When it comes to marketing leadership roles, it pays to speak less and listen more.
Anna-Maja Dahlgren, Director of University Marketing at Loma Linda University, has embraced this philosophy throughout her marketing career, which began in healthcare before transitioning to higher ed.
It was this commitment to listening that led to a compromise between her and executive leadership. That compromise resulted in the “Heroes Made Here” campaign, which was the first campaign in Loma Linda University’s 115 year history.
In this episode, she shares the story of how it came about.
We discuss:
- Creating a higher ed marketing team from scratch
- How the “Heroes Made Here” campaign came about
- Why it’s important to talk less and listen more
To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.
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The Higher Ed Marketer podcast is brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
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I was very committed to listening to
the executives, hearing them out while I
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was doing my initial discovery period to
understand what the problems were. You were
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listening to the Higher Ed Marketer,
a podcast geared towards marketing professionals in higher
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education. This show will tackle all
sorts of questions related to student recruitment,
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donor relations, marketing trends, new
technologies and so much more. If you
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are looking for conversations centered around where
the industry is going, this podcast is
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for you. Let's get into the
show. Welcome to the High Ed Marketer
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podcast. My name is chroice singer
and I'm here with my cohost, Bart
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Taylor, and today we get to
interview a wonderful higher ed marketer and a
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wonderful human being. Her name is
Anna Maya Dolgren and she is the director
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of university marketing for Lowman Linda University, and I will admit from the very
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beginning this is a relationship that Bart
has and I would love for him to
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describe an Amia to our listeners.
Yeah, Animia, such a treat.
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She's she's a wonderful person, as
you've pointed out. I've gotten to know
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her over the past two eighteen months
to two years, I had done a
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little bit of work with Lomolinda University. They hired a new university marketing director
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and we got a chance to get
to know each other and have been working
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on several projects for the past eighteen
months. So that's full transparency that we
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do have that relationship. But I
think that one of the things that I
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really wanted to bring her on the
on the show about was there's so many
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people that are making the transition from
outside of Higher Ed Marketing Into Higher Ed
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Marketing and that was something that I
remember having a few conversations with her early
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on. was just hey, Bart, can you provide me some resources?
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Can you provide me a kind of
point me in the direction of some things
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that that I should, you know, kind of get up to speed on?
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And she kind of talks about that
and not only talks about that,
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but also just talks about some of
the soft skills that she brought to the
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table that really have helped her to
propel where she is at low Milinda University
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and has really propelled a lot of
the success that we've done together. Yes,
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and as we can imagine, when
you say eighteen months ago. That's
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right around when the pandemic hits.
So she had to use a lot of
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those skills in a different environment,
under different conditions that she wasn't used to
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doing it within, and she shares
a lot of that with us. Yeah,
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so now we present to you anemia
dolgreen. It is my pleasure to
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welcome an Amia Dolgren to the high
ed market of podcast. She is currently
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the Director of university marketing at Lomolinda
University. I think this is going to
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be a very warm and spirited interview. Welcome anemia. Thank you, troy.
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It's really wonderful to be here.
For the record, you and Bart
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do have a working relationship and I
am now starting to get to know you
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a little bit better and really appreciate
some of the things that we're getting ready
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to talk about. Great. Yes, I've enjoyed my work with Bart very
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much. It's a pleasure to be
here and to support you all in this
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podcast today. Well, I think
that one of the things I wanted to
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talk about, Anima. I know
that we've been working together now for almost
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two years and I know that you
came in to your role out of you
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weren't you didn't have hired background.
I guess I should say that I think
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it's it's interesting because I think a
lot of people and a lot of statistics
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I've been reading is a high education
is one of the growth industries coming in
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the future and there's going to be
a lot of people that are transitioning from
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other careers into Higher Ed and I'm
just curious to, you know, learn
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a little bit more about that journey, what that was like for you,
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how that played out and and just
the types of things that you needed to
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do, the skills that you needed
to bring to the table that probably we're
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not on your resume, that that
kind of required you, especially getting started
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like a couple weeks before covid hit. Wow, yeah, Bart, taking
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me back to that time really just
opens my heart because if anyone is interested
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in making a shift from healthcare into
higher it, or any other industry for
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that matter, I have highly recommend
it. I am a continuous learner.
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I love learning new things and I
got to a point where I really wanted
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to challenge myself and it happened also
at that time that my mom ended up
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with a TIA and for health reasons, or for her health reasons, I
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decided I wanted to move closer to
her and I ended up applying to lowland
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university and they're open position for a
director at the university. It's been an
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incredible journey. I've learned so much. Very grateful to help them in their
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specific strategic objectives right now. I
know part of that too is just the
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idea that I mean certainly marketing applies
across you know, across industries. I
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mean you know, and I think
what's interesting sometimes if we talk about be
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tob marketing, we talked about be
Toc marketing and higher it. It's a
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little there's a there's a kind of
a difference in that because I mean,
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yes, it's B Toc, but
you're still there's a lot of nuances involved
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because it's not like, and you
and I have talked about this before,
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because, just so everybody understands,
Lomlanda University has is it's a university hospital,
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and so not only is at the
university that is one of the larger
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faith based institutions of graduate study.
So Med school, School of Pharmacy,
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Dental School, you know, a
different colleges when under Lomolanda University there's also
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a major one of the larger hospitals
in southern California that's a part of Lomland
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University as well the healthcare side,
and so making the shift from kind of
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this patient focus where you're helping people
know that when the time is right,
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that they should come to the hospital
or you're following up on that from a
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marketing standpoint, to then helping someone
with the journey of going into higher education,
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which for some, for a lot
of people, is one of the
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largest investments they'll ever make in their
life and it's also an investment this many
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times made, made through a lot
of emotion. That plays into the discussions
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and the conversations that we have,
and so I'm just curious, you know,
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what are some of those skill sets
that you were able to kind of
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bring into that that and and maybe
there's a there's an example that we can
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talk about to that kind of helped
you kind of make that transition and learn
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those different things. You know,
the interesting thing about higher d that is
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different from healthcare is that it's harder. You have longer lead times on the
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conversion from the time somebody expresses interest
and you're actually doing a sales process different
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from healthcare. Right. The customer
is going to give you a down payment
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on their twit, on their education. They're giving you a tuition payment.
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So I have drawn on my sales
background from years ago and also how to
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communicate with people at every step of
the buying behavior, the buying process right
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that that customers are making. I
actually love how I'm able to really bring
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my whole marketing, communications and sales
experience into full circle here from that perspective.
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I think that's great. Anima,
and I know that when you and
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I first met, you were kind
of hired to build this marketing team from
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scratch. I mean there was there
was no one there and the recommendation was
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to have a university focused, highered
marketing team. You came and did that
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and obviously, you know, we've
been working together for a while and I've
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seen the success of what you've done
over the course of time and you're continuing
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to grow that team out and it's
becoming bigger and more highers and it's an
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excellent team. What do you kind
of attribute some of the success to that,
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especially as you related to the executive
team? I mean you're reporting directly
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to the executive many times on on
your process because you were the team.
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Yeah, Bart, you know,
as I think back on all the things
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that I've ever done in my life, it has prepared me for this and
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it may not necessarily be some marketing
experience or something related to my job.
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In fact, one of the skills
that I draw upon here to answer your
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question is the work that I've done
spiritually and an attribute of the five mindfulness
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trainings that tick not Han has put
together. Deep listening is one of them,
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and I was very committed to listening
to the executives, hearing them out
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while I was doing my initial discovery
period to understand what the problems were so
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that I could come back and give
some practical advice off. You know,
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in my experience growing up into marketing
leadership, I you know realize that I
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was talking too much, that I
needed to listen more, and I think
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that really played out well for me
here in this example, because the executives
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were telling me we need a branding
campaign and my marketing mind is like no,
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we don't need to mark a branding
campaign yet. We need to fix
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the website, we need to fix
the intake process, the urfi form and
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how we're converting leads and all of
that, but my listening led me to
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a compromise, and so that compromise
turned out to be a campaign called heroes
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made here that we took to market. It was the first campaign in the
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institutions hundred and fifteen years at the
time, the hundred and fifteen years in
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existence, they had never done a
branding campaign. And just as covid hit,
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I was hired. So we started
to work with you, Bart on
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the heroes make here campaign as part
of a manifestation of my deep listening and
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ability to compromise on what I would
say would be a non starter from a
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traditional marketing kind of theoretical or academic
point of view. Yeah, and am
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I I think that's your point.
With the example of the heroes made here
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campaign, I mean that what a
what a fun campaign that was, and
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I think it was quite timely.
I mean I remember, I remember you
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and I first met in March and
you kind of at that time said we've
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got a campaign that we need to
do, and so as we started working
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on the campaign, you know,
more and more started happening with Covid,
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more and more started playing out,
and I remember driving through my local town
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and and seeing something about, you
know, a handwritten sign on a doctor's
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officer on the hospital said, you
know, healthcare heroes, and you know,
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that was kind of a lot of
what was going on in the culture
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at the time was that, you
know, no longer. I remember seeing
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memes on Linkedin and twitter with,
you know, all these superheroes bowing down
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to the doctors and nurses walking by
and and it just seemed like a natural
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play that. Well, here's a
university that produces doctors, pharmacist healthcare heroes.
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I mean the entire Lomanlinda University is
all about healthcare, and boy wouldn't
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that be a way to kind of
lean into that? And and our team
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obviously took a rand with that,
both of our teams, and I think
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that it really played out well.
And tell me a little bit about what
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that was like as you were leading
that, because, I mean, the
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size of your team transitioned over the
course of that campaign. You were working
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not only with your team but also
a lot of support within the the the
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hospitals healthcare marketing team, and I'm
sure that a lot of a lot of
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those soft skills that you talked about
with the with the listening and other things
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had to play into that. Tell
us a little bit about how that specifically
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came into about Bart those those were
very exciting times. That was a lot
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of fun and I remember having very
specific conversations with every member of the executive
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team around that particular slogan heroes made
here, because as a faith based academic
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services or Health Sciences Center, we
don't think of ourselves as heroes. The
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only hero is Jesus Christ, and
so it was a very interesting conversation to
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look at ourselves as heroes and in
the end, the the work, the
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story that we decided to tell about
being available to patients in a way in
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their toughest moments, when their sickest
and they needed us. That is what
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a hero meant to us in this
campaign and we have since really helped that
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story come alive using our alumni and
we've done several video stories now of our
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alumni doing heroic work in our community
and giving back in their service work.
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That's great and I think that it
goes back to what you said listening and
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I remember having those conversations with you
about how can we know there's a lot
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of concerns that the the administration has
the executive team has with with we don't
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want to become, you know,
prideful. We don't want to present ourselves
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as prideful. It goes against who
we are and I totally agree and I
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think that the way that that was, your listening and your patients and the
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way that you kind of led that
and led those conversations think really impacted a
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lot and I think that it's we're
working on some other things now and I
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won't get into details of that,
but it's set us up for a trajectory
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that I think is very strong and
and I think it. I think that
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branding campaign has made a big difference
for Lomlanda University bar. As we're talking
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now, you're reminding me that a
week ago I was meeting with the officers
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and deeds and I announced that we
were going to sun set the heroes made
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here campaign and one of the officers
said, wait, do we really want
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to do that? It was so
good. Are we sure? And so
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that was a really sweet moment for
me that, after all the hard work
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we did with deep listening and understanding
what the executives were trying to achieve eve
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and using the creativity of marketers to
really represent the brand in the right way.
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We nailed it. We hit a
home run, so congratulations to us.
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That's right, that's great, very
good, and am I addoring our
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conversation. You referred to that you
have a vast background in marketing sales,
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also outside of hire it within medicals. So, as I ask you the
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question that we usually ask, if
there's a a recommendation that marketers could glean
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from you, whether it's an idea
that's current or maybe from that vast background,
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of something that could they could implement
immediately that you've had success with or
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believe they could have success with,
what would that recommendation be? Troy,
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the thing I would suggest is that
people start talking less and listening more.
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I learned this very valuable lesson when
I went into six sigma lean training,
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and there's a book I'd like to
recommend everyone to read. It's called the
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coaching habit. Say Less, ask
more and change the way you lead forever
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and Amiya. Thank you very much
for that book recommendation and also thank you
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very much for being so present with
us and bringing not only tangible recommendations but
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also your very transparent spirits to the
highed marketer podcast. Bart. Do you
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have any final thoughts before we wind
up this episode? Yeah, Troy,
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thank you. I just really appreciate
Animia and her, as you kind of
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pointed out, just the transparency and
in the authenticity that she brought to the
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show. I think that a lot
of us as highed marketers, whether we're
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transitioning from outside careers into highreed or
if you've transitioned over from the Advancement Department
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to marketing, there's a lot of
different things it's that we can take away
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from this. There's certainly skills that
you'll need to learn and you know,
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I'm hoping that this podcast provides you
a lot of those as you listen to
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the different episodes. But I think
that one of the things I really want
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to take away from our conversation today
with Annimia as the fact that one of
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the a lot of the soft skills
that you need are just being able to
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slow down, to listen, to
be able to understand other people, that
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that idea of empathy. We've talked
about that and several other podcasts. I
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know that when we spoke with Courtney
Cannon on an episode just a couple episodes
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earlier than this one, she was
helping us as a deaf person herself,
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helping us understand how to better market
to that audience who might need accessible and
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additional help with with the marketing and
and I think that she really came down
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to if you remember, Troy,
at the very end of the episode,
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she was talking about how empathy was
the number one skill set that you needed.
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Yeah, and I think that that's
so true and a lot of what
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Anima has talked about today was the
idea of listening and talking less. It
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comes down to empathy and comes down
understanding and really putting yourself in the in
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the seat of the shoes of the
other people, whether it's executive team,
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whether it's other members on your marketing
team or whether it's actually those perspective students
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that were marketing to. So I
just really enjoyed our conversation today and I
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really think that it's been a real
blessing to be able to have this conversation.
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So thank you Ademia, thank you
bart, thank you, troy.
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It's our pleasure. The High Ed
Marketer podcast is sponsored by Taylor solutions and
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education, marketing and branding agency and
by Think, patented, a Marketing Execution
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Company specialize in in printing and mailing
solutions for Higher Ed institutions. On behalf
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00:18:11.400 --> 00:18:14.950
of my cohost Bart Kaylor. My
name is troy singer. Thank you for
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00:18:14.990 --> 00:18:21.309
joining us. You've been listening to
the Higher Ed Marketer. To ensure that
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you never miss an episode, subscribe
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