Using Storytelling in Higher Education Marketing to Drive Enrollment

In higher education marketing, we often talk about tools, tactics, and trends, but we cannot forget about storytelling in higher education marketing.

But behind the scenes of successful enrollment campaigns lies something deeper—narrative.

In this episode of The Higher Ed Marketer, I had the opportunity to sit down with Dr. Jeff Salyer, Vice President for Enrollment and Marketing at Lee University, who has spent decades using storytelling as a strategic tool to build brands, inspire communities, and drive student engagement.

From filmmaking to faculty leadership, Jeff’s journey into the VP chair is anything but typical—and his approach to enrollment is refreshingly authentic.

The Ultra-Marathon of Enrollment: Leadership that Listens

Stepping into a senior leadership role is never easy, even for someone as experienced as Jeff.

But instead of coming in with answers, Jeff chose to lead with questions.

Within his first six months, he embarked on what he called a “mini listening tour,” inviting feedback from stakeholders at every level—student workers, staff, cabinet peers, and even the custodial team.

“I listened to everybody from leadership to your students and everybody in between.. I stopped and had a conversation with one of our custodians or people in food service, and I asked them, “What are you hearing? What are the kids saying? What are you observing?” And they gave me really rich qualitative data that I took back to my team.”
“It just made us better. As a leader, I think you have to not just show humility, but be humble and have these conversations, some of which are difficult when they don’t really like what you’re doing or don’t understand it.”

Jeff didn’t just collect ideas—he created a culture of dialogue.

That humility allowed him to shape a vision rooted in shared values.

And just like an ultra-marathon—another of Jeff’s passions—his approach to enrollment isn’t about sprinting to solutions.

It’s about pacing, hydration (metaphorically and literally), and climbing the elevation of institutional change one step at a time.

“Sometimes you’re running pretty hard… but there are times that you’ve got to slow down and walk with people and have one-on-one conversations.”

Building a Brand Through Legend and Lore

Jeff’s storytelling lens is more than professional—it’s deeply personal.

With a Ph.D. in Communication and a background in filmmaking, including directing a feature-length documentary about Lee University’s centennial history, he views narrative as both cultural currency and strategic asset.

He describes Lee’s brand identity not through slogans, but through stories—stories of transformation, struggle, resilience, and legacy.

Whether it’s alumni tales or the folklore passed down from generation to generation, these stories form the connective tissue of the institution.

“We told some of these legends of Lee… They have become the way we’ve framed a lot of who we are. We have an underdog story, and we overcome challenges—which is what stories are all about.”

Jeff’s storytelling approach helps position Lee University not just as an academic institution, but as a character in each student’s unfolding narrative.

It’s a compelling, aspirational, and effective model for storytelling in higher education marketing—one that other institutions can learn from to create connection, emotional relevance, and brand distinction.

Empowering Student Voices to Drive Engagement

One of the most impactful decisions Jeff has made is giving students ownership of the university’s digital storytelling.

At Lee, student workers aren’t just assistants—they’re creators, collaborators, and cultural translators.

The marketing team includes a group of 10 student social media storytellers from a wide range of majors—communication, theology, business, music, and more—who help produce and publish content from their unique perspectives.

“We let them tell stories. I think that’s the opportunity universities have: let your students help shape the story.
We have a very heavy student worker social media team… from marketing, theology, business, music—you name it.
They all bring unique perspectives that reflect real student life, and we empower them to create and share content in their own voices.”

This authenticity is crucial in an age of algorithmic content and AI-generated everything.

Prospective students are craving real voices.

That’s why student-led content has become such an important element of storytelling in higher education marketing—it brings unfiltered, relatable narratives to the forefront.

Jeff’s team empowers current students to speak candidly about their experiences, including the hard stuff—and it’s paying off with higher engagement and stronger pre-matriculation community.

The Zeemee Effect: Building Belonging Before Move-In Day

Perhaps one of the most innovative moves in Jeff’s VP tenure so far has been the integration of Zeemee—a platform that fosters student-to-student conversation before they even step foot on campus.

What’s powerful about Zeemee isn’t just that it’s digital—it’s that it doesn’t feel like marketing.

“They want to know… Is the food actually good or are the marketing people just overhyping it? What’s bad? Zeemee provides a place to have those conversations.”

With minimal administrative interference, students on Zeemee  organically form communities, arrange meetups, and discuss everything from theology to theater.

Jeff’s team calls them “Zeemee kids”—students who’ve already built friendships and belonging before their first class.

“They created their own virtual community that moved into the real-life community.
They were making plans to meet up at Lee Day, attending events together, and even sitting together at the worship rally—none of that was orchestrated by us.
They’re more likely to enroll because they’ve already made these connections.
Even if they didn’t visit campus together, those early conversations turned into real friendships that make them feel like they already belong.”

This pre-arrival engagement strategy is more than a tactic—it’s a shift in paradigm.

It takes the pressure off transactional communications and creates space for meaningful connection.

Leading with Vision: Humility, Risk, and Authenticity

At the end of our conversation, Jeff distilled his leadership approach into two powerful pieces of advice:

1. Listen with humility – Even after 25 years at the university, Jeff remains curious, open to feedback, and committed to hearing every voice.
2. Do dumb things – Take risks, even if they might fail. Experimentation, Jeff insists, leads to growth.

It’s the kind of mindset that has made Lee’s marketing and enrollment team not just more effective, but more human.

For institutions looking to align messaging and operations with enrollment strategy, here’s a helpful guide on how to set up an effective enrollment marketing funnel.

Storytelling in Higher Education as Strategy: A Blueprint for Higher Ed Marketers

Jeff Salyer’s model for using storytelling in higher education marketing is both art and science.

It starts with deeply rooted institutional narratives and stretches into social content, campus tours, student-led platforms, and leadership practices.

His approach is a strong example of marketing to the entire student life cycle—building relationships from early interest to lifelong connection.

For higher ed marketers looking to boost enrollment, build trust, and engage authentically, Jeff’s approach offers a clear call to action:

• Lead with stories, not slogans.
• Listen to understand, not just to respond.
• Let students shape the message.
• Prioritize community before conversion.

And most importantly—don’t be afraid to do dumb things.

Take risks.

Tell bold stories.

Because in higher ed, the best enrollment strategy might just be a better story.

Turn Your Marketing Plan Into a Story That Delivers

At Caylor Solutions, we know that great marketing is more than strategy—it’s execution.

We work side-by-side with your team to bring structure, momentum, and accountability to your marketing efforts—so the story you’re telling actually reaches and moves the students you want to enroll.

Pair it with our Fractional CMO services, and you’ve got the leadership and follow-through to align every message with your enrollment goals.

Let’s ensure your next chapter creates lasting impact. Contact us now!

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Featured image via leeuniversity.edu