Confessions of a Higher Ed CMO — with Jaime Hunt

In this episode of Confessions of a Higher Ed CMO, host Jaime Hunt sits down with enrollment marketing expert Will Patch to tackle a critical issue in higher education—summer melt. They explore the key reasons why admitted students fail to enroll in the fall and share actionable strategies to combat melt before it happens. From financial aid misunderstandings to social anxieties, they discuss how institutions can proactively support students and improve yield. If you’re looking for ways to refine your enrollment marketing and retention strategies, this conversation is packed with valuable insights.Key TakeawaysSummer melt is preventable—but strategies must start early, long before June.Financial barriers are a major cause of melt, especially for first-generation and low-income students. Clear, proactive financial aid communication is crucial.Social anxieties play a significant role—helping students feel a sense of belonging early can make a difference.Parents are key influencers—providing them with resources and guidance can help reinforce their student’s decision.A strong anti-melt communication flow should include personalized outreach, two-way conversations, and content that addresses student concerns.Mental health support is critical—institutions should ensure students know where and how to access resources.Data-driven strategies should guide enrollment marketing efforts, ensuring institutions focus on what truly moves the needle.What Is Summer Melt and Why Does It Happen?Summer melt refers to the phenomenon where students commit to a college (through a deposit or other means) but ultimately do not enroll in the fall. While some melt is inevitable, a large portion is preventable with the right strategies. The two biggest contributors to melt are financial challenges and social anxieties.Financially, many students and families realize too late that they are unable to afford the costs, or they misunderstand their financial aid package. Socially, students may feel uncertain about their ability to succeed, worry about fitting in, or struggle with the idea of leaving home. These fears can be exacerbated if they don’t feel connected to the institution before they arrive.Additionally, intentional melt has become more common, with students placing deposits at multiple institutions to keep their options open. This makes yield forecasting more difficult and further complicates enrollment strategies.How Can Institutions Reduce Summer Melt?1. Build Early Affinity and BelongingTo prevent summer melt, institutions must start fostering a sense of community early—before a student even deposits. Strategies include:Engaging students with faculty, staff, and current students through personalized outreach and virtual meetups.Encouraging early participation in campus events, online forums, and social media groups to build connections.Assigning student mentors or ambassadors to check in and answer questions.The more "sticky" relationships a student builds with a college—whether through faculty, staff, or peers—the less likely they are to back out before the fall.2. Improve Financial Aid CommunicationFinancial uncertainty is one of the biggest drivers of summer melt. Colleges need to ensure that students and families clearly understand their financial aid packages by:Providing easy-to-read financial aid letters that differentiate between grants, loans, and scholarships.Hosting financial literacy workshops or Q&A sessions for admitted students and parents.Reaching out proactively to discuss payment plans, emergency aid, and alternative financing options.Training admissions and financial aid teams to have direct, transparent conversations about affordability.Students who feel confident about their financial situation are far less likely to melt.3. Engage Parents in the Enrollment ProcessParents are one of the most influential factors in a student’s college decision. Universities can strengthen parental involvement by:Creating parent-specific communications (emails, newsletters, or social media groups) with key deadlines and resources.Providing guides on how to support their student—covering topics like homesickness, academic struggles, and roommate conflicts.Encouraging parent participation in orientation programs to ease concerns.When parents feel informed and supported, they are more likely to encourage their student to follow through with enrollment.4. Monitor Engagement and Intervene EarlyTracking student engagement over the summer can help identify those at risk of melting. Indicators include:Not registering for orientation or choosing a later session.Failing to engage with emails, texts, or calls from the admissions team.Delays in completing financial aid paperwork or housing forms.For students showing signs of disengagement, schools should reach out directly—not just with automated emails, but with personal phone calls, text messages, and invitations to one-on-one conversations.5. Address Mental Health and Well-BeingAn increasing number of students experience mental health challenges, which can make the transition to college overwhelming. Universities should:Clearly communicate available mental health resources and counseling services.Provide peer support programs to connect incoming students with those who have successfully navigated similar challenges.Offer flexible support options, such as teletherapy or online workshops, for students who may not be able to access in-person services.Proactively addressing mental health concerns can help students feel more secure in their decision to enroll.6. Use Data to Guide StrategySuccessful melt prevention strategies rely on data-driven decision-making. Institutions should:Analyze past melt trends to identify common risk factors among students who didn’t enroll.Use chatbot transcripts, search console data, and social media engagement to uncover student and parent concerns.Monitor response rates and adjust communication strategies based on engagement levels.By leveraging real-time data, institutions can proactively address student concerns before they result in summer melt.Guest Name: Will Patch, CEO of Clarity EMGuest Social: https://www.linkedin.com/in/willpatch/Guest Bio: After 9 years at Manchester University and 5 years at Niche where he developed the Enrollment Insights brand and established Niche’s research and survey work Will has taken on the challenge of doing more work 1:1 with campuses. With Clarity EM Will now offers custom surveys and analysis, consulting services, and staff training to better use and understand their data. Will is a frequent conference speaker and podcast guest. He has presented at NACAC, AACRAO-SEM, AMA Higher Ed, CASE V, EduWeb, and EMA. Will's work has been featured in Forbes, Inside Higher Ed, CNBC, CNN, the LA Times, and The New York Times among other outlets. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this lively episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with Robin Oliver, Vice President for Communications and Marketing at Ohio University, to discuss how creativity can break through the traditional boundaries of higher ed marketing. Robin shares the story behind Ohio University’s wildly successful "Name a Squirrel" campaign, her approach to fostering a culture of trust and creativity on her team, and the lessons she's learned about leading with boldness in an industry often bogged down by bureaucracy. If you're looking for inspiration to bring fresh, innovative thinking to your higher ed marketing strategy, this episode is a must-listen.Key TakeawaysA Creative Campaign Can Spark Engagement: Ohio University’s “Name a Squirrel” campaign turned a quirky idea into a fundraising phenomenon, raising over 140% of their goal by offering donors the chance to symbolically name campus squirrels.Hire for Creativity, Not Just Credentials: Robin emphasizes the value of looking beyond traditional higher ed resumes to hire talent that can think outside the box.Leadership Starts with Trust and Respect: Building an environment where team members feel safe to pitch bold ideas is essential for fostering innovation.Constraints Fuel Creativity: Limitations, like the inability to host in-person events during COVID, often drive some of the most ingenious marketing ideas.Eliminate the Fear of Failure: Most marketing risks aren’t life-or-death, so leaders need to encourage experimentation and focus on the potential for big wins.What Made the "Name a Squirrel" Campaign So Effective? Robin Oliver shares the origins of Ohio University’s lighthearted yet highly effective “Name a Squirrel” campaign. Ohio University’s Athens campus is known for its picturesque scenery, vibrant wildlife, and iconic squirrels, which became the stars of a social media-driven fundraising initiative. For a symbolic donation of $18.04 (the year of the university’s founding), alumni could name a campus squirrel. Creative touches like certificates and a cheeky FAQ page made the campaign even more engaging, and the initiative far exceeded its goals, bringing in over 1,000 gifts and inspiring repeat donations.This campaign wasn’t just a fundraising triumph; it showcased how humor, playfulness, and campus culture can be leveraged to connect with alumni. It also highlights the importance of low barriers to entry and targeted messaging for first-time donors.How Do You Build a Creative Team? Robin’s secret to fostering creativity starts with hiring the right people. Her decision to take a chance on a candidate with a non-traditional higher ed resume—Brooke Preston, a former satire writer—paid off in spades. Brooke’s unique background brought a fresh voice to Ohio University’s marketing efforts, including the witty copy that made the “Name a Squirrel” campaign so successful.Robin believes in creating an environment where her team feels empowered to dream big. She fosters trust and respect by giving team members the freedom to take ownership of their ideas and by showcasing the talents of everyone on her team, not just the loudest voices. “Respect comes first,” she says, “and trust follows.”How Can Leaders Support Creativity and Risk-Taking? Robin advises leaders to focus on removing the fear of failure from their teams. She reminds her staff that “there’s no organ in a cooler under your desk”—a metaphor for keeping things in perspective and realizing that marketing risks are rarely catastrophic. By encouraging her team to embrace uncertainty, she creates a safe space for experimentation and innovation.For example, Robin empowered her team to take Ohio University’s TikTok presence from “sad and lonely” to a vibrant, engaging channel. By trusting her team to run with bold ideas—like a video featuring the university president giving a Gen Z-themed campus tour—they’ve been able to create viral content that resonates with students and alumni alike.What’s the Role of Leadership in Breaking Down Bureaucracy? Robin acknowledges that higher ed is often hamstrung by bureaucracy, but she refuses to let red tape stifle creativity. Her leadership philosophy is rooted in persistence and problem-solving: “I make the obstacles my creative work,” she says. Whether it’s reimagining a brand launch during COVID or championing unconventional marketing campaigns, Robin demonstrates how to navigate institutional constraints without losing momentum.One standout example is Ohio University’s use of their campus graffiti wall. Traditionally reserved for student expression, Robin’s team decided to use the wall as part of their brand launch, creating an interactive installation that invited students to share their thoughts on what “Forever Ohio” meant to them. The result? A buzzworthy initiative that connected the university’s messaging with student voices in a powerful and memorable way.How Do You Balance Creativity and Strategy? While creativity is essential, Robin stresses that it should always be tied back to a clear goal. “What are we trying to achieve?” is the first question she asks her team when evaluating new ideas. Metrics and key performance indicators (KPIs) matter, and Robin ensures her team’s bold ideas ultimately serve the university’s strategic objectives.At the same time, she recognizes that not everyone on her team will thrive in a high-risk, high-creativity environment—and that’s okay. Having a balance of big thinkers and detail-oriented team members helps ensure that wild ideas are executed thoughtfully.Guest Name: Robin Oliver, Vice President for Communications and Marketing at Ohio UniversityGuest Social: https://www.linkedin.com/in/robinoliver/ Guest Bio: Robin Oliver serves as the Vice President of University Communications and Marketing at Ohio University where she leads a central team of more than 60 staff members managing marketing and brand strategy, creative development, market research, web content and design, social media, media relations, internal communications and university publications. Having served at Ohio University for five years, Robin has more than 10 years of experience in higher education and 20-plus years of experience recruiting and retaining top talent in marketing and communications, including extensive experience working in rural markets.Link to the Squirrel Giving Day Campaign: https://giving.ohio.edu/schools/OhioUniversity/ohio-giving-day-2024/pages/name-a-squirrel - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with Eric Hollenbeck from Washington State University’s Carson College of Business to unpack the findings of the 2024 Ethical Marketing Survey. This groundbreaking research highlights public perceptions of ethical practices in marketing, including AI usage, misinformation, and the need for transparency. Together, they discuss actionable strategies for higher education marketers to build trust, address generational differences, and navigate the evolving ethical landscape of marketing in the AI era.Key TakeawaysTransparency is Key: 76% of survey respondents believe organizations should disclose AI usage in marketing. Higher ed institutions should develop clear policies and openly communicate AI’s role in their processes.Generational Differences in AI Comfort: Millennials are more comfortable with AI due to its integration into their daily lives. Tailoring messaging about AI benefits based on generational values can improve trust.Ethical Marketing Drives Long-Term Success: Public sentiment favors transparency and ethical practices, making them essential for institutions aiming to build lasting credibility.Media Literacy is a Higher Ed Responsibility: With only 57% of survey respondents confident in identifying misinformation, higher ed institutions have a pivotal role in fostering media literacy among students and the public.Policy Development Matters: Institutions should establish, review, and communicate policies on ethical marketing and AI use to ensure trust and accountability.Episode SummaryWhat is the 2024 Ethical Marketing Survey? Eric Hollenbeck describes the 2024 Ethical Marketing Survey, which surveyed 1,000 Americans to gauge public opinions on AI, misinformation, influencer marketing, and brand ethics. The survey offers key insights into public expectations, revealing that transparency and honesty are critical for maintaining consumer trust.How Should Higher Ed Marketers Approach AI Transparency? One of the standout findings was that 76% of respondents believe organizations should disclose their use of AI in marketing. Eric suggests that higher ed marketers should proactively communicate their AI use, especially for tools like chatbots or AI-generated content. He emphasizes that transparency builds credibility and aligns with the public’s call for openness.Jaime and Eric also explore the nuanced question of what AI usage warrants disclosure. They agree that while everyday uses like brainstorming might not require transparency, AI-generated visuals or personalized student experiences should be openly communicated. This distinction ensures ethical practices without overwhelming audiences with unnecessary details.How Can Higher Ed Tailor Messaging Across Generations? The survey highlighted generational differences, with millennials showing greater comfort with AI. Eric notes that marketers should focus on the benefits of AI technologies when crafting messages for each generation. For younger audiences, emphasize how AI improves convenience and responsiveness. For older generations, stress accuracy and reduced human error. This approach ensures messaging resonates with diverse audience segments.What Role Should Higher Ed Play in Media Literacy? Eric shares insights from Washington State University’s programs that integrate media literacy education into their curriculum. For example, the WSU Skills and Knowledge Accelerator teaches graduate students marketing and media ethics. Interdisciplinary collaboration across departments amplifies these efforts, helping students and the public navigate misinformation and develop critical thinking skills.Jaime and Eric stress that fostering media literacy isn’t just an institutional responsibility—it’s essential for preparing students to thrive in an increasingly complex digital world.What Ethical Practices Should Higher Ed Marketers Prioritize? Eric provides several recommendations for marketers to uphold ethical standards:Engage in Transparent Conversations: Clearly disclose AI use in marketing campaigns and communications.Focus on Authentic Storytelling: Highlight genuine student and institutional stories to build trust.Develop and Review Policies: Regularly revisit policies on data privacy, AI use, and ethical marketing to stay aligned with public expectations.Champion Media Literacy: Partner with faculty and academic units to educate students and the public on identifying misinformation.Jaime echoes these points, emphasizing that empathy-driven marketing is key to aligning with audience needs and building lasting trust. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

Jaime Hunt speaks with Jenny Petty about a pressing issue few are discussing: the “Search Cliff.” While the “Demographic Cliff” has been a hot topic for years, the Search Cliff highlights a significant shift in the availability of prospective student data, fundamentally altering how higher education institutions attract and enroll students. Tune in as Jenny breaks down this emerging challenge, its implications, and strategies institutions can adopt to stay ahead of the curve.Key TakeawaysThe “Search Cliff” refers to the rapid decline in the availability of student data due to changing privacy laws and the shift to test-optional admissions policies.Name purchases, once a cornerstone of enrollment marketing, are yielding significantly fewer enrollments, dropping from 0.131% in 2019 to 0.043% in 2023.Institutions must pivot to focus on organic lead generation, content marketing, and paid media strategies to fill the funnel.Strong collaboration between MarCom and enrollment management teams is essential for addressing these challenges effectively.The future of higher education marketing will demand creative, technology-driven solutions, including leveraging AI and exploring new engagement strategies.What is the Search Cliff, and How Does it Differ From the Demographic Cliff? The Search Cliff represents a dramatic reduction in the availability of prospective student names for purchase. This trend is driven by shifting privacy laws and the widespread adoption of test-optional policies during COVID-19. Unlike the well-documented Demographic Cliff, which focuses on population decline, the Search Cliff underscores the limitations of traditional name-buying practices. These changes threaten to disrupt enrollment marketing strategies reliant on purchased names to drive funnel growth.Why is the Search Cliff Happening Now? Jenny explains that privacy laws in over 20 states are restricting access to student data, while the move to test-optional admissions has further limited name availability. Institutions that once relied on buying large lists of prospective student names to fuel enrollment pipelines are seeing diminishing returns. For example, the yield rate for purchased names has plummeted by 56%, making traditional tactics increasingly unsustainable.How Can Higher Education Marketers Adapt? Jenny offers several solutions to address the Search Cliff:Invest in Inbound Marketing: Organic lead generation through blogs, white papers, and gated content can create a steady pipeline of interest over time.Shift to Paid Media and Social Advertising: Institutions must build robust paid advertising strategies to compete in an increasingly crowded digital space.Leverage AI Tools: AI-powered technologies, such as virtual recruiters and chatbots, can enhance student engagement and streamline the recruitment process.Rethink Organizational Structure: Jenny emphasizes the need to evaluate team roles, particularly as AI reshapes the workload and demands of MarCom teams.What Role Should Leadership Play in Navigating This Shift? For institutions to succeed, leaders need to embrace marketing as a strategic driver of revenue and success. CMOs should foster partnerships with enrollment management teams and educate themselves about institutional budget models, financial aid strategies, and marketing ROI. Additionally, integrating marketing leaders into cabinet-level discussions ensures their voices are heard in key decisions about institutional priorities.What Does Success Look Like in the Era of the Search Cliff? Jenny challenges institutions to rethink traditional measures of success, such as application volume, and instead focus on retention and lifelong student value. As higher education faces intense scrutiny and competition, institutions must align product offerings, pricing strategies, and marketing efforts with the evolving needs of today’s students. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this episode of the Higher Ed CMO Podcast, host Jaime Hunt welcomes Jennifer Lonchar, founder of Ambio, to explore the transformative potential of Performance TV for higher education marketing. Jennifer breaks down how this technology provides the reach of traditional TV with the precision of digital advertising, delivering measurable ROI and enabling schools to craft highly targeted campaigns. From personalized storytelling to integrating AI for advanced analytics, this episode is packed with actionable insights for enrollment marketers, advancement professionals, and beyond.Key TakeawaysPerformance TV bridges the gap between traditional TV's wide reach and digital advertising's precise targeting and ROI measurement.Household ID technology ensures ethical and accurate targeting without relying on personal data.Schools can track and optimize campaigns based on how audiences respond, ensuring data-driven decisions.Empathy-driven messaging—tailored commercials for each stage of the student journey—creates a transformative connection with prospective students.Performance TV can complement traditional channels, enhancing email engagement and boosting overall campaign effectiveness.What is Performance TV? Jennifer Lonchar introduces Performance TV as a game-changer in higher ed marketing. Unlike traditional streaming ads, Performance TV combines the broad reach of television with the precision and measurability of digital advertising. Using Household ID technology, this tool allows marketers to reach specific audiences—students and parents—while respecting privacy by avoiding personal identifiable information (PII).Performance TV makes it possible to measure ROI with clarity. Schools can track behaviors, such as how many users visit the admissions page or complete an application after seeing a commercial, providing actionable insights for optimizing campaigns.Empathy in Marketing: The Power of Storytelling One of the most compelling opportunities with Performance TV is its potential for empathy-driven messaging. Jaime and Jennifer discuss how understanding your audience’s emotions and challenges can guide campaign creation. For instance, commercials could address financial aid complexities or highlight the lifelong friendships and connections fostered in college.By crafting ads tailored to specific stages in the enrollment funnel—student search, application, yield, and even summer melt—schools can resonate with their audiences on a deeper level. Jennifer emphasizes the importance of storytelling, citing examples of commercials that are memorable because they evoke emotions and build trust.Campaign Integration and Success Stories Performance TV is not a standalone solution but a powerful component of an integrated marketing strategy. Jennifer advises using it alongside email, social media, and other channels. For example, schools have seen higher engagement rates in email campaigns when paired with Performance TV exposure.Jennifer shares several success stories, such as the University of Iowa, which generated over 15,000 inquiries, applications, and event registrations during a three-month campaign. Another example is Northeastern Illinois University, which used bilingual commercials to engage diverse audiences and met their enrollment goals for the first time in years.The Future of Performance TV in Higher Ed As the landscape evolves, Jennifer predicts even more advanced integrations, such as interactive TV ads and greater use of AI for optimization. These innovations will allow schools to engage audiences more effectively and refine strategies in real-time. However, the adoption of such tools in higher ed will require marketers to move faster and embrace change.A New Era for Higher Ed Marketing Performance TV offers higher education institutions an unskippable, 30-second stage to tell their story, build trust, and inspire action. Ready to stand out in a crowded digital space? Embrace this innovative tool to revolutionize your campaigns.Guest Name: Jennifer Lonchar, co-founder of AmbioEduGuest Social: https://www.linkedin.com/in/jenniferlonchar/Guest Bio: Jennifer Lonchar brings almost two decades of expertise in higher education, having worked in various roles focused on strategic enrollment and marketing. For over 13 years she worked for Carnegie, and was instrumental in bringing digital marketing to higher education. Her deep understanding of the challenges and opportunities within the sector has made her a sought-after leader in developing innovative solutions for enrollment and student engagement. Driven by a passion for enhancing the student experience and optimizing recruitment strategies, Jennifer co-founded AmbioEdu. This venture reflects her commitment to transforming higher education marketing through advanced technologies, including Performance TV and integrated digital solutions. AmbioEdu, under her leadership, harnesses cutting-edge tools to help universities connect with prospective students more effectively and efficiently, setting new standards in the field. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this Enrollify webinar, Balancing Bites and Bonds: How AI Can Humanize Higher Ed, Mallory Willsea and an expert panel dive deep into how artificial intelligence is transforming student engagement in higher education. Featuring Confessions of a Higher Ed CMO host Jamie Hunt, Generation AI co-host JC Bonilla, AI for U host Brian Piper, and The Hidden Gem host Maya Demishkevich, the discussion addresses the dual challenge of automating processes while maintaining meaningful, human connections. Through innovative examples, insights, and lively conversation, this episode provides a roadmap for leveraging AI to create more personalized and efficient student experiences.Key Takeaways:AI as a Personalization Multiplier: AI enables hyper-personalization, allowing institutions to deliver tailored experiences at scale while freeing staff for high-touch student interactions.Balancing Efficiency and Empathy: AI can handle repetitive tasks and provide instant answers, allowing human advisors to focus on meaningful, personalized connections.Student-Centric Approach: Despite concerns, students generally value efficient solutions over the origin of communication, provided their needs are met.Ethical AI Use: Transparency, data security, and empathy should be foundational to AI implementations in higher ed.AI’s Potential for Scaling Impact: Tools like virtual assistants and predictive modeling have proven success in improving outcomes, such as higher grades and retention rates.1. How does AI enhance student engagement without dehumanizing it?Panelists agreed that AI’s strength lies in its ability to manage repetitive tasks and provide hyper-personalized interactions. For instance, Dr. JC Bonilla emphasized that AI acts as a "personalization multiplier," allowing institutions to address individual student needs with a level of nuance and efficiency impossible through manual methods alone.AI-powered tools, such as predictive analytics, enable institutions to identify at-risk students early. Brian Piper shared a compelling example from Ivy Tech Community College, where AI monitoring alerted counselors to students in danger of failing, resulting in a 98% success rate for these students in achieving a C grade or higher. 2. What are examples of successful AI use in higher education?Several panelists highlighted successful AI applications:Georgia State University: Direct text messages powered by AI helped first-generation students improve their grades by an average of 11 percentage points.Virtual Campus Tours: Maya Demishkevich shared an example where AI-powered avatars significantly increased engagement during online campus tours, providing institutions with scalable alternatives to human guides.AI Virtual Assistants: Institutions like Forsyth Tech have saved thousands of staff hours by automating responses to routine queries, enabling human staff to focus on higher-value tasks.3. Do students care if AI is part of their experience?Surprisingly, the consensus was that students care more about getting their needs met efficiently than whether the solution involves AI. However, transparency remains critical. As Brian Piper pointed out, institutions should disclose when AI tools are being used to ensure trust isn’t eroded. 4. What are the ethical considerations in using AI for student communications?Panelists underscored the importance of ethical AI use, advocating for transparency, data security, and empathy as foundational principles. Jamie Hunt stressed the need to ensure AI-generated content aligns with institutional values and human oversight remains part of the decision-making process. 5. How can institutions address faculty and staff fears about AI replacing jobs?To build trust, institutions should focus on training faculty and staff to use AI tools as enhancements to their roles, not replacements. As Maya Demishkevich noted, AI can save time by automating mundane tasks, allowing employees to focus on strategic, human-centric work. JC Bonilla added that embracing the role of “AI champions” within institutions can help bridge the gap between AI skeptics and early adopters. 6. What does the future of AI in higher ed look like?Panelists agreed that AI’s future lies in hyper-personalization, advanced virtual assistants, and smaller, task-specific language models (LLMs). The emergence of AI "agents" tailored for distinct tasks will allow for even greater efficiency and impact.AI is transforming higher education by bridging the gap between efficiency and empathy. The insights shared in this episode reveal the exciting potential for AI to not only streamline processes but also amplify the human connections at the heart of higher education. To dive deeper, listen to the full episode of Balancing Bites and Bonds: How AI Can Humanize Higher Ed, and explore the possibilities for your institution. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

Got a story to tell? An innovative idea to share? Fill out our guest nomination form, and let's chat!Host Jaime Hunt speaks with Shaun Carver, the Executive Director and Chief Executive Officer of the International House at the University of California, Berkeley, about the challenges, opportunities, and strategies for better supporting international students in higher education. The discussion sheds light on the cultural and economic benefits international students bring, the need to foster inclusivity and free speech, and how universities can adapt to societal and political changes to create a more welcoming environment.Key TakeawaysInternational students enrich learning environments: They bring unique perspectives that foster cultural understanding and prepare students for a globalized workforce.Political rhetoric impacts enrollment: Even without formal policy changes, unwelcoming political climates can deter international students from applying.Free speech and inclusivity matter: Universities should ensure students feel safe expressing differing viewpoints and engaging in civil discourse.Diverse support systems are essential: Institutions must focus on cultural exposure, community-building, and access to essential services for international students.A growth mindset fosters innovation: Encouraging students to step outside their comfort zones promotes intellectual curiosity and global leadership skills.Why Are International Students Important to Higher Education?International students bring a wealth of diversity to higher education, enriching campus communities with their perspectives, experiences, and cultural backgrounds. Shaun Carver emphasizes their vital role in fostering a global learning environment that prepares students for interconnected, multicultural workplaces.Beyond academics, international students significantly contribute to local economies. From tuition payments to housing and daily living expenses, their economic impact extends beyond campus boundaries. Shaun also highlights how many international students go on to lead innovative startups and global companies, particularly in Silicon Valley, underscoring the long-term benefits of their presence in the U.S.Despite these benefits, political rhetoric and visa uncertainties can deter international students, forcing institutions to miss out on their transformative contributions. Universities must address these concerns proactively to remain competitive on the global stage.How Can Universities Create Welcoming Environments?Creating an inclusive and supportive environment for international students requires deliberate effort. Shaun outlines three key strategies:1. Cultivating Free SpeechUniversities should encourage environments where all students feel comfortable expressing their viewpoints. At the International House at the University of California, Berkeley, 80% of residents feel free to share minority views without fear of judgment, serving as a model for fostering civil discourse on campus.2. Building CommunityPrograms like the International House’s weekly diversity and coffee hour allow students to share their cultures through food, music, and storytelling. These events not only build a sense of belonging but also foster cross-cultural understanding among students from different backgrounds.3. Providing Practical SupportWhile universities may not handle visa or employment processes directly, they can offer workshops, mentorship programs, and community events to help international students navigate their new environment. Ensuring that students feel supported in both practical and personal aspects is key to their success.What Challenges Do International Students Face?International students often face unique obstacles, including navigating visa regulations, overcoming cultural barriers, and coping with homesickness. Shaun recounts stories of students who, despite immense financial and emotional pressures, strive to succeed in the U.S. education system.For many, even basic needs like food can become a challenge. Shaun shares how implementing inclusive dining options at the International House, like dishes from various global cuisines, helps students feel more at home. These small yet impactful gestures can make a significant difference in a student’s overall experience.Additionally, divisive campus climates can make international students feel unwelcome. Institutions must work to ensure their campuses are places where students of all backgrounds feel safe, valued, and supported.What Can Universities Learn from the International House?For over a century, the International House has been a leader in creating inclusive, multicultural communities. Its model of hyper-diversity—housing students from over 80 nationalities under one roof—offers a blueprint for fostering cross-cultural connections. Shaun attributes the success of the International House to:Encouraging Growth: Students are challenged to step out of their comfort zones and engage with others who have vastly different experiences and viewpoints.Promoting Civil Discourse: Creating spaces where students feel free to express their beliefs fosters open-mindedness and intellectual humility.Sharing Best Practices: By collaborating with other universities, the International House seeks to expand its model to campuses worldwide, addressing the growing need for inclusive and globalized educational environments.Looking Ahead: The Role of International Students in a Globalized WorldAs higher education continues to globalize, institutions must actively work to support international students. Shaun emphasizes the need for universities to rebrand themselves as inclusive and welcoming spaces. Beyond rhetoric, this requires actionable steps to build communities where diverse viewpoints thrive.International students not only enrich the institutions they attend but also contribute to society and the global workforce in profound ways. Their courage and resilience in pursuing education abroad inspire us all, and their success benefits everyone.Guest Name: Shaun Carver, Executive Director and Chief Executive Officer of the International House at University of California BerkleyGuest Social: https://www.linkedin.com/in/shauncarverGuest Bio: Shaun Carver is currently Executive Director and Chief Executive Officer of the International House at University of California Berkeley and has been in the role since August 2020. He served as Assistant Dean for Graduate Programs in the Rady School of Management, UC San Diego (2017-2020), and as Executive Director of the Hult International Business School (Boston, New York, San Francisco, Shanghai; 2013-2017), where he oversaw 750 students representing 82 countries. Before that, he served in leadership positions in institutions of international higher education in China (2002-2013) at the University of International Business and Economics in Beijing, Tsinghua University, and the Sino-British College of the University of Shanghai Science and Technology (USST).Shaun received his B.A. (High Technology Management), and an M.B.A. from California State University, San Marcos. He is currently pursuing a doctorate in education (Ed.D.) at the University of Southern California.Shaun’s father is American and his mother British, thereby allowing Shaun to hold citizenship in both the United States and the United Kingdom. As a child, the family moved around often, within the U.S., and lived for two years in Ireland. Shaun traveled widely during his years in Asia, through China, Taiwan, Hong Kong, Mongolia, Japan, and many other countries throughout the continent. He feels at home in cross-cultural situations.He met his wife, Bei Bei Zheng, in Shanghai.  Her family, originally from the seaport city of Wenzhou, is also international, with some members currently living in Italy. Their two children, LiAnne (age 8) and James Maxwell [Max] (age 6), are comfortable in multicultural environments, spending significant time with family in China, Italy, and the U.S. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

Host Jaime sits down with Christian Cardona, Social Media Manager for ODU Global, to explore the unique challenges and opportunities in managing social media for online learners. As a first-time attendee at the AMA conference, Christian shares his reflections, dives into strategies for building digital communities, and highlights the critical role of storytelling in fostering engagement among non-traditional students. This engaging conversation sheds light on how social media can effectively amplify the experiences of online learners, even when separated by distance.Key TakeawaysStorytelling is essential: Highlighting faculty, student, and alumni stories builds trust, community, and enhances a school’s brand identity.Challenges of online communities: Unlike traditional campuses, finding and amplifying student stories in an online program requires proactive effort, leveraging tools like social media comments and team collaborations.Engagement matters: Online learners often engage through platforms like LinkedIn and Instagram, with their feedback and stories forming the backbone of digital content.Team collaboration is key: Remote teams thrive with structured communication, fun interactions, and occasional in-person gatherings.Online learning spaces must reflect reality: Content for online programs should showcase students’ environments, from their homes to workplaces, emphasizing authentic day-to-day learning experiences.What’s it like to manage social media for online learners? Christian Cardona shares his experience transitioning from managing on-campus social media to leading ODU Global’s online initiatives. Unlike in-person campuses where engagement happens naturally through visible activities, building connections online requires strategic outreach. Christian emphasizes the importance of storytelling—gathering insights from faculty, staff, and even comments on social media posts to highlight students’ unique journeys.How do you foster community for online learners? Creating a sense of belonging for online students hinges on meaningful interactions. Christian notes that online learners often leave valuable feedback through social media posts, which helps identify standout individuals. By focusing on personal, relatable stories, the ODU Global team uses platforms like Instagram, Facebook, and LinkedIn to drive engagement and foster a supportive digital community.What’s the secret to a successful remote team? Christian highlights the importance of structured communication within his fully remote team. Tools like team chat platforms and weekly collaborative meetings maintain a sense of connection. A yearly in-person gathering helps solidify bonds and offers an opportunity to brainstorm collectively. Even in a digital-first world, these personal connections translate into better storytelling and collaboration.How do you create engaging content for online programs? For online learners, showcasing relatable moments—like studying at home or thriving in a career—is critical. Christian’s team works across photography, videography, and graphic design to tell stories that resonate. The goal is to depict the authentic realities of online learning, making the experience tangible for prospective students. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

As higher ed faces increasing headwinds, hiring a Chief Revenue Officer (CRO) is no longer a luxury—it's a strategic necessity. As demographic shifts, escalating costs, and growing competition put more pressure on institutions, a CRO's role in unifying revenue-generating efforts becomes critical. In this episode, Jaime sits down with Steven Rutt, the Chief Revenue Officer for Abilene Christian University, to tackle this topic. This episode includes insights about:the ways a CRO can connect the dots between admissions, marketing, online programs, and fundraising;how a CRO ensures that  traditionally siloed departments work together toward shared institutional goals;how a CRO can foster a culture of strategic thinking around student acquisition, retention, and lifetime value; andthe ways a CRO enhances financial sustainability and encourages innovation.Guest Name: Steven Rutt, Chief Revenue Officer, Abilene Christian UniversityGuest Social: https://www.linkedin.com/in/steven-rutt-02922832/Guest Bio: Steven is a higher education executive with over 20 years of experience focused heavily in the online education space.  His breadth of experience spans finance, student finance, business intelligence, analytics and performance marketing.  With almost 14 years at one of the largest online universities, he has implemented significant operational efficiency initiatives as well as managed one of the largest marketing budgets in the industry.  Since 2019, Steven has been at Abilene Christian University mainly as the Chief Operating Officer of their Online Campus managing the finance, analytics, marketing, and campus operations departments.  Over his first 5 years, he has helped the online campus more than double in size.  As of September 2024, he has also added the role of Chief Revenue Officer over the entire university, focused on aligning marketing and enrollment strategies around an analytical culture and driving net tuition revenue growth.  Steven resides in the Dallas-Fort Worth metroplex in Celina, Texas with his wife (Jo) and 3 daughters (Annora, Ginger and Hollister).  - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

Host Jaime Hunt reconnects with Bryce Hoffman live from AMA to explore his remarkable career evolution. From an unexpected layoff to his newly appointed role as Vice President and Chief Marketing Communications Officer at Worcester Polytechnic Institute (WPI), Bryce shares insights on resilience, professional growth, and building meaningful connections in the higher ed marketing world.Bryce Hoffman’s journey from career uncertainty to becoming a higher ed CMO is a testament to perseverance and adaptability. In this episode, Bryce reflects on the challenges of navigating setbacks, the value of leveraging your network, and the importance of embracing new opportunities with humility and confidence. His story offers actionable advice for aspiring CMOs and professionals facing similar crossroads.Key TakeawaysGrowth Through Setbacks: Career setbacks can be opportunities for immense personal and professional growth.Intentional Networking: Building and maintaining strong professional relationships can open doors and provide critical support during transitions.Focus on Learning: Embrace new challenges by breaking them into manageable steps and being open to learning from others.Authentic Leadership: Be transparent about your strengths and limitations in interviews and on the job to build trust and credibility.Navigating the CMO Search: Maintain stamina and composure during rigorous interview processes by preparing thoughtfully and leaning on your network.Resilience Through Setbacks Bryce shares how an unexpected layoff forced him to reevaluate his career and ultimately led to professional growth. He emphasizes the importance of reframing challenges as opportunities, noting, “When you’re at the bottom of a mountain, focus on the next 10 feet instead of the whole climb.”The Value of Networking One of Bryce’s key strategies during his career transition was tapping into his professional network. From past supervisors to peers in the industry, he found support and mentorship that helped him navigate the job search process and prepare for his new role.Becoming a Higher Ed CMO Bryce describes his excitement about joining WPI, a uniquely positioned institution with a strong STEM focus and global learning initiatives. He highlights his strategy for the first 90 days: listening, learning, and collaborating to make thoughtful, context-driven decisions that align with the university’s mission.Advice for Aspiring CMOs For those looking to step into senior leadership roles, Bryce advises diversifying your skillset, taking on challenging projects, and remaining a lifelong learner. He stresses the importance of being authentic during interviews and relying on the expertise of your team once in the role.Bryce Hoffman’s journey underscores that setbacks are often stepping stones to something greater. His story offers a powerful reminder that resilience, intentional networking, and a commitment to learning can lead to incredible opportunities. Whether you’re an aspiring CMO or navigating your own career pivot, Bryce’s insights provide a roadmap for success. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! 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.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register