I have been appointed to the American Marketing Association Foundation Board of Advisors for the 2026-27 term. It is an honor I take seriously, and I want to say a few words about why I agreed to serve. Most of my day is spent working with colleges and universities: presidents, …
You spend real money sending your team to conferences every year. Are they coming back with anything? Jarrett, Scott, and Jeff have worked every side of the conference circuit, and in this episode they share how enrollment leaders can prep their staff, what young professionals should ask exhibitors, and why the vendor tables might be the most underused professional development on the schedule.
Is AI eroding the value of a college degree? Jarrett, Scott, and Jeff unpack what they’re actually hearing on campuses, from AI-skeptical students to enrollment leaders wrestling with ROI questions that predate ChatGPT. They also push back on the AI job loss narrative and share what institutions must do now to prove their degrees still certify something machines can’t replicate.
Families are starting to look past the Ivy League toward “vibe schools,” campuses that blend academic strength with social energy, lifestyle appeal, and stability. In this episode, Jeff, Scott, and Jarrett unpack the Forbes article behind the trend, what these schools get right, and the practical first steps any campus can take to build a vibe of its own.
Most conversations about AI search focus on visibility, but AI search tools have become an eerily accurate mirror of what the market actually thinks about your school. The implication? It’s harder than ever to market your way out of a weak experience, and authenticity has never been a sharper competitive advantage.
When enrollment numbers dip, leadership usually looks to marketing and admissions first. But what if the real problem is what’s happening on campus?
Are you selling the residential experience to a generation buying a career investment? Jarrett Smith, Scott Rhodes, and Jeff Kallay break down the shift toward transactional enrollment, why your program pages need an MBA-style overhaul, and how to market ROI without losing the hidden value of campus life.
Families fixate on one number during admissions conversations: the cost of a college degree. By reframing student loans as investments in appreciating assets rather than burdensome debt, admissions counselors can help families understand the true value of higher education and shift the conversation from “Can we afford this?” to “How do we make this work?”
Too often, admissions training treats objection handling as a list of rebuttals to memorize. In reality, objections aren’t barriers to overcome but instead are signals to investigate that invite deeper conversations that help counselors become trusted advisors who guide prospects toward the right decision.
Higher ed marketers have to deliver short-term results, but lasting impact comes from a brand that students understand and trust.
