Higher Ed Storytelling University

John Azoni

A podcast dedicated to helping higher ed marketers tell better stories and enroll more students. Hosted by video producer and storytelling coach, John Azoni, these episodes provide quick-win practical advice you can put to use in your marketing right away.

  1. #95 - Bad RFPs, Sidestepping Marketing on Design Decisions, and Enrollment Lessons from Online Dating w/ Cheryl Broom from GradComm

    3 SEP

    #95 - Bad RFPs, Sidestepping Marketing on Design Decisions, and Enrollment Lessons from Online Dating w/ Cheryl Broom from GradComm

    In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn as a powerful networking and marketing tool, and on her viral “Don’t Tell Marketing” series, which underscores the risks of inconsistent branding. Throughout, she emphasizes the need for effective communication and collaboration between marketing and admissions departments to improve student engagement and enrollment processes. 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.

    52 min
  2. #94 - Stop Filming For Posterity - Rethinking How You Use Your In-House Video Staff

    20 AGO

    #94 - Stop Filming For Posterity - Rethinking How You Use Your In-House Video Staff

    In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enhance content quality and reach. 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.

    27 min
  3. #93 - How a Higher Ed Video Production Company Incorporates AI into Its Work

    6 AGO

    #93 - How a Higher Ed Video Production Company Incorporates AI into Its Work

    In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation. Key Takeaways: AI accelerates video production workflows — Tools like ChatGPT streamline scripting, storyboarding, and editing by extracting insights from transcripts and organizing raw content efficiently.Transcripts + AI = Actionable Insights — Transcribed client calls and interviews are used to generate creative briefs, map messaging pillars, and identify the strongest story arcs.Custom GPTs enhance brand consistency — For recurring clients, tailored GPTs help maintain messaging tone and speed up ideation by “remembering” previous projects and goals.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.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.

    36 min
  4. #92 - A Higher Ed Marketing Leader’s Guide to Implementing AI Across the Organization w/ Seth Odell from Kanahoma

    23 JUL

    #92 - A Higher Ed Marketing Leader’s Guide to Implementing AI Across the Organization w/ Seth Odell from Kanahoma

    In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape. 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 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.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.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.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.

    50 min
  5. #91 - Increasing Donor Engagement Through Specific Stories w/ Senior Fundraising Leader, Jennifer Porter

    2 JUL

    #91 - Increasing Donor Engagement Through Specific Stories w/ Senior Fundraising Leader, Jennifer Porter

    In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors and drive contributions. The discussion emphasizes the need for fundraisers to be open about challenges and to use data and stories effectively to engage their audience. 🎯 Key Takeaways from the Episode: Don’t be afraid to tell real, messy stories. Authentic narratives—especially ones that reveal challenges—create stronger emotional connections with donors.Cross-department collaboration enhances storytelling. Fundraising, marketing, and alumni teams should align efforts to maximize storytelling impact and avoid working in silos.Connect donors to people, not just statistics. Specific, human-centered stories resonate more deeply than generic data or institutional updates.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.

    54 min
  6. #90 - Higher Ed Content Creation, But Make It Not Suck w/ John Azoni from UNVEILD

    18 JUN

    #90 - Higher Ed Content Creation, But Make It Not Suck w/ John Azoni from UNVEILD

    In this episode, John Azoni discusses the importance of storytelling in higher education content creation. He emphasizes the need to move beyond basic information sharing to create compelling narratives that resonate emotionally with audiences. The conversation covers the science behind storytelling, the distinction between narrative and declarative storytelling, and the significance of human-first thinking in crafting engaging content. John also provides practical examples and insights on how to ask better questions to elicit more meaningful stories from individuals, ultimately aiming for content that is memorable and impactful. 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.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: https://www.youtube.com/@HigherEdStorytelling

    37 min
  7. #89 - Growing Your Influence with Short-Form Video on Social Media w/ Rob Clark from @ThatTallFamily

    4 JUN

    #89 - Growing Your Influence with Short-Form Video on Social Media w/ Rob Clark from @ThatTallFamily

    In this conversation, John Azoni and Rob Clark discuss the evolution of Rob's family brand on social media, the impact of COVID on their career paths, and insights from Rob's new book on social media success. They explore the importance of storytelling, audience engagement, and the balance between quantity and quality in content creation. In this conversation, Rob Clark and John Azoni discuss the unpredictable nature of content success on social media, particularly in the context of higher education marketing. They emphasize the importance of balancing quality and quantity in content creation, understanding trends without losing brand identity, and defining success in social media efforts. The discussion also highlights the need for consistent content creation and the evolving role of social media in marketing strategies for universities. Key takeaways: One video can change everything—you don’t need a massive following if one strong piece hits the right audience.Quantity leads to quality—consistent output is key to learning what resonates and gaining traction.Shares matter most—likes are nice, but shares drive real reach and impact.Organic content is your testing ground—see what works before investing in ads.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.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

    46 min
  8. #88 - Stop Copying Bad Content: How to Break Out of the Higher Ed Marketing Status Quo w/ Tony Sheridan

    21 MAY

    #88 - Stop Copying Bad Content: How to Break Out of the Higher Ed Marketing Status Quo w/ Tony Sheridan

    In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the need for creativity and inspiration beyond traditional higher education practices, advocating for a narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of storytelling in content creation, particularly in higher education. They explore the differences between narrative and declarative storytelling, the importance of engaging hooks, and the necessity of conflict in storytelling. Tony shares his experiences working in Saudi Arabia, emphasizing cultural sensitivity and the need for diverse representation in storytelling. The discussion concludes with practical tips for effective storytelling, encouraging content creators to focus on their audience's needs and the overarching narrative they wish to convey. Key takeaways: Higher ed changed Tony’s life—he went from construction work to leading global marketing efforts in academia.Storytelling beats features—narrative and emotional engagement are more impactful than just listing facts.Inspiration should come from everywhere, not just other universities—great ideas often come from outside the industry.Good content has structure—start with a hook, re-hook throughout, and always know the goal behind the story.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.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: Higher Ed Storytelling on YouTubeReferenced in episode: - Trey Parker and Matt Stone from South Park on Storytelling: https://www.youtube.com/watch?v=vGUNqq3jVLgKAUST (King Abdullah University of Science and Technology) – where Tony works: https://www.kaust.edu.sa

    50 min
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A podcast dedicated to helping higher ed marketers tell better stories and enroll more students. Hosted by video producer and storytelling coach, John Azoni, these episodes provide quick-win practical advice you can put to use in your marketing right away.

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