About the Episode
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About the Episode:
Jaime Hunt sits down with Jenny Li Fowler, Director of Social Media Strategy at MIT and host of Confessions of a Higher Ed Social Media Manager, for an unfiltered exchange of the most pressing—and provocative—issues in higher ed marketing. Together, they expose the leadership missteps, broken systems, and outdated mindsets that keep institutions from thriving. From the myth of being a “best-kept secret” to the real reasons behind institutional silos, Jaime and Jenny call out what’s not working and why higher ed marketing desperately needs a mindset shift.
This episode is packed with hard-earned insights for anyone ready to challenge the status quo in enrollment marketing and leadership strategy.
Key Takeaways
- “Best-kept secret” is usually code for underfunded marketing teams and misdirected blame.
- Presidents chasing prestige often sacrifice authenticity, damaging brand coherence.
- Silos aren’t structural—they’re created and maintained by individual gatekeepers.
- Social media isn’t a tactic—it’s a core strategic function that deserves real investment.
- The phrase “we’ve always done it that way” prevents innovation and wastes resources.
- Peer envy leads to wasted money and marketing that doesn’t reflect institutional reality.
- Many leaders misunderstand marketing because they’ve only worked with under-resourced communicators.
Episode Summary: Unpacking the Most Common (and Costly) Missteps in Higher Ed Marketing
Why “best-kept secret” means your marketing is underfunded
Jaime and Jenny break down why calling a university a “best-kept secret” isn’t a compliment—it’s a warning sign. Institutions that don’t invest in marketing but expect broad visibility are ignoring the realities of a competitive recruitment environment. In most cases, the problem isn’t the marketing team; it’s the lack of budget, staff, and leadership alignment.
As Jaime explains, what worked twenty years ago—when competition was lower and demographics were different—simply doesn’t work today. Jenny adds that without a proper budget and strategic plan, even the best marketers can’t deliver the kind of brand visibility leadership demands.
What happens when presidents market for their next job
One of the boldest insights in this episode is that many presidents are more concerned with their next role than with the needs of their current institution. Jaime shares examples of leaders pushing marketing teams to emulate Ivy League institutions, despite major differences in mission, audience, and resources.
Jenny is shocked by how often this happens and how damaging it can be. Instead of leaning into what makes their campus unique, these leaders push for branding and messaging that feels disconnected from the student experience. The result? A brand that feels inauthentic and ineffective.
Why the real cause of silos is individual behavior
Forget systems and org charts—Jaime and Jenny argue that silos are created by people. Specifically, by leaders who withhold information, resist collaboration, and create workarounds that become institutional habits. These gatekeepers aren’t just frustrating—they shape culture, and not in a good way.
Jaime connects this behavior to careerism, noting that people often hoard projects or data to claim full credit. Jenny emphasizes that culture eats strategy for breakfast, and unless institutions prioritize trust and collaboration, even the best strategies will stall.
Peer envy and the high cost of imitation
Presidents and provosts often pass down examples of other universities’ brochures or campaigns with vague instructions to “do something like this.” Jaime cautions against this trend, pointing out that it wastes money and misdirects strategy. If a university isn’t aligned with its peers in size, mission, or budget, imitation isn’t flattery—it’s financial waste.
Jenny notes that this is part of a larger “keeping up with the Joneses” mentality that’s rampant in higher education. Instead of focusing on what makes their institution distinct, leaders chase comparisons and undermine authentic branding efforts.
Why social media is still misunderstood in higher ed
Jenny closes with a powerful take: social media is still seen as a side project or a junior staff responsibility, when in reality, it’s one of the most visible and strategic roles on campus. Social media managers are on the front lines of brand reputation, crisis communication, and audience engagement. And yet, they’re often underpaid, overworked, and left out of strategic conversations.
Jaime agrees and draws a parallel to CFOs. No one questions the CFO’s strategy—but marketers face daily critiques from people who don’t understand the work. Both argue that until social media is treated as a high-stakes communications channel, institutions will continue to fall behind in digital engagement.
Connect With Our Host:
Jaime Hunt
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 produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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