Maturing Higher Ed Marketing

There has never been a better time to be a higher ed CMO. Perception of the value you provide and the importance of our work continues to improve. But that doesn’t mean that we don’t still have a lot of work to do. In this episode Jaime talks with Jamie Ceman of Chapman University about transitioning from a transactional and reactive model of marketing to a high-performing, data-driven model that leverages best practices to move a university forward. 

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Key Takeaways

• Marketing Maturity Models Guide Transformation: A structured model helps track growth from basic to high-performing marketing teams, enhancing organizational effectiveness.
• Cultural Buy-In Is Essential: Involving team members in the model’s development ensures shared goals and reduces change fatigue.
• Effective Leadership and Vision Set Teams Up for Success: Developing a strong leadership team and assigning category ownership helps align everyone with departmental goals.
• Transparent Communication Builds Campus Support: Consistent updates to campus leadership foster understanding and support for long-term marketing objectives.
• Staffing and Technology Investments Drive Impact: Recruiting skilled staff and adopting advanced tools enable better audience segmentation, branding, and data-informed marketing.

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Episode Summary

What Is a Marketing Maturity Model, and Why Does It Matter?

The marketing maturity model Jamie Cemen uses at Chapman University is a structured approach to assessing and evolving her department's capabilities. This model defines categories of maturity—such as brand management, audience journey, insights, and risk management—and outlines a growth path from basic, transactional work to a high-performing, cohesive marketing unit. Jamie describes the journey as moving from "putting out fires" to operating with a proactive, integrated, and strategic approach.

The model’s purpose is to create a shared vision for both the marketing team and the campus at large. This structured, multi-year plan allows Chapman’s leadership to see that the evolution from basic marketing functions to high-performing practices is gradual but impactful. By demonstrating year-over-year progress, Jamie helps campus leaders understand the long-term investments necessary for a robust marketing operation and aligns her team around common objectives.

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How Does the Marketing Maturity Model Address Change Fatigue?

For Jamie, the challenge of change fatigue is real, especially when continuous improvement can feel overwhelming to team members. At Chapman, the maturity model helps reduce change fatigue by offering a clear picture of progress and purpose. Each stage of maturity serves as a stepping stone, illustrating how incremental improvements lead toward the ultimate goal of a high-performing department. Jamie also emphasizes the importance of intentional culture-building as part of the maturity journey, stressing that a supportive team culture is essential for overcoming the difficulties of prolonged change.

By regularly sharing progress with her team and adjusting the model to fit current needs, Jamie helps everyone see themselves in the larger picture. This approach makes change feel more like growth and less like upheaval, keeping the team focused, motivated, and aligned.

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How Can Leadership Strengthen the Model’s Impact?

Leadership plays a crucial role in guiding the marketing maturity model, particularly in assigning ownership over each category to different team leaders. Jamie assigned each director responsibility for a model category, allowing them to drive progress in their area and build a sense of accountability. This setup encourages a collaborative approach where every leader not only contributes to departmental goals but also shares the responsibility for moving the organization toward high performance.

Further, Jamie underscores the importance of delegation and trust. By empowering her directors to manage specific aspects of the model, she frees herself to focus on broader initiatives, including crisis management and external communications. Jamie’s strategy of empowering team members and embedding the model’s language into job descriptions and evaluations has fostered cohesion and alignment, making the model more than just a tool—it’s become the foundation of Chapman’s marketing department.

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Confessions of a Higher Ed CMO is sponsored by our friends at Nectir - the instant chat tool that engages campus communities and reduces burnout. This community and engagement platform is purpose-built for higher education and connects campus classrooms through conversation. In just 12 months, tens of thousands of students, instructors, and administrators at partner campuses have made Nectir an integral part of their daily learning experience.  Learn more about how you can get Nectir on your campus here. 

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

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