VP candidate John Veilleux discusses enrollment, branding at candidate forum
John Vellieux speaks to Central Michigan University students, faculty and staff at the second candidate forum for CMU's next vice president for University Communications and chief marketing officer on Oct. 23 in the Charles V. Park Library Baber Room.
John Veilleux discussed enrollment, branding and crisis communication during a candidate forum for Central Michigan University's next vice president for University Communications and chief marketing officer.
Veilleux, vice president of marketing, communications and enrollment at Texas Wesleyan University, addressed faculty, staff and students Oct. 23 in the Charles V. Park Library Baber Room, in the second of the three candidate forums.
“I think I bring strong leadership in terms of navigating, helping elevate our issues at the executive level, how to collaborate with deans (and) faculty across campus,” Vellieux said. “There are a number of things I think I can and would do to help the circumstances and challenges so they become strengths.”
Before working at TWU, he served as the associate vice president of communications and community relations at Indiana University of Pennsylvania under CMU's own President Bob Davies.
“What drew me here was the opportunity to work under President Davies,” Veilleux said. “He is probably the most transparent, most open, most engaging person I’ve ever worked with and I would really love the opportunity to work under him again.
"Life is too short to not have great bosses.”
Veilleux addressed the drop in enrollment at CMU and ways to reverse it through branding.
"For enrollment, at the end of the day, I use the expression 'it's butts and seats,' did you meet the enrollment goals of the institution?" Veilleux said.
His approach is ensuring that goals are set and met. Veilleux said he believes that branding the institution properly is a major factor in enrollment.
"The brand is the sort of truth that you tell people they are going to experience when you engage with them," Veilleux said.
Beyond overseeing the branding of a university, dealing with crisis communication is a large part of a chief marketing officer's job. As crisis occurs, Veilleux said it's important to find a positive spin on the negative coverage in terms of representing a brand.
"Crisis communication planning doesn't happen on accident, you have to be prepared, you have to have a policy," Veilleux said. "Our go-to for any crisis is to immediately gather information and go into investigation mode."
Veilleux mentioned the importance of internal and digital media in both positive and negative lights.
“I come into the opportunity here at Central Michigan University with eyes wide open,” Vellieux said. “There is ground to be made up but it's going to take intentional work of the university, not just marketing and communications."
The first chief marketing officer candidate forum took place Oct. 22 with candidate Rosalee Rush. The final candidate forum with Rhonda DeLong will take place at 3 p.m. Thursday, Oct. 24 in the Bovee University Center Rotunda.
The forums can be streamed on the senior officer searches website. Any feedback related to the job can be submitted at the forums by completing the candidate evaluation form or emailing any comments to president@cmich.edu.
