Higher Ed Marketing Lab Echo Delta

Explore the "Performance Marketing Trap" with Jarrett as he discusses the pitfalls colleges experience when they over-rely on so-called performance marketing channels to advertise. Learn why brand marketing is crucial for long-term success and get actionable steps you can take to create a more balanced strategy. 

TikTok is the platform of choice for many of today’s prospective students, but consistently executing relevant and engaging content is a challenge many colleges and universities are still trying to overcome. 
In this episode, you’ll hear from Morgan Goodwill, social media manager and producer at Flagler College, and someone who has seemingly cracked the code on TikTok content. 
We discuss:
Details on how Flagler College’s marketing team works with student creators to generate 80% of their TikTok content
Why quality over quantity and audience over platform is a critical social media success
Morgan’s favorite tactic for increasing the reach of important but less engaging institutional content, and  
Some of Flagler’s TikTok home runs, surprising flops, and the lessons she learned from them.
 

Geoff Baird, CEO of EnrollML, shares pragmatic insights on how to evolve enrollment management. Discover how understanding market share, addressing foundational weaknesses, and leveraging data and technology can transform student recruitment higher education.

In this episode, we dig into the results of a fresh survey from Niche, exploring the campus visit from the perspective of students and parents.
Joining the conversation is Will Patch, Senior Enrollment Insights leader at Niche, and Jeff Kallay, SVP of Enrollment Consulting at Echo Delta and leading campus visit expert.

We explore:
The experiences students want to have most and least during their campus visit Expectations parents have for the visit, and Practical ideas on how to lower barriers so that more students can participate in your visit program. 

Analytics expert Chris Sietsema of Teach to Fish Digital gives us an update on the current state of Google Analytics 4 (GA4). We discuss some of the most important differences between Universal Analytics and GA4, and some of the ways the switch to GA4 has already impacted higher ed marketers. We wrap up with some of Chris’s favorite GA4 resources.

We talk with Rod Guajardo, Senior Director for Integrated Media Communications at the University of Georgia about how the university has been using Reddit to reach new audiences with science and research content.