About the Episode
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About the Episode:
In this energizing episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with Brandy Kift, AVP of Marketing Strategy at Bucknell University, to unpack how her team has successfully broken down the silos between marketing and admissions. Brandy shares the inside story of how Bucknell transformed their approach to enrollment marketing by fostering mutual trust, aligning content strategy with recruitment goals, and leveraging data and AI for meaningful student engagement. If you're searching for strategies to build better collaboration across departments and increase application numbers, this is a must-listen.
Key Takeaways
- Marketing and admissions alignment is essential: Bucknell’s success came from co-developing strategy, not operating in parallel silos.
- Content strategy must support enrollment goals: Storytelling is powerful when it's targeted and tied directly to application-driving programs.
- Custom digital viewbooks are outperforming print: Bucknell's shift to a "choose-your-own-adventure" viewbook experience personalizes recruitment and increases engagement.
- Social media run by students builds trust and authenticity: Bucknell’s "I Am Ray Bucknell" Instagram and student-led TikTok strategies resonate deeply with Gen Z.
- AI is enhancing web personalization: Bucknell uses AI tools to drive inquiries through smarter, more responsive web experiences.
- Celebrate wins as you scale: Brandy emphasizes the importance of recognizing milestones to prevent burnout and maintain team motivation.
- Strategic planning beats one-off tactics: Success was built over five years—institutions must take an iterative, strategic approach to evolution.
- Performance indicators in education matter: Tracking KPIs from impressions to applications to enrollment is key to proving impact.
Episode Summary: What This Episode Reveals About Enrollment Marketing Strategy
How did Bucknell bridge the gap between marketing and admissions?
When Brandy Kift joined Bucknell in 2019, the marketing team was newly established—and crucially, admissions recognized the need for change. From day one, the two departments approached the challenge as true partners. Instead of marketing dictating strategy, the team sat down with admissions to listen, learn, and co-create. Together, they assessed pain points and realigned messaging with application-driving goals. The takeaway? Mutual respect and joint strategy sessions are the foundation of effective collaboration.
How can storytelling align with student recruitment?
Bucknell didn’t abandon storytelling—they evolved it. By focusing content creation on program-specific recruitment goals (e.g., spotlighting a student project in engineering), the marketing team told more targeted, actionable stories. These narratives were then repurposed across platforms—from the website and social media to magazines—maximizing reach without overextending the team. For institutions facing budget constraints, this approach proves that smart content strategy is a student success strategy.
What’s the new role of the viewbook in a digital-first world?
Traditional print viewbooks no longer cut it. Bucknell replaced theirs with an AI-driven, build-your-own digital experience that tailors content to students’ interests in real-time. For parents—who still value physical mail—the team created a redesigned print version focused on their concerns. Plus, Bucknell staggered communications based on where a student is in their search (e.g., sophomore vs. senior), making every interaction feel relevant. This student-first, data-informed evolution makes the viewbook a dynamic part of the funnel again.
Which channels work best for engaging prospective students?
Spoiler: it’s not about choosing one channel—it’s the synergy of the mix. Bucknell pairs organic social, student-led accounts, paid advertising, and content-rich platforms to meet prospective students where they are. Their standout tactic? The “I Am Ray Bucknell” student-run Instagram account and a student-led TikTok team. These give prospects a real, unfiltered glimpse of campus life—and it’s working. When students see their peers talking about the Bucknell experience, it drives authentic engagement and connection.
How does Bucknell track ROI on marketing efforts?
Every tactic Bucknell employs is paired with KPIs—everything from impressions and click-through rates to form completions and eventual applications. Brandy emphasized the need to stay focused on performance indicators in education marketing and to avoid drowning in unnecessary data. With a dedicated digital marketing strategist on staff, the team continuously optimizes campaigns based on what actually drives enrollment.
How is AI changing how Bucknell engages students?
AI isn’t just a buzzword at Bucknell—it’s part of their recruitment engine. They've implemented an AI-driven web personalization tool that guides prospective students toward relevant information and encourages inquiry submission. By automating the first steps of student engagement, the marketing team can focus on higher-level strategic work and increase funnel efficiency. The goal? Let AI handle the manual tasks so human marketers can do what they do best: create and connect.
What advice does Brandy Kift have for small marketing teams?
Start where you are and scale thoughtfully. Bucknell’s five-year transformation wasn’t overnight—it was strategic and incremental. Brandy encourages leaders to map out a vision and take advantage of “low-hanging fruit” first. Be ready for surprise opportunities (like unexpected funding), and always know how you'd use extra resources. Have job descriptions and campaign plans on standby, and track everything. Results are the best argument for more investment.
Why is it important to celebrate team wins?
In a high-speed, change-intensive environment, it’s easy to finish one big project and immediately jump into the next. Brandy admits she wishes she’d made more space to celebrate her team's successes. Recognizing wins helps prevent burnout and reinforces the purpose behind the work—especially when you're asking your team to keep innovating in an ever-evolving space.
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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