About the Episode
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About the Episode:
In this episode, Allison sits down with Dr. Joe Sallustio, Vice President of Industry Engagement at Ellucian, host of The EdUp Experience Podcast, and co-author of Commencement: The Beginning of a New Era in Higher Education. Joe shares his insights from interviewing hundreds of higher ed leaders and discusses how enrollment marketers can drive institutional success by embracing differentiation, leveraging creativity, and using AI to strengthen human connections. Together, they explore the challenges and opportunities in the ever-changing higher ed landscape.
Key “How Tos” You’ll Hear in This Episode:
- Differentiate Your Institution: Why focusing on what your school does best—and knowing what not to do—is key to standing out.
- Leverage Enrollment Teams: Use insights from front-line enrollment and admissions professionals to shape strategy and improve outcomes.
- Adapt to Modern Learning: Explore innovations like 90-credit bachelor's programs and competency-based education to meet evolving student needs.
- Make the Case for Marketing Investment: How to convince institutional leaders to treat marketing as an investment, not an expense.
- Balance AI with Creativity: Use AI to improve efficiency, but lean on human creativity to make meaningful, empathetic student connections.
Why Is Differentiation the Biggest Challenge in Higher Ed Marketing?
With so many institutions offering similar degrees, standing out is more difficult than ever. Joe highlights that nearly 97% of students perceive colleges as the same, making differentiation a top priority for presidents and enrollment leaders. But how do institutions actually achieve it? The key is defining what you do and what you don’t do. Leaders must make strategic decisions about which programs to invest in and which to phase out—feeding the winners rather than spreading resources too thin.
How Can Institutions Adapt Their “Product” to Stand Out?
One of the most overlooked aspects of differentiation is the product itself—the way education is structured and delivered. Joe points to emerging trends like 90-credit bachelor’s degrees, competency-based education, and non-standard term structures as ways institutions can appeal to modern learners. Schools must be willing to challenge traditional academic calendars and explore innovative learning models to better serve today’s students.
What Role Should Enrollment and Marketing Teams Play in Institutional Strategy?
Enrollment professionals often have the most direct contact with students, yet their insights are underutilized. Joe argues that marketers and admissions teams should have a seat at the decision-making table. By tracking prospective student interests, monitoring website search trends, and analyzing program demand, these teams can provide data-driven recommendations on program development and marketing priorities.
How Will AI Shape the Future of Enrollment Marketing?
AI is transforming enrollment marketing, but Joe is clear—it should complement human efforts, not replace them. AI can help automate repetitive tasks, personalize communication at scale, and improve efficiency, but the human element remains critical. Empathy, creativity, and personal connection are irreplaceable when engaging prospective students. Institutions that strategically integrate AI while maintaining authentic engagement will have the edge.
Why Is Speed Becoming a Competitive Advantage?
In a world of instant gratification—think Uber, Netflix, and same-day delivery—higher ed must rethink its slow-moving processes. One of the biggest pain points for prospective students is the time it takes to navigate admissions, financial aid, and credit transfers. Joe predicts that institutions that prioritize speed—particularly in streamlining credit evaluations—will win in the transfer student market.
How Can Enrollment Marketers Advocate for Increased Investment?
Marketing budgets are often the first to be cut, but Joe argues that institutions need to double down on marketing investments. The key is shifting the conversation from cost to return on investment (ROI). Marketers should build strong business cases, demonstrating how increased investment in advertising, technology, and AI-driven tools will directly lead to enrollment growth. Additionally, university presidents want to showcase innovation to their boards—giving them a well-researched AI strategy can be a powerful tool for gaining buy-in.
Final Thoughts: The Human Element Still Wins
While technology is shaping the future of higher ed, Joe emphasizes that creativity and human connection remain the most powerful tools in an enrollment marketer’s toolkit. AI can enhance processes, but it can’t replace genuine engagement with students. The institutions that balance innovation with personalization will be the ones that thrive.
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 made possible 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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