The Hidden Gem

Ep. 14: Mastering Strategic Enrollment Marketing: Top 10 Focus Areas (Part 2)

Episode Summary

In this two-part episode of Hidden Gem, Maya Demishkevich interviews Diane Burkett, Executive Director of Marketing and Public Affairs at College of the Mainland. Diane shares her comprehensive approach to strategic enrollment marketing, focusing on ten key areas that have driven significant growth and success for her institution. From optimizing websites and creating seamless student experiences to shaping public perceptions and leveraging innovative technologies, Diane offers valuable insights and practical strategies for higher education marketers. Tune in to learn how to navigate the complexities of enrollment marketing and build a cohesive and impactful brand identity.

Episode Notes

In this two-part episode of Hidden Gem, Maya Demishkevich interviews Diane Burkett, Executive Director of Marketing and Public Affairs at College of the Mainland. Diane shares her comprehensive approach to strategic enrollment marketing, focusing on ten key areas that have driven significant growth and success for her institution. From optimizing websites and creating seamless student experiences to shaping public perceptions and leveraging innovative technologies, Diane offers valuable insights and practical strategies for higher education marketers. Tune in to learn how to navigate the complexities of enrollment marketing and build a cohesive and impactful brand identity.

1. Audience Insights: Learn how to gather insights about your target audience through data analysis, surveys, and focus groups, and how these insights influence your marketing strategies.
2. Nurturing Existing Leads: Understand techniques for targeting and nurturing existing lead pipelines to boost enrollment, emphasizing follow-up communications and personalized engagement.
3. Innovative Technologies: Explore the latest technological innovations in enrollment marketing, such as AI-powered chatbots and advanced CRM systems, and their impact on marketing efforts.
4. Social Media Strategy: Discover the power of social media in boosting enrollment through a case study and learn best practices for leveraging social media platforms effectively.
5. Data-Driven Marketing: Understand the importance of data in shaping enrollment marketing strategies and see an example of a data-informed decision that significantly impacted enrollment.

The IMPACT Framework

Guest Name: Diane L. Burkett / Executive Director of Marketing and Public Affairs / College of the Mainland

Guest Bio: Diane L. Burkett serves as the executive director of marketing and public affairs at College of the Mainland. Her diverse professional career, spanning across the public and private sectors in both higher education and software. She possesses a broad experience in marketing, communications and public relations, including expertise in higher education marketing, omni-channel marketing, digital marketing, brand strategy, public affairs, and crisis communications.

During her tenure as executive director of marketing and public affairs at COM, she successfully led efforts to pass a $250 million general obligation bond, which will enable the college to fully complete its 10-year long-range plan to transform its facilities, expand academic offerings and optimize the student experience.

Prior to joining COM, Burkett served as a director of marketing for SnapStream, inc. She also spent eight years at the University of Houston, serving in a variety of roles and progressive marketing / recruitment positions for the C.T. Bauer College of Business, School of Continuing and Professional Education and the College of Optometry. She began her professional career in software, with cPanel, Inc.

Burkett has a master's degree in Instructional Technology and a bachelor's in communications with an emphasis in public relations from Mississippi State University.