Innovating Enrollment Success Cathy Donovan

As prospective students often begin their search for a college online, and on their terms, institutions’ SEO strategy must be constantly evolving. 

Paskill Manager of Search Torin Keefer shares current SEO best practices for higher education partners looking to make an impact. 
On this episode of Innovating Enrollment Success, learn how colleges and universities can start to maximize their school’s findability and discoverability across the web.

This episode addresses:
·       understanding SEO in higher ed marketing today
·       uncovering information opportunities and gaps
·       implementing effective search strategies 
·       optimizing content to build experience, expertise, authority and trust
·       demonstrating ROI of search strategies

Torin is on LinkedIn

Marketing the value of a college degree today requires new thinking from colleges and universities. 

On this episode of Innovating Enrollment Success, we explore the challenges of marketing the costs of higher education while also creating compelling content about the college experience.

Paskill President Jim Paskill and JPL Executive Creative Director Mary Pedersen share their thoughts on what’s possible to change the narrative of cost in enrollment marketing campaigns. 

This episode addresses:
The importance of institutions owning their brand storyEnsuring consistency at every touchpoint in a student’s enrollment journeyWays to present higher ed’s value beyond outcomes aloneThe need to embrace transparency in communicating costAdapting to changes in enrollment marketing Jim Paskill is on LinkedIn.

Mary Pedersen is on LinkedIn. 

Just as the higher education enrollment marketing landscape has evolved so has the yield process, when admitted students chose to become enrolled students. But what remains key in converting is building relationships with prospective students. This Innovating Enrollment Success episode explores proven strategies for improving yield in today’s higher education marketplace. 
Paskill experts Dave Black, vice president of market research and consulting, and Dana Evans Amberge, senior consultant of enrollment and marketing, delve into how recruiters can make the most impact to improve yield right now.


This episode addresses: 
·       adapting to changing circumstances, like FAFSA
·       understanding students’ choices among enrolling at your institution
·       balancing AI and new technologies with the human element of recruiting
·       having consistent messaging and delivering on promises to build trust
·       understanding the needs and backgrounds of diverse students
·       the fundamental skills and competencies needed to be an effective recruiter
·       why on-campus professional development for admissions teams works


Dana Evans Amberge is on LinkedIn.

Dave Black is on LinkedIn. 

Higher education marketing professionals are working harder than ever to promote their institutions in a media-saturated world as well as counter the public questioning of the value of a college degree.  This Innovating Enrollment Success episode dives into why higher ed marketing conferences like AMA’s Symposium for the Marketing of Higher Education are crucial to not only building community but building confidence in a marketer’s role to champion an institution across platforms and audiences. 
Michigan State University Health Sciences Senior Director of Marketing and Communications Nicole Szymczak, an AMA committee member, shares why the 2023 conference, held Nov. 12-15 in Chicago was its most attended in history.
This episode addresses:
Why higher ed conferences like AMA are needed communitiesThe evolving roles of marketers and communicators on campusWays to engage and build trust across teams and reporting structuresKeeping self-care in mind as a marketer in a rapidly changing ecosystemThe challenges of leading a centralized marketing and communications team and ways to build trust and connectionsKeynotes and sessions that resonated long after the conference and whyNicole Szymczak is on LinkedIn. 

A core driver in higher education enrollment marketing is paid media, spanning programs, audiences, platforms, and goals. This Innovating Enrollment Success episode dives into what’s working right now for paid media and the elements needed to engage real prospective students in real time. 
Director of Paid Media Mike Collins and Manager of Paid Media Cody Arnold share their insights and expertise on multiple college and university campaign strategies to best engage prospective students.

This episode addresses:
Ways to define and deliver continued paid media success Current trends generating meaningful enrollment resultsDifferent campaign goals/strategies for different audiences When and how to market content like the cost of collegeEvolving trends and technologies for new demographicsCody Arnold is on LinkedIn.
Mike Collins is on LinkedIn.
 

Belonging is a key driver in students choosing an institution and staying through graduation. More awareness is needed for how colleges and universities engage prospects from a variety of backgrounds. 
Higher education disability advocate Ryan Wilson and Rider University DE&I Chair Julio Abreu share their experiences connecting colleges to the communities they represent and offer insights on how institutions can cultivate more inclusivity on campus. 

This episode addresses:
When and how to build inclusivity in your marketing Why crafting authentic stories of diverse audiences mattersHow content and language should best represent demographicsWays to nurture genuine connections with Latinx and disabled communitiesJulio Abreu is on LinkedIn. Learn more about A+ Media at https://www.aplus-media.com/.

Ryan Wilson is on LinkedIn. Team Trust is offering a brand-new Disability Marketing Webinar called “Disability: Now or Never.”