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Marketing 101 - Big Bend Ballroom
Jennifer Wooley, Director, Professional Master’s Programs, Professional Education, Georgia Institute of Technology
Jessica DuPont, Director of Marketing, Extended Campus Oregon State University
Claim your marketing territory with this popular pre-conference seminar. We’re uncovering marketing secrets for newcomers to continuing and professional education, or folks with new responsibilities in marketing.
The special Marketing 101 seminar - back for a third year - will help you stake your claim in our ever-changing field by learning marketing basics and techniques from energetic and experienced presenters and exploring case studies.
Here’s what’s on tap for the Marketing 101 seminar:
- Create a marketing plan to immediately put into action when you return home
- Conduct market research
- Develop marketing systems to target, track and retain students
- Discover how to reach new markets
- Explore everything from the basics of web marketing to using electronic media
This pre-conference session is a “must do” for newcomers, and a great way to kick off the UPCEA Marketing Seminar and your Austin experience.
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:
- Setting the objectives of the project from initial idea to measuring results
- Using durations and dependencies for improved planning
- Documenting and managing risks to increase project success
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 UniversityIn 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.
12:30 PM - 1:00 PM Newcomers' Orientation Foothills I
1:30 PM -3:00 PM Opening Session Texas Rooms 1-7
The Transformation of Marketing
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.
3:30 PM - 4:30 PM 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
8:00 AM - 9:00 AM Breakfast Texas 1-7
9:00 - 10:00 AM CONCURRENT SESSIONS
Online Information Sessions: How to Add Webinars into Your Marketing Mix - Big Bend Ballroom
Simona Boucek, Marketing Project Manager, Oregon State University Extended Campus
Oregon State Ecampus added Webinars to its marketing and recruitment mix in 2011 as an added customer service, high-touch feature for prospective students. This session will offer information on how to set up a webinar, promote it, run it and succeed. This is really a "how to" session offering tactics as wells as recommendation on when and what type of webinars to offer along the enrollment funnel.
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.
10:00 AM- 10:30 AM Networking Coffee Break Texas 1-7
10:30 – 11:30 AM CONCURRENT SESSIONS
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.
Using Big Data Analytics to Create Persona-Based Marketing - Big Bend Ballroom
Julie Corwin, Executive Director, Marketing & Communications, Northeastern University's College of Professional Studies
Find out how Northeastern University’s College of Professional Studies used big data analysis to identify psychographic and behavioral profiles to target the prospect type who is “most likely to matriculate”. And, how it turned their marketing upside down!
11:30 AM - 12:00 PM Break
12:00 PM - 1:30 PM Awards Lunch - Texas Rooms 1-7
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!
1:30 PM - 1:45 PM Break Texas Foyer
1:45 – 2:45 PM CONCURRENT SESSIONS
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.
Social Media Policies and Guidelines - Big Bend Ballroom
Victoria Harben, Copywriter | Content Manager, University of Denver
Struggling to write social media policies for internal and external stakeholders? This session focuses on crafting comprehensive, practical, and effective policies for staff, users, and social media administrators. Learn the language, gain knowledge on anticipating challenges, and understand the key components of successful social media policies and guidelines.
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.
2:45 PM - 3:15 PM Coffee Break
3:15 – 4:15 PM CONCURRENT SESSIONS
Best Practices in Landing Pages: A Panel Discussion - Big Bend Ballroom
Michelle Summers, Strategic Marketing Manager, University of California, Irvine
Christine Brooks-Cappadocia, Marketing Manager, McMaster University
Jon Horn, President, JMH Consulting
Custom landing pages are becoming common in our industry. However, there are many variations in how they are used. This panel discussion will include several leading marketers in our industry who are using and testing landing page techniques. We will also invite audience members to share experiences and discuss successes or challenges.
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.
4:15 PM - 5:30 PM Break
5:30 PM - 6:00 PM Dinner Groups Meet Lobby
Friday November 8, 2013
9:00 - 9:30 AM Breakfast Texas 1-7
9:30 – 10:30 AM CONCURRENT SESSIONS
Launching a New E-mail Content Strategy for Post-inquiry Prospects - Big Bend Ballroom
Liz Turchin, Associate Director of Marketing, University of Minnesota - College of Continuing Education
Learn how the University of Minnesota tapped market research, upgraded lead capture techniques, mapped a new post-inquiry e-mail content strategy, and leaned on CRM segmentation capabilities to deploy a personalized series of mobile-friendly e-mails to help prospective adult students find the program that best fits their needs.
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.
10:30 - 10:45 AM Break Texas Rooms 1-7
10:45 – 11:45 AM General Session Texas Rooms 1-7
Millenials Lead Exodus from Facebook...How Will You Reach Them Now?
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?
Speak Social was founded 3 years ago to tackle these questions. We’re a strategic marketing firm of creative content developers including: professional writers, journalists, improv actors, designers and analysts. We think of ourselves as lab scientists, not polished marketers. From the beginning, Speak Social worked on generating results from Social Media by answering difficult questions like, “How do you market a product to Millennials through Social?” or “What does success look like and how do I measure it?” Speak Social consults with the US State Department and international delegations on the use of Social Media. We represent a growing number of unique clientele, and we regularly speak in the news about our stories, experiences, and how to best apply our knowledge.
