About the Episode
About the Episode: In this special episode of the Higher Ed Pulse, Mallory Willsea invites Aaron Blau, VP of Education at Primacy, to talk about all things March Madness. The excitement of March Madness extends beyond just the games, potentially impacting enrollment, marketing, and branding efforts in significant ways. From the visibility boost for lesser-known institutions to the strategies for leveraging athletic success in marketing campaigns, Aaron offers unique insights, blending his passion for college athletics with deep industry knowledge.
Key Takeaways:
- March Madness' Impact on Brand Visibility: March Madness offers unparalleled national visibility, particularly for underdog schools that manage to pull off big upsets, significantly impacting their brand recognition and interest levels. But is that impact just a flash-in-the-pan?
- Athletics and Enrollment Marketing: Discussion on how athletic success can be leveraged in marketing strategies to enhance enrollment efforts, including connecting athletic content with alumni outcomes and academic achievements.
- Future of College Athletics: Aaron shares his predictions on the evolving landscape of college athletics.
Episode Summary
The Unique Power of March Madness
Aaron Blau describes March Madness as a unique cultural moment that captures the attention of sports fans and casual observers alike. With 68 teams competing for a national title, the tournament provides a platform for institutions to gain exposure on a national scale. This is particularly valuable for smaller schools, whose Cinderella stories can turn 15 minutes of fame into tangible enrollment and branding wins.
Spotlight on Oakland University and Upsets
Mallory and Aaron discuss Oakland University’s upset win over Kentucky, highlighting how moments like these generate viral interest in lesser-known schools. Aaron points out the value of using these moments to showcase institutional strengths, such as academics, student life, and alumni success stories, ensuring the visibility translates into long-term brand equity.
Strategies for Leveraging March Madness
For schools without major athletic programs, Aaron suggests creative ways to tap into the season’s energy. From hosting March Madness-themed campus events to engaging alumni in social media brackets (e.g., favorite campus spots or famous alumni), institutions can find ways to connect with prospective students and alumni during the tournament.
Athletics as an Enrollment Driver
Aaron explains how athletics can play a significant role in recruiting students, especially at Division II and III schools. These programs often appeal to students who want to continue their athletic careers while pursuing an education. For these institutions, sports are not just an extracurricular activity—they’re a core part of the student experience and a differentiator in a competitive market.
Budget Cuts and Title IX Implications
Mallory and Aaron touch on the challenges facing athletic departments, especially in light of pandemic-driven budget cuts. They note how Title IX compliance adds complexity to decisions about cutting sports programs, while also emphasizing that smaller schools often see athletics as a critical component of enrollment strategies and campus culture.
Connect With Our Co-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
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.
Connect with Us at the Engage Summit: Exciting news — Mallory will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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