In today’s fast-evolving higher education landscape, marketing is no longer a support function—it’s a strategic imperative. With U.S. college enrollment down by over 2.5 million students in the past decade, and 56% of Americans now questioning the value of a four-year degree¹, institutions are under pressure to redefine relevance and rebuild trust.
At the center of that transformation? The chief marketing officer.
CMOs in higher ed are now tasked with more than generating leads—they must align institutional strategy, champion authentic messaging, and connect with audiences across increasingly fragmented digital channels.
That’s why GMI POST is spotlighting marketing leaders from U.S. colleges and universities.
This series explores how they’re navigating disruption, driving growth, and reshaping how higher education tells its story.
In this edition, we speak with Bassem Girgis, Director of Marketing and Communications at Laguna College of Art + Design (LCAD), about why storytelling—not selling—is the future of enrollment marketing, and how authenticity, collaboration, and clarity are helping his team stand out in a saturated market.
Storytelling over selling
“We don’t just teach the Adobe Suite,” said Girgis. “We teach a generation that is able to make a difference in the world.”
Girgis explained that in an era when 60% of Gen Z believe college is not the only path to a good job², traditional advertising no longer cuts through. Instead, LCAD’s strategy centers on storytelling—highlighting student projects and faculty innovation as proof points.
“We’re graduating creatives that are making disruptive, positive change,” he said. “If I can show that, the students’ work does the selling.”
Redefining metrics for success
While application numbers and fundraising targets remain core KPIs, Girgis said his primary focus is on reputation and perception, particularly in elevating LCAD’s standing beyond its historic identity as a fine arts college.
“Orange County and beyond need to know LCAD isn’t just a fine arts college—it’s a competitive, forward-looking institution,” he said. “We call ourselves ‘scrappy’ because we can compete with anyone, not because we outspend them, but because our faculty are active in industry, teaching current tools and trends, not outdated theory.”
His emphasis reflects a broader shift across the sector: institutions that communicate real-world outcomes and industry alignment are gaining ground with prospective students, according to National Student Clearinghouse enrollment trends.
Authentic content across all platforms
“Marketing today is about showcasing what you have to offer in the most authentic way possible,” said Girgis.
With 93% of students using social media during their college search³, Girgis noted that LCAD relies heavily on Instagram to connect with prospective students, while also utilizing LinkedIn and YouTube to reach donors, parents, and industry professionals.
“We advertise real-life stories,” he explained. “TikTok brings attention, but Instagram is where our audience engages seriously with the content.”
He added, “The voice of your organization is in your stakeholders. For us, that’s our students and faculty.”
Collaboration is non-negotiable
“Silos are over,” Girgis said. “If you don’t have buy-in from everyone, your job becomes much more challenging.”
He explained that consistent messaging between marketing and admissions is essential, especially when prospective students transition directly from campus presentations to online searches.
“Every student who hears our admissions pitch goes online,” Girgis said. “If the visuals and voice don’t match what they just heard, we lose them. Our job is to visually paint the story our counselors are telling.”
His perspective echoes a 2023 Salesforce report, which found that 71% of education leaders cite interdepartmental collaboration as critical to recruitment success, though fewer than a third say they’ve achieved it.
AI: A tool, not a replacement
Girgis acknowledged using generative AI tools like ChatGPT to assist with task organization, but cautioned against relying on it for voice or messaging.
“I use AI just as much as the next person, but I wouldn’t say I rely on it in any way, shape, or form,” he said. “There’s still value in the human voice, especially when authenticity is the goal.”
While 60% of marketers now use generative AI in their workflows⁴, Girgis believes the power of marketing still lies in human connection.
“In the future, AI can elevate everyone, but not replace,” he added. “The writer becomes a content manager. The designer becomes an art director. But we’re not there just yet.”
Advice for CMOs in higher ed
According to Girgis, success in higher education marketing requires three key traits: collaboration, storytelling, and humility.
“A successful CMO is a collaborative one,” he said. “Don’t take a traditional marketing approach—Gen Z and Gen Alpha can see right through it.”
He advised fellow CMOs to lead with transparency, embrace fresh ideas, and prioritize short-form, engaging storytelling formats.
“Don’t hold your ideas too tightly,” Girgis added. “Give your team credit. Your job is to build the environment where great ideas happen.”
Girgis’s approach reflects a wider shift in higher ed marketing—from transactional to transformational. In a time when enrollment is down, competition is high, and trust is fragile, LCAD’s story-first, people-powered marketing model offers a blueprint for what comes next.
For institutions looking to stay relevant, the message is clear: lead with purpose, collaborate deeply, and let your community speak for you.
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Sources:
¹ Pew Research, 2023
² ECMC Group, 2022
³ Ruffalo Noel Levitz, 2023
⁴ HubSpot, 2024
