Higher Education Marketing Strategy: Driving Enrollment Growth with Smarter Segmentation with Lauran Hundshamer

In this episode of Data Planet, host Emma Davis interviews Lauran Hundshamer, Vice President of Enrollment and Marketing at St. Catherine University. They explore how modern enrollment marketing strategies are evolving in higher education, from redefining recruitment funnels to leveraging data-driven targeting and connected TV advertising. Lauran shares insights into how universities can build strong value propositions, segment audiences effectively, and use measurable KPIs such as cost per acquisition and return on ad spend to guide smarter marketing investments. The conversation also highlights the importance of campus visits and engagement as leading indicators of enrollment success, as well as the role of retention data and lifetime value thinking in sustaining long-term institutional growth. St. Catherine University website: https://www.stkate.edu