Meet Milena Traikovich, a seasoned expert in demand generation who has dedicated her career to helping businesses craft impactful campaigns that attract and nurture high-quality leads. With a deep background in analytics, performance optimization, and strategic lead generation, Milena brings a wealth of insight to the field of higher education marketing. In this interview, we dive into her perspectives on award-winning branding initiatives, the power of storytelling in education, and the challenges of redesigning flagship publications. We also explore how cohesive brand refreshes and compelling video content can elevate an institution’s presence in a competitive landscape.
How does it feel to see a university’s marketing efforts recognized with prestigious awards like the Best of District V from CASE?
It’s incredibly rewarding! These awards validate the hard work and creativity that go into building a university’s brand and storytelling. Being honored at this level, especially in a competitive region like the Great Lakes District with over 400 institutions, shows that the strategies and execution are resonating not just with internal stakeholders but also with peers in the industry. It’s a morale booster for the team and a reminder of the impact thoughtful marketing can have.
What do you think sets apart a university’s marketing and communication efforts in such a crowded field of competitors?
It often comes down to authenticity and connection. Universities need to tell stories that reflect their unique identity and values while addressing what prospective students, alumni, and the broader community care about. A strong brand refresh or a redesigned publication, for instance, isn’t just about aesthetics—it’s about aligning every touchpoint with a consistent narrative that builds trust and engagement. When you see that level of intentionality, it stands out.
Why is storytelling such a critical component of higher education marketing today?
Storytelling is everything because it humanizes the institution. In higher education, you’re not just selling a product—you’re offering a transformative experience. Whether it’s through a magazine feature, a video, or a brand message, storytelling helps convey the value of that experience, like the power of finding your community or the impact of a liberal arts education. It creates an emotional connection that facts and figures alone can’t achieve, and in today’s competitive market, that connection is what draws people in.
Let’s talk about large-scale brand refreshes. What do you see as the biggest hurdles when updating a university’s brand across multiple platforms?
The biggest challenge is ensuring consistency while adapting to different mediums—print, digital, social, you name it. Each platform has its own requirements, and a university’s audience is incredibly diverse, from prospective students to alumni to faculty. Coordinating dozens of projects, like a new website or updated creative guidelines, requires meticulous planning and clear communication. There’s also the risk of pushback if the new brand doesn’t immediately resonate with everyone, so managing stakeholder feedback is key.
How do you approach prioritizing projects when rolling out something as extensive as a brand refresh?
It’s about impact and timing. You start with the elements that will reach the widest audience or have the most immediate need—like a university website, which often serves as the first point of contact for many people. From there, you phase in other components based on strategic goals, like enrollment campaigns or alumni engagement. It’s also crucial to balance quick wins with long-term projects to maintain momentum and show progress to stakeholders.
Turning to university publications, what inspires a complete redesign of something like a flagship magazine?
Often, it’s a mix of necessity and opportunity. Rising costs for paper and postage can force a reevaluation of how a magazine is produced, but it’s also a chance to refresh the content and design to better reflect the university’s current identity. A redesign can reinvigorate interest from readers, especially alumni, by offering bolder visuals, deeper storytelling, or innovative sections that highlight academic leadership. It’s about making the publication a keepsake that people value.
How do external challenges, like budget constraints, shape the creative direction of a redesign project?
Budget constraints can actually spark creativity. When costs are a concern, you’re pushed to think strategically about where to invest—maybe it’s in higher-quality paper for a premium feel or in expanded page counts for richer content. These limitations force teams to prioritize what matters most to the audience, like impactful photography or compelling narratives, rather than spreading resources too thin. It’s about maximizing value within the constraints.
When it comes to video content, what makes a commercial or campaign video truly stand out in higher education marketing?
It’s all about emotional resonance. A great video tells a story that viewers can feel—like showcasing the power of connections and community at a university. When you combine that with a creative concept, like spinning off individual student stories for digital ads, you create something versatile and memorable. High viewership numbers, like millions of impressions, often come from content that feels authentic and upbeat while tying back to the institution’s core messages.
How do you measure the success of marketing initiatives like a brand refresh or a video campaign over the long term?
Success isn’t just about immediate metrics like views or engagement, though those are important. Over the long term, you look at how these initiatives shift perceptions of the university. Are more prospective students applying? Are alumni more engaged or proud to be associated with the brand? Surveys, focus groups, and enrollment data can provide insights, but so can anecdotal feedback—when people start recognizing and talking about the brand in a new way, you know you’ve made an impact.
What’s your forecast for the future of higher education marketing in the next few years?
I think we’ll see an even greater emphasis on digital storytelling and personalization. As technology evolves, universities will need to leverage data to tailor their messaging to specific audiences—whether it’s a high school student on social media or an alum reading a magazine. At the same time, authenticity will remain paramount. People crave real stories, not just polished ads, so finding ways to highlight genuine experiences through video, interactive content, or community-driven campaigns will be key to standing out.
