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 brought to you by Caylor Solutions, an Education Marketing, and Branding Agency.
Transcript
WEBVTT
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The notion of marketing is the catalyst
of exemplary customer experiences, the idea that
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we are the drivers of those experiences, that we are the drivers of the
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brand and not the driven. You
were listening to the Higher Ed Marketer,
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a podcast geared towards marketing professionals in
higher education. This show will tackle all
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sorts of questions related to student recruitment, don'tor relations, marketing trends, new
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technologies and so much more. If
you are looking for conversations centered around where
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the industry is going, this podcast
is for you. Let's get into the
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show. Welcome to episode one of
the Higher Ed Marketer podcast. I am
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one of your host, Troy Singer, and I'm here with my cohost,
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Bart Taylor. How's it going to
day, Bart Troy? It's going great.
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I'm very excited to get going and
and this being our launch of our
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higher Ed Marketer podcast, it's exciting
to be here today and I'm really looking
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forward to it, as am I. Now to get into it. It
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seems that Higher Ed Marketing, along
with everything else in life, has been
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affected greatly by covid nineteen. Can
you tell us a little bit about today's
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show and the guests that we have. Yeah, when we first started thinking
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about launching this podcast, I think
that we have to first look at the
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reality of where things are. I
mean it'd be great to be able to
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just jump in and start talking about
highered marketing, which we are, but
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also being able to look at it
in the context of the reality of the
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world around us. And certainly in
the last year it has been greatly impacted
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by covid nineteen and I don't think
that's going to change anytime soon. And
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so today's guest is Ethan Braden.
He's one of the leaders at pretty universities,
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the vice president of marketing and communications, and we're going to be talking
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with him about not only the fact
that he and his team won the American
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Marketing Association marketers of the year,
they swept that this year, but they
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also did their higher Ed Marketing in
the midst of a pandemic, and part
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of that was rolling out a new
brand and rolling out a protect produce platform
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that really allowed them to communicate with
all their constituencies in a way that really
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helped them navigate the pandemic and do
it in a successful way and actually grow
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their class in the midst of that. Well, we both have been fans
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of Ethan for quite a while and
we're so excited to have him on.
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So, without further ado, let's
get started. We are very excited to
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have Ethan Braden, Senior Vice President
of marketing and communications at Produce University,
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with us today on the Higher Ed
Marketer. Welcome Ethan. Thank you,
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guys, Ethan, I had followed
you for a while before. I realize
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that you recently came to produe and
the Higher Ed Marketing Space from the private
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sector. Could you share the story
of how that transition took place and any
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learnings that you would offer others that
are thinking of making a similar transition?
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Certainly know I was very fortunate to
follow to produce my mentor who also brought
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me to lily in two thousand and
six, Stan Hassler. So in the
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summer of eighteen we began to discuss
the fact that he was going to stay
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at produce audible thing on his third
attempt to retire and become essentially the chief
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marketing officer and run the hundred and
fifty anniversary there. Produce needed a great
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number two, so we discussed the
idea of following up him up there,
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learning from him, being his his
number two is lieutenant and, if lucky
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enough, earning the opportunity to succeed
him when he retired, and fortunately,
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in April of this past year,
two thousand and twenty, I was fortunate
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enough to to earn that opportunity.
But in terms of coming to hire it
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from the private sector, I've asked
that question a lot and I think there's
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actually far more similarities than there are
differences. Awesome, honestly. It's a
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complex, oftentimes commoditized, competitive,
difficult market. We're great. Marketing is
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paramount and needed and in its base, like a university with multiple colleges,
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departments, players, etc. Influence
without authority is key, and we saw
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that in the private sector as well. But at the other day I think
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it's equally as complex, equally as
fun, equally as challenging, again with
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an incredible beneficiary to our worked up
being students and families that will hopefully come
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up to produne university and have a
great experience, as they would have previously
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with our medicines in my in my
previous career. Great, great, that's
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that's that's great. Thank you,
E for then, as I'm kind of
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also, just kind of picking back
on that, I noticed that this year
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you won the American Marketing Association High
Red Marketer of the year with your team.
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Maybe can tell us a little bit
about that. Yeah, we were
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fortunate to sweep and it, I'll
credit goes to the team to be named
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the individual and then a couple days
later find out that the team was also
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named marketing team of the year.
was just a treat. Had A few
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people say to me, and I
think this is an important point, you
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know, that was fast. You've
been there two years, done a lot
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of work, but but it,
you know, it's the other day.
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You know when if you get after
it for two years, whether it's in
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fitness or in finance or professionally,
if you get after it every single morning
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and work to get a little bit
better, a lot can be done in
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two years and thankfully, and thankful
of a very impressive and devout team that
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has a DNA that just wants to
make great impact of university, we were
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able to achieve that. But the
other day, you know, the other
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part of this is having a very
supportive board, President Daniels and other leaders
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who want a brand that does justice
to Protu University, to its hundred and
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fifty one years of history, to
its six hundred and thirtyzero alumni. They
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want a brand that really shines when
we put it out there as marketing communications,
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the way that those alums feel when
they see it, and you we
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need to do justice to it.
Thankfully, two thousand and twenty was a
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good opportunity to do so. Well, that's great. And speaking of two
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thousand and twenty, I know that
you're having such a great team that's really
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trying to make an impact. I'm
sure that was very helpful as you rolled
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out the protect produe in the middle
of a pandemic, and as a parent
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of a produced student, I was
I was very impressed to see that kind
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of roll out when when we dropped
my freshman off on campus in August,
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I was, you know, relieved
to see what was going on and I
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was impressed over the course of the
semester. So maybe tell us a little
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bit about that campaign, how it
came to be and how the marketing played
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into that. Yeah, I think
a few things. You know, number
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one team extends beyond those that were
the pretty badge and for us we've got
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some great partners consultants fenders, as
well as an agency in partnership here withthology,
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and they played a huge role,
especially in an initially formulating the attitudes
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police behaviors the audience, understanding the
objectives and the phases that we really wanted
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to execute with protect produe really from
March or April on now, began with
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President Daniels, to be very frank, the quest, the call to learn
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from the hundred fifty anniversary, but
with a much more important adversary or foe
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in the form of covid nineteen,
and to apply all of those learnings about
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synchronized, compelling and consistent marketing communications
to create the attitudes police behaviors that we
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were going to need on campus to
thrive, to survive and to get through
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then, you know, get through
that semester. So it was really a
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pickup of what we've learned over the
last year about getting on the same song
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sheet, about deeply understanding those attitudes
police behaviors that we were going to need
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to either change or reinforce or create, you know, in a community of
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Fiftyzero to be successful, and then
to bring those to life. I have
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an associate on my team who likes
to use the Disney example and she says,
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you know, at Disney you can't
go thirty feet without finding a trash
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can if you have a real commitment
to cleanliness. For us it was don't
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go thirty feet without seeing a reminder
of protect purdue, believing that it,
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you know, seven, wherever you
go, you to protect ourselves, protect
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others and protect that produce community if
we were going to do this successfully residentially
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and open the produced. President,
Mitch Daniels, who you previously mentioned,
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and also what's the governor of Indiana
one time, I believe, wrote an
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op Ed piece in the Washington Post
early in the pandemic. So if you
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could tell us how that fit into
the campaign? Was it the spark or
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was it the camp part of the
campaign structure at all? Well, I'd
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say it was the tip of the
spears, specially in front of the curtain.
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The reality is, you know,
Mitch is guided by science, he's
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guided by his his executives, his
leaders, his deans, his scientists on
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campus, and so a lot of
work had been put into place long before
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he made the declaration that we would
reopen. He attasked our veterinarian Dean Willie
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read and Our Business School Dean David
Hummel's to lead us a campus task force
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where they really looked under every rock
to understand the problems, the challenges,
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the headwinds, as well as the
solutions to potentially being able to reopen.
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You Watch the science, especially as
it protect, you know, as it
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pertains to the diversity of audiences and
constituents we have with that's an eighteen year
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old freshman or, you know,
seven year eight year old faulty member and
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everything in between. And so when
you saw that declaration, it was guided,
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you know, by his experts,
by his cabinet and by the science.
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But he was the tip of the
spear really at Pretty University and and
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in North America to say I think
we can come back and live our mission
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open residentially, but we'll have to
do it in a way fundamentally different than
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anything we know, whereby we would
protect the most vulnerable and then find a
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different way to operate with everyone else
that would be present. And so that
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oped was really a function, I
think, of leading the way he does.
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He's an incredible situational leader. Leaders
always have arrows in their back and
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we see that. But at the
end of the day. That decision was
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very guided and by no means just
on his own. That's great and being
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a parent of a freshman, I
love seeing that message. Even before we
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set up foot on campus, I
was excited about that. But if I
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remember correctly, there were some in
the community that weren't as excited about it
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and maybe put some arrows in the
back that, as you kind of referenced
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and and pushed back. So they
not only were you rolling out the messaging
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for different audiences, but getting pushed
back from some of those audiences as well.
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It's common when a stakes put in
the ground. So tell us how
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you handled that as a marketer and
any tips that you might have for others,
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because, I mean, true leadership
is going to end up that way
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and I think that, you know, a lot of schools could learn from
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your example. Yeah, I think
there's a lot of things there. You
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know, the first piece, again, is being guided by science and being
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guided by the experts of a university
community. Right that safe campus task force
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really identified what would the head winds
and the tailwes to potentially do this.
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Moreover, he assembled the protect Portu
implementation team with folks leading functions of their
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expertise to be able to do this
successfully. The board of trustees approve the
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measures the protect porty planned three times
over the summer. And additionally, as
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you think about the faculty, staff, employees, etc. There are eighty
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town halls before we open school that
were directed at them to bring people along
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to hear the concerns, to create
confidence, competence and perceptions, as well
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as realities of understanding, and there
were fifty of those as well for families
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and students. So you know,
coalition building continue to evolve as the science
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evolved over communicating, doing it with
empathy, providing avenues to hear the other
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points of view and solicit information,
with our protectorty website, for instance.
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All of those were key and keeping
the ball moving but also not leaving anyone
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behind. And you know the other
thing I highlight with that protect porty implementation
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team, now we're every morning with
Mitche thirty. There's two deans of so
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set with that. There's our probost, there's our vice provosts of teaching and
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learning. There's great representation from all
the corners of campus. They're helping guide
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those decisions throughout the course of the
summer, through the fall and that will
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only continue this spring. That's a
great deal of commitment for everyone on that
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team. I mean a daily meeting
like that. That that is a lot
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of commitment. I've applaud that.
So tell me a little bit about I
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mean, obviously, in the middle
of protect produce, that's not all that
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you guys were doing. I mean
you still have the business of a regular
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high red marketer and marketing team to
attend to. I mean you're certainly going
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to be working on enrollment persistence,
retention, visits to campus, as well
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as other things that have to do
with development, with donor relations or community
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engagement and relations. So tell us
how all that fit together, because,
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I mean it didn't just stop with
protect produe. You had to kind of
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implement that into everything else it tell
us about that. The sequence, I
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think, is interesting because it into
January we rolled out our new brand platform
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right a really a response to the
hundred and fifty years of giant leaks anniversary
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campaign. That took us through eighteen
and nineteen. But the idea was after
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that celebration of a hundred fifty years, we're all of the departments, were
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all the communicators where all the college
is going to go back to their disparate
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corners or we're going to continue together, you know, on the same song
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sheet in key. And so we
rolled out our new brand platform that really
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was founded in our essence of Pretty
University, is about the persistent pursuit of
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innovation, where boiler makers bring their
best and learn together to build a better
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world. And so you know,
as we've faced covid five weeks later after
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that brand platform launch, we saw
the students go home. But we were
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right in the midst of essentially yield. Right, it's march and you're starting
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to talk about August. The first
key was to look at that and say,
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instead of throwing the playbook out the
door, how do we continue to
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tell the world who we are and
what we stand for? And we orchestrated
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a play called air cover. Was
Really all along our sixteen CURCI's me two
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weeks each, but eight pillars of
messaging. The continue to communicate, especially
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those amind of students and families that
when others run out, produce runs in.
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What you can count on from a
produce education, the innovation, the
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persistence, the collaboration, the affordability. We made sure we drove consistent messaging
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during those periods. Well, about
a month later, as that had begun,
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protect produe was launched, and again
it's right squarely with our brand persistent
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innovation, together in this instance to
combat that foe that is covid nineteen.
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And we ran that play throughout the
course of the summer in unison with our
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colleges, with our departments, as
Jamie Gilpin at sprout social says, you
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know, for brands during that period
of time, social media was about the
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only door that was open, or
at least digital was pertaining to visits,
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etc. And so we really ran
that place throughout the course of the summer.
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Or we're fortunate, I think,
with all that collective effort to have
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the largest freshman class we've ever had. That's great. Congratulations. Thank you,
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Ethan. I must say that was
so inspired. When others run out,
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boiler makers run in, and I
will take that away from our session
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to day, for sure. I
would like to ask you. We ask
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of our guests one thing that they
could provide our audience, which is an
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idea that they could take away from
listening that they could apply either now or
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very near in the future. Is
there an idea that comes to mind that
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you could share that others could benefit
from. Now I think it's the the
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point of view that I've really tried
to bring to pretty university from my previous
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career, in that is, the
notion of marketing is the catalyst of exemplary
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customer experiences, the idea that we
are the drivers of those experiences, that
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we are the drivers of the brand
and not the driven. We have three
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goals on my team. The first
is to cultivate, excite and unite a
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world class marketing community at Perdu University. So I have a team of sixty
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five. There's another three to four
hundred people on campus that are working in
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some sort of communications capacity. So
how do we cultivate that group? How
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to excite that group, but how
do we get them on the same page
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so that what they put out looks
and feels compelling and consistent? That is
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a that's a proactive method. The
second piece of that was to get away
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from being the driven, the shorter
cook of random acts of marketing on university
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to be the driver of great positioning, of great understanding, of great promotion
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and great protection or preservation of our
brand. So again, the idea of
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the driver and then the last idea
that it's not for us, it's for
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our external audiences. And so at
the end of the day, when we
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put our marketing out there, it's
got to have that understanding, it's got
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to have that target, not aim
to really be about driving affinity, so
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that people are going to take our
information, they're going to feel something with
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it, they're going to recall and
they're going to take some action based on
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it. With that sort of idea, I think that props marketing. It
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brings it to the table as a
material contribution to the realization of the organization's
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ultimate goals. Right, we need
a materially contribute to Miss Daniels realization of
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produce future, not be the shorter
or cook in the back, and so
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I encourage all of your listeners,
all of our markets on higher education,
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to really step up and think about
their contributions and how they can be the
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driver of really great brand proliferation versus
the recipient of orders of others. That's
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great. Thank you so much,
Ethan, for for what you're shared today.
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Thank you for participating and kind of
letting us in a little bit on
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the inner workings of the marketing team
of the year and the marketer of the
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year from Ama and really excited about
that. What you've shared today. I
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don't know if there's any last parting
thoughts or any additional thoughts that you'd like
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to say. No, I just
I wish everyone a really happy and healthy
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and hopefully productive two thousand and twenty
one. We realize that Produ in particular,
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that this semester will be different and
likely more challenging than the one that
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we just fought, and so we're
gearing up for it. We continue to
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be somber and sober about our perspective
on it. will go out of every
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single day. As Mitch said,
we started early, we threw the kitchen
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sink at it, but at the
only day it's about creating culture. It's
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about the culture that we needed from
our students to really protect produe and I'm
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sure that's the case anywhere in higher
education. Start early, throw everything you
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have at it and get that culture
right. But this is going to be
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an interesting semester. I wish everyone
the very, very best of luck as
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they can bat it will ethan.
Thank you. Thank you for joining us
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and sharing your expertise with everyone today. You definitely provided plenty of use will
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takeaways and to our listeners. This
episode of the hired Marketer podcast is sponsored
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00:16:18.950 --> 00:16:25.710
by Cave of solutions and education,
marketing and branding agency and also by think
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00:16:25.750 --> 00:16:30.590
patented. I'm marketing, execution,
printing and mailing provider of higher its solutions.
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00:16:30.950 --> 00:16:33.740
On behalf of my cohost Bart Taylor, I'm troy singer. Thank you
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00:16:33.820 --> 00:16:40.500
for tuning it. You've been listening
to the Higher Ed Marketer. To ensure
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00:16:40.580 --> 00:16:44.379
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