Mascot as a Marketer: Integrating Persona in University Branding
1:30 PM - 2:30 PM CT
Speaker(s): Alex Garrido, Director of Digital Marketing & Analytics, University of Texas Rio Grande Valley, Kara Lara, Social Media Marketing Manager, UTRGV
Competencies: Strategic ThinkingIndustry or Sector Expertise
Experience Level: Level 3- Practicing Mid Level CareerLevel 2- Emerging Early Career
Elective Session
In this session, we explore the strategic integration of the university mascot's persona into the broader marketing ecosystem. We will discuss the process of personality profiling to develop a comprehensive and consistent character for the mascot. The session will highlight ongoing collaborative efforts with the spirit program, students, and fans, including focus groups and surveys to refine the mascot's persona. Participants will learn how AI can be leveraged to ensure continuity and consistency in the mascot's portrayal, an essential element in strengthening the university's brand identity.