OSD Coffee Chat: Combatting the Enrollment Cliff - An Integrated Cross-Cultural Approach
Key strategies include using data-driven insights for targeted campaigns and creating culturally appropriate, engaging content that resonates with non-traditional students’ career and personal development goals. This holistic and integrated marketing approach ensures wider, more effective, and more cost-efficient enrollment results in an increasingly competitive educational market oversaturated and overly focused on digital marketing.
José Villa is the founder and President of Sensis (www.sensisagency.com), a cross-cultural marketing agency driving behavior change.
José has a unique professional background that combines digital technology and advertising with economics, market research and strategy consulting.
Jose has run the overall operations of Sensis for 25 years, as well as led the Strategic Planning team that develops research-driven digital marketing strategies and consumer insights. Jose has worked on integrated advertising, digital communications and earned media programs with clients such as the U.S. Army, Johnson & Johnson, GlaxoSmithKline, the U.S. Department of Homeland Security, Cigna, General Mills, Sempra Energy, Toyota and United Healthcare.
Jose is an experienced higher education marketer with a deep background in reaching professional, graduate, and adult-learner populations. He has been the lead strategist on numerous education clients, including The Wharton School of Business, University of Texas at Austin, UCLA Extension, and Brandman University. Jose’s 15+ years of experience in education marketing has focused on helping generate cost-effective top-of-funnel lead flow, leverage digital technology to provide students better experiences, and leverage the potential of content marketing to reimagine marketing functions.
Jose is a regular industry speaker and contributor to MediaPost, AdAge, Mashable and other industry publications– providing his unique insights on the future of advertising at the intersection of digital and cultural transformation. José is a national board member of the National Federation of Independent Businesses, an Advisory Board Member for UCLA Extension, a fellow of the Robert Toigo Foundation, and founding member of the Cesar E. Chavez Foundation.
José received an AB cum laude in Economics from Harvard University and an MBA from The Wharton School of the University of Pennsylvania.
About the Office for Supplier Diversity:
The Office for Supplier Diversity (OSD) works with businesses owned by women, BIPOC, and disabled individuals, and with other underserved businesses, to facilitate their integration into the University supply chain. By providing support to underserved local businesses and connecting them with University purchasers, the Office for Supplier Diversity leverages the University’s resources to build powerful economic partnerships in our communities.