Humanizing the Student Journey: How to Use Video Technology and Storytelling Best Practices To Drive Enrollment and Engagement

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Learn How Leading Organizations Are Leveraging the Power of Technology and Storytelling

Using video, higher education professionals are crafting authentic stories that humanize the student journey, accelerating recruitment and creating long-lasting engagement with alumni. But not all video is created equal. Video campaigns that put students front and center deliver the best results. And thanks to rapid innovation in technology, producing compelling, human-centric video stories is faster and more efficient than ever.

We invited Joseph Lapin, Vice President of Marketing and Brand Strategy at Archer Education, to join Michael Hoffman, CEO of Gather Voices, for a live, 1-hour conversation about how leading organizations are leveraging the power of technology and storytelling to create marketing campaigns that deliver real results in a cost-efficient way. They’ll discuss:

  • Why video is a critical element of campaigns to recruit students, humanize the enrollment journey, and keep alumni engaged
  • What the Hero’s Journey framework tells us about the importance of centering students in higher education storytelling
  • How to gather insights from user-generated video content to inform communication hierarchies and messaging strategies
  • Simple solutions to scale video marketing efforts by reducing the cost and complexity of traditional video production

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Featured Presenters

Michael Hoffman is the co-founder and CEO of Gather Voices, a technology company that automates the creation, management and publishing of video content. He is also the founder of See3 Communications, a digital marketing agency in Chicago and founder of the DoGooder Video Awards which honors the best social cause video on YouTube each year. Hoffman teaches marketing at the University of Chicago and is an internationally sought-after speaker and trainer who is a trusted advisor to association leaders on engagement strategy.

As the Vice President of Marketing and Brand Strategy at Archer Education, Joseph Lapin has created a career around his core passions: storytelling, strategy, marketing, education, and consumer behavior. His journey started after he earned his Master of Fine Arts in Creative Writing, and he moved to Los Angeles where he worked as a freelance journalist and wrote for publications like the LA Times, LA Weekly, Slate, and many more. Joseph brought those storytelling skills to Circa Interactive, which has recently merged with Archer Education, where he helped build a digital marketing company focused on creating marketing strategies and brand campaigns for top-tier higher education institutions. As Joseph builds his career as an advertising professional, he still works on his craft as an author and essayist. He writes at