Higher Ed Conversations

Cheryl Broom

Join host and CEO of GradComm, Cheryl Broom as she sits down with higher education experts to discuss trends in marketing, communications, advancement and student success. 

  1. FEB 2

    Straight From the Source: How High School Students Choose and Ignore Colleges

    Send us a text Today’s students are telling colleges exactly what they want. Are we listening? In this episode of Higher Ed Conversations, host and GradComm CEO Cheryl Broom sits down with high school students Dylan and Piper for a candid conversation about how colleges are and aren’t connecting with prospective students. From inbox overload to the outsized role of social media, these students share their unfiltered perspectives on what actually grabs their attention during the college search process. This episode spotlights why traditional recruitment tactics aren’t cutting it. Gen Z expects authenticity, visual storytelling, and a strong social media presence, and they can spot generic marketing from a mile away. If you’re responsible for enrollment marketing, student recruitment, or brand awareness, tune in. It’s a powerful reminder that the best strategy often starts with simply asking students what they think and being willing to change based on their answers. What You’ll Learn: Why traditional college recruitment emails often miss the markHow social media shapes Gen Z’s perception of colleges What students actually want colleges to show them on Instagram and TikTok Why authenticity matters more than polished marketing languageHow colleges can rethink outreach to better connect with high school studentsThanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    36 min
  2. Quick Take: 5 Digital Marketing Truths Higher Ed Marketers Can’t Ignore

    JAN 15

    Quick Take: 5 Digital Marketing Truths Higher Ed Marketers Can’t Ignore

    Send us a text Welcome to the very first Higher Ed Conversations: Quick Take, a new, bite-sized episode format designed for busy higher ed marketers who want actionable insights without a full-length listen. In this inaugural Quick Take, GradComm CEO Cheryl Broom goes solo to share five of the most important lessons uncovered after analyzing over $4 million in digital marketing campaigns from community colleges across the nation. Drawing from GradComm’s latest research, Cheryl breaks down what’s actually working right now in higher ed digital marketing and where many institutions are still leaving opportunity on the table. This episode is all about cutting through the noise. From mobile-first realities and YouTube’s growing influence to the power of authenticity, Spanish-language campaigns, and first-party data, these insights are grounded in real performance data, not trends or guesswork. If you’re responsible for enrollment marketing, digital strategy, or proving ROI to leadership, this Quick Take delivers practical takeaways you can start applying immediately. Cheryl also shares how to access GradComm’s newest white paper, packed with platform-specific insights, top-performing ad examples, and campaign ideas tailored for community colleges. What You'll Learn Why mobile-first is no longer optional and how poor mobile experiences cost you students How YouTube has become the new front door for student discovery and decision-making How Spanish-language campaigns drive stronger engagement across platformsWhy your first-party data is your biggest marketing superpower in a cookie-less future Thanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    12 min

  3. TRAILER

    Higher Ed Conversations: Quick Takes Trailer

    Send us a text Introducing: Quick Takes, a new series of bite-sized episodes from the Higher Ed Conversations podcast with GradComm CEO Cheryl Broom. No guests. No fluff. Just fast, focused takes on the trends, challenges, and strategies shaping higher ed marketing today. 👉 Enrollment got you stressed? 👉 Messaging not clicking? 👉 Need a sanity check on your campaign strategy? Send it in. Email us at hello@gradcomm.com. You might hear it featured in a future episode! 🎧 Episodes drop mid-month. Follow Higher Ed Conversations wherever you get your podcasts. Thanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    1 min

  4. JAN 1

    Small Donors, Big Impact: Making Fundraising Events Worth the Effort

    Send us a text Fundraising events often get a bad rap in higher education. Too much work, too little return, and a whole lot of stress. But what if events could actually work as a meaningful part of your fundraising strategy? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Roger Devine, founder of SchoolAuction.net, to unpack how experience-driven fundraising events can generate real results for colleges and universities, but without ice sculptures, endless lines, or burned-out staff. Devine shares his journey from publishing and tech to launching a fundraising platform born out of PTA frustration, and explains why so many institutions make events more complicated than they need to be. Together, Cheryl and Roger explore how putting the guest experience at the center of event design can improve donor satisfaction, boost participation, and increase long-term giving. What You’ll Learn: Why fundraising events don’t have to just break even, and how to make them a meaningful revenue stream.How focusing on the guest experience directly impacts donor satisfaction and future giving.The role small and mid-level donors play in building long-term fundraising success.How to start with a simple event and scale strategically over time.The pros, cons, and hidden costs of common fundraising software pricing models.Connect with Roger at roger@schoolauction.net. Thanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    35 min

  5. 12/01/2025

    Leading With Values: How Alliant Builds Belonging from the Inside Out

    Send us a text What happens when your workplace values aren’t just posted on the wall, but actually shape how people lead, teach, and show up every day. In this inspiring conversation, GradComm CEO Cheryl Broom talks with Andy Vaughn, President & CEO of Alliant University, about what it takes to build a campus culture of authenticity, inclusion, and mental wellness from the inside out. Vaughn shares his personal journey as a leader in higher ed, how Alliant’s impact values were created by faculty and staff, and why that grassroots approach matters. The discussion also explores the mental health challenges facing today’s students, staff, and leaders, and how Alliant’s community clinics and telehealth services are making care more accessible across California. What You’ll Learn: The surprising 100-year history behind Alliant’s inclusivity rootsWhy codifying values with your team builds trust and accountabilityHow to support faculty and staff mental health without burning them outWhy vulnerability is one of the most underrated leadership traitsHow Alliant’s low-cost clinics provide real-world experience and real supportIf you're in San Diego or LA County, visit alliantclinics.org for information on low-cost mental health services. Learn more about Alliant University at alliant.edu. Thanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    42 min

  6. 11/01/2025

    Confronting Implicit Bias and Building Belonging in Higher Ed Marketing

    Send us a text In this thought-provoking episode, GradComm CEO Cheryl Broom sits down with Leslie Vargas, Senior Public Affairs Officer at Riverside Community College District, to explore how implicit bias and microaggressions quietly influence higher ed marketing and what communications teams can do about it. Vargas shares candid insights on how seemingly small choices, like which photo you use, or how you describe a student, can send powerful messages about who belongs. She introduces a practical framework, the Three R’s, to help every higher ed communicator: Recognize, Respond, and Revise. Drawing from real-world examples, pop culture moments, and her work with college marketers across California, Vargas challenges us to look beyond performative representation and build marketing that truly reflects our students’ identities and lived experiences. Whether you're building a campaign or writing a welcome letter, this episode is packed with tools to help you create more inclusive, authentic messaging without the fear of “getting it wrong.” What You’ll Learn: Why inclusivity in marketing starts with self-awarenessHow to use the “Three Rs” framework: Recognize, Respond, RevisePractical ways to identify and correct bias in campus communicationsWhy small, intentional choices in tone, visuals, and language matterHow inclusive messaging builds belonging and boosts engagementYou can connect with Leslie on LinkedIn or via email at leslie@whynotleslie.com or leslie.vargas@rccd.edu.    Thanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    43 min

  7. 10/01/2025

    Saying No with Purpose: Building a Mission-Driven Marketing Office

    Send us a text What happens when your marketing office feels more like a sandwich shop, cranking out whatever people order, than a strategic partner on campus? That’s exactly the challenge Rachel McClelland faced when she stepped into her role as Executive Director of Marketing and Communications at Pellissippi State Community College. In this episode, McClelland joins GradComm CEO Cheryl Broom to discuss how she helped her team transition from being overwhelmed Subway “order takers” to becoming a strategic communications office aligned with the college’s mission. From rebranding the college logo to navigating ransomware aftermath, McClelland's story is packed with insights for any higher ed marketer who wants to build stronger boundaries, earn trust, and deliver work that really matters. What You’ll Learn: How McClelland's background in journalism and student media shaped her leadership styleWhy the “Subway sandwich shop” model doesn’t work for marketing officesThe three priorities she set to keep her team focused (recruitment, retention, and fundraising)Tactics for saying “no” without damaging trust across campusReal examples of tough conversations that reshaped culture and built credibilityThanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    32 min

  8. 09/01/2025

    The Higher Ed Roadmap to Passing a Bond: Marketing, Messaging, and Community Trust

    Send us a text What does it take to pass a $600 million bond measure in a politically divided community? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Alex Breitler, Director of Marketing and Communications at San Joaquin Delta College, to unpack the strategy, stress, and surprising joys of leading a successful bond campaign. Breitler shares how his background as a journalist helped him shape compelling, transparent messaging, why polling data became the campaign’s “North Star,” and how his team balanced day-to-day marketing with after-hours campaigning. From tackling community skepticism to creatively using enrollment marketing alongside bond messaging, this conversation is packed with practical insights for higher ed leaders considering a funding measure of their own. What You’ll Learn: Why clear messaging about how bond funds can (and can’t) be used builds community trustThe role of polling in shaping strategy, targeting undecided voters, and keeping campaigns on trackHow marketing leaders can support both institutional enrollment and external bond efforts simultaneouslyLessons learned about community engagement, campaign restrictions, and balancing the dual hats of PIO and volunteerThanks for listening! Connect with GradComm: Instagram: @gradcommunications Facebook: @GradCommunications LinkedIn: @gradcomm Send us a message: GradComm.com Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

    33 min
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About

Join host and CEO of GradComm, Cheryl Broom as she sits down with higher education experts to discuss trends in marketing, communications, advancement and student success. 

Information

  • Creator
    Cheryl Broom
  • Years Active
    2020 - 2026
  • Episodes
    71
  • Rating
    Clean
  • Copyright
    © 2026 Higher Ed Conversations
  • Show Website
    Higher Ed Conversations