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What’s next for real-time COVID-19-era marketing?
Journal of Education Advancement & Marketing,
6
(2),
114-127
(2021)
Abstract
COVID-19 took a heavy toll in the world of higher education and higher education marketing. This paper outlines how Northern Virginia Community College and VisionPoint Marketing tackled the issue of declining summer 2020 enrollment head-on as the pandemic hit the United States and turned the problem on its head in the span of just three weeks. The campaign’s remarkable success serves as a guidepost on what to do in times of crisis in the world of higher education.
Keywords: COVID-19; enrollment marketing; higher education marketing; marketing campaign; pandemic; crisis marketing
The full article is available to subscribers to the journal.
Author's Biography
Toni Angelo is the Director of Marketing at Northern Virginia Community College (NOVA). Her range of work includes digital and traditional marketing, brand development and strategy and enrollment marketing within the institution. She has experience and expertise in marketing and recruiting for both for-profit and non-profit institutions. She holds a BA from Virginia Commonwealth University and an MS in Marketing from University of London.
Katie Umberger is the Strategic Marketing Specialist at Northern Virginia Community College (NOVA) and focuses on enrollment marketing messaging and strategy. Previously, she served as Associate Director for George Mason University’s Integrated Enrollment Marketing department, building out the enrollment marketing strategy. Katie started her higher education career in admissions focusing on both freshmen and transfer recruitment. She holds a BA from Randolph-Macon College and an MS in Integrated Marketing and Communications from West Virginia University.
Dana Cruikshank is the Director of Strategic Partnerships at VisionPoint Marketing. He ensures that clients are getting the most from VisionPoint’s perspectives, services and capabilities, partnering with them to create integrated marketing strategies that closely align with institutional goals. At Virginia Tech, he guided communications and marketing for a US$60m grant funded by the US Army to promote STEM education and helped develop branding strategies for the university’s Continuing and Professional Education office. He previously worked as an associate producer creating the Discovery Channel’s international websites and served as a strategic communications adviser to the US Army Corps of Engineers in the aftermath of Hurricane Katrina. As a senior media officer at the National Science Foundation, he created strategies and content explaining nanotechnology, cybersecurity and other subjects. He holds a BA from American University, an MA from Bowie State University and an MPH from Virginia Tech.
Steve Partridge is Vice President of Strategic Partnerships and Workforce Innovation at Northern Virginia Community College (NOVA). Steve manages the college’s corporate engagement, workforce education, grants office, event services, marketing and communications. Since joining NOVA in 2016, Steve has led collaboration between the college and community — across business, government, education and non-profit organisations — to enhance NOVA’s position as a critical partner. Under Steve’s leadership, the Workforce division has implemented labour market intelligence capabilities, led the Tech Talent Pipeline Initiative, launched a first-of-its-kind apprenticeship programme with employers including Amazon Web Services and built employer relationships to address regional talent demands. Steve has testified before the US House and Senate regarding the national skills gap and regularly consults with Congressional and Administration staff on workforce issues. Prior to joining NOVA, Steve served as President and CEO of Charlotte Works, the workforce development board for Charlotte and Mecklenburg County, NC. He also held executive positions at the Charlotte (NC) Chamber of Commerce and the Arizona Department of Commerce. He holds an MA in Public Administration from Arizona State University and a BA in Interdisciplinary Studies from the University of Arizona.
