The Application with Allison Turcio

Enrollment Marketing Meets Brand Strategy

Episode Summary

In this episode, Allison sits down with Kristin Nichols, a seasoned higher ed marketing professional, to discuss the importance of aligning enrollment marketing with institutional strategy and brand messaging. The conversation touches on various aspects of strategic alignment, from web content audits to the importance of personalization and AI in marketing. Kristin shares her experiences and strategies from her extensive career, offering actionable insights for enrollment marketers looking to strengthen their institution's brand presence.

Episode Notes

In this episode, Allison sits down with Kristin Nichols, a seasoned higher ed marketing professional, to discuss the importance of aligning enrollment marketing with institutional strategy and brand messaging. The conversation touches on various aspects of strategic alignment, from web content audits to the importance of personalization and AI in marketing. Kristin shares her experiences and strategies from her extensive career, offering actionable insights for enrollment marketers looking to strengthen their institution's brand presence.

Key “How Tos” you’ll hear in this episode:

• Conducting an AI Audit: Learn how to use AI to evaluate your institution's website, ensuring that your content accurately reflects your brand and eliminating outdated or irrelevant information.
• Optimizing Web Content for Enrollment: Strategies for improving key web pages and ensuring a seamless user experience that aligns with institutional goals.
• Maintaining Brand Consistency Across Media: Tips on how to keep brand messaging unified across different media, including web, print, and social media, while tailoring it to specific enrollment audiences.
• Leveraging Campus Collaboration: How to work with various campus offices to ensure that enrollment marketing efforts are in sync with the larger institutional strategy.
• Utilizing AI for Enrollment Marketing: Explore the role of AI tools in life cycle marketing, focusing on acquisition, retention, growth, and advocacy to improve enrollment outcomes.

Guest Name: Kristin Nichols, Founder, Nichols Higher Education 

Guest Social: https://www.linkedin.com/in/nicholskristin/

Guest Bio: Kristin Nichols is a higher education marketing professional with a wealth of experience spanning over twenty years. Throughout her career, she has worked at several top-tier institutions in the Northeast region. Kristin's skills in market research, brand development, digital strategies, and enrollment marketing have made a lasting impact on the industry. Currently residing in suburban Boston with her husband Chris and their two young children, Kristin devotedly balances a dedication to both her career and family. As a strategist and leader, she continues to shape the landscape of higher education marketing by contributing to the growth and success of the institutions she guides.