Jake Perez
William & Mary
For over 300 years, William and Mary has been producing leaders. Thomas Jefferson, James Monroe, Jon Stewart, and host of Marketing Superstars, David T. Scott are just part of the lengthy and impressive list of alumni from William and Mary.
“We’re in the enviable position of having some pretty great stories to tell,” says William & Mary CMO, Jake Perez. “We have new opportunities to tailor and present content to people and talking to them in a relevant way to where they are in that lifecycle.”
Even with the success of the content, Perez struggles to connect the customer touchpoints, a problem seen throughout higher education.”The customer journey isn’t well defined or understood…higher ed is a challenged 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 says.
Other Highlights Include:
Market Approach to Communications (7:00)
Getting to Understand the Brand (8:25)
Communicating with Constituents (10:40)
Making Meaning to Content Marketing (15:45)
Struggles of Marketing in Higher Education (21:00)