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About the Episode
About the Episode:
Join us as Mallory chats with Anthony J. Machcinski, Assistant Director of Marketing Communications at Manor College and EduWeb's official event photographer. Anthony shares his experiences at EduWeb, highlighting the collaborative nature of the event and the unique challenges faced by smaller institutions. They discuss key takeaways from a student panel on admissions processes and dive into Anthony's optimistic approach to working in higher education.
Key Takeaways
- Embrace Wearing Multiple Hats: On small teams, flexibility and collaboration are key to juggling diverse responsibilities like writing, social media, photography, and PR.
- Find Joy in the Work: Despite resource constraints, higher ed provides opportunities for meaningful, people-centered work that directly impacts students’ lives.
- Positivity is Contagious: Cultivating a positive outlook in the workplace can inspire your team and create a more fulfilling environment.
- Listen to Students: Understanding how students perceive your communications—like email volume or TikTok presence—can help refine campaigns for better engagement.
Finding Opportunity in Higher Ed
Anthony Machcinski’s career journey began in journalism, where unpredictability, long hours, and constant layoffs were the norm. Transitioning to higher education provided him with a sense of stability and fulfillment he hadn’t experienced before.
“Higher ed kind of saved me,” Anthony shares. While budget constraints and resource challenges exist, he finds joy in the mission-driven nature of his work. Whether he’s photographing a student’s big moment, crafting a compelling social media campaign, or witnessing a graduate’s personal transformation, Anthony appreciates how higher ed provides opportunities to make a tangible difference.
Juggling Five Roles on a Small Team
As part of a three-person marketing team, Anthony manages a range of responsibilities, including writing, social media, photography, videography, and public relations. While this workload might overwhelm some, Anthony thrives on the variety and creative freedom his role provides.
By collaborating closely with his VP of Marketing Communications and the Creative Services Manager, Anthony’s team shares responsibilities to balance workloads effectively. For example, when he needs social media graphics, he can rely on his teammate to create templates, allowing him to focus on other tasks like capturing photos or writing content.
This collaborative approach ensures that no one feels overburdened, despite their small size.
Insights from the EduWeb Summit
Reflecting on a standout session at the summit—a student panel featuring seven current college students—Anthony highlights valuable takeaways for higher ed marketers:
- Students are on TikTok: Many students research colleges by watching TikToks, particularly “day in the life” videos, making this platform essential for reaching younger audiences.
- Financial Aid is Key: For many students, financial aid heavily influences their enrollment decisions. One panelist admitted she chose her college based solely on affordability.
- Avoid Email Overload: Over-communicating can backfire. One student shared how excessive emails made her feel “muted” and less valued during the admissions process.
These insights underscore the importance of listening to students and refining strategies to meet their expectations.
Positivity as a Leadership Strategy
Anthony credits his positive outlook to his team’s culture and the leadership of his VP, Kelly Pfeiffer. By fostering a supportive and collaborative environment, Manor College has created a space where employees feel valued and inspired to do their best work.
While challenges like budget limitations and resource constraints are real, Anthony emphasizes the importance of focusing on the impact of the work. “What you do changes lives,” he says. Whether it’s celebrating a student’s graduation or helping them feel seen through a personalized experience, these moments carry him through tougher days.
Lessons for Higher Ed Professionals
- Build a Collaborative Team Culture: Even small teams can thrive when they share responsibilities and support one another’s growth.
- Focus on What Matters: Celebrate the moments when your work directly impacts students and their futures.
- Stay Positive: Negativity can be contagious, so focus on fostering optimism in your team and workplace.
- Listen to Your Students: Regularly gather insights from students to ensure your communication strategies are meeting their needs and preferences.
Connect with Anthony on Instagram
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
About The Enrollify Podcast Network: The Higher Ed Pulse 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 Generation AI and Confessions of a Higher Education Social Media Manager.
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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