As I sat out most of the #NAFSA2022 conference in my Denver hotel room due to a positive covid test the day after I arrived, I worked the phone, email, and social media to keep as many balls in the air as possible. From my 34th floor room across the street from the real action, I provided helpful reports on Downtown Denver traffic patterns ; -)
If you missed our Big 10 Digital Campaign Case Study download, you'll want to grab that here. We ran out of the handouts at NAFSA but PDFs are forever!
During NAFSA, what I missed most, what I regret, is simply those moments when the Intead team is presenting and the NAFSA crowd is clearly taking in new ideas and sharing their excitement about how digital marketing, new tools, and deep insights into target audience decision-making (the stuff of real marketing: voice of the customer) all come together to create successful recruiting initiatives.
Despite what I did NOT get out of the conference, the Intead team (Patricia Tozzi + Iliana Joaquin on-site, and Rachel Trahan behind the scenes) took all matters into their own hands bringing their usual level of amazing. Meanwhile, I sat in my hotel room patching into all the important chats by phone and trying to avoid feeling pathetic.
There is a theme that has been running across international student conferences for many years, and #NAFSA2022 was no exception. It is a lament one often hears from department leads – in most institutions and across all industries. It is the cry of the under-resourced. The “If they only knew how important our work is" dirge.
These department chairs and administrative leaders are frustrated by colleagues and bosses up the chain who somehow do not recognize the value represented by the real work being done and the outcomes produced.
- “How do they think they will get the growth outcomes they want if they don’t support us?”
- “Why are they not seeing or valuing our success? Our potential? How hard we work?”
- “Why do the resources always go to those guys?” (read: domestic marketing)
So, we get it. Your department needs more funding. For marketing collateral, for digital media buys, for tech tools and analytics. For more hands to simply do the work.
But, let’s turn the questions around. Read on for new perspectives on these longtime frustrations…