In this conversation, Jennifer Porter and John Azoni discuss the critical role of storytelling in fundraising, particularly within higher education. They explore how to connect donors to specific needs, the importance of collaboration across departments, and the impact of authenticity in donor engagement. Real-life examples illustrate how effective storytelling can resonate with donors and drive contributions. The discussion emphasizes the need for fundraisers to be open about challenges and to ...
Jul 02, 2025•54 min•Ep. 91
In this episode, John Azoni discusses the importance of storytelling in higher education content creation. He emphasizes the need to move beyond basic information sharing to create compelling narratives that resonate emotionally with audiences. The conversation covers the science behind storytelling, the distinction between narrative and declarative storytelling, and the significance of human-first thinking in crafting engaging content. John also provides practical examples and insights on how t...
Jun 18, 2025•37 min•Ep. 90
In this conversation, John Azoni and Rob Clark discuss the evolution of Rob's family brand on social media, the impact of COVID on their career paths, and insights from Rob's new book on social media success. They explore the importance of storytelling, audience engagement, and the balance between quantity and quality in content creation. In this conversation, Rob Clark and John Azoni discuss the unpredictable nature of content success on social media, particularly in the context of higher educa...
Jun 04, 2025•46 min•Ep. 89
In this conversation, Tony Sheridan shares his unique journey from a woodwork teacher to a marketing and communications manager at KAUST in Saudi Arabia. He discusses the transformative power of higher education, his innovative approaches to social media at the University of Limerick, and the importance of storytelling in effectively communicating the benefits of education. Tony emphasizes the need for creativity and inspiration beyond traditional higher education practices, advocating for a nar...
May 21, 2025•50 min•Ep. 88
In this conversation, Warren Cook, co-owner of Make Something Beautiful LLC, shares his journey from a creative director in advertising to a filmmaker focused on authentic storytelling. He discusses his passion for capturing unique stories in Fort Worth, the importance of personal connections in filmmaking, and his transition to working with Texas A&M. Warren emphasizes the value of quirky, offbeat campaigns that resonate with audiences and the significance of casting diverse voices to tell ...
May 07, 2025•50 min•Ep. 87
In this episode, John Azoni chats with Maya Demiskevich, a higher ed CMO, marketing strategist, and social media consultant. Maya shares how she overcame imposter syndrome and fear of judgment to start posting on LinkedIn—an intentional decision that changed the trajectory of her career. Since then, she’s presented at over 10 higher ed conferences, landed podcast features (including this one!), and built a thriving community. John and Maya dive into the mindset shift that helped her start creati...
Apr 23, 2025•48 min•Ep. 86
In this episode, John Azoni chats with Randolph Infinger, Senior Video Producer at Vanderbilt University, about his journey from digital marketing to video production, how Vanderbilt’s creative team is structured, and what it takes to produce videos that truly connect with audiences. Randolph shares his love for conceptual storytelling, explains how jazz influences his editing choices, and offers insight into balancing artistic freedom with brand consistency in a large institution. From project ...
Apr 09, 2025•43 min•Ep. 85
In this episode of Higher Ed Storytelling University, host John Azoni sits down with Heather MacBain, Head of Marketing at the University of Edinburgh. Heather manages a vast network of over 300 MarCom staff across the university, spanning marketing, communications, and stakeholder engagement roles. She shares insights on how their unique structure helps keep everyone aligned in messaging, branding, and strategy. Heather and John discuss the challenges of managing a decentralized marketing team,...
Mar 26, 2025•52 min•Ep. 84
In this episode, John Azoni sits down with Kathleen Barth, Digital Product Manager at 3 Enrollment Marketing, to discuss the ever-changing landscape of paid digital advertising for higher ed institutions. Kathleen brings a wealth of experience from the entertainment industry, having worked with Netflix, Warner Brothers, and Disney, before transitioning to enrollment marketing. They explore the differences between organic and paid marketing, the increasing costs of digital ads, and how higher ed ...
Mar 12, 2025•52 min•Ep. 83
In this solo episode, John Azoni breaks down the pros and cons of hiring an in-house videographer versus outsourcing video production. As the founder of UNVEILD, a video production company, you might expect him to push for outsourcing—but his perspective is refreshingly balanced. John emphasizes that the key factor in making this decision is having a clear video content strategy in place first. Without a distribution plan that dictates what types of videos your institution actually needs, hiring...
Feb 26, 2025•32 min•Ep. 82
My guest today is Matt Hames, a digital strategist at 3 Enrollment Marketing, where he specializes in helping higher ed institutions optimize their digital presence. Matt is passionate about how prospective students engage with organic digital content, and he leads digital labs at 3E, guiding schools on how to use platforms like YouTube more effectively. In this episode, Matt breaks down YouTube strategies for higher ed marketers. From answering key enrollment questions to leveraging YouTube Sho...
Feb 12, 2025•41 min•Ep. 81
In this lighthearted solo episode, John Azoni takes a humorous dive into common clichés in higher ed video marketing. From the overuse of drone shots to awkward diversity montages, John shares "wrong answers only" tips to spark conversation and reflection on how to elevate video storytelling. Drawing from personal experiences and industry anecdotes, he highlights the balance between creativity, practicality, and avoiding overplayed trends. John also shares hilarious contributions from LinkedIn c...
Jan 29, 2025•41 min•Ep. 80
My guest today is Laura Azoni, LMSW, a trauma and resiliency specialist with over 15 years of experience in trauma-informed care. Laura has worked extensively with survivors of mass violence, specializing in creating recovery strategies and empowering individuals to share their stories in a way that respects their dignity and well-being. In this episode, Laura shares insights on how higher ed marketers can approach storytelling with sensitivity, particularly when working with individuals who hav...
Jan 15, 2025•54 min•Ep. 79
In this episode, we chat with Michelle McMahon, Digital Marketing Officer at the University of Limerick. Michelle brings a wealth of experience, including her time as a journalist, radio presenter, and head of social innovation at Fleischmann Hillard. At UL, Michelle oversees innovative projects like the student-led social media officer program and the award-winning Stay Curious campaign. Michelle shares how her team creates impactful storytelling campaigns, integrates video-first strategies, an...
Dec 11, 2024•57 min•Ep. 78
My guest today is Amy West, Associate Vice President for Marketing and Brand Strategy at Bowling Green State University. With over 25 years at BGSU, Amy has led her team to national recognition through innovative, data-driven marketing and a collaborative, “social-first” approach. In this episode, Amy shares insights into how she built a high-performing marketing team that is both passionate and innovative. She discusses her approach to building a “social-first” strategy, the importance of story...
Nov 27, 2024•46 min•Ep. 77
My guest today is Brian Piper, Director of Content Strategy and Assessment at University of Rochester and author of "Epic Content Marketing for Higher Education." In this episode, Brian shares insights on content distribution, SEO strategies, and effective content marketing approaches for higher education institutions. Key Takeaways: Video distribution requires a comprehensive strategy beyond just posting to YouTube - consider multiple channels and formats AI tools like Opus Clips and Vidyo.ai c...
Nov 13, 2024•54 min•Ep. 76
My guest today is Dr. Meghan Grace, a generational expert, researcher, speaker, consultant, and podcast host. Meghan has spent a decade studying what shapes generations and makes them tick. She is the co-author of multiple books on Generation Z, including "Generation Z Goes to College." In this episode, Meghan discusses strategies for creating content that resonates with Gen Z audiences in higher education marketing. She shares insights on Gen Z's skepticism of institutions, their content prefer...
Oct 30, 2024•56 min•Ep. 75
My guest today is Alana Villemez, Founder & CEO of Most Likely to Succeed, an advisory firm for community college enrollment marketing. In this episode, Alana shares her insights on community college branding and marketing, discussing common branding blunders and strategies for effective brand perception. Key Takeaways: The importance of aligning brand perception with mission and values Three common branding blunders: brand dilution, brand undervaluation, and brand exaggeration The value of ...
Oct 16, 2024•43 min•Ep. 74
My guest today is Maria Kuntz, Director of Creative Communications and Services for University Advancement at University of Colorado, Boulder. In this episode, Maria shares her personal and professional journey, discussing her experiences as a student, single parent, and higher education professional. She provides insights on storytelling in higher education marketing, the challenges faced by students and caregivers, and the importance of understanding individual student needs. Key Takeaways: Pe...
Oct 02, 2024•42 min•Ep. 73
My guest today is Jarrett Smith, Senior Vice President of Strategy at Echo Delta, an education marketing agency solving higher ed's most pressing marketing problems with strategies designed for success. In this episode, Jarrett discusses Echo Delta's recent report on how politics affect students' college decisions and what that means for higher ed marketing and content creation. He shares insights on the extent to which state and campus politics influence student choice, students' key concerns, ...
Sep 18, 2024•52 min•Ep. 72
My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast. In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights ...
Sep 04, 2024•57 min•Ep. 71
My guests today are Ashley Budd and Dayana Kibilds, co-authors of "Mailed It: A Guide to Crafting Emails that Build Relationships and Get Results." Ashley is a digital strategy expert at Cornell University, while Dayana is a strategist and researcher at Ology, an agency in the higher ed space. In this episode, Ashley and Dayana discuss their new book "Mailed It" and share insights on effective email marketing strategies for higher education. They provide practical tips on crafting emails that en...
Aug 21, 2024•53 min•Ep. 70
My guest today is Brianna Blackburn, Manager of Social Media Strategy at Bowling Green State University (BGSU), where she leads the social media team cultivating an audience of more than 350,000 across platforms. In this episode, Brianna discusses BGSU's successful short-form video strategy on platforms like TikTok and Instagram Reels. She shares insights on creating engaging content, navigating platform algorithms, and balancing fun trends with informational posts. Brianna also touches on the i...
Aug 07, 2024•1 hr 16 min•Ep. 69
John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John addresses the challenge of top-of-funnel content drought in higher education marketing. He discusses the importance of top-of-funnel content in higher education marketing and strategies for creating engaging video content that resonates with prospective students before they're ready to be sold t...
Jul 10, 2024•18 min•Ep. 68
My guest today is Andy Murphy, Associate Director of Marketing at Siena College. In this episode, Andy shares insights on building and managing a video content creation team that includes full-time staff and student interns. Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life. Key Takeaways: Siena's video content team includes full-time staff and 10-15 student interns each semester. S...
Jun 26, 2024•49 min•Ep. 67
My guest today is Dr. Sheena C. Howard, an award-winning author, filmmaker, and professor of communication. In this episode, Dr. Howard discusses her book "Academic Branding: A Step-by-Step Guide to Increased Visibility, Authority, and Income," and how universities can empower their faculty to build their personal brands, which in turn benefits the institution. Dr. Howard shares her nine-step process for faculty to build their personal brands, focusing on the first six steps that are most releva...
Jun 12, 2024•46 min•Ep. 66
John Azoni is the founder of the Higher Ed Storytelling Podcast and Unveild, a video branding agency that helps colleges and universities tell compelling institutional stories. In this solo episode, John discusses effective content creation strategies for higher education institutions. He covers several key points: The Podcast Format Change John announces the podcast is moving to an every-other-week release schedule to allow more time to promote each episode. He encourages a "quality over quanti...
May 29, 2024•38 min•Ep. 65
My guest today is Joel Goodman, founder of Bravery Media. Joel helps colleges and universities increase their web conversion rates using hospitable design practices. In this episode, we discuss insights from the Simpson Scarborough CMO study and how it relates to budget constraints, staffing, and curating the best marketing communications team with the resources available. Joel shares his background, including working in web marketing roles at two universities before starting Bravery Media in 20...
May 15, 2024•1 hr 8 min•Ep. 64
My guest today is Kristin Nichols, a higher education marketing consultant with over 20 years of experience at top universities in the Northeast. In this episode, Kristin discusses how implementing project management tools like Trello helped unite her marketing teams, facilitated cross-pollination between departments, and enabled an efficient "internal agency" approach. Kristin shares how she successfully implemented Trello at UMass Lowell, creating dedicated workspaces for each college, enrollm...
May 08, 2024•51 min•Ep. 63
My guest today is R. Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University. In this episode, Ethan shares his vision for building a world-class marketing team and developing a national earned media strategy to amplify Texas A&M's brand. Ethan discusses the five priorities he's established for his team: building a world-class marketing team, establishing a comprehensive insight-based brand platform, providing brand assets for the campus to exe...
May 01, 2024•51 min•Ep. 62
