2011 IBM Award

Winner

Emma_Leech-WinnerEmma has a leading track record in the United Kingdom Higher Education sector and demonstrates international impact with tangible ROI. All of which is linked to rebranding achieved within 18 months.

Her work has won multiple awards across all strands. She has delivered fully integrated on and offline campaign work created from scratch spanning the UK, China, and Malaysia. Strategy development, full European Union procurement, restructuring, and instituting an internal change programme to underpin the rebranding work (all delivered within existing budget) are highlights of her achievements. All accomplishments were done alongside award-winning campaign work development, including total marketing and communications support for the launch of an impact fundraising campaign.

Emma Leech is the 2011 International Brand Master.

Emma Leech

Director of Marketing and Communications, University of Nottingham

The transformation of marcomms at the University of Nottingham culminated in the team’s Times Higher Education Outstanding Marketing and Communications award in June 2011.

Impact prompted by brand redevelopment and the creation of a fully integrated international marcomms strategy was perceived by judges to have “changed public perceptions about the institution globally and supported a cultural sea change internally.”
As new Director, taking up post in September 2009, I’m proud to have built and developed one of the most creative, high performing teams in our sector within eighteen months of appointment.

In 2011, key deliverables included global brand framework implementation including parallel procurement, staff development and systems work; multi-award-winning campaign creation and delivery, increasing profit/market share and achieving targets significantly in excess of what was thought possible. Branding has focussed on visual and messaging convergence on and offline to maximise reach and impact and has delivered over £200k savings, despite being created within existing budgets. 2011 saw significant increases in recruitment across all campuses. Nottingham also became the third most popular university in the UK with undergraduates.

Working with our Campaign Office, we launched Impact – The Campaign for Nottingham, a £150m fundraising campaign. Deliverables included developing and producing campaign strategy and branding to complement University branding, creating an interactive campaign website featuring downloadable collateral and videos for almost forty projects and delivering social media, PR work, event promotion, exhibition materials, merchandise and internal graphics to help boost fundraising.

2011 saw us boost media coverage and PR impact for the second year running by more than 50% to over £3m advertising value equivalent per month. In two years coverage has tripled with ongoing five-fold and eight-fold increases in national and international coverage respectively. PR based brand building has been supported by online innovations including extending content management to China and Malaysia, rebranding over 30,000 web pages, building 97 sub-sites including an interactive research site with RSS news feeds and video profiles and launching a series of high impact blogs. UK firsts include QR codes linked to videos across all course areas in our UG prospectus (which won the 2011 Association of Commonwealth Universities Best Prospectus Award), the creation of video galleries and an online prospectus featuring downloadable course booklets, video profiles, teaching master class videos and more. Branding is supported by Connect, a new social media hub connecting our award-winning videos, and social media and digital channels.

In 2011, Nottingham experienced one of the fastest growth rates in UK HE in relation to the use and impact of its digital channels including a 295% jump in monthly active Facebook fans and a doubling of engagement levels, the launch of one of the UK’s first HE Foursquare sites, the creation of crow sourced Flickr galleries and an increase of 300% in iTunesU downloads with more than 600k downloads by the end of 2011 and 1.5million subscribers overall. YouTube usage also doubled and despite limited paid advertising our SEO work via organic search has helped us build solid international brand awareness in key markets.

External links to examples:

  1. http://www.nottingham.ac.uk/ugstudy/undergraduateprospectus.aspx
  2. http://europe.nxtbook.com/nxteu/tsl/THE_awards2011/index.php#/16
  3. http://www.nottingham.ac.uk/impactcampaign/impactcampaign.aspx
Finalists

finalistsThe 2011 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).

It is now up to you! Read each nominee’s supporting statement and review the links they have provided. Either use the form below or the Twitter buttons to vote. You can vote one per email per day using the form below or one vote per Twitter account per day using the Twitter buttons below. Voting ends at 6pm Eastern Time on Friday, February 17, 2012.

Claudia Jackson

Executive Director of Community and Legislative Relations, Del Mar College

Claudia JacksonIf creativity can be described as problem-solving in tough financial times, my brand marketing efforts in 2011 could illustrate Daniel H. Pink’s bestselling work, “A Whole New Mind—Why Right Brainers Will Rule the World.”

Celebrating Milestones: I chaired the College’s 75th Anniversary last year to highlight institutional accomplishments and celebrate the 750,000 people who have attended our college. The “sub-brand” opportunity produced new College graphics for the year. Our first Alumni Roundup recognizing 75 distinguished alums. Student competitions produced a 75th Anniversary Alma Mater and Anniversary Poster. Music faculty performed a 75th Anniversary Composition Symposium. I arranged Proclamations from Texas Legislators. Branded sock hops in the gym, flag football games, fun runs, time capsules, parade floats and bus wraps all added to the festivities. We celebrated the Texas Jazz Festival’s 50th year; a half-century after it began as a jam session in our student center. The Anniversary was featured on the cover of the regional telephone directory. The crescendo was producing a Spring Commencement Program that spotlighted events from our 75 years. Utilizing a campus-wide committee, each of these events was re-purposed from previous resources. The budget allocated for the 75th Anniversary was $0.

Building a BoldFuture: To build enrollment in a two-year commuter college with no dorms, the local community must grow. My branding efforts for 2011 continued work on the BoldFuture for the Coastal Bend community visioning initiative. A discussion with colleagues on my back patio concerning the lack of progress in the Texas Coastal Bend grew into a region-wide strategic long-range planning initiative utilizing the expertise of more than 300 community leaders. BoldFuture was built on independent research and incorporates the vision of more than 3,000 community members. As one of three founders of BoldFuture, I’m proud of the 264 individual initiatives adopted by the community to grow the region in the areas of economy, education, arts, entertainment, environmental sustainability, safety and health, regional planning and leadership.

Working with more than 75 Lead Partners—elected boards, councils, educational institutions, businesses, industry, nonprofit and faith-based organizations and volunteers—the region charted considerable progress on those issues and concerns uppermost in the minds of the community. The BoldFuture Vision Action Plan provides structure and resources for community prosperity. One year into our five-year timeline, BoldFuture announced that 70% of the individual actions in the plan were either completed or well underway!

Developing Resources: The brand marketing team I direct collaborated with DMC Development and Foundation managers to produce publications, media events, news stories and ancillary activities for our Come Home to Del Mar College event. The homecoming concert marked the deadline for Del Mar College’s first $1 million fund-raising challenge. As Grammy Award winning icon Dionne Warwick stood in the wings to sing her signature songs, the College Foundation announced a total $2.6 million in scholarship funds raised through the challenge. Ms. Warwick’s wonderful performance gave voice to what “Promises, Promises” can mean.

  1. Celebrating Milestones: http://www.issuu.com/delmarcollege/docs/may2011_commencement
  2. Building a BoldFuture: http://www.caller.com/news/2010/mar/07/getting-city-moving-again/
  3. Developing Resources: http://www.caller.com/news/2011/oct/01/del-mar-college-foundation-announce-26m-in-funds/

Emma Leech

Director of Marketing and Communications, University of Nottingham

Emma LeechThe transformation of marcomms at the University of Nottingham culminated in the team’s Times Higher Education Outstanding Marketing and Communications award in June 2011.

Impact prompted by brand redevelopment and the creation of a fully integrated international marcomms strategy was perceived by judges to have “changed public perceptions about the institution globally and supported a cultural sea change internally.”

As new Director, taking up post in September 2009, I’m proud to have built and developed one of the most creative, high performing teams in our sector within eighteen months of appointment.

In 2011, key deliverables included global brand framework implementation including parallel procurement, staff development and systems work; multi-award-winning campaign creation and delivery, increasing profit/market share and achieving targets significantly in excess of what was thought possible. Branding has focussed on visual and messaging convergence on and offline to maximise reach and impact and has delivered over £200k savings, despite being created within existing budgets. 2011 saw significant increases in recruitment across all campuses. Nottingham also became the third most popular university in the UK with undergraduates.

Working with our Campaign Office, we launched Impact – The Campaign for Nottingham, a £150m fundraising campaign. Deliverables included developing and producing campaign strategy and branding to complement University branding, creating an interactive campaign website featuring downloadable collateral and videos for almost forty projects and delivering social media, PR work, event promotion, exhibition materials, merchandise and internal graphics to help boost fundraising.

2011 saw us boost media coverage and PR impact for the second year running by more than 50% to over £3m advertising value equivalent per month. In two years coverage has tripled with ongoing five-fold and eight-fold increases in national and international coverage respectively. PR based brand building has been supported by online innovations including extending content management to China and Malaysia, rebranding over 30,000 web pages, building 97 sub-sites including an interactive research site with RSS news feeds and video profiles and launching a series of high impact blogs. UK firsts include QR codes linked to videos across all course areas in our UG prospectus (which won the 2011 Association of Commonwealth Universities Best Prospectus Award), the creation of video galleries and an online prospectus featuring downloadable course booklets, video profiles, teaching master class videos and more. Branding is supported by Connect, a new social media hub connecting our award-winning videos, and social media and digital channels.

In 2011, Nottingham experienced one of the fastest growth rates in UK HE in relation to the use and impact of its digital channels including a 295% jump in monthly active Facebook fans and a doubling of engagement levels, the launch of one of the UK’s first HE Foursquare sites, the creation of crow sourced Flickr galleries and an increase of 300% in iTunesU downloads with more than 600k downloads by the end of 2011 and 1.5million subscribers overall. YouTube usage also doubled and despite limited paid advertising our SEO work via organic search has helped us build solid international brand awareness in key markets.

External links to examples:

  1. http://www.nottingham.ac.uk/ugstudy/undergraduateprospectus.aspx
  2. http://europe.nxtbook.com/nxteu/tsl/THE_awards2011/index.php#/16
  3. http://www.nottingham.ac.uk/impactcampaign/impactcampaign.aspx

Teri Lucie Thompson

Vice President for Marketing and Media, Purdue University

Teri Lucie Thompson
Optimization
Optimization is my personal buzz word for 2011-2012. Make things better. Move forward. Make a difference. Our Marketing &Media organization at Purdue has done just that–moving our strategic plan forward by building and enhancing Purdue’s reputation, driving demand, and providing a strong return for our marketing investment. We’re still a new organization, less than 3 years old, and I like to think of our lifespan in 3 phases: reorganization, differentiation, and optimization.

“You can’t manage what you don’t measure.” Moving into its 3rd year, our marketing dashboard is still a toddler, but the stories it tells about our new organization are impressive:

  • Media placements increased year over year
  • Facebook followers have increased every month since we launched the site in 2009
  • Twitter followers doubled in the last year
  • Recent SEO (Search Engine Optimization) work increased search page rankings by over 250 places
  • Walk in, call in, click in traffic to our Visitor Information Center continues to increase

As marketers, we must understand our constituents; in an academic environment, one of our best tools of persuasion is data. No one can argue with data, be it a word cloud, trend lines or regression analysis. It reflects the voice of our stakeholders. Therefore, we consider the dashboard to be a powerful tool for decision-making, whether unit-level or institution-wide decisions. With the recent state of the economy, it is more critical than ever to know what activities work and should be repeated, and conversely, which ones do not work and should be eliminated or replaced. The dashboard has also proven to be fundamental in building solid business proposals for more funding and resource allocations.

“Listening=right message to the right recipient at the right time.” Our market research function continues to thrive and helps ensure that marketing materials, communications, and programs are grounded in the voice of the stakeholder. Listening to stakeholders helps ensure we don’t become house blind—that we don’t have a non-working pay telephone inside the front door of our visitor information center. (We did when I arrived here!) It also ensures buy in. We listened—really listened—to our stakeholders and dropped the reference to “Makers, All” in our tagline to address concerns that we’d ultimately shorten the beloved Boilermaker label to the abbreviated “Maker.” Now we make sure each advertising execution includes the word Boilermaker, and our tagline is simply, “What we make moves the world forward.” And, our research helps internal clients understand the most important role of marketing and media outreach is strategic—targeting the right recipients with the right message at the right time—rather than simply “look and feel” tools.

“Sharpen your saw.” This past year, I was blessed to complete my first book, “Tuning into Mom: Understanding America’s Most Powerful Consumer,” to accept an assignment to write a blog for Forbes, and to actively mentor a number of students through formal sponsorship and informal arrangements. These “extracurriculars” provide new inputs that keep me fresh and energized.

Three related links:

  1. http://www.marketingpower.com/Calendar/Documents/2011HEThompsonPP.pdf
  2. http://readmedia.com/leadershiplessons
  3. http://www.blog.cbdmarketing.com/tag/symposium-for-the-marketing-of-higher-education/
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 this year. Click on the judges’ images to learn more about them (in alphabetical order).

Patrick Freeland-Small

Chief Marketing Officer, The University of Melbourne

Patrick Freeland SmallPat is a senior marketing and communications specialist with extensive Australian and international experience. His background includes leadership in all areas of strategic marketing and brand building plus professional endorsement as Fellow of the Australian Marketing Institute. Just prior to taking up the role of Chief Marketing Officer at the University of Melbourne, Pat had been Business Development Director for the Foster’s Group, and prior to that  had spent 10 years as the head of the global market development of one of Australia’s best-known international brand icons – FOSTER’S.

As the University’s Chief Marketing Officer, Pat is responsible for defining and positioning the University’s brand, for optimising communications with key stakeholder audiences and for overseeing the University’s marketing & communications programs.  Pat was responsible for the development of the Dreamlarge advertising program which underpinned the launch of the Melbourne Model and the many recent advances in Melbourne University’s marketing,   digital media, news distribution and public profile.

Pat has extensive experience in strategic marketing, brand building and business development across a broad range of consumer markets and cultures, retail, and business to business environments. He especially brings a worldly perspective drawn from his experience developing a category leader in over 155 countries worldwide and from working with some of the world’s largest sponsorship properties, most experienced advertising agencies and Marketers from around the globe.

 

Chas Grundy

ND Family and Digital Strategist, University of Notre Dame

Chas GrundyChas Grundy is a marketing professional at the University of Notre Dame in South Bend, Indiana. He works for the Department of Development on engagement and fundraising programs, and previously served as the Director of Interactive Marketing for AgencyND. Chas serves on the board of directors for CASE Indiana and volunteers or consults for a variety of non-profits, providing assistance with strategic planning, marketing and fundraising. He blogs about higher ed web marketing at grundyhome.com and about non-profit challenges at nonprofitchas.com.

Jan Erik Kaarø

Assistant Information Director, Norwegian University of Science and Technology (NTNU)

Jan Erik KaaroJan Erik has worked for more than 30 years as a communications professional. He began his career as a newspaper journalist, and then moved to the then-Norwegian Institute of Technology from 1990-1995, with his last year there as Information Director. Since 1996 he has been employed by the Norwegian University of Science and Technology (NTNU) in Trondheim. The university has 20,000 students and is Norway’s primary institution for education scientists and engineers.

Jan Erik’s main areas of responsibility are the university’s official web pages and it’s social media presence, along with various PR activities, corporate branding, and business and community relations.

The NTNU Information Division has won numerous national prizes for its campaigns, its research communication magazine Gemini (www.ntnu.no/gemini) and its internal newspaper. The division has also been nominated three times for the European Excellence Award. One of Jan Erik’s current “babies” is the Campus Guide (www.ntnu.edu/new/campus-guide). When the guide was launched in August 2011, NTNU became the world’s first university with an indoor navigation app.

 

John Lichtenberg

VP, Chief Marketing & Enrollment Officer, Walsh College

John LichtenbergJohn Lichtenberg has been in marketing since graduating from University of Michigan in 1986.

He has worked in high-level corporate marketing roles with prominent organizations including Century 21 Corporation, Kelly Services, Inc. and Campbell Mithun. He was Vice President of Global Marketing for Kelly Services World HQ for 13 years, Inc. where he was responsible for marketing across 37 countries outside of the U.S.

For the last three and a half years, he has worked as the Vice President, Chief Marketing and Enrollment Officer for Walsh College. Since he started working there, he has started a new brand marketing initiative that helped Walsh attain its highest enrollment, reduced the marketing budget by 33 percent, and won numerous awards.These accomplishments led him to be named as the 2010 International Brand Master, an annual honor awarded to a top professional in educational marketing.

Marian Theobald

Director of Marketing and Communications, The University of Sydney

Marian TheobaldAfter a career in print and television journalism, Marian Theobald moved into the higher education sector in 1990 when she became media officer at Macquarie University in Sydney, Australia. She moved to the University of Sydney, one of Australia’s leading research universities, in 1995, and has held numerous management roles in PR, communications and community engagement. Marian is currently Director of Marketing and Communications, and in that role led a major brand project, the first in the University’s history, which has resulted in a major shift not only in the consistency of the University’s messaging and imaging, but in the University’s understanding of the importance of protecting and developing its brand.

Michael Stoner

Co-Founder and President, mStoner

Michael StonerDuring his 30-year career as a communicator and consultant, Michael has served more than 200 education institutions (independent schools, colleges, universities, education associations), nonprofits, and businesses on four continents. He’s provided strategic consulting on developing institution-wide web strategies, led countless website development projects, and has earned an international reputation as a recognized authority on integrating marketing, communications, and technology.

Michael published his first email newsletter in the late 1980s. Since the early 1990s, he’s concentrated on the ways in which the Internet and the web have changed the way people communicate … and on how institutions can respond to those needs. He led his first Web project in 1995.

Michael has spoken at hundreds of professional conferences (CASE, NACAC, UCDA, and the College Board, for instance) and leads seminars on developing and using new media in institutional marketing and communications. He’s authored chapters for CASE and Open University Press books, and his articles have appeared in CASE Currents, The Chronicle of Higher Education, the College Board’s On Target and The College Board Review, and NACAC’s Journal of College Admission.

Michael’s experience as a communicator includes media relations, PR, marketing, and publications. Until October 2001, he led the new media practice at a Chicago based marketing firm. He also served as vice president of Halstead Public Relations in New York, director of communications at the Woodrow Wilson School at Princeton University, director of the office of publications services at the College Board, and associate director of university publications at Lehigh University.

Travis Brock

Director of Business Development, Educational Marketing Group, Inc.

Travis BrockTravis has more than nine years of marketing, social media, communications, and research experience in the higher education arena. Travis directs the EMG Academy and 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) have exemplified exceptional achievement in higher education brand management and have been recognized by peers and colleagues through their nomination for the 2011 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.

In the three years this award has been running, this year has brought a lot of “firsts.” This is the first time a boss nominated a subordinate, first time we have a repeat nominee, and the most international nominees in one year.

Nominees are now collecting information to support their nomination, which will soon be in the judge’s hands.

Carole Beaulieu

Associate Vice President of University Relations, OCAD University in Toronto, Canada

She showed ambition by taking a progressive, risky, yet calculated approach to redesign the OCAD University brand identity while ensuring the design team, Bruce Mau Design, took into consideration the institution’s brand. Situated between the President and the Director of Communications and Marketing, Carole pushed the envelope as only Canada’s leading art and design school could. She recognized that in the edgy, design-centric world of OCAD University, chances have to be taken.

John Carfagno

Assistant Vice President of Integrated Marketing and Communications, John Carroll University in Ohio, United States

John has lead John Carroll University to national prominence with a renewed advertising effort in print, web, and TV. He also led the University through its 125th anniversary. Starting from a very strong logo, the themes and branding were carried out on everything from campus signage, magazine ads, videos, a large Gala, merchandise, shirts for campus employees, and even on cookies. It was masterfully planned and executed, and brought great pride to the campus, alumni, and the community.

Jay Colombatto

Associate Vice President of Communications, California State University, East Bay in California, United States

Jay led the brand transformation of CSUEB from a school viewed as “Last Chance U” to an institution now ranking higher in brand power statewide than all but 4 of 23 CSU campuses. Despite a sluggish economy, Cal State East Bay raised $6.1 million from private donors in the fiscal year 2010-11 to sustain students and programs. CSUEB also received significant donations from corporations like Chevron, and foundations like Bayer USA Foundation, the Hearst Foundation and the Dean and Margaret Lesher Foundation.

Corinne Hansen

Director of Marketing and Communications, Black Hills State University in South Dakota, United States

BHSU’s brand, Transforming Lives, has been actively embraced by students, faculty, staff, alumni, and community members. We know it’s resonating with our audiences because we hear it from them, often. She provides a strong base of support for the brand while encouraging creativity and flexibility. This approach has allowed the brand to evolve in ways we had not even imagined. Using the brand on multiple formats, including new media (website, Facebook, Twitter, YouTube) as well as traditional media (publications, news releases, alumni magazine) has created a strong, effective brand that is recognized and embraced.

Claudia Jackson

Executive Director of Community and Legislative Relations, Del Mar College in Texas, United States

More than 30 years’ expertise in branding Del Mar College: new advertising, electronic, and print publications, television production/broadcasting, special events, and government relations. Since 85% of DMC enrollment is local, growing brand and enrollment means growing via a local population. Claudia devoted 1000+ hours over 4 years to lead the BoldFuture regional visioning initiative. The resulting Action Plan has 260+ initiatives in education, economy, environment and other areas. One year into the 5-year planning cycle, 70+% of the projects are underway or completed: managing DMC’s 75th Anniversary and leading a team of award-winning brand marketers.

Ron Kennedy

Senior Vice President of Marketing, Liberty University in Virginia, United States

In his first year in charge of the marketing office, he implemented the university’s first external and internal branding initiatives, led the 40th-year initiative, and increased department productivity. When the LUOnline program first began to grow, Kennedy doubled the enrollment in just over 2 years. This shows an ability to market a brand and build trust in the brand. In the first year as Vice President of Marketing, the Promotional Publications Offices launched two major brand campaigns. Both campaigns were landmarks for the university in scope and type. Kennedy used Internet, TV, radio, print, and other marketing mediums to make these campaigns a success.

Emma Leech

Director of Communications and Marketing, University of Nottingham in Nottingham, United Kingdom

Emma has a United Kingdom Higher Education sector leading track-record, demonstrating international impact with tangible ROI linked to rebranding achieved within 18 months. Her work has won multiple awards across all strands. She has delivered fully integrated on and offline campaign work created from scratch spanning the UK, China, and Malaysia. Strategy development, full European Union procurement, restructuring, and instituting an internal change programme to underpin the rebranding work (all delivered within existing budget) are highlights of her achievements. All of accomplishments were done alongside award-winning campaign work development, including total marcomms support for the launch of an impact fundraising campaign.

Elyse Meyer

Marketing Specialist, Thunderbird School of Global Management in Arizona, United States

Elyse is responsible for all marketing efforts, including a redesign and launch of a new website, all lead generation efforts, social media, email marketing, events, and Thunderbird Online branding. Elyse assisted in the design and developed all content for the new Thunderbird Online website. She continues to manage the design, content, and strategy. She also launched and manages social media pages for Thunderbird Online including LinkedIn, Facebook, Twitter, and Google+. She developed a landing page strategy to increase conversions of new leads and give prospects the information they are looking for in the most efficient manner, including syllabus downloads for each certificate offering.

Aron Myers

Director of Marketing and Communications, The Florida State University in Florida, United States

The brand of the Division of Student Affairs (DSA) at FSU was disconnected and each department’s brand looked independent of other departments. Aron spearheaded a major rebranding of the DSA, and is a vital asset to The Florida State University. The most outstanding achievement for Aron is the transition of the DSA into a cohesive marketing unit. The DSA now has the ability to be recognized as a team of departments represented through a system of graphics and artwork that give each its own uniqueness, while remaining tied together by a common thread. Aron’s department has also expanded its doors to provide marketing consultation and retreats for the entire DSA. This has strengthened each department in their ability to reach students.

Heather Newton

Manager of Marketing and Recruitment, Athabasca University in Alberta, Canada

Heather is a phenomenal brand master. She is able to convey the intricacies of Athabasca University’s brand across a variety of media. Heather has a history of producing the highest quality materials in support of the University. Most recently, Heather has been responsible for the creation of an award-winning online ad. Not only does Heather spearhead the development of the pieces included above, she guides staff in the maintenance of Athabasca’s institutional Facebook Page.

Mark Sproul

Head of Web & Digital Communications, Edinburgh Napier University in Lothian, Scotland

Mark is responsible for the transformation of the Edinburgh Napier University brand internationally via highly effective social media and search engine marketing in India and Africa, thus increasing brand awareness and engagement. Mark has increased brand awareness and engagement considerably. This demonstrates excellent strategic market understanding of international marketing and the right mix of digital and social media skills to implement effective and engaging campaigns. This involved developing campaign themes based on market needs and aligning the brand. For Facebook, the theme was centered around innovation and for search, it focused on excellence and funding in UK Higher Ed.

Teri Lucie Thompson

Vice President for Marketing and Media, Purdue University in Indiana, United States

Under her direction, Purdue’s profile, including Purdue’s U.S. News & World Report ranking, has risen and boosted its profile in the world and state through targeted marketing of a clear market position. Focused strategic marketing, connected to the institution’s strategic goals, resulted in clearly articulating the “brand position.” She built the market research function and ensured stakeholder voice was represented in marketing communications. Purdue now tracks monthly, quarterly, and yearly metrics of volume of media placements; breakdown of placements by editorial tone; volume; duration of visits to key PU webpages; volume of social media interactions/opens/click-through rates of targeted newsletters; and brand and ad awareness.