John Azoni John Azoni

#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.


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