Strategy Leader Named 2011 International Brand Master by Educational Marketing Group, Inc.
Marketing brilliance is what this year’s International Brand Master, Emma Leech, Director of Marketing Communications at England’s University of Nottingham, offers up. Brilliance born not out of a stroke of luck or circumstance, but out of a real understanding of the art and science of branding. One that starts with the adherence to the fundamental tenets of marketing.
Ms. Leech led in-depth creative and sustainable strategies and tactics as well as significantly increased enrollment during times of major changes in higher education in the United Kingdom. In addition, research has found Nottingham to be the third most popular university in the United Kingdom with undergraduate students. She achieved major institutional accomplishments despite an increasingly competitive marketplace in England where, according to the BBC, applications have fallen 13% and tuition fees are expected to increase as much as £9,000 by fall 2012 (http://www.bbc.co.uk/news/education-16001281).
“Emma’s achievements are, in a word, stunning,” said Bob Brock, President of Educational Marketing Group of Parker, Colorado, the sponsor of the competition. “She and her colleagues have shown us all the kind of results that are possible with a strong goal-based marketing strategy and adept social media strategies and tactics.”
Ms. Leech won top honors in the third annual International Brand Master competition in which Claudia Jackson from Del Mar College in Corpus Christi, Texas and Teri Lucie Thompson from Purdue University in West Lafayette, Indiana were runners up.
"I am absolutely stunned and delighted to accept this award on behalf of the whole team at Nottingham,” said Ms. Leech. “The judges' incredible feedback and the sheer level of voting by colleagues has been overwhelming and I am truly honoured to receive the award."
Through the use of a highly strategic process, Ms. Leech and her team was able to save over £200k from her existing budget. In order to maximize resources, The University of Nottingham has become one of the leaders in digital communications in the United Kingdom resulting in a 295% jump in monthly active Facebook fans, the launch of one of the UK’s first higher ed Foursquare sites, the creation of crowd-sourced Flickr galleries, and a 300% increase in iTunesU downloads.
In addition, she also led the charge to significantly increase PR coverage and saw a more than 50% increase, to over £3m advertising value equivalent per month.
She adjusted web-based marketing efforts by extending content management into China and Malaysia by rebranding over 30,000 web pages, building 97 sub-sites including an interactive research site and high-impact blogs.
Emma Leech Background
Emma Leech has been Director of Communications and Marketing at the University of Nottingham since September 2009 and was previously Director of Marketing, Communications and Development at Manchester Metropolitan University. She is Chair of the CIM HE Members' Interest Group, a member of CIM's Senate, a former Chair of the Chartered Institute of Public Relations Education and Skills Group, and is a current member of the Chartered Management Institute's Marketing and Policy Development Committee. Emma has specialized in higher education marketing and communications for almost 14 years and has worked in PR and marketing for 23 years. A Chartered Marketer and a Chartered PR Practitioner, she has won a string of awards for her work across a range of marketing and PR specialties. She has an MBA and holds a range of marketing, PR and management qualifications. For more information on Emma Leech see: http://www.nottingham.ac.uk/communicationsmarketing/meettheteam/directorsprofile.aspx.
International Brand Master Award Background
The International Brand Master award was established in 2009 to bring recognition to the outstanding work of extraordinary higher ed branding professionals from around the world. Since then, EMG received nominations from around the world including the Netherlands, Australia, United Kingdom, Canada, and the United States. This year, a blue-ribbon panel of volunteer judges from the United States, United Kingdom, Australia, and Norway reviewed supporting materials provided by the nominees. The judges narrowed the pool of twelve nominees to three. Two from the United States, Claudia Jackson of Del Mar College, Teri Lucie Thompson of Purdue University, and Emma Leech of The University of Nottingham. The three finalists were asked to provide a 500-word and three-URL statement which were voted on by professional marketers from around the world. Over 1,000 votes from around the world were cast. The winner was chosen by a combination of public votes and the EMG panel of judges. For more information see: http://www.emgonline.com/site/Pages/EMG-Academy/International-Brand-Master/International-Brand-Master/About-the-Award.
EMG is a full-service, integrated brand development and marketing agency that provides custom-tailored research, brand development, creative, development, new media services, and media services for universities throughout North America. Headquartered in Parker, Colorado, the company was established in 1997 and has operated in the higher education arena exclusively for 15 years. Clients have included Washington State University, Virginia Tech, Cal Poly, Dalhousie University, University of Victoria, University of Colorado, University of Illinois, University of Michigan, University of Wyoming, and many others. More information can be found at www.emgonline.com.