Higher Ed Conversations

Ep 84: What If Colleges Designed the Student Experience Like Disney?

Wed, 02 Sep 2026 13:00:00 -0700

Disney has mastered the art of creating experiences people remember. From the moment you arrive, every detail is designed with the customer in mind.

So, what if colleges designed the student experience like Disney?

Vance Morris spent more than a decade working at Disney before taking what he learned about systems, processes, marketing, and customer experience into his own businesses and consulting work. Today, he helps organizations create extraordinary experiences that turn customers into what he calls “raving fans for life.”

In this episode, Vance joins Cheryl Broom, CEO of GradComm, to explore what those same principles could look like in higher education. They discuss how seemingly small details, from parking and campus tours to clean facilities and friendly interactions, can shape how students and families perceive an institution. They also explore the student journey, storytelling, campus culture, and how colleges can turn good intentions into action.

What You’ll Learn:

Why attention to detail can transform a student’s first impression of your college.
How to evaluate the student journey from the student’s point of view.
Why starting with one improvement can be more effective than trying to fix everything at once.
How to create memorable student experiences that people want to talk about and share.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 83: Quick Take: Not All Students Scroll the Same

Mon, 17 Aug 2026 06:00:00 -0700

The strongest college marketing doesn’t start with a platform. It starts with understanding the people you’re trying to reach because, let’s face it, not all students scroll the same.

In this Quick Take, GradComm CEO and Higher Ed Conversations host Cheryl Broom digs into data from nearly 4,000 students and $2 million in digital media spending to uncover how age, lifestyle, and personal goals shape what messages students need to hear, where they look for information, and what can get in the way of enrollment. Using the three T’s of college marketing- target, transformation, and tactics- as a framework, Cheryl breaks down why reaching different student audiences on the right platforms is only part of the equation.

What You'll Learn:

How younger and older students differ in the messages they need to hear and the media they use.
Which platforms and creative approaches are performing across different age groups.
How authentic student voices and platform-native content can drive stronger results.
Where operational barriers can undermine even the strongest marketing campaign.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 82: Why Higher Ed Leaders Should Show Up on LinkedIn

Sun, 02 Aug 2026 13:00:00 -0700

LinkedIn has become one of the most valuable tools for professional networking and thought leadership, yet many higher education leaders are still using it like a bulletin board instead of a place to build relationships. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom talks with Greg Star, entrepreneur and founder of Driven Authentic Branding Solutions (DABS), about how college leaders can use LinkedIn to strengthen their professional connections and support the institutions they serve.

Greg shares how he used his personal LinkedIn account to grow his own company, why personal posts often outperform company updates, and how college presidents, marketing directors, faculty, and development teams can use LinkedIn to share their expertise, tell meaningful stories, and communicate the value of their work. Cheryl and Greg also discuss authenticity, AI, personal branding, and why the best LinkedIn content often comes from the stories leaders are already telling in everyday conversations.

What You’ll Learn:

How personal storytelling can strengthen a college’s brand and community presence
Why presidents and senior leaders should be visible on LinkedIn
How colleges can use LinkedIn to connect with donors, employers, students, and community stakeholders
Why authenticity matters more than polished corporate messaging
How AI tools like Claude can support writing without replacing a leader’s voice

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 81: Quick Take: The Three T's Behind Better College Marketing

Wed, 15 Jul 2026 16:00:00 -0700

College marketing takes more than announcing the launch of a new program and hoping students will show up. In this Quick Take episode, GradComm CEO Cheryl Broom shares her strategic framework for developing successful college marketing campaigns: the Three T's of College Marketing.

Cheryl explains why effective campaigns first identify the right target audience, second build messaging around the transformation students are seeking, and third choose the tactics that will best reach them. From high school students and entry-level workers to adult learners, career changers, veterans, and first-generation college students, this episode explores how colleges can move beyond generic messaging and create marketing that speaks directly to the audiences they want to reach.

What You’ll Learn:

Why identifying the right target audience is the foundation of effective college marketing
How different programs attract different types of students
Why transformation should be at the center of your college marketing message
The importance of making the student the hero of your marketing message
How to choose the right marketing tactics based on your audience and goals

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 80: Why Community College Isn't Plan A

Wed, 01 Jul 2026 13:00:00 -0700

For many students, community college isn't Plan A. In this episode of Higher Ed Conversations, host Cheryl Broom sits down with GradComm interns Mariana Rosas and Alexis Cabrera to discuss their unexpected paths to community college and how those decisions ultimately opened doors they never anticipated. Mariana shares why she walked away from a four-year university after orientation, eventually finding a pathway that led her to UCLA. Alexis reflects on how changing plans led him from culinary school and out-of-state universities to community college, where he discovered opportunities that helped shape his future.

Together, they explore what these experiences reveal about how community colleges communicate their value and what institutions can do to help more students see community college as a first-choice option. From campus life and internships to high school outreach and social media, this conversation offers practical insights for higher education marketers looking to better connect with prospective students.

What You’ll Learn:

Why community college is often viewed as a backup option.
How affordability and flexibility can support students' long-term goals.
Why showcasing campus life, internships, and student experiences matters.
Why colleges can't assume students are learning enough about community college opportunities in high school.
How storytelling and visibility can help position community college as a first-choice option.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 79: Quick Take: Higher Ed Has a Math Problem

Tue, 16 Jun 2026 10:00:00 -0700

Higher education is facing a numbers problem, but the solution isn’t just about finding more students. In this Quick Take episode, GradComm CEO Cheryl Broom explores the three major forces reshaping higher education: changing demographics, evolving student expectations, and declining public confidence. With fewer high school graduates entering the pipeline and more colleges competing for those students, institutions must rethink how they attract, engage, and support learners.

Cheryl breaks down why the “enrollment cliff” is actually a long-term demographic shift, why adult learners represent a major opportunity for colleges, and why rebuilding trust requires more than talking about affordability and degrees.

What You’ll Learn:

Why the enrollment cliff is really a gradual demographic shift
How adult learners are changing the higher ed landscape
Why trust in higher education matters for enrollment success
How colleges can rethink messaging around value and outcomes
Why the student experience is becoming the next competitive advantage

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 78: Why Most Colleges Aren’t Ready to Be Different

Mon, 01 Jun 2026 14:00:00 -0700

In higher education marketing, everyone says they want to stand out, until it’s time to actually look different. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Aaron Edgell, Chief Marketing Officer at Alliant University for an honest conversation about branding, institutional identity, and the difficult decisions required to create meaningful differentiation in higher education.

This conversation dives into how Alliant approached transformation by focusing on mission clarity, operational sustainability, and authentic storytelling. Aaron also shares lessons from leading Alliant’s rebrand, including why he initially resisted a rebrand, how research revealed a disconnect between the institution’s identity and how it appeared publicly, and why storytelling became central to “surfacing the soul” of the university.

What You’ll Learn:

Why higher ed institutions struggle to embrace differentiation
How to uncover what truly makes a college unique
The balance between innovation, legacy, and belonging
How storytelling can close the gap between identity and perception
Why making hard decisions is critical for long-term institutional sustainability

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 77: Quick Take: Why College Marketing Teams Should Operate Like Agencies

Fri, 15 May 2026 12:00:00 -0700

College marketing teams are being asked to do more than ever before, often with limited time, staff, and resources. So how do you move beyond production work and become a strategic partner across campus? In this QuickTake episode of the Higher Ed Conversations Podcast, Cheryl Broom shares the mindset shifts community college marketing teams need to make to operate more strategically, efficiently, and effectively.

Drawing on her experience as a former community college marketing director and now an agency CEO, Cheryl shares practical lessons on how even small teams can function like high-performing in-house agencies. If your team feels overwhelmed by requests, struggles to move from “vendor” to “strategic partner,” or is looking for ways to operate more efficiently, this conversation is for you.

What You’ll Learn:

Why colleges need to position marketing teams as strategic partners, not production vendors
How saying no to the wrong projects can improve your team’s effectiveness
Why building flex time into your schedule is critical for handling campus “emergencies”
How understanding billable vs. non-billable time can transform team productivity
Why the best in-house marketing teams know when to bring in outside support

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 76: Inside a Public Records Crisis and How to Prepare for One

Fri, 01 May 2026 10:00:00 -0700

What happens when a routine day on campus turns into a viral public records crisis? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Katherine Hansen, Executive Director of College Relations and Marketing at Renton Technical College, to unpack a situation that many higher ed professionals aren’t prepared for but should be. Hansen shares a firsthand account of dealing with a “First Amendment auditor” who visited campus, recorded interactions, and published highly edited videos that sparked a wave of harassment, public records requests, and reputational challenges. From the initial encounter to multiple follow-up visits, Katherine walks us through how her team responded, what they learned, and the critical policy and procedural changes they implemented to better protect their staff and institution moving forward.

Do you have questions? Contact Katherine Hansen at: khansen@rtc.edu

What You’ll Learn:

What “First Amendment auditors” are and why they target colleges
How a single interaction can escalate into a full-blown reputational crisis
The legal realities of recording in public spaces
The hidden risks of internal communication tools like Teams
Smart policy updates that can protect your institution and your people

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 75: Quick Take: AI Search Is Changing Everything. Are You Ready?

Wed, 15 Apr 2026 11:00:00 -0700

For years, higher ed marketing has revolved around one metric: the Click. But what happens when students stop clicking? In this Quick Take episode, GradComm CEO Cheryl Broom explores how AI-powered search is fundamentally changing the way prospective students find and engage with institutions. From ChatGPT to Google’s AI overviews, students are getting answers without ever visiting a college’s website, and it’s impacting traffic in a big way.

This episode breaks down why you may be experiencing a dip in your analytics, why traditional metrics are losing relevance, and how higher ed marketers need to rethink their strategies in a world where visibility no longer guarantees a visit.

What You’ll Learn:

Why website clicks are rapidly declining across industries
How AI tools are changing student search behavior
What Google’s AI summaries mean for your traffic
Why a drop in website visits doesn’t equal poor performance
How to start adapting your marketing strategy for an AI-first landscape

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 74: Your Brand Isn’t for Everyone, And That’s the Point

Wed, 01 Apr 2026 12:00:00 -0700

Today’s marketers aren’t just communicators, they’re storytellers competing for attention, emotion, and connection. In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Kelly Hiller from Purdue University to unpack how higher ed marketing has shifted from simply delivering information to crafting meaningful, human-centered stories that actually resonate.

Together, they dive into Purdue’s brand transformation and what it took to build something that is both distinctive and scalable across a decentralized institution. If you’ve ever felt the pressure to make your college “everything to everyone,” consider this your reality check. Because knowing who your brand is not for is just as powerful as knowing who it is for, and that clarity is what leads to stronger, more ownable storytelling.

What You’ll Learn:

Why higher ed marketing must evolve from information delivery to emotional storytelling
How to uncover and leverage the human truth in your institution’s stories
Why your brand shouldn’t try to appeal to everyone (and what happens when it does)
How Purdue built alignment across a decentralized campus
How to create messaging frameworks that resonate with different audiences

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 73: Quick Take: Why Your College Website Search Isn’t Working and How AI Can Fix It

Mon, 16 Mar 2026 08:00:00 -0700

Website search is one of the most-used tools on a college website, but for many institutions, it’s also one of the most frustrating. Prospective students often type a question into the search bar only to get outdated meeting minutes, random PDFs, or irrelevant pages. In this Quick Take episode, GradComm CEO Cheryl Broom is joined by Joel Goodman, VP of Growth Strategy at Squiz, to unpack why this happens and what colleges can do about it. They discuss the limitations of common search tools, especially free solutions like Google Programmable Search, and why they often fail to deliver helpful results on college websites.

Also, Goodman shares how institutions can improve the experience by focusing on two key areas: better content strategy and smarter search technology. When colleges organize their content clearly and pair it with modern search tools, they can make it dramatically easier for students to find what they need.

What You’ll Learn:

Why Google-based search tools often fail on college websites
The impact that poor search experiences have on prospective students
How AI is changing the way users search for information online
Why content strategy plays a critical role in search performance
Practical ways colleges can improve website search and user experience

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 72: Stop Using Clicks to Measure Campaign Success

Tue, 03 Mar 2026 06:00:00 -0800

Is your marketing really working, or are you just measuring the wrong thing? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Jeff Greenfield, CEO of Provalytics, to tackle one of the biggest challenges in higher ed marketing: proving ROI in a world obsessed with clicks.

For years, marketers have relied on clicks as the gold standard. But Greenfield argues that overemphasizing last-click attribution has led institutions to misallocate billions in ad spend, often cutting the very channels that are filling their enrollment funnel. If you’re tired of defending your budget with incomplete data and want a smarter way to connect marketing to inquiry and enrollment growth, this conversation will change how you measure success.

What You’ll Learn:

Why clicks may be the most overrated metric in marketing
How attention and impressions drive awareness (and eventually applications)
The hidden “carryover effect” of advertising
The danger of shiny object syndrome in higher ed
How predictive modeling and incrementality testing can help you move from guesswork to proof

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 71: Quick Take: What Would ChatGPT Say About Your College?

Mon, 16 Feb 2026 14:00:00 -0800

Student search behavior has changed dramatically, and if your college isn’t showing up in AI answers, your prospective students may never find you. Why? Today’s students are using generative AI as the starting point of their college search, often long before they ever visit a college website. In this quick-take episode, Cheryl Broom, CEO of GradComm, explores what happens when prospective students ask AI tools like ChatGPT questions such as “What college has the best nursing program near me?” or “What is student life like at this college?”

This episode unpacks how AI search tools work, what sources they pull from, and why visibility today is about more than traditional SEO. Cheryl introduces the concept of being “understandable” to AI and highlights the growing importance of a college’s full digital footprint, from websites and FAQs to reviews, social media, and third-party platforms like Reddit and Wikipedia. Because in this new search landscape, visibility is no longer just about ranking. It’s about being understood.

What You’ll Learn:

How AI search tools actually work and where they pull information from
What colleges should be doing right now to ensure their websites increase discoverability on AI platforms
Why it’s important for colleges to run their own AI searches
How colleges can write content that answers real student questions

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 70: Straight From the Source: How High School Students Choose and Ignore Colleges

Mon, 02 Feb 2026 07:00:00 -0800

Today’s students are telling colleges exactly what they want. Are we listening? In this episode of Higher Ed Conversations, host and GradComm CEO Cheryl Broom sits down with high school students Dylan and Piper for a candid conversation about how colleges are and aren’t connecting with prospective students. From inbox overload to the outsized role of social media, these students share their unfiltered perspectives on what actually grabs their attention during the college search process.

This episode spotlights why traditional recruitment tactics aren’t cutting it. Gen Z expects authenticity, visual storytelling, and a strong social media presence, and they can spot generic marketing from a mile away. If you’re responsible for enrollment marketing, student recruitment, or brand awareness, tune in. It’s a powerful reminder that the best strategy often starts with simply asking students what they think and being willing to change based on their answers.

What You’ll Learn:

Why traditional college recruitment emails often miss the mark
How social media shapes Gen Z’s perception of colleges
What students actually want colleges to show them on Instagram and TikTok
Why authenticity matters more than polished marketing language
How colleges can rethink outreach to better connect with high school students

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 69: Quick Take: 5 Digital Marketing Truths Higher Ed Marketers Can’t Ignore

Thu, 15 Jan 2026 09:00:00 -0800

Welcome to the very first Higher Ed Conversations: Quick Take, a new, bite-sized episode format designed for busy higher ed marketers who want actionable insights without a full-length listen.

In this inaugural Quick Take, GradComm CEO Cheryl Broom goes solo to share five of the most important lessons uncovered after analyzing over $4 million in digital marketing campaigns from community colleges across the nation. Drawing from GradComm’s latest research, Cheryl breaks down what’s actually working right now in higher ed digital marketing and where many institutions are still leaving opportunity on the table.

This episode is all about cutting through the noise. From mobile-first realities and YouTube’s growing influence to the power of authenticity, Spanish-language campaigns, and first-party data, these insights are grounded in real performance data, not trends or guesswork.

If you’re responsible for enrollment marketing, digital strategy, or proving ROI to leadership, this Quick Take delivers practical takeaways you can start applying immediately.

Cheryl also shares how to access GradComm’s newest white paper, packed with platform-specific insights, top-performing ad examples, and campaign ideas tailored for community colleges.

What You'll Learn:

Why mobile-first is no longer optional and how poor mobile experiences cost you students
How YouTube has become the new front door for student discovery and decision-making
How Spanish-language campaigns drive stronger engagement across platforms
Why your first-party data is your biggest marketing superpower in a cookie-less future

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Higher Ed Conversations: Quick Takes Trailer

Sat, 10 Jan 2026 10:00:00 -0800

Introducing: Quick Takes, a new series of bite-sized episodes from the Higher Ed Conversations podcast with GradComm CEO Cheryl Broom.

No guests. No fluff. Just fast, focused takes on the trends, challenges, and strategies shaping higher ed marketing today.

👉 Enrollment got you stressed?
👉 Messaging not clicking?
👉 Need a sanity check on your campaign strategy?

Send it in. Email us at hello@gradcomm.com. You might hear it featured in a future episode!

🎧 Episodes drop mid-month. Follow Higher Ed Conversations wherever you get your podcasts.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 68: Small Donors, Big Impact: Making Fundraising Events Worth the Effort

Thu, 01 Jan 2026 07:00:00 -0800

Fundraising events often get a bad rap in higher education. Too much work, too little return, and a whole lot of stress. But what if events could actually work as a meaningful part of your fundraising strategy? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Roger Devine, founder of SchoolAuction.net, to unpack how experience-driven fundraising events can generate real results for colleges and universities, but without ice sculptures, endless lines, or burned-out staff. Devine shares his journey from publishing and tech to launching a fundraising platform born out of PTA frustration, and explains why so many institutions make events more complicated than they need to be. Together, Cheryl and Roger explore how putting the guest experience at the center of event design can improve donor satisfaction, boost participation, and increase long-term giving.

What You’ll Learn:

Why fundraising events don’t have to just break even, and how to make them a meaningful revenue stream.
How focusing on the guest experience directly impacts donor satisfaction and future giving.
The role small and mid-level donors play in building long-term fundraising success.
How to start with a simple event and scale strategically over time.
The pros, cons, and hidden costs of common fundraising software pricing models.

Connect with Roger at roger@schoolauction.net.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 67: Leading With Values: How Alliant Builds Belonging from the Inside Out

Mon, 01 Dec 2025 06:00:00 -0800

What happens when your workplace values aren’t just posted on the wall, but actually shape how people lead, teach, and show up every day. In this inspiring conversation, GradComm CEO Cheryl Broom talks with Andy Vaughn, President & CEO of Alliant University, about what it takes to build a campus culture of authenticity, inclusion, and mental wellness from the inside out. Vaughn shares his personal journey as a leader in higher ed, how Alliant’s impact values were created by faculty and staff, and why that grassroots approach matters. The discussion also explores the mental health challenges facing today’s students, staff, and leaders, and how Alliant’s community clinics and telehealth services are making care more accessible across California.

What You’ll Learn:

The surprising 100-year history behind Alliant’s inclusivity roots
Why codifying values with your team builds trust and accountability
How to support faculty and staff mental health without burning them out
Why vulnerability is one of the most underrated leadership traits
How Alliant’s low-cost clinics provide real-world experience and real support

If you're in San Diego or LA County, visit alliantclinics.org for information on low-cost mental health services. Learn more about Alliant University at alliant.edu.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 66: Confronting Implicit Bias and Building Belonging in Higher Ed Marketing

Sat, 01 Nov 2025 07:00:00 -0700

In this thought-provoking episode, GradComm CEO Cheryl Broom sits down with Leslie Vargas, Senior Public Affairs Officer at Riverside Community College District, to explore how implicit bias and microaggressions quietly influence higher ed marketing and what communications teams can do about it. Vargas shares candid insights on how seemingly small choices, like which photo you use, or how you describe a student, can send powerful messages about who belongs. She introduces a practical framework, the Three R’s, to help every higher ed communicator: Recognize, Respond, and Revise.

Drawing from real-world examples, pop culture moments, and her work with college marketers across California, Vargas challenges us to look beyond performative representation and build marketing that truly reflects our students’ identities and lived experiences. Whether you're building a campaign or writing a welcome letter, this episode is packed with tools to help you create more inclusive, authentic messaging without the fear of “getting it wrong.”

What You’ll Learn:

Why inclusivity in marketing starts with self-awareness
How to use the “Three Rs” framework: Recognize, Respond, Revise
Practical ways to identify and correct bias in campus communications
Why small, intentional choices in tone, visuals, and language matter
How inclusive messaging builds belonging and boosts engagement

You can connect with Leslie on LinkedIn or via email at leslie@whynotleslie.com or leslie.vargas@rccd.edu.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 65: Saying No with Purpose: Building a Mission-Driven Marketing Office

Wed, 01 Oct 2025 08:00:00 -0700

What happens when your marketing office feels more like a sandwich shop, cranking out whatever people order, than a strategic partner on campus? That’s exactly the challenge Rachel McClelland faced when she stepped into her role as Executive Director of Marketing and Communications at Pellissippi State Community College. In this episode, McClelland joins GradComm CEO Cheryl Broom to discuss how she helped her team transition from being overwhelmed Subway “order takers” to becoming a strategic communications office aligned with the college’s mission. From rebranding the college logo to navigating ransomware aftermath, McClelland's story is packed with insights for any higher ed marketer who wants to build stronger boundaries, earn trust, and deliver work that really matters.

What You’ll Learn:

How McClelland's background in journalism and student media shaped her leadership style
Why the “Subway sandwich shop” model doesn’t work for marketing offices
The three priorities she set to keep her team focused (recruitment, retention, and fundraising)
Tactics for saying “no” without damaging trust across campus
Real examples of tough conversations that reshaped culture and built credibility

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 64: The Higher Ed Roadmap to Passing a Bond: Marketing, Messaging, and Community Trust

Mon, 01 Sep 2025 05:00:00 -0700

What does it take to pass a $600 million bond measure in a politically divided community? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with Alex Breitler, Director of Marketing and Communications at San Joaquin Delta College, to unpack the strategy, stress, and surprising joys of leading a successful bond campaign. Breitler shares how his background as a journalist helped him shape compelling, transparent messaging, why polling data became the campaign’s “North Star,” and how his team balanced day-to-day marketing with after-hours campaigning. From tackling community skepticism to creatively using enrollment marketing alongside bond messaging, this conversation is packed with practical insights for higher ed leaders considering a funding measure of their own.

What You’ll Learn:

Why clear messaging about how bond funds can (and can’t) be used builds community trust
The role of polling in shaping strategy, targeting undecided voters, and keeping campaigns on track
How marketing leaders can support both institutional enrollment and external bond efforts simultaneously
Lessons learned about community engagement, campaign restrictions, and balancing the dual hats of PIO and volunteer

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 63: AI Isn’t Coming, It’s Here: How American University Embedded AI into Every Corner of Campus

Fri, 01 Aug 2025 06:00:00 -0700

What happens when a university doesn’t just adopt AI, but bakes it into its DNA? In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom sits down with two transformational leaders from American University's Kogod School of Business to explore how AI is reshaping everything from curriculum design to campus marketing and student support. Dean David Marchick and Professor & AI Instructional Faculty Fellow Angela Virtu pull back the curtain on AU’s groundbreaking AI integration, an effort so comprehensive that Poets&Quants called it “The most consequential AI transformation in business education.” With over 45 courses infused with AI, an AI-powered writing tutor, and marketing workflows redesigned by machine learning tools, AU isn’t dabbling; they’re redefining. If you’re a higher ed marketer or campus leader wondering where to start with AI, or how to do it responsibly, this episode delivers a masterclass in AI-enabled transformation.

What You’ll Learn:

How American University's Kogod School of Business achieved a 40% spike in applications through AI-powered outreach
The surprising ways students and faculty are using AI as a learning partner
Tips for fostering faculty trust and experimentation with new tools
How AI is impacting enrollment marketing, change management, and student success strategies

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 62: Why a Fractional CMO Might Be the Missing Piece in Your Higher Ed Marketing Strategy

Mon, 30 Jun 2025 19:00:00 -0700

What does a Fractional CMO actually do and why are ed-tech companies and colleges leaning into this flexible leadership model? In this episode, GradComm CEO Cheryl Broom is joined by Gil Rogers, founder of GR7 Marketing, whose deep roots in ed-tech and higher education make him a go-to strategist for institutions looking to get smarter, faster. Rogers shares what it really means to step in as a fractional CMO, how he helps clients clarify their marketing roadmap, and why a part-time leader can sometimes deliver full-time impact. From content planning to KPIs to building better ed-tech partnerships, Rogers breaks down what works and what colleges need to watch out for. This episode provides real-world insights from Rogers' work with ed-tech firms that prioritize student outcomes and equity, plus practical advice for institutions looking to collaborate with tech providers that actually help, not hinder.

What You’ll Learn:

Why a fractional CMO can help fast-track results without the overhead
How outside leadership brings fresh eyes and strategy to tired campaigns
Tips for vetting ed-tech partners who walk the walk on student success

Email Gil at Gil@GR7marketing.com or connect with him on LinkedIn.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 61: From High School to Higher Ed: 6 Factors That Predict College Success

Sun, 01 Jun 2025 06:00:00 -0700

Did you know that nearly one-third of college students drop out after their first year? In this episode, Carey Dukes, assistant professor at North Greenville University and author of A Guide to Thrive!, joins GradComm CEO Cheryl Broom to explore why so many students struggle and what we can do about it. Dukes breaks down the six key variables he uses to measure college readiness, offering a framework that goes beyond academics to include a student’s environment, mindset, motivation, and belief in their ability to succeed. Together, they unpack how these factors impact student retention and what educators, institutions, and families can do to better support students before and during their college journey.

Bonus: Dukes is offering a free copy of his book to anyone with an .edu email address! Contact him directly to claim your copy at Carey@therci.net

What You’ll Learn:

Why 1 in 3 college students drop out after their first year
The six key factors Carey uses to assess college readiness
Why academic ability isn’t the only predictor of success
How a student’s background, mindset, and motivation influence persistence
Practical strategies for improving first-year student success and retention

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 60: The Power of Community & Family Engagement in Education

Thu, 01 May 2025 06:00:00 -0700

GradComm CEO Cheryl Broom is joined by Marcela Andrés, CEO and president of designEDengagement, PBC, a consulting firm built around the idea that education can be transformed by enhancing the connection between students, families, educators, and communities. Andrés' book, Purposeful Educator Connections, discusses how educators can strengthen their relationships with students and highlights five principles that can enhance the culture of the classroom. Throughout the episode, Andrés emphasizes the importance of family engagement at all education levels, providing practical advice and success stories from her experience and consulting work. The conversation also touches on overcoming barriers to family involvement in higher education, the need for systems that support teacher-family communication, and the impact of culturally responsive strategies.

What You’ll Learn:

Why involving family and community in student education matters.
Simple tools that teachers can use to integrate families into their students' education.
Examples of how to overcome challenges when striving for more family and community engagement.
Strengthening these connections can drive key goals, like student retention, while reducing uncertainty for first-generation student.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 59: Prioritizing Data Privacy Without Slowing Down Digital Marketing

Tue, 01 Apr 2025 06:00:00 -0700

There is a push and pull between an advertiser’s desire to attribute advertisement spending to lead generation and their responsibility to respect consumer privacy. In this episode, Raj Sudra, the Chief Technology Officer at USA Today Co. (historically known as Gannett) & LocaliQ, joins GradComm CEO Cheryl Broom to discuss his role and the intricacies of digital marketing attribution. He explains the technology and systems used, such as LocaliQ's proprietary Capture technology, pixel tracking, and the importance of compliance and data privacy. The conversation emphasizes the balance between collecting meaningful data for effective marketing and adhering to privacy legislation like GDPR and CCPA. Sudra also talks about what’s changing on advertising platforms like Google and Facebook. This episode also addresses why publishers prioritize first-party data as cookies become less reliable to them and how evolving technology such as AI enhances digital marketing strategies.

What You’ll Learn:

What pixel tracking really means
The impact of a cookie.
Why data privacy and marketing don’t have to work against each other.
The importance of evaluating, storing, and tracking data ethically.
The technical side of how leads are generated during visits to your website

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 58: Enhancing Admissions: The Role of Admissions Counselor Morale in Higher Education

Sat, 01 Mar 2025 06:00:00 -0800

In this episode, GradComm CEO Cheryl Broom is joined by Teege Mettille, Director of Enrollment Success at enroll ml, to talk about the crucial topic of college admissions. Mettille shares his personal journey from being a first-generation college student to a thought leader in admissions, emphasizing the transformative impact of higher education. The conversation explores his book, 'The Admissions Counselor Malaise,' which delves into the challenges facing admission staff morale, especially post-pandemic. Key issues include the corporatization of academia, the increasing application volumes, and the often-overlooked emotional toll on admissions counselors. This episode also discusses how AI and innovative technologies can alleviate these pressures by making the admissions process more efficient and targeted.

What You’ll Learn:

Why the FAFSA isn’t a big indicator of enrollment.
How the college admissions ecosystem is changing.
Admissions counselors don’t need to be sales reps.
Ways to bring joy back into the job of counseling students.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 57: Using Branding to Highlight Existing History and Tell Your Story

Sat, 01 Feb 2025 08:00:00 -0800

Dr. Tina King, President of San Diego College of Continuing Education (SDCCE), joins GradComm CEO Cheryl Broom to talk about branding and how GradComm helped elevate the beauty already present in SDCCE to connect more with the community they served. In this episode, they discuss the unique aspects of SDCCE as one of the largest non-credit institutions in the nation, focusing on its mission to provide free, accessible, high-quality education to a diverse student body, including undocumented students, immigrants, and refugees. Dr. King emphasizes the college's efforts to combat poverty and enhance workforce skills in the community. This episode highlights the recent comprehensive branding project undertaken by SDCCE aimed at improving visibility and unifying the institution's identity under the tagline 'Forward Together.' Dr. King shares insights on the importance of community involvement, historical significance, and fostering a sense of pride among students and faculty through cohesive branding efforts.

What You’ll Learn:

The power of having a unified brand.
Why understanding who you serve matters.
Preventing your school from becoming a hidden secret by enhancing the visibility of what you do.
How building intentional branding can impact a community.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 56: Leveraging Predictive Modeling to Help Students from Enrollment to Graduation

Wed, 01 Jan 2025 06:00:00 -0800

What are the barriers that keep students from finishing an application or from completing their degree? Emily Coleman, CEO & Co-founder of HAI Analytics (now part of Encoura), joins GradComm CEO Cheryl Broom to discuss her company’s work in building predictive models for higher education institutions. These models help predict student behavior to optimize critical processes like the allocation of financial aid. In this episode, Coleman explains the importance of retaining data, overcoming data silos, and incorporating both human and artificial intelligence in predictive analytics. She also provides insights into how predictive models can aid enrollment forecasting, retention strategies, and resource allocation for better student support. Additionally, this episode includes real-world examples of schools implementing these models and the difference they made are shared. Coleman highlights the benefits of data-driven decision-making in effectively managing enrollment and student success.

What You’ll Learn:

How humans and AI can work together to handle data in the best way.
Why predictive modeling is a great tool to help meet enrollment, headcount, and revenue goals.
Examples of predictions that data models from HAI Analytics can make.
The impact that comes when a college can understand the problems a student faces before they stop attending.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 55: Leadership Development and the Importance of Organizational Happiness

Sun, 01 Dec 2024 06:00:00 -0800

In this episode, GradComm CEO Cheryl Broom speaks with Elaine Gosden, CEO of Blue Gnu Consulting, about what true leadership looks like—and how to build a culture where leaders thrive. With 89% of managers lacking formal leadership training, this conversation explores the critical need for intentional development across organizations.

Gosden shares her company’s approach to building stronger teams through learning initiatives and tools like Insights Discovery and Motivational Maps. She also discusses the unique challenges facing university leadership, the problem with organizational silos, and why constant reflection and improvement are essential to leading effectively.

What You’ll Learn:

Tackling the challenge of new leaders managing colleagues and friends.
How to prevent your leadership shadow from keeping feedback in the dark.
Why investing in happiness is important for driving performance indicators.
The benefits of trading independent teams for interdepartmental collaboration

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 54: How to Use Crisis Communications to Be Ready for Anything

Fri, 01 Nov 2024 06:00:00 -0700

The worst time to plan a response to a crisis is in the middle of one. In this episode, GradComm CEO Cheryl Broom speaks with Stephanie Craig, President of the crisis management firm Kith, about how institutions can better prepare for the unexpected. Craig explains why building a plan in advance and practicing it regularly is essential for handling emergencies effectively.

The conversation covers tools like simulations, “Oh Crap” conversations, and Gap Analysis, and emphasizes the role of core values in speeding up response and decision-making. Craig shares how institutions can build trust in their crisis processes and use planning to avoid chaos when it matters most.

What You'll Learn:

The difference between crisis communication and crisis management.
Questions you should be asking to prep for a crisis.
Tips on exercising crisis plans during your regular meetings.
The impact that core values have on speedy crisis response.
Gap Reports: how they help find where you’re doing well and where your crisis planning could improve.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 53: Engage New Students and Improve Their School Experience with AI

Tue, 01 Oct 2024 06:00:00 -0700

In this episode, GradComm CEO Cheryl Broom sits down with Nick Martin, Co-Founder of Direqt, to explore how AI is transforming the student experience. Martin and his team have built conversational AI chatbots trained on a college’s website, data, and social media content—allowing students to get real-time answers to common questions like “How do I apply for financial aid?” or “Where can I change my class schedule?”

Martin shares how these chatbots improve both prospective and current student engagement by providing fast, personalized support and identifying areas where students struggle to find information. The episode also dives into how AI can surface hidden UX issues and improve digital touchpoints for better outcomes.

What You’ll Learn:

How AI chatbots are being used to support student services
The benefits of training AI on institutional data and content
Ways chatbots improve website usability and engagement
How to use AI to uncover hidden friction points in the student journey
Why personalization and speed matter in digital student support

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 52: Driving Inclusive Design in Higher Ed Communications

Sun, 01 Sep 2024 06:00:00 -0700

In this episode, GradComm CEO Cheryl Broom sits down with Beth Noel, Director of Communications & Creative Services at Middlesex Community College, to talk about accessibility and inclusive design in higher education. What started with a compliance letter about inaccessible PDFs became a turning point in Noel’s journey toward building a culture of belonging for students with disabilities. She shares how her institution formed a cross-college accessibility team and began embedding inclusive practices into all communications.

Noel also offers practical guidance on how to write and design with accessibility in mind, showing how these shifts can positively impact student success and retention. This conversation explores the business case for accessibility, how to build buy-in, and how to lead change, even in environments where “we’ve never done it that way before.”

What You’ll Learn:

What sparked one communicator’s journey into accessibility
How to start building accessible communications and teams
Practical tips for inclusive writing and design
The connection between accessibility, retention, and student success
How to navigate resistance to inclusive practices

Beth Noel's NCMPR Presentation

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 51: The Power and Strategy of Out-of-Home Media

Wed, 31 Jul 2024 13:00:00 -0700

In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom talks with Christine Rose, Regional Senior Marketing Director at Outfront, about the fast-evolving world of out-of-home (OOH) media. Rose shares how she oversees marketing strategy across ten Western U.S. markets and explains why OOH is one of the most effective and underutilized tools in a college’s media mix. The conversation explores how creative execution, sustainability practices, and data-informed placement all contribute to high-impact campaigns. Rose also shares tips for integrating OOH with digital efforts, targeting audiences with precision, and thinking beyond the billboard to elevate your brand in unexpected ways.

What You’ll Learn:

Why OOH media is gaining traction in higher ed marketing
How design and messaging drive OOH campaign performance
Ways to integrate OOH with digital marketing for broader reach
How to use data and audience insights for smarter ad placement
Tips for ensuring your OOH campaign is sustainable and effective

Click here to view some of the billboards the GradComm team has designed.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 50: AI: the Tool that Brings Human Touch Back to Education

Mon, 01 Jul 2024 00:00:00 -0700

On this Higher Ed Conversations episode, I host a conversation with an Al expert and, more impressively, my sister-in-law, Suzi Boynton! Suzi is the Executive Assistant to the Superintendent and Board of Trustees for the San Marcos Unified School District, where she utilizes the tool of Al in her day-to-day work for the school system. In our conversation, we discussed Suzi's journey with AI and how its practical applications in her role enlightened her to its broader, more practical implications in education and the general workplace. We also tackle the subject of the importance of AI literacy, the ethical and responsible usage of Al, and its future applications. There's a lot to digest, so grab your coffee, sit back in your comfy chair, and join us as we focus on viewing AI through the lens of efficiency and its potential, not only for current educational needs but also for the future.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 49: The Power of Direct Mail Marketing

Sat, 01 Jun 2024 00:00:00 -0700

In this episode, GradComm CEO Cheryl Broom talks with Keith Goodman, a direct mail marketing expert, about the renewed power of direct mail in today’s digital-first world, especially for education marketers. Goodman explains how direct mail allows for precise, personalized outreach by using rich demographic and psychographic data, including household makeup, interests, and behaviors.

The conversation explores how colleges are using direct mail to promote everything from summer courses to career-focused certificate programs. Goodman shares how data like drive time and proximity can sharpen targeting, and how direct mail works hand-in-hand with digital campaigns to boost engagement. The episode also highlights how to measure campaign success and why continuous testing is key to long-term results.

What You’ll Learn:

Why direct mail is making a comeback in education marketing
How audience segmentation drives better results than digital alone
Ways colleges use direct mail to target parents and prospective students
How to combine print and digital for higher ROI
Tips for testing and optimizing campaign performance

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 48: Three Takeaways from Online Dating to Improve Your College's Marketing Plan

Wed, 01 May 2024 00:00:00 -0700

In this episode, GradComm CEO Cheryl Broom hosts her first solo conversation to celebrate the release of her new ebook, "Why Your Community CollegeMarketing is Failing: Lessons From Online Dating," which quickly became a #1 bestseller in multiple online categories. Cheryl shares a behind-the-scenes look at the book and breaks down three core themes that have helped hundreds of colleges dramatically improve their marketing efforts.

This episode explores how online dating strategies can transform the way colleges attract and connect with prospective students. Cheryl offers practical tips from the book to help you start improving your outreach right away. And if you stick around until the end, she shares a fun personal story about how online dating has impacted her own life.

What You’ll Learn:

Why most community college marketing struggles to connect, and how to fix it
How online dating principles apply to student engagement
Three key themes from Cheryl’s bestselling ebook
Immediate takeaways you can apply to your marketing today

Link to survey here.

Thanks for listening!

Connect with GradComm:
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LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 47: Strategies for Success in Workforce Development Courses

Mon, 01 Apr 2024 00:00:00 -0700

Many students cannot enroll in traditional two- or four-year college programs, but they still want access to professional skills that lead to higher-paying jobs. In this episode, GradComm CEO Cheryl Broom speaks with Linda Kurokawa, Executive Director of Community Education & Workforce Development at MiraCosta College, about how noncredit workforce programs are helping to fill that gap.

Kurokawa shares how MiraCosta has become a statewide model through flexible offerings like brew-tech, machining, and phlebotomy. She explains how her department’s self-funded structure allows them to respond quickly to industry needs, leading to strong student outcomes. The conversation also explores the role of employer partnerships, future-thinking leadership, and how word-of-mouth and social media continue to drive enrollment.

What You’ll Learn:

How noncredit workforce programs meet urgent student and industry needs
The benefits of self-funded, flexible continuing education models
Why colleges should build strong employer relationships
Marketing tactics that work for short-term career programs
Why entrepreneurial thinking is essential in today’s community colleges

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 46: Supporting Your School with Servant Leadership

Fri, 01 Mar 2024 00:00:00 -0800

As higher education continues to evolve and expand, the presidency of its institutions has become an increasingly demanding role. GradComm CEO Cheryl Broom sits down with Jeff Julian, Chief of Staff at Harper College and President of the National Council for Marketing & Public Relations, to discuss the shifting landscape of higher ed leadership.

In this episode, Julian shares insights from his extensive background in communications, public awareness, and PR, and discusses the catch-all yet crucial function of the Chief of Staff role. While the structure and delegation of duties vary across institutions, he emphasizes that at its core, the role embodies servant leadership. Often serving as a trusted advisor and right-hand to the college president, Julian offers a second, unbiased perspective on key decisions. He also underscores the value of professional involvement and volunteerism, noting that leadership is built through experience, something he has honed through roles with NCMPR and the Aspen Rising Presidents Fellowship.

What You’ll Learn:

What the Chief of Staff role looks like in a college setting
Why servant leadership is foundational to effective executive support
How volunteering can fast-track leadership development
Insights into the Aspen Rising Presidents Fellowship
Why communications professionals are uniquely positioned for executive roles

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 45: Creating a Digital Community for Students in the Social Media Era

Thu, 01 Feb 2024 00:00:00 -0800

It’s undeniable that social media has transformed into an essential platform for both cultivating a presence and nurturing community connections. With platforms like TikTok, Instagram, and Facebook becoming key spaces for interaction and staying informed, colleges and universities must have a strong and consistent social presence to stay relevant. In this episode, GradComm CEO Cheryl Broom discusses the evolving role of social media in higher education with Megan Ellisor, Director of Social Media at North Carolina State University.

This conversation explores how Ellisor leads an 11-member social media team to create authentic, student-centered content while maintaining the university’s voice and tone across multiple accounts. She shares how NC State fosters connection through gamified fundraising efforts, branded hashtags, and story-driven content that captures student life. Throughout this discussion, she also offers practical tips for empowering social media teams and ensuring content resonates with students, alumni, and the broader community.

What You’ll Learn:

How NC State structures and empowers a centralized social media team
Strategies for building genuine online relationships with students
The role of storytelling in effective social media content
How to use hashtags, fundraising campaigns, and student voices to drive engagement
Tips for balancing institutional branding with authentic student-centered content

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 44: A Journey to Balance Motherhood and Career Success

Mon, 01 Jan 2024 00:00:00 -0800

In this episode of Higher Ed Conversations, GradComm CEO Cheryl Broom discusses the realities of balancing motherhood and a demanding career with Letitia Clark, Chief Communications Officer at South Orange County Community College District, elected official, and author. Balancing children and a career may seem unachievable, but Letitia Clark unveils the secrets to harmonizing professional life and motherhood. From her dynamic career path to her role on the Tustin City Council, Clark delves into the intricacies of being a mother while excelling in the professional realm. She discusses her two books, with a particular focus on her latest, Baby’s Room to the Boardroom, where she emphasizes the intersectionality of motherhood and career pursuits.

This episode explores Clark's pearls of wisdom as she highlights the significance of positive self-talk, the support of a nurturing tribe, the celebration of personal victories, and the joy of pursuing one’s passions. The conversation takes a deeper dive into fostering better work environments for women and parents, healthily navigating work-life transitions, the necessity of learning on the job, and the importance of recharging amidst a busy schedule. This episode empowers working moms through invaluable workplace lessons and real-life anecdotes taken directly from Clark's parenting journey.

What You’ll Learn:

How working mothers can balance career growth and family life without burnout
Why positive self-talk and community support are critical to long-term success
Ways employers can create more supportive environments for women and parents
How to navigate career transitions while continuing to learn on the job
Why celebrating personal wins matters as much as professional milestones

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 43: Harnessing SEO: Where Storytelling Meets Marketing

Fri, 01 Dec 2023 00:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Jeff Bunch, a higher education marketing leader whose career spans journalism, content strategy, and digital marketing, to discuss the power of storytelling in building institutional brands and engaging prospective students.

Drawing on his experience managing the digital presence of Gonzaga University's nationally recognized basketball program, Jeff shares how storytelling can elevate an institution's reputation far beyond athletics. He discusses how strategic content marketing and search engine optimization (SEO) helped increase visibility for Gonzaga's academic programs, ensuring prospective students and families discovered the university's educational strengths alongside its athletic success. Together, they explore how colleges can use compelling stories and data-driven digital strategies to strengthen their online presence and better connect with their audiences.

The conversation also examines the unique opportunities and challenges facing community college marketers, highlighting how authentic storytelling, thoughtful content planning, and SEO can help institutions stand out in an increasingly competitive higher education landscape. Whether you're responsible for marketing, communications, enrollment, or web strategy, this episode offers practical ideas for creating content that delivers measurable results.

What You'll Learn:

How storytelling can strengthen a college's brand and connect with prospective students.
Why content marketing and SEO are essential components of higher education marketing.
Strategies for increasing visibility for academic programs through digital content.
How institutions can build on existing brand strengths while showcasing their broader mission.
Practical insights into the unique challenges and opportunities facing community college marketers.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 42: The Easy Way To Find Reliable Vendors For Higher Education Institutions

Wed, 01 Nov 2023 06:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Jeff Dillon, founder of EdTech Connect and a former higher education professional, to discuss how colleges and universities can make more informed technology purchasing decisions by learning from the experiences of their peers.

After spending more than two decades working in higher education, Jeff recognized the challenges institutions face when evaluating software and technology vendors. He shares how that experience inspired him to create EdTech Connect, a crowdsourced platform that helps colleges discover, compare, and evaluate technology solutions based on real-world feedback from other higher education professionals. Together, they explore the growing role of artificial intelligence and personalization in education, the complexities of selecting the right technology partners, and why collaboration among institutions leads to better purchasing decisions.

Whether you're evaluating a new CRM, enrollment platform, learning technology, or another campus solution, this conversation offers valuable insights into simplifying the vendor selection process and leveraging peer expertise to make smarter technology investments.

What You'll Learn:

Why peer recommendations are one of the most valuable resources when evaluating higher education technology.
How EdTech Connect helps colleges discover and compare vetted technology vendors.
Common challenges institutions face when selecting software and technology solutions.
How artificial intelligence and personalization are shaping the future of higher education technology.
Best practices for making informed, collaborative technology purchasing decisions.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 41: The Art of Simplifying Complexity in Communication

Sun, 01 Oct 2023 08:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Mark Bayer, international keynote speaker, consultant, former Chief of Staff, and host of the When Science Speaks podcast, to discuss the art of communicating complex ideas in ways that engage, inspire, and drive action.

Drawing on his experience working with scientists, engineers, executives, and public leaders, Mark shares practical strategies for making technical and complicated information accessible to any audience. He explains why effective communication begins with building relationships, not simply making requests and offers valuable advice for connecting with elected officials, members of the media, and other influential stakeholders. Throughout the conversation, Mark demonstrates how vivid storytelling, relatable analogies, and audience-focused messaging can transform even the most complex topics into compelling narratives.

Together, they explore how communicators can overcome common communication challenges, build trust through authentic relationships, and create messages that resonate with diverse audiences. Whether you work in higher education, government, science, or communications, this episode offers practical techniques you can immediately apply to become a more effective communicator.

What You'll Learn:

Why building relationships is more effective than simply making requests.
Strategies for explaining complex ideas in clear, engaging, and memorable ways.
How storytelling, vivid imagery, and relatable comparisons improve communication.
Best practices for building stronger relationships with elected officials and the media.
Practical techniques for turning communication challenges into opportunities.

You can hear more of Mark on his podcast, here.

Thanks for listening!

Connect with GradComm:
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LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 40: Navigating the Digital Landscape of Content Marketing

Fri, 01 Sep 2023 00:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Brian Piper, digital marketing strategist, author, and content marketing expert, to explore how institutions can create content that builds trust, strengthens relationships, and delivers long-term results.

Drawing from his extensive experience in digital and content marketing, Brian explains why successful content marketing is about much more than promoting products or services; it's about consistently providing value to your audience. Together, they discuss why marketers should focus on developing high-quality content before worrying about distribution channels, and how a strategic, long-term approach can lead to stronger audience engagement and more meaningful connections.

The conversation also explores the role of social media in a comprehensive content strategy, how to establish measurable goals, and the importance of aligning content with audience needs and institutional objectives. Brian shares practical insights from the second edition of his book, Epic Content Marketing, offering higher education marketers actionable strategies for creating content that supports recruitment, engagement, and brand awareness.

What You'll Learn:

Why content marketing is a long-term strategy for building trust and lasting relationships.
How to develop content that serves your audience before choosing distribution channels.
The role social media plays in an effective content marketing strategy.
How to measure content marketing success through clear goals and meaningful metrics.
Practical strategies for creating content that supports higher education marketing and communications.

Order Epic Content Marketing, Second Edition

Thanks for listening!

Connect with GradComm:
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LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 39: Building Bridges: Promoting Education and Community Engagement

Tue, 01 Aug 2023 08:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Kyle Dalpe, President of Western Nevada College, to discuss leadership, community engagement, and the importance of building a culture that supports both students and employees.

Drawing on his diverse career as a journalist, chief of staff, vice president of instruction, and now college president, Dr. Dalpe shares how those experiences have shaped his approach to leading a community college. Together, they explore strategies for promoting colleges in rural communities, building the infrastructure needed to support innovative academic programs, and creating a workplace where faculty and staff can thrive while remaining focused on student success.

A central theme throughout the conversation is the importance of "showing up" for students, employees, and the communities colleges serve. Dr. Dalpe also reflects on the often-overlooked role of the chief of staff in higher education leadership and explains how strong collaboration and relationship-building contribute to institutional success. This episode offers valuable insights for college leaders, marketers, and higher education professionals seeking to strengthen their institutions through thoughtful leadership and meaningful community connections.

What You'll Learn:

How community colleges can strengthen engagement with rural communities.
Why supporting faculty and staff is essential to improving student success.
Strategies for building the infrastructure needed to support innovation in higher education.
The value of relationship-building and "showing up" as a leadership philosophy.
How the chief of staff role contributes to effective institutional leadership.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 38: Effective Communication and the Future of Higher Education

Sat, 01 Jul 2023 09:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Mark Browning, President and CEO of Blue Mountain Community College, to discuss leadership, enrollment growth, and the evolving role of marketing and communications in higher education.

Drawing on his unique career path from leading marketing and communications efforts at institutions including the College of Western Idaho and North Idaho College to serving as a community college president Dr. Browning offers valuable insights into how strategic communications can influence institutional success. He shares how Blue Mountain Community College has navigated the challenges of the post-pandemic landscape to achieve enrollment growth, while emphasizing the importance of student-centered leadership, adaptability, and data-informed decision-making.

Together, they explore Dr. Browning's professional journey, his perspective on effective communication in higher education, and his vision for the future of community colleges. This conversation provides practical takeaways for college presidents, marketers, enrollment leaders, and communications professionals looking to strengthen their institutions and better serve their students.

What You'll Learn:

How strategic marketing and communications can support enrollment growth.
Leadership strategies for navigating higher education in a post-pandemic environment.
Why a background in communications can strengthen executive leadership.
The importance of student-centered decision-making in institutional success.
Dr. Browning's vision for the future of community colleges and higher education.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 37: Social Media Mastery: Hootsuite's New Certification and Expert Insights

Wed, 31 May 2023 13:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Alex Wedderburn, a senior leader at Hootsuite, to discuss the evolving world of social media management and how higher education professionals can build more effective digital engagement strategies.

As one of the leading platforms for managing and measuring social media performance, Hootsuite has become an essential tool for marketing teams around the world. Alex shares insights into the company's new social media certification program, explaining how it equips marketers with the skills and knowledge needed to navigate today's rapidly changing digital landscape. Together, they explore why ongoing professional development is so important for communications professionals and how mastering social media strategy can help institutions better connect with their audiences.

Beyond the certification, Alex offers practical advice for improving social media performance, creating engaging content, measuring success, and building a sustainable online presence. Whether you're an experienced social media manager or just beginning to develop your institution's digital strategy, this episode is filled with actionable insights you can apply right away.

What You'll Learn:

How Hootsuite's social media certification can strengthen your digital marketing skills.
Best practices for managing and growing institutional social media accounts.
Strategies for creating engaging content that connects with your audience.
How to measure social media performance and use data to improve results.
Why continuous learning is essential for today's higher education marketing professionals.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 36: Leadership Lessons and Finding the Right Mentor

Tue, 25 Apr 2023 10:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Lisa Takami to discuss her book, Women in the Higher Education C-Suite: Diverse Executive Profiles, and the leadership lessons that can help professionals at every stage of their careers.

Drawing on her extensive experience helping organizations build meaningful partnerships and strengthen their brand messaging, Lisa shares insights from the diverse leaders featured in her book and explains why their stories offer valuable guidance for both aspiring and established higher education professionals. Together, they explore the critical role mentorship plays in career development, how to identify and cultivate meaningful mentor relationships, and why learning from the experiences of others can accelerate personal and professional growth.

The conversation also delves into the importance of emotional intelligence in leadership. Lisa explains how greater self-awareness, understanding personal triggers, and developing stronger interpersonal skills can help leaders build trust, navigate challenges, and create more positive workplace cultures. Whether you're an emerging leader or an experienced executive, this episode offers practical advice for growing your leadership skills and supporting the success of others.

What You'll Learn:

Why mentorship is essential for leadership development and career growth.
How to find and build meaningful relationships with mentors.
What emotional intelligence is and why it matters in higher education leadership.
Strategies for becoming more self-aware and managing personal triggers.
Leadership lessons from the diverse executives featured in Women in the Higher Education C-Suite: Diverse Executive Profiles.

Preorder Women in the Higher Education C-Suite: Diverse Executive Profiles
20% discount code: SSH23

Thanks for listening!

Connect with GradComm:
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LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 35: Surrounded by Superstars: The Marketing Strategy of Santa Ana College's President

Mon, 27 Mar 2023 08:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom welcomes the podcast's first college president, Dr. Annebelle Nery, President of Santa Ana College, for an inspiring conversation about leadership, strategic marketing, and transforming student success.

Dr. Nery shares how Santa Ana College has achieved impressive, double-digit enrollment growth through a data-informed marketing strategy that has delivered results semester after semester following the pandemic. She discusses the importance of making decisions based on evidence, investing in talented people, and building a high-performing team capable of driving innovation across the institution. Throughout the conversation, Dr. Nery also reflects on the role dual enrollment plays in expanding access to higher education and why changing public perceptions of community colleges is essential to serving future generations of students.

In addition to sharing her leadership philosophy, Dr. Nery opens up about her personal and professional journey, highlighting the mentors and experiences that have shaped her career. Recorded on International Women's Day, this episode celebrates the impact of strong leadership while offering valuable insights for higher education professionals seeking to strengthen enrollment, marketing, and institutional culture.

What You'll Learn:

How data-driven marketing strategies can fuel sustained enrollment growth.
Why building a team of talented, collaborative professionals leads to institutional success.
The role dual enrollment programs play in expanding educational opportunities.
Strategies for changing public perceptions of community colleges.
Leadership lessons and career insights from one of higher education's accomplished presidents.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 34: Behind the Scenes of a Presidential Visit

Mon, 27 Feb 2023 12:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Emily Zimmer, Marketing & Events Coordinator at Dakota County Technical College (DCTC), to discuss the extraordinary experience of helping organize a presidential visit to campus.

What began as a quiet Thanksgiving quickly turned into a once-in-a-lifetime opportunity when Emily learned that the President of the United States would be visiting DCTC to highlight the Bipartisan Infrastructure Law. Emily shares the behind-the-scenes story of coordinating with the Secret Service, the White House Communications Team, college leadership, and numerous campus departments to prepare for one of the most high-profile events in the institution's history. She offers an inside look at the planning process, the unexpected challenges, and the rewarding moments that came with hosting a presidential visit.

Together, they also explore the value of building strong relationships with elected officials and community partners, and how those connections can create opportunities that elevate an institution while benefiting students and the communities they serve. This episode provides valuable insights for higher education communicators, event planners, and campus leaders preparing for high-profile events and strategic partnerships.

What You'll Learn:

What it takes to plan and execute a presidential visit to a college campus.
How collaboration with the Secret Service, the White House, and campus stakeholders contributes to a successful event.
Strategies for managing high-profile communications and event logistics.
Why cultivating relationships with political leaders and community partners can create valuable opportunities for colleges.
Lessons in leadership, flexibility, and teamwork when navigating unexpected, large-scale events.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 33: Unlocking the Power of the Printed Class Schedule

Wed, 11 Jan 2023 23:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom is joined by Jennifer Perez, Director of Campus Communications at North Orange Continuing Education (NOCE), and GradComm's Director of Client Services, Jamie McNinch, to explore how a traditional print publication became a powerful modern marketing tool.

Together, they share the story behind reimagining NOCE's printed class schedule a publication mailed to more than 350,000 households three times each year. Rather than viewing the schedule as simply an informational document, the team transformed it into a strategic recruitment piece designed to better engage prospective students, improve usability, and highlight the life-changing opportunities available through continuing education.

The conversation also examines the ongoing value of print marketing in a digital-first world and the important role community colleges and continuing education programs play in providing affordable, accessible education that meets the evolving needs of their communities. Through thoughtful design, strategic messaging, and user-focused content, this project demonstrates how traditional marketing channels can continue to deliver meaningful results.

What You'll Learn:

How to transform a printed class schedule into an effective student recruitment tool.
Why print marketing continues to play an important role in higher education communications.
Best practices for improving the design, organization, and usability of printed publications.
How continuing education programs help meet critical workforce and community needs.
Why strategic marketing can increase awareness of affordable and accessible educational opportunities.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 32: GradComm 2022 Year-in-Review

Thu, 29 Dec 2022 14:00:00 -0800

In this special year-end episode of Higher Ed Conversations, host Cheryl Broom is joined by several members of the GradComm team to reflect on the innovative projects, creative solutions, and collaborative successes that defined the year.

Throughout the episode, Cheryl sits down with Client Service Manager Rocco to discuss how Mechatronics became the centerpiece of a successful campaign that delivered meaningful results for a client. She also speaks with Creative Director Michael about the importance of preparation in the creative process and why the best ideas often emerge from a strong strategic foundation. Director of Client Services Jamie shares the story behind a comprehensive brand identity project, offering a behind-the-scenes look at how thoughtful branding can transform an institution's image. The conversation concludes with COO Chris, who explains how the GradComm team successfully developed more than 70 advertising assets in just five weeks to meet an ambitious client deadline.

Together, these conversations provide an inside look at the strategy, creativity, and teamwork that drive successful higher education marketing campaigns. Whether you're leading a communications team or looking for fresh ideas to inspire your next project, this episode is packed with practical insights and real-world experiences.

What You'll Learn:

How strategic collaboration leads to successful higher education marketing campaigns.
What goes into creating impactful branding and creative projects.
Why preparation is essential to developing innovative creative solutions.
How strong project management enables teams to deliver high-quality work under tight deadlines.
Behind-the-scenes lessons from real client projects that can inspire your own marketing efforts.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 31: Unlocking the Secrets to Successful Media Buying for Colleges and Beyond

Mon, 28 Nov 2022 09:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Chuck Fetterly, founder of TEC Direct Media, Inc., to demystify the world of media buying and explain why it's one of the most important and often misunderstood components of a successful higher education marketing strategy.

With more than two decades of experience developing media campaigns for major brands, agencies, and artists including Lady Gaga and Adele, Chuck shares what colleges should look for when selecting a media buying partner and why outsourcing this specialized work can often deliver stronger results. Together, they explore how the media landscape has evolved, the importance of strategic planning and audience targeting, and how institutions can maximize their advertising budgets by placing the right message in front of the right audience at the right time.

Chuck also shares memorable campaign stories from his career, illustrating how creativity and smart media placement can transform a marketing campaign. Whether you're new to media buying or looking to improve your institution's advertising strategy, this episode offers practical insights for making more informed marketing decisions.

What You'll Learn:

What media buying is and why it plays a critical role in higher education marketing.
How to evaluate and choose the right media buying partner.
Why outsourcing media buying can improve campaign performance and efficiency.
How the media landscape has evolved and what colleges should consider when planning advertising campaigns.
Creative strategies for maximizing the impact of media placements and marketing budgets.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 30: Exploring Options for A Better and More Fulfilling Career

Wed, 02 Nov 2022 16:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Kevin Fleming, national speaker, bestselling author, and CEO of Catapult, to explore how colleges can help students discover meaningful career pathways and make informed educational decisions.

Dr. Fleming shares his passion for expanding career awareness by helping students understand the wide range of opportunities available beyond the occupations they commonly encounter growing up. Together, they discuss the difference between unemployment and underemployment, why a traditional four-year degree is not the right path for every student, and how community colleges and career education programs play a critical role in preparing learners for fulfilling, high-demand careers.

The conversation also explores the importance of marketing career education programs and inspiring career exploration at an early age, including insights from Dr. Fleming's children's book, There's a Hat for That!: Exploring Careers That Fit You Best. Filled with practical advice and fresh perspectives, this episode offers valuable guidance for higher education leaders, marketers, counselors, and anyone passionate about helping students find careers that align with their interests, strengths, and goals.

What You'll Learn:

Why career exploration should begin long before students choose a college or career path.
The difference between unemployment and underemployment—and why it matters.
Why a four-year degree is not the best option for every student.
How community colleges and career education programs prepare students for meaningful, in-demand careers.
Strategies for marketing career education programs and helping students discover fulfilling career opportunities.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 29: Applying A Journalistic Background to Communication Roles in Higher Education

Mon, 03 Oct 2022 14:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with David Ogul, award-winning writer, editor, and Interim Director of College & Community Relations at Grossmont College, to discuss the evolving role of storytelling and communications in higher education.

Drawing on a career that began as a freelance journalist for publications including the Los Angeles Times and The Baltimore Sun, David shares how his background in reporting prepared him for a leadership role in higher education marketing and communications. Together, they discuss the transition from journalism to strategic communications, the challenges of taking on new responsibilities such as media buying and marketing planning, and the value of embracing continuous learning throughout a communications career.

David also offers practical advice for writers at every level, including strategies for overcoming writer's block, conducting meaningful research, and crafting stories that resonate with readers. Whether you're a seasoned communications professional or just beginning your career, this conversation is filled with valuable insights into the art and discipline of effective storytelling.

What You'll Learn:

How journalism skills translate into successful higher education communications.
Strategies for overcoming writer's block and improving the writing process.
Why thorough research is the foundation of compelling storytelling.
Lessons learned from transitioning into strategic marketing and communications leadership.
The importance of continually developing new skills in an evolving communications profession.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 28: Creating More Diversity On Campus Through the Power of Communication

Wed, 24 Aug 2022 15:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Michael Mahin, award-winning children's author, produced screenwriter, and Senior Communications Strategist at Graduate Communications, to discuss the role authentic storytelling plays in advancing equity, inclusion, and diversity in higher education.

Together, they explore the responsibility communicators and marketers have when telling stories that reflect the diverse communities their institutions serve. Dr. Mahin shares thoughtful strategies for avoiding bias and tone-deaf messaging, building authentic connections with audiences whose experiences differ from their own, and creating communications that foster trust, representation, and belonging. The conversation also examines how inclusive storytelling can help colleges attract and support more diverse student populations while strengthening institutional culture.

Through honest discussion and practical advice, Cheryl and Dr. Mahin address the complexities of communicating across cultures and identities, offering higher education professionals actionable guidance for creating marketing and communications that are both respectful and impactful.

What You'll Learn:

How authentic storytelling can support diversity, equity, and inclusion efforts.
Strategies for avoiding bias and tone-deaf messaging in higher education communications.
How communicators can tell stories that respectfully reflect communities outside their own experiences.
Why representation and belonging are essential to student recruitment and engagement.
Practical approaches for creating more inclusive marketing and communications across campus.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 27: Communicating Crises On and Off Campus

Mon, 18 Jul 2022 11:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Scott Summerfield, Principal of SAE Communications and a nationally recognized crisis communications expert, to discuss how colleges and universities can prepare for and effectively respond to the unexpected.

From theft and embezzlement to cyberattacks and other high-profile emergencies, Scott explains why every institution needs a proactive crisis communications plan before a crisis ever occurs. Drawing on decades of experience advising organizations through complex situations, he shares practical strategies for communicating with transparency, protecting institutional trust, and leading with confidence when the stakes are highest. Cheryl and Scott also reflect on real-world experiences managing crises in higher education, highlighting lessons that can help institutions respond quickly while minimizing long-term reputational damage.

Whether you're a communications professional, college leader, or member of a crisis response team, this conversation offers actionable guidance for preparing your institution to navigate challenging situations with clarity and confidence.

What You'll Learn:

Why every college needs a comprehensive crisis communications plan.
Best practices for responding to crises with transparency and credibility.
How to prepare for incidents such as cyberattacks, theft, embezzlement, and other campus emergencies.
Strategies for protecting institutional reputation during high-pressure situations.
Leadership lessons for communicating effectively before, during, and after a crisis.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 26: Podcasting 101: Dissecting a Successful Podcast Strategy

Tue, 28 Jun 2022 11:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Lauren Milbourne and Christopher McGuinness of Allan Hancock College to explore what it takes to launch and sustain a successful higher education podcast.

Tasked with creating a podcast for their college president, Lauren and Chris began with thoughtful strategy, audience research, and careful planning before ever pressing the record button. Their intentional approach resulted in a podcast that strengthened institutional communications, elevated the president's voice, and created meaningful engagement with the college community. Together, they share the lessons they learned throughout the process from defining a clear theme and format to selecting equipment, developing a production workflow, and building a recognizable brand.

Whether your institution is considering launching its first podcast or looking to improve an existing one, this conversation is filled with practical advice for creating content that informs, engages, and reflects your institution's mission.

What You'll Learn:

How strategic planning lays the foundation for a successful college podcast.
Tips for choosing the right podcast format, theme, and audience.
Best practices for podcast branding, production, and workflow management.
Equipment and production considerations for creating high-quality content.
How podcasts can strengthen institutional communications and deepen community engagement.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 25: On a Mission to Create a Great App

Thu, 09 Jun 2022 08:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Niall Adler, Director of Marketing at Mission College, to discuss how higher education institutions can create mobile apps that genuinely improve the student experience.

Drawing from his leadership of a nine-month app development process at Mission College, Niall shares practical lessons on designing an app that students will actually use. He emphasizes that successful college apps prioritize functionality over appearance, delivering tools and resources that solve real student needs rather than simply showcasing an attractive design. Together, they explore the importance of user research, thoughtful planning, and ensuring that a mobile app complements rather than competes with an institution's website.

The conversation also examines how colleges can approach app development strategically, from identifying key features and engaging campus stakeholders to measuring long-term success. Whether your institution is considering its first mobile app or looking to improve an existing one, this episode offers valuable guidance for creating a digital tool that supports communication, engagement, and student success.

What You'll Learn:

Why functionality should take priority over design when developing a college mobile app.
How user research can shape an app that meets students' real needs.
Best practices for planning and managing a successful app development process.
How a mobile app and institutional website can work together to improve the student experience.
Strategies for creating a digital resource that encourages ongoing student engagement.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 24: Gauchos, Bobcats, and Zoom Bombs: Changing a Mascot is Not for the Fainthearted

Fri, 06 May 2022 09:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Jennie McCue, former Director of Marketing and Communications at Saddleback College, to discuss the complex process of leading a college mascot change and the communications strategies that helped guide the institution through it.

Drawing from her firsthand experience, Jennie shares the challenges of balancing alumni pride, campus traditions, and evolving cultural perspectives while managing one of the most sensitive branding decisions a college can face. Together, they explore the importance of creating an inclusive, transparent, and patient process that encourages meaningful dialogue among students, employees, alumni, and community members. Jennie also discusses when it makes sense to involve outside agencies and how thoughtful planning can help institutions navigate emotionally charged issues with credibility and trust.

While the conversation focuses on a mascot change, the lessons extend to any higher education leader or communications professional responsible for managing institutional change, building consensus, and communicating through complex campus issues.

What You'll Learn:

Best practices for managing sensitive institutional branding and mascot changes.
Why transparency, patience, and inclusivity are critical during periods of change.
Strategies for engaging alumni, students, employees, and community stakeholders.
How effective communications can help build trust during controversial decisions.
When outside agencies can add value to complex branding and change management initiatives.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 23: Using Data to Tell Stories

Mon, 28 Mar 2022 10:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Brad Phillips, founder of the Institute for Evidence-Based Change (IEBC), to discuss how data, storytelling, and a culture of care can work together to improve student success in higher education.

Drawing on his years of experience working within California's community college system, Brad explains why data alone rarely inspires action. Instead, he shares how institutions can use a few meaningful data points to tell compelling stories that connect emotionally with audiences while informing better decisions. The conversation explores how colleges can use evidence-based practices to strengthen communications, improve student outcomes, and create lasting institutional change.

Brad also introduces the Caring Campus initiative, a nationally recognized program that helps faculty and staff adopt simple behaviors that foster belonging and meaningful connections with students. Together, they discuss why every employee plays a role in student success and how creating a welcoming campus culture can improve retention, persistence, and completion.

What You'll Learn:

How to transform data into stories that inspire action and drive decision-making.
Why emotional storytelling is more memorable and persuasive than statistics alone.
How evidence-based practices can improve student success initiatives.
The impact of the Caring Campus model on student belonging, retention, and completion.
Why every college employee has the opportunity to positively influence the student experience.

Thanks for listening!

Connect with GradComm:
Instagram: @gradcommunications
Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 22: Optimizing Current Digital Marketing Tools and Getting Ready for New Ones

Thu, 03 Mar 2022 10:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Chris Barton, Chief Product Officer at Gannett USA, to explore the digital marketing strategies that can help higher education institutions improve visibility, reach prospective students, and maximize the impact of their recruitment efforts.

Drawing on more than two decades of experience leading digital marketing campaigns, Chris breaks down the essential concepts behind search engine marketing and optimization, explaining why many organizations overlook the fundamentals that drive long-term success. He discusses the importance of fresh, consistent content, fast-loading and mobile-friendly websites, and the role of search engines in connecting students with colleges. The conversation also dives into advanced strategies, including keyword selection, negative keywords, ad extensions, drip campaigns, and why institutions should think beyond Google when planning their digital marketing efforts.

Together, they also explore the future of digital marketing, including evolving data privacy regulations and emerging technologies such as the metaverse, offering higher education marketers a look at the trends shaping the next generation of student recruitment.

What You'll Learn:

The digital marketing fundamentals every higher education institution should master.
Why website performance, mobile optimization, and fresh content improve search visibility.
How to use keywords, negative keywords, and ad extensions to strengthen marketing campaigns.
The value of drip campaigns and expanding beyond Google in your digital strategy.
How changes in data privacy and emerging technologies may shape the future of higher education marketing.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 21: Navigating the Web of Competing Demands During Site Redesign

Fri, 21 Jan 2022 14:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Karen Norton, Executive Director of Integrated Marketing and Communications at Bunker Hill Community College, to discuss what it takes to build a student-centered website that effectively serves multiple audiences.

Drawing on her extensive experience in web design and content strategy, Karen shares the lessons learned from leading a major website redesign during a time when a strong digital presence became more important than ever. Together, they explore how research can guide difficult decisions, why institutions must prioritize the needs of prospective students, and how thoughtful content strategy can balance the needs of faculty, staff, and other campus stakeholders without compromising the user experience.

The conversation also covers best practices for website planning, mobile-first design, search optimization, navigation, and project timelines. Whether your institution is planning a complete website redesign or making incremental improvements, this episode offers practical guidance for creating a website that better supports recruitment, engagement, and student success.

What You'll Learn:

Why student-focused websites deliver a better user experience and support enrollment goals.
How research can guide website decisions and build stakeholder consensus.
Best practices for content strategy, navigation, and serving multiple audiences.
Why mobile-first design and search optimization are essential for today's college websites.
Practical tips for planning and managing a successful higher education website redesign.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 20: A Guide to Helping Guided Pathways Take Root

Tue, 04 Jan 2022 16:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Renee Craig-Marius, Executive Vice President of Educational Programs at Gavilan College and former Vice President of Student Services at Reedley College, to discuss the transformative impact of Guided Pathways on student success.

Drawing on her experience leading Reedley College's five-year Guided Pathways implementation, Dr. Craig-Marius shares how the framework has reshaped the way institutions support students from enrollment through completion. She explains why Guided Pathways is more than a structural initiative it's a cultural shift that encourages colleges to become the "village" students need by fostering connection, belonging, and comprehensive support throughout their educational journey.

Together, they explore the lessons learned from implementing large-scale institutional change, including the importance of engaging stakeholders early, building a strong foundation that can withstand leadership transitions, and recognizing that meaningful transformation takes time. The conversation also highlights how Guided Pathways creates intentional touchpoints that strengthen relationships with students and improve outcomes across campus.

What You'll Learn:

How Guided Pathways can transform student success and institutional culture.
Why engaging stakeholders early is essential to successful implementation.
Strategies for building a sustainable foundation that supports long-term change.
The importance of creating intentional student touchpoints throughout the college experience.
Why patience, collaboration, and continuous improvement are key to lasting institutional transformation.

Thanks for listening!

Connect with GradComm:
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Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 19: Secret Shopping Can Yield Great Marketing Gifts

Tue, 07 Dec 2021 11:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom shares insights from a special webinar presentation with Tony Teng, Dean of Advanced Technology and Applied Science at Saddleback College, exploring the marketing strategies that help leading colleges stand out in an increasingly competitive higher education landscape.

Drawing on the results of a unique "secret shopper" project, Cheryl and Tony reveal what prospective students actually experience when interacting with colleges known for exceptional marketing and enrollment practices. From personalized landing pages and strategic text messaging to the effective use of platforms like TikTok, they examine the tactics institutions are using to create stronger connections with students and improve the enrollment experience.

Together, they discuss practical, research-backed ideas that colleges can implement immediately to strengthen recruitment, enhance student communications, and better meet the expectations of today's prospective students. This episode offers actionable insights for higher education marketers, enrollment professionals, and campus leaders looking to elevate their outreach and student engagement strategies.

Thanks for listening!

Connect with GradComm:
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Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 18: Crafting Culturally-Relevant Stories Using Universal Themes

Tue, 02 Nov 2021 12:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Andrés Orozco, actor, producer, writer, director, and longtime Screen Arts and Communications instructor at Pepperdine University to discuss the power of authentic storytelling and culturally relevant marketing in higher education.

As the co-founder of the award-winning production company Novelas Educativas, Andrés has spent years creating digital content that resonates with diverse audiences. He shares how colleges can move beyond generic messaging and develop campaigns that genuinely reflect the communities they serve. Together, they explore why traditional messages centered on prestige are becoming less effective, particularly as prospective students increasingly question the value of higher education. Instead, Andrés advocates for messaging that emphasizes opportunity, self-determination, and the ability education provides to shape one's own future.

The conversation also examines the importance of understanding Latino communities beyond broad demographics, recognizing the richness of Latino subcultures, and creating culturally authentic communications that build trust and connection. Filled with practical insights and engaging stories, this episode offers valuable guidance for higher education marketers looking to strengthen their storytelling and connect with diverse audiences in meaningful ways.

Thanks for listening!

Connect with GradComm:
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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 17: “If You Mess Up, Fess Up”: A Wisdom Drop from the PR Maven®

Mon, 04 Oct 2021 11:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Nancy Marshall, founder of Marshall Communications, to discuss the evolving world of public relations and the strategies that have fueled her agency's success for more than three decades.

Known for her passion for public relations and her ability to build lasting relationships with journalists, Nancy shares practical advice for earning media coverage, navigating crisis communications, and adapting to today's rapidly changing communications landscape. She discusses techniques such as "newsjacking," leveraging social media platforms like Twitter, and embracing the reality that organizations now have the ability to become their own media channels. Throughout the conversation, Nancy also reveals the timeless relationship-building practices that continue to make a difference in an increasingly digital world.

Together, they explore how higher education professionals can strengthen their public relations efforts through authentic storytelling, strategic communications, and meaningful media relationships. This episode offers valuable insights for marketers, communicators, and institutional leaders looking to elevate their communications strategy.

What You'll Learn:

How to build strong relationships with reporters and earn meaningful media coverage.
Strategies for using "newsjacking" to increase visibility and relevance.
Best practices for managing crisis communications with confidence.
Why organizations must embrace the idea that they can become their own media.
Timeless public relations techniques that remain effective in today's digital communications environment.

Thanks for listening!

Connect with GradComm:
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Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 16: A Year in Review, and Tips for You

Tue, 07 Sep 2021 08:00:00 -0700

In this special anniversary episode of Higher Ed Conversations, host Cheryl Broom celebrates one year of Graduate Communications as an agency by sitting down with members of the GradComm team to reflect on the projects, challenges, and successes that have shaped the company's first year.

From developing innovative TikTok strategies and managing large-scale media buys to refreshing marketing campaigns and creating career education toolkits, the team shares behind-the-scenes insights into the work that has helped community colleges and higher education institutions better connect with their audiences. Each team member reflects on lessons learned, creative problem-solving, and the strategies that have delivered meaningful results for clients across a variety of initiatives.

Together, they offer a candid look at the evolving world of higher education marketing and communications while highlighting the collaboration, innovation, and passion that drive successful campaigns. This episode is packed with practical ideas for marketers, communicators, and higher education leaders looking to stay ahead in an ever-changing digital landscape.

What You'll Learn:

Behind-the-scenes insights into successful higher education marketing campaigns.
How innovative platforms like TikTok can help institutions reach new audiences.
Best practices for managing media buys and integrated marketing campaigns.
Lessons learned from campaign refreshes, career education initiatives, and audience engagement projects.
Why collaboration and creativity are essential to delivering impactful marketing results.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 15: The Keys to Great Storytelling

Tue, 03 Aug 2021 16:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Andy Goodman, co-founder of The Goodman Center and a former Hollywood writer, to explore what separates an ordinary story from one that truly captures attention and inspires action.

Drawing on decades of experience helping organizations including MIT, USC, Michigan State, and numerous nonprofits tell more compelling stories, Andy explains why audiences connect with authenticity, vulnerability, and the unexpected. He shares why predictable success stories often fail to resonate and how moments of struggle, uncertainty, and resilience create the emotional connections that make storytelling memorable. The conversation also dives into interview techniques that help uncover meaningful details and emotions, enabling higher education professionals to tell stories that engage prospective students, alumni, donors, and community members.

Together, they explore the power of authentic storytelling and how colleges can use it to strengthen marketing, fundraising, and communications efforts. Andy also shares a simple productivity habit that can make a meaningful difference in everyday work.

What You'll Learn:

Why the most effective stories include vulnerability, conflict, and unexpected moments.
How to uncover compelling details during interviews with students, alumni, and employees.
Storytelling techniques that create stronger emotional connections with audiences.
How authentic storytelling can enhance higher education marketing, communications, and fundraising.
A simple productivity tip that can improve the way you approach your work.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 14: Businesses Like Business-Like Thinking. College Communicators Need to Learn to Speak Business

Mon, 05 Jul 2021 14:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Margo Turner, CEO of Power Minds and a seasoned entrepreneur and higher education communications professional, to discuss how shifting perspectives can lead to stronger leadership, more effective communication, and meaningful partnerships.

Margo shares why understanding the priorities of senior leaders is essential for influencing decisions and advancing new ideas within an institution. She also explores how colleges can rethink their relationships with employers by moving beyond traditional requests for support and instead demonstrating how students can help solve real business challenges. Throughout the conversation, she emphasizes the importance of speaking the language of your audience and finding common ground to create lasting partnerships.

Together, they discuss practical strategies for communicating with executives, building stronger industry relationships, and creating career opportunities that benefit both students and employers. This episode offers valuable insights for higher education leaders, marketers, workforce development professionals, and anyone looking to become a more effective communicator.

What You'll Learn:

How to communicate ideas in ways that resonate with institutional leaders.
Why understanding your audience's priorities leads to more effective advocacy.
Strategies for building stronger partnerships between colleges and employers.
How reframing conversations can create new internship and workforce opportunities for students.
The importance of speaking your audience's language to build trust and achieve shared goals.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
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Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 13: The Power of Athletics as a Rallying Point

Fri, 28 May 2021 11:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Steve Johnson, Associate Athletic Director for Media Relations at Dixie State University, to discuss the powerful role athletics play in building campus pride, strengthening community connections, and supporting institutional marketing.

As colleges emerged from the challenges of the COVID-19 pandemic, athletics became an important way to reconnect students, alumni, and local communities. Steve shares his extensive experience in sports communications, offering practical strategies for promoting athletic programs, increasing community engagement, and using sports as a platform to elevate an institution's brand. Together, they explore how effective storytelling around athletics can create excitement, foster school spirit, and benefit students both on and off the field.

Whether your institution has a nationally recognized athletics program or a growing campus sports community, this conversation provides valuable insights into leveraging athletics as a powerful communications and marketing tool.

What You'll Learn:

How athletics can strengthen institutional branding and community engagement.
Strategies for promoting college sports programs through effective communications.
Why storytelling is essential to building excitement around student-athletes and campus events.
How athletics can help reconnect campuses and communities following times of disruption.
Practical ways to leverage sports to enhance student recruitment, engagement, and school pride.

Thanks for listening!

Connect with GradComm:
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Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 12: Using the Right Words in the Right Way

Wed, 05 May 2021 07:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with acclaimed speaker, author, and former college administrator Sarita Maybin to discuss how higher education professionals can navigate difficult conversations with confidence, empathy, and positivity.

Drawing on her years of experience as a communications expert and keynote speaker including a TEDx presentation Sarita shares practical strategies for delivering constructive feedback, handling conflict, and communicating in ways that strengthen relationships rather than damage them. She also offers valuable advice on accepting criticism, writing emails that people actually read, and the simple yet powerful communication habits that can improve every interaction.

Together, they explore how effective communication is essential to leadership, teamwork, and student success. Whether you're managing employees, collaborating with colleagues, or working with students, this conversation provides actionable tools for making challenging conversations more productive and meaningful.

What You'll Learn:

Strategies for handling difficult conversations with confidence and professionalism.
How positivity and empathy can improve workplace communication.
Tips for accepting constructive criticism and using it for personal growth.
Best practices for writing emails that capture attention and encourage responses.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 11: Serving and Recruiting Community College International Students

Fri, 02 Apr 2021 18:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Aubrey Kuan Roderick, Program Manager for International Students at College of San Mateo, to discuss the unique role community colleges play in serving international students and preparing them for success.

Drawing from her own experience as an international student, Aubrey shares the opportunities and challenges of recruiting students to the community college system—an educational pathway that is often unfamiliar to students and families around the world. She also discusses how the COVID-19 pandemic affected international student enrollment and support services, and how institutions adapted to continue serving this important student population.

Located in the heart of Silicon Valley, College of San Mateo provides a unique perspective on the value community colleges offer international students seeking affordable, high-quality education and transfer opportunities. Together, they explore how colleges can better communicate these benefits while creating welcoming environments that help students thrive both academically and personally.

What You'll Learn:

How community colleges recruit and support international students.
Why the community college pathway is often unfamiliar to prospective international students.
How the COVID-19 pandemic impacted international student enrollment and services.
Strategies for creating a welcoming and supportive experience for students from around the world.
The important role community colleges play in expanding access to global education opportunities.

Thanks for listening!

Connect with GradComm:
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Facebook: @GradCommunications
LinkedIn: @gradcomm
Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 10: From Corrections to College

Mon, 08 Mar 2021 13:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom is joined by Dr. Nora Kenney, Coordinator of Palomar College's Transition Program, and Santos Rosado, a student who began his journey from incarceration to higher education in 2020, to discuss the transformative impact of "Corrections to College" programs.

Together, they explore how Palomar College's Transition Program helps formerly incarcerated individuals successfully navigate the transition from prison to college by providing guidance, support, and a sense of belonging. Dr. Kenney shares the program's approach to helping students overcome barriers to education, while Santos offers his personal perspective on the challenges, opportunities, and resilience required to pursue higher education after incarceration.

The conversation also examines how colleges can share these powerful student stories in ways that reduce stigma, foster understanding, and build more inclusive campus communities. By recognizing the strengths and lived experiences formerly incarcerated students bring to higher education, institutions can create environments where all students have the opportunity to succeed.

Thanks for listening!

Connect with GradComm:
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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 9: Serving Students with Dignity and Respect

Sun, 07 Feb 2021 12:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Dilcie Perez to discuss how innovative student support services can transform lives and improve student success at community colleges.

Drawing on her leadership at Cerritos College, Dr. Perez shares how the college has become a national leader in equity-focused student support by developing programs that address the real-life challenges students face. She highlights the creation of The Village, a program that provides safe and secure housing along with comprehensive support services for students experiencing housing insecurity. Throughout the conversation, Dr. Perez emphasizes the importance of serving students with dignity, compassion, and respect while creating systems that remove barriers to achievement.

Together, they explore how colleges can build a culture of care, expand access to essential resources, and implement equity-driven initiatives that lead to stronger student outcomes. This conversation offers valuable insights for higher education leaders, student services professionals, and marketers seeking to better communicate the impact of holistic student support.

Thanks for listening!

Connect with GradComm:
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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 8: The Ins and Outs of Being a Community College Trustee

Wed, 27 Jan 2021 00:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Mark Evilsizer, a longtime community college trustee with nearly two decades of experience in higher education governance, to discuss the vital role trustees play in supporting institutional success.

Mark shares his perspective on what it means to serve as an effective trustee, drawing on years of leadership dedicated to education, community service, and student success. Together, they explore the responsibilities of governing boards, how trustees can navigate challenging moments and crises of confidence, and the importance of understanding where governance ends and institutional leadership begins.

This conversation offers valuable insights for trustees, college presidents, and higher education leaders seeking to strengthen board relationships, promote effective governance, and better serve their communities through thoughtful leadership.

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 7: Reach, Recruit, and Retain Adult Learners

Mon, 04 Jan 2021 08:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Daniel Ramirez, Director of Public Relations and Marketing at South Texas College, to discuss how higher education institutions can better recruit, engage, and retain today's adult learners.

Drawing from the research he conducted while earning his master's degree in Digital and Social Media Management, Daniel explores how the changing demographics of higher education require colleges to rethink traditional marketing strategies. He shares practical insights into understanding adult learners' unique needs, developing messaging that resonates with nontraditional students, and creating long-term engagement strategies that extend beyond enrollment.

Together, they examine the research behind effective recruitment and retention efforts, highlighting how institutions can better serve adult learners throughout their educational journey. This conversation offers valuable takeaways for higher education marketers, enrollment leaders, and student success professionals looking to expand access and improve outcomes for one of the fastest-growing student populations.

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 6: Building an Alumni Association from the Ground Up

Mon, 07 Dec 2020 08:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Alex Karvounis, Creative Director, to discuss how a bold vision and strategic outreach transformed a newly launched community college alumni association into one of the largest campus organizations in just six months.

Starting with a single founding member, Alex shares how the alumni association grew to more than 1,000 members by focusing on meaningful engagement, strong branding, and creating lasting connections with graduates. He discusses the strategies that fueled the organization's rapid growth and offers practical advice for colleges looking to launch, strengthen, or expand their own alumni programs.

Together, they explore the value of alumni engagement, the role of storytelling and marketing in building lasting relationships, and why investing in alumni can create long-term benefits for both institutions and their graduates. This conversation provides actionable insights for higher education marketers, advancement professionals, and campus leaders seeking to build vibrant alumni communities.

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 5: The Good, the Bad, and the Amazing in Digital Marketing

Thu, 12 Nov 2020 00:00:00 -0800

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Erin Green, an award-winning digital marketing strategist with experience leading campaigns for organizations including Nike, FedEx, MD Anderson, Susan G. Komen, and as a featured speaker for Google and Facebook.

Together, they explore the latest trends in digital marketing and what higher education institutions need to know to better reach and engage prospective students. Erin shares practical strategies for implementing effective digital marketing campaigns, explains the growing importance of search marketing, and discusses how data and technology shape the way organizations understand and connect with their audiences. The conversation also examines the shift from thinking about the traditional student funnel to embracing the student journey as a more effective marketing framework.

Whether you're an experienced marketing professional or just beginning to develop your institution's digital strategy, this episode offers actionable insights to help colleges and universities strengthen their digital presence and better serve prospective students.

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 4: How to Help Students with What Comes Next

Thu, 15 Oct 2020 08:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Dr. Gustavo Chamorro to discuss his remarkable journey from fleeing civil war in Nicaragua at just 14 years old to becoming a leader dedicated to helping community college students achieve their educational and career goals.

Dr. Chamorro shares how resilience, education, and the support of mentors and meaningful relationships shaped his path to success. Drawing from his experience counseling community college students, faculty, and business and industry professionals, he offers valuable insights into the realities many students face while balancing work, education, and personal responsibilities. He also discusses how colleges can better prepare students for careers that offer livable wages, long-term growth, and economic mobility.

Together, they explore the transformative power of education, the importance of meeting students where they are, and the lasting impact that personal connections can have on student success. This conversation provides meaningful perspectives for higher education leaders, student services professionals, and marketers seeking to better understand and support today's community college students.

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 3: Taking a Holistic Approach to Enrollment Management, Advancement, and Crisis Communications

Mon, 21 Sep 2020 11:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Cathy Baur, recently retired from California State University San Marcos, to discuss what it takes to lead a large, integrated marketing and communications division within higher education.

Drawing on her experience overseeing a department of more than 40 professionals, Cathy shares how marketing and communications can become a strategic partner across every area of an institution from enrollment management and university advancement to crisis communications and brand development. She reflects on the importance of building strong internal relationships, creating a consistent institutional brand, and ensuring communications teams have a seat at the leadership table.

Together, they explore the evolving role of marketing in higher education and offer practical insights for communications professionals looking to strengthen their institutions through strategic planning, collaboration, and effective leadership.

What You'll Learn:

How integrated marketing and communications can support institutional success.
Strategies for aligning marketing with enrollment management and university advancement.
Why building brand loyalty is essential in higher education.
Best practices for preparing and communicating during times of crisis.
Leadership insights for managing large marketing and communications teams.

Thanks for listening!

Connect with GradComm:
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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 2: Giving Noncredit Education its Day in the Sun

Tue, 01 Sep 2020 08:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom is joined by Chrissy Gascone, Interim Dean of Instruction and Student Services for the Division of Continuing Education at Santiago Canyon College, to spotlight the critical role of noncredit education in serving communities and expanding access to higher education.

While community colleges are often recognized for associate degrees and university transfer pathways, millions of adult learners rely on noncredit programs such as English as a Second Language (ESL), citizenship classes, adult high school diploma programs, workforce certificates, and courses for adults with disabilities. Chrissy discusses why these programs are frequently overlooked and shares how a strategic marketing campaign helped significantly increase enrollment while raising awareness of the life-changing opportunities noncredit education provides.

Together, they explore the importance of investing in marketing for continuing education, the unique challenges noncredit students faced during the COVID-19 pandemic, and why these programs deserve greater visibility within higher education. This conversation offers valuable insights for community college leaders, marketers, and adult education professionals looking to better connect with underserved learners and demonstrate the impact of noncredit education.

What You'll Learn:

Why noncredit and continuing education programs are essential to community colleges' missions.
How strategic marketing can increase awareness and enrollment in noncredit programs.
Why adult learners and noncredit students are often underserved in higher education marketing.
How noncredit programs adapted to support students during the COVID-19 pandemic.
Strategies for elevating the visibility and value of continuing education across campus.

Thanks for listening!

Connect with GradComm:
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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.

Ep 1: Overcoming the Deficit Perspective in Higher Education Fundraising

Mon, 10 Aug 2020 17:00:00 -0700

In this episode of Higher Ed Conversations, host Cheryl Broom sits down with Christina Romero, Executive Director of College Advancement & Foundation at Santa Ana College, to explore the evolving landscape of fundraising in higher education.

Together, they discuss how colleges can navigate today's fundraising challenges while keeping foundation board members engaged and invested in institutional success. Christina shares practical strategies for building meaningful donor relationships, strengthening philanthropic efforts, and telling authentic student stories that inspire support without feeling forced or overly polished.

Drawing from her extensive experience in community college advancement, Christina offers valuable insights for marketing, communications, and foundation professionals. While the conversation is rooted in the community college experience, the strategies and lessons shared are applicable to any higher education institution looking to strengthen fundraising efforts through authentic storytelling and relationship building.

What You'll Learn:

How higher education institutions can adapt fundraising strategies during challenging times.
Ways to keep foundation board members engaged and connected to the institution's mission.
Why authentic student storytelling is essential for successful fundraising.
How to communicate impact without sounding contrived or overly promotional.
Practical insights for advancement, marketing, and philanthropy professionals working in higher education.

Thanks for listening!

Connect with GradComm:
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Send us a message: GradComm.com

Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.