John Azoni (Founder, Unveild) breaks down how higher ed teams should be using video during yield season.

Not more content. Better placement.

What we cover:

• Where video actually impacts admits → deposits
• Why most schools fall off after inquiry
• The “random acts of video” problem
• How to use 1:1 video from counselors
• Why student voices outperform leadership
• Simple ways to reduce friction (FAFSA, apps, next steps)
• What metrics actually matter (hint: not views)

If your yield strategy is still email-heavy and text-driven, this will challenge it.

🎙️ Follow and subscribe to the Education Marketing Leader for more conversations like this.

In our latest episode, Jenny Li Fowler, Dir. of Social Media Strategy at MIT, breaks down the difference between strategy and tactics in organic social media. And why confusing the two is exactly how teams end up busy, stressed, and stuck.

Her point is simple. When your strategy is clear, everything gets easier: • You know who you’re trying to reach, not “everyone” • You define what success actually looks like • You stop chasing random posts and start building momentum

Organic social can drive real results. But only when it’s anchored to mission, metrics, and discipline.

How are you keeping strategy first in your social plan? Drop your approach in the comments.

If this conversation resonated, connect with Jenny Li Fowler on LinkedIn and tell her you heard her on the Education Marketing Leader podcast.

And if you’re serious about higher ed marketing, follow the show for more operator-level conversations like this.

Resources: Organic Social Media: How to Build Flourishing Online Communities

Direct mail is not dead.

Most institutions just stopped using it strategically.

I talked with Dylon Jones from Spectrum Marketing Companies about how direct mail actually works in higher ed today.

Key takeaways for enrollment and marketing teams

• Direct mail fails when strategy fails. Not the channel.

• The biggest mistake is sending one piece and expecting results.

• A strong baseline is 3 mail drops across 3 months.

• Mail must drive to a targeted landing page, not your homepage.

• The best campaigns integrate mail, digital ads, and admissions follow-up.

• Start with parents early in the recruitment cycle, then shift messaging to students later.

Direct mail should never live on an island. It works best as part of a multi-touch strategy.

Contact Dylon if you need help via DJones@spectrummarketing.com or cell 806-500-9880.

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