Programmatic advertising is more than just finding those “watering holes” — the places your prospective students typically hang out.It takes locating where your audience is coming from, testing out new marketing, and exercising patience when waiting for the results.Programmatic advertising doesn’t reinvent the wheel. It still requires intentionality to know who and where your audience is and to be strategic in your marketing efforts.We’re getting our conversation on programmatic advertising started with Ashley Monk (https://www.linkedin.com/in/ashleymonk/), the CEO at Onya (https://www.onyamark.com/). In this episode, we unpack the nitty gritty of acing the student experience through targeted ads.Join us as we discuss: [2:47] Defining programmatic advertising[12:21] Casting the brand awareness net too wide[20:53] Having the patience to see ad results[27:49] Examining your overall strategy and outcomesCheck out these resources we mentioned during the podcast:Onyamark.com (http://Onyamark.com)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website, (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

By surveying attending students and students who decided to go elsewhere, your institution can give your admissions team additional data to help streamline their processes. But the research doesn’t stop there! Considering outside influencers like parents, coaches, and other trusted adults can bring a unique perspective of comparative analysis.We’re joined by Dave Burke (https://www.linkedin.com/in/david-burke-630610109/), the President of Legacy Higher Ed, to talk about all things admitted students research, data analysis, and even what to do if you encounter a bear in the wild.Join us as we discuss: [4:25] Admitted student research defined[9:56] The nuts and bolts of student survey research[17:36] Competitive analysis through cohorts[24:41] How to survey different audiencesCheck out these resources we mentioned during the podcast:dave@legacyhighered.com (mailto:dave@legacyhighered.com)legacyhighered.com (http://legacyhighered.com)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Vanderbilt University is at the forefront of Generative Artificial Intelligence.AI is not going away, but it can be understood through intentional time and effort. By destigmatizing generative AI at your institution, you may just broaden your impact to set your students and staff one step ahead of the game.We’re joined by Jules White (https://www.linkedin.com/in/jules-white-5717655/), the Senior Advisor to the Chancellor on Generative AI & Professor of Computer Science at Vanderbilt University, to discuss the ever-evolving realm of generative AI.Join us as we discuss:[4:23] Generative AI’s impact on the higher ed landscape[13:31] Misconceptions around generative AI[21:49] Why generative AI is not an internet search tool[25:47] How institutions can promote AI educationCheck out these resources we mentioned during the podcast:Coursera Course on Generative AI for University Leaders (https://www.coursera.org/learn/gen-ai-for-university-leaders)Previous Coursera Courses from Jules White (https://www.coursera.org/instructor/juleswhite)Shawn Keen on LinkedIn (https://www.linkedin.com/in/shawn-keen-273b2120b/)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Our colleges and universities are educating the workforce of tomorrow, so it’s important that they understand the mechanics of strategic initiatives and corporate partnerships.We’re getting our conversation started with Bill Spiker (https://www.linkedin.com/in/bill-spiker-7a612516/), the President of The Ohio Foundation of Independent Colleges (https://www.ofic.org/) (OFIC).OFIC works with independent colleges and universities to bridge the gap of information surrounding scholarship and employment opportunities for students and corporations respectively.Organizations like OFIC may exist in your state. Tune in to see why your advancement office should be taking full advantage of the resources they provide.Join us as we discuss:[6:44] Fundraising and talent development with independent colleges[10:10] Making corporation connections aware of college happenings[27:52] Why scholarships are shifting toward more of an investment[32:45] How organizations like OFIC evolve to meet changing needsCheck out these resources we mentioned during the podcast:spiker@OFIC.org (mailto:spiker@OFIC.org)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website, (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Multicultural marketing means asking questions and being authentically involved in discovering and providing what different demographics need.It’s about making admissions information accessible to all despite language barriers or backgrounds.We’re getting our conversation started with Christian Ponce (https://www.linkedin.com/in/ponce7/), the Associate Vice President for Marketing at Old Dominion University (https://www.odu.edu/) (ODU), who shares how multicultural marketing will soon be the norm in higher ed.Join us as we discuss:[1:45] Breaking down transcultural barriers[10:08] Multicultural views in American higher ed[16:30] The importance of  a diverse team[20:08] The future of AI and translation softwareCheck out these resources we mentioned during the podcast:Heygen.com (http://Heygen.com)The Collage Group (https://www.collagegroup.com/)Christian Ponce on Linkedin (https://www.linkedin.com/in/ponce7/)jponce@odu.edu (mailto:jponce@odu.edu)jrcp@gmail.com (mailto:jrcp@gmail.com)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Being assertive about getting involved as a senior marketing leader is essential to the prosperity of your institution's strategic plan. It takes a courageous leader to have tough conversations about institutional futures. But with the enrollment cliff on the horizon, it’s crucial now more than ever to develop and implement a strategic plan. We’re joined by Rob Zinkan (https://www.linkedin.com/in/robzinkan/), the Vice President for Marketing Leadership at RHB (https://www.rhb.com/) to discuss all things strategic planning, courageous leadership, and even Indiana basketball.If they don’t give you a seat at the table, bring a folding chair.Join us as we discuss: [4:24] Strategic plans in the competitive higher ed landscape[9:26] Having a seat at the table for marketing leadership[17:24] The distinction between planning and strategy[29:30] Remaining agile among looming higher ed changesCheck out these resources we mentioned during the podcast:The Book of Beautiful Questions by Warren Berger (https://www.amazon.com/Book-Beautiful-Questions-Powerful-Connect/dp/163286956X)rzinkan@RHB.com (mailto:rzinkan@RHB.com)RHB Strategic Planning Research (https://www.rhb.com/strategic-planning/)Inside Higher Ed: Call to Action Blog (https://www.insidehighered.com/opinion/blogs/call-action)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Is community outreach in higher ed really as simple as wearing your name tag?Taking a look at community needs through data can present partnerships you may have never anticipated. From Missouri Baptist University (https://www.mobap.edu/), Bryce Chapman (https://www.linkedin.com/in/bryce-chapman-b3a3667/) and Brittany Sansagraw (https://www.linkedin.com/in/brittanysansagraw/) share their institution’s innovative strategies toward hospitality and partnership.In this week's episode of the Higher Ed Marketer podcast, we’re breaking down the hospitality playbook.Join us as we discuss:[4:59] The hospitality playbook at Missouri Baptist[19:14] Leveraging partnerships to meet broader goals[22:29] Why subscription models are critical to successCheck out these resources we mentioned during the podcast:MBU Hospitality Playbook (https://drive.google.com/file/d/1X9Hz8YTtdkwgUHMhCiWPiwuVAaXj0I1h/view?usp=drive_link)bryce.chapman@mobap.edu (mailto:bryce.chapman@mobap.edu)brittany.sansagraw@mobap.edu (mailto:brittany.sansagraw@mobap.edu)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Now more than ever, students and families are shifting their focus toward the return on investment in higher education.With prospective students shifting their focus, higher ed needs to be flexible to keep up with changing times.Respecting students’ time and crafting strategies to meet different life experiences takes time, but it can be done.Getting our student-centered conversation started is Anne Khademian (https://www.linkedin.com/in/annekhademian/), the Executive Director at The Universities at Shady Grove (https://shadygrove.umd.edu/). Anne shares why higher ed needs to tailor educational opportunities to a student- centered approach and meet students where they are.Join us as we discuss:[7:26] Marketing different student experiences[21:58] The need for higher ed flexibility[33:00] Getting comfortable with uncertaintyCheck out these resources we mentioned during the podcast:Storythinking: The New Science of Narrative Intelligence (No Limits) (https://www.amazon.com/Storythinking-Science-Narrative-Intelligence-Limits/dp/0231206933) by Angus FletcherThe College Tour (https://www.amazon.com/The-College-Tour/dp/B08QMDXR7Z) on Amazon PrimeThe Universities at Shady Grove (https://shadygrove.umd.edu/)akhademi@umd.edu (mailto:akhademi@umd.edu)To hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Prospective students come from all sorts of backgrounds, communities, needs, and wants. A diverse audience means your content must be flexible to meet the needs of your community. The first step to meeting your audience where they are is to dig deep for their why.Shaping your content to satisfy the needs of your unique audience is key to leveraging content across generations.Laura Alloway (https://www.linkedin.com/in/lauraalloway/), Sr. Director of Marketing and Communications at Ohio State University College of Food, Agricultural, and Environmental Sciences (https://cfaes.osu.edu/) (CFAES), joins us for a conversation on knowing your audience and why you should keep your house clean.Join us as we discuss: [5:50] Considering your audiences why[11:26] Engagement for generational audiences[17:53] Why targeted messaging starts with your website[23:40] How OSU is deploying AI toolsCheck out these resources we mentioned during the podcast:Laura Alloway (https://www.linkedin.com/in/lauraalloway/) on LinkedInTo hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/) or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.

Some old-school higher ed professionals still balk at the idea of incorporating corporate e-commerce tactics into their digital marketing strategies. Yet the reality is that plenty of big box brands have become masters of meeting consumers where they are and delivering on their expectations.Kathleen Stockham (https://www.linkedin.com/in/kathleen-stockham-02895773/), Chief Marketing Officer at South College (https://www.south.edu/), may have only been involved in the higher ed space since 2022. But she’s leveraging her experience with companies like Verizon to supercharge their school’s digital campaigns.In this episode, we explore how your school’s marketing team can incorporate e-commerce solutions that go beyond brand awareness.Join us as we discuss:[5:13] The need to understand touchpoints in the student life cycle[12:34] Guerilla marketing tactics that actually move the needle[21:43] Competency-based education that makes students’ lives easierTo hear this interview and many more like it, subscribe on Apple Podcasts (https://podcasts.apple.com/us/podcast/the-higher-ed-marketer/id1552804442), Spotify (https://open.spotify.com/show/1u1F4gOhYuZYk2odcMkVjP?si=651cc489750e48ee), or our website (https://www.higheredmarketerpodcast.com/), or search for The Higher Ed Marketer in your favorite podcast player. Hosted by Ausha. See ausha.co/privacy-policy for more information.