Ep. 71: There Isn’t a Organ Under the Desk: Creative Risk-Taking in Higher Ed Marketing

In this lively episode of Confessions of a Higher Ed CMO, Jaime Hunt sits down with Robin Oliver, Vice President for Communications and Marketing at Ohio University, to discuss how creativity can break through the traditional boundaries of higher ed marketing. Robin shares the story behind Ohio University’s wildly successful "Name a Squirrel" campaign, her approach to fostering a culture of trust and creativity on her team, and the lessons she's learned about leading with boldness in an industry often bogged down by bureaucracy. If you're looking for inspiration to bring fresh, innovative thinking to your higher ed marketing strategy, this episode is a must-listen.

Key Takeaways

• A Creative Campaign Can Spark Engagement: Ohio University’s “Name a Squirrel” campaign turned a quirky idea into a fundraising phenomenon, raising over 140% of their goal by offering donors the chance to symbolically name campus squirrels.
• Hire for Creativity, Not Just Credentials: Robin emphasizes the value of looking beyond traditional higher ed resumes to hire talent that can think outside the box.
• Leadership Starts with Trust and Respect: Building an environment where team members feel safe to pitch bold ideas is essential for fostering innovation.
• Constraints Fuel Creativity: Limitations, like the inability to host in-person events during COVID, often drive some of the most ingenious marketing ideas.
• Eliminate the Fear of Failure: Most marketing risks aren’t life-or-death, so leaders need to encourage experimentation and focus on the potential for big wins.

What Made the "Name a Squirrel" Campaign So Effective? 
Robin Oliver shares the origins of Ohio University’s lighthearted yet highly effective “Name a Squirrel” campaign. Ohio University’s Athens campus is known for its picturesque scenery, vibrant wildlife, and iconic squirrels, which became the stars of a social media-driven fundraising initiative. For a symbolic donation of $18.04 (the year of the university’s founding), alumni could name a campus squirrel. Creative touches like certificates and a cheeky FAQ page made the campaign even more engaging, and the initiative far exceeded its goals, bringing in over 1,000 gifts and inspiring repeat donations.

This campaign wasn’t just a fundraising triumph; it showcased how humor, playfulness, and campus culture can be leveraged to connect with alumni. It also highlights the importance of low barriers to entry and targeted messaging for first-time donors.

How Do You Build a Creative Team? 
Robin’s secret to fostering creativity starts with hiring the right people. Her decision to take a chance on a candidate with a non-traditional higher ed resume—Brooke Preston, a former satire writer—paid off in spades. Brooke’s unique background brought a fresh voice to Ohio University’s marketing efforts, including the witty copy that made the “Name a Squirrel” campaign so successful.

Robin believes in creating an environment where her team feels empowered to dream big. She fosters trust and respect by giving team members the freedom to take ownership of their ideas and by showcasing the talents of everyone on her team, not just the loudest voices. “Respect comes first,” she says, “and trust follows.”

How Can Leaders Support Creativity and Risk-Taking? 
Robin advises leaders to focus on removing the fear of failure from their teams. She reminds her staff that “there’s no organ in a cooler under your desk”—a metaphor for keeping things in perspective and realizing that marketing risks are rarely catastrophic. By encouraging her team to embrace uncertainty, she creates a safe space for experimentation and innovation.

For example, Robin empowered her team to take Ohio University’s TikTok presence from “sad and lonely” to a vibrant, engaging channel. By trusting her team to run with bold ideas—like a video featuring the university president giving a Gen Z-themed campus tour—they’ve been able to create viral content that resonates with students and alumni alike.

What’s the Role of Leadership in Breaking Down Bureaucracy? 
Robin acknowledges that higher ed is often hamstrung by bureaucracy, but she refuses to let red tape stifle creativity. Her leadership philosophy is rooted in persistence and problem-solving: “I make the obstacles my creative work,” she says. Whether it’s reimagining a brand launch during COVID or championing unconventional marketing campaigns, Robin demonstrates how to navigate institutional constraints without losing momentum.

One standout example is Ohio University’s use of their campus graffiti wall. Traditionally reserved for student expression, Robin’s team decided to use the wall as part of their brand launch, creating an interactive installation that invited students to share their thoughts on what “Forever Ohio” meant to them. The result? A buzzworthy initiative that connected the university’s messaging with student voices in a powerful and memorable way.

How Do You Balance Creativity and Strategy? 
While creativity is essential, Robin stresses that it should always be tied back to a clear goal. “What are we trying to achieve?” is the first question she asks her team when evaluating new ideas. Metrics and key performance indicators (KPIs) matter, and Robin ensures her team’s bold ideas ultimately serve the university’s strategic objectives.

At the same time, she recognizes that not everyone on her team will thrive in a high-risk, high-creativity environment—and that’s okay. Having a balance of big thinkers and detail-oriented team members helps ensure that wild ideas are executed thoughtfully.

Guest Name: Robin Oliver, Vice President for Communications and Marketing at Ohio University

Guest Social: https://www.linkedin.com/in/robinoliver/ 

Guest Bio: Robin Oliver serves as the Vice President of University Communications and Marketing at Ohio University where she leads a central team of more than 60 staff members managing marketing and brand strategy, creative development, market research, web content and design, social media, media relations, internal communications and university publications. Having served at Ohio University for five years, Robin has more than 10 years of experience in higher education and 20-plus years of experience recruiting and retaining top talent in marketing and communications, including extensive experience working in rural markets.

Link to the Squirrel Giving Day Campaign: https://giving.ohio.edu/schools/OhioUniversity/ohio-giving-day-2024/pages/name-a-squirrel

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

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