Higher Ed Marketing, Authenticity & Storytelling ft. Dustin Van Hunnik

How should we best balance authenticity and modernization in higher ed marketing?

On this episode of A Matter of Degrees, University of Sioux Falls’ (USF) Assistant Director of Marketing Dustin Van Hunnik discusses the global shifts in higher ed marketing, how authenticity plays a role in university messaging and how to leverage storytelling successfully.

Dustin frames up the distinctive identity of USF in the marketplace as a small, private, faith-based institution with a 142-year history. The duality of the “small-town feel, big-city opportunity” notion is core to USF’s brand and how he and his team shape the university’s digital storytelling.

He also stresses the importance of refreshing brand, evolving its language and embracing contemporary digital behaviors, all while maintaining the heart and soul of what makes the institution tick. That balance of authenticity and modernization is key to the success of a brand of this nature.

Dustin positions the idea of a “window to campus” as a way to ensure content truly helps students picture themselves thriving at USF. It’s less about a forced sales pitch and more about real, emotionally resonant moments. The best content succeeds on the back of genuine, entertaining and community-rooted storytelling.

Key Takeaways

Too long didn't watch? Here's what you should remember. 

• Constraints can feel negative, but they often force creativity, agility and collaboration

• The stories of alumni fuel moving the marketing needle

• Effective event storytelling can capture an experience perhaps better than most tools in the higher ed marketing belt

• Brands that create memorable experiences by taking risks should inspie higher ed marketing more — there’s nothing wrong with entertainment as a marketing mechanism