Building brand ambassadors, the Hokie way

From the ideas worth stealing department: Virginia Tech’s Certified Brand Ambassador Program.

The program is a six-course package, offered in two phases, that appears to provide a comprehensive education on the university’s brand identity, from its history to its usage and application in various media. Once participants complete the program, they become certified brand ambassadors. This looks like a good approach for building internal buy-in for a university brand. Nice work.

According to Elizabeth Scarborough of SimpsonScarborough, Virginia Tech’s Melissa Richards is seeking out similar approaches to internal brand-building. Scarborough isn’t aware of any quite like this, but gives VT kudos for their effort.

“This is a great example of where our profession is headed,” she writes. “Our centralized marketing departments will be responsible for developing a brand strategy and training everyone else on campus how to use it, apply it, live it, and expand on it.”

(Hat tip to Michelle Mierzwa, who pointed this out via Twitter.)


Author: andrewcareaga

Higher ed PR and marketing guy. Communications director for Missouri University of Science and Technology (Missouri S&T) in Rolla, Missouri, USA. Slow runner, mediocre guitarist, lover of music and puns, and an avid St. Louis Cardinals fan. I blog and Tweet about #highered, #music, #gocards and #random stuff.

2 thoughts on “Building brand ambassadors, the Hokie way”

  1. Andy and Michelle:
    VT’s brand marketing implementation has been top-notch since EMG developed the “Invent the Future” campaign for them five years ago.

    Back in January, we wrote on several brand ambassador programs in the corporate world, and VT’s marketing manager noted the Brand Ambassador program. (Tsk, tsk Andrew. Caught not reading our blog?).

    Since then we have learned of several others in the planning/development stage, including Oregon State is (

  2. Bob – Looks like you caught me asleep at the switch. Somehow I overlooked that January blog post. You and your team did great work with Virginia Tech’s branding. Thanks!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s