Navigating a Higher-Ed Brand Overhaul - A Conversation with Blair Lee
Education Marketing Leader with Chris Rapozo · Chris Rapozo
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Show Notes
🎙 In the latest episode of the Education Marketing Leader, I had the pleasure of hosting Blair Lee, the Director of Marketing and Communications at Colorado State University and Special Assistant to the President for Brand Advancement at the Community College of Aurora.
Blair has extensive experience in higher education marketing, having taken several institutions through brand overhauls.
His expertise and leadership have driven enrollment and increased impact, making him a key figure in the field.
Blair shared valuable insights on how higher education institutions can successfully navigate a complete brand overhaul, such as:
🔍 Indicators for a Brand Overhaul: When people have different perceptions about your institution, you have an identity crisis. Ensure your brand is synonymous with a clear, unique identity.
🤝 Importance of Leadership Buy-In: Executive support is crucial for the success of any brand overhaul, and leaders must set clear expectations while providing autonomy to their marketing teams.
👣 Initial Steps for a Brand Overhaul: Empower your creative team and trust their expertise while hiring the best talent, even from the private sector, for a fresh perspective. Engage all stakeholders, including students, faculty, and staff.
❌ Common Pitfalls: Ensure robust systems and project management are in place, and avoid trying to handle the overhaul without support.
📈 Measuring Success: Track increases in enrollment and advancement dollars while monitoring the growth in your institution's recognition and reputation. Position your institution to meet future demands and changes in the educational landscape.
💡 Advice for Higher Ed Marketers: Approach the overhaul step by step, starting with digital assets, as they are the first point of contact for many.
Connect with Blair:
LinkedIn: https://www.linkedin.com/in/leeblairt/
Instagram: @thehigheredcreative
Website: higheredcreative.net
Blair's expertise and actionable insights are invaluable for any higher education institution considering a brand overhaul.
Don't miss this episode to learn from one of the best in the field.
Until next time. ✌️
P.S. A special thanks to Jeff Ebbing for the recommendation.
#marketing #highereducation #branding