The Future of Higher Ed Marketing: Personalization & Authenticity with Carrie Phillips

Getting to Aha! with Darshan Mehta

In this episode of Getting to Aha!, host Darshan Mehta chats with Carrie Phillips, Chief Communications and Marketing Officer at the University of Arkansas at Little Rock, about the evolving landscape of higher education marketing. They explore the shift toward digital transformation, the balance between professional production and authentic storytelling, and the growing importance of personalization. Discover how universities can create engaging, data-driven campaigns that resonate with diverse stakeholders and adapt to the changing expectations of students and alumni.
Carrie Phillips is the Chief Communications and Marketing Officer at the University of Arkansas at Little Rock, with over a decade of experience in higher education marketing. She transitioned from television media to digital marketing and specializes in brand development, crisis communications, and strategic messaging. Her data-driven approach to personalization and student engagement has earned national recognition. A thought leader in the field, Carrie pioneers innovative marketing strategies while mentoring the next generation of communications professionals in higher education.
KEY TAKEAWAYS
👉 Personalization is the Future of Higher Ed Marketing – Carrie Phillips highlights how universities must move beyond one-size-fits-all messaging. She explains how data-driven personalization enhances student engagement and creates more meaningful connections throughout the student journey.
👉 Authenticity Matters More Than Ever – Carrie discusses the shift from polished, corporate-style content to genuine, student-centered storytelling. She shares how universities can balance professional production with organic, relatable content that resonates with prospective students.
👉 Higher Education Marketing is Unique – Unlike traditional B2B or B2C marketing, higher ed marketing involves high-stakes, emotional decision-making. Carrie explores how universities must nurture long-term relationships, from early student recruitment to alumni engagement.
👉 AI is a Tool, Not a Replacement – While AI offers efficiencies in marketing, Carrie stresses the importance of human oversight. She shares practical ways universities can leverage AI without losing the personal connections that define higher education experiences.
👉 Post-COVID Communication Strategies Have Evolved – Carrie examines how the pandemic reshaped university communications. She discusses the need to balance engagement and over-communication, ensuring messaging remains effective and relevant.
Listen Now!
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And connect with the host and guests here:
Darshan Mehta on LinkedIn - https://www.linkedin.com/in/darshan--mehta
iResearch website - https://iresearch.com
Carrie Phillips on LinkedIn - https://www.linkedin.com/in/carriehphillips/
UA Little Rock Website - https://ualr.edu/

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Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.
Check out the 3 most downloaded episodes:

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

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