Powered by RND
PodcastsEducationHigher Ed Pulse
Listen to Higher Ed Pulse in the App
Listen to Higher Ed Pulse in the App
(524)(250,057)
Save favourites
Alarm
Sleep timer

Higher Ed Pulse

Podcast Higher Ed Pulse
Mallory Willsea and Seth Odell
Higher Ed Pulse is your weekly spotlight on the latest in higher education marketing and enrollment. From headline news to social posts, insider insights to in...

Available Episodes

5 of 484
  • The ROI Reality Check: What Students and Families Actually Care About in 2025
    Hosts Seth Odell and Mallory Willsea tackle one of the most pressing questions in higher education today: What do students and families actually care about in 2025? With application season in full swing and yield season just around the corner, institutions must understand what’s driving enrollment decisions. Spoiler alert—it’s all about proof, not just promises. From career outcomes to tuition transparency and campus safety, Seth and Mallory break down the key factors influencing students and families today and offer actionable insights for enrollment marketers.Key TakeawaysCareer outcomes matter more than ever. Families want clear data on job placement, salaries, and internship opportunities.Tuition clarity is critical. Hidden fees and confusing financial aid packages frustrate families—transparency is key.Campus visits are happening later. More students are applying before visiting, making early digital engagement even more important.Safety and security concerns are evolving. From campus protests to natural disasters, families are considering new factors in their decision-making.Parents need more direct engagement. Many schools still fail to communicate effectively with parents, even though they play a major role in the decision.What Are Students and Families Prioritizing in 2025?How Important Are Career Outcomes in Enrollment Decisions?It’s no longer enough to promise a “transformative college experience”—families want proof that their investment will pay off. One of the biggest factors influencing enrollment decisions in 2025 is what Seth calls the perceived probability of professional success. In simple terms, students and parents are asking: Will this degree help me land a good job?The data shows that families are looking for clear, tangible indicators of career success, including job placement rates, median salaries of graduates, and access to internships. Schools that can’t provide this information—or fail to present it in an accessible way—risk losing prospective students to competitors who do. Institutions like Georgia State University are leading the way with tools like Stepping Blocks, a digital career platform that connects students with real employment data. For enrollment marketers, the takeaway is clear: don’t just highlight academic programs—showcase the career outcomes that come with them.Why Is Tuition Transparency More Critical Than Ever?Sticker price has always been a concern, but in 2025, families are demanding a new level of clarity around total cost. Many schools advertise a base tuition rate, but fail to account for hidden expenses like housing, meal plans, lab fees, and textbooks. This lack of transparency creates frustration and confusion, especially for first-generation students who may have limited guidance in navigating financial aid.Schools like the University of Dayton and UNC Chapel Hill are setting a new standard by guaranteeing fixed tuition rates for four years. This approach eliminates uncertainty and reassures families that costs won’t unexpectedly increase. Even if your institution can’t freeze tuition, Seth and Mallory emphasize the importance of simplifying how costs are communicated—avoid complex unit pricing, break costs down by semester or year, and make it easy for families to understand net price after financial aid.Why Are Campus Visits Happening Later in the Decision Process?A major shift in student behavior post-COVID is the timing of campus visits. Traditionally, students toured schools before applying, using the in-person experience to determine fit. Now, more families are delaying visits until after acceptance, often making final decisions based on financial aid offers before ever stepping on campus.This shift is especially challenging for private institutions that rely on emotional connections formed during campus visits. If a family assumes a school is unaffordable and never visits, the institution loses the chance to make its case. This means digital engagement—through virtual tours, financial aid webinars, and parent-specific communications—needs to be stronger than ever. As Mallory points out, if you wait for families to ask about cost and financial aid, you’re already behind. Schools need to proactively address these concerns upfront, not just after acceptance.How Have Safety and Security Concerns Evolved?Safety has always been a priority for families, but in 2025, the conversation has expanded beyond crime statistics. Parents and students are increasingly concerned about campus protests, political climate, and even natural disasters affecting their chosen school.For institutions, this means safety messaging needs to go beyond the basics. Schools should highlight campus preparedness for emergency situations, showcase student support services, and actively communicate how they handle campus disruptions. Instead of waiting for families to bring up safety concerns, enrollment teams should address them head-on in communications, providing reassurance and transparency.Why Should Schools Engage Parents More Directly?One of the simplest yet most overlooked strategies in enrollment marketing is direct parent engagement. While parents have always played a role in the decision-making process, many institutions still fail to communicate with them effectively.Jeremy Tiers recently pointed out on Mission Admissions that most colleges still don’t have a structured way to engage parents throughout the funnel. Parents want information on safety, cost, and career outcomes—not just rankings and student life. Schools that proactively communicate with parents through newsletters, webinars, and dedicated portals can strengthen their influence in the decision-making process.Final Takeaway: Proof, Not Just PromisesIf there’s one theme that sums up what students and families care about in 2025, it’s this: they want proof, not just promises. They’re no longer satisfied with vague claims about student success or affordability—they want data, transparency, and clear pathways to their goals. Schools that embrace this shift by providing clearer career outcomes, simplifying cost breakdowns, and engaging families more proactively will have the edge in the enrollment race. - - - -Connect With Our Co-Hosts:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaSeth Odell https://www.linkedin.com/in/sethodell/https://twitter.com/sethodellAbout The Enrollify Podcast Network:The Higher Ed Pulse 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
    --------  
    22:03
  • Pulse Check: Strategic Storytelling — Part 2
    Welcome to this new Pulse Check series on the power of storytelling. This is  Part 2: From News to Narrative: Frank Tramble on Transforming Higher Ed Storytelling. Frank Tramble shares about the importance of an integrated marketing and communications strategy, understanding your audience's core motivations to create more impactful messages and the need to always to be learning.Guest Name: Frank Tramble, Duke UniversityGuest Bio: Frank Tramble is a highly accomplished communications professional currently serving as the Vice President for Communications, Marketing, and Public Affairs at Duke University. With extensive experience in strategic executive communications, crisis communications, integrated marketing, and brand management, he plays a pivotal role in shaping Duke's reputation and strategic priorities. As a trusted strategic adviser to President Vincent Price, Frank leads Duke's central communications, marketing, media relations, and brand management activities. He provides guidance and leadership to communications professionals across various schools and units, ensuring a cohesive and impactful approach.Previously, as Vice President and Chief Communications Officer at Howard University, Frank elevated the university's reputation through innovative initiatives such as the award-winning redesign of their magazine and the establishment of The Dig, a groundbreaking daily storytelling hub.Frank's accomplishments have garnered national media coverage, including Howard's swim and diveteam becoming the first all-Black swim team featured on the cover of Sports Illustrated. He hascollaborated with renowned figures like Pete Souza and spearheaded communication strategies forhigh-profile individuals, including Phylicia Rashad, Nicole Hannah-Jones, and Ta-Nehisi Coates.An adjunct professor at Georgetown University, Frank imparts his expertise in brand strategy. He alsoserves as a lead judge for prestigious industry awards and is a sought-after speaker on topics such ascrisis communications and branding.Frank Tramble holds a master's degree in integrated marketing communications from Georgetown and abachelor's degree in advertising management from Michigan State University. With his dedication toexcellence and passion for effective storytelling, Frank continues to shape Duke University's success as aleading institution of higher education. - - - -Connect With Our Co-Hosts:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaSeth Odell https://www.linkedin.com/in/sethodell/https://twitter.com/sethodellAbout The Enrollify Podcast Network:The Higher Ed Pulse 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
    --------  
    26:44
  • AI as Higher Ed’s Crisis Compass: Does It Build Resilience or Expose Gaps
    Mallory and Seth dive into the provocative topic of AI's role in higher education, asking the critical question: Does AI act as higher ed’s crisis compass by building resilience, or does it expose vulnerabilities we’d rather ignore? The conversation explores how AI is transforming institutions, from identifying inefficiencies to bridging communication gaps, while also highlighting leadership’s role in determining whether these insights drive progress—or further deepen the cracks. If you’re curious about how to leverage AI effectively in higher ed, this episode is packed with thought-provoking insights.Key TakeawaysAI as a Spotlight: AI doesn’t just highlight what’s working; it often exposes inefficiencies, forcing institutions to confront uncomfortable truths about their operations.The Leadership Factor: Strong leadership and a culture of empowerment are critical to ensuring AI builds resilience rather than exacerbates gaps.Proactive AI Use: From early warning systems to personalized outreach, AI has the potential to be proactive, identifying and addressing issues before they escalate.Collaboration is Key: The partnership between humans and AI is essential—AI provides the insights, but leaders must act on them effectively to drive meaningful change.Avoiding the Efficiency Trap: While AI is often marketed for its speed and cost-saving benefits, its real power lies in enhancing quality and delivering better outcomes.Bridging Divides: Institutions must balance embracing AI on the administrative side with thoughtfully integrating it into academic spaces, ensuring students are prepared for real-world applications.How is AI exposing vulnerabilities in higher education institutions? AI shines a light on inefficiencies that may have previously gone unnoticed. For example, it might identify enrollment bottlenecks and reveal how these issues are tied to outdated processes in financial aid or communication. However, this transparency can make some leaders feel threatened, leading to tension between self-preservation and institutional progress.Does AI create more problems than it solves in higher ed? It depends on the leadership and culture of the institution. For organizations with strong, centralized strategies and empowered teams, AI can build resilience by identifying opportunities and creating efficiencies. However, for institutions plagued by siloed operations and "shiny object syndrome," where leadership prioritizes trendy tools over meaningful implementation, AI can expose and even exacerbate gaps.Why is there resistance to AI in the classroom? While administrative functions like enrollment and marketing have embraced AI, many academic leaders resist its integration into teaching. This creates a divide: graduates may leave college unprepared to use the very tools they’ll need in the workforce. The hesitation often stems from fears of compromising academic integrity or a lack of understanding of AI’s potential to enhance learning.How can AI be used to build resilience during a crisis? AI can play a critical role in crisis management by identifying risks early, providing data-driven forecasts, and automating routine tasks so leaders can focus on human-centric challenges. For example, AI can flag at-risk students who might otherwise slip through the cracks, enabling institutions to proactively offer support and reduce attrition. However, empathy and human leadership remain irreplaceable during high-emotion events, such as leadership changes or campus tragedies.What’s an example of AI successfully enhancing higher education operations? Seth shared a fascinating example of an AI-driven admissions call targeting students with outstanding balances. By focusing on a specific subset of students, the AI agent provided proactive outreach that human teams likely wouldn’t have had the bandwidth to complete. This kind of narrow yet impactful implementation demonstrates AI’s ability to add value without replacing human interaction.Is efficiency the best selling point for AI in higher ed? Efficiency is an obvious benefit of AI, but focusing solely on speed and cost-savings may miss the bigger picture. Institutions should aim to leverage AI to improve quality—delivering better outcomes for students and staff. For instance, AI’s predictive capabilities can identify long-term trends and provide solutions that go beyond short-term wins.What role does leadership play in AI adoption? Leadership determines whether AI builds resilience or exposes vulnerabilities. Institutions with visionary leaders who embrace a culture of collaboration and innovation are more likely to see AI as a tool for progress. Conversely, top-down, reactionary approaches—such as rushing to implement AI to satisfy board demands—can lead to misaligned investments and missed opportunities.AI is undoubtedly reshaping higher education, but whether it builds resilience or exposes gaps ultimately depends on the leadership and strategy behind its implementation. Institutions that embrace collaboration, empower decentralized innovation, and prioritize quality over speed will find that AI can indeed act as a compass, pointing the way toward a stronger future. - - - -Connect With Our Co-Hosts:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaSeth Odell https://www.linkedin.com/in/sethodell/https://twitter.com/sethodellAbout The Enrollify Podcast Network:The Higher Ed Pulse 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
    --------  
    21:09
  • Pulse Check: Strategic Storytelling — Part 1
    Welcome to this new Pulse Check series on the power of storytelling. On this Part 1: Reimagining the University as a “Big Brand”, guest Matt McFadden talks about embracing the fact that universities are mega brands and how this should influence the way we market to different audiences through a values-based brand platform. Case studies include Nike and three universities with very different use cases. Guest Name: Matt McFadden, Simpson & ScarboroughGuest Social: https://www.linkedin.com/in/mcfaddenwde/Guest Bio: Matt is the senior vice president at Simpson Scarborough, where he works with their teams to turn insights into brand strategies, creative and content that create impactful results for their partner colleges and universities. With a career dedicated to higher education marketing, he helps universities bring their stories to life, fostering stronger connections with students, alumni, and communities. Matt's passion for education began during his college days as a tour guide, orientation counselor, and athletic host, where he learned the power of collective experiences and the influence of great people. Today, his work continues to shape transformative narratives in higher education. - - - -Connect With Our Co-Hosts:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaSeth Odell https://www.linkedin.com/in/sethodell/https://twitter.com/sethodellAbout The Enrollify Podcast Network:The Higher Ed Pulse 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
    --------  
    49:26
  • The Role of Storytelling in Shaping Institutional Identity
    Hosts Mallory and Seth explore the art and strategy behind storytelling in higher education marketing. From its emotional impact to its ability to build authentic connections, they discuss how storytelling differentiates institutions in an increasingly crowded marketplace. Seth shares insights from his recent team retreat and dives deep into effective frameworks, platforms, and actionable steps for crafting compelling narratives.Key TakeawaysStorytelling's Importance: Stories are the bridge between what an institution does and how it’s perceived, creating emotional connections that drive both internal culture and external engagement.Frameworks for Success: Proven storytelling frameworks like Pixar’s “Once upon a time” and the ABT (And, But, Therefore) model help structure emotionally resonant narratives.Content Strategies for 2025: Short-form videos (YouTube Shorts, Instagram Reels, TikTok) and niche podcasts are the most impactful platforms for storytelling.Sourcing Stories: Casting calls and proactive outreach uncover diverse and underrepresented voices for authentic storytelling.Small Steps Matter: Start small by leveraging student-generated content and using free or low-cost tools to create impactful stories.Episode SummaryWhy Storytelling Matters in Higher Education Storytelling is the heart of differentiation in a crowded higher ed marketplace. Mallory and Seth emphasize that statistics alone don’t influence prospective students or alumni; it’s the personal, emotional stories that stick. Internally, storytelling shapes institutional culture, fostering alignment with values and a sense of pride among faculty and students. Externally, it drives alumni engagement, application numbers, and retention rates. Emotional connections, as Seth notes, are strategic assets.Frameworks for Building Compelling Stories Mallory highlights three storytelling frameworks to structure narratives:Pixar’s Framework: Begins with “Once upon a time” and builds through “Every day,” “Until one day,” and “Because of that.”ABT Framework: Simplifies storytelling with “And, But, Therefore,” ideal for short-form content.StoryBrand: Guides marketers to clarify messages and focus on customer-centric stories.Seth adds that authenticity, aspirational tones, and conflict are non-negotiable elements of great storytelling. By creating stories that inspire action, institutions can position themselves as essential pathways to students' future success.Platforms That Maximize Storytelling Impact The choice of platform shapes how stories are received. Seth advocates for short-form content like YouTube Shorts, Instagram Reels, and TikTok, emphasizing the power of multi-part series released in real time. Mallory underscores podcasting’s potential to build depth and personal connections, especially through niche-focused shows that demonstrate expertise in specific fields. Both agree that effective storytelling platforms invite interaction, such as sharing and tagging, to amplify reach.Actionable Strategies for Storytelling For MarCom professionals with limited budgets or teams, starting small is key. Seth recommends casting calls using surveys or AI tools to source stories efficiently. Mallory encourages leveraging student-generated content to showcase authentic day-to-day campus life. Both emphasize the importance of experimenting with storytelling formats, from skunkworks podcast pilots to video-first Instagram reels.The Role of AI in Storytelling AI tools offer untapped potential for sourcing and sharing stories. Seth envisions using AI platforms to streamline the casting process, allowing students and alumni to record their narratives seamlessly. This innovation not only reduces friction but also expands the pool of stories available for marketing. - - - -Connect With Our Co-Hosts:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaSeth Odell https://www.linkedin.com/in/sethodell/https://twitter.com/sethodellAbout The Enrollify Podcast Network:The Higher Ed Pulse 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
    --------  
    27:24

More Education podcasts

About Higher Ed Pulse

Higher Ed Pulse is your weekly spotlight on the latest in higher education marketing and enrollment. From headline news to social posts, insider insights to industry observations, join industry veterans Mallory Willsea and Seth Odell as they share their top stories from across the world of higher education. Each bite-sized, 15-minute episode is packed with personality and designed to bring what’s top of mind to the top of your feed. Perfect for the busy professional, our episodes blend sharp analysis with lively commentary, transforming complex topics into engaging, digestible insights. Get ready to be both informed and entertained, as Higher Ed Pulse offers a perspective that keeps you not just in the loop but always a step ahead in the ever-evolving world of higher education. Higher Ed Pulse is co-hosted by Mallory Willsea and Seth Odell and is a proud member of the Enrollify Podcast Network.
Podcast website

Listen to Higher Ed Pulse, The Mel Robbins Podcast and many other podcasts from around the world with the radio.net app

Get the free radio.net app

  • Stations and podcasts to bookmark
  • Stream via Wi-Fi or Bluetooth
  • Supports Carplay & Android Auto
  • Many other app features
Social
v7.6.0 | © 2007-2025 radio.de GmbH
Generated: 2/5/2025 - 11:42:51 AM