Pat Weas, The Thorburn Group

Pat Weas Talks Brand on the Podcast Purse Strings

Purse Strings, with Maria Reitan (Principal at TopSail Strategies) is a podcast program focused on marketing to women. In this episode, titled Marketing Trends for 2016, Maria Reitan talks with Pat Weas, COO and Executive Strategy Director for The Thorburn Group. They discuss the future of branding in higher education and the role of agencies like The Thorburn Group.

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Deng Thiak Adut Unlimited

No Voice-Overs Required: Showing Student Outcomes as a Journey

There are college recruitment videos showing students in a fun and bright campus, discovering college as a path towards independence and a promising future. At most, they may bring back successful graduates to give a soundbite on how college changed their lives for the better and imply that you as the viewer will equally benefit with the end goal of a great career. Then there’s Western Sydney University (WSU).

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Branding from the Inside Out

Eric Sickler, a friend and colleague at Stamats, recently said something that really caught my interest. He mentioned that effective brands must have an inside-out orientation. I queried him about what he meant, and he stressed the importance of having the brand deeply and intimately aligned with an organization’s people and culture. Eric is absolutely right. Alignment is critical.

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The Six Essentials of Powerful Competitive Message Development

If you don’t have a “plant” record in the recruitment databases of your primary competitors, you can’t begin to imagine the recruitment marketing cacophony your prospective students are navigating. To catch a glimpse of what your recruitment marketing messages are up against, listen to the comments of the uber-candid high schoolers who participated in the…

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Just Search Engine It

I love irony. Some of the best comedy comes from it. Irony can often bring to light unexpected lessons, sometimes warm and delightful while other lessons can be piercing and cold. While researching for my blog post about Google, what could be more ironic than googling Google? Sure, I could just go to Google’s page…

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A Swift Kick in Your Asset Development

Imagine sitting down to begin your next marketing project with an full set of brand-aligned assets at your fingertips. We’re talking photographs, videos, or a collection of targeted interviews ready to become published or digital profiles—all perfectly supporting your cause. Sure would make the process go a lot faster and more smoothly.

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Dare to Be Bold

A lot of people are afraid to be bold. And it’s understandable why. Being bold can be scary. You put yourself/your beliefs/your identity/your brand out there and hope that others will have the same enthusiasm for it as you. That others won’t reject you. But there’s no guarantee. It’s why so many people and so…

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Where’s Your Mars?

I’m a techno-wannabe. Have been all my life. As a kid, I read Popular Science and dreamed of flying cars and cold fusion. In college, back in the days before—well, everything—most of my classmates wrote their papers on typewriters. Manual typewriters. Somehow, I weaseled my way into the good graces of people who knew how…

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Branded Environments and the College Campus Feel

I recently started working for a client near my alma mater and former employer, the University of Notre Dame. When the project team and I visited our client’s campus, I couldn’t help making a special trip one evening to walk around my old campus and take in the nostalgia. And at Notre Dame, you’re hit…

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