Mastering Your Communications, with David Gibson
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In this episode of Undeclared, David shares invaluable wisdom gained over his three decades of experience, and he offers tips and strategies for #HigherEd marketing and communications teams of any size to make the most of their resources.
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10-Benefits of a Brand Strategy, with Allison Lanier
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In a recent episode of the Undeclared podcast, we’ve discussed how to create a great brand strategy for your #HigherEd institution. In this episode of the podcast, host Allison Lanier explains the ten key benefits you can receive from getting intentional about your brand strategy, and she shares how these benefits can have a powerful effect on your students, your employees and even your community.
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From College to University, with Dr. Laralee Harkleroad
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Any big rebranding project is complex, but when your #HigherEd institution is transitioning from college to university, that complexity ramps up quickly. In this episode of the Undeclared podcast, Tusculum University Director of Marketing, Dr. Laralee Harkleroad, offers her invaluable wisdom and experiences navigating the complex challenge, not once but twice! She shares tips for getting buy-in from your community, keeping everyone on the same page, and making big transitions while honoring your history.
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The Components of a Brand Strategy, with Allison Lanier
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When you think about your brand strategy, what comes to mind? Your logo, your colors, your mascot? Those visual elements are important, but they make up just one part of your overall brand strategy…and often, when you’re doing a brand refresh, those are the elements that don’t necessarily need to be updated. In this episode of Undeclared, host Allison Lanier breaks down all the elements that go into a #HigherEd institution’s brand.
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Marketing and the Global Pandemic, with Laura Jack
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In this episode of the Undeclared podcast, Colgate University’s Vice President of Communications and acting Chief Diversity Officer, Laura Jack, discusses her unique dual roles with the university and shares her perspective at the intersection of higher education marketing and diversity, equity, and inclusion.
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Trust the proven process, with Allison Lanier
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In this episode of the Undeclared podcast, host Allison Lanier talks about the simple but crucial question of “what is your process?” and shares how asking it can help you make the most of your relationships with agency partners, can save you from future headaches and unexpected mishaps, and can give you both clarity and peace of mind whenever your #HigherEd institution is starting a new project or initiative.
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The Power of Cross-Team Collaboration, with Keith Warburg
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It can be very easy for the various teams of an institution to exist in their own silo… but building cross-team relationships can result in powerful collaborations and innovative solutions to today’s most challenging #HigherEd problems. In this episode of Undeclared, Keith Warburg, Director of Communications at Florida State University’s Alumni Association, offers tips and strategies for bringing your Admissions and Marketing teams together to create real magic.
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Standing Out by Serving a Unique Niche, with Andy Geeter
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Andrew College in Georgia offers a unique student experience. That’s because it’s a residential two-year college with a very small student population. In this episode of the Undeclared podcast, Vice President of Enrollment Management Andy Geeter shares how this very targeted niche allows Andrew College to uniquely position itself among its competitors.
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Generational Trends and Future-Facing Strategies, with Allison Lanier
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In this episode of the Undeclared podcast, host Allison Lanier discusses the key differences between members of the Millennial, Generation Z and Generation Alpha groups, and she shares what you should begin thinking about now in preparation for the ascendance of Gen Alpha, born between 2010 and 2024, and how you can ready your #HigherEd institution to meet their changing needs and expectations.
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Navigating a Name Change or Major Rebranding, with Christen Engel and Aubrey Hinkson
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Navigating a #HigherEd institutional name change is one of the biggest and most difficult branding challenges you can face… but imagine going through two back-to-back name changes and full rebrands. Crazy, right? In this episode of the Undeclared Podcast, Christen Engel and Aubrey Hinkson from Augusta University share how they successfully navigated the incredible challenges and opportunities by utilizing key collaborations and including stakeholders in all aspects of the process.
info_outlineAs Director of Client Services for Up&Up, Ashley’s passion for higher education and experience with marketing agencies comes full circle.
Ashley began her career in higher education marketing, working in continuing and executive education programs at the University of South Alabama, Georgia Tech, and Harvard Business School. She also held senior marketing positions at an email marketing agency and a high tech company before joining Oden, a B2B marketing agency in Memphis, where she most recently served as VP of Digital Marketing and as a member of the leadership team.
With UX certification from the Nielsen Norman Group and an unwavering dedication to client success, Ashley works to ensure Up&Up clients are happy and that our work delivers superior user experiences and results. Outside of work, Ashley likes to try out new recipes, and hang out with her husband, daughter, and their American bulldog.
What you’ll learn about in this episode:
- How Ashley’s first job out of college was marketing at a university, and how her career has come full circle with her role at Up&Up
- How Ashley defines audience targeting, and how journey mapping is meant to map the most common journey within your audience rather than everyone’s experience
- How to lay out the process and get started with journey mapping, and why it is important to include other stakeholders in the process
- How to use a hypothesis-based approach to journey mapping to determine pain points within prospective students’ journey
- How a research-first approach differs from the hypothesis-based approach, and why collecting and analyzing data is the key first step regardless of the approach you use
- Why journey mapping can help you identify stumbling blocks and new opportunities within your processes
- How much time should be set aside for journey mapping, and why it is important to revisit and update your journeys periodically
- How journey mapping can help you improve your marketing by indicating where you can refine your touch points
- How journey mapping presents a great opportunity to align your stakeholders, and why allowing them to participate in the process can encourage buy-in
What benefits you can expect from mapping your prospective students’ journey and refreshing your journey maps each year
Resources:
- Website: www.nngroup.com
Additional resources:
- Website: www.theundeclaredpodcast.com
- Website: www.upandup.agency
- Email: [email protected]