About the Episode
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About the Episode:
On this episode, I sat down with Alyssa Green, University Photography Manager at the University of Montevallo, to discuss creative professionals' expanding and evolving role on college campuses. We chatted about views and attitudes across the industry regarding what creative professionals like photographers, videographers, designers and others have changed, where there is still work to be done, and why these positions are much more than behind-the-scenes contributors.
Key Takeaways
- Evolving Creative Roles in Higher Ed: Creatives like photographers and videographers are no longer just behind-the-scenes contributors but play a critical role in strategic university marketing.
- Importance of Relationships: Building cross-campus relationships enhances collaboration and amplifies the impact of marketing efforts.
- Prioritizing Marketing Impact: Creative teams need clear priorities, focusing on events and assets that directly impact enrollment, retention, and overall institutional branding.
- Leadership Development for Creatives: Exposure to diverse experiences and leadership roles can help creatives grow into strategic thinkers and organizational leaders.
- Strategic Potential of Behind-the-Scenes Roles: Creative professionals bring untapped strategic value and should be considered for senior marketing leadership roles.
Episode Summary
How Alyssa’s Role Evolved Over Time
Alyssa Green’s journey in higher education began eight years ago as a photographer. Initially tasked with capturing events and performances, she soon embraced additional responsibilities, including social media management and videography. These roles expanded her understanding of storytelling and marketing strategy, leading to her current position as University Photography Manager. Alyssa emphasizes how her expanded skill set allows her to approach photography more intentionally, ensuring her work aligns with the university's marketing goals.
Building Relationships Across Campus
Alyssa highlights the critical role of relationships in her work. Whether collaborating with nursing program leaders for promotional materials or partnering with advancement teams for donor-focused storytelling, her efforts exemplify how cross-campus connections enhance the strategic impact of her role. Alyssa’s personable approach, coupled with her department’s reputation for collaboration, positions MarCom as a sought-after partner across the university.
Prioritizing Marketing Needs
Managing demand is one of the biggest challenges for creative professionals in higher ed. Alyssa explains how her team prioritizes requests by focusing on assets that serve prospective and current students while ensuring annual events and milestones are covered. Student photographers play a vital role in meeting demand, and Alyssa relishes mentoring them to prepare for careers in higher education or creative industries.
Growing as a Leader in Higher Ed Marketing
Alyssa shares her advice for creatives aspiring to leadership: embrace discomfort. Attending conferences outside their immediate field, participating in unfamiliar meetings, and learning from diverse campus stakeholders have been pivotal in her growth. This open-minded approach has helped her transition from a tactical contributor to a strategic thinker.
Why Creatives Should Lead
Alyssa passionately advocates for more creatives to be considered for leadership roles like Chief Marketing Officer. Their deep understanding of storytelling, brand building, and audience engagement equips them with unique insights into institutional strategy. As higher ed marketing evolves, Alyssa sees an opportunity for creatives to redefine leadership and bring a fresh perspective to executive roles.
Connect With Our Host:
Shane Baglini
About The Enrollify Podcast Network: Breaking Silos 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 Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.
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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