Let us introduce you!
Marketers, designers, software engineers … but a few of the people who dive into each of our partners’ missions, goals and values in order to create custom revenue and enrollment solutions. Every single person at Collegis is integral to our ability to deliver for our partners. We sat down with Director of Digital Experiences Adam Dince to find out who he is and what he does.
How do you describe your job to people outside of your field?
Our team specializes in the digital marketing behind our partners’ enrollment campaigns. That includes driving non-paid marketing traffic to websites, increasing the number of inquiries and applications submitted from website visits, automating marketing communication between partners and prospective students, and generating organic social and earned media.
How is your role key to supporting our partners?
By nature, the digital experiences team is focused on earned and owned media marketing. It is my job to ensure that as a unit, we are setting proper expectations with our partners. We are dedicated to delivering meaningful results and always keep our partners’ best interests in mind.
What are some typical questions you get from either co-workers or partners?
Co-workers typically want to learn about what we do as a team, and how our efforts are similar or different from paid media. Most of the questions we get from partners are technical in nature. Topics range from search engine optimization to marketing technology – and everything in between.
What skills do you need to do your job?
As you can see from the list below, our work here requires a blend of soft skills, analytics and research. But, I would also include the values of curiosity and being relationship oriented. If you think about it, the characteristics of Hermione Granger or your favorite personable fictional detective would be a perfect fit here.
- Detective: you must be a sleuth who enjoys tackling ambiguity.
- Patience: earned and owned media can take a while to produce results.
- Analytics: it’s vital to be in the data on a regular basis, looking at performance trends through the lens of “how can we do better?”
- Research: because digital marketing in general changes so frequently, it’s important to stay ahead of the curve. Continual learning is a key part of being successful in this job.
- Curiosity: when I was in elementary school, I learned how to build computers by taking old ones apart and reassembling them. I was curious as to how all of the little pieces worked/fit together. Because we live in an algorithmic world that is highly ambiguous, it’s important to be curious and enjoy constant testing and learning.
- People focused: although we work in a digital world, people are the core of our business. So much of my job (and many of our jobs here) are highly interpersonal. Soft skills and emotional intelligence are critical to being successful in this environment.
Are you drawn to higher ed? If so, why?
Higher education saved my life. At one point in my life, I was a high school dropout, working a dead-end job that paid just enough to pay for my car insurance.
Fast forward many years, the primary reason I pursued my MBA was so that I could teach at the collegiate level. I wanted the opportunity to pay it forward and make a difference in others’ higher education journeys.
(Outside of Collegis, Adam serves as an adjunct professor at University of St. Thomas [MN] and virtually at the University of Wisconsin – Milwaukee.)
What is one thing you’ve learned about higher ed since you started working at Collegis?
I didn’t realize how competitive the national online space was.
What do you most value today from the college experience you had as a student?
Prior to attending college, I served three years active duty in the United States Navy. When my enlistment contract expired, I had the choice to re-enlist or begin my academic journey. I chose academics. For me, graduating from college was a personal challenge. More important than the career benefits of earning a reputable four-year degree was the feeling of accomplishment walking across that stage at graduation.
Three words that describe Adam’s role: Strategic, nimble, confluence
Qualities sought in new hires: Soft skills, intelligence, innovativeness
College: St. Catherine University
Degree: MBA in Integrated Marketing Communication
What is the last app you downloaded to your mobile phone and/or tech tool you purchased for yourself: I just purchased a Samsung Galaxy S9. I know it’s not as cool as the new iPhone, but I can’t break my love/hate relationship with the Galaxy line.
Look for Adam Dince at the Minnesota Interactive Marketing Association (MIMA) Summit on October 29, 2018 where he will be leading a workshop on Google Analytics.