About the Episode
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About the Episode:
Student Affairs Marketing and Communications survey
In this episode of Confessions of a Higher Ed Social Media Manager, Jenny Li Fowler chats with Josie Ahlquist, a trailblazer in the higher education community. Josie shares her inspiring journey into higher ed, shaped by her family’s roots, her passion for student engagement, and her knack for empowering institutions to foster authentic online communities. The conversation dives deep into the dynamics between student affairs and central communications, exploring ways to bridge gaps, build relationships, and create meaningful student connections.
Key Takeaways
- Relationship-building is key: Building partnerships between central comms and student affairs starts with authentic, non-work-related connections.
- Empower "make-em-up marketers": Many student affairs staff juggle multiple roles; training and shared resources can significantly enhance their effectiveness.
- Understand student development: To communicate effectively, know where students are emotionally, socially, and developmentally.
- Ask students directly: Whether through feedback or collaboration, student voices are a powerful tool for shaping impactful communication strategies.
- Centralize resources without alienating teams: Hybrid models and shared resources can improve collaboration and strategy without overstepping boundaries.
What inspired Josie's passion for higher education?
Josie Ahlquist credits her family’s legacy for inspiring her deep passion for education. Her grandparents, who valued education despite their working-class cowboy roots, instilled in her the idea that knowledge is invaluable. Her first steps on a college campus felt like home, sparking a career in higher education that has never wavered.
What are the unique challenges student affairs faces in creating online communities?
Student affairs teams often operate with limited resources and little formal training in marketing and communications. As Josie puts it, many are "make-em-up marketers," learning on the job and finding creative ways to manage their responsibilities. This DIY approach, while admirable, can lead to inefficiencies and misalignments with broader institutional branding.
Additionally, Josie points out that social media has "grown up," making it more challenging for student affairs to stay strategic without dedicated support. From inconsistent messaging to a lack of positional structures, the divide between student affairs and central comms often hinders collaboration.
How can central comms and student affairs work better together?
Josie emphasizes the importance of relationship-building—starting with something as simple as coffee chats or happy hours to break down silos. Central comms teams should avoid diving in with audits or policies right away. Instead, build trust by getting to know the people behind the accounts and finding ways to support their work without micromanaging.
She also suggests hybrid models that pool resources, ensuring that student affairs teams have access to central comms expertise while maintaining the unique connections they have with students.
Why is understanding student development essential for effective communication?
Josie highlights the importance of understanding student development theory—an often overlooked area in higher ed communications. Knowing where students are emotionally, socially, and developmentally can inform messaging strategies and ensure communications truly resonate.
Student affairs teams, with their direct student contact, can be a treasure trove of insights. Josie suggests collaborating with these teams to collect feedback, co-create campaigns, and feature diverse student voices in marketing efforts.
How can higher ed communicators better connect with students?
Josie encourages institutions to consistently ask students for feedback, even if the answers are raw and unfiltered. She also stresses the importance of crafting messages that are valuable and relevant to students. It’s not about the channel—it’s about the content. If the messaging matters, students will engage, no matter where it’s shared.
What steps can central comms take to build bridges with student affairs?
- Map the structure: Identify who is responsible for communications across various student affairs offices.
- Start small: Begin with informal meetings or organic conversations before implementing larger initiatives.
- Create shared spaces: Platforms like Slack or Discord can foster collaboration without requiring rigid committees.
- Lead with empathy: Recognize that many in student affairs are juggling marketing as one of many responsibilities. Approach with support rather than critique.
- Partner for progress: Collaborate on building centralized resources and strategies while respecting the autonomy of student affairs teams.
Josie's Confession
As someone who literally puts her face and name on her brand, Josie admits she has struggled with imposter syndrome and perfectionism in her journey. Hiring a team member to help her stay consistent with her content allowed her to overcome the internal battles that often held her back. Her mission today is to empower leaders and institutions to tell authentic stories, even when self-doubt gets in the way.
About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
https://twitter.com/TheJennyLi
About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager 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 Higher Ed Pulse and Confessions of a Higher Ed CMO.
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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