Finding and Managing Brand Ambassadors for Student Recruitment

Wednesday, June 1, 2022

9:30 AM – 10:20 AM MDT

Location: Four Seasons Ballroom 1

Digital marketing channels continue to proliferate, as TikTok is now as powerful as YouTube. Influencer marketing taps the digital marketing power of the new generation of content creators but carries a level of inauthenticity. This session explores new digital channels and how influencer marketing can promote academic institutions.

Learning Objectives:

Define the concept of brand ambassador marketing and how it differs from (and is more authentic than) the growing trend of influencer marketing and is more aligned with the needs of student recruitment marketing.
Understand the process of conducting an analysis of an institution’s brand ambassador marketing potential.
Consider the level of effort required to manage a brand ambassador marketing initiative and whether this marketing approach is a good fit for one’s institution.

Chair and Presenter(s)

Patricia Tozzi, BA in Marketing

Chief Strategy Officer
INTEAD

Presenter(s)

Kirsten L. Feddersen, BA, MA

Senior Director Of International Enrollment Management
Northeastern University