Those universities that prepared to go virtual and did it well are now reaping the benefits of the trust that they earned from parents and students.
What sets those schools apart from others?
In this episode of The Higher Ed Marketer, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented, chat with
Peter Ashley, Vice President for Enrollment & Marketing at Hanover College, about:
- How Hanover responded to the pandemic.
- How the marketing department addressed social justice.
- Hanover’s process for making marketing videos and the results.
- Tips for more relatable, entertaining, and educational video content.
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.
The Higher Ed Marketer podcast is brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
WEBVTT
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You are listening to the Higher Ed
Marketer, a podcast geared towards marketing professionals
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00:00:07.230 --> 00:00:11.910
in higher education. This show will
tackle all sorts of questions related to student
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recruitment, don'tor relations, marketing trends, new technologies and so much more.
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If you are looking for conversations centered
around where the industry is going, this
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podcast is for you. Let's get
into the show. Welcome to the Higher
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Ed Marketer Podcast, where we explore
ideas and insights by higher reed marketers for
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High Ed marketers. My name is
troy singer and I'm here, as always,
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with my cohost, Bart Kaylor.
And Bart I think we're going to
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be treated today because our guest is
a neighbor of yours from your state and
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you are familiar with the institution.
We're going to be talking with Peter Ashley.
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He's the vice president for enrollment in
marketing at Hanover College. Hanovers one
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of the one of the small privates
here in Indiana with a great reputation there
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in southern Indiana, and I've got
a beautiful, beautiful campus and it's just
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going to be a great conversation with
Peter just about some things that they're doing
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at Hanover and how they're approaching different
different elements and he kind of gives us
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a little bit of insight into some
of the marketing that they're doing and some
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new things that they're doing that they're
really seeing some valuable results in. Yes,
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he has some great content. So
let's bring and Peter in. We
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are honored to have Peter Ashley,
vice president for Enrollment in marketing that Hanover
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College, which is in southern Indiana, to the podcast. Welcome, Peter.
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Thanks for having me. Peter,
if you would please give everyone a
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glimpse of Hanover and your roll.
They're sure so. Hanover College is Indiana's
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oldest college and it is a hundred
ninety four years old and it is located,
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as you say, in southern Indiana, right across the border from Kentucky
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and along the Ohio River. It's
six hundred and fifty acres filled with trails
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and and trees and a lot of
natural beauty. We have about a thousand
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students, so there's a lot of
room to spread out. It's got a
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great reputation, a strong regional reputation, and it's just a wonderful liberal arts
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college. But the natural beauty of
the campus is what people often talk about
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when they come visit is how how
roomy and how beautiful it is and again,
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the fact that's been here for so
long. It's a powerful, powerful
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institution. For that reason that's great. Thanks for sharing that, Peter and
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shorter. I know we we kind
of did a pre interview and talked a
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little bit about some things that.
That's that's going on at Hanover and I
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think on everybody's mind is kind of
we're coming out of the pandemic. I
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know that not only during the pandemic. I mean two thousand and twenty was
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such a high water mark year with
the pandemic, with some of the social
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unrest that we had, with with
different areas of our society, and I
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know Hanover's kind of had a unique
perspective on your covid nineteen response and maybe
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even some of the social injustice response
and and some of those initiatives. Could
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you tell us a little bit about
that? Absolutely. So. They did
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happen a bit at the same time, which was as a challenge, but
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obviously the pandemic took hold of everybody
and dominated everyone's decisionmaking. So one of
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the first things that we did was
to convene a group of stakeholders across campus
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and really ask the question, okay, what needs to happen to make sure
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our students are safe and that our
campus is preserves as much of a college
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field as possible. So obviously,
that first round camp but pretty much every
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campus went home. We did the
same thing, which was challenging as a
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residential campus, to pivot quickly to
online learning, which we did, but
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we put in over the summer all
kinds of safety protocols, processes, spacing
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out the classrooms, requiring, you
know, all the things that that are,
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you know, public health experts expect. We also worked with a medical
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expert from Johns Hopkins University on our
strategy and our contact tracing process to make
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sure that we were using the absolute
best process that we could to do that,
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and we had a very successful fall
term. We were able to stay
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in person all the way to the
very end. I think a week before
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Thanksgiving we went optional remote to let
students leave if they felt like they wanted
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to leave, because there's a bit
of an uptick, as you know,
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in the cases. But our response
was lots of lots of community action to
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students and staff and faculty about our
protocols. We had a weekly in still
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have a weekly email that goes out
with any kind of updates, updates on
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our case numbers, reminders to follow
the guidelines and we've been very aggressive in
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holding students and staff accountable for following
those guidelines and I think this semester we're
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still at facetoface. Our count,
our our case count, is very low
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and what we learned is that students
really appreciate a facetoface experience. There's questions
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of you know, why hiered?
Why a Liberal Arts College? Why do
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people want to go to you know
what? You could do everything on Line,
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but we learned is that people really
miss being in person and our enrollment
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numbers actually are up so far for
next fall and I think part of that
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is because we did stay facetoface and
people really like that ability to do that.
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So that that response was dominating much
of the summer. But then,
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of course, as you mentioned,
the various police shootings and other killings and
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other active social injustice occurrences over this
summer brought that very close to home for
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our campus. We have very passionate
campus that's committed to social justice. Although
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we have a history that is not
always perfect in that area. So we
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we try to look very candidly at
what we do well and where we still
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need to grow. We live in
a part of the state that's also not
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a not particularly diverse, so we
have to really focus on bringing diversity here
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maybe people feel welcome and included and
have some cultural changes, you know,
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on our campus and even in our
community to help make sure that happened.
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So we're in the process of launching
a equity and diversity and inclusion plan to
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the campus for review. That includes
a number of process changes, activities,
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training, all kinds of things to
help really improve the and drive home that
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campus culture of inclusivity. That's great. I'm so grateful to hear things like
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that because I think that those mean
certainly the covid nineteen. It's great to
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hear how you guys did that and
I think it I think I'm seeing a
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lot of campuses that the success of
those who prepared and did it well.
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They're reaping the benefits of the trust
that they have earned from the parents and
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the students to be able to come
back on campus and and want that experience
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and I think that's great. And
I do think that that that idea of
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just really helping with the with the
SOFA social injustice. I mean, what
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are some of the things that your
students in your campus is doing specifically about
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that? I mean, are you
doing, you know, sessions and in
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seminars or inviting guests on campus to
talk? How does that work? A
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good question. We've done a little
bit of all of that. Having we
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had a number of events, just
for example, around Mlka Day, which
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is a new recent holiday celebration for
our campus, and we had a number
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of sessions that invited guest speakers.
We had something and called, I think
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it's I believe this is called the
Mlka round table, where we had between
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with music and video and guest lecturers
kind of walk everyone through what what Mlk
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is life was about and what he
was focused on what we can learn from
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that today. We are very open
to we have some very vocal students who
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want things to change and we have
some that, you know, that love
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it and it's just a matter of
letting all the voices be heard. We've
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had a number of student led sessions
where they would have either a protest,
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which was really very peaceful, but
just you know, a chance to really
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vocalize their their perspective on on the
what's happening in the world, their perspective
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on what Hanover can do better,
and we're we want to hear that feedback
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and I think part of what helps, certainly from my perspective, is rather
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than just running around throwing the terms
around, right of equity and injustice and
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what how do we it's just allowing
people to have their say and really embrace
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those different opinions, do it in
a way that's humble and and accepting any
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kind of responsibility, but also looking
forward to how we solve some of these
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problems, not just get mired in
in frustration but actually look forward. So
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we've done a number of sessions.
We've implemented faculty and Staff Training on equity
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and inclusion issues, as I mentioned. We've had this plan that lays out
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changes in our recruiting strategy for employees
to attract and retain more verse candidates,
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additional recruiting activities for our students,
focusing on more of a need based approach
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to financial aid. So a number
of things that we're doing looking at our
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student success model and how we,
you know, retain first generation students more
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effectively help them succeed and do a
number of practical steps to make sure that
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we actually are a more equable campus, as opposed to just saying, you
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know, having the words around,
we want to be more equitable. Yeah,
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I think that's great. I think
that you're demonstrating the fact that it
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takes some of that intentionality to make
change and I appreciate it on and respect
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that that Hannover's doing that. So
try know you've got another question you want
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to ask. Yes, I wanted
to switch topics a little bit and talk
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about Dr Lake Lambert and for those
of us who are in the area,
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we know that he's the president at
Hannover and I think he's a little different
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than a lot of presidents of colleges
and universities, especially of your size,
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because he is out there, he's
outspoken, he's charismatic, and just would
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like to know is that him in
real life and give us a peek of
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how he is on campus. Absolutely
so. One of the things that keeps
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me engaged and loving Hanover College is
is working for Dr Lambert. He is
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about as genuine a person and as
transparent a person as you're going to meet
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especially someone at that in that position. I joke with with someone that if
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he was more transparent we be able
to see through him. I mean he's
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just been very transparent in what he's
thinking and his decisionmaking. He's very open,
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he's extremely sharp, very tender hearted
as well and in it is outspoke.
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If something needs to be commented on, he likes to respond and share
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his feelings on something. It's just
a pleasure to have someone who's honest,
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transparent, happy to be out there. We you know, we we use
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them more. In some videos's he
put on our Panther Mascot suit for some
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fun to tick tock videos. He'll
just he'll do anything that, you know,
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advances the college. But he's also
just very, very focused on the
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mission of Hanover College and making sure
that that all those things were trying to
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accomplish, not just from the equating
inclusion standpoint, but from the delivering the
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best little arts education we can to
making sure Hanover college is growing and thriving
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and doing it in a way that's
again very, very transparent, very approachable,
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great sense of humor, which I
think is sorely lacking in today's world,
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but a huge benefit to for certainly
for people at work, for him
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it's a big benefit. That's great
and I I like the fact that you
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kind of indicated, kind of tying
the first question with the second one,
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is that it seems like Dr Lambert
is engaged in these social injustice initiatives.
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The talking about that of and I
like the fact that it seems like speaking
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up when when others might be silent
and needing to needing to speak out,
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and so that sounds like. Sounds
like it'd be great to work with him.
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Yes, it certainly is. I
know one of the things that kind
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of engaging, not only leveraging Dr
Lambert, like you said, with with
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these ticktock videos and the mascot and
other, you know, more serious videos.
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You've kind of touched on the fact
that a lot of what's going on
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at Hanover, and especially, you
know, in your role as a VP
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of enrollment in marketing, is that
it seems like, you know, you're
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trying to develop a little bit more
content, maybe, maybe leveraging video a
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little bit more. So tell us
a little bit about that, because I
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mean, not a lot of schools
are leaning into ticktock yet. Not a
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lot of schools or are doing as
much as they could with video, but
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it seems like you've kind of discovered
some things that at least you're you're going
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down the path with it. Hanover. Yes, so we definitely have embraced
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video and by the way, I
shouldn't I shouldn't say we've leaned into ticktock
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too much. We had a couple
of fun videos. So I don't want
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to overplay the talk focus, but
we do try to focus on more either
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messages from our president on various issues. We've also done a very large number
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of marketing oriented videos that really described
life at Hanover. So which we can
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talk about that a little bit.
But we know that the student that we're
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trying to recruit, and my role
was just oversee marketing and recently is enrollment
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has been added to that. So
now out the synergies I see between those
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two departments is tremendous, because almost
everything we should be doing as a marketing
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organization in a higher it is to
attract more students. So that connection is
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very clear to me. But we
realize that, of course, the generation
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now is, you know, shorter
attention span. Everything you know has to
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be very clear and in lively and
video is a very good way to communicate
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with that with that audience, and
so we needed more video resources. So
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we had a chance to hire a
new videographer and I was able to hire
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two videographers because we had two such
great final candidates that I made the case
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that hey, we will put these
these guys to work quickly, and we
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did and we hired both. And
one is a young woman who graduate from
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Depaul University, one is a gentleman
who greased and graduate from Hanover, and
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so, having those two perspectives,
both very talented videographers and photographers and within
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a few months they created more than
a hundred plus videos on campus life,
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generating like a hundred thousand views very
quickly, everything from campus dining to Greek
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life to a series we've created called
beyond the classroom, where we take either
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a music program or even a knusiology
program and take it outside the classroom and
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show what goes on in that program
that doesn't just happen in the actual room.
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You know that for one program there
was a whole focus us on the
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using the natural setting of Hanover to
go on hikes and look at count waterfalls
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and to identify bugs and different things
like that to all the ways that we
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provide a life for students beyond the
classroom. So having those videos of really
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helped let prospective students know, as
it is challenging sometimes to come to campus
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right now, what it's like at
Hanover. We've also done a number of
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educational style videos. So one of
the videos we've done is helping people understand
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their financial aid award letter, which
seems very mundane, but we get a
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lot of questions about it. So
it's trying to help them understand that.
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So it's been a huge boon for
us to be able to create that content,
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to tell our story more effectively and
to engage, you know, a
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number of campus stakeholders in that process. That's great and I just want to
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point out a couple things that I
hear you saying that could be benefit of
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other folks. Is that you know, because I've often kind of categorize different
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types of eddy videos. I mean
you've got the edutainment, which might be
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that mascot tick tock video with your
president where you're kind of letting people know
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about Hanover but it's entertaining. You've
got the explainers, which sounds like the
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financial aid. You know, let
her how to read that and you know,
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those could be screencasts, they can
be videos, they can be all
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kinds of different things, and then
you've got just kind of your general information.
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But I think a lot of the
a lot of the listeners maybe when
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they heard you say that, hey, these two videographers that you brought on
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campus, they they produced over a
hundred videos pretty quickly. I mean we're
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not talking, you're not doing,
you know, fifteen minute videos. These
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are these are videos that can be
utilized for social media, for email.
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Tell us a little bit more about, you know, what what your kind
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of rule of thumb is for for
how you how these videos need to work.
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I mean they have got to be
short. I'm guessing a lot of
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them are short, summer longer,
depending on the need. Generally speaking,
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the videographers support the entire campus,
but with a big focus on enrollment and
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also on advancement and development. So
most of the videos are, I would
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say, three minutes or less and
are typically focused on and you did a
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good explanation of the different types of
videos we would do, but definitely focus
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on what it's like to be a
student. Hanover, what can you expect
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when you're here. What I mean? One of the videos I got that
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that's gotten the most views was a
two minute tour of campus with a basically
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a sped up camera going through and
looking at all the buildings and all the
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different things, and that's gotten I
mean I think it's gotten tenzero views maybe
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when it was pretty quickly, because
it's two minutes, it's fun, it's
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got some nice music and you just
zip through campus really quickly. Yeah,
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others, like the financial aid video, don't get as many views because it's
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very, very targeted right to certain
people. So it's trying to find that
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mix of we know this one's going
to get a lot of attention, we
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know this one is going to help
a few people and we did want a
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featured a story a student who's who
is an arts design major, who is
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learning how to become a tattoo artist
and intern, is interning with the tattoo
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parlor, and so we had to
a whole feature story on her, bunch
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of photographs of students and staff that
of Tattoos. And I think you know,
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and it's kind of a risk because
some people might be turned off by
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by tattoos but at the same time
we've gotten tremendous positive feedback just because it's
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showing another angle of what, you
know, what someone can do at Hanover
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Right, and I love that because
I think that, you know, I'm
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a big believer in any type of
content that you produce, especially for higher
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at is, is answering the questions
that people have. And I mean if
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you're answering the questions people have,
whether it's in, you know, the
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content on your website, whether it's
a video, whether it's a blog one,
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you're going to get seo because people
are searching Google asking the questions that
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they're looking for, but I think
that you're also going to kind of earn
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trust, like you said, I
mean there might be a risk in doing
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of Tattoo video, but at the
same time you're answering the questions of well,
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what's it like? Is Is Hanover
really conservative place? Is it?
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You know, are they open to
this type of thing? And just being
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able to have those that wide variety
of video and content that people can one
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answer the questions, get the answers
to the questions they have, but then
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also just be able to put themselves
in into the environment, into the campus,
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and start to feel what it would
be like to be there. I
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think that's a brilliant strategy. So
well done, Peter. Well, thank
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you. And also, I would
just say, shamelessly putting in our tagline,
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but we've recently got a new tagline
called a place to belong in a
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person to become, HMM, and
the reason we did that was because that
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really captured what our college is striving
to be and within that there are brand
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pillars that really focused and build out
though that tagline. But it's resonate with
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with a students and staff quite a
bit because it feels it feels like what
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we're trying to build at Hanover.
You can come here and be yourself,
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you'll be known by the faculty because
we're a small campus and you'll be successful
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because we prepare you for the future. And and the videos that we build
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just try to demonstrate that without necessarily
saying you know explicitly that we're demonstrating that.
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We're really trying to show the meat
behind the statement that that that's what
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we're trying to create. Peter,
I love what you said about that and
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it reminds me of a quote from
a book by Jay Bear Utility. He
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makes the point that success flows to
those organizations that inform rather than those that
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promote, and it seems to me
like Hannover's doing a great job of informing
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people about their about their brand,
about their you know, what it's like
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to be on campus, as well
as just about the you know, answers
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to the questions that people have so
so well done. I really respect that,
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Troy. Thanks Bart and I agree
and I would encourage all of our
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listeners to go out to the Hanover
website and just open it and you you
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will see that from the very beginning
it's a different look and feel than you
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would expect it. It is very
visual and everything that Peters says kind of
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start making sense. Peter, we
have a question that we ask all of
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our guests. Then it's if there's
an idea or something that you're doing or
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if you would be willing to share
it, if it's not too secret,
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or maybe it's an idea that you've
heard of recently that others could implement soon.
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What would that be? Well,
it's a great question. Try I'm
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always happy to share and I don't
know if there's any secret sauce in a
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sense, because every every college has
their own secret sauce. But I would
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say don't be afraid to have a
little fun with some of your your messaging
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or marketing or a video. You
know, I think we higher it can
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be sometimes very uptight and I think
just try something different that's fun with a
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video or with a message, and
just try something, especially social media.
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You know, you try something and
it'll either go great or people will ignore
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it, as long as it's not, you know, offensive, but just
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try to go for something a little
funny or clever. I think that's a
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good way to start venturing into this
a little bit more. And then I
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would also say any chance you can
personalize things. We've been trying to do
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more personalizing of messaging is also something
you can start implementing immediately in terms of
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your communication then your messaging here here, and thank you on both of those.
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Both Bart and I are big proponents
of personalization and again, I would
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encourage our listeners to visit handover and
their sites to get a good glimpse of
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what you mean when you recommend having
a little fun with it. So thank
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you and Peter. One last question. Of someone would like to connect with
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you, what would be the best
way for them to reach you. Sure
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they can reach me. The email
and it's just Ashley at Hanover Dot Etu.
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So ash elley at Hanover Dot et
you and be happy to hear from
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anyone and connect with anyone or answer
any questions. Perfect. Thank you for
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being so generous with your time and
your wisdom today, Peter. We really
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appreciate it. Oh, I appreciate
it very much. Thank you so much,
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troy and bar you're welcome. The
highered marketer podcast is sponsored by Taylor
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00:21:59.920 --> 00:22:04.789
solutions and education, marketing and branding
agency and by thing patented, a marketing
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00:22:04.869 --> 00:22:10.390
execution, printing and mailing provider of
higher red solutions. On behalf of my
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00:22:10.589 --> 00:22:17.859
cohost Bark Taylor, I'm troy singer. Thank you for joining us. You've
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been listening to the Higher Ed Marketer. To ensure that you never miss an
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