Appendix B

Candid conversations about higher ed in 10 minutes or less.

Appendix B Episode 19, text is present that reads, "Reducing friction points and impacting Summer Melt"
Episode 19 —

Friction points and their impact on Summer Melt

It’s cruel (cruel) cruel Summer (Melt).

And a really low-hanging fruit sort of way to address it is by taking a look at the role of friction in the acceptance-to-enrollment journey for students.

Joel talks about the importance of identifying friction points within the process and shares tips on how to mitigate them from a user experience and service design perspective.

And Kristin, drawing from her UX background, stresses the significance of giving students control over the onboarding process.

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Appendix B Episode 18, text is present that reads, "Not today, Summer Melt"
Episode 18 —

Not today, Summer Melt

How can Higher Ed marketers deal more effectively with summer melt?

It starts by maintaining some continuity in content strategy during the summer months. Marketing materials that incoming students are receiving should be similar in tone to what they’ve been used to.

If we treat the new student experience as “onboarding,” we can create a strong foundation for the incoming class.

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Appendix B Episode 14, text is present that reads, "Is your website your employee of the month?"
Episode 14 —

Is your website your employee of the month?

A college or university website should reflect the organization behind it, and if things are going well, it should act as an employee of the institution itself. However, if there’s a mismatch between operations and the website, it can cause confusion for all stakeholders.

This confusion can lead to problems with on-page content, design, and information architecture. So avoid making promises on the website if you can’t actually fulfill them because of staffing limitations.

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Appendix B Episode 13, text is present that reads, "AI and the erosion of trust in Higher Ed"
Episode 13 —

AI and the erosion of trust in Higher Ed

That AI. So hot right now.

In a world where Higher Ed MarComm professionals are always seeking out more efficient workflows, large language models like ChatGPT have been touted as the modern marketer’s “ultimate weapon.”

However, Higher Ed has a trust problem, and because of that, we need to transparent with our audiences about when and where we’re using AI. Especially in situations where they expect to interact with actual humans.

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Appendix B Episode 12, text is present that reads, "Whoops! Campus leaders made the wrong hiring decision. Now what?"
Episode 12 —

Whoops! Campus leaders made the wrong hiring decision. Now what?

Campus leadership doesn’t always know how to hire the right people for technical roles, but they need to figure it out. Understanding where knowledge gaps exist, and filling them with the right people and tools will be essential for staying competitive over time.

The cost of hiring the wrong person is just too great.

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Appendix B Episode 11, text is present that reads, "The cost of hunting unicorns."
Episode 11 —

The Cost of Unicorn Hunting

In Higher Ed, when job descriptions are too broad, and there’s not enough specificity about the required skills and responsibilities, they end up attracting employees who try to do it all. And that often leads to burnout.

Instead, what if we left it to the potential employees to interpret the roles? What if we let them guide and shape the roles over time?

Joel and Kristin think this will happen more and more as folks realize their worth and the value of their time.

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Appendix B Episode 10, text is present that reads, "No more unicorns."
Episode 10 —

No More Unicorns

If you work in Higher Ed, you’ve likely either worked with a Unicorn or, you’d describe yourself as one.

Either way, you probably know that they typically have a wide range of skills and can do many different things well.

It’s not all sunshine and rainbows, though. Unicorns typically experience burnout, high turnover rates, frustration with slower-moving colleagues, and being underemployed.

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Appendix B Episode 8, text is present that reads, "Just because your institution can have a podcast, doesn't mean it should."
Episode 8 —

Just because your institution can have a podcast, doesn’t mean it should

Does your college or university have a podcast? Do you even think it needs one?

Just like any new media-based venture, many questions need to be asked before even considering it.

Otherwise, the person in your comms office that has a Blue Yeti and some time to spare, is gonna answer that question for you.

And trust us, it won’t end well.

Info about Gen Z’s Podcast Consumption Habits

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Appendix B Episode 7, text is present that reads, "Breaking out of Emergency Mode."
Episode 7 —

Breaking out of Emergency Mode

How many times have you heard, “you know, not everything is an emergency,” in your campus’s MarComm office?

Does your marketing strategy feel more “reactive” than anything?

Are you constantly putting out fires?

Let’s talk about why that might be.

Sometimes it’s because you’re underfunded, or there’s been a change in leadership, but often, it just comes down to setting proper goals and expectations based on the size and abilities of your team.

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Appendix B Episode 6, text is present that reads, "Responsible Website Stewardship."
Episode 6 —

Responsible Website Stewardship

College and University websites need responsible stewardship in order to be successful.
It’s as simple as that.

If you’re spending hundreds of thousands of dollars on it, you better understand if it’s paying dividends, and, most importantly, if it’s aiding in the student experience. 
The key is to stay on top of web and digital trends, run tests continuously, and always be learning.

Any questions?

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Appendix B Episode 5, text is present that reads, "Higher Ed's Differentiation Problem."
Episode 5 —

Higher Ed’s Differentiation Problem

Why is it so difficult for Higher Education institutions to differentiate themselves from each other?

Some institutions push their MBA programs as being new, different, and innovative, but the perceived product of education remains the same.

And trying to differentiate based on corporate marketing techniques won’t work in Higher Education marketing because most institutions are in a model of co-opetition with their peers.

Then there are all of the various structures in place that limit institutional flexibility.

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Appendix B Episode 4, text is present that reads, "Avoiding the Procurement Blues."
Episode 4 —

Avoiding the Procurement Blues

When your department is purchasing new software, tools, or maybe even a CMS, are you thinking about what the user experience will be like for your staff?
Help them help YOU avoid the procurement blues.
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Appendix B Episode 3, text is present that reads, "Dealing with Content and Technical Debt."
Episode 3 —

Dealing with Content and Technical Debt

Joel’s most terrifying recurring dream isn’t about zombies or falling, it’s about the mountains of technical debt on college campuses everywhere.

And Kristin is constantly horrified by content debt and its role in slowing down efficiencies throughout the MarComm office.

What can be done?

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Appendix B Episode 2, text says "Higher Ed Wishlist for 2023."
Episode 2 —

Higher Ed Wishlist for 2023

New year, new Higher Ed wishlist! Joel and Kristin talk about their hopes and dreams for Higher Ed in 2023.

Joel hopes web professionals will keep their eyes fixed on page speed optimization, while Kristin is focused on efficient content strategies.

What’s gonna happen?

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Appendix B - If you build it, they won't come. From Bravery Media.
Episode 1 —

If you build it, they won’t come

Welcome to Appendix B from Bravery Media!

In our first episode, Joel and Kristin discuss the missteps that institutions can sometimes take with their websites. Just because YOU really like that homepage carousel or giant social media feed, doesn’t mean it actually helps prospective students in their journeys. Do better!

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