About the Episode
Welcome to Season 3 of Mission Admissions!
In this episode, Jeremy has an in-depth conversation with Andy Murphy of Siena College about their team of student marketing interns, and the impact they have on enrollment strategies. Andy also shares what teaching classes to college students has taught him about communicating with Gen Z, why data is so important, and why their team works hard to create FOMO. Key takeaways include:
Host Jeremy Tiers kicks off Season 3 with a dynamic conversation with Andy Murphy, Associate Director of Marketing at Siena College. Andy shares how Siena’s innovative approach to student-centered marketing, powered by a team of 18 student interns, is redefining engagement with Gen Z. From strategies for authentic storytelling to actionable data-driven practices, this episode offers a wealth of insights for higher ed professionals eager to connect with today’s students and parents.
Key Takeaways
- Student-Centered Marketing Wins: Prioritizing the needs and perspectives of prospective students ensures marketing strategies resonate authentically.
- Gen Z Prefers Group Collaboration: Breaking students into smaller, comfortable groups fosters better idea-sharing and participation.
- Data-Driven Creativity: Successful content strategies rely on a balance of engaging visuals and measurable outcomes.
- Empowering Student Voices: Involving interns in content creation results in authentic storytelling that speaks directly to peers.
- Engage Parents Early: Parents play a pivotal role in influencing application and enrollment decisions; tailored messaging for parents is essential.
Episode Summary: Key Questions and Answers
What is student-centered marketing, and why does it matter?
Andy explains that student-centered marketing flips traditional higher ed strategies by focusing on the prospective student’s goals, concerns, and preferences. Siena College leverages their team of student marketing interns to create relatable and authentic content that reflects the voice and tone of 17- and 18-year-olds. This approach enhances engagement and builds meaningful connections with prospective students.
How does Siena’s intern program drive authenticity in marketing?
Siena’s 18 marketing interns play an integral role in shaping the college’s messaging. From reviewing email copy and creating social media content to auditing ad performance, these students ensure the college communicates in a way that resonates with their generation. Their insights and feedback lead to highly relatable content that boosts engagement and conversion rates.
What makes a successful marketing intern?
Andy highlights three key qualities:
- Strong collaboration skills.
- A balance of analytical and creative thinking.
- The willingness to embrace and learn from data-driven strategies.
Through real-world projects like A/B testing and performance analytics, interns develop technical skills and confidence.
How does Siena bridge the gap between creativity and data?
Andy stresses that "good content is backed by good data." Interns learn to use tools like Adobe Creative Cloud to create ads and then analyze campaign metrics like click-through rates and cost-per-click. This data-driven approach empowers students to refine their strategies and deliver impactful content.
How does Siena engage both students and parents in the enrollment process?
Siena integrates parental engagement into their marketing strategy by tailoring messaging for parents and leveraging parent advocates in their social media and offline efforts. For instance, parents who receive compelling materials often reshare Siena’s messaging on their own networks, acting as organic influencers.
What’s the biggest challenge for new marketers?
Creative burnout and a lack of confidence in starting projects are common hurdles. Andy encourages interns to embrace brainstorming and experimentation, emphasizing that failure is part of the creative process.
How has Siena built a cohesive brand identity?
Siena’s brand is defined as “exciting, authentic, and full of spirit.” Their marketing emphasizes creating FOMO (fear of missing out) for prospective students by showcasing real-life, dynamic campus experiences through relatable voices and visuals.
About the Enrollify Podcast Network
The Enrollify Podcast 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 Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, 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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