Episode 49: A Moment of Truth for University Marketing and Communication Teams

Posted By Rob Zinkan on Jun 24, 2020 11:00:18 PM

For years, marketing teams at colleges and universities have been output focused.

Their primary goal has been to serve enrollment management, advancement, student services, etc., by taking work orders and producing deliverables like videos, email templates, and billboards with little-to-no accountability surrounding the ROI of their efforts.

But Rob Zinkan, a Vice-President at RHB (a higher education consultancy), believes that COVID-19 will bring about the end of this era. 

On this week's episode, Zach and Rob discuss what the future of higher education marketing communications will look like and, specifically, what will distinguish the "winning" MarComm teams from the "losing" teams in a post-COVID world.  

Before RHB, Rob worked in higher ed marketing for over two decades, at institutions large and small. He also regularly writes on all things strategic marketing for Inside Higher Ed.

This episode is a must-listen for any marketing and communications professional looking to maintain any meaningful budget in AY 20/21 and beyond. 

Topics: Enrollment Marketing, Student Recruitment, higher education marketing, content marketing, advertising

Rob Zinkan

About the Interviewee

Rob Zinkan, Ed.D. is Vice President at RHB, a higher education marketing consultancy, and helps institutions maximize the effectiveness and efficiency of their marketing and communications function. Rob joined RHB in 2019 after more than 20 years in higher ed administration in a variety of senior leadership roles. He spent the previous 17 years at Indiana University in both a system-wide role as Associate Vice President for Marketing and campus-level roles including Vice Chancellor for External Affairs. Rob is a frequent writer and conference speaker, and his insights have covered everything from marketing organizational structures and budgets to enterprise-wide brand coherence.

Zach Busekrus

Hosted by Zach Busekrus

Zach is the Director of Marketing Strategy at DD — an enrollment marketing technology agency that helps undergraduate and graduate institutions recruit students. He thoroughly enjoys developing and executing content marketing strategies. He regularly writes blog articles, creates eBooks and guides, produces short videos for our nonprofit clients. Zach is passionate about creating innovative and engaging content that exceeds our client's marketing goals—he loves a good challenge! When he's not in the office, he enjoys discussing life's quandaries over coffee (or a good bourbon) with friends, earning splat points at Orange Theory, and planning his wedding!

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