About the Episode
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About the Episode:
In the final episode of Breaking Silos, host Shane Baglini sits down with Vince Slomsky, Assistant Vice President of Marketing and Communications at the University of South Florida, to explore the challenges and opportunities of stepping into a new leadership role in higher ed marketing. Vince shares his experiences transitioning across institutions, the importance of relationship management, and how fresh perspectives can break through outdated traditions. This conversation is packed with insights on building trust, fostering collaboration, and embracing change to drive impactful marketing strategies.
Key Takeaways
- Building relationships is the foundation of success – Entering a new role requires prioritizing human connection over immediate action.
- A fresh perspective can challenge outdated traditions – Questioning long-standing rules and assumptions can lead to more effective marketing strategies.
- Data-driven decisions should guide change – Marketing strategies should be informed by audience insights rather than internal opinions.
- Higher ed marketing needs to evolve with digital trends – Traditional tactics like billboards and print are valuable, but digital advertising is crucial for engaging modern audiences.
- Take your time when stepping into a leadership role – The first few months should focus on listening, learning, and setting a strong foundation for long-term success.
Why is relationship management crucial for new higher ed marketing leaders?
Stepping into a new role in higher ed marketing is about more than strategy—it’s about people. Vince emphasizes that his first priority when joining a new institution is building relationships. He adopts a "challenge accepted" mindset when he hears about past collaboration struggles, choosing to form his own relationships instead of relying on old narratives. By taking the time to connect with stakeholders across campus, he ensures that marketing efforts align with institutional needs and goals.
How do institutional ‘ghosts of the past’ impact marketing decisions?
Many institutions unintentionally hold onto outdated practices due to historical precedent. Vince shares a powerful example: at one university, the marketing team was told they couldn’t use the athletics logo in student recruitment—an unwritten rule that stemmed from a conversation over a decade prior. By simply having a new conversation with stakeholders, Vince was able to overturn this restriction and integrate a more recognizable brand asset into recruitment marketing. This underscores the need for leaders to question the status quo and seek new solutions.
Why is a fresh perspective essential for higher ed marketing success?
New leaders bring new ways of thinking—but their perspectives should be backed by data. Vince stresses the importance of using analytics and audience research to drive decision-making, rather than relying solely on internal opinions. He highlights how institutions can fall into the trap of making marketing decisions in a vacuum, rather than consulting their target audience. By relying on insights from prospective and current students, marketing teams can ensure their strategies are relevant and effective.
How do past interpersonal conflicts affect new leaders?
Negative relationships from the past can be a major roadblock for new leadership. Vince believes that these should never dictate future collaborations. He approaches each new role as a clean slate, working to rebuild fractured relationships rather than avoiding them. His philosophy is simple: higher ed marketers are communicators, and getting communicators to communicate is essential for success. Leaders must actively work to foster collaboration, even in areas where friction previously existed.
What advice does Vince have for new higher ed marketing leaders?
Vince’s biggest piece of advice? Take your time. Higher ed isn’t the corporate world, where leaders are expected to make sweeping changes overnight. Instead of rushing into action, he encourages new leaders to spend the first several months listening and learning. Understanding the institutional landscape, building trust, and gathering insights are essential steps before implementing any major changes.
Higher ed marketing professionals juggle multiple roles—from strategists to storytellers—and the key to success is balancing innovation with relationship-building. As Vince and Shane discuss, breaking silos starts with human connection.
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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