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.