In the latest episode of the Education Marketing Leader podcast, we spoke with Sandra Sergio Sotto, International Student Recruiter for the Swiss School of Management's Madrid campus.

Here are key takeaways for higher education marketers:

Highlight Affordability: Emphasize the cost-effectiveness of your institution’s location. Madrid offers lower living costs and tuition compared to Australia, Canada, and the UK, making it an attractive option for students.

Enhance Customer Experience: Improve student interactions through educational agents in their home countries. Offer flexible learning options, like Madrid’s nomad visa, allowing students to work and study simultaneously.

Leverage Regional Demand: Target regions with high demand for international education, such as India, Pakistan, Bangladesh, and African countries. Ensure favorable migration policies to attract these students.

Use Current Students as Ambassadors: Connect prospective students with current students or alumni from their country for firsthand insights and a sense of inclusion. Highlight student testimonials and experiences on your platforms.

Showcase Unique Selling Points: Promote your location’s cultural, social, and historical aspects. Madrid’s safety, cultural experiences, and lifestyle are major draws. Emphasize international accreditations and small class sizes for personalized attention.

Address Common Concerns: Be transparent about visa processes, accommodation options, and other logistics. Partner with local immigration lawyers and housing providers to offer reliable support.

Effective Marketing Channels: Utilize social media platforms like Facebook, Instagram, LinkedIn, and YouTube. Engage directly with prospective students on student forums and communities.

Personalized Communication: Personalize email campaigns and follow-ups to build relationships with prospective students. Maintain regular, meaningful communication to keep them engaged and informed.

Sandra’s approach focuses on transparency, personalized communication, and leveraging local partnerships to build trust and attract international students.

Implementing these strategies can enhance your international recruitment efforts.

“We always highlight that Madrid is one of the safest cities in the world, and this assurance is crucial for both students and their parents,” Sandra shared.

Connect with Sandra and the Swiss School of Management:

• Website: madrid.ssm.swiss
• LinkedIn: Swiss School of Management
• Instagram: ssm.global and ssm.madrid
• Facebook: Swiss School of Management, Madrid

For more insights, listen to the full episode and connect with Sandra on LinkedIn.

Until next time. ✌️

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

In the latest episode of the Education Marketing Leader podcast, I spoke with Cheryl Temple, Director of Communications & Financial Aid at Stark College & Seminary.

Cheryl shared her strategies for reaching non-traditional students and managing marketing on a tight budget.

Here's what you'll learn from the episode:

Serving Non-Traditional Students

Discover how Stark attracts and supports a diverse age range of students, with an average age of 40.

Learn about the unique challenges and solutions in serving an underserved educational area in South Texas.

Effective Marketing Strategies

Making Students the Hero: Understand how highlighting student success stories can inspire prospective students and build trust.

Local Partnerships: Learn how partnering with local organizations helps Stark effectively reach its target demographic and build genuine community relationships.

Flexible and Affordable Education

Find out how Stark offers high-flex courses that allow students to choose between in-person, online, or video classes on a weekly basis.

Leveraging Technology and Trends

See how Stark uses AI to automate communication and streamline processes, benefiting both staff and students.

Get insights into the importance of flexible programming in meeting the needs of busy adult learners.

Overcoming Marketing Challenges

Gain tips on maximizing resources with cost-effective tools like Canva and CapCut for content creation.

Hear Cheryl's advice on making the best use of available technology, even if it's just a smartphone camera.

Tune in to this episode for a deep dive into how Stark College & Seminary effectively markets to non-traditional students and manages to make a significant impact with limited resources.

Connect with Cheryl Temple on LinkedIn for more insights into her work.

Listen now and enhance your higher-ed marketing strategies!

Until next time! ✌️

It's podcast Thursday, and I'm excited to share highlights from my recent interview with Raffi DerSimonian, VP & Chief Strategy Officer at ERI and Principal at DerSimonian LLC. 🎙️

Raffi's journey into higher education marketing is nothing short of inspiring.

Starting with a passion for music, 🎸 he transitioned into marketing and found his niche in higher-ed. 🎓

This episode dives into how AI revolutionizes website redesigns in higher education marketing.

Here are the key takeaways from our conversation:

𝙆𝙚𝙮 𝙎𝙩𝙧𝙖𝙩𝙚𝙜𝙞𝙚𝙨 𝙛𝙤𝙧 𝙐𝙨𝙞𝙣𝙜 𝘼𝙄 𝙞𝙣 𝙒𝙚𝙗𝙨𝙞𝙩𝙚 𝙍𝙚𝙙𝙚𝙨𝙞𝙜𝙣:

🔍 AI tools can analyze user behavior to provide insights into what works and what doesn't, ensuring a more intuitive and engaging website.

🤝 AI allows for highly personalized content. By analyzing visitor data, AI can tailor content to meet the specific needs and interests of different user segments, making your website more relevant and engaging.

📈 AI can optimize your website's SEO by analyzing trends and keywords, ensuring that your content is always optimized for search engines.

🔮 AI can predict future trends and behaviors based on historical data, helping you stay ahead of the curve.

𝘾𝙤𝙢𝙢𝙤𝙣 𝙋𝙞𝙩𝙛𝙖𝙡𝙡𝙨 𝙖𝙣𝙙 𝙃𝙤𝙬 𝙩𝙤 𝘼𝙫𝙤𝙞𝙙 𝙏𝙝𝙚𝙢 𝙬𝙞𝙩𝙝 𝘼𝙄:

🖥 AI provides valuable insights into user behavior. Use AI to continuously monitor and adjust based on user interactions.

🤓 AI can help simplify user journeys by highlighting the most important features and content for your audience.

𝘼𝙄 𝙏𝙤𝙤𝙡𝙨 𝙖𝙣𝙙 𝙏𝙚𝙘𝙝𝙣𝙞𝙦𝙪𝙚𝙨 𝙛𝙤𝙧 𝙒𝙚𝙗𝙨𝙞𝙩𝙚 𝙍𝙚𝙙𝙚𝙨𝙞𝙜𝙣:

🖼 Use AI tools to analyze the visual appeal and performance of your site.

🤜 🤛 Implement AI personalization engines to deliver customized experiences to each visitor. This increases engagement and retention.

Raffi's insights underscore the transformative power of AI in website redesigns for higher education marketing. 👏

For those looking to dive deeper into these topics, connect with Raffi on LinkedIn and listen to the full episode of the Education Marketing Leader podcast. 🎙

Don't miss this episode if you're ready to leverage AI to enhance your website redesign.

Until next time! ✌️

#HigherEdMarketing #HigherEducation #Podcasting #WebsiteRedesign #DataDriven #UserExperience #Personalization

🎓 Tune into the latest Education Marketing Leader podcast episode as Dr. Carrie Phillips, Chief Marketing Officer at the University of Arkansas at Little Rock, joins me to delve into effective strategies for managing the impending demographic Enrollment Cliff.

Episode Highlights:

🔹 Confronting the Enrollment Cliff

Dr. Phillips discusses proactive measures for addressing the anticipated decline in traditional-aged college students due to demographic shifts.

This is critical for higher-ed marketers looking to stay ahead in student recruitment and engagement.

🔹 Mastering Personalized Marketing

Personalization is vital from the first student interaction, whether it's through digital platforms or during a campus tour.

Dr. Phillips emphasizes creating content that resonates personally to boost student engagement and retention.

🔹 Cultural Sensitivity in Marketing

With changing demographics, it's essential to tailor marketing efforts to meet the diverse needs of prospective students effectively.

🔹 Strategic Resource Allocation

Understand where to direct your marketing resources to make the most impact.

According to Dr. Phillips, supporting students through personalized communication plays a crucial role in their educational journey.

🔹 The Power of Print

Contrary to popular belief, print isn't dead.

Dr. Phillips shares how targeted print materials can significantly influence prospective students by providing a tangible connection to the institution.

🔹 Analytics and Feedback

Learn how to leverage data and student feedback to refine your marketing strategies, ensuring your efforts resonate with your target demographic.

This episode is packed with insights for higher-ed marketing professionals who want to navigate demographic changes with innovative and effective strategies.

Connect with Dr. Phillips on LinkedIn for more insights and check out her insightful blog andcarrieon for all things higher education marketing.

🎧 For a deep dive into adapting and thriving in the face of demographic shifts, make sure to listen to this episode!

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

Until next time. ✌

#HigherEducation #Marketing #DemographicEnrollmentCliff #EnrollmentCliff #Podcasting

In the latest episode of the Education Marketing Leader podcast, I sat down with RJ Thompson, a seasoned digital strategist and educator from the University of Pittsburgh.

RJ shared some incredible insights on transforming community engagement and educational marketing through innovative strategies.

💡 Key Takeaways:

Marketing Education Over Institutions

RJ emphasizes the importance of marketing the value of education itself, rather than just the institutions offering it. This approach not only attracts more genuine interest but also fosters a culture of lifelong learning.

Community Impact through Design

With extensive experience in revitalizing post-industrial towns, RJ discusses using design and marketing to stimulate economic development and community engagement, proving that creative strategies can lead to substantial local change.

Empathy in Education

He highlights the critical role of empathy in education, advocating for a focus on student experiences and needs, rather than traditional marketing metrics.

🚀 Actionable Strategy:

RJ suggests that educators and marketers in higher education should engage more deeply with the communities they serve.

This means not just teaching or marketing to them but listening and responding to their needs to facilitate real growth and opportunity.

📚 For those looking to dive deeper into innovative educational strategies and community engagement, this episode is a must-listen!

Connect with RJ on LinkedIn to continue the conversation and explore more about his transformative approaches to education and marketing.

🔗 Listen to the full episode by following the link in the comments below.

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

Until next time. ✌

#Highereducation #HigherEdMarketing #EducationMarketing #Marketing

#MarketingLeadership