About the Episode
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About the Episode:
In this energizing episode of Confessions of a Higher Ed CMO, host Jaime Hunt chats with Daniel Andreani, Creative Director at Do Not Disturb, about the critical need for creative reinvention in higher education marketing. From dissecting branding stagnation to exploring the evolving role of AI in creativity, this conversation dives deep into how institutions can—and must—break free from outdated visuals and messaging to truly connect with today’s students. If you're feeling stuck in the same old admissions campaign loop, this one’s for you.
Key Takeaways
- Higher ed marketing is creatively stuck—and students notice. Outdated visuals and risk-averse messaging fail to resonate with today's culture-savvy students.
- Creative ruts are industry-wide, but fear of disruption makes higher ed especially vulnerable. Institutions often avoid bold ideas to maintain perceived academic credibility.
- Leaders must recognize they are not the target audience. Branding must reflect what matters to students, not what pleases campus leadership or faculty.
- AI can’t replace taste. Without human expertise and vision, AI-generated creative will fall flat—and reveal a lack of substance.
- Authentic storytelling and brand clarity are key. Success starts with a clear brand persona and messaging strategy that aligns with audience expectations.
Why do so many colleges and universities look and feel the same?
Daniel Andreani kicks off the conversation with a stark but honest observation: higher education is stuck in a creative rut. From websites to brochures, the dominant imagery—students under trees with backpacks, diverse groups smiling on the quad—feels repetitive and out of touch. Daniel argues that this stems from a fear of breaking the mold and a desire to play it safe. Institutions often look to peer schools and tweak existing templates rather than taking bold creative risks.
The antidote, he says, lies outside higher ed. Industries like insurance once seemed creatively stagnant until brands like Geico and Allstate reinvented the playbook. Higher ed marketers must look beyond their bubble and consider how other sectors are creating engaging, culturally resonant content—and then adapt that spirit of innovation to meet their own audiences where they are.
What’s holding campus leaders back from taking creative risks?
It’s not just fear—it’s bandwidth, trust, and a lack of exposure. Daniel and Jaime discuss how time-starved leadership teams often default to the familiar because pushing boundaries requires capacity, collaboration, and often a dose of courage. Many college presidents and provosts hold traditional views about brand credibility, associating creative expression with diminished academic prestige. But as Daniel puts it, “You are not the audience.”
Marketing isn’t about satisfying internal stakeholders—it’s about resonating with the right students. That’s why it's vital for creative leaders to bridge strategy and aesthetics, ensuring that bold ideas are still grounded in institutional identity and student expectations. Success hinges on bringing in trusted partners who can guide this transformation and build leadership buy-in over time.
What happens if we don’t fix higher ed’s creative problem?
The consequences are real—and already underway. As Daniel notes, the perceived value of a four-year education is declining. If institutions don’t evolve their brand storytelling to match students' expectations, they risk irrelevance. Sticking with “safe” branding could be the reason students choose to go elsewhere, especially as alternative education pathways and online learning gain traction.
What’s needed is a shift from visual polish to deep narrative clarity. A logo and color palette aren’t enough. Institutions need a well-defined brand persona, clear messaging, and emotionally resonant storytelling that speaks to the world students actually live in. Without that, higher ed runs the risk of becoming just another commodity in an increasingly competitive marketplace.
Can AI help—or hurt—creative efforts in higher ed?
AI is a powerful tool, but not a creative replacement. As Daniel explains, AI can be a fantastic assistant—helping with brainstorming, expanding on ideas, and iterating faster. But it lacks what he calls “creative consciousness.” It can’t define taste, pick the right metaphor, or craft a compelling narrative arc without human oversight.
Too often, AI is seen as a shortcut. But for creatives without experience or a solid vision, it can expose the gaps in skill rather than fill them. Daniel urges marketers, especially early-career professionals, to develop their own critical thinking and creative frameworks before leaning on AI. The best results come when AI amplifies a strong human vision—not when it tries to replace one.
Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC
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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