CASE award winner
Larry Lauer, vice chancellor for government affairs, recognized for outstanding service to the advancement of higher education.
by Nancy Bartosek
Updated: Friday, July 20, 2012
Larry D. Lauer, vice chancellor for government affairs, received the Frank L. Ashmore Award for Service to CASE and the Advancement Profession this week.
Larry D. Lauer, TCU's vice chancellor for government affairs, received the Frank L. Ashmore Award for Service to CASE and the Advancement Profession this week during the CASE Summit for Leaders in Advancement in Washington, D.C., a conference that he pioneered. The annual award honors individuals and organizations for extraordinary service to education and the field of educational advancement.
Lauer, who is also a distinguished professor of strategic communication at TCU’s Schieffer School of Journalism and an adjunct fellow at the Center for Strategic and International Studies (CSIS) in Washington, DC., is a recognized expert in educational advancement and a trailblazer in integrated marketing in higher education. He serves as strategic marketing advisor to the American Council on Education (ACE).
Lauer also has served as a faculty member at numerous CASE conferences, a trustee on the CASE board and a member of the CASE Commission on Communications and Marketing. He has been a mentor to many in the profession and brought his principles and practices of integrated marketing to institutions around the world.
Lauer speaks at national and international conferences, counsels with associations, and has worked with more than 40 campuses on integrated marketing and strategic communication initiatives in the U.S., Canada, Mexico, Chile, Columbia, South Africa, the Caribbean, United Kingdom, Poland, France, Italy, Germany, Spain, Australia, Denmark, The Netherlands, and Singapore. His international experience includes serving seven years on the board of INPUT, an international public television producers’ association.
He is the author of four books: Learning to Love the Politics: How to Develop Institutional Support for Advancement (CASE Books, 2010); Communication Power (Jones & Bartlett, 1997); Competing for Students, Money and Reputation: Marketing the Academy in the 21st Century (CASE Books, 2002), which has become a CASE bestseller; and Advancing Higher Education in Uncertain Times (CASE Books, 2006), a CASE Books bestseller.
Lauer has also written more than 30 journal articles and book chapters on institutional marketing and communications. He edited the first-ever section on marketing in the third edition of the CASE Handbook of Institutional Advancement, where he is referred to as “pioneer of integrated marketing for our profession.”
He is the only person ever to receive CASE’s Alice L. Beeman Award for Research in Communication twice, first in 2003 at the International Assembly and again in 2007 at the Annual Summit for Advancement Leaders.
He also received the ICUT President’s Award in 2003 from Independent Colleges and Universities of Texas. It is presented for distinguished service to the organization and to the 32 independent colleges and universities in Texas. In addition, he received the 2004 Distinguished Achievement Award from CASE District IV.
Lauer was founding chair of the redesigned international CASE assembly in 2006, now named the Summit for Advancement Leaders, which annually examines the impact of the dramatic changes in higher education on the advancement professions. He was also the founding chairman of CASE Advanced Seminar on Integrated Marketing in Higher Education, and served on the advisory board of the American Council on Education’s (ACE) Solutions for America project.
He has been a faculty member and past chair of the CASE Summer Institutes on Communications and Marketing at Duke and Vanderbilt universities. From 1999 to 2009, he served as TCU’s first vice chancellor for marketing and communication and was executive director of its strategic planning initiative, The Commission on the Future of TCU.
In 2009, he became TCU’s first vice chancellor for government affairs.