Education Marketing Leader with Chris Rapozo

Community colleges don’t always get the spotlight. But they change lives every day.To kick off our Community College Month series, I sat down with Wallace Caleb Bates, Director of Marketing and Communications at Hazard Community and Technical College and 2026 NCMPR National Rising Star.Wallace’s story comes full circle. He started as a student at HCTC and returned just a few years later to lead marketing and communications. He shared that walking into the president’s office on his first day felt surreal, asking himself, “Am I really here?” after being a student not long before.In this episode, we discuss:• Going from community college student to leadership • Returning home to serve the institution that shaped him • Challenging the stigma that community college is a “second choice” • Marketing in a rural community built on relationships and trust • Building visibility through storytelling and community engagement • Why empathy matters as much as analytics in marketing • The growing impact of community colleges across the countryWallace also shared an important reminder: Many students intentionally choose community colleges for affordability, opportunity, and staying connected to their communities.This conversation sets the tone for our Community College Month series.Listen now.

In this special edition of the Education Marketing Leader podcast, our book club welcomed a very special guest. Ann Handley joined us live to discuss her bestselling book Everybody Writes and engage directly with higher education marketers from across the country. Ann didn’t just stop by. She stayed, listened, and generously gave her time to react to audience insights, answer questions, and expand on the ideas that have shaped how so many of us think about writing and marketing. The conversation covered: Why writing slowly can actually make you a better marketer How empathy for the reader changes everything Why Charlotte’s Web might be the best marketing story ever told The difference between writing more and writing with intention How stronger writing builds trust, connection, and clarity This wasn’t a traditional interview. It was a real book club conversation. Marketers sharing takeaways. Ann responding in real time. And a reminder that better writing starts with caring about the people you’re trying to reach. If you care about content, storytelling, and creating marketing that actually connects, this is a conversation worth watching.

John Azoni (Founder, Unveild) breaks down how higher ed teams should be using video during yield season.Not more content. Better placement.What we cover:Where video actually impacts admits → depositsWhy most schools fall off after inquiryThe “random acts of video” problemHow to use 1:1 video from counselorsWhy student voices outperform leadershipSimple ways to reduce friction (FAFSA, apps, next steps)What metrics actually matter (hint: not views)If your yield strategy is still email-heavy and text-driven, this will challenge it.🎙️ Follow and subscribe to the Education Marketing Leader for more conversations like this.

In our latest episode, Jenny Li Fowler, Dir. of Social Media Strategy at MIT, breaks down the difference between strategy and tactics in organic social media. And why confusing the two is exactly how teams end up busy, stressed, and stuck.Her point is simple. When your strategy is clear, everything gets easier: • You know who you’re trying to reach, not “everyone” • You define what success actually looks like • You stop chasing random posts and start building momentumOrganic social can drive real results. But only when it’s anchored to mission, metrics, and discipline.How are you keeping strategy first in your social plan? Drop your approach in the comments.If this conversation resonated, connect with Jenny Li Fowler on LinkedIn and tell her you heard her on the Education Marketing Leader podcast.And if you’re serious about higher ed marketing, follow the show for more operator-level conversations like this.Resources: Organic Social Media: How to Build Flourishing Online Communities

Direct mail is not dead. Most institutions just stopped using it strategically. I talked with Dylon Jones from Spectrum Marketing Companies about how direct mail actually works in higher ed today. Key takeaways for enrollment and marketing teams • Direct mail fails when strategy fails. Not the channel. • The biggest mistake is sending one piece and expecting results. • A strong baseline is 3 mail drops across 3 months. • Mail must drive to a targeted landing page, not your homepage. • The best campaigns integrate mail, digital ads, and admissions follow-up.• Start with parents early in the recruitment cycle, then shift messaging to students later. Direct mail should never live on an island. It works best as part of a multi-touch strategy. Contact Dylon if you need help via [email protected] or cell 806-500-9880. Follow Education Marketing Leader and subscribe so you do not miss the next episode. 🎧

Short form video “best practices” are mostly fake rules. If you want what works in 2026, you need reps, speed, and real people. In the latest episode of Education Marketing Leader podcast, I sat down with Rob Clark, creator of That Tall Family, Founder of Tall Family Media, and author of Growing Your Influence, 4 Billion Views and Attention Gap, which we co-authored. Here are a few takeaways from the episode: 1) Quantity creates quality. More reps. More learning. More wins. 2) Speed matters. Stop scheduling 3 months out. Culture moves weekly. 3) Real beats polished. AI will make “perfect” content cheap. Human content will stand out. If you’re trying to drive awareness and enrollment with social media video, this episode will help you. Grab your copies of: Attention Gap: https://www.amazon.com/Attention-Gap-Great-Schools-Invisible-ebook/dp/B0GKZ8G72B?ref_=ast_author_dp&th=1&psc=1 4 Billion Views: https://www.amazon.com/Billion-Views-Built-Social-Scratch-ebook/dp/B0FVQFVD2V?ref_=ast_author_dp&th=1&psc=1 Growing Your Influence: https://www.amazon.com/Growing-Your-Influence-Strategies-Generation-ebook/dp/B0DXN7M1LP?ref_=ast_author_dp&th=1&psc=1

How does a university triple freshman enrollment while others struggle to break even?In this episode, I talk with James Steen, Ph.D., VP for Enrollment Management & Marketing at Houston Christian University, about what actually drove HCU’s growth.We get into:Why removing friction mattered more than better messagingHow direct admission and guaranteed offers changed behaviorThe role marketing played once the value proposition was clearWhat “next practice” looks like when operations and enrollment alignThis is a real case study. No theory. No platitudes.👉 Follow Education Marketing Leader and subscribe on YouTube for more conversations built for higher ed marketers.

Season 4 is here, and we’re kicking it off with a conversation that will reset how you think about urgency, identity, and starting over.In this episode of the Education Marketing Leader Podcast, I’m joined by Erin Mark. TEDx speaker, storyteller, and Director of Partnerships at Merit.Erin was born with cystic fibrosis. She grew up hearing she wouldn’t live past 18. At five years old, she overheard her life expectancy on a phone call. At 35, she entered end-stage disease and was preparing to die. Then Trikafta was approved and it saved her life.What we talk about isn’t just survival. It’s what happens after. When the future you never planned for suddenly shows up and you have to figure out who you are again.Erin shares why real change rarely comes from dramatic overhauls. It comes from small pauses that create choice. One habit. One decision. One shift in direction.She leaves us with a reminder she once set as her iPhone alarm during her sickest season:"You woke up today."That’s the work. You don’t have to fix everything this year. You just have to keep moving forward.Follow Erin Mark on LinkedIn for clear, grounded perspective on leadership, identity, and momentum.Listen to the full episode of the Education Marketing Leader Podcast wherever you get your podcasts.

For our final book club meeting of 2025, we dove into The Go-Giver—and had the incredible opportunity to host co-author Bob Burg for a live Q&A. It was one of our most reflective and practical sessions of the year.What We DiscussedWhy generosity and value-creation matter more than tactics in leadership and enrollmentHow “everyone is in sales”—especially in higher edCommunicating value vs price when talking about tuitionThe difference between being a go-getter, go-giver, and go-takerWhy listening is often the greatest form of givingHow to build trust in low-trust environments (with international perspectives from Chile)The “big kahuna” lesson: why your most impactful students often don’t look like big wins at first glanceBob Burg’s Key InsightsSelling = giving time, attention, counsel, empathy, and valueTrust is earned through consistencyStories connect deeper than how-to adviceThe Go-Giver was rejected by 24 publishers before becoming a global book seriesHis recommended next read: The Go-Giver Influencer (his favorite)Community HighlightsOur members shared Thanksgiving experiences, career transitions, international perspectives, and how The Go-Giver mirrors the best parts of higher ed: mentorship, service, and helping others flourish.Next Book📘 The Hottest Seat on Campus by Angel Pérez 📅 January 21, 2026Register now: https://www.linkedin.com/events/januaryeducationmarketingleader7402410947400851456/Thanks to everyone who joined—and special thanks to Bob for his time, generosity, and wisdom.

In this episode, I talk with Lisa Starkey-Wood, VP of Enrollment Strategy at Stamats, about what breaks most prospect journeys—and what to fix first.We cover:RFI roadblocks: Why many teams can’t even find their own inquiry form and how to fix basic CTA and form placement so students don’t stall on step one.Day-zero done right: What a strong confirmation experience looks like (thank-you page, instant email, timely counselor outreach) and why waiting for “perfect” personalization is a mistake.Real personalization: Moving beyond “Hi, [First Name]” to program-specific, audience-specific content that actually reflects what students told you they care about.Yield and melt prevention: Simple, high-impact ways to keep accepted and deposited students engaged using faculty, current students, and multi-channel touchpoints.Extra curricular: Watch her 60-minute webinar on the art of effective prospect nurturing. Follow and subscribe to the Education Marketing Leader podcast for more practical conversations built for higher-ed marketers.

What does it really mean to be a small college—and to thrive as one? In this special Book Club Edition of the Education Marketing Leader Podcast, host Chris Rapozo sits down with Dr. Gary Daines, author of How to Be a Small College, along with regular EML Book Club members from across higher ed and the agency world. Together, they unpack the “growth or die” mindset that dominates U.S. higher education and explore a more sustainable, mission-driven alternative focused on community, clarity, and authentic excellence.🧠 Key TakeawaysGrowth isn’t the only measure of success. Dr. Daines challenges the assumption that bigger is better—arguing that excellence, focus, and community impact define true institutional health.Mission-fit over market-share. Serving “the right students” means aligning programs, people, and messaging with the institution’s authentic purpose.Leadership as teaching. Effective presidents and administrators act as teachers—modeling learning, transparency, and reflection in every communication.Operational wisdom matters. From resource alignment to avoiding “amenities bloat,” sustainability requires discipline and courage to say no as much as yes.Community impact is the ultimate ROI. The most meaningful success stories aren’t always from Wall Street—they’re from graduates strengthening their local communities.💬 Featured VoicesDr. Gary Daines, author and interim president, Salem Academy and CollegeChris Rapozo, host, Education Marketing Leader PodcastRafi Dersimonian (ERI Design)Jill Whitaker (Southern Utah University)Troy Singer (Ring Digital / The Higher Ed Marketer Podcast)Jeff Ebbing (Southeastern Community College)Pablo Mora (University of Santiago, Chile)Denise Nunley (Arizona Christian University)Patrick Anderson (Chepers)🔍 Conversation HighlightsThe “Apple Watch Analogy” of endless growth goalsHow to advocate for right-sizing without sounding anti-growthThe tension between prestige and purpose—status vs excellenceFaculty of Attention: focusing on what matters mostReal-world stories from campuses around the globe navigating trust, leadership, and community crises📚 Next UpDecember 4 Book Club Meeting: The Go-Giver by Bob Burg — a timeless business parable about giving first to grow. Bob Burg himself will join the live discussion for a 30-minute Q&A.Connect & SubscribeFollow the Education Marketing Leader Podcast wherever you listen. 👉 Join the EML Book Club and get your next read at https://www.linkedin.com/groups/13140172/Connect with Chris Rapozo on LinkedIn for upcoming sessions, insights, and community updates.

The college search process is broken, and two teenagers might be the ones to fix it. 👇When Evan Goldstein tagged along on college tours with his older brother, Jack Goldstein, something clicked:The tours showed buildings, history, and mascots — but not real life.What’s it actually like to live, study, and eat on campus?What’s the vibe on a Tuesday afternoon when no one’s performing for a brochure?That missing authenticity inspired Evan and Jack to build Quadzio, a platform connecting high schoolers with real college students for honest, unfiltered conversations.In this week’s episode of the Education Marketing Leader Podcast, Evan shares:🎯 How peer connections build trust faster than marketing ever could🎯 What “authentic” content really means to Gen Z and Gen Alpha🎯 Why vibe beats prestige for today’s studentsIt’s one of the most insightful interviews I’ve had, and a reminder that sometimes, the next big idea in higher ed doesn’t come from a boardroom, it comes from a high school classroom.🎧 Now live on Apple, Spotify, and YouTube. Follow the link in the comments.#HigherEdMarketing #GenZ #CollegeSearch #StudentVoice #EducationMarketingLeaderPodcast

Guest: Dr. Evan Kropp, Executive Director of Distance Education, University of Florida 🐊 Topic: In-House vs. Outsourced Marketing — Finding Your Higher-Ed Sweet SpotWhen should you keep marketing work in-house — and when does it make sense to outsource?In this episode, Dr. Evan Kropp shares his eight-factor framework to help higher ed marketing teams decide where to invest their time, talent, and budget.You’ll hear:Why there’s no universal playbook — and how to adapt decisions to your institution’s structure and goalsThe true cost of internal hires vs. agency work (spoiler: salary is just the start)How to balance control vs. expertise without stepping on toesWhy brand consistency can sometimes backfireHow to partner with agencies while protecting student data and your institutional voiceA practical approach to retaining and developing marketing talent in higher edDr. Kropp also talks about leadership, culture, and the long game of developing future marketers — what he calls “sending the elevator back down.”🎧 Listen to the full episode for an honest look at what it takes to scale marketing impact without burning out your internal team.👉 Follow and subscribe to The Education Marketing Leader Podcast for weekly conversations with higher ed’s top marketing minds.#HigherEdMarketing #EducationMarketingLeader #EnrollmentStrategy #UniversityMarketing #BrandStrategy #AgencyPartnerships

Are your stories driving outcomes—or just filling space?On the latest Education Marketing Leader Podcast, I sat down with Maria Kuntz, Director of Content Marketing Strategy and Communications (Advancement) at CU Boulder.We talked about how to move from “just stories” to content that directly drives advancement and institutional goals.Here are the key takeaways for higher ed marketers:🔹 Every story should connect to a business outcome—volunteer, mentor, attend, or give.🔹 Audience segmentation matters. CU Boulder found Tier 4 alumni engaged with “delight content” like recipes and guides, while Tier 5 clicked the logo first—making the homepage experience critical.🔹 Don’t skip CTAs, but vary them. Shifting from “donate/register” to “read/share/learn” reduces fatigue and builds trust.🔹 Cutting email volume raised more money. Protecting attention proved more effective than blasting more campaigns.🔹 Paid content can pay off. A Meta campaign delivered $5 raised for every $1 spent.🔹 AI is a tool, not a replacement. CU Boulder uses it for research and first drafts, but always layers in human voice and verification.🎧 Listen to the full conversation for practical insights on content strategy in advancement.👉 Follow the Education Marketing Leader Podcast for more conversations with higher ed marketing leaders.P.S. get your recipe for the vegan coconut bread here: https://www.colorado.edu/coloradan/2025/07/07/kale-yeah-cu-boulders-sustainable-dining#HigherEdMarketing #Advancement #ContentStrategy #Podcast #HigherEducation

This month’s Education Marketing Leader Book Club turned into a masterclass on applying business strategy in higher ed, and how to market what you’ve actually got.Whether you work at an institution or support one as a vendor or consultant, you’ll find so much value in this one.Especially if you’ve ever felt stuck in the “short-order cook” trap or siloed from strategy.✅ Why every marketer needs to think like a product manager✅ Lessons on market fit, internal alignment, and pricing strategy✅ A call to center brand and experience—because one bad interaction can undo a million-dollar campaign✅ Real examples from Pepperdine, public universities in Chile, and health systems like Franciscan Health✅ Why marketers must earn a seat at the program design table—and how to startHuge thanks to author Luke Phillips for joining the session and sharing practical advice from his role leading enrollment marketing and digital strategy at Pepperdine.📘 Next Up: How to Be a Small College by Gary Daynes📅 Meeting Date: November 4 at Noon ET👉 Register here: https://www.linkedin.com/events/novembereducationmarketingleade7377031603371315200/Join the Education Marketing Leader Book Club and connect with peers who care deeply about the future of higher ed.Become a member: https://www.linkedin.com/groups/13140172/#HigherEdMarketing #EducationMarketingLeader #BookClub #EnrollmentStrategy #MissionFit

On the latest Education Marketing Leader Podcast, I sat down with Ryan Trout, Director of Admissions at Northeastern Illinois University.We revisited his 2020 Stamats article, “Three Ways Relationship Building Helps Admissions Teams Excel,” and discussed how those lessons look different in 2025.Here are the key takeaways for higher ed marketers and enrollment leaders:🔹 Admissions is more competitive than ever.Test-optional is the norm, discount rates keep climbing, and students arrive less prepared for college-level work. Institutions that fail to adapt risk falling behind.🔹 Human connection wins.Virtual fairs and online-only touchpoints haven’t delivered. Preview Days and campus experiences that feel personal—meeting professors, eating in the cafeteria, real interactions—are driving yield and retention.🔹 Brand is about feelings, not features.At NEIU, students no longer choose the school just because it’s close or affordable. They now talk about how campus visits and staff made them feel. That shift is the result of intentional, relationship-first strategies.🔹 AI is a double-edged sword.Chatbots and predictive tools can help, but only when the data inputs are right and the tools are closely monitored. Costly AI recruiters are underwhelming; personalization and staff training still carry more weight.🔹 Relationships extend beyond prospects.Ryan shared how strengthening ties with high school counselors has fueled event attendance and trust. Monthly counselor updates through Slate are proving more effective than one-off outreach.🔹 Lean into your strengths.Don’t try to be the middle-of-the-pack institution. Be bold about what sets your campus apart—and back it up with student experiences that prove it.🎧 Listen to the full conversation for practical ideas on balancing tech with human touch in enrollment: [Podcast link]👉 Follow the Education Marketing Leader Podcast for more insights from the frontlines of higher ed marketing and admissions.

How do you create marketing that connects with students, parents, and alumni—all at the same time—without watering down your brand?In this episode of the Education Marketing Leader Podcast, Chris Rapozo talks with Jen Brock, VP of Marketing & Communications at Mount Holyoke College, about how to engage intergenerational audiences in higher education.You’ll learn:How Gen Z, parents, and alumni respond differently to marketing messagesWhy authenticity, ROI, and legacy all matter in brand storytellingStrategies to keep your higher ed brand consistent across multiple channelsPractical campaign ideas you can apply this semester to improve enrollment, engagement, and fundraisingWhether you’re building recruitment campaigns, parent communications, or alumni engagement strategies, this episode gives you tools to connect across generations.🎧 Subscribe to the podcast for conversations with higher ed marketing leaders.#HigherEdMarketing #EnrollmentMarketing #Podcast #GenZ #HigherEducation