#95 - Bad RFPs, Sidestepping Marketing on Design Decisions, and Enrollment Lessons from Online Dating

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.