Share the Seminar with your entire team with the Online Pass, and receive institution-wide, on–demand access for up to one full year!
In partnership with Sonic Foundry, UPCEA will provide an Online Pass, available for $299 members ($499 nonmembers). The pass, which includes two pre-conferences, all general sessions, 12 concurrent sessions, and the Annual Marketing Awards Presentation, provides on–demand viewing for your entire institution.
All sessions denoted below or marked with the 
logo on the conference program will be captured.
This is a great opportunity to take advantage of the resources UPCEA has to offer, so purchase your pass today!
Sincerely,
Amy Heitzman
Chief Learning Officer
UPCEA
This is not a live-access pass. Sessions will be recorded and then made available shortly after the Marketing Seminar ends.
Purchasers of the Online Pass will be emailed a link after purchase and after the sessions have been made available for access. The Online Pass will provide on-demand access to the recorded sessions. Presentation slides/materials will be available in CORe: http://core.upcea.edu
The following sessions will be captured and included a purchase of the Online Pass:
Wednesday November 6, 2013
Pre-conferences:
Project Management for Marketing Professionals
Diane C. Buckley-Altwies, MBA, PMP CEO, Core Performance Concepts, Inc
This session highlights some basic concepts of project management that can be used by marketing professionals to increase effectiveness in delivering marketing projects to their organization. We’ll discuss:
The program is highly interactive and attendees will apply what they learn to their own projects during the session. Come prepared with to get some work done!
University and CE Branding: Make Your Claim Pay Off! Mine Your Brand and Refine your Brand Architecture
Elizabeth Scarborough, CEO and Partner, Simpson Scarborough
Amy Routhier, Executive Director of Enrollment Management and Marketing, Extended University Programs, Western Michigan University
Megan Anderson, Coordinator of Marketing and Communications Extended University Programs, Western Michigan University
In this pre-con workshop, you will learn how to identify and refine your institution's brand architecture, and the benefits (and challenges!) of aligning your continuing education unit with its overarching university brand. We will share how to resolve differing institutional goals (marketing vs. sales); approaches for shaping the image and reputation of your institution and CE unit; and a case study with Western Michigan University. Finally, together we will analyze branding issues and concerns from your institution and discuss in an open forum how to create your brand strategy.
The Transformation of Marketing - General Opening Session
Matt Langie, Director of Product Marketing, Adobe Systems
Digital marketing expert and online educator Matthew Langie will challenge “old school” assumptions and reveal “new school” ideas on how marketing is changing the game in education. He will introduce the five transformative ways that education organizations should consider, and arguably embrace, to best connect with constituents sing data, a “testing culture,” digital experiences, social marketing, and online advertising. This keynote will highlight real-world business and education organization examples as well as practical strategies and techniques to expand your impact as an education marketer in our always connected world.
Concurrent Sessions:
Analytics in Action! Data-Driven Marketing
Victoria Harben, University of Denver
This informative session will focus on the essential stages of creating and implementing a strategic web analytics plan from scratch. Learn to love the data that provides targeted results and come away with tips for developing an effective plan, gaining buy-in, and creating a culture of metrics at your organization.
Deserve the Students You Need
Guy Felder Director, Marketing and Enrollment Support, University of Houston
Chōkdee Rutirasiri, CEO, Story+Structure
In this interactive session presenters will provide insights on developing the foundation for a strong recruiting strategy based in empathy and the understanding that we must deserve each student that registers/applies for our programs.
Thursday November 7, 2013
Start Up Approach to Marketing in Higher Ed
David Sim, Director of Marketing & Outreach, Brandeis University
You are invited to a walk-through of how startups look through go-to-market strategies and how that can be implemented in a higher education setting. We will look at basic analysis of cost-per-acquisition measurement, life-time value, market sizing, vendor management and change management within an established institution that has limited resources, but seeks to grow its digital marketing capabilities. How do you rock the boat without tipping it over?
Understanding Prospective Student Engagement Through Web Analytics
Mary Lou DeRosa, Vice Provost for Special Academic Programs, Sacred Heart University
Brenda Harms, Senior Vice-President, Converge Consulting
As the most important marketing tool your institution has, how confident are you that your website is taking your prospective students down a path toward enrollment? Are you evaluating the proper metrics to even know? In this session you will see how one school took a step back and evaluated the goals they had for their website, identified a prospective students key points of conversion on their site, and then set up the proper measurement to produce a monthly dashboard that they can use to inform their strategy moving forward.
Build Your Marketing Technology Implementation Team: How to Bring Marketing, Campus IT, and Your Technology Vendor to the Table to Achieve Success
Laurie McCarthy, Director of Marketing, University College Syracuse University
Debbie Gardner, Project Manager, Information Technology and Services Syracuse University
Amber Hammond, Account Manager, Demand Engine
Cloud-based marketing technology – plug it in and you’re all set, right? Not exactly. Even with the inherent ease of the cloud, professional and continuing education marketers looking to acquire and implement new marketing solutions must still consider how to align their strategy, team, and internal processes with the new technology investment. Skip this step and you’re destined for the technology vendor revolving door. Learn how Syracuse University College marketing department found tech-implementation success by partnering with both campus IT and their vendor to accurately define specs for the project, document a realistic implementation road map, and adjust internal processes as needed. We’ll share the purchasing approach, discovery steps from the University and vendor point of view, and roles each played in SUC’s successful implementation of cloud-based marketing automation. Attendees will gain actionable insight for what it takes to understand exactly what product you need, how to determine which vendor best meets that need, when (and how) to bring campus IT resources to the table, and then how to implement the technology.
The Marketing Organizational Chart
Stephanie Platteter, Executive Director of Marketing and College-wide Enrollment Management, University of Minnesota College of Continuing Education
Jim Fong, Director of Research, UPCEA Center for Research and Consulting
This session will identify common — and less common — marketing and recruiting organizational charts for a variety of continuing education (CE) units. Learn how more than 40 CE marketing units organize their teams. Research will also reveal their marketing and recruiting goals, current challenges, budgets, revenue, and staff level information. Don't miss what insights may be revealed that can help inform your own marketing department.
Awards Lunch
Don't miss the opportunity to see your colleagues honored for their outstanding achievements in marketing. Come find out who rose to the top of their division -- and who will go home with Best in Show!
Effective Marketing Outreach Starts with Understanding Your Market
Kate Livingston, Executive Director, SMU in Plano
Kimberly Rutigliano Director, CAPE, Southern Methodist University
Carol Aslanian, Senior Vice President, Aslanian Market Research
Presenters will discuss how institutions can optimize their position in the higher education market by gaining a clear understanding of what their communities know and think about them, what they need from them as an institution, and how this impacts the perception of the Continuing Education programs. How do you know what you don’t know? The session will culminate in describing how “hard market data” can be incorporated into your growth strategy.
Developing a Conversation Plan – New Strategies for Engaging Prospective Adult Learners
Stephanie Platteter, Executive Director of Marketing and College-wide Enrollment Management, University of Minnesota College of Continuing Education
Jennifer Copeland, Vice President, Demand Engine
Emboldened by “CRM”, PCE units are turning up the message volume assuming that the more they send, the stronger the relationships. The rising volume isn’t empowering – it’s overwhelming. In this presentation, review specific examples, learn how to develop a “schematic”, and discover strategies to create meaningful conversations.
Testing the Right Path for Marketing and Advertising: How Employer Demands Data Informs Audience Profile, Collateral, and Ad Placement
Nancy Prater, Marketing Director, Division of Online and Distance Education Ball State University
Brian Ackerman, Analyst, Education Advisory Board
Universities are placing increasing emphasis on data-informed decisions, particularly when applying labor market data to the development of future programs. Ball State University partnered with a third-party researcher to acquire the labor market analysis that helped to inform curriculum design and marketing activities, including ad placement and web content design and prospect identification. Learn how to take advantage of existing data to make strategic marketing decisions.
Friday November 8, 2013
Marketing to the Niche: Multi-channel Marketing for Hard-to-Reach Audiences
Janet Farrell Marketing Manager, Adult and Professional Programs, Brown University
Jon Horn, President, JMH Consulting
With increasing competition, many universities are creating niche programs to differentiate themselves. However, niche programs have smaller target audiences that are often spread geographically, making many forms of traditional marketing unaffordable and ineffective. Using a program at Brown University as a case study, we’ll discuss ways multi-channel marketing can serve niche programs.
Tips and Tricks for More Effective Marketing Campaigns
Janice Sitzes, Assistant Director Marketing, NC State University
Faced with increasing competition and decreasing budgets, we are all looking to do more with less. Many automatically look to cut back on traditional efforts and rely more heavily on electronic mediums. This session will show you tools — many of which are free or low cost — to make your marketing more effective and efficient.
Millenials Lead Exodus from Facebook...How Will You Reach Them Now? - General Session
Brad Bogus, Co-Founder, Speak Social
Social Media is lauded in most marketing circles as the best way to get a brand’s word out to the masses. A majority of people use Social Media, and the newest generations are growing up with it as their primary communication tool. So how can the varying education communities increase their enrollments with this tool? What is a Millennial, and how do you speak the language of this new generation? Which Social Network is the best for reaching Millennials?
