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How Higher Ed Can Leverage ChatGPT for Marketing and Student Recruitment
[00:00:00] Zach Busekrus: Here are a few examples of the special educations we offer. Aerospace engineering, chemical engineering, civil engineering, computer engineering, yada, yada, yada. We also offer a range of extracurricular activities and opportunities for students to get involved in research, projects and internships. Our goal is to help you gain the skills and experience you need to succeed in the engineering field, blah, blah, blah, blah, blah.
[00:00:18] Thank you for considering our university as you embark on your educational journey. We look forward to hearing from you soon. Best regards, I mean, that sounds. Every email that I've ever received during my secret shopping experiments from an engineering program.
[00:00:59] Welcome to the [00:01:00] Higher Ed. Marketers Guide to Chat, g p t and Generative. A special podcast series brought to you by Enroll I and Element 4 51, and hosted by Artis Kadu, founder and CEO of Element 4 51 and yours truly, Zach Buzi Cruz from Enroll I. Over the next four weeks, we're taking a deep dive into the past, the present, and the future of the role that artificial intelligence plays in higher education, marketing, and student.
[00:01:25] In episode one, you'll get a crash course on what chay p t is and why higher ed marketers and enrollment managers should care about this revolutionary tool. In episode two, you'll join Artis and I for a live brainstorm on how marketers and admissions professionals can use CHAY p t to generate innovative campaign ideas and increase operational ef.
[00:01:46] In episode three, Artis and I are joined by JC Bia, element Board member and the Chief Data Officer at Vayner Media for a conversation on the history of generative AI and how the broader advertising space is using AI to [00:02:00] promote their products and services. And finally in episode four, Artis and I are joined by Elements Chief Technology Officer Petar jic for a conversation on how Element is using AI to build one of the industry's most powerful and user-friendly CRMs on the market.
[00:02:16] Alright, without further ado, welcome to the Higher Ed Marketers Guide to Chat, G P t and generative ai. And just like that artist, we are live. How you doing today?
[00:02:30] Ardis Kadiu: How doing
[00:02:31] Zach Busekrus: great. Doing great. Good, good. I, I'm excited for our chats today. This is episode two in this special series that we're doing with you and, and the rest of the incredible team at Element that's really doing a, we're doing a deep dive into chat, G P T and AI and how these kind of like new tools that have been talked about.
[00:02:51] Pretty much like every media outlet, it's you. You can't escape it right now. There's like this momentum in the air, right around AI and specifically this chat g [00:03:00] p D tool. So we wanna talk a little bit about how folks in higher ed marketing and enrollment management can leverage these tools in, in very practical and very productive ways.
[00:03:08] So, I'm pumped for this series, but I'm, I'm really just also excited for this episode where we're gonna dive into some of these ideas. Um, But before, before we do, so, do you wanna just give us kind of like a quick little, like refresh, uh, for those who, uh, may have not listened to episode one and or they listened to episode one, but it's been a week since they've, uh, consumed the content.
[00:03:30] Could you just give us like the quick 30 to 62nd sort of overview of what chat g p t actually is?
[00:03:37] Ardis Kadiu: Yeah, yeah, absolutely. So chat, G P T is a, um, I think the analogy that we used last time is, Much, much more advanced. Alexa, Siri. Uh, it is a tool, uh, that can generate content depending on specific prompts that you give it.
[00:03:54] The company who who has built it is called Open ai. It's a, uh, an AI [00:04:00] company and they have built, um, a AI model, artificial intelligence model. Which is based on a lot of text data and it's able to produce, uh, content based on any particular prompt that you can ask it or any particular input that you, you provide
[00:04:18] Zach Busekrus: to it.
[00:04:19] That's, you said that last time artists, I was having a conversation with my grandma and she was like, Zach, like, what is all this chat? Uh, I think she called it chat, D three P is what she called it. Chat, D three P stuff. And I was like, Grandma, it's like a, it's like a way more sophisticated Alexa, and she loves her Alexa and she talks to her Alexa all the time, and for her that did it.
[00:04:39] And I was like, I gotta give credit to artists for, for that one. Um, so that, that analogy I think does, does sort of speak volumes for, for what this tool is. I am pump for today's chat because what. You know, I, I think that this is like a really appropriate time to, to dive into some ideas around how folks can leverage not just chat G p t, but also [00:05:00] other AI tools, um, that are, that are popping up it seems like every day now.
[00:05:04] And, and I think that, Why this is such a pertinent time to, to be having this conversation is higher education as an industry has been hit with, uh, a number of things over the last few years that has, that has quite frankly, like totally disrupted, uh, the space, right? Obviously there was Covid, but beyond Covid just incredible.
[00:05:20] Or you know, maybe as a result, at least in part of Covid, incredible turnover, you saw, um, we we're still seeing folks kind of leave moving into the private sector. We're seeing folks kind of just even staying in higher. Jumping ship very quickly and, uh, starting at one institution and then literally six, seven months, they're, they're at another.
[00:05:38] And so there's, there's this incredible like, um, moment, right? That, that we're still living through, where especially leaders are, are stressed about retention, right? Leaders are stressed about a. Asking their teams to, to do even more than they're already doing. And while AI is by no means some like magic, silver bullet that's gonna fix all of those problems, at least right now, the, the conversation we had [00:06:00] last week and the conversation that I will, will continue to be having, uh, today and, and over the next few episodes here, I think is, is, is important because what it does, at least.
[00:06:09] Somewhat, as you mentioned last time, it offers sort of, uh, a perspective of how we could leverage these tools to act as co-pilots, right? To, to reduce some of like the mental load that our, our team members, um, spend a lot of time doing, right? These, these manual tasks, these, these like laborious sort of like, uh, run-of-the-mill processes that, that these tools can, can help simplify and, and quite frankly help us.
[00:06:33] A lot of time. So what I was, what I was hoping to do today, artists, is pick your brain a little bit on what are, what are some like specific ways you see folks right now leveraging, uh, tools like chat, G B T to, to help reduce the amount of time and, and effort that their teams have to spend sort of doing these, these, these manual tasks,
[00:06:56] Ardis Kadiu: depending on what type of.
[00:06:59] Work you're [00:07:00] doing, uh, chat, g p t can be very useful as a, um, as a generator of ideas or as a way to, uh, mass personalize, um, communications or a way to make things more accessible. And I'm gonna kind of go into those three different areas. Uh, one of them is please personal. So with personalization, we talked about this a little bit before, but, uh, personalization, um, and, and a lot of these tools can help in creating highly personalized and targeted contact for prospective students.
[00:07:36] So one of the things that we can do is we can take a bullet point, uh, list with a few things as a template and then say, generate an email that is per, that is, um, empathetic and focuses on. Different, uh, points and you will create an email for you, uh, with those specific points in there and variables. Hmm.
[00:07:58] And now you can take [00:08:00] that and you can kind of replace a couple of bullet points again and kind of generate another email, another email, another email that's very specific to those people. So that's in the personalization level. And we'll touch base on this a a little bit later as you perhaps we can even show a couple of things that you.
[00:08:16] Have available. Yeah. Uh, the second one is efficiency, right? So the efficiency, uh, part of Chad g p t can be used around routine, time consuming task. If you're answering a question over and over again, um, you might, um, kind of ask Chad g p t, uh, around like doing quick searches or. Kind of rephrasing things, um, or providing guidance to a student.
[00:08:42] But you have a, a library of, of, of information and you can just grab a few things from there and say, can you rephrase this, or Can you rewrite this? In, in, in two sentences, or you have a body of text and then you can bring that in and say, um, I have this really long [00:09:00] answer, but I'm actually communicating with them over s m s, so I really need this to be under a hundred characters.
[00:09:05] Can you give me, can you rewrite this under a hundred characters? Yeah. So, So that is at the efficiency level, right? And also it can kind of generate ideas for you at that efficiency as well. The, the last one, um, that we, or the third one? Uh, cuz we always have to go in three. It's access, right? Um, If you think about access chat, g p t can make information and resources more accessible to students with disabilities or language barriers.
[00:09:37] So translation is one of the things that becomes super important. So now when you can gen, you can generate a response. But these models are really good at giving you that response in a completely different language. So you can ask it, Hey, um, here's a, here's a response, but can you output it in Spanish?
[00:09:57] And you'll give you that answer in Spanish. So [00:10:00] now you can just send, uh, a non-speaking English student or someone who, who's, who's challenged with, with English in, in a completely different language, and you can respond to them in that language. So those three areas are super important and we, you can focus on all three of those.
[00:10:20] We can dive deeper in each one of those specific areas. Yeah. And in how you can go about it, but. Mentally thinking, personalization, right? How to make things personal and personal. Communication, efficiency. How do we do more and how do we do things faster? And then access, it's like how do we, um, have different modes of communicating with people with disabilities or changing something to, uh, different language and so on.
[00:10:47] Zach Busekrus: Yeah. Yeah. I, I love that framework. I think that's super, super helpful for folks. Uh, diving, diving a little bit deeper into, I think this falls under both personalization and efficiency. Like, one of the things that came to mind as you were talking artists is anytime [00:11:00] you're, especially if you're representing a particular program, right?
[00:11:02] Like let's say you're working in admissions and you're working with a faculty member and a student like has a program specific question, sometimes faculty members might like write a, you know, a, an. In terms of a, a response. And as that, yes, the admissions counselor coordinator, you know, that you can't, you can't just copy and paste a five paragraph essay response with lots of jargon and send it to a 17 year old.
[00:11:23] Right. Who really just had like a, a, a relatively basic question about the program. Right. And so you could, in theory to, uh, to help like. Streamline this. You could take the faculty member's response, you could throw it into chat G P T, and you could say, Hey, summarize, as you just mentioned, summarize this faculty member's response in like Gen Z lingo, or something like that.
[00:11:45] Right? Um, and maybe that's a little bit too crest, but, but you know what I'm getting at? And because of the, the context that this, um, that chat p t has, it'll, it'll output something that at least. You know, worth working with, right? It might not, it's not gonna be [00:12:00] perfect, but like, it'll surprise you of, of how good it is.
[00:12:03] Uh, a a quick example too, right? As I, maybe this is a little meta, um, and, and not the company, but, uh, as, uh, as we, before we hopped on artists, I was, we, I knew we were gonna be talking about, uh, AI and in higher ed and, and ideas for folks. I, I literal. Jumped into, uh, chat G P T and I got in, which, you know, you don't always get in cuz I'm not a premium or plus member here.
[00:12:26] And I asked chat, G P t I, I just said, how should higher ed marketers, uh, use chat G P T? Uh, and there's a couple things I wanna point out here, um, that, that I thought were really interesting. So it, it, you know, it always does a good job of kinda like summarizing the prompt right for you. And then it talked about, you know, chatbots, which was, you know, somewhat expected.
[00:12:44] Content creation, personalization, alumni engagement. But actually the one. I hadn't thought of at least immediately, and I guess this is just a version of a chatbot, but was social media engagement. So how, you know higher ed marketers can use CHE PT to engage with followers on social media platforms. CHE [00:13:00] PT can be used to respond to comments and questions on social media that provide quick and accurate answers to followers and.
[00:13:07] You know, this might be a little bit outside of the wheelhouse as of most of the folks who are tuning into this conversation, but your social teams right, spend a lot of time answering the same questions, right? And if you can leverage a tool like this to, to take care of some of that lift, right? Just think through like the, the savings of of time there.
[00:13:26] I also thought, uh, this was really interesting artists. So at the end it says, Uh, chat. G p t says it's important to note that while chat, g p t is a powerful tool for higher ed marketers, it should be used in conjunction with other marketing strategies to create a well-rounded marketing plan. Chat, G p T should always be used ethically and transparently, making it clear to users when they are engaging with an AI power tool like it, it has the quote unquote social awareness to write.
[00:13:51] To, to provide like the disclaimer that is necessary. So, so folks don't just take this and, and, and run with it, which I thought was just like really, really, really smart. But, um, [00:14:00] anyways, I, I thought that this was like a, a fun, very practical kind of use case of these ideas, right? Are not rocket. Like these aren't like revolutionary ideas, but.
[00:14:08] In, in this particular context, at least for me, the social media one stood out of, oh, interestingly, I hadn't thought about that. How do I think a little bit deeper about how I might use that in my context? So I feel like this is like a very practical way in which someone might be able to use this tool.
[00:14:26] Hey guys. Zach here. I want to quickly interrupt this conversation to invite you to join me at Element four 50 ones Engage. On June 27th and 28th in Raleigh, North Carolina, when it comes to the student experience, we know that you want to be a trusted guide from recruiting all the way to graduation. Well, the Engage Summit brings the best minds in higher ed together to give you the strategy and tools that you need to create a cohesive student experience.
[00:14:53] From start to finish, explore the latest technologies, increase your skillset, and gain insight into today's students to deliver [00:15:00] the most powerful and personalized digital engagement experience every step of the way. This is not your standard ed tech user conference. This is a dynamic, inspirational, and empowering event for all higher ed marketers and admissions professionals.
[00:15:14] I'll be presenting at this year's event, along with some of your favorite Higher Ed LinkedIn and Twitter follows. You can learn more about this event and register for it at Engage dot element four 50 one.com. Oh, and you can get $50 off your registration when you use the discount code in roll five 50.
[00:15:30] That's in Enroll five 50 at checkout. So go ahead, check. RSVP Engage dot element four 50 one.com. Looking forward to seeing you all there.
[00:15:43] Ardis Kadiu: Now the next thing that you can do is you can ask it. Give me five examples of best practices.
[00:15:53] Zach Busekrus: Give me five examples. We're doing this in real time, folks of best [00:16:00] practices. What's next Artist? For using, for using, sorry, I'm typing with one hand and holding my mic with the other. Uh, for using Chat. G p t Chat.
[00:16:13] G p t.
[00:16:15] Ardis Kadiu: In Personalized.
[00:16:18] Zach Busekrus: In personalized emails. Emails. Perfect. All right. Let's see what happens here. Okay. All right. Sure. Here are five best practices for using chatty PT in personalized email. Do you wanna read these artists?
[00:16:37] Ardis Kadiu: Well, sure. So we can use personalized subject lines and it goes into saying, make the subject lines an email personalized attention grabbing.
[00:16:45] Uh, it says you can use Chad g p t to generate subject lines that are tailored to the recipient's interest of past behavior. Of course, in this case, we need to give it some more context. The right context is important. The second one is user recipient's name. Um, tailor the content, [00:17:00] uh, to the recipient's interest, provide value, and include a clear call to.
[00:17:06] Um, now one of the things that we can now do is, uh, we can ask Chad g p t to write an email with the recommendations above. Hmm. So, write a,
[00:17:21] Zach Busekrus: write an email.
[00:17:27] Write an email using the reco. Reka, how do you spell recommendations? Is it, it doesn't matter.
[00:17:38] Ardis Kadiu: We'll fix it for you. Even, even if you, so using the recommendations above,
[00:17:44] Zach Busekrus: um, recommendations above, I didn't recommendation perspective
[00:17:50] Ardis Kadiu: student
[00:17:51] Zach Busekrus: to a prospective
[00:17:57] Ardis Kadiu: student called, [00:18:00]
[00:18:00] Zach Busekrus: called John. John. All right. Let's just, oh, go ahead.
[00:18:09] Ardis Kadiu: Well, we, we wanna add a little bit more context, right? Because we wanna tell him, um, call John, who lives in,
[00:18:18] Zach Busekrus: who lives in North
[00:18:22] Ardis Kadiu: Carolina?
[00:18:24] Zach Busekrus: North Carolina. Okay.
[00:18:31] Ardis Kadiu: And is interested in engineering. Yeah. Interested
[00:18:41] Zach Busekrus: NJ engineering. All right. And this just for folks who, um, haven't caught on already. This is a, this is a prompt, right? We are correct. We're asking the tool to, to do something for us. So let's see what catchy PC does. Drum roll please. .
[00:18:58] Ardis Kadiu: So, There we [00:19:00] go.
[00:19:00] Zach Busekrus: Oh, wow. It included the subject line. Sure. Here's an example email that incorporates the best practices that we mentioned above.
[00:19:07] Subject, John, learn how you can engineer your future at X, Y, Z University. You're John. That's pretty, that's pretty good, right? It is. . It's yeah, here. John, I hope this email finds you well. As someone who's interested in engineering, you're probably looking for a university that can help you achieve your goals and prepare you for a successful career.
[00:19:24] That's why I wanted to reach out and tell you about X, Y, Z University located in the heart of North Carolina. Okay, so that's where they might have l uh, lost a little bit of context. . Um, they might have assumed that Yeah. They, they're assuming university school is in North Carolina. Yeah, yeah. At x, Y, Z University, we are committed to providing our students with a world-class education and engineering.
[00:19:44] Our faculty members are experts in their fields and have, and have years of industry experience, and our students have access to state-of-the-art labs and facility. Facilities that allow them to gain hands-on experience in their chosen fields. Based on your interest and your past behavior, we believe that our engineering program would be a great fit for you.[00:20:00]
[00:20:00] Our program is designed to give students a solid foundation in the principles of engineering, and we offer a wide range of specializations to help you focus on the areas that interest you most. Here are a few examples of the specializations we offer. Aerospace engineering, chemical engineering, civil engineering, computer engineering, yada, yada, yada.
[00:20:16] We also offer a range of extracurricular activities and opportunities for students to get involved in research, projects and internship. . Our goal is to help you gain the skills and experience you need to succeed in the engineering field. Blah, blah, blah, blah, blah. Thank you for considering our university as you embark on your educational journey.
[00:20:31] We look forward to hearing from you soon. Best regards, right? I mean, that sounds like. Every email that I've ever received during my secret shopping experiments from an engineering program, .
[00:20:44] Ardis Kadiu: Exactly. So now we can, we can try to make that a little bit more personalized, obviously, by adding more context. But now you can go back and you can kind of change the details, uh, of that if you want.
[00:20:54] And now it will give you a different email. Um, uh, one more thing that we can now start adding to this. . [00:21:00] Um, because the way that chat g p t works is it, it actually keeps track of your prior, um, context. Yeah. So we'll use some of the things that you've told it before. Um, so now you can, um, you can come in here and you can say, um, uh, give me a, or, or summarize this.
[00:21:22] Summarize the above email in, uh, 140 characters.
[00:21:27] Zach Busekrus: Yeah, yeah. Let's do that. Summarize. Above email in 140. Oops. Characters. Yeah. Cause that's a freaking long email. . I don't know that, uh, John would read that whole email. Summarize the above email in one 40 characters. Okay, let's see what they say.
[00:21:52] Ardis Kadiu: I think you might have to scroll down a little bit.
[00:21:55] Zach Busekrus: Oh, there you go. Thank you. Artis . Um, discover how x, y, Z university [00:22:00] can help you engineer your future. Learn about our faculty facilities specializations and extracurricular extracurriculars. Hashtag engineering So it knows it or it thinks it's a tweet, right? Cuz of the 140 characters that we threw in.
[00:22:13] Correct? Exactly.
[00:22:14] Ardis Kadiu: So now you can, you can go ahead and transform this content. Now that you have it, you can ask it. Give it to you in different formats. So one of the things that you can ask it to do is, um, again, write a tweet with, uh, emojis.
[00:22:29] Zach Busekrus: Yeah, yeah. Write a tweet on the above with, or what if we just say, write a happy tweet?
[00:22:43] Write a happy tweet. Yep. Mm-hmm. . Yeah. Write a happy tweet. On. Oops. Can't spell. Happy, happy tweet on the above. Yep. Let's see what happens.[00:23:00]
[00:23:00] Excited to share the amazing opportunities available in our engineering program at XYZ University. Join us in engineering Your future today. And then they did like the congratulations, um, and the rocket ship, uh, emojis. And they said hashtag higher ed, hashtag stem. Wow. That's better than a lot of tweets that I see from these folks.
[00:23:20] One of the other
[00:23:21] Ardis Kadiu: things that you can ask it now is you can ask it to take, um, include a call to action, um, or
[00:23:29] Zach Busekrus: any, include a call to action on the above. It
[00:23:39] Ardis Kadiu: will do it automatically. You don't have to write above because it understands the context. Wow.
[00:23:44] Zach Busekrus: It's, it's that smart. It's so smart. Okay. Ready to engineer your future at XYZ University.
[00:23:49] Visit our website and explore our resources to learn more. Hashtag engineering, hashtag higher ed. Right.
[00:23:54] Ardis Kadiu: Wow. So the point here is that you have some [00:24:00] piece of content already that you have written. Um, yeah. You can ask Chad g p t to change the formatting of that. You can ask it to make it more happy or friendly or direct.
[00:24:13] Or, um, so you can change, you know, the tone of, of these messages by giving it a piece of content and saying, change this. You can ask it to summarize it into different kind of summaries for different posts, right? You can ask it to write a LinkedIn post, which is a little bit longer. It understands that you can write to write a tweet.
[00:24:36] You can write it. You can tell it to write an s m s message. Uh, you can ask for, include a call to action. In there you can specify what the call to action is. Um, so all of these different things, you can kind of modify the content to personalize it and to make it better, or to change the tone and to make it easier.
[00:24:58] The best thing you [00:25:00] can do is probably go in and take a look at some of your emails, take those emails, and come in and say, rewrite the following content. , um, in a friendly tone or, uh, include call to actions and make 'em short. You know, two paragraphs long, right? Yeah. So you can do that and co go ahead and copy an email.
[00:25:24] You know, that you've, you have, um, uh, kind of written before and it will kind of completely. Change the tone and rewrite that email for you or that piece of content in a nice way. Um, and, uh, a message can come in from the dean, which can be, you know, an announcement to students, but it's, it's in the form of a memo.
[00:25:46] It's pretty long. You can ask it to, uh, create a bullet point, a, a bulleted list, um, off that content. So it basically summarizes and creates a bulleted list. [00:26:00] And then now you can send it out to your, uh, on campus, uh, students. You can ask it to write a better subject line for the email. So write me a subject line for the following, um, email, and then you can give it the email that you have.
[00:26:15] You can ask it to write five subject lines all at once and then, um, uh, and, and then you can then ask it to create a, um, you can elaborate on one of those subject lines, right? So you can do all of these different things, um, and, and you can kind of continue that conversation. But it's all in the effort of saving time.
[00:26:39] Because most of the time what you're doing is you're taking a piece of content or piece of text and you are transforming that to put it in a different medium, right?
[00:26:50] Zach Busekrus: Hey, all Zack here from Enroll I. If you like this podcast, chances are you'll like other enroll I shows too. Our podcast network is growing by the month and we've got a plethora of [00:27:00] marketing admissions and higher ed technology shows that are jam packed with stories, ideas, and f.
[00:27:05] That are all designed to empower you to become a better, higher ed professional. Our shows feature a selection of the industry's best as your host. Learn from Mickey Danes, Jeremy Tier, Jamie Hunt, Karen Myers, Jamie Gleason, and many, many more. You can learn more about the Enroll five Podcast email@example.com.
[00:27:24] Our shows help higher ed marketers and admissions professionals find their next big idea. Find firstname.lastname@example.org.
[00:27:34] Ardis Kadiu: We do that every single day and making your content better. It's again, something similar, uh, to we have stuff ready, so let's make that better. Let's make the subject lines better. Let's make it more personal, right? Um, yeah. The other part that you can do in here is that you can create this prompt. And you can add variables in there so you don't have to rewrite the prompt over and over again.
[00:27:58] You can create these [00:28:00] variables and you can say where we put John before, we can say student name, . Ah, yeah. And then we can put student name below equals to. The person's John, and then you'll write something specific for that. It sounds like you, you did, um, you rewrote it above as a 17 year old .
[00:28:26] Zach Busekrus: Yeah, I was, well, I was thinking as you're, as you're talking about like context, right?
[00:28:29] Artisan, like how like, and, and specifically about like personalization and like tone and style. I, I given sort of this example that we've been running through, I was just curious like, how would it just re and again, all I said was rewrite the above as a 17 year old would. Right. And this is again sticking to our, our John example, who's interested mm-hmm.
[00:28:46] in engineering and chat. G P T says, Hey John. Are you in t Are you in two? Engineering? Check out X, Y, z, university. It's sick. You can choose from six cool specializations and tons of extracurriculars. Visit our website to learn more. Hashtag engineering, hashtag higher [00:29:00] ed. And this time there are three emojis, uh, that, that were included.
[00:29:03] A rocket ship, it looks like a, a guy engineer and a, and a woman engineer. Um, so , this is great. This is amazing. Um, and again, like Artis, what you're saying is this, is, this is not something that you would just copy and paste and, and blast out to all of your prospects, but, but again, like it just is a very quick and easy way to diversify a message into a number of different tones and then discern like, all right, what tone is going to make the most sense given the person or audience that I'm communicating with.
[00:29:35] Ardis Kadiu: Exactly. Exactly. So, That is the baseline for what you can use it for. You have content, bring it in here, change the tone, change the format, summarize it, put it in different kind of formats for the different channels.
[00:29:54] Zach Busekrus: Yeah. Yeah. No, I love that. Um, another thing that I'm just thinking about here is like digital advertising, right?
[00:29:58] Mm-hmm. And just other, other, [00:30:00] like, we're, we're using a lot of copy examples. Cause I think that, that, that's maybe an easier example to pull from. But like, let's say you're analyzing your digital ad campaigns and you realize like, wow, like we're like, when it comes to this audience, we just can't figure out like how to increase our conversion rate on these campaigns by more than, 2% or whatever it is, right?
[00:30:18] And so using chat G P T to basically be like, Hey, here's the ad copy I've been using, here's the audience I'm trying to go after. How, like, how do, how should I rewrite this if I'm targeting, you know, um, male, uh, a male audience between the ages of 35 and 45, right? Or something like that. And then, and say like, give me five to 10 different versions of, you know, this copy that I could use to target this particular audience.
[00:30:43] And then again, it's just, Acts is like this incredible brainstorming tool for you and your and your team. And who knows, like maybe, maybe there's some sort of insight that chat p t has on what this particular demo has, this particular demographic has that can then be used in the context of [00:31:00] your headline copy for your, your, you know, Facebook ad creative or whatever it is.
[00:31:05] Ardis Kadiu: Exactly. Exactly. Um, so one of the other things that I'm going to, um, give you as an example is, um, so we, we talked about, in this case we said, um, uh, chat. We said chat, G p T in
[00:31:27] higher ed marketing. Yep. , do you want me to share my screen so I can, um,
[00:31:34] Zach Busekrus: yeah, yeah, yeah. Are are you, are you using Yeah, go ahead. Take over.
[00:31:37] Ardis Kadiu: So I will do that. Let me see if I can, um, I have some crazy, um, I have some crazy geez, um, uh, ones in here. Oh, here's an interesting one. So, uh, we'll probably make some of these available after, but this is a yeah.
[00:31:55] Editor bot, so you can actually. Provide a lot of [00:32:00] context. In this case, what I did is we said, Hey, you're an editor bot, detail-oriented content editor. As an editor, your primarily role is. So essentially we are priming it. We're giving it context around telling him what an editor, uh, is and, and, and how. It does things and then we're going in and saying, your ultimate goal as a content error is to improve the clarity, coherence, and overall effectiveness of the written piece of content, blah, blah, blah.
[00:32:25] So, so it's a pretty long prompt. And then what we're asking it to do is to evaluate at the end we're saying, If you have more than one edit. So basically we're saying provide all of these, um, suggestions or editor suggestions, and at the end we're saying respond ready. If you acknowledge. And, uh, and I'll paste my first text for you to analyze.
[00:32:47] And it says, ready, right? Wow. And then, after that, what I did is I just pasted a paragraph in here. Um, but basically I took a, a couple of paragraphs of one of the articles that we had on our [00:33:00] website, and what he will do is if somebody, if a writer or somebody else is giving you this, this content, um, Essentially what it's done in here down below is said, okay, here's the overall, it gives you an overall feedback.
[00:33:14] Here's some pieces of action advice that can improve this content. Reorganize the the instruc, the introduction to provide a clear definition of the report. And its purpose. Clarify the relationship between the report and Covid 19 pandemic, because this was, uh, an article about, um, the Covid 19 pandemic and so on and so forth.
[00:33:33] Yeah. Use specific examples to illustrate the trends, add additional information to enhance the piece and provide context for the reader. Consider rephrasing certain sections, and then it goes into detail around line editing. It's like, okay, you know, rephrase this, do this way. Around structure and organization, tone and voice.
[00:33:52] Wow. It says, maintained the current tone and voice of the piece because we told it to kind of do it in a specific tone and voice. Um, it [00:34:00] does things like grammar and spelling. It kind of fixes those and does that, and then around formatting as well, so. This is a a, this is a very powerful prompt that you can go ahead Yeah.
[00:34:11] And modify yourself. And now you can give any writer or anyone from that's bringing you a piece of content to fit into the style of your, uh, of your writing, of your team. And what's important about this is that this now goes into that second part, right? It's the efficiency part. It's like, yes, you can provide all these things manually, but it's much easier.
[00:34:37] For somebody like a language model like this that knows relationship between sentences and grammar and spelling and all these things and, and can kind of, and knows the context and give you the, the overall, uh, feedback. So this is one of the more interesting ones, um, that I've had. Uh, but let's go in.
[00:34:58] What do you think about this one, [00:35:00] Zach?
[00:35:00] Zach Busekrus: Yeah, I was gonna say, I was gonna say one, one quick thing I wanna mention before you move on is just if, if for nothing else, what this does is it saves any editor the time to organize, like overall feedback, line editing, spelling, and grammar, like, um, you know, uh, specific, uh, you know, inline edits, right?
[00:35:16] That, that time spent alone organizing. Feedback, right? You, you just saved, let's call it at least 30 minutes, right? That it might take somebody to just figure out, all right, how am I going to organize the sections of feedback that I want to give to this writer? Right? And then even these specific examples, E, even if some of them are more general, All you need to do is, is take that general statement and add a little bit of extra context for specificity.
[00:35:41] Exactly. You know, you say, for example, X, Y, Z and that's it. Right? And or you can even ask chat g p t in a follow up to like, Hey, gimme one or two specific examples of how we need to clarify language in the introduction. Yeah. Yeah. Again, this is powerful and like, I feel like as, as you get into this, you just, you [00:36:00] start coming up with all these other ideas of, oh my gosh, like how, how could I make this, you know, workflow a little bit easier?
[00:36:05] Um, and again, the goal is like, this is not, this is not to like replace your editor. This is to make your editor much more efficient and effective and probably like, enjoy their job a little bit more because they get to go and focus on like, The core substance of critique, right? They get to really, you know, critique the piece holistically rather than having to spend so much time picking apart, right?
[00:36:26] Each individual
[00:36:27] Ardis Kadiu: sentence. Exactly, exactly. So I, of course it went ahead and did that, and it's basically giving us some really, really good examples in here on how to do that. So. So just like we saw before, this is a progressive approach, right? You're asking a certain things. Yeah. And then you can kind of evolve on that and you can ask it to modify that.
[00:36:47] because it has a history of all this, all these things that you gave it before. Now one,
[00:36:52] Zach Busekrus: this is like a much more, uh, sophisticated, you remember the Hemingway app? Did you ever use that? Yeah. Like the little Chrome extension or whatever that you used. You could throw your, like [00:37:00] blog post in it. It would highlight sections and say, clarify or like, you know, your, your poor sentence structure or whatever.
[00:37:05] It was like, this is like a significantly more sophisticated version of that.
[00:37:09] Ardis Kadiu: Exactly. Exactly. Now, One thing that I wanted to, so the next, what I wanted to ask you before was we wrote this chat, g p t in higher ed marketing. Right. And, um, one of the things it's, that it's really good at is give you multiple perspectives.
[00:37:27] and viewpoints on a particular topic. So if somebody is giving you, like, if you're writing an article, you want to be unbiased or you want to kind of, um, somebody has an opinion on something and you don't have enough research or you like, you're, you want different viewpoints on this. So yeah. One of the, one of the prompts that's really useful for this is you can give it a topic and then you can say, for the above topic, write multiple perspectives from a group with different viewpoints.
[00:37:52] For each perspective, write in their own voice using phrases. That person would use. . So [00:38:00] this then gives you an ability to, now, um, in this case, it's, it's giving you a perspective of a higher education marketing manager, right? Mm-hmm. , and it's going in as saying, higher education marketing manager Chad g p t, has become an indispensable tool for me to effectively communicate.
[00:38:18] With potential students ability to process vast amount of information, provides personalized responses, engage in natural conversation, uh, Chad PD has helped with universities stand out from the com competition. Not only does it save time and resources, but it also ensures that our communication with students is consistent and tailored for specific needs.
[00:38:37] Um, another one perspective from the admissions office. Um, I have a perspective from a perspective. Right. Wow. So you can see that as a prospective student, I found chat g p t to be an incredibly useful tool in my college search. It allowed me to get answers to my questions quickly and easily without having to navigate to confusing websites and wait for response from Admissions Officer[00:39:00]
[00:39:00] The personal personalized responses I received made me feel like, um, a university, uh, and invested in my. and the instant support gave me the confidence. So essentially you can use this prompt in a number of different topics and you'll figure out different points of view from different. Perspectives.
[00:39:22] This can be very useful if you are, um, if you're considering a new initiative or if you are just even curious about something, or if you're writing an email on a topic and you want to understand like, Hey, I wanna make sure that I'm, I have the voice of multiple people. But without doing interviews or asking those different people, uh, or, or different types of groups, how they feel this can kind of provide.
[00:39:49] You know, the starting of that research. .
[00:39:52] Zach Busekrus: Yeah. Yeah. You know what? I'm also just thinking too. Yeah. To, to your point a bit on this is like just even coming up with good questions to ask particular [00:40:00] audiences and stakeholders. Like, you know, folks spend so much time in like survey design, like survey prospective students serving existing students, serving, you know, faculty members, right.
[00:40:10] Serving alumni, whatever it might be. Using a tool like this to just come up with like really. Survey questions could also be an incredible se in timesaver. And hey, specific questions for specific segments within that population that, that you want to survey, right? Like, how do you ask a que What would be a good question to ask somebody who is from this background, who's in this particular program, uh, who's a, who, you know, who's a sophomore, who's a junior, and just, you know, using this.
[00:40:39] As a, as a incredibly powerful brainstorming co-pilot right partner in crime, so to speak, um, does all the legwork for you Oo, so that you can go and, and, and really sort of put your, your creative juices to work once you have sort of a, a baseline understanding of, you know, the, the possibilities that are, that are more, that, you know, that come to mind a little bit more quick, [00:41:00] quickly, so to speak.
[00:41:00] Ardis Kadiu: Exactly. And we can go ahead and write that survey. And it actually does that for us. It's a, we, we asked the write two questions, survey for each group on their opinion of the topic. Came back and said, for higher ed marketers, um, have you found chat j p t to be an effective tool to improve your engagement, communication with prospective students?
[00:41:19] In your opinion, what are the key benefits of using chat g p T in higher ed marketing and how does it compare to other communication channels? So again, you know, like we can kind of continue on this trend on, on this thread and, and kind of build on top of it.
[00:41:34] Zach Busekrus: Yeah, yeah. Oh, this is, uh, this is so amazing.
[00:41:37] Artists. Do you know from a technical perspective how long it retains the quote unquote memory of, of the thread?
[00:41:44] Ardis Kadiu: Yeah, I think it's about 3000 words. Okay. Okay. Which is about 4,000. They call 'em tokens, which technically is, um, is about a word. So about 3000 words, which is pretty
[00:41:56] Zach Busekrus: long. Okay. Yeah. Yeah. It is, it is.
[00:41:59] [00:42:00] Wow, that's incredible. Uh, memory context, I think, I think that's more memory than I have, um, on, on most days. ,
[00:42:06] Ardis Kadiu: right? Five minutes and then, you know,
[00:42:08] Zach Busekrus: forget about it. I know. And then it was like, what? Yeah. Yeah. Um, well, hey, this has been awesome, man. I, I love the show and tell, and again, for folks who are just listening to this, I would recommend that you go, we'll, we'll have the YouTube link in the show notes.
[00:42:20] And so even if you've listened to it, it, it'll probably be more interesting and more, um, helpful if you. Kind of scroll down to the bottom, check out the, the link in the show notes, and you can at least see some of these prompts that Artis and I referenced today. Uh, again, we'll also be sure to link chat g p t in the show notes as well, so you can go ahead and just play around with it yourself if you haven't already.
[00:42:41] And of course, we'll have fun links to lots of great content from our, from our friends at Element. But again, this is episode two in the, in a four-part series here, Artis, this has been great. Thank you so much for, for your time. Any parting words for folks before we sign off today?
[00:42:54] Ardis Kadiu: So this is just scratching the surface.
[00:42:56] I will actually have a webinar going a little bit deeper [00:43:00] in some. Of this prompts on March 8th, so we can add that link to that webinar as well. But, uh, we are actually gonna cover, you know, some of the progressive, uh, prompts and, and we'll have about 10 or so prompts that, you know, from subject writing to some of the other things that we talked about today.
[00:43:19] And we'll, we'll make a lot of these available on our website and some of the prompts as well.
[00:43:26] Zach Busekrus: That's amazing. And if you're listening to this and it's after March 8th, uh, we'll have a link to the recording of the webinar that you can, that you can check out as well. I'm assuming that, uh, element, uh, is cool with that
[00:43:36] Of course. Yes, of course, of course. Yes. Uh, well, great. Uh, thank you all so much for, for tuning in and we'll talk to you next time.
[00:43:53] Hey y'all. Zach here from Enrollify. I hope you enjoyed this episode of the Enrollify podcast. If you like this episode, do us a [00:44:00] huge favor and hit that follow and subscribe button below. Furthermore, if you've got just two minutes to spare, we would greatly appreciate you reading a rating and review of this show on Apple Podcast.
[00:44:11] Our podcast network is growing by the month, and we've got a plethora of marketing admissions and higher ed technology. That are jam-packed with stories, ideas, and frameworks that are all designed to empower you to become a better higher ed professional. But Enrollify is far more than just a podcast network.
[00:44:28] Enrollify is where higher ed comes to learn new marketing skills, discover new products and services, and find their next job. We're a growing learning community of 4,000 members, and we'd love to welcome you into. You can access our free blog, articles, newsletters, e-courses, and more, or purchase our master course on how to market a university with Terry Flannery at enrollify.org.
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About the Episode
The what's what...
Welcome to The Higher Ed Marketer’s Guide to ChatGPT and Generative AI — a special 4-part podcast series brought to you by Enrollify and Element451 and hosted by Ardis Kadiu, Founder and CEO of Element451 and yours truly, Zach Busekrus from Enrollify.
Over the next four weeks, we’re taking a deep dive into the past, present, and future of the role that Artificial Intelligence plays in higher education marketing and student recruitment.
In Episode 2, Ardis and Zach use ChatGPT in real time to brainstorm marketing and admissions campaign ideas for colleges and universities. You’ll learn:
- How to craft a great prompt for ChatGPT
- How ChatGPT be used to increase digital advertising performance
- How ChatGPT be used to increase opens and clicks for your event marketing emails
- How ChatGPT be leveraged during a group brainstorm
- How to train ChatGPT to get you what you need
- And much more!
About the Enrollify Podcast Network
The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Corynn Myers, Dustin Ramsdell, Terry Flannery, Jaime Gleason and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
About the Podcast
Zach is the Founder of Enrollify. He thoroughly enjoys building new brands, developing and executing content marketing strategies, and hosting podcasts. When he's not working on Enrollify, he enjoys discussing life's quandaries over coffee (or a good bourbon) with friends, building Sponstayneous (his travel brand side hustle), trying out new HIIT workouts, and adventuring across the globe with his wife!
Ardis Kadiu is the CEO and founder of Element451, the intelligent admissions marketing and CRM platform. Element451 grew out of Ardis’s passion for creating solutions that empower admissions and enrollment teams to work more efficiently as they develop stronger, more personalized engagements with prospective students. AI and great design are two of the most important ingredients at the core of any great user experience.
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