How to Navigate the Demographic Enrollment Cliff – An Interview with Jaime Hunt

It's podcast Thursday, and I have a confession to make.I've admired my latest guest on the Marketing Tales Show from afar and wanted her on the show to talk about higher-ed marketing for a while.That opportunity presented itself during the research phase for a white paper on the demographic enrollment cliff I wrote when this CMO agreed to help me with my primary research.Meet Jaime Hunt, VP for University Communications and CMO at Old Dominion University, and podcast host of Enrollify's Confessions of a Higher-Ed CMO.Jaime held several executive positions at premier higher-ed institutions and frequently speaks at industry conferences, such as the #AMAHigherEd this November in Chicago.But marketing wasn't always on Jaime's radar.She earned her undergraduate degree in journalism from the University of Minnesota, followed by a stint in reporting and public relations until she fell into marketing by chance.This chance encounter turned into a love for the craft, leading Jaime to enroll at West Virginia University to earn her Master's in Integrated Marketing Communications to learn more about the theory behind marketing.Equipped with theoretical knowledge and practical know-how, Jaime devotes her career to helping higher-ed institutions market their services to the next generation of leaders.A worthy endeavor, indeed.However, that endeavor is bound for rough waters with the looming demographic enrollment cliff, referring to a decline in projected enrollment numbers of traditional students.We dedicated the episode to exploring how colleges and universities can counterbalance enrollment declines by accommodating non-traditional students.One low-hanging fruit may be those adults with some college, no degree."That is such a ripe population," Jaime said."Do specifically tailored outreach to the ones who haven't finished, and start with the ones who only have a year left."Start the non-traditional student outreach on LinkedIn and put opportunities in front of people who may be looking for a job to increase their chances of getting a better job.When targeting non-traditional students, lead with empathy and "showcase how a program can be flexible, adaptable, and convenient," Jaime said. "So that you're positioning your program as something that will enhance their life, not make it more difficult."Social proof is the best proof."Showcase the success stories of your students and graduates who have pushed through challenges to earn a degree and show that outcome in your marketing messages," Jaime suggested.To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Be sure to connect with Jaime on LinkedIn and tune into her podcast, Confessions of a Higher-Ed CMO.And if you enjoyed the episode, hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏Until next time. ✌