About the Episode
About the Episode: Homecoming. Orientation. Welcome Week. Fall Fest. Family Weekend. Ring Dance. Our students experience so many traditions during their four (or more) years on our campuses, but what makes these events create lasting memories? That’s the question that Jaime poses to Alison Paz, associate director of marketing and communications for Louisiana State’s Division of Student Life. In her position, Alison plays a key role in both creating and marketing these events. Takeaways from this episode include:
- Insight into why campus traditions are an important part of the student experience – and tips for how to recapture the enthusiasm that was lost during the pandemic
- Ideas for engaging students in ways that create memories and build nostalgia for their student experience long after graduation
- Tips for engaging students in the process of both creating and marketing campus events
- Guidance on collaborating with other campus partners to build experiences that cut across silos
Episode Summary
How Do Student Traditions Enhance the College Experience?
Jaime and Allison discuss how traditional campus events—like homecoming and Fall Fest—create a sense of community and pride among students. These traditions serve as valuable brand activations that deepen students’ connection to the school, making them feel like an integral part of the campus. Allison explains that each event offers an opportunity to reinforce LSU’s brand identity and instill a sense of belonging, helping students see the university as their “home away from home.” By participating in these events, students create core memories that resonate well beyond their college years.
How Did COVID-19 Impact Campus Event Participation?
The pandemic caused a notable shift in event participation as students returned to campus. Allison notes that after reopening, LSU’s initial events met mixed reactions, from hesitancy to excitement. However, she has seen student engagement steadily rise, with Fall 2023 feeling more “normal” than any post-pandemic semester. Jaime and Allison observe that campuses across the nation faced similar attendance challenges, as students navigated a new social landscape post-COVID. Both agree that the return of these traditions is crucial to rebuilding campus culture, providing students with the full college experience they missed during lockdowns.
How Can Marketing Enhance the Student Event Experience?
Allison emphasizes that marketing is crucial to turning events into brand activations. For example, LSU’s Fall Fest includes extensive marketing touches: branded T-shirts, banners, and sponsor activation on stage to create a memorable experience for attendees. This approach transforms what might be a standard event into an immersive brand experience that leaves a lasting impression on students. Jaime and Allison agree that marketing brings an essential “experiential layer” to events, making them unique, memorable, and deeply tied to the university's identity.
What Role Does Data Play in Planning and Improving Events?
For each event, LSU gathers feedback from students through quick surveys, net promoter scores, and other direct-response methods. This data provides valuable insights, guiding future improvements and helping the team make informed decisions about event timing, marketing, and programming. Allison also leverages LSU’s campus engagement platform to monitor the effectiveness of promotional tactics and adjust strategies as needed. By using data to inform their approach, LSU ensures that events remain relevant, timely, and aligned with student preferences.
How Does LSU’s Student-Staffed Marketing Team Support Event Planning?
Allison manages a student-staffed marketing agency, where students handle the design, social media, and advertising for LSU Campus Life events. These student marketers bring an authentic voice to the university’s brand, especially on social media, while gaining real-world experience in a structured environment. Allison highlights the importance of training students in brand guidelines and creating a collaborative, organized workspace where students can contribute while learning about the professional expectations of brand consistency and messaging. This arrangement provides the university with authentic, relatable marketing while preparing students for careers post-graduation.
Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
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 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 — Jaime 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!
.svg)
.svg)
