Building Community Through Storytelling

A Conversation with Amy Slav

When Amy Slav joined Saint Mary’s College in 2023, she was looking for more than just a new marketing role. She wanted a place that felt supportive, collaborative, and aligned with her values.

She found exactly that.

Founded in 1844 by the Sisters of the Holy Cross, Saint Mary’s College is a private Catholic women’s liberal arts college in Notre Dame, Indiana.

Today, as Director of Digital Strategy and Communications, Amy helps lead the college’s digital storytelling efforts, connecting with prospective students, alumnae, parents, donors, and the broader Saint Mary’s community through thoughtful, authentic content.

We recently caught up with Amy to talk about higher education marketing, the power of storytelling, and why personal connection still matters in the digital world.

What drew you to Saint Mary’s?

I had heard wonderful things about the culture and community here, and that sparked my interest. My sister is a Saint Mary’s alumna, so I’d seen firsthand the confidence, friendships, and opportunities the college creates for students. But honestly, after meeting the marketing team and learning more about the mission, I just knew it felt right.

What’s been most meaningful is realizing how supportive the environment really is, not just for students, but for faculty and staff, too. There’s a real sense of trust and community here.

What’s been the biggest adjustment moving into higher education marketing?

The number of audiences we communicate with! In many industries, you’re focused on one or two core audiences. In higher education, we’re speaking to prospective students, current students, alumnae, parents, donors, faculty, and the community, all at the same time. The challenge is making sure every message still feels connected to the larger Saint Mary’s mission and brand. It stretches you as a marketer, but in a really good way.

What stands out most about Saint Mary’s community?

The passion people have for the institution is incredible.

Saint Mary’s alumnae genuinely stay connected to the experience long after graduation. You can feel how meaningful those relationships and memories are to them. And now, as a mom myself, I think even more about how important it is to have institutions that are focused on empowering young women and helping them build confidence as leaders and changemakers.

How do you stay agile in such a fast-moving environment?

Flexibility is huge. In higher education, there are a lot of moving pieces and a lot of cross-functional collaboration. Priorities can shift quickly, and sometimes opportunities come together fast. That’s why it’s so valuable to work with partners who already understand your brand and your voice. Red Pony has helped the Saint Mary’s team move quickly on digital initiatives while staying strategic and consistent in our messaging.

What marketing initiatives are you most excited about right now?

We’ve really been focused on building a stronger digital ecosystem and expanding our storytelling efforts through video and social content. Our print magazine has always been very well loved, so now we’re looking at how we create complementary digital content that gives audiences something different, depending on where they engage with us. We’re also very focused on accessibility, user experience, SEO, and making sure our content performs well across emerging AI-driven search platforms.

Speaking of AI, how are you approaching it?

We see AI as a tool to support and improve processes, not replace the human side of what we do. At Saint Mary’s, personal connection matters a lot. Sometimes it’s the handwritten note or the personalized outreach that makes the biggest impression on a prospective student. That’s something we never want to lose. Technology can help enhance the experience, but authenticity should still lead.

What’s driving momentum for Saint Mary’s right now?

The college recently experienced near record enrollment growth and fundraising success at a time when many higher education institutions nationwide are facing enrollment challenges. We’re seeing more engagement, more visibility, and ultimately more students choosing Saint Mary’s. A big part of that success has come from more intentional digital storytelling, peer-to-peer student content, stronger video strategy, and highly targeted outreach efforts. It’s exciting to see the work translating into real results.

What’s the most fulfilling part of your role?

The most fulfilling part of the role is helping create meaningful connections through authentic storytelling. We’re not just marketing a product; we’re helping students and families picture what their futures could look like. In higher education, the impact feels very personal.