About the Episode
About the Episode:
In this special crossover episode, Allison Turcio, host of the Application with Allison Turcio, and Shane Baglini, host of Breaking Silos, are taking a deep dive into their popular session from Element451’s 2024 Engage Summer titled “There’s a GPT for That.” Shane and Allison take turns as interviewer and interviewee, and talk about the many ways marketers can us AI to expand capacity, increase efficiency and revolutionize the way they market programs, create content, analyze data and much more.
Key Takeaways
- AI as a Collaborative Tool: ChatGPT can structure and draft content, but marketers must provide accurate inputs and conduct thorough reviews to maintain quality and authenticity.
- Streamline New Program Pages: Use ChatGPT to create structured, faculty-approval-ready content by feeding it program proposals, style guides, and existing web page examples.
- Enhance Personalization: AI can help craft targeted, program-specific letters that resonate with prospective students by integrating qualitative data from forms and testimonials.
- Iterative Process: Successful use of AI involves multiple steps, from data collection and theme identification to proofreading and refinement.
- Human Oversight is Essential: AI is a tool, not a replacement for human expertise. Thorough reviews ensure accuracy and alignment with institutional values.
- Experiment to Innovate: Encourage team-wide exploration of AI tools to uncover creative applications tailored to your institution’s needs.
Episode Summary
Challenges in Marketing New Programs
Both hosts reflect on the unique challenges of marketing brand-new academic programs without testimonials, enrolled students, or established assets. Traditional proposal documents often lack the student-centric messaging required for compelling marketing. To overcome these barriers, they leverage ChatGPT as a foundational tool for structuring content.
Building Effective Program Pages
Shane Baglini describes his approach at Muhlenberg College, where rapid graduate program launches necessitated efficient content development. By feeding ChatGPT with program proposals, style guides, and existing web page structures, he generates ready-to-review drafts. Critical to this process is maintaining alignment with institutional messaging pillars, such as "challenge, support, impact, and belonging."
Personalized Outreach with Faculty-Led Letters
Allison Turcio shares Siena College’s initiative to have program chairs send personalized letters to admitted students. To streamline this process for 24 programs, she gathered data through qualitative forms completed by faculty and students, uncovering unique value propositions for each program. ChatGPT helped identify themes and draft letters that were then refined to ensure alignment with the Siena brand.
Best Practices for Using AI in Higher Ed Marketing
The hosts emphasize that effective AI use depends on thoughtful preparation:
- Provide Comprehensive Inputs: Include style guides, strategic messaging frameworks, and accurate program details.
- Customize for Authenticity: Tailor prompts and data to reflect institutional values and differentiate your messaging.
- Proofread Thoroughly: Never publish AI-generated content without reviewing for accuracy, tone, and accessibility.
- Iterate for Improvement: Use AI as part of a larger workflow that includes human oversight and multiple revisions.
AI for Broader Applications
Beyond program pages and letters, AI can assist with data analysis, subject matter research, and content ideation. For example, ChatGPT can identify time-in-funnel metrics or brainstorm creative campaign ideas based on institutional themes. Custom AI tools, like faculty or student life personas, can also support content development tailored to specific audiences.
Actionable Steps for Marketers
- Prepare Inputs: Compile program proposals, style guides, and previous examples to guide ChatGPT’s output.
- Collect Data: Use forms to gather qualitative insights from faculty, students, and alumni about program highlights.
- Draft and Review: Let AI create initial drafts, but carefully review for accuracy, tone, and brand alignment.
- Encourage Experimentation: Allow team members to explore AI tools and share their successes to inspire creative uses.
- Think Beyond Text: Explore applications in video scripting, data visualization, and persona development for holistic marketing strategies.
Catch new episodes of The Application every other Tuesday, and new episodes of Breaking Silos every other Wednesday!
About the Show: The Application is your playbook for the ever-evolving world of higher education enrollment marketing. This podcast zeroes in on the niche, often-unexplored areas of the field, delivering a potent mix of actionable insights, practical strategies, and cutting-edge perspectives.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio 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 Mission Admissions and Visionary Voices: The College President’s Playbook.
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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