As the landscape of higher education marketing continues to evolve, the importance of a unified, strategic approach becomes even more apparent. To help institutions navigate this complexity, a panel of distinguished experts gathered to share their insights and experiences on modern marketing practices.

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Lee Bradshaw, CEO of Rhodes Advisors, who specializes in advising universities on cutting-edge marketing strategies, emphasized the importance of adapting to new trends in higher ed marketing. J Todd Coleman, VP of Admissions and Marketing at Mount Mercy University, brought valuable on-the-ground experience, sharing practical lessons learned from managing successful enrollment campaigns. Finally, Allison Turcio, Assistant Vice President for Enrollment and Marketing at Siena College, offered a nuanced perspective on balancing traditional marketing techniques with the growing demand for digital strategies.

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Together, these experts shared valuable insights on the evolving landscape of enrollment marketing, offering actionable strategies for institutions to improve both recruitment and retention. They discussed current trends in enrollment marketing and how institutions are adapting to the changing needs of prospective students.

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They also delved into effective budget allocation strategies, highlighting how universities can invest in the right areas to maximize return on investment. Additionally, the panelists explored the growing role of AI and automation in streamlining admissions marketing, showcasing how these technologies can enhance efficiency and drive more personalized engagement with prospective students. Here are the key takeaways from their discussion.

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1. The Growing Need for Collaboration Between Marketing and Admissions

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A recurring theme during the discussion was the importance of aligning marketing and admissions strategies. As institutions strive to attract students in a digital-first world, having clear communication and a unified approach between these departments is crucial. However, many schools still operate with siloed departments, which often leads to inefficiencies and missed opportunities.

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Dallin Palmer pointed out that many marketing and admissions teams often end up competing for the same advertising space, increasing costs unnecessarily. Aligning these departments not only helps reduce friction but also enhances the overall student journey by ensuring a seamless experience from the moment a prospective student shows interest.

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2. The Power of Targeted, High-Touch Marketing

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Todd Coleman emphasized the importance of a more focused, personalized approach to recruitment. Rather than casting a wide net and buying lists of leads, institutions should focus on engaging those who have already shown interest in their programs. By targeting these high-intent prospects with personalized, high-touch marketing efforts, schools can improve their chances of conversion and yield, even when overall applications are down.

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This strategic focus allows institutions to create deeper relationships with prospective students, providing them with the information they need to make informed decisions. In today’s digital landscape, where attention spans are shorter and competition is fierce, quality over quantity is essential.

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3. Data-Driven Marketing is Key to Long-Term Success

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Lee Bradshaw underscored the significance of tracking the long-term value of marketing efforts. Applying metrics such as Customer Acquisition Cost (CAC) and Lifetime Value (LTV) can help institutions measure the ROI of their marketing campaigns more effectively. This data-centric approach not only helps with budget allocation but also ensures that resources are being used efficiently to drive meaningful results.

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Institutions that measure these metrics can demonstrate to stakeholders, including CFOs, that marketing is a key driver of revenue and growth. It’s no longer enough to simply show the cost of campaigns—schools need to demonstrate how their marketing investments contribute to retention rates, graduation outcomes, and overall student success.

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4. Aligning Marketing and Financial Aid Strategies

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Allison Turcio shared an innovative strategy that has been instrumental at her institution: aligning marketing efforts with financial aid. By bringing financial aid, marketing, and admissions under one unified team, her institution has been able to create more cohesive campaigns that address affordability while also attracting prospective students. 

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Marketing and financial aid are two essential pillars of the student decision-making process, and by working together, institutions can deliver more impactful messaging. For example, instead of treating affordability as a separate issue, it can be seamlessly integrated into marketing campaigns to help prospective students better understand their financial options.

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5. Set Clear Metrics for Success

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One of the most practical pieces of advice came from Allison Turcio, who emphasized the need to define clear metrics for success before launching any marketing initiative. Whether running an open house campaign or a digital marketing effort, knowing how you will measure success upfront is essential for both short-term and long-term performance tracking.

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Institutions must be clear on what success looks like—be it registrations, show rates, or targeted audience engagement. Proper data collection ensures that every marketing effort is measurable and actionable, helping to optimize future campaigns.

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6. The Importance of Conversion Optimization on Your Website

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Dallin Palmer also highlighted the importance of conversion optimization on institutional websites. With prospective students increasingly researching and applying online, your website is often their first point of contact with your institution. Yet, many schools still greet visitors with a generic “request more information” form.

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By optimizing your website for conversion—such as using interactive tools, chatbots, or direct calls to action—you can turn website visitors into engaged leads. The goal should be to guide visitors through a seamless, informative experience that ultimately encourages them to take the next step in their journey, whether it's requesting more information, scheduling a visit, or applying for admission.

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7. Grad Education vs. Undergrad: Similarities and Differences in Marketing

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When discussing the differences between marketing for graduate and undergraduate programs, Dallin Palmer noted that while the strategies often overlap, there are key differences in how these audiences should be approached. Graduate students are typically more mature and may have different motivations and financial considerations compared to undergraduates. 

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In the past, graduate programs often had a better grasp on targeted marketing due to fewer accessible lists of names, but with digital tools and data now available, the lines between graduate and undergraduate marketing strategies are blurring. Both require a refined, personalized approach to capture attention and maximize ROI.

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Focus on Strategy, Patience, and Personalization

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As we move into 2025, higher education institutions are faced with a dynamic, competitive landscape. The key to success lies in an integrated approach where marketing, admissions, and financial aid work together toward common goals. By being patient with the process, focusing on high-touch marketing strategies, leveraging data to measure success, and optimizing conversion on websites, schools can set themselves up for greater enrollment success.

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In an era of constant change, those institutions that embrace collaboration, focus on personalized engagement, and use data-driven insights will be the ones that lead the charge in attracting, converting, and retaining students for years to come.

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