About the Episode
About the Episode:
This episode is the first of two where Jeremy features a rising star in Higher Ed. Hear stories about the unique journey that Ty Garricken took before landing in enrollment marketing, where he gets his content ideas from, the importance of having a clear call to action in your content, dealing with failure, and more!
Key Takeaways
- The Importance of Visual Storytelling: Gen Z consumes content differently, favoring visuals and concise messaging. Institutions must shift from information-heavy formats to more engaging, action-driven visuals.
- Adaptability is Key: Content trends change rapidly, and successful marketers must embrace continuous learning and experimentation to stay relevant.
- Authenticity Over Flashiness: Effective marketing pieces convey authentic experiences, avoiding overselling or misleading potential students.
- Mindset Matters: Approaching daily tasks with a “week one, day one” mindset helps maintain enthusiasm and create a consistent, welcoming experience for students.
- Overcoming Imposter Syndrome: Ty emphasizes embracing failure as a learning opportunity and finding confidence in your unique skills and experiences.
Episode Summary
From Small Town Beginnings to Creative Career Paths
Ty Garricken grew up in Huntingburg, Indiana, where his early passion for music and the arts shaped his creative mindset. A first-generation college student, Ty's journey led him to Ball State University, where he studied multimedia journalism and discovered his love for higher ed through involvement in orientation programs and student leadership.
Navigating Challenges as a First-Gen Student
Transitioning to college wasn’t easy for Ty, who initially struggled with being away from home. By leveraging his interests—like playing guitar—and seeking out supportive communities, Ty found his place at Ball State. His role as an orientation leader taught him to approach each day with enthusiasm, a mindset that still informs his work today.
From Admissions to Marketing: Finding the Missing Piece
After working in various higher ed roles, including admissions, financial aid, and the registrar’s office, Ty realized something was missing. His passion for design and storytelling led him to a marketing role at Ball State, where he now focuses on creating content that resonates with prospective students. This pivot allowed Ty to align his creative skills with his professional goals, providing a deeper sense of fulfillment.
The Changing Landscape of Content Marketing
Ty highlights the rapid evolution of content marketing, particularly in reaching Gen Z. With platforms like TikTok driving trends, marketers must prioritize visual, actionable content that meets students where they are. Ty stresses the importance of balancing engaging visuals with authentic messaging to build trust and connection.
Lessons Learned from Failure
Failure is a natural part of any creative process, and Ty encourages marketers to view setbacks as opportunities for growth. By seeking feedback, analyzing what didn’t work, and staying committed to improvement, professionals can build resilience and deliver better outcomes over time.
The State of Content Marketing in Higher Ed
- Why is Visual Content Essential for Gen Z?
Gen Z processes information quickly, relying heavily on visuals and interactive content. Ty suggests moving away from text-heavy formats and focusing on storytelling through images, videos, and immersive experiences. - What Are the Biggest Challenges in Marketing to Gen Z?
Rapidly shifting trends and shorter attention spans make it difficult to capture and retain interest. Institutions must be proactive in adapting their strategies to keep pace with changing preferences. - How Can Higher Ed Marketers Stay Relevant?
Regularly analyze data, learn from peer institutions, and experiment with different content formats. Collaboration and continuous learning are essential for staying ahead. - What Role Does Authenticity Play in Content Creation?
Authentic storytelling builds trust and aligns expectations with reality. By focusing on the student experience and addressing their needs, institutions can create meaningful connections.
About the Show: Jeremy Tiers, a well-known speaker in college admission, enrollment marketing, and leadership circles is your host for Mission Admissions. Join him every other week as he sits down with industry leaders and difference makers from both inside and outside of Higher Ed. You'll walk away with advice, tips and strategies you can apply in your day-to-day life.
Connect With Our Host:
Jeremy Tiers
https://www.linkedin.com/in/jeremytiers/
https://twitter.com/CoachTiers
About The Enrollify Podcast Network: Mission Admissions 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 Generation AI and The Application with Allison Turcio.
Enrollify is made possible 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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