Filling Seats: The State of Enrollment Marketing in Higher Ed

StudentBridge
  • 5.0 (3)
  • Marketing
  • Updated Bimonthly

Learn what's working to grow, shape, and sustain enrollment at colleges and universities, directly from fellow enrollment marketers, thought leaders, and edtech innovators.Listen in for proven strategies to fill seats this cycle and beyond.

  1. 5d ago

    Scott Novak on Small Colleges, Storytelling, and Standing Out in a Tough Enrollment Market

    In this episode of Filling Seats, Jonathan Clues talks with Scott Novak, Founder and Partner at Small College Consulting, about the challenges and opportunities facing small colleges today. Scott has worked with hundreds of small colleges throughout his career and brings a clear perspective on what makes these institutions special, where they often struggle, and why they need to think differently about enrollment marketing. The conversation explores why small colleges cannot simply copy the playbook of larger institutions, how generic messaging creates a “sea of sameness,” and why stories about outcomes, internships, jobs, alumni networks, and real student experiences need to become more visible. Jonathan and Scott also discuss the role of digital experience, the importance of websites and video, the pressure facing understaffed enrollment teams, and why admissions counselors deserve more investment as the front-line storytellers of the institution. In this episode, you’ll hear about:  What defines a small college and how many exist in the U.S.  Why small colleges face unique enrollment and perception challenges  Why “small class sizes” and “family environment” are no longer enough  How small colleges can better communicate value and outcomes  Why schools need to stop playing by the same rules as larger institutions  How digital experiences shape first impressions  Why websites, video, segmentation, and personalization matter  What small colleges should do differently to stand out  Why admissions teams need more support, resources, and investment Listen now and explore more resources at StudentBridge. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    40 min

  2. May 14

    How Suffolk University Is Rethinking the Campus Visit Experience

    In this episode of Filling Seats, Jonathan Clues talks with Amber Fitzgerald, Director of Enrollment Visitor Services at Suffolk University, about how the campus visit has evolved from a single on-campus moment into a much broader student journey. Amber shares how Suffolk thinks about the visit before, during, and after a student arrives on campus, and why digital engagement now plays such an important role in creating excitement, building trust, and helping students feel prepared. The conversation explores why online and in-person experiences should not be treated as separate strategies, how student stories can create emotional connection, and why data is most powerful when it helps institutions improve the experience students are already having. Jonathan and Amber also dig into the importance of short-form video, personalized follow-up, and making the campus experience feel visible long before a student ever steps foot on campus. In this episode, you’ll hear about:  Why the campus visit is no longer just one moment on campus  How Suffolk uses digital resources before and after the visit  Why online and on-campus experiences need to feel connected  What “story first, data second” means in student engagement  Why current student voices are so powerful in visit programming  How video can help students feel prepared, excited, and connected  Why digital tools can deepen the in-person experience instead of replacing it  What enrollment visit teams can do to improve pre-visit and post-visit engagement Listen now and explore more resources at StudentBridge. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    35 min

  3. Apr 20

    Jason Simon on Higher Ed’s Trust Gap, Positioning, and Why Generic Storytelling Fails

    In this episode of Filling Seats, Jonathan Clues talks with Jason Simon, CEO of SimpsonScarborough, about one of the biggest forces shaping higher education marketing right now: trust. Drawing from Jason’s recent writing on branding, public perception, and the changing college decision journey, this conversation explores why higher ed has lost the benefit of the doubt with many students and families, what that means for enrollment and marketing leaders, and why broad, generic messaging is becoming more dangerous in a market that demands clarity. Jonathan and Jason dig into the real pressures institutions are facing, from price sensitivity and skepticism to the growing need for authentic positioning and experiences that actually match the message. If your institution is still relying on broad claims, over-polished storytelling, or a vague sense that you just need to “tell your story better,” this episode is worth a listen. In this episode, you’ll hear about:  Why higher ed is now competing for belief, not just attention  How institutions lost the “benefit of the doubt”  Why yield can be a fingerprint of brand strength  The danger of generic messaging in a crowded market  Why schools need to clearly answer why you, why now, and for whom How trust breaks when alignment breaks across marketing, admissions, and campus experience  What leaders can do now to rebuild credibility and improve enrollment outcomes Listen now and explore more resources at StudentBridge. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    37 min

  4. Apr 8

    Higher Ed Has More Video Than It Knows What to Do With

    Higher ed teams are producing more video content than ever, but most institutions are still treating it like a series of one-off projects. In this episode of Filling Seats, Jonathan Clues and Gil Rogers dig into a challenge that feels increasingly familiar across enrollment and marketing teams: colleges and universities have a growing library of raw footage, finished videos, social clips, and campaign assets, but no real plan for how to connect it all into a smarter content strategy. They talk through why video repurposing matters, where most institutions get stuck, and why authentic content does not mean low-quality content. They also explore how different types of video need to serve different purposes across the student journey, from awareness to yield. If your institution has ever invested heavily in video only to let most of it sit unused, this conversation is worth a listen. In this episode, you’ll hear about:  Why most colleges are sitting on more usable content than they realize  The difference between content creation and content strategy  Why “authentic” should not mean shaky, grainy, or poorly executed  How video should change based on where a student is in their journey  Why repurposing raw assets is more valuable than recycling finished pieces  How institutions can make better use of existing footage across admissions, marketing, and advancement🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    24 min

  5. Mar 25

    The Innovation Imperative: Rethinking Communication in Higher Education

    Higher education is facing one of the most challenging and transformative periods in its history. In this episode of Filling Seats, Jonathan Clues sits down with Mallory Willsea to explore what she calls the “innovation imperative” — and why institutions must rethink how they communicate, engage, and evolve to remain relevant. Together, they discuss how changing student expectations, shifting demographics, and increasing institutional pressure are forcing colleges and universities to adapt more quickly than ever before. You’ll hear discussion around: Why innovation is no longer optional for higher ed institutions Where communication strategies are falling short How enrollment and marketing teams can better align The role of authenticity and clarity in modern engagement What institutions must do now to stay competitiveIf you're thinking about how higher ed must evolve to meet today’s challenges, this conversation offers a grounded and forward-looking perspective. Filling Seats is sponsored by StudentBridge. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    26 min

  6. Mar 11

    Students + AI: What Enrollment Leaders Need to Know Now

    AI is rapidly reshaping how students search for, evaluate, and engage with colleges. But what does that actually mean for enrollment teams? In this episode of Filling Seats, host Jonathan Clues is joined by Mia Charette, Vice President of Marketing at Capture Higher Ed, to unpack insights from a recent study on student engagement and artificial intelligence. Together, they explore how AI is influencing the earliest stages of the college search, how student expectations around personalization and immediacy are evolving, and why institutions must rethink how they communicate in an AI-influenced discovery environment. You’ll hear discussion around: How students are beginning their college search with AI toolsWhy traditional search behavior is shiftingThe growing tension between automation and authenticityWhat enrollment teams should rethink about digital engagementWhere AI can help — and where human connection still matters mostIf you're thinking about the future of student engagement and enrollment strategy, this episode offers practical insight grounded in new research and real-world experience. Filling Seats is sponsored by StudentBridge. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    26 min

  7. Mar 2

    Navigating the Sea of Sameness in Higher Education Marketing

    In a higher ed landscape where many institutions sound and look the same, standing out has never been more important — or more difficult. In this episode of Filling Seats, host Jonathan Clues sits down with Beth Wolfe, Vice President of Enrollment at the University of Charleston, for a candid conversation about institutional differentiation and what it really takes to cut through the noise. Beth shares how the University of Charleston is leaning into clarity, confidence, and student-centered storytelling to define a distinct identity in an increasingly crowded market. Together, they explore why so many colleges struggle with sameness, how institutional DNA should shape enrollment strategy, and why authenticity is becoming a true competitive advantage. You’ll hear discussion around: Why differentiation is one of higher ed’s biggest challenges right nowHow institutions can clarify what makes them truly uniqueThe risks of generic messaging and static experiencesThe role of storytelling and student outcomes in standing outHow enrollment leaders can align brand, experience, and expectationsIf you're thinking about how to define — or rediscover — what makes your institution different, this episode offers thoughtful perspective grounded in real-world enrollment leadership. Filling Seats is sponsored by StudentBridge — helping colleges and universities create meaningful digital experiences that drive enrollment. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    44 min

  8. Feb 23

    Reducing Friction: Rethinking Student Engagement for a Modern Enrollment Journey

    Today’s students expect clarity, speed, and seamless experiences — and they’re far less tolerant of friction in the enrollment journey. In this episode of Filling Seats, Jonathan Clues is joined by Catie Clark from Niche to explore how institutions can modernize student engagement by removing unnecessary complexity and designing more intuitive pathways from discovery to enrollment. Together, they discuss how student expectations are evolving, why clarity and responsiveness are becoming competitive advantages, and where institutions unintentionally introduce friction — from slow follow-up to overly complex application steps. The conversation also explores the role of personalization, the balance between AI and authenticity, and why immersive storytelling and student-driven content are becoming essential for helping prospective students build confidence in their decisions. If you're thinking about how to simplify the student journey while strengthening connection and trust, this episode offers practical insight grounded in real-world experience. Filling Seats is sponsored by StudentBridge — helping colleges and universities create meaningful digital experiences that drive enrollment. 🎓 Learn more about StudentBridge 💻 Schedule a meeting with our team 🔗 Be a guest + connect with a guest

    30 min
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Learn what's working to grow, shape, and sustain enrollment at colleges and universities, directly from fellow enrollment marketers, thought leaders, and edtech innovators.Listen in for proven strategies to fill seats this cycle and beyond.

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