Changing Higher Ed Dr. Drumm McNaughton

With 98% of higher education institutions looking the same and offering similar programs, the challenge for any single institution to stand out is immense.
This episode of Changing Higher Ed, features Allen Adamson, co-founder of MetaForce, discussing the importance of branding and marketing in differentiating higher education institutions in an oversaturated homogeneous market. Adamson shares his insights from his vast experience in branding across various industries, emphasizing the need for higher education institutions to stand out to attract enrollment.
 
Key Discussion Points
 
The Branding Challenge in Higher Education:
Higher education faces an oversupply of institutions and an undersupply of students, creating a critical need for effective branding and marketing strategies to attract and retain students.  
Why Higher Ed Institutions Should Look Outside the Industry for Branding and Marketing:
Higher education institutions can benefit from adopting innovative marketing strategies proven successful in other sectors, enhancing their distinctiveness and appeal.  
Creating Unique Institution Identities:
Crafting unique identities that resonate with potential students is essential. Institutions should leverage their unique heritage, location, or academic strengths to form a compelling brand identity.  
Strategies for Differentiation and Growth:
Differentiation in a crowded market requires institutions to offer unique educational experiences and communicate these differences through strategic marketing effectively.  
Peripheral Vision in Branding:
Institutions should extend their view beyond direct competitors and the education sector to identify unique positioning strategies and innovations from the broader market.  
The Role of Consensus in Decision Making:
The challenges of consensus-driven decision-making within universities often lead to diluted branding strategies. More decisive leadership could enable stronger and clearer branding initiatives.  
Importance of Simplifying the Brand Message:
A clear and simple brand message is crucial for effective communication. Institutions should focus on conveying a few key strengths or unique attributes to avoid overwhelming potential students.  
Differentiation Through Student Outcomes:
Emphasizing unique student outcomes and success stories can differentiate an institution more effectively than focusing solely on features and facilities.  
Signature Experiences and Social Proof:
Developing signature experiences that define an institution’s brand and leveraging positive student testimonials can significantly enhance reputation and attractiveness.  
Actionable Insights Over Descriptive Content:
Shifting focus from describing institutional offerings to highlighting actionable outcomes and real-world applications can make branding more effective and relatable.  
Three Takeaways for University Presidents and Boards
 
Simplify and strategize: Prioritize simplicity in ideas for enhanced execution. Being ahead of the curve involves selecting straightforward concepts that can be brilliantly executed.

Expand horizons: Break free from the confines of the usual environment. Look beyond the immediate surroundings and industry standards. Being ahead of the curve means seeking inspiration from diverse sectors and preparing for future market trends.

Pursue excellence: Choose ideas that can be executed exceptionally rather than settling for mediocrity. Being ahead of the curve allows for iterative improvements, ensuring that when the timing is right, the execution is flawless, setting you apart from competitors.  
Read the transcript on our website →
  
About Our Podcast Guest
Allen Adamson is a noted industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology to health care and financial services,

In this episode of the Changing Higher Ed podcast, Dr. Drumm McNaughton speaks with Cassie Sanchez, Director of Education at  Warrior-Scholar Project (WSP). They discuss how WSP supports veterans in successfully transitioning to higher education. The conversation highlights the benefits these programs offer both to veterans and the institutions they attend, focusing on enhancing enrollment strategies, supporting veteran success, and leveraging the unique strengths veterans bring to academic environments.
This episode provides valuable insights for university leaders aiming to improve veteran enrollment and retention rates, thereby enriching the diversity and dynamism of their campuses.


Key Discussion Points
Enhancing Enrollment and Support Strategies for Veteran Students:
Warrior-Scholar Project (WSP) boosts veteran retention and graduation rates with a 92% success rate, significantly higher than national averages for traditional students.

WSP’s boot camps at institutions like Yale, Harvard, and Stanford integrate veterans into academic and social settings, foundational for their success.

Strategic partnerships between WSP and universities act as models for boosting veteran enrollment and expanding demographic reach and diversity.

Driving Veteran Academic and Social Success:
WSP prepares veterans for higher education through rigorous boot camps that facilitate college transition and build academic readiness.

Universities that replicate WSP’s support structures enhance veteran support, ensuring continuous assistance tailored to their needs, thus improving retention and success rates.  
Building Lasting Institutional Benefits Through Veteran Inclusion:
Inclusion of veterans enriches the academic community with diverse perspectives and skills, enhancing campus dialogue and educational outcomes.

Cassie Sanchez emphasizes the importance of higher education leaders recognizing veteran potential, advocating for strategies that fully integrate veterans, and enhancing institutional profiles and standings.

Implementing Actionable Steps for Institutional Growth:
Insights for integrating veteran-focused educational programs into university strategies include adopting WSP’s intensive preparation and support networks.

Universities are urged to create veteran-specific admissions pathways, support centers, and inclusive campus cultures, supporting veteran success and contributing to diversity and graduation rate goals.  
Three Key Takeaways for University Presidents and Boards
Understanding and Integration: Acknowledge the unique value and perspectives of veterans, integrating their experiences into campus culture.

Support Systems: Develop systems tailored to veteran needs, ensuring smooth transitions and academic success.

Strategic Partnerships: Form partnerships with organizations like WSP to leverage structured, successful programs that prepare veterans for academic success, benefiting both students and institutions.  
Read the transcript on our website →
 
About Our Podcast Guest
 Cassie Sanchez oversees all of Warrior-Scholar Project’s (WSP) curricular efforts, including developing, implementing, and evaluating the curricula, plus training academic staff. Prior to her current role, she was a senior associate at Amherst College’s writing center. Additionally, she taught for Upward Bound and the Noonan Scholars program.
Dr. Sanchez has decades of experience developing courses and support structures for students in transition, including community college, first-generation, and low-income students. She holds a Ph.D. in education policy, research, and administration from the University of Massachusetts Amherst.
Cassie Sanchez on LinkedIn →
 
About the Host
Dr. Drumm McNaughton is a consultant to higher education institutions in governance, accreditation, strategy and change, and mergers. To learn more about his services and other thought leadership piec

In this episode of the Changing Higher Ed podcast, host Drumm McNaughton is joined by Chris Gilmore, VP of Education Dynamics Enrollment Management. With extensive experience in online higher education and various leadership roles, Chris shares valuable insights into the evolving landscape of student demographics and the strategic approaches institutions need to adopt to effectively engage nontraditional students.
 
Key Discussion Points
 
The Changing Definition of Nontraditional Students
Evolving Definitions: Chris elaborates on how the term "nontraditional students" has expanded beyond age differences to include individuals integrating education into their already full lives, such as younger online students or older adults managing work and family commitments. New Terminology: Emphasizing the evolution in terminology, Chris refers to nontraditional students as "nontraditional modern students" or simply "modern students," recognizing their diverse and dynamic educational needs and lifestyles. Demographic Shifts: The discussion highlights how these shifts demand flexible educational offerings that cater to diverse life situations, reflecting broader societal changes in work and lifestyle integration. Adopting the Product and Consumer Mindset for Modern Student Enrollment
Education as a Product: A significant shift towards viewing educational offerings as products designed to meet specific consumer needs, aligning with how modern students assess their educational investments. Consumer-Centric Approach: Emphasizing the need for higher education to adopt a consumer mindset, focusing on the value, return on investment, and outcomes that educational programs offer to students. Institutions Must Provide Three Clearly Stated Value Propositions
Career Advancement: Ensuring programs are directly aligned with the career aspirations of students, demonstrating how education can advance or change their professional trajectory. Speed to Completion: Highlighting the importance of offering programs that allow for quicker completion to accommodate the immediate needs and goals of students. Affordability: Making a strong case for the cost-effectiveness of programs, ensuring students understand the financial commitment and the expected return on their investment. How to Design a Strategy for Marketing to Nontraditional Students
Data-Driven Marketing: Utilizing data to understand where and how nontraditional students gather information and make educational decisions, particularly emphasizing the importance of a strong digital presence. Targeted Engagement: Tailoring marketing strategies to the unique needs and behaviors of nontraditional students, ensuring that messaging around flexibility, cost, and outcomes resonates clearly. Shifts in Prospective Student Concerns Over the Last 20 Years
Consistent Concerns: Despite changes in the education sector, nontraditional students consistently prioritize affordability, time commitments, and clear outcomes. Adapting Strategies: Higher education institutions must evolve their engagement and support strategies to remain responsive to these enduring concerns. Moving Nontraditional Students from the Attraction Phase into the Recruitment and Enrollment Phase
Enhancing Recruitment Tactics: Adapting recruitment processes to be more responsive and flexible, recognizing the pre-existing knowledge and research prospective students bring to their enrollment journey. Streamlining Processes: Emphasizing the importance of quick and efficient application and enrollment processes to meet the expectations of modern students for swift action. Retention and Persistence of Nontraditional Modern Students Looks Different
Unique Retention Challenges: Addressing the specific risk profiles and life circumstances of nontraditional students that affect their persistence and retention in educational programs. Support Systems Adaptation: Developing support systems that are flexible and resp

Empowering Students for Career Success: Villanova's Innovative Approach
In this episode of Changing Higher Ed, Dr. Drumm McNaughton talks with Kevin Grubb, Associate Vice Provost for Career and Professional Development at Villanova University, about the innovative ways Villanova is preparing students for a successful start to their careers and setting them up to beat the odds of 43% under employment for many college graduates. Learn how Villanova embeds career readiness skills into the curriculum and prioritizes student well-being throughout the process.
 
Key Discussion Points


Preparing Students for Career Success from Orientation Onward:
Using the Clifton Strengths Assessment to help students develop a strengths-based mindset.

Research demonstrating the positive impact of strengths-based programming on student outcomes.  
High-Tech, High-Touch Approach:
Villanova's balanced approach to career education, combining technology and personal interaction to enhance student career preparedness.

The responsible, effective, and ethical use of generative AI in crafting resumes and cover letters, and decoding job descriptions.

Embedding Career Readiness Skills into the Curriculum:
Providing career assessments and resources throughout the student journey.

Offering for-credit courses on job search skills, networking, and professional development.

Involving faculty in teaching career readiness competencies and integrating them into coursework.  
Addressing Student Well-Being through Career Readiness:
Recognizing career readiness as a significant source of stress and concern for students.

Proactively supporting students throughout their journey to alleviate stress and promote well-being.  
Three Key Takeaways for Higher Education Presidents and Boards
Embed career development into the student experience, making it a core component rather than an optional activity.

Prioritize student well-being by acknowledging the stress associated with career readiness and providing proactive support.

Embrace generative AI to benefit students and better prepare them for the future, while addressing its use thoughtfully.  
Final Thoughts 
The episode highlights Villanova's innovative approach to preparing students for career success. By embedding career readiness into the curriculum, using strengths-based learning and career focus, leveraging tools like AI, and prioritizing student well-being, Villanova is setting an example for other institutions looking to empower their students for the future. The insights shared offer valuable guidance for higher education leaders seeking to enhance their career readiness initiatives.
 
Read the transcript on our website: https://changinghighered.com/beyond-career-and-job-ready-graduates-beating-underemployment-odds/
 
About Our Guest
Kevin Grubb serves as the Associate Vice Provost for Professional Development and Chief Career Officer at Villanova University. He spearheads the strategic vision for career and professional development, aiming for top-notch career outcomes for students and alumni. His role includes integrating support across various university sectors, contributing to Villanova's national acclaim in career services and professional development.
His leadership has earned recognition from prestigious organizations, including the National Association of Colleges & Employers and the American Association of Colleges of Nursing. Grubb, a respected figure in the field, has received accolades for his contributions to career services and college recruiting from several bodies, including LinkedIn and Strada Education Network.
He holds a BS in Psychology, an MA in Higher Education Administration, and a certificate in Leadership in Performance Coaching. Grubb is an Associate Certified Coach with the International Coaching Federation and a Gallup Certified Strengths Coach, demonstrating his commitment to professional excellence and leaders

Program Integrity and Institutional Quality Committee: A Focus on Distance Education and the Return of Title IV Funds.
In this episode, host Drumm McNaughton is joined by Tom Netting, president of 10 Government Strategies, to discuss the recent Neg Reg 2024 proceedings and their implications for higher education institutions. They explore the key issues addressed during the negotiations, including distance education, accreditation, cash management, and more. The discussion highlights the importance of staying informed and engaged in the regulatory process to ensure the best outcomes for students and institutions alike.
 
Key Discussion Points Neg Reg 2024 March Consensus: One Out of Six
The first quarter of the year focused on federal negotiated rulemaking, specifically the Program Integrity and Institutional Quality Committee. Consensus was achieved in one out of six major issues, which was related to trio and expanding access to grant assistance for students and immigrants. The Issue Where Consensus Was Achieved
Consensus was reached on the issue of trio, which focused on expanding access to grant assistance for students and immigrants. The work of the subcommittee was well-received by the full committee, and the proposed changes to increase opportunities for these student populations were supported by the negotiators. The Five Issues Where Consensus Was Not Achieved
Cash management State authorization Distance education Return to Title IV funds Accreditation and a complete rewrite of all accreditation Why is Neg Reg Important to Presidents, Boards, and Executive Levels of Higher Ed?
Neg Reg provides an opportunity for the higher education community to discuss and negotiate regulatory compliance issues that affect the delivery of education and the responsibilities of the Department of Education and the Triad. Semantics Matter: Pay Close Attention to Neg Reg Revisions
The specific wording of regulations, such as "must" versus "shall" or "may," can have significant implications for interpretation and enforcement. Higher education leaders must carefully review and scrutinize the language used in proposed regulations to ensure they align with the Department of Education's stated intent and do not result in unintended consequences for institutions or students. Clarity Around Consensus, Non-Consensus, and Notice of Proposed Rulemaking
If consensus is not reached, the Department of Education can publish a Notice of Proposed Rulemaking (NPRM) based on the negotiations and public comments. Major Points from Neg Reg March 2024:
Distance Education, Accreditation, NC-SARA, and Cash Management
Proposed changes to NC-SARA, the national process for online education standards, were met with opposition from both institutions and states. The Department of Education appears to be moving more into the area of consumer protection in distance education. Accreditation: Rewriting Part 602
The Department of Education proposed a complete rewrite of accreditation standards, which was met with pushback from accreditors and institutions who felt it was overreaching. Cash Management, Tuition and Fees, Books and Supplies
Proposed changes to cash management regulations would exclude books, supplies, and equipment from tuition and fees, requiring opt-in processes for each payment period. Why Higher Ed Leaders Need to Stay Involved in Neg Reg
It's crucial for higher education leaders to stay informed about regulatory changes and provide input during public comment periods to ensure the best outcomes for their institutions and students. What's Happening on The Hill
Key bills under consideration include the bipartisan year-round Pell proposal, the Making America Stronger Act (WIOA reauthorization), and the College Cost Reduction Act (student loan proposals). The 100 Percent Rule: Certifications and Licensures
A new bill, the Clock Hour Program Student Protection Act, aims to restore the 150 percent timeline

In this episode of the Changing Higher Ed podcast, host Dr. Drumm McNaughton is joined by Amrit Ahluwalia, the incoming Executive Director for Continuing Studies at Western University. They discuss the evolving role and models of higher education institutions and the need for transformative change to remain relevant and sustainable in the evolving marketplace. Drawing from their diverse backgrounds and unique vantage points, they explore how continuing education divisions can play a broader role in shaping the university's impact.
Key Discussion Points The Shifting Models of Higher Education:
Changing expectations and perceptions of education among learners, driven by factors such as technological advancements and workforce demands.

The need for higher education institutions to adapt and respond to these changing needs, moving away from being gatekeepers of knowledge to facilitators of learner outcomes.

The role of institutions in supporting lifelong learning journeys and providing pathways for continuous skill development and career growth. Redefining the Institutional Role:
Transitioning from a traditional teaching and learning-based business model to an information-based, learner relationship management approach.

Recognizing the diverse needs of learners and offering tailored learning opportunities to meet their specific goals and career aspirations.

Leveraging partnerships, outsourcing, and strategic collaborations to focus on core competencies and provide comprehensive support services. Transforming Continuing Education:
Positioning continuing education divisions as catalysts for democratizing access to institutional expertise and resources.

Exploring innovative models like the "60 Year Curriculum" to foster lifelong learning and professional development.

Leveraging market research and industry partnerships to align program offerings with workforce demands and future trends. Three Key Takeaways for Higher Education Presidents and Boards
Facilitate student-centricity by intentionally designing institutional processes and offerings around learner needs and outcomes.

Pivot towards a lifelong education ecosystem, positioning the institution as a facilitator of continuous learning journeys rather than a gatekeeper of short-term knowledge acquisition.

Resource and empower continuing education divisions to play a vital role in bringing institutional resources to diverse audiences and driving community, regional, and national growth. Final Thoughts
The episode emphasizes the urgency of higher education institutions embracing transformative change and innovation. By adopting a learner-centric approach, fostering lifelong learning opportunities, and leveraging the potential of continuing education, institutions can remain relevant, sustainable, and aligned with the evolving needs of learners and the workforce.
 
Read the transcript on our website →
 
About Our Podcast Guest
Amrit Ahluwalia is the incoming Executive Director of Continuing Studies at Western University in London, Ontario, Canada. He joins Western University in March 2024 after over a decade leading The EvoLLLution publication, an online newspaper focused on transformation and change in the higher education space.
 
About the Host
Dr. Drumm McNaughton is a consultant to higher education institutions in governance, accreditation, strategy and change, and mergers. To learn more about his services and other thought leadership pieces, visit his firm’s website: https://changinghighered.com/.
The Change Leader’s Social Media Links
LinkedIn: https://www.linkedin.com/in/drdrumm/ Twitter: @thechangeldr Email: podcast@changinghighered.com #LifeLongLearning #HigherEducation #HigherEdModels