About the Episode
In the second episode of our three-part series in partnership with Pathify, Dustin speaks with Eric Hazen, Director of Digital Marketing at Ferris State University, about his work leveraging digital tools to optimize his institution’s marketing efforts. He explains how the dynamics of his work have changed over his tenure at Ferris and how he sees digital transformation continues to impact it moving forward.
Key Takeaways
- Students Expect Frictionless Digital Experiences: Institutions must match the seamless and personalized digital experiences students have with platforms like Amazon, Netflix, and Spotify.
- Personalization is Key to Student Success: Tools that tailor messages and resources to individual student needs—such as first-gen or adult learners—help students feel supported and connected.
- Digital Transformation Supports Institutional Goals: Platforms like Pathify enable smoother transitions between in-person and virtual interactions, reducing barriers and improving student engagement.
- User Input Drives Innovation: Listening to students, faculty, and staff during digital platform implementations ensures that tools meet real user needs.
- A Connected Campus Combines Care and Accessibility: A true connected campus translates the institution’s culture of care into every interaction, whether physical or digital.
Episode Summary
Why are digital-first strategies so important in higher education?
Eric Hazen highlights the evolving expectations of today’s students, shaped by their experiences with highly personalized platforms like Netflix and Amazon. Students no longer differentiate between the digital experiences of universities and those of major brands—they expect seamless, intuitive, and tailored interactions. Eric emphasizes that higher education institutions cannot afford to lag behind and must adopt a digital-first mindset to remain competitive.
How is Ferris State University enhancing its student experience with Pathify?
Ferris State recently launched its new Pathify-powered portal, Ferris 360, a hub for personalized student experiences. To ensure success, Eric’s team conducted extensive interviews with students, faculty, and staff to identify pain points and opportunities. The result? A centralized platform where students can easily discover resources, connect with peers, and remove friction from essential tasks like registration and advising.
A significant discovery during the interviews was that many students weren’t aware of existing support resources on campus—resources that could have significantly improved their academic success. By building a user-friendly portal, Ferris State is ensuring these tools are visible, accessible, and tailored to each user’s needs.
How are digital tools influencing campus communication and marketing?
Eric discusses how digital tools allow his team to personalize messaging to specific audiences—first-generation students, adult learners, out-of-state applicants, and more. Using their content management system (CMS), Ferris State tailors its outreach with resources and messages relevant to each group’s unique concerns, such as navigating financial aid, accessing childcare, or understanding tuition rates.
The approach shifts higher education marketing from one-size-fits-all communication to a more holistic, student-centered model that aligns with the entire student journey—from first contact to graduation.
What does a connected campus look like in practice?
For Ferris State, a connected campus is one where transitions between physical and digital experiences are seamless. A student who attends an in-person club meeting can follow up online for resources, updates, and questions. Eric envisions a future where digital tools create individualized experiences for every student, fostering a sense of belonging and support wherever they are.
Eric also highlights the role of AI in shaping the future of digital transformation. Tools that leverage AI will allow institutions to deliver individualized content to students at exactly the right time, creating a truly personalized experience that supports their success.
The Future of Higher Ed: Building Frictionless Student Journeys
Ferris State University’s investment in a digital-first strategy is a model for institutions looking to meet students where they are—online. By prioritizing personalization, reducing friction, and creating seamless transitions between physical and virtual spaces, Ferris is enhancing both student satisfaction and success.
The takeaway? Digital transformation in higher education is not about flashy tools—it’s about listening to students, identifying pain points, and building solutions that empower their academic journeys.
This episode is brought to you by Pathify. Pathify sits at the center of your school’s digital ecosystem, becoming the single, user experience interface tying together all systems, content, and communications. Their engagement hub elevates the information that matters most and pushes systems like the SIS behind the scenes where they belong, making it simpler for students to discover and engage with the opportunities your institution provides at every step of their higher ed journey, from prospect to alumni. Learn more about how Pathify is uniting strategic units across campus and bettering the
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