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.