Ep. 65: Marketing's Role in Reshaping Pricing Strategy

Every marketer knows the four Ps–Product, Price, Place and Promotion–but it is the rare higher ed marketing leader who gets to have a voice in anything beyond just Promotion. In this episode, Jaime sits down with Paul McGinnis, vice president for marketing and enrollment at Bethel University, to talk about how he led the charge to completely transform Bethel’s pricing strategy with a tuition reset.  Takeaways for this episode include insights into:why Bethel felt it was important to move toward tuition transparencywhy marketing led the charge – and how they tackled this massive undertakinghow they communicated the change both internally and externallyhow a tuition reset could help struggling colleges make important changes that impact their trajectorywhy Jaime and Paul think that tuition transparency is an issue every higher ed leader needs to be consideringGuest Name: Paul McGinnisGuest Social: https://www.linkedin.com/in/paul-mcginnis-20ba46b/Guest Bio: Paul McGinnis is the vice president of marketing and enrollment at Bethel University. With more than 25 years of ascending leadership experience in industries as diverse as finance, higher education, and technology—including at a Fortune 250 company—McGinnis specializes in harnessing the power of teams to move organizations forward.  McGinnis has a proven track record of successful change management, designing business models for sustained growth, and unlocking the potential in leaders at all levels. His ability to create high-performing teams, coupled with strategic and relational expertise, has helped him lead organizations to sustainable success and missional advancement. McGinnis is passionate about developing purposeful Christian leaders and providing more than an education for students at Bethel University by fusing transformative academics and a vibrant, Christ-guided community. - - - -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 AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.