Antonia Lortis
Marketing Director, University of Minnesota
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What's your background in IE?
I have worked at the University of Minnesota since 2001. I started as a Marketing Assistant at the Global Campus. We merged with the International Study & Travel Center in 2003 to become the Learning Abroad Center. I became the Marketing Director in 2007. In what unique ways do you use marketing and communication to get your population engaged? We attempt to keep up with ever-changing high school trends-so that we'll be ready for incoming freshmen. Gen Z is definitely different than the youngest Millennials. I never thought that I'd be including Vine, Pokemon Go, Minecraft, or Snapchat in formal strategies. It is important to introduce ones brand within channels that students are using. |
What marketing and communication tactic have you tried that haven't worked?
For a couple of years, we marketed certain programs as "strong-value" on our website and in print materials. In the second year, in a focus group, one of the students remarked that he liked our Christian programs. We, staff at a public institution, responded with a quizzical look. He said, "the strong-value" ones. We were hoping to convey those programs which have high quality, but are offered at a reasonable price. He understood "strong-value" to mean Christian values. We added a definition next to a new dollar symbol icon to help focus our intent.
What were the differences between ones that have worked and those that haven't?
Our successful tactics introduce/reinforce our brand, accurately relay our message, and prompt some type of action from students.
Where's your most recent passport stamp from?
Portugal. At the time of the interview.
What's your go-to airplane snack for an international flight?
Freeze-dried strawberries.
What's your favorite memory from a trip you've taken?
Shopping for wax print fabric in Dakar
For a couple of years, we marketed certain programs as "strong-value" on our website and in print materials. In the second year, in a focus group, one of the students remarked that he liked our Christian programs. We, staff at a public institution, responded with a quizzical look. He said, "the strong-value" ones. We were hoping to convey those programs which have high quality, but are offered at a reasonable price. He understood "strong-value" to mean Christian values. We added a definition next to a new dollar symbol icon to help focus our intent.
What were the differences between ones that have worked and those that haven't?
Our successful tactics introduce/reinforce our brand, accurately relay our message, and prompt some type of action from students.
Where's your most recent passport stamp from?
Portugal. At the time of the interview.
What's your go-to airplane snack for an international flight?
Freeze-dried strawberries.
What's your favorite memory from a trip you've taken?
Shopping for wax print fabric in Dakar
