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June 15, 2021

Our Top Ten Tips from Ten Extraordinary Episodes

Our Top Ten Tips from Ten Extraordinary Episodes

Whether you're brand new to listening, or have been here since the beginning, you don't have to search for the best nuggets of information…

because they're all in this episode, hand selected for you!

In this episode of The Higher Ed Marketer, Troy Singer, Senior Account Executive at Think Patented, summarizes the 10 most useful moments on the show so far.

Featured on this episode:

- Juerell Smith on Marketing Alignment Leading Data Insights

- JP Spagnolo’s 2 Core Elements of Marketing

- Suzanne Petruch on The Power of Subtle Reminders

- Peter Ashley on Why You Should Invest in Video

- Colleen Garland & Janet Marsden on Managing Donors at Every Level

- Colleen Garland & Janet Marsden on Shifting Your Video Strategy to Fit Your Message

- Dan Freeborn on Getting Started as a Higher Ed Marketer

- Julie Balog on Strategies for Segmented Messaging

- Christy Jackson on Crisis Communication

- Kristi LaFree on Butler University’s Unique Approach to Direct Mail

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 sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:02.879 --> 00:00:07.190 You are listening to the Higher Ed Marketer, a podcast geared towards marketing professionals 2 00:00:07.230 --> 00:00:11.910 in higher education. This show will tackle all sorts of questions related to student 3 00:00:11.949 --> 00:00:16.230 recruitment, don'tor relations, marketing trends, new technologies and so much more. 4 00:00:16.989 --> 00:00:20.829 If you are looking for conversations centered around where the industry is going, this 5 00:00:20.989 --> 00:00:30.739 podcast is for you. Let's get into the show. Hello and welcome to 6 00:00:30.780 --> 00:00:34.380 the High Ed Marketer podcast. My name is troy singer and I have a 7 00:00:34.460 --> 00:00:37.850 very special episode for you today. We're going to make a bit of a 8 00:00:38.009 --> 00:00:43.570 format shift for today's episode and recap the top ten most useful moments of the 9 00:00:43.649 --> 00:00:47.770 show so far. It's kind of like our best of whether you're brand new 10 00:00:47.810 --> 00:00:51.600 to listening or have been here since the beginning, you don't have to search 11 00:00:51.719 --> 00:00:55.759 for the best nuggets of information, because they're all right here, hand selected 12 00:00:55.840 --> 00:00:59.000 for you. So, without further ado, let's get into our list. 13 00:00:59.320 --> 00:01:02.920 Coming in at number ten is a snippet from Darrell Smith in episode three, 14 00:01:03.240 --> 00:01:07.629 where he tells us that marketing alignment should be the leading data insides for your 15 00:01:07.709 --> 00:01:14.150 institutions program let's have a listen. So they're already tracking and giving you some 16 00:01:14.310 --> 00:01:17.790 sort of sense of what type of engagement they're having, whether it's websites, 17 00:01:17.950 --> 00:01:22.859 landing pages, emails, text messages, but these are other data sources around 18 00:01:22.980 --> 00:01:27.299 campus that maybe emissions counselors understand, they want to have and you want to 19 00:01:27.340 --> 00:01:33.609 work into your marketing communications. And then making sure that the communication networks are 20 00:01:33.609 --> 00:01:38.170 there with those stay orders, you know, having that and data analysts there 21 00:01:38.450 --> 00:01:42.090 with the counselors, at the personal touts, with the Web Masters, with 22 00:01:42.650 --> 00:01:49.280 all the digital content experts in that conversation flow so you can align all these 23 00:01:49.439 --> 00:01:53.959 skill sets together and have them moving in the same direction when you want them 24 00:01:53.040 --> 00:01:57.200 to move so they kind of keep in sync and then, once you figure 25 00:01:57.200 --> 00:02:02.549 out that process, keeping that process repetitive. So that's always iterating, always 26 00:02:02.590 --> 00:02:07.229 cycling, because I'm sure you know you want the messaging, the marketing messaging, 27 00:02:07.310 --> 00:02:10.990 to be as flexible as it can when you want that, you know, 28 00:02:12.069 --> 00:02:15.300 message to change in shift. Next up at number nine, we hear 29 00:02:15.379 --> 00:02:23.659 jpiece Bignolo's two core elements of marketing. By truly we've marketing starts in a 30 00:02:23.699 --> 00:02:27.819 couple of core things. One is understanding your messages right. The messages are 31 00:02:27.819 --> 00:02:30.729 all about building relationships right. The intent is to be able to strengthen the 32 00:02:30.810 --> 00:02:35.289 relationships with the purpose perspective students, if that's the target market working with. 33 00:02:36.090 --> 00:02:38.610 In my role, you know, I sort of serve both the prospective student 34 00:02:38.610 --> 00:02:42.490 audience as well as the other elements of marketing on campus and in every one 35 00:02:42.530 --> 00:02:46.120 of those places it's about making sure that you have strong relationships and being able 36 00:02:46.159 --> 00:02:50.240 to help people understand and to learn from other people what it is that we're 37 00:02:50.280 --> 00:02:53.639 trying to do to create the right messages right, and so I think that's 38 00:02:53.680 --> 00:02:57.199 really important. I'd say another part of it is recognizing where your strengths are 39 00:02:57.319 --> 00:03:00.629 and also knowing where you need to have partners and have other people take the 40 00:03:00.669 --> 00:03:04.509 weight and, you know, make sure that they are able to express, 41 00:03:05.750 --> 00:03:07.990 you know, what it is that they bring the table. And so, 42 00:03:07.669 --> 00:03:09.509 you know, I would say in the role that I have, a lot 43 00:03:09.550 --> 00:03:15.539 of it is that ability to really recognize what the needs are and make sure 44 00:03:15.539 --> 00:03:19.099 that we're organizing in a way that we're using the strengths of those around us 45 00:03:19.099 --> 00:03:22.580 to be able to craft our message in a clear and concise manner to the 46 00:03:22.620 --> 00:03:25.340 different audiences that we're trying to do that with. In episode eleven, however, 47 00:03:25.379 --> 00:03:30.330 we get introduced to Suzanne PERTRUCIA's more measured approach to High Red Marketing, 48 00:03:30.610 --> 00:03:37.650 where she reminds us that great marketing is all about the subtle reminders. The 49 00:03:37.889 --> 00:03:43.280 other two people have been situated under digital marketing so that we would have a 50 00:03:43.919 --> 00:03:51.319 digital marketing specialist whose primary responsibilities focused on social media. That can take up 51 00:03:51.360 --> 00:03:54.710 such an Andre enormous amount of time and it's not just a matter of going 52 00:03:54.870 --> 00:04:00.789 out and capturing what's happening that day. It really needs to be a strategic 53 00:04:01.430 --> 00:04:06.629 planful exercise so that we have a full editorial calendar with it, but we 54 00:04:06.870 --> 00:04:13.500 also can be agile enough to be able to pick up of the moment happenings 55 00:04:13.580 --> 00:04:16.620 on campus so that we don't miss those things we need. In number seven 56 00:04:16.740 --> 00:04:21.019 is a little gym from episode twelve and something that we all know all too 57 00:04:21.139 --> 00:04:25.930 well. A picture is truly worth a thousand words, and we'll hear why 58 00:04:26.050 --> 00:04:31.170 we should invest in video, according to Peter Ashley at Hanover College, and 59 00:04:31.449 --> 00:04:35.649 so we needed more video resources. So we had a chance to hire a 60 00:04:35.730 --> 00:04:42.879 new videographer and I was able to hire two videographers because we great final candidates. 61 00:04:43.399 --> 00:04:46.240 That I made the case that he we will put these these guys to 62 00:04:46.360 --> 00:04:53.069 work quickly, and we did and we hired both and one is a young 63 00:04:53.069 --> 00:04:56.829 woman who graduate from Depaul University, one is a gentleman who greased and graduate 64 00:04:56.910 --> 00:05:02.389 from Hanover, and so, having those two perspectives, both very talented videographers 65 00:05:02.470 --> 00:05:08.740 and photographers and within a few months they created more than a hundred plus videos 66 00:05:10.019 --> 00:05:15.220 on campus life, generating like a hundred thousand views very quickly, everything from 67 00:05:15.220 --> 00:05:19.100 campus dining to Greek life to a series we've created called beyond the classroom, 68 00:05:19.139 --> 00:05:27.370 where we take either a music program or even a kinesiology program and take it 69 00:05:27.410 --> 00:05:30.490 outside the classroom and show what goes on in that program that doesn't just happen 70 00:05:30.529 --> 00:05:34.920 in the actual room. You know that for one program there was a whole 71 00:05:34.959 --> 00:05:40.439 focus on the using the natural setting up Hanover to go on hikes and look 72 00:05:40.480 --> 00:05:45.680 at count waterfalls and to identify bugs and different things like that. Number six 73 00:05:45.879 --> 00:05:49.430 is a huge challenge for dealing with donors because, honestly, when someone drops 74 00:05:49.470 --> 00:05:54.230 an eight figured gift on your donor program, it's hard not to treat them 75 00:05:54.269 --> 00:06:00.029 like the favorite episode thirteens, calling garland and Janet Martson at Kenyon College, 76 00:06:00.149 --> 00:06:05.300 have you covered on creating the proper management of these donors? In addition to 77 00:06:05.420 --> 00:06:12.819 just knowing that intuitively, we had under taken a study with a the group 78 00:06:12.860 --> 00:06:16.939 called the art and science group to really understand our our constituency donor motivations, 79 00:06:17.060 --> 00:06:23.250 what was working, and so we knew that there was a risk and when 80 00:06:23.290 --> 00:06:27.649 associating a gift of this magnitude, that somehow your other donors would sit on 81 00:06:27.689 --> 00:06:31.209 the sidelines and applaud but not necessarily see how it was impacting now. So 82 00:06:31.370 --> 00:06:36.519 that's definitely it formed our strategy and fortunately we had a group that that met, 83 00:06:38.000 --> 00:06:43.120 including Janet, every other week for about nine months trying to think through 84 00:06:43.279 --> 00:06:46.120 carefully, if this gift were to come to fruition the way we were hoping, 85 00:06:46.670 --> 00:06:49.389 how would we be prepared to roll it out? So it's definitely a 86 00:06:49.470 --> 00:06:55.149 team effort to be prepared for the messaging. Calling Nin Janet get a second 87 00:06:55.189 --> 00:06:59.709 mentioned here with tip five, by sharing their way of shifting video strategy to 88 00:06:59.870 --> 00:07:04.180 fit the message your institution wants to set. And the piece I would say 89 00:07:04.220 --> 00:07:08.699 that became very apparent, though, was just the importance of video and the 90 00:07:08.860 --> 00:07:13.060 increase use of video and photography because, as we've been talking about, like 91 00:07:13.540 --> 00:07:19.250 the place is so powerful and when alumnic see photos and images it immediately brings 92 00:07:19.329 --> 00:07:23.689 them back, it tugs at an emotional connection to the place and worry, 93 00:07:23.850 --> 00:07:28.529 but in ways that words alone can. So we did indeed increase our use 94 00:07:28.810 --> 00:07:31.959 of video for things like this big gift announcement, which of course we couldn't 95 00:07:32.000 --> 00:07:35.959 do in person, but other things that we did as well in terms of 96 00:07:36.279 --> 00:07:43.399 we renamed our big Athletic Center for a very beloved and wellknown alumnus. That 97 00:07:43.639 --> 00:07:46.709 was all done through the use of video, and so we tried to really, 98 00:07:46.750 --> 00:07:53.509 as Janet said in the beginning, appropriately share good news but in the 99 00:07:53.709 --> 00:07:58.230 context of what was going on in the world, and that required just what 100 00:07:58.430 --> 00:08:03.100 felt like a near constant pivoting and adjusting and, you know, waiting till 101 00:08:03.139 --> 00:08:07.620 the last minute to make sure everything was, you know, just right to 102 00:08:07.860 --> 00:08:11.339 that moment when it was going to be released. I mean it in number 103 00:08:11.420 --> 00:08:15.850 four, some of you might be just getting started in the arena of high 104 00:08:15.930 --> 00:08:20.410 read marketing and Dan Freeborn at Northern Michigan University has this advice for your journey. 105 00:08:22.209 --> 00:08:26.800 Find more from Dan in episode fourteen. I took what I knew from 106 00:08:26.800 --> 00:08:31.840 that and understanding the main touch points that students had with the university throughout the 107 00:08:31.840 --> 00:08:37.840 enrollment process really just helped me build a shell of what our email communication was 108 00:08:37.919 --> 00:08:41.590 going to look like. So, looking at when they submit an application, 109 00:08:41.669 --> 00:08:45.830 they should probably get something initially confirming that we receive their application, what their 110 00:08:45.870 --> 00:08:48.389 next step was. Same with after they were admitted, making sure they knew 111 00:08:48.389 --> 00:08:54.429 what their next steps for enrollment where. So building out content related to those 112 00:08:54.470 --> 00:08:58.460 specific action steps was my key point and that allowed me then to rest a 113 00:08:58.539 --> 00:09:01.620 shirt that they were getting the main points delivered to them, the main pieces 114 00:09:01.659 --> 00:09:03.220 of content that needed, and then from there I was able to kind of 115 00:09:03.220 --> 00:09:05.940 step up, take a step back and look more at that information at a 116 00:09:05.980 --> 00:09:11.610 whole and was able to develop the communication plan much further than building out and 117 00:09:11.649 --> 00:09:15.129 filling out those gaps in between the pieces of messaging there. So it did 118 00:09:15.289 --> 00:09:18.929 take a lot of time, but I think taking it in bite size chunks 119 00:09:18.970 --> 00:09:22.129 was the most with the key for me to be able to do this successfully 120 00:09:22.250 --> 00:09:26.240 resting a shirt that they had the main points out there, and then every 121 00:09:26.320 --> 00:09:28.679 so often, maybe every six or eight months, I would introduce some more 122 00:09:28.759 --> 00:09:33.120 content to build out these campaigns and flows. That way we're into our top 123 00:09:33.279 --> 00:09:37.879 three tips and our bronze medalists for this is episode number nine with the University 124 00:09:37.879 --> 00:09:43.950 of Kentucky's Julie Baylog. Her insight into creation of segmented messaging for prospective students 125 00:09:43.110 --> 00:09:48.990 is tremendously valuable, showing how creating unique messaging for each student creates an opportunity 126 00:09:50.110 --> 00:09:56.820 for transformation. So what we did is, for instance, we've created an 127 00:09:56.860 --> 00:10:01.539 oped, a joint oped with some of our other universities across the state, 128 00:10:01.980 --> 00:10:05.379 and so we're publishing those with other university present presidents from our president. We 129 00:10:05.500 --> 00:10:13.730 also are creating some social media assets and we are going to push those out 130 00:10:13.169 --> 00:10:18.970 and then, working with our there's a person on Jay Plant and staff, 131 00:10:18.090 --> 00:10:24.720 Marque, who specializes in media pitching and he's going to help us by reaching 132 00:10:24.759 --> 00:10:30.480 out to small town newspapers, radio stations and TV stations across the state to 133 00:10:30.600 --> 00:10:35.029 really share listen, we need college is possible for you, but it has 134 00:10:35.070 --> 00:10:39.509 to start with filling out your fast but and at the end of the day, 135 00:10:39.070 --> 00:10:41.590 this is one of those things where I like to say where the University 136 00:10:41.710 --> 00:10:46.629 for Kentucky Not Just University of Kentucky, because at the end of the day 137 00:10:46.110 --> 00:10:50.700 we just want these students to understand that they that going to college can be 138 00:10:50.820 --> 00:10:56.820 transformational for them and and if they don't come to UK, that's okay. 139 00:10:56.539 --> 00:11:01.419 They just need to find the place where they can get that transformational experience. 140 00:11:03.179 --> 00:11:07.889 Our number two tip comes from episode eight and you and see Charlotte's Christy Jackson. 141 00:11:07.330 --> 00:11:11.529 It's one of the most pointed pieces of advice about marketing and communication. 142 00:11:13.090 --> 00:11:18.129 For anyone who has to interact with the public. Crisis Means Different things depending 143 00:11:18.169 --> 00:11:24.279 on your experience and your institution. After the institution that I was working at 144 00:11:24.320 --> 00:11:31.840 announced closure, I was in conversation with the president of another institution and we 145 00:11:31.960 --> 00:11:35.629 were talking, talking about what had happened and how it had happened and the 146 00:11:35.710 --> 00:11:39.429 response, and this person was trying to empathize with me and they said to 147 00:11:39.470 --> 00:11:43.269 me, you know, I get a crisis is so hard. I understand 148 00:11:43.309 --> 00:11:46.940 what you're going through. Last year the Health Department gave our dining hall a 149 00:11:48.139 --> 00:11:52.500 be writing and this person minute with every good intention and to them, to 150 00:11:52.580 --> 00:11:58.059 them that was a crisis because they had they had never really experienced that level 151 00:11:58.100 --> 00:12:01.370 of scrutiny before and their students were upset. The families were upset. They're 152 00:12:01.409 --> 00:12:05.450 paying for this money, for these dining plans and you're giving my child subpar 153 00:12:05.529 --> 00:12:09.169 food, and it was awful for them in the moment they were in it. 154 00:12:09.889 --> 00:12:13.649 Now, for me and others of my colleagues who have perhaps experience something 155 00:12:13.649 --> 00:12:18.440 that's a little more intense, we would say that's probably a Tuesday right. 156 00:12:18.600 --> 00:12:20.919 A be health writing on a college campus elly Tuesday. You need to address 157 00:12:20.960 --> 00:12:24.000 it as an issue, but you can manage it. It's not. It 158 00:12:24.240 --> 00:12:28.279 is not a seismic potential, seismic chef for your organization if you don't handle 159 00:12:28.320 --> 00:12:33.190 it correctly. Finally, at number one is the snippet from episode five, 160 00:12:33.230 --> 00:12:39.629 Christy Live Free and Butler University's truly unique approach to getting some beloved family members 161 00:12:39.669 --> 00:12:43.820 involved in the higher a journey. Phido usually doesn't have a say where a 162 00:12:43.899 --> 00:12:50.299 student chooses to attend, but by interacting with prospective students pets, they create 163 00:12:50.379 --> 00:12:54.980 a whole new layer of connection with their prospect but I think this will be 164 00:12:56.019 --> 00:12:58.850 the fifth year that we've done this campaign and we call it our pet comflow 165 00:13:00.169 --> 00:13:03.490 and it's exactly what sounds like we send direct mail to the dogs and cats 166 00:13:03.809 --> 00:13:09.490 of admitted students with a little piece of Butler gear and that note just reassuring 167 00:13:09.570 --> 00:13:13.919 them that blue is going to look after their human and have their humans back 168 00:13:13.159 --> 00:13:18.759 and be there for anything they may need at Butler and there's so many things 169 00:13:18.799 --> 00:13:20.720 about this campaign that I love. You know, of course everyone loves getting 170 00:13:22.200 --> 00:13:26.759 their gear and the personalization factor is really fun, but I think the I 171 00:13:26.840 --> 00:13:31.149 think the piece that makes it most successful is that message, the message that 172 00:13:31.190 --> 00:13:35.149 we're kind of subtly sending in that piece that we've got their back and they're 173 00:13:35.190 --> 00:13:39.269 going to find a family, a Butler and that community that the high schoolers 174 00:13:39.309 --> 00:13:41.620 are often looking for, and we have just found it. That really resonates 175 00:13:41.779 --> 00:13:46.899 with the Butler way and resonates with who we are as an institution. The 176 00:13:48.059 --> 00:13:50.259 real gold in this campaign too, I think, is the awareness piece. 177 00:13:50.539 --> 00:13:54.929 So the yield part of it great, fantastic be awareness those is the piece 178 00:13:54.970 --> 00:13:58.929 that's a little bit harder to measure, but we have found is that for 179 00:14:00.049 --> 00:14:03.009 every family who receives the piece, they tell their friends, their neighbors, 180 00:14:03.049 --> 00:14:09.330 their co workers, etc. and they're often posting to their own social accounts. 181 00:14:09.409 --> 00:14:13.159 So that piece we've been really pleased with to just knowing that were able 182 00:14:13.320 --> 00:14:16.240 to get the Butler brand in front of a whole bunch of eyeballs. But 183 00:14:16.279 --> 00:14:18.360 yeah, the first time I pitched it rightfully. So there were some questions 184 00:14:18.440 --> 00:14:22.240 about what do you want to do and how are we going to do that? 185 00:14:22.440 --> 00:14:24.029 But we have a lot of fun with it and it's by far one 186 00:14:24.110 --> 00:14:28.870 of our favorite, our favorite campaigns to execute. That rounds out our top 187 00:14:28.990 --> 00:14:31.629 ten tips for the show so far. We're looking so forward to continue to 188 00:14:31.710 --> 00:14:35.629 bring you great guest and content to help your High Reed Marketing Journey. I'm 189 00:14:35.750 --> 00:14:41.860 troy singer. Thanks for listening. The High Red Marketer podcast is sponsored by 190 00:14:41.899 --> 00:14:46.940 Kaylor solutions and education, marketing and branding agency and by thin patented a marketing 191 00:14:48.019 --> 00:14:52.460 execution, printing and mailing provider of hire its solutions. On behalf of my 192 00:14:52.580 --> 00:14:56.490 cohost, Bart Taylor, I'm troy singer. Thank you for joining us. 193 00:14:58.370 --> 00:15:03.250 You've been listening to the Higher Ed Marketer. To ensure that you never miss 194 00:15:03.250 --> 00:15:07.879 an episode, subscribe to the show in your favorite podcast player. If you're 195 00:15:07.919 --> 00:15:11.399 listening with apple podcasts. We'd love for you to leave a quick rating of 196 00:15:11.440 --> 00:15:15.279 the show. Simply tap the number of stars you think the podcast deserves. 197 00:15:15.320 --> 00:15:16.840 Until next time,