In an era where students trust a peer on Instagram more than a university's official website, how can enrollment marketers cut through the noise and build genuine connections?

This week on The Signal: On Air, Jeff Dillon sits down with Mitchell Borges, Director of Marketing for ASUCD at UC Davis and a researcher who has spent years studying how social media actually influences student enrollment decisions. Mitchell shares eye-opening findings from his doctoral research, revealing that students are heading to Instagram comment sections to ask strangers about tuition because they perceive peer-to-peer information as more authentic than official university communications.

He explains why empowering students to create content is the single most effective strategy for building trust, why out-of-state students rely more heavily on digital discovery than their in-state peers, and how his own team grew Instagram followers from 4,000 to 14,000 by letting students take the lead.

Mitchell also delivers a critical wake-up call about the April 2026 Title II accessibility compliance deadline, warning that social media—often an afterthought in accessibility conversations—will be one of the hardest areas to bring into compliance. He offers practical advice on rethinking content workflows and explains why the teams that embrace authenticity and move fast on micro-trends will be the ones that win.

Tune in for a candid, tactical conversation about what it really takes to connect with today's students in a crowded, fast-moving digital landscape.

Key Takeaways

• Trust Has Shifted to Peers: Students consistently perceive information from peers or alumni on social media as more authentic and trustworthy than official university websites or admissions counselors. This is driving them to seek out peer perspectives in comment sections, DMs, and informal channels.
• Out-of-State Students Rely Heavily on Digital: Unlike in-state students who can tap into local networks for firsthand feedback, out-of-state students lack that personal connection. As a result, they place significantly more weight on the digital content they find during their search phase.
• Empower Students to Create Content: Mitchell's research and experience show that putting students in front of the camera—even student employees reading a script—feels authentic to prospective students. His team grew Instagram from 4,000 to 14,000 followers in two years by shifting from career staff to student-led content creation.
• Facilitate the Search Process, Not Just the Decision: Universities are great at capturing students' "I committed" moments but miss the opportunity to encourage students to share their search journey. Helping students document and share their exploration could fill a critical gap in authentic content.
• Accessibility Must Be Built Into Social Workflows: The April 2026 Title II compliance deadline is closer than many realize, and social media is a major blind spot. Features like story text, video captions, and alt text are difficult to manage at scale. Mitchell's team has been operating as if the deadline has already passed for months and is still under 30% compliance across 60 accounts.
• Influencer Marketing Is the Next Frontier: As traditional relationship marketing loses effectiveness, Mitchell sees influencer marketing—partnering with trusted voices already connected to student audiences—as a major opportunity. The risk of giving influencers autonomy is real, but the institutions that move first will gain a significant advantage.

The Signal Newsletter:
https://edtechconnect.com/newsletter

• (00:00:00) - The Signal
• (00:02:06) - Top Executives: Higher Ed Marketing
• (00:03:22) - UC Davis vs Grand Canyon University: Different Sales Pitch
• (00:05:29) - How Social Media Influences Enrollment Decision
• (00:13:43) - The Future of Student Engagement
• (00:15:10) - Senior Marketing Manager at ASUCD,
• (00:18:11) - What channels or platforms are currently delivering the strongest ROI for student
• (00:20:15) - The Title 2 Compliance Deadline
• (00:25:31) - What Will Define Successful Higher Ed Marketing Teams?
• (00:27:59) - The Signal: Higher Ed Tech News & Insights

Jaime Hunt is the founder of Solve Higher Ed and host of the popular “Confessions of a Higher Ed CMO” podcast. She unpacks the evolving landscape of higher education marketing. Jamie shares decades of experience – from her time as a Chief Marketing Officer at institutions like Old Dominion University, Miami University, and Winston-Salem State – offering brutally honest insights into the challenges and opportunities facing colleges and universities today. This is an honest conversation about enrollment strategies, brand building, crisis communications, and the surprising universality of higher ed’s struggles.

Join Jeff as he delves into Jamie’s unique perspective on leadership, risk-taking in education, and how institutions can truly differentiate themselves in a competitive market. Discover why many colleges are facing similar hurdles despite seemingly disparate circumstances – and learn how to break free from short-term thinking.

Key Takeaways:

• Universality of Challenges: A startling number of higher education institutions face remarkably similar challenges regarding enrollment, brand perception, and strategic direction – regardless of size or location.
• The Importance of Risk-Taking: Traditional, campaign-focused thinking is holding back progress. Institutions need to embrace calculated risk and experimentation to truly innovate.
• Beyond the "Me Problem": Leaders often get caught up in their own institution's issues, overlooking broader trends and systemic challenges within higher education.
• Selling Futures: Jamie’s personal motivation – a desire to help students achieve brighter futures – is a powerful driver for effective higher ed marketing.
• Looking Ahead: Institutions need to be thinking strategically about the next 2-3 years, anticipating technological shifts and evolving student expectations.

The Signal Newsletter:
https://edtechconnect.com/newsletter

Find Jaime Hunt:

LinkedIn

https://www.linkedin.com/in/jaimehunt/

Solve Higher Ed

https://www.solvehighered.com/

And find EdTech Connect here:

Web: https://edtechconnect.com/

• (00:00:00) - The Signal: Higher Ed Marketing and Transformation
• (00:01:36) - In the Elevator With Higher Ed Marketing's
• (00:02:47) - Former CMOs at Universities and Colleges
• (00:05:06) - What are the biggest misconceptions people have about marketing leadership in higher ed
• (00:10:01) - Where are marketing institutions getting it on AI?
• (00:13:47) - AI and Marketing: The Strategic Implications
• (00:16:47) - Common themes in higher ed's AI implementation
• (00:20:04) - Why Empathy is so critical for higher ed leadership
• (00:21:28) - How to Stay Innovative With a Limited Budget
• (00:23:01) - Getting to the Cabinet: Marketing Leaders
• (00:25:09) - What are some of the most surprising insights from your
• (00:27:56) - Talking Higher Ed: Confessions of a Student
• (00:28:26) - The Signal: Higher Ed Tech Insights

Join Jeff Dillon as he sits down with Devin Pergason, AVP for Student Experience, Marketing & Outreach at Forsyth Technical Community College, to dissect the evolving landscape of higher education. This episode tackles a critical question: why are community colleges currently best positioned to drive student success? Pergason argues that their inherent “student-first” mission – unlike research universities attempting to retrofit a student-centric model – gives them a significant advantage.

The conversation centers on the urgency with which institutions must engage with emerging technologies, particularly AI, mirroring the same dedication they bring to the classroom. Pergason emphasizes a shift away from traditional marketing approaches that “market *to* students” towards strategies designed *for* their needs. He highlights how Forsyth Tech built a groundbreaking student care model – integrating support services directly with marketing – creating a unified approach for genuine engagement and lasting impact.

Ultimately, this episode explores whether community colleges are truly ‘getting there’ in embracing the technological conversation, and what it takes to ensure students receive the support they need to thrive.

Key Takeaways:

• Community College Advantage: Pergason argues that their existing mission – prioritizing student success – makes them uniquely positioned for innovation.
• Student-First Marketing: A critical discussion on moving beyond traditional marketing tactics and focusing on what truly matters to students.
• Integrated Systems are Key: The importance of combining student care services with marketing within a unified organizational structure.
• Urgency in Technology Adoption: The need for community colleges to approach technology – particularly AI – with the same level of commitment as their academic programs.

The Signal Newsletter:
https://edtechconnect.com/newsletter

Find Devin Purgason:

LinkedIn

https://www.linkedin.com/in/devinpurgason/

Forsyth Technical Community College

https://www.forsythtech.edu/

And find EdTech Connect here:

Web: https://edtechconnect.com/

• (00:00:00) - Student Services: Marketing and Admissions
• (00:00:41) - Meet Devin Purgason
• (00:02:03) - How Student Experience and Marketing Outreach are driving higher education innovation
• (00:10:08) - Forsyth Tech's AI Committee
• (00:15:48) - How Marketing Data is Affecting the Student Journey
• (00:18:04) - What are the opportunities of AI in colleges?
• (00:19:31) - On Student Engagement and Marketing
• (00:23:26) - How to Modernize Higher Ed Marketing Teams
• (00:25:24) - The Future of Higher Ed: Technology Innovation