The Higher Ed Marketer
The Higher Ed Marketer

Episode 18 · 1 year ago

Our Top Ten Tips from Ten Extraordinary Episodes

ABOUT THIS EPISODE

Whether you're brand new to listening, or have been here since the beginning, you don't have to search for the best nuggets of information…

because they're all in this episode, hand selected for you!

In this episode of The Higher Ed Marketer, Troy Singer, Senior Account Executive at Think Patented, summarizes the 10 most useful moments on the show so far.

Featured on this episode:

- Juerell Smith on Marketing Alignment Leading Data Insights

- JP Spagnolo’s 2 Core Elements of Marketing

- Suzanne Petruch on The Power of Subtle Reminders

- Peter Ashley on Why You Should Invest in Video

- Colleen Garland & Janet Marsden on Managing Donors at Every Level

- Colleen Garland & Janet Marsden on Shifting Your Video Strategy to Fit Your Message

- Dan Freeborn on Getting Started as a Higher Ed Marketer

- Julie Balog on Strategies for Segmented Messaging

- Christy Jackson on Crisis Communication

- Kristi LaFree on Butler University’s Unique Approach to Direct Mail

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!
To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.  

You are listening to the Higher Ed Marketer, a podcast geared towards marketing professionals in higher education. This show will tackle all sorts of questions related to student recruitment, don'tor relations, marketing trends, new technologies and so much more. If you are looking for conversations centered around where the industry is going, this podcast is for you. Let's get into the show. Hello and welcome to the High Ed Marketer podcast. My name is troy singer and I have a very special episode for you today. We're going to make a bit of a format shift for today's episode and recap the top ten most useful moments of the show so far. It's kind of like our best of whether you're brand new to listening or have been here since the beginning, you don't have to search for the best nuggets of information, because they're all right here, hand selected for you. So, without further ado, let's get into our list. Coming in at number ten is a snippet from Darrell Smith in episode three,...

...where he tells us that marketing alignment should be the leading data insides for your institutions program let's have a listen. So they're already tracking and giving you some sort of sense of what type of engagement they're having, whether it's websites, landing pages, emails, text messages, but these are other data sources around campus that maybe emissions counselors understand, they want to have and you want to work into your marketing communications. And then making sure that the communication networks are there with those stay orders, you know, having that and data analysts there with the counselors, at the personal touts, with the Web Masters, with all the digital content experts in that conversation flow so you can align all these skill sets together and have them moving in the same direction when you want them to move so they kind of keep in sync and then, once you figure out that process, keeping that process repetitive. So that's always iterating, always...

...cycling, because I'm sure you know you want the messaging, the marketing messaging, to be as flexible as it can when you want that, you know, message to change in shift. Next up at number nine, we hear jpiece Bignolo's two core elements of marketing. By truly we've marketing starts in a couple of core things. One is understanding your messages right. The messages are all about building relationships right. The intent is to be able to strengthen the relationships with the purpose perspective students, if that's the target market working with. In my role, you know, I sort of serve both the prospective student audience as well as the other elements of marketing on campus and in every one of those places it's about making sure that you have strong relationships and being able to help people understand and to learn from other people what it is that we're trying to do to create the right messages right, and so I think that's really important. I'd say another part of it is recognizing where your strengths are and also knowing where you need to have partners and have other people take the...

...weight and, you know, make sure that they are able to express, you know, what it is that they bring the table. And so, you know, I would say in the role that I have, a lot of it is that ability to really recognize what the needs are and make sure that we're organizing in a way that we're using the strengths of those around us to be able to craft our message in a clear and concise manner to the different audiences that we're trying to do that with. In episode eleven, however, we get introduced to Suzanne PERTRUCIA's more measured approach to High Red Marketing, where she reminds us that great marketing is all about the subtle reminders. The other two people have been situated under digital marketing so that we would have a digital marketing specialist whose primary responsibilities focused on social media. That can take up such an Andre enormous amount of time and it's not just a matter of going out and capturing what's happening that day. It really needs to be a strategic...

...planful exercise so that we have a full editorial calendar with it, but we also can be agile enough to be able to pick up of the moment happenings on campus so that we don't miss those things we need. In number seven is a little gym from episode twelve and something that we all know all too well. A picture is truly worth a thousand words, and we'll hear why we should invest in video, according to Peter Ashley at Hanover College, and so we needed more video resources. So we had a chance to hire a new videographer and I was able to hire two videographers because we great final candidates. That I made the case that he we will put these these guys to work quickly, and we did and we hired both and one is a young woman who graduate from Depaul University, one is a gentleman who greased and graduate from Hanover, and so, having those two perspectives, both very talented videographers...

...and photographers and within a few months they created more than a hundred plus videos on campus life, generating like a hundred thousand views very quickly, everything from campus dining to Greek life to a series we've created called beyond the classroom, where we take either a music program or even a kinesiology program and take it outside the classroom and show what goes on in that program that doesn't just happen in the actual room. You know that for one program there was a whole focus on the using the natural setting up Hanover to go on hikes and look at count waterfalls and to identify bugs and different things like that. Number six is a huge challenge for dealing with donors because, honestly, when someone drops an eight figured gift on your donor program, it's hard not to treat them like the favorite episode thirteens, calling garland and Janet Martson at Kenyon College,...

...have you covered on creating the proper management of these donors? In addition to just knowing that intuitively, we had under taken a study with a the group called the art and science group to really understand our our constituency donor motivations, what was working, and so we knew that there was a risk and when associating a gift of this magnitude, that somehow your other donors would sit on the sidelines and applaud but not necessarily see how it was impacting now. So that's definitely it formed our strategy and fortunately we had a group that that met, including Janet, every other week for about nine months trying to think through carefully, if this gift were to come to fruition the way we were hoping, how would we be prepared to roll it out? So it's definitely a team effort to be prepared for the messaging. Calling Nin Janet get a second mentioned here with tip five, by sharing their way of shifting video strategy to fit the message your institution wants to set. And the piece I would say...

...that became very apparent, though, was just the importance of video and the increase use of video and photography because, as we've been talking about, like the place is so powerful and when alumnic see photos and images it immediately brings them back, it tugs at an emotional connection to the place and worry, but in ways that words alone can. So we did indeed increase our use of video for things like this big gift announcement, which of course we couldn't do in person, but other things that we did as well in terms of we renamed our big Athletic Center for a very beloved and wellknown alumnus. That was all done through the use of video, and so we tried to really, as Janet said in the beginning, appropriately share good news but in the context of what was going on in the world, and that required just what felt like a near constant pivoting and adjusting and, you know, waiting till...

...the last minute to make sure everything was, you know, just right to that moment when it was going to be released. I mean it in number four, some of you might be just getting started in the arena of high read marketing and Dan Freeborn at Northern Michigan University has this advice for your journey. Find more from Dan in episode fourteen. I took what I knew from that and understanding the main touch points that students had with the university throughout the enrollment process really just helped me build a shell of what our email communication was going to look like. So, looking at when they submit an application, they should probably get something initially confirming that we receive their application, what their next step was. Same with after they were admitted, making sure they knew what their next steps for enrollment where. So building out content related to those specific action steps was my key point and that allowed me then to rest a shirt that they were getting the main points delivered to them, the main pieces...

...of content that needed, and then from there I was able to kind of step up, take a step back and look more at that information at a whole and was able to develop the communication plan much further than building out and filling out those gaps in between the pieces of messaging there. So it did take a lot of time, but I think taking it in bite size chunks was the most with the key for me to be able to do this successfully resting a shirt that they had the main points out there, and then every so often, maybe every six or eight months, I would introduce some more content to build out these campaigns and flows. That way we're into our top three tips and our bronze medalists for this is episode number nine with the University of Kentucky's Julie Baylog. Her insight into creation of segmented messaging for prospective students is tremendously valuable, showing how creating unique messaging for each student creates an opportunity for transformation. So what we did is, for instance, we've created an oped, a joint oped with some of our other universities across the state,...

...and so we're publishing those with other university present presidents from our president. We also are creating some social media assets and we are going to push those out and then, working with our there's a person on Jay Plant and staff, Marque, who specializes in media pitching and he's going to help us by reaching out to small town newspapers, radio stations and TV stations across the state to really share listen, we need college is possible for you, but it has to start with filling out your fast but and at the end of the day, this is one of those things where I like to say where the University for Kentucky Not Just University of Kentucky, because at the end of the day we just want these students to understand that they that going to college can be transformational for them and and if they don't come to UK, that's okay. They just need to find the place where they can get that transformational experience.

Our number two tip comes from episode eight and you and see Charlotte's Christy Jackson. It's one of the most pointed pieces of advice about marketing and communication. For anyone who has to interact with the public. Crisis Means Different things depending on your experience and your institution. After the institution that I was working at announced closure, I was in conversation with the president of another institution and we were talking, talking about what had happened and how it had happened and the response, and this person was trying to empathize with me and they said to me, you know, I get a crisis is so hard. I understand what you're going through. Last year the Health Department gave our dining hall a be writing and this person minute with every good intention and to them, to them that was a crisis because they had they had never really experienced that level of scrutiny before and their students were upset. The families were upset. They're...

...paying for this money, for these dining plans and you're giving my child subpar food, and it was awful for them in the moment they were in it. Now, for me and others of my colleagues who have perhaps experience something that's a little more intense, we would say that's probably a Tuesday right. A be health writing on a college campus elly Tuesday. You need to address it as an issue, but you can manage it. It's not. It is not a seismic potential, seismic chef for your organization if you don't handle it correctly. Finally, at number one is the snippet from episode five, Christy Live Free and Butler University's truly unique approach to getting some beloved family members involved in the higher a journey. Phido usually doesn't have a say where a student chooses to attend, but by interacting with prospective students pets, they create a whole new layer of connection with their prospect but I think this will be the fifth year that we've done this campaign and we call it our pet comflow...

...and it's exactly what sounds like we send direct mail to the dogs and cats of admitted students with a little piece of Butler gear and that note just reassuring them that blue is going to look after their human and have their humans back and be there for anything they may need at Butler and there's so many things about this campaign that I love. You know, of course everyone loves getting their gear and the personalization factor is really fun, but I think the I think the piece that makes it most successful is that message, the message that we're kind of subtly sending in that piece that we've got their back and they're going to find a family, a Butler and that community that the high schoolers are often looking for, and we have just found it. That really resonates with the Butler way and resonates with who we are as an institution. The real gold in this campaign too, I think, is the awareness piece. So the yield part of it great, fantastic be awareness those is the piece that's a little bit harder to measure, but we have found is that for...

...every family who receives the piece, they tell their friends, their neighbors, their co workers, etc. and they're often posting to their own social accounts. So that piece we've been really pleased with to just knowing that were able to get the Butler brand in front of a whole bunch of eyeballs. But yeah, the first time I pitched it rightfully. So there were some questions about what do you want to do and how are we going to do that? But we have a lot of fun with it and it's by far one of our favorite, our favorite campaigns to execute. That rounds out our top ten tips for the show so far. We're looking so forward to continue to bring you great guest and content to help your High Reed Marketing Journey. I'm troy singer. Thanks for listening. The High Red Marketer podcast is sponsored by Kaylor solutions and education, marketing and branding agency and by thin patented a marketing execution, printing and mailing provider of hire its solutions. On behalf of my cohost, Bart Taylor, I'm troy singer. Thank you for joining us. You've been listening to the Higher Ed Marketer. To ensure that you never miss...

...an episode, subscribe to the show in your favorite podcast player. If you're listening with apple podcasts. We'd love for you to leave a quick rating of the show. Simply tap the number of stars you think the podcast deserves. Until next time,.

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