About This Episode
In this Edu Unlocked episode, Santhana Naidu, VP of Marketing and Communications at Rose-Hulman Institute of Technology, shares how the institution stays at the forefront of STEM education. Santhana discusses:
- Innovative marketing strategies that distinguish Rose-Hulman in a competitive field
- The evolving dynamics of student and workplace cultures on campus
- Navigating the challenges of recruiting and marketing to students from India
- The influence of global perspectives on U.S. education and student success
This episode offers valuable insights on how higher education institutions are adapting to change, making it a must-listen for anyone passionate about the future of education.
About Edu Unlocked: Thanks for tuning in to Edu Unlocked, where we explore bold strategies and fresh ideas shaping the global education landscape.
Host & Guest
Santhana Naidu
GuestSanthana Naidu serves as the Vice President for Communications and Marketing at Rose-Hulman Institute of Technology, bringing a strong record of strategic leadership in higher education marketing, brand management, and digital innovation. He joined Rose-Hulman in 2020 after serving as Associate Vice President and Chief Marketing Officer at Indiana State University (ISU), where he also held the role of Director of Web Services. During his tenure at ISU, Naidu played a pivotal role in elevating the university’s brand awareness, strengthening public perception, and leveraging marketing strategies to support enrollment growth and advancement initiatives.
A recognized voice in higher education marketing, Naidu has presented nationally on topics including enrollment yield optimization, global student recruitment, unified mobile app experiences, and mobile-first recruitment strategies. His expertise spans digital marketing, analytics, brand strategy, and student engagement—skills he honed earlier in his career as Director of Online Marketing and Analytics for Williams Randall Marketing in Indianapolis.
Naidu holds both an MBA and a Bachelor’s degree in Management Information Systems from Indiana State University.
His leadership extends far beyond campus through extensive community and nonprofit involvement. Named one of the Terre Haute Chamber of Commerce’s 12 Under 40 young leaders in 2015, Naidu has served as the 2019–20 Governor of Rotary International’s Southern Indiana clubs and has been an active member of the Terre Haute Rotary Club since 2004. He is currently the Board Chairman of Wabash Valley Goodwill Industries and has held leadership roles with the Terre Haute Human Relations Commission, Union Hospital Foundation, Indiana Health Fund, United Way of the Wabash Valley, Wabash Valley Art Spaces, and the Wabash Valley Community Foundation.
Key Highlights:
1. Vice President for Communications and Marketing, Rose-Hulman Institute of Technology
2. Former Associate VP & Chief Marketing Officer, Indiana State University
3. Expert in higher education branding, digital marketing, and enrollment strategy
4. National presenter on enrollment yield, global recruitment, and mobile-first student engagement
5. MBA and B.S. in Management Information Systems from ISU
6. Recognized community leader: 12 Under 40 honoree, Rotary Governor, Board Chair of Wabash Valley Goodwill
7. Extensive service across regional nonprofits and community organizations
Ashish Fernando
HostFounder & CEO, EDMO
Ashish Fernando is the visionary founder and CEO of EDMO, a revolutionary educational technology platform that's transforming how people learn and grow. With over 15 years of experience in education and technology, Ashish has dedicated his career to making quality education accessible to learners worldwide. Before founding EDMO, Ashish held leadership positions at several prominent EdTech companies and worked as an educational consultant for Fortune 500 companies. He holds an MBA from Stanford Graduate School of Business and a Master's in Computer Science from MIT. Ashish is a frequent speaker at educational conferences and has been featured in publications such as EdTech Magazine, Learning & Development Today, and TechCrunch. He's passionate about the intersection of technology and human potential, believing that the right tools can unlock extraordinary learning outcomes for everyone. Under his leadership, EDMO has grown to serve over 100,000 learners globally and has partnerships with leading educational institutions and corporations. Ashish continues to drive innovation in personalized learning, adaptive assessment, and educational analytics.
Key Achievements:
1. Founded EDMO in 2019, now serving 100,000+ learners globally
2. Named 'EdTech Innovator of the Year' by Learning Technology Awards 2023
3. Featured speaker at Global Education Summit 2024
4. Published researcher in educational technology and learning analytics
5. Advisor to multiple EdTech startups and educational initiatives
Show Notes
- 1 0:00 Santhana shares the value international students bring by contributing a diverse school of thought and learning from each other
- 2 3:34 Santhana, an international student himself, explains the emotional and financial decisions students make when choosing to study abroad and how he empathizes with them
- 3 7:01 Deep dive into the challenges and strategies of marketing to international students, emphasizing authenticity and creativity in messaging.
- 4 11:15 Creative marketing example: student-run Instagram channel - Life at Rose, which gives prospective students authentic insights with minimal cost.
- 5 18:48 Santhana shares how he entered the marketing field through a tech route, working with Google AdWords at an ad agency before transitioning into higher ed.
- 6 24:10 Discussion on Canada-India tensions, how international student mobility could be impacted, and the resilience of education ecosystems post-COVID.
- 7 33:16 Santhana’s career advice: Be curious and work hard. He emphasizes going beyond what’s expected to grow and lead in your career.
Key Quotes
"If we’re capturing the essence of who we are and conveying that externally in an authentic way, that in itself is the essence of our message."
"Be curious and work hard… you don't get to where we are by just doing what was asked of us"
Resources
Supercharge Your University CRM