“Branding” is no longer a dirty word in Higher Education. The discipline is being embraced by all types and sizes of institutions and must be well understood by effective university marketing practitioners. Learn from two marketing communications leaders at vastly different institutions how to:
- Discover your university’s true brand and implement a brand strategy that helps achieve university and department goals
- Understand your brand architecture and how to tailor the brand for various units
- Develop and launch a new brand identity/visual system
- Align stakeholders to deliver and communicate in a brand-aligned way that elevates the university and all its divisions
- Create tools and strategies that make it easy for units to produce professional, on-brand communications
- Build consensus, buy-in and support among leadership, faculty, staff, students and alumni
- Decide if you need to involve an agency, and how to work best with them if you do
Amy JorgensenAmy L Jorgensen specializes in developing a digital presence and consumer engagement strategies for brand awareness and customer acquisition. She has developed marketing strategies and directed implementation for the University of Virginia, Michigan State University, University of Michigan, University of Florida, and Walt Disney World. Amy has a B.S. in Business Marketing from the University of Florida and is a University of Florida MBA Candidate. She now lives in Charlottesville, Virginia with her Basset Hounds, Chauncey Billups & Priscilla Presley.
Christie Harper is Assistant Vice President for Marketing in the University of Arizona’s division of Student Affairs, Enrollment Management, Academic Initiatives and Student Success. She is responsible for all undergraduate enrollment marketing initiatives campus-wide and oversees enrollment marketing for the University of Arizona Online. Her team also supports the entire student journey, creating marketing initiatives for current students that drive student engagement and success.
Previously, she served as Assistant Vice President for University Marketing at California Lutheran University. There, she led all marketing initiatives for undergraduate and graduate enrollment, advancement, athletics and university brand development.
Christie has more than 25 years of experience in branding and marketing, both inside companies and with agencies. Prior to joining Cal Lutheran, she was founder and president of brand consulting firm Brand Endeavor for 4 years, and served 8 years in a senior leadership role at Siegel+Gale, a leading global brand consulting firm. While there, she led major brand strategy initiatives for clients such as Lexus, Microsoft, Chevron and Technicolor. Christie earned a B.A. in Communication Studies from UCLA, and an M.A. in Communication Management from The Annenberg School at USC.
Brad Bohlander serves as NC State University’s chief communications officer and associate vice chancellor for university communications. In this position Brad oversees NC State’s brand identity and the university’s central communications functions and activities, including public and media relations, marketing, Web communications, social media, internal and constituent communications, emergency and crisis communications, graphic design and university special events. Brad’s team has been consistently recognized for excellence in communications, including earning top industry awards from the Council for the Advancement and Support of Education, the Public Relations Society of America and the League of American Communications Professionals, among others. Before joining the Wolfpack, Brad served as executive director of public relations at Colorado State University and as associate director for university relations for the University of Colorado system.