Higher Ed Marketing Needs Bold Leadership—Here’s How to Step Up. A Conversation with Suzan Brinker

Higher Ed Marketing is at a Crossroads The demographic cliff is here. Competition is tougher than ever. Institutions are losing talent to the private sector.So how do we fix it?I sat down with Suzan Brinker, Co-Founder & CEO at VIV Higher Education and author of Pass/Fail, to unpack what institutions must do to survive the next decade.Here’s what you need to know:1. Integrated Growth Planning is Non-Negotiable Most institutions operate in silos: ❌ Academic affairs picks programs in a vacuum ❌ Marketing chases inquiries without strategy ❌ Enrollment pushes deposits without knowing capacity💡 The Fix: Break down barriers. Align teams under shared goals. Schools that do this will win.2. Your Brand Isn’t Just a Logo—It’s Culture Most colleges spend millions on brand redesigns.The problem? No one actually believes in them.✅ A strong brand must be authentic to faculty, staff, & students ✅ Consistency = Trust → If your messaging keeps changing, students & donors walk ✅ Brand is bigger than marketing → It should shape hiring, admissions, and fundraising3. The Entrepreneurial Mindset Will Separate Winners from Losers Higher ed moves too slow.The schools thriving today? 👉 Northeastern University launched 10+ campuses & grew aggressively 👉 Elon University tripled undergrad enrollment over 20 years❌ Schools that resist change? They’re in trouble.4. Lead Where You Are Most institutions don’t have a VP of Cross-Functional Strategy.So be the person who steps up.Ask better strategic questions. Push for alignment across departments. Don’t wait for permission to lead.Listen to the full episode now! Follow & subscribe to The Education Marketing Leader Podcast for more insights.What’s the biggest challenge your institution is facing right now?