September 29, 2021

Put Student Stories at the Center of Your Recruitment Strategy

Years ago, when I was just starting my career in higher education marketing, I was preparing to lead a series of focus groups for a public college. The goal was simple: we would share some creative examples with high school students to understand what might resonate with them—and what wouldn’t.

As the date of the first focus group approached, the college’s staff and I evaluated the creative and made predictions about what would score highest with the students with whom we were to meet. I confidently selected a piece that had a clean, modern design, just the right amount of copy, and stellar photography. Also, because it featured a faculty member, I thought it would set the institution apart in terms of quality, personal attention, and career relevance.

Guess which piece finished dead last with the focus groups?

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March 10, 2021

Social Media in Higher Ed: 9 Colleges at Head of the Class

Managing social media on behalf of a college or university can be a complex, daunting task. Each facet of the institution, from to academics to athletics, demands time and attention. And during the past year, the challenge became infinitely greater as schools sought to keep students and their families informed amid COVID-19.

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July 20, 2020

“Courageous” higher ed marketing in a time of crisis

There’s a quote I love from author Sharon E. Rainey—and it’s especially relevant these days.

“Through each crisis in my life,” she writes, “with acceptance and hope, in a single defining moment, I finally gained the courage to do things differently.”

The courage to do things differently. Not the “opportunity.” The “courage.”

As someone who strives to be an optimist, this quote speaks volumes to me about how a crisis can productively push us into unfamiliar territory. When circumstances are right, and if we take a bold approach, great things can happen.

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June 25, 2020

Enroll, retain, repeat: Student recruitment and retention strategies in higher education (Part 2)

Welcome to part two of our student recruitment and retention series! Now that you’ve done extensive market and student research, it’s time to turn those insights into action.

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June 25, 2020

Enroll, retain, repeat: Student recruitment and retention strategies in higher education (Part 1)

Competition for top students has always been fierce, but it is especially so in a world of risk aversion and discourse that frequently questions the value of an in-person university education. Recruiting students and minimizing attrition will only grow more difficult as the applicant pool shrinks, financial pressures mount on both the student and institutional end, and the legacy enrollment tradition weakens.

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