Podcast
Higher Ed Storytelling University
Hosted by John Azoni · EN
A podcast dedicated to helping higher ed marketers tell better stories and enroll more students.
Hosted by video producer and storytelling coach, John Azoni, these episodes provide quick-win practical advice you can put to use in your marketing right away.
13episodes
Episodes
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#104 - Why College Websites Are Failing Prospective Students and How to Fix It w/ Pez Perry from Squiz
Feb 2500:52:01Tap to summarizeMy guest today is Pez Perry (Robert Perry), Principal Consultant at Squiz. In this episode, Pez shares his expertise on why most higher education websites fail prospective students and what institutions need to do differently.Pez discusses the fundamental disconnect between how universities organize their websites (around internal structures and stakeholder priorities) versus how prospective students actually search for information. He explains why the future of university websites looks more like ChatGPT than traditional navigation menus, and offers practical advice for making websites more user-centered.Key Takeaways:Most university websites are organized around internal departments and leadership priorities rather than user questions and needs.Red flags of poor website design include president statements on the homepage, navigation by department names, heavy jargon, and homepage carousels with drone footage.Prospective students don't understand university terminology like "provost," "dean," "bursar," or "vice chancellor."The future of university websites is moving toward ChatGPT-style interfaces where users ask questions in natural language and receive immediate answers.Gen Z students (your future applicants) already expect AI-powered, conversational interfaces in their daily lives.University of Edinburgh embeds scholarship information directly on course pages, eliminating the need for students to navigate away to find financial aid details.Monash University gives departments freedom to experiment with content within clear brand guidelines.Universities are innovation hubs in research but surprisingly conservative in their digital communication strategies.The quickest win: eliminate jargon, acronyms, and high readability levels from your website content.Don't assume you know what students want—ask them through surveys, webinar registration questions, and intake forms.Content should answer user questions first, then deliver brand messaging second.Connect With Pez:LinkedIn: https://www.linkedin.com/in/robertpezperry/Resources Mentioned:University of Edinburgh website: https://www.ed.ac.uk/Monash University website: https://www.monash.edu/Squiz: https://www.squiz.net/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter
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#103 - Reversing a 40% Enrollment Drop at Montana University w/ Jenny Petty & Stephanie Geyer
Feb 1101:02:24Tap to summarizeIn this episode, Jenny Petty and Stephanie Geyer talk about their experiences in higher education marketing, focusing on their collaborative efforts at the University of Montana. They discuss the challenges of enrollment decline, the importance of storytelling, and the revitalization of campus traditions. The conversation also touches on the significance of indigenous representation and the future of marketing strategies in higher education.TakeawaysThe importance of mentorship in career development.Building a modern marketing team requires collaboration and innovation.Revitalizing campus traditions can enhance community engagement.Storytelling is a powerful tool in higher education marketing.Indigenous representation is crucial for fostering belonging.Enrollment strategies must adapt to changing demographics.Creating a brand identity requires input from the entire campus community.Digital marketing strategies are essential for modern enrollment efforts.Emphasizing retention is as important as recruitment.Continuous learning and adaptation are key in higher education marketing.Links:Jenny’s Linkedin: https://www.linkedin.com/in/jennydurnanpetty/Stephanie’s Linkedin: https://www.linkedin.com/in/stephanie-geyer-553a862/Subscribe to the Higher Ed Storytellers Digest. A weekly newsletter for higher ed MarCom leaders: unveild.tv/newsletter
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#102 - The Tiny Team Behind Felician University’s Viral Short-Form Video Hits w/ Christine Albano
Jan 2800:45:12Tap to summarizeIn this conversation, Christine Albano discusses her journey in social media management within higher education, particularly at Felician University. She shares insights on the importance of social media as a research tool for prospective students, the creative processes behind successful campaigns, and the challenges of managing a student content team. Christine emphasizes the need for authenticity in content creation and the role of AI as a supportive tool in marketing strategies. The discussion also covers engagement strategies, including giveaways and contests, and the future direction of Felician's content strategy, including a new podcast initiative.Key Takeaways:1. Social media is how prospective students research colleges: Platforms like Instagram and TikTok function as search engines, giving students a real look at campus life before they ever visit a website.2. Strong engagement comes from relevance and creativity: Content performs best when it highlights real experiences, hands-on learning, and student voices rather than polished marketing clichés.3. Student content teams need structure, trust, and training: Clear guardrails, hands-on coaching, and shared creative processes help students contribute effectively while staying on brand.4. Giveaways and interactive formats can drive real momentum: Well-designed campaigns (like Felician’s anti-melt giveaway) can sustain interest, boost engagement, and support enrollment goals.5. Authenticity and smart use of AI strengthen content strategy: Honest storytelling resonates most, while AI works best as a supportive tool for ideation, captions, and efficiency—not a replacement for human creativity.Relevant links:Instagram: https://www.instagram.com/felician_university/TikTok: https://www.tiktok.com/@felicianuniversityYoutube: https://www.youtube.com/@FelicianUniversityLinkedin: https://www.linkedin.com/school/felician-university/Facebook: https://www.facebook.com/felicianuniversity
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