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. 5d ago

    Ep 81: Quick Take: The Three T's Behind Better College Marketing

    College marketing takes more than announcing the launch of a new program and hoping students will show up. In this Quick Take episode, GradComm CEO Cheryl Broom shares her strategic framework for developing successful college marketing campaigns: the Three T's of College Marketing. Cheryl explains why effective campaigns first identify the right target audience, second build messaging around the transformation students are seeking, and third choose the tactics that will best reach them. From high school students and entry-level workers to adult learners, career changers, veterans, and first-generation college students, this episode explores how colleges can move beyond generic messaging and create marketing that speaks directly to the audiences they want to reach. What You’ll Learn: Why identifying the right target audience is the foundation of effective college marketing How different programs attract different types of students Why transformation should be at the center of your college marketing message The importance of making the student the hero of your marketing message How to choose the right marketing tactics based on your audience and goals  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.

    Ep 81: Quick Take: The Three T's Behind Better College Marketing

  2. Jul 1

    Ep 80: Why Community College Isn't Plan A

    For many students, community college isn't Plan A. In this episode of Higher Ed Conversations, host Cheryl Broom sits down with GradComm interns Mariana Rosas and Alexis Cabrera to discuss their unexpected paths to community college and how those decisions ultimately opened doors they never anticipated. Mariana shares why she walked away from a four-year university after orientation, eventually finding a pathway that led her to UCLA. Alexis reflects on how changing plans led him from culinary school and out-of-state universities to community college, where he discovered opportunities that helped shape his future.  Together, they explore what these experiences reveal about how community colleges communicate their value and what institutions can do to help more students see community college as a first-choice option. From campus life and internships to high school outreach and social media, this conversation offers practical insights for higher education marketers looking to better connect with prospective students. What You’ll Learn: Why community college is often viewed as a backup option. How affordability and flexibility can support students' long-term goals. Why showcasing campus life, internships, and student experiences matters. Why colleges can't assume students are learning enough about community college opportunities in high school. How storytelling and visibility can help position community college as a first-choice option.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.

  3. Jun 16

    Ep 79: Quick Take: Higher Ed Has a Math Problem

    Higher education is facing a numbers problem, but the solution isn’t just about finding more students. In this Quick Take episode, GradComm CEO Cheryl Broom explores the three major forces reshaping higher education: changing demographics, evolving student expectations, and declining public confidence. With fewer high school graduates entering the pipeline and more colleges competing for those students, institutions must rethink how they attract, engage, and support learners. Cheryl breaks down why the “enrollment cliff” is actually a long-term demographic shift, why adult learners represent a major opportunity for colleges, and why rebuilding trust requires more than talking about affordability and degrees. What You’ll Learn: Why the enrollment cliff is really a gradual demographic shiftHow adult learners are changing the higher ed landscapeWhy trust in higher education matters for enrollment successHow colleges can rethink messaging around value and outcomesWhy the student experience is becoming the next competitive advantageThanks 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.

    Ep 79: Quick Take: Higher Ed Has a Math Problem

  4. Jun 1

    Ep 78: Why Most Colleges Aren’t Ready to Be Different

    In higher education marketing, everyone says they want to stand out, until it’s time to actually look different. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Aaron Edgell, Chief Marketing Officer at Alliant University for an honest conversation about branding, institutional identity, and the difficult decisions required to create meaningful differentiation in higher education. This conversation dives into how Alliant approached transformation by focusing on mission clarity, operational sustainability, and authentic storytelling. Aaron also shares lessons from leading Alliant’s rebrand, including why he initially resisted a rebrand, how research revealed a disconnect between the institution’s identity and how it appeared publicly, and why storytelling became central to “surfacing the soul” of the university. What You’ll Learn: Why higher ed institutions struggle to embrace differentiationHow to uncover what truly makes a college uniqueThe balance between innovation, legacy, and belongingHow storytelling can close the gap between identity and perceptionWhy making hard decisions is critical for long-term institutional sustainabilityThanks 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.

  5. May 15

    Ep 77: Quick Take: Why College Marketing Teams Should Operate Like Agencies

    College marketing teams are being asked to do more than ever before, often with limited time, staff, and resources. So how do you move beyond production work and become a strategic partner across campus? In this QuickTake episode of the Higher Ed Conversations Podcast, Cheryl Broom shares the mindset shifts community college marketing teams need to make to operate more strategically, efficiently, and effectively. Drawing on her experience as a former community college marketing director and now an agency CEO, Cheryl shares practical lessons on how even small teams can function like high-performing in-house agencies. If your team feels overwhelmed by requests, struggles to move from “vendor” to “strategic partner,” or is looking for ways to operate more efficiently, this conversation is for you. What You’ll Learn: Why colleges need to position marketing teams as strategic partners, not production vendors How saying no to the wrong projects can improve your team’s effectiveness Why building flex time into your schedule is critical for handling campus “emergencies” How understanding billable vs. non-billable time can transform team productivity Why the best in-house marketing teams know when to bring in outside supportThanks 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.

    Ep 77: Quick Take: Why College Marketing Teams Should Operate Like Agencies

  6. May 1

    Ep 76: Inside a Public Records Crisis and How to Prepare for One

    What happens when a routine day on campus turns into a viral public records crisis? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Katherine Hansen, Executive Director of College Relations and Marketing at Renton Technical College, to unpack a situation that many higher ed professionals aren’t prepared for but should be. Hansen shares a firsthand account of dealing with a “First Amendment auditor” who visited campus, recorded interactions, and published highly edited videos that sparked a wave of harassment, public records requests, and reputational challenges. From the initial encounter to multiple follow-up visits, Katherine walks us through how her team responded, what they learned, and the critical policy and procedural changes they implemented to better protect their staff and institution moving forward. Do you have questions? Contact Katherine Hansen at: khansen@rtc.edu What You’ll Learn: What “First Amendment auditors” are and why they target collegesHow a single interaction can escalate into a full-blown reputational crisisThe legal realities of recording in public spaces The hidden risks of internal communication tools like Teams Smart policy updates that can protect your institution and your peopleThanks 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.

  7. Apr 15

    Ep 75: Quick Take: AI Search Is Changing Everything. Are You Ready?

    For years, higher ed marketing has revolved around one metric: the Click. But what happens when students stop clicking? In this Quick Take episode, GradComm CEO Cheryl Broom explores how AI-powered search is fundamentally changing the way prospective students find and engage with institutions. From ChatGPT to Google’s AI overviews, students are getting answers without ever visiting a college’s website, and it’s impacting traffic in a big way. This episode breaks down why you may be experiencing a dip in your analytics, why traditional metrics are losing relevance, and how higher ed marketers need to rethink their strategies in a world where visibility no longer guarantees a visit. What You’ll Learn: Why website clicks are rapidly declining across industriesHow AI tools are changing student search behaviorWhat Google’s AI summaries mean for your trafficWhy a drop in website visits doesn’t equal poor performanceHow to start adapting your marketing strategy for an AI-first landscapeThanks 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.

    Ep 75: Quick Take: AI Search Is Changing Everything. Are You Ready?

  8. Apr 1

    Ep 74: Your Brand Isn’t for Everyone, And That’s the Point

    Today’s marketers aren’t just communicators, they’re storytellers competing for attention, emotion, and connection. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Kelly Hiller from Purdue University to unpack how higher ed marketing has shifted from simply delivering information to crafting meaningful, human-centered stories that actually resonate. Together, they dive into Purdue’s brand transformation and what it took to build something that is both distinctive and scalable across a decentralized institution. If you’ve ever felt the pressure to make your college “everything to everyone,” consider this your reality check. Because knowing who your brand is not for is just as powerful as knowing who it is for, and that clarity is what leads to stronger, more ownable storytelling. What You’ll Learn:  Why higher ed marketing must evolve from information delivery to emotional storytellingHow to uncover and leverage the human truth in your institution’s storiesWhy your brand shouldn’t try to appeal to everyone (and what happens when it does)How Purdue built alignment across a decentralized campusHow to create messaging frameworks that resonate with different audiences 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.

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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
    82
  • Rating
    Clean
  • Copyright
    © 2026 Higher Ed Conversations
  • Show Website
    Higher Ed Conversations

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