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About the Episode
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About the Episode:
Influencer Rates: https://influencermarketinghub.com/influencer-rates/, https://www.shopify.com/blog/influencer-pricing
How to convince your boss data/stats: https://sproutsocial.com/insights/influencer-marketing-statistics/, https://www.marketingdive.com/news/influencer-marketing-surges-heres-what-numbers-say/743715/, https://influencermarketinghub.com/influencer-marketing-trends/
Jenny Li Fowler chats with Courtney Witmer, Assistant Director of Social Media at Penn State University, about the groundbreaking influencer marketing campaign her team is spearheading. This isn’t your typical student ambassador program — it’s a paid, strategic influencer model that mirrors industry standards. Courtney breaks down how her background in paid social and industry marketing helped her craft a first-of-its-kind initiative in higher ed. Tune in to learn how Penn State is leveraging student creators to authentically connect with Gen Z and Gen Alpha audiences.
What makes Penn State’s approach to influencer marketing in higher education different?
Most universities have ambassador programs, student interns, or curated content creators. But Penn State’s new campaign takes things further: students are paid influencers, contracted to create content on their own channels based on prompts from the social media team. This is influencer marketing as it exists in the brand world—adapted intentionally for higher ed. Courtney and her team aren’t just repurposing student content; they’re empowering students to tell their authentic stories in formats and languages that resonate with prospective students scrolling TikTok or Instagram.
This initiative aligns perfectly with modern enrollment marketing strategy—acknowledging that prospective students (especially Gen Z and emerging Gen Alpha) don’t trust polished brand content. They trust real peers, and this campaign gives them exactly that.
How did the idea for this campaign come about?
Courtney’s background in paid social—both in higher ed and agency-side (with clients like Royal Caribbean and New Balance)—gave her a sharp lens on how behind higher ed can be. After returning to the university world, she knew there was an opportunity to bring industry-tested tactics to campus. She and her team noticed a critical insight: Penn State’s TikTok hashtag had amassed over 1 billion views before the university even had an official account.
That told them everything they needed to know: students were already shaping the narrative around Penn State, whether or not the university was part of the conversation. The campaign was born out of the need to regain brand narrative control while empowering students to tell their own stories.
How is the program structured—and how are influencers selected?
Penn State’s influencer model sits at the top of a broader student content creation suite, which includes:
- One-off spotlight creators
- Interns who produce 1–2 videos/week on assigned content “beats”
- Influencers who create 1 video/month on their own channels (in exchange for compensation)
Influencers are carefully vetted for brand safety, authenticity, and content alignment. While some applications were open, most influencers were discovered organically—through existing content, hashtags, and DMs. The team leans toward nano- and micro-influencers (under 20K followers) because they’re more affordable, highly trusted, and often have tight-knit followings.
Each influencer signs a clear, time-bound contract as an independent contractor, not an employee. This provides legal and operational flexibility, especially if a student leaves school or no longer aligns with the brand.
What kind of content are these influencers producing?
Influencers are given general prompts—like “Why did you choose Penn State?” or “What’s your favorite memory here?”—but they have the creative freedom to produce content in their own voice and style. This avoids the overly scripted feel that Gen Z audiences have grown tired of.
The goal is not to create marketing content that feels like marketing—it’s to make scroll-stopping, peer-driven stories that blend seamlessly into a student’s natural feed. And because the influencers post to their own channels, the university leverages their built-in trust and community rather than trying to manufacture it from scratch.
How does this fit into Penn State’s broader enrollment and marketing strategy?
This campaign is about more than just cool content—it’s about smart, strategic enrollment marketing. Penn State understands that Gen Z and Gen Alpha don’t watch TV, read magazines, or even notice billboards. They live on their phones, and they trust content from people who look, sound, and live like them.
By meeting students where they are and showing them what real Penn State life looks like, the university is creating a new pipeline of affinity—especially for high schoolers who aren’t yet being directly marketed to through traditional channels. This is brand narrative control through authenticity, not spin.
And by including influencers from different campuses, majors, and backgrounds, Penn State is also elevating stories that challenge stereotypes—like showcasing education or arts majors at a school known for STEM or football.
What are some tips for launching a campaign like this on a smaller budget?
Not every school has Penn State’s brand recognition or budget. But Courtney offers several ways to adapt this model without breaking the bank:
- Leverage experiences instead of cash—offer exclusive access to events, private campus tours, or behind-the-scenes moments (like climbing the bell tower or taste-testing with the campus bakery).
- Send care packages or branded swag for unboxing content.
- Make it resume-worthy—students value affiliation with the university and will often exchange content for professional development or visibility.
- Start small with nano-influencers, who are often more engaged and enthusiastic than large-scale creators.
Most importantly, remember: you already have influencers on campus. You just need to find them, empower them, and help shape the story they’re already telling.
About the Show: Confessions of a Higher Ed Social Media Manager covers the do's, don'ts, and dynamics of the complex and challenging social media ecosystem. We analyze the successes and failures of those in the higher education social space — what went right, what went wrong, and what are the lessons learned. We’ll share actionable steps so you can push past the pitfalls others have faced. No matter if you're on a team of 20 or a team of one, we've got you covered. Confessions of a Higher Ed Social Media Manager is hosted by Jenny Li Fowler and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
https://twitter.com/TheJennyLi
About The Enrollify Podcast Network:
Confessions of a Higher Ed Social Media Manager 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 Higher Ed Pulse and Confessions of a Higher Ed CMO.
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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