From Brand to Experience: The New Rules of Higher Education Marketing

Marketing Is No Longer Just About the Brand

Today's learners judge institutions by every interaction—not just every campaign. From a prospective student's first website visit to their experiences as students and alumni, every touchpoint shapes perception, trust, and long-term engagement.

Join senior enrollment and marketing leaders from Concordia University Texas, PennWest University, and Bellarmine University as they explore how institutions are shifting from brand-first strategies to experience-driven engagement. You'll hear how they're breaking down organizational silos, aligning teams around institutional goals, and creating connected experiences that strengthen recruitment, improve retention, and build lifelong learner relationships.

In This Discussion, You'll Explore

• Why learner experience has become a competitive advantage for higher education institutions.
• How marketing, enrollment, and communications leaders are partnering to drive institutional growth.
• Practical strategies for creating consistent, personalized experiences across the learner lifecycle.
• What's next for higher education marketing—and how your institution can prepare.

Featured Panelists

Elaina Jackson
Vice President of Enrollment Management, Marketing & Communications
Concordia University Texas

Jeff Bender
Executive Director of University Marketing
PennWest University

Lauren Keeling
Vice President for Enrollment, Marketing and Communication
Bellarmine University