Episode

Ep. 71: How Pretzels Became One of Higher Ed’s Most Memorable Enrollment Marketing Campaigns

Podcast

Talking Tactics

Published

Mar 17, 2026

Duration seconds

1928

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Summary

What does a pretzel have to do with enrollment marketing? Turns out… a lot. On this episode of Talking Tactics, host Safaniya Stevenson sits down with Andy Schneider, Dean of Admissions at Marquette University, to unpack the now-famous admissions pretzel—an unconventional campaign that sends 10,000+ pretzels to admitted students each year. From pandemic experiment to viral marketing moment, Andy shares how a simple idea sparked social buzz, boosted engagement, and helped Marquette stand out in a crowded admissions landscape.