October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

Crowdsourcing Your Brand Campaign

#PST4 Poster Sessions Track

First floor foyer, Frontier Airlines Center


Redefining a word can be overwhelming -- and so can facilitating an institutional branding campaign. Combine them both with a crowdsourcing microsite and you have Babson College’s Redefining Entrepreneurship campaign. At the heart of the campaign was the define.babson.edu microsite, the central hub which was the call-to-action for institutional branding across multiple channels. While showcasing the site's success to date, this poster session will use the HighEdWeb attendees to crowdsource how both entrepreneurship and social innovation are defined within higher education.


Gene Begin
Digital Marketing Director, Babson College

Gene Begin is the Digital Marketing Director at Babson College. In this role, he is responsible for creating, managing, and promoting Babson’s digital presence as an integrated, audience-centric experience. Nearly twelve years ago, Gene first joined Babson College after experiences in direct marketing and advertising organizations.  Since his first program coordinator role as a member of the Alumni and Development team, Gene has served in a variety of positions and departments within the College including MBA Alumni Relations, Alumni Online Communications, Graduate School Marketing, Executive Education Marketing and Undergraduate School Marketing. He holds a B.S in Business Administration from the University of Rhode Island and an M.B.A. from Babson College.


Vanessa Theoharis
Undergraduate Marketing Coordinator, Babson College

Vanessa Theoharis is the Undergraduate Digital Marketing Coordinator for Babson College. Vanessa oversees all digital outreach and activity for the undergraduate school, following the student lifecycle from initial admission inquiry to graduation, and as a member of the centralized digital marketing team ensures that all undergraduate channels align with institutional strategy. A graduate of Babson, she feels extra special pride in the power of entrepreneurial thought and action in all aspects of one’s life. Previous experiences include Event Marketing and Communications at Bose Corporation. She is also currently pursuing a Master’s in Integrated Marketing Communications from Emerson College. @VanessaTSmiles