Season 6 – Episode 201
In this episode, Carol Keese, VP and CMP at University of Oregon, challenges traditional higher ed marketing norms and invites institutions to let go of exclusivity and lean into authenticity. Drawing on her extensive experience, she unpacks how colleges and universities can better communicate their value by focusing on accessibility, data-informed strategy, and real-world relevance. Carol also explores the power of student influencers, the role of pop culture in brand storytelling, and the lessons higher ed marketers can borrow from top consumer brands.
🎧 Listen to Learn:
✅ Why elitism no longer resonates with today’s students
✅ How to redefine the value of higher ed around social mobility
✅ Ways to use data to shape more effective marketing strategies
✅ The benefits of engaging with pop culture and student influencers
✅ How consumer brand tactics can be adapted for higher ed
✅ Why now is the perfect time to rethink your institution’s brand story
Join the Discussion:
03:04 – The Changing Landscape of Higher Ed Marketing
06:13 – Understanding the Value Proposition of Higher Education
08:58 – The Role of Data in Higher Ed Marketing
11:51 – Marketing that Matters: Breaking the Mold
15:10 – Engaging with Popular Culture
18:03 – Leveraging Student Voices and Influencers
20:59 – Lessons from Consumer Brands
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