For the people: How a novel approach to brand management fuelled adoption

Author's Biography

David W. Martel is the Vice President for Communications and Chief Marketing Officer of the University of Virginia and is responsible for the leadership of University Communications, which stewards institutional marketing, brand identity, university news and media outreach, social media, multimedia and public relations. As the chief communicator for the university, he leads a broad effort to generate widespread understanding, engagement and support for the advancement of Thomas Jefferson’s vision of a forward-thinking global university committed to educating citizen leaders, the value of higher education in America, and the impact of academic teaching, research and service. Martel previously served on the senior management team for the University of Connecticut (UCONN) and was charged with raising UCONN’s national profile, chairing rebranding efforts and leading communications efforts for a multibillion dollar legislative science and technology programme. Prior to his work at UCONN, he worked as the Senior Assistant Director of the Roper Center for Public Opinion Research.

Carol P. Keese is the Associate Vice President for Marketing at the University of Virginia and is responsible for brand stewardship and marketing. In this role, she is responsible for broad marketing, branding and communications programmes that serve strategic objectives and advance the reach and reputation of the university. Keese leads efforts by creative teams inside and outside the organisation to articulate and evolve the brand faithfully, and to execute programmes that grow perception, engagement and support for the work of the institution. Prior to her current position, Keese served as Vice President at Children’s National Health System in Washington DC, and as Senior Director of Public Affairs at Johns Hopkins Medicine.