Edward J. Herrelko III, Ph.D. has been in higher education for a long time! As an undergraduate at the University of Michigan, Ed, like many college students, assumed his dual bachelor’s degree in political science and archaeology would pave the way to worldly riches. He was wrong.
After a brief stint as an archaeologist in New Mexico, Ed worked for Callaway Golf and later the Anthony Robbins Company doing sales and marketing. Early in his corporate career, Ed decided to go back to school, feeling that earning another degree would be “the answer.” At the time, he wasn’t even sure what the question was, but grad school called his name.
Ed heeded the call and started taking evening courses at Southern California Seminary to learn more about his Christian faith, the Bible, and theology. During this time, he realized how much he loved higher education, so he quit his awesome corporate job to work in the education industry. But he wasn’t done with school, even after two graduate degrees. Ed kept going, eventually earning his Ph.D. at Southeastern Baptist Theological Seminary. For now, he is done with school… but that MBA he saw on TV looks appealing.
As one of the true “lifelong learners,” Ed sees his purpose in life as supporting others to achieve their educational goals and helping higher education embrace the business world’s best practices. Since 2002, Ed has held a long list of titles—VP of student services, VP of enrollment management, dean of online, VP of academic affairs, and chief academic officer—at a range of private institutions. Besides his corporate gigs, he also did a brief stint in the marketing agency world and runs a small consulting firm that works with higher education and edtech clients. Currently, Ed serves as the executive director of marketing and communications at Dallas Theological Seminary.
Ed and his wife, Amy, live in Dallas, Texas with their daughter, Alexandria, and their new cat, Grace. A die-hard University of Michigan fan, Ed still hopes that Jim Harbaugh can deliver on the hype, and he is super mad at John Beilein.
What you’ll learn about in this episode:
- How Ed’s career took detours in diverse areas as archaeology, professional golf, and motivational speaking before he returned to higher education
- Why Ed believes and invests in professional development and how he encouraged his team at Dallas Theological Seminary to learn digital marketing practices
- How Ed is rolling out a new plan to his marketing and communications team where they will devote one Friday a month to professional development
- What trends Ed has seen in marketing in the private sector that may provide a positive impact in higher education marketing, and how he convinces others of marketing’s worth
- How Ed transitioned to working at a faith-based institution, and what specific challenges those types of schools face
- How the increasing average age of graduate students at Dallas Theological Seminary reshapes marketing efforts
- How marketers can demonstrate the value of their efforts to their higher ed institutions to show why a solid marketing budget provides a return on investment
- Why robust analytics act as a vital component when determining where to best spend marketing dollars
- Why marketing specifically to adults can be a powerful and positive tool to bring in dedicated and focused students
- LinkedIn: www.linkedin.com/in/edwardherrelko/