Join Us: OHO U Senior Marketing Leadership Summit

Getting the Green Light: How to Build Messages People Say YES to

No matter your role, you're often in the business of changing behavior. Often that means you need to change beliefs first. Or do you? What if some of the age-old wisdom around driving action actually works against creating real change?

By the end of this presentation, you'll be able to:

•  Analyze your messages for the "red lights" that lead to "NO"

•  Identify the three key concepts every message needs to get a “YES" (and know how to find them in your own)

•  Tie those concepts to the "green lights" your brand is built on (and connect your audiences more tightly to them, too)

As a professional "Idea Whisperer," Tamsen helps people find, build, and tell the stories of their ideas. She combined 20 years in brand and message strategy with four years as a TEDx Executive Producer to create The Red Thread®, a simple way to change how people see...and what they do as a result. (Though as she'll tell you, everything she knows about people, speaking, and change, she learned at Weight Watchers.) Today, Tamsen is a globe-hopping keynote speaker who consults with enterprise companies like Verizon, Johnson & Johnson, and State Street Bank on how to get their big ideas to have the impact they deserve.

Conversations with Leaders: A panel Discussion on the Year 2020 in Higher Education and What Comes Next

2020 has been a year for the record books in higher education. Declining enrollments. A global pandemic. Racial tensions and important diversity initiatives. Most marketing and communication leaders haven't had a day off since about February. In addition to managing their university's official communications, they're managing a likely burnt out staff, and have personal home-life demands of their own to juggle. Creating boundaries has become more important than ever. This panel will lead us through a conversation on several topics including what a year it has been, strategies they've used to manage themselves (and up!), how they manage work demands with life, their COVID communication strategies, and managing staff burnout.

Liz Kennedy Walsh is a dynamic and strategic communications and marketing professional with over 25 years of experience. She has served as Villanova Univeristy’s Associate Vice President for University Communication and Marketing since 2007. Liz is a member of the leadership team who designed, built, and now leads a full service, centralized communication and marketing department during an unprecedented time of growth for Villanova. She has launched a series of high profile, creative communications, and branding initiatives, most recently developing Villanova’s COVID-19 web presence and dashboard. She is a senior and trusted advisor to the Vice President for University Communication and Marketing and advises and provides direction on comprehensive communication and marketing strategy for the University. Liz currently directs a team of 20 in Media Relations, Publications, Marketing and Creative Services - providing thought leadership, strategic guidance, budget oversight, and creative direction.

Liz received her BA in English and Communication from the University of Scranton and her MA in Theater from Villanova University.  

Teresa (Terry) Flannery is a higher education leader with 35 years of experience in a wide range of functions, including advancement, admissions and student affairs.  She has worked at large, medium, and small institutions, both public and private.

In 2019-2020, Flannery served as a Policy Fellow at the Center for University Excellence at American University, where she also served from 2008-2019 as Vice President for Communication and a member of the executive team.  Prior to that, she served at the University of Maryland in a number of roles, including 11 as its first chief marketing and communications officer.

One of the leading university marketing and communication professionals in the world, recognized in 2018 as “International Brand Master,” Flannery has led some of the most successful marketing campaigns in all of higher education. She is also a consultant, speaker and author of How to Market a University: Building Value in a Competitive Environment, an upcoming book for the Johns Hopkins University Press in their higher education leader series.

A well-rounded leader with a PhD from Maryland in a renowned program in higher education and student development and a former fellow at The Academy for Innovative Higher Education Leadership, Terry is known for creativity, innovation and inclusion.  She was instrumental in leading the development of a university-wide student success initiative and its first Plan for Inclusive Excellence at American University.  She is passionate about demonstrating the value of higher education to transform lives and societies, and her leadership network extends across the globe, serving as Chair-Elect of the Board of Trustees of CASE, one of the largest global education associations in the world.In addition to her PhD in Education, Flannery holds a BA in English (American Literature) and a Master’s in Education., all from the University of Maryland.

Gene Begin is the Vice President of Marketing & Communications for Wheaton College in Norton, Massachusetts. As the college’s first ever chief marketing officer, Gene provides strategic leadership and direction for the college’s marketing, communications, web strategy and branding priorities and objectives. Gene is responsible for advancing the college through brand awareness, brand adoption, and brand advocacy to support Wheaton’s overall mission as well as its enrollment, retention and advancement goals. During the past five years at Wheaton, he has led the college through a brand strategy initiative, a campus-wide website reimagination, its first integrated digital advertising campaign, restructuring to bring enrollment marketing in-house, and numerous reputation management and crisis communications. Gene previously was at Babson College for 15 years in a variety of marketing positions, most recently as Senior Director of Integrated Marketing. Gene has shared his experiences and expertise at numerous higher education and marketing conferences, including CASE, Confab Higher Ed, eduWeb, FutureM, HighEdWeb, and University Business Tech, among others. Gene was an eduWeb Summit Award winner in 2018, which seeks to recognize leaders and innovators within the field of higher education marketing. He holds a Bachelor of Science in Business Administration from the University of Rhode Island and a Masters in Business Administration from Babson College. 

Bill Campbell is the vice president of marketing and communications at Chatham University. He provides strategic leadership over the university's branding, marketing and communications activities in support of enrollment, fundraising, alumni engagement and more. Joining Chatham in 2012, he has helped lead the successful coed transition of Chatham's 145-year-old undergraduate women's college, and also served as the vice president of enrollment management until 2013.

Campbell's efforts at Chatham were recognized in 2015 with his selection as the American Marketing Association's Higher Education Marketer of the Year (Innovator Award). He has also earned a Top 40 Under 40 Leadership Award and presented at a number of conferences around the country.

Prior to Chatham, he worked for more than a decade at Clean, a brand agency located in North Carolina, in a variety of positions, culminating in his role as the vice president of brand strategy. In this role, he led the development of branding and marketing engagements for clients across a variety of sectors, including higher education, technology, nonprofit, travel and tourism, and consumer goods. He began his career in the nonprofit sector as the director of annual giving and operations for the V Foundation for Cancer Research.

Growing Your Brand from Regional to Global Prominence

Many colleges are looking to expand and build their brand awareness outside of their immediate region. In this session, Dean Quelch will talk about how schools can identify an independent market position and establish a unique value proposition in the crowded market place for education delivery, as well as what strategies should they consider. He will discuss what he believes university marketers in the U.S. should consider in developing a plan to engage, recruit, and retain international students, as well as his predictions on how the higher education market will evolve over the next 5 years. 

John Quelch became dean of the University of Miami Patti and Allan Herbert Business School on July 1, 2017. He is the Leonard M. Miller University Professor and also serves as the University’s vice provost for executive education. Quelch has a wealth of senior leadership experience, having previously served as the dean and senior associate dean at three internationally-recognized business schools.

Prior to joining Miami Herbert Business School, Quelch was the Charles Edward Wilson Professor of Business Administration at Harvard Business School. He also held a joint appointment as professor of health policy and management at the Harvard T.H. Chan School of Public Health – the first to hold dual primary appointments in those two schools, and one of only a few faculty members across Harvard University with this distinction.

Prior to his most recent time at Harvard, Quelch was dean, vice president and distinguished professor of international management of the China Europe International Business School (CEIBS) from 2011 to 2013. Under his leadership, annual revenues increased by more than 25% to over $100 million; the school’s MBA global ranking in the Financial Times improved from 24 to 15 and its Executive MBA ranking from 18 to 7; and the school launched programs to integrate faculty and staff activities across four CEIBS operations in Shanghai, Beijing, Shenzhen and Ghana.

From 1998 to 2001, Quelch served as dean of the London Business School, where he helped transform the school into a globally competitive institution and launched seed capital funds to invest in student and alumni start-ups. By 2001, London Business School ranked 8 in the Financial Times MBA global ranking.

Quelch initially joined Harvard Business School in 1979, holding a number of positions over the years, including Sebastian S. Kresge Professor of Marketing, co-chair of the marketing department and Lincoln Filene Professor of Business Administration. He served as senior associate dean of Harvard Business School from 2001 to 2010.

Quelch is the author, co-author or editor of 25 books, as well as numerous business case studies on leading international organizations. He also is known for his teaching materials and innovations in pedagogy; during the past 40 years, his case studies have sold more than 4 million copies.

Quelch has served on numerous corporate, nonprofit and public agency boards, including a nine-year term as chairman of the Massachusetts Port Authority. He is a member of both the Trilateral Commission and the Council on Foreign Relations.

Quelch earned his BA and an MA from Exeter College, Oxford University; an MBA from the Wharton School of the University of Pennsylvania; an SM from the Harvard T.H. Chan School of Public Health; and a DBA in business from Harvard Business School.

In addition to the United Kingdom and the U.S., he has lived in Australia, Canada and China. He was appointed a Commander of the Order of the British Empire (CBE) in 2011 and, in 2017, was elected a member of the American Academy of Arts and Sciences.