The Hidden Gem

Ep. 30: Stop Chasing, Start Attracting: The Power of Inbound Marketing in Higher Ed

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Marcus Hanscom, an expert in higher ed marketing, to demystify inbound marketing and its impact on student engagement and enrollment. Many institutions focus on traditional advertising, but Marcus explains why inbound marketing - a strategy centered on attracting students through valuable, relevant content - is the key to long-term enrollment success.From content marketing to SEO, paid advertising, and AI-powered content creation, this episode breaks down how colleges can build an inbound strategy in-house without massive budgets. If your institution is looking to move beyond "spray and pray" advertising and develop marketing that works smarter, not harder, this episode is packed with actionable insights.Guest Name: Marcus Hanscom, Director of Enrollment Marketing, DD AgencyGuest Social: https://www.linkedin.com/in/marcushanscom/Guest Bio: A purpose-driven, higher education enrollment management and marketing leader, Marcus Hanscom is the Director of Enrollment Marketing and a senior consultant at DD Agency, a full-service digital marketing agency focused on inbound marketing for higher education. Prior to joining DD Agency in October 2023, he worked in progressive roles in enrollment management at Roger Williams University and the University of New Haven, predominantly working with graduate and adult students. He also served as a higher education consultant for Dutcher LLC, supporting clients in academic program analysis and development, market research, digital marketing strategy, staff assessment, tuition strategy, and more.

Ep. 29: How Colleges and Employers Can Partner to Bridge Workforce Gaps

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Dr. Marsha Danielson, President of Minnesota State College Southeast, to discuss an innovative approach to bridging the gap between students seeking affordable education and employers struggling to fill critical workforce shortages. Dr. Danielson shares the success of the Career Opportunity Program, a last-dollar tuition initiative funded by local employers to remove financial barriers for students while strengthening the regional talent pipeline.Learn how her strategic approach to engaging key business leaders turned this vision into a thriving program that benefits students, employers, and the entire community.Key Takeaways:Learn how the Career Opportunity Program removes financial barriers for students through a last-dollar tuition model supported by local employers.Discover the strategy behind securing industry funding by leveraging key influencers and turning a single partnership into a regional employer-driven initiative.Hear why workforce development isn’t just about recruitment, but about expanding the talent pipeline to benefit both students and local businesses.Find out how keeping employer partners engaged—through regular updates, student success metrics, and networking events—ensures long-term investment.Understand how community colleges can scale similar models and make a compelling business case for industry-backed education programs.Explore the impact the program has had so far, exceeding expectations in both student participation and retention rates.This episode is a must-listen for college leaders, workforce development professionals, and anyone looking to build stronger employer partnerships to support students.Guest Name: Dr. Marsha Danielson, President, Minnesota State College SoutheastGuest Bio: Dr. Marsha Danielson serves as the ninth president of Minnesota State College Southeast. She sees the college as a vital resource in meeting the need for qualified employees in the region and believes that its students must graduate career-ready or prepared to succeed in a university environment.  Dr. Danielson has served over 25 years in higher education. From 2007-2021, she served in several capacities at South Central College in Mankato and Faribault, MN. At Minnesota State University, Mankato she worked in several roles within University Advancement from 1996 to 2007.   Dr. Danielson earned a Bachelor of Science in Business Administration and Management and a master’s degree in Higher Education/Higher Education Administration at Minnesota State University, Mankato. She holds a Doctorate in Community College Leadership from Ferris State University (MI).  

Ep. 28: Lessons from Both Sides: Insights on Community College Marketing from a Private University Perspective

In this episode of The Hidden Gem, Maya Demishkevich speaks with Rebecca Oliver, Director of Strategic Communications at North Shore Community College, about her transition from private universities to the world of community colleges. Rebecca shares her unique insights on the differences between private and public institutions, how community colleges can leverage their strengths, and the challenges of adapting marketing strategies to a new audience.Key Takeaways:Hear about Rebecca’s transition from private universities to a public community college, and the key differences she’s observed in audience, strategy, and operations.Learn how community colleges can benefit from the private sector’s focus on ROI-driven marketing and strategic resource allocation.Discover the importance of retention-focused marketing in community colleges and why maintaining a consistent tone of voice throughout the student journey is essential.Find out how community colleges can effectively position themselves as a first choice for students, particularly in light of free tuition programs and the workforce development advantage.Understand the challenges of addressing the “hidden gem” label and how to shift public perception to showcase community colleges as a loud, proud, and viable educational option.Tune in to hear Rebecca’s fresh perspective on how community colleges can maximize their potential and navigate today’s competitive educational landscape!Guest Name: Rebecca Oliver, Senior Executive Director of Strategic Communications, North Shore Community CollegeGuest Bio: Rebecca Oliveris a Senior Executive Director of Strategic Communications at North Shore Community College. In this role, she leads the new strategic communications department which combines the former External and Public Relations team with Marketing Communications. Ms. Oliver brings with her more than a decade of higher education experience with expertise in digital performance and brand awareness. Prior to joining NSCC, she was Director of Marketing at Lasell University and has worked in marketing and communications roles at Boston University and Dartmouth College. A resident of Amesbury, Ms.Oliver is originally from southeastern Massachusetts and earned her bachelor's degree from Westfield State University and her graduate degree from Miami University of Ohio.

Ep. 27: How CCBC Merged Continuing Education and College Marketing Teams to Drive Impact

In this episode of The Hidden Gem, Maya Demishkevich sits down with Amy Filardo, Chief Marketing Officer at Community College of Baltimore County (CCBC), Maryland’s largest community college. Amy shares her journey of transforming the marketing and communications function at CCBC over the past four years. From integrating continuing education marketing into a centralized team to implementing new technology and strategies, Amy offers practical insights for reimagining marketing structures in higher education. This episode is packed with valuable lessons for college leaders, marketers, and administrators looking to drive enrollment and streamline operations.Key Takeaways:Learn how Amy restructured CCBC’s marketing and communications function, merging continuing education and credit marketing into a unified team to improve collaboration and efficiency.Discover the impact of adopting a digital-first strategy, including overhauling the college’s website and reducing reliance on outdated print materials.Hear how focusing on enrollment as the central goal helps guide decision-making and align marketing strategies across departments.Find out how CCBC created new roles, such as a project coordinator and director of enrollment marketing, to streamline workflows and enhance communication with stakeholders.Understand the challenges of managing 300+ programs and how tools like CRM systems and project management platforms can improve efficiency and outcomes.Explore the successes achieved through these efforts, including exceeding enrollment goals for nine consecutive cycles and fostering a collaborative team environment.This episode offers actionable strategies and insights for anyone looking to modernize and strengthen their institution’s marketing and enrollment practices. Don’t miss it!Guest Name: Amy Filardo, Chief Marketing Officer, Community College of Baltimore CountyGuest Social: https://www.linkedin.com/in/amy-filardoGuest Bio: Amy Filardo is a seasoned marketing and communications professional with a background in brand development, strategic marketing, and multimedia communications. As Chief Marketing Officer at The Community College of Baltimore County, she leads efforts to strengthen the college’s brand, enhance engagement, and support enrollment growth through integrated campaigns and creative initiatives.With over 15 years of experience, Amy has held leadership roles in higher education and corporate settings. At Loyola University Maryland, she directed branding efforts, managed award-winning digital projects, and supported enrollment strategies. Amy holds a master’s in communications from London Metropolitan University and is passionate about collaboration, mentorship, and fostering creativity in her work.In addition to her professional achievements, Amy is dedicated to supporting nonprofit initiatives that promote arts and education. She serves as a board member for a nonprofit organization and has served as a mentor to help first-year college students transition successfully.

Ep. 26: Stop, Drop, and Enroll: Innovative Strategies for Boosting Student Retention

In this episode of The Hidden Gem, host Maya Demishkevich sits down with Julio Vargas-Essex, Vice President of Student Affairs and Enrollment Management at North Hennepin Community College, to discuss how innovative research and collaborative strategies are driving student retention. Julio shares insights from his groundbreaking research project, "Stop, Drop, and Enroll," which focused on identifying and addressing barriers to student persistence. From reimagining orientation to creating innovative peer mentoring programs, this conversation dives deep into practical strategies for improving the student experience and boosting retention.Learn how Julio and his team used student-centered research methods, like PhotoVoice, to identify barriers to student persistence and empower students to share their experiences visually.Discover the impact of addressing basic needs, such as mental health support, food security, and holistic resource centers, in fostering a retention-focused campus culture.Hear about the creation of cross-functional success teams and how they’ve revolutionized advising and onboarding processes at North Hennepin Community College.Explore innovative programs like "Be Bold, Break the Mold," a peer mentoring initiative supporting students in non-traditional fields, which integrates financial incentives to reduce barriers.Find out how rethinking orientation with just-in-time communications and targeted engagement strategies has improved student success and satisfaction.Understand why marketing must support retention efforts by focusing on the entire student lifecycle, not just recruitment.This episode is packed with actionable ideas for anyone in higher ed looking to improve student retention, support, and engagement. Don't miss it!Research Article Discussed on the ShowLauritsen, J., Favela Naca, E., Gilgen, R., Lui, I., & Vargas-Essex, J. (2023). Stop, Drop, Enroll: Increasing Student Persistence Through Strategic Partnerships. About Campus, 28(1), 38-49.  https://doi.org/10.1177/10864822231169226Guest Name: Julio Vargas-Essex, Vice President of Student Affairs and Enrollment Management, North Hennepin Community College Guest Social: https://www.linkedin.com/in/julio-vargas-essex-a007764aGuest Bio: Julio Vargas-Essex is a dedicated higher education professional with a decade of experience in leadership roles, including serving as Vice President of Student Affairs and Enrollment Management at North Hennepin Community College. He is deeply passionate about providing students from diverse backgrounds the support they need to succeed in college and in their careers. Julio believes in the transformative power of education and is committed to Minnesota State Colleges and University's mission of catalyzing positive change through partnership, collaboration, innovation, and leadership.In his current role at North Hennepin Community College, Julio has led initiatives to improve student success, strategic enrollment management, and address students' basic needs. He has successfully supported the implementation of a Guided Pathways Model, increased student enrollment rates, and developed partnerships to enhance student support services. Julio's experiences have honed his ability to lead change, manage budgets, and collaborate effectively with diverse stakeholders.Julio is committed to advancing equity and improving student success for all populations. He has led initiatives to increase access and support for BIPOC students, resulting in a more diverse student population and improved outcomes. He has also worked collaboratively with faculty, staff, and administrators to ensure compliance with state and federal laws and accreditation requirements.With over 15 years of leadership experience in education and non-profit work, Julio has developed a visionary leadership style that prioritizes collaboration, diversity, equity, and inclusion. He is a skilled communicator who builds strong partnerships with internal and external stakeholders.As a first-generation college student, Julio earned a bachelor’s degree in Psychology from the University of Wisconsin and a master’s in Applied Psychology from Metropolitan State University. Drawing on his experiences as a professional, Julio is keenly aware of the important role the Associate Vice Chancellor for Student Affairs and Enrollment Management position plays in Minnesota State Colleges and Universities. This experience keeps him focused on the students and their needs. In his personal time, Julio enjoys spending quality time with his family and friends. He is an avid music fan, and during the summer months, he is at an outdoor music festival.