Shelley Whiddon, Managing Strategy Director, represented DeSantis Breindel this morning at AACSB’s B-School Communications and Development Symposium in Boston. The event brought together members of the marketing, PR and alumni relations teams from over a hundred business schools across the globe looking to transform their school brand and develop new skills and strategies for reaching their key audiences.
Whiddon addressed the group on the importance of audience experience in their marketing and outreach to students and donors. Her session featured four key principles to help schools deliver an experience that balances its brand with an audience-obsession mindset. Attendees were guided through a series of exercises including an audience persona and a journey map, helping them recognize opportunities to learn about their target audiences and identify meaningful ways to reach them. The hour-long presentation provided participants with the fundamental principles and steps to start developing and delivering their own experience strategy – one that’s consistently simple yet still surprises and delights.
DeSantis Breindel is a leading independent B2B branding and marketing agency based in New York City. We empower B2B brand builders undergoing rapid transformation across a range of industries, including technology, healthcare, financial services, and professional services. From research and brand strategy to design and brand experiences, we work with our clients to engage customers, influence prospects, rally employees and inspire investors. Together, we build brands that inspire meaningful change. Visit us at desantisbreindel.com.
As the world’s largest business education alliance, AACSB International—The Association to Advance Collegiate Schools of Business (AACSB) connects educators, students, and business to achieve a common goal: to create the next generation of great leaders. Synonymous with the highest standards of excellence since 1916, AACSB provides quality assurance, business education intelligence, and professional development services to nearly 1,600 member organizations and more than 800 accredited business schools worldwide. With its global headquarters in Tampa, Florida, USA; Europe, Middle East, and Africa headquarters in Amsterdam, the Netherlands; and Asia Pacific headquarters in Singapore, AACSB’s mission is to foster engagement, accelerate innovation, and amplify impact in business education. For more information, visit http://aacsb.edu/.