New marketing campaign highlights success stories
In 1997 marketing guru Tom Peters wrote in a Fast Company article titled “The Brand Called You” that “We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
With that article Peters introduced the concept of deliberately creating a personal brand and launched a movement that has gained momentum and importance across all professions, not just those in the business sector. In today’s digital world, where job seekers and recruiters are instantly connected through a myriad of social media platforms, personal branding has become even more imperative and a popular topic among motivational speakers, bloggers and career coaches.
This week, Brandman University launched a new marketing campaign that showcases four successful Brandman alumni with degrees at either the undergraduate or graduate level. Chancellor Gary Brahm first introduced the campaign concept during the State of the University event in December. The campaign encourages prospective students to “build your brand” at Brandman University.
“The concept of building a personal brand is very much a hot topic today and extends across every professional discipline, from doctors to athletes and everyone in between,” Chancellor Brahm said. “At Brandman, we educate and guide people so they can make their personal brands better, stronger and more desirable in the job market. Add in the fact that we have the word ‘brand’ in our university name and this makes for a clever, memorable creative device.”
“Education is a key component of a personal brand, and it’s obviously a critical differentiator to an employer. With personal brand-building being a very hot topic, Brandman’s strong track record of helping people advance in their careers, and the word “brand” being a part of Brandman’s name, we felt we had the makings of a distinctive, relevant and memorable ad campaign,” said Rob Siltanen, chief creative officer and founder of Siltanen & Partners, Brandman’s advertising agency. Siltanen & Partners worked with the marketing team to develop the new campaign. The agency has worked with Brandman for the past several years and was responsible for developing the helicopter television commercial that highlighted university rankings by U.S. News.
The “Build Your Brand at Brandman” campaign uses national television commercials, radio advertising in select markets where the university operates, and out-of-home placements – the marketing term for billboards, posters and other advertising signage. The campaign will also feature digital placements via online advertising and leverage the university’s reach on social media sites such as Facebook, Twitter and LinkedIn. Graduates featured in the commercials are Tom Shultz (B.A., applied studies), the fire chief in Garden Grove, California; Ed.D. graduate Christina Portillo, the principal of Dana Elementary School; M.A.O.L. graduate Twanisha Robinson-Wilson, who started her own business in Menifee; and DNP graduate Sharon Hoier, a nurse practitioner in Orange County.
“Participating in the marketing campaign, particularly the commercial experience was highly enjoyable. My school staff and students were very excited for the camera crew to finally arrive and potentially be featured in the commercial!” said Portillo. “There was a sense of pride amongst the school community as well as amongst my family and the dance community who were also filmed for the commercial. Personally, it is such an honor to be profiled in this advertising campaign. My desire is that this public recognition will light a fire for all to realize that with determination and perseverance, achieving one’s wildest dreams, such as an educational doctorate, is possible.”
“As our students continue to excel in what they do and move their careers forward, we found it important to share, with the rest of the world, what they have achieved,” said Ram Singh, vice chancellor of marketing and chief marketing officer. “These success stories are inspiring, and they show how great things are possible with the right educational foundation and dedication towards applying it to solve real world problems.”
“Student outcomes are at the heart of every thought, every initiative and every program at Brandman University. Our mission is to provide an education that creates lasting value and relevance for evolving careers. Our purpose is to impart knowledge and skills that help students achieve their dreams. And this is why we feel proud when our students use this education to do great things; to set themselves apart and advance their careers; to build their own personal brands,” said Singh.
“We’re very proud of the way this campaign captures the heart and spirit of Brandman. What better way to express the university than through the actual stories of alumni who are using their education to fulfill their dreams?” Siltanen added.
As Peters writes “It’s this simple: You are a brand. You are in charge of your brand. There is no single path to success. And there is no one right way to create the brand called You. Except this: Start today. Or else.”
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