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If you’ve spent any time in higher ed marketing or enrollment, you’ve likely felt the tension between these two worlds. Marketing wants brand consistency; admissions needs leads and applications. Too often, those priorities seem at odds. But what happens when a university decides to bridge that divide intentionally—and succeeds?
In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Brandy Kift, Assistant Vice President of Marketing Strategy at Bucknell University, to unpack how her team and admissions built one of higher ed’s most effective cross-functional partnerships.
From Storytelling to Strategy
When Kift joined Bucknell in 2019, the marketing department was relatively new—transitioning from a communications-focused office to a strategic partner in recruitment. Early collaboration came naturally because both teams recognized a shared challenge: a decline in applications.
Rather than asserting control, Brandy’s team approached admissions with curiosity. “We didn’t come in saying we knew more,” she recalls. “We came in saying, we know marketing—teach us admissions.”
That humility set the tone for co-creation. The two teams began meeting together, analyzing pain points, and mapping opportunities to reimagine recruitment through storytelling aligned with enrollment goals.
Aligning Stories with Student Journeys
Bucknell didn’t abandon storytelling—it re-engineered it. Kift’s team shifted focus from general feel-good features to strategically chosen narratives that supported specific enrollment goals.
If admissions needed to boost engineering applications, marketing sought out a hands-on engineering student story. Each piece of content was designed to resonate across platforms—from the website to social feeds to print.
By creating once and deploying everywhere, Bucknell maximized impact without overburdening its lean team. “It’s protected us from burnout,” says Kift. “We’re getting the most out of every piece of content we create.”
Reinventing the Viewbook Experience
One of Bucknell’s most transformative changes came with the evolution of its viewbook. Once a static print piece, the university reimagined it as a “choose-your-own-adventure” digital experience, allowing students to personalize their content and receive instant, tailored insights about Bucknell programs.
Print wasn’t abandoned—it was reframed. Parents, not students, became the primary print audience, and communications were segmented by a student’s stage in the college search journey. For sophomores, for instance, messaging focused on exploration rather than applications.
The result? A multi-touch approach that meets both students and parents where they are.
Student Voices Take the Lead
Bucknell also embraced authenticity through student-led social media. On Instagram, the @IAmRayBucknell account invites a new student each week to take over and share their real experiences. On TikTok, paid student ambassadors create peer-to-peer content that resonates far better than anything a marketing team could script.
The key? Trust. While guardrails exist, the university largely lets students lead—an approach that’s yielded impressive engagement and genuine storytelling.
Measuring What Matters
For Kift, data drives decisions. Bucknell’s digital marketing strategist monitors performance across campaigns—tracking impressions, conversions, and applications. Social metrics matter, but ultimately, so does enrollment.
This focus extends into AI-driven tools: Bucknell has implemented AI-based website personalization to provide prospective students with tailored experiences from their first click. It’s automation that enables personalization—freeing the team to focus on strategy and creativity.
Building Smart, Scaling Slow
Kift’s advice for small teams: don’t try to do everything at once. Bucknell’s transformation unfolded over five years—layer by layer. “Look at where you are now and where you want to be,” she says. “Build the roadmap slowly. Focus on what’s feasible now.”
And when new resources appear—whether it’s a budget surplus or a new hire—be ready. “Have your wishlist and position descriptions ready to go,” she advises. “Opportunities often come out of left field.”
Culture Over Comfort
At the heart of Bucknell’s success is culture. Change is constant—and embraced. Team members are encouraged to bring in ideas from outside industries, experiment, and adapt. “We thrive on challenges,” says Kift. “It’s part of our culture now.”
That openness has yielded award-winning work—from Bucknell’s Admissions Insider Podcast (approaching its 100th episode) to immersive virtual experiences. Each project underscores the team’s mission: building connection through authenticity and innovation.
Celebrating the Wins
Even amidst rapid progress, Kift admits there’s one thing she’d do differently: pause more often to celebrate. “We move from one project to the next so quickly,” she reflects. “We need to stop, breathe, and recognize the great work we’ve done together.”
It’s a reminder to every higher ed marketer: progress is powerful, but so is reflection.
Key Takeaways
- Lead with empathy and partnership. Marketing and admissions thrive when they co-create strategies, not compete.
- Align content with enrollment goals. Every story should connect back to a measurable objective.
- Leverage students as authentic storytellers. Peer-generated content resonates more deeply.
- Adopt AI thoughtfully. Use automation to personalize experiences and scale creativity.
- Build intentionally, not instantly. Transformations take time—start small and grow strategically.
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