Front and Center
The marketing department’s role is major
Ask Bernard Polnariev and Margaret Ortuso how they shape brand identity and the answer is immediate. Their marketing strategy for UCNJ (Union College of Union County, NJ) begins with a single guiding principle: UCNJ is committed to transforming its community, one student at a time.
In today’s increasingly competitive higher education landscape, one truth keeps rising to the top: The marketing department is no longer a supporting act. It is center stage. As institutions work to define their identities, attract prospective students and communicate value to stakeholders, marketing has become a cornerstone of institutional success. The teams shaping these stories are balancing tradition with innovation, data with instinct, and audience expectations with institutional purpose.
What happens behind the scenes often is the difference between standing out in a crowded market and fading into its noise. For colleges and universities across the country, the shift has been clear. Marketing is strategy. Marketing is enrollment. Marketing is reputation. And when done well, marketing brings the mission to life in ways that students’ families and communities can feel.
At UCNJ, the mission is the foundation of everything they do. It drives the way Ortuso, Assistant Director of Marketing and Communication, and Polnariev, Ph.D., VP for Administrative Services, tell stories, the way they communicate value and the way they show students what is possible for them there.
“We want every message to reflect how UCNJ empowers students academically and personally,” Dr. Polnariev says. “When people see our communications, they should see themselves succeeding. They should see real outcomes, real mobility and a college that is committed to helping every student earn an associate degree and achieve the future they want.”
That clarity has power. UCNJ was named a finalist for the “2025 Aspen Prize for Community College Excellence” and recently completed an economic impact study showing more than $408 million in added income to the county and more than 4,700 jobs supported. Those results are built into the College’s storytelling, but never as decoration. They reinforce purpose.
“We refuse to add to the noise. Instead we focus on real student and alumni stories, the outcomes that matter and the mission that defines us. Purpose is what cuts through.”
— Bernard Polnariev, Ph.D., VP for Administrative Services, UCNJ
Balancing traditional and digital marketing means meeting audiences exactly where they are. “We reach students through social media, cable and streaming, billboards, SEO mailed pieces, and more,” Dr. Polnariev says. “It has to be a mixed-methods approach because our students are diverse and their paths to college are diverse. The key is consistency. No matter where someone encounters UCNJ, the message reflects the same core truth about who we are and what we help students achieve.”
That alignment starts with data. And at UCNJ, data is not abstract. It is directional.
“We use data to understand where students come from, what barriers they face and what leads them to enroll,” Ortuso says. “Every metric helps us personalize messaging and improve outreach. Engagement rates, click-throughs, conversion enrollment trends—they all guide how we adjust our campaigns. When the insights align with our strategic priorities like belonging, innovation, and student success, we know we’re moving in the right direction.”
One recent win illustrates how intentional creativity pays off. The team mailed personalized sticker packets to prospective students who had applied but not yet enrolled. The packet was simple. Friendly. Memorable. And it worked. “Nearly 23% of those students enrolled, generated more than 10,000 credits for the fall. It showed how a personal thoughtful touch can lead to real enrollment impact,” Ortuso says. “Sometimes the most powerful ideas are the ones that make students feel seen.”
Their biggest challenge echoes across the higher education landscape: the saturation of messages competing for student attention. The solution at UCNJ is not more volume—it is more authenticity.
“We refuse to add to the noise. Instead, we focus on real student and alumni stories, the outcomes that matter and the mission that defines us,” Dr. Polnariev says. “Purpose is what cuts through. When the message honors the people and the promise of the institution, it resonates.”
Their advice to peers is simple but profound. “Listen deeply to your students, faculty, staff, alumni and partners. The most meaningful stories come from the people who live the mission every day. If marketing leaders lift up those voices, they don’t just promote a brand, they build a brand that inspires confidence and belonging.”
A Wider View of the Work Ahead
The push for authenticity, alignment and mission-driven storytelling is playing out across campuses nationwide. And while each institution approaches the challenge differently, the pressure to stand out while staying true to who you are is universal.
That’s where Allison Turcio, Ed.D., enters the conversation. The Dean of Enrollment and Marketing at Siena University approaches brand identity with the same clarity but brings a research-driven twist. For Siena, the first step was not talking—it was listening.
Innovation at Siena builds on timeless fundamentals. “Value propositions, audience understanding and strong creativity will always matter,” Dr. Turcio says. “We experiment constantly, though. We A/B test emails landing pages and paid digital ads so we never guess. When something innovative outperforms the control, that’s when it becomes part of our strategy. AI works the same way. It speeds us up but always with human review, a clear brand voice and empathy at the center.”
Data at Siena starts with institutional goals and moves backward. “We track opens and clicks but only as they connect to inquiries, visits, applications and deposits. Every marketing initiative ties directly to an enrollment KPI,” Dr. Turcio says. “MarketView also helps us see how we perform relative to similar schools, which gives us context for smarter decision-making.”
“Marketing has to sit at the same table with enrollment and financial aid as one cohesive revenue team.”
— Allison Turcio, Ed.D., Dean of Enrollment and Marketing, Siena University
One of Siena’s strongest differentiators today is The Siena Guarantee—a clear promise in a crowded market. The process gives families clarity about affordability and outcomes and that shifts the conversation. Instead of asking if college is worth it, they can see how Siena makes it possible.
As for challenges, she is candid about the pressures facing higher ed marketers. “We’re not just competing with other colleges; we’re competing with Netflix and Amazon—every brand that wants the same attention. And higher ed is still misunderstood,” Dr. Turcio says. “Marketing has to sit at the same table with enrollment and financial aid as one cohesive revenue team. When we measure ROI and show impact, we earn trust and the ability to invest in what actually works.”
Her advice to marketing leaders is grounded in collaboration. You cannot do the work alone. You need a unified team, shared dashboards, shared goals and shared accountability. “Know your audience better than anyone. Spend time with students and families. And champion the student experience because that is the most powerful marketing of all.”
In a market defined by shifting expectations and constant noise, the institutions that rise are the ones willing to lead with purpose, clarity, and truth. When marketing becomes a strategic partner instead of an afterthought, it not only drives enrollment—it shapes identity. And that is how colleges stay relevant, resilient and connected to the students they serve.
SIDEBAR
5 Ways to Stronger Higher Ed Marketing Teams
- Lead with mission – Students trust institutions that know who they are and communicate it clearly.
- Test everything – From emails to landing pages, small experiments create big gains.
- Personalize with purpose – Use data to tailor outreach but keep a human voice at the center.
- Prioritize collaboration – Marketing, enrollment, and financial aid should function as one aligned revenue team.
- Tell real stories – Authentic student and alumni narratives remain the most powerful brand builders.
Source: Bernard A. Polnariev, Ph.D., Margaret Ortuso, UCNJ; Allison Turcio, Ed.D., Siena University
