Key takeaways:

• Video shouldn't just be a broadcast tool measured by views—it's a powerful one-to-one communication asset
• Five strategic views from an admissions counselor to fence-sitting students may be more valuable than 5,000 algorithm-driven views
• Marketing, social media, and admissions teams often operate in silos, missing opportunities to leverage existing content
• A simple Google Doc library organized by student questions can bridge this gap in an afternoon
• Don't just rely on the algorithm to deliver your content—be the algorithm by hand-delivering the right video at the right moment
• Measure success not just through broadcast metrics, but through counselor feedback on whether videos helped close enrollment gaps

Resources mentioned:

• Free Google Doc template: https://unveild.tv/strategytoolbox

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Email: john@unveild.tv
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "What are we going to do about these headlines?" She walks through the internal process of building messaging that all stakeholders could see themselves in, the importance of listening to faculty pushback, and how strategic media relations generated nine top-tier placements including The New York Times, NBC Nightly News, and WNYC—all amplifying a counter-narrative that painting and drawing programs have waiting lists while critics claim art school is dead.

Key Takeaways:

• GEO (Generative Engine Optimization) is critical for higher ed—95% of AI citations come from earned media, not your website.
• A creative education teaches critical questioning and problem-solving, not just technical skills—it prepares graduates to pivot across industries.
• Internal alignment on messaging is non-negotiable—if faculty and staff don't see themselves in your framework, it won't work externally.
• Success in creative fields isn't always a Google salary—art residencies, grants, and having a "bar gig that supports your creative work" are valid markers of success.
• The most compelling messages often come from proximity to leadership—Jolene captured "there's a waiting list for painting and drawing" from staffing her president at an event.
• A single data point (applications up in fine arts) became the foundation for 9 major media placements when paired with proper media prep and relationship building.
• Partner with peer institutions rather than compete—a chorus is stronger than a single voice when shifting narratives.
• NBC produced a full campus segment without ever visiting campus because Pratt had organized B-roll in their digital asset management system.
• Zoom waiting room videos are an overlooked touchpoint—Pratt's 30-second video plays in 60,000 meetings annually, creating brand impressions before conversations even start.
• Start your campaign by listening, not by pushing out your message—understand what the other side is saying first.
• Holiday breaks are ideal times to think through big strategic challenges.

Connect With Jolene:

• LinkedIn: https://www.linkedin.com/in/jolenetravis/

Resources Mentioned:

• Pratt Institute website
• Bynder (Digital Asset Management system)
• Muck Rack GEO report
• The New York Times: "Pratt School of Art applications up" coverage
• WNYC/Gothamist: Trend piece on NYC art school applications
• NBC Nightly News segment on AI and creativity
• Blog post on Zoom waiting room videos: https://unveild.tv/blog
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospective students actually search for information. He explains why the future of university websites looks more like ChatGPT than traditional navigation menus, and offers practical advice for making websites more user-centered.

Key Takeaways:

• Most university websites are organized around internal departments and leadership priorities rather than user questions and needs.
• Red flags of poor website design include president statements on the homepage, navigation by department names, heavy jargon, and homepage carousels with drone footage.
• Prospective students don't understand university terminology like "provost," "dean," "bursar," or "vice chancellor."
• The future of university websites is moving toward ChatGPT-style interfaces where users ask questions in natural language and receive immediate answers.
• Gen Z students (your future applicants) already expect AI-powered, conversational interfaces in their daily lives.
• University of Edinburgh embeds scholarship information directly on course pages, eliminating the need for students to navigate away to find financial aid details.
• Monash University gives departments freedom to experiment with content within clear brand guidelines.
• Universities are innovation hubs in research but surprisingly conservative in their digital communication strategies.
• The quickest win: eliminate jargon, acronyms, and high readability levels from your website content.
• Don't assume you know what students want—ask them through surveys, webinar registration questions, and intake forms.
• Content should answer user questions first, then deliver brand messaging second.

Connect With Pez:

• LinkedIn: https://www.linkedin.com/in/robertpezperry/

Resources Mentioned:

• University of Edinburgh website: https://www.ed.ac.uk/
• Monash University website: https://www.monash.edu/
• Squiz: https://www.squiz.net/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Takeaways

• The importance of mentorship in career development.
• Building a modern marketing team requires collaboration and innovation.
• Revitalizing campus traditions can enhance community engagement.
• Storytelling is a powerful tool in higher education marketing.
• Indigenous representation is crucial for fostering belonging.
• Enrollment strategies must adapt to changing demographics.
• Creating a brand identity requires input from the entire campus community.
• Digital marketing strategies are essential for modern enrollment efforts.
• Emphasizing retention is as important as recruitment.
• Continuous learning and adaptation are key in higher education marketing.

Links:
Jenny’s Linkedin: https://www.linkedin.com/in/jennydurnanpetty/
Stephanie’s Linkedin: https://www.linkedin.com/in/stephanie-geyer-553a862/

Subscribe to the Higher Ed Storytellers Digest. A weekly newsletter for higher ed MarCom leaders: unveild.tv/newsletter

Key Takeaways:

1. Social media is how prospective students research colleges: Platforms like Instagram and TikTok function as search engines, giving students a real look at campus life before they ever visit a website.

2. Strong engagement comes from relevance and creativity: Content performs best when it highlights real experiences, hands-on learning, and student voices rather than polished marketing clichés.

3. Student content teams need structure, trust, and training: Clear guardrails, hands-on coaching, and shared creative processes help students contribute effectively while staying on brand.

4. Giveaways and interactive formats can drive real momentum: Well-designed campaigns (like Felician’s anti-melt giveaway) can sustain interest, boost engagement, and support enrollment goals.

5. Authenticity and smart use of AI strengthen content strategy: Honest storytelling resonates most, while AI works best as a supportive tool for ideation, captions, and efficiency—not a replacement for human creativity.

Relevant links:

Instagram: https://www.instagram.com/felician_university/
TikTok: https://www.tiktok.com/@felicianuniversity
Youtube: https://www.youtube.com/@FelicianUniversity

Linkedin: https://www.linkedin.com/school/felician-university/

Facebook: https://www.facebook.com/felicianuniversity

Dan shares insights from his three-act career journey (agency, in-house, and independent consulting), discusses the structural challenges holding advancement teams back, and outlines practical, realistic ways institutions can create more authentic, impactful content — even with limited resources. The conversation dives deep into storytelling, leadership alignment, donor engagement, and why higher ed can learn a lot from modern creators like MrBeast when it comes to community-driven philanthropy.

This episode is a must-listen for advancement leaders, MarCom professionals, and anyone navigating fundraising, alumni engagement, or institutional storytelling in a rapidly changing higher-ed landscape.

Key takeaways:

1. Advancement MarCom plays a bigger role than many institutions realize: When it’s treated as tactical support instead of a strategic function, schools miss opportunities to drive engagement, loyalty, and giving.
2. Collaboration starts with leadership alignment: Strong partnerships between Central MarCom and Advancement leaders make cross-team collaboration possible; misalignment at the top creates silos everywhere else.
3. Authentic storytelling comes from specificity, not polish: Donors and alumni connect more deeply with real, detailed stories than with highly produced, generic campaign messaging.
4. Stewardship is a growth strategy, not an afterthought: Post-gift communication and impact storytelling strengthen relationships and increase long-term support.
5. Limited resources don’t have to limit impact: Small teams can scale by prioritizing the right work, using freelancers strategically, and building repeatable content systems.

Links:

Ross’ book: Create Once, Distribute Forever
Ross’ companies: Foundation Marketing and Distribution.ai

Key takeaways:

1. Reddit now shapes both search results and AI-generated answers used in the college search.
2. Universities must own and actively manage their subreddits to influence student perception.
3. Zero-click storytelling outperforms link-dropping and builds trust on Reddit.
4. Studying subreddit culture and tailoring content to it prevents bans and boosts engagement.
5. Consistency—15 minutes a day of authentic activity—compounds into real visibility and impact.

Key takeaways:

1. Authentic, human-sounding conversations should lead higher ed marketing.
2. Student needs and real questions must drive all content decisions.
3. Platforms like LinkedIn and Reddit are essential for understanding student sentiment.
4. Content should prioritize clarity, simplicity, and genuine value.
5. Building helpful, student-centered resources strengthens brand trust over time.

Student stories landing page referenced in episode: https://www.uc.edu/news/articles/2023/11/beyond-the-classroom-with-5-real-uc-students-around-the-country.html

DéRecco's Linkedin post about the Apple Keynote: https://shorturl.at/AyYrY

Key takeaways:

1. Story-driven messaging helps higher-ed institutions communicate real impact.
2. Simple, clear pillars make institutional visions easier to align around.
3. Activations and experiences are more effective than emails or PDFs for spreading vision.
4. Building brand affinity early leads to stronger long-term loyalty and advocacy.
5. Higher ed must innovate and adapt to stay competitive in a shifting market.

To view the presentation slides referenced in this episode click here.

Takeaways:

1. Personalization in email campaigns can significantly enhance student engagement.
2. Dynamic content and storytelling are effective in reducing friction in communication.
3. Clear, actionable communication is crucial for improving student experience.
4. Strategic changes in messaging can lead to increased application and deposit rates.
5. Technology plays a vital role in enhancing the student journey.

Key takeaways:

1. Invest in yourself for a 100% return.
2. Repurpose long-form content into short-form videos.
3. Address the fear of looking stupid in new environments.
4. Loneliness is a big deal for people moving to a new country.
5. Life decisions often lead to unexpected and rewarding outcomes.

Key Takeaways:

• Perseverance from surfing – Since age 12, Cheryl has learned patience and resilience through surfing, lessons she carries into her professional life.
• LinkedIn as a growth engine – She views LinkedIn as essential for brand building, networking, and driving opportunities in higher education.
• Brand consistency matters – Her “Don’t Tell Marketing” series highlights how off-brand colors, DIY logos, or rogue flyers can damage institutional credibility.
• RFP frustrations – Many higher ed RFPs already have a pre-selected partner, wasting valuable time and resources for other vendors.
• The student journey is like dating – Colleges must follow up with urgency and personalization; ignoring inquiries is the equivalent of “ghosting” a potential student.

Key Takeaways:

• ​​Colleges often struggle with a scattered approach to video content.
• Intentional content creation is crucial for meeting institutional goals.
• Filming for posterity can lead to wasted resources.
• Short form video is essential for engagement on social media.
• Transforming events into engaging content can maximize impact.

Key Takeaways:

1. AI accelerates video production workflows — Tools like ChatGPT streamline scripting, storyboarding, and editing by extracting insights from transcripts and organizing raw content efficiently.
2. Transcripts + AI = Actionable Insights — Transcribed client calls and interviews are used to generate creative briefs, map messaging pillars, and identify the strongest story arcs.
3. Custom GPTs enhance brand consistency — For recurring clients, tailored GPTs help maintain messaging tone and speed up ideation by “remembering” previous projects and goals.
4. Voice cloning and generative visuals save time — AI voiceovers (via 11 Labs) and tools like Google VO or Photoshop’s Generative Fill reduce production delays and increase flexibility without compromising quality.
5. Experimenting with AI leads to real production breakthroughs — From rethinking episode formats to saving damaged audio, testing AI tools has resulted in both creative and practical wins.

The AI tools that were referenced in the episode are these:

🔧 1. ChatGPT Teams

Used by both your team and Seth’s for research, scriptwriting, and creative ideation.
 🔗 https://openai.com/chatgpt/teams

🧠 2. Whispr Flow

Used by Seth for voice-to-text input directly into any field (especially ChatGPT).
 🔗 https://wisprflow.ai/

🎥 3. Loom (with AI SOP feature)

Used to record processes and auto-generate standard operating procedures from video.
 🔗 https://www.loom.com

📞 4. Fathom

Used to record, transcribe, and summarize meetings, generating notes and follow-up actions.
 🔗 https://fathom.video

🎙 5. ElevenLabs

Used to clone voiceover artists for scratch tracks and real VO in marketing videos.
 🔗 https://www.elevenlabs.io

🎬 6. Opus Clip

Used for cutting up video content (e.g., podcast clips) into short-form, AI-generated social videos.
 🔗 https://www.opus.pro

🖼 7. Adobe Generative Fill (Photoshop)

Used to extend image backgrounds, clean up photos, and add visual elements using AI.
 🔗 https://www.adobe.com/products/photoshop/generative-fill.html

🎞 8. Google Veo

Used for abstract generative video, particularly when reenactments or B-roll are unavailable.
 🔗 https://deepmind.google/technologies/veo

🖥 9. Canva Magic Design (AI-powered slides)

Used by you to turn strategy outlines into full AI-generated presentation slides.
 🔗 https://www.canva.com/magic-design/

🔑 Key Takeaways

1. AI is a powerful assistant, not a replacement
    It should be used as a “subcontractor” to support human creativity—helping with research, ideation, and repetitive tasks while keeping decision-making and taste in human hands.
2. Adoption starts with leadership and culture
    Leaders must actively encourage exploration, experimentation, and knowledge-sharing to create a culture where AI tools are embraced and integrated into workflows.
3. Understanding AI’s limits is as important as leveraging its strengths
    Knowing where AI fails is crucial for using it responsibly and effectively. Organizations should focus on learning both the capabilities and shortcomings of the tools they use.
4. AI unlocks efficiency, not just productivity
    From speeding up casting, scripting, and reporting to automating standard operating procedures, AI reduces friction—freeing teams to focus on high-value creative work.

🎯 Key Takeaways from the Episode:

1. Don’t be afraid to tell real, messy stories. Authentic narratives—especially ones that reveal challenges—create stronger emotional connections with donors.
2. Cross-department collaboration enhances storytelling. Fundraising, marketing, and alumni teams should align efforts to maximize storytelling impact and avoid working in silos.
3. Connect donors to people, not just statistics. Specific, human-centered stories resonate more deeply than generic data or institutional updates.
4. Make the donor feel their impact is tangible. Whether through a scholarship, mentorship, or general fund support, donors want to know exactly who and how they’re helping.

Key Takeaways:

• Not all content is storytelling: Simply sharing facts or descriptions isn’t storytelling — stories require emotional depth and human connection.
• Show, don’t just tell: Strong content immerses the audience with specific moments, sensory details, and authentic emotion.
• Declarative storytelling works too: It doesn’t need a full plot — personality, vulnerability, and a human-first approach can be just as impactful.
• Better questions = better stories: The way you frame questions determines whether you get surface-level info or meaningful, memorable moments.
• Quality beats quantity: One emotionally resonant piece of content is more valuable than ten forgettable ones.

Links:

• Learn more about UNVEILD: https://unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
• Watch podcast episodes on YouTube: https://www.youtube.com/@HigherEdStorytelling

Key takeaways:

1. One video can change everything—you don’t need a massive following if one strong piece hits the right audience.
2. Quantity leads to quality—consistent output is key to learning what resonates and gaining traction.
3. Shares matter most—likes are nice, but shares drive real reach and impact.
4. Organic content is your testing ground—see what works before investing in ads.
5. The future of marketing is social—Rob predicts social media teams will be the marketing teams within 5 years.

Links:

• Connect with Rob Clark on LinkedIn 
• Link to book referenced in episode: Growing Your Influence by Rob Clark 
• Learn more about UNVEILD: https://unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

Key takeaways:

1. Higher ed changed Tony’s life—he went from construction work to leading global marketing efforts in academia.
2. Storytelling beats features—narrative and emotional engagement are more impactful than just listing facts.
3. Inspiration should come from everywhere, not just other universities—great ideas often come from outside the industry.
4. Good content has structure—start with a hook, re-hook throughout, and always know the goal behind the story.
5. Diversity and authenticity matter—Tony’s storytelling in Saudi Arabia centered real people and underrepresented voices, backed by clear content pillars.

🔗 Links & Resources:

• Connect with Tony Sheridan on LinkedIn 
• Learn more about UNVEILD: https://unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube
• Referenced in episode:
  - Trey Parker and Matt Stone from South Park on Storytelling: https://www.youtube.com/watch?v=vGUNqq3jVLg
• KAUST (King Abdullah University of Science and Technology) – where Tony works: https://www.kaust.edu.sa

What You’ll Learn:

• Authenticity Over Advertising: Warren transitioned from advertising to filmmaking in pursuit of honest storytelling. He prioritizes real, unscripted moments and believes in showcasing people as they truly are—quirky, passionate, and genuine.
• Relationships Are Central to Storytelling: His process involves deeply connecting with subjects, often forming lasting relationships beyond the shoot. For Warren, storytelling is as much about the people behind the camera as it is those in front.
• Quirky, Theatrical Style with Substance: Blending Wes Anderson’s theatrical flair with real-life moments, Warren’s style is visually unique but always grounded in truth. He embraces creative risks to make content that surprises and delights—especially in spaces like higher ed and corporate environments.
• Student-Driven, Diversity-Rich Content Wins in Higher Ed: From casting to production, Warren focuses on individuality—highlighting students’ real lives, hobbies, and voices. His Texas A&M campaign succeeded by letting students lead the narrative, showcasing their personalities and fringe interests like cosplay and LARPing.
• Creative Freedom and Trust Lead to Impactful Work: Warren credits successful projects to trust and collaboration, especially when clients let go of traditional marketing expectations. The result? Award-winning work that resonates with audiences by breaking away from cliché higher ed visuals.

Resources & Links:

• Connect with Warren on LinkedIn: https://www.linkedin.com/in/warrencook/
• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni
• Learn more about UNVEILD: https://www.unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
  
  

Links to things they referenced:

• “Where You Belong” video: https://www.youtube.com/watch?v=2HuNiDUqCE0
• Visit Fort Worth stories - “Rambo” the photographer: https://vimeo.com/247396898?share=copy
• “Bug Girl” solo story: https://www.msb-creative.com/project/the-bugs/

John and Maya dive into the mindset shift that helped her start creating, how she balances LinkedIn content with a busy life, and the power of staying curious and authentic online. They also explore Maya’s entrepreneurial ventures—from a food business to higher ed analytics—and how experimentation fuels her creativity.

Whether you’re trying to grow your LinkedIn presence or find the courage to start sharing, Maya’s story will inspire you to take the leap.

Key Takeaways:

• Start Before You’re Ready: Maya started posting on LinkedIn just two years ago by putting aside perfectionism and focusing on curiosity.
• Let Go of Imposter Syndrome: You don’t have to be the expert in everything to contribute meaningfully. Share what you know.
• Consistency Is Personal: Maya posts when inspiration strikes, proving that you don’t need a rigid schedule to grow your presence.
• Career Growth Through Visibility: From speaking at AMA to podcast invites, visibility on LinkedIn has led to real-world opportunities.
• Entrepreneurial Spirit: Maya shares how trying new things—from vegan snacks to social media analytics—has helped her stay engaged and creative.
• Balancing it All: With a full-time job, side businesses, and a family, Maya explains how collaboration with her entrepreneurial husband makes it all work.

Resources & Links:

• Check out the Social Media Calculator here: https://mycollegecrusader.com/social-media-calculator/
• Connect with Maya on LinkedIn: https://www.linkedin.com/in/mayademiskevich/
• Follow John on LinkedIn: https://www.linkedin.com/in/johnazoni
• Learn more about UNVEILD: https://www.unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

Randolph shares his love for conceptual storytelling, explains how jazz influences his editing choices, and offers insight into balancing artistic freedom with brand consistency in a large institution. From project workflows to platform-specific content strategies, this is a must-listen for higher ed marketers navigating in-house video production.

🔑 Key Takeaways:

• From Digital Marketing to Video Production: Randolph’s unexpected path into video started with a record label request for lyric videos—a spark that ignited a new creative passion.
• The Jazz Effect: Jazz music plays a key role in Randolph’s editing style, creating a unique and upbeat energy that feels both academic and approachable.
• Creative Team Structure at Vanderbilt: With a five-person visual media team inside a larger 50-person creative team, collaboration and clear role delineation keep projects flowing smoothly.
• How They Triage Projects: Video requests go through a structured process using Wrike, but not every request gets accepted. The team filters projects based on alignment with Vanderbilt’s brand and marketing goals.
• Balancing Consistency and Freedom: While brand alignment is critical, Vanderbilt empowers creators with room to explore, test new ideas, and collaborate across departments and platforms.

🔗 Links & Resources:

• Connect with Randolph Infinger on LinkedIn
• Learn more about UNVEILD: https://unveild.tv
• Subscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter
• Watch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

Heather and John discuss the challenges of managing a decentralized marketing team, the importance of maintaining brand consistency, and how Edinburgh fosters a strong community of practice among its marketing professionals. They also dive into the impact of social media, the power of professional development, and how to create clear vision and autonomy within a large institution.

Key Takeaways:

• Managing a Large MarCom Team – How Edinburgh’s decentralized structure operates effectively with 300+ marketing professionals.
• The Power of Community – Building a strong internal network to share best practices and stay aligned with university goals.
• Social Media Strategy – Why marketing teams need to focus on engagement and community-building rather than just posting.
• Brand Consistency vs. Creative Autonomy – Finding the right balance between clear guidelines and allowing departments flexibility.
• Professional Development for Marketers – The importance of continuous learning and how Edinburgh supports its MarCom staff.

If you’re looking for insights on marketing leadership, brand management, and building a strong internal marketing community, this episode is for you.

Connect with John Azoni:

• LinkedIn: John Azoni
• Website: Unveild
• Newsletter: Subscribe here
  
  

Connect with Heather MacBain:

• LinkedIn: Heather MacBain
• Website: University of Edinburg

They explore the differences between organic and paid marketing, the increasing costs of digital ads, and how higher ed institutions can make the most of their advertising budgets. Kathleen also shares insights on why hyper-targeting is becoming more difficult, the impact of privacy regulations on paid media, and practical strategies for running effective digital campaigns.

Key Takeaways:

• The Shift from Organic to Paid: Kathleen shares her journey from organic marketing to paid ads and the unique challenges that come with running paid campaigns.
• Why Digital Advertising Costs Keep Rising: As more brands shift budgets to digital, ad prices go up. Kathleen explains why colleges need to plan for increasing costs.
• Targeting in 2024: Platforms like Meta are limiting hyper-targeting, making broad audience strategies more important than ever.
• Lessons from Entertainment Marketing: Kathleen’s experience in Hollywood marketing offers valuable insights into storytelling and audience engagement.
• Tips for Enrollment Marketing Teams: Practical strategies for maximizing return on ad spend (ROAS) and creating ads that drive student engagement.

Connect with Kathleen Barth:

• LinkedIn: https://www.linkedin.com/in/kfbarth/
• 3 Enrollment Marketing: https://www.3enrollment.com
  
  

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

John emphasizes that the key factor in making this decision is having a clear video content strategy in place first. Without a distribution plan that dictates what types of videos your institution actually needs, hiring in any direction is a waste of budget.

Key Takeaways:

• Pros of In-House Videographers:
  • Agility: Immediate access to video talent for quick-turn projects.
  • Familiarity: A deeper understanding of your institution’s brand and culture.
  • Flexibility: Ability to capture more B-roll and on-the-fly content without additional costs.
  • Better Communication & Collaboration: Direct, real-time interactions with other departments.
  • Ideation: A good videographer can shape creative concepts internally.
• Cons of In-House Videographers:
  • Misalignment: Without a clear content strategy, they become short-order cooks fulfilling random department requests.
  • Skill Gaps: Not every in-house videographer has experience in high-end production or strategic storytelling.
  • Equipment & Training Costs: Maintaining cutting-edge gear and keeping skills sharp requires ongoing investment.
  • Lack of Scalability: One videographer may not be enough for high-demand periods.
• When to Outsource:
  • When you need high-end, polished storytelling for large campaigns.
  • When your team lacks the expertise or bandwidth for a specific type of video.
  • When you need consistent, scalable production over time.
  • When an external perspective can help craft fresh, compelling narratives.

John’s ultimate advice? Start with strategy, then decide who is best equipped to execute it. If you’re just firing off random video requests, you’re burning budget inefficiently—whether in-house or outsourced.

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Matt breaks down YouTube strategies for higher ed marketers. From answering key enrollment questions to leveraging YouTube Shorts, he shares actionable insights on how colleges and universities can stop treating YouTube as a dumping ground and start using it as a powerful recruitment tool.

Key Takeaways:

• Your .edu is Not Your Only Website: Prospective students see your social media pages, YouTube, and even Google search results as sources of information—treat them as part of your digital presence.
• Answer Real Questions on YouTube: Use the "People Also Ask" section in Google to identify common queries and create videos addressing those topics.
• Leverage YouTube Shorts for Discovery: Short-form content is a great way to provide quick, informative answers that appear in search and suggested videos.
• Thumbnails Are the Subject Line of Your Videos: A compelling thumbnail increases click-through rates—don't leave it blank or generic.
• Optimize Every Upload: Use clear filenames, keyword-rich titles, detailed descriptions, and multiple playlists to maximize discoverability.
• Invite People to Subscribe: The simplest strategy for growing your YouTube audience? Ask students, alumni, and prospects to subscribe at every opportunity.

Connect with Matt:

• LinkedIn 
• 3 Enrollment Marketing
• The Institute for Higher Education - June 16-19, 2025 at Beaver Creek, Colorado

Connect with John:

• LinkedIn
• Website
• Newsletter

John also shares hilarious contributions from LinkedIn commenters, adding a community-driven twist to the discussion. Whether you're a higher ed marketer or just love good video banter, this episode is sure to entertain and inspire!

Key Takeaways:

• Skip the Drone Opener: Sure, drone shots look great, but starting every video with a campus flyover is predictable. Try something creative instead—anything that makes your story stand out.
• Say Goodbye to Dramatic Symphony Music: Adding emotional orchestral music won’t save a boring story. Explore fresh, unique soundtracks that better reflect your institution’s personality.
• Hooks Over Introductions: Instead of starting with “Hi, my name is…,” dive right into the story to capture your audience’s attention from the first second.
• Slow Motion Isn’t Always the Answer: Slow motion can be impactful, but only if it’s used intentionally—no more slow-typing scenes, please.
• Avoid Forced Diversity: Showcase genuine, organic moments of inclusion. Forced, overly staged diversity shots can come across as inauthentic.
• Move Past the “We Are” Montage: The “We are [insert school name]” ending is overdone and adds little value. Find more creative ways to leave a lasting impression.
• Your Logo Doesn’t Hook People: Leading with your logo is a mistake. Start with something that draws your audience in, then reveal the branding.
• Meaningful Taglines Over Played-Out Phrases: Let’s retire taglines like “Your Story Starts Here” and focus on messaging that truly resonates.

Bonus: Listener Contributions from LinkedIn
John shares community-generated “wrong answers only” tips, like:

• Always show students walking awkwardly while holding books they could’ve put in a backpack.
• Highlight “diverse” groups of people who are clearly strangers standing in a semicircle.
• Use vague taglines like, “Dream Big. Start Here.” It’s totally not a cliché.
• And the classic: “Students in a dark lab with a glowing beaker—it’s science!”

Connect with John:

• LinkedIn
• Website
• Newsletter

In this episode, Laura shares insights on how higher ed marketers can approach storytelling with sensitivity, particularly when working with individuals who have experienced significant challenges. She discusses the importance of honoring consent, creating a safe and empowering environment for storytellers, and balancing institutional goals with ethical storytelling practices.

Key Takeaways:

• The Art of “Both/And”: Learn to balance the dual goals of meeting marketing objectives while respecting and protecting the individuals sharing personal stories.
• Storytelling Ethics: Avoid harm by honoring consent throughout the entire process, empowering subjects, and setting clear expectations.
• Creating Safe Spaces: Simple actions, such as allowing participants to choose their environment or validating their concerns, can build trust and comfort during interviews.
• When to Pivot: Recognize the signs that someone may not be ready to share their story and prioritize their well-being over campaign needs.
• The Ripple Effects of Healing: Trauma recovery is complex, but storytelling can amplify the ripple effects of healing when handled with care.

Resources Mentioned:

• The Body Keeps the Score by Bessel van der Kolk, MD
• The Anxious Generation by John Duffy, PhD
• Bruce Perry's The Boy Who Was Raised as a Dog

Donate to Sanctuary Services for trauma recovery scholarships: sanctuaryservices.org/donate

Connect with Laura:

• LinkedIn: https://www.linkedin.com/in/lauraazoni/
• Website: https://www.sanctuaryservices.org/
• Instagram: https://www.instagram.com/lauraatsanctuaryservices/
• Facebook: https://facebook.com/sanctservices/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out in higher ed marketing.

Key Takeaways:

• The Power of Storytelling: Leading with human-centered narratives is more impactful than focusing solely on course attributes. “Who cares, and why should they care?” is the guiding question for Michelle’s team.
• Video-First Strategy: UL adopts a cinematic approach for brand campaigns while leveraging lo-fi, student-led content for platforms like TikTok, ensuring authenticity and relatability.
• Collaborative Marketing Models: A small, centralized team with a decentralized structure can excel by fostering collaboration and respecting expertise across departments.
• Student-Led Content Creation: UL's innovative approach to empowering students on TikTok and Instagram leads to engaging, fun, and peer-to-peer content that resonates with younger audiences.
• The Magic of Christmas Campaigns: UL’s heartfelt holiday video proved that storytelling can boost internal morale and inspire pride while showcasing institutional values.
• Metrics That Matter: Reach and engagement drive UL’s brand awareness campaigns, with comments offering valuable insights into audience sentiment and resonance.

Featured Campaigns:

1. Stay Curious Postgraduate Campaign – A campaign featuring inspiring stories like Alison Sweeney’s journey from music teacher to senior music therapist.
2. Research Series – Showcasing UL researchers’ work under four pillars: smarter, inclusive, healthier, and sustainable societies.
3. Student-Led Social Media Content – Fun, authentic TikTok and Instagram videos created by UL’s student social media officers.
4. Christmas Video 2023 – A heartwarming story celebrating childhood dreams and UL’s role in making them a reality.

Resources mentioned:

• Alumna’s Alison Sweeney’s story of music therapy
• Student content creator program on TikTok 
• Research storytelling video
• Christmas video
  
  

Connect with Michelle:

• LinkedIn: https://www.linkedin.com/in/michelle-mc-mahon-6893475/
• X (formerly Twitter): https://x.com/mcmahonmichelle

Connect with UL:

• Instagram: https://www.instagram.com/universityoflimerick/
• TikTok: https://www.tiktok.com/@universityoflimerick
  
  

Connect with Host John Azoni:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Amy shares insights into how she built a high-performing marketing team that is both passionate and innovative. She discusses her approach to building a “social-first” strategy, the importance of storytelling that resonates with prospective students and parents, and how BGSU’s success on social media has supported increased enrollment and retention rates.

Key Takeaways:

• Shifting to a “social-first” strategy has been crucial for BGSU’s growth, with an expanded social media team and content tailored for each platform.
• Data-driven decisions guide content, with tools like Sprout Social helping track performance and prioritize high-impact storytelling.
• Successful campaigns, including influencer-led “Speed Tours” and creative video series like “Selling BGSU,” appeal to both students and parents, amplifying engagement and campus visits.
• Building a collaborative, creative team culture is a priority, with a balance of generalists and specialists who support each other’s strengths.
• Content that resonates with students’ lives beyond academics, such as research impacts on daily life, helps BGSU demonstrate the value of higher education.
• Embracing bold and innovative content strategies, such as partnering with TikTok influencers, has set BGSU apart from competitors and earned national recognition.
• With BGSU’s enrollment up by 23% and retention rates at a record high, Amy shares actionable strategies for marketing teams aiming to increase engagement and drive student interest.

Connect with Amy:

• LinkedIn: https://www.linkedin.com/in/amy-west-7291042a/
• Email: amywest@bgsu.edu

Connect with BGSU:

• Instagram: https://www.instagram.com/officialbgsu/
• TikTok: https://www.tiktok.com/@officialbgsu
• YouTube: https://www.youtube.com/channel/UC06mUpFwhpETnNi0fQjSMfQ
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Key Takeaways:

• Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formats
• AI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platforms
• Creating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharing
• SEO should be considered before, during, and after content creation - not just as an afterthought
• Zero-click content on social media can build brand awareness even without driving traffic to your website
• Higher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignment
• Podcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent scheduling
• Google Search Console and Looker Data Studio can provide valuable analytics insights without expensive tools

SEO Strategies Discussed:

• Focus on problem-solving and question-answering in content
• Update titles and content based on performance data
• Target featured snippets for voice search and AI results
• Consider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for information

Resources mentioned:
Buy the book here: https://brianwpiper.com/product/epic-content-marketing-for-higher-education/

Connect with Brian:

• Website: https://brianwpiper.com/
• LinkedIn: https://www.linkedin.com/in/brianwpiper/
• Author: "Epic Content Marketing for Higher Education"

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content preferences, and effective approaches for colleges to connect with this generation.

Key Takeaways:

• Gen Z's skepticism of higher education stems from informed consumerism and a desire for worthwhile investments of time and money
• Short-form, personalized, and authentic content tends to resonate most with Gen Z audiences
• Content should showcase real student experiences and impact rather than focusing solely on institutional achievements
• Episodic content and "day in the life" videos can effectively engage prospective students
• Colleges should create content that bridges multiple audience segments, including current students, prospective students, and alumni
• High-production commercials may resonate more with alumni than prospective students
• User-generated and authentic "man on the street" style content can be highly effective for connecting with Gen Z

Resources mentioned:

• The Campus of Tomorrow (article)- https://ologie.com/full-circle/2021/08/the-campus-of-tomorrow/
• Dr. Meghan’s book: “Generation Z Goes to College” - https://amzn.to/4eoOCrG

Connect With Meghan:

• Website: https://www.meghanmgrace.com/
• LinkedIn: https://www.linkedin.com/in/meghanmgrace/
• Instagram: https://www.instagram.com/meghanmgrace
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception.

Key Takeaways:

• The importance of aligning brand perception with mission and values
• Three common branding blunders: brand dilution, brand undervaluation, and brand exaggeration
• The value of conducting perception surveys to understand brand alignment
• The need for authenticity and honesty in marketing to Gen Z and Gen Alpha

Topics Discussed:

• Alana's background and experience with community colleges
• The Community College Promise Framework
• The brand pyramid concept for effective branding
• Challenges in community college marketing compared to four-year universities
• Examples of successful community college branding

Resources mentioned:

• “How to Fix Branding Blunders: Perception's Effect on Community College Success” - https://www.linkedin.com/pulse/how-fix-branding-blunders-perceptions-effect-college-success-alana-hp87c/?trackingId=M%2F2SX8PVQDuLEdKrX0KnFQ%3D%3D

Connect With Alana:

• Website: https://mltsucceed.com
• LinkedIn: https://www.linkedin.com/in/alanavillemez/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs.

Key Takeaways:

• Personal experiences shape our approach to storytelling and marketing in higher education
• The importance of understanding and addressing the diverse needs of students, including caregivers
• The power of language and framing in shaping narratives and perceptions
• The potential of AI in higher education marketing and student support

Topics Discussed:

• Maria's background in theater, French, and international studies
• Challenges faced as a student and single parent pursuing graduate education
• The importance of time and support for caregivers in higher education
• Approaches to storytelling that respect individual experiences and avoid assumptions
• The concept of universal design in student support services
• The use of AI in higher education marketing and student support

Strategies and Examples Discussed:

• Asking students what's important to them when telling their stories
• Using AI for qualitative analysis of interview transcripts
• Exploring different storytelling constructs beyond the hero's journey
• The potential of custom GPTs for brand-aligned content creation

Connect With Maria:

• LinkedIn: https://www.linkedin.com/in/mariakuntz/
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares insights on the extent to which state and campus politics influence student choice, students' key concerns, and how institutions can address these issues in their marketing efforts.

Key Takeaways:

• Politics is a significant factor for most students in their college decision, accounting for about 20% of the decision on average
• 64% of students say state politics differing from their views would be a factor, while 74% say campus politics would be a factor
• Top student concerns include personal safety, fear of not belonging, and concerns about harassment
• Left-leaning students were more likely to cite a wide range of concerns compared to moderate or conservative students
• Texas, Florida, and Alabama were the states of most concern, even among some moderate and conservative students

Strategies and Examples Discussed:

• Texas A&M's "Where You Belong" campaign showcasing student diversity through micro-stories and high production value
• Hillsdale College's conservative positioning and high-quality content production
• Penn State's "Social 119" YouTube channel featuring lectures on controversial topics
• University of Chicago's principles of free expression and how they communicate this in admissions content
  
  

Connect With Jarrett:

• LinkedIn: https://www.linkedin.com/in/smithjarrett/
• Website: echodelta.co
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out.

Key Takeaways:

• Differentiation doesn't always mean reinventing the wheel - focus on excelling at the basics and communicating them effectively
• Market research should be an ongoing, operationalized process rather than relying solely on expensive external studies
• Messaging should move away from salesy approaches to authentic, story-driven content that builds trust
• Audience targeting should be based on enrollment data analysis, with 80% of budget focused on proven segments
• A content-first approach integrates paid media and content creation, offering value at every step of the prospect journey

Connect With Suzan:

• LinkedIn: https://www.linkedin.com/in/suzanbrinker/
• Email: suzan@vivhied.com
• Website: hied.vivwebs.com/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Ashley and Dayana discuss their new book "Mailed It" and share insights on effective email marketing strategies for higher education. They provide practical tips on crafting emails that engage readers and drive results.

Key Takeaways:

• Focus on the reader's needs and meet them where they are
• Use simple language and shorter sentences in emails
• Leverage the "F" reading pattern to place key information where readers will see it
• Test different email styles and formats to convince stakeholders of new approaches
• Treat email more like a conversation than an academic thesis

Strategies and Examples Discussed:

• Using polls and pop culture references to build relationships with readers
• Implementing the "F" email method for better readability
• Sending "breakup" emails to re-engage unresponsive contacts
• A/B testing different email styles to demonstrate effectiveness

Book Information:

• Title: "Mailed It! A Guide to Crafting Emails that Build Relationships and Get Results"
• Get on the book list: https://emailbook.co/
• Available at: emailbook.co, Amazon, Barnes & Noble, Bookshop.org, and independent bookstores

Connect With Ashley:

• LinkedIn: https://www.linkedin.com/in/ashleybudd/
• Website: https://ashleybudd.com/
  
  

Connect With Dayana:

• LinkedIn: https://www.linkedin.com/in/dayanakibilds/
• Website: https://kibilds.co/
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the importance of leadership support and cross-campus collaboration in executing an effective social media strategy.

Key Takeaways:

• Create content with broad appeal to reach new audiences, then incorporate institution-specific elements
• Optimize content for each platform (TikTok, Instagram Reels, YouTube Shorts) using native features and trending sounds
• Balance fun, trendy content with informational posts by making all content entertaining
• Collaborate with campus partners to ensure accuracy and gather fresh content ideas
• Leadership trust and autonomy are crucial for social media teams to thrive and take calculated risks

Strategies and Examples Discussed:

• Using the "Of Course" trend for both broad college appeal and BGSU-specific content
• Creating a Minecraft build of campus, which reached 1 million views on Instagram
• Highlighting staff stories, like a long-time photographer giving his son a diploma
• Conducting "Talent Talks" mini-interviews with students on trending topics
• Showcasing the university president in relatable, fun content

Resources Mentioned:

• Cheerleaders win two silver medals at national championships
• Taylor Swift "talon talk" 
• University photographer of 20+ years hands son diploma
• We're.. of course trend.. Brand pride VS. Broad appeal content
• Starbucks on the first day! 
• Welcoming students for orientation
• COLLEGE on minecraft
  
  

Connect With Brianna:

• LinkedIn: https://www.linkedin.com/in/brianna-blackburn-71289a150/
• Instagram: https://www.instagram.com/briannalblackburn/
• TikTok: https://www.tiktok.com/@briannalblackburn
  
  

Checkout BGSU socials:

• Instagram: https://www.instagram.com/officialbgsu/
• TikTok account: https://www.tiktok.com/@officialbgsu?lang=en
• Youtube: https://www.youtube.com/@bgsu
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this solo episode, John addresses the challenge of top-of-funnel content drought in higher education marketing. He discusses the importance of top-of-funnel content in higher education marketing and strategies for creating engaging video content that resonates with prospective students before they're ready to be sold to.

Key Takeaways:

• Many colleges lack top-of-funnel content that engages audiences without directly selling
• Leadership often struggles to approve budget for content that doesn't have a direct sales component
• Top-of-funnel content helps warm up prospective students before they're ready to consider specific schools
• Marketing drives familiarity, and familiarity drives preference
• Two recommended approaches for short-form videos:
  • "Man on the street" videos asking engaging questions to students
  • Thought leadership content featuring faculty lectures and discussions
• Repurposing existing events and lectures into video content can be an efficient strategy
• Balancing content across different stages of the marketing funnel is crucial

Examples Mentioned:

• Central Michigan University's successful TikTok asking "Where does up north start?"
• Boston University's Valentine's Day video of students calling their partners
• Harvard Business School's viral classroom debate video
• University of Chicago's political discussion video
  
  

Strategies for Limited Resources:

1. Create "man on the street" videos with engaging questions using just a smartphone
2. Film interesting lectures or discussions and break them into shareable snippets
3. Look for opportunities to repurpose existing campus events into video content

Takeaway: Investing in top-of-funnel content is crucial for higher ed marketing success, even if it doesn't directly sell the institution. These strategies can help engage potential students earlier in their college search process and build familiarity with your school.

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life.

Key Takeaways:

• Siena's video content team includes full-time staff and 10-15 student interns each semester.
• Student-created content helps capture authentic campus moments that resonate with prospective students.
• Analytics and A/B testing are used to teach interns about effective video marketing strategies.
• Viral TikTok success has raised the bar for consistent, high-performing content creation.
• Aerial video footage of campus events like Siena Fest has directly influenced enrollment decisions.
• Repurposing long-form video content into short-form clips for platforms like YouTube Shorts is an efficient strategy.
• Managing brand consistency and onboarding new student creators are ongoing challenges.
• User-generated content campaigns can yield highly effective marketing materials.

Connect With Andy:

• LinkedIn: https://www.linkedin.com/in/amurphy-siena/

Viral "Dad on college tour" video:

• https://www.tiktok.com/@sienacollege/video/6995142764497325318?lang=en
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Dr. Howard shares her nine-step process for faculty to build their personal brands, focusing on the first six steps that are most relevant to higher ed marketers. She emphasizes the importance of mindset, storytelling, and the long-term commitment required to build a successful online presence.

Key Takeaways:

• Faculty personal branding can directly benefit universities through increased visibility, citations, and student enrollment.
• Start by addressing faculty mindset - they need to understand that their work has value outside academia.
• Help faculty develop a clear vision for their online presence, focusing on one or two platforms where their audience is active.
• Brand building is more about crafting a compelling story around research than logos and colors.
• Storytelling is crucial - share struggles and failures, not just wins, to build a relatable brand.
• Building a brand is a long-term commitment; it's not a quick fix or get-rich-quick scheme.
• Universities can support faculty by recording and repurposing their presentations for social media content.

Connect With Dr. Sheena Howard:

• Websites:
  • Personal: https://sheenachoward.com/
  • Company: https://poweryourresearch.com/
• LinkedIn: https://www.linkedin.com/in/drsheenahoward/
• Facebook: https://www.facebook.com/drsheenahoward/
• Instagram: https://www.instagram.com/drsheenahoward/
• YouTube: https://www.youtube.com/@drsheenahoward
• X (Twitter): https://x.com/DrSheenaHoward

Resources Mentioned:

• Book: "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income"
• YouTube Video: "How to Land a TEDx Talk" by Dr. Sheena Howard
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Newsletter: https://unveild.tv/newsletter

1. The Podcast Format Change John announces the podcast is moving to an every-other-week release schedule to allow more time to promote each episode. He encourages a "quality over quantity" mindset for content.
2. Upcoming Webinar with Rob Clark of "That Tall Family" John previews an upcoming webinar on June 27th with Rob Clark, the creator behind the popular "That Tall Family" accounts, on mastering short-form video content for higher ed.
3. Who is Your Content For? John emphasizes the importance of creating content that provides widespread benefit beyond just your existing students/alumni. Successful content resonates with and gets spread by a broader audience you want to attract.
4. Treat Your Platform Like a Business For platforms you want to prioritize, treat it like a business by studying what resonates with your audience, iterating, and delivering more of that content. Don't just use it as a hosting shelf.
5. Organic Reach Insights From researching higher ed video content, John found self-promotional "commercials" don't gain much organic traction. More successful are videos that entertain, inform, or cater to niche interests.
6. The "Who is This For?" Mindset Consistently ask yourself who you're creating a piece of content for. Is it genuinely exciting/beneficial for your target audience, or just for existing supporters like alumni?
7. Balance Promotion with Value While some straightforward promotional content is okay, the bulk should provide real value and interest for your desired audience. Experiment to find the right mix.

Key Takeaways:

• Focus content on benefiting your target audience, not just talking about yourself
• Study what content resonates organically and iterate to provide more of that
• Find the right balance of entertainment/information and self-promotion
• Consistently ask "who is this for?" when creating content

Register for the Live Webinar:

• Mastering Tiktok, Reels, and Shorts: A Guide for Higher Ed Marketers - https://www.crowdcast.io/c/shortformvideo

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Joel shares his background, including working in web marketing roles at two universities before starting Bravery Media in 2012. He advocates for a "hospitable design" approach that focuses on caring for the user's journey and reducing friction.

Key Takeaways:

• The study reveals significant variability in marketing budgets and staffing across institution sizes, directly impacting strategies and job satisfaction.
• Despite budget declines, website experience remains a priority with a focus on quality content for prospective students.
• Effective web governance, strategic digital investment, using analytics, and adapting to AI are crucial for meeting younger audiences' expectations.
• Salary levels for web roles are often too low to attract top talent, leading to subpar user experiences compared to other industries.
• Having an in-house video team can make sense for large institutions, but most lack the budget for a complete product team (producer, UX designers, developers).
• Hiring external partners can be more cost-effective and provide better quality for web design, video production, and content creation.
• AI tools should enhance research and data analysis, not replace authentic creative work that connects with prospective students.

Connect with Joel:

• LinkedIn: https://www.linkedin.com/in/joelgoodman/
• Instagram: https://www.instagram.com/joelgoodman/

Connect with Bravery Media:

• Instagram: https://www.instagram.com/braverymedia/
• LinkedIn: https://www.linkedin.com/company/bravery-media/
• Threads: https://www.threads.net/@braverymedia
• Website: https://bravery.co/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Kristin shares how she successfully implemented Trello at UMass Lowell, creating dedicated workspaces for each college, enrollment marketing, editorial, and more. This centralized system allowed teams to see all active projects, easily identify content to repurpose across channels, and ensure brand consistency.

Key Takeaways:

• Don't get bogged down as an order-taker. Position your marketing team as strategic brand stewards using an "internal agency" model.
• Establish a streamlined project request and approval process, limiting feedback rounds to 3 max to drive efficiency.
• Create content templates and approved vendor lists to empower distributed teams while protecting brand standards.
• Surface storylines and assets from across campus to repurpose content and create consistent thematic campaigns.
• Buy-in from leadership and practitioners is crucial. Forcing new processes without buy-in leads to failure.
• Use project management tools to showcase your team's work, justify budgets, and pull insightful analytics.
• Mental health storylines resonate; look for authentic examples showcasing how your university supports students holistically.

Connect With Kristin:

• LinkedIn: https://www.linkedin.com/in/nicholskristin/
• Nichols Higher Education: https://www.linkedin.com/company/nicholshighered/

Resources Mentioned:

• Trello - Project management tool used at UMass Lowell Basecamp.
• Loom - Another popular project management platform. A screen recording tool for documenting processes.

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

Ethan discusses the five priorities he's established for his team: building a world-class marketing team, establishing a comprehensive insight-based brand platform, providing brand assets for the campus to execute the vision, cultivating a united marketing community, and pursuing a national earned media strategy.

Key Takeaways:

• Building a world-class marketing team involves hiring emotive storytellers, content strategists, and earned media experts who can "enchant" audiences with Texas A&M's stories.
• Having a distinct, insight-based brand platform allows everyone to "get in character" and consistently express the brand's essence across touchpoints.
• Providing a centralized library of high-quality branded assets (photos, videos, guidelines) enables campus partners to localize and execute marketing plans efficiently.
• Cultivating a united "marketing community" across campus fosters synergies, best practices, and a harmonious brand voice.
• Pursuing a national earned media strategy ensures Texas A&M is part of relevant national conversations, beyond just a regional reputation.
• Focus content creation on owning key subject matter spaces (e.g. Texas A&M's meat sciences department owning BBQ/smoking content on YouTube).

Connect With Ethan:

• LinkedIn: https://www.linkedin.com/in/robertethanbraden/
• Texas A&M University: https://www.tamu.edu/

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, we discuss Joshua's role at Rutgers, the structure and collaboration within his marketing team, their content strategy, use of marketing technology, and breaking down organizational silos. Joshua shares insights on the following topics.

Key Takeaways:

• Keeping the web and marketing teams integrated rather than separating web under IT to maintain a cohesive vision and workflow
• The importance of clearly defining roles, responsibilities, and processes for team collaboration and morale
• Their approach to the marketing tech stack spanning web hosting, CMS, CRM, marketing automation, advertising platforms and more
• Aligning content strategy by talking directly with students to understand their needs and journeys
• Managing changes and budget considerations when incorporating new marketing technology platforms
• Building relationships and lines of communication across student-facing departments to break down silos

On The Future of Higher Ed Marketing:

Joshua sees opportunities in continuing to learn from others in the higher ed community, carefully exploring AI applications while keeping the focus on the student experience, and positively influencing the narrative around the transformative value of higher education.

Connect with Joshua:

LinkedIn: https://www.linkedin.com/in/joshuacharles/

Connect with HighEdWeb:

Website: https://www.highedweb.org/

HighEdWeb 2024 Annual Conference: https://events.highedweb.org/heweb24

Connect with John:

LinkedIn: https://www.linkedin.com/in/johnazoni

Website: https://unveild.tv

 Key Takeaways: 

• Hire good editors who can create a compelling story and vibe that draws viewers in. Editing is where a video can fall apart, so prioritize finding videographers who are skilled editors.
• Look for videographers who are collaborative partners, both creatively and logistically. They should take scheduling and coordination off your plate.
• Request that the videographer provide all the B-roll footage at no extra cost. This is a good sign they want to be a true partner.
• For lower budgets, look for generalist solo videographers used to doing a lot themselves. For bigger budgets and commercials, hire studios with specialized on-set roles.
• When hiring in-house videographers, manage expectations and clearly define priorities. One person can't do it all. Consider outside help for marketing storytelling.
• For small in-house video teams, an efficient duo is a producer/director/camera operator paired with a dedicated editor.

Join the newsletter: https://unveild.tv/newsletter
Connect with John: https://www.linkedin.com/in/johnazoni/

Key Takeaways:

• Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contexts
• Strong student testimonials have an arc - an "old normal," a turning point, and a "new normal"
• Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional level
• Authentically communicating student mental health struggles and support services can be powerful storytelling
• Students crave specific content around day-to-day experience, dorm life, food, "day in the life" videos
• Consider leveraging student-generated content for relatability, not just official marketing videos
• Video length is less important than providing value and "resolving something in the viewer's brain"
• Hook the audience by conveying what they'll learn or how they'll relate vs. just introducing the subject
• Repurposing video content into shorter clips, stills, ads etc. can fuel years of content vs. one-off approach

Your audience sees your content far less than you think - don't be afraid to repurpose frequently

LINKS: 
Check out the Higher Ed Demand Gen podcast: https://concept3d.com/higher-ed-demand-gen-podcast/
Check out Concept3D: https://concept3d.com

In this episode, we dive deep into email marketing strategies and tactics that higher ed marketers can apply. Jess shares insights on choosing the right sender name, crafting subject lines, using emojis and memes effectively, and personalizing emails for different audiences.

Key Takeaways:

• The "from" line is more important than the subject line for driving opens. Send emails from a real person's name rather than a generic sender.
• Craft subject lines that pique curiosity and create a sense of urgency to open. Use odd numbers which feel more realistic.
• Test sending emails from different people at your institution that audiences will find trustworthy and relatable.
• Repurpose existing blog, video and social content in your emails rather than always creating new content.
• Include a strong postscript (P.S.) as a call-to-action - people are conditioned to read it.
• Use memes sparingly but strategically to show you understand your audience's pain points and experiences.
• For personalization across majors/colleges, focus on just 2-3 top programs first before trying to personalize for everyone.

Connect With Jess:

LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/

Podcast - That's Marketing, Baby: https://www.thatsmarketingbaby.com/

Connect With John:

LinkedIn: https://www.linkedin.com/in/johnazoni

Website: https://unveild.tv

Newsletter: https://unveild.tv/newsletter

Shiro shares insights on the communication channels students prefer, the importance of virtual tours, addressing students' enrollment fears, and leveraging commencement to capture compelling student stories. If you want to make more data-informed decisions in your higher ed marketing, this episode is for you.

Key Takeaways:

• Students prefer email communication (45%) more than schools expect. Consider increasing use of SMS/text messaging, which students find helpful but schools underutilize.
• 52% of students said virtual tours were very important in their enrollment journey. Virtual tours help students remotely experience your campus before visiting.
• Students' biggest fear is making the wrong choice about where to enroll. Create content to boost their confidence in choosing your school.
• Capture video content and student stories during commencement week to highlight outcomes and plug into your summer melt campaigns.
• Create interactive campus maps to help students and families navigate your campus easily, especially on commencement day. Highlight key locations like parking.

Connect with Shiro:

• LinkedIn: https://www.linkedin.com/in/shiro-h-685a2885/
• Higher Ed Demand Gen Podcast:
  • (Spotify) https://open.spotify.com/show/3NLyDFcj1AiM5OyzrCNsJE
  • (Apple) https://podcasts.apple.com/us/podcast/higher-ed-demand-gen-podcast/id1640562803

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this conversation, Robert shares insights on the current higher ed podcasting landscape and the potential of scholarly podcasts to elevate research and university brands. We discuss launching faculty-hosted shows, making academic research more accessible, and the benefits of joining Professors FM.

Robert also offers advice for getting faculty involved in podcasting and overcoming common hesitations. If you're a higher ed marketer or faculty member interested in podcasting, tune in!

Key Takeaways:

• While many universities launched podcasts during COVID, Robert sees opportunities for higher quality, vision-driven scholarly podcasts.
• Scholarly podcasts allow professors to communicate key research insights engagingly, making academia more publicly accessible.
• Long-form podcasts (2-4 hours) succeed when the host makes dense content conversational and actionable for lay audiences.
• For faculty, the benefits of podcasting include bolstering the institution's brand, expanding research impact, and inspiring public discourse.
• Robert recommends universities identify star faculty as consistent hosts, or start with a "podcast guesting" strategy before launching their own show.
• Joining a network like Professors FM aids audience growth through cross-promotion and provides a peer community for scholarly podcasters.

Example Mentioned:

• The Huberman Lab Podcast by Andrew Huberman (Stanford)

Connect with Robert:

• Websites:
  • https://university.fm/
  • https://www.professors.fm/
• LinkedIn: https://www.linkedin.com/in/michiganrobertli/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter     

In this episode, Sarah shares her insights on crafting compelling stories for higher education marketing. We discuss a four-point story structure she uses inspired by screenwriting, the power of vulnerability and struggle in stories, and how to get interviewees to open up beyond predictable, low-stakes answers. If you’re looking to improve your higher ed storytelling, you won’t want to miss this conversation.

Key Takeaways:

• Good stories start with listening first to identify the audience's needs, hopes, fears, and struggles. Craft the story to speak to those insights.
• A simple four-point story structure for higher ed: 1) Acknowledge the prospective student's need 2) Present the degree/program as the solution 3) Acknowledge the struggles students may face 4) Share how the school helped the student overcome struggles to succeed
• Ask questions that reveal conflict and get more authentic, vulnerable responses vs. predictable, low-stakes answers. Set proper expectations upfront.
• Share relatable stories of overcoming struggles, not just glossy success stories. This builds deeper connections with prospective students.
• Stakes create hooks to invest the audience in story outcomes. Establish stakes when introducing student needs.
• Compelling stories can be longer if the content merits it. Don't shy away from 2-3 mins if needed.

Example Video Mentioned:

• “Catch Up” - a story from University of Colorado Continuing Education
  https://www.youtube.com/watch?v=9OHBTodd3D0

Connect with Sarah:

• LinkedIn: https://www.linkedin.com/in/sarah-whorton/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Nikki shares her insights on building effective social media teams in higher education. We discuss sourcing talent, establishing niches, managing team well-being, and optimizing efforts based on resources. If you’re looking to improve your higher ed social media strategy and team, you won’t want to miss this conversation.

Key Takeaways:

• Look beyond just communications backgrounds when hiring. Other majors like psychology and organizational behavior provide valuable perspectives.
• Establish niche roles like animator, illustrator, vertical video specialist rather than just generalists.
• Tend to team well-being through being an advocate and buffer from leadership.
• Set realistic expectations for leadership based on bandwidth. Not all platforms deserve equal focus.
• Help team members showcase transferable skills gained from social media roles when pursuing new opportunities.

Connect with Nikki:

• LinkedIn: https://www.linkedin.com/in/nikkisunstrum/
• Website: https://nikkisunstrum.com/
• Instagram: https://www.instagram.com/nikkisunstrum/
• TikTok: https://www.tiktok.com/@nikkisun

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Kate provides an inside look at how This Is Purdue came to be, how it fits into Purdue's overall content strategy, and key lessons learned along the way.

Key Takeaways:

• Starting a podcast as a hobby can give you valuable experience and open unexpected doors, like Kate's role hosting This Is Purdue.
• Consistency and social promotion are key to building awareness and audiences for a new podcast. Start small if needed, like monthly vs. weekly episodes.
• Feedback and impact stories, though rare, are powerful reminders of how podcasts can uniquely reach and resonate with listeners.
• Repurposing podcast audio and video into short-form social content expands reach and gives new entry points into the full episodes.
• Experiment with trends like memes and popular formats as inspiration for companion social content beyond repurposed clips.
• Research-focused episodes can showcase fascinating work happening at universities in an accessible way to various audiences.

Connect with Kate:

• LinkedIn: https://www.linkedin.com/in/kate-young-podcast/
• Twitter: @KateMYoung https://twitter.com/katemyoung
• Podcast: https://www.purdue.edu/podcast

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter 

In this episode, Jeremy shares insights from data his team has collected on which social media platforms students use to research colleges, what type of content they want to see, and strategies for creating authentic and engaging social content.

Key takeaways:

• Instagram is the #1 platform students go to learn about colleges they're interested in, with YouTube and Facebook often second and third.
• Around 25% of students say they didn't look at any college social media pages during their search process.
• Students want authentic, user-generated content showing what daily student life is really like, not overly polished marketing material.
• Top content types students want to see: day in the life videos, dorm life, campus events, popular off-campus spots, classes/clubs, student challenges.
• Comments and engagement metrics matter more than vanity metrics like likes or follows.
• A reality TV style mini-series following different individual students could be highly engaging.
• Try student-created content on the university's channels and their own personal channels - test what resonates.

LinkedIn post Jeremy & John is discussing on the show:
https://www.linkedin.com/posts/jeremytiers_hesm-higheredmarketing-highereducationmarketing-activity-7153081593245405184-UB7g

Connect with Jeremy:

• Email: jeremy@dantudor.com
• LinkedIn: https://www.linkedin.com/in/jeremytiers/
• Website: https://admissions.dantudor.com/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode, Jo and I discuss strategies to optimize university program pages to better attract and engage prospective students. We explore common pitfalls universities fall into and share examples of effective program pages that convert visitors.

Key takeaways:

• Program pages should clearly answer the main questions prospective students have - should I study this, and should I study it here? Keep the focus on their perspective.
• Avoid too much "navel-gazing" or talking about yourself as the university. Stay focused on the student's needs.
• Get specific - use tangible examples and stories to bring the program to life, not vague claims or platitudes.
• Do more showing than telling - give evidence for claims rather than just stating them. Invite students into the experience.
• Break up info into scannable sections and mix formats (text, images, video). Create a clear journey that "slides" readers down the page.
• Have a strong value proposition and call to action prominent at the top. Don't bury key info.
• Consider "try before you buy" options like free masterclasses or taster sessions. This builds trust and engagement.

Connect with Jo:

• LinkedIn: https://www.linkedin.com/in/jo-marshall-copywriter/
• Website: https://allthingswords.co.uk/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• UNVEILD: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter

In this episode we discuss how implementing automated yet personalized communication can drastically improve lead response times and enrollment rates. Cade shares how he leveraged conversational AI to respond to every lead within minutes, day or night. This “speed to lead” approach led to a huge boost in enrollments.

Key Takeaways:

• Implement the “speed to lead” method - respond to inquiries within 10 minutes. Data shows this drastically increases enrollment rates.
• Chatbots allow you to start personalized conversations with leads instantly, even while you sleep.
• Refine chatbot prompts over time. Mistakes will happen, but the tech improves through optimization.
• Nurture leads through ongoing personalized communication. Speed is just the start.
• Bring prospective students to the next step, like a campus tour, through conversational AI.

Connect with Cade:

• Enroll Boost AI: https://enrollboostai.com/
• LinkedIn: https://www.linkedin.com/in/cade-scott-1535362a2/

Read about the case study:

• https://enrollboostai.com/#section-J8B-PZCuXF

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni/
• Learn more about Unveild: https://unveild.tv
• Join the newsletter: https://unveild.tv/newsletter

In this episode we discuss the importance of telling authentic stories of college students with disabilities. We explore biases that still exist, and how humanizing storytelling can promote inclusion and accessibility. 

Key takeaways: 

• 25% of college students report having a disability, yet they are often invisible in higher ed marketing content. Telling their stories helps promote inclusion. 
• Students with disabilities look for information on accessibility and accommodations when researching colleges. This should be easy to find. 
• Mental health struggles are common. Students want to know schools offer resources to support their care. 
• Casting authentically includes students with visible and invisible disabilities. They have compelling stories beyond just their disability.
• Get feedback from disability services and students as you learn to tell stories inclusively. Avoid tokenization or inspiration porn. 

Key insights for higher ed marketers when telling stories about students with disabilities: 

• Focus on authentic stories that showcase the full person, not just their disability. Highlight their interests, goals, and achievements. 
• Include students with both visible and invisible disabilities. This represents the diversity on campus. 
• Get feedback from the disability services office and students as you learn to tell inclusive stories. Avoid harmful tropes. 
• Make information on accommodations and accessibility easy to find. This is crucial for prospective students. 
• Address mental health struggles that are common. Showcase resources schools offer to support students' care. 
• What types of biases or misconceptions still exist around people with disabilities? How can authentic storytelling help challenge those? 

Some biases and misconceptions that still exist around people with disabilities include: 

• Assuming their disability defines them or is their sole identity. In reality, it's one aspect of who they are. 
• Believing they are inspirational just for living with a disability. This "inspiration porn" objectifies them. 
• Thinking certain disabilities are too stigmatized to discuss openly. This discourages people from sharing their stories. 
• Assuming they don't have goals, interests, and achievements unrelated to their disability.
• Viewing them as tokens when included in marketing content. 

Authentic storytelling that showcases people with disabilities as multifaceted individuals can help challenge these biases. It expands perspectives and highlights shared humanity and experiences. Telling the stories of real students in all their complexity combats harmful stereotypes. 

Connect with Jaime: 

• Twitter: https://twitter.com/JaimeHuntIMC 
• LinkedIn: https://www.linkedin.com/in/jaimehunt/ 
• TikTok: https://www.tiktok.com/@thehigheredcmo

Connect with John: 

• LinkedIn: https://www.linkedin.com/in/johnazoni/ 
• Learn more about Unveild: https://unveild.tv 
• Join the newsletter: https://unveild.tv/newsletter 

In this episode we have an in-depth discussion on personalization in storytelling using AI. We explore how advanced natural language models allow for data-driven, personalized messaging at scale across multiple mediums like text, audio, and video.

Key takeaways:

• Personalization builds trust by showing you know your audience. Using details like someone's name makes content more resonant.
• AI generative models allow for personalized content at scale by generating text, images, audio and video tailored to each user.
• Tell stories that fit into the "hero's journey" framework with the student as hero and your school as guide. Appeal to their goals and motivations.
• Video tools like RunwayML, DALL-E, and Pica allow for mass video personalization by generating assets tailored to each user. See the Carvana example.
• Let AI video embrace its generated aesthetic rather than forcing realism. Authenticity matters more than high production value.
• Consider ethics in using personal data and representations. Don't misrepresent.

Connect with Ardis:

• LinkedIn: https://www.linkedin.com/in/ardis/

Connect with Element451:

• Website: https://www.element451.com

Connect with John Azoni:

• LinkedIn: https://www.linkedin.com/in/johnazoni/
• Learn more about UNVEILD: https://unveild.tv

Bonus Content:

Sign up for the newsletter to get the full audio from Ardis on surprising results using their AI bot technology: https://unveild.tv/newsletter

Key takeaways:

• Front door content directly states brand values and goals, while side door content focuses more on storytelling.
• Side door content takes audiences on a journey that immerses them in the emotions of a brand.
• Great examples are Land Rover's video on a remote Nepali village dependent on classic Land Rovers (https://www.youtube.com/watch?v=YNXU1IR2LR8), P&G's "Thank You Mom" Olympic campaign focused on parental support (https://www.youtube.com/watch?v=bQoJqDi8490), and Dove's recent anti-beauty filter initiative (https://www.youtube.com/watch?v=EILCgNkv8hM).
• Higher ed can also leverage cultural conversations and real-world problems to create content unrelated to recruitment, as seen in Purdue University's widely-viewed "What Can You Imagine?" video (https://www.youtube.com/watch?v=nuF2WKjUNbc) or the viral story of communication technology developed at UC San Francisco (https://www.youtube.com/watch?v=iTZ2N-HJbwA).
• The litmus test: Could your content still stand without mentioning your brand? If so, you may have compelling side door content.

  
  

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
  
  

Subscribe to the Higher Ed Storyteller’s Digest newsletter: https://unveild.tv/newsletter

Key takeaways:

• Miami's Major Insight podcast features raw, authentic conversations between students about their college experiences and advice. This helps build trust and connection with prospective students.
• Let your podcast hosts have natural conversations without constant brand mentions. Focus on helpful stories and content.
• Centralizing university marketing can cause friction with individual colleges and programs. Take time to listen to concerns and find ways to collaborate.
• Develop a strategy for the centralized team to specifically assist colleges in the student recruitment yield cycle. Provide value in this key phase.
• Leverage existing student content like the podcast across multiple platforms and uses. Repackage audio clips, transcripts, etc.

Connect with Nate:

• LinkedIn: https://www.linkedin.com/in/jorgensennate/ 
• Email: jorgennp@miamioh.edu 

Connect with Miami University:

• https://miamioh.edu/ 

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni 
• Learn more about UNVEILD: https://unveild.tv 
• Join The Newsletter: https://unveild.tv/newsletter 

Key Takeaways:

• Adult learners seek education with purpose - to grow personally and professionally. Marketers should emphasize how their programs can help students achieve their goals.
• Highlight student success stories as social proof. This builds trust and helps prospective students envision succeeding.
• Share the struggles too - overcoming challenges is part of the journey. This shows authenticity.
• Make the admissions process easy to navigate. Complexity causes frustration which makes students leave.
• Use personalization tools and chatbots on your website for customized experiences. This eliminates friction.
• Target social ads on platforms where adult learners spend time - LinkedIn and Facebook.

Connect with Chris:

• LinkedIn: https://www.linkedin.com/in/christopherrapozo/ 
• Twitter: https://twitter.com/RapozoChris 
• Email: chris.rapozo@hannonhill.com 

Connect with Hannon Hill:

• https://www.hannonhill.com/index.html 

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni 
• Learn more about UNVEILD: https://unveild.tv 
• Join The Newsletter: https://unveild.tv/newsletter