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How University of Arizona is Using Audience Segmentation to Optimize Engagement

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Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

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I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Jenna Rutschman, Director of Marketing and Communications, College of Social and Behavioral Sciences at University of Arizona, joins the Content Experience Show to discuss audience segmentation in higher education.

"We actually have to get the information from students and learn from them." -Jenna Rutschman

Engagement Through Audience Segmentation

When it comes to reaching a diverse audience, few marketing professionals have more experience than those in higher education. Universities are trying to find ways to engage and assist students and parents in every range of age, income, and location.
This is why the work of Jenna Rutschman at the University of Arizona is so compelling. Using data-driven audience segmentation, she has shown a measurable increase in engagement and effective communication with the many demographics she is serving.
By taking an intentional look at your audience and building communication strategies unique to each segment, you can not only maximize your marketing efforts, but ultimately benefit your audience by giving them exactly what they need in the format that best suits them.

In This Episode

  • Why audience segmentation is important when marketing to a wide range of demographics
  • How the University of Arizona optimizes email for communicating with students
  • How marketing with higher education can differ from other “worlds” of marketing

Quotes From This Episode

“We’re going through a very productive strategic planning process with audience segmentation research, so we can actually understand our students, their parents, our faculty, and the community, and how they want to communicate with us.” —  desertpanda13

“What we really want to do is not drive the culture or events down the throats of students via email, because they want to consume that content in more of a natural form in social media.” — desertpanda13
We are striving to make decisions based on data. Click To Tweet


Content Experience Lightning Round

What are some of your favorite records?
Jenna is an avid music fan and vinyl collector. Some of her favorites include Bruce Springsteen’s Born to Run, Tom Petty’s Great White Open, and Fleetwood Mac’s Rumors!
See you next week!

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