About the Episode
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About the Episode:
In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Anne Peters, Chief Marketing and Communications Officer at UTSA, to explore what it really means to “raise the profile” of a university. Spoiler alert: it’s not just about rankings. From community-driven branding campaigns to strategic data storytelling, Anne shares a wealth of insights on how institutions of any size can authentically build visibility and credibility. Whether your campus has a football program, a medical school, or neither, this conversation is packed with actionable ideas for enrollment marketers.
Key Takeaways
- Raising your university's profile goes way beyond national rankings—think Net Promoter Score (NPS), community pride, and strategic storytelling.
- Data-driven decision-making is essential—annual brand perception research and audience-specific messaging help UTSA measure real impact.
- Collaborating with athletics (even at the D2 or D3 level) can unlock brand affinity, community engagement, and local visibility.
- A strong, consistent presence in your local community can build reputation—claim your city, claim your impact.
- Marketing should be at the strategic planning table. Period. It's how the public sees your strategy in action.
- When resources are tight, bold, creative marketing ideas—not big budgets—create lasting impact.
- To build buy-in, communicate outcomes to leadership using data, not just anecdotal wins.
- If your institution doesn't have flashy programs, lean into what makes you distinctive—and don’t be afraid to claim it.
- Successful marketing isn’t a sprint. It's a long game that pays off with higher visibility, stronger student affinity, and internal alignment.
Episode Summary
What does it really mean to “raise the profile” of a university?
Anne Peters breaks down this elusive concept, separating it from the obsession with rankings. At UTSA, they’ve adopted a more holistic and measurable approach—through consistent research cycles, they track visibility and familiarity across core markets in Texas. By aligning strategic planning with marketing, they’re creating a narrative that resonates with both prospective students and key stakeholders.
How do you measure progress without depending on rankings?
Visibility and awareness are UTSA’s north stars. Peters champions annual market research and Net Promoter Scores (NPS) to quantify brand sentiment and word-of-mouth influence. She emphasizes that while rankings may fluctuate, consistent indicators like increasing recommendations and familiarity are more meaningful.
What role does marketing play in large institutional shifts, like becoming an R1 or merging with a medical school?
A huge one. Peters outlines how marketing served as the bridge between leadership vision and public understanding. For example, when UTSA reached Carnegie R1 status, the marketing team had to creatively translate this “inside baseball” achievement into language that made sense to prospective students, families, and community members. The same applies to their merger with the UT Health Sciences Center—marketing is responsible for shaping perceptions and communicating the value of the change.
Can athletics be a brand-building tool for your institution—even if you’re not D1?
Absolutely. One of the most powerful moments in this episode is the deep dive into UTSA’s Let’s Go 2-1-0 campaign—a collaboration with the athletics department that positioned the school as “San Antonio’s University.” This initiative leveraged local pride, community partnerships, and clever branding to dramatically increase visibility—without needing a pro sports franchise. And Anne notes that even D2 or D3 schools can replicate this approach by aligning athletics messaging with broader brand strategy.
How do you balance promotion of signature programs without alienating other departments?
Anne’s honest about the delicate dance of promoting high-visibility programs like AI or cybersecurity while keeping humanities departments engaged. Her approach? Reassure stakeholders that increased visibility benefits everyone—even if they’re not the focus today. It’s about “tides that raise all boats” and ensuring long-term brand lift across the institution.
What advice does Anne have for smaller or under-resourced institutions?
Be bold. Claim your space. And lean into what makes you different. Anne and Jaime both emphasize that some of their most innovative, impactful work came from environments with limited budgets. Think strategic use of place-based branding, community integration, and storytelling that connects emotionally with prospective students and local audiences alike.
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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