Navigating the Sea of Sameness in Higher Education Marketing
In this episode:
In a higher ed landscape where many institutions look and sound the same, standing out has never been more important — or more difficult.
In this episode of Filling Seats, Jonathan Clues sits down with Beth Wolfe, Vice President of Enrollment at the University of Charleston, for a candid conversation about institutional differentiation and what it really takes to cut through the noise.
Beth shares how the University of Charleston is leaning into clarity, confidence, and student-centered storytelling to define a distinct identity in a crowded market. The discussion explores why so many institutions fall into patterns of sameness, how enrollment leaders can rediscover their institutional DNA, and why authenticity is becoming a true competitive advantage.
Together, they unpack how alignment between brand, experience, and outcomes helps institutions build trust earlier in the student journey — and why the schools that stand out are often the ones willing to be the most intentional about who they are and who they serve.
Episode Transcript
Jonathan Clues:
We try to keep things as simple and direct as possible. If you can keep it simple, it tends to be clearer.
Beth Wolfe:
It really comes down to having a strong sense of who you are as an institution. When you know who you are and what you do well, it becomes much easier to communicate that to students and help them understand what their experience will actually be like.
That clarity gives them a sense of the university that goes beyond academics.
Beth Wolfe:
A good example — one of our board members has a daughter looking at schools. She was deciding between us and another nearby institution.
He told her: an accounting degree is an accounting degree. The classes are often very similar. The real difference is who is teaching, the culture, and the campus environment.
That’s where differentiation really lives.
Jonathan Clues:
It’s not just what you say — it’s how you say it and the experience wrapped around it.
Beth Wolfe:
Exactly. Students spend more time outside the classroom than inside it. So it’s about what they experience holistically as part of the institution.
Jonathan Clues:
We’re seeing a shift from volume-based enrollment tactics to more intentional experience design. Have you seen that at UC?
Beth Wolfe:
Yes — and honestly, I’ve been pushing that for years.
The traditional model of filling the top of the funnel doesn’t work for institutions without unlimited resources. We’ve focused more on quality over quantity and improving conversion rather than simply increasing inquiries.
When I arrived, the mindset was still very volume-driven. But when we looked closely at the funnel, it became clear we didn’t need more inquiries — we needed better conversion, especially from admit to enroll.
Beth Wolfe:
We’ve leaned heavily into individual outreach. Mass communications still exist, but the core of what we do is personal connection.
We want to prove through the admissions experience what we promise as an institution — that students will be known and supported here.
Jonathan Clues:
That aligns with a broader idea: results are often a combination of traffic and conversion. Improving conversion can reduce pressure on the top of the funnel.
Jonathan Clues:
Let’s talk about belonging versus browsing. Many digital experiences are designed for navigation, not connection.
How do you help students picture themselves belonging?
Beth Wolfe:
On campus visits, we try to start by introducing students to faculty in their area of interest. That helps them immediately form a connection and understand what their academic experience will look like.
Our tour guides are often graduate assistants who completed their undergrad with us, so they can speak authentically about why they chose UC and why they stayed.
Beth Wolfe:
We also have a large international population, and many of those students never visit campus in person.
So we work hard to create personal stories in our digital content — through video, quotes, and student storytelling — so prospective students can imagine themselves here.
Jonathan Clues:
Storytelling really matters, especially through video.
Beth Wolfe:
It does, but it’s challenging to scale. Video takes time and resources.
You can’t start with everything. You have to prioritize, communicate clearly, and make people feel included in the process so they understand how and when their programs will be represented.
Jonathan Clues:
That’s a classic prioritization challenge — deciding where to invest effort.
Beth Wolfe:
Exactly. We approach it collaboratively with marketing, academic leadership, and deans.
We balance promoting strong programs while also supporting those that need more visibility. Transparency around timelines helps people feel confident they’ll be represented.
Jonathan Clues:
When students understand what makes an institution different, confidence improves. How do you decide which stories to tell?
Beth Wolfe:
It’s very collaborative. We work closely across leadership to prioritize based on goals, enrollment needs, and timelines.
When people understand the plan and feel included in the process, it builds trust and alignment.
Jonathan Clues:
Let’s shift to advice. Many institutions know they’re different but struggle to articulate it.
What advice would you give?
Beth Wolfe:
First, clearly define who you are. If you can’t articulate that internally, you can’t communicate it externally.
And it takes courage. When you define who you are, you’re also acknowledging who you are not.
You can’t be afraid of that.
Beth Wolfe:
Second, don’t be afraid to lean into your uniqueness.
Many institutions default to cookie-cutter messaging because they’re afraid of standing out. But students are looking for authenticity.
Sometimes the most meaningful stories are the very human ones — the places, traditions, or moments that give a campus its heart and soul.Jonathan Clues:
You also mentioned the importance of internal alignment.
Beth Wolfe:
Yes — this work requires relationships.
You can’t just mandate change. You have to listen, ask questions, and understand what different stakeholders care about.
When you show genuine interest in their programs and perspectives, they’re much more open to collaboration.
Beth Wolfe:
It’s also important to communicate clearly and avoid jargon. Not everyone understands enrollment terminology, so transparency and shared understanding matter.
And above all — listen. Faculty and campus leaders often have valuable insights about what resonates with students.
Jonathan Clues:
Great advice. Let’s zoom back out to differentiation.
Institutions that clearly articulate their value build trust earlier and convert at higher rates.
As we look ahead, what gives you optimism?
Beth Wolfe:
Personally, it’s the team I work with. They’re incredible, and I’m optimistic about what they can accomplish.
From an industry perspective, we’re in challenging times — but I see opportunity. I hope institutions use this moment to become more intentional, more student-focused, and ultimately better at what we do.
Jonathan Clues:
When institutions stop trying to be everything and focus on being the right thing, everyone wins — students, families, and institutions alike.
Beth, thank you for sharing your insights today.
Beth Wolfe:
Thank you. I really enjoyed the conversation.
Jonathan Clues:
Thanks to our listeners for tuning in. For more podcasts and resources, visit StudentBridge.com.
Until next time, this is Filling Seats.