Breaking Silos

On this episode of Breaking Silos, Shane is joined by an interdepartmental team of marketing, admissions and communications from William & Mary to discuss how they created a student social media ambassadors program called “Wrenfluencers” at the historic institution. Learn how this student-created content has helped bolster the school’s content strategy and fill content gaps many institutions might not have the bandwidth to address.

Join Tiffany Beker, Emily Phillips and Caroline Ward for tips on launching an initiative like this and ensuring content aligns with brand standards while maintaining a unique student-created feel.

Guest Names:
Tiffany Broadbent Beker, Director of Digital Marketing, William & Mary
Caroline Ward, Sr. Assistant Dean of Undergraduate Admission, William & Mary
Emily Phillips, Assistant Director, Social Media Strategy, William & Mary

Guest Socials:
Tiffany - https://www.linkedin.com/in/tbroadbent/
Caroline - https://www.linkedin.com/in/emilybphillips/
Emily - https://www.linkedin.com/in/caroline-ward-a170b1247

Guest Bios:
Tiffany Broadbent Beker is the Director of Digital Marketing for University Marketing at William & Mary, leading the office's digital strategy across its three priorities of enrollment, advancement, and institutional reputation. After an initial stint as a software developer at two technology startups, she returned to W&M (her graduate school alma mater) in 2010 as a web developer and its first social media coordinator. In 2017 she transitioned to her current role as part of University Advancement. She has presented at HighEdWeb, CASE Social Media & Community, and the College Communicators Association of Virginia and D.C. (CCA) Conference. She is a past president of CCA, leads the Management and Leadership Community Group for HighEdWeb and is one of W&M’s Institutional Representatives to the American Council on Education's Women's Network for Virginia.

Caroline Ward has been a member of the William & Mary admission team for nearly eight years. She is a Senior Assistant Dean within the Office of Undergraduate Admission. Caroline graduated from Miami University in Ohio with a Bachelor of Arts and she also holds a Master of Education from William & Mary in Higher Education Administration. She currently leads international recruitment efforts. She is the regional dean for Washington, D.C., New York City (NY), New Jersey, and all international territories. She collaborates with social media groups as well as marketing and communication teams.

Emily Phillips oversees William & Mary's flagship social media channels and provides guidance to the university's network of social media managers. Her work includes strategy development, social media measurement, crisis and emergency communications support and directing a team of student social media ambassadors. She has over 10 years of PR and Social Media Marketing experience in the higher education and tourism industries.

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Connect With Our Host:
Shane Baglini
https://www.linkedin.com/in/shanebaglini/

On this special bonus episode of Breaking Silos recorded live at CUPRAP 2024, Shane is joined by Jamie Yates, Chief Communications and Marketing Officer at Gettysburg College. Jamie is also a member of the CUPRAP Board of Directors and talked with Shane about the CUPRAP conference, what marketers can take back to campus to start breaking silos, and how the conference has evolved over the years.

Key Takeaways:

• Jamie discussed the importance of communicating the value of marcomms teams, especially when expectations and profile around campus becomes elevated.
• Learn how CUPRAP has changed over the years and what marketers can take back to campus and implement immediately.
• Jamie talks about why being a strong communicator from the top marcomm position on campus is vital to breaking silos and building relationships

Guest Name: Jamie Yates, CCMO, Gettysburg College

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Connect With Our Host:
Shane Baglini
https://www.linkedin.com/in/shanebaglini/

In this episode of Breaking Silos, host Shane Baglini dives deep into higher education leadership with Carrie Phillips, Chief Communications and Marketing Officer at the University of Arkansas at Little Rock. They explore effective leadership strategies for breaking down silos within higher education institutions, fostering meaningful collaboration, and developing the next generation of leaders. Phillips brings practical advice on cultivating team engagement, setting priorities, and strengthening inter-departmental relationships to drive institutional success.

Check out the Lessons in Leadership Course and Podcast.‍

Key Takeaways

• Leverage MARCOM as a Change Agent: MARCOM teams naturally bridge campus departments, making them effective agents for breaking silos.
• Implement Small, Strategic Changes: Adopting the "two degrees" philosophy helps in creating incremental change, reducing resistance.
• Enhance Collaboration by Building Rapport: Fostering personal connections with campus partners can strengthen collaboration.
• Define Priorities Clearly: Using "bucket A and bucket B" tactics helps focus on high-impact tasks while setting realistic expectations with campus partners.
• Advocate for MARCOM on the Cabinet: Having marketing represented in strategic leadership allows for comprehensive input on initiatives beyond just promotion.

How Can Leaders Break Silos on Campus?
Phillips begins by explaining how MARCOM teams are inherently positioned to connect different areas of a university due to their widespread collaborations—from history departments to enrollment offices. With insight into various campus activities, MARCOM can spot and address inefficiencies that others may overlook. One example Phillips gives is mapping the enrollment funnel at a previous institution, a project that revealed fragmented communication across 17 offices in five divisions. By bringing everyone together, MARCOM was able to streamline processes and reduce student confusion.

Phillips emphasizes a “two degrees” approach—making small but meaningful adjustments with each project. This gradual, intentional change helps teams avoid resistance while fostering an environment that encourages progress.

Strategies for Enhancing Collaboration for New Leaders
New leaders often struggle with collaboration, especially in complex higher ed environments. Phillips encourages leaders to actively engage with other departments by going to them instead of requiring formal office visits. Establishing rapport is crucial; arriving early to meetings to share personal updates builds camaraderie, transforming colleagues into genuine collaborators. Phillips also advises shared agendas and collaborative notes, creating transparency and mutual understanding during meetings.

Building strong relationships, she notes, is about establishing human connections and understanding each partner’s context, which ultimately supports more harmonious and efficient teamwork.

Why Are Silos Prevalent in Higher Education, and How Can MARCOM Help?
Phillips explains that silos stem from organizational structures where each unit operates according to its own strategic goals, often at the expense of cross-departmental collaboration. This fragmentation can create a resource tug-of-war, particularly when budgets are tight. MARCOM leaders, however, can work to align goals by identifying areas where different departments might be working on similar initiatives. By uniting teams around shared objectives, MARCOM can foster a more holistic approach to university goals, benefiting enrollment, student experience, and fundraising efforts.

How to Stay Focused on High-Impact Projects
When overwhelmed with high-priority projects, Phillips shares her method of identifying “bucket A” versus “bucket B” priorities. Bucket A tasks are essential, long-lasting initiatives, while bucket B tasks are shorter-term or less impactful. Teaching her team to prioritize helps them manage workload and deliver maximum institutional impact. She also encourages aligning MARCOM goals with other departments' top priorities, ensuring that the highest-impact projects are consistently prioritized.

For instance, instead of dedicating resources to small events like a math department gathering, her team might focus on a campus-wide initiative with long-term benefits.

‍The Importance of a Seat at the Table for MARCOM Leaders
Phillips argues that marketing’s role in leadership goes beyond promotion. As part of a university’s cabinet, MARCOM can influence broader strategies concerning product, price, and place. Historically, marketing has been restrict...

In this episode, we're joined by Bryan Gross, Vice President for Enrollment Management and Athletics, and Gail Glover, Vice President for Strategic Communications at Hartwick College. Together, they discuss their strategic efforts to combat summer melt, an initiative that has brought together multiple divisions across the campus.

Discover how Hartwick College established a new melt committee, implemented innovative communication plans, and redefined their orientation process with "Wick Week" to foster a sense of belonging among first-year students. Learn about the importance of process mapping, marketing strategies, admissions outreach, and the use of retention data in their mission to enhance student success.

Join us as Bryan and Gail share insights on addressing financial implications, reestablishing financial policies, and the pivotal role of data in driving their initiatives. This episode is a testament to the impact of breaking down silos and leveraging cross-divisional relationships to achieve institutional goals.

Guest Names:
Bryan Gross, Vice President for Enrollment Management and Athletics
Gail Glover, Vice President for Strategic Communications

Guest Social Handles:
Find Bryan on LinkedIn: https://www.linkedin.com/in/bryan-j-gross/
Find Gail on LinkedIn: https://www.linkedin.com/in/gailglover/

Guest Bios:
Bryan - Dr. Bryan Gross is the Vice President for Enrollment Management and Athletics at Hartwick College in Oneonta, NY, leading innovative strategies to enhance the quality and diversity of the College’s enrollment management and financial aid optimization plans. One of his primary responsibilities is to develop partnerships locally, nationally and internationally that strengthen the College’s position in the market that lead to positive college-going rates and student success outcomes.
Prior to Hartwick College, Dr. Gross served as vice president for enrollment management and marketing, and as interim vice president of student affairs at Western New England University in Springfield, MA. He was also the associate vice president of enrollment management at St. John’s University in Queens, NY. and associate vice president of admissions, dean of admissions, and director of international admissions at the University of Bridgeport, Bridgeport, CT.
A national and international thought leader, Dr. Gross is a regular presenter, contributor and researcher to articles and workshops on enrollment management, leadership and collaboration, student belonging, international student mobility, and financial aid. He has been a co-principal investigator for a National Science Foundation grant and has served as an executive board member and treasurer of the American International Recruitment Council (AIRC).
Dr. Gross earned a doctorate in organizational change and leadership from the Rossier School of Education at the University of Southern California. His dissertation examined how collaboration among senior higher education leaders can facilitate positive revenue outcomes at regional and private institutions. Gross also holds a master’s degree from Springfield College and a bachelor’s degree from The Pennsylvania State University.

Gail - From NCAA championships to brand transformations, Gail Glover brings a wealth of experience to her role as vice president for strategic communications at Hartwick College. Throughout her career, Gail has consistently spearheaded successful communication initiatives across the higher education landscape.
Her dedication to impactful communication is evident in her previous roles. At Dutchess Community College, Gail's leadership in launching new programs wasn't just about creating awareness – it led to a significant enrollment increase. This exemplifies her ability to translate strategy into tangible results.
At Bucknell University, Gail's leadership and strategic vision proved invaluable during the emergence of COVID-19. Gail guided Bucknell's initial response, fostering clear communication both internally and externally.
Prior to that, at SUNY Geneseo, Gail wasn't just building a brand; she was crafting a powerful identity. Under her guidance, Geneseo unveiled a new logo and launched its first digital marketing and advertising campaigns, propelling the college into a more competitive market position.
Gail's ability to leverage communication for positive impact goes beyond traditional marketing. As senior director of communications and marketing at Union College, she spearheaded efforts to maximize media coverage for the college's successful bid for an NCAA Division 1 men's ice hockey championship – the Frozen Four. This resulted in not only national media attention but also extensive engagement on social media platforms, highlighting her t...

The marketing team at Carroll Community College sought to enhance the profile of the College’s staff, including senior leadership. Through a collaboration between today’s guests, Maya Demishkevich, Chief Marketing Officer, and Kristie Crumely, Associate Provost for Student Affairs and Marketing, Carroll launched a series of workshops titled ‘LinkedIn Impact: Elevating Your Career and Carroll.’ The workshops aim to train faculty and staff to identify their core values, create content pillars, and develop a LinkedIn strategy to enhance their personal brands and the College. Join us as we learn how Maya and Kristie got this initiative off the ground, allowing Carroll faculty and staff to engage in national conversations around their subject matter expertise.

Guest Names:
Maya Demishkevich, Chief Marketing Officer
Kristie Crumely, Associate Provost for Student Affairs and Marketing

Guest Social Handles:
Find Maya on LinkedIn: https://www.linkedin.com/in/mayademishkevich/
Maya's Website: https://mayademishkevich.com/
Maya's Podcast: https://mayademishkevich.com/podcast/
Maya's LinkedIn: https://www.linkedin.com/in/mayademishkevich/
Maya's Instagram: https://www.instagram.com/mycollegecrusader/

Find Kristie on LinkedIn: https://www.linkedin.com/in/kristiecrumley/

Guest Bios:
Maya Demishkevich is a chief marketing officer at Carroll Community College in Westminster, Maryland. She has over 15 years of experience in higher education, ranging from leading marketing, communications and retention initiatives and teaching undergraduate and doctoral level courses to developing programs. She is also a host of a community college focused podcast, the Hidden Gem.

Dr. Kristie Crumley currently serves as the Associate Provost for Student Affairs and Marketing at Carroll Community College. She oversees the Student Affairs division of the College, which comprises, Admissions, Advising, Transfer and Retention, Records and Registration, Financial Aid, Student Engagement, Disability Support Services and Student Care and Integrity. In addition, she has oversight for the Marketing and Creative Services department for the College. Dr. Crumley is known as an enthusiastic educator and collaborative administrator with a student-centered philosophy. She is passionate about student development and engagement leading to the achievement of academic, transfer and career goals.
Prior to her position as Associate Provost, she served in a variety of positions at Carroll Community College, including Director of Student Life, Senior Director of Student Engagement and Completion, and Dean of Student Affairs. Before moving into Student Affairs, she served as an Assistant Professor in the Mathematics Department for 5 years in a full-time position and 2 years as an adjunct professor. Dr. Crumley taught a variety of courses including Calculus 1 and 2, Precalculus, Introduction to College Mathematics, Transitional Math, Geometry, and Mathematical Concepts and Structures. Dr. Crumley also developed and served as Director of the Hill Scholars Program for 13 years.
Before coming to Carroll Community College, Dr. Crumley taught mathematics at Damascus High School in Montgomery County, Maryland for 6 years. While at Damascus, she taught Algebra 1 and 2, Geometry, and Advanced Placement Calculus. She also coached varsity girl’s lacrosse, junior varsity field hockey, and served as the Student Government Association advisor."Dr. Crumley holds a bachelor’s degree in mathematics from American University, a master’s degree in education, with a focus on curriculum and instruction from Western Maryland College, and a Doctorate degree in Management from the University of Maryland, University College.

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Connect With Our Host:
Shane Baglini
https://www.linkedin.com/in/shanebaglini/