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Navigating a brand ‘bounce back’ after a near closure: A case study on Sweet Briar College’s ‘fierce’ brand refresh
Journal of Education Advancement & Marketing,
5
(1),
41-51
(2020)
Abstract
The role of the chief communications officer at American colleges and universities continues to shift from that of a traditional public information officer to one that requires brand marketing expertise. A changing competitive landscape, enrolment challenges and financial woes present new road blocks that risk brand crisis regularly. This case study explores how one college repositioned its brand to recover from a brand crisis after nearly closing its doors. The authors offer seven steps for a structured approach to brand development and management in order to navigate a brand rebound postcrisis.
Keywords: brand; brand marketing; brand crisis; brand recovery; brand development; brand strategy; higher education marketing; higher education brand; college brand
The full article is available to subscribers to the journal.
Author's Biography
Melissa Farmer Richards currently serves as vice president for communications at Hamilton College. From 2017 to 2019 she led communications and enrolment management as vice president at Sweet Briar College. She previously served as vice president for communications at St Lawrence University and assistant vice president for marketing and publications at Virginia Tech. She has 26 years of global experience in communications, public relations, integrated marketing strategy, brand management, special events and strategic alliances. Melissa earned a MPA at Virginia Tech and a BA at the University of Virginia.
Alexia Koelling is a communications planning specialist with more than 15 years of experience leading multifunctional teams. She came to Lipman Hearne as a multi-awardwinning associate media director, project and stewardship manager, and media strategist for numerous corporate, nonprofit and higher education brands. Alexia holds a BA in history from the University of Chicago and is a Master Project Manager (AAPM).
Amy Ostroth is the senior director of communications at Sweet Briar College. She has more than two decades of experience in educational marketing and communications and has a particular expertise in development communications. Prior to joining to Sweet Briar, she served as director of development communications at Cushing Academy in Massachusetts and as publications manager in University Development at Virginia Tech. Amy earned her MA in English at Virginia Tech and a BA in English from the University of Mary Washington.
