Higher Ed Storytelling University
This podcast is dedicated to helping higher education marketers tell better stories and ultimately enroll more students. Hosted by video producer and storytelling coach John Azoni, it provides quick-win, practical advice that can be applied to marketing right away. The focus is on improving storytelling techniques to make university marketing more effective.
Episodes
#116 - UGC Video for Higher Ed: The Massive Potential and Untapped Opportunities
In this solo episode, John pulls back the curtain on Unveild's new "Directed UGC" offering — and the surprising gap in the market he hit while trying to promote it. When he went looking for colleges using UGC video well, he found plenty of day-in-the-life content and campus vibes clips, but almost nothing using UGC to tell a real story or market a specific program. That gap became the epi
#115 - Inside the Daily Deac Blog: How Wake Forest Built a Trusted Parent Communication Channel w/ Betsy Chapman
My guest today is Betsy Chapman, Senior Executive Director of Family Communications and Engagement at Wake Forest. Betsy is the voice behind the Daily Deac, a blog for parents and families that's been running nearly every weekday for over a decade and has grown to roughly 8,200 subscribers.Betsy walks through how the Daily Deac started as an alumni blog called Quad View, how it evolved in
#114 - Emmy-Nominated Faculty Videos: How Sewanee Amplified The Academic Experience w/ Bobby Silk
My guest today is Bobby Silk, communication and content strategist in the marketing and communications office at Sewanee: The University of the South. Bobby joined the show to walk through Inquiring Minds, a faculty spotlight video series that went on to earn a regional Emmy nomination — produced on a shoestring, unbudgeted line item of roughly $1,250–$1,500 per video.Bobby and his small,
#113 - The Most Important (and Hardest) Part of Storytelling: Finding the Stories to Begin With w/ John Azoni
In this solo episode, John tackles a problem he thinks is way more foundational than filming or editing: casting. Before you can tell a great story, you need someone willing to raise their hand and tell it — and John argues that's the part most higher ed teams are actually failing at.Drawing on conversations with clients and his own experience running Unveild's story-sourcing process, Joh
#112 - Program Videos That Don’t Feel Like Marketing - UMaine’s “Life in the Pines” Series w/ Brenn Borror and Patrick Wine
My guests today are Brenn Borror, who leads content strategy at the University of Maine, and Patrick Wine, founder of Story Stroll, the filmmaker behind UMaine's "Life in the Pines" series. We get into how an unscripted, vlog-style student story series came together — and why it's stuck around for three seasons.Brenn and Patrick walk through how "Life in the Pines" started as a cold-call
#111 - How To Recruit Graduate Students Using Storytelling (ft. Kogod School of Business, U of Michigan Flint, and Gatton College)
Grad school enrollment is hard right now. International pipelines are drying up, domestic demand is soft in a lot of markets, and prospective students have more options — and more skepticism — than ever. So how do you cut through?This compilation episode features three marketers from three very different graduate programs who are each doing something smart with storytelling and content cr
#110 - What College Parents Actually Need From Your Website, and What Higher Ed Is Getting Wrong w/ Laura Rudolph
Most college parent pages were built by someone who ran out of time and dumped every link they didn't know what to do with into a pile. Laura Rudolph has spent a decade trying to fix that.Laura is the founder of Square One Consulting, where she helps colleges communicate more clearly and — as she puts it — speak more human. She started her career as a journalist with a crime beat, fell in
#109 - "May 1st Is Halftime, Not the Finish Line": A Yield and Melt Survival Guide w/ Rita Winthrop
If your school just came off a yield season that didn't go the way you hoped — or if you're staring down summer melt and wondering what to actually do about it — this episode is for you.Rita Winthrop is a marketing consultant with 15 years in higher ed and edtech who helps institutions and brands build content that actually moves people. She runs Rita Winthrop Consulting out of Newport, R
#108 - AI Findability: How to Structure Your College’s Website to Answer Questions (Without The FAQ Dump Page)
If you've been feeling the pressure to overhaul your entire web presence for AI search, this episode is your permission slip to take a breath.Georgy Cohen is a content strategist who has spent her career in and around higher ed — in-house at universities, at agencies, and as an independent consultant. She joined the show to talk about one of the most practical and overlooked problems in h
#107 - Higher Ed Videography 101 for In-House Teams: A Crash Course in Elevating Your Videos
In this solo episode, John breaks down the fundamental camera settings and workflow decisions that can immediately elevate your video quality—whether you're brand new to video or looking to refine your technical foundation as an in-house higher ed videographer.Key takeaways:The four critical camera settings: frame rate (shoot 24fps for cinematic look), aperture (lowest f-stop for backgrou
#106 - CRUSH Yield Season With a Simple Google Doc w/ John Azoni
In this solo episode, John addresses a critical gap in how colleges use video content during yield season. Most institutions have great video content scattered across platforms, but admissions counselors often don't have easy access to share it in one-on-one conversations with prospective students—exactly when it could make the biggest impact.Key takeaways:Video shouldn't just be a broadc
#105 - How Pratt Institute is Helping Change the Narrative on Creative Education w/ Jolene Travis
My guest today is Jolene Travis, Assistant Vice President for Communications and Marketing at Pratt Institute. In this episode, Jolene shares how Pratt built a comprehensive campaign to combat negative headlines about creative arts education and shift public perception.Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "W
#104 - Why College Websites Are Failing Prospective Students and How to Fix It w/ Pez Perry from Squiz
My guest today is Pez Perry (Robert Perry), Principal Consultant at Squiz. In this episode, Pez shares his expertise on why most higher education websites fail prospective students and what institutions need to do differently.Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospect
#103 - Reversing a 40% Enrollment Drop at Montana University w/ Jenny Petty & Stephanie Geyer
In this episode, Jenny Petty and Stephanie Geyer talk about their experiences in higher education marketing, focusing on their collaborative efforts at the University of Montana. They discuss the challenges of enrollment decline, the importance of storytelling, and the revitalization of campus traditions. The conversation also touches on the significance of indigenous representation and t
#102 - The Tiny Team Behind Felician University’s Viral Short-Form Video Hits w/ Christine Albano
In this conversation, Christine Albano discusses her journey in social media management within higher education, particularly at Felician University. She shares insights on the importance of social media as a research tool for prospective students, the creative processes behind successful campaigns, and the challenges of managing a student content team. Christine emphasizes the need for a
#101 - Why Advancement MarCom Is Still the Underdog (And Why That Needs to Change) w/ Dan Giroux
In this episode, host John Azoni sits down with Dan Giroux, independent consultant and former senior advancement communications leader at Drexel University, to explore why Advancement Marketing & Communications (MarCom) is one of the most overlooked — yet most critical — functions in higher education today.Dan shares insights from his three-act career journey (agency, in-house, and in
#100 - Reddit for Higher Ed 101: Why Every College Needs a Subreddit (AI Search, SEO, and Enrollment Strategy) w/ Ross Simmonds
In this episode, Ross Simmonds, CEO of Foundation Marketing and Distribution.ai, unpacks why Reddit has become one of the most influential platforms in the student decision-making process—shaping search rankings, AI responses, and campus reputation in ways most institutions aren’t tracking. He explains how universities can strategically participate without sounding promotional, how to bui
#99 - How to Write Blogs and Emails Prospective Students Might Actually Read w/ Erin Fields from Ologie
In this conversation, Erin Fields, the marketing director at Ology, discusses her journey in higher education marketing, emphasizing the importance of authentic content and understanding student needs. She shares insights on leveraging LinkedIn for thought leadership, the role of Reddit in gathering student feedback, and effective strategies for email marketing and blog content. Erin high
#98 - How Higher Ed Can Steal Apple’s Playbook for Vision, Buy-In, and Brand Momentum w/ Dérecco Lynch from University of Cincinnati
In this engaging conversation, Dr. Dérecco Lynch shares his insights on transforming higher education through innovative marketing strategies, storytelling, and building brand affinity. He emphasizes the importance of engaging students and stakeholders by simplifying messaging and creating a culture of collaboration. Drawing parallels with Apple's approach to product launches, Dr. Lynch d
#97 - Reducing Friction in Your Email Nurture Campaigns to Prospective Students w/ Cory Glover
In this episode, John Azoni interviews Cory Glover, a Marketing Cloud Manager at the University of Michigan Dearborn, about reducing friction in email campaigns. They discuss the importance of personalization, the challenges of managing email communications, and the impact of strategic changes in messaging. Cory shares insights on improving student engagement through dynamic content and s
#96 - Creating Content for International Students for Recruitment and Retention w/ Chris Rapozo From Stamats
Chris Rapozo shares his journey from Germany to the United States, discussing his experiences as an international student and the cultural challenges he faced. He emphasizes the importance of addressing the emotional needs of international students and the role of content in supporting their retention. The conversation also touches on the significance of personal connections and the impac
#95 - Bad RFPs, Sidestepping Marketing on Design Decisions, and Enrollment Lessons from Online Dating w/ Cheryl Broom from GradComm
In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn
#94 - Stop Filming For Posterity - Rethinking How You Use Your In-House Video Staff
In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enh
#93 - How a Higher Ed Video Production Company Incorporates AI into Its Work
In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation.Key Takeaways:AI accelerates video
#92 - A Higher Ed Marketing Leader’s Guide to Implementing AI Across the Organization w/ Seth Odell from Kanahoma
In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strate
#91 - Increasing Donor Engagement Through Specific Stories w/ Senior Fundraising Leader, Jennifer Porter
In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors an
#90 - Higher Ed Content Creation, But Make It Not Suck w/ John Azoni from UNVEILD
In this episode, John Azoni discusses the importance of storytelling in higher education content creation. He emphasizes the need to move beyond basic information sharing to create compelling narratives that resonate emotionally with audiences. The conversation covers the science behind storytelling, the distinction between narrative and declarative storytelling, and the significance of h
#89 - Growing Your Influence with Short-Form Video on Social Media w/ Rob Clark from @ThatTallFamily
In this conversation, John Azoni and Rob Clark discuss the evolution of Rob's family brand on social media, the impact of COVID on their career paths, and insights from Rob's new book on social media success. They explore the importance of storytelling, audience engagement, and the balance between quantity and quality in content creation. In this conversation, Rob Clark and John Azoni dis
#88 - Stop Copying Bad Content: How to Break Out of the Higher Ed Marketing Status Quo w/ Tony Sheridan
In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasize
#87 - Wes Anderson Meets Higher Ed: Texas A&M’s Quirky Storytelling That Breaks the Rules w/ Warren Cook from Make Something Beautiful
In this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of q
#86 - The Hidden Costs of Higher Ed Social Media (And How to Plan for Them) w/ Maya Demishkevich
In this episode, John Azoni chats with Maya Demiskevich, a higher ed CMO, marketing strategist, and social media consultant. Maya shares how she overcame imposter syndrome and fear of judgment to start posting on LinkedIn—an intentional decision that changed the trajectory of her career. Since then, she’s presented at over 10 higher ed conferences, landed podcast features (including this
#85 - Inside Vanderbilt’s Emmy-Winning Video Team w/ Randolph Infinger
In this episode, John Azoni chats with Randolph Infinger, Senior Video Producer at Vanderbilt University, about his journey from digital marketing to video production, how Vanderbilt’s creative team is structured, and what it takes to produce videos that truly connect with audiences.Randolph shares his love for conceptual storytelling, explains how jazz influences his editing choices, and
#84 - How to Manage 300+ Marketing Staff at a Large University w/ Heather Macbain from University of Edinburgh
In this episode of Higher Ed Storytelling University, host John Azoni sits down with Heather MacBain, Head of Marketing at the University of Edinburgh. Heather manages a vast network of over 300 MarCom staff across the university, spanning marketing, communications, and stakeholder engagement roles. She shares insights on how their unique structure helps keep everyone aligned in messaging
#83 - Paid Ads for Higher Ed - What Works and What Doesn’t w/ Kathleen Barth from 3 Enrollment Marketing
In this episode, John Azoni sits down with Kathleen Barth, Digital Product Manager at 3 Enrollment Marketing, to discuss the ever-changing landscape of paid digital advertising for higher ed institutions. Kathleen brings a wealth of experience from the entertainment industry, having worked with Netflix, Warner Brothers, and Disney, before transitioning to enrollment marketing.They explore
#82 - Should You Bring Video In-House or Outsource? Pros and Cons w/ John Azoni
In this solo episode, John Azoni breaks down the pros and cons of hiring an in-house videographer versus outsourcing video production. As the founder of UNVEILD, a video production company, you might expect him to push for outsourcing—but his perspective is refreshingly balanced.John emphasizes that the key factor in making this decision is having a clear video content strategy in place f
#81 - How to Grow on Youtube - Strategies for Higher Education w/ Matt Hames from 3 Enrollment Marketing
My guest today is Matt Hames, a digital strategist at 3 Enrollment Marketing, where he specializes in helping higher ed institutions optimize their digital presence. Matt is passionate about how prospective students engage with organic digital content, and he leads digital labs at 3E, guiding schools on how to use platforms like YouTube more effectively.In this episode, Matt breaks down Y
#80 - Best Higher Ed Video Tips for 2025 (Wrong Answers Only)
In this lighthearted solo episode, John Azoni takes a humorous dive into common clichés in higher ed video marketing. From the overuse of drone shots to awkward diversity montages, John shares "wrong answers only" tips to spark conversation and reflection on how to elevate video storytelling. Drawing from personal experiences and industry anecdotes, he highlights the balance between creat
#79 - How to Tell Sensitive Marketing Stories Without Causing Harm – A Trauma Specialist’s Perspective w/ Laura Azoni, LMSW
My guest today is Laura Azoni, LMSW, a trauma and resiliency specialist with over 15 years of experience in trauma-informed care. Laura has worked extensively with survivors of mass violence, specializing in creating recovery strategies and empowering individuals to share their stories in a way that respects their dignity and well-being.In this episode, Laura shares insights on how higher
#78 - University of Limerick’s Award-Winning Storytelling Campaign, and Student-Led TikTok Content Engine w/ Michelle Mc Mahon
In this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign.
#77 - Building BGSU’s Marketing Powerhouse: Inside Amy West’s Winning Team
My guest today is Amy West, Associate Vice President for Marketing and Brand Strategy at Bowling Green State University. With over 25 years at BGSU, Amy has led her team to national recognition through innovative, data-driven marketing and a collaborative, “social-first” approach.In this episode, Amy shares insights into how she built a high-performing marketing team that is both passiona
#76 - How To Do Epic Content Marketing for Higher Education w/ Brian Piper
My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions.Key Takeaways:Video distribution requires a comprehensive strategy beyo
#75 - The New Rules of Higher Ed Content Marketing for Gen Z: Insights from Dr. Meghan Grace
My guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College."In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in
#74 - How To Avoid 3 Common Branding Blunders for Community Colleges w/ Alana Villemez
My guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing.In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception.Key Takeaways:The importance of aligning brand perception with mission and valuesT
#73 - Storytelling Insights from The Personal Journey of Maria Kuntz from University of Colorado, Boulder
My guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder.In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced
#72 - Conservative, Liberal, or Moderate: Positioning Your College’s Video Content in a Polarized World w/ Jarrett Smith from Echo Delta
My guest today is Jarrett Smith, Senior Vice President of Strategy at Echo Delta, an education marketing agency solving higher ed's most pressing marketing problems with strategies designed for success.In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares
#71 - Differentiating Your College or University in a Sea of Sameness w/ Suzan Brinker from Viv Higher Education
My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast.In this episode, Suzan discusses strategies for differentiating i
#70 - Transform your college’s email newsletters - Insights from Mailed It! Co-Authors, Ashley Budd and Dayana Kibilds
My guests today are Ashley Budd and Dayana Kibilds, co-authors of "Mailed It: A Guide to Crafting Emails that Build Relationships and Get Results." Ashley is a digital strategy expert at Cornell University, while Dayana is a strategist and researcher at Ology, an agency in the higher ed space.In this episode, Ashley and Dayana discuss their new book "Mailed It" and share insights on effec
#69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy Feat. Social Media Manager, Brianna Blackburn
My guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms.In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navi
#68 - The Top of Funnel Drought in Higher Ed
John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John addresses the challenge of top-of-funnel content drought in higher education marketing. He discusses the importance of top-of-funnel content in higher education marketing and strategies f
#67 - Student-Led UGC and Building a Dynamic Video Content Creation Team w/ Andy Murphy from Siena College
My guest today is Andy Murphy, Associate Director of Marketing at Siena College. In this episode, Andy shares insights on building and managing a video content creation team that includes full-time staff and student interns.Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life.Ke
#66 - Empowering Faculty to Build Their Personal Brands w/ Dr. Sheena Howard
My guest today is Dr. Sheena C. Howard, an award-winning author, filmmaker, and professor of communication. In this episode, Dr. Howard discusses her book "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income," and how universities can empower their faculty to build their personal brands, which in turn benefits the institution.Dr. Howard shares her nine-s
#65 - Higher ed, this is why you’re not growing on social media
John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John discusses effective content creation strategies for higher education institutions. He covers several key points:The Podcast Format Change John announces the podcast is moving to an every-
#64 - In-house Marcom Staff vs. External Partners w/ Joel Goodman of Bravery Media
My guest today is Joel Goodman, founder of Bravery Media. Joel helps colleges and universities increase their web conversion rates using hospitable design practices. In this episode, we discuss insights from the Simpson Scarborough CMO study and how it relates to budget constraints, staffing, and curating the best marketing communications team with the resources available.Joel shares his
#63 - How a Project Management Tool Broke Down Silos and Transformed Content Collaboration at UMass Lowell w/ Kristin Nichols
My guest today is Kristin Nichols, a higher education marketing consultant with over 20 years of experience at top universities in the Northeast. In this episode, Kristin discusses how implementing project management tools like Trello helped unite her marketing teams, facilitated cross-pollination between departments, and enabled an efficient "internal agency" approach.Kristin shares how
#62 - Enchanting a Nation: How R. Ethan Braden is leading a bold vision for Texas A&M’s Marketing & Branding
My guest today is R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. In this episode, Ethan shares his vision for building a world-class marketing team and developing a national earned media strategy to amplify Texas A&M's brand.Ethan discusses the five priorities he's established for his team: building a world-class marketing t
#61 - Uniting Marketing, Enrollment, and Web Strategy at Rutgers Business School w/ Joshua Charles
My guest today is Joshua Charles, a senior marketing and communications leader at Rutgers Business School and board member for HighEdWeb, a professional development network for digital professionals in higher education.In this episode, we discuss Joshua's role at Rutgers, the structure and collaboration within his marketing team, their content strategy, use of marketing technology, and br
#60 - Hiring Videographers: Secrets to Thriving In-House and External Relationships w/ John Azoni
In this episode, Host John Azoni shares many tips for successful relationships with external videographers and as well as building in-house teams. Key Takeaways: Hire good editors who can create a compelling story and vibe that draws viewers in. Editing is where a video can fall apart, so prioritize finding videographers who are skilled editors.Look for videographers who are collaborativ
#59 - How to Craft Compelling Student Testimonials and Content to Increase Enrollment Yield, w/ John Azoni + Shiro Hatori
On this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials. Key Takeaways:Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contextsStrong student testimonials have an arc - an "old normal," a turning point, and a "new normal"Get
#58 - Mastering The Email Newsletter: Tactics for Engagement, Trust, & Conversions w/ B2B and B2C expert, Jess Cook
My guest today is Jess Cook, Head of Content and Communications at Island and co-host of the That's Marketing, Baby podcast. Jess comes from a background working with major B2C brands like McDonald's, Kellogg's, and others before transitioning to B2B marketing.In this episode, we dive deep into email marketing strategies and tactics that higher ed marketers can apply. Jess shares insights
#57 - How to Improve Yield and Capitalize On Commencement Season w/ Shiro Hatori from Concept3D
My guest today is Shiro Hatori, Director of DemandGen at Concept3D. In this episode, we discuss data from Concept3D's survey of 500 recently admitted college students that can inform your higher ed storytelling and content creation efforts.Shiro shares insights on the communication channels students prefer, the importance of virtual tours, addressing students' enrollment fears, and levera
#56 - Unlocking the Potential of Scholarly Podcasts with Professors.fm, Featuring Robert Li
My guest today is Robert Li, co-founder and owner of University FM, and podcast network manager of Professors.FM, a podcast network featuring top scholars.In this conversation, Robert shares insights on the current higher ed podcasting landscape and the potential of scholarly podcasts to elevate research and university brands. We discuss launching faculty-hosted shows, making academic res
#55 - Four Pillars of a Compelling Student Testimonial w/ Sarah Whorton from University of Missouri System
My guest today is Sarah Whorton, Senior Strategic Communication Consultant at University of Missouri system. Sarah has a background in screenwriting and leverages storytelling principles in her higher education marketing work.In this episode, Sarah shares her insights on crafting compelling stories for higher education marketing. We discuss a four-point story structure she uses inspired b
#54 - How Nikki Sunstrum built high-performing content teams at Indiana University and University of Michigan
My guest today is Nikki Sunstrum, Assistant VP of Strategic Communication at Indiana University and Instructor at University of Michigan School of Information. Nikki has built social media teams at both IU and Michigan.In this episode, Nikki shares her insights on building effective social media teams in higher education. We discuss sourcing talent, establishing niches, managing team well
#53 - Making Research Relatable with Kate Young, host of This is Purdue podcast
My guest today is Kate Young, host, writer and producer of This Is Purdue, an award-winning podcast that highlights exciting stories of innovative Boilermakers and shares them with a global audience.In this episode, Kate provides an inside look at how This Is Purdue came to be, how it fits into Purdue's overall content strategy, and key lessons learned along the way.Key Takeaways:Starting
#52 - Instagram is King: Why Today's Prospective Students Turn Here First w/ Jeremy Tiers from Tudor Collegiate Strategies
My guest today is Jeremy Tiers, Senior Director of Admissions Services for Tudor Collegiate Strategies. He has helped thousands of college and university admission and marketing professionals become better recruiters, communicators, writers, and leaders through training programs and mentoring over the past nine years.In this episode, Jeremy shares insights from data his team has collected
#51 - Crafting Irresistible Program Pages: A Blueprint for Higher Ed w/ Copywriter Jo Marshall
My guest today is copywriting expert Jo Marshall, founder of All Things Words, a specialist copy and content agency focused on higher education clients. Jo has over 20 years of experience helping universities find their voice, shape their messaging, and tell compelling stories.In this episode, Jo and I discuss strategies to optimize university program pages to better attract and engage pr
#50 - What Higher Ed Gets Wrong About Storytelling and How to Fix It w/ Zach Busekrus & John Azoni
Today we are sharing with you an episode where host, John Azoni, was a guest on the Enrollify podcast. In this episode hosted by Zach Busekrus we talk about John's journey into storytelling through working with the unhoused population in Detroit, what higher ed gets wrong about storytelling, the Netflix show Love is Blind, and more.
#49 - Recruiting Students In Your Sleep With an AI Enrollment Officer w/ Cade Scott from Enroll Boost AI
0My guest today is Cade Scott, founder of Enroll Boost AI. Cade helps Tech and Trade Schools boost enrollment by building AI-powered chatbots to engage prospective students around the clock.In this episode we discuss how implementing automated yet personalized communication can drastically improve lead response times and enrollment rates. Cade shares how he leveraged conversational AI to
#48 - Inclusive Storytelling: The Importance of Content Featuring People with Disabilities w/ Jaime Hunt from The Higher Ed CMO
My guest today is Jaime Hunt, Vice President and Chief Marketing Officer at Old Dominion University. Jaime is a seasoned higher ed marketer with expertise in areas like brand strategy, recruitment marketing, and digital innovation. In this episode we discuss the importance of telling authentic stories of college students with disabilities. We explore biases that still exist, and how human
#47 - Creating Personalized Storytelling Content with AI w/ Ardis Kadiu from Element451
My guest today is Ardis Kadiu, CEO and co-founder of Element451, an AI-powered CRM platform for higher education institutions. Ardis is an entrepreneur and technologist passionate about leveraging AI to transform student engagement and admissions processes.In this episode we have an in-depth discussion on personalization in storytelling using AI. We explore how advanced natural language m
#46 - How to Create Content People WANT to Watch with the “Side Door” Approach w/ John Azoni
In this solo episode, John talks about the power of using a "side door" approach when creating content that aims to draw audiences into your brand emotionally.Key takeaways:Front door content directly states brand values and goals, while side door content focuses more on storytelling.Side door content takes audiences on a journey that immerses them in the emotions of a brand.Great example
#45 - How Students' Raw Stories Unite Campus w/ Nate Jorgensen from Miami University
My guest today is Nate Jorgensen, Senior Director of Academic Marketing and Communications at Miami University in Ohio. In this episode we discuss Miami's storytelling initiatives, including their Major Insight podcast, and strategies for centralizing university marketing.Key takeaways:Miami's Major Insight podcast features raw, authentic conversations between students about their college
#44 - Attracting Adult Learners to Your Higher Ed Programs w/ Chris Rapozo from Hannon Hill
My guest today is Chris Rapozo, Marketing Specialist at Hannon Hill. As an adult learner himself, Chris shares his personal story and insights on marketing to non-traditional students. He offers a unique perspective on the motivations and challenges of the non-traditional learner demographic that higher ed marketers want to attract.Key Takeaways:Adult learners seek education with purpose
#43 - Your “WHY” is not your story w/ John Azoni
In this solo episode, John explores the true meaning of "storytelling" and how it differs from creative messaging in marketing. He discusses how the term has become diluted in higher ed, with many thinking creative messaging equals storytelling.Key takeaways:Marketing teams often claim to be telling stories when they are really just presenting information about their school in a creative,
#42 - LinkedIn Growth Hacks for Higher Ed Marketers w/ Casey Hill from ActiveCampaign
My guest today is Casey Hill, a growth veteran with over a decade of experience helping software companies scale fast. In this episode, we dive deep into LinkedIn strategy and optimization for higher ed marketers. Casey currently leads organic growth at ActiveCampaign, where he's pioneering creative ways to grab attention and break from the mold.Key Takeaways:Use firsthand experiences and
#41 - Mastodon and Decentralized Social Networking Models for Higher Ed Marketers w/ Andrew Cassel of Middlebury College
My guest for this episode is Andrew Cassel, Senior Social Strategist at Middlebury College. In this episode we dive into emerging social platforms like Mastodon, BeReal, and the future of social networking in a Web 3 environment.Key Takeaways:Understanding the decentralized, ad-free experience of Mastodon instances and the FediverseGrowing authentic community engagement through hashtag us
#40 - The World's Largest Focus Group: Tapping into Social Listening for Higher Ed Storytelling w/ Liz Gross, CEO, Campus Sonar
My guest today is Liz Gross, founder and CEO of Campus Sonar. In this episode we discuss using social listening to inform higher ed storytelling and strategy.Key takeaways:The importance of listening to your audience's narratives and addressing misperceptions through strategic storytelling.Using social listening to identify insights for strategic initiatives like enrollment, program devel
#39 - The 5 C’s of Higher Ed Social Media Execution With Limited Resources w/ Lizzie Chen from Moody College of Communication
My guest today is Lizzie Chen, Assistant Director of Digital Media at Moody College of Communication at the University of Texas at Austin. In this episode we discuss running an impactful social media strategy with limited resources.Key takeaways:Build community both online and offline. Host events to bring your social media audience together in real life.Jump on trends strategically. Ensu
#38 - Tapping Student Talent for Video and Social Media Content w/ Dr. Josie Ahlquist
My guest today is Dr. Josie Ahlquist, Josie is a renowned expert in digital leadership, guiding educational leaders, organizations, and students through speaking, coaching, and consulting. Her practical and evidence-based frameworks empower clients to create tailored digital engagement strategies.Among many other things, In 2023, Josie was selected as a NASPA Pillar of the Profession, one
#37 - Higher Ed Marketing In a Skills-Based-Economy w/ Eric Stoller, VP of Digital @ Territorium
My guest today is Eric Stoller, VP of Digital at Territorium. In this episode we discuss the value of higher education in a skills-based economy and how colleges need to better connect the dots for students between their education and employability after graduation.Key takeaways:Why a skills-based focus is important for communicating value to today's students and adult learners.The limita
