About the Episode
Spending has been frozen. Yield is uncertain. Budget cuts appear to be on the horizon. And enrollment marketers need to prepare for a fall recruitment season like none other.
Where should you start? How does one even begin to think about strategic enrollment marketing during a global pandemic?
On the show this week, Zach sits down with Suzan Brinker, who previously served in marketing directorial roles at both Northeastern and Penn State (and is now an independent higher education marketing strategist), to discuss how to leverage faculty, maximize marketing ROI, and reduce friction in admissions in the era of COVID-19.
Among other questions, Suzan answers:
- How should folks best leverage faculty in this moment? In a time where budgets are frozen (or fully spoken for) how can enrollment marketers better equip faculty members to be true advocates for their programs?
- You spent some time working in consulting before finding your way to higher ed and I'm curious to know what inspired you to really grow you career as a higher ed marketer rather than stay on the agency side of things?
- What's a sort of crawl, walk, run strategy you'd recommend higher ed marketers consider as they rethink their marketing and student recruitment tactics over the next 6-12 months? Are there particular "do's and don'ts" that you believe are crucial right now?
- You have $10,000 that you have to spend on a campaign over the next 30 days. How do you spend it and how will you measure the campaign's success?
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