2015 IBM Award

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Winner

Ms. Brenckman named the program and developed the branding identity. She utilized a variety of innovative and traditional marketing methods. Ms. Brenckman created a story-centered brand while utilizing creative and traditional marketing techniques with zero dollars in the marketing budget.

Shelly Brenckman is the 2015 International Brand Master.

Shelly Brenckman

Marketing Coordinator, Texas A&M University Startup Aggieland


Shelly Brenckman 2015 International Brand Master

Startup Aggieland, powered by the Center for New Ventures and Entrepreneurship (CNVE) at Texas A&M’s Mays Business School, keeps Brenckman busy as the only full-time staff member in the 1 1/2 employee program. She developed the name of the program and brand identity through strategic story telling techniques. In addition, she utilized guerilla marketing, event promotion, social media platforms, and media releases. Brenckman collaborated with Texas A&M’s Marketing & Communications division to get their support for distribution and to amplify Startup Aggieland’s message with their own media releases. She worked with campus publications to help spread the word about Texas A&M’s student startups and accelerator, including Aggiebound magazine for future students and their parents, and The Battalion student daily.

One of the first things that Brenckman did was to organize a stylish photo shoot to showcase Startup Aggieland students as part of its branding. These photos helped the brand have a consistent theme throughout all digital and print materials so it would be easily recognizable and stand out. The brand was also promoted using t-shirt marketing, event/mobile app marketing, and giveaways Brenckman carefully protects the Startup Aggieland brand so it is not overused and maintains its mystique. She also has utilized popup banners to promote Startup Aggieland’s academic partners and sponsors, as well as the brand itself.

  1. Shark Frenzy 2014 at Texas A&M University – Startup Aggieland
  2. Startup Aggieland App
  3. Join Startup Aggieland for 3rd Birthday Party and First Look
  4. Startup Aggieland on Instagram
  5. Startup Aggieland on Twitter
  6. Startup Aggieland on Facebook
  7. Student-run Business Accelerator by Students, for Students
  8. Startup Aggieland Joins UT Food Lab Challenge Promotion
  9. Startup Aggieland Business Teams With Post Oak Mall

For more information on Shelly Brenckman’s achievements, check out our blog on the Brand Bounce.

Finalists

IBM AwardThe 2015 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 follow the instructions for how to vote found below each statement. 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 search page on each social media site for your vote to count and the account must show signs of previously existing prior to the voting period. Find out how to make your post public for each site: Twitter, Facebook, and Google+.

See voting results: Shelly Brenckman – Twitter, Facebook, Google+; Katie Kempf – Twitter, FacebookGoogle+; Johanna Lowe – Twitter, Facebook, Google+. Voting ends at 6:00pm Eastern Time on Friday, March 11, 2016. At this time, voting is now over. Thank you for your interest!

Shelly Brenckman

Marketing Coordinator, Texas A&M University Startup Aggieland


Shelly engineered the Startup Aggieland brand identity from Ground Zero on Jan. 24, 2013 (program launch) to national prominence less than three years later in 2015 by creating a strong story for the facility and for the student-owned startups launched from the accelerator. As the only full-time employee in a 1.5 person operation. she created website, social media (Facebook, Twitter, Instagram, etc.); internal/external student, faculty, alumni and parent communications; plus all events and promotions.

Katie Kempf

Alumnae Relations and Special Events, Ursuline Academy


To be a brand advocate you have to be the brand yourself. Katie is that for Ursuline Academy.Katie manages Ursuline’s social media pages. She gains the trust of all Ursuline Alumnae by befriending them while they are still students. She insists that the high school ladies call her by her first name which makes the graduation transition easier and girls are more likely to stay involved with the school. She hosts events and talks to alumnae of all ages, which in turn has kept Ursuline as one of the largest all girl high schools in St. Louis.

Johanna Lowe

Head of Marketing, Communications, and Engagement, University of Sydney


Johanna Lowe expertly directed the concept and development of the “Leadership for Good” campaign.  Lowe’s goal was to start buzz on hot social issues with striking visuals and short, thought-provoking conversation starters and the campaign has been successful in its execution. It both highlights the accomplishments of a group of diverse alumni and encourages future students to imagine their leadership potential with an education from the University of Sydney.

Judges

A 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).

Elizabeth Allen

Director of Online Communication, American School in London


Elizabeth Allen 2015 IBM Judge AwardElizabeth Allen is the Director of Online Communications at the American School in London. Liz has spoken extensively at conferences and workshops around the world on communications in higher education and in schools. She co-chaired the Schools track of the CASE Europe Annual Conference in 2013 and 2014, co-chaired the first CASE Europe Social Media & Community conference in May 2015, and chaired the first CASE US Social Media & Community conference April 2010. She has also delivered presentations to the European Council of International Schools (ECIS), the Institute of Development Professionals in Education (IDPE), the California State University Alumni Council, the California Advancement Researchers Association, and several other private organizations. Her past work experience includes running an independent educational communications consultancy, directing communications strategy for the alumni association at the California Institute of Technology (Caltech); and directing communications at Think Global School, an international independent boarding school. Liz holds a bachelor’s degree from Scripps College in Claremont, California.

Jennifer Collins

Grants Administrator, SEAL Legacy Foundation


Jennifer Collins 2015 IBM Award JudgeWith more than 20 years’ experience in higher education communications, Jennifer M. Collins has been involved in virtually every facet of university marketing, public relations and strategic communications.  She served as the assistant vice president for marketing and communications at Old Dominion University, where she oversaw the creation of the institution’s brand platform and launched its first comprehensive marketing campaign. Under her leadership, the university overhauled its web site and implemented a content management system, re-envisioned its alumni magazine, set the framework for institution-wide brand compliance, and created an institutional communication strategy.

She is a frequent speaker for CASE and other conferences and she and her team garnered numerous awards for their work.

Jennifer currently serves as a strategic communications consultant for the SEAL Legacy Foundation.

Eilis O’Brien

Director of Communication and Marketing, University College Dublin


Eilis O'Brien 2015 IBM Award JudgeEilis O’Brien is Director of Communication and Marketing at University College Dublin, Ireland’s largest university.  Her career spans the private and public sectors across energy, finance, food, health, Government and higher education.  Her communication specialism is in risk communication and she has handled fatal gas explosions, strikes and public protests, epidemics and food poisoning outbreaks.

Throughout her career, Eilis has spear-headed corporate communication, setting up the function for Bord Gáis Eireann, the national natural gas corporation inIreland, and again for the Food Safety Authority of Ireland, the first such body set up inEurope.  She has a strong background in public relations and political communication at national level.

Eilis has extensive national and international media relations experience.  Her marketing experience ranges from national TV advertising to public health strategies to international reputation campaigns.  She has developed the brand for a number of national organisations, including University College Dublin.

Her primary degree is in Economics and Geography and she also holds an MBA.

Seth Odell

2013 International Brand Master and Vice President of Creative and Marketing Strategy, Helix Education


Seth Odell 2015 IBM Award Judge 2013 IBM WinnerOne of the industry’s leading creative talents, Seth is no stranger to successful enrollment marketing campaigns. His work is Emmy nominated and includes SNHU’s heralded 2013 cross-country bus tour campaign, which the Chronicle of Higher Education called “Exhibit A of Marketing Success” and “One of the most buzzed-about marketing campaigns in higher education.”

Today Seth serves as Vice President of Creative & Marketing Strategy for Helix Education, where he works with colleges and universities to help them develop their brands, craft meaningful messages, and deliver integrated advertising campaigns that drive results.

The founder of Higher Ed Live, the industry’s first and only live weekly web show network, Seth was the recipient of the 2013 International Brand Master Award.

Dr. David Peck

2014 International Brand Master and Vice President of University Relations, Azusa Pacific University


Dr. David Peck 2015 IBM Award Judge 2014 IBM WinnerPeck serves as the vice president for university relations at Azusa Pacific University. Over the last 18 years, Peck developed and implemented a brand platform for the university. He challenges the campus community to live the brand while promoting and protecting it through marketing, public relations/media relations, visual storytelling, and third-party endorsements. Peck and his team at Azusa Pacific University have received numerous CASE, Telly, and UCDA awards. Peck recently earned the 2014 International Brand Master award for education brand marketing. Prior to Azusa Pacific, he worked in marketing and distribution with Disney and United Artists. David earned a B.S. in Marketing and an MBA from Azusa Pacific University, as well as a Ph.D. in Media Psychology from Fielding Graduate University. Peck and his wife of 24 years have three teenagers and a 12-year-old. He enjoys time with his family, reading, teaching, and outdoor activities.

Kay Zimmerman

Associate Vice Provost Marketing & Partnership Development and Special Assistant to the Senior Vice President for Academic Outreach & Entrepreneurship, North Carolina State University DELTA


Kay Zimmerman 2015 IBM JudgeKay Zimmerman is the Associate Vice Provost of Marketing and Partnership Development for NC State’s Distance Education and Learning Technology (DELTA). Kay has been a key member of the DELTA Senior Management Team, providing vision and collaborative leadership to serve the University. Strategic, trusted, problem solver, collaborative, and always working for innovative solutions are accurate descriptions of Kay’s professional and personal approach to life and work. Her diverse experiences include working with K20 education (public K12 education, higher education (NC State University administrator and Princeton University adjunct, and an international partnership with Norland College); Fortune 100 businesses (Discovery Channel, Disney Media, Pearson Publishing, etc.); nonprofits (American Heart Association, local civic organizations) and government (US Department of Defense, Offices of the Governor for the states of North Carolina and Florida, United Nations/UNESCO, and the Smithsonian Institute) organizations.

Blending her keen business mind with the needs of the university as a whole, Kay has often been tasked with leading campuswide and University of North Carolina General Administration system initiatives. Also serving as the Special Assistant to the Senior Vice Provost for Academic Outreach and Entrepreneurship, she has served as the primary liaison among the five major units (Outreach & Engagement, DELTA, General H. Shelton Leadership Center, Entrepreneurship Initiative, Continuing Education/McKimmon Center). Kay has led the exploration of local and global key opportunities that leverage existing, as well as new, resources to establish greater integrated efficiencies and produce more effective outcomes that contribute to successfully achieving the University’s strategic goals. Kay has has been appointed as the Chair for a number of strategic enterprise-level system non-credit initiatives. Kay’s interests and involvement extend beyond the university system with her appointment as an Advisor to North Carolina eLearning Commission (reporting to the Office of the Lt. Governor and Office of the Governor).

Travis Brock

Chair of 2015 International Brand Master Award Committee and Development and Social Media, Educational Marketing Group


Travis Brock Picture

Travis has more than fifteen years of marketing, communications, and research experience in the education arena. He currently writes and edits our blog and eNewsletter, EMG’s Brand Bounce, as well as updates and manages EMG’s interactive social media presence. As EMG 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 2015 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 February 29, 2016. Public voting of the three finalists will take place until Friday March 11, 2016, so be sure to check back and vote! The 2015 International Brand Master Award winner will be announced the week of March 21, 2016.

Gail Anderson

Head of Communications and Marketing, University of Oxford, Continuing Education


Gail is a highly established professional in the marketing and communications industry with over 20 years experience. She is a 2014 and 2015 Oxford University Award for Excellence recipient, awarded to Oxford University Staff. She also has work published in Oxford Today and Hippocampus Magazine. Gail has shown stability in her role, where she has spent the last 6 years.

Jennifer Boehmer

Associate Director for Strategic Communications, Portland Community College


Jennifer has demonstrated her expertise in her almost 4 years with PCC. Her passion is in higher education advocacy, and when she is marketing for her community college she does take into account the completion agenda. Jennifer helps to further the Portland Community College brand by helping with the promotional materials. She has overseen videos and downloadable tools and materials for the school.

Shelly Brenckman

Marketing Coordinator, Texas A&M University


Shelly engineered the Startup Aggieland brand identity from Ground Zero on Jan. 24, 2013 (program launch) to national prominence less than three years later in 2015 by creating a strong story for the facility and for the student-owned startups launched from the accelerator. As the only full-time employee in a 1.5 person operation. she created website, social media (Facebook, Twitter, Instagram, etc.); internal/external student, faculty, alumni and parent communications; plus all events and promotions.

Amanda Hudson

Director of Online Marketing, Western Governors University


Amanda has won awards in her field. In her early career she was awarded the Western Governors University’s Rookie of the Year Award in 2007. She was a Women Tech Award finalist in 2013. And In September of 2015 she was awarded the Women Tech Award Impact Award for 2015. She has been innovative in her field and worked to improve Western Governors University marketing.

Katie Kempf

Alumnae Relations and Special Events, Ursuline Academy


To be a brand advocate you have to be the brand yourself. Katie is that for Ursuline Academy. Katie manages Ursuline’s social media pages. She gains the trust of all Ursuline Alumnae by befriending them while they are still students. She insists that the high school ladies call her by her first name which makes the graduation transition easier and girls are more likely to stay involved with the school. She hosts events and talks to alumnae of all ages, which in turn has kept Ursuline as one of the largest all girl high schools in St. Louis.

Johanna Lowe

Head of Marketing, Communications, and Engagement, University of Sydney


Johanna Lowe expertly directed the concept and development of the “Leadership for Good” campaign.  Lowe’s goal was to start buzz on hot social issues with striking visuals and short, thought-provoking conversation starters and the campaign has been successful in its execution. It both highlights the accomplishments of a group of diverse alumni and encourages future students to imagine their leadership potential with an education from the University of Sydney.

Jeanna Nixon

Director of Marketing and Communications, Colorado State University Online


Jeanna has lead Colorado State University Online to become one of the top ten ranked online universities as ranked by U.S. News and World Reports. She has accomplished this by being an accomplished leader in strategy and communications. She has lead by inspiring performance in marketing and communications, thus driving growth. Through her knowledge and dedication, she has been instrumental in Colorado State University Online’s growth.