Higher Ed Storytelling University John Azoni

My guest today is R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. In this episode, Ethan shares his vision for building a world-class marketing team and developing a national earned media strategy to amplify Texas A&M's brand.
Ethan discusses the five priorities he's established for his team: building a world-class marketing team, establishing a comprehensive insight-based brand platform, providing brand assets for the campus to execute the vision, cultivating a united marketing community, and pursuing a national earned media strategy.
Key Takeaways:
Building a world-class marketing team involves hiring emotive storytellers, content strategists, and earned media experts who can "enchant" audiences with Texas A&M's stories.Having a distinct, insight-based brand platform allows everyone to "get in character" and consistently express the brand's essence across touchpoints.Providing a centralized library of high-quality branded assets (photos, videos, guidelines) enables campus partners to localize and execute marketing plans efficiently.Cultivating a united "marketing community" across campus fosters synergies, best practices, and a harmonious brand voice.Pursuing a national earned media strategy ensures Texas A&M is part of relevant national conversations, beyond just a regional reputation.Focus content creation on owning key subject matter spaces (e.g. Texas A&M's meat sciences department owning BBQ/smoking content on YouTube).
Connect With Ethan:
LinkedIn: https://www.linkedin.com/in/robertethanbraden/Texas A&M University: https://www.tamu.edu/
Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Joshua Charles, a senior marketing and communications leader at Rutgers Business School and board member for HighEdWeb, a professional development network for digital professionals in higher education.

In this episode, we discuss Joshua's role at Rutgers, the structure and collaboration within his marketing team, their content strategy, use of marketing technology, and breaking down organizational silos. Joshua shares insights on the following topics.

Key Takeaways:
Keeping the web and marketing teams integrated rather than separating web under IT to maintain a cohesive vision and workflowThe importance of clearly defining roles, responsibilities, and processes for team collaboration and moraleTheir approach to the marketing tech stack spanning web hosting, CMS, CRM, marketing automation, advertising platforms and moreAligning content strategy by talking directly with students to understand their needs and journeysManaging changes and budget considerations when incorporating new marketing technology platformsBuilding relationships and lines of communication across student-facing departments to break down silos
On The Future of Higher Ed Marketing:
Joshua sees opportunities in continuing to learn from others in the higher ed community, carefully exploring AI applications while keeping the focus on the student experience, and positively influencing the narrative around the transformative value of higher education.

Connect with Joshua:
LinkedIn: https://www.linkedin.com/in/joshuacharles/

Connect with HighEdWeb:
Website: https://www.highedweb.org/
HighEdWeb 2024 Annual Conference: https://events.highedweb.org/heweb24

Connect with John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv

In this episode, Host John Azoni shares many tips for successful relationships with external videographers and as well as building in-house teams. 
 Key Takeaways: 
Hire good editors who can create a compelling story and vibe that draws viewers in. Editing is where a video can fall apart, so prioritize finding videographers who are skilled editors.Look for videographers who are collaborative partners, both creatively and logistically. They should take scheduling and coordination off your plate.Request that the videographer provide all the B-roll footage at no extra cost. This is a good sign they want to be a true partner.For lower budgets, look for generalist solo videographers used to doing a lot themselves. For bigger budgets and commercials, hire studios with specialized on-set roles.When hiring in-house videographers, manage expectations and clearly define priorities. One person can't do it all. Consider outside help for marketing storytelling.For small in-house video teams, an efficient duo is a producer/director/camera operator paired with a dedicated editor.
Join the newsletter: https://unveild.tv/newsletterConnect with John: https://www.linkedin.com/in/johnazoni/

On this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials. 

Key Takeaways:
Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contextsStrong student testimonials have an arc - an "old normal," a turning point, and a "new normal"Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional levelAuthentically communicating student mental health struggles and support services can be powerful storytellingStudents crave specific content around day-to-day experience, dorm life, food, "day in the life" videosConsider leveraging student-generated content for relatability, not just official marketing videosVideo length is less important than providing value and "resolving something in the viewer's brain"Hook the audience by conveying what they'll learn or how they'll relate vs. just introducing the subjectRepurposing video content into shorter clips, stills, ads etc. can fuel years of content vs. one-off approachYour audience sees your content far less than you think - don't be afraid to repurpose frequently
LINKS: Check out the Higher Ed Demand Gen podcast: https://concept3d.com/higher-ed-demand-gen-podcast/Check out Concept3D: https://concept3d.com

My guest today is Jess Cook, Head of Content and Communications at Island and co-host of the That's Marketing, Baby podcast. Jess comes from a background working with major B2C brands like McDonald's, Kellogg's, and others before transitioning to B2B marketing.

In this episode, we dive deep into email marketing strategies and tactics that higher ed marketers can apply. Jess shares insights on choosing the right sender name, crafting subject lines, using emojis and memes effectively, and personalizing emails for different audiences.

Key Takeaways:
The "from" line is more important than the subject line for driving opens. Send emails from a real person's name rather than a generic sender.Craft subject lines that pique curiosity and create a sense of urgency to open. Use odd numbers which feel more realistic.Test sending emails from different people at your institution that audiences will find trustworthy and relatable.Repurpose existing blog, video and social content in your emails rather than always creating new content.Include a strong postscript (P.S.) as a call-to-action - people are conditioned to read it.Use memes sparingly but strategically to show you understand your audience's pain points and experiences.For personalization across majors/colleges, focus on just 2-3 top programs first before trying to personalize for everyone.
Connect With Jess:
LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/
Podcast - That's Marketing, Baby: https://www.thatsmarketingbaby.com/

Connect With John:
LinkedIn: https://www.linkedin.com/in/johnazoni
Website: https://unveild.tv
Newsletter: https://unveild.tv/newsletter

My guest today is Shiro Hatori, Director of DemandGen at Concept3D. In this episode, we discuss data from Concept3D's survey of 500 recently admitted college students that can inform your higher ed storytelling and content creation efforts.

Shiro shares insights on the communication channels students prefer, the importance of virtual tours, addressing students' enrollment fears, and leveraging commencement to capture compelling student stories. If you want to make more data-informed decisions in your higher ed marketing, this episode is for you.

Key Takeaways:
Students prefer email communication (45%) more than schools expect. Consider increasing use of SMS/text messaging, which students find helpful but schools underutilize.52% of students said virtual tours were very important in their enrollment journey. Virtual tours help students remotely experience your campus before visiting.Students' biggest fear is making the wrong choice about where to enroll. Create content to boost their confidence in choosing your school.Capture video content and student stories during commencement week to highlight outcomes and plug into your summer melt campaigns.Create interactive campus maps to help students and families navigate your campus easily, especially on commencement day. Highlight key locations like parking.
Connect with Shiro:
LinkedIn: https://www.linkedin.com/in/shiro-h-685a2885/Higher Ed Demand Gen Podcast:(Spotify) https://open.spotify.com/show/3NLyDFcj1AiM5OyzrCNsJE(Apple) https://podcasts.apple.com/us/podcast/higher-ed-demand-gen-podcast/id1640562803
Connect with John:
LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter