In a recent Meet the Maker session hosted by Gather Voices, industry experts Michael Hoffman and Joseph Lapin delved into the transformative impact of video content and storytelling in higher education marketing. As the CEO and co-founder of Gather Voices, Michael Hoffman, set the stage for an engaging discussion with Joseph Lapin, a creative storyteller and the Director of Marketing at Archer Education. Their conversation highlighted the shift from traditional marketing strategies to innovative approaches that leverage authentic content and advanced marketing analytics.
Joseph Lapin's journey from journalism to marketing underscores the evolving nature of content creation and its pivotal role in higher education. Reflecting on his transition, Lapin noted, "I started out storytelling... that storytelling capability just gave me so much life, so much enthusiasm to go out into the world." This enthusiasm for storytelling has become a cornerstone of effective marketing strategies, especially in an industry like higher education that traditionally lagged in adopting modern marketing techniques.
Higher education marketing has often relied on conventional methods, such as print brochures and basic online ads. Lapin described this traditional approach as being "in the stone age," where institutions frequently used generic messages and visuals, failing to differentiate themselves in an increasingly competitive market. However, the necessity to adapt is more pressing than ever, given the rising costs of acquiring new students and the heightened expectations of prospective students.
A pivotal aspect of modern marketing strategies in higher education is the use of video content. As demonstrated in the session, Archer Education employs a blend of professionally shot footage and authentic testimonials from students and faculty. This approach not only reduces production costs but also enhances the authenticity and relatability of the content. "There is a new way to compete for attention," Lapin explained. "At the end of the day, what we know is that video does extremely well."
The discussion highlighted a specific campaign for the University of San Diego's MS in Supply Chain Management program. The video combined high-quality B-roll footage with genuine testimonials from students and faculty, resulting in compelling content that effectively engaged the target audience. This strategy is not just about creating visually appealing videos but about crafting narratives that resonate on a personal level.
A key takeaway from the session was the strategic use of video in digital campaigns, particularly on platforms like Facebook and Instagram. Lapin emphasized the importance of creating engaging content that attracts and retains viewers' attention. "If you create compelling content in Facebook and Instagram, you will be rewarded," he stated, pointing out that well-crafted videos can significantly lower the cost per lead by increasing engagement rates.
The video campaign for the University of San Diego achieved remarkable results, with viewers watching the entire video for just a penny per view. This level of engagement is crucial for building brand awareness and fostering deeper connections with potential students. Moreover, the ability to track video performance metrics, such as completion rates and engagement levels, provides valuable insights for refining future marketing strategies.
The conversation also touched on the challenges posed by recent changes in digital marketing, such as Apple's iOS update affecting email open rates and third-party cookies. These changes underscore the need for marketers to focus on creating content that audiences actively choose to engage with, rather than relying on passive tracking methods. "You need content that people opt into," Hoffman noted, highlighting the importance of first-party data and genuine user engagement.
Another significant theme was the role of DEI in marketing. Lapin shared insights from Archer Education's DEI initiatives, emphasizing the importance of authentic representation. "Turn the camera on and let them talk," he advised, underscoring the value of amplifying diverse voices within marketing content. This approach not only fosters inclusivity but also enhances the relatability and impact of the marketing message.
One innovative strategy discussed was the integration of video storytelling into the academic curriculum itself. Hoffman shared an example from Rush University, where reflection videos were made a part of the students' final project. This approach not only generated a wealth of authentic content but also enriched the educational experience by encouraging students to articulate and reflect on their learning journeys. "Baking in that storytelling isn't just for the benefit of the marketing people; it actually makes the program more interesting," Hoffman asserted.
The session concluded with a call to action for higher education marketers to embrace innovation and vision. The integration of authentic video content and strategic use of marketing analytics can significantly enhance the effectiveness of marketing campaigns. "We need the guts and the courage to do it," Lapin urged, highlighting the need for bold, forward-thinking strategies.
As higher education institutions navigate an increasingly complex marketing landscape, the insights from Hoffman and Lapin underscore the potential of video and storytelling to drive meaningful engagement and results. By leveraging these tools, institutions can not only attract and retain students but also enrich their educational experiences and build lasting connections.
In a world where digital interactions are paramount, the ability to craft and share compelling narratives is more valuable than ever. Higher education marketers who embrace this approach will be well-positioned to thrive in the evolving landscape.
