We can’t know exactly what the future holds, but I want to be one of the people at the forefront, helping institutions and students thrive in their new reality.
The best marketing I’ve ever seen is…
Chewy.com sends a handwritten birthday card to my dog every year. They’ve also sent a friend of mine a hand-painted portrait of her pup! The best marketing is about creating a memorable, positive customer experience.
My favorite memory from undergrad is…
The day SUNY Plattsburgh got an on-campus Tim Horton’s, which is Canada’s largest fast-food chain. We all got real Canadian, real fast.
In the next five years, I’d like to…
Be a part of whatever the next wave of disruption in higher education brings. Things are changing, and I think the next 5-10 years will see some dramatic shifts. Marketing techniques will certainly get shaken up as technologies like AR, AI, and voice search mature — but more essentially, the nature of education itself is shifting as schools merge or close and online learning options expand. We’re seeing more and more “non-traditional” students pursuing higher education, while at the same time the public discourse around colleges and universities has become rife with tension. The issues surrounding education are complex. We can’t know exactly what the future holds, but I want to be one of the people at the forefront, helping institutions and students thrive in their new reality.
My biggest professional mistake was…
Assuming that being hired as a change-maker meant that buy-in for change had already happened around campus — that is hardly ever the case, and it’s always necessary to build your own relationships and get buy-in from colleagues on a peer-to-peer level.
When I’m not working I’m…
Hanging out with my husband and our greyhound, reading a high-quality book, or watching low-quality TV.
I start my day at…
The coffeemaker.
I admire the marketing at…
The University of Michigan. They just do so much, so well. And their campaign on social integrity is an incredible marriage of marketing, communication, and education.
The biggest challenge facing higher education marketers is…
A lack of understanding among the general public about what modern-day marketing entails. Higher ed marketers cannot be ticket-takers who simply create fliers or make web edits on demand; we must be strategic partners in campus decision-making and campaign development. We are experts in communication, and we’re trained to consider the audience and anticipate how messaging will be received. If we’re put in the position of being reactive rather than proactive, our skills are largely wasted and institutional initiatives (and ultimately, students) suffer for it.
My biggest professional achievement is…
Yet to come! But so far, I am especially proud of the work I’ve done with student interns, many of whom are now graduated and using their communication skills in successful careers of their own.
The future of higher education will be…
Diverse — in terms of student/faculty/staff demographics, but also in terms of delivery methods and the types of knowledge and experience offered. I expect that the one-size-fits-all model will continue to shift toward a more personalized, customizable approach with a focus on transferable skills.
When someone tells me they want to work in higher ed, I tell them…
When you work in higher ed, you impact lives. Don’t take that lightly. But hold onto your sense of whimsy at the same time.
A key to my success has been…
Being in the business of knowing my business. Marketing is a field that changes quickly and regularly. It’s important to immerse yourself in the broader community, continuously develop your skills, and stay up-to-date, not only with current marketing trends but also trends in the education industry.
The biggest difference between higher ed now and when I started is…
The Facebook algorithm!
One thing I’ve learned about managing teams is…
You learn a million times more over coffee or lunch than you do in a formal meeting.
The most random thing I’ve ever seen on campus is…
An upside-down cardboard box with a hastily scrawled post-it note reading “POISONOUS SNAKE” stuck on the side. Bye.
I love my work because…
I help build connections that make a difference in real people’s lives. I get to tell stories and instill pride, and on my best days, my work can leave people feeling inspired. How amazing is that?
