from Jules WhiteShawn Keen on LinkedInTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Our colleges and universities are educating the workforce of tomorrow, so it’s important that they understand the mechanics of strategic initiatives and corporate partnerships.We’re getting our conversation started with Bill Spiker, the President of The Ohio Foundation of Independent Colleges (OFIC).OFIC works with independent colleges and universities to bridge the gap of information surrounding scholarship and employment opportunities for students and corporations respectively.Organizations like OFIC may exist in your state. Tune in to see why your advancement office should be taking full advantage of the resources they provide.Join us as we discuss:[6:44] Fundraising and talent development with independent colleges[10:10] Making corporation connections aware of college happenings[27:52] Why scholarships are shifting toward more of an investment[32:45] How organizations like OFIC evolve to meet changing needsCheck out these resources we mentioned during the podcast:spiker@OFIC.orgTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Multicultural marketing means asking questions and being authentically involved in discovering and providing what different demographics need.It’s about making admissions information accessible to all despite language barriers or backgrounds.We’re getting our conversation started with Christian Ponce, the Associate Vice President for Marketing at Old Dominion University (ODU), who shares how multicultural marketing will soon be the norm in higher ed.Join us as we discuss:[1:45] Breaking down transcultural barriers[10:08] Multicultural views in American higher ed[16:30] The importance of  a diverse team[20:08] The future of AI and translation softwareCheck out these resources we mentioned during the podcast:Heygen.comThe Collage GroupChristian Ponce on Linkedinjponce@odu.edujrcp@gmail.comTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.

Being assertive about getting involved as a senior marketing leader is essential to the prosperity of your institution's strategic plan. It takes a courageous leader to have tough conversations about institutional futures. But with the enrollment cliff on the horizon, it’s crucial now more than ever to develop and implement a strategic plan. We’re joined by Rob Zinkan, the Vice President for Marketing Leadership at RHB to discuss all things strategic planning, courageous leadership, and even Indiana basketball.If they don’t give you a seat at the table, bring a folding chair.Join us as we discuss: [4:24] Strategic plans in the competitive higher ed landscape[9:26] Having a seat at the table for marketing leadership[17:24] The distinction between planning and strategy[29:30] Remaining agile among looming higher ed changesCheck out these resources we mentioned during the podcast:The Book of Beautiful Questions by Warren Bergerrzinkan@RHB.comRHB Strategic Planning ResearchInside Higher Ed: Call to Action BlogTo hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website or search for The Higher Ed Marketer in your favorite podcast player.Hosted by Ausha. See ausha.co/privacy-policy for more information.