The Big Branding Idea

June 20, 2011
Online
12 - 1:30 p.m. Eastern

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Please note: This OSS is a video webcast.

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In this video webcast, higher education marketing and branding expert Terry Flannery, who has successfully created and introduced effective brand concepts in both public and private higher education environments, presents a process for developing a creative concept that satisfies the requirements for an institution's brand strategy. She tells how to successfully steward the concept through the internal decision-making process—the cultivation of support from campus leaders, the introduction to the community in the age of social media and the integration of the concept in an integrated university marketing program.

Whether you have the capacity to create a brand concept with your talented internal team or are working with an agency that understands and is fully capable of helping you navigate this process, Flannery will provide a framework that consistently yields a distinctive idea that meets your strategy requirements.

Speaker

Teresa Flannery
Executive Director, University Communications and Marketing
American University

Terry Flannery has worked in higher education marketing for two decades. She is American University's first executive director of university communications and marketing, and is a member of the president's cabinet. Establishing a full marketing program, beginning with market research to inform the brand strategy, Flannery and her team developed the "American Wonk" campaign to establish AU's distinctive brand position, raise awareness and build support for the university's major goals.

Prior to her appointment at American, Flannery built a nationally recognized higher education marketing and communications program at the University of Maryland as assistant vice president, where she led the team that created the "Fear the Turtle" campaign.

With expertise in marketing, branding, marketing research and assessment, Flannery has served as the chair of the CASE Institute for Integrated Marketing and Branding, and is a frequent speaker and consultant for higher education organizations.

Who Should Attend

• Senior communications directors and officers
• Communications and marketing professionals
• Internal communications teams
• Public and community relations professionals

Benefits of Attending

• Hear from the leader of the teams who created successful, long lasting and recognized brand concepts in higher education.
• Learn how to find, introduce and integrate the concept that embodies your institution's brand.
• Gain tips for creating and implementing brand concepts in an academic environment.
• Explore ways to shepherd the concept through the maze of internal decision-making.

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Registration Fees

$275, CASE members; $365, Nonmembers