8. The Provost's Marketing Playbook: A Conversation with Terry Flannery

In this conversation, Dr Gregor Thuswaldner and Dr. Terry Flannery discuss the critical role of provosts in shaping and supporting university marketing strategies. Dr. Flannery emphasizes the importance of collaboration between provosts and chief marketing officers, the need for a compelling academic brand, and overcoming skepticism among faculty regarding marketing. Dr. Flannery also highlights the significance of digital marketing, data-driven strategies, and building relationships with alumni and donors. The discussion touches on future trends in higher education marketing and the necessity of integrating marketing efforts across various university divisions.

 

Takeaways

- Provosts are essential partners in marketing strategy.

- Building trust between provosts and CMOs is crucial.

- Marketing should align with institutional strategy.

- Provosts must have courage to differentiate their institutions.

- Effective marketing is about creating value exchanges.

 

Sound Bites

"Provosts are chief marketing officers' most important partners."

"Marketing strategy is really institutional strategy."

"Building trust is essential for effective collaboration."