Wednesday, October 15
7:30 - 8:15AM: Table Talks
Bring your coffee and join us for one of these round table discussions on higher education marketing topics.
8:30 - 10:00am: General Session 6 - Keynote Address
Reaching Learners in a Digital World
Head of Industry Education at Google
Receive Google insights and research how prospective students engage with digital channels throughout their decision-making journey.
- Information about the role of search as a proxy for demand trends
- What prospective students expect in their research process
- An understanding of the role of video and mobile for nontraditional students
10:00 – 10:30am: Break
10:30 – 11:30am: Breakout Sessions 7
Breakout Session 7A
Using Data-Driven Decision Making to Inform Academic Program Development
In the highly competitive adult and online higher education market, Thomas Edison State College has provided flexible, high quality, collegiate learning opportunities for self-directed adults for 40 years, and has grown to its current enrollment of 20,877 by attracting students through data driven marketing strategies. With more students aged 25+ enrolling in college than traditional 18 year old students and the cost of college under fire in the national discussion, colleges must respond to the competitive environment by offering programs adults see as rewarding - both in terms of personal enrichment and in providing them with a measurable return on their investment. Now more than ever, academic program research is a critical component in the strategic planning for academic programs. This session will discuss the process of analyzing the viability of potential new programs, including the internal shareholder process, data sources, analyzing current and potential market share, marketing considerations, and implementation of findings by your institution.
- Make a case for and develop alliances to support academic program research
- Determine how to obtain data, from internal options to outsourcing
- Communicate results and support the work of academic leadership
Partnerships That Payback
Heather Sayre Jordan
Having businesses that partner with a specific institution and send their (hundreds of) employees there is believed to be there Holy Grail in partnerships. Realistically, these opportunities are few and far between. This session will highlight a specific strategy for entering a business, developing a relationship and the realistic outcomes for that relationship in 2014.
- A clear approach to entering a business
- Developing and nurturing the relationship over time
- Realistic outcomes
11:30 – 1:00pm: Lunch on your own
1:00 – 2:00pm: Breakout Sessions 8
Breakout Session 8A
Applying Best Practices to Marketing in Education
Higher education, marketing, and our consumers have changed dramatically over the last decade. These changes impact everything from institutional objectives to overall marketing strategy. In this interactive session participants will explore the impact of our shifting marketplace as it impacts various aspects of marketing in higher education.
- Online Marketing Tactics
- Traditional Marketing Efforts
Breakout Session 8B
Strike the Right Chord with Prospects: Lessons from Country Music
Barbara Coward and Zack Odem
Did you know that country music is a $2 billion-dollar industry? It all goes to show that tugging at the heartstrings of ordinary people about ordinary life is big business. While we're not suggesting that you incorporate messaging about heartache, pickup trucks, and on-stoplight towns in your marketing materials, there are a number of takeaways that can help you grow enrollments. For example, it's all about being authentic, a good storyteller, and developing an emotional connection with your candidates. We'll walk you through ways - and examples - to take your prospect messaging from gold to platinum!
If increasing enrollment is a mandate at your institution—step one is marketing, step two is recruitment. There is little point in doing one without the other. We hope you will join us for this workshop that focuses on putting the steps together!
- Draw prospects closer to a Call to Action through messaging that shows that you understand their dreams and challenges.
- Differentiate your program through personalized and targeted email campaigns.
- Use analytics to measure the ROI of your marketing dollars.
2:00 – 2:15pm: Break
2:15 – 3:15pm: General Session 9
General Session 9
Best of the Best - What My Institution Does Next
Developing a plan for implementing what you’ve learned at the conference is the first step to ensuring that you actually do something with the great new ideas you have. After a brief review of the “best of the best” from the conference, participants will be led through an exercise that will help them to:
- Identify the key take-aways that will most impact their institution
- Prioritize the top three big ideas to implement
- Develop an action plan to support action after the conference
3:15 – 3:45pm: Wrap-Up