About the Episode
I’ve spent the last 9 episodes talking to higher ed professionals across the US about the student experience. From the University of Montana and Arizona State to The Ohio State University and Siena College.
For this episode, I want to take a step back and talk about:
- what I mean when I say experiences
- why experiences are the biggest opportunity for Higher Ed and an essential strategy for the wider campus community
- how the entire ecosystem of experiences impacts your brand and everything you’re trying to accomplish in your strategic goals and institutional planning.
Episode Summary
What Is an Experience? Defining the Foundation
Corynn Myers starts by defining experiences as any direct or indirect interaction an audience has with a brand. These interactions can range from a campus tour to a university-sponsored ad during a community event.
Importantly, experiences shape perceptions and attitudes that drive behaviors. Whether it’s applying to a program, donating to an alma mater, or advocating for a school on social media, positive experiences encourage action. Myers highlights the critical distinction between individual experiences (e.g., a helpful financial aid session) and collective experiences that contribute to the broader student experience.
Why Experiences Are Essential for Higher Ed
The rise of consumer-centric models across industries has reshaped expectations in higher education. Students, parents, alumni, and other stakeholders expect institutions to deliver seamless, personalized experiences akin to those from leading consumer brands.
Myers points out that institutions often have the resources to deliver extraordinary experiences but fail to communicate them effectively. For example, a university might offer incredible internship opportunities but struggle to showcase these as proof of its promise of “career readiness.” Addressing this communication gap is a crucial step in creating a cohesive experience strategy.
How Experiences Shape Brands
Using the example of Facebook, Myers illustrates how brands exist as intangible perceptions in the minds of consumers. For higher ed institutions, brand promises—such as a commitment to career outcomes—must align with audience perceptions shaped by experiences. If students feel underprepared for their careers, the institution’s brand promise is undermined.
To close the gap between expectations and reality, Myers suggests:
- Clarify the Brand Promise: Ensure it’s realistic and aligned with institutional strengths.
- Deliver Proof through Experiences: Showcase tangible examples like alumni success stories or employer endorsements.
- Understand Audience Expectations: Identify what students, parents, and partners expect from specific interactions (e.g., a website visit or an advising session).
Building a Stronger Experience Ecosystem
Myers emphasizes that no experience exists in isolation. Faculty, alumni, student, and community experiences intersect and influence one another. For instance, a faculty member’s enthusiasm about applied learning can shape a student’s perspective, which in turn influences alumni giving or advocacy.
To create a surround-sound effect, institutions should:
- Embed key brand promises, like experiential learning, into all touchpoints (e.g., campus tours, syllabi, alumni events).
- Showcase success stories across multiple channels, from social media to email campaigns.
- Leverage peer-to-peer storytelling, such as student-generated content, to increase authenticity and reach.
The Application is brought to you by RahRah- a Community Engagement system that provides a simple solution to give your students the inclusive and supportive experience they need to thrive. Rah Rah integrates your entire campus so students can enjoy a single, centralized, mobile experience that will help them create stronger connections between their work inside and outside of the classroom.
The Application is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jaime Hunt, Jeremy Tiers, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
.svg)
.svg)
