Nicki Gibbs Published in University Business on Using Strategic Communication to Attract Right-Fit Students

St. Paul, Minn., December 18, 2025 — Nicki Gibbs, chief strategy officer at Beehive Strategic Communication, contributed an op-ed for University Business exploring how academic programs can use strategic communication to attract and engage prospective students.  

Gibbs addresses the growing need for academic departments to define and communicate their value in response to shifting enrollment patterns and changing public perceptions. She outlines how a clear, aligned value proposition helps departments differentiate their programs and build stronger connections with students, families, faculty and employers. 

“A compelling value proposition, rooted in purpose and amplified through storytelling, helps schools successfully navigate the rapidly changing academic landscape,” Gibbs said. 

The op/ed outlines three strategic practices for academic leaders: building relevance through alignment, storytelling and stakeholder insights; strengthening visibility and support; and leading with purpose and agility. 

Read the full op-ed in University Business: How academic programs attract right-fit students in competitive era 

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Beehive Strategic Communication is a purpose-driven strategic communication firm that uses the power of communication to build better businesses. We solve complex business challenges and help clients meet the rising expectations of their employees, partners, customers and communities. We work nationally and globally with leading brands in health, renewable energy and environmental services, education, professional services, commercial construction and civil engineering and government civic and social, foundations. As a certified B Corporation, Beehive meets the highest standards of verified social and environmental performance, public transparency and legal accountability to balance profit and purpose.