Shaping the future of higher education through strategic marketing
Hi, I’m Melissa McElhill, a higher education marketing professional with over 10 years of marketing and communications experience. I have worked with world-leading education and edtech organizations, including Case Western Reserve University, D2L, and Education First. I currently work for Champlain College as the associate director of marketing for the online division.
I believe in the transformative power of education. As a strategic marketer, I have the privilege of delivering measurable results while honoring its noble vision: to help every student pursue a fully realized life.
In higher education marketing, creativity, collaboration, and critical thinking are essential tools for crafting compelling messaging, adapting to the changing needs of students, and anticipating industry shifts, ensuring that our educational offerings resonate with the target audience, facilitate student progress, and remain career relevant.
Areas of specialization
I manage a small team and liaise with external partners to ensure the delivery of multichannel marketing campaigns that enhance brand awareness, drive enrollment, and increase retention.
I analyze data to determine the optimal strategies to reach and influence target audiences, providing regular insights on enrollment marketing initiatives across media channels, platforms, and campaigns.
By prioritizing student feedback, I ensure that our marketing initiatives authentically connect with our audience and encourage a student-centric experience at every stage of the student lifecycle.
Content marketing strategy
Campaign management
Building small teams
Marketing automation
Partnering with vendors
Leveraging tech and GenAI
Delivering on budget
Guiding principles
Human-centered
At the heart of education lies a fundamental appreciation for humanity, a shared reverence for the human life fully lived. Everyone, whether student or colleague, deserves to be seen, heard, and valued.
Practice in public
I practice “thinking in public” to help promote the idea that human beings continue to learn and grow beyond childhood; that you don’t have to think the same thoughts all your life just because you tweeted them in the past.
The “Goethe career trajectory”
Goethe said that when we treat people as if they’ve already fulfilled their potential, we help them become the best version of themselves. Applying this philosophy to the workplace helps create an environment that uplifts and encourages.
Valorization of work
I appreciate all forms of work that contribute positively to reaching shared objectives. It’s easy to say no, to criticize, to tear down. It takes effort to build. Creating things through the economy of exchange deserves recognition and celebration.
Ideas and influences
I share the insights of marketing and enrollment management leaders in higher education, annotate eye-catching marketing examples, and explore the evolution of education.
Interviews with industry-leading experts and actionable insights for navigating today's dynamic enrollment landscape. Topics include maximizing impact in the first 90 days, building high-performing teams, and leveraging technology.
Case studies
[Coming soon] Examples of education marketing that help drive institutional success, from captivating display ads to conversion-driven landing pages. This exploration encompasses the entire student lifecycle, from initial awareness to retention and referrals.
The long view of education, with insights into the educational journeys of world-famous high achievers. Visit Top of the Class for a blossoming compendium of educational biographies, from Frederick Douglass to Elon Musk’s, shedding light on their unique paths to success.
Taking a look at the latest in education and current affairs every Monday through Thursday, sharing insights, links, and ideas that might be helpful or thought-provoking. This blog is my way of connecting with others who are also passionate about these topics.