Tag: Avoiding

  • Avoiding Work Has Always Been Part of College. This Is New.

    Avoiding Work Has Always Been Part of College. This Is New.

    In a recent piece in The New Yorker, “What Happens After AI Destroys College Writing?,” Hua Hsu tells a story that will be familiar to anyone working in higher education: students wrestling—to varying degrees—about when and how to use generative AI tools like ChatGPT in the completion of their schoolwork.

    There is a range of approaches and opinions among students—as there must be, as students are not a monolith—but Hsu centers the piece around “Alex,” an NYU student with a future goal to become a CPA who makes extensive and, to his mind, strategic use of these tools in various aspects of his life, including in writing the emails he exchanged with Hsu to arrange the interview for the piece.

    Alex walks Hsu through his use of Claude to first crunch an article on Robert Wedderburn (a 19th-century Jamaican abolitionist) into a summary, and then, when the summary was longer than he had time to absorb before class, to reduce it to bullet points that he then transcribed into a notebook since his professor didn’t allow computers in class.

    In a more elaborate example, Alex also used it to complete an art history assignment rooted in a visit to a museum exhibition, where he took pictures of the works and wall text and then fed it all into Claude.

    His rationale, as told to Hsu, was “I’m trying to do the least work possible, because this is a class I’m not hella fucking with.”

    At the end of the article, we check in with Alex on his finals. Alex “estimated he’d spent between thirty minutes and an hour composing two papers for his humanities classes,” something that would’ve taken “eight or nine hours” without Claude. Alex told Hsu, “I didn’t retain anything. I couldn’t tell you the thesis for either paper hahhahaha.”

    Hsu then delivers the kicker: “He received an A-minus and a B-plus.”

    I mean this without offense to Hsu, an accomplished writer (New Yorker staff writer and author of the best-selling memoir Stay True) and professor at Bard College, but the piece, for all its specifics and color, felt like very old news—to me, at least.

    The transactional mindset toward education, something I’ve been writing about for years, is on perfect display in Alex’s actions. Generative AI has merely made this more plain, more common and more troubling, since there aren’t even any hoops to jump through in order to fake engagement. Alex is doing nothing (or nearly so) and earning credits from New York University.

    On reflection, though, the story of Alex is even older than I thought, since it was also my story, particularly the line “I’m trying to do the least work possible,” which was very much my experience for significant chunks of my own college experience from 1988 to 1992.

    I earned quite a few credits in my time for, if not doing nothing, certainly learning nothing. Or not learning the subject for which I’d earned the credits, anyway.

    How could I blame a student of today for adopting the attitude that I lived by? With my own students, when I was teaching college, I often made hay from my lackluster undergraduate performance, talking about how I skipped more than 70 percent of my class meetings second semester of freshman year but still received no grade lower than a B.

    In the article, Hsu remarks that “None of the students I spoke with seemed lazy or passive.” The students “worked hard—but part of their effort went to editing out anything in their college experiences that felt extraneous. They were radically resourceful.”

    I, on the other hand, at least when it came to the school part of college, was resolutely lazy and largely passive, except when it came to making sure to avoid courses I was not interested in—essentially anything outside of reading and writing—or that had a mode of assessment not suited to my skills.

    My preferred structure was a lecture or lecture/discussion with in-class essay exams and/or short response papers geared to specific texts. Exams and research papers were to be avoided, because exams required studying and research papers required … research.

    If you let me loose on a reading or a few chapters from a textbook, I had no trouble giving something that resembled a student doing college, even though the end result was very much akin to Alex’s. I didn’t retain anything.

    But hindsight says I learned a lot—or learned enough, anyway, through the classes I was interested in and, perhaps more importantly, the noncurricular experiences of college.

    While there are some similarities between my and Alex’s mindset vis-à-vis college, there is a significant difference. Alex appears to be acting out of an “optimization” mindset, where he focuses his efforts on what is most “relevant,” presumably to his future interests, like employment and monetary earnings.

    I, on the other hand, majored in the “extraneous experiences.” I was pretty dedicated to the lacrosse club, showing up for practice five days a week with games on the weekend, but I also recall a game day following my 21st birthday when I was so hungover (and perhaps still drunk) that you could smell the alcohol oozing from my pores. My shifts in the midfield were half the length of my line mates’.

    (That was the last time I got that drunk.)

    I recall a contest at my fraternity where the challenge was to gain the most weight within an 18-hour period, during which we stuffed ourselves with spaghetti, Italian bread, chocolate pudding and gallons of water until we were sick and bloated. Another time we ground through an entire season of Nintendo Super Tecmo Bowl football over the span of a few days, skipping class if you had a matchup that needed playing. We had a group of regulars who gathered in my room to watch All My Children and General Hospital most weekdays. I am the least successful of that crew by a fair stretch.

    I know that I took courses in economics, geography, Asian studies and Russian history where, like Alex, I retained virtually nothing about the course material even days after the courses, when I crammed for a test or bs’ed my way through a paper to get my B and move on to what I wanted to spend my time on.

    From my perspective as a middle-aged person whose life has been significantly enhanced by all the ways I dodged schoolwork while I was in college, including spending inordinate amounts of time with the woman to whom I have been married for 25 years this August, I would say that missing out on those classes to make room for experiences was the right thing to do.

    (Even though I had no understanding of this at the time.)

    Will Alex look back and feel the same?

    So many questions that need exploring:

    Would Alex be as appalled by my indigence, my failure at optimization, as I am by his ignorance?

    Have we lost our belief that we as humans have agency over this world of technology?

    Is Alex actively deskilling himself, or am I failing to develop the skills necessary for surviving in the world we’ve made for students like Alex?

    I wonder if Alex and I have different definitions of what it is to survive.

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  • Avoiding Marketing Pitfalls Pt. 3: Communicating to Everyone the Same Way 

    Avoiding Marketing Pitfalls Pt. 3: Communicating to Everyone the Same Way 

    In higher education marketing, effective communication starts with understanding that no single message fits every audience. Treating all prospects the same not only dilutes your messaging but also wastes valuable opportunities to engage meaningfully. From hyper-segmenting digital audiences to tailoring follow-up communications, success lies in customizing the way you connect with each unique segment. Here’s how to refine your approach and avoid the pitfall of blanket communication. 

    Hyper-Segmentation: Getting Specific About Who You’re Talking To 

    Not every message serves the same purpose. Awareness messaging has its place—whether it’s introducing your institution to new markets or keeping your name top of mind for existing ones. But when your goal is generating actionable leads, hyper-segmentation becomes essential. 

    The question to ask is: What do we know about each audience, and how can we leverage that in both messaging and segmentation? For example, out-of-state prospects might respond to communication about scholarship opportunities designed for non-residents. A prospective student interested in music may be drawn to band scholarship messaging, while someone working for a partner employer might appreciate hearing about tuition reimbursement benefits. Even behavioral data can unlock opportunities. Consider those who’ve engaged with specific program content but haven’t applied yet—these individuals are prime candidates for abandoned cart-style messaging to re-engage them and move them closer to applying. 

    Hyper-segmentation is not about casting a wide net but rather creating smaller, targeted audiences with clear, actionable insights. The more specific you can get, the better your chances of connecting in ways that matter. 

     

    Follow-Up Communication: Treating Every Lead with Intent 

    When it comes to follow-up communication, understanding a lead’s origin is critical. A student who visited your booth at a college fair or participated in an in-person campus event has already demonstrated more active engagement than someone who passively submitted their email address after watching a social media reel. Similarly, a lead captured through a paid search landing page may already be deep in their decision-making process and need entirely different messaging than someone still in the exploratory phase. 

    The goal is to meet each lead where they are, considering their intent and what you already know about them. From there, you can take incremental steps to learn more and guide them through the enrollment funnel. For example, an inquiry generated at a college fair might warrant an immediate invitation to schedule a personalized follow-up conversation, while a more passive lead might benefit from an introductory email series designed to build familiarity and trust over time. By aligning your follow-up strategies with the context and intent of each lead, you avoid the misstep of treating them all as if they’re at the same stage of the journey. 

     

    Building a Messaging Matrix: Positioning Your Value for Every Audience 

    The core features and benefits of your institution don’t change depending on the audience—but how you frame and position them should. A messaging matrix is a critical tool for ensuring your communication resonates with specific groups while maintaining consistency across your overall brand. 

    Investing time in creating a messaging matrix allows you to align features, benefits, and proof points with each of your target audiences. There are certainly obvious points of messaging differentiators—for example, traditional undergraduate students might value campus life, student organizations, and academic advising, while adult learners may prioritize flexible scheduling, career advancement opportunities, and credit transfer policies. Within those broader categories, however, there’s even more nuance—transfer students and first-time freshmen have distinct motivations and concerns. Similarly, graduate students pursuing executive leadership roles will likely need messaging that’s vastly different from that aimed at career advancers just starting their journeys. 

    By taking the time to map out these variations, you create a framework that ensures your messaging aligns with the unique goals and priorities of each segment. This step doesn’t just make your marketing more effective—it also reinforces your brand as one that truly understands the diverse needs of its audience. 

     

    Closing Thoughts

    In a time when higher education institutions are competing for shrinking pools of prospective students, a personalized approach to marketing is no longer optional—it’s essential. By prioritizing hyper-segmentation, aligning follow-up communications with audience intent, and building out a messaging matrix, you can transform how you engage with prospects at every stage of their journey. The closer you can get to marketing to an audience of one, the better your chances of not only capturing their attention but also converting them into students who feel truly understood and valued by your institution. 

     


    Jess Lanning began her career in higher education at a private university where she served as director of enrollment marketing on a record enrollment team. Over her decade-long career, she has focused on strategizing and implementing digital marketing campaigns as a senior vice president of strategy and senior partnership manager for higher education-specific agencies. In these roles, she served undergraduate, adult, and graduate audiences across the verticals of paid social, search engine marketing, search engine optimization, conversion rate optimization, digital PR, and user experience. Jess now serves as a Director of Digital Strategy at Liaison and we are very lucky to have her!

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