About the Episode
Licensing is an often underappreciated yet crucial aspect of a university's marketing and brand strategy; however, it can be a powerful tool for brand reinforcement and revenue generation. In this episode, Jaime sits down with Brian Eubank, Executive Director of Licensing at Old Dominion University, to discuss how universities can extend their brand's reach far beyond campus borders. Takeaways from this episode include:
- Insights into how licensing can contribute to brand recognition and pride among students, alumni, and supporters
- Guidance on taking your licensing program to the next level through strategic partnerships
- Tips for staying current on emerging trends in trademarks and licensing and a forecast on how these developments might reshape branding strategies
- Ideas for expanding your licensing opportunities and capitalizing on alumni affinity
Licensing, when managed effectively, can support your university’s goals, enhance your reputation, and engage the community like nothing else.
Brian Eubank is the executive director of licensing at Old Dominion University, where he oversees all aspects of the university’s licensing program. Six months into his tenure at ODU, he has helped increase licensing revenues by 11% YOY, added a vintage collection to the licensing offerings, and shepherded partnerships with a brewery for a licensed beer and a local restaurant chain for a licensed barbecue sauce. Prior to his current role, Brian served as the Director of University Partnerships for Affinity Licensing, Regional Vice President for Learfield Licensing, and University Brand Manager for Licensing Resource Group.
Episode Summary
Why Is Licensing a Strategic Opportunity for Higher Ed Marketing?
Jaime and Brian discuss how licensing is often viewed as an extension of athletics, yet it has broader potential for university marketing as a whole. By placing licensing under marketing, Old Dominion University ensures that brand management, consistency, and promotion align with the broader mission of the university. Brian notes that licensing provides a unique way to make the university brand more visible throughout the community and even across the country, which can appeal to a diverse group of stakeholders including alumni, students, and parents. Licensing revenue goes directly toward the university’s scholarship fund, reinforcing its contribution to the institution’s long-term success.
How Does Collegiate Licensing Protect and Enhance University Brands?
Brian emphasizes the three core aspects of collegiate licensing: protection, promotion, and profit. Protecting the brand is crucial, as it involves preventing unlicensed or inappropriate usage of the university’s trademarks. Brian recounts instances when Old Dominion University intervened to remove merchandise that did not meet brand guidelines, including items that conveyed negative messages or misused logos. By actively monitoring these issues and enforcing trademark standards, licensing teams ensure brand integrity while allowing their licensed products to serve as “walking billboards” for the university.
What Role Do Consumables Play in Brand Expansion?
Consumables, like ODU’s new golden ale or their soon-to-be-launched BBQ sauce, represent an innovative and growing segment in collegiate licensing. Brian explains that consumables add a local and regional appeal, connecting the university brand with beloved local businesses, like breweries or BBQ restaurants owned by alumni. These products not only strengthen ties with local communities but also provide opportunities for brand visibility in retail settings beyond traditional university merchandise stores. Brian and Jaime agree that consumables allow for repeat purchases, offering a sustainable source of revenue and brand engagement.
How Can Marketing Leaders Support Licensing Efforts?
For CMOs newly responsible for licensing, Brian suggests beginning with networking. Building relationships with athletics, the university’s legal counsel, alumni relations, admissions, and local retail partners can help unify the institution’s approach to licensing. Understanding these groups’ needs and perspectives ensures that licensed products align with the overall brand strategy and appeal to various demographics, from students to alumni.
About the Enrollify Podcast Network
The Enrollify Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam-packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional.
Our shows feature a selection of the industry’s best as your hosts. Learn from Jaime Hunt, Allison Turcio, Dayana Kibilds, Dustin Ramsdell, Terry Flannery, Mallory Willsea, and many more.
Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!
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