When Jennifer Shike began working as assistant director of communications and marketing for ACES in 2012, many departments had no materials to promote themselves to prospective students, and ACES lacked a visual identity and core messages. Jennifer held branding exercises, coordinated and consulted with Public Affairs, identified a primary branding message and met with administrators to create a process for units to tell their stories using ACES’ personality, which is innovative, reputable, community oriented, collaborative and visionary.
Working with a graphic designer, Jennifer established a visual identity that included key messages, held monthly brown-bag meetings to share best practices, and developed a social media strategy to reach prospective students. The result? With improved marketing, undergrad enrollment grew nearly 20 percent.
While ACES marketing materials and campaigns will change in concept and execution from year to year, the solid foundation that Jennifer laid in branding, messaging, and visual identity will ensure continuity, coherence, and effectiveness. Her leadership has given ACES an unprecedented communications strength, and she has earned the Innovation in Marketing Award.
