Category: Marketing | Positioning | Branding

In this episode of Changing Higher Ed, Dr. Drumm McNaughton speaks with Dr. Roger Douglas, Dean for International Programs and Development at St. Martin’s University. The discussion focuses on how international student recruiting is changing and what higher education leaders must do to adapt.

What you’ll gain from listening to this podcast:

✓ 23 Touchpoints Reality: Why international recruitment now takes 23 structured touchpoints with students and families before they commit.

✓ First-Offer Advantage: How graduate students often choose the first university to deliver an admissions decision and aid package.

✓ Safety and Visa Concerns: What families are asking about U.S. safety and how visa backlogs are reshaping decisions.

✓ Retention That Matters: Why programs like host family placements, faculty check-ins, and cultural immersion are as critical as recruitment.

✓

In this episode of Changing Higher Ed, Dr. Drumm McNaughton speaks with Max DesMarais, CEO of digital marketing agency Vital, about how colleges and universities can strengthen their enrollment marketing strategy to reach the right students, improve program visibility, and align offerings with actual market demand.

Max outlines how institutions can use research, content, and full-funnel marketing to adapt in an increasingly competitive landscape where rising ad costs and shrinking enrollment pools demand smarter, not just more, marketing.

What you’ll gain from listening to this podcast:

✓ Enrollment Marketing Strategy – How to build and execute full-funnel campaigns that reduce costs and increase applications

✓ Program Differentiation – Why clear messaging and student-centric content drive engagement

✓ Research-Driven Planning – How to validate program demand before launching new degrees or

In this episode of Changing Higher Ed, Drumm welcomes Caitlin Andersen, founder and principal consultant at Auxilium Education, to discuss effective methods for U.S. universities to support and attract international students.

Podcast Overview:

• Insights into the value international students bring to U.S. campuses and the challenges in recruiting them.

• Strategies for highlighting career opportunities, industry partnerships, and STEM programs.

• Practical advice on optimizing online presence, hosting virtual events, and addressing visa concerns.

• Vision for comprehensive support systems tailored to international students’ needs.

• Guidance for university leaders on focusing recruitment efforts and leveraging data-driven insights.

This episode provides valuable ideas for higher education leaders committed to enhancing their institution’s global appeal and creating a diverse, vibrant campus community.

Success strategies for continuous enrollment growth in a declining market. Dr. Nathan Long shares how Saybrook’s enrollment is beating the odds.

Higher education enrollment is facing two major catalysts – the enrollment cliff and COVID-19 – both of which are forcing institutions to transform. According to Jim Bouse, Director of Enrollment Technology for the University of Oregon, it’s important for colleges and universities to take a holistic approach to student enrollment to achieve growth and stability.

Facing declining enrollments due to changing demographics and societal factors, many higher education institutions are engaging in marketing practices that don’t make sense. Instead, institutions should consider embracing marketing strategies that are based on informal and formal market research. Developing these strategies should include reviewing current messages, crafting new messages, and reallocating resources from ineffective marketing efforts to promising pilot programs.