Ep. 11: How to Build a Marketing Dream Team at a Community College

07/01/24 • 40 min

In this episode of Hidden Gem, Maya interviews Lilian Clemente, the Executive Director of Strategic Marketing Communications and Interim VP for Strategy and Innovation at Front Range Community College. Lilian shares her journey of building a brand new marketing communication department from the ground up, discussing the challenges, strategies, and successes along the way. Tune in to discover how to assess your institution's needs, build trust within your community, and create a culture of collaboration and innovation.

Key Takeaways:

Team Building: Discover how Lilian assessed the needs of Front Range Community College and strategically built a marketing team from two to twelve members in just one year.
Internal Partnerships: Understand the importance of building trust and partnerships within the college community to enhance marketing efforts and align with institutional goals.
Culture Development: Hear Lilian’s approach to creating a positive, customer-service-oriented culture within her team.
Creative Collaboration: Find out how collaborating with faculty and leveraging student talent can benefit both the marketing team and the educational programs.

The IMPACT Framework

Guest Name: Lilian Clemente / Executive Director of Strategic Marketing Communications and Interim VP for Strategy and Innovation / Front Range Community College

Guest Social Handles: https://www.linkedin.com/in/lilianclemente

Guest Bio: Lilian Clemente is a marketing and communications executive with 15+ years of experience in higher education. She has led large marketing and communications initiatives and helped advance brand reputation on local and global scales for some of the top universities in the country.
As the Executive Director of Strategic Marketing & Communications at FRCC, Clemente leads the Marketing and Communications division, bringing her expertise and innovative approach to further elevate the college’s brand and expand its reach. She is responsible for drawing upon industry best practices and audience insights to develop and implement comprehensive marketing campaigns, support enrollment growth, and optimize internal and external communications. In addition to her marketing role, Lilian is also currently serving as Interim Vice President of Strategy and Innovation at Front Range Community College.
Prior to joining FRCC, Lilian served in key marketing and communications leadership roles to some of the top institutions in the U.S., including Arizona State University and the University of North Carolina at Chapel Hill, driving international enrollment growth and leading teams in creative strategy and implementation, alumni engagement and internal communications.
Lilian's passion for access to education and her belief in the transformative power of colleges and universities have been the driving forces behind her career in higher education. She holds a master's degree in Higher and Post-Secondary Education, a bachelor's degree in Business Communication, and a certificate in International Business from Arizona State University.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

Key Takeaways:

Team Building: Discover how Lilian assessed the needs of Front Range Community College and strategically built a marketing team from two to twelve members in just one year.
Internal Partnerships: Understand the importance of building trust and partnerships within the college community to enhance marketing efforts and align with institutional goals.
Culture Development: Hear Lilian’s approach to creating a positive, customer-service-oriented culture within her team.
Creative Collaboration: Find out how collaborating with faculty and leveraging student talent can benefit both the marketing team and the educational programs.

The IMPACT Framework

Guest Name: Lilian Clemente / Executive Director of Strategic Marketing Communications and Interim VP for Strategy and Innovation / Front Range Community College

Guest Social Handles: https://www.linkedin.com/in/lilianclemente

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

Previous Episode

Ep. 10: From Data to Advocacy: Shaping the Future of Community Colleges Nationwide

In this enlightening episode, we welcome Dr. Martha Parham, the Senior VP of Public Relations for the American Association of Community Colleges (AACC), to discuss the pivotal role community colleges play in the higher education landscape. Martha provides an in-depth look at the challenges and opportunities facing community colleges across the United States, emphasizing the critical support AACC provides through leadership, advocacy, and advancement. From navigating policy changes in Washington D.C. to leveraging data-driven marketing strategies, this episode sheds light on how community colleges can enhance their impact on students and communities nationwide.

Key Takeaways:

Ideas for leveraging data-driven strategies to enhance marketing and communication efforts, ensuring that community colleges effectively reach and engage their target audiences.
Tips for navigating the challenges of rapid technological advancements, particularly the integration of AI in education, to enhance learning and operational efficiency.
Guidance on maintaining effective advocacy for community colleges in Washington D.C., ensuring that their needs and contributions are recognized in legislative processes.
Strategies for using comprehensive data to communicate the value and impact of community colleges, helping to shift public perceptions and underscore their critical role in higher education.

Guest Name: Dr. Martha M. Parham / Senior Vice President, Public Relations / American Association of Community Colleges

Guest Social: https://www.aacc.nche.edu/

Guest Bio: Dr. Martha M. Parham is the senior vice president, public relations for the American Association of Community Colleges. Parham leads the marketing, publications, media and public relations, and oversees AACC’s 21st Century Center.
Prior to joining AACC, Parham was the Director of Public Affairs, Marketing and Government Relations at the Coast Community College District, where she directed the marketing, communications, media and public relations, graphics and printing, and government relations and advocacy activities of the ninth largest community college district in California. She also served as the Executive Director to the Coast CCD Foundation. While at Coast, Parham lead the campaign for Measure M, securing nearly $800-million in General Obligation Bond funds for the district’s three colleges.
Parham is a member of the National Council for Marketing and Public Relations. She is a past president of the Community College Public Relations Organization (CCPRO) and served on the board for the Association of Community College Administrators. She has won numerous awards from NCMPR and CCPRO for her creativity in developing advertisements and publications, event planning and advocacy strategies. Parham has been the recipient of several awards, including All Pro Lifetime Achievement Award by the California Community College Public Relations Organization, and the Coast District Manager of the Year.
Prior to joining the staff at the Coast Community College District, Parham spent her time at Disneyland as an Imagineer, where she served in an administrative capacity tracking graphics and lighting design projects for Tarzan’s Treehouse, New Tomorrowland and the Disney Gallery.
A native of Virginia, Parham received her bachelor’s degree in English from Longwood University, a master’s degree in English in 2005, and her doctorate in Educational Leadership in 2011.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/

Next Episode

Ep. 12: Mascot Magic: Strengthening College’s Brand Identity and Spirit

In this episode of Hidden Gem, Maya Demishkevich sits down with Dr. Stephanie Erdmann, CEO and Dean of Great Falls College, to discuss the college's innovative journey to strengthen its brand identity. Dr. Erdmann shares the fascinating story behind the introduction of their new mascot, Mo the River Otter. Learn how a well-executed mascot can bring a community together, enhance school spirit, and create a cohesive brand identity even for colleges without athletic programs. Tune in to gain valuable insights on strategic branding, community engagement, and creative marketing tactics.

Key Takeaways:

Community Involvement: Discover how involving staff, students, and community members in the mascot creation process can foster a sense of ownership and pride.
Creative Outreach: See how unique marketing strategies, such as involving local celebrities and creating engaging social media content, can boost community awareness and excitement.
Sustained Engagement: Explore ongoing initiatives to keep the mascot relevant and integrated into various aspects of the college’s activities and communications.
Time and Patience: Realize the importance of taking time with the mascot development process to ensure thorough community engagement and thoughtful implementation.

The IMPACT Framework

Guest Name: Dr. Stephanie Erdmann / CEO and Dean / Great Falls College MSU

Guest Bio: Dr. Stephanie Erdmann is a higher education veteran with more than 20 years of experience in private, tribal, and public two-year and technical colleges in Wisconsin and Montana.
Stephanie is passionate about two-year education. She began her own educational journey at Spokane Falls Community College before transferring to the University of Montana to earn a Bachelor of Arts in Interpersonal Communication and later masters and doctoral degrees. Her career path started in advertising and marketing after college graduation, and she proudly applies this transferable skill to her role as the CEO/Dean at Great Falls College MSU since July 2021, and in previous higher ed positions at other institutions for the last several years.
With an impressive record of promoting leadership within two-year educational institutions, Stephanie constantly strives to remove barriers for students so they can improve their economic situations and civic responsibilities through education. While offering the appropriate programs of study, hiring suitable people, and providing adequate financial support, a big part of her work involves creating a brand and marketing it to a broader audience. Not only does a strong brand attract students to the campus and encourage them to attend, but a strong brand also builds a community, resulting in higher persistence leading to more graduates.

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Connect With Our Host:
Maya Demishkevich
https://www.linkedin.com/in/mayademishkevich/