Join University Relations for an overview of Waterloo’s refined brand strategy and how it informs our communications messaging and visual expression. You’ll learn how to use the brand platform as a tool to ensure communications articulate who we are, what we do, what we value, and what differentiates us from other universities. You’ll also hear about the BEYOND communications campaign theme and storytelling focus and gain insight into strategic approaches to content development, traditional and digital media distribution, and learning from analytics.
Learning Outcomes:
- Introduce staff to our brand platform and strategy
- Explain how to use the brand tools to effectively differentiate Waterloo from other universities
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Learn about the BEYOND communications campaign content development, traditional and digital media distribution, and learning from analytics
Key Themes:
- Communication
- Leveraging Technology / Innovation
- Process Improvement
Presenters:
Dawn Charlton joined the University of Waterloo in 2014 as Associate Director, Marketing and Communications. Dawn works in collaboration with internal and external colleagues to build the University’s global brand reputation with responsibility for brand management, marketing and communications strategy, integrated advertising, institutional publications and marketing research. Dawn’s experience includes more than 20 years in leadership roles at Toronto Public Library, Tourism British Columbia, Canadian Museum of Civilization and as a strategic marketing consultant. A Carleton University graduate in Communications, Dawn co-founded a design and communications firm in partnership with fellow students. Dawn's expertise includes developing regional, national and international initiatives that build brand awareness, community engagement, partnerships, and meaningful return on investment. Key accomplishments have included leading award-winning international marketing campaigns, overseeing strategic brand development and championship, and spearheading the integration of traditional and digital marketing communications.
Andrea Sweet joined the Marketing and Strategic Communications team in April 2012, bringing more than 12 years experience in professional writing and digital design to her role. Andrea, Manager, Marketing and Communications, leads the interpretation of the university’s brand in the digital space and develops tools and resources to help the University stay on brand and meet accessibility requirements. A senior-level digital communications strategist, Andrea played a key role in visioning and implementing the digital strategy for Perimeter Institute’s Quantum to Cosmos Festival, which reached over 800 000 viewers. She has collaborated with world-renowned scientists creating content for academic papers and public lectures, including the prestigious “Hawking at the Perimeter” lecture in 2010. Andrea has received numerous awards for her work in technical and marketing writing and systems and user interface design.
Session:
April 5, 2017
3:00 - 4:00 p.m.
STC 0050