About the Episode
Safy and I spend this episode doing our favorite thing, talking about content strategy. While we cover many topics, and get a bit distracted at times, we mostly focus on capturing student and brand experiences to create engaging “indirect experiences” via content. In our deep dive into content we also talk about:
- Zero-click content
- Our 3 layers deep rule
- Mushroom Guy (again)
- Brand anthem videos
Episode Summary
What Are Indirect Experiences?
Indirect experiences are perceptions or assumptions made without direct interaction. For example, a student might form negative impressions of a university because of widespread media narratives about the cost of higher education, even before exploring their financial aid options. In marketing, indirect experiences occur through exposure to content, conversations with friends, or cultural associations tied to a brand.
How Can Marketers Capture Indirect Experiences?
Safi and Corynn emphasize the importance of intentional content creation to influence prospective students positively. This involves showcasing authentic, firsthand experiences in a way that feels real and relatable. They recommend using the "three layers deep" approach:
- Singular Focus: Choose a specific moment or experience to highlight.
- Niche Storytelling: Zero in on unique perspectives or values represented by your institution.
- Distinct Style: Tailor content to educate, inspire, or entertain, depending on your audience.
How Do You Align Indirect and Direct Experiences?
One of the most critical challenges for higher ed marketers is ensuring that what students see online matches what they experience on campus. When expectations aren't met, students are more likely to leave, hurting retention rates. For example, a university might boast about its affordability, but unclear financial aid calculators or hidden costs can create friction and mistrust. Solutions include transparent messaging, user-friendly tools, and authentic representations of campus life.
Why Is Retention Just as Important as Recruitment?
Retention and recruitment go hand-in-hand. Current students are often a university’s biggest ambassadors. If their experiences aren’t positive, word-of-mouth marketing—a crucial factor for many prospective students—suffers. Universities should focus on delivering on their promises to retain students, thereby creating promoters who naturally advocate for the institution.
Should Universities Ditch Clock Towers?
Yes, metaphorically speaking! Institutions often default to showcasing generic features like clock towers or dining halls in marketing. These elements are table stakes—expected features that don’t differentiate one university from another. Instead, marketers should focus on points of differentiation that highlight unique values, such as specialized faculty research or niche student communities.
The Application is brought to you by RahRah- a Community Engagement system that provides a simple solution to give your students the inclusive and supportive experience they need to thrive. Rah Rah integrates your entire campus so students can enjoy a single, centralized, mobile experience that will help them create stronger connections between their work inside and outside of the classroom.
The Application is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jaime Hunt, Jeremy Tiers, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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