This summer series of The Higher Ed Marketer Podcast is proudly sponsored by NextGrad.
NextGrad helps colleges and universities reach students where they already are, inside the high school itself. With a network of over 2,500 schools across North America, NextGrad puts your institution's message in front of future students every single day. Be the school they remember when it's time to decide.
NextGrad.com — Where students see you first.
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Higher education has no shortage of great stories, but too many institutions struggle to tell them in ways that capture attention and build long-term trust.
Dave Murray, Executive Director of Marketing and Communications at Ferris State University, shares how his career as a press secretary and journalist shaped a newsroom mindset that has transformed how Ferris communicates with prospective students, alumni, and the media. From creating one newsworthy story every day to building authentic relationships with reporters, Dave explains why consistent storytelling is one of the most powerful enrollment and reputation strategies an institution can adopt.
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What We Cover in This Episode
🔘Why higher education should think like a newsroom instead of a press office.
🔘How daily storytelling strengthens institutional reputation over time.
🔘The role of photography, human interest, and career outcomes in effective storytelling.
🔘How NextGrad and other marketing channels reinforce earned media and enrollment success.
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Episode Highlights
08:20 The newsroom formula for stories reporters will publish
13:55 Why one quality story every day changes institutional visibility
19:10 Building reputation before a crisis happens
22:05 Connecting storytelling, enrollment marketing, and the NextGrad strategy
26:10 Building trusted relationships with local media
29:20 Why the best stories happen outside your office
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