About the Episode
About the Episode:
What if the students already on your campus could shape your most powerful stories? Greg Carter, Director of Strategic Enrollment Marketing and Communications at Virginia Tech, joins Allison to share how they built a student-powered storytelling engine that actually moves the needle. In 2022, his team shifted student content from peer chatter to future-student focus, without handing students a script. The 100-plus Hokie Ambassadors aren’t just tour guides. They’re storytellers, creating thousands of real belonging moments. Authentic voices beat polished campaigns here. The strategy is simple: put students in the room, give them the mic, and let their perspectives steer the story forward.
Join us as we discuss:
- [3:15] The dining hall reel that hit 210K views
- [13:23] VT’s scholarship storytelling shift and why outcomes matter more
- [16:20] Why marketing meetings need students in the room
Check out these resources we mentioned during the podcast:
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How Can Student Voices Transform Enrollment Marketing?
Virginia Tech’s approach to enrollment marketing starts with a simple but often overlooked truth: students trust other students more than they trust institutions. By prioritizing authentic storytelling, Greg Carter and his team have shifted from polished, institution-led messaging to student-driven narratives. This isn’t just theory—it’s producing measurable gains in engagement and reach.
Through initiatives like VT Prism, a student-led marketing agency, Virginia Tech empowers students to create content that reflects real campus life. These students understand trends, platforms, and audience preferences better than most marketing teams. The result? Content that feels natural, timely, and highly engaging.
What’s especially compelling is the balance between freedom and strategy. While students lead content creation, the marketing team provides guardrails to ensure alignment with institutional goals. This hybrid model allows authenticity to thrive without sacrificing brand integrity.
What Role Do Student Creators Play in Higher Education Content Marketing?
VT Prism is a standout example of how higher education content marketing can evolve when students are put in the driver’s seat. Producing YouTube Shorts, Instagram Reels, and social-first content, the team focuses squarely on prospective students rather than internal audiences. That strategic shift has driven significant growth in engagement and visibility.
The content itself isn’t complex—it’s relatable. Videos about dining halls, campus life, and everyday student experiences are outperforming highly produced campaigns. One viral example? A simple dining hall video showcasing plated food that generated over 200,000 views. It’s proof that relevance beats production value almost every time.
This model also creates a win-win dynamic. Students gain real-world marketing experience, while the university benefits from scalable, high-performing content. It’s a sustainable approach that other institutions can replicate without massive budgets.
How Do Campus Tours Become More Impactful Through Storytelling?
Virginia Tech’s Hokie Ambassador program demonstrates how storytelling can redefine the campus visit experience. With over 140 student ambassadors engaging nearly 60,000 visitors annually, the program emphasizes authentic, peer-to-peer connection over scripted talking points.
Rather than memorizing lines, ambassadors are encouraged to share personal experiences—favorite study spots, campus traditions, and honest answers about student life. This approach builds trust quickly and helps prospective students envision themselves on campus.
The result is a more emotional and memorable visit. Families consistently report that student interactions—not formal presentations—are what influence their decisions most. It’s a reminder that student success strategies begin long before enrollment—they start with connection.
How Should Institutions Rethink Scholarship Storytelling?
One of the most powerful insights from the episode is Virginia Tech’s shift in scholarship storytelling. Instead of focusing on financial hardship, the team highlights what students are able to achieve because of scholarships. This reframing turns transactional narratives into aspirational ones.
By showcasing experiences like study abroad, undergraduate research, and leadership opportunities, the university positions financial aid as a gateway to possibility—not just a solution to a problem. This aligns more closely with what prospective students and families actually care about: outcomes.
The impact extends beyond recruitment. These stories resonate with donors and alumni, reinforcing the broader value of institutional investment in students. It’s a strategic shift that strengthens messaging across multiple audiences.
How Can Teams Build Buy-In for Student-Led Strategies?
Implementing student-driven enrollment marketing strategies isn’t always easy—especially in decentralized institutions. Greg emphasizes the importance of demonstrating results early. When teams see engagement metrics climb and hear positive feedback, skepticism begins to fade.
Alignment also plays a critical role. Initiatives like Virginia Tech Advantage helped unify messaging across departments, making it easier to integrate student storytelling into broader campus efforts. Shared goals create momentum and reduce resistance.
Perhaps the most provocative idea? Bringing students into marketing meetings. Instead of guessing what resonates, why not ask the audience directly? It’s a simple shift that can dramatically improve relevance and effectiveness.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
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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