What is marketing strategy and why most people in Student Affairs misuse the term? Marketing to students on our campuses means more than just reaching them with institutional messaging. In this episode of Marketing Live Ashley Budd speaks with Tony Doody, Elyse Washington and Roxanne Delere from Rutgers University about marketing strategies that reflect modern methods of student engagement. Who are the key players and how can you measure success? Learn new methods of breaking away from traditional marketing models to reach students in a meaningful way.
Ashley BuddAshley Budd is a digital strategist and designer based in upstate New York. She specializes in bringing offline experiences online. Ashley is director of digital marketing at Cornell University serving Alumni Affairs and Development. Prior to joining the team at Cornell, Ashley spent more than five years in Enrollment Management and Career Services at Rochester Institute of Technology. Ashley speaks about college admissions, digital fundraising, communication and media technologies.
Tony Doody is the Director of Student Life at Rutgers and has overseen marketing within various units at Rutgers for 25 years and also worked with major corporations and advertising firms on design and strategy.
Elyse Washington has worked at Rutgers University for the past seven years since graduating from Douglass College. She is currently an Assistant Director in the office of Major Events and Programs. One of her major responsibilities is advising the Rutgers University Programming Association (RUPA), which plans and markets over 150 events each year for the 36,000 undergraduate students on the New Brunswick campus. Elyse has helped make the organization one of the most recognizable on campus by creating new and exciting marketing initiatives and strategically developing a RUPA brand. Her commitment to efficient and thoughtful processes, her knowledge and understanding of current trends, and her involvement of students in all levels of the creative process, has allowed RUPA to become a benchmark organization for on-campus marketing.
Roxanne Dalere is a third-year student at Rutgers University graduating this May. She is currently the Director of Marketing under the Rutgers University Programming Association (RUPA), a student programming council that plans various events for the diverse Rutgers community. Leading a committee of 6 Marketing Assistant Directors, Roxanne oversees all event promotion and brand building processes, which includes in-person, digital, and print marketing. She also holds a position on the RUPA Executive Board alongside professional staff and 6 student leaders to ensure the success of the organization.
Roxanne’s other experiences include working under marketing and promotions affiliated divisions for companies like Spotify, Amazon, and Viacom. Through her experience with and dedication to community management and social trends, Roxanne has helped build and refine multiple brands.