Joseph Lapin's guest appearances

Joseph Lapin

undeclared

Starter Stories

Jeremy Stewart

Elizabeth Johnson

Sara Taylor

David Gibson

Stephen Woessner

Adam Metcalf

Laura Jack

Bev Ryan

Katie Tyson

Hannah Kerr

Eric Evans

Justin Croxton

Michael Stoner

Ryan Davidson

Chad Baldwin

OwlTail

In just a moment, you’ll meet Clayton Dean and Joe Lapin from Circa Interactive. After a brief stint in sports marketing, Clayton started working at Deltech which would eventually become WIley Education Services.  It was there that he fell in love with higher education and began dreaming about the possibility of starting his own company that served the industry.Around this time, he also fell in love with something else — well, someone else, actually.  And while he didn’t know it at the time, that someone would not only become his wife, but also introduce him to his future business partner, Joe, who would also become his future brother-in-law.Ten points if you followed all of that...and if not, no worries, Clayton and Joe tell the story so much better!Joe Lapin had just finished up his MFA and was working in media in Los Angeles. Joe is a remarkable writer and saw an opportunity to help colleges and universities tell their stories in ways that compelled students to enroll.  Over casual drinks one evening, while watching the sun set in southern California, Clayton further fleshed out his vision for a different kind of digital marketing agency...and this vision compelled Joe to take a risk and join Clayton and Robert (Circa’s other Co-Founder) on the start-up journey. Tune in to hear how Clayton and Joe grew the team from 4 to 50 and why they decided to join forces with Archer Education. One final note — this is part one in a special two-part Starter Stories series about the Archer/Circa story with a stronger emphasis on the building of Circa.  To hear the origin story of Archer, and to better understand what the news of the merger felt like on their side of the house, stream part 2 of this series!Learn more about this episode and about our sponsors in our show notes.

In just a moment, you’ll meet Clayton Dean and Joe Lapin from Circa Interactive. After a brief stint in sports marketing, Clayton started working at Deltech which would eventually become WIley Education Services.  It was there that he fell in love with higher education and began dreaming about the possibility of starting his own company that served the industry.Around this time, he also fell in love with something else — well, someone else, actually.  And while he didn’t know it at the time, that someone would not only become his wife, but also introduce him to his future business partner, Joe, who would also become his future brother-in-law.Ten points if you followed all of that...and if not, no worries, Clayton and Joe tell the story so much better!Joe Lapin had just finished up his MFA and was working in media in Los Angeles. Joe is a remarkable writer and saw an opportunity to help colleges and universities tell their stories in ways that compelled students to enroll.  Over casual drinks one evening, while watching the sun set in southern California, Clayton further fleshed out his vision for a different kind of digital marketing agency...and this vision compelled Joe to take a risk and join Clayton and Robert (Circa’s other Co-Founder) on the start-up journey. Tune in to hear how Clayton and Joe grew the team from 4 to 50 and why they decided to join forces with Archer Education. One final note — this is part one in a special two-part Starter Stories series about the Archer/Circa story with a stronger emphasis on the building of Circa.  To hear the origin story of Archer, and to better understand what the news of the merger felt like on their side of the house, <a href="https://www.enrollify.org/starter-stories/episode-16-brian-hartnack-and-clayton-dean-archer-education" rel="nofollow" target="_blank">stream part 2 of this series</a>!Learn more about this episode and about our sponsors in our <a href="https://www.enrollify.org/starter-stories/episode-15-clayton-dean-and-joseph-lapin-circa-interactive" rel="nofollow" target="_blank">show notes</a>.

Episode 15: Clayton Dean and Joseph Lapin — Circa Interactive

As the Vice President of Marketing and Communications at Circa Interactive, Joseph Lapin has created a career around his core passions: storytelling, strategy, marketing, education, and consumer behavior. His journey started after he earned his Master of Fine Arts in Creative Writing, and he moved to Los Angeles where he worked as a freelance journalist and wrote for publications like the LA Times, LA Weekly, Slate, and many more. Joseph brought those storytelling skills to Circa Interactive, where he helped build a digital marketing company focused on creating marketing strategies and brand campaigns for top-tier higher education institutions. Circa Interactive has made the Inc. 5000 list three years in a row, and Joseph is proud of how much they’ve grown in a short time. As Joseph builds his career as an advertising professional, he still works on his craft as an author and essayist. What you’ll learn about in this episode:  Why speaking directly to faculty is the key to better understanding your audience and developing your personas Why clear personas can be powerful resources to help you better focus your marketing efforts and bring your story to the right audience How the “hero’s journey” from literature can also apply to your higher ed institution’s marketing and storytelling efforts How building personas can help you speak to people on a fundamental, psychological level that connects to them emotionally and can help you develop categories of audiences How often your personas need to be updated and refreshed, and how to evolve your multiple personas alongside your programs, CRM and job titles Why Cambridge Analytica, despite their awful history and past controversies, provide a powerful example of how to use persona-based marketing Why accurate analytics are crucial for identifying what is and isn’t working and how you can evolve your methods and better reach your audience Why it is important to go beyond demographic data and identify what your target audience cares about and other psychographic information Why the coming shift to online-only education isn’t the major issue it may seem to be, and why the bigger hurdle is demonstrating the value of higher education going forward Why, in spite of all the turmoil, chaos and difficulties in our world today, it is important to maintain and share hope  Resources:  Blog: www.josephalapin.com Website: www.circaedu.com Facebook: www.facebook.com/CircaInteractive/ LinkedIn: www.linkedin.com/in/joseph-lapin-mfa-5b50a812 Twitter: @JosephALapin  Additional resources:  Website: www.theundeclaredpodcast.com Website: www.upandup.agency Email: contact@upandup.agency 

As the Vice President of Marketing and Communications at Circa Interactive, Joseph Lapin has created a career around his core passions: storytelling, strategy, marketing, education, and consumer behavior. His journey started after he earned his Master of Fine Arts in Creative Writing, and he moved to Los Angeles where he worked as a freelance journalist and wrote for publications like the LA Times, LA Weekly, Slate, and many more. Joseph brought those storytelling skills to Circa Interactive, where he helped build a digital marketing company focused on creating marketing strategies and brand campaigns for top-tier higher education institutions. Circa Interactive has made the Inc. 5000 list three years in a row, and Joseph is proud of how much they’ve grown in a short time. As Joseph builds his career as an advertising professional, he still works on his craft as an author and essayist. What you’ll learn about in this episode: <ul> <li>Why speaking directly to faculty is the key to better understanding your audience and developing your personas</li> <li>Why clear personas can be powerful resources to help you better focus your marketing efforts and bring your story to the right audience</li> <li>How the “hero’s journey” from literature can also apply to your higher ed institution’s marketing and storytelling efforts</li> <li>How building personas can help you speak to people on a fundamental, psychological level that connects to them emotionally and can help you develop categories of audiences</li> <li>How often your personas need to be updated and refreshed, and how to evolve your multiple personas alongside your programs, CRM and job titles</li> <li>Why Cambridge Analytica, despite their awful history and past controversies, provide a powerful example of how to use persona-based marketing</li> <li>Why accurate analytics are crucial for identifying what is and isn’t working and how you can evolve your methods and better reach your audience</li> <li>Why it is important to go beyond demographic data and identify what your target audience cares about and other psychographic information</li> <li>Why the coming shift to online-only education isn’t the major issue it may seem to be, and why the bigger hurdle is demonstrating the value of higher education going forward</li> <li>Why, in spite of all the turmoil, chaos and difficulties in our world today, it is important to maintain and share hope</li> </ul> Resources: <ul> <li>Blog: <a href="http://www.josephalapin.com/" rel="noopener noreferrer nofollow" target="_blank">www.josephalapin.com</a></li> <li>Website: <a href="http://www.circaedu.com/" rel="noopener noreferrer nofollow" target="_blank">www.circaedu.com</a></li> <li>Facebook: <a href="http://www.facebook.com/CircaInteractive/" rel="noopener noreferrer nofollow" target="_blank">www.facebook.com/CircaInteractive/</a></li> <li>LinkedIn: <a href="http://www.linkedin.com/in/joseph-lapin-mfa-5b50a812" rel="noopener noreferrer nofollow" target="_blank">www.linkedin.com/in/joseph-lapin-mfa-5b50a812</a></li> <li>Twitter: <a href="https://twitter.com/JosephALapin" rel="noopener noreferrer nofollow" target="_blank">@JosephALapin</a></li> </ul> Additional resources: <ul> <li>Website: <a href="http://www.theundeclaredpodcast.com/" rel="noopener noreferrer nofollow" target="_blank">www.theundeclaredpodcast.com</a></li> <li>Website: <a href="http://www.upandup.agency/" rel="noopener noreferrer nofollow" target="_blank">www.upandup.agency</a></li> <li>Email: <a href="mailto:contact@upandup.agency" rel="noopener noreferrer">contact@upandup.agency</a></li> </ul>

Storytelling and Developing Personas, with Joseph Lapin