Defining the Product: How Marketers Can Break the Higher Ed Sea of Sameness

In this episode of Higher Voltage, Tony Proudfoot, Vice President for Marketing and Strategic Communications at Western Michigan University, joins Kevin Tyler to explain why marketers must stop just designing the packaging and start shaping what is inside the box. From breaking out of the "sea of sameness" to achieving "ubiquitous excellence" through experience-driven learning, Proudfoot makes the case for campus CMOs to step out of the basement and claim their seat as the institution's chief strategist.