Tools for Creating a Brand Culture at Your Institution Webcast Recording

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After an institutional brand is in place, higher ed marketers often feel the need to play the role of “brand police” rather than taking meaningful steps to move the needle on brand culture and adoption.

Join us for a webcast that will help you move more strategically toward a meaningful brand culture at your institution. Our expert instructor will present a three-tiered framework that you can apply to help you build a stronger brand culture at your institution, and will provide examples of the kinds of tools, templates, ongoing educational strategies, and assessment mechanisms her institution is using to strengthen brand culture.

Who Should Attend

This webcast has been designed for marketing and communications professionals who would like to build a stronger brand culture on campus wherein the campus community meaningfully embraces, accepts, supports, complies with, and “lives” the existing brand.

Learning Outcome

After participating in this online training, you will be able to start using tools to build a stronger brand culture at your institution.

Agenda

Our instructor—Sherrie Weldon, Chief Marketing Officer at Lynn University—will present a framework for building brand culture that consists of the following three levels, or “tiers”:

“Tier 1”: Providing tools

Our instructor will discuss how her institution moved from providing generic brand templates to providing a more robust suite of customizable, still-on-brand templates using a digital asset management system.

“Tier 2”: Engaging in ongoing brand education

You will learn about the approach that our instructor takes (topics and timelines) to providing ongoing brand education to various departments on campus.

“Tier 3”: Establishing incentives and recognition for “living the brand”

Our instructor will discuss how brand attributes can be built into performance reviews and employee recognition programs to help incentivize and reward people who truly live and embody the institutional brand.

Instructor

Sherrie Weldon, Chief Marketing Officer, Lynn University

An experienced senior executive and strategic marketer, Sherrie Weldon’s career has spanned over 20 years of corporate and agency roles in New York, London, and San Francisco. She has worked for leading brands including Sony, Philips, HP, Xerox, FTI Consulting, and Florida State University.

 

Since joining Lynn University in 2013, Sherrie and her team have modernized the university’s brand, incorporating professional communications into the campus culture and aligning marketing with the university’s 2020 strategic plan. Her recent achievements include university-wide brand guidelines, a new athletics brand for Lynn’s national champion Fighting Knights, and international recognition for the university’s innovative iPad-powered learning program.

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