Every event tells a story, but only the most intentional ones help people feel your brand. At Biola University, Tracey Harrison, Vice President for Communications and Brand Marketing, is redefining what campus events can be through a framework called Eventful Branding. This philosophy turns events from logistical tasks into meaningful, mission-driven experiences that embody the heart of an institution.
Through storytelling, hospitality, and collaboration, universities can design moments that make guests feel seen, valued, and connected to something greater. Drawing from Biola’s innovative approach, this conversation explores how to transform everything from campus tours to groundbreaking ceremonies into living expressions of your brand identity. You’ll learn how to unite marketing and events under one story, foster emotional connection with Gen Z, and build brand belief through authentic, human-centered design.
🎧 Join us as we discuss:
What Eventful Branding means and how to apply it across campus
Creating immersive events that communicate mission through emotion
Why hospitality is a marketing strategy, not just an act of service
Building cross-departmental alignment through shared storytelling
How to surprise and delight students with purpose and creativity
Practical ideas for smaller institutions to elevate their event experience
🎙️ Inside the Episode
04:37 – Defining eventful branding and how it came to life at Biola
07:44 – How a film school groundbreaking became a storytelling moment
11:16 – Bringing “unreasonable hospitality” to higher ed
33:59 – How smaller schools can create big emotional impact
37:58 – Transforming campus visits into emotional brand experiences
46:48 – Building brand belief through meaningful human connection
The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, AI expertise, and branding needs.
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player.
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