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

07/15/24 • 42 min

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/

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

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

Previous Episode

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

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/

Next Episode

Ep. 13: Mastering Strategic Enrollment Marketing: Top 10 Focus Areas (Part 1)

In Part 1 of this two-part episode of Hidden Gem, Maya Demishkevich interviews Diane Burkett, Executive Director of Marketing and Public Affairs at College of the Mainland. Diane shares her comprehensive approach to strategic enrollment marketing, focusing on ten key areas that have driven significant growth and success for her institution. From optimizing websites and creating seamless student experiences to shaping public perceptions and leveraging innovative technologies, Diane offers valuable insights and practical strategies for higher education leaders. Tune in to learn how to navigate the complexities of enrollment marketing and build a cohesive and impactful brand identity.

Key Takeaways:

Strategic Growth: Learn how College of the Mainland has grown significantly through strategic marketing and enrollment efforts.
Website Optimization: Discover the role of website optimization in enrollment marketing and learn effective changes made by community colleges to enhance user experience, accessibility, and functionality.
Seamless Student Experience: Understand the steps taken to improve the prospective student experience, from application to enrollment.
Integrated Marketing Strategy: Gain insights into developing a strategic and judicious integrated marketing strategy across various channels.
Public Perception Management: Shaping Public Perceptions: Learn how to shape public perceptions and enhance your college's brand image through consistent messaging and community engagement.
Personalized Enrollment Marketing: Discover examples of how personalization in enrollment marketing enhances student recruitment through personalized email campaigns, tailored content, and targeted outreach.

Guest Name: Diane L. Burkett / Executive Director of Marketing and Public Affairs / College of the Mainland

Guest Bio: Diane L. Burkett serves as the executive director of marketing and public affairs at College of the Mainland. Her diverse professional career, spanning across the public and private sectors in both higher education and software. She possesses a broad experience in marketing, communications and public relations, including expertise in higher education marketing, omni-channel marketing, digital marketing, brand strategy, public affairs, and crisis communications.
During her tenure as executive director of marketing and public affairs at COM, she successfully led efforts to pass a $250 million general obligation bond, which will enable the college to fully complete its 10-year long-range plan to transform its facilities, expand academic offerings and optimize the student experience.
Prior to joining COM, Burkett served as a director of marketing for SnapStream, inc. She also spent eight years at the University of Houston, serving in a variety of roles and progressive marketing / recruitment positions for the C.T. Bauer College of Business, School of Continuing and Professional Education and the College of Optometry. She began her professional career in software, with cPanel, Inc.
Burkett has a master's degree in Instructional Technology and a bachelor's in communications with an emphasis in public relations from Mississippi State University.

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