SEASON 2, Ep. 8 Healing Through Brand: Transforming Higher Education from Jenny Petty, VP of Marketing & Communications at the University of Montana

Higher Ed Leaders: The Entrepreneurial Campus sponsored by Viv Higher Education

In this episode, Jenny shares her journey in higher education marketing, from her early days in the private sector to her current role as CMO at the University of Montana. She discusses the challenges of rebranding institutions, including navigating cultural tensions and internal skepticism, as exemplified by the "World Needs More Cowboys" campaign at the University of Wyoming. Jenny emphasizes the importance of community-driven branding, healing through brand, and cultivating a "flywheel" model that fosters long-term relationships with all audiences. She also provides valuable insights into entrepreneurial leadership in higher education, focusing on speed of implementation, ownership, and continuous improvement.

This podcast is sponsored by Viv Higher Education

About Viv Higher Education

Viv Higher Education is a Boston-based, female-owned comprehensive marketing agency specializing in higher education. With expertise in strategic planning, creative asset development, and media campaigns, we focus on enrollment-centric initiatives. Our approach is grounded in industry best practices, ensuring precision in reaching target audiences. We have extensive experience in marketing to diverse groups, including high school students, Hispanic, military, LGBTQ+, international students, and online learners. Navigating the complex landscapes of university environments is second nature to us, and we prioritize fostering collaborations that yield mutually beneficial outcomes. With a personable, nimble, and highly responsive approach, we deliver tailored solutions to empower organizations to achieve their objectives.
Website: https://vivhied.com/
LinkedIn: https://www.linkedin.com/company/viv-higher-ed/

บท

1. Introduction and Welcome (00:00:00)

2. Jenny's Journey to Higher Education (00:01:04)

3. The World Needs More Cowboys Campaign (00:03:54)

4. Challenges and Rebranding at the University of Montana (00:06:40)

5. Healing Through Brand (00:09:35)

6. Brand Camp & Comnmunity Involvement (00:11:04)

7. Flywheel Model and Long-term Engagement (00:18:09)

8. Entrepreneurial Leadership in Higher Ed (00:22:39)

9. Advice for Aspiring Higher Ed. Leaders (00:25:14)