In this episode of The Hidden Gem, host Maya Demishkevich sits down with Marcus Hanscom, an expert in higher ed marketing, to demystify inbound marketing and its impact on student engagement and enrollment. Many institutions focus on traditional advertising, but Marcus explains why inbound marketing - a strategy centered on attracting students through valuable, relevant content - is the key to long-term enrollment success.

From content marketing to SEO, paid advertising, and AI-powered content creation, this episode breaks down how colleges can build an inbound strategy in-house without massive budgets. If your institution is looking to move beyond "spray and pray" advertising and develop marketing that works smarter, not harder, this episode is packed with actionable insights.

Guest Name: Marcus Hanscom, Director of Enrollment Marketing, DD Agency

Guest Social: https://www.linkedin.com/in/marcushanscom/

Guest Bio: A purpose-driven, higher education enrollment management and marketing leader, Marcus Hanscom is the Director of Enrollment Marketing and a senior consultant at DD Agency, a full-service digital marketing agency focused on inbound marketing for higher education. Prior to joining DD Agency in October 2023, he worked in progressive roles in enrollment management at Roger Williams University and the University of New Haven, predominantly working with graduate and adult students. He also served as a higher education consultant for Dutcher LLC, supporting clients in academic program analysis and development, market research, digital marketing strategy, staff assessment, tuition strategy, and more.

- - - -

Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Dr. Marsha Danielson, President of Minnesota State College Southeast, to discuss an innovative approach to bridging the gap between students seeking affordable education and employers struggling to fill critical workforce shortages.

Dr. Danielson shares the success of the Career Opportunity Program, a last-dollar tuition initiative funded by local employers to remove financial barriers for students while strengthening the regional talent pipeline.

Learn how her strategic approach to engaging key business leaders turned this vision into a thriving program that benefits students, employers, and the entire community.

Key Takeaways:

• Learn how the Career Opportunity Program removes financial barriers for students through a last-dollar tuition model supported by local employers.
• Discover the strategy behind securing industry funding by leveraging key influencers and turning a single partnership into a regional employer-driven initiative.
• Hear why workforce development isn’t just about recruitment, but about expanding the talent pipeline to benefit both students and local businesses.
• Find out how keeping employer partners engaged—through regular updates, student success metrics, and networking events—ensures long-term investment.
• Understand how community colleges can scale similar models and make a compelling business case for industry-backed education programs.
• Explore the impact the program has had so far, exceeding expectations in both student participation and retention rates.

This episode is a must-listen for college leaders, workforce development professionals, and anyone looking to build stronger employer partnerships to support students.

Guest Name: Dr. Marsha Danielson, President, Minnesota State College Southeast

Guest Bio: Dr. Marsha Danielson serves as the ninth president of Minnesota State College Southeast. She sees the college as a vital resource in meeting the need for qualified employees in the region and believes that its students must graduate career-ready or prepared to succeed in a university environment.

Dr. Danielson has served over 25 years in higher education. From 2007-2021, she served in several capacities at South Central College in Mankato and Faribault, MN. At Minnesota State University, Mankato she worked in several roles within University Advancement from 1996 to 2007.

Dr. Danielson earned a Bachelor of Science in Business Administration and Management and a master’s degree in Higher Education/Higher Education Administration at Minnesota State University, Mankato. She holds a Doctorate in Community College Leadership from Ferris State University (MI).

- - - -

Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, Maya Demishkevich speaks with Rebecca Oliver, Director of Strategic Communications at North Shore Community College, about her transition from private universities to the world of community colleges. Rebecca shares her unique insights on the differences between private and public institutions, how community colleges can leverage their strengths, and the challenges of adapting marketing strategies to a new audience.

Key Takeaways:

• Hear about Rebecca’s transition from private universities to a public community college, and the key differences she’s observed in audience, strategy, and operations.
• Learn how community colleges can benefit from the private sector’s focus on ROI-driven marketing and strategic resource allocation.
• Discover the importance of retention-focused marketing in community colleges and why maintaining a consistent tone of voice throughout the student journey is essential.
• Find out how community colleges can effectively position themselves as a first choice for students, particularly in light of free tuition programs and the workforce development advantage.
• Understand the challenges of addressing the “hidden gem” label and how to shift public perception to showcase community colleges as a loud, proud, and viable educational option.

Tune in to hear Rebecca’s fresh perspective on how community colleges can maximize their potential and navigate today’s competitive educational landscape!

Guest Name: Rebecca Oliver, Senior Executive Director of Strategic Communications, North Shore Community College

Guest Bio: Rebecca Oliveris a Senior Executive Director of Strategic Communications at North Shore Community College. In this role, she leads the new strategic communications department which combines the former External and Public Relations team with Marketing Communications.

Ms. Oliver brings with her more than a decade of higher education experience with expertise in digital performance and brand awareness. Prior to joining NSCC, she was Director of Marketing at Lasell University and has worked in marketing and communications roles at Boston University and Dartmouth College.

A resident of Amesbury, Ms.Oliver is originally from southeastern Massachusetts and earned her bachelor's degree from Westfield State University and her graduate degree from Miami University of Ohio.

- - - -

Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, Maya Demishkevich sits down with Amy Filardo, Chief Marketing Officer at Community College of Baltimore County (CCBC), Maryland’s largest community college. Amy shares her journey of transforming the marketing and communications function at CCBC over the past four years. From integrating continuing education marketing into a centralized team to implementing new technology and strategies, Amy offers practical insights for reimagining marketing structures in higher education. This episode is packed with valuable lessons for college leaders, marketers, and administrators looking to drive enrollment and streamline operations.
Key Takeaways:

• Learn how Amy restructured CCBC’s marketing and communications function, merging continuing education and credit marketing into a unified team to improve collaboration and efficiency.
• Discover the impact of adopting a digital-first strategy, including overhauling the college’s website and reducing reliance on outdated print materials.
• Hear how focusing on enrollment as the central goal helps guide decision-making and align marketing strategies across departments.
• Find out how CCBC created new roles, such as a project coordinator and director of enrollment marketing, to streamline workflows and enhance communication with stakeholders.
• Understand the challenges of managing 300+ programs and how tools like CRM systems and project management platforms can improve efficiency and outcomes.
• Explore the successes achieved through these efforts, including exceeding enrollment goals for nine consecutive cycles and fostering a collaborative team environment.

This episode offers actionable strategies and insights for anyone looking to modernize and strengthen their institution’s marketing and enrollment practices. Don’t miss it!

Guest Name: Amy Filardo, Chief Marketing Officer, Community College of Baltimore County

Guest Social: https://www.linkedin.com/in/amy-filardo

Guest Bio: Amy Filardo is a seasoned marketing and communications professional with a background in brand development, strategic marketing, and multimedia communications. As Chief Marketing Officer at The Community College of Baltimore County, she leads efforts to strengthen the college’s brand, enhance engagement, and support enrollment growth through integrated campaigns and creative initiatives.

With over 15 years of experience, Amy has held leadership roles in higher education and corporate settings. At Loyola University Maryland, she directed branding efforts, managed award-winning digital projects, and supported enrollment strategies. Amy holds a master’s in communications from London Metropolitan University and is passionate about collaboration, mentorship, and fostering creativity in her work.

In addition to her professional achievements, Amy is dedicated to supporting nonprofit initiatives that promote arts and education. She serves as a board member for a nonprofit organization and has served as a mentor to help first-year college students transition successfully.

- - - -

Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, Maya Demishkevich sits down with Liz Cooper, Associate Director of Public Relations at Massachusetts Bay Community College, to discuss the art of storytelling and the top mistakes to avoid when crafting impactful stories. Liz shares her process for identifying, creating, and scaling authentic narratives that resonate with students, faculty, and communities. From common storytelling missteps to practical strategies for amplifying stories across platforms, this episode is a must-listen for PR professionals and marketers in higher education.

Key Takeaways:

• Discover the top storytelling mistakes marketers make, including inauthenticity, making the institution the hero, and failing to tailor stories for specific audiences.
• Learn how Liz builds trust with students to uncover vulnerable and emotional stories that truly connect with audiences.
• Explore strategies for scaling stories across multiple channels, from social media to local news, and tailoring content to resonate with specific audiences like prospective students, parents, and alumni.
• Hear how community colleges can keep their stories alive by repurposing content and updating narratives for new contexts.
• Get practical advice on building internal relationships to source meaningful stories and creating a collaborative storytelling culture on campus.

Guest Name: Liz Cooper, Associate Director of Public Relations, MassBay Community College

Guest Social: https://www.linkedin.com/in/liz-meagher-cooper-b55a62/

Guest Bio: Since 2015, Liz Cooper has worked in the MassBay Marketing and Communication Office, helping raise the public profile of MassBay through storytelling, social media, and earned media placements. Her resume includes working for more than 13 years in the Boston television news market in multiple roles, a public relations firm, and as the Director of Communications for the Massachusetts Secretary of Education under former Massachusetts Governor Deval Patrick. Liz loves talking to reporters about all things community college because she feels good press for one community college is good press for all of us. Always taking her job to heart, in April 2023, Liz trained and successfully completed the Boston Marathon raising more than $11,000 in support of student scholarships at MassBay Community College. Liz was named the National Council for Marketing and Public Relations District 1 Communicator of the Year in 2024. When you can’t find Liz pitching a reporter, you can find her rooting on all of the Boston sports teams with her Emmy-award-winning news photographer husband Ted or trying to keep up with her three kids – Teddy (12), Camden (9) or Madison (7) – on a sports field.

- - - -

Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

In this episode of The Hidden Gem, host Maya Demishkevich dives into the evolving role of direct mail in higher education marketing with Eric Webb, an expert with over 20 years of experience in direct mail and direct marketing. They discuss how integrating direct mail with digital strategies can drive enrollment, the importance of personalization, and why tangible mail pieces can create deeper connections with prospective students. Whether you're a seasoned marketer or exploring new tactics, this episode is packed with actionable insights for leveraging direct mail effectively.

Key Takeaways:

1. Learn why direct mail remains relevant in an increasingly digital world, with higher response rates and stronger engagement compared to email and online ads.
2. Discover how combining direct mail with digital campaigns boosts response rates by over 20% through integrated targeting and tracking.
3. Understand the importance of personalization and creative formats in making direct mail memorable and impactful for prospective students.
4. Find out how institutions can use tools like augmented reality, QR codes, and specialized lists to measure and enhance the effectiveness of their mail campaigns.
5. Get practical tips on avoiding common pitfalls, such as underestimating the importance of data, creative design, and the timing of campaigns.

Tune in to learn how to do direct mail the right way and why it’s still a valuable tool in the marketing mix for community colleges and beyond!

Data & Marketing Association: https://dma.org.uk

Guest Name: Eric Webb, Business and Marketing Strategy for Everyone, Rennasentient, Inc.

Guest Social: LinkedIn

Guest Bio: Over 25 years of marketing experience has enabled Eric Webb to help improve the marketing strategies, tactics and ROI of internet startups and Fortune 500 companies alike. He has produced and co-wrote award winning television commercials, been an associate producer for the "Bulls-Sox" Television Show and specializes in media and direct marketing to improve lead generation.

Starting his career as a copywriter, he eventually moved over to the client side of marketing and gained a key understanding of how to infuse creativity into marketing strategy. Whether you want strategies for media buying-planning, events, conferences, networking, Internet marketing and direct marketing, Mr. Webb has experience in these areas and many more.`

His trademark is understanding what media works best for a strategy and combining those with solid creative and measurable marketing effort. It's that unique understanding of the whole marketing process that has attracted companies such as the Chicago White Sox, the Greenbrier Sporting Club (div of Greenbrier Hotel), RSM McGladrey (div of H&R Block), RainSoft Water Treatment Systems and MyPoints.com (the first online consumer loyalty points program in the world), to hire him.

• Some of his most notable accomplishments include:
• Increasing brand awareness by 106% with a cable TV strategy
• Developing a direct mail strategy that pulled better results than television ads
• Developing a strategy that included the writing of a book, and monthly newsletter to garner a foot-hold in a new industry for an unknown brand
• Obtaining over 60 article placements in one year for a startup
• Improving the responses from one campaign by 400% by shifting media choices
• Having worked in both business and consumer marketing, as well as dealing with over 400 dealers around the world with various marketing needs, he understands the subtle art of marketing strategy, messaging and positioning by audience.

Eric has a Bachelors of Science in Advertising from the University of Texas and a Masters in Marketing Communications from Roosevelt University in Chicago.

- - - -

Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/