The Art of Attraction: Balance Brand and Lead Generation

About the Episode: Attracting the “right” kind of student is one way that institutions can position themselves to thrive amid the approaching enrollment cliff. In this episode, Jaime talks with Bart Caylor, president of Caylor Solutions and author of “Chasing Mission Fit” about just that – and how schools can effectively market and brand themselves to reach those students.

Takeaways for this episode include:

• What it means to find a "mission fit student" and how institutions can effectively identify them
• Tips to make your marketing and branding dollars stretch to the max
• Guidance on how schools with limited dollars can prioritize their spending to make the biggest impact
• Insights into balancing brand awareness with lead generation
• Recommendations for AI solutions that can help marketing offices achieve their goals

Concluding the episode, Jaime and Bart gaze into a crystal ball, predicting future trends and changes in higher education marketing, equipping listeners with the foresight and knowledge to stay ahead.

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Episode Summary

Why “Mission Fit” Marketing Matters

In Chasing Mission Fit, Bart Caylor emphasizes that identifying and reaching students who align with an institution’s unique mission can drastically improve enrollment outcomes. Rather than casting a wide net, smaller schools should define their core strengths and articulate what sets them apart. By knowing exactly who they are and what their students are looking for, institutions can build relationships with prospective students that are authentic and value-driven.

As Jaime shared from her experience at Winston-Salem State, schools that clearly communicate their values, such as a commitment to social justice, see an increase in students who choose them as their first choice. This approach not only helps to drive applications but also improves retention and graduation rates by attracting students who thrive within the institution’s unique culture.

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The Case for “Marketing on a Shoestring” in Higher Education

Small and medium-sized institutions often feel that a bigger budget is the answer to their marketing challenges, but Bart debunks this myth. Institutions can succeed without massive budgets by allocating funds strategically, using guerrilla tactics, and avoiding large-scale ad campaigns better suited to flagship universities with national recognition. For example, instead of placing a billboard on a busy interstate, he suggests targeting high schools and community hubs where prospective students are likely to see them.

Bart also stresses the importance of understanding what marketing dollars are actually achieving. By avoiding costly but ineffective advertising with local cable or radio stations, schools can focus on high-impact, low-cost options that drive real engagement and yield.

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Leveraging AI and Technology for Smart, Efficient Marketing

With the rapid advancement of AI tools, marketing in higher education is evolving at lightning speed. Bart and Jaime discuss how tools like ChatGPT can serve as a valuable ally in the creative process and in day-to-day marketing tasks. From idea generation to advanced data analytics, AI can simplify workflows, increase productivity, and reduce costs. Schools should leverage AI to gather insights, optimize campaigns, and automate repetitive tasks, allowing them to allocate their limited human resources to more strategic initiatives.

Looking ahead, Bart suggests that AI could have an even more transformative impact on marketing by helping institutions personalize their communications with students, measure effectiveness, and adapt more quickly to trends. But with these advancements comes the challenge of staying informed—a task made easier by connecting with experts, exploring tools through trial and error, and following real-time developments on platforms like LinkedIn.

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Activating Alumni and Community as Brand Ambassadors

Bart and Jaime agree that alumni engagement can be an effective, low-cost method to extend a small marketing team’s reach. Alumni who feel connected to their institution can be activated to promote the university on social media, speak at high schools, or even participate in prospective student events. Jaime recalls using alumni networks to welcome accepted students on social media, creating a sense of community and belonging that encourages new students to choose their institution.

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse. 

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

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Connect with Us at the Engage Summit:
Exciting news — Jaime will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $200.

Learn more and register at engage.element451.com — we can’t wait to see you there!