Fresh Perspectives: Insights from AMA Higher Ed 2024
As I reflect on last month's AMA Higher Education Marketing Symposium in Las Vegas, I'm energized by the conversations and connections that emerged. As someone who has spent more than two decades in higher education marketing, these gatherings are always invigorating – a chance to reconnect with old colleagues and meet new faces who share our passion for advancing higher education through effective marketing and communications.
This year felt particularly special as I introduced many colleagues to Apiarion, my new consulting practice focused on helping colleges and universities optimize their marketing operations. The response was enlightening. Many drew parallels to the concept of a fractional CMO, and while there's some overlap, I realized it might be helpful to clarify exactly how Apiarion serves higher education institutions.
When Marketing Teams Need Support
Through numerous conversations at AMA Higher Ed, several common themes emerged about when institutions typically seek external marketing support:
During leadership transitions
When facing enrollment challenges
While implementing new technologies or processes
After organizational restructuring
When preparing for reaccreditation
These situations often benefit from an external perspective – someone who can evaluate current operations, identify opportunities for improvement and help implement positive changes.
Starting Small to Think Big
One insight that resonated strongly during my conversations was the value of starting with focused workshops. These sessions give institutions a taste of our approach while providing immediate value through actionable insights and recommendations. They're also an excellent way for teams to experience our collaborative methodology and determine if a larger engagement might be beneficial.
The Timing Question
As we move deeper into 2024, many marketing leaders at the symposium expressed interest in making meaningful improvements to their operations. These early months of the year often provide the perfect window for assessing and optimizing marketing operations. This time allows teams to step back, evaluate their current practices and plan for strategic improvements that can impact the entire year ahead.
Beyond the Fractional CMO
While the fractional CMO concept offers valuable benefits, Apiarion's approach is distinct. Rather than temporarily filling a leadership role, we focus on optimizing existing marketing operations through our comprehensive framework. This includes evaluating and enhancing:
Team structure and skills
Strategic priorities and resource allocation
Workflows and processes
Policies and guidelines
Promotional strategies
Performance measurement
A Connected Perspective
One of the most valuable assets I bring to institutions is two decades of connections and experiences with vendors and consultants across higher education marketing. Having worked with numerous partners for design, branding, messaging, web development, CRM implementation, email systems, video production, social media and other specialized services, I can help institutions evaluate their needs and find the right fit for their specific situation.
This network of relationships, combined with my experience working with different types and sizes of institutions across the country, allows me to serve as an unbiased advisor when institutions are considering new partnerships or services. Whether you're exploring a website redesign, implementing a new CRM or seeking specialized creative services, I can help evaluate options and recommend partners that align with your institution's needs, culture and budget.
Looking Forward
The energy and enthusiasm at AMA Higher Ed reinforced what I've long believed: higher education marketing professionals are among the most dedicated and innovative in our field. They're constantly seeking ways to improve their operations and better serve their institutions.
Whether you're facing specific challenges or simply seeking to enhance your marketing effectiveness, there's never a wrong time to start the conversation about improvement. The early months of 2025 offer an ideal opportunity to evaluate and optimize your marketing operations through both focused workshops and comprehensive assessments.
