Day:
Wednesday, November 6, 2019
Time:
10:00 AM - 11:00 AM
Location:
Metropolitan, Mezzanine Level
First Learning Outcome: Understand how branding, marketing and sales combine to support recruitment
Second Learning Outcome: How prioritize audiences revenue potential
Third Learning Outcome: How to translate a brand house into a usable message platform
Core Competencies: Collaborative Decision-Making and Consensus-Building, Communication
Proficiencies: Admissions: Market Analysis, Enrollment Management: SEM Leadership
Intended Audience: Significant experience in the profession, Senior management (President, Provost, Vice President, Vice Provost)
Revisiting an Institutional Brand Through the Lens of Recruitment
Category
Session
Description
Amid increasing competition for high-quality applicants and a changing recruitment landscape, pressure to support recruitment through increased lead generation and cultivation activities can be high. But failing to take a step back and engage in an institutional conversation about the health of the brand, market position and the intersection of audiences can lead to ineffective communications and wasted resources. By bringing together marketing and recruitment to lead a conversation about who we are, who we want to be and how we communicate our brand to audiences across the student life cycle, St. Louis College of Pharmacy is redefining its future.
By approaching institutional branding through the lens of the recruitment, the marketing and admissions teams at the College identified opportunities to strengthen the brand story, improve institutional business processes and improve relationships with other constituency groups that have the potential to serve as high-impact influencers.
Through a four-phase brand platform project, the College is repositioning itself for success in a competitive recruitment market and building a brand that translates for front-line staff.
In this session we will share insights on how to navigate the rebranding process, leverage constituency groups to build buy-in, and keep the student audience at the forefront throughout to ensure the refreshed brand helps you accomplish your strategic enrollment management goals.
Submission ID:
7820
Presenter(s):
Elizabeth Keserauskis St. Louis College of Pharmacy
Danielle Unzicker St. Louis College of Pharmacy
Winner Status
- Session