Shows
Higher Ed PulseEnrollify 2025 Hall of Fame: John AzoniFor our next inductee to the Enrollify Hall of Fame, we're celebrating the game-changing contributions of John Azoni, founder and executive producer at UNVEILD — a creative studio on a mission to help colleges and universities tell better stories through repeatable, student-centered video content. Across episodes of Talking Tactics, Mission Admissions, and Confessions of a Higher Ed CMO, John has consistently challenged institutions to think beyond one-off glossy video productions. His vision? A smarter, scalable system that helps enrollment and marketing teams meet Gen Z where they are — with authenticity, consistency, and strategy. In this special episode, we’ve compiled some o...
2025-12-1615 min
Higher Ed Storytelling University#97 - Reducing Friction in Your Email Nurture Campaigns to Prospective Students w/ Cory GloverIn 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 storytelling, emphasizing the need for clear, actionable communication. The conversation also touches on the role of technology in enhancing the student experience and the significance of creating a seamless journey for prospective students. They also review slides from a presentation that demonstrate the effectiveness...
2025-11-0546 min
Higher Ed Storytelling University#94 - Stop Filming For Posterity - Rethinking How You Use Your In-House Video StaffIn 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 content quality and reach.Key Takeaways:Colleges often struggle with a scattered approach to video content.Intentional content creation is crucial for meeting institutional goals.Filming for posterity can lead to wasted resources.Short form vide...
2025-08-2027 min
Higher Ed Storytelling University#93 - How a Higher Ed Video Production Company Incorporates AI into Its WorkIn 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 production workflows — Tools like ChatGPT streamline scripting, storyboarding, and editing by extracting insights from transcripts and organizing raw content efficiently.Transcripts + AI = Actionable Insights — Transcribed client calls and interviews are used to generate creative briefs, map messaging pillars, and identify the...
2025-08-0636 min
Higher Ed Storytelling University#92 - A Higher Ed Marketing Leader’s Guide to Implementing AI Across the Organization w/ Seth Odell from KanahomaIn 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 tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape.The AI tools that were referenced in the episode are these:🔧 1. Cha...
2025-07-2349 min
Higher Ed Storytelling University#91 - Increasing Donor Engagement Through Specific Stories w/ Senior Fundraising Leader, Jennifer PorterIn 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 contributions. The discussion emphasizes the need for fundraisers to be open about challenges and to use data and stories effectively to engage their audience.🎯 Key Takeaways from the Episode:Don’t be afraid to tell real, messy stories. Authentic narratives—especially ones th...
2025-07-0253 min
Higher Ed Storytelling University#90 - Higher Ed Content Creation, But Make It Not Suck w/ John Azoni from UNVEILDIn 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-first thinking in crafting engaging content. John also provides practical examples and insights on how to ask better questions to elicit more meaningful stories from individuals, ultimately aiming for content that is memorable and impactful.Key Takeaways:Not all content is storytelling: Simply...
2025-06-1836 min
Higher Ed Storytelling University#89 - Growing Your Influence with Short-Form Video on Social Media w/ Rob Clark from @ThatTallFamilyIn 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 unpredictable nature of content success on social media, particularly in the context of higher education marketing. They emphasize the importance of balancing quality and quantity in content creation, understanding trends without losing brand identity, and...
2025-06-0445 min
Higher Ed Storytelling University#88 - Stop Copying Bad Content: How to Break Out of the Higher Ed Marketing Status Quo w/ Tony SheridanIn 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 need for creativity and inspiration beyond traditional higher education practices, advocating for a narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of...
2025-05-2150 min
Higher Ed Storytelling University#87 - Wes Anderson Meets Higher Ed: Texas A&M’s Quirky Storytelling That Breaks the Rules w/ Warren Cook from Make Something BeautifulIn this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of quirky, offbeat campaigns that resonate with audiences and the significance of casting diverse voices to tell compelling narratives. In this conversation, John Azoni and Warren discuss the intricacies of higher education marketing, focusing on the production process, the importance of...
2025-05-0749 min
Higher Ed Storytelling University#86 - The Hidden Costs of Higher Ed Social Media (And How to Plan for Them) w/ Maya DemishkevichIn this episode, John Azoni chats with Maya Demiskevich, a higher ed CMO, marketing strategist, and social media consultant. Maya shares how she overcame imposter syndrome and fear of judgment to start posting on LinkedIn—an intentional decision that changed the trajectory of her career. Since then, she’s presented at over 10 higher ed conferences, landed podcast features (including this one!), and built a thriving community.John and Maya dive into the mindset shift that helped her start creating, how she balances LinkedIn content with a busy life, and the power of staying curious and authentic online. They...
2025-04-2347 min
Higher Ed Storytelling University#85 - Inside Vanderbilt’s Emmy-Winning Video Team w/ Randolph InfingerIn this episode, John Azoni chats with Randolph Infinger, Senior Video Producer at Vanderbilt University, about his journey from digital marketing to video production, how Vanderbilt’s creative team is structured, and what it takes to produce videos that truly connect with audiences.Randolph shares his love for conceptual storytelling, explains how jazz influences his editing choices, and offers insight into balancing artistic freedom with brand consistency in a large institution. From project workflows to platform-specific content strategies, this is a must-listen for higher ed marketers navigating in-house video production.🔑 Key Takeaways:From Digital Marke...
2025-04-0942 min
Higher Ed Storytelling University#84 - How to Manage 300+ Marketing Staff at a Large University w/ Heather Macbain from University of EdinburghIn this episode of Higher Ed Storytelling University, host John Azoni sits down with Heather MacBain, Head of Marketing at the University of Edinburgh. Heather manages a vast network of over 300 MarCom staff across the university, spanning marketing, communications, and stakeholder engagement roles. She shares insights on how their unique structure helps keep everyone aligned in messaging, branding, and strategy.Heather and John discuss the challenges of managing a decentralized marketing team, the importance of maintaining brand consistency, and how Edinburgh fosters a strong community of practice among its marketing professionals. They also dive into the impact...
2025-03-2651 min
Higher Ed Storytelling University#83 - Paid Ads for Higher Ed - What Works and What Doesn’t w/ Kathleen Barth from 3 Enrollment MarketingIn this episode, John Azoni sits down with Kathleen Barth, Digital Product Manager at 3 Enrollment Marketing, to discuss the ever-changing landscape of paid digital advertising for higher ed institutions. Kathleen brings a wealth of experience from the entertainment industry, having worked with Netflix, Warner Brothers, and Disney, before transitioning to enrollment marketing.They explore the differences between organic and paid marketing, the increasing costs of digital ads, and how higher ed institutions can make the most of their advertising budgets. Kathleen also shares insights on why hyper-targeting is becoming more difficult, the impact of privacy regulations...
2025-03-1251 min
Higher Ed Storytelling University#82 - Should You Bring Video In-House or Outsource? Pros and Cons w/ John AzoniIn this solo episode, John Azoni breaks down the pros and cons of hiring an in-house videographer versus outsourcing video production. As the founder of UNVEILD, a video production company, you might expect him to push for outsourcing—but his perspective is refreshingly balanced.John emphasizes that the key factor in making this decision is having a clear video content strategy in place first. Without a distribution plan that dictates what types of videos your institution actually needs, hiring in any direction is a waste of budget.Key Takeaways:Pros of In-House Vi...
2025-02-2631 min
Higher Ed Storytelling University#81 - How to Grow on Youtube - Strategies for Higher Education w/ Matt Hames from 3 Enrollment MarketingMy guest today is Matt Hames, a digital strategist at 3 Enrollment Marketing, where he specializes in helping higher ed institutions optimize their digital presence. Matt is passionate about how prospective students engage with organic digital content, and he leads digital labs at 3E, guiding schools on how to use platforms like YouTube more effectively.In this episode, Matt breaks down YouTube strategies for higher ed marketers. From answering key enrollment questions to leveraging YouTube Shorts, he shares actionable insights on how colleges and universities can stop treating YouTube as a dumping ground and start using it...
2025-02-1240 min
Higher Ed Storytelling University#80 - Best Higher Ed Video Tips for 2025 (Wrong Answers Only)In this lighthearted solo episode, John Azoni takes a humorous dive into common clichés in higher ed video marketing. From the overuse of drone shots to awkward diversity montages, John shares "wrong answers only" tips to spark conversation and reflection on how to elevate video storytelling. Drawing from personal experiences and industry anecdotes, he highlights the balance between creativity, practicality, and avoiding overplayed trends.John also shares hilarious contributions from LinkedIn commenters, adding a community-driven twist to the discussion. Whether you're a higher ed marketer or just love good video banter, this episode is sure t...
2025-01-2941 min
Higher Ed Storytelling University#79 - How to Tell Sensitive Marketing Stories Without Causing Harm – A Trauma Specialist’s Perspective w/ Laura Azoni, LMSWMy guest today is Laura Azoni, LMSW, a trauma and resiliency specialist with over 15 years of experience in trauma-informed care. Laura has worked extensively with survivors of mass violence, specializing in creating recovery strategies and empowering individuals to share their stories in a way that respects their dignity and well-being.In this episode, Laura shares insights on how higher ed marketers can approach storytelling with sensitivity, particularly when working with individuals who have experienced significant challenges. She discusses the importance of honoring consent, creating a safe and empowering environment for storytellers, and balancing institutional...
2025-01-1553 min
Higher Ed Storytelling University#78 - University of Limerick’s Award-Winning Storytelling Campaign, and Student-Led TikTok Content Engine w/ Michelle Mc MahonIn this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign.Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out...
2024-12-1156 min
Filling Seats: The State of Enrollment Marketing in Higher EdEpisode 49: Elevate Your Video for Higher Ed with John Azoni Founder and Executive Producer at UNVEILDIn this episode of Filling Seats, we sit down with John Azoni, a seasoned video production expert with over 15 years of experience. John shares key insights from his journey in creating compelling video content for higher education institutions. Together, we explore the analytics behind video engagement, the importance of aligning content with audience intent, and practical tips for producing short-form and long-form videos. Whether you're a marketing leader or an enrollment VP, this episode is packed with actionable strategies to enhance your video content game. 🎓 Learn more about StudentBridge💻 Schedule a meeting with our team🔗 Be a guest...
2024-12-0945 min
Higher Ed Storytelling University#77 - Building BGSU’s Marketing Powerhouse: Inside Amy West’s Winning TeamMy guest today is Amy West, Associate Vice President for Marketing and Brand Strategy at Bowling Green State University. With over 25 years at BGSU, Amy has led her team to national recognition through innovative, data-driven marketing and a collaborative, “social-first” approach.In this episode, Amy shares insights into how she built a high-performing marketing team that is both passionate and innovative. She discusses her approach to building a “social-first” strategy, the importance of storytelling that resonates with prospective students and parents, and how BGSU’s success on social media has supported increased enrollment and retention rates.Key Take...
2024-11-2746 min
Higher Ed Storytelling University#76 - How To Do Epic Content Marketing for Higher Education w/ Brian PiperMy guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions.Key Takeaways:Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formatsAI tools like Opus Clips and Vidyo.ai can help automate content repurposing for different platformsCreating distribution maps for different content types (student stories, events, etc.) helps ensure consistent and effective content...
2024-11-1353 min
Higher Ed Storytelling University#75 - The New Rules of Higher Ed Content Marketing for Gen Z: Insights from Dr. Meghan GraceMy guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College."In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content preferences, and effective approaches for colleges to connect with this generation.Key Takeaways:Gen Z's skepticism of higher...
2024-10-3055 min
Higher Ed Storytelling University#74 - How To Avoid 3 Common Branding Blunders for Community Colleges w/ Alana VillemezMy guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing.In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception.Key Takeaways:The importance of aligning brand perception with mission and valuesThree common branding blunders: brand dilution, brand undervaluation, and brand exaggerationThe value of conducting perception surveys to understand brand alignmentThe need for authenticity and honesty in marketing to Gen Z and Gen AlphaTopics Discussed:...
2024-10-1643 min
Higher Ed Storytelling University#73 - Storytelling Insights from The Personal Journey of Maria Kuntz from University of Colorado, BoulderMy guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder.In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs.Key Takeaways:Personal experiences shape our approach to storytelling and marketing in higher educationThe importance of understanding and addressing the diverse needs of students, including caregiversThe power...
2024-10-0242 min
Higher Ed Storytelling University#72 - Conservative, Liberal, or Moderate: Positioning Your College’s Video Content in a Polarized World w/ Jarrett Smith from Echo DeltaMy guest today is Jarrett Smith, Senior Vice President of Strategy at Echo Delta, an education marketing agency solving higher ed's most pressing marketing problems with strategies designed for success.In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares insights on the extent to which state and campus politics influence student choice, students' key concerns, and how institutions can address these issues in their marketing efforts.Key Takeaways:Politics is a significant factor...
2024-09-1852 min
Higher Ed Storytelling University#71 - Differentiating Your College or University in a Sea of Sameness w/ Suzan Brinker from Viv Higher EducationMy guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast.In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out....
2024-09-0457 min
Higher Ed Storytelling University#70 - Transform your college’s email newsletters - Insights from Mailed It! Co-Authors, Ashley Budd and Dayana KibildsMy guests today are Ashley Budd and Dayana Kibilds, co-authors of "Mailed It: A Guide to Crafting Emails that Build Relationships and Get Results." Ashley is a digital strategy expert at Cornell University, while Dayana is a strategist and researcher at Ology, an agency in the higher ed space.In this episode, Ashley and Dayana discuss their new book "Mailed It" and share insights on effective email marketing strategies for higher education. They provide practical tips on crafting emails that engage readers and drive results.Key Takeaways:Focus on the reader's needs and...
2024-08-2152 min
Higher Ed Storytelling University#69 - What’s Trending with BGSU’s Remarkable Short-Form Video Strategy Feat. Social Media Manager, Brianna BlackburnMy guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms.In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the importance of leadership support and cross-campus collaboration in executing an effective social media strategy.Key Takeaways:Create content with broad appeal...
2024-08-071h 15
Higher Ed Storytelling University#68 - The Top of Funnel Drought in Higher EdJohn Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John addresses the challenge of top-of-funnel content drought in higher education marketing. He discusses the importance of top-of-funnel content in higher education marketing and strategies for creating engaging video content that resonates with prospective students before they're ready to be sold to.Key Takeaways:Many colleges lack top-of-funnel content that engages audiences without directly sellingLeadership often struggles to approve b...
2024-07-1017 min
Higher Ed Storytelling University#67 - Student-Led UGC and Building a Dynamic Video Content Creation Team w/ Andy Murphy from Siena CollegeMy guest today is Andy Murphy, Associate Director of Marketing at Siena College. In this episode, Andy shares insights on building and managing a video content creation team that includes full-time staff and student interns.Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life.Key Takeaways:Siena's video content team includes full-time staff and 10-15 student interns each semester.Student-created content helps capture authentic campus moments that resonate with prospective students.Analytics and A/B testing are used to teach interns...
2024-06-2648 min
The Inner Circle On AirJohn Azoni - Video Producer and StorytellerThis week, Mike sits down with John Azoni, the Founder and Executive Producer at UNVEILD - a video production company helping higher ed marcom teams across the US create compelling video content. John discusses his involvement in The Joseph Project (a nonprofit organization that connects human trafficking survivors with pro bono legal services), algorithms on social media, being a girl dad, and being intentional in your network.Show Links:John's Upcoming WebinarUnveiledThe Joseph ProjectHigher Ed Storytelling University Podcast
2024-06-191h 11
Higher Ed Storytelling University#66 - Empowering Faculty to Build Their Personal Brands w/ Dr. Sheena HowardMy guest today is Dr. Sheena C. Howard, an award-winning author, filmmaker, and professor of communication. In this episode, Dr. Howard discusses her book "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income," and how universities can empower their faculty to build their personal brands, which in turn benefits the institution.Dr. Howard shares her nine-step process for faculty to build their personal brands, focusing on the first six steps that are most relevant to higher ed marketers. She emphasizes the importance of mindset, storytelling, and the long-term commitment required to build a successful...
2024-06-1246 min
Higher Ed Storytelling University#65 - Higher ed, this is why you’re not growing on social mediaJohn Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John discusses effective content creation strategies for higher education institutions. He covers several key points:The Podcast Format Change John announces the podcast is moving to an every-other-week release schedule to allow more time to promote each episode. He encourages a "quality over quantity" mindset for content.Upcoming Webinar with Rob Clark of "That Tall Family" John previews an upcoming webinar on June 27th with Rob Clark, the...
2024-05-2937 min
Higher Ed Storytelling University#64 - In-house Marcom Staff vs. External Partners w/ Joel Goodman of Bravery MediaMy guest today is Joel Goodman, founder of Bravery Media. Joel helps colleges and universities increase their web conversion rates using hospitable design practices. In this episode, we discuss insights from the Simpson Scarborough CMO study and how it relates to budget constraints, staffing, and curating the best marketing communications team with the resources available.Joel shares his background, including working in web marketing roles at two universities before starting Bravery Media in 2012. He advocates for a "hospitable design" approach that focuses on caring for the user's journey and reducing friction.Key Takeaways:The...
2024-05-151h 08
Higher Ed Storytelling University#63 - How a Project Management Tool Broke Down Silos and Transformed Content Collaboration at UMass Lowell w/ Kristin NicholsMy guest today is Kristin Nichols, a higher education marketing consultant with over 20 years of experience at top universities in the Northeast. In this episode, Kristin discusses how implementing project management tools like Trello helped unite her marketing teams, facilitated cross-pollination between departments, and enabled an efficient "internal agency" approach.Kristin shares how she successfully implemented Trello at UMass Lowell, creating dedicated workspaces for each college, enrollment marketing, editorial, and more. This centralized system allowed teams to see all active projects, easily identify content to repurpose across channels, and ensure brand consistency.Key...
2024-05-0850 min
Higher Ed Storytelling University#62 - Enchanting a Nation: How R. Ethan Braden is leading a bold vision for Texas A&M’s Marketing & BrandingMy guest today is R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. In this episode, Ethan shares his vision for building a world-class marketing team and developing a national earned media strategy to amplify Texas A&M's brand.Ethan discusses the five priorities he's established for his team: building a world-class marketing team, establishing a comprehensive insight-based brand platform, providing brand assets for the campus to execute the vision, cultivating a united marketing community, and pursuing a national earned media strategy.Key Takeaways:Building...
2024-05-0150 min
Higher Ed Storytelling University#61 - Uniting Marketing, Enrollment, and Web Strategy at Rutgers Business School w/ Joshua CharlesMy guest today is Joshua Charles, a senior marketing and communications leader at Rutgers Business School and board member for HighEdWeb, a professional development network for digital professionals in higher education.In this episode, we discuss Joshua's role at Rutgers, the structure and collaboration within his marketing team, their content strategy, use of marketing technology, and breaking down organizational silos. Joshua shares insights on the following topics.Key Takeaways:Keeping the web and marketing teams integrated rather than separating web under IT to maintain a cohesive vision and...
2024-04-2454 min
Higher Ed Storytelling University#60 - Hiring Videographers: Secrets to Thriving In-House and External Relationships w/ John AzoniIn this episode, Host John Azoni shares many tips for successful relationships with external videographers and as well as building in-house teams. Key Takeaways: Hire good editors who can create a compelling story and vibe that draws viewers in. Editing is where a video can fall apart, so prioritize finding videographers who are skilled editors.Look for videographers who are collaborative partners, both creatively and logistically. They should take scheduling and coordination off your plate.Request that the videographer provide all the B-roll footage at no extra cost. This is a good sign they want to be...
2024-04-1744 min
Higher Ed Storytelling University#59 - How to Craft Compelling Student Testimonials and Content to Increase Enrollment Yield, w/ John Azoni + Shiro HatoriOn this episode, John Azoni was a guest on the Higher Ed Demand Gen podcast with Shiro Hatori. We talked about telling compelling student testimonials. Key Takeaways:Higher ed provides ample opportunity for meaningful, transformational stories that don't exist in the same way in other contextsStrong student testimonials have an arc - an "old normal," a turning point, and a "new normal"Getting specific in student stories, especially around the turning point, allows prospects to relate on an emotional levelAuthentically communicating student mental health struggles and support services can be powerful storytellingStudents crave s...
2024-04-1042 min
Higher Ed Storytelling University#58 - Mastering The Email Newsletter: Tactics for Engagement, Trust, & Conversions w/ B2B and B2C expert, Jess CookMy guest today is Jess Cook, Head of Content and Communications at Island and co-host of the That's Marketing, Baby podcast. Jess comes from a background working with major B2C brands like McDonald's, Kellogg's, and others before transitioning to B2B marketing.In this episode, we dive deep into email marketing strategies and tactics that higher ed marketers can apply. Jess shares insights on choosing the right sender name, crafting subject lines, using emojis and memes effectively, and personalizing emails for different audiences.Key Takeaways:The "from"...
2024-04-0356 min
Higher Ed Storytelling University#57 - How to Improve Yield and Capitalize On Commencement Season w/ Shiro Hatori from Concept3DMy guest today is Shiro Hatori, Director of DemandGen at Concept3D. In this episode, we discuss data from Concept3D's survey of 500 recently admitted college students that can inform your higher ed storytelling and content creation efforts.Shiro shares insights on the communication channels students prefer, the importance of virtual tours, addressing students' enrollment fears, and leveraging commencement to capture compelling student stories. If you want to make more data-informed decisions in your higher ed marketing, this episode is for you.Key Takeaways:Students prefer email communication (45...
2024-03-2740 min
Higher Ed Storytelling University#56 - Unlocking the Potential of Scholarly Podcasts with Professors.fm, Featuring Robert LiMy guest today is Robert Li, co-founder and owner of University FM, and podcast network manager of Professors.FM, a podcast network featuring top scholars.In this conversation, Robert shares insights on the current higher ed podcasting landscape and the potential of scholarly podcasts to elevate research and university brands. We discuss launching faculty-hosted shows, making academic research more accessible, and the benefits of joining Professors FM.Robert also offers advice for getting faculty involved in podcasting and overcoming common hesitations. If you're a higher ed marketer or faculty...
2024-03-2041 min
Higher Ed Storytelling University#55 - Four Pillars of a Compelling Student Testimonial w/ Sarah Whorton from University of Missouri SystemMy guest today is Sarah Whorton, Senior Strategic Communication Consultant at University of Missouri system. Sarah has a background in screenwriting and leverages storytelling principles in her higher education marketing work.In this episode, Sarah shares her insights on crafting compelling stories for higher education marketing. We discuss a four-point story structure she uses inspired by screenwriting, the power of vulnerability and struggle in stories, and how to get interviewees to open up beyond predictable, low-stakes answers. If you’re looking to improve your higher ed storytelling, you won’t want to miss this conv...
2024-03-131h 03
Higher Ed Storytelling University#54 - How Nikki Sunstrum built high-performing content teams at Indiana University and University of MichiganMy guest today is Nikki Sunstrum, Assistant VP of Strategic Communication at Indiana University and Instructor at University of Michigan School of Information. Nikki has built social media teams at both IU and Michigan.In this episode, Nikki shares her insights on building effective social media teams in higher education. We discuss sourcing talent, establishing niches, managing team well-being, and optimizing efforts based on resources. If you’re looking to improve your higher ed social media strategy and team, you won’t want to miss this conversation.Key Takeaways:Lo...
2024-03-0652 min
Higher Ed Storytelling University#53 - Making Research Relatable with Kate Young, host of This is Purdue podcastMy guest today is Kate Young, host, writer and producer of This Is Purdue, an award-winning podcast that highlights exciting stories of innovative Boilermakers and shares them with a global audience.In this episode, Kate provides an inside look at how This Is Purdue came to be, how it fits into Purdue's overall content strategy, and key lessons learned along the way.Key Takeaways:Starting a podcast as a hobby can give you valuable experience and open unexpected doors, like Kate's role hosting This Is Purdue.Consistency and...
2024-02-281h 07
Higher Ed Storytelling University#52 - Instagram is King: Why Today's Prospective Students Turn Here First w/ Jeremy Tiers from Tudor Collegiate StrategiesMy guest today is Jeremy Tiers, Senior Director of Admissions Services for Tudor Collegiate Strategies. He has helped thousands of college and university admission and marketing professionals become better recruiters, communicators, writers, and leaders through training programs and mentoring over the past nine years.In this episode, Jeremy shares insights from data his team has collected on which social media platforms students use to research colleges, what type of content they want to see, and strategies for creating authentic and engaging social content.Key takeaways:Instagram is the #1...
2024-02-2152 min
Higher Ed Demand Gen PodcastEp.82: How To Craft Compelling Student Testimonials and Content To Increase Enrollment Yield // Higher Ed Demand Gen - John AzoniOur guest this week is John Azoni, founder of UNVEILD, a successful higher ed video marketing agency.
They have cracked the code on consistent, compelling student and alumni success stories – without the usual headaches. You know the ones: exorbitant costs, endless vendor coordination, and buried footage libraries.
Learn more about how you can leverage these stories in your own institution on this episode of the Higher Ed Demand Gen Podcast.
Connect with John Azoni on Linkedin:https://www.linkedin.com/in/johnazoni/
2024-02-2036 min
Higher Ed Storytelling University#51 - Crafting Irresistible Program Pages: A Blueprint for Higher Ed w/ Copywriter Jo MarshallMy guest today is copywriting expert Jo Marshall, founder of All Things Words, a specialist copy and content agency focused on higher education clients. Jo has over 20 years of experience helping universities find their voice, shape their messaging, and tell compelling stories.In this episode, Jo and I discuss strategies to optimize university program pages to better attract and engage prospective students. We explore common pitfalls universities fall into and share examples of effective program pages that convert visitors.Key takeaways:Program pages should clearly answer the main...
2024-02-141h 00
Higher Ed Storytelling University#50 - What Higher Ed Gets Wrong About Storytelling and How to Fix It w/ Zach Busekrus & John AzoniToday we are sharing with you an episode where host, John Azoni, was a guest on the Enrollify podcast. In this episode hosted by Zach Busekrus we talk about John's journey into storytelling through working with the unhoused population in Detroit, what higher ed gets wrong about storytelling, the Netflix show Love is Blind, and more.
2024-02-071h 03
Higher Ed Storytelling University#49 - Recruiting Students In Your Sleep With an AI Enrollment Officer w/ Cade Scott from Enroll Boost AI0My guest today is Cade Scott, founder of Enroll Boost AI. Cade helps Tech and Trade Schools boost enrollment by building AI-powered chatbots to engage prospective students around the clock.In this episode we discuss how implementing automated yet personalized communication can drastically improve lead response times and enrollment rates. Cade shares how he leveraged conversational AI to respond to every lead within minutes, day or night. This “speed to lead” approach led to a huge boost in enrollments.Key Takeaways:Implement the “speed to lead” method - respond...
2024-01-3149 min
Higher Ed Storytelling University#48 - Inclusive Storytelling: The Importance of Content Featuring People with Disabilities w/ Jaime Hunt from The Higher Ed CMOMy guest today is Jaime Hunt, Vice President and Chief Marketing Officer at Old Dominion University. Jaime is a seasoned higher ed marketer with expertise in areas like brand strategy, recruitment marketing, and digital innovation. In this episode we discuss the importance of telling authentic stories of college students with disabilities. We explore biases that still exist, and how humanizing storytelling can promote inclusion and accessibility. Key takeaways: 25% of college students report having a disability, yet they are often invisible in higher ed marketing content. Telling their stories helps promote inclusion. Students with...
2024-01-2457 min
Higher Ed Storytelling University#47 - Creating Personalized Storytelling Content with AI w/ Ardis Kadiu from Element451My guest today is Ardis Kadiu, CEO and co-founder of Element451, an AI-powered CRM platform for higher education institutions. Ardis is an entrepreneur and technologist passionate about leveraging AI to transform student engagement and admissions processes.In this episode we have an in-depth discussion on personalization in storytelling using AI. We explore how advanced natural language models allow for data-driven, personalized messaging at scale across multiple mediums like text, audio, and video.Key takeaways:Personalization builds trust by showing you know your audience. Using details like someone's name...
2024-01-1749 min
Higher Ed Storytelling University#46 - How to Create Content People WANT to Watch with the “Side Door” Approach w/ John AzoniIn this solo episode, John talks about the power of using a "side door" approach when creating content that aims to draw audiences into your brand emotionally.Key takeaways:Front door content directly states brand values and goals, while side door content focuses more on storytelling.Side door content takes audiences on a journey that immerses them in the emotions of a brand.Great examples are Land Rover's video on a remote Nepali village dependent on classic Land Rovers (https://www.youtube.com/watch?v=YNXU1IR2LR8), P&G's "Thank You Mom" Olympic campaign...
2024-01-1032 min
Education Marketing Leader with Chris RapozoAuthentic Higher-Ed Storytelling - An Interview with John AzoniI am excited to share another episode of the Education Marketing Leader podcast on storytelling.This week, John Azoni, the guy behind UNVEILD and the voice of the Higher-Ed Storytelling University podcast, joined the show to tell us how to communicate authentic narratives to drive enrollment.John has a heart of gold, and his journey is as inspiring as his expertise.From his early days in homeless outreach in Detroit to his passion for authentic storytelling, John brings a unique perspective to higher education marketing.His experience in fine arts and...
2023-11-3035 min
Higher Ed Storytelling University#45 - How Students' Raw Stories Unite Campus w/ Nate Jorgensen from Miami UniversityMy guest today is Nate Jorgensen, Senior Director of Academic Marketing and Communications at Miami University in Ohio. In this episode we discuss Miami's storytelling initiatives, including their Major Insight podcast, and strategies for centralizing university marketing.Key takeaways:Miami's Major Insight podcast features raw, authentic conversations between students about their college experiences and advice. This helps build trust and connection with prospective students.Let your podcast hosts have natural conversations without constant brand mentions. Focus on helpful stories and content.Centralizing university marketing can cause friction with individual colleges and programs. Take...
2023-11-1555 min
Higher Ed Storytelling University#44 - Attracting Adult Learners to Your Higher Ed Programs w/ Chris Rapozo from Hannon HillMy guest today is Chris Rapozo, Marketing Specialist at Hannon Hill. As an adult learner himself, Chris shares his personal story and insights on marketing to non-traditional students. He offers a unique perspective on the motivations and challenges of the non-traditional learner demographic that higher ed marketers want to attract.Key Takeaways:Adult learners seek education with purpose - to grow personally and professionally. Marketers should emphasize how their programs can help students achieve their goals.Highlight student success stories as social proof. This builds trust and helps prospective students envision succeeding.Share...
2023-11-0852 min
Higher Ed Storytelling University#43 - Your “WHY” is not your story w/ John AzoniIn this solo episode, John explores the true meaning of "storytelling" and how it differs from creative messaging in marketing. He discusses how the term has become diluted in higher ed, with many thinking creative messaging equals storytelling.Key takeaways:Marketing teams often claim to be telling stories when they are really just presenting information about their school in a creative, emotional way. This is creative messaging, not actual storytelling.Actual stories have a narrative arc with plot, characters, and a sequence of events that happens to someone. Listeners imagine the events unfolding...
2023-11-0133 min
Higher Ed Storytelling University#42 - LinkedIn Growth Hacks for Higher Ed Marketers w/ Casey Hill from ActiveCampaignMy guest today is Casey Hill, a growth veteran with over a decade of experience helping software companies scale fast. In this episode, we dive deep into LinkedIn strategy and optimization for higher ed marketers. Casey currently leads organic growth at ActiveCampaign, where he's pioneering creative ways to grab attention and break from the mold.Key Takeaways:Use firsthand experiences and specifics in your LinkedIn posts to establish authority and credibility. Share actual data, metrics, and examples from your own work.Post frequency matters - you can now post more regularly without worrying about cannibalizing...
2023-10-2558 min
Higher Ed Storytelling University#41 - Mastodon and Decentralized Social Networking Models for Higher Ed Marketers w/ Andrew Cassel of Middlebury CollegeMy guest for this episode is Andrew Cassel, Senior Social Strategist at Middlebury College. In this episode we dive into emerging social platforms like Mastodon, BeReal, and the future of social networking in a Web 3 environment.Key Takeaways:Understanding the decentralized, ad-free experience of Mastodon instances and the FediverseGrowing authentic community engagement through hashtag use on MastodonThe dopamine rush of gaining followers on platforms without vanity metricsMonetization challenges and community support funding models behind platforms like MastodonBalancing creativity and storytelling with metrics expectations in higher ed marketing rolesWhy BeReal feels inauthentic for brand accounts but...
2023-10-181h 07
Higher Ed Storytelling University#40 - The World's Largest Focus Group: Tapping into Social Listening for Higher Ed Storytelling w/ Liz Gross, CEO, Campus SonarMy guest today is Liz Gross, founder and CEO of Campus Sonar. In this episode we discuss using social listening to inform higher ed storytelling and strategy.Key takeaways:The importance of listening to your audience's narratives and addressing misperceptions through strategic storytelling.Using social listening to identify insights for strategic initiatives like enrollment, program development, reputation management, and more.Leveraging niche online communities like Reddit and YouTube to get an authentic pulse on brand perception.Conducting an internal social listening audit to align decentralized campus storytellers.Thinking beyond vanity metrics by using qualitative and quantitative...
2023-10-1154 min
Higher Ed Storytelling University#39 - The 5 C’s of Higher Ed Social Media Execution With Limited Resources w/ Lizzie Chen from Moody College of CommunicationMy guest today is Lizzie Chen, Assistant Director of Digital Media at Moody College of Communication at the University of Texas at Austin. In this episode we discuss running an impactful social media strategy with limited resources.Key takeaways:Build community both online and offline. Host events to bring your social media audience together in real life.Jump on trends strategically. Ensure they align with your brand voice and values.Prioritize original and authentic content over canned graphics. Let students create their own content.Earn trust from leadership by tying social media goals to institutional...
2023-10-0458 min
Higher Ed Storytelling University#38 - Tapping Student Talent for Video and Social Media Content w/ Dr. Josie AhlquistMy guest today is Dr. Josie Ahlquist, Josie is a renowned expert in digital leadership, guiding educational leaders, organizations, and students through speaking, coaching, and consulting. Her practical and evidence-based frameworks empower clients to create tailored digital engagement strategies.Among many other things, In 2023, Josie was selected as a NASPA Pillar of the Profession, one of the highest honors for the field of student affairs. Josie is a three-time LinkedIn Top Voice in Education, has been recognized by Ed Tech Magazine as one of the “Top 50 Must-Read Higher Education Technology Blogs” for five years. Her podcast, Josie and...
2023-09-2750 min
Higher Ed Storytelling University#37 - Higher Ed Marketing In a Skills-Based-Economy w/ Eric Stoller, VP of Digital @ TerritoriumMy guest today is Eric Stoller, VP of Digital at Territorium. In this episode we discuss the value of higher education in a skills-based economy and how colleges need to better connect the dots for students between their education and employability after graduation.Key takeaways:Why a skills-based focus is important for communicating value to today's students and adult learners.The limitations of traditional transcripts and resumes in showing competencies.How digital credentials like badges and micro-credentials allow for skills verification.The need for colleges to directly bridge the gap between learning and employment.Why the...
2023-09-2053 min
Higher Ed Storytelling University#36 - Marketing to Adult Students w/ Shane Baglini, Director of Marketing & Recruitment, Muhlenberg CollegeMy guest today is Shane Baglini, Senior Director of Marketing and Recruitment at Muhlenberg College's Division of Graduate and Continuing Education. In this episode we discuss strategies for marketing to and recruiting adult learners.Key takeaways:Adult learners often come back to school to overcome challenges and achieve personal goals. Marketers should address their anxiety and emphasize how your programs can help them reach their goals.Tell authentic stories of real adult learners who overcame obstacles. This builds trust and helps prospective students see themselves succeeding.Simplify your video production. Huge crews and setups feel intimidating...
2023-09-1349 min
Higher Ed Storytelling University#35 - Belonging Is Crucial: How To Create Experiences That Help New Students Find Their People w/ Allison Turcio From Siena CollegeMy guest today is Allison Turcio, Executive Director of Marketing and Communications at Siena College. In this episode we discuss creating an environment where students naturally want to share their positive experiences. Key takeaways:- The importance of studying other colleges known for exceptional student experiences.- Making student-centered decisions and putting yourself in the student's shoes. - Creating symbolic moments and traditions to make students feel welcomed and connected.- Building one-on-one relationships between admissions staff and prospective students. - Letting student stories take center stage...
2023-09-0642 min
Higher Ed Storytelling University#34 - FOMO is Not a Strategy: The Case for Picking Your Platform and Owning It w/ Darren Roubinek of University of Central MissouriMy guest today is Darren Roubinek, Senior Director of Marketing and Communications at the University of Central Missouri. In this episode we discuss the challenges of social media platform overwhelm and knowing where to focus your efforts.Key takeaways:The difference in resource capacity between Darren's previous team at Avila University and his new team at UCM - this impacts the type of content they can produce.Importance of prioritizing and focusing on what you can do really well vs. trying to be everywhere and spread too thin.Picking a platform to "own" with quality content...
2023-08-3044 min
Higher Ed Storytelling University#32 - Telling BIGGER Stories - How One College Went All In On Their Iconic Coach w/ Jen Porter of Rochester UniversityMy guest today is Jen Porter, Director of Alumni Relations at Rochester University in Michigan. We discuss the full-length documentary film they produced about Garth Pleasant, their former basketball coachAbout the Film:Garth Pleasant coached basketball at RU for over 40 years and is the winningest college basketball coach in Michigan The film is called "Coach, Make the Big Time Where You're At" and explores Garth's story and impact on RU and the communityIt's 36 minutes long and was funded by a donor who wanted to showcase Garth's legacyIncludes interviews with Garth, Oakland University coach Greg K...
2023-08-1654 min
Higher Ed Storytelling University#31 - How Bart Caylor Saves 10-15 Hours Per Week Using AIMy guest today is Bart Caylor. If you’ve floated around the higher ed marketing sphere for very long you’ve probably come across Bart at least once. Bart is the founder of the education marketing agency, Caylor Solutions as well as the co-host along with Troy Singer of the Higher Ed Marketer podcast. He is also a keynote speaker, as well as a first-generation college student himself. In this episode we’re talking all about AI.. specifically practical ways you can incorporate AI into your workflow to save you time and effort in your job. Tu...
2023-08-091h 01
Higher Ed Storytelling University#25 - Marketing An Art School and Starting a Podcast w/ Sabrina Dépestre, Marketing Director at MICAMy guest today is Sabrina Depestre. Sabrina is the marketing director at Maryland Institute College of Art.. where I actually attended for a brief stint which is what piqued my interest to get her on the show. She has also worked as a consultant for small businesses, delivering refined verbal identity and digital audits across all platforms and channels.Sabrina is also the founder of marketing agency Buffer and Muse and host of the podcast Musings on Marketing. In this episode we take you behind the scenes of marketing a rigorous art school, and also b...
2023-06-2144 min
Anchored in EducationVideo Storytelling with John AzoniI sometimes wonder if the 1991 hit song by Genesis “I Can’t Dance” was written for me. I mean, I was only eight, so maybe it would be cruel that they would direct such harsh words to a young and impressionable child. Okay, maybe it was written with me in mind. But it is nearly accurate in all ways. I can neither dance nor sing. And a recent stroll through downtown Chicago on my way from the orange line to Union Station proved I struggle with walking as a lack of awareness led me to step off the curb and fal...
2023-06-1930 min
Higher Ed Storytelling University#24 - Social Media Strategies, PR and Testing Your Messaging w/ Bill Zimmerman, Advertising and PR Lecturer at Penn State UniversityMy guest today is Bill Zimmerman. Bill is a lecturer at Penn State University’ Donald P. Bellisario College of Communications. teaching Digital PR, Social Media Strategies and PR Media & Methods courses. We’ve never had a lecturer on this podcast, and we haven’t had much of a PR influence either so I thought Bill would be a great voice for that stuff. In this episode we talk about a variety of topics including Social media strategy, testing your messaging before launching your campaign, how Penn State manages the crossover between PR, Marketing and Communications at a bunch m...
2023-06-1435 min
The EdUp Experience636: How to Show the Value of Higher Education - with John Azoni, Owner & Executive Producer of UnveildIt’s YOUR time to #EdUp
In this episode,
YOUR guest is John Azoni, Owner & Executive Producer of Unveild
YOUR guest cohost is Geordie Hyland, President & CEO of American College of Education (ACE)
YOUR host is Dr. Joe Sallustio &
YOUR sponsors are Element451's ENGAGE Summit & Anthology Together 2023
What’s one way to show the value of higher education?
What do prospective students want to learn through video about an institution of higher education?
What does John see as the future of Higher Education?
L...
2023-06-1348 min
Higher Ed Storytelling University#23 - The Future of Higher Ed Marketing in the Metaverse with Brian Piper, co-author of Epic Content Marketing 2nd Edition.My guest today is Brian Piper. Brian is the Director of Content Strategy at Univeristy of Rochester in Rochester, New York. he is also the co-author of the 2nd edition of Epic Content Marketing along with Joe Polizzi, a book that really covers the gamut of the content marketing space in 2023 and how to succeed in it. Highly highly recommend this book. In our conversation though we zero in on one aspect of the book and that is Web3, or in other words, the Metaverse.LINKS: Epic Content MarketingConnect with Brian on Linkedin
2023-06-0750 min
Higher Ed Storytelling University#22 - A New Way to Find Student Success Stories At Your College/University w/ Seth Odell from KanahomaMy guest today is Seth Odell. Seth has a solid background in higher ed marketing and producing great results for the institutions he’s worked at. He brings that expertise to his company, Kanahoma - a boutique education marketing agency based in San Diego, California. Founded in 2020, they serve colleges and universities from across the country, as well as K-12 organizations, and education technology and service providers.In this episode we talk about a lot of things, but we zero in on Kanahoma’s unique process for finding great stories to tell. They have kind of a whit...
2023-06-0148 min
Higher Ed Storytelling University#21 - Pioneering New Pathways in Higher Ed Social Media Marketing With Andrew Cassel of Middlebury CollegeMy guest today is Andrew Cassel. Andrew is the Senior Social Strategist at Middlebury College in the beautiful state of Vermont. He’s heads up all of Middlebury’s social media strategy and execution and he’s here to tell us what’s working for Middlebury, what hasn’t worked so well. Now if the idea of using Tumblr and Pinterest is your college marketing strategy sounds odd, you’ll want to keep listening. Andrew employs some non-mainstream platforms into Middlebury’s strategy and has interesting reasons for doing so. LINKS: Connect with Andrew: Linkedin Middlebury College Mentioned...
2023-05-091h 02
Higher Ed Storytelling University#20 - The Insane Reach of Short Form Vertical Videos In Higher Ed MarketingMy guest today is Rob Clark. Rob and his family are social media sensations known as “that tall family” and you guessed it, they are all very tall individuals. They post mostly funny takes on being tall and have amassed quite a following. As of today they have about 2.5 million followers across all their social media platforms.. 2.6 billion views. And Rob is here to share with us The incredible reach and influence that short form vertical videos can have on your school’s marketing. And I know there are a lot of schools out there like “ehhh should we get on t...
2023-05-0336 min
Higher Ed Storytelling University#19 - How to Differentiate Your College or University by Dramatically Clarifying and Simplifying Your MessageMy guest today is Josh Cantrell. Josh is the founder of Signal Brandworks which is an agency working brands on clarifying and simplifying their messaging and marketing content and helping them craft marketing collateral that moves people to action. In this episode we cover things like why saying “we’re the best school” is counterproductive and what to say instead. Taking vague messaging and making it clear and direct and make concrete sense to people. We talk about how storytelling connects people emotionally to your school and helps them tune out a lot of other option...
2023-04-2657 min
Higher Ed Storytelling University#18 - Fundraising: How Storytelling Helped Achieve a Single Gift of $27.1 Million - and More With Tammy Zonker of Fundraising TransformedEmotions drive outcomes. That’s why vulnerability is at the heart of successfully getting people to take the action you want them to take. This is true in marketing, this is true in parenting, this is true in so many areas of life, and it’s especially true in fundraising. Vulnerability breaks down walls quicker than anything and the fast track to vulnerability and emotions is human-centered storytelling. That’s why I’ve got my friend and former colleague and renowned fundraising expert with us today to talk more about that - Tammy Zonker. Tammy is a wonderful...
2023-04-121h 00
Get Down To Business with Scott "Shalom" KleinPodcast of “Get Down To Business” – 04/09/2023 - John Azoni, Tamara Sanderson, Laura Catrambone-Gerace and Patricia MotaJoin Scott "Shalom" Klein on his weekly radio show, Get Down To Business with guests:
John Azoni
Tamara Sanderson
Laura Catrambone-Gerace
Patricia Mota
2023-04-0540 min
Higher Ed Storytelling University#17 - How Harvard Business School Went Viral With a Simple Video That Any College Can Replicate - w/ Raffi Der SimonianMy guest today is Raffi Der Simonian. He’s the VP and Chief Strategy Officer at ERI, a digital storytelling company making web experiences, apps and marketing strategies that advance your mission, and they do a lot of work with colleges and universities. But before ERI was associated with Raffi’s name he was with a previous company that spearheaded this video for Harvard Business School. In this video, a Harvard professor leads the class through a challenging case study conversation. This video went viral with over 11 Million views as of posting this. In this episode we take...
2023-03-2148 min
Higher Ed Storytelling University#16 - Behind The Scenes of Purdue's Remarkable Storytelling Strategy With Senior Creative Director, Emily RichwineIn this episode we’re talking to Emily Richwine, Senior Creative Director at Purdue University. Emily is one of the people responsible for Purdue’s brand success. She leads a team of super talented storytellers, which we talk about.. We talk about their recognition by Fast Company and what is in the dna of a brand like that, and we also talk about their recent viral ad campaign called “Whatever You Can Imagine”. Links: -Pricing for Video Storytelling Subscription: pricing.unveild.tv -Download "3 Absolutely Crucial Components Every Compelling College Student/Alumni Testimonial Needs" -Whate...
2023-03-1543 min
Higher Ed Storytelling University#15 - Attract New Passionate Students Through Social Media with Hannah Acosta of Ugly Mug MarketingIf you're looking for super practical, tactical tips on executing your social media marketing strategy, or developing a strategy in the first place, you'll love this episode. My guest today is Hannah Acosta. Hannah is the passionate and purposeful leader of the Social Media Department at Ugly Mug Marketing. Over the past 4 years, Hannah has grown her department by over 340%, and has worked alongside hundreds of small business owners and entrepreneurs as they navigate the ever-changing digital marketing landscape. She has worked with multiple colleges and college admissions teams to help them build pr...
2023-03-0859 min
Higher Ed Storytelling University#14 - Brand Storytelling, Messaging, and Wisdom on Starting a Podcast For Your College w/ Ross Romano of September StrategiesGetting clear on your college’s messaging, telling your brand’s story, and should your college start a podcast? Why or why not, and what should you talk about if you do? These are all things we cover in this episode with Ross Romano of September Strategies. Links: -September Strategies -Connect with Ross on Linkedin -Pricing for Video Storytelling Subscription: pricing.unveild.tv -Download "3 Absolutely Crucial Components Every Compelling College Student/Alumni Testimonial Needs"
2023-03-0148 min
Higher Ed Storytelling University#13 - This Nonprofit's Unusual Storytelling Strategy Will Make You Rethink The Value Your College Puts On PrintIn this episode we sit down with Alex Poppe and Kelley Coe of the nonprofit Preemptive Love. Preemptive Love is an organization I came across near the beginning of COVID who hooked me with their content marketing and has kept me engaged for the last couple years. Their storytelling is remarkable, their mission is remarkable, and the uncommon focus on print is what really got me excited to have them on the podcast. Links: Middle East Earthquakes - Information and giving site for all of Preemptive Love's current work in Syria following the ear...
2023-02-2252 min
Higher Ed Storytelling University#12 - Running Low On Content Ideas For Your College Marketing? Get Ready To Dominate Social Media Anyway With Content Repurposing Featuring Guest Justin SimonYou want to build a bigger audience on social media for your school, and you want to be seeing fruits from that. More inquiries, more applications submitted, more this, more that. And it’s just slow going and you’re running out of steam. If that describes you, sit tight because if you put the methods discussed in this episode to use, you're gonna see things move in a positive direction My guest today is Justin Simon - a growing influencer in the content creation space who has built his whole business around helping organizations like yours get...
2023-02-1555 min
Higher Ed Storytelling University#11 - "We Need a Billboard Because Our Competitors Have One" - How To Combat This and Other Frustrating Truths About Higher Ed Marketing In 2023If you're in higher ed marketing or communications, you can probably think of a handful of things right now that frustrate you about the status quo of how marketing gets done at your institution. If that’s the case, sit back, relax and let my guest ryan morabito validate those feelings, and show us a better way forward. Ryan is the Senior VP at 5 Degrees Branding - a branding agency working with higher ed institutions. He is an active influencer on Linkedin and brings a lot of glaring truths and proposed solutions to the show that I thi...
2023-02-0843 min
The Digital Agency Growth PodcastJohn Azoni on Building a B2B Content Subscription ModelUsually, we chat with agencies that have been around for a decade or more. Still, today’s guest has some really insightful information about how he’s been able to create a business that works for him and can provide the services his clients are looking for. This week, episode 166 of The Digital Agency Growth Podcast is about building a B2B Content Subscription Model! Watch our new recorded video training: Relationship-Driven New Business At-ScaleIn this episode of The Digital Agency Growth Podca...
2023-01-2539 minThe Digital Agency Growth PodcastJohn Azoni on Building a B2B Content Subscription ModelUsually, we chat with agencies that have been around for a decade or more. Still, today’s guest has some really insightful information about how he’s been able to create a business that works for him and can provide the services his clients are looking for. This week, episode 166 of The Digital Agency Growth Podcast is about building a B2B Content Subscription Model! Watch our new recorded video training: Relationship-Driven New Business At-ScaleIn this episode of The Digital Agency Growth Podca...
2023-01-2539 min
Higher Ed Storytelling University#10 - The Enrollment Cliff, Clarifying Your Message and Leading With Storytelling - With Dr. Carrie Phillips, CMO at University of Arkansas - Little RockWell folks we’ve got a big ‘ol enrollment dropoff coming as I’m quite sure you’ve heard about. So what can you do now to mitigate the effects of this “enrollment cliff” from where you sit in the marketing department? I’ll give you a hint, it comes down to the importance of branding, clarifying your school’s message and telling human stories that allow others to see behind the curtain of someone’s experience with your school so they can relate to their story on an emotional level. My guest today is none other than University of...
2023-01-2346 minHigher Ed Storytelling University#9 - Making Content Creation Less Stressful, Repurposing Content, and Finding Your Voice on Linkedin with Andy Owen from TechsmithIf you are a higher ed marketer, or part of the marcomm team in some fashion, you know that the demand for content and staying in the algorithm and all that is always looming over your head. Maybe you sat down at your desk this morning and thought “what the heck am I going to post today”.. You’re running out of ideas, and you know you should be more consistent but you’re just don’t have the content at the ready you wish you did and you don’t have the luxury of a content writer, well, there are some...
2023-01-0540 minHigher Ed Storytelling University#8 - Getting Clear On Your Target Audience and Maximizing Content That Speaks Directly To Them, With Jay Kruger of Walsh CollegeHow Walsh College was able to get clear on their target audience, create content that spoke directly to that person, and maximizing the use and reach of that content - These are all things we’re talking about with Jay Kruger.. Director of Creative Marketing at Walsh College on today’s episode. Content referenced in this episode: -Akash Ahuja's alumni testimonial -Aaron Eller's alumni testimonial -Walsh College's commercial -Building a Storybrand by Donald Miller -Learn the storytelling framework we used for Walsh College: unveild.tv/studenttestimonials
2022-12-1648 minHigher Ed Storytelling University#7 - The biggest marketing mistake you're probably making - Assuming what will resonate with studentsIn higher ed marketing it's easy to fall into the trap of catering to leadership's opinions rather than the opinions of the students. This happens when there is a data void. Without data, people resort to job security - or "what's going to make me look good to my boss". Without data marketers make expensive assumptions. In this episode we unpack this issue, how it happens, and what to do about it.
2022-12-0821 minHigher Ed Storytelling University#6 - How to create student testimonials that captivate and inspire action Testimonials can be some of your strongest, most influential marketing assets, providing the social proof that prospective students need in order to seriously consider, and eventually choose your school over all the others But here's the problem: Most student or alumni testimonials are forgettable, if they even get consumed at all. Why? Because they lack the key qualifier that makes something memorable and worth consuming in its entirety. In this episode we discuss what that thing is and why it works. Download: 3 Absolutely Crucial Components Every Compelling College Student Tes...
2022-11-0819 min
Higher Ed Storytelling University#5 - Building better bridges - Creating content that makes it easy for students to choose your college or university over othersThe school that builds the best bridges wins the enrollment game. However, it's our natural tendency to build bad bridges because the messaging that comes naturally to us often isn't the best bridge material. In this episode we discuss the 3 components that go into making content that captures attention and attracts applicants - aka "good bridges" - with the help of Kindra Hall's book, Stories That Stick. (commissions may be earned from affiliate links)
2022-09-2723 minHigher Ed Storytelling University#4 - Storytelling And The Power of Vulnerability in Higher Ed MarketingHigher ed marketing is all about building an emotional bridge between prospective students and your school, and stories are the fast track to emotions. But you can't do good storytelling without vulnerability. In this episode we unpack why vulnerability matters, what it does for the listener/reader, and how to impliment that in your next blog post, video, article, etc. Download: The Unignorable College Enrollment Video A simple 5-part storytelling template for creative emotional videos that boost enrollment.
2022-07-2016 minHigher Ed Storytelling University#3 - One Stupidly Simple Strategy to Immediately Increase the Perceived Value of Your College or University By 2700% Download “The Unignorable College Enrollment Video” - A simple storytelling template for creating emotional stories that boost enrollment. Cliff notes: in one research experiment, 100 insignificant items were sold at a 2700% markup when there was a compelling story behind them. This illustrates how people don’t buy the thing, they buy the story attached to the thing. How this impacts higher ed marketing is that by telling stories - actual stories where there was a before and an after - the perceived value of your school is heightened. This can be done for example through student testimonials or alumni...
2022-06-0710 minHigher Ed Storytelling University#2 - A Fast and Easy Way to Find 10 Powerful Student/Alumni Testimonials in 1 Hour to Enroll More Students At Your College or UniversityOne of the biggest problems facing higher education marketers is the coming enrollment cliff. Video storytelling is a way to get ahead of that problem, but it’s not an easy task to find compelling stories from students willing to be on camera. In this podcast episode I suggest a unique approach that allows higher education marketers to market more effectively to prospective students, and at the same time tell better stories by having plenty of options at their fingertips of stories to choose from. Show notes: -Download: The Unignorable College Enrollment Video
2022-06-0716 minHigher Ed Storytelling University#1 - Rise Above the Noise: How to Differentiate Your College or University Through Video Storytelling and Enroll More StudentsIn this audio episode we discuss how video storytelling is your best friend in an environment where differentiating your school isn’t an easy task.
2022-04-2009 min
Grow Your Video Business with Ryan KoralWhat It Actually Means To Be A Creative Director w/ John AzoniA creative director is a crucial role to be filled in any studio, big or small. But if you've ever wondered just what a creative director is, I've got a real treat for you. Today I'm sitting down with someone who's talents for this job I have been blessed to know first-hand, and he's going to tell you all about it! Today you're going to hear from my longest-standing employee. John Azoni is the creative director at Tell Studios. I have the extreme pleasure of working with John as he expertly helps clients hone their storytelling skills...
2019-12-0954 min