On the next WPSU’s 'Digging Deeper': Building a brand in higher education

UNIVERSITY PARK, Pa. — The ways universities advertise and the challenges they face when building their brands will be discussed by Penn State President Eric Barron during the next episode of WPSU’s “Digging Deeper” on Sunday, Feb. 23.

Barron will be joined by Lawrence Lokman, Penn State’s vice president of strategic communications, and Lee Ahern, associate professor of advertising and public relations in the Donald P. Bellisario College of Communications.

“Digging Deeper” will air at 10:30 a.m. and 6 p.m. on WPSU-TV.

Ahern said there are several elements needed for building a strong brand.

“Innovation, excellence, quality, market share, market capitalization,” he said. “All of those things are going to impact how people perceive your brand. The advertising is just one that you have complete control over and is the one that should really distill your message exactly the way you want it.”

For Penn State, Lokman said he wants these spots to build on the strong sense of connection to the University by encouraging positive support through the stories it promotes.

“We do research to see how they affect alumni and faculty and staff, and other supporters of the University,” he said. “We see that they feel more connected to Penn State, more motivated to give or volunteer or hire a graduate as business people. That's what I want them to feel and that, of course, then supports our efforts to engage them more in the life of the University.”

Visit the WPSU website for more information on central Pennsylvania’s public media station. WPSU is an outreach service of Penn State.