Sarah Foley is the Director of Brand Marketing at the University of Denver, where she leads efforts to shape the university’s reputation and drive brand engagement in the highly complex world of higher education. With a background that spans agency account management and in-house marketing leadership, Sarah has spearheaded innovative brand health monitoring programs and overseen integrated campaigns across content, social, and paid media for an institution with a significant graduate student population.
About the Episode
Brand marketing in higher education comes with extended decision cycles, decentralized teams, and ROI that’s difficult to quantify. In this episode, Tyler Lane sits down with Sarah Foley, Director of Brand Marketing at the University of Denver, to unpack how brand awareness, sentiment, and trust drive real outcomes over time. Sarah shares her journey from agency life to higher ed, how DU measures brand health beyond applications and clicks, and what long-funnel marketers in any industry can learn from higher education’s complex ecosystem.
Key Moments
Sarah’s Career Path Into Higher Ed
- From graphic design roots to agency account management and back to higher education brand leadership [2:18], [6:24]
Design, Messaging, and Brand Foundations
- Why design is more than visuals and how UX, messaging, and trust shape brand perception [9:27].
- The importance of aligning brand promises with real customer experiences [12:40]
Brand Marketing in Long-Funnel Environments
- Why higher education requires a different approach to brand and performance measurement [15:15].
- The risks of missed touchpoints in extended decision journeys [16:01]
Measuring Brand Health and ROI
- How DU tracks unaided and aided awareness, sentiment, and brand attributes across markets [19:06].
- Using longitudinal data and self-reported insights to connect brand exposure to future actions like applying, visiting, or donating [22:02]
Organizational Challenges and Alignment
- Navigating decentralized colleges and sub-brands within a university structure [34:43].
- Why a strong parent brand makes conversion easier for individual schools and programs [37:10]
Lessons for Marketers and Career Advice
- The patience required for brand marketing versus short-term performance metrics [27:11].
- Advice for agency marketers looking to “own” a single brand and align work with industry values [41:30]
Top Insights
- Invest in brand awareness before conversion metrics – Building recognition ensures audiences can form affinity long before making high-stakes decisions.
- Track brand health longitudinally, not just quarterly performance – Long-term measurement reveals meaningful trends that short-term metrics often miss.
- Align brand promises with real experiences – Consistency across marketing, service, and operations builds trust and strengthens loyalty.
- Use data to guide patience in decision-making – Allowing time for brand efforts to mature prevents premature conclusions and misallocated resources.
- Position brand marketing as a growth enabler for all teams – A strong parent brand makes downstream conversion efforts easier and more effective.
Notable Quotes
- “Design as a tool; design as a way to communicate effectively what you’re trying to get at.”
- “It’s not enough to just put it on a website.”
- “They can’t love you if they don’t know you exist.”
- “I think brand and design are often very much tied at the hip, right?”
- “I believe enough in the value of a college degree and the value of higher education as a whole.”
Resources
Industry Experts
Companies and Organizations
Research, Data, and Analytics Partners
Brand Marketing That Compounds Over Time
If your organization is focused on short-term conversions but struggling to prove the value of the brand, you’re missing a critical growth lever. At Session Interactive, we help teams connect brand, performance, and data to build strategies that drive awareness, trust, and long-term results. Let us help you measure what matters and create momentum that compounds over time.
For more insights on brand strategy, long-funnel marketing, and data-informed growth, subscribe to the Built to Convert podcast. Ready to strengthen your brand and drive smarter growth? Contact Session Interactive to see how we can help you build clarity, confidence, and results.
