About the Episode
Promoting the value of higher education in rural states is not just important—it's essential for the growth and empowerment of these communities. Education is a powerful catalyst for development, offering individuals the tools to improve their quality of life and contribute to the economic and social vitality of their regions. In rural states, where access to higher education can be limited, emphasizing its value can lead to increased investment in local colleges and universities, thereby expanding opportunities for residents.
In this episode, Jaime sits down with Lauren Griswold, Chief Communications and Marketing Officer at Boise State University, to explore a multi-year, statewide campaign designed to promote the value of higher education to a conservative, rural audience. As skepticism about the worth of college education grows, Lauren shares a compelling success story that underscores the importance of collaboration among colleges and universities. Takeaways from this episode include:
- Ideas for collaborating with other institutions on messaging designed to move the needle on support for higher education
- Insights into the messaging strategies that have resonated most
- Tips on measuring the impact of a campaign
- Insight into the tactics that were most impactful
- A call-to-action for marketers to take on similar projects across the U.S. (and beyond)
Episode Summary
What Unique Marketing Challenges Does Boise State Face in Idaho?
Boise State, like many universities serving rural populations, navigates a landscape where political and geographic divides influence perceptions of higher education. Idaho’s rural nature, with many frontier counties, creates barriers to higher ed access and often fuels skepticism about its value. With only 29% of Idaho residents holding bachelor’s degrees, Boise State plays a critical role as the state’s largest public institution and an economic force. Lauren emphasizes the necessity of outreach to Idaho’s rural population, including improving perceptions of higher education through data-driven, relatable storytelling.
How Did Boise State Execute a Collaborative Campaign to Boost Higher Ed’s Image?
Lauren proposed a joint campaign involving Idaho’s four public universities to reshape the narrative on higher ed’s value. The “For You, For Us, For Idaho” campaign used targeted, relatable messaging focused on affordability, program offerings, and career outcomes. Boise State produced content featuring Idaho students and faculty, showing higher ed’s relevance and practicality. Tactics included everything from digital ads and social media to billboards and print media, effectively reaching audiences across rural and urban settings. This multifaceted approach helped achieve over 10 million impressions and prompted a notable shift in public sentiment towards higher education.
What Impact Did This Statewide Campaign Have on Idahoans' Perceptions?
Lauren shares that year-two campaign assessments showed that 39% of respondents with a negative perception of higher education shifted to a neutral or positive view after seeing the campaign. The team saw overwhelmingly positive sentiment indicators like “motivated,” “excited,” and “hopeful.” Furthermore, social media analysis revealed that the public began defending the value of higher education in comments, a shift that signals deeper engagement and cultural change.
How Has Boise State Incorporated Campaign Insights into Their Own Brand Strategy?
Using lessons learned from the statewide campaign, Boise State partnered with SimpsonScarborough for brand-specific market research. This collaboration led to the development of a brand platform that reflected what resonates most with their audience: quality programs, affordability, and strong post-graduate outcomes. Boise State’s own brand campaign is rooted in relatable storytelling, with a focus on students’ unique journeys. This internal campaign dovetails with their statewide efforts and emphasizes shared values, like hard work, community contribution, and economic mobility.
What Advice Does Lauren Offer for Similar Institutions in Rural or Red States?
Lauren advises marketers in similar situations to:
- Embrace Collaboration: Form alliances with other public universities or state systems to amplify the value of higher education collectively.
- Leverage Data and Research: Ground your messaging in data that reflects local values, focusing on affordability, job outcomes, and relevant programs.
- Document Success: Create a “proof of performance” deck that showcases measurable results and strategic alignment with institutional goals. Regularly presenting this data helps demonstrate the impact of marketing efforts and fosters institutional buy-in.
This episode is brought to you by our friends at Mindpower:
Confessions of a Higher Ed CMO is sponsored by our friends atMindpower- 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 Enrollifyshows 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, Eddie 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!
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