January 27

5 Empowering Steps to Adopting a Growth Mindset in Higher Ed Marketing Teams

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by | Jan 27, 2025 | Featured, Ideas, Teams

After more than 30 years working in the higher education space, I believe that most of the problems facing enrollment could be fixed by adopting a growth mindset in higher ed marketing teams.

That may sound a little abstract, but hear me out on this one. I think it could change how you approach marketing.

And in changing you, it can change the results you’re getting.

In higher education, marketing teams often operate under a scarcity mindset—a perspective dominated by constraints and limitations.

This mindset suggests resources like budget, talent, and potential students are limited.

The  inevitable conclusion: when others have more, we have less.

This view can stifle creativity and initiative, leaving marketing teams reactive rather than proactive.

It makes us believe that when a competitor wins, that directly translates into our own losses.

This scarcity-driven perspective can negatively impact a marketing team’s operations and outcomes. 

Ultimately, a scarcity mindset can hinder your ability to attract and retain students, build a strong brand, and achieve your institution’s long-term goals. 

To face the upcoming challenges like the enrollment cliff, we need to adopt a growth mindset in our higher ed marketing teams by first recognizing and challenging this scarcity mindset.

If you’re always thinking there’s not enough to go around, it can kill creativity and initiative. 

Team members might hesitate to suggest new ideas or take risks because they think there are too many limits.

And when you’re reactive instead of proactive due to this scarce mentality, it makes it hard to plan strategically and seize opportunities.

When you operate with a scarcity mindset, it can also create an overly competitive and even adversarial environment inside of your school. 

Instead of working together and sharing resources, departments within institutions might start to see each other as rivals.

The scarcity mindset isn’t unique to higher education marketing.

Many teams believe resources are finite and they must compete fiercely to obtain their share.

This creates an environment of fear and constraint.

Defining Scarcity

Here are some of the classic characteristics of a scarcity mentality.

  • Finite Resources: When you believe there is only so much money, talent, creativity, opportunities, or potential students available.
  • Zero-Sum Game: The success of others seemingly diminishes our own potential successes.
  • Reduced Opportunities: With fewer resources, we perceive that our chances for success are significantly diminished.
  • Comparative Disadvantage: Compared to institutions with bigger budgets and more brand recognition, we feel disadvantaged.

The Self-Fulfilling Prophecy of Scarcity

“Whether you think you can, or you think you can’t—you’re right.” — Henry Ford

This statement really hits home when we talk about the impact of mindset, especially in the world of higher education marketing. 

If your team has a scarcity mindset, believing that resources are limited, this belief can actually lead to making it true—sort of like a self-fulfilling prophecy.

When marketing teams think they don’t have enough resources, they tend to play it safe. 

They stick to the usual tools and tactics, shying away from trying anything new or potentially risky—even if those new things could lead to big wins. 

They’re often too worried about using up their limited budget on something that might not work.

Additionally, this mindset can make teams risk-averse. 

Instead of jumping on opportunities to try out creative new campaigns or experiment with the latest platforms, there’s a fear of wasting precious resources. 

This fear kills creativity and stops teams from exploring innovative strategies that could really make a difference in attracting students or creating more engaging content.

By not using all their resources and avoiding risks, teams end up limiting their ability to solve problems creatively. 

This cautious approach usually leads to only modest improvements, which then reinforces the belief that there really aren’t enough resources to make a significant impact. 

This way, the scarcity mindset proves itself right—not because there’s a genuine lack of resources, but because the team isn’t making the most of what they have and isn’t willing to take chances.

This cycle can be really harmful, especially in the fast-moving and competitive field of higher education marketing. 

While other schools might push ahead with bold, innovative campaigns, those stuck in a cycle of scarcity will find themselves falling behind, their fears of failure coming true because they didn’t dare to try something different.

The Need for Bold Solutions

Big challenges require bold responses.

To generate impactful solutions and achieve growth, a mindset shift is essential.

This involves dreaming big, embracing risks, and setting aside the comfort of the known for the potential of the unknown.

Introducing the Growth Mindset

A growth mindset, as defined by psychologist Carol Dweck, is the belief that abilities and intelligence can be developed through dedication and hard work.

It thrives on possibility and potential rather than limitations.

Just as a scarcity mindset can restrict growth, a growth mindset can enhance it.

When teams believe they can grow, they take proactive steps towards this growth, creating a virtuous cycle of continuous improvement.

Women gardening to illustrate the reason why higher ed marketing teams should promote a growth mindset.

Cultivating a Growth Mindset: Five Strategic Steps

1. Inspire Growth through Learning

In higher ed marketing, the landscape is always changing—new technologies emerge, student expectations evolve, and you have to adapt your marketing strategies accordingly. 

This is why continuous learning and development are so crucial. 

Continuing education opens up a world of fresh ideas and perspectives that can invigorate your marketing strategy. 

It exposes team members to the latest trends and best practices in the industry, from digital marketing techniques to data analytics and beyond. 

This ongoing learning process encourages team members to think outside the box and explore new possibilities that they may not have considered before.

Also, training sessions and workshops are not just about absorbing new information; they’re also platforms for brainstorming and collaboration. 

These settings allow team members to bounce ideas off one another and gain insights from different viewpoints, which can lead to innovative solutions to marketing challenges. 

Finally, a commitment to professional development signals to the team that their growth is valued. 

This can boost morale and motivation, making team members more engaged and proactive in their roles. 

Engaged employees are more likely to take initiative and bring passion and creativity to their work, which is infectious and can enhance the overall performance of the marketing department.

2. Push Boundaries with Aspirational Goals

Setting stretch goals is about challenging your team to extend beyond their usual limits. 

These goals are ambitious yet achievable, designed to push the boundaries of what your team thinks is possible.

Having goals that stretch your capabilities can lead to significant innovations and breakthroughs.

When teams work toward stretch goals, they learn to operate outside their comfort zones. 

This process fosters a growth mindset by normalizing challenges and making the search for solutions a regular part of the team’s activities. 

It encourages team members to experiment and take calculated risks, understanding that each attempt, successful or not, is a valuable learning opportunity. 

3. Encourage and Reward Candid Conversations

Open communication is crucial in building a growth mindset within higher education marketing teams. 

It lays the groundwork for a team culture where everyone feels comfortable sharing their ideas and giving feedback in a positive way. 

When team members know they can speak up without being judged, they’re more likely to come up with fresh, innovative ideas.

Keeping the lines of communication open helps fine-tune strategies and processes. 

Everyone has a different perspective, and hearing from various team members can shed light on things one person might miss. 

Plus, when you make it a point to recognize and appreciate team members’ contributions during these discussions, it really boosts morale.

This makes people feel valued, which motivates them to stay engaged and keep bringing creative energy to their work.

4. Go First and Set the Tone 

Leadership is pivotal in setting the tone for a growth mindset. 

Leaders in higher education marketing who embrace challenges, acknowledge their own mistakes, and show a commitment to continuous learning inspire their teams to adopt the same attitudes. 

When team members see their leaders actively engaging in learning and development, taking risks, and transparently handling failures, they feel encouraged to mirror these behaviors.

This leadership style helps to cultivate an environment where striving for growth is the norm. 

Team members are more likely to step up, innovate, and push the boundaries of traditional marketing strategies when they see that their leaders value these qualities.

5. Spotlight Team and Individual Achievements

It’s important to focus on effort, not just the end results. 

This mindset helps shift the team away from the fear of failing and toward valuing the whole learning process. 

In the world of higher education marketing, results don’t always show up right away, so it’s key to celebrate the small victories as they come.

Giving a shout-out to the hard work and dedication of team members, even if the outcomes aren’t earth-shattering, really underlines the value of putting in the effort and sticking with it. 

This kind of recognition encourages everyone to keep at it, keep coming up with new ideas, and keep fine-tuning what they do. 

Not only does this keep the team motivated, but it also fosters a creative and continuously improving environment—something that’s super important in the competitive arena of higher education.

Growth Is Possible

Adopting a growth mindset within your higher ed marketing team isn’t just a nice-to-have; it’s a must-have in today’s competitive landscape. 

By shifting away from a scarcity mindset and embracing the possibilities of growth, your team can unlock a world of creativity and innovation that might otherwise remain untapped.

This shift doesn’t just change your strategies, it changes how your team thinks about every challenge and opportunity. 

It empowers everyone to suggest new ideas, try new things, and not be afraid of occasional setbacks. 

With a growth mindset, your team becomes more than just a group of individuals working on marketing tasks.

They become proactive thinkers and passionate innovators, driving your institution forward. 

So, start fostering this mindset at every level—from leadership to interns—and watch as your marketing efforts resonate more effectively with your prospective students and their changing needs.

Training to Ignite Your Growth Mindset

Want to unlock your marketing team’s potential? 

Ignite a growth mindset in yourself and in your entire team with one of Caylor Solutions’ webinars, group trainings, or workshops.

Custom AI Masterclass

Unlock the power of artificial intelligence for your marketing team with our Custom AI Masterclass. 

This comprehensive 6-hour workshop is designed to elevate your understanding and application of AI in the educational sector. 

Transform how your team leverages AI to achieve remarkable marketing results.

Custom Team Training

At Caylor Solutions, we specialize in higher education and understand the unique challenges and opportunities it presents.

Whether you’re looking to refine your mission-fit marketing strategies, master tools like Canva and Adobe, or get up to speed with Local SEO and Social Media nuances, our experts are here to help. 

We offer a variety of training modules designed to provide practical action steps that directly impact your goals. 

Ready to grow? 

Contact Caylor Solutions today and discover how to ignite your growth mindset.


Chasing Mission Fit

A Marketing Guide To Fill Your Institution With Students Who Will Succeed.

The essential marketing book every higher education institution needs! If you are a higher education marketing professional seeking a fail-safe plan to make your institution stand out, “Chasing Mission Fit” is your guide.

Chasing Mission Fit book cover Discover how to:

    • Precisely target your ideal student
    • Craft a compelling brand for your institution
    • Implement a proven marketing strategy from 30 years of expertise

So you can empower your institution with audience-focused marketing strategies, and attract mission-fit students who will flourish in your unique academic environment.

Ready to transform your institution’s marketing approach?
Order now!

Featured image by qunica.com via Adobe Stock
Woman with plant image via Midjourney

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