Higher education marketing is in the midst of a transformation, and those at the forefront are redefining the way institutions attract, engage and enroll students. This evolution was the central theme of Capture Higher Ed’s INNOVATE 2024 panel discussion, “A Seat at the Table: The Evolving Role of Marketing in Higher Education.”
Moderated by Capture Client Trainer Cat Hollands, this engaging session brought together three distinguished panelists:
- LeAnn Hughes, Vice President of Enrollment and Marketing, Illinois Wesleyan University
- Paula Gower, Associate Vice President of Marketing and Communication, Oklahoma Baptist University
- Vince Ricco, Head of Marketing and Communications, Fordham Graduate School of Education
Together, they delved into critical topics such as digital transformation, branding and cutting-edge strategies that drive enrollment success.
To open the session, Hughes talked about how the role of marketing has radically shifted in just five years.
“Five years ago, much of our focus was on comm flow and print materials — deciding who received what and when,” Hughes noted. Today, marketing is deeply entrenched in digital innovation, from SEO and analytics to leveraging AI-powered tools that meet the preferences of Gen Z and Gen Alpha students.
Hughes reflected on an interaction she had several years ago with Capture founder and then-CEO Steve Huey.
“He asked me the question, do you think you’re ever not going to print a viewbook? And I said I can’t imagine not printing a viewbook. And guess what we did last year? No more viewbook.”
Saying goodbye to the traditional viewbook allowed IWU to reallocate funds from print materials to digital advertising and platforms like geofencing and Google Ads that have yielded far more impact.
When asked about what she would tell university enrollment marketers who are reticent about using AI, she advised: “Be selective about who you allow to represent your institution with AI products.”
Test extensively, she added, and ask tough questions to ensure the tools understand your unique institution. The last thing you want is cookie-cutter answers that don’t resonate with your students.
Watch the Full Session
This was just the beginning! The session also dives into how universities are navigating direct admissions, building stronger brands and embracing cutting-edge technology. Watch the full session here.
