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Wednesday, October 11 • 7:30am - 9:00am
Engage Your Brand (90 mins)

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Community engagement is a well-established strategy for enhancing student learning and faculty scholarship, and a recognized principle for guiding institutional behavior and organizational citizenship, but few universities capitalize on their community engagement work to elevate their brand identity within competitive and often congested higher education markets in urban and metropolitan regions. In this session, presenters will share the case story of an urban university that markets select aspects of its community engagement activities to advance a brand identity that resonates with key stakeholder groups, appeals to prospective student audiences and reinforces an organizational identity that affirms its role as a public, urban institution and distinguishes it from its market competitors.

An integrated marketing campaign that incorporates community engagement requires theme reinforcement at key points in the strategy and implementation phases: concept development, buy-in, creative phase, execution, advertising buys, promotions, earned and paid media. Presenters will share key insights garnered at each of these stages and share examples of the campaign products, including print and digital media.

avatar for Poh Lin Khoo

Poh Lin Khoo

Director of Marketing and Communication, Metro State University
Poh Lin Khoo provides leadership to generate enrollment, advance brand, and build partnerships as the Metropolitan State University Marketing and Communications Director. Poh Lin is a marketing professional with 20 years of experience creating successful marketing and communication... Read More →
avatar for Greg Mellas

Greg Mellas

Director, Institute for Community Engagement and Scholarship, Metropolitan State University
Greg Mellas has 20 years of experience working in community engagement, outreach and development in domestic and international settings. As director of Metropolitan State University’s Institute for Community Engagement and Scholarship, Greg leads the university’s civic and community-engagement... Read More →

Wednesday October 11, 2017 7:30am - 9:00am MDT
Colorado Ballrooms