Every game-changing tactic starts with a spark — that moment when someone notices something others missed, asks a different question, or sees a pattern hiding in plain sight. Talking Tactics celebrates these flashes of genius in higher education wherever they come from: the work-study student yapping in the commons, an admissions counselor pulling a late night, or the frazzled enrollment coordinator juggling a million tasks before noon. We explore both the insight AND the action, how a single observation became a tactic that delivered real results. We’ll even look at tactics that were a flop but led to an even greater comeback. Talking Tactics is hosted by Safaniya Stevenson and is a proud member of the Enrollify Podcast Network.
Students today aren’t just evaluating colleges based on rankings, programs, or amenities — they’re asking a much deeper question: Will I feel like I belong here? In this solo episode of Talking Tactics, Safaniya “Safy” Stevenson explores the growing connection between student loneliness, emotional wellness, and higher education marketing. From the rise of “third spaces” to the power of emotionally intelligent campus storytelling, Safy unpacks why the future of enrollment marketing may belong to the institutions that know how to market human connection, not just outcomes. If your campus tour, student experience, or brand messaging still feels transactional, this episode offers a fresh perspective on how to create more resonant, belonging-driven narratives that today’s students are craving.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
UNC Charlotte is rewriting what modern university advancement can look like—fast, collaborative, and deeply rooted in place. In this episode of Talking Tactics with Safaniya Stevenson, Beth Krigler and Penny Hawkins unpack how the “For the Love of Charlotte” campaign helped fuel a record-breaking surge in giving, including an extraordinary rise in non-alumni engagement and a fundraising trajectory that’s set to hit its $500M goal years ahead of schedule. From building a culture of “getting to yes” to breaking down silos across athletics, academics, and alumni relations, this conversation reveals how intentional alignment, shared language, and community-driven strategy can transform fundraising from transactional efforts into sustained momentum.
Guest Names:
Beth Crigler, Vice Chancellor or University Advancemnt, University of North Carolina Charlotte
Penny Hawkins, Deputy Athletic Director, Chief Enterprise Philanthropy Officer, University of North Carolina Charlotte
Guest Socials:
Penny: https://www.linkedin.com/in/penny-hawkins-cfre-68ab893/
Beth: https://www.linkedin.com/in/beth-crigler-cfre-139889114/
Guest Bios:
Penny Hawkins is Deputy Athletic Director and Chief Philanthropy Officer at UNC Charlotte, where she leads philanthropic strategy for Charlotte Athletics while also serving as Associate Vice Chancellor for Development. She has additionally served as Interim Executive Director of the Athletic Foundation since November 2025, guiding a period of accelerated growth in donor engagement and athletic fundraising. Since joining UNC Charlotte in 2021 as Senior Director of Development for Strategic Planning and Gifts, Hawkins has quickly become a central leader in the University’s advancement enterprise. In 2022, she was appointed Associate Vice Chancellor for Development, where she has helped shape and execute some of the institution’s most ambitious fundraising efforts. Her leadership has been instrumental in advancing the For the Love of Charlotte campaign, a $500 million initiative that has already secured $400 million in commitments and continues to build momentum toward its goal. Hawkins has played a key role in UNC Charlotte’s record-setting philanthropic achievements, including contributing to the University’s first-ever $100 million fundraising year in FY25 and helping secure transformative gifts such as a $23 million commitment from the Mebane Foundation in support of literacy education. During Niner Nation Gives 2026, she helped lead Charlotte Athletics to a historic performance, more than doubling its previous record with $2.2 million raised through 1,852 gifts. Before joining UNC Charlotte, Hawkins served as a senior consultant with PMA Nonprofit Leadership and held development roles with organizations including Novant Health, KinderMourn, and the Council for Children’s Rights. A Certified Fundraising Executive and graduate of UNC Chapel Hill, she is also an active leader within the Association of Fundraising Professionals. Across her career, Hawkins has been recognized for building strong donor relationships, aligning philanthropic strategy with institutional vision, and helping organizations translate momentum into long-term impact—particularly in support of student success and community advancement.
Beth Derrick Crigler is vice chancellor for advancement at UNC Charlotte, where she leads the University’s philanthropic strategy, alumni engagement, advancement operations, external relations, university events, and communications. She was appointed to the role following a national search, having previously served in the position in an interim capacity since July 2022. Since joining UNC Charlotte in 2018 as associate vice chancellor of development, Crigler has played a central role in advancing the University’s fundraising momentum, including helping to complete the $200 million Exponential Campaign, which ultimately closed at more than $218 million. Under her leadership, the University has continued to exceed annual fundraising goals and recently achieved record-setting success with its most successful Niner Nation Gives campaign to date, alongside securing transformative support such as a historic gift from the Mebane Foundation for literacy education and raising more than $60 million toward strategic priorities. A 20-year veteran of the development profession, Crigler has raised more than $130 million for Charlotte-area charitable organizations and more than $1 billion for nonprofits across North Carolina. Prior to UNC Charlotte, she served as senior director of principal and leadership gifts for the Novant Health Foundation and has held leadership roles with organizations including Charlotte Latin School, the U.S. National Whitewater Center, Sharon Towers, and the Cabarrus County Boys & Girls Club. A Certified Fundraising Executive and graduate of the University of South Carolina, Crigler is also active in the broader Charlotte community, serving on the Board of Directors of Charlotte Mecklenburg Housing Partnership and Camp Debbie Lou, a family camp she helped found for children with cancer.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
April 28, 202652 min
Ep. 73: How Social Intelligence Changes Higher Ed Marketing
Social media managers have been saying it for years: the comments section knows all. In this episode, Safaniya Stevenson sits down with Brittany Hennessy of Sprout Social to unpack why higher ed teams need to stop treating social like a content calendar and start using it as a real-time intelligence engine. From enrollment trends and student sentiment to campus reputation and revenue opportunities, they explore how universities can turn online chatter into smarter decisions. If your institution is still measuring success by likes and impressions alone, this conversation might just change the way you see social forever.
Guest Name: Brittany Hennessy, VP, Social Intelligence Evangelism
Guest Social: https://www.linkedin.com/in/brittanyphennessy/
Guest Bio: Brittany Hennessy is Vice President of Social Intelligence Evangelism at Sprout Social, where she defines and advances Social Intelligence as an executive discipline that connects social signals to business performance. She works with senior leaders to translate emerging signals into decisions that shape reputation, revenue, and retention. She is the author of INFLUENCER, one of the earliest strategic books on the business of creators, with frameworks that continue to shape how brands approach influencer marketing today.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
April 2, 202632 min
Ep. 72: Beyond the Tagline: Building Purpose-Driven Systems
What happens when the brand is not the lead but the work is? In this episode of Talking Tactics, Safy sits down with Deneen Gillespie to unpack a bold shift from traditional branding to purpose-driven systems thinking. From navigating system-level marketing to redefining what “brand” actually means, this conversation challenges everything you thought you knew about building influence. You will hear how focusing on collective impact, not just creative, can unlock real results across institutions. If you have ever questioned whether your brand is actually doing its job, this one is for you.
Guest Name: Deneen Gillespie, Assistant Vice President of Strategic Communications & Marketing, University of Illinois System
Guest Social: LinkedIn
Guest Bio: Deneen Gillespie is a senior communications and marketing leader with more than 25 years of experience guiding institutions through transformation, building high-performing teams, and translating complex priorities into narratives that drive action. Her work is grounded in a deep commitment to inclusive communications, rooted in the belief that who tells the story, how it is told, and who it reaches matter as much as the message itself. As Assistant Vice President of Strategic Communications and Marketing at the University of Illinois System, she oversees brand strategy, marketing, media relations, and system-level communications while partnering across three universities to advance a cohesive voice. She serves as a trusted advisor to senior leadership, shaping integrated strategies that support the System’s mission as a leading public university network. Throughout her career, Gillespie has championed clarity as a form of respect, ensuring institutions cut through complexity to reach the right audiences. Prior to her current role, she served as Senior Vice President at Collaborative Communications, leading work with institutions across education, advocacy, and philanthropy. Her earlier leadership roles at Loyola University Chicago and the University of Chicago reflect a track record of building communications ecosystems, restructuring teams, and fostering more human-centered institutional cultures. Beyond her professional work, Gillespie is a creative storyteller and active community advocate, and she holds advanced degrees and certifications in integrated marketing, leadership, brand management, and project management.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
March 17, 202632 min
Ep. 71: How Pretzels Became One of Higher Ed’s Most Memorable Enrollment Marketing Campaigns
What does a pretzel have to do with enrollment marketing? Turns out… a lot.
On this episode of Talking Tactics, host Safaniya Stevenson sits down with Andy Schneider, Dean of Admissions at Marquette University, to unpack the now-famous admissions pretzel—an unconventional campaign that sends 10,000+ pretzels to admitted students each year.
From pandemic experiment to viral marketing moment, Andy shares how a simple idea sparked social buzz, boosted engagement, and helped Marquette stand out in a crowded admissions landscape.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
March 3, 202630 min
Ep. 70: Fun, Strategy & Fur: Rethinking Mascot Rebranding in Higher Ed
What happens when a university mascot gets more than just a costume upgrade? In this episode of Talking Tactics, we unpack how a strategic mascot rebrand can fuel enrollment marketing, drive retail revenue, and build real campus tradition. From trademark governance to ESPN-level exposure, this isn’t fluff — it’s brand strategy with fur. If you think mascots are just for game day, think again.
Guest Names:
Megan Nash Milligan, Brand Marketing Strategist, Loyola Marymount University
Stephanie Teresi, Associate Director, Trademarks, Licensing, and Promotional Assets, Loyola Marymount University
Guest Socials:
Megan: https://www.linkedin.com/in/megan-nash-milligan/
Stephanie: https://www.linkedin.com/in/snwert/
Guest Bios:
Megan Nash Milligan is the Brand Marketing Strategist at LMU, where she leads integrated marketing planning and cross-functional rollout of key brand initiatives. A proud LMU alum, she earned her M.A. in Educational Studies while competing as a beach volleyball student-athlete & leading the team to their first conference championship. Before returning to LMU, Megan managed marketing and operations in the real estate industry, overseeing full-scale campaigns and a company rebrand. Originally from Toronto, Megan now calls Los Angeles home—where she tries new food across the city, plays beach volleyball, and spends too much time with her two dogs!
Steph Teresi runs LMU’s trademark licensing game—protecting, promoting, and powering up the university brand across merch, apparel, and swag. As LMU’s first full-time licensing lead, she’s built policies and partnerships with the goal to boost LMU pride and make our gear easier to find (and love). Pre-LMU, Steph repped over 100 East Coast schools at Campus Stop and designed store displays at Anthropologie. A proud University of Delaware grad with a BFA in visual communications (go Blue Hens!), she now calls Culver City home—where she cheers on the Eagles, spoils two bernedoodles, and paints watercolor masterpieces at the kitchen table.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
Are too many emails and events actually hurting student engagement at your university? In this episode of Talking Tactics, Safaniya Stevenson chats with Toni Marie Perilli from Fordham University about how over-programming can overwhelm students and what her team did to fix it. From segmented newsletters to centralized program planning, Toni shares actionable strategies to get students opening, clicking, and showing up.Guest Name: Toni Marie Perilli, Communications & Marketing Specialist, Fordham UniversityGuest Social: https://www.linkedin.com/in/tonimarieperilli/Guest Bio: Toni Marie Perilli is a New York-based storyteller and strategist dedicated to helping institutions transform every touchpoint into a meaningful experience. As the Marketing and Communications Specialist at Fordham University’s Career Center, Toni Marie supports strategic initiatives through a distinct blend of content marketing, brand strategy, and public relations to bring students, employers, alumni, and community partners together. She was recognized by the American Marketing Association as a 2025 Emerging Marketer in Higher Ed Finalist, Ad Age as part of its inaugural NextGen Community cohort, and the American Theatre Wing as a featured copywriter for its “Art of a Show Master Class.” Beyond her work at Fordham, Toni Marie is a proud Gator, pursuing a Master’s in Mass Communication from the University of Florida, and can often be found planning her next off-Broadway show night, reading a rom-com, or writing about theme parks and beauty finds.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
February 3, 202625 min
Ep. 68: Is Storytelling Just a Buzzword? How Higher Ed Marketers Can Build Narrative That Actually Works
Storytelling is having a moment.But most brands are still telling stories that sound exactly the same.On this episode of Talking Tactics, Safy sits down with John Gorman, founder of Saint Orange, to unpack why “storytelling” has become marketing’s favorite buzzword and how it lost its edge along the way.They get into what actually separates storytelling from narrative and copywriting, why higher ed marketing has been sanded down to beige, and how playing it safe is quietly killing differentiation. From building lore without blowing up your institution to measuring whether a story is doing its job, this conversation is equal parts strategic, cultural, and refreshingly honest.If you’re a marketer who wants fewer buzzwords, better stories, and permission to take smarter creative risks, press play.Guest Name: John Gorman, Founder & Principal, Saint OrangeGuest Social: https://www.linkedin.com/in/johnfgorman/Guest Bio: John Gorman is a strategist, writer, keynote speaker, and creative director living in San Juan, Puerto Rico. He is the founder of Saint Orange, an international strategy consultancy advising brands and global executives on identity, positioning, and narrative.Over a two-decade career in marketing, John has led corporate creative teams and brand voice in tech, advertising, and public sector. His work has been recognized with multiple industry awards—including Clio, Cannes Lions, and an Emmy-nominated project.As a political consultant, John has crafted communications and messaging on behalf of Reps. Alexandria Ocasio-Cortez and Jasmine Crockett—and contributed to the development of the Green New Deal.In parallel, John is a widely read cultural and business writer, with over 12 million readers and his essays appearing at Entrepreneur, Insider, Inc., and Sports Illustrated, among others. John holds a degree in Psychology from the State University of New York at Buffalo. He has never used it.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
January 20, 202626 min
Ep. 67: How Friendship Bracelets United a Campus Around Its Strategic Plan
Forget everything you know about strategic plans being boring. Fort Lewis College just cracked the code when they turned their five strategic pillars into friendship bracelets that faculty, staff, and students are actually wearing around campus. Director Anna McBrayer reveals how getting executives to weave bracelets together broke down silos better than any PowerPoint ever could. Listen to learn how having FOMO about a strategic plan accessory might be the best problem your campus could have.Guest Name: Anna McBrayer, Director of Marketing & Communications, Fort Lewis CollegeGuest Social: https://www.linkedin.com/in/anna-mcbrayer/Guest Bio: Anna McBrayer is the CMO for Fort Lewis College, in Durango Colorado, Colorado's only Public Liberal Arts institution. She has worked in higher education for over 12 years and is innovating creative leadership through strategic storytelling. As a trained visual designer and artist, she is developing unique ways to bring her team of Marketing and Communications professionals alongside campus leadership and stakeholders as strategic partners in brand marketing and reputation building through multifaceted, creative campaigns.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
January 6, 202642 min
Ep. 66: Is Your Campus Ready for Employee Advocacy? The Culture Check Higher Ed Marketers Can’t Skip
Think your university's perfectly curated Instagram feed is attracting Gen Z students? Think again. Employee advocacy experts Ben Hayes and Maria DeMario reveal why letting professors post typos and unpopular opinions on LinkedIn might be your best recruitment strategy yet. But here's the catch: if you're asking faculty to 'stick to brand guidelines,' you're missing the entire point. Discover why the messiest social media presence might be your competitive advantage in the age of AI.Guest Names:Maria Di Mario, Head of Editorial, Hubbub LabsBen Hayes, Senior Account & Community Manager, Hubbub Labs Guest Socials: Maria: https://www.linkedin.com/in/maria-di-mario/Ben: https://www.linkedin.com/in/benjaminhayes80/Guest Bios: Maria Di Mario is Head of Editorial at Hubbub Labs, a Barcelona-based marketing agency specialising in education. With more than 18 months leading the agency’s editorial strategy, she shapes high-impact content for education organisations across international markets. Her work sits at the intersection of storytelling, strategy, and education. She develops thought leadership, long-form content, and campaign narratives that help institutions strengthen recruitment, build brand authority, and communicate complex ideas with clarity and nuance. Advising on brand voice, content frameworks and emerging challenges, she is particularly focused on issues of access, equity, and the shifting landscape of international student mobility. Beyond marketing, she advocates for creativity and sustainability, building a personal brand that challenges conventional narratives while elevating thoughtful and intentional work.Ben Hayes is the Senior Account and Community Manager at Hubbub Labs. Daily, he brings more than 20 years experience working in Marketing and Education, and uses this to help create and manage a variety of high impact campaigns for major brands in the education space. His work ensures that strategy, messaging, content and community work in harmony to not only drive results for education brands, but also help people access education to transform their lives. This year, in conjunction with Maria, he developed and launched an internal Employee Advocacy programme at Hubbub Labs and used this experience to lead a client programme. He's passionate about the connections, ROI and personal sense of accomplishment that comes from a well run Employee Advocate programme.
- - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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