After an institutional brand is in place, higher ed marketers often feel the need to play the role of “brand police” rather than taking meaningful steps to move the needle on brand culture and adoption.
Join us for a webcast that will help you move more strategically toward a meaningful brand culture at your institution. Our expert instructor will present a three-tiered framework that you can apply to help you build a stronger brand culture at your institution, and will provide examples of the kinds of tools, templates, ongoing educational strategies, and assessment mechanisms her institution is using to strengthen brand culture.
Who should attend?
This webcast has been designed for marketing and communications professionals who would like to build a stronger brand culture on campus wherein the campus community meaningfully embraces, accepts, supports, complies with, and “lives” the existing brand.
Agenda
Our instructor—Sherrie Weldon, Chief Marketing Officer at Lynn University—will present a framework for building brand culture that consists of the following three levels, or “tiers”:
“Tier 1”: Providing tools
Our instructor will discuss how her institution moved from providing generic brand templates to providing a more robust suite of customizable, still-on-brand templates using a digital asset management system.
“Tier 2”: Engaging in ongoing brand education
You will learn about the approach that our instructor takes (topics and timelines) to providing ongoing brand education to various departments on campus.
“Tier 3”: Establishing incentives and recognition for “living the brand”
Our instructor will discuss how brand attributes can be built into performance reviews and employee recognition programs to help incentivize and reward people who truly live and embody the institutional brand.
Our instructor—Sherrie Weldon, Chief Marketing Officer at Lynn University—will present a framework for building brand culture that consists of the following three levels, or “tiers”:
“Tier 1”: Providing tools
Our instructor will discuss how her institution moved from providing generic brand templates to providing a more robust suite of customizable, still-on-brand templates using a digital asset management system.
“Tier 2”: Engaging in ongoing brand education
You will learn about the approach that our instructor takes (topics and timelines) to providing ongoing brand education to various departments on campus.
“Tier 3”: Establishing incentives and recognition for “living the brand”
Our instructor will discuss how brand attributes can be built into performance reviews and employee recognition programs to help incentivize and reward people who truly live and embody the institutional brand.
