Your enrollment strategy's
secret
weapon?
Content.
We'll
discuss
In this hands-on workshop, you’ll learn how to
build or refine
a content marketing strategy that
drives results for your graduate programs. Designed for GEM professionals at all experience levels, this session combines practical tools, live exercises, and expert insights to help you create high-impact content aligned with the applicant journey. Walk away with actionable plans, ready-to-use templates, and strategies for
leveraging your institution’s unique voice
to engage prospective students and boost enrollment success.
Content Audit Checklist
Content Library
Persona Template
Topic Cluster Worksheet
Campaign Brief Template
Content Measurement Checklist
Meet our co-presenters
(aka subject matter experts)
Marcus Hanscom
Director of Enrollment Marketing
Marcus is a higher education enrollment management and marketing leader who joined Direct Development in 2023 after 17 years at Roger Williams University and the University of New Haven and two years consulting with Dutcher LLC. He’s advised institutions like Bastyr University and the University of San Diego, presented at national conferences, served three terms on the NAGAP Board (earning its Distinguished Service Award in 2023), and co-hosts the official NAGAP podcast.
Melanie Trice
Creative & Marketing Director
Mel is a versatile storyteller who combines creativity and analytical rigor to develop data-driven content and brand strategies across higher education, health care, and nonprofit sectors. With over a decade of experience rooted in inbound methodology, she excels at delivering real value to prospects, simplifying marketers’ lives, and helping underdogs beat the odds.
Tony Fraga
CEO
For the past 15 years, Tony has helped schools make the paradigm shift away from traditional marketing efforts to more innovative strategies and tactics to do marketing smarter. In addition to leading the DD Team, he teaches education professionals through cohorts and individual coaching as an enrollment marketing consultant.
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