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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About Beehive Strategic Communication

Beehive Strategic Communication is an independent, strategic communication firm, a Certified B Corporation and a WBENC-certified women-owned business. Beehive helps organizations navigate high-stakes business challenges, strengthen reputation and turn strategic priorities into meaningful action. The firm provides strategic counsel and communication services across crisis management and business continuity, change management communication, organizational culture and communication, brand positioning, impact strategy, digital strategy and public relations. Founded in 1998, Minnesota-based Beehive works with organizations across the Midwest, nationally and globally to build understanding, trust and momentum with employees, partners, customers and communities.