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PODCAST

Higher Ed Marketing Lab

Engage with some of the brightest minds in marketing and higher education to uncover practical insights you can use to level up your institution’s marketing and enrollment efforts.

education higher education

All Episodes

25:54

Campus Visit Trends: Insights from the 2025 CIVSA...

Higher Ed Marketing Lab ·

2025/07/01

Just back from this year's Collegiate Information and Visitor Services Association (CIVSA) conference, Jeff Kallay joins the show to share what he heard and what campus visit professionals across the country are really struggling with right now. We talk about everything from declining visit volume and rising no-show rates to the challenge of rebuilding student ambassador programs and why some virtual tours just aren’t cutting it.

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14:49

Do You Actually Have a Strategy?

Higher Ed Marketing Lab ·

2025/06/13

HEML host Jarrett Smith explores the essential elements of strategy. Learn how strategy differs from activities like planning and big-picture thinking, why strategy doesn't begin with goals, the importance of selective over-performance, and how to recognize a true strategy over something that merely sounds strategic.

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38:32

Empathy-Driven Leadership with Jaime Hunt

Higher Ed Marketing Lab ·

2025/05/05

Jaime Hunt, a veteran higher ed marketing leader, consultant, speaker, and author, joins the show to talk about the principles of empathy-driven leadership she outlines in her new book, Heart Over Hype. Jaime and Jarrett discuss: Common misconceptions about empathy and why it’s not about simply being nice How psychological safety directly impacts a team’s ability to generate innovative ideas What it does and doesn’t mean to bring “your whole self” to work Tips for understanding your own

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35:03

High-Impact Podcast Storytelling with Alex Grodnik

Higher Ed Marketing Lab ·

2025/04/09

Alex Grodnik joins the pod to discuss storytelling, podcasting, and how universities can create one-of-a-kind content that captivates audiences.

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23:42

Banishing Blah Blah Content from Your .EDU

Higher Ed Marketing Lab ·

2025/03/07

Host Jarrett Smith dives into the pervasive issue of 'blah blah content' on college and university websites. He identifies two main types of ineffective content: generic content that lacks creative punch and institutionally centric content that fails to meet user needs. He offers practical solutions for identifying and eliminating blah blah content, emphasizing the importance of a student-centric approach, usability, and making institutional claims real for students.

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43:35

Building Better Agency Partnerships with Ryan Brown

Higher Ed Marketing Lab ·

2025/02/10

Ryan Brown, EVP and Co-Head of 160over90, joins the show to talk about fostering more effective relationships between institutions and the agency partners they hire. Ryan and Jarrett discuss: How an institution’s culture can help or hinder agency partnerships Tips for finding great partners through RFPs What it takes to bring breakthrough creative work to life, and How to foster a strong, collaborative partnership with the agencies you work with.

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44:04

How to Evolve Your Campus Visit in 2025

Higher Ed Marketing Lab ·

2025/01/20

W. Kent Barnds and Jeff Kallay join the show to discuss important behavioral shifts in how prospective students approach college visits and implications for the year ahead. Along the way they explore why it’s time to treat campus visits as yield events, ways to integrate digital and physical experiences, and the importance of providing more value than students can find on social media.

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40:10

The Problem with Enrollment Management (And How to...

Higher Ed Marketing Lab ·

2024/09/17

Enrollment management veteran, Laurie Koehler, joins Jarrett to talk about the challenges facing enrollment management and key ways the practice needs to evolve. They discuss: -How the practice of enrollment management has evolved over the last two decades -Why enrollment strategy can’t be separated from institutional strategy -Five ways we need to improve how we attract, retain, and develop the next generation of enrollment leaders -And why it’s time for everyone to stop talking about discount

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32:03

Championing Small Colleges with Scott Novak

Higher Ed Marketing Lab ·

2024/09/03

The challenges facing small private colleges are very real—but they’re not the whole story. In this episode, we talk to Scott Novak, former CEO of Underscore and Chief Development Officer at Carnegie, about how small colleges across the nation are adapting to enrollment trends and industry changes. Explore Scott’s latest project: The Small College Movement

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52:58

Politics and College Choice with Grant De Roo

Higher Ed Marketing Lab ·

2024/07/30

We recently conducted a nationwide survey to understand how college-bound students factor politics into their decision. We packaged it all up into a report, Politics and College Choice: How Students’ Political Views Influence Where They Enroll—and our results were informative and surprising. Today, Jarrett sits down with our research partner, Grant De Roo, to share three insights from the research they found most interesting. Download the full report: https://echodelta.co/politics/

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48:08

How to Craft Clear Messages that Win with Ben Guttmann

Higher Ed Marketing Lab ·

2024/06/26

Jarrett sits down with author Ben Guttmann to discuss practical ways to simplify your marketing communication strategies. An expert on simplicity, Guttmann explains why simplicity is essential if you want to reach and move audiences—and shares plenty of tips and tactics you can use immediately to craft simpler, more effective communications. Read Ben Guttmann’s book, Simply Put: Why Clear Messages Win―and How to Design Them

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47:45

Why Sales Shouldn’t Be a Dirty Word in Admissions

Higher Ed Marketing Lab ·

2024/05/16

Student recruitment can only happen if you sell your institution well. But because higher ed typically avoids the word “sales” like the plague, admissions counselors miss out on key skills they need to succeed. In this episode, Jarrett sits down with higher ed consultant Chris Lewis to discuss how your admissions team can embrace sales during student recruitment—and steps you can take to do so.

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18:09

The Performance Marketing Trap

Higher Ed Marketing Lab ·

2024/04/19

Explore the "Performance Marketing Trap" with Jarrett as he discusses the pitfalls colleges experience when they over-rely on so-called performance marketing channels to advertise. Learn why brand marketing is crucial for long-term success and get actionable steps you can take to create a more balanced strategy.

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42:18

Amplifying Student Voices on TikTok with Morgan Goodwill

Higher Ed Marketing Lab ·

2024/02/25

TikTok is the platform of choice for many of today’s prospective students, but consistently executing relevant and engaging content is a challenge many colleges and universities are still trying to overcome. In this episode, you’ll hear from Morgan Goodwill, social media manager and producer at Flagler College, and someone who has seemingly cracked the code on TikTok content. We discuss: Details on how Flagler College’s marketing team works with student creators to generate 80% of their TikTok

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43:01

Modernizing Enrollment Management with Geoff Baird

Higher Ed Marketing Lab ·

2024/01/26

Geoff Baird, CEO of EnrollML, shares pragmatic insights on how to evolve enrollment management. Discover how understanding market share, addressing foundational weaknesses, and leveraging data and technology can transform student recruitment higher education.

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44:30

Optimizing the Campus Visit with Will Patch and Jeff...

Higher Ed Marketing Lab ·

2023/04/19

In this episode, we dig into the results of a fresh survey from Niche, exploring the campus visit from the perspective of students and parents. Joining the conversation is Will Patch, Senior Enrollment Insights leader at Niche, and Jeff Kallay, SVP of Enrollment Consulting at Echo Delta and leading campus visit expert. We explore: The experiences students want to have most and least during their campus visit Expectations parents have for the visit, and Practical ideas on how to lower barriers so

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46:32

Countdown to Google Analytics 4 with Chris Sietsema

Higher Ed Marketing Lab ·

2023/03/27

Analytics expert Chris Sietsema of Teach to Fish Digital gives us an update on the current state of Google Analytics 4 (GA4). We discuss some of the most important differences between Universal Analytics and GA4, and some of the ways the switch to GA4 has already impacted higher ed marketers. We wrap up with some of Chris’s favorite GA4 resources.

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48:35

Engaging New Audiences on Reddit at the University of...

Higher Ed Marketing Lab ·

2023/02/03

We talk with Rod Guajardo, Senior Director for Integrated Media Communications at the University of Georgia about how the university has been using Reddit to reach new audiences with science and research content.

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32:40

Building People-Powered Brands with Jennifer Holland

Higher Ed Marketing Lab ·

2023/01/11

Many institutions include brand building in their strategic plans, but making those aspirations and reality is often challenging. Brand development expert, Jennifer Holland, argues the best way to build an enduring brand is to create strong alignment between organizational, marketing, and people strategies. We discuss: the vital importance of having deep internal buy-in on what your brand stands for. the right way to balance inside out versus outside in thinking when developing a brand.

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28:41

The State of the Campus Visit with Jeff Kallay

Higher Ed Marketing Lab ·

2022/02/25

The campus visit is a make-or-break moment for traditional undergrads, but as campuses have emerged from the pandemic, the return to campus tours has been anything but business as usual. In this episode, we talk with leading campus visit consultant, Jeff Kallay, about the current state of the campus visit and what's on his mind for the road ahead. We discuss: How pandemic fatigue has impacted students and the way they view the residential experience Strategies for recruiting and retaining campus

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52 results

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