TikTok to Town Hall: Jeff Harmon on Reinventing University Marketing

Getting to Aha! with Darshan Mehta

On this episode of Getting to Aha!, host Darshan Mehta talks with Jeff Harmon, Chief Marketing and Communications Officer at Southern Illinois University Carbondale, about the transformation of higher education marketing. Jeff unpacks how universities can effectively use platforms like TikTok, apply data-driven messaging, and integrate both traditional and digital strategies to reach Gen Z. He shares frameworks for authentic storytelling, building enrollment pipelines, and engaging local communities. Listeners will gain actionable insights into balancing innovation with institutional integrity, crafting relatable narratives, and staying competitive in a rapidly evolving academic landscape. A must-listen for anyone in education marketing today.
Jeff Harmon is a seasoned marketing and communications executive with a proven track record of driving revenue growth, elevating brands, and fostering cross-functional collaboration. With experience spanning higher education, health and wellness, software, and web development, Jeff excels in strategic marketing, brand management, and data-driven decision-making. His expertise includes crisis communications, content strategy, and integrated media planning. Known for leading high-energy, creative teams, Jeff leverages analytics, customer insights, and digital tools to deliver impactful, measurable results across diverse industries and platforms.
KEY TAKEAWAYS
👉 Jeff shares how TikTok has reshaped higher ed marketing by requiring fast, authentic content that connects with Gen Z. By empowering student workers to co-create and critique content, Southern Illinois University boosts engagement and builds brand awareness through organic storytelling tailored to the platform’s unique culture.
👉 Jeff outlines a strategic geographic targeting framework that focuses digital advertising and outreach within 13–14 nearby states. By concentrating resources and partnering with local high schools and community colleges, this approach reversed a decade-long enrollment decline and fueled consistent student growth.
👉 Jeff explains how community focus groups revealed surprising brand perceptions, leading to the "Discover Your Unexpected" campaign. Testing taglines via digital ads helped refine messaging, ensuring emotional resonance with prospective students while creating a distinct identity that stands out from larger competitors.
👉 Jeff emphasizes the value of a student-centered feedback loop by employing 25+ student workers across departments. These students provide ongoing input on messaging and creative, helping ensure relevance and resonance, especially on rapidly evolving platforms like social media.
Listen Now!
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And connect with the host and guests here:
Darshan Mehta on LinkedIn - https://www.linkedin.com/in/darshan--mehta
iResearch Website - https://iresearch.com
Jeff Harmon on LinkedIn - https://www.linkedin.com/in/jeff-harmon-abb4422/
Southern Illinois University Carbondale Website - https://siu.edu/

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Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.
Check out the 3 most downloaded episodes:

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

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