From Brand Standards to Brand Systems: Kettering’s GPT Playbook

About this episode

This episode discusses Kettering University's integration of a custom GPT into their marketing workflow and the processes that drive results.

In this episode of Higher Ed Pulse hosted by Mallory Willsea, the team from Kettering University shares how they transformed a custom GPT from a simple experiment into a trusted, embedded part of their marketing workflow. Featuring Jennifer Umberger (VP & CMO), Lee Madaus (Content & Communications), and Dottie Gouine (Digital Storytelling), the conversation dives into how disciplined processes—not just access to AI—drive real results. From brand alignment to team adoption, this episode explores how AI in higher education can power smarter, more consistent enrollment marketing.

People in this episode

Host: Mallory Willsea

Guests: Jennifer Umberger, Lee Madaus, Dottie Gouine

Topics covered

• AI in higher education
• marketing workflow
• enrollment marketing
• brand systems
• team adoption

Keywords

• GPT
• marketing
• higher education
• AI
• brand alignment
• enrollment

Mentioned in this episode

Organizations: Kettering University

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