In the latest Education Marketing Leader podcast episode, I spoke with Megan Smedley, Director of Public Relations and Alumni Engagement at Maysville Community and Technical College and Assistant Director for District 2 at the National Council for Marketing & Public Relations.

Megan's journey from a local reporter to comms leader in education offers valuable lessons for higher education marketers.

"Student success stories are my bread and butter because they are so powerful, not just for our community and college but for me as an individual," says Megan.

That's why this episode focused on leveraging student stories in higher education marketing.

Key Takeaways for Higher Ed Marketers:

Leverage Authentic Stories

Genuine, relatable student success stories can significantly boost your institution's appeal and resonate deeply with prospective students.

Highlight Overcoming Adversity

Stories of students overcoming challenges, like addiction or financial hardship, inspire and motivate others facing similar situations.

Use Student Testimonials

Student testimonials act as powerful endorsements of your institution, providing social proof and enhancing credibility.

Tailor Stories to Your Audience

Customize student stories to fit the interests and needs of your target audience, ensuring they are impactful and relevant.

For more about Megan's strategies and success stories, connect with her on LinkedIn or listen to the full episode of the Education Marketing Leader podcast.

For more insights, tune into the full episode and follow Megan on LinkedIn.

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌️

My latest guest on the Education Marketing Leader podcast was Jordan Burleson, VP of Digital Advertising at Beacon Technologies.

Jordan shared some critical insights on digital advertising tailored for higher education institutions.

Here are the key takeaways:

𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐊𝐞𝐲

Jordan emphasized that many higher ed institutions struggle with delivering personalized experiences.

🔸 Meet students where they are.

🔸 Cater to different stages (undergrad, graduate programs).

🔸 Avoid one-size-fits-all messaging.

𝐁𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐈𝐦𝐩𝐚𝐜𝐭

Jordan provided realistic budget suggestions:

💰 Comprehensive university advertising: $15,000/month.

💰 Individual programs: Minimum $2,500/month.

𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐌𝐢𝐱

Jordan highlighted the most effective channels:

🔹 Google Ads: Paid search and remarketing are essential.

🔹 Social Media: Platforms like Meta and TikTok can complement but shouldn't be the sole focus.

𝐋𝐚𝐧𝐝𝐢𝐧𝐠 𝐏𝐚𝐠𝐞𝐬 𝐌𝐚𝐭𝐭𝐞𝐫

A common pitfall is landing pages lacking clear CTAs:

☑ Add options like "Request Information" alongside "Apply Now."

☑ Cater to different stages of the student journey.

𝐌𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐒𝐮𝐜𝐜𝐞𝐬𝐬

Focus on tracking the right conversions:

📈 Key Metrics: Conversion rates, cost per conversion, click-through rates.

📉 Beware of Misleading Metrics: High session durations without conversions can be deceptive.

𝐀.𝐈. 𝐢𝐧 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠

Jordan's take on A.I.:

🤖 Use A.I. for generating ideas and optimizing ad copy.

👨‍🔧 👩‍🔧 Keep the human touch for final decision-making and strategy implementation.

𝐓𝐫𝐞𝐧𝐝𝐬 𝐭𝐨 𝐖𝐚𝐭𝐜𝐡

✍ User-Generated Content: Engage students to create authentic content.

📹 Short-Form Videos: Leverage platforms like TikTok and YouTube Shorts.

If you're in higher-ed marketing, these insights from Jordan are gold. 🥇

For a deeper dive, listen to the full episode and connect with Jordan on LinkedIn for more expert advice on digital advertising in higher ed.

Want more episodes like this?

Follow the Education Marketing Leader podcast for the latest tips and strategies in higher-ed marketing.

Until next time. ✌

P.S. Have you implemented any of these strategies in your digital advertising? Share your experiences in the comments!

#Marketing #Highereducation #HigherEdMarketing #DigitalAdvertising #EducationMarketingLeader

"You need people who want to be on your campus, who want to work in higher education, and who will help your culture grow."

In the latest episode of the Education Marketing Leader podcast, I had a powerful conversation with Eddie Francis, Principal of Edify Ventures, LLC, and host of "I Wanna Work There."

We dove deep into employer branding, a crucial element for attracting and retaining top talent in higher education.

Here are the highlights:

🎯 Importance of Purpose: Eddie emphasized the value of purpose-driven work environments where employees feel their contributions matter.

"Great employees do attract great students," says Eddie.

💼 Development Programs: Effective mentorship and talent development programs are crucial. Conferences and micro-credentials can boost staff motivation and growth.

🛠 Internal Alignment: Aligning HR, marketing, and institutional effectiveness is the first step toward creating a cohesive employer brand. This alignment ensures a unified talent attraction, experience, and retention approach.

💬 Storytelling: Highlighting faculty and staff stories can significantly enhance your institution's appeal. Authentic narratives resonate and build a positive campus culture.

🛡 Psychological Safety: Addressing and ensuring psychological safety is vital, especially with the emerging Gen Z workforce. A toxic environment can severely damage your employer's brand.

For more insights, tune into the full episode and follow Eddie on LinkedIn.

🌟 If you enjoyed the episode, please hit like, subscribe, and leave a review. 🙏

Until next time. ✌

#HigherEducation #Marketing #HigherEdMarketing #EmployerBranding #EducationMarketingLeader #Podcasting #TalentManagement #CampusCulture