An interview with Dr. Kathie Fleck, ACC, VP of Marketing and Communications, Ivy Tech Community College.

Q: Kathie, thank you for joining us. Could you start by sharing a summary of your career journey and what led you to Ivy Tech?

Kathie: Absolutely. My path has been anything but linear—what I call “a game of chutes and ladders.” I started in public relations and media relations, handling everything from environmental issues at the Ohio EPA to crisis communications in the governor’s office. Over the years, I’ve worked in state and local government across Ohio and Indiana, spent meaningful time in the nonprofit sector, and led teams in the private sector. I’ve also taught as a professor in communications and organizational leadership. Each phase reinforced my appreciation for communications as a connector—whether I was in the public, nonprofit, or corporate world, or now in higher education. At Ivy Tech, all these experiences inform how I approach broad, multi-campus marketing strategies and community engagement.

Q: Ivy Tech is unique as Indiana’s sole community college system with 19 campuses. How does this impact your marketing approach?

Kathie: We’re present statewide—much like a well-known retail brand—so awareness isn’t our main hurdle. Instead, our challenge lies in communicating the unique value of starting an educational journey with us, especially the ROI of an associate’s degree. Many Hoosiers still carry biases about community colleges, so we work hard to show outcomes: job placement, salaries, industry partnerships, and the ability to transfer credits to four-year institutions. Each campus serves a different local dynamic, which means striking a careful balance between state-wide brand consistency and local relevance.

Q: What sets Ivy Tech’s academic and student experience apart?

Kathie: At Ivy Tech, applied learning is foundational. Our labs—especially in fields like nursing or advanced manufacturing—mirror real-world workplaces, thanks to partnerships with employers like global medicine company Lilly. Students aren’t just studying in textbooks; they’re developing skills in environments identical to where they’ll get their first jobs. We serve over 200,000 students, including high schoolers, adult learners, and working professionals, with options ranging from in-person to fully online and hybrid programs. Though we don’t have dorms or athletics, our student life offerings—clubs, honoraries, internships—ensure an authentic student experience.

Q: Ivy Tech has a reputation for outcome-driven marketing. How data-focused is your team, and what tools do you use?

Kathie: Data is at the core of everything we do. We employ Salesforce as our CRM, use Marketing Cloud, and layer in business intelligence platforms to follow each prospective student’s interaction “cradle to graduation.” Our marketing mix is approximately 40% general awareness and 60% targeted outreach, utilizing everything from OTT video, cinema, and geo-fenced ads to robust digital placements on Snapchat, Reddit, Twitch, and Spotify. Every campaign is measured, refined, and mapped to achieve conversions and positive ROI.

Q: With 19 campuses, maintaining brand consistency must be challenging. How do you manage that?

Kathie: It’s always top of mind! Each campus has its own local culture and competitive set, but our job is to keep Ivy Tech’s statewide reputation and voice unified. We encourage faculty and staff to be brand ambassadors on platforms like LinkedIn, and emphasize that their authentic voices—sharing stories of student success—are more effective than any advertisement. We also review creative outputs collaboratively, welcoming feedback and encouraging a healthy push-pull between central strategy and local innovation.

Q: Industry and employer partnerships seem central to Ivy Tech’s mission. Can you share some impactful examples?

Kathie: Partnerships are absolutely vital. Our collaboration with global medicine company Lilly, for instance, led to a manufacturing lab that replicates their environment, ensuring students graduate job-ready. These relationships extend to health systems, tech firms, and regional employers. We also offer non-credit credentials and help working adults step back into for-credit degree programs. Additionally, we run educational services and vocational/career and technical education training for the Indiana Department of Corrections, serving diverse communities across the state.

Q: What’s the most valuable lesson you’ve learned about marketing leadership?

Kathie: Your employees—faculty and staff—are your most important stakeholders and brand voices. I believe that authentic, employee-driven narratives transform perception far better than the “glitter” of creative ads alone. At the end of the day, it’s about building trust internally and externally, maintaining integrity, and making sure we keep promises through our offerings. Creativity matters, but substance and consistency matter even more.

Q: Is there a less-known aspect of your background that influences your work?

Kathie: Maybe not widely known: I was in Army ROTC in college but never received a commission, so I have always felt a connection to military culture. That ethos of discipline, teamwork, and service inspires my approach. I appreciate how Ivy Tech is so intentional about being a “military-friendly” institution—helping veterans, active-duty personnel, and their families gain education and training that helps support them throughout their career.

Q: What should stakeholders and prospective students look for from Ivy Tech in the coming year?

Kathie: Higher education is in flux across the country, and Ivy Tech is no exception. We have a new president and are preparing to finish out a robust strategic plan through 2026, with more long-term planning through 2030. Expect to see expanded partnerships with industry, ongoing innovations in student outcomes, and a firm commitment to ensuring access and workforce relevance for all Hoosiers. Keep an eye on our new program launches and continued integration of real-world learning at every level.

Q: Thank you, Dr. Fleck. For those who want to reach out, what’s the best way to connect with you?

Kathie: LinkedIn is where I’m most active, professionally; I love connecting with peers, educators, employers, and fellow change agents out there. We all get better when we learn from each other.