Aired: March 16, 2021

Enrollment Marketing: How to Leverage a Mascot Program

Butler University has a unique target audience for one of their marketing campaigns — the pets of prospective students.

Kristi Lafree, Director of Enrollment Marketing at Butler University, joins the podcast to talk about how the marketing team is finding innovative ways to use Blue, Butler’s very own 65-lb English Bulldog mascot, to drive enrollment and awareness, including sending personalized direct mail to cats and dogs.

She also talks about:

– A two-fold approach for marketing to parents

– The importance of personalization within student recruitment

– How Gen Z is approaching decision-making

Have any questions for Kristi?

– Email her at

– Find her on Twitter @kristilafree

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured?

Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check out Caylor Solutions or Think Patented.

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The Higher Ed Marketer podcast is brought to you by Caylor Solutions, an Education Marketing and Branding Agency.