In this session, attendees will learn why it is important to take an aggressive approach to developing and maintaining a coherent brand as it applies to enrollment marketing, social and digital media, and on-campus communications. Presenters will explain how Carson-Newman University tackled a murky identity and unveiled not only a new campaign, but new brand look and supporting elements in 8 months in an interactive session with Q+A opportunities.

This session will focus on Berry College, a liberal arts college of 2,000 undergraduate students. Overall, college enrollment dropped 1% at four-year nonprofit colleges over the last two years. Berry College increased enrollment during this time by 12% after implementation of a brand campaign. Formative work on the campaign began in 2017, with campaign roll-out beginning in 2019 using the four value pillars of campus life, mentorship, student work, and preparing students for life after college. Objectives of the campaign aimed to increase prospective parent and student awareness of the college, and to increase the number and diversity of students.

Say “Hello” to a collaborative marketing campaign to spark engagement, consistent branding and cross-promotion throughout the institution! The Florida State University Division of Student Affairs (FSU DSA) found an effective way to pull together student engagement content focused on what students need to know to be successful. FSU DSA Marketing brought this information to life in the vibrant Hello FSU! campaign. Find out how this team managed to make this a collaborative campaign despite the institution’s decentralized marketing structure. Plus learn how DSA Marketing used tools to create easily shareable branded content to provide other marketers throughout the university.