Higher education is often described as a world of opportunity, learning and transformation. Yet, behind the scenes, its institutions often struggle with the pervasive challenge of silos. At INNOVATE 2024, Capture Higher Ed’s virtual conference for enrollment marketing leaders and professionals, Jaime Hunt gave the opening keynote session, From Silos to Synergy: Bridging the Gap Between Admissions and Marketing. It was a rallying cry for leaders to break down barriers and reimagine collaboration in higher education.
Hunt — president of Solve Higher Ed Marketing, a former higher education CMO, and host of the podcast “Confessions of a Higher Ed CMO” — is no stranger to tackling this issue. She has made it her mission to address how institutional silos hinder success, particularly between admissions and marketing. In fact, she signs off each of her podcast episodes with, “Let’s go bust some silos.”
Hunt begins her session by pinpointing the problem: silos create a fractured approach to achieving institutional goals. She paints a vivid picture of universities operating more like a “group of independent franchisees” than cohesive organizations with a shared vision. While strategic plans may guide overarching goals, the day-to-day reality often involves leaders narrowly focusing on their departmental priorities.
This approach, Hunt argues, comes at a high cost. Silos prevent institutions from telling their stories effectively — stories that inspire prospective students to see themselves as part of the campus community.
“Facts inform, and stories transform,” Hunt says, emphasizing the importance of good storytelling in higher education. But without collaboration, marketing and admissions professionals struggle to craft narratives that resonate.
During the session, Hunt also outlines the many ways silos impede progress, from limiting interdisciplinary collaboration to wasting valuable resources. She focuses especially on the relationship between admissions and marketing, stressing that these two areas must work “hand in glove” to meet institutional goals.
“Let’s go bust some silos.” – Jaime Hunt
As a seasoned higher education marketer, Hunt understands the stakes. With a career spanning more than two decades — including leadership roles at Old Dominion University, Miami University, and Winston-Salem State University — she’s seen firsthand how collaboration transforms campuses. Now, as the founder of Solve Higher Ed Marketing, she brings that expertise to institutions looking to overcome challenges and thrive in a competitive landscape.
Hunt’s call to action is clear: bust the silos. If you missed her session, it’s not too late. Watch the recording of “From Silos to Synergy: Bridging the Gap Between Admissions and Marketing” and discover how your institution can embrace collaboration for a stronger future.
