Matthew Parillo is the Executive Director of Marketing & Communications at Brandeis University. He oversees all activities aimed at increasing international visibility, driving audience engagement and enhancing institutional reputation for the International Business School. He is a strategic, innovative and collaborative leader who has led teams in both higher education institutions and, prior to Brandeis, in the business sector at The Walt Disney Company, Time Warner as well as various venture-backed startups. While he is unable to disclose which one, he also served as a character (for one hour) at Disneyland as the culmination of the Disney Way executive training program.
Digital Advertising: A Higher Education Case Study
by Executive Director of Marketing & Communications, Brandeis University
In its first-ever comprehensive online advertising campaign, Brandeis International Business School set out to test a new strategy and tactics. The goals: to increase brand awareness and drive interest among prospective students for enrolling into its globally-focused graduate business programs. Learn how a variety of emerging and traditional advertising platforms were used, from streaming audio and podcast placements to social media, as well as more traditional programmatic and search engine marketing programs. This sessions will explore, evaluate and share lessons learned from the campaign which sought to achieve a balance of engaging through emotional resonance and culminating with direct response.