Breaking down barriers between brand and enrolment marketing

John Denker and Christie Harper
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John Denker: Vice President, Marketing and Brand Management, The University of Arizona, USA
Christie Harper: Vice President, Campus Brand Engagement, The University of Arizona, USA

Journal of Education Advancement & Marketing, 2023, vol. 7, issue 4, 336-344

Abstract: There exists an ongoing debate within the higher education marketing and communications disciplines on the merits of having a centralised versus decentralised structure. At the University of Arizona, the institution's two largest marketing teams chose collaboration as a third path — embracing and combining the audience and content expertise of the decentralised model with the brand consistency and breadth of centralisation. This collaboration has effectively broken down the barriers between enrolment and brand marketing and thereby enhanced the effectiveness of each unit's individual marketing efforts, making the whole greater than the sum of the parts. This paper will reveal how the teams came together on media strategy, brand strategy and creative execution to achieve significant application and enrolment growth.

Keywords: brand strategy; media strategy; organisational structure; centralisation; creative development (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2023:v:7:i:4:p:336-344

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