Filling Seats: The State of Enrollment Marketing in Higher Ed

In this episode, we explore the powerful intersection of technology and student success with Mark Barden of CourseKey. Mark shares how real-time data and automation are reshaping the student journey—from classroom engagement to retention strategies. Together, we dig into how Gen Z's digital expectations are influencing everything from campus communication to academic behavior, and why modern institutions need to rethink their approach to personalization, nudges, and the student experience.

In this special episode, StudentBridge CEO Jonathan Clues sits down with four esteemed marketing professors—Dr. Jen Riley, Dr. Amy Watson, Dr. Kate Scott, and Dr. Mona Bryant—to explore the growing challenges facing higher education today.

How do prospective students actually search for colleges online? In this episode of Filling Seats, we explore how students navigate university websites, why many never click on the official .edu page, and how institutions can optimize their digital presence. Key Topics Covered:The role of Google search and brand queries in the college selection processWhy 8 out of 10 students don't click on a university's website firstThe importance of digital reputation across Wikipedia, review sites, and social mediaHow AI-driven search results are changing the way students gather informationPractical SEO and content strategies to improve visibility and engagementWith students spending hours online researching their options, universities need a strong digital strategy to stand out. Listen in for expert insights on how to optimize your institution's online presence and make it easier for students to find the right information.

In this episode of Filling Seats, StudentBridge CEO Jonathan Clues sits down with Paula French, Director at Search Influence, to explore the evolving landscape of search engine optimization (SEO) and digital marketing in higher education.Paula shares expert insights on how AI-driven search, social media, and evolving student behaviors are reshaping digital marketing strategies for colleges and universities. Key topics include:The shift in student search behavior – from Google to social and AI-powered searchThe growing role of SEO in higher ed marketing and why institutions need to adaptHow AI-generated search results are impacting website traffic and lead generationStrategies to optimize content for AI-driven search and social media platformsThe importance of user-generated content and authenticity in student engagementWith AI transforming how students discover, research, and interact with institutions, this episode provides actionable takeaways for higher ed marketers looking to stay ahead.

In this special 50th episode, Jonathan Cluse, CEO and founder of StudentBridge, is joined by Mark Forehand, a seasoned higher ed professional and longtime StudentBridge partner, for a lively discussion about the evolving role of video in student recruitment.

In this episode of Filling Seats, we sit down with John Azoni, a seasoned video production expert with over 15 years of experience. John shares key insights from his journey in creating compelling video content for higher education institutions. Together, we explore the analytics behind video engagement, the importance of aligning content with audience intent, and practical tips for producing short-form and long-form videos. Whether you're a marketing leader or an enrollment VP, this episode is packed with actionable strategies to enhance your video content game. _________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode of Filling Seats, we tackle the growing "staff morale crisis" in college admissions offices. What's driving burnout and dissatisfaction among admissions professionals?Joining us is Teege Mettille, author of The Admissions Counselor Malaise and Director of Enrollment Success at EnrollML. Drawing on years of campus leadership experience, Teege shares his unique perspective on the root causes of this crisis and why it's more than just a post-pandemic adjustment. Together, we explore the pressures of corporatization, the shifting meaning of mission-driven work, and innovative solutions that could breathe new life into admissions teams.If you've ever wondered what's really behind the admissions staff turnover this episode is for you._________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode, we sit down with Dr. Carey Dukes, who brings a wealth of experience from 25 years in supply chain management and a passion for teaching the next generation. After earning his doctorate degree, he joined academia to help students become day-one-ready employees.Dr. Dukes dives into the critical issues of:Student retention within smaller universitiesChallenges presented when freshman don't return to campusCosts associated with student recruitment_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

Host Jonathan Clues discusses the impact of international recruitment and study abroad programs on U.S. higher education with guest Dr. John Neiser, Vice President for International Operations at Fairleigh Dickinson University. They delve into how international recruitment has shifted from being a symbolic effort to a critical revenue source, with Dr. Neiser highlighting that international operations contribute to a significant portion of his university's revenue. The conversation explores the strategic importance of international students, the challenges of geopolitical and economic factors, and the necessity of developing strong relationships with recruitment agents. They also touch on the role of digital experiences in international recruitment and emphasize the need for institutions to offer more personalized and relevant support systems for international students._________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

Our latest episode of “Filling Seats” features StudentBridge CEO Jonathan Clues alongside Vanessa Didyk from ZeeMee and Dave Becker from CampusESP to discuss innovative strategies and technologies to boost enrollment, enhance student experiences, and maintain continuity despite staff changes.Jonathan, Vanessa, and Dave also tackle key questions:How can institutions leverage technology to retain knowledge when staff members leave?What are the latest trends in student engagement and how can they boost enrollment?What proven strategies increase student retention and success?_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In the third installment of our series on the 2023 RNL Trend Report, once again, we peel back layers of data to offer actionable insights on what motivates students to opt in to receive emails, text messages, and telephone calls. From their unique vantage points, Dr. Raquel Bermejo, Associate Vice President of Market Research and Planning for RNL and StudentBridge CEO and founder Jonathan Clues dive into the privilege of receiving personal information and what students seek in return. Most important, the pair unpacks surprisingly high open rates for recruitment emails and the essential components these communications must include. Raquel and Jonathan also answer:How do students prefer to be contacted?What do they want to know?When do students want to be contact?How to calibrate outreach at each stage of their college search?Don't forget! Raquel and Jonathan break down more of the 2023 RNL Trend Report in Episodes 38 and 39 of Filling Seats. _________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode, we explore the busy summer travel season and the opportunity it presents for visitor services teams. Preparing for these crowds can be key, especially if your institution is located in a high-interest city, like Boston.  In 2023, 22% of students visited campuses in a stealth, unannounced visit (Source: Niche). Amber Fitzgerald, director of enrollment visitor services at Suffolk University, shares best practices for engaging these prospective student-tourists.You'll also hear:How to alleviate the challenges facing visitor services teamsTips for supporting visitors throughout the enrollment life cycleOpportunities the FAFSA delay created to engage studentsStrategies for giving students the personalization they expect_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

Residence life, mental health, and wellness play a significant role in enrollment marketing and student college search today. In this episode of Filling Seats, StudentBridge CEO Jonathan Clues interviews ed tech innovators Luke Warren and Richard Nichols of Kinetic Software, a leader in student housing and accommodations. The trio compare notes on priorities and pain points facing students, parents, and admissions teams, while exploring the global and unique realities facing students in North America and the United Kingdom. We'll also cover: Overall trends in student residence life and housingStudent priorities, from lifestyle to academicsTechnology's role in providing student-centered solutions

Feeding students' appetite for omni-channel doesn't have to be ‘oh my'. RNL's Raquel Bermejo and StudentBridge CEO Jonathan Clues give a crash course on the multiple sources students use in their college search. Plus, implementing an omni-channel strategy is like composing a symphony, so higher ed marketing maestro Jose Mallabo also stops by to share practical tips based on the 2023 E-Expectations Trend Report.The hosts answer:What information sources do students use?Do students really read email and brochures?Isn't social media enough?What trends should our team prepare for?For more:Schedule a meeting with StudentBridgeAccelerate conversion with virtual video2023 E-Expectations Trend Report_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

RNL's Raquel Bermejo discusses the growth of video as an essential part of an admissions strategy with StudentBridge CEO Jonathan Clues. You'll hear:Demand for virtual experiences and personalizationKey Findings from the 2023 E-Expectations Trend ReportHow video and personalization drive enrollment and conversionBest practices for creating authentic videos about students' interests More intelligence on the power of virtual videoSchedule a meeting with our teamFull 2023 E-Expectations Trend Report_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode, you'll hear from Corrie Wilder who is the Executive Director of Marketing and Communications at Washington State University Everett, a small regional campus in the WSU systemYou'll hear:How they navigate recruitment and marketing as a branch campus of a larger university systemAdvantages of marketing a small regional school and what marketing tactics work bestRecommendations for how to grow enrollment among non-traditional populations_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode, you'll hear from Sarah McMaster who is the Executive Director of Marketing and Enrollment Management at Champlain College Online.You'll hear:Similarities and differences in enrollment marketing strategy for online vs. on-campus programsHow they're capturing prospect email addresses by providing valueAreas of improvement and recommendations for enrollment teamsSarah's take on AI, ChatGPT, marketing ethics, and data privacy_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode, you'll hear from Alyson Leas who is the Director of Admissions at University of Jamestown, a private Christian liberal arts university in Jamestown, North Dakota.You'll hear:The importance of being present and showcasing valueTheir unique approach to communicating outcomes that specifically appeals to parentsHow UJ markets to stealth students and enables them to easily find what they're looking forWhy video is an essential part of their strategy_________________Featured Case Studies ⤵️1️⃣ Illinois College - private liberal arts college in IL2️⃣ Wayne State College - small public in NE3️⃣ Georgia Southern University - large public in GA

In this episode, you'll hear from Alyssa Brant and Kailey MacDonald, two StudentBridge team members who work with our partners to ensure their success.You'll hear them discuss:The biggest challenges they see schools face and top recommendations for success heading into the next enrollment cycleWhy authentic content matters and how to achieve it without hiring more staffRising trends in marketing, campus tours, in-person recruitment, and student behavior_____________________Featured Resources in this Episode ⤵️1️⃣ Watch Webinar: Hello Better Tours, Goodbye Enrollment Blues2️⃣ Download Whitepaper: Open the Doors to Achieve More_____________________

In this episode, you'll hear from Jordan Stevenson who is now the Executive Director of Admissions and New Student Programs at Kennesaw State University, as well as Sara-Jean Gilbert who is the Associate Director of Admission at Illinois College.You'll hear:How they've communicated with admits throughout the yield process over the past few enrollment cyclesWhat success they've seen from recent strategy shiftsPLUS: Learn about the new StudentBridge and what this means for institutions and prospective students_____________________Featured Resources in this Episode ⤵️1️⃣ Watch Webinar: Hello Better Tours, Goodbye Enrollment Blues2️⃣ Download Whitepaper: Open the Doors to Achieve More_____________________

In this episode, we're sharing 8 strategies to prioritize for the next enrollment cycle. You'll also hear from past podcast guests with their perspective.Find out:how to combat the decline in college-bound students and increase in competitionwhat channels you might be using ineffectively or overlookingall the ways personalization can be utilized to boost enrollment

In this episode, you'll hear from Mary Beth Marks who is the Executive Director of Enrollment Marketing at University of the Pacific, a private university in Northern California.You'll hear her discuss:the importance of marketing to enrollmenthow they're using paid TikTok ads to build brand awarenesswhat she thinks about using mail and email to meet enrollment goals_____________________Featured Resources in this Episode ⤵️1️⃣ Watch Webinar: Hello Better Tours, Goodbye Enrollment Blues2️⃣ Download Whitepaper: Open the Doors to Achieve More_____________________

In this episode, you'll hear from Laura Rudolph who is the Director of Enrollment Communication at Transylvania University, a private liberal arts university in Lexington, Kentucky.You'll hear her discuss:how they impact enrollment through strategic communication to parentswhy it's essential to use both data and individual interactions to inform a strategyhow they embody their small-school approach in campus visits_____________________Featured Resources in this Episode ⤵️1️⃣ Watch Webinar: Hello Better Tours, Goodbye Enrollment Blues2️⃣ Download Whitepaper: Open the Doors to Achieve More_____________________

Happy Birthday to Filling Seats

In this episode, you'll hear from Drew Granucci who is the Associate Director of Admissions at University of Connecticut.You'll hear him discuss:advantages and disadvantages of working at a big-name schoolthe positive impacts the pandemic has had on their in-person and virtual visitshow they strategically and successfully use outbound phone calls to engage with prospective students_____________________Featured Resources in this Episode ⤵️1️⃣ Watch Webinar: Hello Better Tours, Goodbye Enrollment Blues2️⃣ Download Whitepaper: Open the Doors to Achieve More_____________________

In this episode, you'll hear from Lindsay Nyquist who is the Director of Marketing & Communications at Fort Lewis College, which is is a small public liberal arts college in Durango, Colorado.You'll hear her discuss:how their remote location plays a role in their in-person and virtual visit strategyhow they convey authentic student voices through their social content and enrollment messagingwhat their relationship is like with admissions and campus administration_____________________Featured Resources in this Episode ⤵️1️⃣ Watch Webinar: Hello Better Tours, Goodbye Enrollment Blues2️⃣ Download Whitepaper: Open the Doors to Achieve More_____________________

In this episode, you'll hear from Claire Lawrence who is the Academic and Admissions Advisor at the University of Texas Health Science Center at Houston School of Public Health. You'll hear her discuss: how organic social content plays a role in their digital strategy their grassroots approach to recruiting public health students the challenges they face with increased competition

In this episode, you'll hear from Dr. Christophe Morin who is a neuroscientist, professor of media psychology and CEO of SalesBrain. He has 30+ years of experience in marketing, consumer research, and advertising effectiveness, and his passion is to understand and predict consumer behavior using cutting-edge science. You'll hear him discuss: top mistakes colleges and universities make in their marketing efforts how to invest in ensuring your homepage and webpages are capturing prospective students' attention the top strategy tweak any team can make that will make the biggest difference, regardless of capacity or bandwidth

In this episode, you'll hear from Lauren Mauldin who is the Director of Communications & Marketing at Mercer University School of Law. Mercer is a small private school located in Georgia. You'll hear her discuss: how they convey their small school feel through virtual visits how their strategy is changing to appeal to Gen Z some creative strategies for meeting the increasing content demands with less resources

In this episode, you'll hear from Timothy Butterfield who is the Admission Marketing Specialist at Grinnell College. Grinnell is a small private liberal arts college in Iowa. You'll hear him discuss: one of the top ways Grinnell receives quality inquiries some of the unique challenges they face as a highly selective institution the importance of communicating the "why" with prospective students throughout the college search process

In this episode, you'll hear from Chris Showalter who is the Lead Video Producer at StudentBridge. You'll hear him discuss: top mistakes schools make when creating video when to use short-form, long-form, self-shot, and professional video where in the enrollment funnel video plays the biggest role

In this episode, you'll hear from Michael Ruiz who is the Assistant Dean for Admissions and Financial Aid at Southern Illinois University School of Law. SIU is a mid-sized public university in Carbondale, Illinois. You'll hear him discuss: how they balance the demand for filling seats with the desire for finding the best-fit students how in-person visits fit into their overall strategy how they make it all work with a small team and a shrinking prospective student population

In this episode, you'll hear from Jay Collier who is the Director of College Relations at Wayne State College, a small public college in northeast Nebraska. You'll hear him discuss: how Wayne State has increased enrollment and retention through a culture of supporting students why digital is their most effective marketing channel how they were able to increase their enrollment marketing budget to achieve necessary targets

In this episode, you'll hear from Cassie Montgomery who is the Director of Outreach Services at Amarillo College, which is a community college in the Texas panhandle. You'll hear her discuss: how marketing a community college differs from a four-year institution how she revamped their campus visit experience and how she designed it to meet the needs of a prospective community college student the importance of relationship building for recruiting their students 

In this episode, you'll hear from two team members at Washington University in St. Louis Division of Biology & Biomedical Sciences -- Andrew Richards, Director of Admissions & Recruitment and Kyla Evans, Recruitment and Communications Coordinator. You'll hear them discuss: how they compete against other nationally known institutions how they utilize a combo of mass marketing and personal outreach to bring in their class their take on increasing access for STEM fields

In this episode, you'll hear from Stephen Woodward who is the Marketing & Communications Manager in the Bill Gatton College of Pharmacy at East Tennessee State University. You'll hear him talk about: what the state of enrollment marketing is for pharmacy schools and what the future might bring what it's like being a department of one how they're differentiating their program from others

In this episode, you'll hear from Lauren Findley and Noelle Stovall who are the Director and Associate Director of Admissions at Jacksonville State University. Jacksonville State is a public institution in Alabama. You'll hear them discuss: the working relationship between them and their relationship with university leadership how they differentiate their school in a state with such heavy competition the positive impacts for student access that were brought on by the pandemic

In this episode, you'll hear from Mark Forehand who is Interim Vice President of Enrollment at Kennesaw State University. You'll hear him talk about: how Kennesaw State nearly doubled its total student body enrollment in a decade the importance of video to Kennesaw's online presence and how they create video without straining resources what channels are most effective for meeting massive enrollment goals

In this episode, you'll hear from Chelsea Holley who is the Director of Admissions at Spelman College. You'll hear her talk about: what shaping enrollment looks like for a truly unique institution like Spelman how social media has played a huge role in showcasing Spelman online and how they've done it with a small team what strategies she's using to retain her staff if pay raises are not an option

In this episode, you'll hear from Ben Congleton who is the CEO of Olark, which provides live chat for university websites. You'll hear him talk about: the importance of live chat, and what its benefits are over texting how different universities have utilized chat and what their successes have been how universities can manage live chat, even with a small or understaffed team

In this episode, you'll hear from Hillary Kane who is the Chief Communications & Marketing Officer at a private law school in California. You'll hear her talk about: the most effective channels for different types of programs and audiences what prospective law students are looking for during their search what the future might look like for virtual or hybrid law programs

In this episode, you'll hear from Bob Johnson who has been a consultant in higher ed since 2006 helping schools develop strong marketing communication strategies. You'll hear him talk about: the top mistakes colleges and universities make on the website homepage critical information that could be missing from your school's academic program pages what's more important for your enrollment marketing strategy than high-priced technology

In this episode, you'll hear from Megan Moloney who is the Vice President for Marketing and Communications at Transylvania University. You'll hear her talk about: the collaborative, working relationship between university marketing and enrollment marketing what channels are most effective at different stages of the funnel how she uses her background in federal public affairs to navigate on-campus politics

In this episode, you'll hear from Jeremy Tiers who oversees Admissions Services at Tudor Collegiate Stratgies, which provides Advanced Recruiting and Training Strategies. You'll hear him talk about: why inconsistency and outdated tactics are the holding back enrollment marketers how enrollment leaders can create a better culture to retain staff what students truly want in terms of personalization

In this episode, you'll hear from LaNelda Rolley who is the CMO at Nevada State College. You'll hear her talk about: the most effective channels for her school, which aren't print or email how she's using targeted social ads for different populations what growth has looked like for her school

In this episode, you'll hear from Kevin Renton who is a Principal at eCity Interactive, a digital design and marketing agency based in Philadelphia. You'll hear him talk about: the different forms of personalization and how to best attain it an agency view of enrollment marketing how COVID has forever changed this industry (for the better!)

In this episode, you'll hear from Tyler Peterson, Executive Director of Admissions & Financial Assistance at the University of Alabama at Birmingham and current president of SACAC. You'll hear him talk about: how to engage employees through the great resignation his perspective on what schools are doing well (and not so well!) what to expect at the upcoming SACAC conference

In this episode, you'll hear from Judith Stockmon who is the Assistant Dean for Graduate Enrollment at American University College of Arts and Sciences. You'll hear her talk about: how an on-going collection of data guides their ability to recruit how her private sector experience shaped her view on enrollment as a consumer product now how analyzing data has revealed critical insights on their student population

In this episode, you'll hear from Dr. Kerr Ramsay who is the Senior Vice President of Enrollment at High Point University, a private university in North Carolina. You'll hear him talk about: how High Point is using print and email differently why enrollment marketing gets a bad rap what the future for enrollment might look like

In this episode, you'll hear from Mariah Hughes who is the Director of Marketing and Public Relations at Eastern Maine Community College. You'll hear us talk about: the importance of brand management and marketing at a two-year institution how Mariah gets it done as a one-person marketing operation how EMCC strives for access in its programs and offerings

In this episode, you'll hear from Kylie Hall who is the Assistant Director of Admissions Communications at Georgia Southern University, a large public institution with three campuses in Georgia. Kylie and I discuss: how Georgia Southern has grown enrollment during the pandemic by utilizing surveying in the yield process her view on collaboration between peers in higher ed a multi-channel approach to communication with prospective students