Mallory sits down with Rebecca Stapley, Director of Marketing and Communications at RIT’s College of Health Sciences and Technology and the School of Individualized Study. They chat live from the American Marketing Association (AMA) conference in Las Vegas, discussing Rebecca’s transition to college-specific marketing, her insights from the event, and her creative strategies for aligning institutional and college-level branding. From mastering brand photo shoots to leveraging artificial intelligence, Rebecca offers invaluable advice for higher education marketers.

Key Takeaways

• Brand cohesion: Use overarching institutional branding as a foundation for college-specific storytelling.
• Brand photo shoot preparation: Prioritize pre-shoot organization with mood boards (swipes) and creative briefs to optimize results.
• AI in higher education marketing: Leverage AI as a creative assistant to overcome writer’s block, brainstorm, and enhance efficiency.
• Community collaboration: Building connections with faculty, staff, and students strengthens messaging and insights.

What is it like to attend AMA for the first time? 
Rebecca shares her experience attending her first AMA conference, noting the lively and supportive atmosphere. She emphasizes how the higher education community fosters unique connections, which made her experience even more meaningful.

What are the top takeaways from AMA 2023? 
Rebecca highlights the session on “Mastering the Art of the Brand Shoot” as a standout. She explains how to organize successful brand shoots, from using student actors to creating mood boards that capture the intended aesthetic. She plans to integrate these strategies into her own team’s creative processes.

How does institutional branding intersect with college-level identity? 
Rebecca explains the challenge of balancing RIT’s overarching brand identity with the specific needs of her college. Her approach involves crafting messaging guides that answer two key questions: Why this field of study? and Why RIT? She distills these insights into concise, compelling elevator pitches while maintaining alignment with the university’s core values and brand strengths.

How can higher education marketers think about brand identity creatively? 
Using a Ted Lasso-inspired analogy, Rebecca compares institutional branding to a cohesive soccer team. She illustrates how individual colleges can maintain unique personalities (e.g., Roy Kent’s seriousness or Sam Obisanya’s compassion) while contributing to the university’s larger goals. This perspective makes brand identity more relatable and actionable for marketing teams.

What is the role of AI in higher education marketing? 
Rebecca embraces AI as a creative and strategic tool, using it to streamline brainstorming and overcome creative blocks. While RIT is still formalizing AI policies, Rebecca appreciates the flexibility to experiment and share insights with her team. She views AI as a dynamic resource that reduces operational burdens, allowing marketers to focus on strategy and creativity.

How can institutions support AI adoption? 
RIT is working through the process of establishing AI guidelines while encouraging exploration. Rebecca stresses the importance of creating adaptable policies, given the constantly evolving nature of AI technology.

What advice does Rebecca have for marketers? 
Rebecca advises leaning into your community—faculty, staff, and students—as a source of strength and insight. She emphasizes the importance of collaboration and shared purpose in building effective marketing strategies.

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Mallory Willsea 
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