Driving Change in Higher Education with Kathleen Stockham, CMO of South College

The Revenue-Driven CMO

In this episode of Revenue Driven CMO, Kathleen Stockham, the CMO of South College, discusses her innovative strategies in higher education marketing. She emphasizes the importance of getting out of the boardroom to engage directly with consumers and perform competitive analysis. Kathleen shares her experiences from her extensive marketing career across e-commerce and education sectors. She explains her approach to making South College's marketing more consumer-centric by revamping the mobile-first website, using videos, unifying the brand, and implementing an attribute-based email platform. Kathleen talks about her methods for gathering student insights, her passion for making a significant impact on student's lives, and how her team has embraced radical change to drive growth and improve retention rates in the education sector. Takeaways:

~Avoid the Echo Chamber: Get out of the boardroom and avoid the echo chamber. Engaging directly with consumers, spending time on competitive analysis, and observing market trends in person can provide a broader picture and valuable insights that are often missed in closed settings.

~Grassroots Engagement: As a leader, commit to grassroots engagement with your audience. Talking directly to consumers and understanding their experiences can provide genuine insights. It mirrors the approach of getting out and having direct conversations, which can offer unexpected and pivotal information.

~Cross-Industry Application: Consider leveraging tactics and strategies from other industries. For example, applying e-commerce techniques in higher education marketing was effective for Kathleen Stockham. Adopting cross-industry strategies can offer innovative solutions to common challenges.

~Transparency and Simplification: Simplify and demystify your product or service offerings. Using layman's terms and explaining the benefits clearly can attract and retain consumers more effectively. This is akin to breaking down complex educational programs into understandable, relatable terms. ~Mobile-First Strategy: Prioritize the mobile user experience. With mobile traffic constituting a significant portion of web visits, ensuring that your website is mobile-friendly can enhance user engagement and satisfaction. A mobile-first approach was pivotal in transforming South College's website.

~Personalized Communication: Invest in attribute-based personalized communication strategies. Customized messaging based on user attributes and behaviors can significantly enhance engagement and conversion rates. For instance, Kathleen implemented a personalized email strategy that responded to specific user needs and stages in their journey.

~Brand Consistency: Unify your brand's look and feel across all platforms and communications. Consistent branding helps in building a strong identity and trust with your audience. This involves standardizing colors, designs, and messaging, ensuring a cohesive experience everywhere your brand appears.

Quote of the Show: “going to college is a life-changing experience, you are impacting somebody's life and their trajectory” - Kathleen Stockham

Links: LinkedIn: https://www.linkedin.com/in/kathleen-stockham-02895773/ Website: http://south.edu/

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The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/