Confessions of a Higher Ed CMO — with Jaime Hunt

Jaime Hunt speaks with Jenny Petty about a pressing issue few are discussing: the “Search Cliff.” While the “Demographic Cliff” has been a hot topic for years, the Search Cliff highlights a significant shift in the availability of prospective student data, fundamentally altering how higher education institutions attract and enroll students. Tune in as Jenny breaks down this emerging challenge, its implications, and strategies institutions can adopt to stay ahead of the curve.Key TakeawaysThe “Search Cliff” refers to the rapid decline in the availability of student data due to changing privacy laws and the shift to test-optional admissions policies.Name purchases, once a cornerstone of enrollment marketing, are yielding significantly fewer enrollments, dropping from 0.131% in 2019 to 0.043% in 2023.Institutions must pivot to focus on organic lead generation, content marketing, and paid media strategies to fill the funnel.Strong collaboration between MarCom and enrollment management teams is essential for addressing these challenges effectively.The future of higher education marketing will demand creative, technology-driven solutions, including leveraging AI and exploring new engagement strategies.What is the Search Cliff, and How Does it Differ From the Demographic Cliff? The Search Cliff represents a dramatic reduction in the availability of prospective student names for purchase. This trend is driven by shifting privacy laws and the widespread adoption of test-optional policies during COVID-19. Unlike the well-documented Demographic Cliff, which focuses on population decline, the Search Cliff underscores the limitations of traditional name-buying practices. These changes threaten to disrupt enrollment marketing strategies reliant on purchased names to drive funnel growth.Why is the Search Cliff Happening Now? Jenny explains that privacy laws in over 20 states are restricting access to student data, while the move to test-optional admissions has further limited name availability. Institutions that once relied on buying large lists of prospective student names to fuel enrollment pipelines are seeing diminishing returns. For example, the yield rate for purchased names has plummeted by 56%, making traditional tactics increasingly unsustainable.How Can Higher Education Marketers Adapt? Jenny offers several solutions to address the Search Cliff:Invest in Inbound Marketing: Organic lead generation through blogs, white papers, and gated content can create a steady pipeline of interest over time.Shift to Paid Media and Social Advertising: Institutions must build robust paid advertising strategies to compete in an increasingly crowded digital space.Leverage AI Tools: AI-powered technologies, such as virtual recruiters and chatbots, can enhance student engagement and streamline the recruitment process.Rethink Organizational Structure: Jenny emphasizes the need to evaluate team roles, particularly as AI reshapes the workload and demands of MarCom teams.What Role Should Leadership Play in Navigating This Shift? For institutions to succeed, leaders need to embrace marketing as a strategic driver of revenue and success. CMOs should foster partnerships with enrollment management teams and educate themselves about institutional budget models, financial aid strategies, and marketing ROI. Additionally, integrating marketing leaders into cabinet-level discussions ensures their voices are heard in key decisions about institutional priorities.What Does Success Look Like in the Era of the Search Cliff? Jenny challenges institutions to rethink traditional measures of success, such as application volume, and instead focus on retention and lifelong student value. As higher education faces intense scrutiny and competition, institutions must align product offerings, pricing strategies, and marketing efforts with the evolving needs of today’s students. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this episode of the Higher Ed CMO Podcast, host Jaime Hunt welcomes Jennifer Lonchar, founder of Ambio, to explore the transformative potential of Performance TV for higher education marketing. Jennifer breaks down how this technology provides the reach of traditional TV with the precision of digital advertising, delivering measurable ROI and enabling schools to craft highly targeted campaigns. From personalized storytelling to integrating AI for advanced analytics, this episode is packed with actionable insights for enrollment marketers, advancement professionals, and beyond.Key TakeawaysPerformance TV bridges the gap between traditional TV's wide reach and digital advertising's precise targeting and ROI measurement.Household ID technology ensures ethical and accurate targeting without relying on personal data.Schools can track and optimize campaigns based on how audiences respond, ensuring data-driven decisions.Empathy-driven messaging—tailored commercials for each stage of the student journey—creates a transformative connection with prospective students.Performance TV can complement traditional channels, enhancing email engagement and boosting overall campaign effectiveness.What is Performance TV? Jennifer Lonchar introduces Performance TV as a game-changer in higher ed marketing. Unlike traditional streaming ads, Performance TV combines the broad reach of television with the precision and measurability of digital advertising. Using Household ID technology, this tool allows marketers to reach specific audiences—students and parents—while respecting privacy by avoiding personal identifiable information (PII).Performance TV makes it possible to measure ROI with clarity. Schools can track behaviors, such as how many users visit the admissions page or complete an application after seeing a commercial, providing actionable insights for optimizing campaigns.Empathy in Marketing: The Power of Storytelling One of the most compelling opportunities with Performance TV is its potential for empathy-driven messaging. Jaime and Jennifer discuss how understanding your audience’s emotions and challenges can guide campaign creation. For instance, commercials could address financial aid complexities or highlight the lifelong friendships and connections fostered in college.By crafting ads tailored to specific stages in the enrollment funnel—student search, application, yield, and even summer melt—schools can resonate with their audiences on a deeper level. Jennifer emphasizes the importance of storytelling, citing examples of commercials that are memorable because they evoke emotions and build trust.Campaign Integration and Success Stories Performance TV is not a standalone solution but a powerful component of an integrated marketing strategy. Jennifer advises using it alongside email, social media, and other channels. For example, schools have seen higher engagement rates in email campaigns when paired with Performance TV exposure.Jennifer shares several success stories, such as the University of Iowa, which generated over 15,000 inquiries, applications, and event registrations during a three-month campaign. Another example is Northeastern Illinois University, which used bilingual commercials to engage diverse audiences and met their enrollment goals for the first time in years.The Future of Performance TV in Higher Ed As the landscape evolves, Jennifer predicts even more advanced integrations, such as interactive TV ads and greater use of AI for optimization. These innovations will allow schools to engage audiences more effectively and refine strategies in real-time. However, the adoption of such tools in higher ed will require marketers to move faster and embrace change.A New Era for Higher Ed Marketing Performance TV offers higher education institutions an unskippable, 30-second stage to tell their story, build trust, and inspire action. Ready to stand out in a crowded digital space? Embrace this innovative tool to revolutionize your campaigns.Guest Name: Jennifer Lonchar, co-founder of AmbioEduGuest Social: https://www.linkedin.com/in/jenniferlonchar/Guest Bio: Jennifer Lonchar brings almost two decades of expertise in higher education, having worked in various roles focused on strategic enrollment and marketing. For over 13 years she worked for Carnegie, and was instrumental in bringing digital marketing to higher education. Her deep understanding of the challenges and opportunities within the sector has made her a sought-after leader in developing innovative solutions for enrollment and student engagement. Driven by a passion for enhancing the student experience and optimizing recruitment strategies, Jennifer co-founded AmbioEdu. This venture reflects her commitment to transforming higher education marketing through advanced technologies, including Performance TV and integrated digital solutions. AmbioEdu, under her leadership, harnesses cutting-edge tools to help universities connect with prospective students more effectively and efficiently, setting new standards in the field. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this Enrollify webinar, Balancing Bites and Bonds: How AI Can Humanize Higher Ed, Mallory Willsea and an expert panel dive deep into how artificial intelligence is transforming student engagement in higher education. Featuring Confessions of a Higher Ed CMO host Jamie Hunt, Generation AI co-host JC Bonilla, AI for U host Brian Piper, and The Hidden Gem host Maya Demishkevich, the discussion addresses the dual challenge of automating processes while maintaining meaningful, human connections. Through innovative examples, insights, and lively conversation, this episode provides a roadmap for leveraging AI to create more personalized and efficient student experiences.Key Takeaways:AI as a Personalization Multiplier: AI enables hyper-personalization, allowing institutions to deliver tailored experiences at scale while freeing staff for high-touch student interactions.Balancing Efficiency and Empathy: AI can handle repetitive tasks and provide instant answers, allowing human advisors to focus on meaningful, personalized connections.Student-Centric Approach: Despite concerns, students generally value efficient solutions over the origin of communication, provided their needs are met.Ethical AI Use: Transparency, data security, and empathy should be foundational to AI implementations in higher ed.AI’s Potential for Scaling Impact: Tools like virtual assistants and predictive modeling have proven success in improving outcomes, such as higher grades and retention rates.1. How does AI enhance student engagement without dehumanizing it?Panelists agreed that AI’s strength lies in its ability to manage repetitive tasks and provide hyper-personalized interactions. For instance, Dr. JC Bonilla emphasized that AI acts as a "personalization multiplier," allowing institutions to address individual student needs with a level of nuance and efficiency impossible through manual methods alone.AI-powered tools, such as predictive analytics, enable institutions to identify at-risk students early. Brian Piper shared a compelling example from Ivy Tech Community College, where AI monitoring alerted counselors to students in danger of failing, resulting in a 98% success rate for these students in achieving a C grade or higher. 2. What are examples of successful AI use in higher education?Several panelists highlighted successful AI applications:Georgia State University: Direct text messages powered by AI helped first-generation students improve their grades by an average of 11 percentage points.Virtual Campus Tours: Maya Demishkevich shared an example where AI-powered avatars significantly increased engagement during online campus tours, providing institutions with scalable alternatives to human guides.AI Virtual Assistants: Institutions like Forsyth Tech have saved thousands of staff hours by automating responses to routine queries, enabling human staff to focus on higher-value tasks.3. Do students care if AI is part of their experience?Surprisingly, the consensus was that students care more about getting their needs met efficiently than whether the solution involves AI. However, transparency remains critical. As Brian Piper pointed out, institutions should disclose when AI tools are being used to ensure trust isn’t eroded. 4. What are the ethical considerations in using AI for student communications?Panelists underscored the importance of ethical AI use, advocating for transparency, data security, and empathy as foundational principles. Jamie Hunt stressed the need to ensure AI-generated content aligns with institutional values and human oversight remains part of the decision-making process. 5. How can institutions address faculty and staff fears about AI replacing jobs?To build trust, institutions should focus on training faculty and staff to use AI tools as enhancements to their roles, not replacements. As Maya Demishkevich noted, AI can save time by automating mundane tasks, allowing employees to focus on strategic, human-centric work. JC Bonilla added that embracing the role of “AI champions” within institutions can help bridge the gap between AI skeptics and early adopters. 6. What does the future of AI in higher ed look like?Panelists agreed that AI’s future lies in hyper-personalization, advanced virtual assistants, and smaller, task-specific language models (LLMs). The emergence of AI "agents" tailored for distinct tasks will allow for even greater efficiency and impact.AI is transforming higher education by bridging the gap between efficiency and empathy. The insights shared in this episode reveal the exciting potential for AI to not only streamline processes but also amplify the human connections at the heart of higher education. To dive deeper, listen to the full episode of Balancing Bites and Bonds: How AI Can Humanize Higher Ed, and explore the possibilities for your institution. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

Got a story to tell? An innovative idea to share? Fill out our guest nomination form, and let's chat!Host Jaime Hunt speaks with Shaun Carver, the Executive Director and Chief Executive Officer of the International House at the University of California, Berkeley, about the challenges, opportunities, and strategies for better supporting international students in higher education. The discussion sheds light on the cultural and economic benefits international students bring, the need to foster inclusivity and free speech, and how universities can adapt to societal and political changes to create a more welcoming environment.Key TakeawaysInternational students enrich learning environments: They bring unique perspectives that foster cultural understanding and prepare students for a globalized workforce.Political rhetoric impacts enrollment: Even without formal policy changes, unwelcoming political climates can deter international students from applying.Free speech and inclusivity matter: Universities should ensure students feel safe expressing differing viewpoints and engaging in civil discourse.Diverse support systems are essential: Institutions must focus on cultural exposure, community-building, and access to essential services for international students.A growth mindset fosters innovation: Encouraging students to step outside their comfort zones promotes intellectual curiosity and global leadership skills.Why Are International Students Important to Higher Education?International students bring a wealth of diversity to higher education, enriching campus communities with their perspectives, experiences, and cultural backgrounds. Shaun Carver emphasizes their vital role in fostering a global learning environment that prepares students for interconnected, multicultural workplaces.Beyond academics, international students significantly contribute to local economies. From tuition payments to housing and daily living expenses, their economic impact extends beyond campus boundaries. Shaun also highlights how many international students go on to lead innovative startups and global companies, particularly in Silicon Valley, underscoring the long-term benefits of their presence in the U.S.Despite these benefits, political rhetoric and visa uncertainties can deter international students, forcing institutions to miss out on their transformative contributions. Universities must address these concerns proactively to remain competitive on the global stage.How Can Universities Create Welcoming Environments?Creating an inclusive and supportive environment for international students requires deliberate effort. Shaun outlines three key strategies:1. Cultivating Free SpeechUniversities should encourage environments where all students feel comfortable expressing their viewpoints. At the International House at the University of California, Berkeley, 80% of residents feel free to share minority views without fear of judgment, serving as a model for fostering civil discourse on campus.2. Building CommunityPrograms like the International House’s weekly diversity and coffee hour allow students to share their cultures through food, music, and storytelling. These events not only build a sense of belonging but also foster cross-cultural understanding among students from different backgrounds.3. Providing Practical SupportWhile universities may not handle visa or employment processes directly, they can offer workshops, mentorship programs, and community events to help international students navigate their new environment. Ensuring that students feel supported in both practical and personal aspects is key to their success.What Challenges Do International Students Face?International students often face unique obstacles, including navigating visa regulations, overcoming cultural barriers, and coping with homesickness. Shaun recounts stories of students who, despite immense financial and emotional pressures, strive to succeed in the U.S. education system.For many, even basic needs like food can become a challenge. Shaun shares how implementing inclusive dining options at the International House, like dishes from various global cuisines, helps students feel more at home. These small yet impactful gestures can make a significant difference in a student’s overall experience.Additionally, divisive campus climates can make international students feel unwelcome. Institutions must work to ensure their campuses are places where students of all backgrounds feel safe, valued, and supported.What Can Universities Learn from the International House?For over a century, the International House has been a leader in creating inclusive, multicultural communities. Its model of hyper-diversity—housing students from over 80 nationalities under one roof—offers a blueprint for fostering cross-cultural connections. Shaun attributes the success of the International House to:Encouraging Growth: Students are challenged to step out of their comfort zones and engage with others who have vastly different experiences and viewpoints.Promoting Civil Discourse: Creating spaces where students feel free to express their beliefs fosters open-mindedness and intellectual humility.Sharing Best Practices: By collaborating with other universities, the International House seeks to expand its model to campuses worldwide, addressing the growing need for inclusive and globalized educational environments.Looking Ahead: The Role of International Students in a Globalized WorldAs higher education continues to globalize, institutions must actively work to support international students. Shaun emphasizes the need for universities to rebrand themselves as inclusive and welcoming spaces. Beyond rhetoric, this requires actionable steps to build communities where diverse viewpoints thrive.International students not only enrich the institutions they attend but also contribute to society and the global workforce in profound ways. Their courage and resilience in pursuing education abroad inspire us all, and their success benefits everyone.Guest Name: Shaun Carver, Executive Director and Chief Executive Officer of the International House at University of California BerkleyGuest Social: https://www.linkedin.com/in/shauncarverGuest Bio: Shaun Carver is currently Executive Director and Chief Executive Officer of the International House at University of California Berkeley and has been in the role since August 2020. He served as Assistant Dean for Graduate Programs in the Rady School of Management, UC San Diego (2017-2020), and as Executive Director of the Hult International Business School (Boston, New York, San Francisco, Shanghai; 2013-2017), where he oversaw 750 students representing 82 countries. Before that, he served in leadership positions in institutions of international higher education in China (2002-2013) at the University of International Business and Economics in Beijing, Tsinghua University, and the Sino-British College of the University of Shanghai Science and Technology (USST).Shaun received his B.A. (High Technology Management), and an M.B.A. from California State University, San Marcos. He is currently pursuing a doctorate in education (Ed.D.) at the University of Southern California.Shaun’s father is American and his mother British, thereby allowing Shaun to hold citizenship in both the United States and the United Kingdom. As a child, the family moved around often, within the U.S., and lived for two years in Ireland. Shaun traveled widely during his years in Asia, through China, Taiwan, Hong Kong, Mongolia, Japan, and many other countries throughout the continent. He feels at home in cross-cultural situations.He met his wife, Bei Bei Zheng, in Shanghai.  Her family, originally from the seaport city of Wenzhou, is also international, with some members currently living in Italy. Their two children, LiAnne (age 8) and James Maxwell [Max] (age 6), are comfortable in multicultural environments, spending significant time with family in China, Italy, and the U.S. - - - -Connect With Our Host:Jaime Hunthttps://www.linkedin.com/in/jaimehunt/https://twitter.com/JaimeHuntIMCAbout The Enrollify Podcast Network:Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.Attend the 2025 Engage Summit! The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register