Balancing AI and Human Connection in Higher Ed Marketing with ChatGPT

Join Allison Turcio in her debut episode as host of The Application! 

In this episode, Allison is joined by Raffi DerSimonian, VP & Chief Strategy Officer at ERI. The pair explore the unique balance of leveraging AI technology like ChatGPT while still maintaining a personal, human approach to higher education marketing. They discuss the benefits of using ChatGPT for tasks such as data analysis and content creation, and show how, when used correctly, it can enhance, not detract from, the authenticity and personal touch that is so important in higher ed marketing. With its ability to streamline processes and free up time and resources, ChatGPT is a valuable tool for higher ed marketers looking to strike the right balance between technology and human connection. 

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Key Takeaways

• Experiment With ChatGPT Now: Start exploring ChatGPT’s potential to assist with writing, proofreading, and brainstorming. It’s a powerful tool for improving efficiency without replacing human creativity.
• Personalized Communication Made Easy: Use ChatGPT to generate tailored responses, adapt tones, and create engaging content that resonates with prospective students.
• Boost Productivity: ChatGPT can tackle time-consuming tasks like proofreading, FAQ responses, and even data synthesis from surveys, freeing up staff for higher-value work.
• Harness Insights From Data: Use ChatGPT to analyze qualitative data, like survey responses or social media comments, and gain meaningful insights into student needs and interests.
• Approach With Caution: While ChatGPT offers opportunities to enhance marketing, it cannot replace the emotional connection and authenticity that human interaction provides.

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What Is ChatGPT and Why Does It Matter?

ChatGPT is a revolutionary AI-powered language model developed by OpenAI. It’s designed to generate human-like responses and assist with a range of language processing tasks, from writing emails to analyzing data. Rafi describes ChatGPT as a tool that’s as transformative for content generation as calculators are for math. In higher ed marketing, ChatGPT can reduce workload and boost efficiency while enabling more personalized and nuanced communication.

However, Rafi stresses that ChatGPT should be seen as a complement to human creativity, not a replacement. It can accelerate workflows and enhance output but cannot replicate the authenticity, emotional connection, and originality that only humans can provide.

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How ChatGPT Benefits Higher Ed Marketers

• Content Creation: ChatGPT can help marketers generate website copy, email campaigns, and social media posts quickly and efficiently. By inputting prompts, marketers can request specific tones (e.g., humorous, professional, or warm) or refine existing drafts.
• Chatbots and FAQ Responses: AI-powered chatbots integrated with ChatGPT can offer more human-like and nuanced responses to prospective students’ questions, improving engagement and freeing up admissions staff.
• Personalized Messaging: From inquiry to enrollment, ChatGPT can create tailored communication flows, making prospective students feel seen and understood, which ultimately boosts engagement and application rates.
• Proofreading and Editing: ChatGPT can proofread for AP style or other specific guidelines, saving time for marketing teams without compromising quality.
• Data Analysis and Insight Generation: By analyzing survey responses, social media comments, or other qualitative data, ChatGPT can identify trends and actionable insights to improve marketing strategies.

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Balancing AI With Human Connection

While ChatGPT offers significant benefits, Alison and Rafi emphasize the need to retain the human touch in higher ed marketing. Authenticity, originality, and emotional connection remain central to building relationships with prospective students. ChatGPT is a tool that can assist in creating efficiencies but cannot fully replace the role of humans in crafting meaningful connections.

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Ethical Considerations for ChatGPT in Higher Ed

As with any AI tool, ChatGPT presents ethical concerns, including:

• Bias in AI: Since ChatGPT pulls from existing datasets, there’s a risk of perpetuating biases present in the data.
• Privacy Concerns: Marketers must be cautious about using personal or sensitive data when inputting information into AI models.
• Transparency: Institutions must be clear about how AI tools are used in their communication strategies.

Despite these challenges, ChatGPT can help make higher ed marketing more accessible and inclusive. For example, its language translation capabilities allow institutions to connect with non-English-speaking audiences, and its ability to synthesize data can help uncover hidden barriers faced by underrepresented students.

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Why ChatGPT is a Game Changer for Higher Ed

1. Improves Efficiency Without Sacrificing Quality

Marketers can use ChatGPT to quickly draft content, proofread copy, and generate ideas, freeing up their time for high-value creative work.

2. Elevates Personalization

ChatGPT helps tailor communication based on student interests, creating a sense of connection that can increase inquiries, applications, and ultimately enrollments.

3. Enhances Accessibility and Inclusivity

By translating content into multiple languages and synthesizing diverse data points, ChatGPT empowers institutions to better serve underrepresented audiences.

4. Facilitates Deeper Insights

Using ChatGPT to analyze qualitative data—like FAQs or survey results—can help marketers understand student needs and improve their strategies.

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Action Steps for Higher Ed Marketers

1. Experiment With ChatGPT Today: Log on to OpenAI’s ChatGPT platform and play around with its features. Try inputting prompts like “Warm up the tone of this copy” or “Proofread this for AP style.”
2. Audit Your Processes: Identify time-consuming tasks like FAQ responses, data analysis, or content creation that ChatGPT can assist with.
3. Personalize With a Human Touch: Use ChatGPT to draft personalized messages but always refine them to reflect your institution’s unique tone and values.
4. Analyze Data for Insights: Input survey responses or social media comments into ChatGPT to uncover trends and actionable takeaways.
5. Think Inclusively: Use ChatGPT’s translation tools and personalization capabilities to make your marketing more accessible to diverse audiences.

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About the Enrollify Podcast Network: 

The Application is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Jeremy Tiers, Zach Busekrus, Jaime Hunt, Allison Turcio, Jamie Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!