With rising competition and shrinking budgets, small colleges can feel squeezed out of the higher ed conversation. But Tom Kook, Vice President for Enrollment and Marketing at Emmaus University, shares how thinking small can actually be a strategic advantage. From mission-first messaging to building nimble teams that punch above their weight, Tom unpacks how smaller institutions can thrive without trying to be everything to everyone.
Through creativity, collaboration, and clear focus, Tom reveals the high-impact strategies that help Emmaus stand out in a crowded market while staying true to its roots.
🎧 Join us as we discuss:
How small colleges can leverage constraints to fuel innovation
Why authenticity is the most powerful marketing tool
Building cross-functional teams that are lean but high performing
The role of brand clarity and internal buy-in
Strategies to compete with large universities on a modest budget
🎙️ Inside the Episode
02:15 – Tom’s path from large institutions to a small college mission
06:52 – Why constraints create creative momentum
09:37 – Building a high-trust, cross-functional marketing team
13:21 – Translating mission into a distinct brand story
16:48 – Getting buy-in across campus for a unified brand strategy
19:42 – Practical tips for marketing with limited resources
27:45 – Advice for marketers trying to do more with less
The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs.Â
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.
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