Feb 17, 2026
Today we're taking a wide angled look at the state of higher
education marketing, an industry under increasing pressure to drive
enrollment, prove impact, and adapt to rapidly changing student
expectations, all while navigating complex institutional realities.
From how prospective students discover and evaluate schools, to how
institutions balance brand, performance, and long-term growth,
higher ed marketing is evolving fast, and marketing teams are being
asked to deliver greater impact amid evolving expectations and
constraints.
To unpack what's really changing, what's working, and where
institutions need to evolve next, I'm joined by two leaders with
deeply connected, but distinct perspectives. From the client side,
we're excited to welcome Dave Gladson, Associate Vice President of
Marketing at Point Loma Nazarene University. Dave has been leading
PLNU's marketing evolution firsthand, balancing internal
priorities, enrollment goals, and the shift toward more measurable
digital-first strategies.
And joining us from Red Door Interactive is Mallory Collins, director of Brand
Strategy and Creative. Mallory has partnered with higher education
institutions across the country to help them navigate enrollment
pressure, evolving student behavior, and the challenge of aligning
performance marketing with long-term brand building. She's also the
former business manager on the PLNU account, giving both her
category wide perspective and firsthand institutional experience.
Together we'll explore what's shifting in higher ed marketing, what
institutions are getting right, and where real opportunity lies
ahead.