Multimedia | Fiscal resiliency
Higher Ed Advisor: why institutions should implement an integrated brand strategy in today’s environment
Nov 29, 2022
Dr. Lori Gonzalez, Interim President, University of LouisvilleBranding is critical to higher education and particularly to the University of Louisville. We have so many stories to tell, but when we tell them all with the same voice, the impact is greater.
Welcome to Higher Ed Advisor, the Baker Tilly podcast series where we speak with higher education industry leaders about practical and proactive guidance to help colleges and universities protect and enhance their value.
This podcast is the 18th episode in our fiscal resiliency series for higher education institutions.
How does “branding” support an institution’s goals of enhancing fiscal sustainability and student success? In this episode, we explore how the University of Louisville (UofL) harnessed the power of an integrated brand strategy as the institution embarked on an impactful journey to differentiate itself while navigating the waves of change in higher education.
UofL’s Interim President, Dr. Lori Gonzalez, Executive Director of Brand and Marketing, Kim Butterweck, and advertising agency BVK’s Senior Vice President of Education, Tam Powell, outline the criticality of having an authentic and integrated brand strategy and why institutions should create a consistent brand experience based on campus-wide input.
Listen to this insightful and passionate conversation as we share:
- Driving forces that prompted UofL to launch a brand evolution to advance the institution’s mission, vision and commitment to students
- How the branding initiative aligns with the University’s pillars and student values
- Approaches and tools to begin the brand integration journey, including gaining institution-wide support
- Ways leaders measure the UofL brand’s ongoing impact on students, faculty and staff and the local economy
Plus, don’t miss solutions to challenges the University encountered along this journey and the positive effects of operationalizing an institution’s brand, now, for tomorrow.
Kim Butterweck, Executive Director, Brand and Marketing, University of LouisvilleOperationalizing our brand and ensuring that there's a consistent brand experience across the University and fostering collaboration across our schools, colleges and departments is what's been so essential in bringing everybody together under this common purpose.
Higher Ed Advisor hosts
David Capitano
As the firm’s higher education practice leader, Dave Capitano provides oversight to more than 200 team members serving over 400 colleges, universities, research institutions and higher education systems across the United States.
Christine M. Smith
Christine Smith is a managing director in Baker Tilly’s higher education practice.
Meet this episode's guest speakers
- Dr. Lori Gonzalez, Interim President, University of Louisville
- Kim Butterweck, Executive Director of Brand and Marketing, University of Louisville
- Tam Powell, Senior Vice President of Education, BVK
Additional resources
Connect with our teamTo learn how we can help propel your institution on the path to fiscal sustainability with an effective branding strategy, contact our team.
Fiscal resiliency resources for higher education
Strategic insights to help colleges and universities gain fiscal resilience.
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