My guest today is Jolene Travis, Assistant Vice President for Communications and Marketing at Pratt Institute. In this episode, Jolene shares how Pratt built a comprehensive campaign to combat negative headlines about creative arts education and shift public perception.

Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "What are we going to do about these headlines?" She walks through the internal process of building messaging that all stakeholders could see themselves in, the importance of listening to faculty pushback, and how strategic media relations generated nine top-tier placements including The New York Times, NBC Nightly News, and WNYC—all amplifying a counter-narrative that painting and drawing programs have waiting lists while critics claim art school is dead.

Key Takeaways:

• GEO (Generative Engine Optimization) is critical for higher ed—95% of AI citations come from earned media, not your website.

• A creative education teaches critical questioning and problem-solving, not just technical skills—it prepares graduates to pivot across industries.

• Internal alignment on messaging is non-negotiable—if faculty and staff don't see themselves in your framework, it won't work externally.

• Success in creative fields isn't always a Google salary—art residencies, grants, and having a "bar gig that supports your creative work" are valid markers of success.

• The most compelling messages often come from proximity to leadership—Jolene captured "there's a waiting list for painting and drawing" from staffing her president at an event.

• A single data point (applications up in fine arts) became the foundation for 9 major media placements when paired with proper media prep and relationship building.

• Partner with peer institutions rather than compete—a chorus is stronger than a single voice when shifting narratives.

• NBC produced a full campus segment without ever visiting campus because Pratt had organized B-roll in their digital asset management system.

• Zoom waiting room videos are an overlooked touchpoint—Pratt's 30-second video plays in 60,000 meetings annually, creating brand impressions before conversations even start.

• Start your campaign by listening, not by pushing out your message—understand what the other side is saying first.

• Holiday breaks are ideal times to think through big strategic challenges.

Connect With Jolene:

• LinkedIn: https://www.linkedin.com/in/jolenetravis/

Resources Mentioned:

• Pratt Institute website

• Bynder (Digital Asset Management system)

• Muck Rack GEO report

• The New York Times: "Pratt School of Art applications up" coverage

• WNYC/Gothamist: Trend piece on NYC art school applications

• NBC Nightly News segment on AI and creativity

• Blog post on Zoom waiting room videos: https://unveild.tv/blog

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni

• Website: https://unveild.tv

• Newsletter: https://unveild.tv/newsletter

My guest today is Pez Perry (Robert Perry), Principal Consultant at Squiz. In this episode, Pez shares his expertise on why most higher education websites fail prospective students and what institutions need to do differently.

Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospective students actually search for information. He explains why the future of university websites looks more like ChatGPT than traditional navigation menus, and offers practical advice for making websites more user-centered.

Key Takeaways:

• Most university websites are organized around internal departments and leadership priorities rather than user questions and needs.

• Red flags of poor website design include president statements on the homepage, navigation by department names, heavy jargon, and homepage carousels with drone footage.

• Prospective students don't understand university terminology like "provost," "dean," "bursar," or "vice chancellor."

• The future of university websites is moving toward ChatGPT-style interfaces where users ask questions in natural language and receive immediate answers.

• Gen Z students (your future applicants) already expect AI-powered, conversational interfaces in their daily lives.

• University of Edinburgh embeds scholarship information directly on course pages, eliminating the need for students to navigate away to find financial aid details.

• Monash University gives departments freedom to experiment with content within clear brand guidelines.

• Universities are innovation hubs in research but surprisingly conservative in their digital communication strategies.

• The quickest win: eliminate jargon, acronyms, and high readability levels from your website content.

• Don't assume you know what students want—ask them through surveys, webinar registration questions, and intake forms.

• Content should answer user questions first, then deliver brand messaging second.

Connect With Pez:

• LinkedIn: https://www.linkedin.com/in/robertpezperry/

Resources Mentioned:

• University of Edinburgh website: https://www.ed.ac.uk/

• Monash University website: https://www.monash.edu/

• Squiz: https://www.squiz.net/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni

• Website: https://unveild.tv

• Newsletter: https://unveild.tv/newsletter

In this episode, Jenny Petty and Stephanie Geyer talk about their experiences in higher education marketing, focusing on their collaborative efforts at the University of Montana. They discuss the challenges of enrollment decline, the importance of storytelling, and the revitalization of campus traditions. The conversation also touches on the significance of indigenous representation and the future of marketing strategies in higher education.

Takeaways

• The importance of mentorship in career development.

• Building a modern marketing team requires collaboration and innovation.

• Revitalizing campus traditions can enhance community engagement.

• Storytelling is a powerful tool in higher education marketing.

• Indigenous representation is crucial for fostering belonging.

• Enrollment strategies must adapt to changing demographics.

• Creating a brand identity requires input from the entire campus community.

• Digital marketing strategies are essential for modern enrollment efforts.

• Emphasizing retention is as important as recruitment.

• Continuous learning and adaptation are key in higher education marketing.

Links:

• Jenny’s Linkedin: https://www.linkedin.com/in/jennydurnanpetty/

• Stephanie’s Linkedin: https://www.linkedin.com/in/stephanie-geyer-553a862/

Subscribe to the Higher Ed Storytellers Digest. A weekly newsletter for higher ed MarCom leaders: unveild.tv/newsletter

In this conversation, Christine Albano discusses her journey in social media management within higher education, particularly at Felician University. She shares insights on the importance of social media as a research tool for prospective students, the creative processes behind successful campaigns, and the challenges of managing a student content team. Christine emphasizes the need for authenticity in content creation and the role of AI as a supportive tool in marketing strategies. The discussion also covers engagement strategies, including giveaways and contests, and the future direction of Felician's content strategy, including a new podcast initiative.

Key Takeaways:

1. Social media is how prospective students research colleges: Platforms like Instagram and TikTok function as search engines, giving students a real look at campus life before they ever visit a website.

2. Strong engagement comes from relevance and creativity: Content performs best when it highlights real experiences, hands-on learning, and student voices rather than polished marketing clichés.

3. Student content teams need structure, trust, and training: Clear guardrails, hands-on coaching, and shared creative processes help students contribute effectively while staying on brand.

4. Giveaways and interactive formats can drive real momentum: Well-designed campaigns (like Felician’s anti-melt giveaway) can sustain interest, boost engagement, and support enrollment goals.

5. Authenticity and smart use of AI strengthen content strategy: Honest storytelling resonates most, while AI works best as a supportive tool for ideation, captions, and efficiency—not a replacement for human creativity.

Relevant links:

• Instagram: https://www.instagram.com/felician_university/

• TikTok: https://www.tiktok.com/@felicianuniversityYoutube: https://www.youtube.com/@FelicianUniversity

• Linkedin: https://www.linkedin.com/school/felician-university/

• Facebook: https://www.facebook.com/felicianuniversity

In this episode, host John Azoni sits down with Dan Giroux, independent consultant and former senior advancement communications leader at Drexel University, to explore why Advancement Marketing & Communications (MarCom) is one of the most overlooked — yet most critical — functions in higher education today.

Dan shares insights from his three-act career journey (agency, in-house, and independent consulting), discusses the structural challenges holding advancement teams back, and outlines practical, realistic ways institutions can create more authentic, impactful content — even with limited resources. The conversation dives deep into storytelling, leadership alignment, donor engagement, and why higher ed can learn a lot from modern creators like MrBeast when it comes to community-driven philanthropy.

This episode is a must-listen for advancement leaders, MarCom professionals, and anyone navigating fundraising, alumni engagement, or institutional storytelling in a rapidly changing higher-ed landscape.

Key takeaways:

1. Advancement MarCom plays a bigger role than many institutions realize: When it’s treated as tactical support instead of a strategic function, schools miss opportunities to drive engagement, loyalty, and giving.

2. Collaboration starts with leadership alignment: Strong partnerships between Central MarCom and Advancement leaders make cross-team collaboration possible; misalignment at the top creates silos everywhere else.

3. Authentic storytelling comes from specificity, not polish: Donors and alumni connect more deeply with real, detailed stories than with highly produced, generic campaign messaging.

4. Stewardship is a growth strategy, not an afterthought: Post-gift communication and impact storytelling strengthen relationships and increase long-term support.

5. Limited resources don’t have to limit impact: Small teams can scale by prioritizing the right work, using freelancers strategically, and building repeatable content systems.

In this episode, Ross Simmonds, CEO of Foundation Marketing and Distribution.ai, unpacks why Reddit has become one of the most influential platforms in the student decision-making process—shaping search rankings, AI responses, and campus reputation in ways most institutions aren’t tracking. He explains how universities can strategically participate without sounding promotional, how to build karma and credibility, and why owning your subreddit is now essential brand hygiene. Ross shares practical steps for teams of any size to start distributing content effectively, encourages leveraging student-generated stories, and highlights how repurposing existing assets can drive massive impact. He also discusses his book, Create Once, Distribute Forever, and offers low-lift strategies to help higher ed marketers turn Reddit from a risk into an unmatched opportunity.

Links:

Ross’ book: Create Once, Distribute ForeverRoss’ companies: Foundation Marketing and Distribution.ai

Key takeaways:

1. Reddit now shapes both search results and AI-generated answers used in the college search.

2. Universities must own and actively manage their subreddits to influence student perception.

3. Zero-click storytelling outperforms link-dropping and builds trust on Reddit.

4. Studying subreddit culture and tailoring content to it prevents bans and boosts engagement.

5. Consistency—15 minutes a day of authentic activity—compounds into real visibility and impact.

In this conversation, Erin Fields, the marketing director at Ology, discusses her journey in higher education marketing, emphasizing the importance of authentic content and understanding student needs. She shares insights on leveraging LinkedIn for thought leadership, the role of Reddit in gathering student feedback, and effective strategies for email marketing and blog content. Erin highlights the significance of spotlighting real student stories to build trust and relatability, and encourages higher ed professionals to embrace experimentation in their content creation efforts.

Key takeaways:

1. Authentic, human-sounding conversations should lead higher ed marketing.

2. Student needs and real questions must drive all content decisions.

3. Platforms like LinkedIn and Reddit are essential for understanding student sentiment.

4. Content should prioritize clarity, simplicity, and genuine value.

5. Building helpful, student-centered resources strengthens brand trust over time.

In this engaging conversation, Dr. Dérecco Lynch shares his insights on transforming higher education through innovative marketing strategies, storytelling, and building brand affinity. He emphasizes the importance of engaging students and stakeholders by simplifying messaging and creating a culture of collaboration. Drawing parallels with Apple's approach to product launches, Dr. Lynch discusses the need for higher education institutions to adapt to market changes and actively engage with their communities. He also highlights the significance of celebrating wins to foster a positive organizational culture and motivate staff.

Student stories landing page referenced in episode: https://www.uc.edu/news/articles/2023/11/beyond-the-classroom-with-5-real-uc-students-around-the-country.html

DéRecco's Linkedin post about the Apple Keynote: https://shorturl.at/AyYrY

Key takeaways:

1. Story-driven messaging helps higher-ed institutions communicate real impact.

2. Simple, clear pillars make institutional visions easier to align around.

3. Activations and experiences are more effective than emails or PDFs for spreading vision.

4. Building brand affinity early leads to stronger long-term loyalty and advocacy.

5. Higher ed must innovate and adapt to stay competitive in a shifting market.

In this episode, John Azoni interviews Cory Glover, a Marketing Cloud Manager at the University of Michigan Dearborn, about reducing friction in email campaigns. They discuss the importance of personalization, the challenges of managing email communications, and the impact of strategic changes in messaging. Cory shares insights on improving student engagement through dynamic content and storytelling, emphasizing the need for clear, actionable communication. The conversation also touches on the role of technology in enhancing the student experience and the significance of creating a seamless journey for prospective students. They also review slides from a presentation that demonstrate the effectiveness of visual changes, such as adding icons, in improving email readability.

To view the presentation slides referenced in this episode click here.

Takeaways:

1. Personalization in email campaigns can significantly enhance student engagement.

2. Dynamic content and storytelling are effective in reducing friction in communication.

3. Clear, actionable communication is crucial for improving student experience.

4. Strategic changes in messaging can lead to increased application and deposit rates.

5. Technology plays a vital role in enhancing the student journey.

Chris Rapozo shares his journey from Germany to the United States, discussing his experiences as an international student and the cultural challenges he faced. He emphasizes the importance of addressing the emotional needs of international students and the role of content in supporting their retention. The conversation also touches on the significance of personal connections and the impact of life decisions.

Key takeaways:

1. Invest in yourself for a 100% return.

2. Repurpose long-form content into short-form videos.

3. Address the fear of looking stupid in new environments.

4. Loneliness is a big deal for people moving to a new country.

5. Life decisions often lead to unexpected and rewarding outcomes.

In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn as a powerful networking and marketing tool, and on her viral “Don’t Tell Marketing” series, which underscores the risks of inconsistent branding. Throughout, she emphasizes the need for effective communication and collaboration between marketing and admissions departments to improve student engagement and enrollment processes.

Key Takeaways:

• Perseverance from surfing – Since age 12, Cheryl has learned patience and resilience through surfing, lessons she carries into her professional life.

• LinkedIn as a growth engine – She views LinkedIn as essential for brand building, networking, and driving opportunities in higher education.

• Brand consistency matters – Her “Don’t Tell Marketing” series highlights how off-brand colors, DIY logos, or rogue flyers can damage institutional credibility.

• RFP frustrations – Many higher ed RFPs already have a pre-selected partner, wasting valuable time and resources for other vendors.

• The student journey is like dating – Colleges must follow up with urgency and personalization; ignoring inquiries is the equivalent of “ghosting” a potential student.

In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enhance content quality and reach.

Key Takeaways:

• ​​Colleges often struggle with a scattered approach to video content.

• Intentional content creation is crucial for meeting institutional goals.

• Filming for posterity can lead to wasted resources.

• Short form video is essential for engagement on social media.

• Transforming events into engaging content can maximize impact.

In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation.

Key Takeaways:

1. AI accelerates video production workflows — Tools like ChatGPT streamline scripting, storyboarding, and editing by extracting insights from transcripts and organizing raw content efficiently.
   

2. Transcripts + AI = Actionable Insights — Transcribed client calls and interviews are used to generate creative briefs, map messaging pillars, and identify the strongest story arcs.
   

3. Custom GPTs enhance brand consistency — For recurring clients, tailored GPTs help maintain messaging tone and speed up ideation by “remembering” previous projects and goals.
   

4. Voice cloning and generative visuals save time — AI voiceovers (via 11 Labs) and tools like Google VO or Photoshop’s Generative Fill reduce production delays and increase flexibility without compromising quality.

5. Experimenting with AI leads to real production breakthroughs — From rethinking episode formats to saving damaged audio, testing AI tools has resulted in both creative and practical wins.

In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape.

The AI tools that were referenced in the episode are these:

🔧 1. ChatGPT Teams

Used by both your team and Seth’s for research, scriptwriting, and creative ideation.
 🔗 https://openai.com/chatgpt/teams

🧠 2. Whispr Flow

Used by Seth for voice-to-text input directly into any field (especially ChatGPT).
 🔗 https://wisprflow.ai/

🎥 3. Loom (with AI SOP feature)

Used to record processes and auto-generate standard operating procedures from video.
 🔗 https://www.loom.com

📞 4. Fathom

Used to record, transcribe, and summarize meetings, generating notes and follow-up actions.
 🔗 https://fathom.video

🎙 5. ElevenLabs

Used to clone voiceover artists for scratch tracks and real VO in marketing videos.
 🔗 https://www.elevenlabs.io

🎬 6. Opus Clip

Used for cutting up video content (e.g., podcast clips) into short-form, AI-generated social videos.
 🔗 https://www.opus.pro

🖼 7. Adobe Generative Fill (Photoshop)

Used to extend image backgrounds, clean up photos, and add visual elements using AI.
 🔗 https://www.adobe.com/products/photoshop/generative-fill.html

🎞 8. Google Veo

Used for abstract generative video, particularly when reenactments or B-roll are unavailable.
 🔗 https://deepmind.google/technologies/veo

🖥 9. Canva Magic Design (AI-powered slides)

Used by you to turn strategy outlines into full AI-generated presentation slides.
 🔗 https://www.canva.com/magic-design/

🔑 Key Takeaways

1. AI is a powerful assistant, not a replacement

   It should be used as a “subcontractor” to support human creativity—helping with research, ideation, and repetitive tasks while keeping decision-making and taste in human hands.

2. Adoption starts with leadership and culture

   Leaders must actively encourage exploration, experimentation, and knowledge-sharing to create a culture where AI tools are embraced and integrated into workflows.

3. Understanding AI’s limits is as important as leveraging its strengths

   Knowing where AI fails is crucial for using it responsibly and effectively. Organizations should focus on learning both the capabilities and shortcomings of the tools they use.

4. AI unlocks efficiency, not just productivity

   From speeding up casting, scripting, and reporting to automating standard operating procedures, AI reduces friction—freeing teams to focus on high-value creative work.

In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors and drive contributions. The discussion emphasizes the need for fundraisers to be open about challenges and to use data and stories effectively to engage their audience.

🎯 Key Takeaways from the Episode:

1. Don’t be afraid to tell real, messy stories. Authentic narratives—especially ones that reveal challenges—create stronger emotional connections with donors.

2. Cross-department collaboration enhances storytelling. Fundraising, marketing, and alumni teams should align efforts to maximize storytelling impact and avoid working in silos.

3. Connect donors to people, not just statistics. Specific, human-centered stories resonate more deeply than generic data or institutional updates.

4. Make the donor feel their impact is tangible. Whether through a scholarship, mentorship, or general fund support, donors want to know exactly who and how they’re helping.

In this episode, John Azoni discusses the importance of storytelling in higher education content creation. He emphasizes the need to move beyond basic information sharing to create compelling narratives that resonate emotionally with audiences. The conversation covers the science behind storytelling, the distinction between narrative and declarative storytelling, and the significance of human-first thinking in crafting engaging content. John also provides practical examples and insights on how to ask better questions to elicit more meaningful stories from individuals, ultimately aiming for content that is memorable and impactful.

Key Takeaways:

• Not all content is storytelling: Simply sharing facts or descriptions isn’t storytelling — stories require emotional depth and human connection.

• Show, don’t just tell: Strong content immerses the audience with specific moments, sensory details, and authentic emotion.

• Declarative storytelling works too: It doesn’t need a full plot — personality, vulnerability, and a human-first approach can be just as impactful.

• Better questions = better stories: The way you frame questions determines whether you get surface-level info or meaningful, memorable moments.

• Quality beats quantity: One emotionally resonant piece of content is more valuable than ten forgettable ones.

Links:

• Learn more about UNVEILD: https://unveild.tv

• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

• Watch podcast episodes on YouTube: https://www.youtube.com/@HigherEdStorytelling

In this conversation, John Azoni and Rob Clark discuss the evolution of Rob's family brand on social media, the impact of COVID on their career paths, and insights from Rob's new book on social media success. They explore the importance of storytelling, audience engagement, and the balance between quantity and quality in content creation. In this conversation, Rob Clark and John Azoni discuss the unpredictable nature of content success on social media, particularly in the context of higher education marketing. They emphasize the importance of balancing quality and quantity in content creation, understanding trends without losing brand identity, and defining success in social media efforts. The discussion also highlights the need for consistent content creation and the evolving role of social media in marketing strategies for universities.

Key takeaways:

1. One video can change everything—you don’t need a massive following if one strong piece hits the right audience.

2. Quantity leads to quality—consistent output is key to learning what resonates and gaining traction.

3. Shares matter most—likes are nice, but shares drive real reach and impact.

4. Organic content is your testing ground—see what works before investing in ads.

5. The future of marketing is social—Rob predicts social media teams will be the marketing teams within 5 years.
   

Links:

• Connect with Rob Clark on LinkedIn 

• Link to book referenced in episode: Growing Your Influence by Rob Clark 

• Learn more about UNVEILD: https://unveild.tv

• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the need for creativity and inspiration beyond traditional higher education practices, advocating for a narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of storytelling in content creation, particularly in higher education. They explore the differences between narrative and declarative storytelling, the importance of engaging hooks, and the necessity of conflict in storytelling. Tony shares his experiences working in Saudi Arabia, emphasizing cultural sensitivity and the need for diverse representation in storytelling. The discussion concludes with practical tips for effective storytelling, encouraging content creators to focus on their audience's needs and the overarching narrative they wish to convey.

Key takeaways:

1. Higher ed changed Tony’s life—he went from construction work to leading global marketing efforts in academia.

2. Storytelling beats features—narrative and emotional engagement are more impactful than just listing facts.

3. Inspiration should come from everywhere, not just other universities—great ideas often come from outside the industry.

4. Good content has structure—start with a hook, re-hook throughout, and always know the goal behind the story.

5. Diversity and authenticity matter—Tony’s storytelling in Saudi Arabia centered real people and underrepresented voices, backed by clear content pillars.
   

🔗 Links & Resources:

• Connect with Tony Sheridan on LinkedIn 

• Learn more about UNVEILD: https://unveild.tv

• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

• Referenced in episode:
  - Trey Parker and Matt Stone from South Park on Storytelling: https://www.youtube.com/watch?v=vGUNqq3jVLg

• KAUST (King Abdullah University of Science and Technology) – where Tony works: https://www.kaust.edu.sa

In this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of quirky, offbeat campaigns that resonate with audiences and the significance of casting diverse voices to tell compelling narratives. In this conversation, John Azoni and Warren discuss the intricacies of higher education marketing, focusing on the production process, the importance of authenticity, and the creative risks involved in storytelling. They share insights from their experiences, including the challenges and rewards of filming in various settings, the recognition received for their work, and the future projects on the horizon for Make Something Beautiful. The discussion emphasizes the need for higher ed marketers to push boundaries and create content that resonates with students.

What You’ll Learn:

• Authenticity Over Advertising: Warren transitioned from advertising to filmmaking in pursuit of honest storytelling. He prioritizes real, unscripted moments and believes in showcasing people as they truly are—quirky, passionate, and genuine.

• Relationships Are Central to Storytelling: His process involves deeply connecting with subjects, often forming lasting relationships beyond the shoot. For Warren, storytelling is as much about the people behind the camera as it is those in front.

• Quirky, Theatrical Style with Substance: Blending Wes Anderson’s theatrical flair with real-life moments, Warren’s style is visually unique but always grounded in truth. He embraces creative risks to make content that surprises and delights—especially in spaces like higher ed and corporate environments.

• Student-Driven, Diversity-Rich Content Wins in Higher Ed: From casting to production, Warren focuses on individuality—highlighting students’ real lives, hobbies, and voices. His Texas A&M campaign succeeded by letting students lead the narrative, showcasing their personalities and fringe interests like cosplay and LARPing.

• Creative Freedom and Trust Lead to Impactful Work: Warren credits successful projects to trust and collaboration, especially when clients let go of traditional marketing expectations. The result? Award-winning work that resonates with audiences by breaking away from cliché higher ed visuals.

Resources & Links:

• Connect with Warren on LinkedIn: https://www.linkedin.com/in/warrencook/

• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni

• Learn more about UNVEILD: https://www.unveild.tv

• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

Links to things they referenced:

• “Where You Belong” video: https://www.youtube.com/watch?v=2HuNiDUqCE0

• Visit Fort Worth stories - “Rambo” the photographer: https://vimeo.com/247396898?share=copy

• “Bug Girl” solo story: https://www.msb-creative.com/project/the-bugs/

In this episode, John Azoni chats with Maya Demiskevich, a higher ed CMO, marketing strategist, and social media consultant. Maya shares how she overcame imposter syndrome and fear of judgment to start posting on LinkedIn—an intentional decision that changed the trajectory of her career. Since then, she’s presented at over 10 higher ed conferences, landed podcast features (including this one!), and built a thriving community.

John and Maya dive into the mindset shift that helped her start creating, how she balances LinkedIn content with a busy life, and the power of staying curious and authentic online. They also explore Maya’s entrepreneurial ventures—from a food business to higher ed analytics—and how experimentation fuels her creativity.

Whether you’re trying to grow your LinkedIn presence or find the courage to start sharing, Maya’s story will inspire you to take the leap.

Key Takeaways:

• Start Before You’re Ready: Maya started posting on LinkedIn just two years ago by putting aside perfectionism and focusing on curiosity.

• Let Go of Imposter Syndrome: You don’t have to be the expert in everything to contribute meaningfully. Share what you know.

• Consistency Is Personal: Maya posts when inspiration strikes, proving that you don’t need a rigid schedule to grow your presence.

• Career Growth Through Visibility: From speaking at AMA to podcast invites, visibility on LinkedIn has led to real-world opportunities.

• Entrepreneurial Spirit: Maya shares how trying new things—from vegan snacks to social media analytics—has helped her stay engaged and creative.

• Balancing it All: With a full-time job, side businesses, and a family, Maya explains how collaboration with her entrepreneurial husband makes it all work.
  

Resources & Links:

• Connect with Maya on LinkedIn: https://www.linkedin.com/in/mayademiskevich/

• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni

• Learn more about UNVEILD: https://www.unveild.tv

• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter