January 19

Why I Wrote “Chasing Mission Fit”


My new book, Chasing Mission Fit: A Guide To Fill Your Institution With Students Who Will Succeed, is slated to come out February 2024, and I can’t wait to share it with you!

As a first-generation college student, I experienced the life-changing impact of education. It opened doors I never knew existed and laid a foundation for my future and family. It is that impact that fuels my passion to help institutions attract students who will succeed in their unique environments.

Which is why I wrote Chasing Mission Fit.

This book is the culmination of my 35+ years of marketing experience as a consultant for large and small institutions. Even though throughout my career I have worked with some of the world’s largest consumer brands, ​I chose to dedicate the second half of my career working exclusively with higher-ed institutions because of this experience.

And during that time I’ve witnessed firsthand the impact which happens when an institution is in sync with its audience.

I want each institution to attract the mission-fit student who will thrive at their campus. Chasing Mission Fit is filled with insights, tactics, and strategies I’ve gained by dedicating my career to helping higher education institutions market themselves.

Especially because without the right strategy, it’s easy to get lost in the noise.

I’ve seen firsthand the challenges faced by mid-level schools inclusive of restrictive budgets, understaffed teams, and a pervasive misunderstanding of marketing’s role. These challenges are very real, and make it difficult for higher education marketers to help their school stand out from the crowd.

Chasing Mission Fit shares key strategies you can use to identify your mission fit student, market to their needs, and meet them where they currently are. Instead of casting a wide net with generic messages, audience-first marketing with a focus on your mission-fit student allows you to hone in on specific segments of your audience. This could mean crafting messages that resonate deeply with first-generation college students, adult learners returning to education, or those seeking a career change. Each group has distinct needs and motivations, and when your marketing speaks directly to them, it creates a powerful connection with your audience.

And the best part is that the strategies in Chasing Mission Fit are not a complete overhaul of your existing strategies. Instead, the roadmap presented in my book will help you refine and redirect your efforts to be more aligned with your audience’s needs.

And while I can’t say it’s not hard work, I can say this book is the cheat code you need.

I founded Caylor Solutions and The Higher Ed Marketer with a mission to merge the best practices from various sectors to serve higher education clients. Since then, we’ve been instrumental in advancing higher education brands by creating unique, authentic narratives that lead to higher enrollment and brand recognition.

This book is an extension of that mission, providing a roadmap for institutions to tell their stories effectively.

Throughout my career, I have had the privilege of collaborating with a diverse range of organizations, from global corporations to small, community-focused schools. This vast and varied experience has given me a unique vantage point to understand what truly works in marketing, especially in the education sector.

I’ve seen trends come and go, technologies evolve, and student expectations shift dramatically.

Through it all, I’ve honed a set of strategies that have proven effective time and again, regardless of the changing landscape.

I believe every institution is unique, and has a story to tell. And this book is a roadmap that will help get you there. It’s a compilation of the best practices, strategies, and insights that I’ve gathered over my career.

I understand the journey can be daunting. That’s why I’ve included tools, strategies, and real-life examples to guide you every step of the way. From my podcasts to blog articles, ebooks, and consulting, I’m committed to supporting your journey in higher education marketing.

Here’s to finding your mission-fit students and transforming lives through education!

Pre-Order Chasing Mission Fit Now

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