Marketing and communications professionals have become quite familiar with an array of studies highlighting the public’s declining confidence in higher education. In this episode of Marketing Live, vice presidents from AAU (Association of American Universities) and CASE (The Council for Advancement and Support of Education) will take a deep dive into this topic. What are the root causes of this reputational issue – and other challenges – facing higher education? What are AAU and CASE doing as organizations to address the issue, and what can and should colleges and universities be doing? Finally, what specifically can marketers and communicators do to help their institutions better demonstrate higher ed’s impact of transforming lives and society?


Marketing Live is sponsored by PRSA’s Counselors to Higher Education

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the last 17 years at Indiana University in both campus-level and system-wide roles, including assistant dean for advancement at Indiana University–Purdue University Columbus, vice chancellor for external affairs at Indiana University East, and most recently associate vice president for marketing in a university-wide capacity. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and is on the conference committee for the AMA Symposium for the Marketing of Higher Education.


Pedro Ribeiro

Pedro Ribeiro is vice president, communications, for the Association of American Universities (AAU). A senior communicator and government executive with experience in national and local communications, public affairs, emergency/disaster communications, and employee engagement, Pedro has served at AAU since 2017. In his role, he oversees and coordinates AAU’s public affairs, communications, and media relations activities. He also staffs the Public Affairs Network constituent group.

Before joining AAU, Pedro served as deputy assistant secretary for public affairs in the U.S. Department of Homeland Security (DHS). Prior to that, he was an assistant director of U.S. Immigration and Customs Enforcement (ICE). Before his federal government roles, Pedro was director of the office of communications in the Executive Office of the Mayor in the District of Columbia.


Rob Moore

Rob Moore is vice president, marketing and communications, for the Council for Advancement and Support of Education (CASE). Rob has more than 30 years of experience in nonprofit marketing and is known nationally for his role in advancing the understanding and validity of effective marketing practices in higher education.

Rob is a frequent presenter at national conferences and a leading contributor on branding and fundraising topics to industry periodicals including CASE Currents, Change, Advancing Philanthropy, and Trusteeship. His book on higher education branding — The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors — was published by CASE in 2010. His latest book — Net Proceeds: Increased Revenue from Enrollment and Advancement Guaranteed! — was published by CASE in 2013.

He is CEO emeritus of Lipman Hearne.