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How To Design YouTube (And Other Video) Ads That Capture And Keep Students’ Attention

About the Episode

On this episode of Signals, Zach sits down with Ian Dunne, CMO and Creative Director at ReRoute to chat all about how to earn, capture, and keep the attention of prospective students on your school’s video content. 

Before venturing off to ReRoute, Ian spent several years working in marketing at William Peace University in Raleigh-Durham. 

Zach asks Ian questions like:

  1. Can you talk to us about a few specific “creative lessons learned” or “insights garnered” during your time working in higher ed marketing?  Were there any specific experiments or A/B tests you ran that stand out in your mind as “noteworthy”?
  2. When it comes to video advertising, specifically launching on YouTube, do you have a favourite framework that you use during the strategy and execution of the campaign?
  3. When you think about colleges and universities that kick butt when it comes to creative advertising, messaging and position,  which schools come to mind?  Bonus points if they’re not a Top 20 school…
  4. What are one or two pieces of advice that you’d give industry leaders about how to think about building marketing teams over the next 3-5 years?  What roles/functions should in-house marketing teams at colleges and universities play in the coming years?

You can connect with Ian on LinkedIn or learn more about ReRoute and its offerings on their website. 

Signals is a podcast collaboration between Glacier and Enrollify. This special series on the trends, indicators, and Gen-Z behaviours shaping the future of higher ed digital advertising.

Join Zach Busekrus, Founder of Enrollify, and Matt Diteljan, Co-Founder and CEO of Glacier, a digital advertising agency specializing in youth marketing and higher education, for a timely conversation about the future of advertising in higher education.

Meet the Hosts

Zach Busekrus

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Zach is the Founder of Enrollify. He is also the Director of Growth at DD Agency — an enrollment marketing technology agency that helps undergraduate and graduate institutions recruit students. He thoroughly enjoys building new brands, developing and executing content marketing strategies, and helping clients rank better on SEO. When he's not in the office, he enjoys discussing life's quandaries over coffee (or a good bourbon) with friends, trying out new virtual HIIT workouts, and adventuring across the globe with his wife!

Matt Diteljan


Matt is the Co-Founder and CEO of Glacier, the largest high school advertising network and the largest student influencer network in North America. Matt is an accomplished entrepreneur in the Media/Advertising industry and is always looking for new opportunities or crazy ideas. Matt is also very involved with the Entrepreneurs' Organization and helps in running EO's Accelerator program for the Calgary Chapter.