Ep. 24: Launching a Student Social Ambassador Initiative at William & Mary

02/05/25 • 27 min

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.

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

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

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

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Ep. 23: Creating an Admissions-Focused Website at the University of Idaho

In this episode of Breaking Silos, host Shane Baglini sits down with Adam Stoltz, Director of Enrollment Marketing at the University of Idaho. Adam shares insights into the transformative journey of enrollment marketing at his institution, highlighting the role of leadership buy-in, data-driven website redesigns, and fostering a collaborative culture to achieve three consecutive years of record-breaking enrollment. This episode is a must-listen for enrollment professionals seeking actionable strategies to enhance student experiences and drive institutional growth.

Key Takeaways

Leadership Buy-In is Crucial: Institutional leadership support drives meaningful change in marketing and enrollment strategies.
Data-Driven Website Redesign: A student-centric website, paired with actionable data insights, improves engagement and simplifies navigation for prospective students.
Integrated CRM Solutions: Tools like Slate enable real-time communication, personalized outreach, and streamlined event management for prospective students.
Breaking Silos: Collaboration across departments fosters better communication, reduces duplication, and improves student experiences.
Culture of Continuous Improvement: Regular evaluation, after-action reports, and an openness to feedback ensure ongoing success.

How the University of Idaho Transformed Enrollment Marketing
When Adam Stoltz joined the University of Idaho in 2019, the institution faced mounting challenges: declining enrollment, lack of a cohesive marketing strategy, and a disjointed web presence. Under the leadership of a new university president, a cultural shift took place. Enrollment and marketing became top priorities, emphasizing a student-first approach. Stoltz's dual reporting role to the Chief Marketing Officer and Strategic Enrollment Management gave him unique visibility to align marketing with recruitment strategies. This shift led to a focus on storytelling, virtual engagement, and integrated communications.

A Student-Centric Website Redesign
The cornerstone of Idaho’s enrollment success has been its redesigned website. The project started by understanding student needs: “What do you want to do?” prominently guides users to actions like applying, exploring costs, or taking a virtual tour. A data-driven approach identified and streamlined high-priority pages, ensuring a frictionless experience. Tools like search engine optimization (SEO), personalized call-to-actions, and CRM integration have significantly increased website engagement. Stoltz highlights the importance of listening to data, citing a condensed Request for Information form that improved conversion rates.

Leveraging Slate for Real-Time Impact
CRM integration through Slate has revolutionized Idaho’s approach to student engagement. By connecting events, requests, and inquiries in one system, the university provides instant follow-ups through calls or texts, often within 24-48 hours. This shift eliminated delays and enhanced personalization, ensuring prospective students feel valued. Stoltz shared examples like event communications and data-driven campaigns, all contributing to Idaho's record-breaking enrollment achievements.

The Role of Leadership in Marketing Transformation
According to Stoltz, success starts with leadership buy-in. At Idaho, leadership prioritized marketing and enrollment resources, fostering a culture of trust and collaboration. Stoltz emphasized the importance of communicating wins—big and small—to garner support across campus. By engaging departments that initially hesitated, the team built momentum and a shared commitment to improving the student experience.

Results: Proof of Concept
The results speak for themselves: three consecutive years of record-breaking enrollment, with the potential for a fourth on the horizon. These successes reflect the culmination of strategic investments, cultural transformation, and a relentless focus on the student journey. Stoltz credits collaboration, data insights, and an unwavering commitment to improvement for the university’s achievements.

Guest Name: Adam Stoltz, Director of Enrollment Marketing, University of Idaho

Guest Social: https://www.linkedin.com/in/adamstoltz/

Guest Bio: With over two decades of experience in higher education marketing and enrollment management, I earned my Ed.D in higher education administration from Saint Louis University. I also hold a Bachelor's degree in Arts Management with a minor in computer science, along with a master's degree in organizational leadership and management. My career has seen progressive leadership roles in various university settings, including private, public, land grant,...

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Ep. 25: Mental Health Awareness and Student Success

In this episode of Breaking Silos, host Shane Baglini welcomes Taylor Stakes, Media Production Manager at TimelyCare, to discuss how mental health services are directly tied to student success and graduation rates.

Taylor shares insights from TimelyCare’s research, which found that 73 percent of students believe access to mental health services improves their chances of graduating. Despite this, many institutions still treat mental health support as a secondary resource rather than an essential part of student success. This episode unpacks why that mindset needs to shift and how marketers, student affairs professionals, and university leaders can better integrate mental health messaging into their overall communication strategies.

Key Takeaways

Mental health services are a retention tool – Research shows that students who engage in counseling services are more likely to persist and graduate.
Marketing plays a critical role – Many students are unaware of the mental health resources available to them, highlighting the need for better promotion and integration into student messaging.
Mental health is students’ top concern – TimelyCare’s research found that 58 percent of students cite mental health as their biggest stressor, even above financial concerns.
Early intervention leads to better outcomes – Students who receive at least three counseling sessions show significant improvements in mental well-being and academic performance.
Scalability is key – Universities must find ways to expand mental health resources, whether through internal programs or partnerships with providers like TimelyCare.

Mental Health and Academic Success Are Deeply Connected

While universities often focus on financial aid, academic advising, and career services as retention strategies, mental health support is just as critical. Students struggling with anxiety, depression, or stress are at higher risk of dropping out, yet many institutions still view mental health as an optional support rather than an integral part of student success.

TimelyCare’s research found that nearly three out of four students believe access to mental health services improves their likelihood of graduating. When students feel supported, they are more likely to stay enrolled, persist through challenges, and complete their degrees. Universities that prioritize mental health services aren’t just providing a resource—they’re making a strategic investment in student outcomes.

Why Institutions Struggle to Prioritize Mental Health

One of the biggest challenges universities face is limited resources. Budget cuts, understaffed counseling centers, and increasing demand for mental health support make it difficult to provide comprehensive services to every student who needs them. As a result, many students either don’t know help is available or can’t access it when they need it most.

TimelyCare and other digital mental health providers help bridge this gap by offering 24/7 access to counseling and well-being coaching. These services don’t replace on-campus counseling centers but rather supplement them, ensuring that students can always find support—even in the middle of the night.

By investing in scalable mental health solutions, universities can increase access, improve retention, and foster a more supportive campus culture.

Breaking the Stigma and Raising Awareness

Even when universities offer robust mental health resources, many students don’t take advantage of them simply because they don’t know they exist. This is where higher ed marketers and communicators play a vital role. Institutions must actively promote mental health services, integrating them into broader campus messaging rather than relegating them to a student affairs webpage that few students visit.

Taylor shared the example of James Madison University (JMU), where the marketing team proactively promoted mental health resources long before a crisis occurred. By normalizing conversations about mental health and embedding these services into campus culture, JMU ensured that students knew where to turn for support when they needed it.

Key strategies for promoting mental health services include:

Social media campaigns – Regularly highlight available mental health resources on Instagram, TikTok, and other platforms where students are active.
Targeted email and text messaging – Send reminders about counseling services, wellness workshops, and stress management resources throughout the semester.
Collaborations with student organizations – Partner with student leaders to share mental health messaging in a way that feels authentic and relatable.
Storytelling and testimonials – Feature real student stories about how mental health services helped them succeed.