Higher Ed Storytelling University

My guests today are Brenn Borror, who leads content strategy at the University of Maine, and Patrick Wine, founder of Story Stroll, the filmmaker behind UMaine's "Life in the Pines" series. We get into how an unscripted, vlog-style student story series came together — and why it's stuck around for three seasons. Brenn and Patrick walk through how "Life in the Pines" started as a cold-call pitch fo...

Grad school enrollment is hard right now. International pipelines are drying up, domestic demand is soft in a lot of markets, and prospective students have more options — and more skepticism — than ever. So how do you cut through? This compilation episode features three marketers from three very different graduate programs who are each doing something smart with storytelling and content creation t...

Most college parent pages were built by someone who ran out of time and dumped every link they didn't know what to do with into a pile. Laura Rudolph has spent a decade trying to fix that. Laura is the founder of Square One Consulting, where she helps colleges communicate more clearly and — as she puts it — speak more human. She started her career as a journalist with a crime beat, fell into enrol...

If your school just came off a yield season that didn't go the way you hoped — or if you're staring down summer melt and wondering what to actually do about it — this episode is for you. Rita Winthrop is a marketing consultant with 15 years in higher ed and edtech who helps institutions and brands build content that actually moves people. She runs Rita Winthrop Consulting out of Newport, Rhode Isl...

If you've been feeling the pressure to overhaul your entire web presence for AI search, this episode is your permission slip to take a breath. Georgy Cohen is a content strategist who has spent her career in and around higher ed — in-house at universities, at agencies, and as an independent consultant. She joined the show to talk about one of the most practical and overlooked problems in higher ed...

In this solo episode, John breaks down the fundamental camera settings and workflow decisions that can immediately elevate your video quality—whether you're brand new to video or looking to refine your technical foundation as an in-house higher ed videographer. Key takeaways: The four critical camera settings: frame rate (shoot 24fps for cinematic look), aperture (lowest f-stop for background blur...

In this solo episode, John addresses a critical gap in how colleges use video content during yield season. Most institutions have great video content scattered across platforms, but admissions counselors often don't have easy access to share it in one-on-one conversations with prospective students—exactly when it could make the biggest impact. Key takeaways: Video shouldn't just be a broadcast too...

My guest today is Jolene Travis, Assistant Vice President for Communications and Marketing at Pratt Institute. In this episode, Jolene shares how Pratt built a comprehensive campaign to combat negative headlines about creative arts education and shift public perception. Jolene discusses the "Power of a Creative Education" framework that emerged from a single question from her president: "What are...

My guest today is Pez Perry (Robert Perry), Principal Consultant at Squiz. In this episode, Pez shares his expertise on why most higher education websites fail prospective students and what institutions need to do differently. Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospective stud...

In this episode, Jenny Petty and Stephanie Geyer talk about their experiences in higher education marketing, focusing on their collaborative efforts at the University of Montana. They discuss the challenges of enrollment decline, the importance of storytelling, and the revitalization of campus traditions. The conversation also touches on the significance of indigenous representation and the future...

In this conversation, Christine Albano discusses her journey in social media management within higher education, particularly at Felician University. She shares insights on the importance of social media as a research tool for prospective students, the creative processes behind successful campaigns, and the challenges of managing a student content team. Christine emphasizes the need for authentici...

In this episode, host John Azoni sits down with Dan Giroux, independent consultant and former senior advancement communications leader at Drexel University, to explore why Advancement Marketing & Communications (MarCom) is one of the most overlooked — yet most critical — functions in higher education today. Dan shares insights from his three-act career journey (agency, in-house, and independen...

In this episode, Ross Simmonds, CEO of Foundation Marketing and Distribution.ai, unpacks why Reddit has become one of the most influential platforms in the student decision-making process—shaping search rankings, AI responses, and campus reputation in ways most institutions aren’t tracking. He explains how universities can strategically participate without sounding promotional, how to build karma...

In this conversation, Erin Fields, the marketing director at Ology, discusses her journey in higher education marketing, emphasizing the importance of authentic content and understanding student needs. She shares insights on leveraging LinkedIn for thought leadership, the role of Reddit in gathering student feedback, and effective strategies for email marketing and blog content. Erin highlights th...

In this engaging conversation, Dr. Dérecco Lynch shares his insights on transforming higher education through innovative marketing strategies, storytelling, and building brand affinity. He emphasizes the importance of engaging students and stakeholders by simplifying messaging and creating a culture of collaboration. Drawing parallels with Apple's approach to product launches, Dr. Lynch discusses...

In this episode, John Azoni interviews Cory Glover, a Marketing Cloud Manager at the University of Michigan Dearborn, about reducing friction in email campaigns. They discuss the importance of personalization, the challenges of managing email communications, and the impact of strategic changes in messaging. Cory shares insights on improving student engagement through dynamic content and storytelli...

Chris Rapozo shares his journey from Germany to the United States, discussing his experiences as an international student and the cultural challenges he faced. He emphasizes the importance of addressing the emotional needs of international students and the role of content in supporting their retention. The conversation also touches on the significance of personal connections and the impact of life...

In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn as a powe...

In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enhance cont...

In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation. Key Takeaways: AI accelerates video product...

In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the...

In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors and drive c...

In this episode, John Azoni discusses the importance of storytelling in higher education content creation. He emphasizes the need to move beyond basic information sharing to create compelling narratives that resonate emotionally with audiences. The conversation covers the science behind storytelling, the distinction between narrative and declarative storytelling, and the significance of human-firs...

In this conversation, John Azoni and Rob Clark discuss the evolution of Rob's family brand on social media, the impact of COVID on their career paths, and insights from Rob's new book on social media success. They explore the importance of storytelling, audience engagement, and the balance between quantity and quality in content creation. In this conversation, Rob Clark and John Azoni discuss the...

In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the nee...