Small Budgets, Big Impact: Marketing Beyond the Constraints

With rising competition and shrinking budgets, small colleges can feel squeezed out of the higher ed conversation. But Tom Kook, Vice President for Enrollment and Marketing at Emmaus University, shares how thinking small can actually be a strategic advantage. From mission-first messaging to building nimble teams that punch above their weight, Tom unpacks how smaller institutions can thrive without trying to be everything to everyone.

Through creativity, collaboration, and clear focus, Tom reveals the high-impact strategies that help Emmaus stand out in a crowded market while staying true to its roots.

🎧 Join us as we discuss:

• How small colleges can leverage constraints to fuel innovation

• Why authenticity is the most powerful marketing tool

• Building cross-functional teams that are lean but high performing

• The role of brand clarity and internal buy-in

• Strategies to compete with large universities on a modest budget

🎙️ Inside the Episode

02:15 – Tom’s path from large institutions to a small college mission

06:52 – Why constraints create creative momentum

09:37 – Building a high-trust, cross-functional marketing team

13:21 – Translating mission into a distinct brand story

16:48 – Getting buy-in across campus for a unified brand strategy

19:42 – Practical tips for marketing with limited resources

27:45 – Advice for marketers trying to do more with less

The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs. 

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