10: How Fresno Pacific University Leverages Faculty in Their Enrollment Marketing w/ Jillian Coppler

ABOUT THIS EPISODE

Jillian Coppler, Executive Director of Enrollment Marketing at Fresno Pacific University, discusses the enrollment growth benefits of prioritizing healthy relationships between faculty and your enrollment marketing office.

Find a breakdown of this episode here.

Attracting today's new post,traditional learners, means adopting new enrolmant strategies: Keelicseducations data driven enterprise, wide approach to enrolment growth isuniquely helping colleges and universities thrive in this neweducation, landscape and Helox has just published the second edition of theirenrollment growth playbook, with fifty percent brand new content on howinstitutions can solve today's most pressing enromant growth challengesdownload it today for free at helicks, Educationcom, playbook, you're, listening to enrolment growth,university from heliks education, the best professional development podcastfor higher education leaders looking to grow in Roman at their college oruniversity, whether you're looking for fresh and romant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show,...

...welcome back to Enroman Growth,university, I' Miriclson, AVP of marketing and helits education, andwere here today with Jillian Kopler Executive Director of enroman marketingat Fresno, Pacific University Jil, thanks so much for joining us today andhappy birthday. By the way, thanks Eric it's great to talk to you, we arehonored. You would choose to spend a few minutes of your birthday with usJile and I first became friends at an adult education conference. Nearlyseven years ago, when I was looking on twitter for a fellow foody to come,explore Austin with me and she's, been one of my absolute favorite hiredfriends ever since we're going to have a great conversation today about howJill Aner Team Really Leverage Faculty across all of their UNROMAN marketingefforts. But before we get into that Jill, can you give the listeners alittle bit better understanding of both Fresno Pacific and youral? There sureyeah you mentioned. I am the executive director, O'f enrollment marketing, andso I have a small team and were the enrolment umbrella who basicallyexecute all of the enlolment related Marketng, so separate from our ivamsmenefforts and sort of overall brand...

...messaging. But we do a lot more of thetargeted communication, and that is everything from digtal advertising toemail, marketing, content, marketing, social media and we have an internaldesign production team that we work very closely with. And so that's that'sone of my area, Presient Pacific as a whole. We're a midsize ChristianUniversity in the Central Valley of California. We have a prediverseportfolio of student populations, we have a seminary, we have a degreecompletion evening programs and we have tritional undergraduate and we have alot of graduate programs sheing education, which is one of ourflagshits, so yeah love it midsize and growing. Just today, fresident Pacificannounced record breaking and Roman. You guys pass four thousand activestudents for the first time in your institution, history, so huge congreststo both you and your team. Thank you really excited about that, particularlyin that adult student growth. We had twenty five percent growth year of yearwith degree complution, so that was...

...really exciting for US awesome and I'mexcited to talk about one of the factors behind that growth. Today, thisreally tight bond that you've intentionally built between marketingand faculty. As we all know, at many institutions, faculty and Marketyaren't exactly bff. How did you build that bridge at Fresnan Pacific? And whydo you think it's so important to prioritize healthy relationshipsbetween faculty and your in Roman Marketing Office? Yeah, it's a greatquestion. I know it's oe that we talked about before really early on in my highred career. I really picked up on this tension between and Roman and academics,and it was sort of curious about what that was about. It seems pretty uniqueand, and then Hou started hearing that it was very common and higher ad as awhole. So I was really struck by you, know the commnality of this and wasreally kind of just spent some time chewing on it and tought uncomfortableabout it, because you know we're all a team and we all are here to serve ourstudents, and so I began doing a annual...

...program director meetings just to sortof build a relationship review, the status of things and those were alwaystricky, because how do you deal with it dynamic of sort of WHO's in charge? Andhow is this going to play out and over time? What I developed was really aworking model and it's pretty simple t a it's, a powerpoint that we review perprogram and it goes to a number of things: Thet First, as featurestatigits an outcome. So it's just a quicker vew to to kind of dialogue. Aayon how were positioning the program and to think about other ways. We mightenhance our marketing. We look at the market play. So what are what are jobs?We a te clear outcomes that suds can expect and what are the averagesalaries ev veen for that we look at need to admit conversis an trend so yeuLok at a year of the year, Tam shot and then a five year, and we also look atdemographics. Knowing that who are we positioning is sort of thethe ideal student and their testimonials and marketing. We look ata quick competitor review. We review...

...that as that we have rany, and then Ido quit slot of the end just for my own take it helps me to kind of a tune towhat's going on with the program and and again all of this is really adialogue, so there are times where there's a lot of back and point like. Ithink this is a trun. I think this is a Assyou know, but what, as is it,creates a space where we can really talk holistically about the program andit helps t keep us out of just kind of dialogue about solutions that reallylooking at. You know what what are the potential you know, Challenges andassets that we can leverage and then eventually we'll get to some solutionsand sort of take aways from the program, but that's been really successful. Ihad a program director, actually a number who responded after thosemeetings and those are really just fully taken shape in the last year or,but I had heard im about to say that was the best thing I ever had, and sothat's really gratifying and it says we're kind on the right tack with howWer Wer engaging in the relationship. I...

...love that concept of these annualhealth check meetings. I know. Historically, when I was on campus, Iwould specifically priortize meetings with my program directors when I neededsomething from them when I was redoing their website, but I didn't alwaysmaintain those relationships and I missed out on a lot of amazing thingsand Bali propositions and changed in the program that were happening becauseI just wasn't making it a priority dad to regularly check in so I love thatyou just have those calendar off. You mentioned something else offline aboutsomething that you include in those meetings. Those three golden questionsyou make sure to ask each faculty in those meetings. Can you talk about thatyeah? I think this is these questions kind of arose from years working withprogram directors and I really think they're a great way to kick off therelationship, and so the questions are pretty straightforward. I start off byasking what drew them into their field. You know what are they passionate aboutand that usually gets into some kind of you know emotional hook. That wouldresonate with the kind of student that wants to participate in that program.So it's really helpful to know. What's...

...that emotional hook that we can kind ofwork off of because whatever the program docctor is really passionateabout in the field, usually the people who want to pursue that career aregoing to be similarly passionate. The second question is simply what makestheir program you need. You know S, it's the question of is there anythingthat you do in your program is different Tron what others do and thatjust gets to the distinctive that we might. You know posiss ouselves, as astandout from from other competitors, there's so many programs offered acrossinstitutions that really are basically the same, and so it you know continuingto ask that question of what's different about you really kind ofhelps us again just be more distinctive and inner marketing, and then the thirdquestion is just asking them like: What's the favorite thing that they doin the course work, it could be a class DA teach and assignment, but usually like what do you have themost fun with or what's most innovative, asking questions about that? UsuallyGiv you a great story to tell so thoese...

...tend to be the things that you wouldbetern social media or even a video or you know, basically, that's sort of thegold mind for content marketing. I love. I love it and out of these meetings,what kind of content do you leave these meetings and work with faculty tospecifically help create for you yeah? That's a great question. You know itsometimes it's as simple as like hey this is a book I recommend for anystudent coming into this field or this program, and so we can do like a little.You know blocgcoaster a bitt about that. We've recently integrated marketingcloud as our email service provider and it's giving us a ton of flexibility tosegment communication by program, and so a lot of what we do is just a quickkind of a QNA with our program dectors, and that allows us to do a little kindof get to know you for our lead content marketing. It's it personalizes theprogram and we think that's really...

...helpful. It's also. You know, inaddition to he the power point. I have a checklist is kind of I think of thehealth check really e need of it and, and it asked program, estors moreindect, questions about things that we can use to. You know leverage whatthey're doing soe some of the questions are as simple, as are their titles forthis field that are different than the petal of the program that we need tomake sure we're embetding and in coffey for Seo or in our search strategy. Italso can do things like what are you doing in your tat leadership. Have youpublished anything? Are you speaking at conferences? You ther? Is there a topicthat you're currently researching that you might want to just do a quicklittle live bis, ooccession about anything that there's oin tha, thatleadership that we can kind of pull into? You know the appropriate platformis really helpful. It's also asking questions about like what are the other.You know what are your interestlike contact? Who might we we use andleverage your you know, professional relationships with and our recrupentteams and you know brings from about...

...outreach events, and so it's reallypretty broad and it's go, but it's a great way for them to think aboutthings beyond can I have a grochere or when do I get a video future, or youknow some of those scannard things that people go to because they see a lot ofit really really good stuff there jil? How do you strike that balance betweengetting faculty help and buying on your marketing efforts like you're doingwithout giving up, control together and letting them say? Hey you don't need towrite the website. I already wrote the catalogue copy, just use that how doyou strike that balance between getting their buying without them taking overyeah? It's a great question. I think it's an that all of us, an enroment,related highered marketing struggle with, and I think you know that is sortof is an inherent in that is a power struggle and I think you kind of haveto take. You have to focus on the relationship to sort of take it out ofthat realm, and that's where I think you know. First of all, the thosegolden questions are really helpful to...

...start from a place of relationship,because it's asking questions and not making statements and already thatpostures you a little differently. I think than me also. What was reallyhelpful was to to understand what faculwy have at stake. I'm oftenlooking at you know sixty fiveplus program, tirectors that I M that I'mtrying to engage I relationship with, but for the most part, they're engagingjust with one relationship: it's ther, their focusd on their program and themarketing for that program, and so trying to be able to put myself intheir space and understand. There's a lot of fear when a program is, you know,declining in numbers, especially because this is the thing that thatfaculty has probably invested. You know most of their life in an developingeither through their own education or the curriculum development it teaching.They have a lot bouht into this and a lot at stake, and so I think Pekingthat, in my own mind, helps me to be as...

...much as I do with them. I think beingis as important as doing when we're talking about building relationships tobegin with, so I think I just taking it ifnent postur. I think that's the firststep. The second thing is really coming. Having done our own homework, I thinkthat's the value of these kind of working, hard point, presencations thatI do because it gives a lot of data, and so it really shows that, like hey,we care about your program, we're looking at it. Fom monal lenses werereally trayined to be stratitic and thoughtful about solving problems thatmay be arising, and it also helps us to kind of really talk more realisticallyabout the health of the program. Having that that kind of health tact is reallyimportant, because we can continue to polote and pomote and Com oute, but itther's something that's in discord. All we're doing is drawing people'sattention to you know something. That's not great. You know it's wether. Thereputation is not good. The quality has some issues, there's no real career,you know viability for these programs,...

...and so we want to just open theconversation about those things because they're important, we can't we can'tneglect. You know that deeper analysis, O of what's going on in a program forthe sake of somebody's feelings, honestly toll such such good stuff. Anyfinal tips you can leave us with for folks who are looking to betterleverage faculty in their and Roman communications or a good place to startwhen trying to build that bridge that might have been broken from pastrelationships between fecalty marketing yeah. It's O, you know it's a question.I think I've become really passionate about it, because I' spent a lot oftime tring to work through it, and I feel, like we've, made a ton ofprogress and were we still have a long way to go and and honestly what I wouldsay to others peers. An in higher ed marketing is really trying to step intothe other person's shoes. You know it's one of those things wit's like we learneverything we needed to know in kindergarte him. You know it's justabout how how we approach people is really important, and so, if we come atit from a place of power struggle, it's...

...probably all it's ever going to be, butif we take some time to reposition ourselves, I think that invites otherpeople to do. Similarly, so I would say you know, focus on asking. You knowyourself like what are you hoping to get out of this, not just in terms of abusiness outcome, but how can we be more collaborative as e team because weall have to be in this together? Hig Red is, you know we most of us havebeen facing. You know declining involement, you know, that's the that'sthe overall trend, and so, if we're going to succeed in this, we need tospim together we're going to take and- and I think I think really taking thatidea of bastering in using that into the way in which you you meet andinteract with prograt doctors will be a really good place to start. I thinkeverything will kind of follow the place than that to love the same teambro Attitude, an really great advice for all of us do'll. Thank so much forjoining us today. What is the best place for listeners to connect with youif they have any fellup questions or...

...just want to wish you a happy birthday yeah? Well, anybody can reach me. My ontwitter, my handle is j, Copler Coppler and you can find me Onlinkedt end oryou can even email me ant. Jillian Zat Copler at Presen Diedi youuld be happyto engage with anybody. Awesome thanks, againt, so much for joining a Stagel,always good to talk to o Eric thanks. You've been listening to enromintgrowth university from helicks education to ensure that you never missan episode subscribe to the show in Itunes or your favorite podcast player.Thank you so much for listening until next time.

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