The Application with Allison Turcio

Ep. 60: Beyond Advertising: Partnering Across Campus for Marketing Success

Episode Summary

In this episode, host Allison Turcio dives into the importance of collaboration in enrollment marketing with guest Greg Summers, a former provost turned higher ed strategist at BVK. Greg shares insights from his decades of experience on how enrollment marketers can engage faculty, staff, and leadership to ensure student recruitment efforts are cohesive, effective, and reflective of the institution's true identity.

Episode Notes

In this episode, host Allison Turcio dives into the importance of collaboration in enrollment marketing with guest Greg Summers, a former provost turned higher ed strategist at BVK. Greg shares insights from his decades of experience on how enrollment marketers can engage faculty, staff, and leadership to ensure student recruitment efforts are cohesive, effective, and reflective of the institution's true identity.

From fostering cross-campus partnerships to addressing the complexities of academic culture, this episode is packed with actionable advice for enrollment marketers navigating one of higher ed’s biggest challenges.

Key “How Tos” You’ll Learn:

1. Foster faculty and staff collaboration: Build relationships and align communication strategies with departments across campus.
2. Define and deliver your institution’s brand promise: Use the student experience as a foundation for authentic and effective marketing.
3. Evaluate organizational readiness: Assess internal communication, strategic alignment, and leadership buy-in before launching major campaigns.
4. Educate campus stakeholders about marketing: Develop a strategic plan to clarify what marketing can and cannot do, using data to set realistic expectations.
5. Engage academic partners effectively: Create tools, templates, and messaging strategies that empower decentralized units to reinforce the institution's brand.

Guest Name: Greg Summers

Guest Social: https://www.linkedin.com/in/greg-summers-4b00819b/

Guest Bio: Greg Summers is a former faculty member and longtime higher education administrator who joined BVK to help universities develop and utilize focused brand positions as frameworks for integrated planning. In his ten years as a university provost, Greg helped manage the many challenges facing universities today, including the declining perceived value of higher education. His principal focus at BVK is helping colleges and universities to more fully leverage their brands to create meaningful student and stakeholder experiences that complement their marketing and communications.

Greg and BVK invite you to explore their new presentation, Beyond "Telling Our Story Better": How to Work with University Presidents, Provosts, and Deans, offered at no cost. This 1-hour, highly informative virtual session is designed for university brand marketing leaders and provides actionable insights, including:

• A proven step-by-step guide for engaging university leaders to position your MarComm office for success.
• Strategies to broaden campus leadership’s perspective and understanding of how marketing and communications can support objectives in rankings and reputation, recruitment and enrollment management, and fundraising.
• Methods for evaluating and improving your organizational readiness for brand and marketing initiatives, including determining resources and campus partnerships needed to achieve your goals.

This session is tailored to empower higher education marketers with the tools and strategies necessary to create meaningful collaboration and measurable outcomes.