All Together Now: Mindfully Integrating an Increasingly Disparate Brand
MCS6 Marketing, Content and Social Strategy
MONDAY, 4:15 - 5:00 p.m.
Who owns a brand? How can a college or university develop, grow, and maintain its identity while staying abreast of changes in the marketplace, such as demographics with shifting online preferences, as well as new tools, platforms, and technologies? How can a brand grow with all of these challenges along with an increasingly engaged community of faculty, staff, and students, eager to act as advocates for the college? With employees, students, alumni, prospects, donors, and more to consider, these questions are becoming increasingly challenging for all institutions. Berklee’s marketing leadership shares the struggles and successes of an ongoing brand unification initiative to assimilate disparate campuses, degree programs, institutes, and other programmatic offerings into a coherent brand experience to a wildly diverse audience. Browning and Tracy will discuss working with both outside agencies and internal stakeholders as well as the ongoing process of aligning and developing brand architecture and marketing strategies. Topics and platforms include search and display advertising, web structure, social media strategy, and data analysis.
Associate Director, Social Media and Online Marketing, Berklee College of Music
Magen Tracy is the Associate Director for Online Marketing and Social Media at Berklee College of Music. She worked previously in marketing and promotions for Live Nation New England, and has presented on topics including fan marketing, social media strategies, and careers in music at conferences include SXSW Music and High Ed Web National. She holds a B.A. from Brown University and an M.A. in Media Arts from Emerson College, and is an active musician in the Boston area and volunteer for Girls Rock Campaign.
Director of Marketing and External Affairs, Berklee College of Music
Janelle Browning is the Director of Marketing and External Affairs at Berklee College of Music. She spent her formative years studying words, reading books, editing stories, and overseeing marketing and promotions at various live music venues in Colorado. She holds a B.A. in English from Truman State University and an M.A. in English/Communications Development from Colorado State University, and spends her free time teaching and practicing yoga at her favorite local studio.
Online Marketing and Communications Manager, Berklee College of Music