Episode 22: Doing More With Less

About the Episode:

Mallory and Seth discuss the critical topic of doing more with less in higher education marketing. Seth breaks his recommendations down into three buckets: Build bottom of the funnel up, Best practices, and Velocity not Volume – with a focus on practical strategies for optimizing marketing efforts and where artificial intelligence can have a massive impact.

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Key Takeaways:

• Effective Marketing Strategies: Focus on bottom-of-the-funnel tactics to drive conversions with minimal budget.
• Optimizing Search Spend: Invest in branded and non-branded paid search, targeting problem-based queries.
• Increasing Working Dollars: Find ways to allocate more budget to actual marketing activities by reducing overhead costs.
• Velocity Over Volume: Shortening the inquiry-to-enrollment timeline can pull revenue forward and improve conversion rates.
• AI Integration: Utilize AI tools to streamline communication and operational workflows, enhancing efficiency.

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Episode Summary

Why Thank-You Notes (Still) Matter in Recruitment

Mallory and Seth kick off the episode with an insightful discussion about job interview etiquette, particularly the fading art of thank-you notes. Mallory shares her surprise at how few candidates follow up after interviews, and Seth introduces the "J-Curve" concept—a model showing how quickly a new hire becomes productive. Their advice? A personalized thank-you email, complete with actionable follow-ups, can leave a lasting impression in a competitive job market.

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Doing More with Less: A Framework for Marketing

In the face of shrinking budgets, higher education marketers are forced to get creative. Seth introduces his “bottom-up” funnel strategy, which prioritizes converting existing leads and optimizing website user journeys before expanding broader marketing efforts. He also highlights the importance of personalized email outreach to re-engage prospective students who haven’t completed their enrollment process.

The conversation moves to the power of paid search campaigns. Mallory and Seth agree that prospective students search for solutions, not programs. To maximize ROI, focus on search terms addressing students’ pain points rather than generic program ads.

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The Power of Best Practices: Letting Winners Ride

The duo emphasizes the value of focusing on what works. Seth advises cutting underperforming ad spend and reallocating funds toward high-performing campaigns. The Pareto Principle—where 20% of efforts drive 80% of results—is key here. Whether it’s optimizing ad performance or negotiating discounts with agencies, the goal is to ensure that every dollar counts.

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Velocity Over Volume: A Game-Changer in Enrollment Management

The standout takeaway? Prioritize velocity over volume. By shortening the enrollment timeline, institutions can pull forward revenue and improve retention rates. Seth shares examples of institutions successfully implementing “pull-forward” strategies, including compressing email cadences and adopting rolling academic calendars. These changes not only increase operational efficiency but also improve the student experience.

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Leveraging AI for Speed and Impact

Mallory champions the role of AI in higher education marketing. From generating personalized email responses to managing student inquiries faster, AI tools offer an opportunity to replace "square wheels" with efficient, scalable solutions. As institutions strive to do more with less, AI emerges as a transformative force for operational and strategic success.

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Connect With Our Hosts:

Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

Seth Odell
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell

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About The Enrollify Podcast Network: The Higher Ed Pulse 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 Generation AI and Confessions of a Higher Education Social Media Manager.

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.