About the Episode
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About the Episode:
In this week’s episode, Dustin chats with Jennifer Lonchar, co-founder of AmbioEDU and higher ed marketing veteran, about the future of enrollment marketing—spoiler alert: it's already in your living room. Jennifer breaks down why performance TV (think streaming ads with measurable ROI) isn’t just the “next big thing”—it’s the now big thing. From her early days at Carnegie to launching AmbioEDU, she shares how she’s building smarter, AI-backed streaming strategies that finally make TV work for higher ed. Plus, a sneak peek into what makes the eduWeb Summit different and why it’s a must-attend this year.
Key Takeaways
- Streaming media is the next big thing in enrollment marketing—offering precise targeting and measurable outcomes.
- Higher ed is late to the streaming game, much like it was with digital marketing in 2010.
- Performance TV allows for enrollment attribution, not just branding metrics—making it a true conversion tool.
- 30-second unskippable ads outperform shorter formats in both engagement and recall.
- Grad and undergrad audiences require very different messaging and campaign timeframes.
- Conferences like EduWeb foster the innovation higher ed desperately needs by integrating perspectives from both institutions and vendors.
- Schools should explore new ed tech tools and not rely solely on legacy marketing partners.
Why is Streaming an Untapped Goldmine for Higher Ed Marketers?
Jennifer Lonchar compares the current moment in higher ed marketing to the digital boom of 2010. Back then, digital ads were a novelty—now they consume more than 90% of marketing budgets. Streaming is following a similar trajectory, with marketers outside of higher ed already shifting dollars into connected TV (CTV) and over-the-top (OTT) platforms. Yet higher ed remains cautious, primarily because of fragmented ad networks and limited attribution data. AmbioEDU’s performance TV platform is solving this by aggregating streaming providers and layering in AI to optimize audience targeting. This allows campaigns to behave more like digital ads—dynamic, data-rich, and highly targetable.
How Can You Actually Measure Enrollment from a Streaming Ad?
One of the most groundbreaking revelations from this episode is that schools can now measure actual student actions tied to ad exposure. Jennifer explains how AmbioEDU tracks everything from site visits to applications after someone sees a 30-second streaming ad. Matchback reports—where admitted student lists are compared against exposure data—showed that up to 89% of applicants had viewed a campaign ad before engaging. This isn’t just anecdotal; it’s tangible ROI. And in a climate where every dollar must be justified, that kind of certainty changes the game.
What Makes a 30-Second Ad So Effective?
There’s a reason Jennifer champions the 30-second format over 15-second spots. With unskippable inventory and room for storytelling, these ads are more than brand flashes—they’re emotional narratives. She challenges schools to consider: What would you say to a student if you had 30 seconds in their living room, with their parents on the couch beside them? That window is a rare opportunity to create a lasting impression. Performance TV isn’t about shouting taglines; it’s about storytelling, voiceover, graphic overlays, and making a student feel seen.
Why EduWeb is a Conference Worth Attending
Jennifer also reflects on her role on the EduWeb planning committee and shares what makes the event so different from other higher education conferences. Unlike most events that focus solely on school-side professionals, EduWeb includes vendors and partners in the planning process. This dual perspective encourages honest dialogue about what’s working in enrollment marketing and what needs to change. Sessions are designed to spark discussion rather than deliver one-way presentations. The goal? Inspire collaboration and share battle-tested strategies—not just the usual best practices.
How Should Schools Think About Grad vs. Undergrad Marketing?
Not all audiences are created equal. Jennifer points out that undergrad campaigns follow predictable cycles, while grad students make decisions at their own pace—often over many months. She shares a case study where a three-month campaign resulted in a 25% applicant matchback, but that number jumped to 55% after six months. That kind of insight reinforces the need for long-tail planning and tailored messaging for graduate audiences. One-size-fits-all doesn’t cut it anymore.
What’s the Biggest Barrier to Innovation in Higher Ed Marketing?
Jennifer gets candid about higher ed’s slow adoption curve and encourages institutions to stop waiting for "perfect timing." Instead of sticking with well-known vendors offering the same old solutions, schools should explore smaller, innovative companies that are doing groundbreaking work in streaming, AI, and other ed tech tools. Her message is clear: don’t just visit the biggest booth at your next conference—walk the whole floor and listen. There's real value in giving new ideas a chance to prove themselves.
About the Show: The Higher Ed Geek Podcast explores the impact of edtech on the student experience by speaking with diverse leaders from institutions, companies, and nonprofit organizations. Each week we aim to provide an engaging, fun, and relevant dose of professional development that honors the wide range of work happening all across the higher ed ecosystem. Come geek out with us! The Higher Ed Geek Podcast is hosted by Dustin Ramsdell and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Dustin Ramsdell
About The Enrollify Podcast Network:
The Higher Ed Geek 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 Generation AI.
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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