About the Episode
About the Episode: In this episode, Jaime sits down with Rachel Reuben Senor, a 25-year veteran of higher education marketing now serving as the VP of Account Strategy for OHO Interactive. The conversation centers around a shared frustration: the challenges posed by silos in higher education – and offers insight into the ways marketing and communications offices can bust those silos.
Takeaways include:
- Insight into organizational models, such as centralized, center-led, and decentralized structures, dissecting why each model may or may not work in certain contexts.
- Practical advice on how to determine the best organizational model for a specific institution and strategies to break down silos beyond just structural changes.
- Ideas around how schools can effectively leverage storytelling to create impactful narratives.
- Insight into the key roles that higher ed CMOs should focus on developing over the next 2-5 years.
- Tips for fostering a culture of teamwork and collaboration.
Episode Summary
How Do Silos Impact Higher Ed Marketing Teams?
Rachel and Jaime discuss the prevalent issue of silos in higher ed marketing departments and the frustration they cause. In Rachel’s experience, silos are not only a waste of time and resources but also prevent departments from aligning on shared goals. Jaime highlights the disconnect often seen between departments like PR and web teams, even when they work in close physical proximity, resulting in redundant work and missed opportunities for collaboration. Their shared perspective emphasizes that breaking down silos is crucial for improving communication, teamwork, and overall efficiency in higher education marketing.
What Are the Pros and Cons of Different Organizational Models?
The conversation covers the three main organizational models—centralized, center-led, and decentralized—and the importance of choosing a structure tailored to an institution's unique needs. Rachel explains that while centralized models allow for uniform strategy and brand consistency, decentralized structures can encourage autonomy within individual departments. However, she notes that decentralized models often lead to duplicative efforts and resource inefficiencies, particularly in tools and systems. The consensus is that a center-led model, which provides oversight while allowing some autonomy, can balance institutional needs most effectively.
How Can Higher Ed Marketing Teams Integrate More Data and Digital Strategy?
Rachel emphasizes the importance of having specialized roles within marketing teams, particularly those that focus on data analytics, product marketing, and digital strategy. In her experience, many institutions still operate without these specialized roles, which are standard in the corporate world. She recommends a marketing analyst to track ROI and performance metrics, along with roles dedicated to understanding different educational products or program types, as well as the nuances of digital strategy across all platforms. These roles can help teams make data-informed decisions, scale personalization efforts, and drive enrollment through more targeted marketing.
What Strategies Foster Collaboration Across Teams?
Jaime and Rachel discuss the critical role of fostering teamwork and transparency. One solution they highlight is the use of centralized project management tools and communication systems that allow everyone to track project statuses, goals, and wins. This approach ensures that team members aren’t isolated in departmental silos and that there’s shared visibility into cross-departmental work. Jaime also shares an initiative called “team notes” to update everyone on weekly activities, fostering an environment of openness and real-time collaboration.
How Can CMOs Support Team Growth Through Professional Development?
For Rachel, professional development is essential to building and retaining skilled marketing teams in higher ed. She advises CMOs to encourage continuous learning through formal courses, conferences, and online resources like LinkedIn Learning. Jaime adds that institutions may already provide access to tools like LinkedIn Learning or Coursera, which are valuable resources for team development without incurring extra costs. Both agree that nurturing an environment of lifelong learning within teams is critical for staying competitive and adaptive in higher ed marketing.
In today’s rapidly changing higher education landscape, Rachel and Jaime’s discussion underscores the importance of thoughtful organizational structure, strategic alignment with institutional goals, and continuous learning. The insights shared in this episode serve as a practical guide for higher ed CMOs looking to elevate their teams, break down silos, and implement data-driven, collaborative marketing practices.
About the Show: Confessions of a Higher Ed CMO is like a conference in a podcast, offering a blend of professional wisdom, innovative ideas, and personal anecdotes. Whether you're a higher ed marketer, a faculty member curious about the behind-the-scenes of university branding, or just someone with an interest in the intersection of education and marketing, the podcast is your gateway to the lesser-known narratives of higher education.
In each episode, host Jaime Hunt engages in candid and insightful conversations with leading minds in the field, exploring not just the nuts and bolts of marketing but also the diverse and often unexpected challenges and stories that define higher education marketing.
Our guests, a mix of seasoned CMOs, innovative thinkers, and key influencers in the higher ed sector, don't just share their professional triumphs; they open up about their personal journeys and share their candid insights. The podcast goes beyond the conventional, bringing to light the real stories behind campus campaigns, the evolving nature of student engagement, and the creative challenges in this unique field.
With a host renowned for establishing a warm and engaging rapport, each episode feels less like an interview and more like a conversation between old friends. The discussions are not only thoughtful and informative but sprinkled with moments of humor and fun, capturing the essence of what it's like to navigate the complex world of higher education marketing. Confessions of a Higher Ed CMO is hosted by Jaime Hunt and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC
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!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit: Exciting news — Jaime will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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