Appendix B Joel Goodman and Kristin Van Dorn

Does your college or university have a podcast? Do you even think it needs one?

Just like any new media-based venture, many questions need to be asked before even considering it.

Otherwise, the person in your comms office that has a Blue Yeti and some time to spare, is gonna answer that question for you.

And trust us, it won’t end well.

Info about Gen Z’s Podcast Consumption Habits

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How many times have you heard, “you know, not everything is an emergency,” in your campus’s MarComm office?

Does your marketing strategy feel more “reactive” than anything?

Are you constantly putting out fires?

Let’s talk about why that might be.

Sometimes it’s because you’re underfunded, or there’s been a change in leadership, but often, it just comes down to setting proper goals and expectations based on the size and abilities of your team.

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College and University websites need responsible stewardship in order to be successful.
It’s as simple as that.

If you’re spending hundreds of thousands of dollars on it, you better understand if it’s paying dividends, and, most importantly, if it’s aiding in the student experience. 
The key is to stay on top of web and digital trends, run tests continuously, and always be learning.

Any questions?

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Why is it so difficult for Higher Education institutions to differentiate themselves from each other?

Some institutions push their MBA programs as being new, different, and innovative, but the perceived product of education remains the same.

And trying to differentiate based on corporate marketing techniques won’t work in Higher Education marketing because most institutions are in a model of co-opetition with their peers.

Then there are all of the various structures in place that limit institutional flexibility.

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When your department is purchasing new software, tools, or maybe even a CMS, are you thinking about what the user experience will be like for your staff?

Help them help YOU avoid the procurement blues.

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Joel’s most terrifying recurring dream isn’t about zombies or falling, it’s about the mountains of technical debt on college campuses everywhere.

And Kristin is constantly horrified by content debt and its role in slowing down efficiencies throughout the MarComm office.

What can be done?

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