Learn how Sweet Briar College changed the narrative from “the school that nearly closed in 2015” to one of confidence, courage, and grit through a comprehensive marketing effort, including thorough constituent research, a refreshed brand platform, and an ongoing advertising campaign.
Rob ZinkanRob 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 past 17 years at Indiana University, most recently in a system-wide role as associate vice president for marketing. He also served in campus-level roles there as vice chancellor for external affairs and assistant dean for advancement. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the AMA Symposium for the Marketing of Higher Education conference committee, contributes to Inside Higher Ed’s “Call to Action” blog, and is a recent CASE commissioner (Commission on Communications and Marketing).
Melissa Richards is vice president for communications and enrollment management at Sweet Briar College. Her 25-year track record combines broad and deep experience in marketing research and strategy, brand management, integrated communications, public relations, licensing and trademarks, special events, and strategic alliances. Prior to Sweet Briar, Melissa worked at St. Lawrence University and for six years in university relations at Virginia Tech, advancing to assistant vice president for marketing and publications. Before higher education, she held senior positions at startup and global technology organizations and founded two small businesses.