Enrollment decline rarely comes from a lack of effort. More often, it stems from misalignment. When marketing operates separately from enrollment strategy, even strong branding and storytelling can fail to move the needle. Live from the CCCU International Forum in Dallas, Stacey Berggren shares the candid journey of moving marketing under enrollment leadership at Northwest Nazarene University and rebuilding strategy after several years of decline.

From costly brand awareness campaigns that produced little measurable impact to restructuring teams, redefining priorities, and focusing on clear calls to action, this conversation unpacks what actually changes when marketing is held accountable to enrollment outcomes.

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What We Cover in This Episode

🔘Why brand awareness alone does not drive enrollment growth

🔘The strategic decision to move marketing under enrollment leadership

🔘How to restructure a marketing team for recruitment impact

🔘When to outsource critical marketing functions

🔘Leading institutional change with vulnerability and clarity

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Episode Highlights

02:15 – Recognizing enrollment decline and calling for an outside assessment

08:05 – The limits of brand awareness without a call to action

14:10 – Moving marketing from advancement to enrollment

21:40 – Restructuring the team and adding digital expertise

33:05 – Navigating cabinet politics and leadership vulnerability

46:30 – Building and prioritizing a two-year tactical enrollment plan

57:50 – Advice for presidents and VPs facing marketing misalignment

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The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.

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46:30 – Building and prioritizing a two-year tactical enrollment plan

57:50 – Advice for presidents and VPs facing marketing misalignment

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