Plenary Panel Session: Branding

Monday, March 19
11:15 am - 12:30 pm


An exploration of the power of branding for ECE, this session begins with a look at branding through the lens of ECEDHA corporate partner Texas Instruments (including brief history, challenges, breakthrough moments and how the brand promise rings true in an ever-changing marketplace).

With the stage set, the Tailfin team will review the new ECEDHA research and brand platform and will unveil the new creative examples and introduce a flexible framework for individual institution use. The session will conclude with a review of “when and how” to consider engaging outside support to help fuel storytelling at an institute level.

 

Organizers
 
     Ashlee Gardner
 ECE Communicator
 Georgia Tech
 
     
 
 Catharine June
 ECE Communicator
 University of Michigan
 
     
 Panelists:
 
   Dan Stancil
 Daniel Stancil
 Professor & Head
 North Carolina State University
 
     
     Greg Abel
 
Director of Strategy & Client Services
 Tailfin Marketing
 
 

Greg’s career began in advertising at McCann-Erickson and Fitzgerald+Co in Atlanta, GA. He then jumped on the digital marketing wave with dot-com mega-consultancy US Web/CKS (later marchFIRST) where he helped to develop digital strategy and online user experiences for a range of consumer brands. In 1999, Greg co-founded Tailfin, which has grown into a diverse brand and marketing agency, serving clients across the country for nearly twenty years.

 
     
     Tracy Clark
 
Brand Strategist & Account Director
 Tailfin Marketing
 

Tracy’s affinity for higher education is no secret. After earning her MBA from Georgia Tech, she spent 8 years on the client side at Emory University. She then honed her brand strategy talents on the agency side, primarily with higher education clients across the US. Since 2013, Tracy has been with Tailfin, keeping her clients brand-savvy and her co-workers creatively fueled with her engaging sense of humor and her Spotify playlists.
 
     
   Patty Arellano
 
Director of University Digital Marketing & STEM Outreach Programs
 Texas Instruments
 
 

Patty Arellano is the Director of University Digital Marketing and STEM Outreach Programs for Texas Instruments. In this role, Patty works with teams and partners to prepare students for the workforce by equipping them with the science, technology, engineering and math (STEM) skills they need. In her two-fold role, Patty is responsible for building awareness and usage of TI technology among university engineering faculty and students, as well as for driving TI’s philanthropic investments in STEM education programs. 

Patty joined TI in 2002 and has served in various communications roles that span across TI’s corporate and business lines. Prior to her career at TI, she worked in the financial, energy and telecom sectors. Patty received a Bachelor of Arts degree in Journalism from the University of North Texas and a Master of Business Administration degree from Oklahoma State University.

 
     
                          





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