undeclared

David Gibson is vice president for communications and marketing at Middlebury, where he oversees public affairs, marketing, internal and crisis communications, branding, web strategy, social media, creative services, and print and mail operations. He has three decades of experience advancing the interests of mission-driven institutions and has built programs clarifying their value in the world and bringing deeper engagement with stakeholders. He has held staff positions at Hampshire, MIT, and Dartmouth and was a vice president of strategic communications for the international consulting firm Grenzebach Glier and Associates. At Cornell, he and his team won two Sibley “magazine of the year” awards. As its managing editor, he helped Yankee earn its first National Magazine Award nomination for reporting. What you'll learn about in this episode: How David's career led to higher education marketing, and how his background in magazines has helped inform his career and given him a unique marketing perspective Why articulating who your institution truly is in a conversational way lies at the heart of higher education marketing's impact Why David sees his role as “curating and collating” an institution's messaging as much as “creating” content Why getting stakeholder buy-in is really just about having conversations with people and listening to their thoughts How David defines "engagement", based on enabling an audience to emotionally feel something that can motivate them to do something in partnership with the institution Why identifying and repurposing content is a powerful way for especially small higher ed marketing teams to expand their reach How David learned "the business of philanthropy" through a new career change, and what key lessons about giving and communication he learned in that role What wisdom David has to share with higher education marketing professionals seeking to master their communications skills Resources: LinkedIn: www.linkedin.com/in/david-gibson-6552644/  LinkedIn: www.linkedin.com/school/middlebury-college/  Additional resources:  Website: www.theundeclaredpodcast.com  Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: Why mastering your brand platform and getting your messaging and strategy right offers many benefits for higher education institutions What ten key benefits you'll receive from a great brand strategy: Greater clarity Strengthens trust Influencing of beliefs Instilling confidence Inspiring your employees Rallying the community Boosting recognition Maintaining loyalty Protecting your pricing Creating value Why knowing the benefits of getting your brand strategy can help you get buy-in from leadership How to get access to a downloadable PDF of these ten key benefits in greater detail from Allison and the team at Up&Up Resources Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Laralee Ferrell Harkleroad partners with organizations seeking to grow and transform their culture, with an emphasis on branding, communications, and marketing. She currently serves enrollmentFUEL as a professional consultant and manager & curriculum strategist for their REV: Fuel Training Series. Dr. Harkleroad also enjoys working with tomorrow's leaders in the classroom by serving as an adjunct professor and guest lecturer. Previously, as the Director of Marketing and Quality Enhancement Plan (QEP) Co-Director for Tusculum University, the first University in the state of Tennessee, she built the institution's first Marketing department, establishing processes and policies, creating brand awareness, and building relationships across the organization to help achieve challenging goals. Joining TU in 2014, her role covered a wide range of responsibilities including strategic planning and developing integrated marketing campaigns in support of student recruitment and retention, as well as alumni engagement and fundraising support. Dr. Harkleroad recently spearheaded the University's transition from College to University and its efforts to unify and realign the institution's brand. Dr. Harkleroad led the team responsible for all aspects and execution of the institution's brand strategy including communication flows, social media management, and the phased redesign of the University's website using only existing internal resources. Dr. Harkleroad continues to serve as an adjunct professor for the University's College of Business and College of Civic & Liberal Arts. A career change in 2012 led Dr. Harkleroad to discover her passion for higher education. Prior to 2012, she spent eight years managing the marketing and recruiting efforts for the TriCities, TN/VA office of Baker Donelson Law Firm. She obtained an EdD in leadership and learning in organizations from Vanderbilt University's Peabody College, an MBA with a concentration in human resources from King University, and a Bachelor's in business administration with a concentration in legal studies from East Tennessee State University. What you'll learn about in this episode: How Laralee found her way to #HigherEd marketing and discovered that it was her true "calling" How Tusculum University is actually the second institution Laralee has worked at during a transition from college to university What steps Laralee and her team took to ease the transition and reframe their marketing around the university transition How changing lamppost banners to feature Tusculum University was the single biggest community impact that excited people for the transition What tools and resources Laralee's team used that made the biggest difference throughout the process How a clear, aspirational mission statement helped unify everyone and served as a focal point to get all parties involved on the same page Why Tusculum University chose the "pioneer" as their mascot, and how it reflects the many ways the institution has served as a pioneer in Tennessee How the outbreak of the global pandemic shaped the direction of some of the rebrand marketing How all the hard work, strategic thinking, careful planning and implementation paid off in a hugely successful transition and rebrand Resources: LinkedIn: www.linkedin.com/in/laralee-harkleroad/ Facebook: www.facebook.com/laralee.f.harkleroad Instagram: www.instagram.com/laraleeharkleroad/ Twitter: @lfharkleroad

What you'll learn about in this episode: What a “brand strategy” is, and how it is comprised of three key parts: the “why”, the “what” and the “how” How your “why”, your brand platform, includes the 4-5 key points that make up your brand pillars, brand proof, persona, brand story and brand promise How research, focus groups and other insight generators can help you develop your brand platform How your “what”, the visual indicators of your brand such as your logo and colors, don't have to change unless they need to be refreshed Why your “how”, your brand awareness, is divided into four key buckets: distinction, relevance, consistency, and frequency Why your messaging needs to reach your target audience where they are and needs to be consistent across all the ways your audience engages with you Why your message should be relevant to your target audience and spark intrigue and interest Resources Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Laura H. Jack is vice president for communications and acting chief diversity officer at Colgate University in Hamilton, N.Y. At Colgate, Jack leads all internal and external communications efforts to steward Colgate's reputation and identity; build awareness of the University, the excellence of its faculty, and its strong academic programs; and support the University's core mission, goals, and priorities. Prior to arriving at Colgate, Jack was vice president at Howard University in Washington, D.C., where she oversaw all fundraising, alumni relations, communications, and university events operations. Outside of higher education, Jack spent nearly 10 years managing marketing and advertising initiatives and multimillion-dollar campaigns with international marketing and advertising firms, such as JCDecaux and Ogilvy & Mather. Beyond Jack's professional responsibilities, she is an active member in the community and serves on the board of directors for Community Memorial Hospital and A Better Chance Clinton. Jack earned a Bachelor of Business Administration from Pace University, a Master of Business Administration and a Master of Science in Education from Baruch College. She is currently pursuing a PhD in Higher Education at Syracuse University. What you'll learn about in this episode: How Laura found her way to the world of #HigherEd marketing, and why she chose to take a “backward step” from her job in the corporate world to follow her passion How the field of higher education communications has evolved over the decades, and how Laura bridges the gap between her two roles at Colgate University How the outbreak of the global pandemic accelerated Colgate's diversity, equity and inclusion (DEI) plan Why DEI work touches everything the institution does, and how disparities in access to vaccines has impacted the institution's students How Colgate University addressed the challenge of bringing students back to campus in a safe and conscientious way Why clear, strong and frequent communication has been crucial for navigating the challenges of the global pandemic What key lessons Laura and her team at Colgate learned through the challenges and experiences of the pandemic and lockdown How Colgate's marketing during the pandemic highlighted the institution's COVID response and shifted toward more digital, remote marketing What positives Laura has been able to take away from her team's experiences through the pandemic thanks to the addition of new technologies Why how you engage with your team and colleagues matters, and why it is important to acknowledge differences in how people function and communicate

What you'll learn about in this episode: Why it's important to ask the question “what is your process?”, and how it can save you from headaches down the road Why a predictable, consistent, stable, uniform, repeatable and reliable process is crucial Why the processes your agency partners have in place are critical for your success in achieving your end goal Why you shouldn't be afraid to ask questions and seek greater clarity from your agency partners Why asking “what is your process?” is the key to minimizing risk and ensuring that you're happy with your relationship with your agency partner   Resources Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/allison-lanier

Keith Warburg is the Director of Communications for the Florida State University Alumni Association. With more than 10 years of experience in higher ed marketing and communications, he has served as a CMO, graphic designer, and basically every role in between. Keith is focused on building partnerships across campuses through shared problem solving and treating people well. What you'll learn about in this episode: How Keith was a first-generation college student who fell in love with the college experience, and how he transitioned into a career in higher education How Keith's varied career and skillset have served him in his role as the FSU Alumni Association's Director of Communications How Keith has worked to improve their video marketing game and to bring in current students to help drive the work Why collaboration between Admissions and Marketing has created powerful results for Keith, and what advice he has for building a relationship between teams What pivotal aha! moments Keith has experienced through his cross-team collaboration efforts What differences Keith has experienced moving over to the Alumni Association, and how his focus has shifted to different priorities and methods of engagement How Keith works to keep alumni engaged all year long, and how the global pandemic has changed his work How the realities of the global pandemic have created new opportunities to collaborate with other institutions and create new, innovative solutions Why the many challenges of 2020, from the global pandemic to economic recession to student protests and racial unrest, need a strong sense of community and commitment How to address any challenges and obstacles to collaboration you might be facing, and how going outside your campus for partnerships can help Resources: Echoes: The FSU Alumni Podcast: https://alumni.fsu.edu/echoes LinkedIn: www.linkedin.com/company/fsu-alumni-association

Andy has worked in education for about 30 years, serving at various times as an admission counselor, admission director, charter school head of school and adjunct college faculty member. He began his career working at his alma mater, Oglethorpe University, before becoming director of admission at LaGrange College. He then left higher education for 11 years to run a K-8 charter school in Newnan, GA. Since July of 2015, Andy has had the privilege of serving as Vice President of Enrollment Management at Andrew College. Andy and his wife Karen have been married for 31 years. They have two sons who are recent college graduates, and a daughter who is a high school freshman. What you'll learn about in this episode: How Andy's career has given him a broad perspective, having worked in many aspects of education including K-12, national and regional liberal arts institutions How Andy made the transition from secondary education to higher education, and what makes Andrew College, a two-year private residential institution, unique How the small 300-student institution serves students throughout Georgia, and what programs and opportunities they offer their student body How Andrew College has a high rate of graduates going on to four-year institutions, and how they prepare their students for the transition with a solid foundational education What sort of prospective student outreach efforts Andrew College makes, who their ideal right-fit students are, and how their outreach has changed in the pandemic How Andrew College sets about offering a different type of college experience than the institutions they are competing with How the institution stays highly price-competitive while offering the added layer of the residential experience How as a father, Andy helped his own sons make important choices about their college career and about which school to attend How the outbreak of the global pandemic has created a notable education gap, and why Andrew College may be the ideal stepping stone for struggling students  Resources: Andrew College Facebook: www.facebook.com/AndrewCollegeTigers LinkedIn: www.linkedin.com/school/andrew-college/

What you'll learn about in this episode: Allison shares key statistics that have helped shape the Millennial generation, its habits and challenges How Generation Z is exceptionally tech-savvy and financially conservative, and how 2020 has pushed Gen Z into a different path from generations before them Why tuition price, student loan debt, mental health services and diversity and inclusion are key factors Gen Z is using to determine where to pursue their higher education Why “standing out in a sea of sameness” is crucial for connecting with Gen Z, and why you have to support your messaging with action How “Generation Alpha”, born between 2010 and 2024, are set to become the largest generation in the history of the world How Gen Alpha will likely be defined by their adaptability, their need for visual and hands-on education, and their need for leadership skills development What Millennial parents of Gen Alpha will look for in a higher education institution and its program offerings and support systems Why a shift in higher education marketing efforts toward emerging social media and influencer marketing platforms needs to happen sooner rather than later Why you should begin thinking about your institution's current programs and offerings and how they reflect the needs of future Gen Alpha students Resources Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/allison-lanier

Christen Engel's Bio: Christen Engel is an award-winning communications and marketing executive with more than 10 years' experience in healthcare and higher education. In her role as interim vice president of communications and marketing for Augusta University and Augusta University Health, she works to drive strategic enrollment and health system revenue growth through brand and public positioning, issues and crisis management, earned and owned media. In addition, she oversees mass internal communications and executive communication for an institution with more than 10,000 employees; the university and health system websites; the employee intranet; and institutional photography, videography and graphic design. Fun fact, Christen and Allison actually went to college together! Aubrey Hinkson's Bio: Aubrey Hinkson prides herself on bringing the work efficiencies of an agency model to the health care and higher education marketing space. During her time at Augusta University, she has been challenged with multiple brand transitions and unique opportunities for process improvement and team transformation. As the AVP for Marketing, she is responsible for the development and implementation of marketing strategies, plans and initiatives for the university. Aubrey is an instructor in the Hull College of Business at Augusta University. She received her Bachelor of Science in Marketing and Master of Science in Marketing from Clemson University. What you'll learn about in this episode: Christen shares why her collaboration with Aubrey has been powerful, especially during the process of navigating the institution's huge rebranding to Augusta University What challenges and opportunities arose from the consolidation between Georgia Health Sciences University and Augusta State University to become Georgia Regents University Why not including the community in the decision on the new name created lots of brand buy-in challenges, and why the institution renamed and rebranded again as Augusta University How, in spite of feeling disheartened by having two years of rebranding work abandoned, Aubrey and her team rose to the challenge of doing another rebrand so quickly How the right partnerships made a huge difference in the success of the second rebranding, and how intentionality and collaboration were crucial resources for getting buy-in Why pushing people to be brand advocates rather than serving as the “brand police” has been an important lesson and mindset shift Why Christen feels the rebrand was a monumental success, and how the rebrand created a unique opportunity to highlight Augusta University's unique offerings How Augusta University is navigating the challenge of tailoring messaging to different groups of students and alumni Why Augusta University isn't for everyone and doesn't try to speak to everyone but instead focuses on students who are looking to break the mold Why authenticity is absolutely critical for addressing today's students, and what advice Christen and Aubrey would share for anyone going through a major brand change   Resources: Christen's Facebook: www.facebook.com/christen.carter.engel Christen's LinkedIn: www.linkedin.com/in/christen-engel-25102a26/ Christen's Twitter:  @CARTERC5 Aubrey's LinkedIn: www.linkedin.com/in/aubrey-hinkson-2a497316/  Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: Why the first step isn't reaching out to agencies for quotes but to truly take the time to understand your higher ed institution's buying process How the process tends to differ between private and public institutions, and why it's crucial to build the right internal relationships as early as possible Why the next step is to understand your purchasing rules and limits and the proper channels to go through before you start writing your RFP Why it is important to be flexible and clear with your purchasing power, and why being communicative with all of your partners is key Why understanding your limitations and budgetary constraints early can save you a lot of hassle later in the process Why the earlier you begin the research process the easier and more successful your projects and campaigns will be   Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/allison-lanier

Elizabeth Orehovec has worked in the Office of Undergraduate Admissions at the University of South Carolina for 15 years. She is currently the Senior Associate Director and serves as a core member of the enrollment leadership team responsible for leading more than 100 recruitment and enrollment marketing employees and collaborating on strategic enrollment initiatives with students, faculty and staff across campus. After earning her bachelor's degree from the University of Miami, Elizabeth moved to South Carolina to earn her M.Ed. in Higher Education Administration. She has also earned her MBA and Ph.D. from the University of South Carolina. Elizabeth frequently presents on college admissions topics and loves talking with high school students and their parents about things to keep in mind during this critical time. What you'll learn about in this episode: How Elizabeth's experiences as a student and her love of strategy and problem solving inspired her to follow her career path into higher education admissions How CRM tools have caused a massive landscape shift in enrollment and admissions in higher education, and why it is important to decide on a list of “must haves” first How tools to manage virtual events and the ability to text message became key tools for Elizabeth and her team, especially during the pandemic Why the University of South Carolina chose Slate as their CRM platform, and why the level of customizability in your chosen CRM software is an important consideration Why tracking and understanding student interactions offers key information that Elizabeth is able to use to continually refine U of SC's communication strategy What early challenges and pitfalls Elizabeth and her team had to navigate, and who was involved in selecting their CRM platform What a typical prospect journey looks like for U of SC, and how CRM tracking begins as early as 9th grade, and how communication ramps up starting in spring of their junior year How CRM implementation has been transformative for U of SC's ability to navigate the realities of pandemic Why making the investment in CRM and spending the time to set everything up pays off in the end whenever you are able to power up your communication and efficiency Why Elizabeth recommends you turn to the higher education community who have already been through the CRM implementation process to learn from their experiences      

What you'll learn about in this episode: Why there are often many overlooked opportunities to optimize your digital marketing campaign even prior to its launch Why you should always consider how your audience interprets and experiences your campaigns, both on an intuitive and emotional level and more analytically Why the first strategy is to design for distinctiveness and to ensure that your design elements stay consistent, distinct, and easily connected to your brand Why the second strategy is to consider the emotions, benefits, and associations you want your audience to make when engaging with your campaign Why the third strategy is to create an intuitive link between your ad and your landing page to reinforce the narrative you want to share Why the fourth strategy is to use a benefits-driven headline and an action-oriented sub-headline to complete your narrative Why the fifth strategy is to provide social proof that helps establish who your typical end-user is and reinforce behaviors and beliefs Why it can be very easy to view the individual elements of a marketing campaign in a silo, and why thinking about the integrated whole can be much more effective   Resources: Read Chris Huebner's blog post, Leading the Elephant: 5 Higher Education Marketing Strategies for More Impactful Digital Campaigns Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier

Nick Selby grew up in Phoenix, AZ and completed his Bachelor's degree in Mechanical Engineering at Georgia Tech. He now works and studies as a graduate student studying robotics at MIT. What you'll learn about in this episode: How Nick signed up for an opportunity presented to Georgia Tech sophomores to give a speech to the incoming freshman class, and how the speech went viral online How Nick's background in highschool debate and speech and hundreds of practice attempts helped him perfect his speech What kind of positive reception Nick received from the Georgia Tech faculty and staff after his speech, and where he got his inspiration What exciting experiences and big things Nick was able to do over the course of his time at Georgia Tech How Nick worked closely with the marketing team at Georgia tech to amplify the reach of his viral speech through various media outlets How the explosive success of Nick's speech opened the door to new opportunities for him, including getting to participate in YouTube Rewind How the key line from Nick's speech, “You're at Georgia Tech, you can do that!” was used by the marketing team Why Nick chose to go to Georgia Tech, and what important qualities at the school influenced his decision What exciting projects Nick is working on today at MIT in the robotics program, and what goals he has set for himself in the future   Resources: Nick's Linkedin: https://www.linkedin.com/in/nicholas-selby-5278b334/ Watch Nick's Epic Welcome Speech at Georgia Tech: https://youtu.be/7Bfr__WhGJg   Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: How Allison transitioned from a corporate background into her current role as Business Development Manager at Up&Up How Allison has integrated her own experiences in higher education into her work at Up&Up, and what similarities and differences she has seen from her previous career How 2020 impacted the world of higher education, and how the lessons learned during the difficult year have created positive changes Why Allison suggests that any institution wanting to begin a new marketing project start with their brand first What advice Allison would give to a higher ed institution considering working with a marketing agency for the first time Why it is important to understand how you want to get a project done and then tailor your decision based on those needs and the results you want How Allison had originally planned to become a nurse before discovering her passion for sales and helping others Why Allison hasn't set firm new year's goals and instead works toward goals all year long, and why she has chosen “grace” as her word for the year Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/allison-lanier

Adam Landrum founded Up&Up and has led it since 2002. He graduated cum laude from Clemson University and was recruited by Arthur Andersen, but his entrepreneurial spirit kicked in and he set out to create a digital agency with an incredible culture & business model. Adam's passion is impacting people's lives through life-changing educational experiences. He oversees the agency's strategic direction, guides the leadership team & finds amazing ways to help our clients impact students worldwide. He's worked with a wide range of clients, from helping Clemson build the nation's #1 alumni network to teaming with Erskine College to drive their highest enrollment in 50 years. Outside of Up&Up, Adam serves the church and its mission and mentors aspiring entrepreneurs. But the lives he hopes to impact the most are his lovely wife Shely and their four children. What you'll learn about in this episode: Why Adam followed his instincts and founded Up&Up, and why he believes the challenges we are facing today create an opportunity to rethink how we do things What key challenges Adam and the team at Up&Up have overcome, and how Adam learns from mistakes and uses them as an opportunity to improve Why Adam chose to take a risk and change Up&Up's delivery model to focus on nurturing long-term relationships with clients How Adam uses a Strategic Coach tool called an “impact filter” to help him make more sound decisions and take the right risks What advice Adam has to share for anyone struggling to communicate difficult situations to leadership How Adam developed his leadership skills and strengthened his ability to strategize, lead and implement Why Up&Up's values are so core to the team's work, and how “conscious leadership” is a key component of their values How to identify the unique abilities your team members bring to the table, and how an “activity inventory” can help you understand your strengths and weaknesses Why the “Entrepreneurial Operating System” (EOS) can be an invaluable resource for ensuring that the right people are in the right seats How to build a real, compelling vision and make a big impact on the success of your team's efforts Resources: Website: www.strategiccoach.com Website: www.eosworldwide.com LinkedIn: www.linkedin.com/in/adamlandrum/ Additional Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: Why getting stakeholder buy-in for your big projects and initiatives should be widespread and should happen as early as possible Why approaching everyone who will be interacting with your new project early in the process is the key to minimizing pushback How an early working session can help you achieve stakeholder buy-in, and how to conduct an effective working session Why stakeholder buy-in can offer a sense of empowerment and be a powerful and effective tool for change management How to avoid the perils of "death by committee", and how to identify the core and key groups of decision makers and stakeholders Why effective communication is crucial for success, and how a project "micro-site" can help you offer your stakeholders a broader overview of your progress Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier

Jamila Walker's Bio: Jamila Walker is the University Social Media Manager and an Adjunct Professor at Old Dominion University in Norfolk, Virginia with over ten years of experience in digital, public relations and marketing. Jamila leads the institution's social media program and works with different colleges, departments, faculty and students to identify the most effective way to disseminate key messages across digital platforms and tracks the success of those messages across multiple channels. TaQuinda Johnson's Bio: TaQuinda Johnson believes the field of public relations and social media is more than just an occupation, it's a calling. With over 15 years of experience within the communications and public relations sector, TaQuinda Johnson is the Social Media Strategist at Eastern Michigan University in Ypsilanti, Mi. TaQuinda is responsible for leading the charge for all social media efforts, while displaying the University's culture online. She also serves as liaison between the Division of Communications and various colleges and departments ensuring key messaging and best practices are utilized across the various social media platforms. When she is not at EMU, the sought after speaker is assisting faith-based organizations in displaying their ministry's cultures online. What you'll learn about in this episode: How Jamila and TaQuinda connected and then together created a Facebook group for Black higher ed communication professionals Why the Blacks in Higher Ed Communications Facebook group provides a much-needed sense of community and a mutual support system for participants How Jamila came to working in higher ed from a background in performing arts and non-profit work How TaQuinda shifted from working in the automotive industry when she was contacted by a university about an open position How TaQuinda and Jamila find balance in their messaging strategy, especially during difficult times and crisis situations Why teamwork, delegation, and separation between work and home life have been critical support tools to help TaQuinda and Jamila manage the challenges of 2020 How Jamila and TaQuinda have had to address very different situations and challenges at their respective institutions when addressing social injustice events How the discussion about racial issues is an ongoing and evolving conversation at Eastern State University, and how TaQuinda has seen an extraordinary response from her efforts Why institutions who say that diversity is a part of their culture need to back those words up with action Resources: Blacks in Higher Ed Communications Facebook group: www.facebook.com/groups/blacksinhigheredcomm/ Jamila Walker's LinkedIn: www.linkedin.com/in/jamilatwalker/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: Why any project, refresh or update you begin should always start with a strong, clear focus on your brand Why your messaging is the key to your brand, and why your visual identity assets need to be solid and focused on your message Why telling your story through your brand is the secret to differentiating yourself from your competitors Why your website is one of the most important components of your messaging and a key opportunity to tell your story to prospective students Why part of the story you tell should go beyond what happens in the classroom and should include the many other ways joining your institution can impact students' lives Why the timeline of a brand and website refresh typically requires around a year to eighteen months Why you should allocate a budget of at minimum $250,000 to as much as half a million dollars for a brand and website refresh project Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier

Mary Beth Oakey brings strategic thinking combined with creative spark to the client team at Up&Up. Her background is in retail marketing for a national clothing chain where she served as the director of social media and marketing and in the agency space where she served as an account executive on digital and brand strategy projects. Interacting with clients is still one of her favorite things, but these days you'll find her behind the scenes resourcing the team and keeping projects on time and on budget. Mary Beth and her husband, John, live in downtown Greenville with their four fur-children, Moose (a German Shepherd, Collie mix), Daisy (a Treeing Walker Coonhound, Husky mix), Roo (a Chocolate Lab, Weimaraner mix) and Ellie (an orange tabby). They can often be found on the Swamp Rabbit Trail, enjoying a local brewery, or working with the animal rescue community. What you'll learn about in this episode: How Mary Beth's background in retail marketing and in the agency space has offered her a unique perspective she employs in her position at Up&Up How Mary Beth juggles multiple projects and roles, and why compartmentalizing and focusing on one big project at a time is very important What key systems, tools, and resources Mary Beth uses to communicate with the team and keep the work flowing efficiently Why Mary Beth suggests you start your project planning by first laying out major milestones or deliverables for the project, then building out from there Why you should set realistic expectations and allow enough time to go through multiple revisions, and why people often underestimate the time a project will take How to best manage parallel projects in tandem, and why appropriate planning and staffing is critical for success How to deal with budgeting challenges and unexpected expenses, and what points to remember when developing a launch plan Why Mary Beth tries to involve clients and external stakeholders in the process as much as possible to demonstrate steady progress over time What Mary Beth seeks to learn from reviewing the closing of a project and then how she integrates that knowledge into the next project   Resources: LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency   Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Grantland Rogers, a high school senior honors student from Easley, SC preparing to enter higher education, shares his experiences with the marketing materials he has received, the admissions processes he has navigated, and his perspective as a top-performing high school student considering his higher education options. What you'll learn about in this episode: How Grantland has been in honors classes since the 8th grade and in AP classes, placing in the top five of his graduating class What areas of study Grantland hopes to focus on in college, and what he is looking for in the higher education institutions he is considering Why it is important for Grantland to attend a higher ed institution that doesn't just prepare him for his future career but for being an independent adult Why talking to higher ed students about their own experiences has been invaluable to Grantland, and why he wishes institutions would provide a way to connect with students How Grantland would like to see higher ed institutions bring more of the on-campus experience to their virtual tours What key experiences with institutions have most resonated with Grantland, and what questions he's still seeking answers for Why Grantland would like higher ed institutions to offer a support network to help smooth the transition to being a college student and developing adult life skills How Grantland is looking to his parents to help him make big decisions about his education, and why he still values the personalized touch of physical mail and text messaging Grantland shares an experience he had that gave him a less-than-positive impression of that school, and what he would recommend institutions do differently What one thing Grantland would change to make his decision easier to come to, and why a sense of calm and reassurance is key  Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Holly Duncan is a marketing and communications executive who helps brands reimagine themselves for relevancy, sustainability, and profitability. She guides these organizations to define their brand through asking WHY, WHAT, and HOW and engaging them in two-way conversations with their communities. Her 16 years' experience has been within higher education, sports, entertainment, retail, and telecommunications, and she's led cross-functional teams on both the brand-side and agency-side. Her approach to work as an entrepreneurial innovator and team motivator has proven successful in amplifying brand conversation, engagement, and affinity across global, national, and local platforms. Holly is currently the Chief Communications Officer at Converse College in Spartanburg, SC. In this role, she has the responsibility to represent and promote the College, increase its visibility and reputation, and advance the institution's mission, vision, and goals. Prior to joining Converse, Holly served as the world-famous Harlem Globetrotters' Director of Brand Marketing, after working in marketing roles for organizations like Verizon Wireless and Atlanta Track Club, and she even spent some time on the agency-side at Momentum Worldwide and EP+Co (formerly known as Erwin Penland), a Hill Holliday agency. What you'll learn about in this episode: How Converse College is changing from a women's college to a co-ed university, and how Holly's corporate experience helps her manage these major changes as they relate to branding and communications How Holly's work with the Harlem Globetrotters basketball team to refresh their brand image and relevancy with today's audience informs her work at Converse Why formally making the case for “why” is the first step to creating big changes, and how the Converse team made the case for change to internal staff, faculty and alumnae How Converse approached stakeholders with intentionality and planning through numerous channels such as videos, town halls, in print and face-to-face Why the leadership team was consulted from the beginning, and how Converse created an ad hoc committee with members of all stakeholder groups to help guide decision-making What eye-opening realizations Converse had while having conversations with their community around going co-ed and shifting from college to university How the team had crucial conversations around their brand and shifting from a single-gender institution to co-ed, and what core information they uncovered How Converse is preparing for the future through the change, while still honoring the rich history of their past as a women's college How Holly and her team are making the shift from information gathering to implementation in their brand messaging   Resources: Website: www.converse.edu Website: www.converse.edu/about/strategic-plan/ Website: www.converse.edu/coed-university/ LinkedIn: www.linkedin.com/school/converse-college/ Facebook: www.facebook.com/ConverseCollege Twitter: https://twitter.com/ConverseCollege @ConverseCollege Instagram: https://www.instagram.com/converse_college/   Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Carly Kite Lapinski is Associate Vice President for Marketing Communications at Brown University in Providence, Rhode Island, where she oversees central marketing and print services for the independent, coeducational Ivy League institution and seventh-oldest college in the United States. She joined Brown in 2017. What you'll learn about in this episode: How one of the first challenges Carly tackled when she began working at Brown University was taking stock of the team's resources and organizational structure What advice Carly suggests for working to de-silo your teams and resources, and why cross training your team members can help What an "enterprise model" is and how Carly and her team at Brown use this model to be more strategic in their efforts How time and trust have been crucial for managing the centralized approach Carly has brought to Brown's marketing and communications How Carly prioritizes projects and resources, and why adding the right team members to her teams has been challenging but rewarding How Brown's marketing model includes student participation, and why bringing in student content creators and focus groups is becoming an increasing focus What primary challenges, big wins and and lessons Carly and her teams have been able to draw from their enterprise model What processes, tools and templates Carly and her team use to ensure brand and messaging consistency Why buy-in and support from the university's leadership has been key and how Carly uses metrics to show value and provide insights to leadership Why Carly is especially proud of her team's recent public health campaign for students' return to campus amid the global COVID-19 pandemic Resources: Website: www.brown.edu/university-communications/services  Facebook: www.facebook.com/carly.kite.lapinski/  LinkedIn: www.linkedin.com/in/carlykitelapinski/  Twitter: https://twitter.com/carlykite @carlykite Additional resources:  Website: www.theundeclaredpodcast.com  Website: www.upandup.agency Email: contact@upandup.agency

As Director of Client Services for Up&Up, Ashley's passion for higher education and experience with marketing agencies comes full circle. Ashley began her career in higher education marketing, working in continuing and executive education programs at the University of South Alabama, Georgia Tech, and Harvard Business School. She also held senior marketing positions at an email marketing agency and a high tech company before joining Oden, a B2B marketing agency in Memphis, where she most recently served as VP of Digital Marketing and as a member of the leadership team. With UX certification from the Nielsen Norman Group and an unwavering dedication to client success, Ashley works to ensure Up&Up clients are happy and that our work delivers superior user experiences and results. Outside of work, Ashley likes to try out new recipes, and hang out with her husband, daughter, and their American bulldog. What you'll learn about in this episode: How Ashley's first job out of college was marketing at a university, and how her career has come full circle with her role at Up&Up How Ashley defines audience targeting, and how journey mapping is meant to map the most common journey within your audience rather than everyone's experience How to lay out the process and get started with journey mapping, and why it is important to include other stakeholders in the process How to use a hypothesis-based approach to journey mapping to determine pain points within prospective students' journey How a research-first approach differs from the hypothesis-based approach, and why collecting and analyzing data is the key first step regardless of the approach you use Why journey mapping can help you identify stumbling blocks and new opportunities within your processes How much time should be set aside for journey mapping, and why it is important to revisit and update your journeys periodically How journey mapping can help you improve your marketing by indicating where you can refine your touch points How journey mapping presents a great opportunity to align your stakeholders, and why allowing them to participate in the process can encourage buy-in What benefits you can expect from mapping your prospective students' journey and refreshing your journey maps each year Resources: Website: www.nngroup.com Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Christine Bowman has served as the Dean for Enrollment Services at Southwestern University since May of 2014​. Her responsibilities include overseeing the admission office​ to set enrollment philosophies at Southwestern University. After growing up in Houston, she attended Southwestern University in Georgetown, Texas, graduating in 1993. She furthered her education earning a Masters degree in Higher Education Administration from The University of Texas at Austin. Throughout her career, Christine has worked with tour guides, campus visitation planning, alumni recruiting programs, transfer students, and international students managing staff and other “supplemental” duties that make an admission and enrollment office successful. Professionally, Christine has been active in various organizations including The National Association of College Admission Counseling on both the National and State level. She was the Co-Chair for the 2007 NACAC National Conference in Austin and served as the Chair of the Independent Colleges and Universities of Texas E-Committee. She currently serves as the Chair of the Colleges that Change Lives Board of Directors and as a member of the TACAC Fiscal Policy Committee. With 20 years of experience in the Admission profession, Christine believes in guiding students to find the right college fit and regularly gives presentations encouraging a stress-free college search process. What you'll learn about in this episode: How the global pandemic and its effects have impacted the work Christine and her team have done, and what adjustments they have made to adapt to the new reality What major wins Christine experienced during the summer enrollment period, and what important lessons she was able to glean from the challenges the team faced What adjustments Southwestern University has made to adhere to social distancing and health safety guidelines How Christine and her team are preparing for the coming enrollment cliff, and what steps they are taking now to strongly position themselves in advance of the drop Why traditional name lists through the SAT and ACT may not work as well as it has in the past, and why creative nontraditional solutions are needed What tips and strategies Christine has to share for better collaboration between marketing and admissions teams How Christine is focusing on maintaining authenticity and Soutwestern University's sense of self even while innovating new strategies How strong collaboration across Southwestern had become a powerful asset to help drive their success through this transition What steps Christine is taking to help students and their families address financial concerns, especially during this difficult period How Southwestern works not just to recruit new students but to retain existing students by showing the value of the education and experiences they offer Resources: Website: www.southwestern.edu Website: www.ctcl.org Twitter: https://twitter.com/suadmissioncb @suadmissioncb Facebook: www.facebook.com/christine.k.bowman LinkedIn: www.linkedin.com/in/christine-bowman-5391568/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Mim's Bio Mim Phillips has had the opportunity to work in diversified career fields while maintaining a philosophy to help others and consistently bring her skills and strengths to each role she's pursued. Born in Hong Kong, Mim has traveled to 43 countries and lived in the U.S., UK, and Iran, crediting her international experiences to her worldview. A Chapman University alumni, Mim received her B.S. in marketing and business administration as well as a teaching certificate. While working in the U.K., Mim attained an interior design diploma and subsequently owned a design firm in the U.S. gaining regional recognition. During that same time, as creative director and entrepreneur, for over a decade her highlight was providing leadership to increase graduation rates in the inner city and connecting business clients to partner with a K-12 Center. With an M.S. in Organizational Leadership and international management from Colorado State University-Global Campus, she moved into international higher education and for 6 years worked in a broad range of various roles, ranging from academic advising, DSO, recruiting and overseeing an international office. Today she works as an account executive for Study in the USA, a firm that believes in the global impact of international education. On her offtime, she enjoys hiking, painting, and spending invaluable time with her kids, husband, and 2 young grandkids. Simon's Bio Simon Hamlin has lived quite a few lives in his life… After graduating from UCLA with a B.A. in Sociology, he backpacked through Europe. Shortly after, Simon worked as a counselor at an American high school in Israel (Alexander Muss), followed by another backpacking excursion through Egypt, Jordan, and Israel. Simon returned to his hometown of Seattle, where he worked in Public Relations at a high tech PR firm and in Marketing at a music startup. On a whim, he also decided to take an acting class. What began in earnest as a few evening classes turned into a 10+ year career as a professional actor. Simon worked extensively on stage and on camera, including roles in The Fighter (Academy Award nomination for Best Picture) and Leverage (TNT television series). In between acting gigs, Simon did all types of work: restaurant waiter, script coverage writer, speed dating host, producer, salesperson… But the job that had the biggest impact on his life was working with a young boy with autism. That inspired Simon to work with The Miracle Project, a theatre and film arts program for children with special needs. He co-produced a live show that became the topic of an HBO documentary called Autism: The Musical. As Simon's priorities in life shifted, he transitioned out of acting to focus on several of his passions – international travel, education, and marketing. This led him to study in the USA, where he has spent the past 7 years helping US schools connect with international students. Outside of the international student marketing world, his main areas of interest in life are learning how to optimize and integrate mind and body (through yoga, meditation, diet), the environment, writing, world travel, and minimalistic living. What you'll learn about in this episode: What part of Mim and Simon's work at Study in the USA they find most impactful on a day-to-day basis How higher education institutions can better engage with international students, and how interacting with these students differs from domestic students What steps schools can take to better understand the needs of international students, their families, and other supporters, and why relationship-building is key What potential challenges and obstacles international students face, and why it is crucial to make efforts to bridge language barriers in particular What major misconceptions create challenges for international students, and how institutions can address those misconceptions Why international students often face overlooked financial hurdles, and how the outbreak of the global pandemic has uniquely impacted this student cohort Why tailoring your messaging to the current environment is crucial, and what areas of study seem to be most popular with international students How China, India, South Korea, Vietnam, Indonesia, and Latin America lead the way in the number of international students coming to the United States to study Why it is important to allocate sufficient financial resources to marketing toward international students Why you should still be focusing on consistent marketing efforts, even during the global pandemic crisis Resources: Website: www.studyusa.com Website: www.studyintheusaglobal.com Mim's Email: mim@studyusa.com Mim's LinkedIn: www.linkedin.com/in/mimphillips/ Simon's Email: simon@studyusa.com Simon's LinkedIn: www.linkedin.com/in/simonhamlin/ Study in the USA LinkedIn: www.linkedin.com/company/study-in-the-usa/ Client Facing: www.studyintheusaglobal.com/our-solutions.html Student Facing: www.studyusa.com/en Twitter: @studyUSAcom Facebook: www.facebook.com/studyintheusa Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency  

Sara Taylor, President and Founder of deepSEE Consulting, has over thirty years of extensive experience in the practice of Diversity and Inclusion serving local, national and global clients. While her areas of specialty are in both Diversity and Leadership Development, Sara has become a thought leader particularly in the field of Cultural Competence. Her bestselling book, Filter Shift: How Effective People SEE the World, is used by numerous individuals and organizations to increase success and create greater effectiveness. Sara holds a Master's degree in Diversity and Organizational Development and, prior to founding deepSEE, held positions such as Chief Diversity Officer and Leadership and Diversity Specialist. What you'll learn about in this episode: Why Sara and her team at deepSEE Consulting define diversity as “differences that make a difference” What unconscious bias is, and how of the millions of pieces of information we take in every second we are only conscious of around 40 of them Why bias isn't just about negative feelings toward marginalized groups but also includes positive feelings toward dominant groups What the five stages of cultural competence are and how each stage affects our ability to navigate difference How Sara helps people overcome feelings of self-consciousness over their unconscious biases and move forward How diversity can be included in your marketing in an authentic and effective way, and what you should avoid doing Why diversity alone isn't enough to improve productivity, and why a team's cultural competence makes a big difference Why developing cultural competence is a process that starts with your own subconscious bias first How to best deal with situations in which people push back against diversity and inclusion work, and why commonality is the key Why equality isn't the same as equity, and how doing the work can impact all aspects of your institution Resources: Website: www.deepseeconsulting.com Website: http://filtershift.com Twitter: @deepSEESara Facebook: www.facebook.com/deepsee.consulting LinkedIn: www.linkedin.com/in/sarajanetaylor/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: How at Up&Up, “conscious leadership” embedded in the agency's culture by CEO Adam Landrum has created an environment of true collaboration and open dialog How conscious leadership is comprised of fifteen commitments, including “taking radical responsibility”, “learning through curiosity”, and “speaking candidly” Why these fifteen commitments are a powerful platform for having difficult but productive conversations within the team How radical candor is the ability to challenge directly and show that you are caring personally at the same time Why understanding your goals and intentions for having difficult conversations before you have them is necessary for ensuring that they are productive How radical candor can help you have difficult conversations by lowering defensiveness and reducing the likelihood of mistrust Why challenge can be a positive thing, and why having the courage to say something despite discomfort or worry is crucial Why it is good to bring problems you've identified into the conversation, even if you don't have the solutions Why being candid should come from a place of caring, to avoid turning into unnecessarily mean “brutal honesty” Why having strong, ongoing consistent communication can help you discuss problems before they become major issues Resources: Read Allison's blog article titled “How Conscious Leadership Helped Shape Up&Up” Learn more about Radical Candor and the 6 tips for helpful feedback Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

As the Vice President of Marketing and Communications at Circa Interactive, Joseph Lapin has created a career around his core passions: storytelling, strategy, marketing, education, and consumer behavior. His journey started after he earned his Master of Fine Arts in Creative Writing, and he moved to Los Angeles where he worked as a freelance journalist and wrote for publications like the LA Times, LA Weekly, Slate, and many more. Joseph brought those storytelling skills to Circa Interactive, where he helped build a digital marketing company focused on creating marketing strategies and brand campaigns for top-tier higher education institutions. Circa Interactive has made the Inc. 5000 list three years in a row, and Joseph is proud of how much they've grown in a short time. As Joseph builds his career as an advertising professional, he still works on his craft as an author and essayist. What you'll learn about in this episode: Why speaking directly to faculty is the key to better understanding your audience and developing your personas Why clear personas can be powerful resources to help you better focus your marketing efforts and bring your story to the right audience How the “hero's journey” from literature can also apply to your higher ed institution's marketing and storytelling efforts How building personas can help you speak to people on a fundamental, psychological level that connects to them emotionally and can help you develop categories of audiences How often your personas need to be updated and refreshed, and how to evolve your multiple personas alongside your programs, CRM and job titles Why Cambridge Analytica, despite their awful history and past controversies, provide a powerful example of how to use persona-based marketing Why accurate analytics are crucial for identifying what is and isn't working and how you can evolve your methods and better reach your audience Why it is important to go beyond demographic data and identify what your target audience cares about and other psychographic information Why the coming shift to online-only education isn't the major issue it may seem to be, and why the bigger hurdle is demonstrating the value of higher education going forward Why, in spite of all the turmoil, chaos and difficulties in our world today, it is important to maintain and share hope Resources: Blog: www.josephalapin.com Website: www.circaedu.com Facebook: www.facebook.com/CircaInteractive/ LinkedIn: www.linkedin.com/in/joseph-lapin-mfa-5b50a812 Twitter: @JosephALapin Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency  

What you'll learn about in this episode: How the outbreak of the global pandemic has had a broad effect on prospective students' media consumption habits and the channels through which they consume media Why video is an explosive category for prospective students' media consumption, with a 51% increase in online video consumption since the start of the pandemic How TV streaming, online video game viewing, and audio streaming are all rapidly growing categories that all indicate where you can best meet your audience Why a dramatic increase in website traffic volume indicates an opportunity for institutions to streamline their websites and make them more user-friendly Why it is important to begin doing a gap analysis to ensure that what used to be communicated through in-person tours is being reflected on your website Why you shouldn't allow your advertising to falter during the pandemic but should instead focus on doubling down and bringing your message to your audience where they are Why updating your messaging and marketing today will reap rewards even post-pandemic when the coming enrollment cliff hits Why you should communicate how, even as students shift to increased online learning, you are focusing on maintaining the quality of the educational experience you offer Resources: Link to Download Report: https://www.upandup.agency/whitepaper/covid-19-2020-higher-education-media-impact-report Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency Episode Transcript

Justin Croxton is the managing partner at Propellant Media, a digital advertising and marketing technology company based out of Atlanta, GA and Charlotte, NC.His team primarily focuses on best-in-class programmatic display solutions ranging from geofencing marketing to OTT advertising, and they also partner with a host of digital agencies who leverage Propellant Media's platforms, process, and execution. What you'll learn about in this episode: How Propellant Media differentiates themselves by developing their expertise in programmatic display solutions and other cutting edge marketing avenues How Justin defines “programmatic display” as the automated buying and selling of display ads in real time How OTT advertising and geofencing marketing fit within the heading of programmatic display, and why OTT advertising creates great, targeted opportunities for higher ed How geofencing marketing works to serve ads based in highly precise geographic areas, using location to offer insights into the audience How the global pandemic is creating challenges, specifically with geofencing, and how the Propellant team is shifting strategies to match students' current behavior Why advertising is only as effective as the landing page that users are directed to, and why there is no single solution but it takes a recipe of different ingredients Why understanding who you are marketing to is critical for better reaching them by tailoring your message to their needs and interests Why it is important to take the time to actually develop the personalization of your content, and why video is a critical and powerful tool How to use video content in a personalized way to speak directly to specific audience demographics Why Snapchat, Facebook and Instagram are absolutely required channels to leverage, and why trying out and testing new strategies is key Resources: Website: www.propellant.media Facebook: www.facebook.com/propellantmedia/ LinkedIn: www.linkedin.com/in/justincroxton/ LinkedIn: www.linkedin.com/company/propellant-media/ Twitter: @PropellantMedia Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency Episode Transcript

What you'll learn about in this episode: How the global pandemic and social distancing requirements have dramatically increased the number of webinar offerings available to higher ed professionals How Up&Up is now offering its own webinar series, and how Scott and Allison have found value in participating in webinars from others in the industry as well What facts, trends, and best practices Scott and Allison have noticed in how higher ed institutions have prepared for the fall 2020 term during the pandemic How many students have shifted their plans to second- or third-choice institutions to stay closer to home and as a cost-saving measure How 45% of students have reported that the global pandemic has had either a strong or extremely strong impact on their emotional and mental preparedness What concerns students are experiencing going into a remote learning environment, and how these concerns have an outsized impact on students with limited financial means Why communication is the vital key to ensure students' success during the fall term and new academic year, despite the challenges and changes they are facing Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Residing and working in Youngstown, Ohio, Kati Hartwig has five years of higher education digital marketing experience as the Coordinator of Social Media and Digital Marketing at Youngstown State University (fun fact: they currently hold the world record for “Largest Gathering of People Dressed as Penguins” – yes, it's a thing). She manages the university's official social media accounts, oversees a student ambassador program, coordinates content with departments and colleges, and helps write copy for the institution's website. She was born and raised in Youngstown, and is a proud, two-time alum from YSU — it's no wonder her favorite animal is the penguin. When she isn't spending her days online, Kati loves to take copious amounts of photos of her dog, Sheba, visit with friends at one of the great wineries in northeast Ohio, bake with her mom, and cheer on her favorite sports teams (Go Steelers!). You can find her random thoughts on Twitter at @KatiHartwig. Callie Goodwin is the social media strategist for Columbia College, a small, private college in South Carolina. She manages social media, photography, video, and graphic design for her institution. Callie is a two-time alumna of Columbia College and is also a certified Social Media Strategist by the National Institute for Social Media. She is also the founder of Sparks of Joy Co, a card company focusing on spreading more joy in the world through writing cards. Callie can be found tweeting about her cats (Fish and Chips), iced coffee, and all things higher ed social at @calliegoodwin. What you'll learn about in this episode: What inspired Callie to work in higher ed, and how her career journey began as a preschool teacher before changing career paths and finding her love of higher ed marketing How Kati worked in the nonprofit world as a fundraiser before being contacted by a former professor about a marketing position for graduate students How written lists help Callie focus without feeling overwhelmed, and how Kati tracks her efforts with a spreadsheet to record what's working and what isn't What strategic adjustments Callie is making to work through the global pandemic and its challenges, and how Kati is preparing for a post-pandemic reality How Kati and Callie dealt with the challenge of crisis messaging as the pandemic began to take hold, and how unity and community were critical during that time How the Higher Ed Social Media Facebook group and other communities have been integral support networks for both Callie and Kati during these challenges Why a higher ed institution's social media strategist knows the audience better than anyone and should be a key part of the emergency messaging discussion How Callie and Kati handle the pressure and anxiety of audience criticism, negative social media feedback and personal attacks Why it is important to accept that things are challenging right now and to find time for self-care and an opportunity to take a step back and de-stress Why it is important to recognize your limits as a team of one, and why confidence and speaking up is key Resources: Callie's LinkedIn: www.linkedin.com/in/callie-goodwin Callie's Twitter: @calliegoodwin Kati's LinkedIn: www.linkedin.com/in/KatilynHartwig Kati's Twitter: @KatiHartwig Higher Ed Social Media Facebook group: www.facebook.com/groups/HigherEdSocial/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Andrea Honaker holds a bachelor's degree in journalism from West Virginia University and spent the first dozen years of her career in the newspaper industry, where she took on roles as a copy editor/page designer, lifestyles reporter and education reporter. In 2018, she transitioned to work in higher education by becoming a digital content specialist in the Marketing Communications department at Mercer University. Her primary duties are managing content for the university's main social media platforms and writing feature stories for the university's news sites. What you'll learn about in this episode: How Andrea's career path led her to working as a digital content specialist at Mercer University, and what she loves about her role What Andrea's role entails, and how she is instrumental in helping developed a clear, focused message and great stories to share How Andrea and the team brainstorm new content that falls into separate “content buckets”, and what kinds of content they create Why fun and nostalgic posts have helped break up “heavy” content and connect well with alumni How the team tracks their analytics, and what specific metrics they focus on to determine the success of a post What impact the outbreak of the global pandemic has made on the content the team has been creating, and how they've rolled out new tools and resources during the crisis Why striking the right balance between focusing on the pandemic and sharing less stressful content has been vital How Andrea and the team plan out content for the future, without getting too far out so that their messaging can stay nimble How the team draws inspiration for their content, including from a Facebook group called #HigherEdSocial Why one of the things Andrea loves about her job is the ability to learn from other experts Resources: Website: https://www.mercer.edu Website: https://news.mercer.edu/ Website: https://den.mercer.edu/ #HigherEdSocial Public Group: www.hashtaghighered.social, www.facebook.com/groups/HigherEdSocial/ Facebook: www.facebook.com/MercerUniversity/ LinkedIn: www.linkedin.com/in/andrea-honaker-278745163/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: How the current global pandemic crisis and the coming enrollment cliff are creating new changes in higher ed marketing and necessitate a plan Why there is a need for ongoing projects within higher ed marketing, and why research is vital for navigating these projects successfully Why your website needs a brand platform that offers at least three years of longevity, and why you should refresh your website every three to five years How your ongoing marketing campaigns will drive your brand awareness, enrollment campaigns and nurture efforts Why budget planning often creates a challenging roadblock to planning for your ongoing projects Why consistency is vital when leveraging partnerships and keeping your stakeholders informed about your efforts Resources: Free Up&Up “Benefits of a 3-Year Marketing Plan” Webinar: https://www.upandup.agency/whitepaper/webinar-benefits-of-a-3-year-marketing-plan Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Hannah Kerr is a 24 year old, Nashville native living in South Carolina to pursue her dreams as a Photographer, Content Creator, and Educator. She is on this journey with her fiance, who she met when she was 10 years old. Hannah started her career around 3 years ago with her first blog called Kerrageously Made. This online platform served as her healing method as she was recovering from an eating disorder and utilizing her faith to figure out her next steps. From her hardships, she found her passion for creating positive content through photographs and writing so she could shine some light and personal experience onto someone needing it. In college, Hannah found so much joy when having one-on-one conversations with women. She decided to mix that passion with her blogging skills and lead a women's group called the Little Pink Book. A few years later, she took this name and turned it into an online platform for workshops, mentoring and photography for those growing a business or blog. Hannah created two workshops on the how-to's of social media and blogging on-the-go. She offers brand and blog photography for online influencers. Most importantly, she offers one-on-one coffee sessions to discuss all things life, media, photography tips, prayer requests, you name it! By taking her past experience of blogging and applying it to others, she hopes she can make a difference not only in their social media feed, but in their life journeys. If you see her, she's probably wearing a hat, planning her next travel wishlist for adventurous photoshoots, or meeting with her clients and/or bride and groom at local coffee shops. What you'll learn about in this episode: How Hannah followed her older sister's path into public relations, and how personal struggles led to her first blog and a brand new career path Why Hannah feels passionately about social media and the opportunity to create positive effects in the lives of others How diverse skills and plenty of networking were the keys to Hannah's growth as a social media influencer and photographer How Instagram became Hannah's preferred social media platform and introduced her content to a much broader audience How to effectively use social media features to connect to your audience and form new relationships with brands and social media users Why Hannah believes that social media is the key to accelerating your growth and impact, and why trial and error is necessary to figure out what works for you What advice Hannah has to offer to help you better connect with students and create conversations What tips and tools Hannah has to share to help you start out on social media, how to schedule your posts, and why it's important to accept and learn from failures Why your students can be a powerful and budget-friendly resource who can help you create engaging social media content Why sharing your passion online is the secret to creating engaging content that generates interest, and why you shouldn't fear trying new things Resources: Website: www.Hannah-Kerr.com Planoly Social Media Planner: www.planoly.com Facebook: www.facebook.com/HannahKerrPhotography/ LinkedIn: www.linkedin.com/in/hannah-kerr-b0aa04a2/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency Episode Transcript

How to download Allison and Scott's FREE webinar series, and what exciting topics they are covering within the series How the first of the 7-steps to successful branding is the insights or discovery step where you will collect data and ask meaningful questions How the second step is to strategize how to craft your messaging around attracting and retaining the right students, grow your engagement and strengthen your brand How step three involves creating a strategy roadmap and concepts, prototype your messaging and lay the foundation for your campaigns How the fourth step, production, is the key to creating consistency around your brand across all of your marketing efforts How the fifth step is the equip phase, where you give your team the training, tools and activation guidelines to own and live your brand How the sixth step is when you activate your marketing campaigns across traditional media, social media, SEO and other channels How the seventh and final step is to measure all your efforts and extract data to inform your future decisions and strategy Resources: Free Up&Up “7-Steps to Successful Branding” Webinar: https://www.upandup.agency/whitepaper/webinar-7-steps-to-successful-branding Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Cynthia Thomson is the Associate Director of Columbia University's MA Program in Climate and Society where she manages the day to day administration of the program including recruitment, student and alumni affairs, budget, and admissions. She also spearheads strategic planning for the program through curriculum development and extracurricular activities. What you'll learn about in this episode: How Cynthia came to her position from the climate side rather than from higher ed, and why she feels passionately about the many hats she wears How the Columbia University Climate and Society program came about, and why this program is so important today Why the challenge for the program is finding the right students to encourage to apply due to its narrow niche and broad audience Why one of the important tasks Cynthia has is to educate people on the program and explain its science-heavy nature despite being a M.A. program How the program's curriculum is unique and allows for many options to cater to the diverse students who are considering the program How the team works to align the program's messaging with the overall messaging of the university at the institutional level How the program taking place in New York City offers both benefits and drawbacks for students that Cynthia and her team need to be aware of Why keeping the program small and focusing on the right students with a short program has meant extremely high program completion and strong support for students What actions, tools and support Cynthia has utilized to ensure her success as a team of one, and how Zoom and Slack have been powerful resources to optimize her time Resources: M.A. in Climate and Society: http://climatesociety.ei.columbia.edu/ The Earth Institute: https://www.earth.columbia.edu/ LinkedIn: www.linkedin.com/in/cynthia-thomson-60970a11/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

What you'll learn about in this episode: How the coming enrollment cliff is stemming from the economic downturn of 2008 as birth rates declined during that period of uncertainty What positives may be coming from the cliff, including the number of degree-seeking students aged 25-34 is expected to increase by as much as 11% How to evolve your strategy and messaging to get ahead of the coming changes in enrollment How students of color and particularly Latinx students are becoming an increasingly larger cohort within our student populations, and how this creates growth opportunities Which previous episodes of Undeclared to listen to best prepare for the coming enrollment cliff Past Episodes of Undeclared to revisit: Episode 16, “Trusting Your Team” with Rebecca Stapley: https://www.upandup.agency/podcast/rebecca-stapley Episode 32, “Creating a Diverse and Inclusive Environment” with Altheia Richardson: https://www.upandup.agency/podcast/altheia-richardson Episode 34, “Maximizing Your Social Media Success” with Jon-Stephen Stansel: https://www.upandup.agency/podcast/jon-stephen-stansel Episode 20, “There is More to Admissions Than Meets the Eye” with Jeremy Tiers: https://www.upandup.agency/podcast/jeremy-tiers Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Jonathan Lazzara manages marketing and communication efforts for the Wheelock College of Education & Human Development. In this role, he helps maintain the Wheelock website and social media platforms; liaises with offices across the University to promote Wheelock events and news; produces print publications for various Wheelock offices and promotional materials for select events; and helps develop and implement strategy for promoting our undergraduate, graduate, and professional programs. His background is in trade book publishing and higher education marketing. What you'll learn about in this episode: How Jonathan translated his experience in trade publishing to his work at Boston University's Wheelock College of Education & Human Development How Jonathan navigated the complex merger of Wheelock College and Boston University and used the unique opportunity to create a brand new institution Why careful strategic planning and intentionality have helped Jonathan and his team begin to realize the goals they set for the merger What process the team used to set a clear, defining guiding statement of goals, and how they worked with a brand positioning consultant to realize their market position How, prior to 2017, Jonathan's institution primarily focused on doing their own marketing, and how the merger created new opportunities to partner with professionals How the team scaled up their marketing efforts after the merger, and why educating others within the university about their changes was critically important What education efforts Jonathan and his team took to educate other parts of the university about the importance and return on investment of partnering with third parties How Jonathan balances his time and tracks the many projects he and his colleagues are working on at any given time How including faculty in the conversation around marketing efforts has been tremendously helpful for better reaching the institution's goals How Jonathan feels that adding value in a more subjective, personal way and create an experience for students is proof of the return on investment of his team's efforts Resources: Website: www.bu.edu/wheelock/ Twitter: @BUWheelock Facebook: www.facebook.com/BUWheelock/ LinkedIn: www.linkedin.com/in/jonathan-lazzara-844490106/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

How an institution's reputation affects a prospective student's decision-making process What quick, simple, and cost-effective steps help begin boosting your institution's brand awareness now Why you should use analytics and data in your social media strategy to track engagement and feedback Why your institution must focus heavily on digital marketing to meet prospective students of today where they are Why traditional marketing efforts still have a place but now take a backseat to digital marketing Why embracing new technologies like augmented reality and virtual tools puts your institution ahead of competitors Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Fresh out of college, Marcus Mason-Vivit began working in education through a college readiness community-based organization (CBO) based in Chicago, Illinois. After several years of CBO work in under-resourced areas, Marcus made the transition to the Higher Education field a little less than a decade ago. Throughout his career, no matter the title or position, Marcus has worked extensively to promote the benefits of higher education and increase diversity, access, and inclusion – especially for historically underrepresented and first-generation populations. Marcus is a proud alumnus of Northwestern University. What you'll learn about in this episode: How Marcus found his love of Higher Education and his passion for working toward bringing justice and equity to education Why effective marketing involves bringing students into the conversation to ensure that your messaging is student-focused Why conversations around diversity, minority student needs and underrepresented student outreach should happen year-round Why change and increased access at your institution starts with trust within your own office and team What key questions you should ask yourself to ensure that you're being intentional and inclusive Why first-generation students have a diverse range of challenges they have to face and obstacles to navigate, and why being clear in your language is critical Why higher education institutions should consider doing a full review and potentially an overhaul of their websites to make them easier to navigate for first-generation students Why involving students in your marketing process can help you better determine what messaging will work and connect with them Why we should be embracing video and audio content, and why it allows greater nuance and personalization Why both your messaging and the experience you are presenting to prospective students must be true and authentic Resources: Website: www.luc.edu LinkedIn: www.linkedin.com/in/masonvivit/ Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

What you'll learn about in this episode: What exciting topics will be discussed in the coming second season of the Undeclared podcast How to reach out to Scott and Allison if you have topic ideas you would like to hear discussed on the show or if you are interested in becoming a guest for a future episode Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency FacebookTwitterLinkedIn

Joe Master is the assistant vice president of marketing and digital strategy at Drexel University. Previously, he served as assistant dean of marketing, communications and enrollment strategy at Temple University's College of Liberal Arts. His work, both for higher ed institutions and freelance clients, has appeared in newspapers, magazines, television commercials, and on tiny screens across the nation. He serves on the Board of Directors for the College and University Public Relations and Associated Professionals, an organization devoted to developing higher education marketing and communications leaders in the Mid-Atlantic states. Joe studied creative writing and philosophy at the University of Pittsburgh, where he graduated summa cum laude in 2004. Craig Kampes is the assistant vice president of communications and marketing enrollment management and student success at Drexel University. Craig has worked at Drexel for more than eleven years, leading a communications and marketing department that provides strategic recommendations and creative executions for all divisions within enrollment management and student success. These efforts support the university's goal of engaging and enrolling thousands of right-fit students each year while supporting student success from arrival through graduation. The department also works in collaboration with communication offices throughout the university to unify and align Drexel's external communications under a singular voice and identity. Prior to his time at Drexel, Craig spent 11 years with advertising agencies such as Young and Rubicam and Wunderman in New York City and Gyro Worldwide in Philadelphia. Craig holds a bachelor's degree in advertising/PR from Penn State University. What you'll learn about in this episode: Why the storytelling aspect of working in higher ed is Joe's passion, and why Craig strongly believes in helping students and the community How Joe and Craig promote collaboration between their two separate and distinct teams What challenges Joe and Craig faced in developing a unified brand message for Drexel University How Joe and Craig and their team launched the “Ambition Can't Wait” campaign, and how they learned they needed to solidify a cohesive and positive message How research and analytics became the backbone of Drexel's revamped marketing campaign How the campaign helped Drexel clarify its enterprise-level mission, and who Joe and Craig target with the campaign Why the campaign's visuals led to its overall impact, and how these striking images have helped increase the campaign's reach How campaign reflects the changing world and big real-world events How Joe and Craig have brought their teams into the campaign, and how everyone involved feels excited and engaged What valuable lessons Joe and Craig learned throughout the process of campaign development and implementation Resources: Website: https://drexel.edu/ambitioncantwait/ LinkedIn: www.linkedin.com/in/josephjmaster/ LinkedIn: www.linkedin.com/in/craigkampes/ Instagram: www.instagram.com/drexeluniv/ “Ambition Can't Wait” Youtube videos: Ambition Can't Wait. Drexel University. https://www.youtube.com/watch?v=tipllAyg3ZM Drexel Co-op: This Is Experiential Education https://www.youtube.com/watch?v=HjTfCvMPLZk A City of Brotherly Love: Philadelphia https://www.youtube.com/watch?v=tbgn2mojEOE&t= Chris McKendry – Little Cracks. Ambition Can't Wait. https://www.youtube.com/watch?v=Es9IIhmwG_I&t= Jim Bean – a crazy one. Ambition Can't Wait. https://www.youtube.com/watch?v=LaMxXzS9G1I&t= The Moment: Drexel University https://www.youtube.com/watch?v=XVRULseiGXE Additional Resources: Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Katie Gehrt's career has spanned higher education, corporate, and agency roles, but the majority of her career has been in marketing and communications at Virginia Tech, working in the Division of Student Affairs, then the College of Architecture and Urban Studies, and now, the Moss Arts Center and the Institute for Creativity, Arts, and Technology (ICAT). What you'll learn about in this episode: How Katie's career has progressed through multiple roles and industries, and how this deep experience has benefitted her in her work in higher education marketing Why Katie feels passionate about her work and about the opportunity to engage with students and work toward the greater good What key experiences and important lessons Katie has learned over the course of her varied career How a center works differently than a college or university, and why business operations is more of a key focus How the Moss Arts Center works to engage the community throughout the region, including free performances for K-12 children How the Moss Arts Center offers free and low-cost tickets for students to open up access to new experiences to students who otherwise wouldn't be able to afford it How Katie builds marketing strategies based upon what is and isn't working, supported by research and data What support Katie receives from her staff in both operational and creative capacities, and why teamwork is crucial Why Katie believes that everyone on the team has important ideas to share, and how she works to build an environment of collaboration Resources: Website: https://artscenter.vt.edu/ LinkedIn: www.linkedin.com/in/katie-gehrt/ Additional Resources: Website: www.theundeclaredpodcast.com Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

What you'll learn about in this episode: How Scott and Allison have had very different alumni experiences keeping in touch with their alma mater How 85 percent of alumni professionals believe their alma maters need to do more to attract and engage alumni How 56 percent of donors say they would be willing to become repeat givers if they received personalized messages from their institutions How the trend of Give Days is on the rise, and why developing an ongoing relationship with alumni helps improve engagement Why your institution should offer stories that show how students directly benefit from alumni donations How Give Days encourage engagement and participation beyond just financial gifts Why tailoring your efforts to your audience and creating compelling outreach programs will help you earn results Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

What you'll learn about in this episode: How Latinx students are the fastest-increasing demographic of new students among all racial and ethnic groups, increasing to about 36 percent in 2017 from 22% in 2000. How nearly one-third of first-generation students drop out within three years, compared to 14 percent of students whose parents hold a degree How 36 percent of today's higher education students classify as housing-insecure, while 9 percent are homeless What steps higher ed institutions can take to help support these diverse student demographics How to reach out to underperforming and at-risk students and bring awareness about your programs Why diversity isn't just about attracting certain students but also about hiring representative faculty and staff Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

Originally from Michigan, but most recently from Colorado, Bailey started her college career in engineering. Looking for more creative balance, she made the change to advertising and fell in love with the balance of problem solving and artistic freedom. She started her agency experience as an intern with Up&Up. After graduating from the University of Colorado, she quickly made her way back to Greenville to become a full-time designer. She's worked on projects for clients including Marian University, University of Kentucky, Clemson University, Miami University, McPherson College, and Gardner-Webb University among others. Outside work, Bailey enjoys spending time outdoors, being with her dogs, volunteering with the Red Shoe Society, discovering new (and old) movies, and watching Wheel of Fortune (she's definitely a “Wheel Watcher”.) What you'll learn about in this episode: How Bailey defines user experience What hats she wears as Up&Up's UX Designer What a site map is and how it helps users navigate websites How wireframes serve as the blueprint for the page's content How Bailey uses Google Analytics and page views to determine what website aspects work and what aspects need reworking Why Bailey and the team begin a project by analyzing existing resources before beginning to restructure things What steps to focus on when you begin reworking your website How Bailey looks at existing content and determines site changes Why confusion is the single biggest factor that creates a poor experience for users, and why it is important to carefully introduce new experiences How user personas take on the mindset of site visitors and how Bailey uses them to tailor the web experience Why the rapidly changing digital space makes it important to set realistic but effective longterm goals How Up&Up builds flexible websites using individual components that can be separately worked on, updated, and customized Resources: Website: www.upandup.agency Additional Resources: Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

What you'll learn about in this episode: What types of students fall under the “non-traditional” category, and why it's important to include this group in marketing efforts What signs point to a traditional student cliff in the near future with up to an 11 percent drop in the group's enrollment What specific goals non-traditional students have for pursuing higher education, and why offering dual enrollment programs may help recruitment efforts Why four-year institutions should partner with two-year community colleges to create attainable pathways for non-traditional students Why cooperative programs designed around local economic and employment priorities can help strengthen job placement rates for these students Why diversifying your offerings will help your higher ed institution remain competitive in recruitment Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency

Nick Catto has been designing and developing websites since 2001. Now, he spends his days overseeing the design and development of nuCloud as the platform's Co-Founder and UX Designer. He also runs his own web development and consulting business at MrCatto.com. Previously, Nick worked as a senior UI/UX Designer for the NOAA Office of Coastal Management in Charleston, South Carolina. He also spent eight years as the Director of Web Services at the University of South Carolina Upstate. Nick has presented on standards-based coding and web design at conferences in both the U.S. and UK. A jack of all trades, Nick has always been fascinated with all kinds of technologies. What you'll learn about in this episode: How Nick's experience at the University of South Carolina Upstate helped him realize the marketing potential of an interactive and versatile digital campus map How Nick and his partners developed their own award-winning interactive map that later became NuCloud's foundation Why an interactive map is a very different tool from a virtual tour, and why you must keep your goals in mind during the development How an interactive map offers greater data on users' interests than a static image map, and how it may help drive new student applications Why you must make your institution's map as accessible and easy to find as possible, and why you should add a link to your interactive map in the footer of your webpage How illustrations, rather than satellite photography images, allow your institution to curate the campus experience for map users How a digital map serves a flexible purpose that benefits many campus departments Why your institution can incrementally update digital maps to scale with your needs How nuCloud has recently begun developing 3D-printed Braille maps for visually impaired users to be able to explore campuses Resources: Website: https://nucloud.com/ LinkedIn: www.linkedin.com/in/ncatto/ Additional Resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency LinkedIn: https://www.linkedin.com/in/foglemanscott LinkedIn: https://www.linkedin.com/in/allison-lanier Facebook: https://www.facebook.com/upandupagency Twitter: https://twitter.com/upandupagency

What you'll learn about in this episode: Why the high cost of tuition for international students is a factor resulting in enrollment decline Why students from new markets and countries may need the services that your institution's programs offer How offering in-state tuition or blended rates to international students may help mitigate their financial challenges Why providing international support services and visa assistance helps draw and ease international student pain points How virtual interactive maps and campus life stories help international students who can't easily take a physical campus tour Additional resources: Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency