At Setup, we talk to a variety of Marketing experts in various industries who, surprisingly, share similar challenges, schools of thought, and advice. Showing that no matter where you are in your journey or what company you work for, you are not alone, and marketers gain value by sticking together. 

The latest in our industry blog interview series is a look at the Higher Education industry landscape. This particular topic interested us because Higher Education is loaded with changes - political, technological, and more. The pandemic brought to light some expectations and conversations, and may have changed operations moving forward. We spoke with Hallie Schorman, the Director of Enterprise Marketing and Research at Syracuse University.

1. What innovative changes are happening in the Higher Education space? 

There are changes happening all the time in Higher Education. 

Tackling Diversity + Inclusiveness

“Most recently we’ve seen the Supreme Court ruling that disallows using race as a factor in admissions. That’s a big change for our category and one that hampers our Diversity Equity Inclusion and Accessibility (DEIA) efforts. We’re having to get creative with our marketing messages. We want people to know that we’re a university that is welcoming to all, and we mean that from the bottom of our DNA. Syracuse University opened its doors in 1870 with the goal of promoting equal education for all. That was very unusual for the time, and something that we’ve worked hard to continue.” 

Admission Fluctuations 

“Remember that COVID also caused some major shifts in Higher Education (and education as a whole). Many universities, including Syracuse University, stopped requiring SAT/ACT scores for admission, and most have continued with that exception.” 

Increasing Remote Learning + Flexibility

“Remote learning is another change. COVID forced even the most reluctant universities to catch up with that technology, and even though most schools have returned to their former schedules, that technology still plays a part. In addition to my role in marketing, I am an adjunct professor teaching—you guessed it—marketing. At several points last semester, one or more of my students asked to join our in-person class remotely due to illness or travel. So having that option has provided some flexibility to our students (and faculty).”

2. Are there other industries or companies outside of this industry that you have looked to for inspiration and why? 

Schorman brings her vast experience from working for various industries while at a marketing agency into her current work. Turns out they all bleed together…

“In the world of marketing/advertising, I have been lucky enough to do ALL THE THINGS. Back when dinosaurs roamed the earth, I started my career on the creative side at an agency, then in the nonprofit space, and then back at a branding agency before joining Higher Ed, so I’ve worked with pretty much every type of industry. I draw on that experience every day. 

Believe it or not, marketing you did for an NBA team or an orthopedic device company also has relevance on Higher Education marketing. I remind my students to open their eyes, as well. The average American sees about 4,000-10,000 marketing messages PER DAY, even though many don’t register in our conscious minds. There’s so much you can learn just by paying attention.”

3. How have the last few years + virtual methods impacted the Higher Education industry? 

“It’s been both a blessing and a curse for education as a whole. 

There are so many gaps in student resources, and it’s difficult to create equity. We know there are students out there who fell behind and stayed there during and after COVID, and we need to address that. 

However, it also taught us all that there are other ways to educate. So, while I wouldn’t say we got it 100% right by any stretch, it was a wake-up call for many educators that we need to adapt with the times.”

4. What marketing lessons can other industries learn from the Higher Education space? 

“As I mentioned before, marketing is marketing is marketing. 

It’s all about differentiation and knowing your audiences. Higher Education is difficult because you have so many different audiences. You need to speak to high school and college students on their level, in a way that makes sense to them, but you also have members of academia who you are speaking to, and donors, and alumni, the list goes on and on. 

So you have to address each of these audiences in a way that appeals to them while still maintaining an authentic voice that is true to your brand. [Maintaining an authentic voice] is the key for marketing anything, not just Higher Education. And it only gets more complicated as time goes on. When I started my career, social media wasn’t even a thing. We’re marketers, but we’re also students of marketing because there’s always something new coming down the pike.”

Just like the students in Higher Education, marketers need to invest in continuous learning. It doesn’t necessarily take a pandemic to spark a massive change in your industry; being open to change, being willing to be flexible, and viewing things with an open mind can lead to optimal growth and a better outcome.