#78 - University of Limerick’s Award-Winning Storytelling Campaign, and Student-Led TikTok Content Engine
In this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign.
Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out in higher ed marketing.
Key Takeaways:
The Power of Storytelling: Leading with human-centered narratives is more impactful than focusing solely on course attributes. “Who cares, and why should they care?” is the guiding question for Michelle’s team.
Video-First Strategy: UL adopts a cinematic approach for brand campaigns while leveraging lo-fi, student-led content for platforms like TikTok, ensuring authenticity and relatability.
Collaborative Marketing Models: A small, centralized team with a decentralized structure can excel by fostering collaboration and respecting expertise across departments.
Student-Led Content Creation: UL's innovative approach to empowering students on TikTok and Instagram leads to engaging, fun, and peer-to-peer content that resonates with younger audiences.
The Magic of Christmas Campaigns: UL’s heartfelt holiday video proved that storytelling can boost internal morale and inspire pride while showcasing institutional values.
Metrics That Matter: Reach and engagement drive UL’s brand awareness campaigns, with comments offering valuable insights into audience sentiment and resonance.
Featured Campaigns:
Stay Curious Postgraduate Campaign – A campaign featuring inspiring stories like Alison Sweeney’s journey from music teacher to senior music therapist.
Research Series – Showcasing UL researchers’ work under four pillars: smarter, inclusive, healthier, and sustainable societies.
Student-Led Social Media Content – Fun, authentic TikTok and Instagram videos created by UL’s student social media officers.
Christmas Video 2023 – A heartwarming story celebrating childhood dreams and UL’s role in making them a reality.
Resources mentioned:
Connect with Michelle:
Connect with UL:
Connect with Host John Azoni:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#77 - Building BGSU’s Marketing Powerhouse: Inside Amy West’s Winning Team
My guest today is Amy West, Associate Vice President for Marketing and Brand Strategy at Bowling Green State University. With over 25 years at BGSU, Amy has led her team to national recognition through innovative, data-driven marketing and a collaborative, “social-first” approach.
In this episode, Amy shares insights into how she built a high-performing marketing team that is both passionate and innovative. She discusses her approach to building a “social-first” strategy, the importance of storytelling that resonates with prospective students and parents, and how BGSU’s success on social media has supported increased enrollment and retention rates.
Key Takeaways:
Shifting to a “social-first” strategy has been crucial for BGSU’s growth, with an expanded social media team and content tailored for each platform.
Data-driven decisions guide content, with tools like Sprout Social helping track performance and prioritize high-impact storytelling.
Successful campaigns, including influencer-led “Speed Tours” and creative video series like “Selling BGSU,” appeal to both students and parents, amplifying engagement and campus visits.
Building a collaborative, creative team culture is a priority, with a balance of generalists and specialists who support each other’s strengths.
Content that resonates with students’ lives beyond academics, such as research impacts on daily life, helps BGSU demonstrate the value of higher education.
Embracing bold and innovative content strategies, such as partnering with TikTok influencers, has set BGSU apart from competitors and earned national recognition.
With BGSU’s enrollment up by 23% and retention rates at a record high, Amy shares actionable strategies for marketing teams aiming to increase engagement and drive student interest.
Connect with Amy:
Email: amywest@bgsu.edu
Connect with BGSU:
Instagram: https://www.instagram.com/officialbgsu/
YouTube: https://www.youtube.com/channel/UC06mUpFwhpETnNi0fQjSMfQ
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#76 - How To Do Epic Content Marketing for Higher Education
My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions.
Key Takeaways:
Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formats
AI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platforms
Creating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharing
SEO should be considered before, during, and after content creation - not just as an afterthought
Zero-click content on social media can build brand awareness even without driving traffic to your website
Higher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignment
Podcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent scheduling
Google Search Console and Looker Data Studio can provide valuable analytics insights without expensive tools
SEO Strategies Discussed:
Focus on problem-solving and question-answering in content
Update titles and content based on performance data
Target featured snippets for voice search and AI results
Consider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for information
Resources mentioned:
Buy the book here: https://brianwpiper.com/product/epic-content-marketing-for-higher-education/
Connect with Brian:
Website: https://brianwpiper.com/
LinkedIn: https://www.linkedin.com/in/brianwpiper/
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter:https://unveild.tv/newsletter
#75 - The New Rules of Higher Ed Content Marketing for Gen Z: Insights from Dr. Meghan Grace
My guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College."
In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content preferences, and effective approaches for colleges to connect with this generation.
Key Takeaways:
Gen Z's skepticism of higher education stems from informed consumerism and a desire for worthwhile investments of time and money
Short-form, personalized, and authentic content tends to resonate most with Gen Z audiences
Content should showcase real student experiences and impact rather than focusing solely on institutional achievements
Episodic content and "day in the life" videos can effectively engage prospective students
Colleges should create content that bridges multiple audience segments, including current students, prospective students, and alumni
High-production commercials may resonate more with alumni than prospective students
User-generated and authentic "man on the street" style content can be highly effective for connecting with Gen Z
Resources mentioned:
The Campus of Tomorrow (article)- https://ologie.com/full-circle/2021/08/the-campus-of-tomorrow/
Dr. Meghan’s book: “Generation Z Goes to College” - https://amzn.to/4eoOCrG
Connect With Meghan:
Website: https://www.meghanmgrace.com/
Instagram: https://www.instagram.com/meghanmgrace
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#74 - How To Avoid 3 Common Branding Blunders for Community Colleges
My guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing.
In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception.
Key Takeaways:
The importance of aligning brand perception with mission and values
Three common branding blunders: brand dilution, brand undervaluation, and brand exaggeration
The value of conducting perception surveys to understand brand alignment
The need for authenticity and honesty in marketing to Gen Z and Gen Alpha
Topics Discussed:
Alana's background and experience with community colleges
The Community College Promise Framework
The brand pyramid concept for effective branding
Challenges in community college marketing compared to four-year universities
Examples of successful community college branding
Resources mentioned:
“How to Fix Branding Blunders: Perception's Effect on Community College Success” - https://www.linkedin.com/pulse/how-fix-branding-blunders-perceptions-effect-college-success-alana-hp87c/?trackingId=M%2F2SX8PVQDuLEdKrX0KnFQ%3D%3D
Connect With Alana:
Website: https://mltsucceed.com
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#73 - Storytelling Insights from The Personal Journey of Maria Kuntz
My guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder.
In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs.
Key Takeaways:
Personal experiences shape our approach to storytelling and marketing in higher education
The importance of understanding and addressing the diverse needs of students, including caregivers
The power of language and framing in shaping narratives and perceptions
The potential of AI in higher education marketing and student support
Topics Discussed:
Maria's background in theater, French, and international studies
Challenges faced as a student and single parent pursuing graduate education
The importance of time and support for caregivers in higher education
Approaches to storytelling that respect individual experiences and avoid assumptions
The concept of universal design in student support services
The use of AI in higher education marketing and student support
Strategies and Examples Discussed:
Asking students what's important to them when telling their stories
Using AI for qualitative analysis of interview transcripts
Exploring different storytelling constructs beyond the hero's journey
The potential of custom GPTs for brand-aligned content creation
Connect With Maria:
LinkedIn: https://www.linkedin.com/in/mariakuntz/
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#72 - Conservative, Liberal, or Moderate: Positioning Your College’s Video Content in a Polarized World
My guest today is Jarrett Smith, Senior Vice President of Strategy at Echo Delta, an education marketing agency solving higher ed's most pressing marketing problems with strategies designed for success.
In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares insights on the extent to which state and campus politics influence student choice, students' key concerns, and how institutions can address these issues in their marketing efforts.
Key Takeaways:
Politics is a significant factor for most students in their college decision, accounting for about 20% of the decision on average
64% of students say state politics differing from their views would be a factor, while 74% say campus politics would be a factor
Top student concerns include personal safety, fear of not belonging, and concerns about harassment
Left-leaning students were more likely to cite a wide range of concerns compared to moderate or conservative students
Texas, Florida, and Alabama were the states of most concern, even among some moderate and conservative students
Strategies and Examples Discussed:
Hillsdale College's conservative positioning and high-quality content production
Penn State's "Social 119" YouTube channel featuring lectures on controversial topics
Connect With Jarrett:
Website: echodelta.co
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter:https://unveild.tv/newsletter
#71 - Differentiating Your College or University in a Sea of Sameness
My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast.
In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out.
Key Takeaways:
Differentiation doesn't always mean reinventing the wheel - focus on excelling at the basics and communicating them effectively
Market research should be an ongoing, operationalized process rather than relying solely on expensive external studies
Messaging should move away from salesy approaches to authentic, story-driven content that builds trust
Audience targeting should be based on enrollment data analysis, with 80% of budget focused on proven segments
A content-first approach integrates paid media and content creation, offering value at every step of the prospect journey
Connect With Suzan:
Email: suzan@vivhied.com
Website: hied.vivwebs.com/
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy
My guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms.
In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the importance of leadership support and cross-campus collaboration in executing an effective social media strategy.
Key Takeaways:
Create content with broad appeal to reach new audiences, then incorporate institution-specific elements
Optimize content for each platform (TikTok, Instagram Reels, YouTube Shorts) using native features and trending sounds
Balance fun, trendy content with informational posts by making all content entertaining
Collaborate with campus partners to ensure accuracy and gather fresh content ideas
Leadership trust and autonomy are crucial for social media teams to thrive and take calculated risks
Strategies and Examples Discussed:
Using the "Of Course" trend for both broad college appeal and BGSU-specific content
Creating a Minecraft build of campus, which reached 1 million views on Instagram
Highlighting staff stories, like a long-time photographer giving his son a diploma
Conducting "Talent Talks" mini-interviews with students on trending topics
Showcasing the university president in relatable, fun content
Resources Mentioned:
Cheerleaders win two silver medals at national championships: https://www.tiktok.com/@officialbgsu/video/7190059959101639982
Taylor Swift "talon talk": https://www.tiktok.com/@officialbgsu/video/7157071710548675883
University photographer of 20+ years hands son diploma: https://www.instagram.com/reel/Cg7lrAUguRk/?utm_source=ig_web_copy_link
We're.. of course trend.. Brand pride VS. Broad appeal content:
https://www.instagram.com/reel/C3QTs2ip085/?utm_source=ig_web_copy_link
https://www.instagram.com/reel/Cz4PpG_OFFk/?utm_source=ig_web_copy_link
Starbucks on the first day!: https://www.tiktok.com/@officialbgsu/video/7135146263246359850
Welcoming students for orientation: https://www.instagram.com/reel/C7Sg_a4Onhh/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
COLLEGE on minecraft: https://www.instagram.com/reel/C9VbFFMRutl/?utm_source=ig_web_copy_link
Connect With Brianna:
LinkedIn: https://www.linkedin.com/in/brianna-blackburn-71289a150/
Instagram: https://www.instagram.com/briannalblackburn/
TikTok: https://www.tiktok.com/@briannalblackburn
Checkout BGSU socials:
Instagram: https://www.instagram.com/officialbgsu/
TikTok account: https://www.tiktok.com/@officialbgsu?lang=en
Youtube: https://www.youtube.com/@bgsu
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#68 - The Top of Funnel Drought in Higher Ed
John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories.
In this solo episode, John addresses the challenge of top-of-funnel content drought in higher education marketing. He discusses the importance of top-of-funnel content in higher education marketing and strategies for creating engaging video content that resonates with prospective students before they're ready to be sold to.
Key Takeaways:
Many colleges lack top-of-funnel content that engages audiences without directly selling
Leadership often struggles to approve budget for content that doesn't have a direct sales component
Top-of-funnel content helps warm up prospective students before they're ready to consider specific schools
Marketing drives familiarity, and familiarity drives preference
Two recommended approaches for short-form videos:
"Man on the street" videos asking engaging questions to students
Thought leadership content featuring faculty lectures and discussions
Repurposing existing events and lectures into video content can be an efficient strategy
Balancing content across different stages of the marketing funnel is crucial
Examples Mentioned:
Central Michigan University's successful TikTok asking "Where does up north start?"
Boston University's Valentine's Day video of students calling their partners
Harvard Business School's viral classroom debate video
University of Chicago's political discussion video
Strategies for Limited Resources:
Create "man on the street" videos with engaging questions using just a smartphone
Film interesting lectures or discussions and break them into shareable snippets
Look for opportunities to repurpose existing campus events into video content
Takeaway: Investing in top-of-funnel content is crucial for higher ed marketing success, even if it doesn't directly sell the institution. These strategies can help engage potential students earlier in their college search process and build familiarity with your school.
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#67 - Student-Led UGC and Building a Dynamic Video Content Creation Team
My guest today is Andy Murphy, Associate Director of Marketing at Siena College. In this episode, Andy shares insights on building and managing a video content creation team that includes full-time staff and student interns.
Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life.
Key Takeaways:
Siena's video content team includes full-time staff and 10-15 student interns each semester.
Student-created content helps capture authentic campus moments that resonate with prospective students.
Analytics and A/B testing are used to teach interns about effective video marketing strategies.
Viral TikTok success has raised the bar for consistent, high-performing content creation.
Aerial video footage of campus events like Siena Fest has directly influenced enrollment decisions.
Repurposing long-form video content into short-form clips for platforms like YouTube Shorts is an efficient strategy.
Managing brand consistency and onboarding new student creators are ongoing challenges.
User-generated content campaigns can yield highly effective marketing materials.
Connect With Andy:
LinkedIn: https://www.linkedin.com/in/amurphy-siena/
Viral "Dad on college tour" video:
https://www.tiktok.com/@sienacollege/video/6995142764497325318?lang=en
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#66 - Empowering Faculty to Build Their Personal Brands
My guest today is Dr. Sheena C. Howard, an award-winning author, filmmaker, and professor of communication. In this episode, Dr. Howard discusses her book "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income," and how universities can empower their faculty to build their personal brands, which in turn benefits the institution.
Dr. Howard shares her nine-step process for faculty to build their personal brands, focusing on the first six steps that are most relevant to higher ed marketers. She emphasizes the importance of mindset, storytelling, and the long-term commitment required to build a successful online presence.
Key Takeaways:
Faculty personal branding can directly benefit universities through increased visibility, citations, and student enrollment.
Start by addressing faculty mindset - they need to understand that their work has value outside academia.
Help faculty develop a clear vision for their online presence, focusing on one or two platforms where their audience is active.
Brand building is more about crafting a compelling story around research than logos and colors.
Storytelling is crucial - share struggles and failures, not just wins, to build a relatable brand.
Building a brand is a long-term commitment; it's not a quick fix or get-rich-quick scheme.
Universities can support faculty by recording and repurposing their presentations for social media content.
Connect With Dr. Sheena Howard:
Websites:
Personal: https://sheenachoward.com/
Company: https://poweryourresearch.com/
LinkedIn: https://www.linkedin.com/in/drsheenahoward/
Facebook: https://www.facebook.com/drsheenahoward/
Instagram: https://www.instagram.com/drsheenahoward/
YouTube: https://www.youtube.com/@drsheenahoward
X (Twitter): https://x.com/DrSheenaHoward
Resources Mentioned:
Book: "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income"
YouTube Video: "How to Land a TEDx Talk" by Dr. Sheena Howard
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Newsletter: https://unveild.tv/newsletter
#65 - Higher ed, this is why you’re not growing on social media
John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John discusses effective content creation strategies for higher education institutions. He covers several key points:
The Podcast Format Change John announces the podcast is moving to an every-other-week release schedule to allow more time to promote each episode. He encourages a "quality over quantity" mindset for content.
Upcoming Webinar with Rob Clark of "That Tall Family" John previews an upcoming webinar on June 27th with Rob Clark, the creator behind the popular "That Tall Family" accounts, on mastering short-form video content for higher ed.
Who is Your Content For? John emphasizes the importance of creating content that provides widespread benefit beyond just your existing students/alumni. Successful content resonates with and gets spread by a broader audience you want to attract.
Treat Your Platform Like a Business For platforms you want to prioritize, treat it like a business by studying what resonates with your audience, iterating, and delivering more of that content. Don't just use it as a hosting shelf.
Organic Reach Insights From researching higher ed video content, John found self-promotional "commercials" don't gain much organic traction. More successful are videos that entertain, inform, or cater to niche interests.
The "Who is This For?" Mindset Consistently ask yourself who you're creating a piece of content for. Is it genuinely exciting/beneficial for your target audience, or just for existing supporters like alumni?
Balance Promotion with Value While some straightforward promotional content is okay, the bulk should provide real value and interest for your desired audience. Experiment to find the right mix.
Key Takeaways:
Focus content on benefiting your target audience, not just talking about yourself
Study what content resonates organically and iterate to provide more of that
Find the right balance of entertainment/information and self-promotion
Consistently ask "who is this for?" when creating content
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#64 - In-house Marcom Staff vs. External Partners
My guest today is Joel Goodman, founder of Bravery Media. Joel helps colleges and universities increase their web conversion rates using hospitable design practices. In this episode, we discuss insights from the Simpson Scarborough CMO study and how it relates to budget constraints, staffing, and curating the best marketing communications team with the resources available.
Joel shares his background, including working in web marketing roles at two universities before starting Bravery Media in 2012. He advocates for a "hospitable design" approach that focuses on caring for the user's journey and reducing friction.
Key Takeaways:
The study reveals significant variability in marketing budgets and staffing across institution sizes, directly impacting strategies and job satisfaction.
Despite budget declines, website experience remains a priority with a focus on quality content for prospective students.
Effective web governance, strategic digital investment, using analytics, and adapting to AI are crucial for meeting younger audiences' expectations.
Salary levels for web roles are often too low to attract top talent, leading to subpar user experiences compared to other industries.
Having an in-house video team can make sense for large institutions, but most lack the budget for a complete product team (producer, UX designers, developers).
Hiring external partners can be more cost-effective and provide better quality for web design, video production, and content creation.
AI tools should enhance research and data analysis, not replace authentic creative work that connects with prospective students.
Connect with Joel:
LinkedIn: https://www.linkedin.com/in/joelgoodman/
Instagram: https://www.instagram.com/joelgoodman/
Connect with Bravery Media:
Instagram: https://www.instagram.com/braverymedia/
LinkedIn: https://www.linkedin.com/company/bravery-media/
Threads: https://www.threads.net/@braverymedia
Website: https://bravery.co/
Connect with John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#63 - How a Project Management Tool Broke Down Silos and Transformed Content Collaboration at UMass Lowell
My guest today is Kristin Nichols, a higher education marketing consultant with over 20 years of experience at top universities in the Northeast. In this episode, Kristin discusses how implementing project management tools like Trello helped unite her marketing teams, facilitated cross-pollination between departments, and enabled an efficient "internal agency" approach.
Kristin shares how she successfully implemented Trello at UMass Lowell, creating dedicated workspaces for each college, enrollment marketing, editorial, and more. This centralized system allowed teams to see all active projects, easily identify content to repurpose across channels, and ensure brand consistency.
Key Takeaways:
Don't get bogged down as an order-taker. Position your marketing team as strategic brand stewards using an "internal agency" model.
Establish a streamlined project request and approval process, limiting feedback rounds to 3 max to drive efficiency.
Create content templates and approved vendor lists to empower distributed teams while protecting brand standards.
Surface storylines and assets from across campus to repurpose content and create consistent thematic campaigns.
Buy-in from leadership and practitioners is crucial. Forcing new processes without buy-in leads to failure.
Use project management tools to showcase your team's work, justify budgets, and pull insightful analytics.
Mental health storylines resonate; look for authentic examples showcasing how your university supports students holistically.
Connect With Kristin:
LinkedIn: https://www.linkedin.com/in/nicholskristin/
Nichols Higher Education: https://www.linkedin.com/company/nicholshighered/
Resources Mentioned:
Trello - Project management tool used at UMass Lowell Basecamp.
Loom - Another popular project management platform. A screen recording tool for documenting processes.
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#62 - Enchanting a Nation: How R. Ethan Braden is leading a bold vision for Texas A&M’s Marketing & Branding
My guest today is R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. In this episode, Ethan shares his vision for building a world-class marketing team and developing a national earned media strategy to amplify Texas A&M's brand.
Ethan discusses the five priorities he's established for his team: building a world-class marketing team, establishing a comprehensive insight-based brand platform, providing brand assets for the campus to execute the vision, cultivating a united marketing community, and pursuing a national earned media strategy.
Key Takeaways:
Building a world-class marketing team involves hiring emotive storytellers, content strategists, and earned media experts who can "enchant" audiences with Texas A&M's stories.
Having a distinct, insight-based brand platform allows everyone to "get in character" and consistently express the brand's essence across touchpoints.
Providing a centralized library of high-quality branded assets (photos, videos, guidelines) enables campus partners to localize and execute marketing plans efficiently.
Cultivating a united "marketing community" across campus fosters synergies, best practices, and a harmonious brand voice.
Pursuing a national earned media strategy ensures Texas A&M is part of relevant national conversations, beyond just a regional reputation.
Focus content creation on owning key subject matter spaces (e.g. Texas A&M's meat sciences department owning BBQ/smoking content on YouTube).
Connect With Ethan:
LinkedIn: https://www.linkedin.com/in/robertethanbraden/
Texas A&M University: https://www.tamu.edu/
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter
#61 - Uniting Marketing, Enrollment, and Web Strategy at Rutgers Business School
My guest today is Joshua Charles, a senior marketing and communications leader at Rutgers Business School and board member for HighEdWeb, a professional development network for digital professionals in higher education.
In this episode, we discuss Joshua's role at Rutgers, the structure and collaboration within his marketing team, their content strategy, use of marketing technology, and breaking down organizational silos. Joshua shares insights on the following topics.
Key Takeaways:
Keeping the web and marketing teams integrated rather than separating web under IT to maintain a cohesive vision and workflow
The importance of clearly defining roles, responsibilities, and processes for team collaboration and morale
Their approach to the marketing tech stack spanning web hosting, CMS, CRM, marketing automation, advertising platforms and more
Aligning content strategy by talking directly with students to understand their needs and journeys
Managing changes and budget considerations when incorporating new marketing technology platforms
Building relationships and lines of communication across student-facing departments to break down silos
On The Future of Higher Ed Marketing:
Joshua sees opportunities in continuing to learn from others in the higher ed community, carefully exploring AI applications while keeping the focus on the student experience, and positively influencing the narrative around the transformative value of higher education.
Connect with Joshua:
LinkedIn: https://www.linkedin.com/in/joshuacharles/
Connect with HighEdWeb:
Website: https://www.highedweb.org/
HighEdWeb 2024 Annual Conference: https://events.highedweb.org/heweb24
Connect with John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
#60 - Hiring Videographers: Secrets to Thriving In-House and External Relationships
In this episode, Host John Azoni shares many tips for successful relationships with external videographers and as well as building in-house teams.
Key Takeaways:
Hire good editors who can create a compelling story and vibe that draws viewers in. Editing is where a video can fall apart, so prioritize finding videographers who are skilled editors.
Look for videographers who are collaborative partners, both creatively and logistically. They should take scheduling and coordination off your plate.
Request that the videographer provide all the B-roll footage at no extra cost. This is a good sign they want to be a true partner.
For lower budgets, look for generalist solo videographers used to doing a lot themselves. For bigger budgets and commercials, hire studios with specialized on-set roles.
When hiring in-house videographers, manage expectations and clearly define priorities. One person can't do it all. Consider outside help for marketing storytelling.
For small in-house video teams, an efficient duo is a producer/director/camera operator paired with a dedicated editor.
Join the newsletter: https://unveild.tv/newsletter
Connect with John: https://www.linkedin.com/in/johnazoni/
#59 - How to Craft Compelling Student Testimonials and Content to Increase Enrollment Yield
On this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials.
Key Takeaways:
Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contexts
Strong student testimonials have an arc - an "old normal," a turning point, and a "new normal"
Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional level
Authentically communicating student mental health struggles and support services can be powerful storytelling
Students crave specific content around day-to-day experience, dorm life, food, "day in the life" videos
Consider leveraging student-generated content for relatability, not just official marketing videos
Video length is less important than providing value and "resolving something in the viewer's brain"
Hook the audience by conveying what they'll learn or how they'll relate vs. just introducing the subject
Repurposing video content into shorter clips, stills, ads etc. can fuel years of content vs. one-off approach
Your audience sees your content far less than you think - don't be afraid to repurpose frequently
LINKS:
Check out the Higher Ed Demand Gen podcast: https://concept3d.com/higher-ed-demand-gen-podcast/
Check out Concept3D: https://concept3d.com
#58 - Mastering The Email Newsletter: Tactics for Engagement, Trust, & Conversions
My guest today is Jess Cook, Head of Content and Communications at Island and co-host of the That's Marketing, Baby podcast. Jess comes from a background working with major B2C brands like McDonald's, Kellogg's, and others before transitioning to B2B marketing.
In this episode, we dive deep into email marketing strategies and tactics that higher ed marketers can apply. Jess shares insights on choosing the right sender name, crafting subject lines, using emojis and memes effectively, and personalizing emails for different audiences.
Key Takeaways:
The "from" line is more important than the subject line for driving opens. Send emails from a real person's name rather than a generic sender.
Craft subject lines that pique curiosity and create a sense of urgency to open. Use odd numbers which feel more realistic.
Test sending emails from different people at your institution that audiences will find trustworthy and relatable.
Repurpose existing blog, video and social content in your emails rather than always creating new content.
Include a strong postscript (P.S.) as a call-to-action - people are conditioned to read it.
Use memes sparingly but strategically to show you understand your audience's pain points and experiences.
For personalization across majors/colleges, focus on just 2-3 top programs first before trying to personalize for everyone.
Connect With Jess:
LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/
Podcast - That's Marketing, Baby: https://www.thatsmarketingbaby.com/
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter