Marketing Maven

LIZA SAUNDERS intended to enter the corporate marketing world. However, early in her career, she found that marketing for higher education is her calling, and she is more than pleased to put her skills to work as the University of North Carolina Wilmington’s new marketing director.

“Marketing for students is really different,” Saunders says. “We are not just selling students another product. We are ensuring them a great education.”

As UNCW’s new marketing director, Saunders will develop comprehensive communications, marketing, and branding strategies and support UNCW’s new 10-year strategic plan: Soar High, Soar Far, Soar Together.

“We needed one overall voice and brand for the university,” Saunders says. “We want one unified vision that shows how strong the university is, shows the amazing research coming from the university, and elevates its programs.”

Saunders is eminently qualified for the position. After graduating from Mary Baldwin University with a bachelor’s degree in communications, she worked for a short time in the private sector.

Saunders’ career took a new direction when she became the marketing and outreach coordinator at Virginia International University. Next, she served as the social media marketing and communications manager for George Mason University’s School of Art.

When Saunders moved to Wilmington in 2022, she continued working for George Mason University remotely. However, when the marketing director position at UNCW opened last March, Saunders leaped at the opportunity. Marketing for an entire university rather than a department seemed a natural progression professionally, she says, and the position would enable her to grow roots in the community.

Saunders brings enthusiasm and a host of new ideas to her role. For example, she plans to revamp the school’s marketing materials to appeal to future students.

“The next generation of students is so different,” Saunders says. “We must be on their level and create a campaign around that. I’m taking long-form content news and video and shortening it. Their attention span is shorter.”

She is also ensuring the university’s marketing materials reflect its strengths and uniqueness. In addition to UNCW’s outstanding academic programs, Saunders plans to highlight UNCW’s proximity to the beach and the school’s close association with alumni. The former allows undergraduates to do research they can’t do at many other universities; and the relationship between alumni, students, and UNCW enhances the student experience and is important for fundraising, she says.

Another of Saunders’ goals is to increase UNCW’s visibility in the community. She wants to engage residents unaffiliated with the University as well as support alumni who have settled and opened businesses in the area. Saunders even hopes to lure out-of-towners to University events.

“We have facilities on campus that are open to the community,” Saunders says. “We want them to know they have access to them. People can come to art shows, to the new library that is opening, to Kenan Auditorium, or to a game. We want that connection with the community.”

Though many think of marketing as a short-term endeavor, Saunders says she is in it for the long haul and that she is forging UNCW’s reputation for the future.

“Marketing is a long game,” she says. “What I put into play, I hope to see results in two or three years.”

Correction: This story has been updated to reflect that UNCW has had the position of marketing director in the past.

To view more of photographer Daria Amato’s work, go to dariaphoto.com

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