Higher Ed Storytelling University

John Azoni
  • 5.0 (25)
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Higher Ed Storytelling University

A podcast dedicated to helping higher ed marketers tell better stories and enroll more students. Hosted by video producer and storytelling coach, John Azoni, these episodes provide quick-win practical advice you can put to use in your marketing right away.

  1. #76 - How To Do Epic Content Marketing for Higher Education w/ Brian Piper

    13 NOV

    #76 - How To Do Epic Content Marketing for Higher Education w/ Brian Piper

    My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions. Key Takeaways: Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formatsAI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platformsCreating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharingSEO should be considered before, during, and after content creation - not just as an afterthoughtZero-click content on social media can build brand awareness even without driving traffic to your websiteHigher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignmentPodcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent schedulingGoogle Search Console and Looker Data Studio can provide valuable analytics insights without expensive tools SEO Strategies Discussed: Focus on problem-solving and question-answering in contentUpdate titles and content based on performance dataTarget featured snippets for voice search and AI resultsConsider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for information Resources mentioned:Buy the book here: https://brianwpiper.com/product/epic-content-marketing-for-higher-education/ Connect with Brian: Website: https://brianwpiper.com/LinkedIn: https://www.linkedin.com/in/brianwpiper/Author: "Epic Content Marketing for Higher Education" Connect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    54 min
  2. #75 - The New Rules of Higher Ed Content Marketing for Gen Z: Insights from Dr. Meghan Grace

    30 OCT

    #75 - The New Rules of Higher Ed Content Marketing for Gen Z: Insights from Dr. Meghan Grace

    My guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College." In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content preferences, and effective approaches for colleges to connect with this generation. Key Takeaways: Gen Z's skepticism of higher education stems from informed consumerism and a desire for worthwhile investments of time and moneyShort-form, personalized, and authentic content tends to resonate most with Gen Z audiencesContent should showcase real student experiences and impact rather than focusing solely on institutional achievementsEpisodic content and "day in the life" videos can effectively engage prospective studentsColleges should create content that bridges multiple audience segments, including current students, prospective students, and alumniHigh-production commercials may resonate more with alumni than prospective studentsUser-generated and authentic "man on the street" style content can be highly effective for connecting with Gen Z Resources mentioned: The Campus of Tomorrow (article)- https://ologie.com/full-circle/2021/08/the-campus-of-tomorrow/Dr. Meghan’s book: “Generation Z Goes to College” - https://amzn.to/4eoOCrG Connect With Meghan: Website: https://www.meghanmgrace.com/LinkedIn: https://www.linkedin.com/in/meghanmgrace/Instagram: https://www.instagram.com/meghanmgraceConnect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    56 min
  3. #74 - How To Avoid 3 Common Branding Blunders for Community Colleges w/ Alana Villemez

    16 OCT

    #74 - How To Avoid 3 Common Branding Blunders for Community Colleges w/ Alana Villemez

    My guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing. In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception. Key Takeaways: The importance of aligning brand perception with mission and valuesThree common branding blunders: brand dilution, brand undervaluation, and brand exaggerationThe value of conducting perception surveys to understand brand alignmentThe need for authenticity and honesty in marketing to Gen Z and Gen Alpha Topics Discussed: Alana's background and experience with community collegesThe Community College Promise FrameworkThe brand pyramid concept for effective brandingChallenges in community college marketing compared to four-year universitiesExamples of successful community college branding Resources mentioned: “How to Fix Branding Blunders: Perception's Effect on Community College Success” - https://www.linkedin.com/pulse/how-fix-branding-blunders-perceptions-effect-college-success-alana-hp87c/?trackingId=M%2F2SX8PVQDuLEdKrX0KnFQ%3D%3DConnect With Alana: Website: https://mltsucceed.comLinkedIn: https://www.linkedin.com/in/alanavillemez/ Connect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    43 min
  4. #73 - Storytelling Insights from The Personal Journey of Maria Kuntz from University of Colorado, Boulder

    2 OCT

    #73 - Storytelling Insights from The Personal Journey of Maria Kuntz from University of Colorado, Boulder

    My guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder. In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs. Key Takeaways: Personal experiences shape our approach to storytelling and marketing in higher educationThe importance of understanding and addressing the diverse needs of students, including caregiversThe power of language and framing in shaping narratives and perceptionsThe potential of AI in higher education marketing and student support Topics Discussed: Maria's background in theater, French, and international studiesChallenges faced as a student and single parent pursuing graduate educationThe importance of time and support for caregivers in higher educationApproaches to storytelling that respect individual experiences and avoid assumptionsThe concept of universal design in student support servicesThe use of AI in higher education marketing and student support Strategies and Examples Discussed: Asking students what's important to them when telling their storiesUsing AI for qualitative analysis of interview transcriptsExploring different storytelling constructs beyond the hero's journeyThe potential of custom GPTs for brand-aligned content creation Connect With Maria: LinkedIn: https://www.linkedin.com/in/mariakuntz/Connect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    42 min
  5. #72 - Conservative, Liberal, or Moderate: Positioning Your College’s Video Content in a Polarized World w/ Jarrett Smith from Echo Delta

    18 SEPT

    #72 - Conservative, Liberal, or Moderate: Positioning Your College’s Video Content in a Polarized World w/ Jarrett Smith from Echo Delta

    My guest today is Jarrett Smith, Senior Vice President of Strategy at Echo Delta, an education marketing agency solving higher ed's most pressing marketing problems with strategies designed for success. In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares insights on the extent to which state and campus politics influence student choice, students' key concerns, and how institutions can address these issues in their marketing efforts. Key Takeaways: Politics is a significant factor for most students in their college decision, accounting for about 20% of the decision on average64% of students say state politics differing from their views would be a factor, while 74% say campus politics would be a factorTop student concerns include personal safety, fear of not belonging, and concerns about harassmentLeft-leaning students were more likely to cite a wide range of concerns compared to moderate or conservative studentsTexas, Florida, and Alabama were the states of most concern, even among some moderate and conservative students Strategies and Examples Discussed: Texas A&M's "Where You Belong" campaign showcasing student diversity through micro-stories and high production valueHillsdale College's conservative positioning and high-quality content productionPenn State's "Social 119" YouTube channel featuring lectures on controversial topicsUniversity of Chicago's principles of free expression and how they communicate this in admissions contentConnect With Jarrett: LinkedIn: https://www.linkedin.com/in/smithjarrett/Website: echodelta.coConnect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    52 min
  6. #71 - Differentiating Your College or University in a Sea of Sameness w/ Suzan Brinker from Viv Higher Education

    4 SEPT

    #71 - Differentiating Your College or University in a Sea of Sameness w/ Suzan Brinker from Viv Higher Education

    My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast. In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out. Key Takeaways: Differentiation doesn't always mean reinventing the wheel - focus on excelling at the basics and communicating them effectivelyMarket research should be an ongoing, operationalized process rather than relying solely on expensive external studiesMessaging should move away from salesy approaches to authentic, story-driven content that builds trustAudience targeting should be based on enrollment data analysis, with 80% of budget focused on proven segmentsA content-first approach integrates paid media and content creation, offering value at every step of the prospect journey Connect With Suzan: LinkedIn: https://www.linkedin.com/in/suzanbrinker/Email: suzan@vivhied.comWebsite: hied.vivwebs.com/ Connect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    57 min
  7. #70 - Transform your college’s email newsletters - Insights from Mailed It! Co-Authors, Ashley Budd and Dayana Kibilds

    21 AGO

    #70 - Transform your college’s email newsletters - Insights from Mailed It! Co-Authors, Ashley Budd and Dayana Kibilds

    My guests today are Ashley Budd and Dayana Kibilds, co-authors of "Mailed It: A Guide to Crafting Emails that Build Relationships and Get Results." Ashley is a digital strategy expert at Cornell University, while Dayana is a strategist and researcher at Ology, an agency in the higher ed space. In this episode, Ashley and Dayana discuss their new book "Mailed It" and share insights on effective email marketing strategies for higher education. They provide practical tips on crafting emails that engage readers and drive results. Key Takeaways: Focus on the reader's needs and meet them where they areUse simple language and shorter sentences in emailsLeverage the "F" reading pattern to place key information where readers will see itTest different email styles and formats to convince stakeholders of new approachesTreat email more like a conversation than an academic thesis Strategies and Examples Discussed: Using polls and pop culture references to build relationships with readersImplementing the "F" email method for better readabilitySending "breakup" emails to re-engage unresponsive contactsA/B testing different email styles to demonstrate effectiveness Book Information: Title: "Mailed It! A Guide to Crafting Emails that Build Relationships and Get Results"Get on the book list: https://emailbook.co/Available at: emailbook.co, Amazon, Barnes & Noble, Bookshop.org, and independent bookstores Connect With Ashley: LinkedIn: https://www.linkedin.com/in/ashleybudd/Website: https://ashleybudd.com/Connect With Dayana: LinkedIn: https://www.linkedin.com/in/dayanakibilds/Website: https://kibilds.co/Connect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    53 min
  8. #69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy Feat. Social Media Manager, Brianna Blackburn

    7 AGO

    #69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy Feat. Social Media Manager, Brianna Blackburn

    My guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms. In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the importance of leadership support and cross-campus collaboration in executing an effective social media strategy. Key Takeaways: Create content with broad appeal to reach new audiences, then incorporate institution-specific elementsOptimize content for each platform (TikTok, Instagram Reels, YouTube Shorts) using native features and trending soundsBalance fun, trendy content with informational posts by making all content entertainingCollaborate with campus partners to ensure accuracy and gather fresh content ideasLeadership trust and autonomy are crucial for social media teams to thrive and take calculated risks Strategies and Examples Discussed: Using the "Of Course" trend for both broad college appeal and BGSU-specific contentCreating a Minecraft build of campus, which reached 1 million views on InstagramHighlighting staff stories, like a long-time photographer giving his son a diplomaConducting "Talent Talks" mini-interviews with students on trending topicsShowcasing the university president in relatable, fun content Resources Mentioned: Cheerleaders win two silver medals at national championshipsTaylor Swift "talon talk" University photographer of 20+ years hands son diplomaWe're.. of course trend.. Brand pride VS. Broad appeal contentStarbucks on the first day! Welcoming students for orientationCOLLEGE on minecraftConnect With Brianna: LinkedIn: https://www.linkedin.com/in/brianna-blackburn-71289a150/Instagram: https://www.instagram.com/briannalblackburn/TikTok: https://www.tiktok.com/@briannalblackburnCheckout BGSU socials: Instagram: https://www.instagram.com/officialbgsu/TikTok account: https://www.tiktok.com/@officialbgsu?lang=enYoutube: https://www.youtube.com/@bgsuConnect With John: LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

    1 h y 16 min
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A podcast dedicated to helping higher ed marketers tell better stories and enroll more students. Hosted by video producer and storytelling coach, John Azoni, these episodes provide quick-win practical advice you can put to use in your marketing right away.

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