Kristen specializes in guiding institutions through the process of developing high-impact brands that are simple yet smart, authentic yet aspirational. Driven by a desire to eliminate the phrase “best-kept secret” from the higher-education marketing lexicon, she digs deep to find the consistent language, values, and stories that make up each institution’s distinctive personality.
Kristen began her career in higher education as Executive Editor of Currents Magazine at the Council for Advancement and Support of Education, where she initiated the magazine’s coverage of integrated marketing and led its first-ever online reader survey. She went on to become the Creative Director at Carnegie Communications and then Vice President for Research & Brand Strategy at Mind Over Media before joining SimpsonScarborough. Her work for colleges and universities has won multiple awards from CASE and Higher Education Marketing Report.
Branding in an Age of Cynicism
I was recently talking with a friend whose 17-year-old son is in the depths of his college-selection process. She related to me her family’s impressions of several campus visits, saying >>
Christopher Simpson: A Legacy That Still Inspires
Cleaning out my home office recently, I came across quite a relic: an issue of CASE Currents from January 1998, back when I was the magazine’s relatively new managing editor >>
So You’re Not Going to Test Your Creative Concepts? Here Are 5 Reasons to Think Again
“The President knows what she wants.” “We did some focus groups.” “Everyone in marcom feels really great about Concept 2, and we know this place.” I’ve heard all the excuses. >>