81 episodes

Welcome to Education Marketing Leader with Chris Rapozo, a podcast created to spotlight education marketing leaders, tell their stories and share their knowledge with those interested in things related to marketing.

Education Marketing Leader with Chris Rapozo Chris Rapozo

    • Business
    • 5.0 โ€ข 3 Ratings

Welcome to Education Marketing Leader with Chris Rapozo, a podcast created to spotlight education marketing leaders, tell their stories and share their knowledge with those interested in things related to marketing.

    Transform Your Marketing with a Well-Structured Content Calendar - A Conversation with Rita Winthrop

    Transform Your Marketing with a Well-Structured Content Calendar - A Conversation with Rita Winthrop

    "A well-structured content calendar is your secret weapon in higher ed marketing."

    I recently had the pleasure of hosting Rita Winthrop, a talented Freelance Copywriter and former Assistant Director of Undergraduate Admissions at Salve Regina University, on the latest episode of the Education Marketing Leader podcast.

    Rita's extensive experience in higher education and content creation made her the perfect fit to discuss establishing a successful content strategy via a structured content calendar.

    Rita spent 7-8 years working in admissions and marketing communications at the university.

    After transitioning to College Board and Element 451, Rita ventured into freelance content creation, focusing on higher-ed tech companies, amongst others.

    I hired Rita as a contractor for Hannon Hill, where her exceptional content creation skills have been a great addition to our content marketing efforts.

    Key Insights from the episode:

    Importance of a Content Calendar:
    Planning Ahead: Rita emphasized the need for a structured content calendar to stay relevant and track performance.Data-Driven Adjustments: Reviewing past data helps refine strategies and ensure content remains impactful.
    Understanding Academic Seasons:
    Admissions and Enrollment: Tailoring content to key academic seasons ensures effectiveness.Personalized Communication: Hyper-personalized content resonates well with prospective students, especially through text messaging.
    Balancing Stakeholders:
    Cross-Department Collaboration: Regular meetings and shared calendars keep all stakeholders aligned.Utilizing Tools: Rita recommends using tools like Google Calendar to maintain a shared content calendar.
    Final Advice:
    Start Small: Begin with a few key pieces of content each month and build out gradually.Leverage Community: Collaborate with colleagues to share ideas and best practices.
    Get in Touch with Rita:
    LinkedIn: Rita WinthropEmail: rita.delrios@gmail.com
    Tune in to the full episode for more insights.

    If you enjoyed this episode, please leave a review and share your thoughts.

    Your feedback helps me improve and reach more highly educated marketing professionals.

    Until next time. โœŒ๏ธ

    • 32 min
    Navigating a Higher-Ed Brand Overhaul - A Conversation with Blair Lee

    Navigating a Higher-Ed Brand Overhaul - A Conversation with Blair Lee

    ๐ŸŽ™ In the latest episode of the Education Marketing Leader, I had the pleasure of hosting Blair Lee, the Director of Marketing and Communications at Colorado State University and Special Assistant to the President for Brand Advancement at the Community College of Aurora.
    Blair has extensive experience in higher education marketing, having taken several institutions through brand overhauls.
    His expertise and leadership have driven enrollment and increased impact, making him a key figure in the field.
    Blair shared valuable insights on how higher education institutions can successfully navigate a complete brand overhaul, such as:
    ๐Ÿ” Indicators for a Brand Overhaul: When people have different perceptions about your institution, you have an identity crisis. Ensure your brand is synonymous with a clear, unique identity.
    ๐Ÿค Importance of Leadership Buy-In: Executive support is crucial for the success of any brand overhaul, and leaders must set clear expectations while providing autonomy to their marketing teams.
    ๐Ÿ‘ฃ Initial Steps for a Brand Overhaul: Empower your creative team and trust their expertise while hiring the best talent, even from the private sector, for a fresh perspective. Engage all stakeholders, including students, faculty, and staff.
    โŒ Common Pitfalls: Ensure robust systems and project management are in place, and avoid trying to handle the overhaul without support.
    ๐Ÿ“ˆ Measuring Success: Track increases in enrollment and advancement dollars while monitoring the growth in your institution's recognition and reputation. Position your institution to meet future demands and changes in the educational landscape.
    ๐Ÿ’ก Advice for Higher Ed Marketers: Approach the overhaul step by step, starting with digital assets, as they are the first point of contact for many.
    Connect with Blair:
    LinkedIn: https://www.linkedin.com/in/leeblairt/
    Instagram: @thehigheredcreative
    Website: higheredcreative.net
    Blair's expertise and actionable insights are invaluable for any higher education institution considering a brand overhaul.
    Don't miss this episode to learn from one of the best in the field.
    Until next time. โœŒ๏ธ
    P.S. A special thanks to Jeff Ebbing for the recommendation.
    #marketing #highereducation #branding

    • 32 min
    Enhancing International Student Recruitment - A Conversation with Sandra Sergio Sotto

    Enhancing International Student Recruitment - A Conversation with Sandra Sergio Sotto

    In the latest episode of the Education Marketing Leader podcast, we spoke with Sandra Sergio Sotto, International Student Recruiter for the Swiss School of Management's Madrid campus.

    Here are key takeaways for higher education marketers:

    Highlight Affordability: Emphasize the cost-effectiveness of your institutionโ€™s location. Madrid offers lower living costs and tuition compared to Australia, Canada, and the UK, making it an attractive option for students.

    Enhance Customer Experience: Improve student interactions through educational agents in their home countries. Offer flexible learning options, like Madridโ€™s nomad visa, allowing students to work and study simultaneously.

    Leverage Regional Demand: Target regions with high demand for international education, such as India, Pakistan, Bangladesh, and African countries. Ensure favorable migration policies to attract these students.

    Use Current Students as Ambassadors: Connect prospective students with current students or alumni from their country for firsthand insights and a sense of inclusion. Highlight student testimonials and experiences on your platforms.

    Showcase Unique Selling Points: Promote your locationโ€™s cultural, social, and historical aspects. Madridโ€™s safety, cultural experiences, and lifestyle are major draws. Emphasize international accreditations and small class sizes for personalized attention.

    Address Common Concerns: Be transparent about visa processes, accommodation options, and other logistics. Partner with local immigration lawyers and housing providers to offer reliable support.

    Effective Marketing Channels: Utilize social media platforms like Facebook, Instagram, LinkedIn, and YouTube. Engage directly with prospective students on student forums and communities.

    Personalized Communication: Personalize email campaigns and follow-ups to build relationships with prospective students. Maintain regular, meaningful communication to keep them engaged and informed.

    Sandraโ€™s approach focuses on transparency, personalized communication, and leveraging local partnerships to build trust and attract international students.

    Implementing these strategies can enhance your international recruitment efforts.

    โ€œWe always highlight that Madrid is one of the safest cities in the world, and this assurance is crucial for both students and their parents,โ€ Sandra shared.

    Connect with Sandra and the Swiss School of Management:

    Website: madrid.ssm.swissLinkedIn: Swiss School of ManagementInstagram: ssm.global and ssm.madridFacebook: Swiss School of Management, Madrid
    For more insights, listen to the full episode and connect with Sandra on LinkedIn.

    Until next time. โœŒ๏ธ

    • 42 min
    How to Build Trust and Community through Student Stories - A Conversation with Megan Smedley

    How to Build Trust and Community through Student Stories - A Conversation with Megan Smedley

    In the latest Education Marketing Leader podcast episode, I spoke with Megan Smedley, Director of Public Relations and Alumni Engagement at Maysville Community and Technical College and Assistant Director for District 2 at the National Council for Marketing & Public Relations.

    Megan's journey from a local reporter to comms leader in education offers valuable lessons for higher education marketers.

    "Student success stories are my bread and butter because they are so powerful, not just for our community and college but for me as an individual," says Megan.

    That's why this episode focused on leveraging student stories in higher education marketing.

    Key Takeaways for Higher Ed Marketers:

    Leverage Authentic Stories

    Genuine, relatable student success stories can significantly boost your institution's appeal and resonate deeply with prospective students.

    Highlight Overcoming Adversity

    Stories of students overcoming challenges, like addiction or financial hardship, inspire and motivate others facing similar situations.

    Use Student Testimonials

    Student testimonials act as powerful endorsements of your institution, providing social proof and enhancing credibility.

    Tailor Stories to Your Audience

    Customize student stories to fit the interests and needs of your target audience, ensuring they are impactful and relevant.

    For more about Megan's strategies and success stories, connect with her on LinkedIn or listen to the full episode of the Education Marketing Leader podcast.

    For more insights, tune into the full episode and follow Megan on LinkedIn.

    ๐ŸŒŸ If you enjoyed the episode, please hit like, subscribe, and leave a review. ๐Ÿ™

    Until next time. โœŒ๏ธ

    • 39 min
    Maximizing Digital Advertising for Higher Education - A Conversation with Jordan Burleson

    Maximizing Digital Advertising for Higher Education - A Conversation with Jordan Burleson

    My latest guest on the Education Marketing Leader podcast was Jordan Burleson, VP of Digital Advertising at Beacon Technologies.

    Jordan shared some critical insights on digital advertising tailored for higher education institutions.

    Here are the key takeaways:

    ๐๐ž๐ซ๐ฌ๐จ๐ง๐š๐ฅ๐ข๐ณ๐š๐ญ๐ข๐จ๐ง ๐ข๐ฌ ๐Š๐ž๐ฒ

    Jordan emphasized that many higher ed institutions struggle with delivering personalized experiences.

    ๐Ÿ”ธ Meet students where they are.
    ๐Ÿ”ธ Cater to different stages (undergrad, graduate programs).
    ๐Ÿ”ธ Avoid one-size-fits-all messaging.

    ๐๐ฎ๐๐ ๐ž๐ญ๐ข๐ง๐  ๐Ÿ๐จ๐ซ ๐ˆ๐ฆ๐ฉ๐š๐œ๐ญ

    Jordan provided realistic budget suggestions:

    ๐Ÿ’ฐ Comprehensive university advertising: $15,000/month.
    ๐Ÿ’ฐ Individual programs: Minimum $2,500/month.

    ๐„๐Ÿ๐Ÿ๐ž๐œ๐ญ๐ข๐ฏ๐ž ๐€๐๐ฏ๐ž๐ซ๐ญ๐ข๐ฌ๐ข๐ง๐  ๐Œ๐ข๐ฑ

    Jordan highlighted the most effective channels:

    ๐Ÿ”น Google Ads: Paid search and remarketing are essential.
    ๐Ÿ”น Social Media: Platforms like Meta and TikTok can complement but shouldn't be the sole focus.

    ๐‹๐š๐ง๐๐ข๐ง๐  ๐๐š๐ ๐ž๐ฌ ๐Œ๐š๐ญ๐ญ๐ž๐ซ

    A common pitfall is landing pages lacking clear CTAs:

    โ˜‘ Add options like "Request Information" alongside "Apply Now."
    โ˜‘ Cater to different stages of the student journey.

    ๐Œ๐ž๐š๐ฌ๐ฎ๐ซ๐ข๐ง๐  ๐’๐ฎ๐œ๐œ๐ž๐ฌ๐ฌ

    Focus on tracking the right conversions:

    ๐Ÿ“ˆ Key Metrics: Conversion rates, cost per conversion, click-through rates.
    ๐Ÿ“‰ Beware of Misleading Metrics: High session durations without conversions can be deceptive.

    ๐€.๐ˆ. ๐ข๐ง ๐€๐๐ฏ๐ž๐ซ๐ญ๐ข๐ฌ๐ข๐ง๐ 

    Jordan's take on A.I.:

    ๐Ÿค– Use A.I. for generating ideas and optimizing ad copy.
    ๐Ÿ‘จโ€๐Ÿ”ง ๐Ÿ‘ฉโ€๐Ÿ”ง Keep the human touch for final decision-making and strategy implementation.

    ๐“๐ซ๐ž๐ง๐๐ฌ ๐ญ๐จ ๐–๐š๐ญ๐œ๐ก

    โœ User-Generated Content: Engage students to create authentic content.
    ๐Ÿ“น Short-Form Videos: Leverage platforms like TikTok and YouTube Shorts.

    If you're in higher-ed marketing, these insights from Jordan are gold. ๐Ÿฅ‡

    For a deeper dive, listen to the full episode and connect with Jordan on LinkedIn for more expert advice on digital advertising in higher ed.

    Want more episodes like this?

    Follow the Education Marketing Leader podcast for the latest tips and strategies in higher-ed marketing.

    Until next time. โœŒ

    P.S. Have you implemented any of these strategies in your digital advertising? Share your experiences in the comments!

    #Marketing #Highereducation #HigherEdMarketing #DigitalAdvertising #EducationMarketingLeader

    • 38 min
    Employer Branding in Higher Ed: Attract and Retain Top Talent - A Conversation with Eddie Francis

    Employer Branding in Higher Ed: Attract and Retain Top Talent - A Conversation with Eddie Francis

    "You need people who want to be on your campus, who want to work in higher education, and who will help your culture grow."

    In the latest episode of the Education Marketing Leader podcast, I had a powerful conversation with Eddie Francis, Principal of Edify Ventures, LLC, and host of "I Wanna Work There."

    We dove deep into employer branding, a crucial element for attracting and retaining top talent in higher education.

    Here are the highlights:

    ๐ŸŽฏ Importance of Purpose: Eddie emphasized the value of purpose-driven work environments where employees feel their contributions matter.

    "Great employees do attract great students," says Eddie.

    ๐Ÿ’ผ Development Programs: Effective mentorship and talent development programs are crucial. Conferences and micro-credentials can boost staff motivation and growth.

    ๐Ÿ›  Internal Alignment: Aligning HR, marketing, and institutional effectiveness is the first step toward creating a cohesive employer brand. This alignment ensures a unified talent attraction, experience, and retention approach.

    ๐Ÿ’ฌ Storytelling: Highlighting faculty and staff stories can significantly enhance your institution's appeal. Authentic narratives resonate and build a positive campus culture.

    ๐Ÿ›ก Psychological Safety: Addressing and ensuring psychological safety is vital, especially with the emerging Gen Z workforce. A toxic environment can severely damage your employer's brand.

    For more insights, tune into the full episode and follow Eddie on LinkedIn.

    ๐ŸŒŸ If you enjoyed the episode, please hit like, subscribe, and leave a review. ๐Ÿ™

    Until next time. โœŒ

    #HigherEducation #Marketing #HigherEdMarketing #EmployerBranding #EducationMarketingLeader #Podcasting #TalentManagement #CampusCulture

    • 49 min

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