Live at NACAC: AI for Brand Building

Recorded live at NACAC in Los Angeles, this episode features Allison Lanier, Director of Client Engagement, discussing how AI is transforming brand building and content creation for institutions with lean resources. Allison shares insights on using AI tools like ChatGPT to support brand consistency, improve digital experiences, and optimize program pages. The conversation highlights AI's role in alleviating pressure on small teams and enhancing collaboration between marketing and admissions.

Key Takeaways

• AI Helps Lean Teams Scale Efforts: AI can streamline content creation, helping small teams focus on strategic tasks and reduce time spent on manual processes.
• AI Supports Brand Building: By inputting established brand voice and tone into AI tools, institutions can generate consistent, on-brand content for websites, program pages, and digital marketing efforts.
• Start with Playfulness: Don’t fear AI—start experimenting with it as a research and ideation tool before fully integrating it into your workflow.

How can AI enhance brand building for small institutions?
Allison explains how AI tools like ChatGPT are a game changer for institutions with limited resources. Many schools struggle with branding and digital content creation because they don’t have the capacity to invest in a full-time marketing team. By using AI, institutions can input their brand’s voice, tone, and vocabulary to generate consistent content for program pages, websites, and other digital touchpoints. This not only helps maintain a strong brand presence but also enables teams to work faster and more effectively.

What impact can AI have on higher education marketing?
One of the most powerful use cases of AI is in content ideation, particularly for program pages, which Allison calls the “sales pages” of an institution. With AI, teams can generate outlines and keyword suggestions that fit their institution's voice, helping them create more compelling content faster. While AI should never fully replace human input, it’s an invaluable tool for overcoming “blank page syndrome” and accelerating the research and drafting process.

What advice does Allison offer for hesitant users?
For those hesitant to embrace AI, Allison recommends starting small—use it as a research tool or experiment with simple, non-work-related tasks, like creating a shopping list. The key is to familiarize yourself with the technology in a playful and stress-free way, so you can become comfortable with its capabilities and start incorporating it into your workflow more effectively.

Allison also highlights the importance of marketing and admissions teams working collaboratively, especially when using AI to streamline efforts. Building a strong partnership between these teams can ensure more cohesive messaging and better student engagement across digital platforms.

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