A workshop on targeted campaign development using research findings, led by Elizabeth Parkinson, Assistant Vice President for Marketing Communications, University of Michigan during the 2018 UBC conference.

The University of British Columbia, Canada, hosted the 2018 annual conference, attracting university leaders from around the world.

Many colleges and universities are struggling with common perceptions regarding college affordability and student debt. Another consideration for many institutions is how to increase access for historically underserved populations. Join the University of Michigan to learn how it utilized a combination of primary and secondary research to create a hyper targeted campaign to increase interest and applications of lower-income students. Additionally, learn how the “Go Blue Guarantee” currently serves as a platform for messaging around overall university affordability. Research findings, campaign development and first year successes and learnings will be shared and discussed in this working session.

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2018 UBC Conference Presentation: Workshop 9 - Tackling the University Affordability Perception - Demonstrating the Value of your University to Society Through Targeted Campaigns - Elizabeth Parkinson

With over 30 years of marketing strategy work for Fortune 500 companies and as CMO for the State of Michigan and the Detroit Lions, Elizabeth brings a diverse and audience-centric approach to her responsibility for the overall marketing and brand strategy for the University. She works closely with the marketing and communication teams at each of the schools, colleges, units and central administration offices to ensure that there’s consistent messaging and leveraging of the brand on behalf of the overall university reputation. She also leads the university’s Executive Marketing Council which is made up of the top marketing personnel across the University of Michigan. Prior to joining U-M, Elizabeth served in the role of Senior Vice President Marketing and Partnerships for the Detroit Lions. She held strategic responsibility for the Detroit Lions brand, fan experience and partner engagement. Oversight included marketing, partnerships, activation, game-day experience, broadcast, digital, corporate communications, merchandise, community relations and youth education Management of a 30-person team and over $25 million budget.

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.