Mindpower Inc.

Oof, it’s been a rough few weeks for higher education. I feel close to it not just because that’s who I serve in my role as a higher ed marketer but also as the partner of a researcher. Funding cuts, hiring freezes, and deep policy changes in education are here and it feels impossible to know what it’ll mean for the future. But one question my partner and I have been talking about a lot lately is “How did we get here?” In those convos, one thing that seems clear to us both is that a lot of people don’t know much about what happens at universities. They know they serve students by offering classes that lead to degrees. For many, it seems the knowledge may stop there. And, to be fair, that is at the heart of higher education’s purpose and likely always will be. BUT there’s so much more under the hood. Somewhere along the way higher ed’s contribution to society beyond educating its youth (which is monumental on its own) has gotten lost in translation. People are missing the connection between the work that universities do and the lifesaving insulin that their loved one receives. The exciting discoveries of new planets. The development of society-altering technologies like the computer. I don’t think we could even imagine what the world would be like without the contributions of higher education institutions. So, putting my branding and marketing hat back on, I’ve wondered: How can we change the narrative and repair the reputation of higher ed in a way that meets people where they are and speaks to things they actually care about? My conclusion: Content. TikTok, Netflix, YouTube, and Spotify. Universities need to become content creators. Bring your ideas, discoveries, and stories to life. Or as they often said in (old) math class “Show your work!” In a time full of high skepticism and all-access technology it’s not enough to say you make a difference or to even share your achievements. People need to see how. How did you do it and why? The good news is for universities, it’s often very interesting work that many people would likely tune into if it’s presented to them on their terms. The harder news? It takes investment (content creation ain’t free) and patience. This kind of brand building (really rebuilding) means we aren’t relying on our usual playbook. And in awareness and reputation tactics we have to get comfortable with the fact that the goals aren’t about current enrollment or donor contributions. But building a relationship with the general public where they see your contribution, appreciate your voice, and enjoy your content in the hopes that those things will come in time. Do I think this will solve all of higher ed’s problems? Nope, not even close. Am I the first to have this idea? Certainly not. But I do think this has the potential to change the conversation and help reposition the industry so it’s on better footing to face its other challenges and this moment seems like as good a time as any to try something different.

There’s a beautiful trend developing of people opening up on LinkedIn in a fresh way. We’re starting to shed our stuffy professionalism collectively and beginning to let our humanity shine through. We’ve likely all been doing this in other spaces, but the LinkedIn “professional” universe was left out until recently.? ? In keeping with that newish vibe, I was thinking about what I could share personally that might benefit others I’m connected to professionally. And the very, ridiculously obvious hit me. I’m the mom of twin girls (Alix and Deary) who are juniors in high school in Atlanta. I’ve worked in the world of higher education marketing for over two decades. I know enough to be dangerous, but I am still learning as I go.? ? Junior year. Two kids at once. We’re in it fully. The College Search Process. And we’re having a ton of fun. Really! Frankly, there are bigger, more serious things in life to fret about. We’ve dealt with some of them personally – and it puts things in perspective. And, of course, there’s what’s happening in our country right now. We’re all in that mess together, trying to figure out what to do. Those of us in the throes of college search with our?teenagers?should be putting it all in perspective. It should be an area of joy. Not too much stress. Because, frankly, the rest of what’s happening in the world is too stressful for this to pile on top.? ? As a higher ed marketing career (almost) lifer, I figured it’s my duty to share what we’re experiencing as our family actively engages in the college search. Topics I might roll around: College fairs (hmmm we've got to do better). Admission counselor interactions (what makes a superstar?). Search materials (what sparks interest, what goes in the recycling bin). Emails (yeah, hmmm, not making an impression yet). Texting (can feel desperate but doesn't have to). Tours (the wow or not seems to happen fast - the photo is from our visit to UCLA last week - it was, naturally, a wow). Inquiry phase communications and more as we move through it all. Random things that sway the girls this way or that. All anecdotal. Call it a focus group of two - plus their friends. I hope some of it is useful to those of you in our world of higher ed marketing and enrollment – and to any of you with high school students navigating the same process. More in a bit. Thank you and remember we’re all in this together.?xx

DC right now is full of lay-offs. Thinking about how this will impact graduate business education. 2024 GMAC Application Survey shows interesting results: domestic full-time graduate business program apps from 12% to 32% from 2023 to 2024. What will 2025 apps be like? Also, women make up the majority of Masters in Accounting apps (the only program where that is true). https://lnkd.in/e_d3r9ua