This conversation with Katie Mills-Erickson from the University of Iowa delves deep into the transformative power of listening in higher education marketing. Katie shares compelling insights and experiences on engaging with prospective students in a way that's both authentic and impactful, especially amid the uncertainties of the pandemic. By adopting a listening-first approach, Katie and her team have been able to develop content and campaigns that genuinely resonate with students' concerns, fostering a connection that goes beyond traditional marketing tactics.
This conversation with Katie Mills-Erickson from the University of Iowa delves deep into the transformative power of listening in higher education marketing. Katie shares compelling insights and experiences on engaging with prospective students in a way that's both authentic and impactful, especially amid the uncertainties of the pandemic. By adopting a listening-first approach, Katie and her team have been able to develop content and campaigns that genuinely resonate with students' concerns, fostering a connection that goes beyond traditional marketing tactics.
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Guest Name: Katie Mills-Erickson
Guest Social: https://www.linkedin.com/in/katelyn-mills-erickson/
Guest Bio: Katie is currently a communications and marketing professional at the University of Iowa. She has worked in higher education for over five years, primarily in the realm of admissions. Katie oversees strategy for both email and social marketing within the Office of Admissions. In her role, Katie enjoys creating engaging content, from experimenting with quirky subject lines to crafting captivating captions. She attributes her success not only to her own creativity but also to the collaborative spirit of her team, who ensure that her ideas never veer into cringe territory. Katie is happiest when she can bring a little humor to the workplace through clever gifs, afternoon teas, and the occasional mischievous office prank—such as orchestrating the infamous "ducking" of her director's office. When not at work, Katie enjoys bad reality tv, romantacy reads, and crocheting small creatures.