About the Episode
Achieving institutional goals on NTR (net tuition revenue) is often a top priority for universities – especially at the most tuition-dependent institutions. The strategy for reaching those goals requires collaboration between Admissions and Marketing; however, at many universities, those relationships are fraught. And at some – they are nonexistent. In this episode Jaime talks with her colleague and friend Brent Shock, the VP for Enrollment Management and Student Success at Miami University, about their successful partnership.
Key Takeaways
- Collaboration Maximizes Impact: Successful marketing-enrollment partnerships create cohesive strategies that enhance institutional branding and attract the right students.
- Building Trust through Mutual Respect: Trusting each other’s expertise enables CMOs and enrollment leaders to make informed decisions that support both short-term and long-term goals.
- Leverage Team Insights: Admissions counselors’ frontline experiences offer invaluable feedback that can enhance marketing messages.
- Adaptability is Key: Flexibility in enrollment strategies helps institutions manage challenges like the COVID-19 pandemic and shifting student expectations.
- Student Success Remains the Priority: Investing in staff development, long-term planning, and data-driven strategies will ensure institutions meet enrollment goals despite industry headwinds.
Episode Summary
Why Is a Strong Partnership Between Enrollment and Marketing Essential?
Jaime and Brent dive into the collaborative approach between enrollment management and university marketing at Miami University, highlighting how this synergy leads to a stronger brand presence and greater student recruitment success. Brent notes that collaboration requires mutual respect and understanding, recognizing that each department brings unique expertise to the table. For instance, Brent relies on the marketing team’s ability to shape Miami’s brand image and messaging, while he and his admissions team provide direct insights from prospective students and their families.
A close relationship allows both teams to create campaigns and messaging that resonate with Miami’s target audience. This mutual commitment to aligning strategies ultimately benefits Miami’s enrollment goals. Brent emphasizes that every institution, especially in today’s competitive landscape, needs this kind of collaborative relationship to stay relevant and attract a diverse range of students.
What Are the Risks of Not Collaborating Effectively?
The risk of division between enrollment and marketing is significant: resources can be wasted, goals may be missed, and both departments’ efforts can be undermined. Brent emphasizes that time and energy are finite resources, and any friction in this relationship detracts from each department’s ability to meet institutional goals. Jaime and Brent agree that effective communication and collaboration are non-negotiable, especially given the intense challenges facing higher education.
Moreover, Brent points out that institutions that fail to collaborate often lack consistent, effective branding and messaging, leaving potential students with a diluted understanding of what the institution offers. When everyone is aligned and moving toward the same goals, however, institutions maximize their resources and improve their chances of attracting and retaining the right students.
How Can Enrollment Leaders and CMOs Strengthen Their Relationship?
For CMOs and enrollment leaders looking to improve their working relationship, Brent suggests building rapport beyond the boardroom. Simple gestures, like meeting for coffee or lunch, can help leaders better understand each other’s goals, challenges, and working styles. For new CMOs or enrollment leaders joining an institution, Brent recommends a proactive approach: schedule regular check-ins to exchange feedback, share data insights, and discuss strategies for student engagement.
Brent also suggests that CMOs lean into the expertise of admissions teams. Admissions counselors’ firsthand interactions with prospective students provide valuable insights into student concerns, which can inform and fine-tune marketing campaigns. When both departments openly share insights, align on key goals, and build trust, they’re better equipped to face challenges such as changing student demographics, rising competition, and financial pressures.
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!
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, Jeremy Tiers, Corynn Myers, 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!
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