2018 Symposium for the Marketing of Higher Education

Heading to the AMA Symposium for the Marketing of Higher Education next month? We are!

Marketing in higher education can be tough, and this conference is here to help make it easier by connecting you with 1,200+ peers dealing with similar challenges. Want to make the most of your time in Orlando? Here’s our list of can’t-miss sessions and events to check out at the conference:

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Sessions

We’re particularly excited about sessions that cover governance and how to balance centralization with flexibility, as well as any that share tips for optimizing online performance to find success in the enrollment funnel.

Not Your Ordinary Mar-Com Structure: A Centralized, Yet Decentralized Model

  • Presented by Dr. Betsy Holloway, Vice President for Marketing & Communications, Samford University and Katie Stripling, Executive Director of University Marketing, Samford University. Monday, 10:15-11:00am.

  • What if you could benefit from the strengths of both centralized and decentralized mar- com structures? In this session, we’ll explore how Samford University achieved greater influence, effectiveness and efficiency through a new organizational structure that combines the strengths of central marketing and the needs of academic units.

From Brand Cops to Brand Collaborators: Successfully Enforcing Brand Governance

  • Presented by Emily Blue, Manager of Brand, Advertising & Sponsorships, Purdue University and Erika Austin, Manager of Trademarks & Licensing, Purdue University. Monday, 11:15 am-12:00pm.

  • Since 1987, a policy has existed relating to brand governance at Purdue University, but it was never effectively communicated to the university system. This led to an inconsistent and incoherent brand identity for the university. Everything changed in July 2017, when the university president issued a memo clarifying that Marketing & Media was the administrative unit tasked with the management and protection of the university’s brand as well as all the federally registered and established by-use trademarks. In this session, you’ll learn how we successfully navigated our renewed brand enforcement position through the creation of a new Brand Management and Operations unit, a thorough stakeholder communications plan, and updated brand resources, including an online co- brand logo generator.

Beyond the Funnel: How to Build an Enrollment Research Juggernaut in Four Reports (to start with)

  • Presented by Timothy J. Heuer, Director, Enrollment Systems, Research & Reporting, Loyola University Chicago. Monday, 2:00-2:45 pm.

  • You know you need research to understand your enrollment marketing plans. Where do you start? This presentation details the core four reports created by Loyola Chicago’s Enrollment Research Team. You’ll learn how we understand applicants and their website behavior, how we measure marketing success, and how Loyola evaluates the market for new programs.

Getting Personal to Get Results: Making Website Personalization a Part of Your Marketing Strategy

  • Presented by Eric P. Meier, Director of Digital Marketing, Bryant University and Jason Smith, Director & Founder, OHO Interactive. Monday, 3:00-3:45pm.        

  • How can higher ed marketers use Amazon-style personalization tactics to increase yield? At Bryant University, they added real-time website personalization to their marketing mix and developed lead nurture and yield campaigns to influence key growth segments.                

  • This session will walk through the process that Bryant University used to set goals, select segments, create content and implement the personalization strategy. You’ll get use cases for personalization, see results from campaigns and hear lessons learned.

Prescription Success: How Professional School Marketers Can Script a New Strategy to Meet Student Recruitment Goals    

  • Presented by Matt Splett, Director of Communications, University of Florida College of Pharmacy. Tuesday, 10:15-11:00 am.

  • Missing your student recruitment goal can be a multimillion-dollar mistake. Learn five cost-effective strategies and creative ideas that helped the University of Florida College of Pharmacy script a turnaround in student recruitment efforts to meet enrollment goals and recruit a record number of out-of-state students.

Is Your Martech Game on Point? Visualizing How Your Marketing Drives Enrollment Growth

  • Presented by Jeff Certain, Director of Partnership Strategy, Collegis and Dan Antonson, Senior Marketing Technology Manager, Collegis. Tuesday, 10:15-11:00 am.

  • The integration of your marketing technology is a critical component to growing revenue at your institution. Your prospective student journey is enabled by all kinds of different technology — content management systems, marketing automation, CRMs, digital analytics — but those tools, unfortunately, don’t always work together to create a cohesive experience. But technology is a vast web — and the data coming from your various systems is often not attributed or tracked from start to finish. During this session, Dan Antonson and Jeff Certain will walk through our gameboard exercise to map out the technology stack, identify gaps and integrate technology solutions, and visualize your martech stack as a unified picture.

Stairway to Website Heaven: 7 Steps to Creating an Experience Prospects, Students and Search Engines Will Reward

  • Presented by Will Scott, CEO & Co-Founder, Search Influence; Alison Zeringue, Director of Account Management, Search Influence; Christa Payne, Director of Business Operations & Administrative Success, Tulane University School of Professional Advancement. Tuesday, 1:45-2:30pm.

  • By nature of Google’s algorithm, universities have a leg up in search rankings thanks to .edu domains and brand recognition. Many university websites are not set up to best take advantage of this great gift! So what’s a university to do? Learn the seven most relevant tactics to improve your search visibility among prospects and students.

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Cornell Creates a New Student Experience on Pantheon
Learn how Cornell University combined Drupal and Salesforce on Pantheon to create an elegant, easy-to-use site that connects students with opportunities of interest.

Social Events & Networking Opportunities

  • Opening Reception: Sunday, 5-7pm

  • Networking Reception: Monday, 5-7pm

  • Higher Ed Marketer of the Year Awards Luncheon: Tuesday, 12-1:30pm  (We’re sponsoring and bringing a special giveaway!)

All in all, the AMA Symposium is shaping up to be an awesome event! We can’t wait to connect with you there. Don’t forget to stop by our booth for exclusive swag!


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