From content marketing to SEO, paid advertising, and AI-powered content creation, this episode breaks down how colleges can build an inbound strategy in-house without massive budgets. If your institution is looking to move beyond "spray and pray" advertising and develop marketing that works smarter, not harder, this episode is packed with actionable insights.

Guest Name: Marcus Hanscom, Director of Enrollment Marketing, DD Agency

Guest Social: https://www.linkedin.com/in/marcushanscom/

Guest Bio: A purpose-driven, higher education enrollment management and marketing leader, Marcus Hanscom is the Director of Enrollment Marketing and a senior consultant at DD Agency, a full-service digital marketing agency focused on inbound marketing for higher education. Prior to joining DD Agency in October 2023, he worked in progressive roles in enrollment management at Roger Williams University and the University of New Haven, predominantly working with graduate and adult students. He also served as a higher education consultant for Dutcher LLC, supporting clients in academic program analysis and development, market research, digital marketing strategy, staff assessment, tuition strategy, and more.

Dr. Danielson shares the success of the Career Opportunity Program, a last-dollar tuition initiative funded by local employers to remove financial barriers for students while strengthening the regional talent pipeline.

Learn how her strategic approach to engaging key business leaders turned this vision into a thriving program that benefits students, employers, and the entire community.

Key Takeaways:

• Learn how the Career Opportunity Program removes financial barriers for students through a last-dollar tuition model supported by local employers.
• Discover the strategy behind securing industry funding by leveraging key influencers and turning a single partnership into a regional employer-driven initiative.
• Hear why workforce development isn’t just about recruitment, but about expanding the talent pipeline to benefit both students and local businesses.
• Find out how keeping employer partners engaged—through regular updates, student success metrics, and networking events—ensures long-term investment.
• Understand how community colleges can scale similar models and make a compelling business case for industry-backed education programs.
• Explore the impact the program has had so far, exceeding expectations in both student participation and retention rates.

This episode is a must-listen for college leaders, workforce development professionals, and anyone looking to build stronger employer partnerships to support students.

Guest Name: Dr. Marsha Danielson, President, Minnesota State College Southeast

Guest Bio: Dr. Marsha Danielson serves as the ninth president of Minnesota State College Southeast. She sees the college as a vital resource in meeting the need for qualified employees in the region and believes that its students must graduate career-ready or prepared to succeed in a university environment.  

Dr. Danielson has served over 25 years in higher education. From 2007-2021, she served in several capacities at South Central College in Mankato and Faribault, MN. At Minnesota State University, Mankato she worked in several roles within University Advancement from 1996 to 2007.   

Dr. Danielson earned a Bachelor of Science in Business Administration and Management and a master’s degree in Higher Education/Higher Education Administration at Minnesota State University, Mankato. She holds a Doctorate in Community College Leadership from Ferris State University (MI).  

Key Takeaways:

• Hear about Rebecca’s transition from private universities to a public community college, and the key differences she’s observed in audience, strategy, and operations.
• Learn how community colleges can benefit from the private sector’s focus on ROI-driven marketing and strategic resource allocation.
• Discover the importance of retention-focused marketing in community colleges and why maintaining a consistent tone of voice throughout the student journey is essential.
• Find out how community colleges can effectively position themselves as a first choice for students, particularly in light of free tuition programs and the workforce development advantage.
• Understand the challenges of addressing the “hidden gem” label and how to shift public perception to showcase community colleges as a loud, proud, and viable educational option.

Tune in to hear Rebecca’s fresh perspective on how community colleges can maximize their potential and navigate today’s competitive educational landscape!

Guest Name: Rebecca Oliver, Senior Executive Director of Strategic Communications, North Shore Community College

Guest Bio: Rebecca Oliveris a Senior Executive Director of Strategic Communications at North Shore Community College. In this role, she leads the new strategic communications department which combines the former External and Public Relations team with Marketing Communications. 

Ms. Oliver brings with her more than a decade of higher education experience with expertise in digital performance and brand awareness. Prior to joining NSCC, she was Director of Marketing at Lasell University and has worked in marketing and communications roles at Boston University and Dartmouth College. 

A resident of Amesbury, Ms.Oliver is originally from southeastern Massachusetts and earned her bachelor's degree from Westfield State University and her graduate degree from Miami University of Ohio.

• Learn how Amy restructured CCBC’s marketing and communications function, merging continuing education and credit marketing into a unified team to improve collaboration and efficiency.
• Discover the impact of adopting a digital-first strategy, including overhauling the college’s website and reducing reliance on outdated print materials.
• Hear how focusing on enrollment as the central goal helps guide decision-making and align marketing strategies across departments.
• Find out how CCBC created new roles, such as a project coordinator and director of enrollment marketing, to streamline workflows and enhance communication with stakeholders.
• Understand the challenges of managing 300+ programs and how tools like CRM systems and project management platforms can improve efficiency and outcomes.
• Explore the successes achieved through these efforts, including exceeding enrollment goals for nine consecutive cycles and fostering a collaborative team environment.

This episode offers actionable strategies and insights for anyone looking to modernize and strengthen their institution’s marketing and enrollment practices. Don’t miss it!

Guest Name: Amy Filardo, Chief Marketing Officer, Community College of Baltimore County

Guest Social: https://www.linkedin.com/in/amy-filardo

Guest Bio: Amy Filardo is a seasoned marketing and communications professional with a background in brand development, strategic marketing, and multimedia communications. As Chief Marketing Officer at The Community College of Baltimore County, she leads efforts to strengthen the college’s brand, enhance engagement, and support enrollment growth through integrated campaigns and creative initiatives.

With over 15 years of experience, Amy has held leadership roles in higher education and corporate settings. At Loyola University Maryland, she directed branding efforts, managed award-winning digital projects, and supported enrollment strategies. Amy holds a master’s in communications from London Metropolitan University and is passionate about collaboration, mentorship, and fostering creativity in her work.

In addition to her professional achievements, Amy is dedicated to supporting nonprofit initiatives that promote arts and education. She serves as a board member for a nonprofit organization and has served as a mentor to help first-year college students transition successfully.

• Learn how Julio and his team used student-centered research methods, like PhotoVoice, to identify barriers to student persistence and empower students to share their experiences visually.
• Discover the impact of addressing basic needs, such as mental health support, food security, and holistic resource centers, in fostering a retention-focused campus culture.
• Hear about the creation of cross-functional success teams and how they’ve revolutionized advising and onboarding processes at North Hennepin Community College.
• Explore innovative programs like "Be Bold, Break the Mold," a peer mentoring initiative supporting students in non-traditional fields, which integrates financial incentives to reduce barriers.
• Find out how rethinking orientation with just-in-time communications and targeted engagement strategies has improved student success and satisfaction.
• Understand why marketing must support retention efforts by focusing on the entire student lifecycle, not just recruitment.

This episode is packed with actionable ideas for anyone in higher ed looking to improve student retention, support, and engagement. Don't miss it!

Research Article Discussed on the Show
Lauritsen, J., Favela Naca, E., Gilgen, R., Lui, I., & Vargas-Essex, J. (2023). Stop, Drop, Enroll: Increasing Student Persistence Through Strategic Partnerships. About Campus, 28(1), 38-49.  
https://doi.org/10.1177/10864822231169226

Guest Name: Julio Vargas-Essex, Vice President of Student Affairs and Enrollment Management, North Hennepin Community College 

Guest Social: https://www.linkedin.com/in/julio-vargas-essex-a007764a

Guest Bio: Julio Vargas-Essex is a dedicated higher education professional with a decade of experience in leadership roles, including serving as Vice President of Student Affairs and Enrollment Management at North Hennepin Community College. He is deeply passionate about providing students from diverse backgrounds the support they need to succeed in college and in their careers. Julio believes in the transformative power of education and is committed to Minnesota State Colleges and University's mission of catalyzing positive change through partnership, collaboration, innovation, and leadership.

In his current role at North Hennepin Community College, Julio has led initiatives to improve student success, strategic enrollment management, and address students' basic needs. He has successfully supported the implementation of a Guided Pathways Model, increased student enrollment rates, and developed partnerships to enhance student support services. Julio's experiences have honed his ability to lead change, manage budgets, and collaborate effectively with diverse stakeholders.

Julio is committed to advancing equity and improving student success for all populations. He has led initiatives to increase access and support for BIPOC students, resulting in a more diverse student population and improved outcomes. He has also worked collaboratively with faculty, staff, and administrators to ensure compliance with state and federal laws and accreditation requirements.

With over 15 years of leadership experience in education and non-profit work, Julio has developed a visionary leadership style that prioritizes collaboration, diversity, equity, and inclusion. He is a skilled communicator who builds strong partnerships with internal and external stakeholders.

As a first-generation college student, Julio earned a bachelor’s degree in Psychology from the University of Wisconsin and a master’s in Applied Psychology from Metropolitan State University. 

Drawing on his experiences as a professional, Julio is keenly aware of the important role the Associate Vice Chancellor for Student Affairs and Enrollment Management position plays in Minnesota State Colleges and Universities. This experience keeps him focused on the students and their needs. In his personal time, Julio enjoys spending quality time with his family and friends. He is an avid music fan, and during the summer months, he is at an outdoor music festival.

Key Takeaways:

• Discover the top storytelling mistakes marketers make, including inauthenticity, making the institution the hero, and failing to tailor stories for specific audiences.
• Learn how Liz builds trust with students to uncover vulnerable and emotional stories that truly connect with audiences.
• Explore strategies for scaling stories across multiple channels, from social media to local news, and tailoring content to resonate with specific audiences like prospective students, parents, and alumni.
• Hear how community colleges can keep their stories alive by repurposing content and updating narratives for new contexts.
• Get practical advice on building internal relationships to source meaningful stories and creating a collaborative storytelling culture on campus.

Guest Name: Liz Cooper, Associate Director of Public Relations, MassBay Community College

Guest Social: https://www.linkedin.com/in/liz-meagher-cooper-b55a62/

Guest Bio: Since 2015, Liz Cooper has worked in the MassBay Marketing and Communication Office, helping raise the public profile of MassBay through storytelling, social media, and earned media placements. Her resume includes working for more than 13 years in the Boston television news market in multiple roles, a public relations firm, and as the Director of Communications for the Massachusetts Secretary of Education under former Massachusetts Governor Deval Patrick. Liz loves talking to reporters about all things community college because she feels good press for one community college is good press for all of us. Always taking her job to heart, in April 2023, Liz trained and successfully completed the Boston Marathon raising more than $11,000 in support of student scholarships at MassBay Community College. Liz was named the National Council for Marketing and Public Relations District 1 Communicator of the Year in 2024. When you can’t find Liz pitching a reporter, you can find her rooting on all of the Boston sports teams with her Emmy-award-winning news photographer husband Ted or trying to keep up with her three kids – Teddy (12), Camden (9) or Madison (7) – on a sports field.

Key Takeaways:

1. Learn why direct mail remains relevant in an increasingly digital world, with higher response rates and stronger engagement compared to email and online ads.
2. Discover how combining direct mail with digital campaigns boosts response rates by over 20% through integrated targeting and tracking.
3. Understand the importance of personalization and creative formats in making direct mail memorable and impactful for prospective students.
4. Find out how institutions can use tools like augmented reality, QR codes, and specialized lists to measure and enhance the effectiveness of their mail campaigns.
5. Get practical tips on avoiding common pitfalls, such as underestimating the importance of data, creative design, and the timing of campaigns.

Tune in to learn how to do direct mail the right way and why it’s still a valuable tool in the marketing mix for community colleges and beyond!

Data & Marketing Association: https://dma.org.uk

Guest Name: Eric Webb, Business and Marketing Strategy for Everyone, Rennasentient, Inc.

Guest Social: LinkedIn

Guest Bio: Over 25 years of marketing experience has enabled Eric Webb to help improve the marketing strategies, tactics and ROI of internet startups and Fortune 500 companies alike. He has produced and co-wrote award winning television commercials, been an associate producer for the "Bulls-Sox" Television Show and specializes in media and direct marketing to improve lead generation.

Starting his career as a copywriter, he eventually moved over to the client side of marketing and gained a key understanding of how to infuse creativity into marketing strategy. Whether you want strategies for media buying-planning, events, conferences, networking, Internet marketing and direct marketing, Mr. Webb has experience in these areas and many more.` 

His trademark is understanding what media works best for a strategy and combining those with solid creative and measurable marketing effort. It's that unique understanding of the whole marketing process that has attracted companies such as the Chicago White Sox, the Greenbrier Sporting Club (div of Greenbrier Hotel), RSM McGladrey (div of H&R Block), RainSoft Water Treatment Systems and MyPoints.com (the first online consumer loyalty points program in the world), to hire him.

• Some of his most notable accomplishments include:
• Increasing brand awareness by 106% with a cable TV strategy
• Developing a direct mail strategy that pulled better results than television ads
• Developing a strategy that included the writing of a book, and monthly newsletter to garner a foot-hold in a new industry for an unknown brand
• Obtaining over 60 article placements in one year for a startup
• Improving the responses from one campaign by 400% by shifting media choices
• Having worked in both business and consumer marketing, as well as dealing with over 400 dealers around the world with various marketing needs, he understands the subtle art of marketing strategy, messaging and positioning by audience.

Eric has a Bachelors of Science in Advertising from the University of Texas and a Masters in Marketing Communications from Roosevelt University in Chicago.

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.

Key Takeaways:

• Learn how integrating students into content creation can dramatically boost engagement and help colleges connect with their audience on a deeper level.
• Hear Raven’s perspective on breaking the stigma around community colleges and how authentic, student-led content can shift perceptions.
• Discover why balancing entertainment and information is key to effective social media strategy, especially when targeting younger generations like Gen Z and Gen Alpha.
• Find out how colleges can avoid common social media mistakes, like overly long videos or text-heavy posts, and focus on value-driven content.
• Understand the importance of engaging with audiences beyond posting content, including responding to comments and creating community connections.

This episode offers valuable insights for college marketers, leaders, and anyone looking to improve their institution’s social media presence and engagement.

Guest Name: Raven Haller, Social Media Specialist, Carroll Community College

Guest Social: https://www.linkedin.com/in/raven-haller-5285652b0/

Guest Bio: Raven Haller is a digital marketing professional with a degree from Stevenson University and over five years of experience in social media marketing and management. Currently, she serves as the Social Media Specialist at Carroll Community College, where she manages the college’s online presence and creates engaging content. Passionate about helping small businesses grow, Raven focuses on building strong, authentic social media strategies to drive engagement and brand loyalty.

• Learn what a "healthy enrollment ecosystem" means and why it requires a holistic, interconnected approach to student recruitment, retention, and support.
• Discover how college leaders can self-assess to identify areas of improvement and gaps in their current enrollment approach.
• Hear practical steps for transforming enrollment systems by fostering cross-departmental collaboration and breaking down silos without sacrificing departmental autonomy.
• Find out why consistency, clear communication, and shared goals are essential in managing a successful enrollment transformation.

Understand when to consider external support, like consultants or coaches, to help guide and sustain cultural and enrollment changes.

Guest Name: Dr. Melissa Curtis, Principal, Melissa Curtis Consulting, LLC

Guest Social: https://www.linkedin.com/in/melissa-r-curtis/

Guest Bio: With over twenty-five years of experience in academic and student affairs, Dr. Melissa Curtis brings a unique perspective to higher education consulting. She provides consulting services for areas relevant to today’s educational climate, including change management, strategic planning, enrollment management, and organizational health. To achieve results, Dr. Curtis includes executive coaching, leadership development, and team coaching in her portfolio. She is a certified coach for The Leadership Challenge and LPI®360 and is credentialed by the Center for Executive Coaching in coaching for culture change, change leadership, and communication impact. Clients include Harford Community College, Montgomery College, SUNY Ulster, and the Maryland Chief Student Affairs Officers Affinity Group. 

Dr. Curtis made lasting contributions to the institutions she served. As Vice President of Student Success at Howard Community College, she helped lead the “HCC Forward” transformation, launching the first Strategic Enrollment Management plan and yielding a five percent enrollment increase. She also modernized the division to support students through degree completion and transfer. As Associate Vice Chancellor of Enrollment Management at the Austin Community College District, Dr. Curtis led enrollment strategies for the district’s eleven campuses. Under her leadership, the college implemented a “one front door” concept to support dual credit, continuing education, distance education, and bachelor’s-degree-seeking students. Dr. Curtis' career in higher education began as an English Professor at Central Texas College, where she was dedicated to improving college access and degree attainment for underrepresented students. She continues to teach today, remaining current in 21st-century learning and community college students’ needs. 

Dr. Curtis is a published author and has presented nationally on Leadership and Management, 

Emergency Aid, Equity in Strategic Enrollment Management, and Student Affairs Change Management, contributing significantly to the field. A recognized coalition builder, Dr. Curtis nurtures partnerships within the educational ecosystem. Her service has included seats on the Greater Austin Chamber of Commerce Education Council, the Education Equals Economics (E3) Alliance Blueprint Leadership Council, the Austin College Attainment Network, and YMCA boards in several communities. Nationally, she has served on the CCSSE Students in Need in Community Colleges Advisory Board and the Higher Education Research and Development Institute (HERDI) South Advisory Board.  

Dr. Curtis earned her Ph.D. in Educational Administration at the University of Texas at Austin, with a cognate in Communication Studies. She earned her M.F.A. in creative writing from Texas State University and her B.A. in Oral Tradition in African and American Literature from Vassar College. She credits her work-life sanity to her family, including her college-going son, teen daughter, and their two big dogs.

Key Takeaways

• Collaboration is key: Integrating marketing and advancement teams can eliminate silos and foster shared storytelling goals.
• Efficiency through shared narratives: One story can resonate with both prospective students and donors when tailored to each audience's needs.
• Storytelling drives impact: Highlighting student success stories attracts both donors and prospective students by aligning with shared values and goals.
• Unified messaging amplifies results: Campaigns that align branding and fundraising initiatives create a consistent, impactful message.
• Data informs harmony: Leveraging data from branding efforts can guide cohesive messaging across recruitment and donor engagement.

Why Are Advancement Campaigns Overlooked in Higher Education? 
Many colleges fail to leverage advancement campaigns for brand awareness due to organizational silos. Caitlin Currey explains that marketing and advancement often operate independently, focusing on distinct audiences—prospective students versus alumni and donors. This separation leads to missed opportunities for storytelling, a shared need across both audiences. Bridging these gaps requires recognizing common goals, such as showcasing what the institution stands for and how it aligns with the aspirations of students and donors alike.

Common Barriers:

• Separate operational silos for marketing and advancement.
• Differing audience priorities, such as enrollment vs. fundraising goals.
• Lack of awareness about the power of storytelling to connect disparate audiences.

How to Harmonize Advancement and Brand Awareness Goals 
The first step is fostering collaboration between teams. Caitlin emphasizes bringing marketing and advancement together to share research, core messaging, and goals. Understanding prospective students’ and donors’ shared values—such as affordability, accessibility, and transformative opportunities—can guide storytelling efforts.

Key Strategies:

1. Team Collaboration: Unite marketing and advancement teams early in campaign planning.
2. Data-Driven Messaging: Use institutional research and focus group insights to inform storytelling.
3. Story Sharing: Create unified narratives that resonate with both students and donors, tailoring delivery to each group.

For example, a story about a student overcoming financial barriers to achieve academic success can appeal to both prospective students (as inspiration) and donors (as a testament to their impact).

A Success Story: George Mason University’s Unified Campaign 
Caitlin shared the success of George Mason University’s $1 billion campaign, "Mason Now: Power the Possible." The campaign aligned the university’s new brand identity, “Altogether Different,” with messaging that emphasized making the impossible possible for students.

By conducting focus groups and research, the team ensured the campaign resonated with both donors and students. The "Power the Possible" tagline became a unifying thread across recruitment and fundraising efforts, creating harmony and amplifying impact.

Why It Worked:

• Alignment with Core Values: Both students and donors valued accessibility, diversity, and opportunity.
• Consistent Messaging: Campaigns didn’t compete but supported each other, creating a cohesive institutional story.
• Resonance with Audiences: Both alumni pride and student aspirations were woven into the campaign narrative.

Key Takeaways:

1. Learn why it’s crucial to understand and continually re-assess your audience in higher ed marketing—whether students, donors, or other stakeholders.
2. Hear about the importance of a consistent, clear brand positioning that remains stable, even as leadership changes over time.
3. Discover why telling authentic student-centered stories is more powerful than traditional marketing messages, and how influencers play a role in building trust.
4. Find out how speed and agility in marketing execution can set institutions apart in a competitive landscape.
5. Understand how data-informed decisions and regular pulse checks can ensure marketing efforts align with student needs and community perceptions.
6. Learn how to foster collaboration across campus silos and get buy-in from leadership to create stronger, more unified marketing efforts.

This episode offers actionable advice and thought-provoking insights to help institutions improve their marketing strategy and engagement efforts.

Guest Name: Ryan Morabito, Senior Advisor, 5 Degrees Branding

Guest Bio: Ryan is a brand marketing expert with over two decades of higher education experience.  
He's partnered with NYU, Marquette University, Baylor University, Old Dominion University, and 125 other public, private, and community colleges and universities in the development and implementation of branding and marketing initiatives. 
Ryan is an intentional and creative thinker, and a proven leader at delivering high quality market research initiatives, optimizing brand awareness, and developing strategic models that focus operational efforts and drive results.

Key Takeaways

• Social media is no longer child’s play—it’s a critical strategic tool with a $250 billion impact, requiring dedicated expertise.
• Higher education institutions aren’t just competing with peers—they’re vying for attention against global brands like Taylor Swift and Nike.
• Platforms like Instagram and TikTok double as search engines for prospective students, emphasizing the need for a strong presence.
• Engagement metrics and community-building efforts elevate institutional visibility and trust, which can drive enrollments and fundraising.
• Social media managers should be seen as intelligence agents, gathering real-time insights that influence leadership decisions.

What does it mean that “social media has grown up”? 
Jenny Li Fowler highlights the maturity of social media as an industry, with billions of daily users and a massive economic footprint. However, outdated perceptions—such as treating social media as a task for interns—persist, undervaluing its strategic importance in higher education.

What are some common misconceptions about social media in higher ed? 
Institutions often believe they’re only competing with peer organizations, but Jenny emphasizes the broader content landscape. Higher ed content must rival engaging campaigns from global brands. She urges institutions to move beyond thinking about “what works for higher ed” to focus on creating universally compelling content.

Why is a strong social media presence critical for colleges? 
Prospective students increasingly use social platforms as search engines, making a robust presence essential. Without it, institutions risk losing control over their narrative and visibility. Social platforms also offer opportunities for relationship-building, turning followers into lifelong supporters.

How can institutions measure success on social media? 
Jenny underscores engagement as the key metric, which requires high-quality, relatable content. Even small actions, like engaging with user-generated posts, can significantly boost visibility and connection.

How can institutions transition social media into a leadership tool? 
Social media managers can act as institutional intelligence agents, providing real-time insights during critical moments, such as protests or emergencies. By involving social media managers in strategic discussions, leadership can make data-driven decisions that align with audience sentiment and expectations.

What’s the first step in elevating social media strategy? 
Jenny suggests starting with a mindset shift—recognizing the strategic value of social media and educating leadership on its potential. When institutions fully embrace social as a leadership tool, they unlock powerful opportunities for community building, enrollment growth, and crisis management.

Key Takeaways

• Community colleges face challenges in guiding students through clear paths to graduation, smooth enrollment processes, and reasonable degree completion times.
• AI can support onboarding by simulating an advisory session, helping prospective students navigate essential decisions before applying.
• Tools like AI chatbots and pre-application experiences, used by institutions like Kansas City Kansas Community College, can provide critical support and boost applicant confidence.
• AI-driven onboarding frameworks that incorporate inspiration, guidance, and campus connection can enhance prospective students' journey, making them more likely to apply.
• Enhanced AI integration in admissions can free up advisors to have deeper, more impactful conversations with students.

Episode Summary

What are the main challenges in community college onboarding?

Community colleges often struggle with three main challenges in their onboarding process, especially for adult and first-generation students. First is the lack of a clear path to graduation—students often don’t understand what steps they need to take to achieve their degree. Second, the ease of enrollment is hindered by complex application processes, deterring students before they even apply. Lastly, degree completion timelines often lack flexibility, making it hard for students to plan their journey from enrollment to graduation within a reasonable timeframe. These obstacles can be intimidating and are a leading cause of prospective students abandoning their applications.

How can AI help address these challenges?

AI offers a promising solution to these challenges by enabling a more guided, conversational onboarding experience for prospective students. Brian describes the potential for AI to simulate a "professional college advisory session" that provides key information—like the differences between degree programs, expected timelines, and financial aid options—before students apply. This AI-driven session would act like a virtual advisor, answering commonly asked questions, offering reassurance, and providing insights that typically require in-person meetings. AI could also empower enrollment teams to focus on meaningful conversations, enhancing the quality of their support for students who need deeper guidance.

Are there any current examples of AI helping in the community college admissions process?

Yes, several community colleges have already started using AI to streamline their onboarding process. Athens Technical College and other schools use AI-powered chatbots that answer frequent inquiries, helping students navigate early stages. However, chatbots alone require students to know what questions to ask, which can be a barrier. Kansas City Kansas Community College and San Diego City College have implemented more interactive pre-application experiences, providing personalized, step-by-step guidance. These experiences engage students with questions and videos, building their confidence and helping them feel more connected to the college before applying.

What does an AI-driven onboarding experience look like?

The AI-driven onboarding experience, modeled on frameworks like the Community College Research Center’s onboarding recommendations, provides a structured journey. It begins with questions that help personalize the experience, continues with motivational videos to inspire and connect students, and includes a planning phase. Each element is designed to make students feel informed, supported, and confident in their decision to pursue education at the institution. As Brian explains, this pre-application experience is accessible through links on marketing ads and community college websites, creating an inviting pathway into the college environment.

Key Takeaways:

• Hear why program-specific marketing is becoming more important than ever, especially as students increasingly search for specific career pathways rather than general college options.
• Learn about how student needs have shifted post-pandemic, with growing interest in certificates, micro-credentials, and career-oriented programs.
• Discover how to prioritize marketing efforts by using a product lifecycle framework to determine which programs need the most attention based on their stage of development.
• Find out how to package and market programs effectively, focusing on unique benefits like job placement rates, time to completion, and industry demand.
• Get tips on how to balance program marketing with overall brand awareness, leveraging digital channels like pay-per-click advertising and video content to target prospective students.

Product Lifecycle: https://theproductmanager.com/topics/product-life-cycle-management/

Community College Mission Pillars: https://www.mltsucceed.com/insights/

PESO Model: https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

Guest Name: Alana Villemez, CEO, Most Likely to Succeed

Guest Bio: Alana Villemez is the founder & CEO of Most Likely to Succeed, an advisory firm focused on community college enrollment marketing. With over a decade of experience, Alana has worked with more than 100 community colleges to drive enrollment through strategic marketing and communications. 
Alana created Most Likely to Succeed with the mission to make community colleges the number one choice for students across the nation. Most Likely to Succeed helps community colleges deliver on their promises by optimizing their enrollment strategies to better attract and support students, communities and local workforces. 
As the creator of the Community College PROMISE Framework, Alana employs tailored methodologies—developed from her extensive experience working with community colleges— to empower community college professionals to drive meaningful change and redefine success within their institutions.

www.mltsucceed.com

Key Takeaways:

• Hear about the research WCTC conducted to better understand why adult learners were not enrolling, and how they used both quantitative and qualitative data to gain insights.
• Learn how adult students want to go from application to enrollment in as little as 4-8 weeks, and how this insight reshaped WCTC's enrollment processes to accommodate this fast-paced decision-making.
• Discover the impact of combining in-person focus groups with AI-driven qualitative analysis to identify key motivations for adult students, such as career pivots and second chances.
• Find out how WCTC leveraged digital marketing, targeted messaging, and in-person experiences to better engage adult learners and increase enrollment by 7%.
• Get practical advice on using grant funds to experiment with new approaches, offering flexible enrollment options, and tailoring marketing strategies to meet adult learners where they are.

Guest Name: John McGreal, Dean of Enrollment Services, Waukesha County Technical College

Guest Bio: John McGreal currently serves as the inaugural Dean of Enrollment Services at Waukesha County Technical College in Pewaukee, WI.  He received his Masters of Arts in Higher Education Administration from the University of Alabama.  Previously, John has worked for Rockford University, the University of Alabama, and Bellin College. He has also served as the President of the Wisconsin ACAC, chair of the WACAC government relations committee, and numerous other roles related to conference planning and professional development. John's passion is using data to make informed decisions, process improvement, and college access. He is also a husband and father, a runner and a book lover, and enjoys finding the best burger in every city.

Key Takeaways:

• Hear about the comprehensive rebranding process at Community College of Philadelphia, from new logos and marketing materials to creating a dynamic campus environment that reflects the college's new identity.
• Learn why the college chose the lion as its mascot and how they integrated it into the campus through statues and branding, creating a unifying symbol of pride and courage for students.
• Discover how the lion statue installation and other environmental branding efforts are designed to boost student engagement, campus spirit, and a sense of belonging.
• Find out how the college plans to sustain excitement and build traditions around the new mascot, aiming to create long-lasting, meaningful experiences for students.
• Get practical advice on thinking holistically about branding and creating impactful experiences on campus, even with a limited budget.

Guest Name: Eve Markman | Assistant Vice President for Brand Management and Operations | Community College of Philadelphia

Guest Social: linkedin.com/in/eve-markman-501564a5

Guest Bio: Eve Markman is the Assistant Vice President for Brand Management and Operations at the Community College of Philadelphia (CCP). Eve has been with CCP for just over 30 years working her way up through various roles in Marketing at the College, most of which was spent as the Executive Director of Creative Services. Eve is also on the Executive Board of the National Council for Marketing and Public Relations, an association for community college marketing and communications professionals. Eve has a bachelor’s degree in fine arts from Trinity College in CT and a professional certification in Brand Management from Cornell University.
www.ccp.edu

Key Takeaways:

• Learn how Carrie tackled decentralized communicatios by conducting audits and centralizing efforts, leading to a more streamlined and efficient communication process across campus.
• Hear about the introduction of a weekly president's newsletter and a new faculty newsletter, which have significantly reduced redundant emails and improved overall communication flow.
• Discover the tools and systems used to manage internal communications, such as ticketing systems, digital monitors, and a consistent branding approach through Canva.
• Find out how creating a culture of trust, rather than just seeking "buy-in," has allowed the college to implement new processes and systems effectively.
• Get insights on breaking down communication silos with cross-departmental committees, open-door policies, and new initiatives like the "Johnson Community College 101" guide.

Guest Name: Carrie Pitts-Densmore, Vice President of Enrollment and Marketing, Johnston Community College

Guest Bio: Carrie Pitts-Densmore serves as the Vice President of Enrollment and Marketing at Johnston Community College. With 25 years of experience in communications, including 13 years focused on integrated marketing and public relations, Carrie has built a diverse and impactful career. She began as a television news journalist, earning a national award for a documentary on domestic violence and covering significant news events in Myrtle Beach, Buffalo, and Raleigh. Transitioning from news, she became a consultant, advising organizations on video production, media relations, strategic communications, and marketing. Carrie also excelled as a real estate agent for a few years, where she developed her customer relations and technology skills, winning multiple awards. Today, she thrives in higher education, embracing the dynamic intersection of technology and storytelling. Carrie holds an Accreditation in Public Relations (APR) and a Master of Science in Communications from Purdue University. Outside of work, she enjoys yoga, the ocean, watching documentaries, and spending time with her family, including her son Archer and her husband Shawn.

LinkedIn: https://www.linkedin.com/in/pittscarrie?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Key Takeaways:

• Addressing Challenges in Registration: Hear about how Waukesha County Technical College created a one-stop registration event to simplify the enrollment process and address common student challenges.
• Design and Execution of the Event: Learn how the event involves collaboration across departments, offering students comprehensive support from application to enrollment, all in one day.
• Significant Impact on Enrollment: Discover the impact of the "Admission Accomplished" event, which boosted attendance and now contributes to 25% of fall enrollments.
• Effective Marketing Strategies: Find out about the targeted marketing strategies—like email and text messaging—that successfully attract students to the event.
• Advice for Other Institutions: Get insights on how other colleges can streamline their registration process, reduce barriers, and create a more student-friendly experience.

Access the Admission Accomplished Checklist: https://drive.google.com/file/d/1v3Y-2ZXHyWXEh5ePFSuQS1_eQAvaidM6/view?usp=sharing

Guest Name: Kaylan Gaines, Director of Recruitment and Engagement, Waukesha County Technical College.

Guest Social: https://www.linkedin.com/in/kaylan-gaines/

Guest Bio: Kaylan Gaines is a higher education professional with a decade of experience specializing in admissions & student recruitment. He currently is the Director of Recruitment & Engagement at Waukesha County Technical College located in southeastern Wisconsin where he develops and implements the recruitment strategy of the college's Enrollment Services unit and oversees recruitment operations and initiatives. 

Key Takeaways:

• Strategies for Creating Meaningful Experiences: Learn practical steps to start creating impactful constituent experiences, from conducting experience inventories to journey mapping, ensuring these experiences align with institutional mission and values.
• Insights into the 4Es Model: Discover RHB’s model of coherence, focusing on the four key areas—experience, expression, expectation, and effectiveness—that marketing departments need to master for greater institutional impact.
• Real-World Examples of Signature Experiences: Hear about successful initiatives, like the Summit at Agnes Scott College, that have significantly improved engagement and contributed to institutional success.
• Measuring the Impact of Experiences: Understand how to assess and measure the effectiveness of constituent experiences using various metrics and indicators, ensuring these experiences drive desired outcomes such as admissions, retention, and alumni engagement.
• Future Trends in Higher Education Marketing: Gain insights into upcoming trends and how colleges can prepare to stay ahead, focusing on digital transformation and integrating human-centered design to enhance overall constituent experiences.

How to Structure Your Higher Ed Marketing Department for the Future: An RHB Guidebook.

Guest Name: Rob Zinkan, Vice President for Marketing Leadership, RHB

Guest Bio: Rob brings 25 years of experience in higher education leadership focused on reputation and resource development and intra-organizational alignment. He joined RHB in 2019 after nearly two decades at Indiana University in a variety of senior roles from campus-level vice chancellor to system-wide associate vice president. Rob holds a doctorate from Creighton University (his dissertation topic was higher education brand coherence), a master’s from Xavier University and a bachelor’s from Wabash College. A popular speaker, writer and advisor on higher education marketing and organization design, Rob is a former CASE commissioner (Commission on Communications and Marketing) and AMA Symposium for the Marketing of Higher Education committee member. He is co-author of the 2021 book What Makes a Strategic Plan ‘Strategic’?  and is co-editor and contributor to  Inside Higher Ed’s “Call to Action” blog. Rob also teaches graduate courses in both strategic communication and higher education leadership.

1. Audience Insights: Learn how to gather insights about your target audience through data analysis, surveys, and focus groups, and how these insights influence your marketing strategies.
2. Nurturing Existing Leads: Understand techniques for targeting and nurturing existing lead pipelines to boost enrollment, emphasizing follow-up communications and personalized engagement.
3. Innovative Technologies: Explore the latest technological innovations in enrollment marketing, such as AI-powered chatbots and advanced CRM systems, and their impact on marketing efforts.
4. Social Media Strategy: Discover the power of social media in boosting enrollment through a case study and learn best practices for leveraging social media platforms effectively.
5. Data-Driven Marketing: Understand the importance of data in shaping enrollment marketing strategies and see an example of a data-informed decision that significantly impacted enrollment.

The IMPACT Framework

Guest Name: Diane L. Burkett / Executive Director of Marketing and Public Affairs / College of the Mainland

Guest Bio: Diane L. Burkett serves as the executive director of marketing and public affairs at College of the Mainland. Her diverse professional career, spanning across the public and private sectors in both higher education and software. She possesses a broad experience in marketing, communications and public relations, including expertise in higher education marketing, omni-channel marketing, digital marketing, brand strategy, public affairs, and crisis communications.

During her tenure as executive director of marketing and public affairs at COM, she successfully led efforts to pass a $250 million general obligation bond, which will enable the college to fully complete its 10-year long-range plan to transform its facilities, expand academic offerings and optimize the student experience.

Prior to joining COM, Burkett served as a director of marketing for SnapStream, inc. She also spent eight years at the University of Houston, serving in a variety of roles and progressive marketing / recruitment positions for the C.T. Bauer College of Business, School of Continuing and Professional Education and the College of Optometry. She began her professional career in software, with cPanel, Inc.

Burkett has a master's degree in Instructional Technology and a bachelor's in communications with an emphasis in public relations from Mississippi State University.

Key Takeaways:

1. Strategic Growth: Learn how College of the Mainland has grown significantly through strategic marketing and enrollment efforts.
2. Website Optimization: Discover the role of website optimization in enrollment marketing and learn effective changes made by community colleges to enhance user experience, accessibility, and functionality.
3. Seamless Student Experience: Understand the steps taken to improve the prospective student experience, from application to enrollment.
4. Integrated Marketing Strategy: Gain insights into developing a strategic and judicious integrated marketing strategy across various channels.
5. Public Perception Management: Shaping Public Perceptions: Learn how to shape public perceptions and enhance your college's brand image through consistent messaging and community engagement.
6. Personalized Enrollment Marketing: Discover examples of how personalization in enrollment marketing enhances student recruitment through personalized email campaigns, tailored content, and targeted outreach.

Guest Name: Diane L. Burkett / Executive Director of Marketing and Public Affairs / College of the Mainland

Guest Bio: Diane L. Burkett serves as the executive director of marketing and public affairs at College of the Mainland. Her diverse professional career, spanning across the public and private sectors in both higher education and software. She possesses a broad experience in marketing, communications and public relations, including expertise in higher education marketing, omni-channel marketing, digital marketing, brand strategy, public affairs, and crisis communications.
During her tenure as executive director of marketing and public affairs at COM, she successfully led efforts to pass a $250 million general obligation bond, which will enable the college to fully complete its 10-year long-range plan to transform its facilities, expand academic offerings and optimize the student experience.
Prior to joining COM, Burkett served as a director of marketing for SnapStream, inc. She also spent eight years at the University of Houston, serving in a variety of roles and progressive marketing / recruitment positions for the C.T. Bauer College of Business, School of Continuing and Professional Education and the College of Optometry. She began her professional career in software, with cPanel, Inc.
Burkett has a master's degree in Instructional Technology and a bachelor's in communications with an emphasis in public relations from Mississippi State University.

Key Takeaways:

1. Community Involvement: Discover how involving staff, students, and community members in the mascot creation process can foster a sense of ownership and pride.
2. Creative Outreach: See how unique marketing strategies, such as involving local celebrities and creating engaging social media content, can boost community awareness and excitement.
3. Sustained Engagement: Explore ongoing initiatives to keep the mascot relevant and integrated into various aspects of the college’s activities and communications.
4. Time and Patience: Realize the importance of taking time with the mascot development process to ensure thorough community engagement and thoughtful implementation.

The IMPACT Framework

Guest Name: Dr. Stephanie Erdmann / CEO and Dean / Great Falls College MSU

Guest Bio: Dr. Stephanie Erdmann is a higher education veteran with more than 20 years of experience in private, tribal, and public two-year and technical colleges in Wisconsin and Montana.
Stephanie is passionate about two-year education. She began her own educational journey at Spokane Falls Community College before transferring to the University of Montana to earn a Bachelor of Arts in Interpersonal Communication and later masters and doctoral degrees. Her career path started in advertising and marketing after college graduation, and she proudly applies this transferable skill to her role as the CEO/Dean at Great Falls College MSU since July 2021, and in previous higher ed positions at other institutions for the last several years.
With an impressive record of promoting leadership within two-year educational institutions, Stephanie constantly strives to remove barriers for students so they can improve their economic situations and civic responsibilities through education. While offering the appropriate programs of study, hiring suitable people, and providing adequate financial support, a big part of her work involves creating a brand and marketing it to a broader audience. Not only does a strong brand attract students to the campus and encourage them to attend, but a strong brand also builds a community, resulting in higher persistence leading to more graduates.

Key Takeaways:

1. Team Building: Discover how Lilian assessed the needs of Front Range Community College and strategically built a marketing team from two to twelve members in just one year.
2. Internal Partnerships: Understand the importance of building trust and partnerships within the college community to enhance marketing efforts and align with institutional goals.
3. Culture Development: Hear Lilian’s approach to creating a positive, customer-service-oriented culture within her team.
4. Creative Collaboration: Find out how collaborating with faculty and leveraging student talent can benefit both the marketing team and the educational programs.

The IMPACT Framework

Guest Name: Lilian Clemente / Executive Director of Strategic Marketing Communications and Interim VP for Strategy and Innovation / Front Range Community College

Guest Social Handles: https://www.linkedin.com/in/lilianclemente

Guest Bio: Lilian Clemente is a marketing and communications executive with 15+ years of experience in higher education. She has led large marketing and communications initiatives and helped advance brand reputation on local and global scales for some of the top universities in the country. 
As the Executive Director of Strategic Marketing & Communications at FRCC, Clemente leads the Marketing and Communications division, bringing her expertise and innovative approach to further elevate the college’s brand and expand its reach. She is responsible for drawing upon industry best practices and audience insights to develop and implement comprehensive marketing campaigns, support enrollment growth, and optimize internal and external communications. In addition to her marketing role, Lilian is also currently serving as Interim Vice President of Strategy and Innovation at Front Range Community College.
Prior to joining FRCC, Lilian served in key marketing and communications leadership roles to some of the top institutions in the U.S., including Arizona State University and the University of North Carolina at Chapel Hill, driving international enrollment growth and leading teams in creative strategy and implementation, alumni engagement and internal communications. 
Lilian's passion for access to education and her belief in the transformative power of colleges and universities have been the driving forces behind her career in higher education. She holds a master's degree in Higher and Post-Secondary Education, a bachelor's degree in Business Communication, and a certificate in International Business from Arizona State University. 

Key Takeaways:

• Ideas for leveraging data-driven strategies to enhance marketing and communication efforts, ensuring that community colleges effectively reach and engage their target audiences.
• Tips for navigating the challenges of rapid technological advancements, particularly the integration of AI in education, to enhance learning and operational efficiency.
• Guidance on maintaining effective advocacy for community colleges in Washington D.C., ensuring that their needs and contributions are recognized in legislative processes.
• Strategies for using comprehensive data to communicate the value and impact of community colleges, helping to shift public perceptions and underscore their critical role in higher education.

Guest Name: Dr. Martha M. Parham / Senior Vice President, Public Relations / American Association of Community Colleges

Guest Social: https://www.aacc.nche.edu/

Guest Bio: Dr. Martha M. Parham is the senior vice president, public relations for the American Association of Community Colleges. Parham leads the marketing, publications, media and public relations, and oversees AACC’s 21st Century Center.
Prior to joining AACC, Parham was the Director of Public Affairs, Marketing and Government Relations at the Coast Community College District, where she directed the marketing, communications, media and public relations, graphics and printing, and government relations and advocacy activities of the ninth largest community college district in California. She also served as the Executive Director to the Coast CCD Foundation. While at Coast, Parham lead the campaign for Measure M, securing nearly $800-million in General Obligation Bond funds for the district’s three colleges.
Parham is a member of the National Council for Marketing and Public Relations. She is a past president of the Community College Public Relations Organization (CCPRO) and served on the board for the Association of Community College Administrators. She has won numerous awards from NCMPR and CCPRO for her creativity in developing advertisements and publications, event planning and advocacy strategies. Parham has been the recipient of several awards, including All Pro Lifetime Achievement Award by the California Community College Public Relations Organization, and the Coast District Manager of the Year.
Prior to joining the staff at the Coast Community College District, Parham spent her time at Disneyland as an Imagineer, where she served in an administrative capacity tracking graphics and lighting design projects for Tarzan’s Treehouse, New Tomorrowland and the Disney Gallery.
A native of Virginia, Parham received her bachelor’s degree in English from Longwood University, a master’s degree in English in 2005, and her doctorate in Educational Leadership in 2011.

Key Takeaways:

• Insight into how community colleges like Palm Beach State College support local economies through strategic partnerships with businesses and community organizations.
• Ideas for adapting and expanding educational offerings based on changing community needs and employment trends to better meet workforce demands.
• Tips for improving coordination across campuses and departments to ensure effective program delivery and partnership management.
• Guidance on using CRM tools to track and document interactions and partnerships for organized and measurable engagement.
• Strategies for integrating regular feedback from community and industry partners to maintain program relevance and strengthen community trust.

Guest Names: 

Matthew Lenihan / Director of Business and Community Relations / Palm Beach State College
Edward Willey / Dean of Academic Affairs / Palm Beach State College
Dr. Belinda Mouradian / District Director for Instructional Design and the Associate Dean for Health Sciences / Palm Beach State College

Guest Bios: 

Matthew Lenihan earned his bachelor’s degree from Siena College in 2005, then delved into the private business sector in NYC, gaining insights into talent pipeline management. Transitioning to Florida in 2014, he pivoted to higher education, focusing on workforce connection and incumbent worker training. At Polk State College for five years, Matt championed customized workforce training and served on key committees, contributing to the College's accreditation self-study. He earned his Master of Arts degree in Career and Technical Education from USF in 2019, enhancing his expertise in workforce education. Joining Saint Leo University in 2020, he rose to Director of the Saint Leo East Pasco Education Center in 2021, expanding corporate partnerships and spearheading recruitment efforts amidst the pandemic. He then moved to Palm Beach State College in 2022 as Director of Business and Community Relations, tasked with fostering external and internal relationships to bolster the College’s presence in Palm Beach County.

Dean Edward Willey began his affiliation with Palm Beach State College in 1987 as a community education representative from Boca Raton Community Hospital (now Boca Regional) and as a member of the first Allied Health Advisory Committee on the Eissey Campus in Palm Beach Gardens. In 1989 he was hired as the first program clinical coordinator. During his almost 35-year tenure with Palm Beach State College, he has held numerous positions of leadership, including the positions of Coordinator with full time instructional responsibilities, Program Manager, Division Chairman, Associate Dean, Dean of Academic Affairs, Interim Dean of Health Sciences and Interim Provost. He was appointed Dean of Academic Affairs in 2000 and currently serves all five campuses as the District Dean of Health Sciences. He has earned both a graduate degree and undergraduate degree in Allied Health Science and Health Services Administration respectively and is a Ph.D. candidate in Education Administration and Leadership. At Palm Beach State College, he has served on numerous committees, including the PBSC Dental & Medical Sciences Project, Leadership Palm Beach County, Professional Development Committee, District Equity Committee, Palm Beach North Chamber of Commerce, Council of Instructional Affairs with memberships in National Council of Instructional Administrators, Florida Deans and Directors of Allied Health. 

Dr. Belinda Mouradian started her career in clinical health practice at local hospitals in South Florida. She then transitioned to higher education in 2009 and worked as an adjunct, then moved to a tenured faculty position, and later became the Nuclear Medicine Program Director. Dr. Mouradian revised the entire curriculum and successfully brought the program to receive initial programmatic accreditation as well as significantly improving the licensure pass rate to 100% on first attempt. Dr. Mouradian became extremely interested in heightening her involvement with the accreditation process and became an ABHES evaluator in her early years of teaching in higher education. ABHES has been an instrumental part of her life as she has gained an immeasurable wealth of knowledge through the robust visits she has participated in for almost 10 years to date. After receiving tenure and working as faculty for nearly a decade, Dr. Mouradian moved into administrative roles as the District Director for Instructional Design and the Associate Dean for Health Sciences. She served as a Master Quality Matters Reviewer and a faculty facilitator where she avidly worked with training faculty on how to use the learning management system as well as how to transition courses to various instructional deliveries. Dr. Mouradian holds a Ph.D. in Educational Leadership, a Master of Science Degree in Higher Education with a focus in online instruction. She currently holds a district administrative position overseeing all allied health science programs across five campuses at Palm Beach State College.

Guests Social: 

Matt's LinkedIn
Edward's LinkedIn
Belinda's LinkedIn

Guest Name: Blair Lee, Executive Director of Strategic Communications and Alumni Engagement, Community College of Aurora 

Guest Social Handles: https://www.higheredcreative.net

Guest Bio: Blair Lee is a higher-ed creative strategist, administrator and professor. By day he leads the Community College of Aurora’s marketing, public affairs and digital strategy efforts as the Executive Director of Strategic Communications and Alumni Engagement. He is also the host of the monthly education podcast Fulfilled: Your Inside Glimpse Into Higher Ed.
Mr. Lee regularly lectures on funding disparities in higher education and writes frequently on institutional access, brand advancement and student success initiatives. Blair is a proud two-time alumnus of the University of Baltimore. He is currently pursuing his PhD within the School of Education at Notre Dame of Maryland University. You can follow him online on all social platforms @TheHigherEdCreative

Key Takeaways:

• The Importance of Employer Branding: Explore the crucial role of employer branding in attracting quality faculty and staff, vital for student satisfaction and institutional success.
• Strategies for Talent Attraction: Learn innovative ways community colleges can enhance their appeal to potential employees, including showcasing unique benefits and leveraging the institution's mission.
• Employee Satisfaction: Hear the significance of creating a supportive and engaging work environment to ensure employee satisfaction and retention.
• Impact of Digital Presence: Explore how a strong digital presence and leadership visibility on social media can influence job applicants' perceptions and decisions.
• Practical Tips: Gain actionable insights for community colleges to implement immediately to boost their employer brand.

The IMPACT Framework

Guest Name: Eddie Francis / Brand strategy consultant, speaker, leadership enthusiast, and award-winning broadcaster

Guest Social: 
https://www.linkedin.com/in/eddiefrancis/
https://www.youtube.com/user/augustus06
https://www.instagram.com/eddiefrancis06/
https://www.tiktok.com/@eddiefrancis06

Guest Bio: Eddie Francis is a brand strategy consultant, speaker, leadership enthusiast, and award-winning broadcaster. He hosts “I Wanna Work There!,” one of Hannon Hill’s best higher ed podcasts of 2024 and “For Our Edification,” and he is a frequent contributor to WBOK radio. 
He has been quoted and featured in The Chronicle of Higher Education, The Huffington Post, Inside Higher Ed, Careers in Government, Watch the Yard, on “The Higher Ed Marketer,” “Confessions of a Higher Ed CMO,” and more. Among Eddie’s honors are New Orleans Magazine’s “30 People to Watch,” the Press Club of New Orleans’ Best Radio Entertainment Feature, and two nominations for AMA’s Higher Education Marketer of the Year. 
Eddie earned his master’s degree in strategic leadership from Tennessee State University and his bachelor’s from Loyola University New Orleans. He is a member of the American Marketing Association, the International Leadership Association, and Alpha Phi Alpha Fraternity Inc.

Guest 1 Name: Lisa Slappy, Chief Communications Officer, Carroll Community College

Guest 1 Social: https://www.carrollcc.edu/

Guest 1 Bio: Lisa Slappy is the Chief Communications Officer at Carroll Community College and began working at Carroll in 2022. In this capacity, she is responsible for building internal and external support, conducting public and community relations activities, and enhancing the visibility, image, and reputation of the College. She is the Public Information Officer and the spokesperson for the college. She serves as a member of the President’s Executive Team and represents the initiatives, needs, and activities of the College to all audiences. 
Prior to this position she was the Chief Communications Officer at a federal contracting company. She was responsible for planning, executing, reporting, and managing internal and external communications that increased brand visibility for a federal contracting staffing company. This included branding, industry relations, media relations, community engagement, marketing, social media, public affairs, strategic and corporate communications. 
She provided strategic communication counsel and oversight on all business facets and prepared plans for highly successful marketing campaigns and monitored ongoing campaign performance to ensure proper execution while maintaining effective strategic relationships. She prepared the executive team for all communication engagement and was the company’s principal spokesperson and communication adviser.
She holds an MBA and a Master of Science in Management and Public Relations from the University of Maryland Global Campus. She also holds a Master of Science in Administration from Central Michigan University and a Bachelor of Science in Communications from UMGC.

Guest 2 Name: Peter Toran / Lead Strategist, idfive

Guest 2 Social: www.idfive.com

Guest 2 Bio: As idfive’s Lead Strategist, Peter applies his extensive experience in education marketing, nonprofit positioning and development, and institutional branding to various client projects.  
Before joining idfive, Peter served as the Vice President of Communications and Planning at the University of Baltimore for 13 years. While at the university, Peter supervised the university’s marketing, advertising, web relations, social media, public and media relations, crisis management, and special events. He was also a member of the President’s executive office and helped the university achieve its highest student population in history. 
Peter is the former Co-Founder and Principal of TBD+, an agency that specializes in education branding and recruitment, nonprofit positioning, and the development and implementation of strategic plans. While with TBD+, Peter worked with clients such as the Clinical Legal Education Association, the University of Maryland School of Nursing, and Helia Health and Wellness. 
Peter is a summa cum laude graduate of Tufts University, has an M.F.A. in Theater from Wayne State University, and has served as an adjunct professor at the University of Baltimore and guest artist at Northwestern University.

Guest 1 Name: Dr. Anthony J. Iacono / President / County College of Morris

Guest 1 Bio: Dr. Anthony J. Iacono became the third president of County College of Morris in September  2016. He is committed to the mission of community colleges because of their ability to change lives and strengthen communities. Dr. Iacono is convinced that the keys to success are rooted in faith, life-long learning, strong community partnerships, and understanding the responsibility of caring for others.
As a member of the American Association of Community College’s Commission on Economic and Workforce Development, chair of the New Jersey Presidents’ Council – consisting of all  higher education institutions in N.J., the vice-chair of the Morris County Chamber of Commerce, treasurer for the state’s technology consortium NJEdge, and a board member for NJBIA and the NJ Humanities Council, Dr. Iacono is committed to leading with impact. He has been recognized by NJBiz as one of its Power 50 Educators for the past four years and has been named on NJ-ROI’s Influencers in Higher Education list for the past three years. Iacono was also included in New Jersey’s Power 50 Manufacturing Leaders by NJBIZ, 2019. He has received numerous recognitions from the U.S. House of Representatives, the N.J. Legislature, and from numerous community organizations in Morris County.
Dr. Iacono received his Ph.D. in American History from Mississippi State University, his M.A. and B.A. in American History from the University of Central Florida, and his Associate in Arts degree from Indian River Community College. He is proud to be a Morris County resident and honored to lead N.J.’s best college.

Guest 1 Social: https://www.linkedin.com/in/tony-iacono/

Guest 2 Name: Melissa Albright / Vice President of Marketing, PR & Enrollment Management, County College of Morris

Guest 2 Bio: Melissa Albright has over 10 years of successful experience in both sales and marketing in private industry and has 10 years of experience as an educator.  As a community college graduate, she knows first-hand the positive impact community colleges can have on students and their families.  She is dedicated to ensuring communities are aware of the life-changing benefits of attending a community college such as CCM.  Through teaching and serving, she has grown to understand that everyone has their own life story and Melissa makes it her mission to create and cultivate a positive culture that leads to strong and effective team results.  
In August of 2020, Melissa joined CCM as the first Executive Director of Marketing and Public Relations.  In November 2022, Melissa was named the District Rising Star for the National Council of Marketing & Public Relations (NCMPR) and then was named the National Rising Star in March of 2023.  Under her leadership, the marketing team was awarded three district gold awards and a bronze award.  They also received a National gold award for DEI Marketing. 
In addition to being recognized by NCMPR, in partnership with the grants department, her team was a top ten national finalist in the Lumina Foundation’s Million Dollar Community College Challenge, amongst hundreds of submissions.  CCM received $100,000, and since has received an additional $150,000 from Lumina Foundation for environmental branding.   
In July of 2022, CCM restructured, naming Melissa as the first Vice President of Marketing, PR & Enrollment Management at CCM, allowing her to bring forward the culture change and results she had achieved in marketing.  Since that time, CCM’s enrollment has increased consecutively every semester both in credit and workforce programs.  Since the restructuring, she has helped CCM receive an additional $2.4 Million in grant funding. 
Melissa received her Bachelor of Science in Business Administration, with a degree in marketing, from the University of Central Florida and an Associate of Arts in Business from Indian River Community College.  Following college, she earned teaching certificates in both business and special education.  As a strong supporter and educator of individuals with disabilities, Melissa has volunteered at her church teaching Sunday school and served as a buddy for students who are in middle school alongside her husband Dave.  She is very proud of their four children and granddaughter.

Guest 2 Social: 
https://www.linkedin.com/in/melissasalbright 
https://www.ccm.edu/

Guest Name: Nancie McDonnell Ruder

Guest Social: 
Linkedin
Noetic Consultants LinkedIn
Noetic Consultants Website
Noetic Brand Health Diagnostic

Guest Bio: 

Nancie McDonnell Ruder has dedicated her career to strengthening brands and the people who build them.

With over 25 years of experience in marketing strategy, marketing training, branding and consumer research, Nancie has vast experience accelerating growth for companies by helping build their internal marketing strength – so external marketing efforts are focused and most effective. 

Nancie began her professional career with the Leo Burnett Company in Chicago, Illinois, where she spearheaded Leo Burnett’s global new business efforts. Since launching Noetic Consulting, a marketing and leadership consultancy in 2002, Nancie has provided strategic guidance to clients large and small, including: AT&T, Discovery Channel, Georgetown University, Nike, Vail Resorts, Samsung Electronics, SC Johnson, Mayo Clinic, the Walt Disney Company and others. Noetic is proudly female owned and WBENC-Certified as a diversity owned business.

Guest 1 Name: Dan Baum 

Guest 1 Social:
LinkedIn 
AACC podcast Redefine U
AACC’s ICF-accredited coaching program

Guest 1 Bio: Dan Baum serves as executive director of Strategic Communications at Anne Arundel Community College (AACC), a nationally recognized two-year college near Annapolis, Md. Dan leads an award-winning team of marketing communications professionals who have helped strengthen the college’s reputation by developing and delivering integrated marketing communications that support student engagement and success. He is a certified life coach and instructor in AACC’s ICF-accredited coaching program. He also hosts the AACC podcast, Redefine U, which focuses on stories of transformation from students, faculty and staff. 

Guest 2 Name: Keith Paul 

Guest 2 Social: 
Linkedin 
Website

Guest 2 Bio: Keith Paul joined Northern Essex Community College (NECC) as Chief Marketing Officer in 2022 after serving as Director of Marketing and Communications at Springfield Technical Community College (STCC). He considers marketing a “contact sport” and brings more than 25 years experience to NECC spanning both the public and private sectors. 

Guest Name: Devin Purgason

Guest Social Links: 
Linkedin
Instagram
Website

Guest Bio: Devin brings years of experience in marketing, with a strong background in media, digital marketing and user experience. His passion for education and community impact is evident in his role as the Executive Director of Marketing and Student Care at Forsyth Technical Community College in Winston-Salem, NC. Devin holds a Bachelor’s degree in Theology from Piedmont International University, a Master of Divinity in Historical Theology from Southeastern Seminary, and a graduate certificate in digital media and marketing from Duke University. His dedication to fostering equitable economic mobility and transforming communities aligns seamlessly with Forsyth Tech's vision as a catalyst for change.

Guest Name: Dr. Anthony Cruz

Guest Social: 
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Guest Bio: Dr. Cruz currently serves as the Campus President of the Miami Dade College - Kendall Campus in Florida.  During his twenty-seven years of higher education experience, Dr. Cruz has used his expertise to increase educational opportunities, enhance the student experience and bolster student success.

Dr. Cruz is a native of Chicago, Illinois who grew up in Miami, Florida. Dr. Cruz works collaboratively with community partners to build pathways and remove barriers for students to thrive academically, professionally, and personally. He is committed to creating innovative approaches to reduce the skills gap and increase the number of college graduates.

Dr. Cruz currently serves on the NCCHC Leadership Fellows Program Advisory Board, Healthy West Kendall Advisory Board and as a faculty member with the NASPA Escaleras Institute.  He previously served on the NASPA James E. Scott Academy Board, the Missouri Community College Association of Chief Student Affairs Officers (CSAO) Council, the St. Louis Graduates Steering Committee, Ohio Council for Two-Year College Chief Student Affairs Officers, on the Board of Directors of the English Language Learning Foundation, Inc., Member of the Welcome Dayton Committee, and Board Trustee of the Miami Valley Child Development Centers Inc. 

Dr. Cruz has a Bachelor of Arts in Political Science from Florida International University, a Master in Public Administration from Florida State University, and a Doctorate in Higher Education from Florida International University. 

This podcast aims to shed light on the often-overlooked aspects of marketing, emphasizing its vital role in shaping an institution's overall strategy and success. By showcasing real-world examples, case studies, and interviews with experienced community college leaders and higher ed consultants, the podcast will inspire its audience to view marketing and communication as integral components of their leadership toolkit. It aims to elevate the importance of these functions and empower leaders to make more informed and strategic decisions in their roles.

The Hidden Gem is hosted by Maya Demishkevich and is a proud member of the Enrollify Podcast Network.