In this episode, John Azoni interviews Cory Glover, a Marketing Cloud Manager at the University of Michigan Dearborn, about reducing friction in email campaigns. They discuss the importance of personalization, the challenges of managing email communications, and the impact of strategic changes in messaging. Cory shares insights on improving student engagement through dynamic content and storytelling, emphasizing the need for clear, actionable communication. The conversation also touches on the role of technology in enhancing the student experience and the significance of creating a seamless journey for prospective students. They also review slides from a presentation that demonstrate the effectiveness of visual changes, such as adding icons, in improving email readability.
To view the presentation slides referenced in this episode click here.
Takeaways:
Chris Rapozo shares his journey from Germany to the United States, discussing his experiences as an international student and the cultural challenges he faced. He emphasizes the importance of addressing the emotional needs of international students and the role of content in supporting their retention. The conversation also touches on the significance of personal connections and the impact of life decisions.
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In this conversation, Cheryl Broom, a leading expert in higher education marketing communications, discusses her experiences and insights into the challenges and strategies in marketing for community colleges. The discussion covers the importance of branding, the nuances of RFPs, and the parallels between student recruitment and online dating. Cheryl also reflects on the role of LinkedIn as a powerful networking and marketing tool, and on her viral “Don’t Tell Marketing” series, which underscores the risks of inconsistent branding. Throughout, she emphasizes the need for effective communication and collaboration between marketing and admissions departments to improve student engagement and enrollment processes.
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In this conversation, John Azoni discusses the challenges and strategies of video content creation in higher education. He emphasizes the importance of a unified video strategy, intentional content creation, and the concept of 'going long to go short' to maximize engagement and meet institutional goals. Azoni also highlights the need to empower non-professionals in video production to enhance content quality and reach.
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In this episode, John Azoni discusses the integration of AI tools in video production, focusing on how they enhance workflow, improve collaboration, and streamline the creative process. He shares insights on using AI for transcriptions, casting, scripting, and audio cleanup, emphasizing the transformative impact of these technologies on content creation.
Key Takeaways:
In this conversation, John Azoni and Seth O'Dell discuss the integration of AI in marketing, particularly within the context of a digital marketing agency. They explore the challenges and opportunities presented by AI, emphasizing the importance of understanding its limitations and leveraging it as a tool to enhance creativity and efficiency. Seth shares insights on implementing AI strategies, the tools being used, and the future of AI in content creation, ultimately advocating for a balanced approach to AI adoption in the marketing landscape.
The AI tools that were referenced in the episode are these:
🔧 1. ChatGPT Teams
Used by both your team and Seth’s for research, scriptwriting, and creative ideation.
🔗 https://openai.com/chatgpt/teams
🧠 2. Whispr Flow
Used by Seth for voice-to-text input directly into any field (especially ChatGPT).
🔗 https://wisprflow.ai/
🎥 3. Loom (with AI SOP feature)
Used to record processes and auto-generate standard operating procedures from video.
🔗 https://www.loom.com
📞 4. Fathom
Used to record, transcribe, and summarize meetings, generating notes and follow-up actions.
🔗 https://fathom.video
🎙 5. ElevenLabs
Used to clone voiceover artists for scratch tracks and real VO in marketing videos.
🔗 https://www.elevenlabs.io
🎬 6. Opus Clip
Used for cutting up video content (e.g., podcast clips) into short-form, AI-generated social videos.
🔗 https://www.opus.pro
🖼 7. Adobe Generative Fill (Photoshop)
Used to extend image backgrounds, clean up photos, and add visual elements using AI.
🔗 https://www.adobe.com/products/photoshop/generative-fill.html
🎞 8. Google Veo
Used for abstract generative video, particularly when reenactments or B-roll are unavailable.
🔗 https://deepmind.google/technologies/veo
🖥 9. Canva Magic Design (AI-powered slides)
Used by you to turn strategy outlines into full AI-generated presentation slides.
🔗 https://www.canva.com/magic-design/
🔑 Key Takeaways
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 use data and stories effectively to engage their audience.
🎯 Key Takeaways from the Episode:
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 to ask better questions to elicit more meaningful stories from individuals, ultimately aiming for content that is memorable and impactful.
Key Takeaways:
Links:
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 education marketing. They emphasize the importance of balancing quality and quantity in content creation, understanding trends without losing brand identity, and defining success in social media efforts. The discussion also highlights the need for consistent content creation and the evolving role of social media in marketing strategies for universities.
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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 narrative-driven approach to marketing that highlights the benefits rather than just the features of educational programs. In this conversation, John Azoni and Tony discuss the critical role of storytelling in content creation, particularly in higher education. They explore the differences between narrative and declarative storytelling, the importance of engaging hooks, and the necessity of conflict in storytelling. Tony shares his experiences working in Saudi Arabia, emphasizing cultural sensitivity and the need for diverse representation in storytelling. The discussion concludes with practical tips for effective storytelling, encouraging content creators to focus on their audience's needs and the overarching narrative they wish to convey.
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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 compelling narratives. In this conversation, John Azoni and Warren discuss the intricacies of higher education marketing, focusing on the production process, the importance of authenticity, and the creative risks involved in storytelling. They share insights from their experiences, including the challenges and rewards of filming in various settings, the recognition received for their work, and the future projects on the horizon for Make Something Beautiful. The discussion emphasizes the need for higher ed marketers to push boundaries and create content that resonates with students.
What You’ll Learn:
Resources & Links:
Links to things they referenced:
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 creating, how she balances LinkedIn content with a busy life, and the power of staying curious and authentic online. They also explore Maya’s entrepreneurial ventures—from a food business to higher ed analytics—and how experimentation fuels her creativity.
Whether you’re trying to grow your LinkedIn presence or find the courage to start sharing, Maya’s story will inspire you to take the leap.
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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 workflows to platform-specific content strategies, this is a must-listen for higher ed marketers navigating in-house video production.
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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, the importance of maintaining brand consistency, and how Edinburgh fosters a strong community of practice among its marketing professionals. They also dive into the impact of social media, the power of professional development, and how to create clear vision and autonomy within a large institution.
Key Takeaways:
If you’re looking for insights on marketing leadership, brand management, and building a strong internal marketing community, this episode is for you.
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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 institutions can make the most of their advertising budgets. Kathleen also shares insights on why hyper-targeting is becoming more difficult, the impact of privacy regulations on paid media, and practical strategies for running effective digital campaigns.
Key Takeaways:
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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 in any direction is a waste of budget.
Key Takeaways:
John’s ultimate advice? Start with strategy, then decide who is best equipped to execute it. If you’re just firing off random video requests, you’re burning budget inefficiently—whether in-house or outsourced.
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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 Shorts, he shares actionable insights on how colleges and universities can stop treating YouTube as a dumping ground and start using it as a powerful recruitment tool.
Key Takeaways:
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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 commenters, adding a community-driven twist to the discussion. Whether you're a higher ed marketer or just love good video banter, this episode is sure to entertain and inspire!
Key Takeaways:
Bonus: Listener Contributions from LinkedIn
John shares community-generated “wrong answers only” tips, like:
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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 have experienced significant challenges. She discusses the importance of honoring consent, creating a safe and empowering environment for storytellers, and balancing institutional goals with ethical storytelling practices.
Key Takeaways:
Resources Mentioned:
Donate to Sanctuary Services for trauma recovery scholarships: sanctuaryservices.org/donate
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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, and empowers students to lead content creation. From heartwarming Christmas videos to showcasing groundbreaking research, Michelle reveals how her small but agile team manages to stand out in higher ed marketing.
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Featured Campaigns:
Resources mentioned:
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