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Before forming SimpsonScarborough with Christopher Simpson, Mrs. Scarborough founded the marketing research arm of Boston-based Carnegie Communications, which became a leading higher education marketing, research, consulting and creative services firm. From the company's modest two-person inception, Mrs. Scarborough built the research effort to encompass 25 employees working coast-to-coast with more than 150 colleges and universities. Mrs. Scarborough, who served as Carnegie's Executive Vice President and Chief Operating Officer, was instrumental in transforming research findings into actionable marketing plans with quantifiable goals. Her groundbreaking approaches to marketing and research have become industry standards that are the hallmark of SimpsonScarborough. She has personally moderated hundreds of online and in-person focus groups with high school and college students, parents, faculty, staff and alumni nationwide. She is an expert in attitudinal research methods, survey instrument design, sampling, data analysis, and the compilation and presentation of marketing intelligence. Her work has helped colleges attain measurable goals, engage Boards of Trustees and Regents, secure new revenue for marketing, establish brand identities and burnish their images and reputations. She frequently collaborates with clients to carry out large-scale image and branding studies with diverse demographic groups, utilizing the results to devise branding and marketing plans that capture and communicate the essence of an organization. Mrs. Scarborough's client list is impressive, spanning prestigious public and private institutions such as the University of California, Berkeley, the Alumni Association of the University of Michigan, Carnegie Mellon, The George Washington University, George Mason University, Babson College, Ball State University, Randolph-Macon College, the College of the Holy Cross, Dowling College, Berry College, Wheeling Jesuit University, Loyola College in Maryland, MGH Institute of Health Professions, Indiana University-Purdue University Fort Wayne (IPFW), The Simon Graduate School of Business at the University of Rochester and Finger Lakes Community College. She currently chairs the American Marketing Association’s Symposium for the Marketing of Higher Education and has presented more than 150 workshops and papers on marketing and market research at popular higher education-related conferences and symposia, including NACAC, NAGAP, AMA, NAICU, AACRAO, ASBAP, PCACAC, SACAC and NYSACAC. Mrs. Scarborough holds a B.S. in mathematics from James Madison University (VA) and an MBA with an emphasis in marketing from Fordham University (NY). As an expert in communications research theory, Mrs. Scarborough loves to curl up with the latest marketing textbooks and a glass of fine cabernet. Her whirlwind style and eclectic interests are well known in higher education circles, and her rare away-from-work hours are consumed by her two children, Griffin and Savannah. CONTACT INFORMATION: |
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Elizabeth Scarborough, President and Partner, is a nationally recognized expert in the use of research to drive marketing, branding, recruitment, retention, development and alumni relations efforts. With seventeen years experience conducting market research and providing strategic counsel to colleges and universities, she is a well-known and innovative leader in developing marketing intelligence. 