Education Marketing Leader with Chris Rapozo

🎙️ 𝐄𝐩𝐢𝐬𝐨𝐝𝐞 𝟏𝟎𝟎: Full-Circle Moment with Voltaire Santos Miran on Storytelling in Higher Ed.In this milestone episode, I welcome Voltaire Santos Miran, Executive Vice President, Creative at Carnegie, the guest who unknowingly inspired this podcast’s creation and helped shape my approach to higher ed marketing.Our conversation explores some powerful storytelling principles, here are a few:🎯 𝐒𝐭𝐮𝐝𝐞𝐧𝐭𝐬 𝐚𝐬 𝐇𝐞𝐫𝐨𝐞𝐬, 𝐍𝐨𝐭 𝐭𝐡𝐞 𝐈𝐧𝐬𝐭𝐢𝐭𝐮𝐭𝐢𝐨𝐧Voltaire stresses that while universities often focus on their own accolades, it’s the students who should be the true heroes of their storytelling.Positioning the institution as the “guide” in each student’s journey resonates more deeply and creates lasting connections.🎯 𝐁𝐞𝐲𝐨𝐧𝐝 𝐭𝐡𝐞 “𝐒𝐚𝐦𝐞 𝟕 𝐏𝐫𝐨𝐦𝐢𝐬𝐞𝐬”Most universities share the same selling points—great faculty, strong alumni, and global opportunities—but Voltaire challenges us to go further.Authentic, unique stories about real student experiences reveal what makes an institution genuinely distinct.Want to elevate your storytelling?🎧 Listen to the full episode for Voltaire’s insights, and connect with him on LinkedIn for more on human-centered higher-ed marketing!#HigherEducation #Marketing #Storytelling

Breaking the Higher Ed Social Media Mold - A Conversation with Brianna BlackburnThis week on Education Marketing Leader, I spoke with Brianna Blackburn, Assistant Director of Social Media Brand Strategy at Bowling Green State University (BGSU).BGSU's social media efforts ranked #6 nationwide (and #1 in Ohio) – outperforming much larger institutions like OSU.Here's how they're doing it. 👇𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐑𝐞𝐥𝐚𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲 & 𝐄𝐦𝐨𝐭𝐢𝐨𝐧Brianna's team excels at creating content that feels real. Rather than just highlighting achievements, they dive into stories that connect with audiences on an emotional level—be it humor, nostalgia, or campus pride.𝐓𝐚𝐩𝐩𝐢𝐧𝐠 𝐈𝐧𝐭𝐨 𝐒𝐭𝐮𝐝𝐞𝐧𝐭 𝐓𝐚𝐥𝐞𝐧𝐭As a former student intern herself, Brianna believes in the power of student-driven social media. Her team includes Gen Z interns who know what resonates with their peers, bringing authenticity and insider knowledge to the brand.𝐌𝐢𝐱𝐢𝐧𝐠 𝐇𝐢𝐠𝐡 𝐏𝐫𝐨𝐝𝐮𝐜𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜, 𝐎𝐧-𝐭𝐡𝐞-𝐅𝐥𝐲 𝐂𝐨𝐧𝐭𝐞𝐧𝐭BGSU balances professional video content with timely, in-the-moment updates (think iPhone photos of game days). This approach keeps the content dynamic and relevant, giving followers the best of both worlds.𝐂𝐚𝐩𝐢𝐭𝐚𝐥𝐢𝐳𝐢𝐧𝐠 𝐨𝐧 𝐓𝐫𝐞𝐧𝐝𝐬From new album drops to pop culture moments, BGSU plans content around trending events to expand its reach. By posting at the right moment, the team keeps BGSU in the social media conversation, extending beyond the typical campus bubble.𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐭 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 & 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠Social media is a two-way street at BGSU. Brianna's team engages with commenters, sends out BGSU swag to loyal followers, and works to build a strong online community. It's more than content—it's connection.Higher Ed Takeaway: Authenticity, emotional connection, and leveraging student talent are the keys to real engagement.Don't miss this episode! Subscribe to the Education Marketing Leader podcast for more insights, and connect with Brianna Blackburn to stay up-to-date on social media strategies that make a real impact.#HigherEdMarketing #SocialMedia #EducationMarketing #BGSU

In the latest episode of Education Marketing Leader, I sat down with Tony Sheridan, Marketing and Communications Manager at KAUST (King Abdullah University of Science and Technology) in Saudi Arabia. Tony’s journey from Ireland to leading marketing at one of the world’s most innovative universities offers valuable insights for higher ed marketers navigating change and building inclusive campaigns. 🔑 Key Takeaways for Higher Ed Marketers ♦ Unconventional Paths Are Powerful: Tony’s transition from woodworking to social media and marketing demonstrates that non-linear careers can lead to success in higher education marketing. 🤝 Cultural Adaptation is Key: Moving from Ireland to Saudi Arabia required a shift in brand voice. "Always engage a “cultural broker” to catch potential blind spots when entering new markets," Tony says. 🤜 🤛 Co-Created Content Drives Engagement: Tony’s 6-step model—Recruit, Regulate, Resource, Reward, Reach, Repeat—empowers students and alumni to become storytellers, aligning authentic voices with institutional goals. 🏛️ Campaigns Must Align with Strategic Pillars: Tony learned the importance of diversity and inclusion firsthand: “We ran a campaign featuring 11 men and only one woman, and the backlash made it clear we needed to rethink our approach.” KAUST: Innovation and Impact ♦ First mixed-gender university in Saudi Arabia. ♦ Ranked #1 globally for research citations. ♦ Technology partner with McLaren F1, without any marketing spend. What’s Next for KAUST? With a new leadership team and a focus on commercializing research, KAUST is shifting toward real-world impact and social relevance. The future of marketing lies in storytelling that connects research to everyday lives. 💬 How is your institution leveraging authentic content? 👉 Connect with Tony on LinkedIn. 🎙 Don’t miss this episode for actionable insights on inclusive marketing, strategic storytelling, and driving engagement in higher education. #HigherEdMarketing #InclusiveContent #CoCreatedContent #MarketingInnovation #EducationTransformation

This week on The Education Marketing Leader, I had the pleasure of speaking with Ryan Koral, founder of Tell Studios and Enroll Films.Ryan is a video storyteller with a mission to reshape how higher education communicates.If you care about authentic storytelling, student engagement, and video strategies that actually work, this episode is for you.Here are 3 powerful takeaways:📽 Embed Native Videos on University Sites❌ Don’t funnel visitors to YouTube.✅ Keep them on your homepage to control the experience and drive meaningful action.Ryan explains that YouTube's "vortex" often sends visitors down unrelated rabbit holes—away from your enrollment funnel.🫶 Story-Driven Video > Promo Video❌ Forget flashy promos.✅ The best video content captures transformation stories—like the one Ryan shared about his alma mater’s basketball coach, Garth.These emotional narratives resonate with prospects, parents, and donors alike.💸 Not Every Video Needs High Production Value📹 Ryan believes there's a time for polished videos (like donor galas) and a time for authentic, raw content. 🤳Sometimes, a well-timed, smartphone-recorded clip can engage Gen Z students better than a cinematic masterpiece.Know your audience and plan accordingly.Ryan also shared practical strategies for institutions with tight budgets:♦ Use affordable tools like softbox lights, tripods, and mics.♦ Build a dedicated content space on campus, ready to shoot at any time.♦ Leverage tools like Descript for fast, efficient video editing without the steep learning curve.Get Ryan’s Gear Guide & Strategy Checklist at enrollfilms.com/gear.🤝 Connect with Ryan on LinkedIn here and learn more about how video storytelling can transform your institution.🤔 What’s your current approach to video content?Are you embedding videos on your site or still relying on YouTube?Let’s talk about how higher ed can step up its video game.Drop a comment below 👇Until next time. ✌#HigherEdMarketing #VideoStorytelling #EnrollmentMarketing

Higher Ed budgets are tight, but delivering a seamless user experience (UX) shouldn't be out of reach.In this week's episode of the Education Marketing Leader podcast, I had the pleasure of speaking with Melanie Lindahl, Senior UX and Web Designer/Developer at The University of Texas School of Law and newly minted 2024 HighEdWeb Red Stapler Award winner. 🏆Melanie shared key takeaways from her award-winning presentation, highlighting the power of low-budget UX strategies for universities and colleges of any size.Below are the 3 most actionable insights from our conversation:1️⃣ Start Small: You Don't Need a Big Budget"Even with limited resources, UX work is still incredibly important," says Melanie. You don't need expensive tools to conduct user research—surveys and quick tests can be invaluable and require minimal budget.👉 Pro Tip: Use a simple survey to identify user pain points at the beginning of a project—it'll save time and money down the line.2️⃣ Test, Don't AssumeMelanie emphasized the importance of testing early."If you're unsure about a design decision, don't just rely on assumptions. Do quick tests with real users—even if it's over donuts!" 🍩💡 Takeaway: Don't be afraid to ask students for feedback, no matter how small the test may seem.3️⃣ Demonstrate the ROI of UX to LeadershipOne of the biggest challenges Melanie highlighted is justifying UX investments to leadership.Her advice?Show how UX improves both user experience and business goals. The ROI is clear—better UX means less post-launch troubleshooting, saving both time and budget.What's one small step you can take today to improve your university's UX?For more on budget-friendly UX strategies that deliver real results, catch the full episode with Melanie Lindahl!If you're in higher education marketing, this episode is packed with actionable tips you can apply right now.Listen to the episodes now.Until next time. ✌

In today’s episode of the Education Marketing Leader podcast, I spoke with Melissa Greiner, VP of Marketing at CampusESP, about the crucial role parents play in the entire student journey – from the college selection process to graduation. 🎓👩‍🎓 Here's what we uncovered:👉 Parent Engagement is EvolvingColleges are recognizing that families are central to decision-making. Today's students WANT their parents involved, so institutions must adapt to meet this need. 👪👉 Finding the Right Communication MixEmail remains the go-to for parents – it's where they spend the most time. But when urgency is needed, SMS texting breaks through the clutter and drives action. 📩📱👉 Overcoming Challenges in CommunicationLimited time, money, and people? We hear you! 📉Institutions need tools that not only streamline communication but also offer content support, making it easier to connect with parents effectively without adding extra strain on resources.👉 Tailored Content is KingBlanket communications just don't cut it anymore. ❌ Personalization is key. By leveraging CRM integrations, schools can ensure that newsletters and portals provide parents with only the most relevant information.👉 Boosting Student Retention Through Parent EngagementParents often act as the first line of support when students face challenges, whether it’s academic struggles or navigating the complexities of campus life. 🧑‍💻📚Data shows that students with engaged parents have up to an 8% higher retention rate."Today's students turn to their families as advisors. If schools aren't communicating effectively with parents, they're missing a key part of the decision-making process." – Melissa Greiner 🎯Engaging parents is about more than just sending information; it's about delivering meaningful, relevant content that supports students from admission to graduation.🎧 If you want to dive deeper into these insights, catch the full episode on the [Education Marketing Leader podcast]. 🎙️👉 Follow Melissa Greiner for more on parent engagement strategies and subscribe to the show for the latest trends in higher ed marketing!Until next time. ✌️#HigherEdMarketing #ParentEngagement #StudentSuccess #EducationMarketingLeader

Marketing Non-JD Law Programs: Lessons from Wake Forest University School of LawIn the latest podcast episode of the Education Marketing Leader podcast, I spoke with Tara Ebrahimi, Executive Director of Marketing & Communications at Wake Forest University School of Law.We covered how to market niche, non-JD programs effectively.Here are the key takeaways for higher-ed law school marketers:1️⃣ Quick and Clear Messaging is EssentialTara emphasized that explaining the program's benefits in a few seconds is crucial for grabbing attention.2️⃣ Different Programs, Different StrategiesMSL: Wake Forest uses a multi-pronged approach—digital marketing, B2B outreach, regional ads, and social media campaigns. The focus is on highlighting why someone needs this degree and why Wake Forest is the best choice.LLM: For international students, her team relies heavily on partnerships with alumni networks. This builds credibility in markets where Wake Forest isn't as well-known.3️⃣ Leverage Alumni NetworksAlumni success stories are a key component of marketing both programs. Wake Forest recently launched a LinkedIn group for LLM alumni, turning them into ambassadors and tapping into organic word-of-mouth marketing.4️⃣ Prioritize the Right MetricsConversion rates (both RFIs and applications) are the main success metric. Tara also uses engagement data, like click-through rates, to assess what's working and where to make adjustments.Connect Tara on LinkedIn to continue the conversation.For more on Wake Forest's law programs, visit its website.This episode is packed with actionable insights for marketing niche academic programs.Don't miss it.Until next time. ✌#HigherEdMarketing #LawSchoolMarketing

Higher education websites are complex.Outdated content mixed with new information makes it hard for visitors to find what they need.In this episode of the Education Marketing Leader podcast, Sara Kelzer of Cludo shares how optimized site search can simplify this and help universities improve user experience.Here are the highlights:🚩 Challenges in Higher Ed WebsitesUniversities face hurdles like decentralized content management and complex structures.Sara explains how this creates friction for visitors trying to find key information, especially students seeking details on tuition, programs, and more.💡 Why Optimized Site Search MattersCludo's search tools help reduce friction, making it easier for users to find relevant content.By prioritizing data-driven decisions, institutions can manage their site more effectively, reducing internal politics about what content should rank higher.🔍 Leveraging Search AnalyticsKey metrics like ineffective searches and zero-result searches help universities spot gaps in their content.Sara shared how one institution used this data to redirect users to another college for a discontinued program, showing the power of smart search.📱 Mobile Search OptimizationWith 20-40% of searches happening on mobile, Sara emphasizes keeping filters simple and ensuring relevant content appears quickly on mobile devices.🎓 Engaging AlumniSite search isn't just for students—it can also boost alumni engagement.Cludo allows cross-campus searches, helping alumni find relevant events or news that strengthen affinity with the institution.💡 Key Takeaways:Use search analytics to identify and fix content gaps.Optimize mobile search for a seamless experience.Leverage site search to engage both prospective students and alumni.🔥 Actionable Tip:Check your site search analytics today. Are visitors finding what they need?Connect with Sara on LinkedIn to learn how Cludo can improve your site search.Don't forget to follow the Education Marketing Leader podcast, share the episode, or leave a review of the show.Until next time. ✌️

In this episode of Education Marketing Leader podcast, I interviewed Sherika Attipoe, Assistant Director of Public Relations and Digital Media at Calhoun Community College. Sherika shared insightful strategies on how the college has successfully used personalized digital advertising to boost enrollment. Calhoun is a leading community college in Alabama. Sherika explains how the institution's focus on personalization and targeted campaigns helps it stand out in a competitive higher education market. She dove deep into the tactics and tools that work best for Calhoun's diverse audiences.She highlighted how the college's partnerships, accelerated programs, and workforce development initiatives have become key selling points for prospective students. Whether you're a marketing professional in higher education or simply interested in the power of digital ads in attracting your audience, this episode is packed with actionable insights and proven strategies that you can apply to your own campaigns. Key Topics Covered: [5:15] The unique partnership with Athens State University and how it enhances the student experience. [10:20] How personalized digital ads and accelerated programs drive enrollment. [18:00] Platforms that work best for Calhoun's digital ads: Facebook, YouTube, and Twitch. [22:35] The power of personalization in marketing and how Calhoun uses student success stories in their ads. [38:00] Advice for small marketing teams on enhancing their digital strategies. "It's not just about advertising a program; it's about showing potential students that they belong here, that they can see themselves succeeding at Calhoun." – Sherika Attipoe Connect with Sherika: LinkedIn: https://www.linkedin.com/in/sherikaattipoe/ Resources Mentioned: Calhoun Community College: https://calhoun.edu/ Athens State University Partnership: https://calhoun.edu/calhoun-and-athens-state-sign-new-learning-assessment-mou-to-enhance-educational-pathways/ Subscribe and Follow. Stay updated with the latest episodes of Education Marketing Leader by subscribing on your favorite podcast platform. If you found this episode helpful, please leave a review and share it with your network! How do you use digital ads in your marketing strategy? Share your thoughts with Sherika and me on LinkedIn!

In the latest episode of the Education Marketing Leader, I interviewed Dustin Ramsdell, Client Success Manager at Direct Development and host of The Higher Ed Geek Podcast.We dove into the evolving landscape of Online Program Management (OPM) services and what universities need to know as the sector faces growing challenges.𝓚𝓮𝔂 𝓗𝓲𝓰𝓱𝓵𝓲𝓰𝓱𝓽𝓼:𝐎𝐏𝐌𝐬 𝐋𝐨𝐬𝐢𝐧𝐠 𝐆𝐫𝐨𝐮𝐧𝐝Universities are shifting away from the traditional OPM model due to rising costs and diminishing returns. The recent bankruptcy filing by 2U, a leading OPM, signals a broader trend where institutions are reconsidering long-term, revenue-sharing contracts.𝐄𝐧𝐫𝐨𝐥𝐥𝐦𝐞𝐧𝐭 𝐂𝐥𝐢𝐟𝐟 & 𝐂𝐨𝐬𝐭 𝐂𝐨𝐧𝐜𝐞𝐫𝐧𝐬Many institutions are opting to develop and manage their own online programs, avoiding the hefty fees OPMs require.As Dustin points out, while building in-house capabilities is more resource-intensive upfront, it offers institutions full control over their programs and branding.𝐓𝐡𝐞 𝐑𝐢𝐬𝐞 𝐨𝐟 𝐅𝐞𝐞-𝐟𝐨𝐫-𝐒𝐞𝐫𝐯𝐢𝐜𝐞The new model gaining traction? Online Program Enablers (OPEs).Instead of long-term partnerships, universities are moving toward short-term, fee-for-service agreements to meet specific needs, like video production or instructional design, without sacrificing control or profitability.𝐌𝐢𝐧𝐧𝐞𝐬𝐨𝐭𝐚'𝐬 𝐁𝐨𝐥𝐝 𝐌𝐨𝐯𝐞In a significant policy shift, Minnesota became the first state to ban OPM partnerships with public institutions, setting a precedent that could influence future federal regulations.𝐖𝐡𝐚𝐭’𝐬 𝐍𝐞𝐱𝐭?Dustin believes the future of OPMs lies in a more flexible, service-based approach. Universities can use external partners strategically to scale operations without being tied to costly revenue-sharing contracts.𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐭𝐨 𝐖𝐚𝐭𝐜𝐡🔹 Cost of acquiring students🔹 Program scalability🔹 Quality control in in-house programs🎙 Tune in for more insights on how higher-ed institutions are navigating the digital shift and what it means for the future of online learning.Connect with Dustin on LinkedIn or check out The Higher Ed Geek Podcast for more discussions on the future of higher education.Until next time. ✌#HigherEducation #EducationMarketing #OPM #DigitalEducation #EnrollmentStrategies #MarketingInHigherEd