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Maguire Associates’ EVP Jessica McWade Co-Leads Advanced Marketing Session on Shaping Institutional Vision at 2014 AMA Higher Ed Symposium

CONCORD, MA—(November 6, 2014)—Maguire Associates, a leading higher-education consultancy, today announced that Executive Vice President Jessica McWade, Ed.D., will co-lead an advanced marketing discussion at the AMA Symposium for the Marketing of Higher Education in Austin, Texas on November 12, 2014.

In a session titled, “The Vision Thing: Connecting Institutional Values to Brand Development,” Jessica and Lisa Rudgers, VP Global Communications at the University of Michigan, will explore how an institution’s vision can inform its branding and marketing strategies. Their presentation, which includes data gleaned from working directly with college and university presidents, studies how institutional visions are forged and identifies which primary factors make them successful.

To frame the discussion, Jessica and Lisa define vision as an ideal and unique image of an institution’s future that creates a bias for specific action designed to realize that future. According to Jessica, “elements of the best visions start with principles and parameters established by presidents, but are then derived and specified within the larger community of shared governance.”

College and university presidents have myriad responsibilities across multiple domains, so this advanced marketing session will explore how the successful realization of vision and strategy – or the lack of it – can powerfully shape an institution’s brand. “Vision articulates where the organization is going, and Mission indicates how it will get there,” said Jessica. “Still, it ultimately remains the president’s responsibility to guard against imprecise and generic visions that can often emerge from inclusive, community-based processes.”

Jessica leads Maguire Associate’s branding, marketing and communications practice, as well as its leadership and organizational development portfolio. She previously led the firm’s predictive modeling and market research businesses. Prior to joining Maguire Associates, Jessica led McWade Group; was VP, Corporate Affairs & Communications for Raytheon; Director, Corporate Communications for Textron; and held many other prestigious roles including Commander in the U.S. Naval Reserve and Deputy Press Secretary to the Mayor of Boston.

“It helps for faculty, staff and stakeholders at a college or university to see that vision, mission, strategy, brand and messaging are all in some general alignment,” said Jessica. “Vision should set the stage for everything else, so I’m looking forward to engaging attendees on these issues in our marketing session.”

Jessica graduated from Boston University (B.S.); New York University (M.B.A.); Harvard University’s Kennedy School of Government (M.P.A.); and The George Washington University’s Executive Leadership Doctoral Program (Ed.D.). She also attended The Stockholm School of Economics on an International Management Fellowship.

Symposium participants interested in attending should register for Advanced Marketing Session 4 on Wednesday, November 12 from 2:15 – 3:45 p.m. in Meeting Room 400/402 at the Hilton Austin, 500 East 4th Street, Austin, TX 78701.

About Maguire Associates

Founded in 1983, Maguire Associates is a higher education consultancy that not only helps institutions implement enrollment management best practices, but offers research and consulting for strengthening institutional marketing and branding, competitive positioning strategies, retention and strategic planning, both nationally and abroad. Over the course of our history, we have served over 500 clients—from colleges and universities to independent and public schools, consortia, and government organizations focused on education. We use market research, sophisticated data analysis and predictive modeling to help clients reach their goals. For more information, visit