The State of Silos in Higher Education

About the Episode:

On this episode of Breaking Silos, I had the pleasure of sitting down with Terry Flannery, Executive Vice President and Chief Operating Officer at the Council for Advancement and Support of Education (CASE), author of How to Market a University, and one of the world’s leading university marketing professionals. 

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Our discussion covers higher education marketing from multiple lenses, including the progress made and work still needed to grow marketing’s influence and importance on campuses, Terry’s thoughts on silos in general and how campus leaders should address them, and a discussion on CASE’s new report: A Framework for Brand and Reputation Metrics in Education. 

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Key Takeaways

• Marketing in higher education has shifted from a minor role to a crucial, strategic function across institutions.
• Siloing in higher ed originates from academic disciplines, influencing how professionals organize and collaborate.
• A seat at the leadership table for marketing is now essential, with CMOs playing a strategic role beyond just communication.
• CASE’s new report introduces a groundbreaking framework for measuring brand reputation and effectiveness across universities.
• Higher ed marketers are uniquely positioned to influence institutional strategy, particularly in areas like enrollment management and alumni engagement.

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Episode Summary

How Has University Marketing Changed Over the Years?
Terry Flannery reflects on how marketing was once a misunderstood concept on university campuses, often relegated to a mere promotional tool. When she first took on the role in 1997, marketing was seen as a peripheral function—she couldn’t even use the word "marketing" in front of faculty. Over the years, however, marketing has become a central strategic focus at most institutions, with leaders now eager to resource, organize, and measure its effectiveness. Though higher ed marketing has come a long way, there’s still work to do in clarifying its broader strategic role.

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Why Do Silos Exist in Higher Education?
Terry explains that silos in higher education are deeply rooted in the way academic institutions developed. Faculty, aligned by specific disciplines, form isolated professional identities that trickle down into administrative roles like student affairs, marketing, and alumni relations. Each group tends to follow its own best practices, benchmarks, and standards, creating natural divisions. This fragmented structure often leads to a lack of cohesive strategic planning. Breaking down these silos requires elevating marketing's role and creating an integrated vision across all departments.

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The Importance of Marketing Having a Seat at the Leadership Table
Terry emphasizes the crucial role marketing plays when it has a "seat at the table" within the leadership team. No longer just a function for promotion, marketing should influence the institution's broader strategic decisions. As universities face challenges like declining enrollments and increased competition, marketing leaders need to embody confidence and demonstrate their ability to shape decisions about everything from student experiences to institutional positioning. Terry highlights that marketers must educate their colleagues about the full scope of their role, ensuring marketing is seen as essential to achieving the institution's goals.

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Introducing CASE’s New Report on Measurement
One of the most exciting points of the conversation is Terry’s overview of CASE’s new report, A Framework for Brand Reputation and Metrics in Education. The report outlines six key categories of marketing activity, with three levels of measurement, offering a clear path for universities to assess their marketing effectiveness. From basic promotional metrics to more sophisticated insights derived from data analysis, the report aims to standardize how universities measure marketing success. The framework also offers a way to track return on investment, a critical factor in gaining leadership support for marketing initiatives.

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Why Is Measurement So Important?
Measurement in higher education marketing is crucial because it allows institutions to demonstrate the impact of their efforts and make informed decisions about where to invest. By adopting this new framework, marketers can better communicate their value to campus leaders and boards. As higher ed marketers are often stretched thin, Terry stresses the importance of creating time and space for implementing measurement processes, likening the investment in brand and reputation to building a new campus facility—both require thoughtful planning and long-term commitment.

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Connect With Our Host:
Shane Baglini

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About The Enrollify Podcast Network: Breaking Silos 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 Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.

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.

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Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders,  innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.

Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.

Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.