Blockbuster Marketing: From Entertainment PR to Campus Comms

In this episode, Jaime dives into the world of marketing and storytelling with a guest who has seamlessly transitioned from the dynamic realm of entertainment PR to the intricate landscape of higher education marketing. Entertainment and education, while distinct, share common ground in the art of storytelling. Our guest takes us on a journey, beginning with her unique background in entertainment PR and how it has fundamentally shaped her approach to promoting higher education institutions. She highlights the surprising ways her skills have effortlessly transferred, demonstrating the power of adaptable expertise. Alonda Thomas, Associate Vice President of Marketing and Communications at Jackson State University, is an award-winning and trailblazing professional who has seen it all – from working with Spike Lee to navigating campus crises.  

Takeaways for this episode include:

• A look into the skills and strategies learned in the entertainment industry that have proven invaluable in Alonda’s role as a higher education marketer.
• Insights into what higher ed marketers can learn about storytelling from Hollywood.
• Tips for sharing the rich history and traditions of a university in a way that resonates with a diverse audience.
• Insight into how bringing more voices to the table makes universities stronger. 

What Can Higher Ed Learn From Entertainment PR?

Alonda Thomas’ professional journey, which includes working on PR campaigns for Hollywood films like Jumping the Broom and Spike Lee’s Chi-Raq, may seem far removed from higher education marketing. But as she explains, the essence of both industries is storytelling. Whether you’re promoting a movie or a university, the goal is the same: to craft narratives that inspire people to take action—buy a ticket, apply to school, or support an institution.

Alonda applies her entertainment PR expertise to elevate the marketing campaigns at Jackson State University. For example, her team recently worked on a project with The College Tour (featured on Amazon Prime) to highlight authentic student experiences. By using a “casting” process to feature diverse student voices, they created a compelling narrative that resonates with prospective students while showcasing JSU’s unique offerings.

Higher ed marketers can also learn from entertainment’s emphasis on visual storytelling. From casting authentic voices to producing video vignettes, these strategies create emotional connections that help students envision themselves thriving on campus.

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How Can HBCUs Tell Their Unique Stories?

As institutions with rich histories and vibrant cultures, HBCUs play a crucial role in shaping higher education. However, Alonda notes that HBCUs often operate with smaller budgets, requiring creative approaches to amplify their stories.

One example she shares is the story of Marvin Meda, the first Hispanic drum major at Jackson State’s renowned marching band, the Sonic Boom of the South. This story was not only featured in local press but also pitched to Good Morning America, where Marvin and his family were highlighted on national TV. By leveraging Marvin’s journey, JSU created a powerful narrative about diversity and opportunity, which became a cornerstone of their recruitment marketing.

Alonda emphasizes the importance of representation in marketing materials, ensuring that prospective students from all backgrounds feel seen and valued. Whether it’s through videos, press coverage, or student profiles, storytelling is key to communicating the relevance and impact of HBCUs.

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The Value of Diverse Voices and Representation

Diversity isn’t just a buzzword; it’s a critical element of building inclusive and thriving campus communities. Alonda explains how her experience in Hollywood, where diverse campaigns became increasingly important, has informed her approach to connecting with prospective students at HBCUs.

For instance, marketing materials should reflect the diversity of the student body and emphasize inclusivity. Alonda reminds higher ed marketers to consider whether students from underrepresented backgrounds see themselves in campus videos, brochures, or websites. These touchpoints can make or break a prospective student’s decision to enroll.

In addition to representation in recruitment efforts, Alonda advocates for diverse leadership in higher ed. She highlights Jackson State’s Executive PhD program in Urban Higher Education as an example of how institutions can create pipelines for diverse leadership. Diverse leaders at the cabinet level can inspire policies and practices that better reflect and serve increasingly diverse student populations.

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Managing Crisis with Confidence

From Spike Lee controversies to navigating crises at higher ed institutions, Alonda’s PR background has equipped her with a calm, methodical approach to high-pressure situations. She shares how her entertainment PR experience, where staying on message was paramount, has directly translated to managing the complex reputational challenges of higher ed.

In one notable example, Alonda recalls managing a crisis remotely while also presenting on crisis communication at a conference. She relied on a structured process: gathering information, prioritizing action items, and executing a communication plan in phases. This level-headed approach is something her team often comments on, as she focuses on solutions rather than succumbing to stress.

Her advice to other higher ed marketers? “Take a breath, focus on what needs to happen first, and remember that stressing out won’t solve anything.”

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Actionable Tips for Higher Ed Marketers

1. Leverage Student Stories

Authentic, student-led storytelling resonates deeply with prospective students. Encourage students to share their journeys in their own voices through video, blogs, or interviews.

2. Invest in Diversity in Marketing

Ensure marketing materials reflect the diversity of your student body and demonstrate your institution’s commitment to inclusion. Representation matters—on your website, in your videos, and across your social channels.

3. Embrace Entertainment-Level Creativity

Take inspiration from the entertainment industry by thinking outside the box. Use cinematic storytelling, polished visuals, and engaging narratives to captivate your audiences.

4. Prepare for Crisis Management

Develop a clear crisis communication plan and train your team to act calmly and methodically under pressure. Establish who will speak for your institution and what your core messages will be.

5. Foster a Sense of Belonging

Your yield and anti-melt strategies should focus on helping prospective students feel connected to your institution. Highlight supportive resources, student organizations, and campus culture to create a sense of belonging.

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Moving Forward

As Alonda Thomas demonstrates, the skills and creativity honed in one industry can be incredibly valuable in another. From entertainment PR to higher education marketing, transferable skills like storytelling, crisis management, and diversity awareness are crucial to building successful campaigns and thriving institutions.

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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, CEddie Francis, 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!