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SEASON 2, Ep. 2 Challenging the Status Quo: An Interview with Paul McGinnis, Vice President of Marketing and Enrollment at Bethel University
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Paul McGinnis, Vice President of Enrollment and Marketing at Bethel University, brings a fresh perspective to higher education with his background in business rather than academia. In this conversation, he shares his unique journey into the sector and his thoughtful approach to navigating its complexities. Paul highlights the importance of listening to diverse perspectives and challenging traditional assumptions to foster meaningful change. A key focus of the discussion is Bethel’s bold decision to significantly reduce its tuition sticker price—a move aimed at aligning costs with value and improving accessibility for students. He also underscores the critical role of entrepreneurial leadership, emphasizing agility, decisiveness, and execution in addressing the challenges higher education faces today.
This podcast is sponsored by Viv Higher Education
About Viv Higher Education
Viv Higher Education is a Boston-based, female-owned comprehensive marketing agency specializing in higher education. With expertise in strategic planning, creative asset development, and media campaigns, we focus on enrollment-centric initiatives. Our approach is grounded in industry best practices, ensuring precision in reaching target audiences. We have extensive experience in marketing to diverse groups, including high school students, Hispanic, military, LGBTQ+, international students, and online learners. Navigating the complex landscapes of university environments is second nature to us, and we prioritize fostering collaborations that yield mutually beneficial outcomes. With a personable, nimble, and highly responsive approach, we deliver tailored solutions to empower organizations to achieve their objectives.
Website: https://vivhied.com/
LinkedIn: https://www.linkedin.com/company/viv-higher-ed/
章
1. Welcome and Introduction (00:00:00)
2. Transition to Bethel University (00:01:21)
3. Challenges and Strategies in Higher Ed. (00:02:26)
4. Listening and Learning Phase (00:03:42)
5. Tuition Pricing Strategy (00:07:25)
6. Impact of Pricing Changes (00:11:37)
7. Entrepreneurial Leadership Principles (00:17:46)
8. Future Goals and Initiatives (00:26:29)
9. Final Thoughts (00:31:41)
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