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  • Trump’s sex and gender order could create risk for colleges

    Trump’s sex and gender order could create risk for colleges

    While running for president, Donald Trump pledged to fight the Biden administration’s efforts to expand protections for transgender students. On day one of his second term in office, he got to work fulfilling that promise.

    In an executive order, which is part of a broader effort to restrict the rights of transgender people, Trump declared that there are only two sexes and banned the federal funding of “gender ideology.” His supporters hailed the move as a return to common sense, while LGBTQ+ advocates saw it as an attack seeking to erase the existence of trans people.

    For colleges and universities, the order raises more questions than it answers, and its immediate implications are unclear. As with other executive orders, it includes many provisions that require the Education Department to take action and issue guidance about how colleges should comply. But depending on how the department responds, the order could complicate institutions’ efforts to accommodate transgender students and eventually change how the federal government enforces Title IX of the Education Amendments of 1972.

    Susan​​​​ Friedfel, a higher education attorney at Jackson Lewis, a New York City law firm that works with colleges and other employers, said more information is needed from the Education Department to determine how the order will affect higher ed institutions, especially since other federal and state laws protect LGBTQ+ students.

    “We have a lot of questions,” she said. “It’s challenging because we have conflicting laws that apply to the same space.”

    In the meantime, she encouraged colleges to revisit their Title IX policies to ensure they are in compliance with the 2020 regulations put in place by the first Trump administration and to think about how best to accommodate everybody.

    The order, titled “Defending Women From Gender Ideology Extremism And Restoring Biological Truth to the Federal Government,” defines “sex,” “male” and “female,” among other terms, and orders federal agencies to use those definitions when “interpreting or applying statutes, regulations, or guidance and in all other official agency business, documents, and communications.”

    The order is likely to face legal challenges, said Cathryn Oakley, senior director of legal policy at the Human Rights Campaign, who argues that it’s unlawful.

    “It is important that people not give this executive order more credence than it deserves,” she said.

    Other LGBTQ+ advocates echoed Oakley, emphasizing that executive orders don’t create or change laws.

    “Discrimination based on sex, including discrimination against transgender, nonbinary, and intersex people, remains illegal, and it cannot be legalized through this executive order,” Fatima Goss Graves, president and CEO of the National Women’s Law Center, said in a statement.

    But Republican lawmakers, conservative legal organizations and other anti-trans advocates applauded Trump’s order, saying it would protect women and girls from discrimination and ground federal law in “biological fact.”

    “Blatant and deliberate attempts to redefine our sons’ and daughters’ identities by questioning biology itself has done significant harm to our children and society,” said Representative Tim Walberg, the Michigan Republican who chairs the House education committee. “[The] action by the Trump administration acknowledges the biological differences between men and women. In doing so, it is protecting women from discrimination and securing the progress women have made over the decades.”

    What’s in the Order

    In addition to defining “sex” and other terms, the order outlines a plan to combat “gender ideology,” which the Trump administration defines as replacing “the biological category of sex with an ever-shifting concept of self-assessed gender identity, permitting the false claim that males can identify as and thus become women and vice versa.”

    Federal officials were told to remove any internal or external documents that “inculcate gender ideology” and take “any necessary steps to end the federal funding of gender ideology.” Additionally, agencies will now only use the term “sex” instead of “gender” in all applicable federal policies and documents, according to the order. The Biden administration gave people the option on passport applications to mark their gender as X rather than choose male or female. That option is now being eliminated.

    On Thursday, Secretary of State Marco Rubio said that the State Department wouldn’t process any passport applications seeking to change the applicant’s gender from male to female or requesting the X option, The Guardian reported.

    Agencies are required to give an update on their efforts to implement the order in 120 days.

    The Trump administration also directed the attorney general to correct the Biden administration’s “misapplication” of the Supreme Court’s 2020 decision in Bostock v. Clayton County, which said that LGBTQ+ individuals were protected from discrimination in the workplace on the basis of sexual orientation or gender identity under Title VII of the Civil Rights Act of 1964.

    The first Trump administration said that Bostock didn’t apply to Title IX, which bars sex-based discrimination in education settings. But the Biden administration reversed that guidance in June 2021.

    The Bostock decision was key to the Biden administration’s new Title IX regulations, which clarified that the law also prohibits discrimination based on sexual orientation or gender identity. A federal judge ruled earlier this month that the new Title IX rule was unlawful and wiped the regulations off the books.

    Trump’s executive order also requires the education secretary to rescind a number of guidance documents related to the now-vacated Title IX regulations, as well as resources for supporting LGBTQ+ students. That includes the Education Department’s June 2021 Dear Colleague letter that said Title IX protects LGBTQ+ students from discrimination based on their sexual orientation or gender identity.

    In addition, the Trump administration is rescinding a back-to-school message for transgender students from the Departments of Education, Justice and Health and Human Services that provided resources for students who experience bullying or discrimination.

    ‘Nothing Radical’

    Kim Hermann, the executive director of the Southeastern Legal Foundation, a conservative legal organization that sued the Biden administration over the Title IX regulations, said Trump’s order immediately restores the privacy and physical safety rights of women, so colleges that don’t comply could face federal civil rights investigations or lawsuits.

    “There’s nothing radical about this executive order,” she said. “All it does is solidify Congress’s original intent when they passed the laws … Our girls and our women on college campuses are sick of their rights being eroded.”

    Friedfel said the current Trump administration will likely investigate complaints from cisgender students who are uncomfortable sharing spaces with transgender students.

    “That doesn’t mean that they necessarily have to do anything radically different, but recognize that there’s that risk there,” she said.

    Oakley said that guidance from the department is necessary for universities to understand what’s expected of them and how the Office for Civil Rights will enforce Title IX. She doesn’t expect OCR to take discrimination against LGBTQ+ faculty, staff and students seriously.

    “It’s also going to be very difficult to understand how to be in compliance when the folks who are enforcing the law are not respecting the actual case law,” she said. “So it is going to create a tremendous amount of confusion.”

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  • How to Create an Education Marketing Plan for 2025

    How to Create an Education Marketing Plan for 2025

    Reading Time: 9 minutes

    It’s 2025! Now is the perfect time to reevaluate your strategies and set a fresh, bold new vision for your institution’s success. This year, education marketing will continue to evolve rapidly, and staying ahead means adapting to the latest trends, technologies, and audience expectations. Keeping this in mind as you follow the 4 stages of the marketing planning process will help you boost your school’s digital marketing campaign results. 

    What are the 4 stages of the marketing planning process? Follow these steps: Analyze, plan, implement, and control. The advice we’re sharing today is applicable during each of these phases.

    As a school marketer or administrator, you have the opportunity to refresh your education marketing plan, making it more dynamic, personalized, and impactful. This guide will walk you through actionable steps to rethink your approach and leverage the tools that will define success in 2025. Let’s get started!

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    Evaluating 2024’s Performance to Shape 2025 Goals

    How do you create a marketing plan for education? Any successful education marketing plan involves a data-driven evaluation of the previous year’s performance, an analysis of current digital marketing trends, and a targeted investigation into what your particular audience needs.

    To start your school’s reimagined marketing plan, conduct an honest evaluation of the previous year’s performance. Begin by reviewing their analytics from 2024, identifying what strategies brought the most engagement, where the most valuable leads originated, and what channels seemed underutilized. Metrics such as lead-to-enrollment conversion rates, social media engagement trends, and website traffic sources can illuminate what strategies resonated most effectively with prospective students and parents.

    To make this evaluation productive, a methodical approach should be applied. Your team can organize findings by categorizing successful campaigns, unexpected successes, and areas where they fell short. This allows you to use data to guide your decisions. This data-driven assessment will form a solid foundation for crafting strategies that are both visionary and practical in 2025.

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    Source: HEM

    Example: Digital marketing audits such as the one we completed for one of our clients are an excellent way to reflect on last year’s performance and enter the new year with a data-informed plan. Our digital marketing audits include traffic insights, keyword rankings, and personalized suggestions for optimizing your school site. This provides a solid starting point to creating a marketing plan that drives results.

    Do you need support as you create a new digital marketing plan for your school? Reach out to see how our digital marketing services can help

    Reimagine How You Engage with Prospective Students

    In 2025, your audience expects you to meet them where they are. To stay relevant, you need to embrace a digital-first strategy that prioritizes engagement over promotion. Emerging technologies like augmented reality (AR) and virtual reality (VR) can bring your campus to life for prospective students, offering immersive experiences that go beyond static images or videos.

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    Source: University of Western University

    Example: This AR campus tour, complete with 360º images, audio guidance, and detailed written descriptions of your campus as Western has done is a convenient, immersive way to share your school with prospects. Take full advantage of new technology when creating an education marketing plan. Though not as revolutionary as AR and VR, social media is another tool you should never neglect when creating a school marketing campaign.

    Social media is where the most authentic connections happen, especially on platforms like TikTok and Instagram. But the key to standing out in 2025 will be authenticity. Think about how you can use short-form videos to showcase real student experiences, faculty achievements, or day-in-the-life snapshots. Consider hosting live Q&A sessions or interactive events to foster direct engagement. The more you humanize your institution, the stronger the connection you’ll create with your audience.

    Leverage Artificial Intelligence for Smarter Marketing

    Artificial intelligence (AI) has moved beyond being a buzzword—it’s now a vital part of successful marketing. This year, take advantage of AI to transform how you interact with prospective students. Predictive analytics, powered by AI, can help you understand student behavior and target your campaigns with unprecedented precision. You can predict the types of students most likely to enroll, what they care about, and how they prefer to engage with your school.

    Chatbots are another way AI can streamline your communication. Today’s chatbots don’t just answer basic questions—they guide prospective students through complex processes like application submission or program selection. You can also use AI to personalize your outreach efforts, crafting content tailored to each prospect’s unique interests and behaviors. AI provides efficiency and more; it helps you create an experience that feels relevant and meaningful.

    Make Accessibility and Inclusivity a Priority

    Your prospective students come from diverse backgrounds and circumstances, and they expect your marketing to reflect that. In 2025, it’s more important than ever to create campaigns that are accessible to everyone. Take a close look at your website and digital content. Is it optimized for screen readers? Does it work seamlessly on mobile devices? These small adjustments can make a big difference in how inclusive your institution feels to prospective students.

    Inclusivity also means speaking to the values your audience cares about. Highlighting diversity, equity, and inclusion initiatives on your campus can help students see themselves as part of your community. International students, in particular, will appreciate content that acknowledges their unique needs, whether it’s visa support, language resources, or cultural events. By showing that you’re committed to creating an inclusive environment, you’ll build trust and strengthen your brand.

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    Source: Syracuse University |  Instagram

    Example: Here, Syracuse University demonstrates its commitment to diversity and inclusion with a dedicated office for championing these principles. On its Instagram page dedicated to its Office of Diversity and Inclusion, Syracuse University provides updates on how it fosters acceptance and respect in meaningful, action-oriented ways. 

    Adapt Your SEO Strategy for the Future of Search

    Search engine optimization (SEO) is evolving, and your strategy needs to keep pace. In 2025, the way people search for information is increasingly conversational. With voice search growing in popularity, you need to focus on optimizing for natural language queries. Prospective students are asking questions like, “What’s the best school for me in New York?” or “How can I study abroad in Italy?” Tailoring your content to match these queries will make it easier for them to find you.

    Video SEO is also a critical area to watch. Platforms like YouTube and TikTok are now major search engines for younger audiences. By creating engaging video content and optimizing it with descriptive titles, tags, and captions, you can expand your reach significantly. Don’t forget to prioritize user experience—your website should load quickly, look great on mobile, and provide intuitive navigation.

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    Source: TikTok

    Example: As you create your 2025 SEO strategy, don’t underestimate the importance of video SEO on platforms such as TikTok and YouTube. Your young prospects are searching for information about schools in an easy-to-digest, engaging format. This means that video platforms the perfect place for you to make your first impression on them. 

    Stay Ahead with Innovative Advertising Strategies

    If paid advertising is part of your student recruitment strategy, now is the time to rethink how you’re using it. Interactive ads—featuring live polls, quizzes, or even augmented reality filters—can capture attention and drive engagement. Streaming platforms and connected TV are also gaining traction as advertising spaces, giving you new ways to reach prospective students and their families.

    Retargeting campaigns will be even smarter in 2025, thanks to AI. Imagine delivering ads that dynamically adjust based on a prospective student’s previous interactions with your website or social media. These personalized ads feel more relevant, increasing the chances of conversion. At the same time, new privacy regulations mean you’ll need to adopt ethical, transparent practices when handling user data. Building trust with your audience will be just as important as getting their attention.

    Use Data to Continuously Improve

    Marketing isn’t static—it’s an ongoing process of learning and refining. This year, make data-driven decision-making the backbone of your strategy. Use your analytics tools to track key metrics like website traffic, social media engagement, and lead conversions. What’s working? What’s falling flat? By identifying education marketing trends and adjusting your approach in real time, you can ensure that your efforts are always aligned with your goals.

    Predictive analytics can help you go even further by forecasting future trends and identifying areas for growth. For example, if your data shows that a specific program is generating high interest but low conversions, you can adjust your messaging to address potential concerns. The more you rely on insights, the more effective your campaigns will be.

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    Source: Google Analytics

    Example: In 2025, analytics tools will continue to be essential for making informed decisions about your school’s digital marketing strategy. As you can see in the example above, Google Analytics provides information about traffic volume and sources, audience demographics, and user behavior for your site. 

    Showcase Your Brand’s Values Through Partnerships

    Students in 2025 want more than just a degree—they want to join a community that aligns with their values. Highlighting your partnerships with industry leaders, alumni, and global institutions can help reinforce your school’s credibility and reach. Think about how you can collaborate with partners to launch new initiatives, co-host events, or create content that appeals to your target audience.

    For international students, partnerships with schools abroad or study-abroad programs can be particularly compelling. Promoting these opportunities shows that you’re forward-thinking and globally minded, which can resonate with students looking for diverse and enriching experiences.

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    Source: Instagram | Ivy Campus USA

    Example: Partnerships are a highly effective way to demonstrate your institution’s commitment to continuous academic enrichment for students. Here, Ivy Campus USA announces a partnership with Artal International Preparatory School that offers young students unique skills. Try forging partnerships that can provide valuable and unique learning opportunities for your prospects. 

    Anticipate What Students Will Want in 2025

    The next generation of students expects your institution to care about issues that affect them directly such as mental health, career development, and sustainability. Incorporating these priorities into your marketing campaigns can help you stand out. Highlight your mental health resources, career placement rates, and green initiatives. Transparency is key—students and their families want clear, honest information about tuition costs, scholarships, and program outcomes.

    By anticipating their needs and addressing them upfront, you can create a marketing plan that not only attracts attention but builds trust.

    Create a Seamless Multi-Channel Experience

    Your audience moves seamlessly between platforms, and they expect your marketing to do the same. Whether someone is exploring your website, scrolling through Instagram, or attending a virtual open house, they should encounter consistent messaging and visuals that reinforce your brand. In 2025, it’s critical to ensure that all your channels work together to provide a unified experience.

    Real-time engagement will also be a game-changer. Live events—like virtual Q&A sessions or webinars—offer opportunities to connect directly with prospective students and answer their questions. By creating these interactive moments, you can leave a lasting impression and strengthen their connection to your school.

    By embracing new technologies, prioritizing inclusivity, and building campaigns that reflect the values of modern students, you can create a strategy that resonates deeply and drives real results. The new year is your opportunity to reimagine what’s possible, and with the right approach, you’ll not only meet your goals but exceed them.

    We’re here to help!

    Struggling with enrollment?

    Our expert digital marketing services can help you attract and enroll more students!

    FAQ

    What are the 4 stages of the marketing planning process?

    Follow these steps: Analyze, plan, implement, and control.

    How do you create a marketing plan for education?

    Any successful education marketing plan involves a data-driven evaluation of the previous year’s performance, an analysis of current digital marketing trends, and a targeted investigation into what your particular audience needs.

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  • AI in Practice: Using ChatGPT to Create a Training Program

    AI in Practice: Using ChatGPT to Create a Training Program

    by Julie Burrell | September 24, 2024

    Like many HR professionals, Colorado Community College System’s Jennifer Parker was grappling with an increase in incivility on campus. She set about creating a civility training program that would be convenient and interactive. However, she faced a considerable hurdle: the challenges of creating a virtual training program from scratch, solo. Parker’s creative answer to one of these challenges — writing scripts for her under-10-minute videos — was to put ChatGPT to work for her. 

    How did she do it? This excerpt from her article, A Kinder Campus: Building an AI-Powered, Repeatable and Fun Civility Training Program, offers several tips.

    Using ChatGPT for Training and Professional Development

    I love using ChatGPT. It is such a great tool. Let me say that again: it’s such a great tool. I look at ChatGPT as a brainstorming partner. I don’t use it to write my scripts, but I do use it to get me started or to fix what I’ve written. I ask questions that I already know the answer to. I’m not using it for technical guidance in any way.

    What should you consider when you use ChatGPT for scriptwriting and training sessions?

    1. Make ChatGPT an expert. In my prompts, I often use the phrase, “Act like a subject matter expert on [a topic].” This helps define both the need and the audience for the information. If I’m looking for a list of reasons why people are uncivil on college campuses, I might prompt with, “Act like an HR director of a college campus and give me a list of ways employees are acting uncivil in the workplace.” Using the phrase above gives parameters on the types of answers ChatGPT will offer, as well as shape the perspective of the answers as for and about higher ed HR.
    2. Be specific about what you’re looking for. “I’m creating a training on active listening. This is for employees on a college campus. Create three scenarios in a classroom or office setting of employees acting unkind to each other. Also provide two solutions to those scenarios using active listening. Then, create a list of action steps I can use to teach employees how to actively listen based on these scenarios.” Being as specific as possible can help get you where you want to go. Once I get answers from ChatGPT, I can then decide if I need to change direction, start over or just get more ideas. There is no wrong step. It’s just you and your partner figuring things out.
    3. Sometimes ChatGPT can get stuck in a rut. It will start giving you the same or similar answers no matter how you reword things. My solution is to start a new conversation. I also change the prompt. Don’t be afraid to play around, to ask a million questions, or even tell ChatGPT it’s wrong. I often type something like, “That’s not what I’m looking for. You gave me a list of______, but what I need is ______. Please try again.” This helps the system to reset.
    4. Once I get close to what I want, I paste it all in another document, rewrite, and cite my sources. I use this document as an outline to rewrite it all in my own voice. I make sure it sounds like how I talk and write. This is key. No one wants to listen to ChatGPT’s voice. And I guarantee that people will know if you’re using its voice — it has a very conspicuous style. Once I’ve honed my script, I ensure that I find relevant sources to back the information up and cite the sources at the end of my documents, just in case I need to refer to them.

    What you’ll see here is an example of how I used ChatGPT to help me write the scripts for the micro-session on conflict. It’s an iterative but replicable process. I knew what the session would cover, but I wanted to brainstorm with ChatGPT.

    Once I’ve had multiple conversations with the chatbot, I go back through the entire script and pick out what I want to use. I make sure it’s in my own voice and then I’m ready to record. I also used ChatGPT to help with creating the activities and discussion questions in the rest of the micro-session.

    I know using ChatGPT can feel overwhelming but rest assured that you can’t really make a mistake. (And if you’re worried the machines are going to take over, throw in a “Thank you!” or “You’re awesome!” occasionally for appeasement’s sake.)

    About the author: Jennifer Parker is assistant director of HR operations at the Colorado Community College System.

    More Resources

    • Read Parker’s full article on creating a civility training program with help from AI.
    • Learn more about ChatGPT and other chatbots.
    • Explore CUPA-HR’s Civility in the Workplace Toolkit.



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