SEASON 2, Ep. 2 Challenging the Status Quo: An Interview with Paul McGinnis, Vice President of Marketing and Enrollment at Bethel University
01/27/25 • 32 min
Paul McGinnis, Vice President of Enrollment and Marketing at Bethel University, brings a fresh perspective to higher education with his background in business rather than academia. In this conversation, he shares his unique journey into the sector and his thoughtful approach to navigating its complexities. Paul highlights the importance of listening to diverse perspectives and challenging traditional assumptions to foster meaningful change. A key focus of the discussion is Bethel’s bold decision to significantly reduce its tuition sticker price—a move aimed at aligning costs with value and improving accessibility for students. He also underscores the critical role of entrepreneurial leadership, emphasizing agility, decisiveness, and execution in addressing the challenges higher education faces today.
This podcast is sponsored by Viv Higher Education
About Viv Higher Education
Viv Higher Education is a Boston-based, female-owned comprehensive marketing agency specializing in higher education. With expertise in strategic planning, creative asset development, and media campaigns, we focus on enrollment-centric initiatives. Our approach is grounded in industry best practices, ensuring precision in reaching target audiences. We have extensive experience in marketing to diverse groups, including high school students, Hispanic, military, LGBTQ+, international students, and online learners. Navigating the complex landscapes of university environments is second nature to us, and we prioritize fostering collaborations that yield mutually beneficial outcomes. With a personable, nimble, and highly responsive approach, we deliver tailored solutions to empower organizations to achieve their objectives.
Website: https://vivhied.com/
LinkedIn: https://www.linkedin.com/company/viv-higher-ed/
Paul McGinnis, Vice President of Enrollment and Marketing at Bethel University, brings a fresh perspective to higher education with his background in business rather than academia. In this conversation, he shares his unique journey into the sector and his thoughtful approach to navigating its complexities. Paul highlights the importance of listening to diverse perspectives and challenging traditional assumptions to foster meaningful change. A key focus of the discussion is Bethel’s bold decision to significantly reduce its tuition sticker price—a move aimed at aligning costs with value and improving accessibility for students. He also underscores the critical role of entrepreneurial leadership, emphasizing agility, decisiveness, and execution in addressing the challenges higher education faces today.
This podcast is sponsored by Viv Higher Education
About Viv Higher Education
Viv Higher Education is a Boston-based, female-owned comprehensive marketing agency specializing in higher education. With expertise in strategic planning, creative asset development, and media campaigns, we focus on enrollment-centric initiatives. Our approach is grounded in industry best practices, ensuring precision in reaching target audiences. We have extensive experience in marketing to diverse groups, including high school students, Hispanic, military, LGBTQ+, international students, and online learners. Navigating the complex landscapes of university environments is second nature to us, and we prioritize fostering collaborations that yield mutually beneficial outcomes. With a personable, nimble, and highly responsive approach, we deliver tailored solutions to empower organizations to achieve their objectives.
Website: https://vivhied.com/
LinkedIn: https://www.linkedin.com/company/viv-higher-ed/
Previous Episode
SEASON 2, Ep. 1 Redefining Education: An Interview with Catherine Whelburg, President of Athens State University
Catherine, president of Athens State University, reflects on her 30-year journey in higher education, moving from faculty roles to administration and eventually the presidency. Her early passion for assessment and its impact on teaching and learning guided her career. After positions at Stevens College and TCU, she joined Athens State as provost before stepping into her current role.
Athens State, an upper-division institution for transfer and adult learners, focuses on aligning academic programs with workforce demands, particularly in high-growth regions like Huntsville, Alabama. Catherine navigates challenges such as balancing workforce alignment with a liberal arts foundation and addressing state diversity and inclusion laws. Her leadership centers on a clear strategic plan with measurable goals, prioritizing student success and personalized online learning. She also emphasizes program-specific marketing and connecting donors with impactful initiatives. Catherine advises aspiring leaders to embrace failure as a learning tool, communicate effectively, and stay grounded in their values while remaining open to new ideas.
This podcast is sponsored by Viv Higher Education
About Viv Higher Education
Viv Higher Education is a Boston-based, female-owned comprehensive marketing agency specializing in higher education. With expertise in strategic planning, creative asset development, and media campaigns, we focus on enrollment-centric initiatives. Our approach is grounded in industry best practices, ensuring precision in reaching target audiences. We have extensive experience in marketing to diverse groups, including high school students, Hispanic, military, LGBTQ+, international students, and online learners. Navigating the complex landscapes of university environments is second nature to us, and we prioritize fostering collaborations that yield mutually beneficial outcomes. With a personable, nimble, and highly responsive approach, we deliver tailored solutions to empower organizations to achieve their objectives.
Website: https://vivhied.com/
LinkedIn: https://www.linkedin.com/company/viv-higher-ed/
Next Episode
SEASON 2, Ep. 3 Future-Ready Higher Ed: An Interview with Lisa Keegan, Vice President, Student Enrollment, Engagement, and Success at Bucknell University
In this episode, Lisa Keegan, VP of Enrollment at Bucknell University, shares her unconventional path in higher education—from starting in admissions at Elon University to briefly pursuing law before returning to the field. She discusses the challenges and opportunities facing institutions today, emphasizing mission-driven leadership, collaboration, and innovation. Lisa highlights Bucknell’s focus on access and student success, including the creation of a Center for Access and Success to support first-generation and underrepresented students. She also explores the evolving role of liberal arts education in the AI era, advocating for critical thinking and student-driven learning.
This podcast is sponsored by Viv Higher Education
About Viv Higher Education
Viv Higher Education is a Boston-based, female-owned comprehensive marketing agency specializing in higher education. With expertise in strategic planning, creative asset development, and media campaigns, we focus on enrollment-centric initiatives. Our approach is grounded in industry best practices, ensuring precision in reaching target audiences. We have extensive experience in marketing to diverse groups, including high school students, Hispanic, military, LGBTQ+, international students, and online learners. Navigating the complex landscapes of university environments is second nature to us, and we prioritize fostering collaborations that yield mutually beneficial outcomes. With a personable, nimble, and highly responsive approach, we deliver tailored solutions to empower organizations to achieve their objectives.
Website: https://vivhied.com/
LinkedIn: https://www.linkedin.com/company/viv-higher-ed/
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