2014 IBM Award

See more past awards
Winner

DavidPeck-275x275Dr. Peck brought the university community together to understand the importance of branding. He led the creation and distribution of guidelines, presentations, visuals, films, and personal testimonies to get the community on board with a common understanding of Azusa Pacific’s brand promise and brand experience. He illustrated how every employee plays a part in shaping and carrying out the brand experience.

Dr. David Peck is the 2014 International Brand Master.

Dr. David Peck

Vice President of University Relations, Azusa Pacific University

Azusa Pacific University graduates difference makers—students prepared to impact the world for Christ in classrooms, hospitals, boardrooms, churches, and beyond. As faculty and staff, we also serve as difference makers, influencing and creating context for students as we prepare them for life after graduation.We seek to cultivate difference makers (the university’s brand promise) through opportunities to protect and promote the brand in how we serve students and communicate on behalf of the university. Since the brand is defined by the perceptions of those who engage with our students, alumni, faculty, and staff, the brand platform moved to a question and challenge of more, “how do we live the brand?”

The lenses through which we view our brand promise of “Cultivating Difference Makers” are our five brand elements: Christ centered—central to all we think and do, and who we are; comprehensive, relevant scholarship—preparing women and men for service through Christian higher education; meaningful access to transformational education—providing an experience on campus, online, or at a regional center designed to transform students into scholars and believers into disciples; welcoming, generous community—the responsibility that we have as faculty, staff, and community members to retain the warmth of a small-community atmosphere; and finally selfless service—how we say and do things that extend mercy and demonstrate grace to each other.

These elements become the outward expression of our mission, vision, and values—putting words and actions to our core identity and focus. See more at http://www.apu.edu/about/history/.

  1. “Teaching with Excellence”
  2. “Azusa Pacific University Education Degrees”
  3. “Superintendent Awareness Project”
  4. facebook.com/azusapacific
  5. twitter.com/azusapacific
  6. instagram.com/azusapacific/
Finalists

finalistsThe 2014 International Brand Master Award selection process proved to be a difficult one, with three finalists who demonstrated extraordinary achievements. We offer our sincere congratulations to all three of the finalists below for their outstanding work, distinguished achievements, and dedicated professionalism (in alphabetical order by last name).

It is now up to you! Read each nominee’s supporting statement and review the links they have provided. Vote by clicking the social media button(s) below. You must be logged into your respective social media account. You can vote only once via each of the three social media applications listed below. Your vote must appear in the public hashtag page on Twitter or as a Share on Facebook and Google+ for your vote to count. See voting results: Aaron Blau – Twitter, Facebook, Google+; Ailie Ferrari – Twitter, Facebook, Google+; Dr. David Peck – Twitter, Facebook, Google+. Voting ends at 6:00pm Eastern Time on Friday, May 22, 2015.

Aaron Blau

Assistant Director and New Media Manager, University of Iowa


Aaron Blau

Our message map includes three main areas: Academic quality, impact, and culture. Academic quality is our most important and fundamental message. We want our audiences to know that we are here to support our students and that the University of Iowa has a reputation of excellence. We are thought leaders in numerous areas and our university is a benefit to the state of Iowa because of the quality we produce. We impact the state by providing a high percentage of doctors, dentists, pharmacists, etc. to our state. Our hospital system is consitently ranked as the best in the state. The University of Iowa improves the quality of life for the state. Culture encompasses how we work, the relationships we build, and what that means to our state. The University of Iowa is place where students, faculty, and staff work very hard, use their connections to enhance the university, and combine those two elements to impact our state.

  1. “Helping students create a positive online presence”
  2. “University of Iowa launches $765,00 marketing blitz campaign”
  3. “UI launches ads to respond to Board of Regents funding model”
  4. facebook.com/universityofiowa
  5. twitter.com/uiowa
  6. instagram.com/uiowa/

Ailie Ferrari

Director of Marketing Communications, University of Glasgow


AilieFerrariInspiring People – The University of Glasgow is a place for inspirational people, and it is a place where people can be inspired. Brand Essence – Founded on the University’s mission “to enhance our position as one of the world’s great, broad-based, research-intensive universities” and on our values of “integrity, credibility, openness and success”, our brand essence is “The University of Glasgow: where people inspire people to change the world”. It is no surpise that as the city of Glasgow’s branding is “Where people make Glasgow”, the essence of our brand is the people of the University of Glasgow – our “Inspiring People”. Brand Attributes – As the core facets of the University that, in combination, make our brand distinctive and compelling, our brand attributes are: A history of changing the world (a heritage that’s relevant today); The people that make it happen (personal and personalised); Real life success stories (making a difference every day). And, where relevant to each of our key audiences, supported by messages about an iconic place of learning and research, excellence in teaching and research, connections and collaborations, and the vibrant city of Glasgow. Brand Personality – These attributes are used as the building blocks in telling our story; brought to life through a brand personality that reflects “our true personality and world-class quality, with confidence, vibrancy and historic grounding”. Our brand model and components can be found at www.glasgow.ac.uk/brand.

  1. “University of Glasgow Hoarding”
  2. “The Hunterian”
  3. “Top 100 Most Influential UK and US Universities on Twitter”
  4. facebook.com/glasgowuniversity
  5. twitter.com/GlasgowUni
  6. instagram.com/uniglasgow

Dr. David Peck

Vice President of University Relations, Azusa Pacific University


Dr.DavidPeck

Azusa Pacific University graduates difference makers—students prepared to impact the world for Christ in classrooms, hospitals, boardrooms, churches, and beyond. As faculty and staff, we also serve as difference makers, influencing and creating context for students as we prepare them for life after graduation.

We seek to cultivate difference makers (the university’s brand promise) through opportunities to protect and promote the brand in how we serve students and communicate on behalf of the university. Since the brand is defined by the perceptions of those who engage with our students, alumni, faculty, and staff, the brand platform moved to a question and challenge of more, “how do we live the brand?”

The lenses through which we view our brand promise of “Cultivating Difference Makers” are our five brand elements: Christ centered—central to all we think and do, and who we are; comprehensive, relevant scholarship—preparing women and men for service through Christian higher education; meaningful access to transformational education—providing an experience on campus, online, or at a regional center designed to transform students into scholars and believers into disciples; welcoming, generous community—the responsibility that we have as faculty, staff, and community members to retain the warmth of a small-community atmosphere; and finally selfless service—how we say and do things that extend mercy and demonstrate grace to each other.

These elements become the outward expression of our mission, vision, and values—putting words and actions to our core identity and focus. See more at http://www.apu.edu/about/history/

  1. “Teaching with Excellence”
  2. “Azusa Pacific University Education Degrees”
  3. “Superintendent Awareness Project”
  4. facebook.com/azusapacific
  5. twitter.com/azusapacific
  6. instagram.com/azusapacific/
Judges

judgesA blue-ribbon panel of experienced marketers volunteered their precious time and expertise to review each nominee’s impressive body of work. Here are the judges that provided their thoughts and expertise this year. Click on the judges’ images to learn more about them (in alphabetical order).

Mike Huska

Co-Founder, Daymond John Academy


Ashley Martin

Director of Marketing, Kansas State University


Ashley Martin

With more than seven years’ experience in higher education marketing, Ashley Martin has created integrated communications strategies executed across a variety of markets for both private and public institutions. Martin currently serves as the director of marketing services for Kansas State University’s Division of Communications and Marketing. Earlier in her career, Martin served as a marketing consultant for Educational Marketing Group, a full-service branding agency based in the Denver metropolitan area. She also led online marketing initiatives for Regis University’s College for Professional Studies, creating and managing search engine optimization strategies, pay per click advertising, email marketing, and lead generation tactics. Martin earned both her B.A. in Journalism/Mass Communications and M.S. in Mass Communications from Kansas State University.

Ann Oleson

CEO and Founder, Converge Consulting


2014AnnOleson

Ann Oleson is the founder of Converge Consulting. She brings more than 15 years of marketing, consulting and non-profit experience to help her clients meet their digital marketing and communication goals.

Prior to founding Converge, Ann served as Director of Consulting for a premier higher education marketing firm, where she provided leadership to 10 sales consultants and developed integrated marketing programs for colleges and universities nationwide.

Ann has worked with dozens of non-profit and higher education clients, including University of Michigan, Northwestern, Creighton, Brandeis, Rice and DePaul University, where she currently plays an integral role in developing data-driven communication strategies that drive measurable results.

Additionally, Ann has spoken to large audiences on various innovative marketing topics across the country, from CASE Summit to the American Marketing Association. Ann also organized and presented at her own conference, Converge 2014, in Nashville, Tennessee.

In November 2014, Ann added published author to her list of accomplishments. Converge Consulting’s book, Memorable Marketing, Measurable Results, is now available for purchase.

Helen Pennack

Director of University Marketing, University of Warwick


HelenPennack

Helen Pennack is Director of University Marketing at the University of Warwick. Previously, she was head of marketing communications at the University of Leicester.

In her current role she provides strategic marketing leadership for the University, with responsibility for brand and positioning, marketing communications, marketing support for departments, market and customer insight research, online and digital communications, relationship marketing and CRM, alumni engagement, stakeholder relations and events. Helen also has direction over the marketing activities in the University’s commercial arm.

Helen is passionate about brand and integrated marketing communications, relationship marketing and online marketing and the use of market research and customer journey mapping to drive all marketing activity.

Travis Brock

Director of Business Development, Educational Marketing Group, Inc.


Travis BrockTravis has more than 14 years of marketing, social media, communications, and research experience in the education arena. Travis directs the International Brand Master Award committee. He currently writes for and edits EMG’s Brand Manager’s Notebook (blog), Brand Bounce eNewsletter as well as updates and maintains EMG’s social media presence. As EMG’s research assistant and then as manager of research, he developed and implemented marketing research and brand analyses for more than 20 colleges and universities throughout North America. Methodologies have included secondary research, online qualitative studies, web analyses, quantitative surveys, and focus groups. He graduated with honors from the University of New Mexico with a BBA in Marketing and an MBA in Policy and Planning, and has received numerous honors for his academic achievements. Travis has also worked in a leadership capacity in customer service, creative development, and research in a variety of sectors including merchandising, food service, and education.

Nominees

nomineesThe following nominees (listed in alphabetical order by last name) have exemplified exceptional achievement in higher education brand management and have been recognized by peers and colleagues through their nomination for the 2014 International Brand Master Award. We congratulate all of the nominees for this well-deserved recognition, and for being a part of the International Brand Master Award competition. The judges will review supporting information supplied by the nominees. An announcement of the three finalists will be made on Monday May 11, 2015. Public voting of the three finalists will take place until Friday May 22, 2015, so be sure to check back and vote! The 2014 International Brand Master Award winner will be announced the week of June 1, 2015.

Aaron Blau

Assistant Director and New Media Manager, University of Iowa


Aaron has mastered the art of matching marketing creativity to institutional goals. In 2014, he was instrumental in the University of Iowa’s “for IOWA” campaign, intended to strengthen Iowans’ perceptions of their flagship institution in a time of shifting political and budgetary alliances. Aaron’s focus on finding a message that would resonate with all stakeholders and delivering a campaign that creatively addressed UI’s timely need to rally audiences within the state was top-notch.

Bradley Bohlander

Associate Vice Chancellor for University Communications, North Carolina State University


Brad Bohlander should be named the 2014 International Brand Master because of his vision and skill in instituting the first unified brand identity in the history of NC State. The campus was very decentralized and the brand was fragmented. It was an uphill battle in the beginning trying to get everyone on board. Today, adoption of the brand is nearly universal across campus: colleges, divisions and other entities have fallen in line and are marching shoulder to shoulder and on brand.

Kathleen Dodd

Social Media Manager, George Mason University


Kathleen possesses the professional experience, academic credentials, character, balance, and perseverance that allows her to succeed in higher education and make meaningful contributions to her current institution, George Mason University. In her work within Georgetown and George Mason, and in her daily interactions with faculty, staff, and students, she demonstrates a sincere commitment to serving others and higher education marketing.

Ailie Ferrari

Director of Marketing Communications, University of Glasgow


Ailie’s strengths in branding and positioning are ‘awakening the sleeping giant’ that is University of Glasgow. By founding a new ‘Inspiring People’ Brand Framework on robust research and wide consultation, Ailie has achieved branding authenticity that is relevant across the University’s varied audiences, platforms and markets – a real living brand. As a growth driver, Ailie is committed to improving marketing capability through setting up a Marketing Forum, providing tools and mentoring talent.

Ana Goncalves

Marketing Director, NOVA School of Business and Economics


Ana’s role as the University’s chief marketing officer involves coordinating a consistent marketing and branding approach across the School, and developing strategies to enhance the NOVA SBE brand. During 2014, Ana concentrated all her efforts on the rebranding of Nova School of Business which had more than 10 logos in all different areas. She also traveled around the world for international recruitment and helped the school to grow 20% on international students, its best year ever.

At the end of the year, Nova SBE is glad to be part of the most important ranking of Business Schools, and had increased in all its rankings (Best masters in Management, Best Master in Finance, Best MBA, Best Business School).

Douglas Miller

New Media Manager, DePaul University


Douglas coordinated the 2014 initiative reflected at http://survivethegradpocalypse.org and http://hiredepaul.org. He provided consistent value of curated content in social platforms like http://twitter.com/depaulcareerctr. Douglas encouraged internal collaboration among various social identities at the university, demonstrating best practice and providing training for various internal units. He also deployed new interactive tools like Google Hangouts http://youtube.com/depaulcareercenter.

Dr. David Peck

Vice President of University Relations, Azusa Pacific University


For several years David has been working to help the university community and beyond understand the importance of branding. He worked to get the community on board with a common understanding of Azusa Pacific’s brand promise and brand experience, and how every employee plays a part in shaping and carrying out that experience.

Mike Richwalsky

Executive Director of Marketing and Creative Services, John Carroll University


Mike has guided our team during a time of great transition at both the department and University levels. With no formal University branding in place, Mike has helped to guide strategic enrollment, alumni, and various other marketing materials to reach and exceed John Carroll’s goals. He has consulted with offices across campus, developing messaging and guiding efforts to improve enrollment figures, fundraising efforts, and other important initiatives.