Doing It All: Marketing Graduate Programs with an In-House Team

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About the Episode: 

Jaime Hunt sits down with Cristina Lopez Yakimenko, marketing director at Florida International University’s Chapman Graduate School of Business, to explore the advantages of managing enrollment marketing entirely in-house. Cristina shares how her small but mighty team generates millions in ad spend, executes content marketing strategies, and drives enrollment growth—all without the help of an external agency. She also reveals how leveraging AI, optimizing real-time data, and fostering close collaboration with recruiters has been a game-changer. If you're curious about bringing digital marketing in-house or simply want to optimize your current strategy, this episode is packed with actionable insights.

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Key Takeaways

• FIU’s business school successfully manages all marketing in-house, saving hundreds of thousands of dollars annually.
• In-house marketing allows for faster decision-making, real-time data analysis, and more control over messaging.
• Content marketing has been a game-changer, particularly for high-ticket programs like MBAs and specialized master's degrees.
• Collaboration with recruiters is essential—regular data-sharing ensures high-quality leads and better conversions.
• AI plays a crucial role in analyzing qualitative data, optimizing ad performance, and automating repetitive tasks.
• A well-structured team is critical—FIU’s team includes a designer, a content strategist, two ad managers, and Cristina as the marketing director.
• Real-time monitoring of campaigns allows for quick pivots, ensuring continuous optimization and better results.

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Why FIU Chose to Manage Marketing In-House

When Cristina and her team launched FIU’s Chapman Graduate School of Business marketing division in 2018, they had a clear goal: drive lead volume and increase applications. With a lean team of three, they took on digital advertising, landing page optimization, email marketing, and content creation—all without an external agency.

The primary reason? Speed and control. In-house marketing allows FIU to pivot quickly, test campaigns in real-time, and iterate based on direct access to performance data. Unlike agencies, which often juggle multiple clients and may introduce communication delays, FIU’s team collaborates daily to ensure alignment and agility.

Another major advantage is cost savings. By keeping marketing internal, FIU avoids agency fees and overhead costs, allocating every dollar directly toward ad spend and content creation. The result? More efficient use of their multimillion-dollar budget and better-targeted campaigns.

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The Power of Content Marketing for MBA Programs

FIU initially focused on performance marketing (ads and direct-response tactics), but Cristina’s team quickly realized that trust and credibility were just as crucial as lead generation—especially for MBA programs.

Take their MBA in Sports Management, launched in partnership with Real Madrid’s Escuela Universitaria. Despite the program’s strong branding, early conversion rates were lower than expected. The solution? A content-driven trust-building strategy.

Cristina’s team introduced:

• Webinars featuring alumni from FIFA, Major League Soccer, and Fanatics to showcase real career outcomes.
• A social media strategy across LinkedIn, YouTube, and Instagram to engage potential applicants.
• Personalized content addressing career pain points, such as job pivots, promotions, and salary increases.

The results? Enrollment tripled, growing from 20 students in 2023 to 70 in 2024. This success highlights how blending performance marketing with content-driven engagement can boost conversions and enrollment numbers.

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The Critical Link Between Marketing and Enrollment Teams

One of the biggest mistakes in higher ed marketing is the disconnect between marketing and admissions teams. Cristina ensures that doesn’t happen at FIU by maintaining constant communication with recruiters.

Here’s how they do it:

• Daily check-ins with account managers to review lead volume and quality.
• Anecdotal feedback from recruiters to refine messaging and targeting.
• Monthly meetings with recruitment leadership to discuss trends, challenges, and strategy adjustments.

By aligning marketing and admissions, FIU can identify pain points in real time, tweak messaging based on applicant concerns, and optimize campaigns for maximum impact.

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AI’s Role in Enrollment Marketing at FIU

AI has transformed FIU’s data analysis, ad targeting, and content creation. Cristina’s team leverages AI in multiple ways:

1. Survey Analysis – AI processes thousands of open-ended responses to identify common themes, helping FIU refine messaging for different applicant segments.
2. Ad Optimization – AI-driven bidding strategies in Google Performance Max improve lead quality by analyzing first-party data.
3. SEO & Content Support – SEMrush AI tools assist with keyword optimization and content strategy.
4. Video & Image Editing – AI-powered Adobe Creative Cloud tools speed up video editing and captioning.
5. CRM Automation – Salesforce’s AI-driven automation personalizes email sequences based on user behavior, reducing manual workload.

The takeaway? AI isn’t just a trendy tool—it’s a strategic advantage for in-house teams looking to scale their efforts efficiently.

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Should Your School Bring Marketing In-House?

If your institution is considering in-house marketing, Cristina suggests starting with a student journey audit:

1. Map out the entire enrollment funnel—from awareness to application.
2. Identify areas where you can add value internally—content, digital ads, social media, or CRM management.
3. Invest in the right people—hire versatile professionals who can handle strategy while executing tasks.
4. Use project management tools—FIU relies on Asana and Microsoft Teams for daily alignment.
5. Leverage external platform support—Google Ads and Meta offer free account reps who can provide ongoing guidance and optimization tips.

For those with limited resources, Cristina advises taking a step-by-step approach, starting with one in-house capability at a time and expanding as the team gains expertise.

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The Future of Higher Ed Marketing: More Content, More Agility

Looking ahead, Cristina sees content marketing as the biggest growth area. While FIU has mastered digital advertising and automation, scaling content creation remains a challenge. She hopes to expand her team’s video production and storytelling efforts to further strengthen engagement and trust.

Her parting advice? Walk the talk. Whether you’re leading a team or executing strategy, understanding the technical aspects of marketing (ad platforms, SEO, CRM workflows) will help you manage resources better and earn credibility with your team.

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To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for Confessions of a Higher Ed CMO in your favorite podcast player.

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Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO 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 Talking Tactics and Higher Ed Pulse. 

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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