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Growing Pains

Is Your Division’s Marketing Strategy and Structure Stuck in the Past?

NASPA 2025

Resources from

Growing Pains: Is Your Division’s Marketing Strategy and Structure Stuck in the Past?

NASPA 2025

Growing Pains: Is Your Division’s Marketing Strategy and Structure Stuck in the Past?

Session Description

Social media has evolved over 20 years, but has your division’s strategy kept up? In this session, Dr. Josie Ahlquist presents findings from a four-year study on student affairs Marketing, exploring the shift toward centralized staff, advanced tools, and integrated resources. Dr. Ahlquist reveals critical gaps and offers bold strategies to help divisions adapt and lead as effective communicators and community builders, addressing student success and institutional transformation.

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Resources

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Meet the Presenters

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EC Headshot 23 - Erin Carroll

Erin Carroll

Alice Maxwell - Alice Maxwell

Alice Maxwell

Dr. Josie Ahlquist

Josie has two decades working in higher education, with the last eight years focused on educating, researching, and writing about building digital communities and the empowerment of digital leadership. Learn more about Josie’s experience and passion, as well as her research, consulting, speaking, publications, and much more!

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The Student Social Media Academy

The Student Social Media Academy is a self-paced online learning experience, developed as a one-stop shop for student strategists in higher education, teaching them how to integrate the college or university’s brand, voice, and tone into the digital marketing or social media plan.

Register YOUR STUDENTS

Empowering Students, Supporting Supervisors

The companion to the Student Social Media Academy is here!
Introducing the Supervisor Toolkit.

The Supervisor Toolkit is a self-paced module designed to help supervisors of students develop, train and retain student staff. Supervisors will gain powerful insights and real-world examples to equip students who help run campus social. The toolkit includes:

  • Access to the Teachery online learning platform
  • Six lessons of instruction, plus all modules of the Academy
  • Panel discussions with expert coaches

Access is now open, year-round!

Enroll Today

Learn more about how Josie supports Higher Ed Marketing & Communication Leaders

Work with Josie

Erin Carroll

Director, Marketing & Communications Division of Student Affairs, Washington State University
She/her

Erin Carroll is an accomplished marketer and leader with 15 years of experience specific to higher education. As director of Student Affairs Marketing and Communication at Washington State University, Erin leads a comprehensive marketing and communications team, and is responsible for departmental, divisional, and institutional messaging and communications. Her marketing and communications team has grown and changed, most recently centralizing as a division in 2017. 

Erin has worked in a variety of capacities at WSU. She began her career as a wellness educator, providing programming and education with special focus in mental health. Erin transitioned to providing full-time marketing support for wellbeing programs, was promoted to an assistant director for marketing serving auxiliary services like housing, dining, and union spaces, and continued to grow with her team throughout the centralization efforts. As director, she now leads a team which serves more than 22 departments within the division.

Erin is a proud WSU alumna, with a passion for serving students as they are, and where they are, in their academic journey.

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Alice Maxwell

Senior Director of Marketing and Communications at Florida State University Division of Student Affairs

Alice Maxwell serves as the Florida State University Senior Director of Marketing and Communications in the Division of Student Affairs where she leads student success communications initiatives. She is skilled in leading an award-winning creative team, managing multiple mission-focused marketing projects, developing and executing integrated marketing and communications campaigns, helping constituents adapt through change management, keeping colleagues informed and inspired through internal communications and growing awareness through public relations.

Prior to arriving at Florida State in 2021, Alice worked as a director in community college strategic communications, integrated marketing and change management.

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Rebekah Tilley

Assistant Vice President, University of Iowa Center for Advancement

Rebekah Tilley is the assistant vice president of communication and marketing for the University of Iowa Center for Advancement (UICA). In that role she supports fundraising and alumni engagement efforts for the university, including its CASE Gold winning Iowa Magazine, and serves UICA in a variety of strategic communication efforts.

Previously she was the director of strategic communication for the University of Iowa Tippie College of Business, and the director of communication for the University of Kentucky College of Law. She is a Kentucky native and a proud alum of the University of Kentucky.

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