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Elizabeth Scarborough

Elizabeth Scarborough, CEO and Partner
T. 646.250.5551
F. 571.482.3840
E. ES@SimpsonScarborough.com

In addition to clocking more cell-phone hours in airports and rental cars than George Clooney in Up in the Air, Elizabeth is a nationally recognized expert in the use of research to drive marketing and branding efforts. With 18 years of experience developing and conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities.

Areas of specialty: Market research and brand strategy. Elizabeth is an expert in survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence. She was one of the first (in the mid-1990s) to use online research tools for higher education marketing. Before joining SimpsonScarborough, Elizabeth founded the research division of Carnegie Communications, where she pioneered the use of geodemographic research to inform college and university enrollment and marketing strategy.

Industry leadership: Elizabeth chaired the American Marketing Association’s Symposium for the Marketing of Higher Education from 2007 to 2010. She has presented more than 200 workshops and papers on marketing and market research at a veritable alphabet soup of higher education-related conferences and symposia, including NACAC, NAGAP, AMA, AGB, NAICU, AACRAO, ASBAP, PCACAC, SACAC, and NYSACAC. She is working on her first book, which will be published by CASE and describes higher education marketing success stories.

What clients say: That her work becomes truly integral to organizational strategy. Categorized by StrengthsFinder as an Includer, Elizabeth thrives on making people feel part of the group—and expanding the group so that as many people as possible can benefit from its support. For her clients, Elizabeth’s penchant for inclusion helps them truly achieve branding goals by getting everyone in the organization to sing the same tune, at the same time, in the same key.

Most people don’t know: That she’s a geek at heart. “I love presenting data and discussing findings with a client,” Elizabeth says, “but I absolutely long for the now-rare occasions when I get to run some stats myself. There’s nothing more satisfying than spending a solid eight hours in SPSS!”

Education: B.S. in mathematics, James Madison University; M.B.A. with a concentration in marketing, Fordham University.

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