Justin M. Bell, a seasoned inventive strategist who helped to elevate the position of The Ohio State College and multiple effectively-known brand names, has been appointed the inaugural vice president for advertising and marketing and communications at Fordham, successful Aug. 25. He is the first particular person to maintain this position in University Marketing and Communications, which became a stand-alone division earlier this 12 months.
“Justin is the proper individual to direct the newly shaped University Internet marketing and Communications division. He has a proven monitor file in building complete marketing and advertising techniques and integrating facts-driven insights into his do the job, and is focused to fostering meaningful connections in and outdoors the University,” said Fordham’s president, Tania Tetlow, who welcomed Bell and his husband to the Fordham community in an electronic mail announcement on July 20.
Bell arrives to Fordham from The Ohio Condition University—an establishment whose university student population is four moments as massive as Fordham’s—where he serves as associate vice president for manufacturer advertising. About the past 4 years, he enhanced Ohio State’s brand in methods that grew enrollment and designed a track record for chopping-edge analysis. Ahead of signing up for increased schooling, he labored for internet marketing organizations in Los Angeles and Miami, and went on to observed his personal agency focused on digital technique, social media, and net development. Within just two years, his startup was acquired by Lion Agency, exactly where he served as CEO.
In his new part at Fordham, Bell will take care of a team of experts who operate in promoting and advertising and marketing, news and media relations, images and video, social media, and web site management. As chief of the division, Bell will engage in a pivotal role in raising Fordham’s profile and increasing enrollment.
When Bell begins at Fordham in August, he’ll be adhering to 6 months of leadership from UMC’s interim vice president, Donna Lehmann, who will return to her position as associate vice president for advertising and marketing. His appointment is the culmination of a nationwide search led by Lerzan Aksoy, dean of the Gabelli School of Company, which developed 10 semi-finalists and 4 finalists.
In a Q&A with Fordham Information, Bell mirrored on his occupation route and shared his eyesight for Fordham.
You have worked on brand name development for Ohio Point out as properly as businesses like Amazon and Visa. What function does branding engage in in advertising and marketing and communications strategy, and what have you acquired from this do the job that you will carry to Fordham?
In branding, we aim on tangible and emotional touchpoints that shape our notion of a manufacturer above time. This requires entrepreneurs and communicators to be intentional about curating activities we want our audiences to have as a result of storytelling, promoting, and across all touchpoints. I’ve properly helped manufacturers use info-educated ways to create activities that resonate with audiences. Larger ed is no unique. We have to make relationships with pupils, faculty, staff members, administrators, alumni, and donors by tailoring the brand name expertise to fulfill their demands, which will create belief that will then build affinity and ultimately strengthen model notion.
You have led several key promoting and communications initiatives at The Ohio Condition University. Which types are you most very pleased of?
During the pandemic, it was essential to defend and fortify Ohio State’s feeling of neighborhood. My team developed Together As Buckeyes, a campaign that became a rallying cry for the college group and Ohioans throughout the condition, although also supporting the crucial function of Ohio State’s educational health care middle in combating COVID-19. As we emerged from the pandemic, my workforce embarked on an audience exploration review to comprehend how COVID-19 impacted perceptions of Ohio Condition. Our qualitative and quantitative investigation knowledgeable a new model platform that was industry-analyzed and is now offering the university’s brand name much more consistently, verbally and visually. Viewers investigation also educated a comprehensive reimagination of Ohio State’s electronic ecosystem, which include the introduction of a new UX design and style method and a reimagined osu.edu. My crew also set up a storytelling topic calendar, made use of in our central group and by marketers and communicators throughout the establishment, to support elevate crucial themes and stories all through the 12 months that tied back again to our institutional priorities and brand name strengths. This allowed us to generate a much additional dependable practical experience for our readers—and our audiences that are engaging with content—across our channels.
Beneath your management, Ohio State’s social media presence rose from very low rankings to the top 10 among faculties and universities nationwide. How did you assist to make this occur?
The vital was becoming viewers-centric. Year right after 12 months, we see changes in social system actions and uses across our audiences, so we set up strategies to realize how to meet up with specific audiences on just about every system. This authorized us to be extra intentional about our content, the tone of our posts, and finally how we engaged with our audiences. A different effective solution has been obtaining learners themselves to produce content. They know what is on development and what’s heading to resonate with their friends, and that was a significant success for us, primarily on Instagram and TikTok.
What drew you to Fordham?
The men and women. I’m impressed by how the Fordham neighborhood embraces cura personalis—care for the thoughts, physique, and spirit—with a potent motivation to go beyond what is envisioned in services to others, although however offering effects that added benefits our global modern society. It’s Fordham’s determination to its Jesuit values that genuinely tends to make it a distinctive place. I felt it considering the fact that the working day I commenced engaging with Fordham.
New York Town is a plus. I was born and raised in Ohio. My father, my sister, myself—we all went to Ohio Condition. Following graduating from college, I lived in Minneapolis, western New York, and Miami. I glimpse forward to relocating to New York and obtaining access to all the wonderful food stuff selections. I’m a substantial foodie, so the ability to wake up and try a thing new just about every working day is exciting.
What are Fordham’s present-day strengths in promoting and communications? What parts do you hope to create on?
Fordham’s accomplished a great position of developing a robust regional model recognition. I want to construct on that by developing visibility and advancing our reputation—both nationally and internationally—in assistance of President Tetlow’s vision and our drive as an establishment to compete on the world stage. On top of that, Fordham has a strong storytelling presence. I want to use it to elevate the great impression Fordham has on our communities and the globe.
What are your leading priorities for this fall semester?
My priority is acquiring to know Fordham: the men and women, traditions, and over-all expertise, as effectively as discovering Fordham through the eyes of our learners, school, team, alumni, and donors. That will all be instrumental in me understanding what audiences expect and eventually will need from Fordham. Knowing our audiences will also be educated via viewers investigation, which we’ll use to inform and evolve our promoting and communications tactics. I also program on creating sturdy interactions with marketers, communicators, leaders, and colleagues across the College, and I look ahead to finding out additional about the wonderful do the job now underway, whilst setting up connections and collaboration to elevate Fordham via each and every touchpoint.
This job interview has been edited and condensed for clarity.
