Podcast
Higher Ed Conversations
Hosted by Cheryl Broom · EN
Join host and CEO of GradComm, Cheryl Broom as she sits down with higher education experts to discuss trends in marketing, communications, advancement and student success.
12episodes
Episodes
Newest firstAll episodes
Ep 82: Why Higher Ed Leaders Should Show Up on LinkedIn
5d ago00:29:39Tap to summarizeLinkedIn 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 presenceWhy presidents and senior leaders should be visible on LinkedInHow colleges can use LinkedIn to connect with donors, employers, students, and community stakeholdersWhy authenticity matters more than polished corporate messagingHow AI tools like Claude can support writing without replacing a leader’s voiceThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
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Ep 81: Quick Take: The Three T's Behind Better College Marketing
3w ago00:11:30Tap to summarizeCollege 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: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
Transcribe →Ep 80: Why Community College Isn't Plan A
Jul 100:30:22Tap to summarizeFor 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: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
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Ep 79: Quick Take: Higher Ed Has a Math Problem
Jun 1600:10:51Tap to summarizeHigher 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 shiftHow adult learners are changing the higher ed landscapeWhy trust in higher education matters for enrollment successHow colleges can rethink messaging around value and outcomesWhy the student experience is becoming the next competitive advantageThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
Transcribe →Ep 78: Why Most Colleges Aren’t Ready to Be Different
Jun 100:34:50Tap to summarizeIn 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 differentiationHow to uncover what truly makes a college uniqueThe balance between innovation, legacy, and belongingHow storytelling can close the gap between identity and perceptionWhy making hard decisions is critical for long-term institutional sustainabilityThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
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Ep 77: Quick Take: Why College Marketing Teams Should Operate Like Agencies
May 1500:12:56Tap to summarizeCollege 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 supportThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
Transcribe →Ep 76: Inside a Public Records Crisis and How to Prepare for One
May 100:35:56Tap to summarizeWhat 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.eduWhat You’ll Learn:What “First Amendment auditors” are and why they target collegesHow a single interaction can escalate into a full-blown reputational crisisThe 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 peopleThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
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Ep 75: Quick Take: AI Search Is Changing Everything. Are You Ready?
Apr 1500:12:34Tap to summarizeFor 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 industriesHow AI tools are changing student search behaviorWhat Google’s AI summaries mean for your trafficWhy a drop in website visits doesn’t equal poor performanceHow to start adapting your marketing strategy for an AI-first landscapeThanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
Transcribe →Ep 74: Your Brand Isn’t for Everyone, And That’s the Point
Apr 100:37:03Tap to summarizeToday’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 storytellingHow to uncover and leverage the human truth in your institution’s storiesWhy your brand shouldn’t try to appeal to everyone (and what happens when it does)How Purdue built alignment across a decentralized campusHow to create messaging frameworks that resonate with different audiences Thanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
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Ep 73: Quick Take: Why Your College Website Search Isn’t Working and How AI Can Fix It
Mar 1600:14:57Tap to summarizeWebsite 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 websitesThe impact that poor search experiences have on prospective studentsHow AI is changing the way users search for information onlineWhy content strategy plays a critical role in search performancePractical ways colleges can improve website search and user experience Thanks for listening!Connect with GradComm:Instagram: @gradcommunicationsFacebook: @GradCommunicationsLinkedIn: @gradcommSend us a message: GradComm.comHigher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.
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