Marketing and the Student Experience

About the Episode:

On this episode of Breaking Silos, we’re taking a deep dive into marketing’s expanding role in the student experience and why CMOs must partner with student life leadership to ensure students are experiencing what promise they will on campus. I’m joined by Jenny Petty, Vice President for Marketing, Communications, Engagement and Experience, and Leslie Webb, Vice President for Student Success and Enrollment Management at the University of Montana, to discuss how their partnership has helped grow a flourishing and robust student experience from the time students express interest to the time they walk across the stage at commencement. 

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Key Takeaways

• Marketing’s Expanding Role: Marketing is integral to creating a vibrant student experience, beyond traditional branding efforts, as it shapes student engagement and campus culture.
• Collaboration Across Departments: Effective partnerships between marketing, student success, and enrollment management lead to cohesive student experiences and stronger brand alignment.
• Focus on Student-Centered Design: Involving students directly in designing experiences ensures alignment with their needs, fostering engagement and retention.
• Strategic Planning and Flexibility: Adopting a rolling strategic plan allows institutions to pivot based on evolving priorities and market research insights.
• Institution-Wide Impact: Campus-wide collaboration on student experience initiatives, backed by cabinet-level support, is essential for building a unified and successful environment.

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Episode Summary

How is Marketing’s Role in Student Experience Evolving?

Jenny Petty highlights how marketing's involvement in the student experience at the University of Montana goes far beyond traditional branding. Since joining in 2021, she has prioritized revitalizing campus traditions, such as launching a "freshman float" event that immerses students in Montana’s unique landscape and environmental values. This initiative embodies the university's culture, sparking a sense of connection among students and aligning with the institution’s commitment to environmental stewardship. Petty stresses that marketing’s involvement in these experiences strengthens brand identity and engagement among students, creating lasting connections that students carry beyond their time on campus.

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Why is Cross-Departmental Collaboration Critical?

Leslie Webb shares insights into her team’s collaboration with marketing to create a cohesive student experience. She reflects on the University of Montana’s recent efforts to revitalize campus life and meet modern students’ evolving needs. Webb notes that her partnership with Petty's team has been crucial in these efforts. They’ve implemented a “hybrid framework” that incorporates cross-functional contributions to ensure students have ample opportunities for connection. She emphasizes that effective student engagement is a university-wide responsibility, requiring open communication and teamwork across departments, especially post-pandemic as students seek stronger campus communities.

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What Strategic Approaches Enable Effective Student Experience Design?

Petty and Webb discuss their dynamic approach to strategic planning, utilizing a flexible model that identifies annual objectives aligned with long-term priorities. This iterative approach enables the university to refine initiatives based on real-time feedback and evolving student expectations. Webb underscores the importance of listening to students, noting that successful experience design involves both innovation and empathy. Marketing and student success teams rely on regular feedback loops, such as focus groups, to ensure initiatives meet students’ expectations and avoid creating unnecessary friction. Both leaders champion involving students in the process, treating them as “experts in their own experience” to co-create meaningful campus initiatives.

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How Can Marketing and Student Success Teams Foster Strong Campus Partnerships?

Both Webb and Petty emphasize that successful partnerships are built on mutual respect and a willingness to learn. Petty advises marketing professionals to enter these partnerships with humility and a desire to understand the unique challenges faced by other departments. She advocates for marketers to immerse themselves in the world of student life, appreciating the intent and outcomes behind student programming. Webb echoes this sentiment, highlighting the importance of modeling a collaborative mindset at all organizational levels. For these leaders, aligning marketing and student success efforts enhances students’ holistic experiences and strengthens institutional trust.

Marketing's presence on campus should extend beyond recruitment and awareness, according to Petty. By being involved in students' journeys from start to finish, institutions can foster lifelong connections. At the University of Montana, this shift is supported by a leadership culture that encourages innovation, challenges silos, and values input across departments, creating a fertile ground for impactful partnerships that transform the student experience.

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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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