Welcome to our new website!
Feb. 9, 2021

Driving Affinity Through Innovative Marketing at Universities

Driving Affinity Through Innovative Marketing at Universities

From the private sector to Purdue, Ethan Braden has already created a legacy that university marketers across the U.S. admire.

On today’s episode, Bart Caylor, President & Founder at Caylor Solutions Inc, and Troy Singer, Senior Account Executive at Think Patented talk with Ethan Braden, Senior Vice President of Marketing and Communications at Purdue University about:

- Advice on transitioning from the private sector to a public university

- University marketing campaigns during COVID-19

- How having an incredible team led to winning the AMA Awards in 2020

- Why diversifying messaging to audiences is critical for adoption

Know of a higher education marketing change agent you’d like to hear on the show? Does your university have an interesting story to be featured? Connect with Bart Caylor or Troy Singer. If you’re not on LinkedIn, check the Caylor Solutions or Think Patented websites instead!

To hear more interviews like this one, subscribe to The Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.

The Higher Ed Marketer podcast is sponsored by Caylor Solutions, an Education Marketing and Branding Agency, and by Think Patented, a Marketing Execution, Printing and Mailing provider of Higher Ed solutions.

    

 

Transcript
WEBVTT 1 00:00:00.120 --> 00:00:05.240 The notion of marketing is the catalyst of exemplary customer experiences, the idea that 2 00:00:05.360 --> 00:00:09.669 we are the drivers of those experiences, that we are the drivers of the 3 00:00:09.750 --> 00:00:13.470 brand and not the driven. You were listening to the Higher Ed Marketer, 4 00:00:13.910 --> 00:00:18.989 a podcast geared towards marketing professionals in higher education. This show will tackle all 5 00:00:19.109 --> 00:00:23.500 sorts of questions related to student recruitment, don'tor relations, marketing trends, new 6 00:00:23.579 --> 00:00:28.339 technologies and so much more. If you are looking for conversations centered around where 7 00:00:28.379 --> 00:00:32.380 the industry is going, this podcast is for you. Let's get into the 8 00:00:32.420 --> 00:00:40.770 show. Welcome to episode one of the Higher Ed Marketer podcast. I am 9 00:00:40.850 --> 00:00:44.490 one of your host, Troy Singer, and I'm here with my cohost, 10 00:00:45.049 --> 00:00:48.810 Bart Taylor. How's it going to day, Bart Troy? It's going great. 11 00:00:48.890 --> 00:00:52.840 I'm very excited to get going and and this being our launch of our 12 00:00:53.159 --> 00:00:57.320 higher Ed Marketer podcast, it's exciting to be here today and I'm really looking 13 00:00:57.359 --> 00:01:00.359 forward to it, as am I. Now to get into it. It 14 00:01:00.719 --> 00:01:03.349 seems that Higher Ed Marketing, along with everything else in life, has been 15 00:01:03.590 --> 00:01:08.349 affected greatly by covid nineteen. Can you tell us a little bit about today's 16 00:01:08.390 --> 00:01:12.189 show and the guests that we have. Yeah, when we first started thinking 17 00:01:12.189 --> 00:01:15.390 about launching this podcast, I think that we have to first look at the 18 00:01:15.430 --> 00:01:18.700 reality of where things are. I mean it'd be great to be able to 19 00:01:18.739 --> 00:01:22.060 just jump in and start talking about highered marketing, which we are, but 20 00:01:22.140 --> 00:01:23.500 also being able to look at it in the context of the reality of the 21 00:01:23.540 --> 00:01:27.540 world around us. And certainly in the last year it has been greatly impacted 22 00:01:27.540 --> 00:01:30.579 by covid nineteen and I don't think that's going to change anytime soon. And 23 00:01:30.700 --> 00:01:36.689 so today's guest is Ethan Braden. He's one of the leaders at pretty universities, 24 00:01:36.730 --> 00:01:40.329 the vice president of marketing and communications, and we're going to be talking 25 00:01:40.370 --> 00:01:44.689 with him about not only the fact that he and his team won the American 26 00:01:44.769 --> 00:01:49.000 Marketing Association marketers of the year, they swept that this year, but they 27 00:01:49.040 --> 00:01:53.319 also did their higher Ed Marketing in the midst of a pandemic, and part 28 00:01:53.400 --> 00:01:57.680 of that was rolling out a new brand and rolling out a protect produce platform 29 00:01:59.120 --> 00:02:01.549 that really allowed them to communicate with all their constituencies in a way that really 30 00:02:01.590 --> 00:02:07.310 helped them navigate the pandemic and do it in a successful way and actually grow 31 00:02:07.349 --> 00:02:09.949 their class in the midst of that. Well, we both have been fans 32 00:02:09.990 --> 00:02:14.469 of Ethan for quite a while and we're so excited to have him on. 33 00:02:14.710 --> 00:02:20.020 So, without further ado, let's get started. We are very excited to 34 00:02:20.139 --> 00:02:24.460 have Ethan Braden, Senior Vice President of marketing and communications at Produce University, 35 00:02:24.620 --> 00:02:30.090 with us today on the Higher Ed Marketer. Welcome Ethan. Thank you, 36 00:02:30.210 --> 00:02:34.250 guys, Ethan, I had followed you for a while before. I realize 37 00:02:34.289 --> 00:02:38.610 that you recently came to produe and the Higher Ed Marketing Space from the private 38 00:02:38.650 --> 00:02:45.360 sector. Could you share the story of how that transition took place and any 39 00:02:45.400 --> 00:02:49.280 learnings that you would offer others that are thinking of making a similar transition? 40 00:02:49.800 --> 00:02:53.960 Certainly know I was very fortunate to follow to produce my mentor who also brought 41 00:02:53.960 --> 00:02:55.479 me to lily in two thousand and six, Stan Hassler. So in the 42 00:02:55.520 --> 00:02:59.469 summer of eighteen we began to discuss the fact that he was going to stay 43 00:02:59.469 --> 00:03:04.030 at produce audible thing on his third attempt to retire and become essentially the chief 44 00:03:04.069 --> 00:03:07.669 marketing officer and run the hundred and fifty anniversary there. Produce needed a great 45 00:03:07.669 --> 00:03:10.150 number two, so we discussed the idea of following up him up there, 46 00:03:10.389 --> 00:03:14.900 learning from him, being his his number two is lieutenant and, if lucky 47 00:03:14.939 --> 00:03:17.180 enough, earning the opportunity to succeed him when he retired, and fortunately, 48 00:03:17.219 --> 00:03:21.139 in April of this past year, two thousand and twenty, I was fortunate 49 00:03:21.139 --> 00:03:23.460 enough to to earn that opportunity. But in terms of coming to hire it 50 00:03:23.500 --> 00:03:25.699 from the private sector, I've asked that question a lot and I think there's 51 00:03:25.699 --> 00:03:30.330 actually far more similarities than there are differences. Awesome, honestly. It's a 52 00:03:30.409 --> 00:03:35.889 complex, oftentimes commoditized, competitive, difficult market. We're great. Marketing is 53 00:03:36.050 --> 00:03:39.370 paramount and needed and in its base, like a university with multiple colleges, 54 00:03:39.449 --> 00:03:44.240 departments, players, etc. Influence without authority is key, and we saw 55 00:03:44.319 --> 00:03:46.960 that in the private sector as well. But at the other day I think 56 00:03:46.000 --> 00:03:51.000 it's equally as complex, equally as fun, equally as challenging, again with 57 00:03:51.039 --> 00:03:54.280 an incredible beneficiary to our worked up being students and families that will hopefully come 58 00:03:54.280 --> 00:03:58.469 up to produne university and have a great experience, as they would have previously 59 00:03:58.469 --> 00:04:00.750 with our medicines in my in my previous career. Great, great, that's 60 00:04:00.909 --> 00:04:03.189 that's that's great. Thank you, E for then, as I'm kind of 61 00:04:03.229 --> 00:04:05.830 also, just kind of picking back on that, I noticed that this year 62 00:04:06.069 --> 00:04:10.460 you won the American Marketing Association High Red Marketer of the year with your team. 63 00:04:10.780 --> 00:04:13.180 Maybe can tell us a little bit about that. Yeah, we were 64 00:04:13.219 --> 00:04:16.220 fortunate to sweep and it, I'll credit goes to the team to be named 65 00:04:16.259 --> 00:04:19.139 the individual and then a couple days later find out that the team was also 66 00:04:19.180 --> 00:04:23.139 named marketing team of the year. was just a treat. Had A few 67 00:04:23.180 --> 00:04:25.490 people say to me, and I think this is an important point, you 68 00:04:25.569 --> 00:04:27.970 know, that was fast. You've been there two years, done a lot 69 00:04:28.009 --> 00:04:29.329 of work, but but it, you know, it's the other day. 70 00:04:29.889 --> 00:04:30.850 You know when if you get after it for two years, whether it's in 71 00:04:30.930 --> 00:04:35.170 fitness or in finance or professionally, if you get after it every single morning 72 00:04:35.209 --> 00:04:38.800 and work to get a little bit better, a lot can be done in 73 00:04:38.879 --> 00:04:44.720 two years and thankfully, and thankful of a very impressive and devout team that 74 00:04:44.759 --> 00:04:47.240 has a DNA that just wants to make great impact of university, we were 75 00:04:47.240 --> 00:04:49.199 able to achieve that. But the other day, you know, the other 76 00:04:49.240 --> 00:04:54.110 part of this is having a very supportive board, President Daniels and other leaders 77 00:04:54.149 --> 00:04:58.670 who want a brand that does justice to Protu University, to its hundred and 78 00:04:58.670 --> 00:05:01.149 fifty one years of history, to its six hundred and thirtyzero alumni. They 79 00:05:01.230 --> 00:05:05.269 want a brand that really shines when we put it out there as marketing communications, 80 00:05:05.389 --> 00:05:09.379 the way that those alums feel when they see it, and you we 81 00:05:09.459 --> 00:05:11.579 need to do justice to it. Thankfully, two thousand and twenty was a 82 00:05:11.620 --> 00:05:14.300 good opportunity to do so. Well, that's great. And speaking of two 83 00:05:14.339 --> 00:05:16.220 thousand and twenty, I know that you're having such a great team that's really 84 00:05:16.259 --> 00:05:19.860 trying to make an impact. I'm sure that was very helpful as you rolled 85 00:05:19.860 --> 00:05:23.889 out the protect produe in the middle of a pandemic, and as a parent 86 00:05:23.970 --> 00:05:27.449 of a produced student, I was I was very impressed to see that kind 87 00:05:27.449 --> 00:05:30.649 of roll out when when we dropped my freshman off on campus in August, 88 00:05:30.649 --> 00:05:33.329 I was, you know, relieved to see what was going on and I 89 00:05:33.370 --> 00:05:36.560 was impressed over the course of the semester. So maybe tell us a little 90 00:05:36.560 --> 00:05:40.600 bit about that campaign, how it came to be and how the marketing played 91 00:05:40.639 --> 00:05:43.920 into that. Yeah, I think a few things. You know, number 92 00:05:43.959 --> 00:05:46.360 one team extends beyond those that were the pretty badge and for us we've got 93 00:05:46.399 --> 00:05:51.350 some great partners consultants fenders, as well as an agency in partnership here withthology, 94 00:05:51.470 --> 00:05:56.629 and they played a huge role, especially in an initially formulating the attitudes 95 00:05:56.670 --> 00:06:00.110 police behaviors the audience, understanding the objectives and the phases that we really wanted 96 00:06:00.110 --> 00:06:03.860 to execute with protect produe really from March or April on now, began with 97 00:06:03.899 --> 00:06:09.060 President Daniels, to be very frank, the quest, the call to learn 98 00:06:09.060 --> 00:06:13.620 from the hundred fifty anniversary, but with a much more important adversary or foe 99 00:06:13.899 --> 00:06:17.100 in the form of covid nineteen, and to apply all of those learnings about 100 00:06:17.100 --> 00:06:24.370 synchronized, compelling and consistent marketing communications to create the attitudes police behaviors that we 101 00:06:24.449 --> 00:06:27.930 were going to need on campus to thrive, to survive and to get through 102 00:06:27.970 --> 00:06:30.730 then, you know, get through that semester. So it was really a 103 00:06:30.850 --> 00:06:33.240 pickup of what we've learned over the last year about getting on the same song 104 00:06:33.360 --> 00:06:36.600 sheet, about deeply understanding those attitudes police behaviors that we were going to need 105 00:06:36.639 --> 00:06:41.199 to either change or reinforce or create, you know, in a community of 106 00:06:41.240 --> 00:06:44.920 Fiftyzero to be successful, and then to bring those to life. I have 107 00:06:45.000 --> 00:06:47.110 an associate on my team who likes to use the Disney example and she says, 108 00:06:47.149 --> 00:06:49.910 you know, at Disney you can't go thirty feet without finding a trash 109 00:06:49.910 --> 00:06:54.269 can if you have a real commitment to cleanliness. For us it was don't 110 00:06:54.269 --> 00:06:57.389 go thirty feet without seeing a reminder of protect purdue, believing that it, 111 00:06:57.550 --> 00:07:00.660 you know, seven, wherever you go, you to protect ourselves, protect 112 00:07:00.740 --> 00:07:04.980 others and protect that produce community if we were going to do this successfully residentially 113 00:07:04.980 --> 00:07:09.980 and open the produced. President, Mitch Daniels, who you previously mentioned, 114 00:07:10.019 --> 00:07:14.620 and also what's the governor of Indiana one time, I believe, wrote an 115 00:07:14.699 --> 00:07:17.410 op Ed piece in the Washington Post early in the pandemic. So if you 116 00:07:17.529 --> 00:07:21.250 could tell us how that fit into the campaign? Was it the spark or 117 00:07:21.889 --> 00:07:26.089 was it the camp part of the campaign structure at all? Well, I'd 118 00:07:26.129 --> 00:07:28.970 say it was the tip of the spears, specially in front of the curtain. 119 00:07:29.290 --> 00:07:31.720 The reality is, you know, Mitch is guided by science, he's 120 00:07:31.759 --> 00:07:36.000 guided by his his executives, his leaders, his deans, his scientists on 121 00:07:36.079 --> 00:07:40.839 campus, and so a lot of work had been put into place long before 122 00:07:40.839 --> 00:07:45.149 he made the declaration that we would reopen. He attasked our veterinarian Dean Willie 123 00:07:45.189 --> 00:07:48.350 read and Our Business School Dean David Hummel's to lead us a campus task force 124 00:07:48.389 --> 00:07:53.910 where they really looked under every rock to understand the problems, the challenges, 125 00:07:53.949 --> 00:07:57.550 the headwinds, as well as the solutions to potentially being able to reopen. 126 00:07:57.829 --> 00:08:00.579 You Watch the science, especially as it protect, you know, as it 127 00:08:00.660 --> 00:08:03.980 pertains to the diversity of audiences and constituents we have with that's an eighteen year 128 00:08:03.980 --> 00:08:07.379 old freshman or, you know, seven year eight year old faulty member and 129 00:08:07.459 --> 00:08:11.779 everything in between. And so when you saw that declaration, it was guided, 130 00:08:11.100 --> 00:08:16.170 you know, by his experts, by his cabinet and by the science. 131 00:08:16.810 --> 00:08:18.529 But he was the tip of the spear really at Pretty University and and 132 00:08:18.769 --> 00:08:22.250 in North America to say I think we can come back and live our mission 133 00:08:22.370 --> 00:08:26.360 open residentially, but we'll have to do it in a way fundamentally different than 134 00:08:26.360 --> 00:08:31.560 anything we know, whereby we would protect the most vulnerable and then find a 135 00:08:31.600 --> 00:08:35.039 different way to operate with everyone else that would be present. And so that 136 00:08:35.159 --> 00:08:37.879 oped was really a function, I think, of leading the way he does. 137 00:08:37.919 --> 00:08:41.590 He's an incredible situational leader. Leaders always have arrows in their back and 138 00:08:41.710 --> 00:08:43.710 we see that. But at the end of the day. That decision was 139 00:08:43.750 --> 00:08:46.429 very guided and by no means just on his own. That's great and being 140 00:08:46.429 --> 00:08:50.149 a parent of a freshman, I love seeing that message. Even before we 141 00:08:50.269 --> 00:08:54.309 set up foot on campus, I was excited about that. But if I 142 00:08:54.429 --> 00:08:58.059 remember correctly, there were some in the community that weren't as excited about it 143 00:08:58.100 --> 00:09:00.899 and maybe put some arrows in the back that, as you kind of referenced 144 00:09:00.899 --> 00:09:05.059 and and pushed back. So they not only were you rolling out the messaging 145 00:09:05.100 --> 00:09:07.220 for different audiences, but getting pushed back from some of those audiences as well. 146 00:09:07.340 --> 00:09:11.570 It's common when a stakes put in the ground. So tell us how 147 00:09:11.690 --> 00:09:13.850 you handled that as a marketer and any tips that you might have for others, 148 00:09:13.850 --> 00:09:16.370 because, I mean, true leadership is going to end up that way 149 00:09:16.409 --> 00:09:18.490 and I think that, you know, a lot of schools could learn from 150 00:09:18.490 --> 00:09:22.610 your example. Yeah, I think there's a lot of things there. You 151 00:09:22.690 --> 00:09:24.480 know, the first piece, again, is being guided by science and being 152 00:09:24.519 --> 00:09:28.159 guided by the experts of a university community. Right that safe campus task force 153 00:09:28.240 --> 00:09:31.919 really identified what would the head winds and the tailwes to potentially do this. 154 00:09:33.519 --> 00:09:37.480 Moreover, he assembled the protect Portu implementation team with folks leading functions of their 155 00:09:37.519 --> 00:09:41.190 expertise to be able to do this successfully. The board of trustees approve the 156 00:09:41.269 --> 00:09:45.909 measures the protect porty planned three times over the summer. And additionally, as 157 00:09:45.950 --> 00:09:48.629 you think about the faculty, staff, employees, etc. There are eighty 158 00:09:48.710 --> 00:09:52.340 town halls before we open school that were directed at them to bring people along 159 00:09:52.460 --> 00:09:58.139 to hear the concerns, to create confidence, competence and perceptions, as well 160 00:09:58.179 --> 00:10:01.019 as realities of understanding, and there were fifty of those as well for families 161 00:10:01.059 --> 00:10:05.940 and students. So you know, coalition building continue to evolve as the science 162 00:10:05.019 --> 00:10:11.809 evolved over communicating, doing it with empathy, providing avenues to hear the other 163 00:10:11.850 --> 00:10:15.289 points of view and solicit information, with our protectorty website, for instance. 164 00:10:15.330 --> 00:10:18.330 All of those were key and keeping the ball moving but also not leaving anyone 165 00:10:18.370 --> 00:10:22.559 behind. And you know the other thing I highlight with that protect porty implementation 166 00:10:22.639 --> 00:10:26.320 team, now we're every morning with Mitche thirty. There's two deans of so 167 00:10:26.519 --> 00:10:28.240 set with that. There's our probost, there's our vice provosts of teaching and 168 00:10:28.279 --> 00:10:33.039 learning. There's great representation from all the corners of campus. They're helping guide 169 00:10:33.039 --> 00:10:35.950 those decisions throughout the course of the summer, through the fall and that will 170 00:10:35.990 --> 00:10:39.110 only continue this spring. That's a great deal of commitment for everyone on that 171 00:10:39.190 --> 00:10:43.309 team. I mean a daily meeting like that. That that is a lot 172 00:10:43.309 --> 00:10:46.230 of commitment. I've applaud that. So tell me a little bit about I 173 00:10:46.230 --> 00:10:48.909 mean, obviously, in the middle of protect produce, that's not all that 174 00:10:48.950 --> 00:10:52.019 you guys were doing. I mean you still have the business of a regular 175 00:10:52.419 --> 00:10:54.940 high red marketer and marketing team to attend to. I mean you're certainly going 176 00:10:54.940 --> 00:11:00.539 to be working on enrollment persistence, retention, visits to campus, as well 177 00:11:00.580 --> 00:11:03.620 as other things that have to do with development, with donor relations or community 178 00:11:03.659 --> 00:11:07.370 engagement and relations. So tell us how all that fit together, because, 179 00:11:07.370 --> 00:11:09.490 I mean it didn't just stop with protect produe. You had to kind of 180 00:11:11.009 --> 00:11:13.850 implement that into everything else it tell us about that. The sequence, I 181 00:11:13.889 --> 00:11:16.090 think, is interesting because it into January we rolled out our new brand platform 182 00:11:16.129 --> 00:11:20.120 right a really a response to the hundred and fifty years of giant leaks anniversary 183 00:11:20.159 --> 00:11:24.840 campaign. That took us through eighteen and nineteen. But the idea was after 184 00:11:24.919 --> 00:11:28.320 that celebration of a hundred fifty years, we're all of the departments, were 185 00:11:28.320 --> 00:11:30.759 all the communicators where all the college is going to go back to their disparate 186 00:11:30.840 --> 00:11:33.429 corners or we're going to continue together, you know, on the same song 187 00:11:33.549 --> 00:11:37.549 sheet in key. And so we rolled out our new brand platform that really 188 00:11:37.909 --> 00:11:41.470 was founded in our essence of Pretty University, is about the persistent pursuit of 189 00:11:41.509 --> 00:11:46.590 innovation, where boiler makers bring their best and learn together to build a better 190 00:11:46.629 --> 00:11:48.820 world. And so you know, as we've faced covid five weeks later after 191 00:11:48.860 --> 00:11:52.620 that brand platform launch, we saw the students go home. But we were 192 00:11:52.659 --> 00:11:56.899 right in the midst of essentially yield. Right, it's march and you're starting 193 00:11:56.899 --> 00:12:01.179 to talk about August. The first key was to look at that and say, 194 00:12:01.299 --> 00:12:05.009 instead of throwing the playbook out the door, how do we continue to 195 00:12:05.049 --> 00:12:07.570 tell the world who we are and what we stand for? And we orchestrated 196 00:12:07.610 --> 00:12:11.529 a play called air cover. Was Really all along our sixteen CURCI's me two 197 00:12:11.529 --> 00:12:15.450 weeks each, but eight pillars of messaging. The continue to communicate, especially 198 00:12:15.490 --> 00:12:18.799 those amind of students and families that when others run out, produce runs in. 199 00:12:18.080 --> 00:12:22.360 What you can count on from a produce education, the innovation, the 200 00:12:22.440 --> 00:12:26.039 persistence, the collaboration, the affordability. We made sure we drove consistent messaging 201 00:12:26.120 --> 00:12:30.629 during those periods. Well, about a month later, as that had begun, 202 00:12:31.190 --> 00:12:35.909 protect produe was launched, and again it's right squarely with our brand persistent 203 00:12:35.190 --> 00:12:39.389 innovation, together in this instance to combat that foe that is covid nineteen. 204 00:12:39.429 --> 00:12:43.710 And we ran that play throughout the course of the summer in unison with our 205 00:12:43.710 --> 00:12:46.059 colleges, with our departments, as Jamie Gilpin at sprout social says, you 206 00:12:46.139 --> 00:12:48.500 know, for brands during that period of time, social media was about the 207 00:12:48.539 --> 00:12:52.980 only door that was open, or at least digital was pertaining to visits, 208 00:12:52.620 --> 00:12:56.620 etc. And so we really ran that place throughout the course of the summer. 209 00:12:56.659 --> 00:12:58.289 Or we're fortunate, I think, with all that collective effort to have 210 00:12:58.370 --> 00:13:01.450 the largest freshman class we've ever had. That's great. Congratulations. Thank you, 211 00:13:01.809 --> 00:13:07.049 Ethan. I must say that was so inspired. When others run out, 212 00:13:07.490 --> 00:13:11.409 boiler makers run in, and I will take that away from our session 213 00:13:11.490 --> 00:13:15.000 to day, for sure. I would like to ask you. We ask 214 00:13:15.159 --> 00:13:18.960 of our guests one thing that they could provide our audience, which is an 215 00:13:18.000 --> 00:13:22.559 idea that they could take away from listening that they could apply either now or 216 00:13:22.600 --> 00:13:26.870 very near in the future. Is there an idea that comes to mind that 217 00:13:26.950 --> 00:13:31.789 you could share that others could benefit from. Now I think it's the the 218 00:13:31.110 --> 00:13:35.830 point of view that I've really tried to bring to pretty university from my previous 219 00:13:35.870 --> 00:13:39.789 career, in that is, the notion of marketing is the catalyst of exemplary 220 00:13:39.870 --> 00:13:43.820 customer experiences, the idea that we are the drivers of those experiences, that 221 00:13:43.860 --> 00:13:48.539 we are the drivers of the brand and not the driven. We have three 222 00:13:48.580 --> 00:13:52.220 goals on my team. The first is to cultivate, excite and unite a 223 00:13:52.299 --> 00:13:54.419 world class marketing community at Perdu University. So I have a team of sixty 224 00:13:54.419 --> 00:13:58.769 five. There's another three to four hundred people on campus that are working in 225 00:13:58.889 --> 00:14:01.210 some sort of communications capacity. So how do we cultivate that group? How 226 00:14:01.289 --> 00:14:03.409 to excite that group, but how do we get them on the same page 227 00:14:03.929 --> 00:14:07.649 so that what they put out looks and feels compelling and consistent? That is 228 00:14:07.730 --> 00:14:11.159 a that's a proactive method. The second piece of that was to get away 229 00:14:11.200 --> 00:14:16.200 from being the driven, the shorter cook of random acts of marketing on university 230 00:14:16.200 --> 00:14:20.320 to be the driver of great positioning, of great understanding, of great promotion 231 00:14:20.399 --> 00:14:24.669 and great protection or preservation of our brand. So again, the idea of 232 00:14:24.710 --> 00:14:28.070 the driver and then the last idea that it's not for us, it's for 233 00:14:28.190 --> 00:14:30.309 our external audiences. And so at the end of the day, when we 234 00:14:30.350 --> 00:14:33.149 put our marketing out there, it's got to have that understanding, it's got 235 00:14:33.149 --> 00:14:35.669 to have that target, not aim to really be about driving affinity, so 236 00:14:35.830 --> 00:14:39.860 that people are going to take our information, they're going to feel something with 237 00:14:39.940 --> 00:14:41.779 it, they're going to recall and they're going to take some action based on 238 00:14:41.899 --> 00:14:45.659 it. With that sort of idea, I think that props marketing. It 239 00:14:45.779 --> 00:14:50.379 brings it to the table as a material contribution to the realization of the organization's 240 00:14:50.419 --> 00:14:54.490 ultimate goals. Right, we need a materially contribute to Miss Daniels realization of 241 00:14:54.570 --> 00:14:58.730 produce future, not be the shorter or cook in the back, and so 242 00:14:58.129 --> 00:15:01.250 I encourage all of your listeners, all of our markets on higher education, 243 00:15:01.409 --> 00:15:05.490 to really step up and think about their contributions and how they can be the 244 00:15:05.570 --> 00:15:11.559 driver of really great brand proliferation versus the recipient of orders of others. That's 245 00:15:11.600 --> 00:15:13.480 great. Thank you so much, Ethan, for for what you're shared today. 246 00:15:13.600 --> 00:15:16.919 Thank you for participating and kind of letting us in a little bit on 247 00:15:16.960 --> 00:15:20.240 the inner workings of the marketing team of the year and the marketer of the 248 00:15:20.240 --> 00:15:24.470 year from Ama and really excited about that. What you've shared today. I 249 00:15:24.509 --> 00:15:26.909 don't know if there's any last parting thoughts or any additional thoughts that you'd like 250 00:15:26.950 --> 00:15:31.549 to say. No, I just I wish everyone a really happy and healthy 251 00:15:31.629 --> 00:15:35.509 and hopefully productive two thousand and twenty one. We realize that Produ in particular, 252 00:15:35.940 --> 00:15:37.860 that this semester will be different and likely more challenging than the one that 253 00:15:37.899 --> 00:15:41.580 we just fought, and so we're gearing up for it. We continue to 254 00:15:41.620 --> 00:15:46.299 be somber and sober about our perspective on it. will go out of every 255 00:15:46.379 --> 00:15:48.539 single day. As Mitch said, we started early, we threw the kitchen 256 00:15:48.580 --> 00:15:52.210 sink at it, but at the only day it's about creating culture. It's 257 00:15:52.210 --> 00:15:54.450 about the culture that we needed from our students to really protect produe and I'm 258 00:15:54.450 --> 00:15:58.370 sure that's the case anywhere in higher education. Start early, throw everything you 259 00:15:58.450 --> 00:16:00.450 have at it and get that culture right. But this is going to be 260 00:16:00.490 --> 00:16:03.960 an interesting semester. I wish everyone the very, very best of luck as 261 00:16:03.960 --> 00:16:07.559 they can bat it will ethan. Thank you. Thank you for joining us 262 00:16:07.759 --> 00:16:12.159 and sharing your expertise with everyone today. You definitely provided plenty of use will 263 00:16:12.200 --> 00:16:18.909 takeaways and to our listeners. This episode of the hired Marketer podcast is sponsored 264 00:16:18.950 --> 00:16:25.710 by Cave of solutions and education, marketing and branding agency and also by think 265 00:16:25.750 --> 00:16:30.590 patented. I'm marketing, execution, printing and mailing provider of higher its solutions. 266 00:16:30.950 --> 00:16:33.740 On behalf of my cohost Bart Taylor, I'm troy singer. Thank you 267 00:16:33.820 --> 00:16:40.500 for tuning it. You've been listening to the Higher Ed Marketer. To ensure 268 00:16:40.580 --> 00:16:44.379 that you never miss an episode, subscribe to the show in your favorite podcast 269 00:16:44.460 --> 00:16:48.730 player. If you're listening with apple PODCASTS, we'd love for you to leave 270 00:16:48.769 --> 00:16:52.289 a quick rating of the show. Simply tap the number of stars you think 271 00:16:52.330 --> 00:16:53.889 the podcast deserves. Until next time,