Live at AMA: Aligning Missions to Empower Student Success

In this episode of In Your Element, recorded live at AMA in Las Vegas, Brendan sits down with Mike Margolies, CEO of NextGrad, and Ryan Barbauld, VP of College Partnerships at NextGrad, to explore the innovative ways they’re transforming out-of-home advertising in higher education. They discuss the value of partnerships in higher ed, how NextGrad leverages billboards in high schools to enhance student engagement, and the impact of collaborative efforts among education-focused companies. Listen in to hear how strategic partnerships and community-oriented approaches are reshaping student recruitment.‍

Key Takeaways

• Innovative Student Engagement: NextGrad strategically places billboards in high schools across North America, reaching students where they spend most of their time.
• Value of Partnerships in Higher Ed: Collaborations with agencies and institutions allow NextGrad to amplify digital marketing efforts.
• Strategic Advertising Placement: Targeted billboard locations maximize visibility, with NextGrad focusing on high-traffic areas within schools.
• Empowerment Through Engagement: NextGrad aims to empower students by providing direct access to information about colleges and universities on their home turf.
• Real-World Solutions for Higher Ed Marketers: NextGrad supports both higher ed institutions and high schools, bridging a gap to create community-focused marketing strategies.

What Makes NextGrad’s Approach to Student Engagement Unique? 
NextGrad offers a pioneering way to reach prospective college students by placing billboards directly within high schools across the U.S. and Canada. Unlike traditional out-of-home advertising, which relies on highway billboards or transit ads, NextGrad’s billboards are positioned in high-traffic areas inside schools, such as main entrances and hallways. These digital displays bring universities’ messages directly to students multiple times a day, making NextGrad a powerful complement to existing digital marketing strategies for colleges and universities.‍

Why Are Partnerships So Crucial in Higher Education Marketing? 
Mike and Ryan highlight the importance of strategic partnerships in higher ed. NextGrad collaborates closely with agencies, institutions, and other companies to provide a multi-channel approach to student engagement. This partnership approach allows universities and marketing agencies to elevate their reach, particularly in local markets where students live and attend high school. By aligning with other companies that share a mission of student success, NextGrad not only strengthens its impact but also creates a network of resources that benefit students, institutions, and the community.

How Does NextGrad Choose Billboard Locations in High Schools? 
Strategic placement is central to NextGrad’s mission. Mike explains that when entering a high school, NextGrad consults with school leaders to determine where students gather most. Locations are selected based on foot traffic patterns, ensuring that billboards are seen consistently throughout the day. From bustling corridors to school cafeterias, the goal is to capture students' attention in environments where they naturally spend time. In areas like Las Vegas, where schools often feature open-air layouts, NextGrad adjusts placement to make the most of each unique setting.

How Does NextGrad Empower Students Through Targeted Advertising? 
NextGrad believes in the power of engagement, aiming to reach students directly and foster informed decision-making. Their out-of-home advertising approach empowers students by placing information within their daily environment, allowing them to become active participants in the college search. Ryan shared how NextGrad’s “three E’s”—empower, excite, and engage—serve as guiding p