1. Brand Remediation: Right, Restore, Rectify, Redress…
2. The Admissions – Branding Connection (Or, How I Learned to Stop Worrying and Love the Brand)
3. How to Build Your Brand In-House: Insights From the Inside

The Admissions – Branding Connection, Date and time to be determined

How to Build Your Brand In-House, Date and time to be determined

Conference Location
The Westin Crown Center, Kansas City, Missouri

Session Details
Brand Remediation: Right, Restore, Rectify, Redress…
You’ve established a brand. But the results didn’t match your goals. There may have been elements of the branding process that were overlooked. Maybe not everyone had a voice. Maybe the wrong audience was given top priority. Or maybe it just lost steam.

By diagnosing the gaps and implementing the correct tools, there is tremendous opportunity to reestablish and revitalize your brand.

Enduring brands are built from the inside out and are based on core values, differentiating attributes, and a shared vision of excellence. Without this strategic foundation, it is virtually impossible to maintain a consistent identity over time and across all departments.

Audiences will learn:

•  The advantage of consensus-based branding
•  How to engage, refocus, and rally institutional stakeholders to reinvest in the brand
•  Three keys to a compelling brand platform

Session Details
The Admissions – Branding Connection
(Or, How I Learned to Stop Worrying and Love the Brand)
In this informative and experience-based session, you’ll hear from Kenton Pauls, Director of Enrollment Services at the University of North Dakota (UND) and co-author of A Predictive Model of Inquiry to Enrollment, and Prescott Coleman, Vice President of Client Services for Educational Marketing Group, about how this premier University made the connection between admissions and their recent branding effort.

Hear how UND’s admissions team ensures that the brand speaks loudly and clearly to prospective students, guidance counselors, and parents. You’ll learn how to build life-changing partnerships between enrollment management and the central marketing communications team, as well as gain critical insights from on-the-ground recruiters about the challenges and successes of taking the brand to market.

This session will cover missteps and solid victories, explain where the landmines are and how to avoid them, and will give participants a clear sense of how and why admissions and the brand work together to make the institution’s recruiting efforts really sing.

Audiences will learn:

•  Three keys to taking your brand to market
•  How to ensure collaboration between admissions and the central marketing communications team
•  Four ways to engage your audiences now

Session Details
How to Build your Brand In-House: Insights From the Inside
Rather than hire an outside firm to build the University’s brand, the marketing team at Buena Vista University put on their strategy hats and saddled up to develop the brand in-house. Cathy Grothe, Director of Marketing and Communications at BVU, and Marlene Brock, Executive Vice President of Educational Marketing Group, Inc. will share insights into how Cathy and her team approached the branding process as well as the pros and cons of this decision.

Learn how the experience not only fostered greater self-reliance and clarity regarding the brand, but also provided an opportunity for significant professional development. Collaborating with EMG for strategic counsel and staff mentoring, BVU found the partnership invaluable in keeping the team focused on the big picture.

Audiences will learn:

•  Four techniques to staying focused on the big picture
•  Three keys to developing a compelling brand platform
•  How to leverage the expertise and power of external consultants
  

Presenters

Prescott Coleman, Vice President of Client Services For more than sixteen years and across multiple industries, Prescott has helped organizations define their strategic goals, develop competitive options, and implement creative solutions. Growing up professionally as an entrepreneur, his experience includes small business, government, magazine subscription fulfillment, and multinational financial services. In the corporate environment, he has advised executives on as varied subjects as public policy, project management, team dynamics, process design, marketing approaches, and e-commerce. Twice named a CASE “Stellar Speaker”, he is a website designer, writer, and cartoonist. Prescott brings to EMG a synthesis of management experience, marketing acumen, and strategic analysis. He has counseled public, private, large, and small institutions of higher education across North America. He holds a Bachelor of Arts in Communications from Austin College and an MBA from Colorado State University.

Kenton Pauls, Director of Enrollment Services Kenton Pauls currently serves as the Director for Enrollment Services at the University of North Dakota. Mr. Pauls has extensive experience in implementing and leading institutional recruitment initiatives and overall branding efforts and has extensive experience in the area of recruitment training. Kenton completed his undergraduate degree at Trinity Western University in Langley, British Columbia, and began his work in admissions while serving as a student employee. Since 1995, Kenton has worked in the field of college admissions and recruitment. After about five years as a traveling admissions counselor at TWU, Kenton accepted a position at the University of North Dakota where he has served for almost eight years as Director of Enrollment Services. In addition to completing his MBA in 2005, Kenton presents regularly at regional and national conferences on topics related to recruitment and marketing. In addition to the traditional recruitment responsibilities, Kenton's work includes extensive responsibility for orientation activities and UND's family programming. As a co-author with a UND economist, Kenton was recently published in Research in Higher Education for an article dealing with a successful home-grown predictive modeling tool created and currently in use at UND. In addition to data maximization techniques, Kenton thrives on integrating marketing principles practically into the day-to-day college admission scene. Kenton currently lives in Grand Forks, North Dakota.

Marlene Brock, Executive Vice President Marlene has more than 25 years of organizational management and brand development experience and is a co-founder of EMG. In addition to her expertise in higher education, Ms. Brock has extensive experience in the public sector, retailing, the television industry, and corporate real estate. She has worked for local government as well as for international corporations such as United Artists and Siemens. Under her direction, EMG has grown dramatically into an award-winning international marketing agency that has been cited as one of the premier educational brand-development companies in North America. She has provided executive-level consulting on organizational management, strategic planning, marketing, and brand development for CEO's of colleges and universities throughout the U.S. and Canada; and has been honored with numerous awards for developing and managing effective branding programs and operations. Marlene holds a BS degree in Management of Human Resources and speaks frequently at colleges, universities, and professional organizations on strategic planning, brand marketing, and related topics.

Cathy Grothe, Director of Marketing and Communications As Buena Vista University’s Director of Marketing and Communications, Cathy is responsible for the day-to-day marketing and communication activities for the institution and is the university’s brand manager. Her main responsibility is executing the brand strategy and all aspects of brand marketing. Prior to joining BVU, Cathy was the Assistant Director of Athletics at Indiana State University. Her responsibilities included sport program supervision, all aspects of marketing, public relations and corporate sponsorships. She served on numerous university planning committees impacting the direction of the institution. Cathy has also worked at the University of Montana and the University of Iowa. She holds a bachelor’s degree in marketing with a communications minor as well as a master’s degree in journalism and public relations from the University of Iowa.