Marketing Academic Programs

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About the Episode: 

Jaime Hunt welcomes Adam Stoltz, Director of Enrollment Marketing at the University of Idaho, for a candid conversation on one of higher ed’s toughest challenges: marketing academic programs in a decentralized, siloed environment. From tackling the “order taker” mentality to building partnerships between colleges, admissions, and marketing teams, Adam shares how he’s helped bridge institutional gaps to drive strategic enrollment growth. If you’ve ever felt stuck translating institutional priorities into student-centric campaigns, this episode is packed with the real talk and actionable strategies you need.

Key Takeaways

• Academic program marketing thrives when silos are broken down. Success happens when admissions, central marketing, and academic units align around shared goals and data.
• Small wins build big trust. Demonstrating quick, impactful victories (like eliminating manual mailers) can help turn skeptics into champions.
• “Order taker” mindsets are outdated. Marketing must be positioned as a strategic partner, not a request-fulfillment service.
• Campaign planning should start months in advance. Teams must shift from reactive to proactive thinking to see real impact.
• The student perspective is everything. Students don’t care about org charts—every touchpoint must feel unified and student-centered.
• Shared KPIs foster buy-in. Demonstrating how each team contributes to enrollment goals reinforces a sense of shared mission.
• Enrollment is everyone’s job. From facilities to faculty, everyone plays a role in shaping a prospective student’s experience.
• Tech tools and CRM strategy matter. Centralizing efforts in tools like Slate and embracing automation leads to better targeting, data collection, and scalability.

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Episode Summary

What are the biggest challenges in academic program marketing today?

Adam Stoltz highlights how deeply entrenched silos across colleges and departments often block strategic marketing efforts. Many faculty and program directors attempt to handle recruitment marketing on their own—without the tools or expertise to do so effectively. Jaime and Adam agree that this approach, while well-intentioned, often results in disjointed communications, missed opportunities, and wasted effort. The key? Build cross-functional partnerships that align academic goals with student-centered messaging and professional marketing strategy.

Stoltz explains how his unique role—embedded within enrollment management but reporting to the Chief Marketing Officer—positions him as a natural bridge between central marketing and admissions. His team doesn't just promote programs; they also consult with academic units on how to plan campaigns, segment audiences, and measure results. The shift from being a transactional “order taker” to a strategic partner has been central to their success.

How can higher ed marketers move away from being seen as “order takers”?

Jaime and Adam dig deep into this age-old issue. Adam shares how when he first arrived at the University of Idaho, most colleges came to the marketing team with last-minute, one-off requests (often needing marketing “by next Friday”). To address this, Adam’s team created intake forms focused not on tactics—but on goals, audiences, and timelines. By slowing down the request process, they were able to better align marketing efforts with broader institutional priorities.

They also discuss how marketing must educate its campus partners—teaching what’s possible, what’s realistic, and how campaigns really work. Adam frequently uses data to shift conversations away from opinions and toward evidence. He also emphasizes internal marketing: regularly communicating what marketing is doing, why it matters, and how others can plug in. Once colleagues see a few successful campaigns and understand the value of collaboration, trust grows—and so does impact.

What role does data and technology play in breaking down silos?

Stoltz points to Slate CRM as a game-changer. His team has used it not only for campaign management, but also for tracking interactions across departments. This centralization makes it easier to ensure consistency, segment audiences, and attribute outcomes to specific efforts. One example: they helped colleges transition from manually licking and stuffing 10,000 mailers to automated workflows using Slate Print. The time and cost savings alone won over many skeptics.

Moreover, they focus heavily on feeding the top of the funnel—encouraging academic departments to share RFI (request for information) lists, event attendee names, and other prospective student data. This allows central communications to nurture those leads with institution-wide messaging on housing, affordability, and campus life—while also offering program-specific content. It’s a win-win that keeps prospective students engaged across multiple touchpoints.

What’s the secret to building trust with academic departments?

Small, measurable wins. Adam shares a story about implementing a 360° virtual campus tour in early 2020—just weeks before the COVID-19 pandemic shut down in-person visits. The timing couldn’t have been better, and the success of the project (which was funded through a coalition of departments) helped demonstrate the power of collaboration. From there, more departments came onboard, seeking to replicate the success.

Another example: he highlights the benefits of clear campaign planning, creative briefs, and aligning around key messages. By working with one program to rethink their entire marketing approach—from long, text-heavy emails to more concise, engaging outreach—they saw major increases in info session attendance and applications. Once other departments heard about the results, demand skyrocketed.

What does a healthy marketing + admissions + college relationship look like?

Adam paints a picture of a "networked model" where teams are aligned around shared goals, KPIs, and communication strategies. Marketing provides the strategic vision, content direction, and campaign execution. Admissions contributes on-the-ground feedback, one-on-one recruitment, and audience insights. Academic departments bring subject-matter expertise and authentic stories that resonate with prospective students.

He emphasizes that enrollment is everyone’s job—from student influencers creating social content to staff managing campus tours. Every interaction shapes the student experience, and every department contributes to enrollment health. Success comes from building trust, investing in shared platforms, and always asking: “What’s in the best interest of the student?”

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

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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.