Primary topics covered: brand development, marketing strategy, integrated marketing
Are higher ed marketers letting the “new technology” cart lead the brand horse? Presenters will advocate for comprehensive strategy from institutional intent to a “just right for our brand” tactical mix.
Are higher ed marketers letting the cart lead the horse? Has the call become “yikes, we don’t have anything to tweet today” before the question “is Twitter the right space for our brand right now?” has been answered? Advocating for a brand-driven marketing approach, the presenters will track the sequential logic of developing a comprehensive strategy starting with institutional intent and market prioritization and ending with a “just right for our brand” tactical mix. The School of the Art Institute of Chicago will serve as the primary case study, illustrating principles that all college and university marketers can bring to their own institutional strategy and integrated marketing development. Special attention will be paid to the promise and challenges of the web in achieving strategic branding objectives.
Specific themes covered will include:
• Deciding on strategic vision and shared priorities “across the silos”
• Shaping brand positioning from market research (including the role of segmentation)
• Developing an integrated marketing program that amplifies your brand strategy
• Choosing “on brand” digital tactics