Melanie Schramm has joined Eddy Alexander to lead their rapidly growing higher education practice, the full-service marketing and growth strategy agency announced today.

Schramm, former Director of Marketing at Virginia Tech, is a well-known, and highly-respected marketing thought leader whose background also includes senior roles at Michigan State University and Purdue University.

Schramm has led a long line of strategic and industry advancing higher education initiatives that stretch across enrollment, marketing, brand management, licensing, fundraising, and online program development. Her work has been widely celebrated with multiple awards from the Council for Advancement and Support of Education (CASE), the Association for Professional, Continuing, & Online Education (UPCEA), the Graduate Management Admissions Council (GMAC), and Virginia Business Magazine.

Before joining Eddy Alexander, Schramm most recently helped lead Virginia Tech’s comprehensive rebrand which brought the well-known athletics and academic profiles into more consistent visual and verbal alignment. She is widely credited with championing Virginia Tech’s new brand platform and advertising campaign which both anchor the university’s new era of expansion.

Eddy Alexander, a full-service marketing, advertising, and communications consultancy, has historically been known for their work with advanced technology, professional services, and economic development clients. However, in the last twelve months, they have grown a significant book of business in higher education and healthcare research. They are currently serving a number of well-known public and private research universities across the country.

“Eddy Alexander caught my attention earlier this year with some fantastic work bringing Virginia Tech’s new brand platform to life in the University’s first-ever national advertising and brand awareness campaign featuring ‘Claim Your Roll’. I have been really impressed with their robust portfolio of award-winning capabilities, their cross-industry successes, and the clear benefits of their strategic approach and methodologies in the higher education market,” Schramm said. “I’m incredibly excited to have been invited to join the team.”

Under Schramm’s leadership, Eddy Alexander will provide full lifecycle marketing support including strategy, branding, advertising, communications, and performance optimization services to drive programmatic successes across advancement, admissions, and athletics for a wide-variety of higher education clients.

“Schramm is a well-known and highly respected Director of Higher Education Marketing who has built a nation-wide reputation for championing complex multi-channel marketing investments at R1 universities,” Eddy Alexander’s Founder and Chief Strategist Jennifer Eddy said. “Melanie’s proven ability to earn wide-spread leadership buy-in with sophisticated ROI tracking and transparent performance management methodologies have helped her earn executive support at the highest levels.”

“She has proven over and over again that she knows how to drive measurable, meaningful, business optimization for top-tier university brands,” Eddy said. “Melanie’s ‘strategy-driven’ approach and proven and consistent success as a Director of Higher Education Marketing, make her a perfect fit for our data-driven agency culture.”

“I’m really looking forward to combining my experience as a Director of Marketing, launching and leading top-tier higher education brands, with Eddy Alexander’s proven methodologies and multi-talented team. I want to help valued colleagues across the industry who are facing many of the same challenges and opportunities I have had to tackle in my former positions,” Schramm said. “It’s going to be wonderful to work with professionals I respect so highly, while supporting the people, institutions, and industry I care so deeply about.”



Eddy Alexander is a full-service marketing and growth strategy consultancy that offers award-winning branding, advertising and public relations services. Eddy Alexander combines the best of management consulting with comprehensive marketing and communications growth strategy to deliver measurable, meaningful, and strategic business results.

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Media Contact:

Jennifer Eddy
Chief Strategist
Eddy Alexander

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