Starting Deep with Mark Schaefer

About The Episode: In this conversation with Mark Schaefer, we dive deep into higher education marketing, enrollment, and alumni relations and explore how AI can help us connect more effectively with all of our audiences.

‍

Episode Prompt: You are a content marketing expert with a deep understanding of target audiences and personas.

I'm going to ask you to create an ideal persona for [target audience] for [url]

Use the information at these links [URLs about that persona, about page on target site, strategic priorities content] and from the attached files [any low-risk data that can be uploaded]. Include information on their priority initiatives (what are 5-10 things they spend their time, money, thoughts on), success factors (what 5-10 things would indicate success for them in their education and life), perceived barriers (what things would keep them from attending the university), decision criteria (what are the main factors in their final choice), and decision process/journey (what steps do they go through, what questions do they ask, and what content do they consume on their decision process.

Please create the persona for [target audience] for [url]. Take your time.

‍

The Profound Impact of AI on Higher Education Marketing

Kicking off the discussion, Piper asks Schaefer about the impact AI is likely to have on higher education marketing. Schaefer’s response underscores the monumental shift that AI represents, comparing it to innovations as significant as fire or the wheel. While acknowledging the often slow pace of change in higher education, he emphasizes the importance of human connection in university marketing strategies.

Schaefer argues that AI, when used effectively, can help institutions maintain and even enhance these human connections at scale. By automating certain tasks and detecting key conversations, AI allows educators and marketers to focus on what they do best—engaging with students in meaningful ways. Schaefer suggests that a simple gesture, like reaching out to prospective students on social media, can make a significant difference in their decision-making process, especially when they are feeling uncertain about their future.

‍

Overcoming the Overwhelm: Practical Advice for Marketers

One of the biggest challenges Schaefer identifies is the overwhelming pace of change in AI and marketing. He compares it to the work of a surfer—finding the right wave to catch while staying true to what you’re known for. For universities, this means leveraging AI in ways that align with their unique strengths and differentiators, rather than trying to adopt every new technology that comes along.

Schaefer advises marketers to focus on how AI can enhance their existing competencies. Whether a university is known for its responsiveness, innovative programs, or beautiful campus, AI should be used to amplify these strengths. He stresses the importance of identifying what makes an institution unique and using AI tools to build on those differentiators, rather than getting distracted by trends that don’t align with the institution’s core identity.

‍

Building Community with AI: A Mandate for Higher Education

Schaefer’s most recent book, Belonging to the Brand, explores the critical role of community in business success, and he sees a strong parallel in higher education. He notes that universities have a unique opportunity, if not an obligation, to foster a sense of community among students, alumni, faculty, and staff. This emotional bond, he argues, is nearly as strong as the connection people feel to their favorite celebrities or sports teams.

In higher education, Schaefer believes that AI can be instrumental in building and maintaining these communities. For example, AI could be used to match incoming students with alumni mentors who share similar passions or career goals, thereby creating a more personalized and supportive educational experience. However, he also points out that many universities are missing this opportunity, relying instead on outdated methods of communication, such as sending out alumni magazines, which do little to foster real connections.

‍

The Urgent Need for AI Adoption in Higher Education

As the conversation turns to the challenges of AI adoption, Schaefer highlights the potential risks for institutions that fail to embrace AI. He recalls an experience where a tenured professor dismissed social media as a fad, emphasizing how this resistance to change can hinder progress. In today’s rapidly evolving landscape, such attitudes could leave universities lagging behind.

Schaefer also touches on the broader implications of AI for the future of education, particularly in how it might change what students choose to study and how universities design their curricula. He warns that the traditional, slow-moving structures of higher education may not be sufficient to meet the needs of future generations, who will expect more flexibility and responsiveness from their institutions.

‍

Embracing AI in Personal Workflows: Mark Schaefer’s Approach

In closing, Piper asks Schaefer how he personally integrates AI into his work. Schaefer shares that while he is still in the early stages of experimenting with AI, he sees great potential in using it to handle tasks that require his personal touch but are time-consuming. Whether it’s fine-tuning a paragraph in his next book or analyzing large datasets for consulting projects, AI helps him be more efficient and effective.

Schaefer’s advice to listeners is to push the boundaries of what AI can do, treating it not just as a glorified search engine but as a valuable assistant or collaborator. By experimenting and testing AI’s capabilities, marketers and educators can discover new ways to enhance their work and stay ahead in a rapidly changing field.

‍

Key Takeaways

• Human Connection Through AI: AI can help universities maintain and enhance human connections with students by automating tasks and enabling more personalized engagement.
• Focus on Core Strengths: Institutions should leverage AI to amplify their unique strengths and differentiators, rather than chasing every new trend.
• Building Community: There is a significant opportunity for universities to use AI to build and maintain communities among students, alumni, and faculty, fostering deeper emotional connections.
• Urgency of AI Adoption: Universities must embrace AI to stay relevant and meet the needs of future generations, or risk falling behind.
• Experimentation and Innovation: Marketers and educators should continually experiment with AI, pushing its boundaries to discover new ways to enhance their work.

‍

Connect With Our Host:
Brian Piper
https://www.linkedin.com/in/brianwpiper/

About The Enrollify Podcast Network:
AI for U 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 Generation AI and Mastering the Next.

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