It Takes a Campus: Marketing and Understanding the Entire Student Life Cycle

Higher ed marketers sometimes forget that they’re not merely engaging with prospective students. They’re selling their brand’s value proposition to future alumni.

That’s why Ellen Johnson, Vice President For Enrollment Management at Allegheny College, says her school’s enrollment marketing speaks to the entire breadth of the student life cycle. And by making their brand storytelling part of everyone’s mission, they’ve created a winning culture of recruitment and retention campus-wide.

Ellen tells us how Allegheny is successfully promoting a liberal arts education in a digital-first world and how they’re strategizing for the enrollment cliff.

Join us as we discuss:

- Approaching prospective students with a retention mindset (6:08)

- Storyboarding campus tours with tactical on-site branding (14:18)

- A commitment to helping students from low-income families (27:42)

Check out these resources we mentioned during the podcast:

- [e-mail]

- Twitter

- Allegheny College

- Commitment to Access Program
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