In Your Element

In this episode of In Your Element, recorded live at AMA in Las Vegas, Brendan sits down with Mike Margolies, CEO of NextGrad, and Ryan Barbauld, VP of College Partnerships at NextGrad, to explore the innovative ways they’re transforming out-of-home advertising in higher education. They discuss the value of partnerships in higher ed, how NextGrad leverages billboards in high schools to enhance student engagement, and the impact of collaborative efforts among education-focused companies. Listen in to hear how strategic partnerships and community-oriented approaches are reshaping student recruitment.‍

Key Takeaways

• Innovative Student Engagement: NextGrad strategically places billboards in high schools across North America, reaching students where they spend most of their time.
• Value of Partnerships in Higher Ed: Collaborations with agencies and institutions allow NextGrad to amplify digital marketing efforts.
• Strategic Advertising Placement: Targeted billboard locations maximize visibility, with NextGrad focusing on high-traffic areas within schools.
• Empowerment Through Engagement: NextGrad aims to empower students by providing direct access to information about colleges and universities on their home turf.
• Real-World Solutions for Higher Ed Marketers: NextGrad supports both higher ed institutions and high schools, bridging a gap to create community-focused marketing strategies.

What Makes NextGrad’s Approach to Student Engagement Unique?
NextGrad offers a pioneering way to reach prospective college students by placing billboards directly within high schools across the U.S. and Canada. Unlike traditional out-of-home advertising, which relies on highway billboards or transit ads, NextGrad’s billboards are positioned in high-traffic areas inside schools, such as main entrances and hallways. These digital displays bring universities’ messages directly to students multiple times a day, making NextGrad a powerful complement to existing digital marketing strategies for colleges and universities.‍

Why Are Partnerships So Crucial in Higher Education Marketing?
Mike and Ryan highlight the importance of strategic partnerships in higher ed. NextGrad collaborates closely with agencies, institutions, and other companies to provide a multi-channel approach to student engagement. This partnership approach allows universities and marketing agencies to elevate their reach, particularly in local markets where students live and attend high school. By aligning with other companies that share a mission of student success, NextGrad not only strengthens its impact but also creates a network of resources that benefit students, institutions, and the community.

How Does NextGrad Choose Billboard Locations in High Schools?
Strategic placement is central to NextGrad’s mission. Mike explains that when entering a high school, NextGrad consults with school leaders to determine where students gather most. Locations are selected based on foot traffic patterns, ensuring that billboards are seen consistently throughout the day. From bustling corridors to school cafeterias, the goal is to capture students' attention in environments where they naturally spend time. In areas like Las Vegas, where schools often feature open-air layouts, NextGrad adjusts placement to make the most of each unique setting.

How Does NextGrad Empower Students Through Targeted Advertising?
NextGrad believes in the power of engagement, aiming to reach students directly and foster informed decision-making. Their out-of-home advertising approach empowers students by placing information within their daily environment, allowing them to become active participants in the college search. Ryan shared how NextGrad’s “three E’s”—empower, excite, and engage—serve as guiding principles in reaching high school students. This approach ensures that students encounter valuable college-related information that informs and inspires their choices, creating a more collaborative decision-making process between students and their families.

What Are Some Success Stories from NextGrad’s Partnerships?
An inspiring example comes from NextGrad’s work with the College of Western Idaho (CWI). As an institution deeply invested in student-centered engagement, CWI partnered with NextGrad to target prospective students directly within Idaho high schools. This collaboration has helped CWI extend its reach in local communities, ensuring students are well-informed about opportunities at CWI. By aligning with schools that prioritize student experience, NextGrad is able to provide meaningful support that resonates with students, educators, and parents alike.

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Connect With Our Co-Hosts:
Daniella Nordin
https://www.l...

In this episode of In Your Element, hosts Daniella and Brendan are joined by Brandi Hess, Director of University Web and Digital Content at the University of Southern Indiana (USI). Brandi shares USI’s journey as the first-ever "Bolt-only" partner with Element451, implementing the AI-powered chatbot Archie. She discusses how this tool transformed the student experience by answering key questions, addressing gaps in knowledge, and reducing workload for staff. Tune in for insights into how AI chatbots can solve real student problems while revealing opportunities for improvement in university processes.

Key Takeaways:

• Trailblazing at USI: USI was the first-ever "Bolt-only" partner, using Element451’s chatbot to streamline communications across all website pages.
• From Burden to Solution: Instead of building an in-house chatbot, USI chose Element451, allowing them to focus on serving students without getting bogged down by development.
• Insight into Student Needs: The chatbot revealed gaps in USI's website knowledge base, helping the team improve critical content like housing, admissions, and program information.
• AI for Everyone: Archie, USI’s chatbot, isn’t just for prospective students; it answers queries for current students, alumni, and employees alike.
• Measurable Impact: The chatbot averages just 2.37 messages per conversation, delivering fast answers and reducing the need for email and phone support.
• A Polite Chatbot: Archie is designed to be conversational and polite, enhancing the student experience and even receiving "thank you" messages from users.

Calls to Action:

• Learn more about how Element451’s chatbot can reduce your team’s workload and better serve students.
• Explore the benefits of conversational AI for higher ed beyond just recruitment—think current students, alumni, and staff too.
• Interested in transforming your student support process? Visit Element451.com for more insights.
• Subscribe to *In Your Element* for more stories from higher ed pros who are pushing boundaries with innovative tools like AI.

Guest Name: Brandi Hess, Director of University Web and Digital Content, University of Southern Indiana

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

Guest Bio: Brandi Hess is a seasoned professional with over 25 years of experience in graphic and web design, specializing in evolving technologies and digital strategies. As the Director of University Web and Digital Content at the University of Southern Indiana, she leads a team to enhance the university’s web presence and user engagement. With expertise in UX/UI design, branding, SEO, and analytics, Brandi combines creativity with strategic insight. She also holds an MBA with a focus on Data Analytics and has contributed to education and community initiatives, including teaching and career mentoring.

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Connect With Our Co-Hosts:
Daniella Nordin
https://www.linkedin.com/in/daniellanordin/
Brendan Henkel
https://www.linkedin.com/in/bkhenkel/

About The Enrollify Podcast Network:
In Your Element is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Some of our favorites include Visionary Voices: The College President’s Playbook and Higher Ed Pulse.

Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

Attend the 2025 Engage Summit!
The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.

Register now to secure your spot in Charlotte, NC, on June 24-25, 2025! Early bird registration ends February 1st -- https://engage.element451.com/register

In this AI-focused episode, hosts Daniella and Brendan sit down with Claire Skelton, Assistant Director of Content Marketing at Southeast Missouri State University (SEMO), to unpack the transformative role AI plays in streamlining student engagement and application processes. Claire shares SEMO’s journey from launching “Sadie,” an AI-powered bot, to creating custom AI teams tailored to unique student populations. The conversation covers everything from optimizing AI responses to designing AI-driven email campaigns, revealing how SEMO is setting a high bar for integrating AI in higher education admissions.

Key Takeaways:

• Efficiency Metrics: SEMO’s AI has saved the admissions team approximately 65,000 human hours in just three months, showcasing the substantial impact of AI on administrative workflows
• Targeted AI Assistants: SEMO launched tailored AI “Bolt” teams, each designed to address the specific needs of different student populations, such as online and international students. This customization helps reduce confusion and improve the relevance of responses.
• Real-Time Insights and Adjustments: By analyzing AI interactions, SEMO identifies frequent student queries, helping them improve website content and refine AI responses for more accuracy and efficiency.
• Human-Enhanced Automation: SEMO’s admissions team leverages AI to monitor queries, but student workers are ready to step in when nuanced support is needed, creating a balanced approach to automation and human interaction.
• Iterative AI Training: AI is treated like an intern that improves over time. SEMO's team provides constant feedback to hone responses, ensuring AI-generated content feels relevant and personal to students.
• Future Possibilities with AI Calls: SEMO is exploring AI-driven voice assistants capable of initiating proactive calls, a potential game-changer for connecting with students who may hesitate to reach out directly.

Calls to Action:

• Tune in and Subscribe: Don’t miss future episodes on game-changing AI strategies in higher education admissions.
• Explore AI in Admissions: For teams considering AI, this episode is a roadmap for launching, customizing, and scaling AI tools in your enrollment workflows.
• Connect with Enrollify: Follow us to stay updated on the latest trends and strategies for leveraging AI in higher ed marketing.
• Try Custom AI Strategies: Consider how tailored AI assistants could serve different student populations at your institution.
• Share Your AI Journey: Connect with us on social media to discuss how your team is integrating AI into admissions.

Guest Name: Claire Skelton, Asst. Director of Content Marketing, Southeast Missouri State University

Guest Social: https://www.linkedin.com/in/claire-skelton-4b6b89169/

Guest Bio: Claire Skelton is the Assistant Director of Content Marketing at Southeast Missouri State University (SEMO). Her content marketing career began in 2018, and now, at SEMO, she creates content that connects with prospective students and families. As an alum of SEMO, Claire's passion for the brand has only grown stronger. She thrives on networking, crafting engaging email and social media content, and finding new ways to leverage AI in her work.

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Connect With Our Co-Hosts:
Daniella Nordin
https://www.linkedin.com/in/daniellanordin/
Brendan Henkel
https://www.linkedin.com/in/bkhenkel/

About The Enrollify Podcast Network:
In Your Element is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Some of our favorites include Visionary Voices: The College President’s Playbook and Higher Ed Pulse.

Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

Attend the 2025 Engage Summit!
The Engage Summit is the premier conference for forward-thinking leaders and practitioners dedicated to exploring the transformative power of AI in education. Explore the strategies and tools to step into the next generation of student engagement, supercharged by AI. You'll leave ready to deliver the most personalized digital engagement experience every step of the way.

Register now to ...

In this episode of In Your Element, recorded live at AMA in Las Vegas, Brendan reconnects with Michael Bettersworth, CMO at Texas State Technical College (TSTC), to delve into critical trends and challenges impacting higher education. They discuss the concerning decline in student enrollment, the importance of aligning educational offerings with workforce demands, and how institutions can adopt a more student-centered approach. Michael also shares how TSTC’s partnership with Element 451 has transformed the student application experience and highlights the need for seamless collaboration across departments to ensure long-term viability in higher ed.

Key Takeaways

• Urgent Need for Adaptation in Higher Ed: Declining enrollments and increased closures highlight the need for institutions to realign their programs with current workforce needs.
• Outcome-Based Education: Programs should demonstrate clear, positive career outcomes to ensure sustainability and relevance in a shifting educational landscape.
• Enhanced Application Experience: Partnering with Element 451, TSTC achieved significant improvements in student application conversions by simplifying the process.
• Collaborative Approach to Student Success: Bridging IT, enrollment, and marketing teams is essential for creating a student-centric enrollment experience that drives retention.
• Importance of Industry Relationships: Engaging with local employers helps align educational outcomes with workforce needs, benefiting students and reinforcing institutional value.

What Trends Are Shaping the Future of Higher Education?
As institutions face increasing closures—now averaging one per week—Michael Bettersworth warns of the serious financial and demographic pressures reshaping the industry. With declining enrollment rates, especially for four-year colleges, he notes that institutions must adapt to changing student needs and labor market demands. Michael emphasizes that many institutions will need to reconsider their offerings, particularly those with low enrollment in specific programs. Schools without substantial endowments or government subsidies must confront market realities, ensuring their programs have both academic and financial sustainability to survive in the years to come.

‍How Can Colleges Align Programs with Workforce Needs?
Michael underscores the importance of outcome-based education for institutions, especially those focused on workforce-oriented programs. He suggests that colleges must continually engage with local employers to understand labor market demands and update their curricula accordingly. He shares an example from TSTC, which has developed partnerships with industry leaders like Tesla to provide students with clear career pathways post-graduation. This realignment process is rigorous and often involves closing underperforming programs that do not provide meaningful job opportunities for graduates. By focusing on placement rates, earnings, and debt ratios, institutions can ensure their programs remain relevant and sustainable.‍

What Role Does Element 451 Play in Improving the Enrollment Process?
TSTC’s partnership with Element 451 has transformed its application process, reducing abandonment rates from 75% to nearly zero. Michael praises Element’s ability to create a user-friendly application experience that is mobile-responsive and free of complex jargon, which can be especially intimidating for first-generation students. Element’s Student Hub offers a warm, welcoming environment where prospective students can track their application status and receive tailored content relevant to their program interests. By integrating with TSTC’s broader enrollment system, Element not only simplifies the application experience but also enhances student engagement, helping TSTC retain students and set them up for success from the start.

‍How Important Is Cross-Department Collaboration in Enhancing Student Experience?
Creating a positive student experience in higher ed requires close collaboration across IT, enrollment, and marketing teams. Michael points out that customer experience is often neglected in higher ed because no single department fully owns it. However, achieving a student-centered approach necessitates these teams working together with empathy and openness to feedback. He encourages institutions to move away from siloed structures, suggesting that a unified approach to student experience—from application through graduation—is crucial for retention. When IT, enrollment, and marketing departments work in harmony, institutions can foster a supportive environment that not only attracts but retains students throughout their academic journey.

‍What’s the Long-Term Vision for Higher Education’s Financial Health?
As the conversation wraps up, Michael...

In this episode of In Your Element, recorded live at the North Carolina Community College System (NCCCS) Conference, Daniella interviews Kelly Sinacola, VP of Solutions Engineering and Integrations at Element451, and Jennifer Mayo, Director of Admissions and Records at Wayne Community College. They discuss the benefits of integrating the College Foundation of North Carolina (CFNC) application with Element451, highlighting how it streamlines admissions processes, reduces data duplication, and saves time for admissions teams. Jennifer shares Wayne's impressive enrollment growth and how the integration has simplified their workflows, allowing them to focus more on serving students.

Key Takeaways:

• CFNC Integration Explained: CFNC is North Carolina's statewide application system, and integrating it with Element451 centralizes student data, making it easier for teams to manage admissions processes.
• Saving Time and Eliminating Duplication: Wayne Community College transitioned from manually handling applications to using Element451's automated processes, reducing errors, and avoiding duplicated data entries.
• Increased Enrollment: After one year of using the integration, Wayne saw significant gains in enrollment, with a 6% increase in the spring and 11% in the summer.
• Flexibility Across States: While CFNC is specific to North Carolina, the integration model can be applied in other states using similar systems like Common App, Apply Idaho, and Apply Texas.
• Streamlined Transcript Handling: The integration automatically matches applications with transcripts, reducing manual work for staff and ensuring more accurate student profiles.

Calls to Action:

• Explore Integrations: Learn more about how Element451 can streamline your institution's admissions process by exploring their various state-based integrations.
• Follow the Show: Don’t miss out on future episodes—subscribe to *In Your Element* for more insights into how technology can transform higher education.
• Connect with Element451: Interested in implementing similar solutions at your institution? Visit Element451’s website to schedule a demo and see how it can work for you.
• Share Your Thoughts: Were you inspired by Wayne Community College’s success story? Join the conversation on social media and share your own experiences with CFNC or other application systems.

Guest Names:
Jennifer Mayo, Director of Admissions + Records, Wayne Community College
Kelly Sinacola, VP of Solutions Engineering and Integrations, Element451

Guest Socials:
Jennifer Mayo - https://www.linkedin.com/in/jennifer-mayo-a230368b
Kelly Sinacola - https://www.linkedin.com/in/kelly-sinacola/

Guest Bios:

Jennifer Mayo is the Director of Admissions and Records at Wayne Community College, where she leads efforts to streamline admissions processes and enhance student enrollment experiences. With a strong background in managing student data and integrating technology into higher education, Jennifer has been instrumental in implementing the College Foundation of North Carolina (CFNC) integration with Element451, which has significantly reduced manual tasks and increased enrollment at Wayne. Known for her creative problem-solving and commitment to improving workflows, Jennifer is passionate about using technology to simplify admissions and support student success.

Kelly Sinacola brings over 15 years of experience in the higher education industry. Prior to joining Element451 as VP, Solution Engineering and Integration, she held positions in IT in end user support, web development, and Ellucian Colleague development before moving into consulting with Ferrilli in November 2011. While with the Ferrilli team, she worked with clients on developing solutions, managing projects, and leading technical teams to implement new features before moving into an executive leadership position leading services within Ellucian Colleague, Anthology, Workday, CRM platforms, software development and Security, Cloud, and Infrastructure supporting Ferrilli’s mission to improve student success for higher education institutions.
Kelly has a deep understanding of user issues and the ability to articulate technical processes clearly. This helps as she facilitates conversations across departments to solicit process improvement and systemic change.
Kelly holds a bachelor’s degree from Northwood University, with a dual major in business administration and management information systems. Her master’s in educational technology from Central Michigan University gives her additional insight into the teaching and learning process.

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Connect With Our Co-Hosts:
Daniella Nordin