Digital Marketing Conference - Higher Education | Converge 2019
Presented by Converge + SimpsonScarborough

Converge 2019 is the digital marketing conference for education. The three-day event brings together CMOs, deans, enrollment leaders, recruiters and digital strategists who are advancing the state of higher education marketing and recruitment.

Bring your team and join us for deep-dive workshops, keynotes and breakout sessions focused on everything new and next in EDU digital marketing. We’ll see you February 19-21, 2019, in Atlanta. Get the full schedule here.

WHY ATTEND?

Converge 2019 is the conference you don’t want to miss.

CMO EXPERIENCE

We’ve partnered with SimpsonScarborough to design the ultimate digital marketing conference experience for higher education leaders.

FUELED BY NEW & NEXT

Take your marketing and recruitment efforts to the next level with insights from industry speakers on our New & Next Track.

Hand-Picked EDU Speakers

Our program is curated by experts to bring the best and brightest education marketers and leaders together under one roof in Atlanta.

Deep-Dives into Digital

Make the most of your conference experience by adding a Workshop Pass focused on Digital Marketing, Data-Driven Insights or Creative & Content Strategy to your purchase.

CONVERGE 2019 TAILGATE

Grab your favorite swag and show your school spirit at the Wednesday evening reception, hosted at the College Football Hall of Fame.

Professional Headshots

It wouldn’t be a Converge conference without a fresh headshot. Stop by the lounge near registration and get your next LinkedIn profile picture.

Register Now

Speakers

Allen Gannett
Founder & CEO, TrackMaven

Allen is the founder and CEO of TrackMaven, a marketing analytics platform whose clients have included Microsoft, Marriott, Saks Fifth Avenue, Home Depot, Aetna, Honda and GE. He has been on the “30 Under 30” lists for both Inc. and Forbes. He is a contributor for FastCompany.com and has an upcoming book The Creative Curve, on how anyone can achieve moments of creative genius, coming out in June 2018 from Currency, a division of Penguin Random House. He was also once a very pitiful runner-up on Wheel of Fortune.

Allen Gannett Founder & CEO,
TrackMaven

Chris Dellarocas
Associate Provost for Digital Learning & Innovation, Boston University

Chrysanthos (Chris) Dellarocas, is Associate Provost for Digital Learning & Innovation and Richard C. Shipley Professor of Management in the Department of Information Systems in the Questrom School of Business. He leads the advancement of activities and strategies that enhance education at Boston University through the use of digital technologies. Central to these efforts are a series of critical collaborations across BU’s 17 schools and colleges that ensure the alignment of digital strategies and the introduction of new technologies that further the University’s progress as a 21st Century global research institution. In addition to overseeing BU’s Digital Learning Initiative (DLI), Chris works in concert with other members of senior academic leadership to provide guidance to the University’s Center for Teaching & Learning, to the Educational Technology team within the Office of Information Services & Technology (IS&T), and to the Office of Distance Education through a close partnership with the Metropolitan College.

Chris Dellarocas Associate Provost for Digital Learning & Innovation,
Boston University

Mike Petroff
Director of Content Strategy, Harvard University

Mike Petroff is Director of Content Strategy at Harvard University, where he finds innovative and effective ways to bring Harvard stories to the world through digital platforms. His team produces, distributes, and measures multi-channel content for flagship properties including Harvard.edu and associated websites, the Harvard Gazette, email newsletters, and evolving social media and mobile platforms. Outside of Harvard, Mike regularly presents at conferences including Confab, SXSW Interactive, ContentEd London, and CASE on content strategy, social media, and analytics.

Mike Petroff Director of Content Strategy,
Harvard University

Angela Bostick
Chief Growth Officer, Emory University Goizueta Business School

Angela is responsible for the overarching brand awareness and affinity for the Goizueta Business School among key constituents, including prospective students, alumni, corporate partners and donors. Her work includes managing internal and external communications as well as messaging from across school leadership. Before leading the Goizueta team, Angela worked with the Atlanta Falcons where she managed the strategic direction of all marketing, merchandising and brand/line extensions.

Angela Bostick Chief Growth Officer,
Emory University Goizueta Business School

Terry Flannery
VP for Communication, American University

Terry has worked in higher education marketing for three decades. She is American University’s first Vice President for Communication. She established a full communications and marketing organization and program, beginning with market research to inform the brand strategy. Dr. Flannery’s team developed the KNOW/WONK campaign to establish AU’s distinctive brand position, raise awareness and build support for the University’s major goals. 

Terry Flannery VP for Communication,
American University

Tony Proudfoot
VP Marketing/Strategic Comm, Western Michigan University

Tony has more than two decades of university brand building experience. He began his career at Indiana University where he was responsible for marketing research on all campuses and provided strategic marketing consulting throughout the eight-campus system. In 2007, Tony returned to his alma mater, Ball State University, to serve as the university’s chief marketing officer. He is currently building a new brand management model and establishing a new differentiated position for the University of Arizona—built on the university’s strategic plan, and integrates the efforts of about 300 marketers across the university.

Tony Proudfoot VP Marketing/Strategic Comm,
Western Michigan University

Simon Barker
Managing Partner, Blue Moon Consulting Group

Prior to founding Blue Moon, Simon was a senior vice president in Marsh & McLennan’s Reputational Risk & Crisis Management practice. Simon has provided issues and crisis management advice and counsel to clients in the midst of high profile product recalls, protests, cyber attacks and data breaches, workplace violence events, natural disasters and a broad range of ethical, financial and social issues. He bring his “hands-on” experience to clients in advance of a crisis or issue and has developed over fifty crisis management and crisis communications plans for clients in the higher education, technology, financial services, consumer goods, healthcare, and sports industries amongst others. He has led training sessions, tabletop and functional exercises for organizations in the US, Europe and Asia.

Simon Barker Managing Partner,
Blue Moon Consulting Group

Tim Bohling
CMCO, Georgia State University J. Mack Robinson College of Business

Tim Bohling is an accomplished global chief marketing and communications officer recognized for building and transforming business and delivering exceptional financial results, in both mature and growth markets. Tim has held senior leadership positions in multiple global institutions including IBM, HCL Technologies and Stratasys. In his newly appointed role at J. Mack Robinson College of Business, he works to elevate the Robinson brand and develop the next generation of business leaders.

Tim Bohling CMCO,
Georgia State University J. Mack Robinson College of Business

Bill Burger
VP for Communications & Chief Marketing Officer, Middlebury College

Bill oversees brand strategy, interactive strategy, publications, news and internal communications, video, photography and printing and distribution operations for Middlebury College in Vermont. Bill's first career was in journalism. He spent 14 years as an editor, writer and foreign correspondent for Newsweek magazine before his passion for storytelling led him to higher education.

Bill Burger VP for Communications & Chief Marketing Officer,
Middlebury College

Jennifer Campbell
Associate Vice President, Strategic Marketing & Communications, Ithaca College

Jennifer Campbell is the associate vice president for college relations and communications at Ithaca College, in Ithaca, New York. She oversees brand and positioning, public relations and strategic communications and marketing communications for enrollment and advancement. She has gained insights from leading communications for a wide variety of crises, as well as some issues that only felt like crises at the time. Among the matters she’s managed are sustained campus-wide protests against racism, a series of no-confidence votes against a president, an adjunct faculty protest and strike movement, the homicide of a student, the resurfacing of an old criminal court case involving a sitting president, and a sting operation by Project Veritas.

Jennifer Campbell Associate Vice President, Strategic Marketing & Communications,
Ithaca College

Kristen Creighton
Associate Vice President, SimpsonScarborough

Kristen specializes in guiding institutions through the process of developing high-impact brands that are simple yet smart, authentic yet aspirational. Driven by a desire to eliminate the phrase “best-kept secret” from the higher-education marketing lexicon, she digs deep to find the consistent language, values, and stories that make up each institution’s distinctive personality. A graduate of James Madison University and the Medill School of Journalism at Northwestern, Kristen’s first job in the higher ed field was at CASE, where she served as Managing Editor and then Executive Editor of CASE Currents Magazine. She went on to become the Creative Director at Carnegie Communications and then Vice President for Research & Brand Strategy at Mind Over Media before joining SimpsonScarborough. Her work for colleges and universities has won multiple awards from CASE and Higher Education Marketing Report.

Kristen Creighton Associate Vice President,
SimpsonScarborough

Renee Daly
Senior Strategist, SimpsonScarborough

When clients need data-driven solutions to increase visibility, shape reputation, strengthen enrollment, build engagement, and drive fundraising, Renee’s there to help. With over 10 years of experience in higher ed market research, account management, and business development, Renee brings a multifaceted perspective on the needs and priorities of colleges and universities. In her role as Senior Strategist, she designs complex research studies that guide powerful strategies and dynamic creative approaches.

Renee Daly Senior Strategist,
SimpsonScarborough

Dana Edwards
VP & Partner, SimpsonScarborough

With 25 years of experience conducting educational and marketing research in a variety of industries, Dana prides herself on taking good things and making them great. Her deep knowledge helps her design groundbreaking projects that are realistic and aspirational — and lead to effective change on campuses. Dana has extensive experience designing complex research studies that inform brand messaging platforms, university marketing strategies, and creative campaigns.

Dana Edwards VP & Partner,
SimpsonScarborough

Alex Fleshner
Agency Development Manager, Google

As a Googler for over 4.5 years, Alex Fleshner's role as an Agency Development Manager entails leading a team that works directly with top Google Partners. Alex works closely with agencies to build a short and long term vision, while also ensuring sustainable success for their clients by staying ahead of best practices. After several years working in Sales and Partnerships at Anschutz Entertainment Group (AEG) and in Market Research at Ipsos, Alex has developed a strong expertise in crafting and transforming full-funnel digital campaigns across Google's platforms and beyond. Whether he's out playing ice hockey or chasing solar eclipses, Alex is passionate about seeking opportunities where collaboration meets adventure.

Alex Fleshner Agency Development Manager,
Google

Julie Gacnik
Principal, Peak Marketing Insights Consulting

Julie Gacnik is an experienced professional in higher education with emphasis in enrollment, marketing and data-integration for process improvement strategies. Her knowledge includes organizational change, data and economic insights, graduate enrollment, marketing and communications, CRM implementation and online vendor relations. She has served as adjunct faculty, and worked with private and public universities. Julie is the Owner and Principal Consultant at Peak Marketing Insights Consulting. Her organization focuses on integrating new data sources into marketing and enrollment efforts on college campuses.

Julie Gacnik Principal,
Peak Marketing Insights Consulting

Rob Green
Vice Provost for Digital Learning, Columbia College Chicago Online

With an interest in dynamically changing the way students learn and consume information, Rob pushes the envelope in higher education, arts and technology. His focus is turning artistically-inclined students into savvy entrepreneurs, forging the fusion of tech and business into a highly customizable multimedia arts curriculum. He is the former COO/CFO of the award-winning Berklee Online, the Continuing Education division for the Berklee College of Music, and is currently shaping Columbia College’s online arts courses and programs.

Rob Green Vice Provost for Digital Learning,
Columbia College Chicago Online

Kristian Hammond
Professor, Northwestern McCormick School of Engineering

Kristian Hammond Professor,
Northwestern McCormick School of Engineering

Elizabeth Johnson
CEO & Partner, SimpsonScarborough

In addition to clocking more cell-phone hours in airports and rental cars than George Clooney in Up in the Air, Elizabeth is a nationally recognized expert in the use of research to drive marketing and branding efforts. With over 20 years of experience conducting market research studies, she’s an industry leader in providing strategic solutions to colleges and universities. She’s presented more than 200 workshops and papers at a veritable alphabet soup of higher education-related conferences and symposia, and is thrilled to be leading the Converge 2019 CMO Experience in Atlanta.

Elizabeth Johnson CEO & Partner,
SimpsonScarborough

Stephanie Judge-Cripe
AVP of Marketing & Communications, Butler University

Stephanie is a strategic marketing professional with over 15 years of experience in higher education marketing. She is Butler University’s brand manager and has a strategic leadership role in the University’s branding and marketing efforts. She manages the division’s leadership team including account planning, creative services, external relations, arts marketing and enrollment marketing. Stephanie has held board positions with the American Marketing Association and CASE Indiana, and has presented at the AMA Symposium for Higher Education Marketing, CASE Indiana conferences and CASE District V conferences.

Stephanie Judge-Cripe AVP of Marketing & Communications,
Butler University

Loretta Lawrence Keane
Vice President for Communications & External Relations, FIT

Loretta Lawrence Keane, vice president, oversees a 30-person team responsible for positioning FIT as an innovative and unconventional global leader in higher education for careers in the creative economy. Keane is a member of the President’s Cabinet and Extended Cabinet, College-wide Planning Council, and Emergency Preparedness and Response Group. She is co-chair of the Brand and Image Consortium and chair of the Commencement Committee. Serving in various capacities at FIT for more than 25 years, she started her career in higher education at Pratt Institute, before becoming director of publications at Polytechnic University. Keane is past president of the State University of New York Council for University Advancement, an organization of 800 SUNY advancement professionals.   

Loretta Lawrence Keane Vice President for Communications & External Relations,
FIT

Carol Keese
Associate VP, Marketing, University of Virginia

Carol oversees for branding and communications initiatives that serve strategic objectives and advance the reach and reputation of one of the nation’s most iconic public universities. Over the last three years, she helped lead a comprehensive process to fundamentally define and position the University of Virginia’s brand and to successfully achieve adoption across the entire UVA portfolio: athletics, advancement, ten major schools and the UVA Health System.

Carol Keese Associate VP, Marketing,
University of Virginia

Lawrence Lokman
VP for Strategic Communications, Penn State University

Lawrence oversees Penn State University’s reputation building and crisis communications functions and serves on the President’s Council. He brings more than 25 years experience in the public and private sectors developing local, state and national public affairs and image improvement campaigns. Previously, Lawrence was Associate Vice Chancellor in charge of communications for UCLA, where he introduced a series of nationally acclaimed brand and advocacy campaigns profiled in Businessweek, The Wall Street Journal and Ad Age.

Lawrence Lokman VP for Strategic Communications,
Penn State University

David Martel
Chief Communications Officer, University of Virginia

Dave is the Vice President for Communications and Chief Marketing Officer of the University of Virginia. Appointed in 2013, he is responsible for the leadership of University Communications, which stewards institutional marketing, brand narration, visual identity, university news and media outreach, social media, multimedia and public relations. Dave will join a powerhouse panel of leading CMOs to kickoff Converge 2019 with a pre-conference keynote on the future of higher education marketing. 

David Martel Chief Communications Officer,
University of Virginia

Regina Moldovan
Assistant VP of Public Affairs, Southern Methodist University

Regina has led the transformation of marketing teams to better support the strategic goals of three major nonprofit organizations. At SMU, she leads a group responsible for the creative, planning, digital marketing, media and community engagement for the university, collaborating with marketing and communications colleagues and stakeholders across campus to bring to life the SMU brand message, “World Changers Shaped Here.” Their work increases recognition of SMU as a premier comprehensive research university, communicates the impact that alumni and North Texans make on Dallas through their investments in SMU, and describes to prospective students why SMU is an outstanding choice for their education. Regina joined SMU in 2017 from Momentous Institute and Salesmanship Club of Dallas where she led the communications team. Prior to that, she was the chief marketing officer for United Way of Metropolitan Dallas. She earned a master’s degree in business from the University of Chicago and a bachelor’s degree in history from Duke University.

Regina Moldovan Assistant VP of Public Affairs,
Southern Methodist University

Rachel Reuben
Principal, Rachel Reuben Consulting, LLC

Rachel Reuben is a proven marketing and communications leader, strategist and MarTech geek with two decades experience leading integrated marketing programs in higher education. In 2015, she founded her higher education consultancy, Rachel Reuben Consulting, LLC, which is a New York State Certified Women-Owned Business Enterprise (NYS WBE). She provides three core services with her clients: interim marketing support, coaching, and systems development in support of marketing.

Rachel Reuben Principal,
Rachel Reuben Consulting, LLC

Mike Roe
Vice President, Executive Creative Director, SimpsonScarborough

Mike is an award-winning Executive Creative Director with over 20 years of experience. Mike drives creative solutions that enable colleges and universities of every size to communicate their unique brands in novel and powerful ways. He’s driven by research—there’s nothing he enjoys more than visiting an institution’s archives—and by complementary visual and verbal storytelling that’s honest and human.

Mike Roe Vice President, Executive Creative Director,
SimpsonScarborough

Jason Simon
VP & Partner, SimpsonScarborough

Jason loves figuring out complex organizations, telling their stories and driving change and examination. With more than 15 years of experience leading marketing efforts in higher education, his expertise in brand strategy and positioning was recognized by the American Marketing Association (AMA) when he was named the 2013 Higher Education Marketer of the Year. Jason will leverage his enthusiasm for all things EDU to lead enlightening discussions for the Converge 2019 CMO Experience.

Jason Simon VP & Partner,
SimpsonScarborough

Julie Staggs
Managing Principal, Korn Ferry

Julie's combination of higher education and corporate experience provides a broad perspective for each project. These combined areas of expertise enable her to develop and deliver differentiating solutions for institutions. Earlier in Staggs career she worked with Adecco as a placement specialist in Washington, DC, with a focus on placing recent college graduates. Her work has included partnering with various universities in strategic planning; culture/org design; competency modeling; inclusion strategy; leadership development programs; assessments; new program planning, development, and launch; marketing strategy; and evaluation. She has directed all project phases, including research, planning, hiring, training, implementation, and evaluation. She is an adjunct faculty member at the Terry College of Business at UGA.

Julie Staggs Managing Principal,
Korn Ferry

Liz Walsh
Associate Vice President, Villanova University

Liz Walsh Associate Vice President,
Villanova University

Mara Zepeda
Co-Founder, Switchboard

Mara Zepeda is the co-founder and CEO of Switchboard, which provides training and technology to colleges, universities, and independent schools around the world to increase their community members' mobility. She speaks about and leads workshops on education, trust, social networks and the future of business internationally. Mara has spent her career at the intersection of community building, economic empowerment and education, directing programs at Harvard University; as a reporter with National Public Radio; and as an alumni board member of her alma mater, Reed College. 

Mara Zepeda Co-Founder,
Switchboard

GiaPhu Dao
Director of Analytics, Converge Consulting

GiaPhu is an innovative analytics leader, unleashing data, technology and advanced analytics to drive growth, increase reach and enhance customer experience. At Converge, he supports colleges and universities in their quest to optimize yield on marketing spend and maximize ROI.

GiaPhu Dao Director of Analytics,
Converge Consulting

Jessica Gortner
Senior Director of Content Strategy, Converge Consulting

As an accomplished juggler, storyteller, firefighter, communicator, problem solver, and occasional miracle worker, Jessica brings over 15 years of marketing leadership expertise to the Converge team. She’s been in your shoes and gets it—plain and simple. In addition to a marketing agency/consulting background, her 12 years as an on-campus leader in higher ed marketing (at both large public and small private institutions) have taught her to successfully blend the worlds of academia and business to deliver meaningful results. Always pushing for excellence, effectiveness, and efficiency, she never settles for the status quo (or a mediocre margarita). With her accomplished writing and marcom background, she’s passionate about finding the most effective and relevant ways to tell your story to each audience at every opportunity. When she’s not creating killer content solutions for higher ed, Jessica’s living life to the fullest with her husband, son, and loved ones—as a foodie, music lover, and über-proud Notre Dame mom. And yes, her game day tailgates are epic.

Jessica Gortner Senior Director of Content Strategy,
Converge Consulting

Jay Kelly
President & Co-Founder, Converge Consulting

As co-founder of Converge, Jay provides strategic vision and leadership for the company and leads all business development efforts. He has spent most of his career working on Madison Avenue helping develop brands like Ford Motor Company and Nissan Motors. Jay loves the mission of higher education and is proud to partner with some of the best brands in the world as they search for right-fit students.

Jay Kelly President & Co-Founder,
Converge Consulting

Chike Lawrence-Mitchell
Senior Digital Strategist, Converge Consulting

Chike is a problem solver, fixer and strategist with experience in digital marketing, lead generation and content development for the leading brand in higher education. Before joining Converge, Chike spent eight years on the Harvard University marketing communications team. He is passionate about digital advertising and social media management and will moderate a panel discussion focused on all things New & Next in Digital Strategy for Higher Education in Atlanta.

Chike Lawrence-Mitchell Senior Digital Strategist,
Converge Consulting

Ann Oleson
CEO & Founder, Converge Consulting

Ann has had the pleasure of working in the education market for the past 15 years. Six years ago, she started Converge Consulting and wrote the first book on digital marketing for education. Since its inception, Converge has partnered with over 200 colleges and universities across North America and has grown a team of 50 employees across three locations in Cedar Rapids, Philadelphia and Raleigh-Durham. Converge has been recognized by the Corridor Business Journal and Inc. 5000 List of Fastest Growing Companies for two consecutive years.

Ann Oleson CEO & Founder,
Converge Consulting

Hayley Warack
Digital Marketing Principal, Converge Consulting

As Digital Marketing Principal at Converge, Hayley leads a talented team of strategists, analysts and creatives to deliver leading enrollment marketing solutions to the higher education marketplace. She leverages strategic channel partnerships with Google, Facebook, Twitter and LinkedIn to bring new and next ideas to the table for some of the best colleges and universities in the world.

Hayley Warack Digital Marketing Principal,
Converge Consulting

Blaine Phillips
Associate Director of Marketing, Converge Consulting

The most important thing to know about Blaine is that he can make anything and everything look rad. As the Associate Director of Marketing, he works to create the most revolutionary designs for higher ed leaders. With a BA in Graphic Tech, Blaine has a great eye for detail in what's New & Next in marketing. When he's not out in nature or traveling for design inspiration, you can catch him eating sushi or watching the greatest movie of all time, Tarzan. He knows data is important, but if you give him the chance, he will prove that design is no joke.

Blaine Phillips Associate Director of Marketing,
Converge Consulting

Karen Woods
Event Coordinator, Converge Consulting

Four years ago, Karen helped conceptualize, plan and bring to life the inaugural Converge digital marketing conference experience with Converge 2014 in Nashville. She has seen the agency through Converge 2015 in New Orleans, Converge 2017 in Palm Springs and countless industry-leading workshops, and is thrilled to make the Converge 2019 experience the best one yet. Have questions about Converge 2019? Karen is your girl.

Karen Woods Event Coordinator,
Converge Consulting

Schedule

1:30 PM - 4:00 PM
<span>CMO Summit:</span> Disruption Strategies for Higher Education’s Measured Leaders

CMO Summit: Disruption Strategies for Higher Education’s Measured Leaders

Moderated by Elizabeth Johnson (SimpsonScarborough)

The past year has brought unparalleled growth and disruption to the marketplace. The pace, volume and demand continue from crisis management and brand growth. The past year has brought unparalleled growth and disruption to the higher education marketplace. The pace, volume and demand continue to rise from crisis management and brand growth to enrollment and advancement marketing shifts. How do measured leaders thrive in an ever-evolving marketplace? What are your must-have tools, tips and strategies for growing your brand? Don't miss the Converge 2019 CMO Experience curated and hosted by SimpsonScarborough.

5:00 PM - 6:00 PM
<span>Welcome Keynote:</span> Higher Education Marketing 2029: Predictions from Today’s Top CMOs

Welcome Keynote: Higher Education Marketing 2029: Predictions from Today’s Top CMOs

Moderator: Jason Simon (SimpsonScarborough) Panelists: Dave Martel (University of Virginia), Bill Burger (Middlebury College) & Regina Moldovan (Southern Methodist University)

The higher education landscape is constantly changing and evolving. What does 2029 look like for higher education marketers? Join future-focused industry leaders for a glimpse into the future of HEMC.

6:30 PM - 7:30 PM
<span>CMO Dinner:</span> Lightning Talks with Converge + SimpsonScarborough

CMO Dinner: Lightning Talks with Converge + SimpsonScarborough

Hosted by Converge & SimpsonScarborough

Location: STATS, 300 Marietta Street NW  | Converge 2019 CMO Experience attendees are invited to an exclusive networking event at Stats, an Atlanta Sports Bar staple, just down the street from the Omni CNN Center. The dinner is included in the pricing of the CMO Experience and features TEDx-style talks from some of the top marketing experts in the industry.

10:00 AM - 10:45 AM
<span>CMO Track Session:</span> Lessons from the Corporate World Applied to Higher Education

CMO Track Session: Lessons from the Corporate World Applied to Higher Education

Moderator: Chuck Hester (Converge) Panelists: Tim Bohling (J. Mack Robinson College of Business), Mary Baglivo (Baglivo Group)

Universities are not businesses. But they certainly have business problems. In an era where tuition revenue and fundraising account for more institutional revenue than ever, what lessons from the corporate world should colleges and universities embrace.

1:30 PM - 2:15 PM
<span>CMO Track Session:</span> Crisis? What Crisis? Advice from Your Peers Who Have Been There

CMO Track Session: Crisis? What Crisis? Advice from Your Peers Who Have Been There

Moderated by Simon Barker (Blue Moon Consulting Group), Panelists include Lawrence Lokman (Penn State), Carol Keese (UVA) & Jennifer Campbell (Ithaca College)

Three higher ed marketing veterans get real about the challenges and triumphs of managing an institutional crisis. Because no one can be too prepared, join us for this casual and off the cuff panel discussion about what really goes on behind the scenes and how you can be ready for our world to explode.

10:00 AM - 12:00 PM
<span>Workshop Track: </span>Data Analytics

Workshop Track: Data Analytics

Presented by GiaPhu Dao (Converge) & Maddie Cantrell (Converge)

Google Analytics/Google Tag Manager/Search Console 101 for Higher Education Websites

When it comes to monitoring and measuring the success of your marketing efforts, the Google Marketing Suite offers a powerful array of tools like Google Analytics (GA), Google Tag Manager (GTM) and Search Console. Most colleges and universities have GTM and GA setup, but few are leveraging these tools to their fullest potential. This workshop will outline best practices to maximize your use of GTM and GA. We will also highlight new opportunities with Search Console and answer your FAQs about the Google Marketing Suite.
<span>Workshop Track:</span> Digital Advertising

Workshop Track: Digital Advertising

Presented by Jessica Gortner (Converge) & Julie Gacnik (Peak Marketing Insights)

Data-Driven Personas for Your Program Marketing Strategy

How well do you truly understand your most important target audiences like prospective students, donors, parents and alumni? At Converge, we use a quantitative and qualitative approach to better understand your most important audience segments to develop and deliver the right messaging on the most impactful channels at the right time. This workshop will share our best practices when it comes to leveraging your available data and integrating other data sets/research. You will walk away with the needed how-tos for completing Data-Driven Personas to drive the strategy for your next big advertising campaign or marketing initiative.
<span>Workshop Track:</span> Research & Creative Strategy

Workshop Track: Research & Creative Strategy

Presented by Renee Daly (SimpsonScarborough)

Harnessing the Power of Research to Build a Brand

Data is the language of every college and university and the best tool for generating buy-in, uncovering the truth, and establishing clarity around your existing brand associations. Building a brand strategy for your institution begins with market research. In this session, we discuss how to engage in a branding initiative, what types of qualitative and quantitative research you should consider, and how to use the data to develop an authentic, motivating brand strategy. Throughout the discussion, we’ll cover the politics and challenges of brand building on a college campus and how research can overcome the barriers to create an enduring brand.

12:00 PM - 1:30 PM
<span>Whole World Improv Class & Networking Lunch</span>

Whole World Improv Class & Networking Lunch

Lunch is served on-site at the Omni CNN Center Hotel for all Converge 2019 Workshop and CMO Experience pass holders! Connect with your peers for a networking lunch provided by Converge and SimpsonScarborough. While you connect with other attendees, Whole World Improv Theatre will inspire your creativity and innovation with an engaging working lunch improv session.

1:30 PM - 3:30 PM
<span>Workshop Track: </span>Data Analytics

Workshop Track: Data Analytics

Presented by GiaPhu Dao & Cassie Hansen (Converge)

The Dream of Full-Funnel Reporting & A Closer Reality with Google Data Studio

When we refer to full-funnel reporting, we are talking about end-to-end reporting—from clicking on an ad to enrollment. This level of reporting requires near-perfect tracking and a structured systematic approach to organizing your marketing and admissions operations. Full-funnel is the dream for higher education marketers (and, if we’re being honest, a bit ambitious for most colleges and universities). To solve for this gap, we have worked to integrate tracking through the funnel with Google Data Studio. This workshop will walk through Google Data Studio capabilities and help you identify ways to streamline your integrations (across people, processes and platforms) to make the dream of full-funnel reporting a closer reality.

<span>Workshop Track:</span> Digital Advertising

Workshop Track: Digital Advertising

Presented by Hayley Warack (Converge) & Alex Fleshner (Google)

Developing a Multichannel Approach to Digital Marketing Strategy

Now that you’ve designed your Data-Driven Persona, what comes next? You need a roadmap for your digital marketing strategy to support how you target, connect with and convert your identified target audience. This workshop will walk you through an overview of key marketing channels for #highered (like Search, Social Media, Display and other New & Next opportunities) and help you outline a multichannel framework to connect with more right-fit students, motivate donors or engage alumni, partners, parents and other key audiences.

<span>Workshop Track:</span> Research & Creative Strategy

Workshop Track: Research & Creative Strategy

Presented by Mike Roe (SimpsonScarborough)

Leveraging Data to Achieve Long-Term Brand Success

Once the brand strategy is in place, you need a comprehensive strategy to creatively express your brand and deliver your messages to internal and external stakeholders. In this session, we walk you through the process of developing the creative concept, testing creative with key stakeholder groups, developing an effective launch plan, and measuring the results on an on-going basis. At the completion of this two-part workshop, you will have a thorough understanding of all the steps involved in building, launching, and tracking a brand complete with examples from many colleges and universities around the country.

5:00 - 6:00 PM
<span>Welcome Keynote:</span> Higher Education Marketing 2029: Predictions from Today’s Top CMOs

Welcome Keynote: Higher Education Marketing 2029: Predictions from Today’s Top CMOs

Moderator: Jason Simon (SimpsonScarborough) Panelists: Dave Martel (University of Virginia), Bill Burger (Middlebury College) & Regina Moldovan (Southern Methodist University)

The higher education landscape is constantly changing and evolving. What does 2029 look like for higher education marketers? Join future-focused industry leaders for a glimpse into the future of HEMC.

6:00 PM - 7:00 PM
Converge 2019 Happy Hour

Converge 2019 Happy Hour

Hosted by Converge

Let’s toast to the beginning of the fourth Converge conference with light appetizers, drinks and great conversation on-site at the Omni CNN Center Hotel.

7:30 AM - 8:30 AM
Breakfast is Served

Breakfast is Served

Join us for a complimentary breakfast and interactive round table discussions each morning of the conference.

8:45 AM - 9:00 AM
Welcome to Converge 2019!

Welcome to Converge 2019!

Featuring CEO & Founder, Ann Oleson (Converge)

Enjoy a warm welcome to the city of Atlanta and Converge 2019 from your friends at Converge and SimpsonScarborough.

9:00 AM - 9:45 AM
<span>Keynote:</span> Evangelists, Influencers and Storytellers – Oh My! A Journey Down The Yellow Brick Road of Digital Content Creation and Brand Elevation

Keynote: Evangelists, Influencers and Storytellers – Oh My! A Journey Down The Yellow Brick Road of Digital Content Creation and Brand Elevation

Presented by Angela Bostick (Goizueta Business School)

With an aggressive competitive landscape, escalating tuition rates and declining perceptions of our industry, being a CMO in higher Education can be daunting. This session will help arm you and your team with dynamic, engaging ways to use content to distinguish yourself from your peers. Discover how building a thriving content community can create alumni evangelists, faculty influencers and authentic storytellers all armed to lead your school down a storied path towards brand success!

10:00 AM - 10:45 AM
<span>EDU Track Session:</span> Leveraging Digital Platforms to Produce, Distribute and Measure Your Stories

EDU Track Session: Leveraging Digital Platforms to Produce, Distribute and Measure Your Stories

Presented by Mike Petroff (Harvard University)

Your digital platforms, including news websites, social media channels, and email newsletters are vital to reaching and engaging audiences. In this session, Mike Petroff, Director of Content Strategy at Harvard University, will share how Harvard’s content strategy, creative, and editorial teams produce stories in multiple formats, across multiple platforms, and all with measurable impact, with the goal of showcasing Harvard’s mission and vibrancy. From this session, teams both large and small will learn how to be more intentional and strategic with their digital storytelling efforts.

<span>New & Next Track Session: Connecting with The Unreachables: Navigating the Next Frontier of Digital Marketing with Google

New & Next Track Session: Connecting with The Unreachables: Navigating the Next Frontier of Digital Marketing with Google

Presented by Alex Fleshner (Google)

Revealing findings from the latest study Google conducted with Greenberg, this session will explore how higher education institutions can (and should) look through a new lens of reaching potential candidates. He will specifically be focusing on the “Unreachables” by studying the new normal when it comes to digital, and specifically, online video consumption.

<span>CMO Track Session:</span> Lessons from the Corporate World Applied to Higher Education

CMO Track Session: Lessons from the Corporate World Applied to Higher Education

Moderator: Chuck Hester (Converge) Panelists: Tim Bohling (J. Mack Robinson College of Business), Mary Baglivo (Baglivo Group)

Universities are not businesses. But they certainly have business problems. In an era where tuition revenue and fundraising account for more institutional revenue than ever, what lessons from the corporate world should colleges and universities embrace.

11:00 AM - 12:00 PM
<span>Panel Discussion:</span> Implementing New & Next: Giving It the “Old College Try”… Shots in the Dark that Worked or Didn’t

Panel Discussion: Implementing New & Next: Giving It the “Old College Try”… Shots in the Dark that Worked or Didn’t

Moderator: Dana Edwards (SimpsonScarborough) Panelists: Liz Walsh (Villanova University), Rob Green (Columbia College Chicago Online), Theresa Strickland (Santa Clara University)

Innovate or die, they say. If you aren’t failing, you’re not learning, they say. All so true. In this session, three higher education marketers will talk about strategies and tactics they tested, some with great success and some utter failures. Learning about both will help you understand how to prep your team and your leadership to embrace innovation.

12:00 PM - 1:30 PM
Lunch on Your Own

Lunch on Your Own

Take a break from the daily conference grind and grab some fresh air. There's a park right across the street from the hotel and many great restaurants within walking distance.

1:30 PM - 2:15 PM
<span>EDU Track Session:</span> Era of the Voice: Voice Tech’s Impact on Education and Digital Learning

EDU Track Session: Era of the Voice: Voice Tech’s Impact on Education and Digital Learning

Presented by David Ciccarelli (Voices.com)

Today’s generation will be forever changed with the introduction of voicefirst technologies. Technology and voice-first innovations are making learning more efficient, engaging, accessible, and dynamic, and those who design education materials and modules need to be ready to develop and implement an audio strategy that will cater to an evolving system of learning.

<span>New & Next Track Session:</span> How the Future Gets Written: Humanizing Data & Applying Artificial Intelligence to Marketing

New & Next Track Session: How the Future Gets Written: Humanizing Data & Applying Artificial Intelligence to Marketing

Presented by Kristian Hammond (Northwestern University & Narrative Science)

Kristian Hammond is a professor in the MA in Artificial Intelligence program at Northwestern University and CEO of Narrative Science, a Chicago-based company focused on humanizing data. More information on his session coming soon!

<span>CMO Track Session:</span> Crisis? What Crisis? Advice from Your Peers Who Have Been There

CMO Track Session: Crisis? What Crisis? Advice from Your Peers Who Have Been There

Moderated by Simon Barker (Blue Moon Consulting Group), Panelists include Lawrence Lokman (Penn State), Carol Keese (UVA) & Jennifer Campbell (Ithaca College)

Three higher ed marketing veterans get real about the challenges and triumphs of managing an institutional crisis. Because no one can be too prepared, join us for this casual and off the cuff panel discussion about what really goes on behind the scenes and how you can be ready for our world to explode.

2:30 PM - 3:30 PM
<span>Keynote:</span> Re-Engineering the Student Experience with Design Thinking

Keynote: Re-Engineering the Student Experience with Design Thinking

Presented by Terry Flannery (American University) & Tony Proudfoot (Western Michigan University)

Universities are not businesses, but they certainly have business problems. In an era where tuition revenue and fundraising account for more institutional revenue than ever, what lessons from the corporate world should colleges and universities embrace?

3:30 PM - 4:30 PM
<span> New & Next Panel:</span> Just Over the Horizon

New & Next Panel: Just Over the Horizon

Moderator: Jesse Homan (Converge) Speakers: Matthew Alex (Oregon State University), Roland Smart (Pantheon), Bob Hieronymus (EMSI)

Discover what is New & Next in higher education on the outreach, data, and web horizons in the next 2 years. There will be stories about strategic inclusivity marketing, new "laser focused" data research, and high-performance hosting solutions. Join us in the main ballroom for a great discussion and Q&A session from industry experts.

6:00 PM - 9:00 PM
Converge 2019 Tailgate

Converge 2019 Tailgate

Hosted by Converge + SimpsonScarborough

College Football Hall of Fame, 250 Marietta Street NW  |  Put on your favorite gear and meet us in the Grand Ballroom D&E Lobby near Registration for a celebratory drink to kickoff the Converge 2019 conference. Your hosts from Converge and SimpsonScarborough will lead a group march over to the College Football Hall of Fame for the Converge 2019 Tailgate. Heavy appetizers, drinks and desserts will be served. Your Converge 2019 experience also includes an All-Access Pass to explore the College Hall of Fame exclusively for conference attendees.

7:30 AM - 8:30 AM
Breakfast is Served

Breakfast is Served

Join us for a complimentary breakfast and interactive round table discussions each morning of the conference.

8:30 AM - 9:00 AM
Exhibit Area Open

Exhibit Area Open

Please take this time to visit with all exhibitors and finalize any plans.

9:00 AM - 9:45 AM
<span>Keynote:</span> The Role of Universities in a World Where Students Never Graduate

Keynote: The Role of Universities in a World Where Students Never Graduate

Presented by Chrysanthos Dellarocas (Boston University)

The current business and marketing model of higher education needs to adjust again. The future workforce is filled with people changing careers every five years. Professionals will need to learn new skills in their current fields (and different skills in other fields) more frequently and in short spurts. This transactional nature of higher ed will put traditional, lifelong learning models (requiring months or years for degree completion) at risk, facing new competition and commoditization. Current higher education institutions try to remain competitive by focusing on the uniqueness of what we really offer: the deep relationship learners build with us through their interactions with faculty, advisors, peers and professional networks. But, we must realize that degrees and programs represent only a small part of our true value (and the one most likely to be disrupted). In this keynote presentation, Chris Dellarocas will outline concrete steps for higher ed institutions to foster lifelong relationships and remain the central hub to which evolving learners return, as their life needs change.

10:00 AM - 10:45 AM
<span>EDU Track Session:</span> Owning the Creative Economy with FIT: Essential Building Blocks of an Integrated Brand

EDU Track Session: Owning the Creative Economy with FIT: Essential Building Blocks of an Integrated Brand

Presented by Loretta Lawrence Keane, Troy Williams (FIT) & Kristen Creighton (SimpsonScarborough)

What do you do when an institution's stellar reputation in one field holds back full expansion of its brand? If you didn’t know that FIT offers degrees in business, marketing and communications, toy and interior design, production management, film and media, and more, you’re not alone. For decades, this SUNY college has been known primarily for fashion—despite major efforts to broaden its image. To help evolve its brand positioning to better reflect today’s (and tomorrow’s) exciting realities, FIT engaged in a thoughtful process of research, strategy, and creative that informed its position of preparing unconventional students for the creative economy. In this session, we’ll use the FIT case study to illustrate the essential elements of the higher ed brand-building process—from research to strategy to campaign execution—and point out potholes to avoid along the way.

<span>New & Next Track Session:</span> Follow the Yellow Brick Road: How the Hero’s Journey will Transform Your Campus

New & Next Track Session: Follow the Yellow Brick Road: How the Hero’s Journey will Transform Your Campus

Presented by Mara Zepeda (Switchboard)

From the Iliad to "Wonder Woman," from "Star Wars" to "The Wizard of Oz," the hero’s journey framework is critical for understanding our personal and professional development. In this inspiring and engaging presentation, we cover the challenges and opportunities at each stage of the journey, and offer practical resources and techniques for navigating them, drawing on diverse sources from Beyoncé to Joseph Campbell. You'll come away knowing how to create a journey map for your community; the metrics to measure along the way; and how marketing and storytelling can amplify your efforts and advance your institutional goals.

11:00 AM - 12:00 PM
<span>Panel Discussion:</span> Defining New & Next: Brand Building, Chatbots, Marketing Automation Oh My!

Panel Discussion: Defining New & Next: Brand Building, Chatbots, Marketing Automation Oh My!

Moderator: Chike Lawrence-Mitchell (Converge), Panelists: Scott Burke (Georgia State University), Ben Sharbaugh (Harvard Medical School), Nicole Hitpas (Emory University)

Higher Ed marcom is faster, smarter and more integrated than ever before. From Georgia State University and AdmitHub’s chatbot feature Pounce to Harvard Medical School’s organic content engine and social media brand management strategies, colleges and universities are adapting to keep up with the expectations and preferences of modern learners. This panel features experienced marketers who have implemented New & Next initiatives on campuses large and small. They’ll share lessons learned, successes realized and their insightful advice on the biggest opportunities on the horizon for #highered.

12:00 PM - 1:30 PM
Lunch on Your Own

Lunch on Your Own

Take a break from the daily conference grind and grab some fresh air. There's a park right across the street from the hotel and many great restaurants within walking distance.

1:30 PM - 2:15 PM
<span>EDU Track Session: </span>The Dream Job and one Year Later: Lessons Learned after Inheriting and Retooling a Marketing Department

EDU Track Session: The Dream Job and one Year Later: Lessons Learned after Inheriting and Retooling a Marketing Department

Hosted by Brooks Terry (Teachers College)

You did it. After collecting your share of silver medals at the end of competitive job searches over the years, you’re finally getting your shot. Sounds great, but there are no departmental benchmarks, structure, or policies to speak of. How hard can it be to get all that together? In this session, Brooks Terry, Director of Enrollment Marketing at Teachers College, Columbia University will explain how he transitioned the marketing department from being a glorified print shop to a strategic partner on campus, what’s working, what didn’t, and what’s next.

<span>New & Next Track Session:</span> Integral v. Add-on: Integrating Career Skills into Curriculum

New & Next Track Session: Integral v. Add-on: Integrating Career Skills into Curriculum

Hosted by Julie Staggs (Korn Ferry)

In today’s world of winding career paths how do we best prepare students for their professional journey? The ever-changing landscape of expectations, work environments, and new opportunities demands that institutions re-imagine how career skills and services are offered to students in graduate programs. This session looks at the questions to ask, the dynamics to address, and provides an example of an institution implementing a refresh on career services in a new integrative model.

2:30 PM - 3:30 PM
<span>Keynote:</span> Flashes of Genius: Learning the Art & Science of Creativity

Keynote: Flashes of Genius: Learning the Art & Science of Creativity

Presented by Allen Gannett (TrackMaven)

The standard view of creativity is one of constant brainstorming punctuated by sudden flashes of genius—it is not something you can be intentional or methodical about. This keynote will disprove this, by explaining how flashes of genius happen and provide ways any creator can increase their odds of having one. The session is based on two years of research for Allen Gannett's book The Creative Curve (June 2018, Penguin Random House) where he interviewed dozens of the world's leading creatives (celebrity chefs, multi-platinum musicians, billionaire entrepreneurs and fine artists). In addition, he talked to the leading scientists and academics who study the field. Based on this, he found four patterns—The Four Laws of Creative Curve—that all creatives engage in. These laws are not only scientifically valid, but can be followed by any aspiring creative. All attendees will receive a complimentary copy of Allen's book.

3:30 PM - 4:00 PM
Product Launch & Farewell

Product Launch & Farewell

Sponsors

Simpson Scarborough
Blue Moon
Emsi
Ivy Exec
Salesforce
OmniUpdate
HannonHill
HigherEdJobs
Higher-Ed-Jobs
Peak
Pantheon
TerminalFour
Infogroup Academic
Market Mapping Plus Inc.
Trackmaven
Element451
Noodle
RNL
Stackla
AudienceX
Looking for innovative ways to connect with the education community? Become a Converge 2019 Sponsor and join us for the event next February in Atlanta! Attendees come to Converge events looking for solutions to their biggest digital marketing challenges and New & Next strategies to advance their efforts. Our sponsors have unparalleled access to a highly targeted audience of higher education CMOs, marketers, communicators and innovators. Download the Sponsorship Brochure for more information and contact Blaine Phillips when you're ready to customize your sponsorship package. February 1, 2019 will be the last day conference pass cancellations are accepted.

Venue

Omni Atlanta Hotel at CNN Center

100 CNN Center NW,
Atlanta, GA 30303

404.659.0000
Reservation: 800.843.6664

Luxurious comfort. Elegant style. Spectacular views of the downtown skyline. The Four Diamond Omni Atlanta Hotel at CNN Center is located in the heart of downtown Atlanta within the bustling Centennial Park District. Enjoy great restaurants, coffee shops and entertainment all within walking distance of the conference site.