Ep. 24 - Cheryl Broom: Mastering Digital Marketing in Higher Education — The Signal

In this episode, Jeff Dillon sits down with Cheryl Broom, a leader in higher education marketing, to explore the rapidly evolving landscape of marketing strategies within academia. Cheryl delves into how colleges and universities are adapting to new trends, the transformative role of technology and AI, and the critical importance of personalization in engaging today’s students.

From the challenges of integrating digital marketing tools to the barriers hindering AI adoption, Cheryl offers a wealth of knowledge on how institutions can optimize their enrollment strategies through effective communication and innovative approaches.

The conversation also looks ahead, discussing what the future holds for higher education marketing and how institutions can stay ahead in an increasingly competitive environment.

Takeaways

Cheryl Broom emphasizes the importance of community college marketing.
The shift from print to digital marketing has been significant in higher education.
AI is being used to enhance marketing strategies and improve efficiency.
Personalization in marketing is crucial for engaging potential students.
Many colleges struggle with bureaucratic hurdles that hinder innovation.
Targeted marketing strategies yield better enrollment results.
TikTok can be effective for brand building but may not drive immediate enrollment.
Automation and CRM systems are underutilized in many colleges.
Implementation and planning are key to successful marketing strategies.
Chasing shiny objects can lead to inconsistent marketing efforts.

Chapters

(00:00) Introduction

(02:27) The Birth of Graduate Communications

(05:09) Evolution of Marketing in Higher Education

(08:44) Leveraging AI in Marketing Strategies

(11:30) Barriers to AI Adoption in Higher Ed

(13:07) Optimizing Enrollment Through Targeted Marketing

(18:15) The Role of TikTok in Higher Ed Marketing

(19:48) Automation and CRM in Higher Ed

(20:40) The Importance of Implementation of Systems in Marketing Strategies

(25:46) Outdated Marketing Strategies to Abandon

(27:30) Future Predictions for Higher Ed Marketing

Find Cheryl Broom here:

https://www.linkedin.com/in/cherylbroom/

Graduate Communications

https://gradcomm.com/

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