Views of the CMO: Preparing for the Future of Student Experience Marketing

In the debut episode of The Application, host Corynn Myers chats with Jenny Petty, Vice President and Chief Marketing Communications Officer at the University of Montana, about reimagining student experiences in higher education. From evolving brand strategies to understanding Gen Z expectations, this conversation dives into the intersection of marketing, student engagement, and institutional evolution. Sponsored by RahRah, this episode delivers actionable insights for higher ed professionals navigating a rapidly changing landscape.

‍

Key Takeaways

• Evolving Student Experience as a Strategic Imperative: Institutions must prioritize student experience across touchpoints, from marketing to enrollment events, to align with Gen Z's values and expectations.
• Building Beyond Social Media: Over-reliance on platforms like Facebook is risky. Institutions should shift to owned content and personalized digital experiences.
• Brand Experience Managers as Catalysts: Hiring roles that bridge marketing and student affairs can elevate campus vibrancy and foster a sense of belonging.
• The Need for Collaboration: Breaking down silos between IT, marketing, and student affairs can enhance the student journey and create cohesive brand experiences.
• Adaptation Through Innovation: Institutions must embrace emerging technologies, like Zemi, to create privacy-focused, community-driven digital environments for students.

‍

Episode Summary

What Does a Brand Experience Manager Do in Higher Ed?

Jenny Petty introduced the groundbreaking concept of a Brand Experience Manager at the University of Montana. This role is designed to infuse the institution's brand pillars into every aspect of campus life, from events to day-to-day experiences. Unlike event planners, this position focuses on elevating existing experiences to align with institutional values and foster meaningful connections. The goal? Create memorable moments that build lasting impressions and drive a sense of belonging for students.

By intentionally weaving brand values into student interactions, the Brand Experience Manager ensures that both on-campus and digital touchpoints resonate with authenticity. For example, Jenny emphasized that even routine campus events could be transformed into powerful brand moments that Gen Z students and their Gen X parents—both often skeptical of institutions—find compelling.

‍

Why Is Higher Ed Marketing Shifting Toward Student-Centric Models?

The conversation underscored a growing trend: higher ed marketing is moving from tactical, campaign-focused approaches to holistic, student-centered strategies. Gen Z, the current student demographic, values authenticity, inclusivity, and speed in their interactions. Their expectations, shaped by experiences with brands like Amazon and Netflix, demand that institutions evolve to meet them.

Jenny highlighted how student expectations drive perceptions of the institution. She illustrated this with a focus on digital touchpoints, such as websites and social media. Poorly designed websites or inconsistent brand messaging can erode trust, whereas a personalized and intuitive digital experience can boost engagement and retention.

Moreover, this shift aligns with the declining efficacy of social media as a primary marketing tool. Jenny likened social media to a "house of cards on rented land," urging institutions to invest in owned platforms and data-driven personalization for more sustainable engagement.

‍

How Can Higher Ed Break Silos to Improve Student Experience?

Collaboration emerged as a key theme. Higher ed institutions often suffer from siloed operations, with IT, marketing, and student affairs functioning independently. This fragmentation can negatively impact the student journey.

At the University of Montana, Jenny shared her approach to integrating marketing with IT to manage the institution's website. While IT oversees the technical mechanics, her digital marketing team focuses on user experience (UX), content strategy, and branding. By building trust and demonstrating value, marketing becomes a strategic partner rather than an isolated entity.

Jenny also emphasized the importance of radical candor and relationship-building to foster collaboration across departments. She encouraged higher ed marketers to embrace their roles as educators and influencers within their institutions, paving the way for future strategic alignment.

‍

What Does the Future of Student Experience Look Like?

Looking ahead, Jenny sees an exciting horizon for student experience in higher ed, with key areas of focus including:

• Personalized Content: Institutions must deliver meaningful content tailored to prospective students' interests and behaviors. This includes personalized web experiences that prioritize the "you will" over the "we are" narrative.
• Community-Centric Platforms: Tools like Zemi demonstrate the power of privatized, digital social networks for building connections among prospective and enrolled students.
• Ecosystem Thinking: Every interaction—whether on a website, during an event, or through mail—must contribute to a cohesive and frictionless student journey.

For Jenny, success in five years would mean eliminating points of friction in the student journey, amplifying the University of Montana's brand equity, and fostering a campus environment that is not only strategic but also fun and creative.

Higher ed marketers, take note: it’s time to build experiences that resonate, align with modern student expectations, and stand the test of time. As Jenny aptly put it, "What’s more fun than brand experience? Not a lot."

‍