Helix Education has hired an impressive line-up of veteran marketers to lead its integrated agency of record (AOR). New Vice President of Creative and Marketing Strategy Seth Odell, an award winning creative talent, hails from Southern New Hampshire University (SNHU), where his nationally recognized work was critical in supporting the institution’s record-breaking growth strategy. Pete Thornfield, Vice President of Marketing Services, and Brett Tippetts, Vice President of Client Services, also join the team, both of whom have extensive experience shaping some of the largest and most recognized brands on the market today.
“While the competition for enrollments is fierce, there is still tremendous opportunity for growth, and the success stories will be written by institutions that embrace a truly integrated marketing approach,” said Odell. “Being able to rely on data and insights to understand and guide marketing channels and messages is critical. Helix shares this commitment to the power of data-driven analytics and vivid creative through its integrated AOR, and I’m thrilled to be part of a forward-thinking team that is ready and able to make an impact.”
Odell was responsible for concepting, writing and art directing SNHU’s national advertising efforts, including its heralded 2013 cross-country bus tour campaign, which the Chronicle of Higher Education called “Exhibit A of Marketing Success” and “One of the most buzzed-about marketing campaigns in higher education.” His Emmy nominated work helped SNHU become the breakout darling of post-traditional education, growing its online student population by over 50,000 students in just four years. Odell is also the founder of Higher Ed Live, the industry’s first and only live weekly web show network. At Helix Education, Odell is collaborating with colleges and universities to develop their brands, craft meaningful messages, and deliver integrated, results-driven campaigns.
Thornfield has extensive brand management, advertising and media experience with both higher education and consumer products. While at Academic Partnerships, he helped large state and other non-profit institutions build brand awareness through a mix of CRM, search, social, digital, field and traditional marketing. He spent eight years at Frito-Lay, where he managed a $3.1 billion portfolio, doubling the size of Sun Chips, making Rold Gold the number one selling pretzel, and launching new brands. His agency work also includes Clorox, Coors and Taco Bell. Thornfield is helping Helix Education clients embrace bold, game changing brand direct approaches and validating them through data analysis and continuous optimization, maximizing lead generation and building brand equity.
Tippetts’ collection of distinguished brand strategy work spans MasterCard, Intel, Verizon Wireless, Newell Rubbermaid, Regence BlueCross BlueShield, McAfee, ExxonMobil, Sungard Higher Education and Nokia. He has experience with global brand positioning having developed and launched integrated campaigns for TE Connectivity and BAE Systems, and he was an integral part of the recently named Marketing Team of the Year by EETimes and EDN. At Helix Education, Tippetts is the go-to person overseeing integrated AOR client teams and leading the high-level strategy of client development and management.
The team is overseeing Helix Education’s uniquely integrated AOR model (announced yesterday), which gives colleges and universities a one-stop creative and direct response marketing powerhouse, helping institutions deliver meaningful outreach, target budgets, and connect with high quality prospective students in order to drive enrollment growth.
“Seth, Pete and Brett bring extraordinary talent and inspiring ideas that are backed by tangible track records,” said Matthew Schnittman, President and CEO of Helix Education. “From the front lines of higher education to the brands we interact with on a daily basis, they know how to engage, build relationships and drive results. Our partners will be amazed by the height of creative intensity and strategic execution that our integrated AOR team delivers.”
About Helix Education
Educators today are challenged to achieve multi-layer visibility, actionable analytics and measurable results, yet the legacy partnership approach that spans the industry simply can’t support these outcomes. Helix Education gives educators an opportunity to break away, disrupting the traditional landscape with innovative solutions, minds and models. Helix Education’s marketing services, enterprise services and integrated technologies aggregate data across the education lifecycle, empowering institutions to find, enroll, retain and teach students, ultimately optimizing the cost of graduation. Its partnership framework bridges four transformative decades, with over 250 institutions, fostering trust and transparency through a solid understanding of institutional challenges, a reliance on conclusive business intelligence, and a commitment to collaboration. For more information, please visit www.helixeducation.com.