Higher Ed Storytelling University

If you've been feeling the pressure to overhaul your entire web presence for AI search, this episode is your permission slip to take a breath.Georgy Cohen is a content strategist who has spent her career in and around higher ed — in-house at universities, at agencies, and as an independent consultant. She joined the show to talk about one of the most practical and overlooked problems in higher ed marketing: how to actually structure your website so it answers the questions prospective students are asking — without relying on the sprawling, ungovernable FAQ page that becomes a dumping ground the moment you create it.Georgy brings a content strategy and information architecture lens to a conversation that usually stays at the surface level of SEO and branding. The result is a genuinely useful framework for thinking about your web content on two levels at once — what the human sees and what the bots are crawling — and why attending to both doesn't have to mean starting from scratch.In this episode:Why FAQ pages are well-intentioned but create more problems than they solve — and what to do insteadThe difference between the "viewable web" and the "semantic web," and why higher ed is mostly only thinking about one of themWhy clear communication fundamentals will get you most of the way to AI findability — and why panicking won'tHow to bridge the gap between subject matter experts (faculty, financial aid staff) and the content strategists who know how to structure informationWhy higher ed's reluctance to have a point of view is hurting both their brand and their findabilityThe role user research should be playing — and why it's underusedTwo short books Georgy recommends for anyone who wants to build a foundational understanding of content strategy and information architectureResources mentioned:Everyday Information Architecture by Lisa Maria Marquis: The Elements of Content Strategy by Erin KissaneAbout Schema Markup: https://schema.org/docs/schemas.htmlhttps://www.google.com/webmasters/markup-helper/u/0/https://search.google.com/test/rich-resultshttps://www.seerinteractive.com/insights/higher-education-schema-how-your-school-can-win-googleConnect with Georgy:LinkedIn: Georgy Cohen: https://www.linkedin.com/in/georgy/georgycohen.com

In this solo episode, John breaks down the fundamental camera settings and workflow decisions that can immediately elevate your video quality—whether you're brand new to video or looking to refine your technical foundation as an in-house higher ed videographer.Key takeaways:The four critical camera settings: frame rate (shoot 24fps for cinematic look), aperture (lowest f-stop for background blur), shutter speed (set to 2x your frame rate), and ISO (keep as low as possible to avoid grain)Why shooting in 4K but editing in 1080p gives you flexibility without unnecessary file sizesThe case for auto white balance in run-and-gun scenarios to avoid color correction nightmaresWhy shooting in LOG color profiles often creates more problems than it solves for in-house teamsHow to avoid the two biggest stabilization mistakes: micro-jitter from handheld shooting and overusing gimbal shotsAudio quality matters more than video quality—record directly into your camera and hide those lav micsThink about workflow and asset management, not just the single video you're making right nowConnect with John:Email: [email protected]: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

In this solo episode, John addresses a critical gap in how colleges use video content during yield season. Most institutions have great video content scattered across platforms, but admissions counselors often don't have easy access to share it in one-on-one conversations with prospective students—exactly when it could make the biggest impact.Key takeaways:Video shouldn't just be a broadcast tool measured by views—it's a powerful one-to-one communication assetFive strategic views from an admissions counselor to fence-sitting students may be more valuable than 5,000 algorithm-driven viewsMarketing, social media, and admissions teams often operate in silos, missing opportunities to leverage existing contentA simple Google Doc library organized by student questions can bridge this gap in an afternoonDon't just rely on the algorithm to deliver your content—be the algorithm by hand-delivering the right video at the right momentMeasure success not just through broadcast metrics, but through counselor feedback on whether videos helped close enrollment gapsResources mentioned:Free Google Doc template: https://unveild.tv/strategytoolboxConnect with John:LinkedIn: https://www.linkedin.com/in/johnazoniEmail: [email protected]: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Jolene Travis, Assistant Vice President for Communications and Marketing at Pratt Institute. In this episode, Jolene shares how Pratt built a comprehensive campaign to combat negative headlines about creative arts education and shift public perception.Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "What are we going to do about these headlines?" She walks through the internal process of building messaging that all stakeholders could see themselves in, the importance of listening to faculty pushback, and how strategic media relations generated nine top-tier placements including The New York Times, NBC Nightly News, and WNYC—all amplifying a counter-narrative that painting and drawing programs have waiting lists while critics claim art school is dead.Key Takeaways:GEO (Generative Engine Optimization) is critical for higher ed—95% of AI citations come from earned media, not your website.A creative education teaches critical questioning and problem-solving, not just technical skills—it prepares graduates to pivot across industries.Internal alignment on messaging is non-negotiable—if faculty and staff don't see themselves in your framework, it won't work externally.Success in creative fields isn't always a Google salary—art residencies, grants, and having a "bar gig that supports your creative work" are valid markers of success.The most compelling messages often come from proximity to leadership—Jolene captured "there's a waiting list for painting and drawing" from staffing her president at an event.A single data point (applications up in fine arts) became the foundation for 9 major media placements when paired with proper media prep and relationship building.Partner with peer institutions rather than compete—a chorus is stronger than a single voice when shifting narratives.NBC produced a full campus segment without ever visiting campus because Pratt had organized B-roll in their digital asset management system.Zoom waiting room videos are an overlooked touchpoint—Pratt's 30-second video plays in 60,000 meetings annually, creating brand impressions before conversations even start.Start your campaign by listening, not by pushing out your message—understand what the other side is saying first.Holiday breaks are ideal times to think through big strategic challenges.Connect With Jolene:LinkedIn: https://www.linkedin.com/in/jolenetravis/Resources Mentioned:Pratt Institute websiteBynder (Digital Asset Management system)Muck Rack GEO reportThe New York Times: "Pratt School of Art applications up" coverageWNYC/Gothamist: Trend piece on NYC art school applicationsNBC Nightly News segment on AI and creativityBlog post on Zoom waiting room videos: https://unveild.tv/blogConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Pez Perry (Robert Perry), Principal Consultant at Squiz. In this episode, Pez shares his expertise on why most higher education websites fail prospective students and what institutions need to do differently.Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospective students actually search for information. He explains why the future of university websites looks more like ChatGPT than traditional navigation menus, and offers practical advice for making websites more user-centered.Key Takeaways:Most university websites are organized around internal departments and leadership priorities rather than user questions and needs.Red flags of poor website design include president statements on the homepage, navigation by department names, heavy jargon, and homepage carousels with drone footage.Prospective students don't understand university terminology like "provost," "dean," "bursar," or "vice chancellor."The future of university websites is moving toward ChatGPT-style interfaces where users ask questions in natural language and receive immediate answers.Gen Z students (your future applicants) already expect AI-powered, conversational interfaces in their daily lives.University of Edinburgh embeds scholarship information directly on course pages, eliminating the need for students to navigate away to find financial aid details.Monash University gives departments freedom to experiment with content within clear brand guidelines.Universities are innovation hubs in research but surprisingly conservative in their digital communication strategies.The quickest win: eliminate jargon, acronyms, and high readability levels from your website content.Don't assume you know what students want—ask them through surveys, webinar registration questions, and intake forms.Content should answer user questions first, then deliver brand messaging second.Connect With Pez:LinkedIn: https://www.linkedin.com/in/robertpezperry/Resources Mentioned:University of Edinburgh website: https://www.ed.ac.uk/Monash University website: https://www.monash.edu/Squiz: https://www.squiz.net/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

In this episode, Jenny Petty and Stephanie Geyer talk about their experiences in higher education marketing, focusing on their collaborative efforts at the University of Montana. They discuss the challenges of enrollment decline, the importance of storytelling, and the revitalization of campus traditions. The conversation also touches on the significance of indigenous representation and the future of marketing strategies in higher education.TakeawaysThe importance of mentorship in career development.Building a modern marketing team requires collaboration and innovation.Revitalizing campus traditions can enhance community engagement.Storytelling is a powerful tool in higher education marketing.Indigenous representation is crucial for fostering belonging.Enrollment strategies must adapt to changing demographics.Creating a brand identity requires input from the entire campus community.Digital marketing strategies are essential for modern enrollment efforts.Emphasizing retention is as important as recruitment.Continuous learning and adaptation are key in higher education marketing.Links:Jenny’s Linkedin: https://www.linkedin.com/in/jennydurnanpetty/Stephanie’s Linkedin: https://www.linkedin.com/in/stephanie-geyer-553a862/Subscribe to the Higher Ed Storytellers Digest. A weekly newsletter for higher ed MarCom leaders: unveild.tv/newsletter

In this conversation, Christine Albano discusses her journey in social media management within higher education, particularly at Felician University. She shares insights on the importance of social media as a research tool for prospective students, the creative processes behind successful campaigns, and the challenges of managing a student content team. Christine emphasizes the need for authenticity in content creation and the role of AI as a supportive tool in marketing strategies. The discussion also covers engagement strategies, including giveaways and contests, and the future direction of Felician's content strategy, including a new podcast initiative.Key Takeaways:1. Social media is how prospective students research colleges: Platforms like Instagram and TikTok function as search engines, giving students a real look at campus life before they ever visit a website.2. Strong engagement comes from relevance and creativity: Content performs best when it highlights real experiences, hands-on learning, and student voices rather than polished marketing clichés.3. Student content teams need structure, trust, and training: Clear guardrails, hands-on coaching, and shared creative processes help students contribute effectively while staying on brand.4. Giveaways and interactive formats can drive real momentum: Well-designed campaigns (like Felician’s anti-melt giveaway) can sustain interest, boost engagement, and support enrollment goals.5. Authenticity and smart use of AI strengthen content strategy: Honest storytelling resonates most, while AI works best as a supportive tool for ideation, captions, and efficiency—not a replacement for human creativity.Relevant links:Instagram: https://www.instagram.com/felician_university/TikTok: https://www.tiktok.com/@felicianuniversityYoutube: https://www.youtube.com/@FelicianUniversityLinkedin: https://www.linkedin.com/school/felician-university/Facebook: https://www.facebook.com/felicianuniversity

In this episode, host John Azoni sits down with Dan Giroux, independent consultant and former senior advancement communications leader at Drexel University, to explore why Advancement Marketing & Communications (MarCom) is one of the most overlooked — yet most critical — functions in higher education today.Dan shares insights from his three-act career journey (agency, in-house, and independent consulting), discusses the structural challenges holding advancement teams back, and outlines practical, realistic ways institutions can create more authentic, impactful content — even with limited resources. The conversation dives deep into storytelling, leadership alignment, donor engagement, and why higher ed can learn a lot from modern creators like MrBeast when it comes to community-driven philanthropy.This episode is a must-listen for advancement leaders, MarCom professionals, and anyone navigating fundraising, alumni engagement, or institutional storytelling in a rapidly changing higher-ed landscape.Key takeaways:Advancement MarCom plays a bigger role than many institutions realize: When it’s treated as tactical support instead of a strategic function, schools miss opportunities to drive engagement, loyalty, and giving.Collaboration starts with leadership alignment: Strong partnerships between Central MarCom and Advancement leaders make cross-team collaboration possible; misalignment at the top creates silos everywhere else.Authentic storytelling comes from specificity, not polish: Donors and alumni connect more deeply with real, detailed stories than with highly produced, generic campaign messaging.Stewardship is a growth strategy, not an afterthought: Post-gift communication and impact storytelling strengthen relationships and increase long-term support.Limited resources don’t have to limit impact: Small teams can scale by prioritizing the right work, using freelancers strategically, and building repeatable content systems.

In this episode, Ross Simmonds, CEO of Foundation Marketing and Distribution.ai, unpacks why Reddit has become one of the most influential platforms in the student decision-making process—shaping search rankings, AI responses, and campus reputation in ways most institutions aren’t tracking. He explains how universities can strategically participate without sounding promotional, how to build karma and credibility, and why owning your subreddit is now essential brand hygiene. Ross shares practical steps for teams of any size to start distributing content effectively, encourages leveraging student-generated stories, and highlights how repurposing existing assets can drive massive impact. He also discusses his book, Create Once, Distribute Forever, and offers low-lift strategies to help higher ed marketers turn Reddit from a risk into an unmatched opportunity.Links:Ross’ book: Create Once, Distribute ForeverRoss’ companies: Foundation Marketing and Distribution.aiKey takeaways:Reddit now shapes both search results and AI-generated answers used in the college search.Universities must own and actively manage their subreddits to influence student perception.Zero-click storytelling outperforms link-dropping and builds trust on Reddit.Studying subreddit culture and tailoring content to it prevents bans and boosts engagement.Consistency—15 minutes a day of authentic activity—compounds into real visibility and impact.

In this conversation, Erin Fields, the marketing director at Ology, discusses her journey in higher education marketing, emphasizing the importance of authentic content and understanding student needs. She shares insights on leveraging LinkedIn for thought leadership, the role of Reddit in gathering student feedback, and effective strategies for email marketing and blog content. Erin highlights the significance of spotlighting real student stories to build trust and relatability, and encourages higher ed professionals to embrace experimentation in their content creation efforts.Key takeaways:Authentic, human-sounding conversations should lead higher ed marketing.Student needs and real questions must drive all content decisions.Platforms like LinkedIn and Reddit are essential for understanding student sentiment.Content should prioritize clarity, simplicity, and genuine value.Building helpful, student-centered resources strengthens brand trust over time.

In this engaging conversation, Dr. Dérecco Lynch shares his insights on transforming higher education through innovative marketing strategies, storytelling, and building brand affinity. He emphasizes the importance of engaging students and stakeholders by simplifying messaging and creating a culture of collaboration. Drawing parallels with Apple's approach to product launches, Dr. Lynch discusses the need for higher education institutions to adapt to market changes and actively engage with their communities. He also highlights the significance of celebrating wins to foster a positive organizational culture and motivate staff.Student stories landing page referenced in episode: https://www.uc.edu/news/articles/2023/11/beyond-the-classroom-with-5-real-uc-students-around-the-country.htmlDéRecco's Linkedin post about the Apple Keynote: https://shorturl.at/AyYrYKey takeaways:Story-driven messaging helps higher-ed institutions communicate real impact.Simple, clear pillars make institutional visions easier to align around.Activations and experiences are more effective than emails or PDFs for spreading vision.Building brand affinity early leads to stronger long-term loyalty and advocacy.Higher ed must innovate and adapt to stay competitive in a shifting market.

In this episode, John Azoni interviews Cory Glover, a Marketing Cloud Manager at the University of Michigan Dearborn, about reducing friction in email campaigns. They discuss the importance of personalization, the challenges of managing email communications, and the impact of strategic changes in messaging. Cory shares insights on improving student engagement through dynamic content and storytelling, emphasizing the need for clear, actionable communication. The conversation also touches on the role of technology in enhancing the student experience and the significance of creating a seamless journey for prospective students. They also review slides from a presentation that demonstrate the effectiveness of visual changes, such as adding icons, in improving email readability.To view the presentation slides referenced in this episode click here.Takeaways:Personalization in email campaigns can significantly enhance student engagement.Dynamic content and storytelling are effective in reducing friction in communication.Clear, actionable communication is crucial for improving student experience.Strategic changes in messaging can lead to increased application and deposit rates.Technology plays a vital role in enhancing the student journey.

Chris Rapozo shares his journey from Germany to the United States, discussing his experiences as an international student and the cultural challenges he faced. He emphasizes the importance of addressing the emotional needs of international students and the role of content in supporting their retention. The conversation also touches on the significance of personal connections and the impact of life decisions.Key takeaways:Invest in yourself for a 100% return.Repurpose long-form content into short-form videos.Address the fear of looking stupid in new environments.Loneliness is a big deal for people moving to a new country.Life decisions often lead to unexpected and rewarding outcomes.

In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn as a powerful networking and marketing tool, and on her viral “Don’t Tell Marketing” series, which underscores the risks of inconsistent branding. Throughout, she emphasizes the need for effective communication and collaboration between marketing and admissions departments to improve student engagement and enrollment processes.Key Takeaways:Perseverance from surfing – Since age 12, Cheryl has learned patience and resilience through surfing, lessons she carries into her professional life.LinkedIn as a growth engine – She views LinkedIn as essential for brand building, networking, and driving opportunities in higher education.Brand consistency matters – Her “Don’t Tell Marketing” series highlights how off-brand colors, DIY logos, or rogue flyers can damage institutional credibility.RFP frustrations – Many higher ed RFPs already have a pre-selected partner, wasting valuable time and resources for other vendors.The student journey is like dating – Colleges must follow up with urgency and personalization; ignoring inquiries is the equivalent of “ghosting” a potential student.

In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enhance content quality and reach.Key Takeaways:​​Colleges often struggle with a scattered approach to video content.Intentional content creation is crucial for meeting institutional goals.Filming for posterity can lead to wasted resources.Short form video is essential for engagement on social media.Transforming events into engaging content can maximize impact.

In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation.Key Takeaways:AI accelerates video production workflows — Tools like ChatGPT streamline scripting, storyboarding, and editing by extracting insights from transcripts and organizing raw content efficiently.Transcripts + AI = Actionable Insights — Transcribed client calls and interviews are used to generate creative briefs, map messaging pillars, and identify the strongest story arcs.Custom GPTs enhance brand consistency — For recurring clients, tailored GPTs help maintain messaging tone and speed up ideation by “remembering” previous projects and goals.Voice cloning and generative visuals save time — AI voiceovers (via 11 Labs) and tools like Google VO or Photoshop’s Generative Fill reduce production delays and increase flexibility without compromising quality.Experimenting with AI leads to real production breakthroughs — From rethinking episode formats to saving damaged audio, testing AI tools has resulted in both creative and practical wins.

In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape.The AI tools that were referenced in the episode are these:🔧 1. ChatGPT TeamsUsed by both your team and Seth’s for research, scriptwriting, and creative ideation. 🔗 https://openai.com/chatgpt/teams🧠 2. Whispr FlowUsed by Seth for voice-to-text input directly into any field (especially ChatGPT). 🔗 https://wisprflow.ai/🎥 3. Loom (with AI SOP feature)Used to record processes and auto-generate standard operating procedures from video. 🔗 https://www.loom.com📞 4. FathomUsed to record, transcribe, and summarize meetings, generating notes and follow-up actions. 🔗 https://fathom.video🎙 5. ElevenLabsUsed to clone voiceover artists for scratch tracks and real VO in marketing videos. 🔗 https://www.elevenlabs.io🎬 6. Opus ClipUsed for cutting up video content (e.g., podcast clips) into short-form, AI-generated social videos. 🔗 https://www.opus.pro🖼 7. Adobe Generative Fill (Photoshop)Used to extend image backgrounds, clean up photos, and add visual elements using AI. 🔗 https://www.adobe.com/products/photoshop/generative-fill.html🎞 8. Google VeoUsed for abstract generative video, particularly when reenactments or B-roll are unavailable. 🔗 https://deepmind.google/technologies/veo🖥 9. Canva Magic Design (AI-powered slides)Used by you to turn strategy outlines into full AI-generated presentation slides. 🔗 https://www.canva.com/magic-design/🔑 Key TakeawaysAI is a powerful assistant, not a replacement It should be used as a “subcontractor” to support human creativity—helping with research, ideation, and repetitive tasks while keeping decision-making and taste in human hands.Adoption starts with leadership and culture Leaders must actively encourage exploration, experimentation, and knowledge-sharing to create a culture where AI tools are embraced and integrated into workflows.Understanding AI’s limits is as important as leveraging its strengths Knowing where AI fails is crucial for using it responsibly and effectively. Organizations should focus on learning both the capabilities and shortcomings of the tools they use.AI unlocks efficiency, not just productivity From speeding up casting, scripting, and reporting to automating standard operating procedures, AI reduces friction—freeing teams to focus on high-value creative work.

In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors and drive contributions. The discussion emphasizes the need for fundraisers to be open about challenges and to use data and stories effectively to engage their audience.🎯 Key Takeaways from the Episode:Don’t be afraid to tell real, messy stories. Authentic narratives—especially ones that reveal challenges—create stronger emotional connections with donors.Cross-department collaboration enhances storytelling. Fundraising, marketing, and alumni teams should align efforts to maximize storytelling impact and avoid working in silos.Connect donors to people, not just statistics. Specific, human-centered stories resonate more deeply than generic data or institutional updates.Make the donor feel their impact is tangible. Whether through a scholarship, mentorship, or general fund support, donors want to know exactly who and how they’re helping.

In this episode, John Azoni discusses the importance of storytelling in higher education content creation. He emphasizes the need to move beyond basic information sharing to create compelling narratives that resonate emotionally with audiences. The conversation covers the science behind storytelling, the distinction between narrative and declarative storytelling, and the significance of human-first thinking in crafting engaging content. John also provides practical examples and insights on how to ask better questions to elicit more meaningful stories from individuals, ultimately aiming for content that is memorable and impactful.Key Takeaways:Not all content is storytelling: Simply sharing facts or descriptions isn’t storytelling — stories require emotional depth and human connection.Show, don’t just tell: Strong content immerses the audience with specific moments, sensory details, and authentic emotion.Declarative storytelling works too: It doesn’t need a full plot — personality, vulnerability, and a human-first approach can be just as impactful.Better questions = better stories: The way you frame questions determines whether you get surface-level info or meaningful, memorable moments.Quality beats quantity: One emotionally resonant piece of content is more valuable than ten forgettable ones.Links:Learn more about UNVEILD: https://unveild.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: https://www.youtube.com/@HigherEdStorytelling

In this conversation, John Azoni and Rob Clark discuss the evolution of Rob's family brand on social media, the impact of COVID on their career paths, and insights from Rob's new book on social media success. They explore the importance of storytelling, audience engagement, and the balance between quantity and quality in content creation. In this conversation, Rob Clark and John Azoni discuss the unpredictable nature of content success on social media, particularly in the context of higher education marketing. They emphasize the importance of balancing quality and quantity in content creation, understanding trends without losing brand identity, and defining success in social media efforts. The discussion also highlights the need for consistent content creation and the evolving role of social media in marketing strategies for universities.Key takeaways:One video can change everything—you don’t need a massive following if one strong piece hits the right audience.Quantity leads to quality—consistent output is key to learning what resonates and gaining traction.Shares matter most—likes are nice, but shares drive real reach and impact.Organic content is your testing ground—see what works before investing in ads.The future of marketing is social—Rob predicts social media teams will be the marketing teams within 5 years.Links:Connect with Rob Clark on LinkedIn Link to book referenced in episode: Growing Your Influence by Rob Clark Learn more about UNVEILD: https://unveild.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the need for creativity and inspiration beyond traditional higher education practices, advocating for a narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of storytelling in content creation, particularly in higher education. They explore the differences between narrative and declarative storytelling, the importance of engaging hooks, and the necessity of conflict in storytelling. Tony shares his experiences working in Saudi Arabia, emphasizing cultural sensitivity and the need for diverse representation in storytelling. The discussion concludes with practical tips for effective storytelling, encouraging content creators to focus on their audience's needs and the overarching narrative they wish to convey.Key takeaways:Higher ed changed Tony’s life—he went from construction work to leading global marketing efforts in academia.Storytelling beats features—narrative and emotional engagement are more impactful than just listing facts.Inspiration should come from everywhere, not just other universities—great ideas often come from outside the industry.Good content has structure—start with a hook, re-hook throughout, and always know the goal behind the story.Diversity and authenticity matter—Tony’s storytelling in Saudi Arabia centered real people and underrepresented voices, backed by clear content pillars.🔗 Links & Resources:Connect with Tony Sheridan on LinkedIn Learn more about UNVEILD: https://unveild.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: Higher Ed Storytelling on YouTubeReferenced in episode: - Trey Parker and Matt Stone from South Park on Storytelling: https://www.youtube.com/watch?v=vGUNqq3jVLgKAUST (King Abdullah University of Science and Technology) – where Tony works: https://www.kaust.edu.sa

In this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of quirky, offbeat campaigns that resonate with audiences and the significance of casting diverse voices to tell compelling narratives. In this conversation, John Azoni and Warren discuss the intricacies of higher education marketing, focusing on the production process, the importance of authenticity, and the creative risks involved in storytelling. They share insights from their experiences, including the challenges and rewards of filming in various settings, the recognition received for their work, and the future projects on the horizon for Make Something Beautiful. The discussion emphasizes the need for higher ed marketers to push boundaries and create content that resonates with students.What You’ll Learn:Authenticity Over Advertising: Warren transitioned from advertising to filmmaking in pursuit of honest storytelling. He prioritizes real, unscripted moments and believes in showcasing people as they truly are—quirky, passionate, and genuine.Relationships Are Central to Storytelling: His process involves deeply connecting with subjects, often forming lasting relationships beyond the shoot. For Warren, storytelling is as much about the people behind the camera as it is those in front.Quirky, Theatrical Style with Substance: Blending Wes Anderson’s theatrical flair with real-life moments, Warren’s style is visually unique but always grounded in truth. He embraces creative risks to make content that surprises and delights—especially in spaces like higher ed and corporate environments.Student-Driven, Diversity-Rich Content Wins in Higher Ed: From casting to production, Warren focuses on individuality—highlighting students’ real lives, hobbies, and voices. His Texas A&M campaign succeeded by letting students lead the narrative, showcasing their personalities and fringe interests like cosplay and LARPing.Creative Freedom and Trust Lead to Impactful Work: Warren credits successful projects to trust and collaboration, especially when clients let go of traditional marketing expectations. The result? Award-winning work that resonates with audiences by breaking away from cliché higher ed visuals.Resources & Links:Connect with Warren on LinkedIn: https://www.linkedin.com/in/warrencook/Follow John on LinkedIn: https://www.linkedin.com/in/johnazoniLearn more about UNVEILD: https://www.unveild.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterLinks to things they referenced:“Where You Belong” video: https://www.youtube.com/watch?v=2HuNiDUqCE0Visit Fort Worth stories - “Rambo” the photographer: https://vimeo.com/247396898?share=copy“Bug Girl” solo story: https://www.msb-creative.com/project/the-bugs/

In this episode, John Azoni chats with Maya Demiskevich, a higher ed CMO, marketing strategist, and social media consultant. Maya shares how she overcame imposter syndrome and fear of judgment to start posting on LinkedIn—an intentional decision that changed the trajectory of her career. Since then, she’s presented at over 10 higher ed conferences, landed podcast features (including this one!), and built a thriving community.John and Maya dive into the mindset shift that helped her start creating, how she balances LinkedIn content with a busy life, and the power of staying curious and authentic online. They also explore Maya’s entrepreneurial ventures—from a food business to higher ed analytics—and how experimentation fuels her creativity.Whether you’re trying to grow your LinkedIn presence or find the courage to start sharing, Maya’s story will inspire you to take the leap.Key Takeaways:Start Before You’re Ready: Maya started posting on LinkedIn just two years ago by putting aside perfectionism and focusing on curiosity.Let Go of Imposter Syndrome: You don’t have to be the expert in everything to contribute meaningfully. Share what you know.Consistency Is Personal: Maya posts when inspiration strikes, proving that you don’t need a rigid schedule to grow your presence.Career Growth Through Visibility: From speaking at AMA to podcast invites, visibility on LinkedIn has led to real-world opportunities.Entrepreneurial Spirit: Maya shares how trying new things—from vegan snacks to social media analytics—has helped her stay engaged and creative.Balancing it All: With a full-time job, side businesses, and a family, Maya explains how collaboration with her entrepreneurial husband makes it all work.Resources & Links:Check out the Social Media Calculator here: https://mycollegecrusader.com/social-media-calculator/Connect with Maya on LinkedIn: https://www.linkedin.com/in/mayademiskevich/Follow John on LinkedIn: https://www.linkedin.com/in/johnazoniLearn more about UNVEILD: https://www.unveild.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletter

In this episode, John Azoni chats with Randolph Infinger, Senior Video Producer at Vanderbilt University, about his journey from digital marketing to video production, how Vanderbilt’s creative team is structured, and what it takes to produce videos that truly connect with audiences.Randolph shares his love for conceptual storytelling, explains how jazz influences his editing choices, and offers insight into balancing artistic freedom with brand consistency in a large institution. From project workflows to platform-specific content strategies, this is a must-listen for higher ed marketers navigating in-house video production.🔑 Key Takeaways:From Digital Marketing to Video Production: Randolph’s unexpected path into video started with a record label request for lyric videos—a spark that ignited a new creative passion.The Jazz Effect: Jazz music plays a key role in Randolph’s editing style, creating a unique and upbeat energy that feels both academic and approachable.Creative Team Structure at Vanderbilt: With a five-person visual media team inside a larger 50-person creative team, collaboration and clear role delineation keep projects flowing smoothly.How They Triage Projects: Video requests go through a structured process using Wrike, but not every request gets accepted. The team filters projects based on alignment with Vanderbilt’s brand and marketing goals.Balancing Consistency and Freedom: While brand alignment is critical, Vanderbilt empowers creators with room to explore, test new ideas, and collaborate across departments and platforms.🔗 Links & Resources:Connect with Randolph Infinger on LinkedInLearn more about UNVEILD: https://unveild.tvSubscribe to the Higher Ed Storytelling Newsletter: https://unveild.tv/newsletterWatch podcast episodes on YouTube: Higher Ed Storytelling on YouTube

In this episode of Higher Ed Storytelling University, host John Azoni sits down with Heather MacBain, Head of Marketing at the University of Edinburgh. Heather manages a vast network of over 300 MarCom staff across the university, spanning marketing, communications, and stakeholder engagement roles. She shares insights on how their unique structure helps keep everyone aligned in messaging, branding, and strategy.Heather and John discuss the challenges of managing a decentralized marketing team, the importance of maintaining brand consistency, and how Edinburgh fosters a strong community of practice among its marketing professionals. They also dive into the impact of social media, the power of professional development, and how to create clear vision and autonomy within a large institution.Key Takeaways:Managing a Large MarCom Team – How Edinburgh’s decentralized structure operates effectively with 300+ marketing professionals.The Power of Community – Building a strong internal network to share best practices and stay aligned with university goals.Social Media Strategy – Why marketing teams need to focus on engagement and community-building rather than just posting.Brand Consistency vs. Creative Autonomy – Finding the right balance between clear guidelines and allowing departments flexibility.Professional Development for Marketers – The importance of continuous learning and how Edinburgh supports its MarCom staff.If you’re looking for insights on marketing leadership, brand management, and building a strong internal marketing community, this episode is for you.Connect with John Azoni:LinkedIn: John AzoniWebsite: UnveildNewsletter: Subscribe hereConnect with Heather MacBain:LinkedIn: Heather MacBainWebsite: University of Edinburg

In this episode, John Azoni sits down with Kathleen Barth, Digital Product Manager at 3 Enrollment Marketing, to discuss the ever-changing landscape of paid digital advertising for higher ed institutions. Kathleen brings a wealth of experience from the entertainment industry, having worked with Netflix, Warner Brothers, and Disney, before transitioning to enrollment marketing.They explore the differences between organic and paid marketing, the increasing costs of digital ads, and how higher ed institutions can make the most of their advertising budgets. Kathleen also shares insights on why hyper-targeting is becoming more difficult, the impact of privacy regulations on paid media, and practical strategies for running effective digital campaigns.Key Takeaways:The Shift from Organic to Paid: Kathleen shares her journey from organic marketing to paid ads and the unique challenges that come with running paid campaigns.Why Digital Advertising Costs Keep Rising: As more brands shift budgets to digital, ad prices go up. Kathleen explains why colleges need to plan for increasing costs.Targeting in 2024: Platforms like Meta are limiting hyper-targeting, making broad audience strategies more important than ever.Lessons from Entertainment Marketing: Kathleen’s experience in Hollywood marketing offers valuable insights into storytelling and audience engagement.Tips for Enrollment Marketing Teams: Practical strategies for maximizing return on ad spend (ROAS) and creating ads that drive student engagement.Connect with Kathleen Barth:LinkedIn: https://www.linkedin.com/in/kfbarth/3 Enrollment Marketing: https://www.3enrollment.com Connect with John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

In this solo episode, John Azoni breaks down the pros and cons of hiring an in-house videographer versus outsourcing video production. As the founder of UNVEILD, a video production company, you might expect him to push for outsourcing—but his perspective is refreshingly balanced.John emphasizes that the key factor in making this decision is having a clear video content strategy in place first. Without a distribution plan that dictates what types of videos your institution actually needs, hiring in any direction is a waste of budget.Key Takeaways:Pros of In-House Videographers:Agility: Immediate access to video talent for quick-turn projects.Familiarity: A deeper understanding of your institution’s brand and culture.Flexibility: Ability to capture more B-roll and on-the-fly content without additional costs.Better Communication & Collaboration: Direct, real-time interactions with other departments.Ideation: A good videographer can shape creative concepts internally.Cons of In-House Videographers:Misalignment: Without a clear content strategy, they become short-order cooks fulfilling random department requests.Skill Gaps: Not every in-house videographer has experience in high-end production or strategic storytelling.Equipment & Training Costs: Maintaining cutting-edge gear and keeping skills sharp requires ongoing investment.Lack of Scalability: One videographer may not be enough for high-demand periods.When to Outsource:When you need high-end, polished storytelling for large campaigns.When your team lacks the expertise or bandwidth for a specific type of video.When you need consistent, scalable production over time.When an external perspective can help craft fresh, compelling narratives.John’s ultimate advice? Start with strategy, then decide who is best equipped to execute it. If you’re just firing off random video requests, you’re burning budget inefficiently—whether in-house or outsourced.Connect with John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Matt Hames, a digital strategist at 3 Enrollment Marketing, where he specializes in helping higher ed institutions optimize their digital presence. Matt is passionate about how prospective students engage with organic digital content, and he leads digital labs at 3E, guiding schools on how to use platforms like YouTube more effectively.In this episode, Matt breaks down YouTube strategies for higher ed marketers. From answering key enrollment questions to leveraging YouTube Shorts, he shares actionable insights on how colleges and universities can stop treating YouTube as a dumping ground and start using it as a powerful recruitment tool.Key Takeaways:Your .edu is Not Your Only Website: Prospective students see your social media pages, YouTube, and even Google search results as sources of information—treat them as part of your digital presence.Answer Real Questions on YouTube: Use the "People Also Ask" section in Google to identify common queries and create videos addressing those topics.Leverage YouTube Shorts for Discovery: Short-form content is a great way to provide quick, informative answers that appear in search and suggested videos.Thumbnails Are the Subject Line of Your Videos: A compelling thumbnail increases click-through rates—don't leave it blank or generic.Optimize Every Upload: Use clear filenames, keyword-rich titles, detailed descriptions, and multiple playlists to maximize discoverability.Invite People to Subscribe: The simplest strategy for growing your YouTube audience? Ask students, alumni, and prospects to subscribe at every opportunity.Connect with Matt:LinkedIn 3 Enrollment MarketingThe Institute for Higher Education - June 16-19, 2025 at Beaver Creek, ColoradoConnect with John:LinkedInWebsiteNewsletter

In this lighthearted solo episode, John Azoni takes a humorous dive into common clichés in higher ed video marketing. From the overuse of drone shots to awkward diversity montages, John shares "wrong answers only" tips to spark conversation and reflection on how to elevate video storytelling. Drawing from personal experiences and industry anecdotes, he highlights the balance between creativity, practicality, and avoiding overplayed trends.John also shares hilarious contributions from LinkedIn commenters, adding a community-driven twist to the discussion. Whether you're a higher ed marketer or just love good video banter, this episode is sure to entertain and inspire!Key Takeaways:Skip the Drone Opener: Sure, drone shots look great, but starting every video with a campus flyover is predictable. Try something creative instead—anything that makes your story stand out.Say Goodbye to Dramatic Symphony Music: Adding emotional orchestral music won’t save a boring story. Explore fresh, unique soundtracks that better reflect your institution’s personality.Hooks Over Introductions: Instead of starting with “Hi, my name is…,” dive right into the story to capture your audience’s attention from the first second.Slow Motion Isn’t Always the Answer: Slow motion can be impactful, but only if it’s used intentionally—no more slow-typing scenes, please.Avoid Forced Diversity: Showcase genuine, organic moments of inclusion. Forced, overly staged diversity shots can come across as inauthentic.Move Past the “We Are” Montage: The “We are [insert school name]” ending is overdone and adds little value. Find more creative ways to leave a lasting impression.Your Logo Doesn’t Hook People: Leading with your logo is a mistake. Start with something that draws your audience in, then reveal the branding.Meaningful Taglines Over Played-Out Phrases: Let’s retire taglines like “Your Story Starts Here” and focus on messaging that truly resonates.Bonus: Listener Contributions from LinkedInJohn shares community-generated “wrong answers only” tips, like:Always show students walking awkwardly while holding books they could’ve put in a backpack.Highlight “diverse” groups of people who are clearly strangers standing in a semicircle.Use vague taglines like, “Dream Big. Start Here.” It’s totally not a cliché.And the classic: “Students in a dark lab with a glowing beaker—it’s science!”Connect with John:LinkedInWebsiteNewsletter

My guest today is Laura Azoni, LMSW, a trauma and resiliency specialist with over 15 years of experience in trauma-informed care. Laura has worked extensively with survivors of mass violence, specializing in creating recovery strategies and empowering individuals to share their stories in a way that respects their dignity and well-being.In this episode, Laura shares insights on how higher ed marketers can approach storytelling with sensitivity, particularly when working with individuals who have experienced significant challenges. She discusses the importance of honoring consent, creating a safe and empowering environment for storytellers, and balancing institutional goals with ethical storytelling practices.Key Takeaways:The Art of “Both/And”: Learn to balance the dual goals of meeting marketing objectives while respecting and protecting the individuals sharing personal stories.Storytelling Ethics: Avoid harm by honoring consent throughout the entire process, empowering subjects, and setting clear expectations.Creating Safe Spaces: Simple actions, such as allowing participants to choose their environment or validating their concerns, can build trust and comfort during interviews.When to Pivot: Recognize the signs that someone may not be ready to share their story and prioritize their well-being over campaign needs.The Ripple Effects of Healing: Trauma recovery is complex, but storytelling can amplify the ripple effects of healing when handled with care.Resources Mentioned:The Body Keeps the Score by Bessel van der Kolk, MDThe Anxious Generation by John Duffy, PhDBruce Perry's The Boy Who Was Raised as a DogDonate to Sanctuary Services for trauma recovery scholarships: sanctuaryservices.org/donateConnect with Laura:LinkedIn: https://www.linkedin.com/in/lauraazoni/Website: https://www.sanctuaryservices.org/Instagram: https://www.instagram.com/lauraatsanctuaryservices/Facebook: https://facebook.com/sanctservices/Connect with John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

In this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign.Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out in higher ed marketing.Key Takeaways:The Power of Storytelling: Leading with human-centered narratives is more impactful than focusing solely on course attributes. “Who cares, and why should they care?” is the guiding question for Michelle’s team.Video-First Strategy: UL adopts a cinematic approach for brand campaigns while leveraging lo-fi, student-led content for platforms like TikTok, ensuring authenticity and relatability.Collaborative Marketing Models: A small, centralized team with a decentralized structure can excel by fostering collaboration and respecting expertise across departments.Student-Led Content Creation: UL's innovative approach to empowering students on TikTok and Instagram leads to engaging, fun, and peer-to-peer content that resonates with younger audiences.The Magic of Christmas Campaigns: UL’s heartfelt holiday video proved that storytelling can boost internal morale and inspire pride while showcasing institutional values.Metrics That Matter: Reach and engagement drive UL’s brand awareness campaigns, with comments offering valuable insights into audience sentiment and resonance.Featured Campaigns:Stay Curious Postgraduate Campaign – A campaign featuring inspiring stories like Alison Sweeney’s journey from music teacher to senior music therapist.Research Series – Showcasing UL researchers’ work under four pillars: smarter, inclusive, healthier, and sustainable societies.Student-Led Social Media Content – Fun, authentic TikTok and Instagram videos created by UL’s student social media officers.Christmas Video 2023 – A heartwarming story celebrating childhood dreams and UL’s role in making them a reality.Resources mentioned:Alumna’s Alison Sweeney’s story of music therapyStudent content creator program on TikTok Research storytelling videoChristmas videoConnect with Michelle:LinkedIn: https://www.linkedin.com/in/michelle-mc-mahon-6893475/X (formerly Twitter): https://x.com/mcmahonmichelleConnect with UL:Instagram: https://www.instagram.com/universityoflimerick/TikTok: https://www.tiktok.com/@universityoflimerickConnect with Host John Azoni:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Amy West, Associate Vice President for Marketing and Brand Strategy at Bowling Green State University. With over 25 years at BGSU, Amy has led her team to national recognition through innovative, data-driven marketing and a collaborative, “social-first” approach.In this episode, Amy shares insights into how she built a high-performing marketing team that is both passionate and innovative. She discusses her approach to building a “social-first” strategy, the importance of storytelling that resonates with prospective students and parents, and how BGSU’s success on social media has supported increased enrollment and retention rates.Key Takeaways:Shifting to a “social-first” strategy has been crucial for BGSU’s growth, with an expanded social media team and content tailored for each platform.Data-driven decisions guide content, with tools like Sprout Social helping track performance and prioritize high-impact storytelling.Successful campaigns, including influencer-led “Speed Tours” and creative video series like “Selling BGSU,” appeal to both students and parents, amplifying engagement and campus visits.Building a collaborative, creative team culture is a priority, with a balance of generalists and specialists who support each other’s strengths.Content that resonates with students’ lives beyond academics, such as research impacts on daily life, helps BGSU demonstrate the value of higher education.Embracing bold and innovative content strategies, such as partnering with TikTok influencers, has set BGSU apart from competitors and earned national recognition.With BGSU’s enrollment up by 23% and retention rates at a record high, Amy shares actionable strategies for marketing teams aiming to increase engagement and drive student interest.Connect with Amy:LinkedIn: https://www.linkedin.com/in/amy-west-7291042a/Email: [email protected] with BGSU:Instagram: https://www.instagram.com/officialbgsu/TikTok: https://www.tiktok.com/@officialbgsuYouTube: https://www.youtube.com/channel/UC06mUpFwhpETnNi0fQjSMfQConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions.Key Takeaways:Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formatsAI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platformsCreating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content sharingSEO should be considered before, during, and after content creation - not just as an afterthoughtZero-click content on social media can build brand awareness even without driving traffic to your websiteHigher ed institutions should track engagement metrics beyond just clicks - including shares, comments, and strategic goal alignmentPodcasting can be valuable for building relationships but requires long-term commitment (12-18 months minimum) and consistent schedulingGoogle Search Console and Looker Data Studio can provide valuable analytics insights without expensive toolsSEO Strategies Discussed:Focus on problem-solving and question-answering in contentUpdate titles and content based on performance dataTarget featured snippets for voice search and AI resultsConsider multiple search platforms (Google, TikTok, Reddit) where Gen Z looks for informationResources mentioned:Buy the book here: https://brianwpiper.com/product/epic-content-marketing-for-higher-education/Connect with Brian:Website: https://brianwpiper.com/LinkedIn: https://www.linkedin.com/in/brianwpiper/Author: "Epic Content Marketing for Higher Education"Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College."In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content preferences, and effective approaches for colleges to connect with this generation.Key Takeaways:Gen Z's skepticism of higher education stems from informed consumerism and a desire for worthwhile investments of time and moneyShort-form, personalized, and authentic content tends to resonate most with Gen Z audiencesContent should showcase real student experiences and impact rather than focusing solely on institutional achievementsEpisodic content and "day in the life" videos can effectively engage prospective studentsColleges should create content that bridges multiple audience segments, including current students, prospective students, and alumniHigh-production commercials may resonate more with alumni than prospective studentsUser-generated and authentic "man on the street" style content can be highly effective for connecting with Gen ZResources mentioned:The Campus of Tomorrow (article)- https://ologie.com/full-circle/2021/08/the-campus-of-tomorrow/Dr. Meghan’s book: “Generation Z Goes to College” - https://amzn.to/4eoOCrGConnect With Meghan:Website: https://www.meghanmgrace.com/LinkedIn: https://www.linkedin.com/in/meghanmgrace/Instagram: https://www.instagram.com/meghanmgraceConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing.In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception.Key Takeaways:The importance of aligning brand perception with mission and valuesThree common branding blunders: brand dilution, brand undervaluation, and brand exaggerationThe value of conducting perception surveys to understand brand alignmentThe need for authenticity and honesty in marketing to Gen Z and Gen AlphaTopics Discussed:Alana's background and experience with community collegesThe Community College Promise FrameworkThe brand pyramid concept for effective brandingChallenges in community college marketing compared to four-year universitiesExamples of successful community college brandingResources mentioned:“How to Fix Branding Blunders: Perception's Effect on Community College Success” - https://www.linkedin.com/pulse/how-fix-branding-blunders-perceptions-effect-college-success-alana-hp87c/?trackingId=M%2F2SX8PVQDuLEdKrX0KnFQ%3D%3DConnect With Alana:Website: https://mltsucceed.comLinkedIn: https://www.linkedin.com/in/alanavillemez/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder.In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs.Key Takeaways:Personal experiences shape our approach to storytelling and marketing in higher educationThe importance of understanding and addressing the diverse needs of students, including caregiversThe power of language and framing in shaping narratives and perceptionsThe potential of AI in higher education marketing and student supportTopics Discussed:Maria's background in theater, French, and international studiesChallenges faced as a student and single parent pursuing graduate educationThe importance of time and support for caregivers in higher educationApproaches to storytelling that respect individual experiences and avoid assumptionsThe concept of universal design in student support servicesThe use of AI in higher education marketing and student supportStrategies and Examples Discussed:Asking students what's important to them when telling their storiesUsing AI for qualitative analysis of interview transcriptsExploring different storytelling constructs beyond the hero's journeyThe potential of custom GPTs for brand-aligned content creationConnect With Maria:LinkedIn: https://www.linkedin.com/in/mariakuntz/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Jarrett Smith, Senior Vice President of Strategy at Echo Delta, an education marketing agency solving higher ed's most pressing marketing problems with strategies designed for success.In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares insights on the extent to which state and campus politics influence student choice, students' key concerns, and how institutions can address these issues in their marketing efforts.Key Takeaways:Politics is a significant factor for most students in their college decision, accounting for about 20% of the decision on average64% of students say state politics differing from their views would be a factor, while 74% say campus politics would be a factorTop student concerns include personal safety, fear of not belonging, and concerns about harassmentLeft-leaning students were more likely to cite a wide range of concerns compared to moderate or conservative studentsTexas, Florida, and Alabama were the states of most concern, even among some moderate and conservative studentsStrategies and Examples Discussed:Texas A&M's "Where You Belong" campaign showcasing student diversity through micro-stories and high production valueHillsdale College's conservative positioning and high-quality content productionPenn State's "Social 119" YouTube channel featuring lectures on controversial topicsUniversity of Chicago's principles of free expression and how they communicate this in admissions contentConnect With Jarrett:LinkedIn: https://www.linkedin.com/in/smithjarrett/Website: echodelta.coConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast.In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out.Key Takeaways:Differentiation doesn't always mean reinventing the wheel - focus on excelling at the basics and communicating them effectivelyMarket research should be an ongoing, operationalized process rather than relying solely on expensive external studiesMessaging should move away from salesy approaches to authentic, story-driven content that builds trustAudience targeting should be based on enrollment data analysis, with 80% of budget focused on proven segmentsA content-first approach integrates paid media and content creation, offering value at every step of the prospect journeyConnect With Suzan:LinkedIn: https://www.linkedin.com/in/suzanbrinker/Email: [email protected]: hied.vivwebs.com/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guests today are Ashley Budd and Dayana Kibilds, co-authors of "Mailed It: A Guide to Crafting Emails that Build Relationships and Get Results." Ashley is a digital strategy expert at Cornell University, while Dayana is a strategist and researcher at Ology, an agency in the higher ed space.In this episode, Ashley and Dayana discuss their new book "Mailed It" and share insights on effective email marketing strategies for higher education. They provide practical tips on crafting emails that engage readers and drive results.Key Takeaways:Focus on the reader's needs and meet them where they areUse simple language and shorter sentences in emailsLeverage the "F" reading pattern to place key information where readers will see itTest different email styles and formats to convince stakeholders of new approachesTreat email more like a conversation than an academic thesisStrategies and Examples Discussed:Using polls and pop culture references to build relationships with readersImplementing the "F" email method for better readabilitySending "breakup" emails to re-engage unresponsive contactsA/B testing different email styles to demonstrate effectivenessBook Information:Title: "Mailed It! A Guide to Crafting Emails that Build Relationships and Get Results"Get on the book list: https://emailbook.co/Available at: emailbook.co, Amazon, Barnes & Noble, Bookshop.org, and independent bookstoresConnect With Ashley:LinkedIn: https://www.linkedin.com/in/ashleybudd/Website: https://ashleybudd.com/Connect With Dayana:LinkedIn: https://www.linkedin.com/in/dayanakibilds/Website: https://kibilds.co/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms.In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the importance of leadership support and cross-campus collaboration in executing an effective social media strategy.Key Takeaways:Create content with broad appeal to reach new audiences, then incorporate institution-specific elementsOptimize content for each platform (TikTok, Instagram Reels, YouTube Shorts) using native features and trending soundsBalance fun, trendy content with informational posts by making all content entertainingCollaborate with campus partners to ensure accuracy and gather fresh content ideasLeadership trust and autonomy are crucial for social media teams to thrive and take calculated risksStrategies and Examples Discussed:Using the "Of Course" trend for both broad college appeal and BGSU-specific contentCreating a Minecraft build of campus, which reached 1 million views on InstagramHighlighting staff stories, like a long-time photographer giving his son a diplomaConducting "Talent Talks" mini-interviews with students on trending topicsShowcasing the university president in relatable, fun contentResources Mentioned:Cheerleaders win two silver medals at national championshipsTaylor Swift "talon talk" University photographer of 20+ years hands son diplomaWe're.. of course trend.. Brand pride VS. Broad appeal contentStarbucks on the first day! Welcoming students for orientationCOLLEGE on minecraftConnect With Brianna:LinkedIn: https://www.linkedin.com/in/brianna-blackburn-71289a150/Instagram: https://www.instagram.com/briannalblackburn/TikTok: https://www.tiktok.com/@briannalblackburnCheckout BGSU socials:Instagram: https://www.instagram.com/officialbgsu/TikTok account: https://www.tiktok.com/@officialbgsu?lang=enYoutube: https://www.youtube.com/@bgsuConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John addresses the challenge of top-of-funnel content drought in higher education marketing. He discusses the importance of top-of-funnel content in higher education marketing and strategies for creating engaging video content that resonates with prospective students before they're ready to be sold to.Key Takeaways:Many colleges lack top-of-funnel content that engages audiences without directly sellingLeadership often struggles to approve budget for content that doesn't have a direct sales componentTop-of-funnel content helps warm up prospective students before they're ready to consider specific schoolsMarketing drives familiarity, and familiarity drives preferenceTwo recommended approaches for short-form videos:"Man on the street" videos asking engaging questions to studentsThought leadership content featuring faculty lectures and discussionsRepurposing existing events and lectures into video content can be an efficient strategyBalancing content across different stages of the marketing funnel is crucialExamples Mentioned:Central Michigan University's successful TikTok asking "Where does up north start?"Boston University's Valentine's Day video of students calling their partnersHarvard Business School's viral classroom debate videoUniversity of Chicago's political discussion videoStrategies for Limited Resources:Create "man on the street" videos with engaging questions using just a smartphoneFilm interesting lectures or discussions and break them into shareable snippetsLook for opportunities to repurpose existing campus events into video contentTakeaway: Investing in top-of-funnel content is crucial for higher ed marketing success, even if it doesn't directly sell the institution. These strategies can help engage potential students earlier in their college search process and build familiarity with your school.Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Andy Murphy, Associate Director of Marketing at Siena College. In this episode, Andy shares insights on building and managing a video content creation team that includes full-time staff and student interns.Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life.Key Takeaways:Siena's video content team includes full-time staff and 10-15 student interns each semester.Student-created content helps capture authentic campus moments that resonate with prospective students.Analytics and A/B testing are used to teach interns about effective video marketing strategies.Viral TikTok success has raised the bar for consistent, high-performing content creation.Aerial video footage of campus events like Siena Fest has directly influenced enrollment decisions.Repurposing long-form video content into short-form clips for platforms like YouTube Shorts is an efficient strategy.Managing brand consistency and onboarding new student creators are ongoing challenges.User-generated content campaigns can yield highly effective marketing materials.Connect With Andy:LinkedIn: https://www.linkedin.com/in/amurphy-siena/Viral "Dad on college tour" video:https://www.tiktok.com/@sienacollege/video/6995142764497325318?lang=enConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Dr. Sheena C. Howard, an award-winning author, filmmaker, and professor of communication. In this episode, Dr. Howard discusses her book "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income," and how universities can empower their faculty to build their personal brands, which in turn benefits the institution.Dr. Howard shares her nine-step process for faculty to build their personal brands, focusing on the first six steps that are most relevant to higher ed marketers. She emphasizes the importance of mindset, storytelling, and the long-term commitment required to build a successful online presence.Key Takeaways:Faculty personal branding can directly benefit universities through increased visibility, citations, and student enrollment.Start by addressing faculty mindset - they need to understand that their work has value outside academia.Help faculty develop a clear vision for their online presence, focusing on one or two platforms where their audience is active.Brand building is more about crafting a compelling story around research than logos and colors.Storytelling is crucial - share struggles and failures, not just wins, to build a relatable brand.Building a brand is a long-term commitment; it's not a quick fix or get-rich-quick scheme.Universities can support faculty by recording and repurposing their presentations for social media content.Connect With Dr. Sheena Howard:Websites:Personal: https://sheenachoward.com/Company: https://poweryourresearch.com/LinkedIn: https://www.linkedin.com/in/drsheenahoward/Facebook: https://www.facebook.com/drsheenahoward/Instagram: https://www.instagram.com/drsheenahoward/YouTube: https://www.youtube.com/@drsheenahowardX (Twitter): https://x.com/DrSheenaHowardResources Mentioned:Book: "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income"YouTube Video: "How to Land a TEDx Talk" by Dr. Sheena HowardConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniNewsletter: https://unveild.tv/newsletter

John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John discusses effective content creation strategies for higher education institutions. He covers several key points:The Podcast Format Change John announces the podcast is moving to an every-other-week release schedule to allow more time to promote each episode. He encourages a "quality over quantity" mindset for content.Upcoming Webinar with Rob Clark of "That Tall Family" John previews an upcoming webinar on June 27th with Rob Clark, the creator behind the popular "That Tall Family" accounts, on mastering short-form video content for higher ed.Who is Your Content For? John emphasizes the importance of creating content that provides widespread benefit beyond just your existing students/alumni. Successful content resonates with and gets spread by a broader audience you want to attract.Treat Your Platform Like a Business For platforms you want to prioritize, treat it like a business by studying what resonates with your audience, iterating, and delivering more of that content. Don't just use it as a hosting shelf.Organic Reach Insights From researching higher ed video content, John found self-promotional "commercials" don't gain much organic traction. More successful are videos that entertain, inform, or cater to niche interests.The "Who is This For?" Mindset Consistently ask yourself who you're creating a piece of content for. Is it genuinely exciting/beneficial for your target audience, or just for existing supporters like alumni?Balance Promotion with Value While some straightforward promotional content is okay, the bulk should provide real value and interest for your desired audience. Experiment to find the right mix.Key Takeaways:Focus content on benefiting your target audience, not just talking about yourselfStudy what content resonates organically and iterate to provide more of thatFind the right balance of entertainment/information and self-promotionConsistently ask "who is this for?" when creating contentRegister for the Live Webinar:Mastering Tiktok, Reels, and Shorts: A Guide for Higher Ed Marketers - https://www.crowdcast.io/c/shortformvideoConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Joel Goodman, founder of Bravery Media. Joel helps colleges and universities increase their web conversion rates using hospitable design practices. In this episode, we discuss insights from the Simpson Scarborough CMO study and how it relates to budget constraints, staffing, and curating the best marketing communications team with the resources available.Joel shares his background, including working in web marketing roles at two universities before starting Bravery Media in 2012. He advocates for a "hospitable design" approach that focuses on caring for the user's journey and reducing friction.Key Takeaways:The study reveals significant variability in marketing budgets and staffing across institution sizes, directly impacting strategies and job satisfaction.Despite budget declines, website experience remains a priority with a focus on quality content for prospective students.Effective web governance, strategic digital investment, using analytics, and adapting to AI are crucial for meeting younger audiences' expectations.Salary levels for web roles are often too low to attract top talent, leading to subpar user experiences compared to other industries.Having an in-house video team can make sense for large institutions, but most lack the budget for a complete product team (producer, UX designers, developers).Hiring external partners can be more cost-effective and provide better quality for web design, video production, and content creation.AI tools should enhance research and data analysis, not replace authentic creative work that connects with prospective students.Connect with Joel:LinkedIn: https://www.linkedin.com/in/joelgoodman/Instagram: https://www.instagram.com/joelgoodman/Connect with Bravery Media:Instagram: https://www.instagram.com/braverymedia/LinkedIn: https://www.linkedin.com/company/bravery-media/Threads: https://www.threads.net/@braverymediaWebsite: https://bravery.co/Connect with John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Kristin Nichols, a higher education marketing consultant with over 20 years of experience at top universities in the Northeast. In this episode, Kristin discusses how implementing project management tools like Trello helped unite her marketing teams, facilitated cross-pollination between departments, and enabled an efficient "internal agency" approach.Kristin shares how she successfully implemented Trello at UMass Lowell, creating dedicated workspaces for each college, enrollment marketing, editorial, and more. This centralized system allowed teams to see all active projects, easily identify content to repurpose across channels, and ensure brand consistency.Key Takeaways:Don't get bogged down as an order-taker. Position your marketing team as strategic brand stewards using an "internal agency" model.Establish a streamlined project request and approval process, limiting feedback rounds to 3 max to drive efficiency.Create content templates and approved vendor lists to empower distributed teams while protecting brand standards.Surface storylines and assets from across campus to repurpose content and create consistent thematic campaigns.Buy-in from leadership and practitioners is crucial. Forcing new processes without buy-in leads to failure.Use project management tools to showcase your team's work, justify budgets, and pull insightful analytics.Mental health storylines resonate; look for authentic examples showcasing how your university supports students holistically.Connect With Kristin:LinkedIn: https://www.linkedin.com/in/nicholskristin/Nichols Higher Education: https://www.linkedin.com/company/nicholshighered/Resources Mentioned:Trello - Project management tool used at UMass Lowell Basecamp.Loom - Another popular project management platform. A screen recording tool for documenting processes.Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. In this episode, Ethan shares his vision for building a world-class marketing team and developing a national earned media strategy to amplify Texas A&M's brand.Ethan discusses the five priorities he's established for his team: building a world-class marketing team, establishing a comprehensive insight-based brand platform, providing brand assets for the campus to execute the vision, cultivating a united marketing community, and pursuing a national earned media strategy.Key Takeaways:Building a world-class marketing team involves hiring emotive storytellers, content strategists, and earned media experts who can "enchant" audiences with Texas A&M's stories.Having a distinct, insight-based brand platform allows everyone to "get in character" and consistently express the brand's essence across touchpoints.Providing a centralized library of high-quality branded assets (photos, videos, guidelines) enables campus partners to localize and execute marketing plans efficiently.Cultivating a united "marketing community" across campus fosters synergies, best practices, and a harmonious brand voice.Pursuing a national earned media strategy ensures Texas A&M is part of relevant national conversations, beyond just a regional reputation.Focus content creation on owning key subject matter spaces (e.g. Texas A&M's meat sciences department owning BBQ/smoking content on YouTube).Connect With Ethan:LinkedIn: https://www.linkedin.com/in/robertethanbraden/Texas A&M University: https://www.tamu.edu/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter

My guest today is Joshua Charles, a senior marketing and communications leader at Rutgers Business School and board member for HighEdWeb, a professional development network for digital professionals in higher education.In this episode, we discuss Joshua's role at Rutgers, the structure and collaboration within his marketing team, their content strategy, use of marketing technology, and breaking down organizational silos. Joshua shares insights on the following topics.Key Takeaways:Keeping the web and marketing teams integrated rather than separating web under IT to maintain a cohesive vision and workflowThe importance of clearly defining roles, responsibilities, and processes for team collaboration and moraleTheir approach to the marketing tech stack spanning web hosting, CMS, CRM, marketing automation, advertising platforms and moreAligning content strategy by talking directly with students to understand their needs and journeysManaging changes and budget considerations when incorporating new marketing technology platformsBuilding relationships and lines of communication across student-facing departments to break down silosOn The Future of Higher Ed Marketing:Joshua sees opportunities in continuing to learn from others in the higher ed community, carefully exploring AI applications while keeping the focus on the student experience, and positively influencing the narrative around the transformative value of higher education.Connect with Joshua:LinkedIn: https://www.linkedin.com/in/joshuacharles/Connect with HighEdWeb:Website: https://www.highedweb.org/HighEdWeb 2024 Annual Conference: https://events.highedweb.org/heweb24Connect with John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tv

In this episode, Host John Azoni shares many tips for successful relationships with external videographers and as well as building in-house teams.  Key Takeaways: Hire good editors who can create a compelling story and vibe that draws viewers in. Editing is where a video can fall apart, so prioritize finding videographers who are skilled editors.Look for videographers who are collaborative partners, both creatively and logistically. They should take scheduling and coordination off your plate.Request that the videographer provide all the B-roll footage at no extra cost. This is a good sign they want to be a true partner.For lower budgets, look for generalist solo videographers used to doing a lot themselves. For bigger budgets and commercials, hire studios with specialized on-set roles.When hiring in-house videographers, manage expectations and clearly define priorities. One person can't do it all. Consider outside help for marketing storytelling.For small in-house video teams, an efficient duo is a producer/director/camera operator paired with a dedicated editor.Join the newsletter: https://unveild.tv/newsletterConnect with John: https://www.linkedin.com/in/johnazoni/

On this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials. Key Takeaways:Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contextsStrong student testimonials have an arc - an "old normal," a turning point, and a "new normal"Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional levelAuthentically communicating student mental health struggles and support services can be powerful storytellingStudents crave specific content around day-to-day experience, dorm life, food, "day in the life" videosConsider leveraging student-generated content for relatability, not just official marketing videosVideo length is less important than providing value and "resolving something in the viewer's brain"Hook the audience by conveying what they'll learn or how they'll relate vs. just introducing the subjectRepurposing video content into shorter clips, stills, ads etc. can fuel years of content vs. one-off approachYour audience sees your content far less than you think - don't be afraid to repurpose frequentlyLINKS: Check out the Higher Ed Demand Gen podcast: https://concept3d.com/higher-ed-demand-gen-podcast/Check out Concept3D: https://concept3d.com