My guest today is copywriting expert Jo Marshall, founder of All Things Words, a specialist copy and content agency focused on higher education clients. Jo has over 20 years of experience helping universities find their voice, shape their messaging, and tell compelling stories.

In this episode, Jo and I discuss strategies to optimize university program pages to better attract and engage prospective students. We explore common pitfalls universities fall into and share examples of effective program pages that convert visitors.

Key takeaways:

• Program pages should clearly answer the main questions prospective students have - should I study this, and should I study it here? Keep the focus on their perspective.

• Avoid too much "navel-gazing" or talking about yourself as the university. Stay focused on the student's needs.

• Get specific - use tangible examples and stories to bring the program to life, not vague claims or platitudes.

• Do more showing than telling - give evidence for claims rather than just stating them. Invite students into the experience.

• Break up info into scannable sections and mix formats (text, images, video). Create a clear journey that "slides" readers down the page.

• Have a strong value proposition and call to action prominent at the top. Don't bury key info.

• Consider "try before you buy" options like free masterclasses or taster sessions. This builds trust and engagement.

Connect with Jo:

• LinkedIn: https://www.linkedin.com/in/jo-marshall-copywriter/

• Website: https://allthingswords.co.uk/

Connect with John:

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

• UNVEILD: https://unveild.tv

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

Today we are sharing with you an episode where host, John Azoni, was a guest on the Enrollify podcast. In this episode hosted by Zach Busekrus we talk about John's journey into storytelling through working with the unhoused population in Detroit, what higher ed gets wrong about storytelling, the Netflix show Love is Blind, and more.

My guest today is Cade Scott, founder of Enroll Boost AI. Cade helps Tech and Trade Schools boost enrollment by building AI-powered chatbots to engage prospective students around the clock.

In this episode we discuss how implementing automated yet personalized communication can drastically improve lead response times and enrollment rates. Cade shares how he leveraged conversational AI to respond to every lead within minutes, day or night. This “speed to lead” approach led to a huge boost in enrollments.

Key Takeaways:

Implement the “speed to lead” method - respond to inquiries within 10 minutes. Data shows this drastically increases enrollment rates.

Chatbots allow you to start personalized conversations with leads instantly, even while you sleep.

Refine chatbot prompts over time. Mistakes will happen, but the tech improves through optimization.

Nurture leads through ongoing personalized communication. Speed is just the start.

Bring prospective students to the next step, like a campus tour, through conversational AI.

Connect with Cade:

Enroll Boost AI: https://enrollboostai.com/

LinkedIn: https://www.linkedin.com/in/cade-scott-1535362a2/

Read about the case study:

https://enrollboostai.com/#section-J8B-PZCuXF

Connect with John:

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

Learn more about Unveild: https://unveild.tv

Join the newsletter: https://unveild.tv/newsletter

My guest today is Jaime Hunt, Vice President and Chief Marketing Officer at Old Dominion University. Jaime is a seasoned higher ed marketer with expertise in areas like brand strategy, recruitment marketing, and digital innovation.

In this episode we discuss the importance of telling authentic stories of college students with disabilities. We explore biases that still exist, and how humanizing storytelling can promote inclusion and accessibility.

Key takeaways:

• 25% of college students report having a disability, yet they are often invisible in higher ed marketing content. Telling their stories helps promote inclusion.

• Students with disabilities look for information on accessibility and accommodations when researching colleges. This should be easy to find.

• Mental health struggles are common. Students want to know schools offer resources to support their care.

• Casting authentically includes students with visible and invisible disabilities. They have compelling stories beyond just their disability.

• Get feedback from disability services and students as you learn to tell stories inclusively. Avoid tokenization or inspiration porn.

Key insights for higher ed marketers when telling stories about students with disabilities:

• Focus on authentic stories that showcase the full person, not just their disability. Highlight their interests, goals, and achievements.

• Include students with both visible and invisible disabilities. This represents the diversity on campus.

• Get feedback from the disability services office and students as you learn to tell inclusive stories. Avoid harmful tropes.

• Make information on accommodations and accessibility easy to find. This is crucial for prospective students.

• Address mental health struggles that are common. Showcase resources schools offer to support students' care.

• What types of biases or misconceptions still exist around people with disabilities? How can authentic storytelling help challenge those?

Some biases and misconceptions that still exist around people with disabilities include:

• Assuming their disability defines them or is their sole identity. In reality, it's one aspect of who they are.

• Believing they are inspirational just for living with a disability. This "inspiration porn" objectifies them.

• Thinking certain disabilities are too stigmatized to discuss openly. This discourages people from sharing their stories.

• Assuming they don't have goals, interests, and achievements unrelated to their disability.

• Viewing them as tokens when included in marketing content.

Authentic storytelling that showcases people with disabilities as multifaceted individuals can help challenge these biases. It expands perspectives and highlights shared humanity and experiences. Telling the stories of real students in all their complexity combats harmful stereotypes.

Connect with Jaime:

• Twitter: https://twitter.com/JaimeHuntIMC

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

• TikTok: https://www.tiktok.com/@thehigheredcmo

Connect with John:

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

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

• Join the newsletter: https://unveild.tv/newsletter

My guest today is Ardis Kadiu, CEO and co-founder of Element451, an AI-powered CRM platform for higher education institutions. Ardis is an entrepreneur and technologist passionate about leveraging AI to transform student engagement and admissions processes.

In this episode we have an in-depth discussion on personalization in storytelling using AI. We explore how advanced natural language models allow for data-driven, personalized messaging at scale across multiple mediums like text, audio, and video.

Key takeaways:

Personalization builds trust by showing you know your audience. Using details like someone's name makes content more resonant.

AI generative models allow for personalized content at scale by generating text, images, audio and video tailored to each user.

Tell stories that fit into the "hero's journey" framework with the student as hero and your school as guide. Appeal to their goals and motivations.

Video tools like RunwayML, DALL-E, and Pica allow for mass video personalization by generating assets tailored to each user. See the Carvana example.

Let AI video embrace its generated aesthetic rather than forcing realism. Authenticity matters more than high production value.

Consider ethics in using personal data and representations. Don't misrepresent.

Connect with Ardis:

LinkedIn: https://www.linkedin.com/in/ardis/

Connect with Element451:

Website: https://www.element451.com

Connect with John Azoni:

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

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

Bonus Content:

Sign up for the newsletter to get the full audio from Ardis on surprising results using their AI bot technology: https://unveild.tv/newsletter

In this solo episode, John talks about the power of using a "side door" approach when creating content that aims to draw audiences into your brand emotionally.

Key takeaways:

Front door content directly states brand values and goals, while side door content focuses more on storytelling.

Side door content takes audiences on a journey that immerses them in the emotions of a brand.

Great examples are Land Rover's video on a remote Nepali village dependent on classic Land Rovers (https://www.youtube.com/watch?v=YNXU1IR2LR8), P&G's "Thank You Mom" Olympic campaign focused on parental support (https://www.youtube.com/watch?v=bQoJqDi8490), and Dove's recent anti-beauty filter initiative (https://www.youtube.com/watch?v=EILCgNkv8hM).

Higher ed can also leverage cultural conversations and real-world problems to create content unrelated to recruitment, as seen in Purdue University's widely-viewed "What Can You Imagine?" video (https://www.youtube.com/watch?v=nuF2WKjUNbc) or the viral story of communication technology developed at UC San Francisco (https://www.youtube.com/watch?v=iTZ2N-HJbwA).

The litmus test: Could your content still stand without mentioning your brand? If so, you may have compelling side door content.

Connect with John:

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

Subscribe to the Higher Ed Storyteller’s Digest newsletter: https://unveild.tv/newsletter

My guest today is Nate Jorgensen, Senior Director of Academic Marketing and Communications at Miami University in Ohio. In this episode we discuss Miami's storytelling initiatives, including their Major Insight podcast, and strategies for centralizing university marketing.

Key takeaways:

Miami's Major Insight podcast features raw, authentic conversations between students about their college experiences and advice. This helps build trust and connection with prospective students.

Let your podcast hosts have natural conversations without constant brand mentions. Focus on helpful stories and content.

Centralizing university marketing can cause friction with individual colleges and programs. Take time to listen to concerns and find ways to collaborate.

Develop a strategy for the centralized team to specifically assist colleges in the student recruitment yield cycle. Provide value in this key phase.

Leverage existing student content like the podcast across multiple platforms and uses. Repackage audio clips, transcripts, etc.

Connect with Nate:

LinkedIn: https://www.linkedin.com/in/jorgensennate/

Connect with Miami University:

https://miamioh.edu/

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest today is Chris Rapozo, Marketing Specialist at Hannon Hill. As an adult learner himself, Chris shares his personal story and insights on marketing to non-traditional students. He offers a unique perspective on the motivations and challenges of the non-traditional learner demographic that higher ed marketers want to attract.

Key Takeaways:

Adult learners seek education with purpose - to grow personally and professionally. Marketers should emphasize how their programs can help students achieve their goals.

Highlight student success stories as social proof. This builds trust and helps prospective students envision succeeding.

Share the struggles too - overcoming challenges is part of the journey. This shows authenticity.

Make the admissions process easy to navigate. Complexity causes frustration which makes students leave.

Use personalization tools and chatbots on your website for customized experiences. This eliminates friction.

Target social ads on platforms where adult learners spend time - LinkedIn and Facebook.

Connect with Chris:

LinkedIn: https://www.linkedin.com/in/christopherrapozo/

Twitter: https://twitter.com/RapozoChris

Email: chris.rapozo@hannonhill.com

Connect with Hannon Hill:

https://www.hannonhill.com/index.html

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

In this solo episode, John explores the true meaning of "storytelling" and how it differs from creative messaging in marketing. He discusses how the term has become diluted in higher ed, with many thinking creative messaging equals storytelling.

Key takeaways:

Marketing teams often claim to be telling stories when they are really just presenting information about their school in a creative, emotional way. This is creative messaging, not actual storytelling.

Actual stories have a narrative arc with plot, characters, and a sequence of events that happens to someone. Listeners imagine the events unfolding. This triggers specific brain chemistry related to empathy.

Creative messaging can still be impactful, but it does not provide the same emotional transportation and brand imprinting as a compelling narrative story.

We need to be careful about using “storytelling” loosely. Ask what someone means when they say they want to tell better stories. Do they want narrative storytelling? Or enhanced messaging?

Stories make sense for top-of-funnel brand awareness. Further down the funnel, creative info may be more relevant. Know when a story is appropriate.

Language evolves over time. “Storytelling” is used more loosely now in marketing. But we should still preserve the distinction between stories and messaging.

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest today is Casey Hill, a growth veteran with over a decade of experience helping software companies scale fast. In this episode, we dive deep into LinkedIn strategy and optimization for higher ed marketers. Casey currently leads organic growth at ActiveCampaign, where he's pioneering creative ways to grab attention and break from the mold.

Key Takeaways:

Use firsthand experiences and specifics in your LinkedIn posts to establish authority and credibility. Share actual data, metrics, and examples from your own work.

Post frequency matters - you can now post more regularly without worrying about cannibalizing views. LinkedIn treats each post independently.

Engage with LinkedIn Learning collaborative articles to build your expertise and earn topic badges on your profile.

Use LinkedIn Search alerts to get notifications when people discuss topics you want to follow. Great for engaging within your niche.

Check the LinkedIn Ad Library to see what ads competitors are running - copy, creatives, targeting info.

Don't include links in posts - it tanks reach. Add them in the comments instead.

Tag people who will actually engage - don't tag those unlikely to interact. Too many disconnected tags will throttle your reach.

Build a robust, targeted network on LinkedIn. It's better to have 500 highly relevant connections than 5000 random ones.

Use email marketing platforms like ActiveCampaign to segment and personalize campaigns based on student interests and attributes.

Connect with Casey Hill:

LinkedIn: https://www.linkedin.com/in/caseyhill

Twitter: https://twitter.com/Growth_Corner

Connect with ActiveCampaign:

https://www.activecampaign.com/

Connect with John Azoni:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest for this episode is Andrew Cassel, Senior Social Strategist at Middlebury College. In this episode we dive into emerging social platforms like Mastodon, BeReal, and the future of social networking in a Web 3 environment.

Key Takeaways:

Understanding the decentralized, ad-free experience of Mastodon instances and the Fediverse

Growing authentic community engagement through hashtag use on Mastodon

The dopamine rush of gaining followers on platforms without vanity metrics

Monetization challenges and community support funding models behind platforms like Mastodon

Balancing creativity and storytelling with metrics expectations in higher ed marketing roles

Why BeReal feels inauthentic for brand accounts but creates a sense of community

The importance of owning and controlling your own platforms and data

How tools like generative AI could impact higher ed storytelling and SEO

Connect with Andrew:

Twitter: https://twitter.com/Middlebury

Website: https://www.middlebury.edu

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest today is Liz Gross, founder and CEO of Campus Sonar. In this episode we discuss using social listening to inform higher ed storytelling and strategy.

Key takeaways:

The importance of listening to your audience's narratives and addressing misperceptions through strategic storytelling.

Using social listening to identify insights for strategic initiatives like enrollment, program development, reputation management, and more.

Leveraging niche online communities like Reddit and YouTube to get an authentic pulse on brand perception.

Conducting an internal social listening audit to align decentralized campus storytellers.

Thinking beyond vanity metrics by using qualitative and quantitative listening data.

Connect with Liz:

Twitter: https://twitter.com/lizgross144

LinkedIn: https://www.linkedin.com/in/lizgross/

Campus Sonar: https://www.campussonar.com/

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest today is Lizzie Chen, Assistant Director of Digital Media at Moody College of Communication at the University of Texas at Austin. In this episode we discuss running an impactful social media strategy with limited resources.

Key takeaways:

Build community both online and offline. Host events to bring your social media audience together in real life.

Jump on trends strategically. Ensure they align with your brand voice and values.

Prioritize original and authentic content over canned graphics. Let students create their own content.

Earn trust from leadership by tying social media goals to institutional goals. Open communication is key.

Collaborate with students to generate content. This amplifies student voices and saves you time.

Consistency comes from organization. Plan content calendars weeks in advance.

Connect with Lizzie:

Instagram: https://www.instagram.com/texasmoody/

Twitter: https://twitter.com/utexasmoody

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest today is Dr. Josie Ahlquist, Josie is a renowned expert in digital leadership, guiding educational leaders, organizations, and students through speaking, coaching, and consulting. Her practical and evidence-based frameworks empower clients to create tailored digital engagement strategies.

Among many other things, In 2023, Josie was selected as a NASPA Pillar of the Profession, one of the highest honors for the field of student affairs. Josie is a three-time LinkedIn Top Voice in Education, has been recognized by Ed Tech Magazine as one of the “Top 50 Must-Read Higher Education Technology Blogs” for five years. Her podcast, Josie and The Podcast, has been featured by The Chronicle of Higher Education and Inside Higher Ed. Her new book, Digital Leadership in Higher Education: Purposeful Social Media in a Connected World was listed as an Amazon #1 new release for college and university student life.

Key takeaways:

Ways to identify and recruit student creators already active on social media

Developing an internship program through career services

Training students on your brand voice, tone and processes

The importance of taking a developmental approach with coaching and support

Setting students up for marketing careers by teaching transferable skills

Connect with Josie:

Website: https://josieahlquist.com

Podcast: Josie and the Podcast

Connect with John:

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

Website: https://unveild.tv

Newsletter: https://unveild.tv/newsletter

My guest today is Eric Stoller, VP of Digital at Territorium. In this episode we discuss the value of higher education in a skills-based economy and how colleges need to better connect the dots for students between their education and employability after graduation.

Key takeaways:

Why a skills-based focus is important for communicating value to today's students and adult learners.

The limitations of traditional transcripts and resumes in showing competencies.

How digital credentials like badges and micro-credentials allow for skills verification.

The need for colleges to directly bridge the gap between learning and employment.

Why the story of higher ed needs to show career pathways, not just promote campus amenities and experiences.

Practical ways colleges can add skills-based messaging to their marketing.

Connect with Eric:

Website: https://territorium.com/en/

Email: eric@territorium.com

Connect with John:

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

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

Join the newsletter: https://www.unveild.tv/newsletter

My guest today is Shane Baglini, Senior Director of Marketing and Recruitment at Muhlenberg College's Division of Graduate and Continuing Education. In this episode we discuss strategies for marketing to and recruiting adult learners.

Key takeaways:

Adult learners often come back to school to overcome challenges and achieve personal goals. Marketers should address their anxiety and emphasize how your programs can help them reach their goals.

Tell authentic stories of real adult learners who overcame obstacles. This builds trust and helps prospective students see themselves succeeding.

Simplify your video production. Huge crews and setups feel intimidating and inauthentic to students. Prioritize intimacy and connection.

Survey students who don't enroll to understand pain points in your messaging or programs. Use feedback to improve your differentiation.

Scripts should feel natural, not grandiose. Focus on personal connections and specific student personas.

Connect with Shane:

Twitter: https://twitter.com/Shane_Baglini

LinkedIn: https://www.linkedin.com/in/shanebaglini

Connect with John:

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

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

Join The Newsletter: https://unveild.tv/newsletter

My guest today is Allison Turcio, Executive Director of Marketing and Communications at Siena College. In this episode we discuss creating an environment where students naturally want to share their positive experiences.

Key takeaways:

- The importance of studying other colleges known for exceptional student experiences.

- Making student-centered decisions and putting yourself in the student's shoes.

- Creating symbolic moments and traditions to make students feel welcomed and connected.

- Building one-on-one relationships between admissions staff and prospective students.

- Letting student stories take center stage in your marketing.

- Picking one unifying initiative to rally different departments around improving student experience.

My guest today is Darren Roubinek, Senior Director of Marketing and Communications at the University of Central Missouri. In this episode we discuss the challenges of social media platform overwhelm and knowing where to focus your efforts.

Key takeaways:

The difference in resource capacity between Darren's previous team at Avila University and his new team at UCM - this impacts the type of content they can produce.

Importance of prioritizing and focusing on what you can do really well vs. trying to be everywhere and spread too thin.

Picking a platform to "own" with quality content and engagement vs chasing every new platform that pops up.

Being cautious about jumping on "shiny new" platforms like Threads that you can't easily deactivate if needed.

Advice for preparing for the future of social media - keeping your team (especially social media manager) healthy, challenged, and supported.

Connect with Darren:

LinkedIn: https://www.linkedin.com/in/droubinek/

Email: Roubinek@ucmo.edu

Connect with John:

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

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

Video Storytelling Subscription Pricing: http://pricing.unveild.tv

My guest today is Andy Fuller, Executive Director of Brand Content at the University of Notre Dame. In this episode we go deep on the power of narrative ownership and storytelling to strengthen your university's brand.

Key takeaways:

What narrative ownership is and why it's so important for universities to own the stories about their history, buildings, traditions, etc. rather than letting others shape the narrative. Andy shares great examples from Notre Dame's history.

The process Notre Dame uses for identifying stories to tell - including social listening and checking mentions.

Tips for finding the compelling stories in research breakthroughs and conveying why your university matters to people through relatable examples.

Advice for rolling out content across platforms, starting with internal audiences first.

Behind the scenes look at how Notre Dame's creative team works together to bring stories to life across mediums.

The power of evoking emotion through stories vs. just stating facts and stats.

Andy's key piece of advice: focus on telling your authentic stories first, irrespective of what other universities are doing. Raise your flag high!

Connect with Andy:

LinkedIn: https://www.linkedin.com/in/andy-fuller-95bb8412/

Instagram: @andy_fuller

Threads: @andy_fuller

Connect with me:

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

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

Video Subscription Pricing: http://pricing.unveild.tv

My guest today is Jen Porter, Director of Alumni Relations at Rochester University in Michigan. We discuss the full-length documentary film they produced about Garth Pleasant, their former basketball coach

About the Film:

Garth Pleasant coached basketball at RU for over 40 years and is the winningest college basketball coach in Michigan

The film is called "Coach, Make the Big Time Where You're At" and explores Garth's story and impact on RU and the community

It's 36 minutes long and was funded by a donor who wanted to showcase Garth's legacy

Includes interviews with Garth, Oakland University coach Greg Kampe, Milwaukee Bucks alum John Horst who played for Garth, and more

Key Topics In This Episode:

Garth's humble roots and how he built an incredible program with few resources ([00:02:00])

World premiere event at a movie theater and other screening events ([00:12:00])

Behind the scenes of production - coordinating interviews, filming, post-production ([00:27:00])

Measuring return on investment from an emotional storytelling project like this ([00:37:00])

Building a pipeline for finding and telling stories at your institution ([00:41:00])

The value of investing in b-roll footage for future video projects ([00:44:00])

Links:

Connect with Jen: Jporter1@rochester.edu

Watch the trailer for COACH: https://www.youtube.com/watch?v=2wwSxKMTa20

Check back in winter 2023 to view the full film: https://rochesteru.edu/coach/

Connect with John on Linkedin: https://www.linkedin.com/in/johnazoni/

Learn about UNVEILD’s work: https://unveild.tv

Download:

Video Subscription Pricing Guide: http://pricing.unveild.tv

3-part storytelling framework: http://unveild.tv/studenttestimonials