For more than 320 years, William & Mary has been producing leaders. Thomas Jefferson, James Monroe, Jon Stewart, and even this host of Marketing Superstars are just part of a lengthy and impressive list of alumni from the Williamsburg, Va.-based university.
"We're in the enviable position of having some pretty great stories to tell," said William & Mary CMO Jake Perez, who, among his priorities, is driving alumni engagement and, ultimately, philanthropic support.
Yet, Perez said, it can be a struggle to connect customer touchpoints, a problem seen throughout higher education. "The customer journey isn't well-defined or understood. ... Higher ed is a challenge space in that way that there isn't a thoughtful sort of data picture for an individual and understanding one's relationship with the university," he explained.
Other highlights from this episode of Marketing Superstars include:
- Perez's path to W&M and his initial mandate (5:35)
- Communicating W&M's brand story with constituents (10:40)
- Content markting beyond the alumni magazine (15:45)
- Struggles of marketing in higher education (21:00)