Get Ahead of the Curve: Future Proof Your Marketing Strategy with AI

In this episode, Jaime and Mallory Willsea make a case for artificial intelligence (AI) as the next disruptor in marketing – a phenomenon both believe rivals social media and the Internet in terms of its potential impact on marketing. The focus of the episode is on ChatGPT, an AI-powered language model that can be harnessed by marketers to save time in content creation and to create more effective customer service chatbots. 

Takeaways from this episode include:

• A deeper understanding of ChatGPT and how it works
• Ideas for how to integrate AI tools like ChatGPT into your marketing workflow
• Tips – and success stories – about how AI can improve customer service
• Insights into writing effective prompts that allow you to get the most out of the tool
• Advice on how to “future proof” your skillset by embracing AI technologies

Episode Summary

What is ChatGPT, and How Does It Work for Higher Ed Marketers?

Jamie and Mallory kick off the discussion by demystifying ChatGPT, an AI-powered language model created by OpenAI. While not specifically a higher ed tool, ChatGPT’s ability to generate human-like responses based on vast amounts of internet data has significant implications for higher education. The hosts describe how, by feeding ChatGPT with specific prompts, higher ed marketers can unlock valuable insights and create marketing assets. For instance, the AI can draft blog posts, social media content, and even job descriptions, saving countless hours on repetitive tasks.

This approach, however, requires thoughtful input. Mallory emphasizes that “garbage in, garbage out” applies, and effective AI use depends on well-crafted prompts and critical review. Through experimentation and iteration, marketers can refine AI-generated content, making it a practical tool for improving productivity and content quality.

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How Can Higher Ed Marketers Use AI to Support Content Creation?

Mallory details the wide variety of ways she’s used ChatGPT to streamline her work, from generating creative job descriptions to brainstorming blog post ideas and creating variations for email subject lines. Higher ed marketers can benefit from using AI for rapid ideation, transforming a single idea into multiple versions for different audiences and platforms. Jamie also shares her own experiences, such as using AI to draft program descriptions, which are then refined by subject experts. They both agree that while ChatGPT can’t replace human creativity and expertise, it enables marketing teams to focus on higher-level strategies by handling the foundational work.

Personalization is another area where AI shines. ChatGPT can help craft personalized messages that respond to a student’s interests and status within the enrollment funnel. With customizable chatbots, institutions can deliver a personalized, engaging experience to prospective students, maintaining their interest while alleviating workload from human staff.

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How Does AI Enhance Student Engagement and Retention?

In addition to its marketing applications, AI-powered chatbots can support student success by delivering 24/7 assistance and escalating complex queries to human staff. Jamie and Mallory reflect on the impact AI chatbots had at their institutions, where they significantly reduced inbound calls and increased on-time payments and enrollment yields. By using chatbots for routine inquiries, staff can concentrate on high-touch interactions with students needing extra support.

Mallory also points out how AI-driven chatbots can address retention challenges in community colleges and other institutions with non-traditional student demographics. AI can identify early warning signs of student struggle, proactively directing students to available resources, and even handling sensitive queries about financial aid or housing without requiring a student to “out” themselves.

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What’s on the Horizon for AI in Higher Ed?

Both hosts agree that AI will only grow in relevance for higher ed marketers. Chatbots capable of storing and recognizing unique student information are expected to play a larger role in engaging and supporting students. As AI capabilities evolve, it will also continue to provide valuable, data-backed insights into student behavior, helping institutions make more informed decisions.

The hosts emphasize the importance of ethical AI use and transparency. Jaime points to the need for thoughtful application, particularly in sensitive communications, where AI can complement but not replace the nuanced understanding of human emotions.

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How Should Higher Ed Marketers Approach AI to Maximize Success?

As AI becomes more integral to higher ed marketing, the hosts encourage listeners to develop a “prompt engineering” skill set to optimize their outputs. To overcome potential resistance from leadership, Mallory suggests highlighting AI’s productivity benefits and ROI, as it allows small teams to accomplish the work of much larger ones without requiring significant additional investment. She advises higher ed professionals to start small, experimenting with ideation or content creation tasks to get comfortable with the technology.

The hosts also advocate for transparency about using AI-generated content. They believe that with proper attribution and critical review, AI can serve as a valuable ally, not a replacement, for human talent.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward.Learn more about Mindpower here! 

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!  

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 Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime 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!