Scenarios

Scenario #1: Johnston’s Disappointment

Johnston Ashton is a senior program director for a nutrition program at an education institution for over a decade. During his tenure with the program, he made many changes to the program in response to the learning needs of the participants and most were very successful. One such example was the decision to deliver the program in both face to face and online modalities, which led to almost double the program’s enrollment in the following several years. However, the enrollment has been going downhill persistently in recent years. He reached out to the institution’s marketing unit to try to tap into their digital marketing capabilities but was not happy with how the marketing unit marketed his program. After complaining several times with no success, he decided to develop his own digital marketing campaigns. He talked to his department chair and the department chair agreed to provide some department money to support his recruitment efforts. So, he went ahead and marketed the program on different social media platforms including investing on expensive google ads. One year has passed and a big chunk of department money was poured into his digital campaigns, but no enrollment improvement is observed. The department chair talked to him yesterday that the department must pull money back to invest in other initiatives. Johnston used to be very confident with his program leadership skills and thought he had a good grasp of how technology works but not anymore. After leaving the chair’s office, Johnston suddenly felt very tired.

Scenario #2: President Astrid Tuminez [podcast]

John O’Brien from EDUCAUSE talks with Astrid S. Tuminez, President of Utah Valley University, about prioritizing digital transformation on her campus.

https://play.acast.com/s/616f1215428e0300134a601a/621d3191d553620013efb8c6
View Transcript