November 20, 2012
AMA honors Higher Education Marketer of the Year recipient
CHICAGO, IL - The American Marketing Association (AMA) presented the 2nd annual Higher Education Marketer of the Year Award on Tuesday, Nov. 13 at the 2012 AMA Symposium for the Marketing of Higher Education in New Orleans, LA. The award was given to Teri Lucie Thompson of Purdue University. The award recognizes extraordinary leadership and achievement in the field of higher education marketing.
Thompson became Purdue's vice president for marketing and media in August 2008. As Purdue's chief marketing officer, she is responsible for strategic marketing, brand management, and communications through several departments including digital marketing, advertising, the university's news bureau and public radio station (WBAA). Thompson has put in place a market research group and designated key metrics to measure the effectiveness of Purdue's marketing and communications. The Office of Marketing and Media has been honored with numerous awards for its excellence in print, television and online materials.
Thompson credits this success to a relentless focus on the customer - the University's many stakeholders and voices - and to tying Purdue's marketing activities to the top-level strategic goals of the University. She follows a simple mantra, which she calls the A-B-C's of marketing: About the Customer, Build the Brand, Combine Art and Science.
"It's an exciting time to be a marketer, and a great time to be a higher education marketer. As the Wall Street Journal recently put it, ‘Schools are getting the message about messaging.' That message? The same marketing principles that fuel other sectors can build and enhance a university's reputation, keep people informed, and attract the types of students and faculty an institution wants," said Thompson.
In addition to leading the marketing efforts at Purdue, Thompson serves as mentor to students on campus and beyond. She is executive sponsor of Entre Nous, a student organization at Purdue focusing on women in leadership roles. She also mentors members of the Purdue student chapter of the AAF (American Advertising Federation) and the brand ambassadors organization. Thompson is founder of the Lucie Critical Thinking Award, which is awarded annually at her alma mater, Illinois State University, to a student who possesses a passion for learning and strong critical thinking skills.
Thompson is a co-founder and board member of the Marketing to Moms coalition, a resource for marketing professionals, and an expert on marketing to women. She is co-author of Tuning into Mom: Understanding American's Most Powerful Consumer (Fall, 2011).
About the AMA Higher Education Marketer of the Year Awards
Over 25 nominations were received for the Higher Education Marketer of the Year Award. The recipients were selected by a four-person panel consisting of a mix of marketing experts and practitioners with expertise in higher education marketing. The panel rated nominees on the following criteria: vision and leadership, strategy, and results.
The Founding Sponsor for the award was Lipman Hearne, which helps nonprofit and higher education organizations achieve their goals through inspired marketing and communications. The Platinum Sponsor was Home Team Marketing University, which provides institutions of higher learning with the perfect campaign to reach prospective students and parents, the Gold Sponsor was Tandemodus and the Silver Sponsor was RDW Group/iFactory.
Higher Education Marketer of the Year Award Judging Panel
Jeanette DeDiemar, AVP, University Relations/Director of Integrated Marketing and Communications, Florida State University Jamie Ceman, Executive Director, University of Wisconsin Oshkosh (2011 Team Marketer of the Year recipient)
Kate R. Ledger, Director of Marketing Communications, University of Pittsburgh Ellen Rostand, Assistant Dean for Communications, Washington University-Brown School
About the American Marketing AssociationThe American Marketing Association (AMA) is the largest marketing association in North America with a global network of over 30,000 members. It is a professional association for individuals involved in the practice, teaching and study of marketing worldwide. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics. AMA is counted on as the most credible marketing resource where members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections. For more information on the American Marketing Association, please visit http://www.MarketingPower.com