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- Elizabeth Scarborough
- CEO and Partner
Elizabeth Scarborough, CEO and Partner of SimpsonScarborough, is a nationally recognized expert in the use of research to drive marketing, branding, recruitment, retention, development and alumni relations efforts. With eighteen years experience conducting market research and providing strategic counsel to colleges and universities, she is a well-known and innovative leader in developing marketing intelligence.
Her groundbreaking approaches to marketing and research have become industry standards that are the hallmark of SimpsonScarborough. She has personally moderated hundreds of online and in-person focus groups with high school and college students, parents, faculty, staff and alumni nationwide. She is an expert in attitudinal research methods, survey instrument design, sampling, data analysis, and the compilation and presentation of marketing intelligence.
Her work has helped colleges attain measurable goals, engage Boards of Trustees and Regents, secure new revenue for marketing, establish brand identities and burnish their images and reputations. She frequently collaborates with clients to carry out large-scale image and branding studies with diverse demographic groups, utilizing the results to devise branding and marketing plans that capture and communicate the essence of an organization.
She currently chairs the American Marketing Association’s Symposium for the Marketing of Higher Education and has presented more than 150 workshops and papers on marketing and market research at popular higher education-related conferences and symposia, including NACAC, NAGAP, AMA, NAICU, AACRAO, ASBAP, PCACAC, SACAC and NYSACAC.
Mrs. Scarborough holds a B.S. in mathematics from James Madison University (VA) and an MBA with an emphasis in marketing from Fordham University (NY).