What Would Ted Lasso Do?: Driving Organizational Change Through Branding

Jenny Petty, Vice President of Marketing Communications at the University of Montana, had a tall order to fill when she arrived at the school in 2021. After nearly a decade of declining enrollment, the university was in desperate need of a branding facelift.  

Jenny knew she and her team needed to bring positivity back to the school’s messaging. And she started by taking everyone to “Brand Camp.” Today, Montana has experienced consecutive semesters of growth for the first time in years.

Hear how Jenny and her team helped inject confidence back into a bleeding brand by engaging with students and adopting authentic messaging that reflects Gen Z’s priorities.      

Join us as we discuss:

- Marketing management and collaborating with outside partners (9:17)

- Incorporating student feedback into higher ed rebranding efforts (15:41)

- Tangible benefits of rebranding and the Ted Lasso effect (20:10)

Check out these resources we mentioned during the podcast:

- Jenny Petty

- Twitter

- University of Montana

- The Servant Marketer

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