Driving Affinity Through Innovative Marketing at Universities

WEBVTT 1 00:00:00.120 --> 00:00:05.240 The notion of marketing is the catalyst of exemplary customer experiences, the idea that 2 00:00:05.360 --> 00:00:09.669 we are the drivers of those experiences, that we are the drivers of the 3 00:00:09.750 --> 00:00:13.470 brand and not the driven. You were listening to the Higher Ed Marketer, 4 00:00:13.910 --> 00:00:18.989 a podcast geared towards marketing professionals in higher education. This show will tackle all 5 00:00:19.109 --> 00:00:23.500 sorts of questions related to student recruitment, don'tor relations, marketing trends, new 6 00:00:23.579 --> 00:00:28.339 technologies and so much more. If you are looking for conversations centered around where 7 00:00:28.379 --> 00:00:32.380 the industry is going, this podcast is for you. Let's get into the 8 00:00:32.420 --> 00:00:40.770 show. Welcome to episode one of the Higher Ed Marketer podcast. I am 9 00:00:40.850 --> 00:00:44.490 one of your host, Troy Singer, and I'm here with my cohost, 10 00:00:45.049 --> 00:00:48.810 Bart Taylor. How's it going to day, Bart Troy? It's going great. 11 00:00:48.890 --> 00:00:52.840 I'm very excited to get going and and this being our launch of our 12 00:00:53.159 --> 00:00:57.320 higher Ed Marketer podcast, it's exciting to be here today and I'm really looking 13 00:00:57.359 --> 00:01:00.359 forward to it, as am I. Now to get into it. It 14 00:01:00.719 --> 00:01:03.349 seems that Higher Ed Marketing, along with everything else in life, has been 15 00:01:03.590 --> 00:01:08.349 affected greatly by covid nineteen. Can you tell us a little bit about today's 16 00:01:08.390 --> 00:01:12.189 show and the guests that we have. Yeah, when we first started thinking 17 00:01:12.189 --> 00:01:15.390 about launching this podcast, I think that we have to first look at the 18 00:01:15.430 --> 00:01:18.700 reality of where things are. I mean it'd be great to be able to 19 00:01:18.739 --> 00:01:22.060 just jump in and start talking about highered marketing, which we are, but 20 00:01:22.140 --> 00:01:23.500 also being able to look at it in the context of the reality of the 21 00:01:23.540 --> 00:01:27.540 world around us. And certainly in the last year it has been greatly impacted 22 00:01:27.540 --> 00:01:30.579 by covid nineteen and I don't think that's going to change anytime soon. And 23 00:01:30.700 --> 00:01:36.689 so today's guest is Ethan Braden. He's one of the leaders at pretty universities, 24 00:01:36.730 --> 00:01:40.329 the vice president of marketing and communications, and we're going to be talking 25 00:01:40.370 --> 00:01:44.689 with him about not only the fact that he and his team won the American 26 00:01:44.769 --> 00:01:49.000 Marketing Association marketers of the year, they swept that this year, but they 27 00:01:49.040 --> 00:01:53.319 also did their higher Ed Marketing in the midst of a pandemic, and part 28 00:01:53.400 --> 00:01:57.680 of that was rolling out a new brand and rolling out a protect produce platform 29 00:01:59.120 --> 00:02:01.549 that really allowed them to communicate with all their constituencies in a way that really 30 00:02:01.590 --> 00:02:07.310 helped them navigate the pandemic and do it in a successful way and actually grow 31 00:02:07.349 --> 00:02:09.949 their class in the midst of that. Well, we both have been fans 32 00:02:09.990 --> 00:02:14.469 of Ethan for quite a while and we're so excited to have him on. 33 00:02:14.710 --> 00:02:20.020 So, without further ado, let's get started. We are very excited to 34 00:02:20.139 --> 00:02:24.460 have Ethan Braden, Senior Vice President of marketing and communications at Produce University, 35 00:02:24.620 --> 00:02:30.090 with us today on the Higher Ed Marketer. Welcome Ethan. Thank you, 36 00:02:30.210 --> 00:02:34.250 guys, Ethan, I had followed you for a while before. I realize 37 00:02:34.289 --> 00:02:38.610 that you recently came to produe and the Higher Ed Marketing Space from the private 38 00:02:38.650 --> 00:02:45.360 sector. Could you share the story of how that transition took place and any 39 00:02:45.400 --> 00:02:49.280 learnings that you would offer others that are thinking of making a similar transition? 40 00:02:49.800 --> 00:02:53.960 Certainly know I was very fortunate to follow to produce my mentor who also brought 41 00:02:53.960 --> 00:02:55.479 me to lily in two thousand and six, Stan Hassler. So in the 42 00:02:55.520 --> 00:02:59.469 summer of eighteen we began to discuss the fact that he was going to stay 43 00:02:59.469 --> 00:03:04.030 at produce audible thing on his third attempt to retire and become essentially the chief 44 00:03:04.069 --> 00:03:07.669 marketing officer and run the hundred and fifty anniversary there. Produce needed a great 45 00:03:07.669 --> 00:03:10.150 number two, so we discussed the idea of following up him up there, 46 00:03:10.389 --> 00:03:14.900 learning from him, being his his number two is lieutenant and, if lucky 47 00:03:14.939 --> 00:03:17.180 enough, earning the opportunity to succeed him when he retired, and fortunately, 48 00:03:17.219 --> 00:03:21.139 in April of this past year, two thousand and twenty, I was fortunate 49 00:03:21.139 --> 00:03:23.460 enough to to earn that opportunity. But in terms of coming to hire it 50 00:03:23.500 --> 00:03:25.699 from the private sector, I've asked that question a lot and I think there's 51 00:03:25.699 --> 00:03:30.330 actually far more similarities than there are differences. Awesome, honestly. It's a 52 00:03:30.409 --> 00:03:35.889 complex, oftentimes commoditized, competitive, difficult market. We're great. Marketing is 53 00:03:36.050 --> 00:03:39.370 paramount and needed and in its base, like a university with multiple colleges, 54 00:03:39.449 --> 00:03:44.240 departments, players, etc. Influence without authority is key, and we saw 55 00:03:44.319 --> 00:03:46.960 that in the private sector as well. But at the other day I think 56 00:03:46.000 --> 00:03:51.000 it's equally as complex, equally as fun, equally as challenging, again with 57 00:03:51.039 --> 00:03:54.280 an incredible beneficiary to our worked up being students and families that will hopefully come 58 00:03:54.280 --> 00:03:58.469 up to produne university and have a great experience, as they would have previously 59 00:03:58.469 --> 00:04:00.750 with our medicines in my in my previous career. Great, great, that's 60 00:04:00.909 --> 00:04:03.189 that's that's great. Thank you, E for then, as I'm kind of 61 00:04:03.229 --> 00:04:05.830 also, just kind of picking back on that, I noticed that this year 62 00:04:06.069 --> 00:04:10.460 you won the American Marketing Association High Red Marketer of the year with your team. 63 00:04:10.780 --> 00:04:13.180 Maybe can tell us a little bit about that. Yeah, we were 64 00:04:13.219 --> 00:04:16.220 fortunate to sweep and it, I'll credit goes to the team to be named 65 00:04:16.259 --> 00:04:19.139 the individual and then a couple days later find out that the team was also 66 00:04:19.180 --> 00:04:23.139 named marketing team of the year. was just a treat. Had A few 67 00:04:23.180 --> 00:04:25.490 people say to me, and I think this is an important point, you 68 00:04:25.569 --> 00:04:27.970 know, that was fast. You've been there two years, done a lot 69 00:04:28.009 --> 00:04:29.329 of work, but but it, you know, it's the other day. 70 00:04:29.889 --> 00:04:30.850 You know when if you get after it for two years, whether it's in 71 00:04:30.930 --> 00:04:35.170 fitness or in finance or professionally, if you get after it every single morning 72 00:04:35.209 --> 00:04:38.800 and work to get a little bit better, a lot can be done in 73 00:04:38.879 --> 00:04:44.720 two years and thankfully, and thankful of a very impressive and devout team that 74 00:04:44.759 --> 00:04:47.240 has a DNA that just wants to make great impact of university, we were 75 00:04:47.240 --> 00:04:49.199 able to achieve that. But the other day, you know, the other 76 00:04:49.240 --> 00:04:54.110 part of this is having a very supportive board, President Daniels and other leaders 77 00:04:54.149 --> 00:04:58.670 who want a brand that does justice to Protu University, to its hundred and 78 00:04:58.670 --> 00:05:01.149 fifty one years of history, to its six hundred and thirtyzero alumni. They 79 00:05:01.230 --> 00:05:05.269 want a brand that really shines when we put it out there as marketing communications, 80 00:05:05.389 --> 00:05:09.379 the way that those alums feel when they see it, and you we 81 00:05:09.459 --> 00:05:11.579 need to do justice to it. Thankfully, two thousand and twenty was a 82 00:05:11.620 --> 00:05:14.300 good opportunity to do so. Well, that's great. And speaking of two 83 00:05:14.339 --> 00:05:16.220 thousand and twenty, I know that you're having such a great team that's really 84 00:05:16.259 --> 00:05:19.860 trying to make an impact. I'm sure that was very helpful as you rolled 85 00:05:19.860 --> 00:05:23.889 out the protect produe in the middle of a pandemic, and as a parent 86 00:05:23.970 --> 00:05:27.449 of a produced student, I was I was very impressed to see that kind 87 00:05:27.449 --> 00:05:30.649 of roll out when when we dropped my freshman off on campus in August, 88 00:05:30.649 --> 00:05:33.329 I was, you know, relieved to see what was going on and I 89 00:05:33.370 --> 00:05:36.560 was impressed over the course of the semester. So maybe tell us a little 90 00:05:36.560 --> 00:05:40.600 bit about that campaign, how it came to be and how the marketing played 91 00:05:40.639 --> 00:05:43.920 into that. Yeah, I think a few things. You know, number 92 00:05:43.959 --> 00:05:46.360 one team extends beyond those that were the pretty badge and for us we've got 93 00:05:46.399 --> 00:05:51.350 some great partners consultants fenders, as well as an agency in partnership here withthology, 94 00:05:51.470 --> 00:05:56.629 and they played a huge role, especially in an initially formulating the attitudes 95 00:05:56.670 --> 00:06:00.110 police behaviors the audience, understanding the objectives and the phases that we really wanted 96 00:06:00.110 --> 00:06:03.860 to execute with protect produe really from March or April on now, began with 97 00:06:03.899 --> 00:06:09.060 President Daniels, to be very frank, the quest, the call to learn 98 00:06:09.060 --> 00:06:13.620 from the hundred fifty anniversary, but with a much more important adversary or foe 99 00:06:13.899 --> 00:06:17.100 in the form of covid nineteen, and to apply all of those learnings about 100 00:06:17.100 --> 00:06:24.370 synchronized, compelling and consistent marketing communications to create the attitudes police behaviors that we 101 00:06:24.449 --> 00:06:27.930 were going to need on campus to thrive, to survive and to get through 102 00:06:27.970 --> 00:06:30.730 then, you know, get through that semester. So it was really a 103 00:06:30.850 --> 00:06:33.240 pickup of what we've learned over the last year about getting on the same song 104 00:06:33.360 --> 00:06:36.600 sheet, about deeply understanding those attitudes police behaviors that we were going to need 105 00:06:36.639 --> 00:06:41.199 to either change or reinforce or create, you know, in a community of 106 00:06:41.240 --> 00:06:44.920 Fiftyzero to be successful, and then to bring those to life. I have 107 00:06:45.000 --> 00:06:47.110 an associate on my team who likes to use the Disney example and she says, 108 00:06:47.149 --> 00:06:49.910 you know, at Disney you can't go thirty feet without finding a trash 109 00:06:49.910 --> 00:06:54.269 can if you have a real commitment to cleanliness. For us it was don't 110 00:06:54.269 --> 00:06:57.389 go thirty feet without seeing a reminder of protect purdue, believing that it, 111 00:06:57.550 --> 00:07:00.660 you know, seven, wherever you go, you to protect ourselves, protect 112 00:07:00.740 --> 00:07:04.980 others and protect that produce community if we were going to do this successfully residentially 113 00:07:04.980 --> 00:07:09.980 and open the produced. President, Mitch Daniels, who you previously mentioned, 114 00:07:10.019 --> 00:07:14.620 and also what's the governor of Indiana one time, I believe, wrote an 115 00:07:14.699 --> 00:07:17.410 op Ed piece in the Washington Post early in the pandemic. So if you 116 00:07:17.529 --> 00:07:21.250 could tell us how that fit into the campaign? Was it the spark or 117 00:07:21.889 --> 00:07:26.089 was it the camp part of the campaign structure at all? Well, I'd 118 00:07:26.129 --> 00:07:28.970 say it was the tip of the spears, specially in front of the curtain. 119 00:07:29.290 --> 00:07:31.720 The reality is, you know, Mitch is guided by science, he's 120 00:07:31.759 --> 00:07:36.000 guided by his his executives, his leaders, his deans, his scientists on 121 00:07:36.079 --> 00:07:40.839 campus, and so a lot of work had been put into place long before 122 00:07:40.839 --> 00:07:45.149 he made the declaration that we would reopen. He attasked our veterinarian Dean Willie 123 00:07:45.189 --> 00:07:48.350 read and Our Business School Dean David Hummel's to lead us a campus task force 124 00:07:48.389 --> 00:07:53.910 where they really looked under every rock to understand the problems, the challenges, 125 00:07:53.949 --> 00:07:57.550 the headwinds, as well as the solutions to potentially being able to reopen. 126 00:07:57.829 --> 00:08:00.579 You Watch the science, especially as it protect, you know, as it 127 00:08:00.660 --> 00:08:03.980 pertains to the diversity of audiences and constituents we have with that's an eighteen year 128 00:08:03.980 --> 00:08:07.379 old freshman or, you know, seven year eight year old faulty member and 129 00:08:07.459 --> 00:08:11.779 everything in between. And so when you saw that declaration, it was guided, 130 00:08:11.100 --> 00:08:16.170 you know, by his experts, by his cabinet and by the science. 131 00:08:16.810 --> 00:08:18.529 But he was the tip of the spear really at Pretty University and and 132 00:08:18.769 --> 00:08:22.250 in North America to say I think we can come back and live our mission 133 00:08:22.370 --> 00:08:26.360 open residentially, but we'll have to do it in a way fundamentally different than 134 00:08:26.360 --> 00:08:31.560 anything we know, whereby we would protect the most vulnerable and then find a 135 00:08:31.600 --> 00:08:35.039 different way to operate with everyone else that would be present. And so that 136 00:08:35.159 --> 00:08:37.879 oped was really a function, I think, of leading the way he does. 137 00:08:37.919 --> 00:08:41.590 He's an incredible situational leader. Leaders always have arrows in their back and 138 00:08:41.710 --> 00:08:43.710 we see that. But at the end of the day. That decision was 139 00:08:43.750 --> 00:08:46.429 very guided and by no means just on his own. That's great and being 140 00:08:46.429 --> 00:08:50.149 a parent of a freshman, I love seeing that message. Even before we 141 00:08:50.269 --> 00:08:54.309 set up foot on campus, I was excited about that. But if I 142 00:08:54.429 --> 00:08:58.059 remember correctly, there were some in the community that weren't as excited about it 143 00:08:58.100 --> 00:09:00.899 and maybe put some arrows in the back that, as you kind of referenced 144 00:09:00.899 --> 00:09:05.059 and and pushed back. So they not only were you rolling out the messaging 145 00:09:05.100 --> 00:09:07.220 for different audiences, but getting pushed back from some of those audiences as well. 146 00:09:07.340 --> 00:09:11.570 It's common when a stakes put in the ground. So tell us how 147 00:09:11.690 --> 00:09:13.850 you handled that as a marketer and any tips that you might have for others, 148 00:09:13.850 --> 00:09:16.370 because, I mean, true leadership is going to end up that way 149 00:09:16.409 --> 00:09:18.490 and I think that, you know, a lot of schools could learn from 150 00:09:18.490 --> 00:09:22.610 your example. Yeah, I think there's a lot of things there. You 151 00:09:22.690 --> 00:09:24.480 know, the first piece, again, is being guided by science and being 152 00:09:24.519 --> 00:09:28.159 guided by the experts of a university community. Right that safe campus task force 153 00:09:28.240 --> 00:09:31.919 really identified what would the head winds and the tailwes to potentially do this. 154 00:09:33.519 --> 00:09:37.480 Moreover, he assembled the protect Portu implementation team with folks leading functions of their 155 00:09:37.519 --> 00:09:41.190 expertise to be able to do this successfully. The board of trustees approve the 156 00:09:41.269 --> 00:09:45.909 measures the protect porty planned three times over the summer. And additionally, as 157 00:09:45.950 --> 00:09:48.629 you think about the faculty, staff, employees, etc. There are eighty 158 00:09:48.710 --> 00:09:52.340 town halls before we open school that were directed at them to bring people along 159 00:09:52.460 --> 00:09:58.139 to hear the concerns, to create confidence, competence and perceptions, as well 160 00:09:58.179 --> 00:10:01.019 as realities of understanding, and there were fifty of those as well for families 161 00:10:01.059 --> 00:10:05.940 and students. So you know, coalition building continue to evolve as the science 162 00:10:05.019 --> 00:10:11.809 evolved over communicating, doing it with empathy, providing avenues to hear the other 163 00:10:11.850 --> 00:10:15.289 points of view and solicit information, with our protectorty website, for instance. 164 00:10:15.330 --> 00:10:18.330 All of those were key and keeping the ball moving but also not leaving anyone 165 00:10:18.370 --> 00:10:22.559 behind. And you know the other thing I highlight with that protect porty implementation 166 00:10:22.639 --> 00:10:26.320 team, now we're every morning with Mitche thirty. There's two deans of so 167 00:10:26.519 --> 00:10:28.240 set with that. There's our probost, there's our vice provosts of teaching and 168 00:10:28.279 --> 00:10:33.039 learning. There's great representation from all the corners of campus. They're helping guide 169 00:10:33.039 --> 00:10:35.950 those decisions throughout the course of the summer, through the fall and that will 170 00:10:35.990 --> 00:10:39.110 only continue this spring. That's a great deal of commitment for everyone on that 171 00:10:39.190 --> 00:10:43.309 team. I mean a daily meeting like that. That that is a lot 172 00:10:43.309 --> 00:10:46.230 of commitment. I've applaud that. So tell me a little bit about I 173 00:10:46.230 --> 00:10:48.909 mean, obviously, in the middle of protect produce, that's not all that 174 00:10:48.950 --> 00:10:52.019 you guys were doing. I mean you still have the business of a regular 175 00:10:52.419 --> 00:10:54.940 high red marketer and marketing team to attend to. I mean you're certainly going 176 00:10:54.940 --> 00:11:00.539 to be working on enrollment persistence, retention, visits to campus, as well 177 00:11:00.580 --> 00:11:03.620 as other things that have to do with development, with donor relations or community 178 00:11:03.659 --> 00:11:07.370 engagement and relations. So tell us how all that fit together, because, 179 00:11:07.370 --> 00:11:09.490 I mean it didn't just stop with protect produe. You had to kind of 180 00:11:11.009 --> 00:11:13.850 implement that into everything else it tell us about that. The sequence, I 181 00:11:13.889 --> 00:11:16.090 think, is interesting because it into January we rolled out our new brand platform 182 00:11:16.129 --> 00:11:20.120 right a really a response to the hundred and fifty years of giant leaks anniversary 183 00:11:20.159 --> 00:11:24.840 campaign. That took us through eighteen and nineteen. But the idea was after 184 00:11:24.919 --> 00:11:28.320 that celebration of a hundred fifty years, we're all of the departments, were 185 00:11:28.320 --> 00:11:30.759 all the communicators where all the college is going to go back to their disparate 186 00:11:30.840 --> 00:11:33.429 corners or we're going to continue together, you know, on the same song 187 00:11:33.549 --> 00:11:37.549 sheet in key. And so we rolled out our new brand platform that really 188 00:11:37.909 --> 00:11:41.470 was founded in our essence of Pretty University, is about the persistent pursuit of 189 00:11:41.509 --> 00:11:46.590 innovation, where boiler makers bring their best and learn together to build a better 190 00:11:46.629 --> 00:11:48.820 world. And so you know, as we've faced covid five weeks later after 191 00:11:48.860 --> 00:11:52.620 that brand platform launch, we saw the students go home. But we were 192 00:11:52.659 --> 00:11:56.899 right in the midst of essentially yield. Right, it's march and you're starting 193 00:11:56.899 --> 00:12:01.179 to talk about August. The first key was to look at that and say, 194 00:12:01.299 --> 00:12:05.009 instead of throwing the playbook out the door, how do we continue to 195 00:12:05.049 --> 00:12:07.570 tell the world who we are and what we stand for? And we orchestrated 196 00:12:07.610 --> 00:12:11.529 a play called air cover. Was Really all along our sixteen CURCI's me two 197 00:12:11.529 --> 00:12:15.450 weeks each, but eight pillars of messaging. The continue to communicate, especially 198 00:12:15.490 --> 00:12:18.799 those amind of students and families that when others run out, produce runs in. 199 00:12:18.080 --> 00:12:22.360 What you can count on from a produce education, the innovation, the 200 00:12:22.440 --> 00:12:26.039 persistence, the collaboration, the affordability. We made sure we drove consistent messaging 201 00:12:26.120 --> 00:12:30.629 during those periods. Well, about a month later, as that had begun, 202 00:12:31.190 --> 00:12:35.909 protect produe was launched, and again it's right squarely with our brand persistent 203 00:12:35.190 --> 00:12:39.389 innovation, together in this instance to combat that foe that is covid nineteen. 204 00:12:39.429 --> 00:12:43.710 And we ran that play throughout the course of the summer in unison with our 205 00:12:43.710 --> 00:12:46.059 colleges, with our departments, as Jamie Gilpin at sprout social says, you 206 00:12:46.139 --> 00:12:48.500 know, for brands during that period of time, social media was about the 207 00:12:48.539 --> 00:12:52.980 only door that was open, or at least digital was pertaining to visits, 208 00:12:52.620 --> 00:12:56.620 etc. And so we really ran that place throughout the course of the summer. 209 00:12:56.659 --> 00:12:58.289 Or we're fortunate, I think, with all that collective effort to have 210 00:12:58.370 --> 00:13:01.450 the largest freshman class we've ever had. That's great. Congratulations. Thank you, 211 00:13:01.809 --> 00:13:07.049 Ethan. I must say that was so inspired. When others run out, 212 00:13:07.490 --> 00:13:11.409 boiler makers run in, and I will take that away from our session 213 00:13:11.490 --> 00:13:15.000 to day, for sure. I would like to ask you. We ask 214 00:13:15.159 --> 00:13:18.960 of our guests one thing that they could provide our audience, which is an 215 00:13:18.000 --> 00:13:22.559 idea that they could take away from listening that they could apply either now or 216 00:13:22.600 --> 00:13:26.870 very near in the future. Is there an idea that comes to mind that 217 00:13:26.950 --> 00:13:31.789 you could share that others could benefit from. Now I think it's the the 218 00:13:31.110 --> 00:13:35.830 point of view that I've really tried to bring to pretty university from my previous 219 00:13:35.870 --> 00:13:39.789 career, in that is, the notion of marketing is the catalyst of exemplary 220 00:13:39.870 --> 00:13:43.820 customer experiences, the idea that we are the drivers of those experiences, that 221 00:13:43.860 --> 00:13:48.539 we are the drivers of the brand and not the driven. We have three 222 00:13:48.580 --> 00:13:52.220 goals on my team. The first is to cultivate, excite and unite a 223 00:13:52.299 --> 00:13:54.419 world class marketing community at Perdu University. So I have a team of sixty 224 00:13:54.419 --> 00:13:58.769 five. There's another three to four hundred people on campus that are working in 225 00:13:58.889 --> 00:14:01.210 some sort of communications capacity. So how do we cultivate that group? How 226 00:14:01.289 --> 00:14:03.409 to excite that group, but how do we get them on the same page 227 00:14:03.929 --> 00:14:07.649 so that what they put out looks and feels compelling and consistent? That is 228 00:14:07.730 --> 00:14:11.159 a that's a proactive method. The second piece of that was to get away 229 00:14:11.200 --> 00:14:16.200 from being the driven, the shorter cook of random acts of marketing on university 230 00:14:16.200 --> 00:14:20.320 to be the driver of great positioning, of great understanding, of great promotion 231 00:14:20.399 --> 00:14:24.669 and great protection or preservation of our brand. So again, the idea of 232 00:14:24.710 --> 00:14:28.070 the driver and then the last idea that it's not for us, it's for 233 00:14:28.190 --> 00:14:30.309 our external audiences. And so at the end of the day, when we 234 00:14:30.350 --> 00:14:33.149 put our marketing out there, it's got to have that understanding, it's got 235 00:14:33.149 --> 00:14:35.669 to have that target, not aim to really be about driving affinity, so 236 00:14:35.830 --> 00:14:39.860 that people are going to take our information, they're going to feel something with 237 00:14:39.940 --> 00:14:41.779 it, they're going to recall and they're going to take some action based on 238 00:14:41.899 --> 00:14:45.659 it. With that sort of idea, I think that props marketing. It 239 00:14:45.779 --> 00:14:50.379 brings it to the table as a material contribution to the realization of the organization's 240 00:14:50.419 --> 00:14:54.490 ultimate goals. Right, we need a materially contribute to Miss Daniels realization of 241 00:14:54.570 --> 00:14:58.730 produce future, not be the shorter or cook in the back, and so 242 00:14:58.129 --> 00:15:01.250 I encourage all of your listeners, all of our markets on higher education, 243 00:15:01.409 --> 00:15:05.490 to really step up and think about their contributions and how they can be the 244 00:15:05.570 --> 00:15:11.559 driver of really great brand proliferation versus the recipient of orders of others. That's 245 00:15:11.600 --> 00:15:13.480 great. Thank you so much, Ethan, for for what you're shared today. 246 00:15:13.600 --> 00:15:16.919 Thank you for participating and kind of letting us in a little bit on 247 00:15:16.960 --> 00:15:20.240 the inner workings of the marketing team of the year and the marketer of the 248 00:15:20.240 --> 00:15:24.470 year from Ama and really excited about that. What you've shared today. I 249 00:15:24.509 --> 00:15:26.909 don't know if there's any last parting thoughts or any additional thoughts that you'd like 250 00:15:26.950 --> 00:15:31.549 to say. No, I just I wish everyone a really happy and healthy 251 00:15:31.629 --> 00:15:35.509 and hopefully productive two thousand and twenty one. We realize that Produ in particular, 252 00:15:35.940 --> 00:15:37.860 that this semester will be different and likely more challenging than the one that 253 00:15:37.899 --> 00:15:41.580 we just fought, and so we're gearing up for it. We continue to 254 00:15:41.620 --> 00:15:46.299 be somber and sober about our perspective on it. will go out of every 255 00:15:46.379 --> 00:15:48.539 single day. As Mitch said, we started early, we threw the kitchen 256 00:15:48.580 --> 00:15:52.210 sink at it, but at the only day it's about creating culture. It's 257 00:15:52.210 --> 00:15:54.450 about the culture that we needed from our students to really protect produe and I'm 258 00:15:54.450 --> 00:15:58.370 sure that's the case anywhere in higher education. Start early, throw everything you 259 00:15:58.450 --> 00:16:00.450 have at it and get that culture right. But this is going to be 260 00:16:00.490 --> 00:16:03.960 an interesting semester. I wish everyone the very, very best of luck as 261 00:16:03.960 --> 00:16:07.559 they can bat it will ethan. Thank you. Thank you for joining us 262 00:16:07.759 --> 00:16:12.159 and sharing your expertise with everyone today. You definitely provided plenty of use will 263 00:16:12.200 --> 00:16:18.909 takeaways and to our listeners. This episode of the hired Marketer podcast is sponsored 264 00:16:18.950 --> 00:16:25.710 by Cave of solutions and education, marketing and branding agency and also by think 265 00:16:25.750 --> 00:16:30.590 patented. I'm marketing, execution, printing and mailing provider of higher its solutions. 266 00:16:30.950 --> 00:16:33.740 On behalf of my cohost Bart Taylor, I'm troy singer. Thank you 267 00:16:33.820 --> 00:16:40.500 for tuning it. You've been listening to the Higher Ed Marketer. To ensure 268 00:16:40.580 --> 00:16:44.379 that you never miss an episode, subscribe to the show in your favorite podcast 269 00:16:44.460 --> 00:16:48.730 player. If you're listening with apple PODCASTS, we'd love for you to leave 270 00:16:48.769 --> 00:16:52.289 a quick rating of the show. Simply tap the number of stars you think 271 00:16:52.330 --> 00:16:53.889 the podcast deserves. Until next time,