In this recap episode from EduWeb Summit 2025, host Allison Turcio shares a transformational case study from Vermont Law and Graduate School that proves why authenticity—not polish—is the future of higher ed marketing. Struggling with brand confusion after adding new grad programs, the school found itself drifting from its core identity. The turning point? A bold shift back to its mission, its students, and its unique community values. From repositioning their messaging around social justice to closing the loop between admissions and marketing, Vermont Law embraced who they are—and saw incredible results. Cost per lead dropped by 50%, student interest surged, and the admissions team finally had leads they were excited to talk to.
In this recap episode from EduWeb Summit 2025, host Allison Turcio shares a transformational case study from Vermont Law and Graduate School that proves why authenticity—not polish—is the future of higher ed marketing. Struggling with brand confusion after adding new grad programs, the school found itself drifting from its core identity. The turning point? A bold shift back to its mission, its students, and its unique community values. From repositioning their messaging around social justice to closing the loop between admissions and marketing, Vermont Law embraced who they are—and saw incredible results. Cost per lead dropped by 50%, student interest surged, and the admissions team finally had leads they were excited to talk to.