The idea of professional development is not a new concept, but sometimes it’s hard to see the connection between spending time in training and concrete marketing results. 

But I have seen the growth in marketing results that comes directly from the professional development of teams and individuals. 

It’s really worth the time and effort!

Colleges and universities are navigating a tough set of challenges that are reshaping the way they approach student enrollment. 

Changing Student Demographics

The makeup of college-bound students is shifting. 

Over the past decade, the number of White students enrolling in college has declined, while Hispanic and Asian student populations have grown significantly. 

These changes mean schools need to adjust their recruitment and support efforts to better meet the needs of a more diverse group of students.

Doubts About College Value

Fewer people believe that going to college is a worthwhile investment. 

A 2023 Gallup poll found that only 36% of Americans have a high level of confidence in higher education, a drop from 57% in 2015. 

Many students and their families are questioning if a college degree will really pay off in terms of career opportunities and financial security.

Rising Concerns About Tuition Costs

The rising cost of tuition is making families more cautious about choosing a college. 

Studies show that tuition freezes or caps can make a difference, especially for students from underrepresented backgrounds. 

This highlights the need for schools to focus on affordability if they want to stay competitive.

Fewer Students, Bigger Problems

There’s also a shrinking pool of potential students. 

The impending enrollment cliff is linked to lower birth rates following the 2008 financial crisis and broader population trends.  

With fewer students to recruit, colleges face a tough reality: they need to get creative and find new ways to attract students.

Professional Development: Preparation to Meet the Challenges

It may not have been President Abraham Lincoln who actually said it, but the old adage remains true, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”

There is no time wasted when you invest in professional development. 

It can sharpen your skills and mindset – as well as those on your team – in significant ways, enabling all to better meet the challenges that you’re facing. 

The challenges we’re facing today differ from those we’ve faced in previous years. 

New challenges will require new skills and new ways of thinking to meet them.

Again, here’s another cliché that is certainly worth stating. 

“If you’re not growing, you’re dying.”

This of course is true in terms of our physical health, but it’s also true in terms of the “health” of our marketing careers. 

Professional development is not a vacation from work, although it may not look like work.

It is preparation to meet the challenges of our day. It’s sharpening the axe.

But in which areas should you be developing your team? 

What are the skills they are going to need in this new marketing world with its challenges and realities?

I recommend higher education marketers focus their professional development efforts on these five key areas to get the greatest ROI.

Areas of Greatest ROI for Professional Development

1. Generative AI

Generative AI technologies, like ChatGPT and other advanced tools, are transforming how marketing teams operate, and higher education is no exception. 

These tools can create high-quality content, streamline workflows, and provide new ways to connect with prospective students. 

Investing in professional development to understand and strategically use generative AI is critical for staying competitive in our tech-driven world.

Content Creation

Generative AI can produce a wide variety of content, including blog posts, social media captions, email campaigns, and even chatbot scripts, in a fraction of the time it would take a person. 

This allows teams to focus on refining and personalizing messages rather than spending hours drafting from scratch.

Personalized Communication at Scale

With AI, marketing teams can craft tailored messages for different audiences—whether it’s high school seniors, transfer students, or adult learners—without manually writing each variation. 

AI-driven personalization helps schools stand out by delivering the right message to the right person at the right time.

Enhanced Data Analysis

Generative AI can analyze large volumes of data quickly, helping teams identify trends, understand student behavior, and fine-tune marketing strategies. 

This data-driven approach ensures campaigns are effective and targeted.

Improved Engagement

AI-powered chatbots and virtual assistants can engage with prospective students 24/7, answering questions, guiding them through applications, and even providing personalized recommendations. 

This improves the student experience and increases the likelihood of conversion.

Cost-Effectiveness

By automating repetitive tasks, generative AI reduces the workload on marketing teams, saving time and money. 

This efficiency allows schools to do more with less—an essential benefit in times of tight budgets.

Despite all the benefits of generative AI, the technology is only as effective as the people using it.

Without proper training, teams may underutilize AI tools or use them in ways that don’t align with their goals. 

Professional development is key to…

• Building Confidence with AI Tools: Training ensures team members understand how to use AI effectively, from content generation to data analysis.
• Maintaining Ethical Standards: AI needs to be used responsibly. Professional development can teach teams how to avoid plagiarism, bias, and other pitfalls.
• Driving Innovation: The more familiar teams are with AI’s capabilities, the more they can experiment and innovate, finding new ways to engage students and improve processes.
• Staying Competitive: Institutions that embrace AI and equip their teams to use it will have a significant edge over those that don’t.

Generative AI is here to stay, and its role in marketing will only grow. 

By investing in professional development now, higher ed marketing teams can fully leverage the power of AI, positioning their institutions for future success. 

2. Social Media Marketing

Social media has become one of the most powerful tools for higher education marketing teams. 

Platforms like TikTok, LinkedIn, and Instagram are where prospective students spend much of their time, making these channels essential for connecting with them. 

However, simply having a presence on social media isn’t enough. 

To stand out, higher ed marketers need to know how to find the right digital watering holes, create engaging content, use platform-specific features effectively, and measure the impact of their efforts. 

Professional development in social media marketing is a must for teams that want to make the most of these opportunities.

3. Multicultural Marketing

Our target audience of prospective students is becoming more diverse than ever. 

With increasing numbers of first-generation college students, students from different cultural backgrounds, and international applicants, the need for inclusive and culturally relevant marketing is growing. 

Multicultural marketing—strategies that embrace and celebrate diversity—is no longer optional for higher ed marketing teams. 

It’s a must for connecting authentically with today’s prospective students. 

Professional development in this area equips teams with the skills and insights needed to successfully engage and recruit students from all walks of life.

4. Data Analytics and CRM Proficiency

Data is the backbone of modern marketing, especially in higher education.

Today’s prospective students generate a wealth of data—from website visits and email clicks to social media interactions and application forms. 

To make sense of it all, higher ed marketing teams need strong skills in data analytics and customer relationship management (CRM) platforms. 

Professional development in these areas ensures teams can turn raw data into actionable insights, helping institutions recruit the right students, improve engagement, and maximize their marketing efforts.

5. Storytelling and Content Marketing

Storytelling has always been at the heart of effective marketing, and in higher education, it’s especially powerful. 

Students don’t just choose a college based on facts and figures—they want to feel inspired, understood, and connected. 

Storytelling and content marketing help higher ed institutions build these emotional connections by showcasing their unique culture, values, and success stories. 

To do this well, marketing teams need specialized skills and strategies. 

Professional development in storytelling and content marketing is essential for crafting messages that resonate and drive results.

Investing in Your Team’s Future

Professional development isn’t just about learning new skills—it’s about equipping higher ed marketing teams to thrive in a fast-changing landscape. 

From harnessing the power of generative AI to connecting with diverse audiences through multicultural marketing, these investments ensure that your team stays competitive, innovative, and effective. 

By focusing on areas like social media marketing, data analytics, and storytelling, your institution can build deeper connections with prospective students, navigate challenges with confidence, and achieve lasting success.

Do you need help sharpening the axe?

The challenges facing higher education today demand fresh approaches and continuous growth. 

Just as sharpening an axe prepares you for the toughest tasks, professional development empowers marketing teams to cut through the noise and deliver real results. 

That’s why at Caylor Solutions, we offer an array of higher education marketing courses, workshops, keynotes, and trainings. 

Let us perform an assessment of the areas of most strategic growth potential for you and your team, areas such as…

• Generative AI
• Social Media Marketing
• Multicultural Marketing
• Data Analytics
• CRM Proficiency
• Storytelling and Content Marketing
• Leadership and Team Development
• Fundraising and Advancement

Once we’ve identified the most strategic areas of growth for you, we can facilitate a professional development track or one-time training for you and your team. Contact us today! 

By prioritizing this growth, you’re not just preparing for today’s needs—you’re building the foundation for long-term success in an evolving world.

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Featured image by Paisan via Adobe Stock