In this episode of The Hidden Gem, host Maya Demishkevich sits down with Ryan Morabito, a higher education marketing expert known for his popular LinkedIn insights. Together, they discuss the Top 10 Truths About Higher Ed Marketing, touching on everything from building trust with stakeholders to creating effective brand narratives that resonate with students, donors, and faculty. This episode is packed with valuable insights for both marketing professionals and campus leaders looking to better understand and leverage marketing strategies in higher education.

Key Takeaways:

1. Learn why it’s crucial to understand and continually re-assess your audience in higher ed marketing—whether students, donors, or other stakeholders.
2. Hear about the importance of a consistent, clear brand positioning that remains stable, even as leadership changes over time.
3. Discover why telling authentic student-centered stories is more powerful than traditional marketing messages, and how influencers play a role in building trust.
4. Find out how speed and agility in marketing execution can set institutions apart in a competitive landscape.
5. Understand how data-informed decisions and regular pulse checks can ensure marketing efforts align with student needs and community perceptions.
6. Learn how to foster collaboration across campus silos and get buy-in from leadership to create stronger, more unified marketing efforts.

This episode offers actionable advice and thought-provoking insights to help institutions improve their marketing strategy and engagement efforts.

Ryan Morabito / Senior Advisor / 5 Degrees Branding

Ryan is a brand marketing expert with over two decades of higher education experience.

He's partnered with NYU, Marquette University, Baylor University, Old Dominion University, and 125 other public, private, and community colleges and universities in the development and implementation of branding and marketing initiatives.
 
Ryan is an intentional and creative thinker, and a proven leader at delivering high quality market research initiatives, optimizing brand awareness, and developing strategic models that focus operational efforts and drive results.

Podcast Transcript: "Top 10 Truths About Higher Ed Marketing" with Ryan Morabito

Maya (00:01):
Hi, Ryan. Welcome to The Hidden Gem Podcast. I'm so excited to have you here.

Ryan (00:06):
Thanks, Maya. I'm really excited to chat with you today.

Maya (00:09):
I’ve been following your LinkedIn content for a while and love how you share weekly insights on higher ed marketing. The engagement you generate shows how much your audience connects with your message. I think today’s episode will be a treat for our listeners!

We're diving into the Top 10 Truths About Higher Ed Marketing—a must-listen for marketing professionals and leaders alike. Marketing impacts strategic decisions, so understanding these truths will help everyone contribute to their institution's vision. Let’s get started! How do you want to approach the truths, Ryan?

Ryan (02:06):
Thank you for the kind words, Maya. I’m humbled by the response my content has received. You’re right—there’s a big gap in understanding marketing on campuses. While I love speaking with marketers, we also need to engage non-marketing partners to bridge this gap.

Let’s start with the first truth: Know Your People. Thriving institutions deeply understand their audiences—what motivates and inspires them. Whether it’s students, donors, or state funders, knowing how people perceive us helps influence those perceptions over time. We have more data than ever, but personalizing messages is crucial for better engagement.

Maya (06:48):
I completely agree. Marketing becomes more effective—and cost-efficient—when you know your audience. It’s essential to revisit this understanding regularly since needs and expectations evolve.

Ryan (07:21):
Truth #2 is Define and Differentiate. This is about brand positioning or your strategic narrative. Your institution’s positioning should remain consistent over time, serving as the North Star for all communications. Unfortunately, branding often shifts with leadership changes, which weakens long-term effectiveness. A clear, consistent narrative allows us to adapt creatively while staying grounded in our core identity.

Maya (08:41):
Exactly. Positioning is the foundation for everything, from marketing to program development. It ensures alignment across the institution.

Ryan (09:21):
Truth #3: Tell Your Authentic Story. Students—not institutions—should be the heroes of your marketing. Authentic, student-led storytelling resonates more than branded content. Whether it’s social media takeovers or showcasing transformative experiences, we need to highlight real, human stories to build trust and connection.

Maya (10:55):
I’m a big advocate for influencer marketing. Research shows that 78% of people are more likely to engage with content shared by influencers, and 69% trust influencers over brands. This is a major shift we must embrace in higher ed.

Ryan (12:00):
Absolutely. People connect with people more than organizations. Thriving institutions identify and empower influencers to amplify their message.

Ryan (12:26):
Truth #4: Create a Clear Message. We’re bombarded with thousands of ads daily, so clarity is key. Specific, vivid communication is four times more memorable than vague messaging. For example, citing concrete outcomes like “98% of our graduates find jobs” makes your message stand out in a noisy marketplace.

Ryan (13:03):
Truth #5: Speed Wins. Many campuses focus on planning rather than execution. But thriving institutions embrace a culture of experimentation, testing ideas quickly to learn what works. Moving at the speed of culture, as Ryan Reynolds puts it, is challenging but necessary to stay relevant.

Ryan (14:04):
Truth #6: Use Data to Inform Decisions. Marketing combines art and science. Pulse surveys and dashboards can help track perceptions over time and provide the data needed to drive decisions and secure leadership buy-in.

Ryan (16:01):
Truth #7: The Investment is Ongoing. Branding isn’t a one-time project—it’s a continuous process. Schools that thrive invest consistently in people, tools, and resources to maintain momentum and stand out in competitive markets.

Ryan (17:58):
Truth #8: Build Bridges, Tear Down Silos. Internal collaboration is essential. Marketers touch every aspect of an institution and can lead efforts to break down silos, improving communication and alignment across departments.

Maya (20:03):
I agree completely. As marketers, we have a bird’s-eye view of the institution, but not everyone does. It’s our responsibility to lead these conversations and connect the dots.

Ryan (20:27):
Truth #9: Measure Effectiveness. Develop dashboards to track meaningful metrics like website engagement or social media impact. KPIs help guide decisions and demonstrate ROI to leadership.

Ryan (24:46):
Truth #10: Stay Agile. Institutions must adapt quickly to opportunities while staying aligned with their strategic narrative. Agility allows schools to repackage programs, reach new audiences, and remain competitive in a fast-changing environment.

Maya (27:48):
These truths are spot-on. What advice would you give to marketers trying to secure leadership buy-in?

Ryan (28:14):
Start by getting the right people in the room. Build ongoing conversations with campus partners and emphasize mutual benefits. Faculty and staff are often passionate about their programs—they can become valuable allies in marketing efforts.

Maya (30:20):
Ryan, this has been an incredible conversation. Your insights are invaluable. I’ll link to your LinkedIn profile in the show notes so listeners can keep learning from your weekly truths.

Ryan (31:17):
Thank you, Maya. I’ve enjoyed this and look forward to continuing the conversation.