Marketing leaders are change managers. When a substantial change takes place within your institution – be that a rebranding or repositioning, a name change, an alliance with another institution, or other major initiative – it will fall to the central marketing and communication office to become the face of that change, successfully communicate it with both internal and external stakeholders, and build acceptance. Using Augsburg University’s recent name change and its new relationship with Luther Seminary as case studies, this episode of Marketing Live will cover an approach to these challenges grounded in storytelling.
Rob ZinkanRob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the past 17 years at Indiana University, most recently in a system-wide role as associate vice president for marketing. He also served in campus-level roles there as vice chancellor for external affairs and assistant dean for advancement. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the AMA Symposium for the Marketing of Higher Education conference committee, contributes to Inside Higher Ed’s “Call to Action” blog, and is a recent CASE commissioner (Commission on Communications and Marketing).
Rebecca John is vice president of marketing and communication at Augsburg University. She has served in this role since 2010, overseeing marketing, communication, and brand management in support of the university’s mission and its annual and long-term revenue goals.
Rebecca chairs the Augsburg Campus Master Plan Task Force, the university’s Campus Design Committee, and the Campus Space Use and Development Committee. She also serves as co-chair of an executive steering committee charged with developing a shared services strategic alliance between Augsburg University and Luther Seminary in St. Paul, MN, and leads marketing and communication for both institutions.
Prior to joining Augsburg, Rebecca held executive and marketing leadership positions in public and private companies in the technology infrastructure, internet development, and financial services industries.
Stephen Jendraszak is director of marketing at Augsburg University, a private liberal arts institution in Minneapolis enrolling more than 3,500 students. Stephen leads brand management, publications, advertising, and online efforts for the university. Since July 2017, he also leads marketing for Luther Seminary in St. Paul.
Before joining Augsburg, he spent more than seven years in marketing and communications at Ball State University in Muncie, IN, including as director of marketing, during a transformative time for the institution and its brand. At both institutions, Stephen has focused on building and strengthening creative teams and aligning staff efforts and talents to institutional goals, particularly in enrollment and advancement.