7:00 – 8:00am: Breakfast (Ballroom)
8:00 – 8:30am: Welcome (Ballroom)
8:30 – 10:00am: General Session 1 (Ballroom)
The Next Generation
The future of adult and graduate serving institutions may look very different than the past. From the types of education offered, the delivery mode, marketing strategies, and recruitment practices, everything seems to be up for discussion. The key question is where is your institutions opportunity and how will you capitalize on it? Are you doing enough now to build your success for the future? In this session, Converge Consulting will lay a foundation that outlines the opportunity that exists for schools that are willing to push outside of their own comfort and truly engage in what’s next.
- Clear understanding of the enrollment opportunity that exists for those schools willing to make a bold step
- Insight into intentional discussions that must be had if your institution is planning to advance in serving this population
- Key elements to consider in relation to marketing and recruitment in this highly competitive market
10:00 – 10:30am: Break (Legislative Terrace)
10:30 – 11:30am: Breakout Sessions 2
Breakout Session 2A (Ballroom)
Overthrowing Dead Culture, Chapter 11: The Fundamentals
Brian Wm. Niles
Just as the financial and housing markets have been rocked by change, higher education has joined the club. In preparation for the next chapter of his successful 2010 book, “Overthrowing Dead Culture”, Brian has spent the past few years exploring the issues and opportunities facing college and university enrollment. He's identified what's worked, what hasn't, who’s figured it out and who still needs to catch up. And he doesn’t hold back. Brian will discuss how higher education can avoid being the next "bubble” by embracing the customer, become more efficient and drive toward success. It’s about the fundamentals.
- Attendees will learn about key challenges facing future enrollment in higher education.
- Share examples of colleges changing the way they do business in order to be more effective in their engagement with key constituencies.
- Attendees will be challenged to 1. identify the challenges facing their campus and 2. begin a plan of action to improve their client satisfaction and future success.
- Learn about building their own fundamentals in their department or institution to help focus efforts toward team success.
Breakout Session 2B (Davidson)
Digital Analytics - Getting Leadership Buy-in
Everyone knows that digital analytics can help optimize websites and show the effectiveness of marketing campaigns. To do this efficiently and effectively takes resources—time, money, and people—but, more often than not, we just can't seem to make the case to get those resources. So, how do we get leadership buy-in?
- Know when to ask for resources
- Tell stories with their data
- Get leadership buy-in to get the resources they need
Lunch on your own (see resaurant guide (pdf))
1:00 – 2:00pm: General Session 3 (Ballroom)
Inbound Marketing - Stop Pushing and Start Pulling
Join Converge Consulting Principal, Jay Kelly who will take you through an evolutionary journey of how marketing and communications have changed from the outbound/push model days of buying ads and sending view books and postcards through the mail to the current model of engagement through data-driven, relevant, targeted and segmented communications (inbound/pull model).
- Audience Segmentation - How to use data to get in front of the right segment with the right message at the right time. You will also learn by testing best practices so you are able to do more of what works and less of what doesn't and improve campaign results.
- Audience Engagement - How to use best practices to increase engagement with audiences from prospect through alumni.
- The Three Pillars of Inbound Marketing - Inbound marketing is about "earning your way in". We will explore ways to utilize the concepts in inbound marketing to harness the power of your faculty, students, and alumni to tell the story of your institution, improve enrollment trends, and build the power of your school’s brand.
2:00 – 2:15pm: Break (Legislative Terrace)
2:15 – 3:15pm: Breakout Sessions 4
Breakout Sessions 4A (Davidson)
What’s So Relational in Today’s Adult Relational Market?
Higher Education marketing and recruitment has evolved dramatically over the last decade and competition for market share has become more difficult. Many institutions are finding that they can no longer expect adult students to just call and enroll based on reputation but must build relationships with prospective students. But how do you make this happen with limited resources? This session is a case study approach examining progressive relational marketing and recruitment tactics to engage adult students in a way that ultimately leads to enrollment.
- Gain a clear understanding of how to use data in the enrollment funnel to manage your admissions team
- Explore a sample communication plan that focuses on cultivating enrollment throughout the recruitment cycle
- Review aligning recruitment efforts to institutional fit
Breakout Session 4B (Ballroom)
Amidst the buzzwords and concepts of interactive marketing (content strategy, inbound marketing, search engine marketing,and google analytics to name a few), it's important to remember that your institutional web is one very important part of an integrated marketing strategy. As such, we must use the web to tell a cohesive and compelling brand story, and to move our audiences to action. In order to do so, there are questions and concepts to consider.
- Do you know who your website is really serving?
- Is your website telling your story, and telling it well? How do you know?
- How do you define success with your interactive marketing efforts? Are you proactive about protecting your business goals on the website? Why or why not?
3:15 – 3:45pm: Break (Legislative Terrace)
3:45 – 4:45pm: General Session 5 (Ballroom)
Online College Students 2014: Implications for Marketing and Recruitment
Carol Aslanian & Scott Jeffe
Who goes to school online? Why? What do they want and need? Answering these questions could help you grow your online programs by better targeting your marketing and increasing conversions. This session will present key findings from a new national report, conducted by Aslanian Market Research and The Learning House, Inc.
- What today’s “typical” online college students look like, and the major ways in which they are both different and similar to traditional students
- What are the most powerful marketing messages to reach this audience
- What are the most popular online subject areas and degree programs
5:30 – 6:30pm: Reception (Speakers Lounge)