2025 AMA Symposium for the Marketing of Higher Education Agenda

The Senior Leader Experience is an intentionally programmed time where top campus marketers can share challenges, exchange ideas and make connections to build a lasting support system. Be the leader who values growth, best practices, boosts morale and inspires a high-performing marketing team! Learn more.

Reputation & Communications
Jeff Selingo’s new book, Dream School: Finding the College That’s Right For You, encourages students and their parents to look beyond elite institutions to maximize fit and outcomes and minimize stress in the admissions process. Many student voices informed the book, including a Campus Sonar social intelligence study of peer-to-peer college admissions discussions. We’ll cover the differentiators of a “new dream school,” share insights from students’ decision-making discussions, and engage attendees in identifying their “standout factor.” If you represent a Breakout Regional, Large Leader, or Hidden Value institution not in the US News Top 50, this workshop is for you.

Speakers
Liz Gross, CEO, Campus Sonar
Matthew Gann, Associate Vice Chancellor for Marketing and Brand Strategy, University of Denver
Jeff Selingo, Special Advisor to the President & Professor of Practice, Arizona State University

Marketing Technologies (MarTech) & AI
In this session you’ll gain practical tips to quickly elevate your higher ed creative team’s capabilities with generative AI. Discover how ODUGlobal achieved faster copywriting, accelerated design cycles, and streamlined cross-departmental collaboration using Canva, Adobe, and custom GPT-driven workflows. Quickly assess your team’s AI readiness, then start building a personalized 90-day AI adoption roadmap. Walk away empowered with a curated AI toolkit, ethical usage team guidelines, and actionable strategies you can implement. It’s time to increase productivity, enhance creativity, inspire confidence, and be a voice for the AI revolution at your campus.

Speaker
Dave Hunt, Executive Creative Director, ODUGlobal, Old Dominion University

Strategy & Planning
Marketing strategy choices are institutional strategy choices. This comprehensive workshop explores core marketing strategies and principles through the unique lens of higher education’s inherent complexities. Designed for newer attendees and those seeking to strengthen their strategic foundation, participants will leave with practical frameworks for elevating marketing’s strategic role – a catalyst for building value through relationships, reputation, and revenue. This interactive session sets the stage for deeper learning throughout the conference while providing immediately applicable insights.

Speaker
Rob Zinkan, Principal, Navigate Gray

Many universities still rely on outdated media strategies that miss today’s student behaviors. In this workshop, we’ll explore how ZGM is helping higher ed teams modernize their mix through full-funnel, omni-channel campaigns—leveraging programmatic platforms, smart retargeting, and first-party data segmentation to reach prospective students more effectively, even as inboxes get noisier.

Sponsored by Zero Gravity Marketing

Speakers
Chris Uzzo, CEO & Founder, Zero Gravity Marketing
Becca Matyasovsky, Director of Programmatic, Zero Gravity Marketing

Reputation & Communications
In this hands-on workshop, participants will leave with the framing, structure, and key features of a crisis communications plan that is usable—not theoretical—and actionable in real-time. Through real-world case studies, step-by-step guidance, and practical exercises, Pete Mackey and Scott Morse will walk attendees through how to shape this plan, clarify team roles, align with institutional needs, and practice the protocols to build readiness. Whether you’re starting from scratch or refining an existing plan, this session will help ensure your team can deliver for your campus with confidence when it matters most.

Speakers
Pete Mackey, President, Mackey Strategies
Scott Morse, Assistant Vice President for Communications & Marketing, Lafayette College

Branding & Content
Take on creative brainstorms with Ashley Budd. Known for her creative and innovative marketing campaigns, Ashley is one of the most influential voices in education marketing and fundraising. In this workshop, Ashley teaches how she crafts creative marketing campaigns from online or in-person brainstorming sessions that remain timely and relevant.

Learn Ashley’s creative framework for developing ideas into marketing campaigns with strong structures and nuanced content strategies.

With a track record of pioneering marketing campaigns that have left a mark, incorporating regular creative brainstorming will help you unlock your full creative potential.

Speaker
Ashley Budd, Senior Director of Advancement Marketing, Cornell University

Leadership & Organization
This highly interactive workshop empowers middle managers with essential skills to lead through influence, navigate crucial conversations with direct reports, and effectively communicate and facilitate organizational change when they are not the decision-maker. Structured in three focused, small-group sessions, participants will engage in hands-on learning and real-time application. Instructors will start each mini-session with an overview of practical tools and proven strategies. Breakout groups will simulate realistic leadership scenarios commonly faced in today’s higher education marketing workplace, providing a safe space to practice, reflect, and build confidence for immediate on-the-job impact.

Speakers
Melissa Richards, Principal and Founder, iMarketingMix LLC
Carrie Phillips, Chief Communications and Marketing Officer, University of Arkansas at Little Rock
Maria Kuntz, Director, Content Marketing Strategy and Communications, Advancement Marketing and Communication, University of Colorado

Strategy & Planning

Most colleges and universities treat institutional strategy and brand strategy as separate efforts, often managed by different teams with different goals. However, in today’s changing higher education landscape, it is important to connect these approaches for better results.

This pre-conference workshop, led by Eric Page, Emma Jones, and Joe Master, will examine how combining institutional strategy and brand strategy can help colleges and universities work more effectively across functional areas, support informed decisions by campus leaders, and set clear priorities that matter to both internal and external audiences.

Through practical examples, group discussions, and hands-on activities, participants will:
– Identify common gaps between institutional strategy and how the institution presents itself
– Learn ways to include brand considerations in planning and decision-making
– Discuss how values and the institution’s character can shape future goals
– Find opportunities for better cooperation among marketing, enrollment, and leadership teams

This session is designed for campus leaders who want to connect planning and communication in ways that support their institution’s mission and goals.
Sponsored by Carnegie

Speakers
Eric Page, Chief Client Officer, Carnegie
Emma Jones, EVP, Leadership, Carnegie
Joe Master, SVP, Management, Carnegie

Let’s greet the morning, our colleagues, and our conference with some gentle breathwork and easy flow. This is a level one vinyasa-based yoga class. Some experience helpful. Mats will be provided.

Lisa Jordan, Principal, Mindpower Inc.

Times of uncertainty require creative bravery. However, when someone tells you to “show courage” or be creative on a moment’s notice, it can feel like they’re telling you to be four inches taller or jump a little higher while also performing on demand. When the moment demands a bold, creative idea, or your organization needs you to step up with fresh, innovative thinking, you don’t have time to muster up your courage. You need great ideas, and fast. So, where does creative bravery come from when you’re under pressure to deliver results?

In this keynote, Todd Henry shares the two key factors that lead to brave, brilliant work, the three kinds of creative bravery that marketing pros need to exhibit each day, and why it’s essential to embrace the urgency of the moment and make creative bravery a habit well before you need it. You’ll discover practices that enhance your creative thinking and growth, and learn how to me integrate “the brave habit” into your daily life to foster courage that drives innovation, strengthens relationships, and propels you and your team forward.

Speaker
Todd Henry, Host of ‘The Accidental Creative’ Podcast, Providing Weekly Tips For Staying Prolific, Brilliant, and Healthy

Marketing Technologies (MarTech) & AI
Higher ed content marketers are drowning in longform assets, scattered requests, and shrinking timelines. Enter NotebookLM, Google’s AI powered tool that’s changing the game for lean teams. In this session, you’ll learn how to use NotebookLM to turn a single webinar, research report, or podcast episode into dozens of digital-ready assets, from social posts and emails to video scripts and blog intros. We’ll walk through real use cases and show you how to build an efficient remix workflow that saves time, boosts output, and keeps your sanity intact. Work smarter, not harder—with AI as your content creation co-pilot.

Speakers
Doug Smith, Head of AI Operations, Element 451
Hannah Wilson, Knowledge Management & CRM Coordinator, Forsyth Technical Community College

Branding & Content
Graduate education, particularly master’s and doctorate programs, is an important revenue stream for institutions. These programs aren’t just academic offering, they’re premium products that carry the weight of brand equity, cultural relevance, and price justification. So why does the marketing feel so… meh? Let’s look at an industry that understands premium positioning: luxury fashion retail. This panel explores what we can learn from the luxury world—from crafting a distinctive brand promise to deploying strategies that drive conversion and loyalty. Through case studies, we’ll share takeaways you can bring to your teams right away to elevate how you market graduate-level programs.

Speakers
Cheryl Fisher, Adjunct Professor, VP of Brand and Creative, Ed.D. Candidate, New York University, The HelloMethod
Jose Mendoza, Academic Director and Clinical Associate Professor, New York University

Enrollment, Retention & Fundraising
What happens when you design your communications strategy around what students and their families actually need after they’re admitted? At UNC Pembroke, that question led to a powerful journey mapping project that reimagined messaging from acceptance through the end of the first year. In this session, you’ll learn how empathy, collaboration, and intentional design can help reduce melt, improve yield, and boost first-year retention. Walk away with a practical framework for creating your own journey map, insights into parent engagement strategies, and inspiration to make every message matter—before, during, and after a student sets foot on campus.

Speakers
Kelly Brennan, Vice Chancellor for Enrollment Management, University of North Carolina at Pembroke
Jaime Hunt, President, Solve Higher Ed Marketing
Jennifer McCarrel, Chief Communications & Marketing Officer, University of North Carolina at Pembroke

The 2025 Planning Committee is hosting a First Time Attendee Orientation to help you start strong. You’ll get practical tips for navigating sessions, find meaningful ways to connect with peers, and learn how to get involved through volunteering, award programs, and the call for proposal process. Whether you’re here to build your network, share your perspective, or dive into the latest trends in higher ed marketing—we’re here to help you feel supported and ready to make the most of it.

Speakers
Santhana Naidu, Vice President of Communications and Marketing, Rose-Hulman Institute of Technology
Nicole Szymczak, Senior Director of Communications & Marketing, Michigan State University

Leadership & Organization
How can institutions effectively upskill their marketing and enrollment teams for AI-driven transformation? In this session, Bart Caylor (Caylor Solutions) and Steven Rutt (Abilene Christian University) share leadership strategies for training teams, managing organizational change, and building an AI-ready culture. Learn practical frameworks for empowering your staff, leading cross-campus collaboration, and fostering resilience through change management. Real-world lessons from ACU’s experience with AI integration will be highlighted. Attendees will leave equipped with actionable strategies to guide their departments and institutions through today’s evolving digital landscape.

Speakers
Bart Caylor, President & Founder, Caylor Solutions & The Higher Ed Marketer
Steven Rutt, Chief Revenue Officer, Abilene Christian University

Strategy & Planning
With the higher education landscape undergoing historic transformations, academic institutions are increasingly turning to mergers as a strategic response. In 2023, Lewis University and St. Augustine College started the process of officially merging into one academic institution. Join us as we discuss the unique challenges of merging two brands, maintaining an enrollment pipeline with a brand identity in flux, and communicating it all. Learn how we overcame the fear of brand evolution, preserved enrollment, and found the strongest part of our brand value.

Speakers
Marco Amaro, Executive Director of Digital Marketing and Strategy, Lewis University
Jason Miller, Associate Director of Digital Marketing, Lewis University

Fireside Chat | Reputation & Communications
A higher ed CMO, a Sr. Vice Chancellor and a Brand & Entertainment Marketing Agency Exec walk into a bar… What ensues is a spirited discussion about innovative, unexpected marketing opportunities for the academy. Speakers candidly explore a wide range of “what if” ideas to evolve higher ed marketing (e.g., what if consumer insights, entertainment strategies, and influencer partnerships could drive enrollment, advancement, and engagement?). Because even during the most challenging moments, it’s important to play offense, think big, and push boundaries to grow market share.

Speakers
Ryan Brown, Executive Vice President, 160over90
Kevin Washo, Senior Vice Chancellor for External Relations, The University of Pittsburgh

Branding & Content
Enrollment growth isn’t about clicks, it’s about telling stories that connect on a human and psychographic level. Last year, Viv Higher Education shared our signature approach to differentiation (with Taylor Swift puns and friendship bracelets) to a packed ballroom. This year, we return with Babson College to show how that method translates to results. Together, we reimagined their storytelling to reflect graduate and executive students’ real fears, goals, and motivations. Attendees will leave with practical ideas to create visuals and messaging that will never go out of style 🎵.
Sponsored by Viv Higher Education

Speakers
Kerry Salerno, Vice President and Chief Marketing Officer, Babson College
Suzan Brinker, PhD, Co-Founder and CEO, Viv Higher Education
Audra Delaney-Hall, Vice President of People Operations, Viv Higher Education
Dana Cruikshank, MPH, Vice President for Client Growth, Viv Higher Education

Idea Exchange | Marketing Technologies (MarTech) & AI
Discover how higher education marketers are utilizing AI—from content generation to predictive insights—and what strategies are actually yielding results.

Moderator
Frank Camp, Executive Director of Brand Strategy, The University of Arizona, Riester

Idea Exchange | Leadership & Organization
Whether it’s a new president, cabinet turnover, or departmental change, share how you’ve kept your team focused and your strategy aligned.

Moderator
Lindsay Nyquist, Chief of Staff, Occidental College

Idea Exchange | Reputation & Communications
What channels, cadences, and tactics truly engage faculty, staff, and stakeholders? Let’s talk about building trust and cutting through the noise.

Moderator
Cynthia Martinez, Senior Director, Brand Marketing, University of Maryland

Idea Exchange | Enrollment, Retention & Fundraising

Across higher ed, campuses are rethinking the path to enrollment by sharpening digital strategies, experimenting with AI, elevating belonging, and shifting from chasing volume to focusing on the right students. Paskill brings both curiosity and leadership to this conversation, guiding peer-driven discussions on what’s working now and what’s next. Together, we’ll compare notes, share ideas, and explore how every touchpoint shapes the student journey, and how your institution can clear the roadblocks to success.

Sponsored by Paskill

Speakers
Torin Keefer, Manager, Search, Paskill
Cody Arnold, Senior Manager, Paid Media, Paskill
Lien Do, Account Manager, Paskill
Cathy Donovan, Agency Marketing Director, Paskill

Exhibit Hall Stage | Leadership & Organization

Your career doesn’t come with a playbook—but it should come with a few great moves. In this fast-paced, interactive session, we’ll cover the essentials every emerging MarCom leader needs: how to move from “supporting player” to “seat at the table,” how to craft a resume and cover letter people actually want to read, and the interview pitfalls that trip up even the best candidates. We’ll even pull back the curtain on what search firms notice (and what they don’t). Expect energy, honesty, and a few laughs—you’ll walk away inspired and ready to take your career to its next level.

Speakers
Julie Ried, Vice President, The Ward Group
Michael Morris, Director, The Ward Group

Branding & Content
How do you build an integrated content strategy when content creators are scattered across schools, colleges, and departments? This session will discuss how one university implemented an integrated content planning model that connects institutional-level storytelling with school-specific priorities. Learn how to build a master content calendar, adapt it for school and departmental use, and implement a structured planning process that fosters monthly collaboration. We’ll share our workflow, sample tools, and case studies that demonstrate real results. Walk away with actionable tools to start connecting your campus-wide content strategy today.

Speakers
Frannie Schneider, Associate Vice President, Marketing, Creighton University
Kate Neuhaus, Director, Content Strategy, Creighton University
Kristen Paulmeyer, Director, Marketing, Creighton University

Enrollment, Retention & Fundraising
University fundraising campaigns tend to be earnest, straightforward, and honestly? Sometimes a little sleepy. So how can your university’s advancement and marketing personnel work create something fresh, fun and engaging without losing the point—or your major donors? Two key leaders within the advancement and marketing teams at OHIO share how they partnered together to develop two award-winning campaigns (Name a Squirrel for Giving Day, and the personal story-based Give Like Gary as an Annual Giving push) so fun and memorable, they not only exceeded their goals, they literally received donor fan mail about them.

Speakers
Brooke Preston, Director of Brand Voice, Ohio University
Caty Allgood, Executive Director, Annual Giving, Ohio University

Marketing Technologies (MarTech) & AI
Discover how NC State University transformed its marketing technology ecosystem by adopting product management principles from the private sector. This session demonstrates how a product-led approach enabled NC State to grow from supporting 20 websites to over 800, including major college and division sites, while operating with reduced resources. Learn practical strategies for implementing a product mindset that bridges institutional silos, standardizes platforms, increases adoption rates, and creates sustainable systems without relying on top-down mandates. Gain actionable frameworks to enhance operational efficiency, improve cross-campus alignment, and create consumer-grade experiences with your existing marketing technology stack.

Speaker
Scott Thompson, Director of Web Services and Product Manager, NC State University

Reputation & Communications
Effective rapid-response media engagement does more than drive headlines—it expands brand visibility, strengthens reputation, and elevates institutional values and expert voices when and where it matters most. This case study examines how Pomona College, alongside their partners at RW Jones Agency, launched a self-sustaining, high-impact outreach campaign during the 2025 Southern California wildfire disaster that secured dozens of prominent media placements, garnering millions of views worldwide.

Speakers
Char Miller, Director of Environmental Analysis and W.M. Keck Professor of Environmental Analysis and History, Pomona College
Gillian Frew, Account Director, RW Jones Agency

Strategy & Planning
For too long, higher ed outreach has assumed that students have some built-in exposure to the college process—through school counselors, community organizations, or family members who’ve been there before. But what about the students who don’t? Amherst College, in partnership with Ologie, set out to answer this question. By mapping the journeys of four distinct student personas, we identified the key moments where outreach could truly change the game. This session will unpack how journey mapping can help institutions rethink access, develop earlier touchpoints, and engage students where they are, ensuring that higher education is within reach for all.

Speakers
Dayana Kibilds, Vice President of Strategy, Ologie LLC
Bridget Campolettano, Director of Communications, Amherst College

Fireside Chat | Leadership & Organization
In an era of shifting student expectations and increased competition, the University of Idaho has achieved what many institutions aspire to – four consecutive years of enrollment growth. This session pulls back the curtain on the cross-functional strategies, technologies, and understanding of cultural shifts that made it possible.

Speakers
Adam Stoltz, Director of Enrollment Marketing, University of Idaho
Claudia Jacobs, Director of Sales and Marketing, ZeeMee

Innovation Showcase | Marketing Technologies (MarTech) & AI
Data and AI are transforming how institutions plan, measure, and optimize their marketing. In this block, you’ll learn how to harness advanced reporting tools, integrate measurement across channels, and tap into new platforms like Snapchat to drive smarter, faster enrollment results.

Measurement Matters: Connecting Data & Tech for Marketing Success | Net Natives
Higher education marketing leaders face increasing pressure to prove impact, but fragmented data, flawed attribution models, and evolving privacy regulations and student behaviour make it harder than ever.’
This session will show how institutions like Columbia, NYU, and Leavey School of Business at Santa Clara University are using Akero by Net Natives to build marketing measurement clarity and utilize holistic data visualization and story-telling to elevate their conversations and inform their decisions. Learn how to implement a future-proof measurement strategy—from compliant tagging to cross-channel data integration—that delivers clarity to leadership, drives smarter decisions, and turns marketing into a true engine for institutional growth.

AI Advanced Reporting Intelligence: The Answer to Smarter Campaign Optimization | 160over90
160over90’s SVP Branding, Bess Denney, will be unveiling a game-changer for higher ed marketing: Advanced Reporting Intelligence (ARI), a custom-trained GPT that sits over your full campaign data warehouse. ARI utilizes natural language prompts to provide immediate answers to questions across any data tracked from in-market media campaigns. It empowers teams to optimize strategies in real time, uncover audience trends, and drive smarter media decisions—maximizing ROI with speed and precision.

From Awareness to Enrollment: How Schools Are Winning with Snapchat Lead Gen | Snapchat
Today’s students are on Snapchat, and education marketers are seeing meaningful results by meeting them there. This session will highlight how schools and education providers are using Snapchat’s full-funnel ad solutions to build awareness, capture interest, generate high-quality leads, and ultimately drive enrollment.

Highlights include:
Reaching Students Where They Are: How Gen Z engages on Snapchat and why it matters for institutions.
Optimizing Campaign Performance: Strategies for leveraging Snapchat’s ad solutions to deliver efficient results.
Success Stories: Real-world examples of schools achieving measurable enrollment outcomes.

Sponsored by Net Natives, 160over90, Snapchat

Speakers
Gus Bolognesi, Director of Growth, Net Natives
Bess Denney, SVP, Branding, 160over90
Alex Minot, Client Partner, Education Lead, Snapchat

Idea Exchange | Enrollment, Retention & Fundraising
How are you inspiring engagement, loyalty, and giving through strategic messaging and multi-channel outreach?

Speaker
Samara Sit, Vice President for Communications and Marketing, Bryn Mawr College

Idea Exchange | Strategy & Planning
Centennials, sesquicentennials, major gifts—how are you making these moments matter while maximizing marketing impact?

Speaker
Hellen Hom-Diamond, Vice President, Strategic Marketing and Communications, Trinity College

Idea Exchange | Leadership & Organization
Whether you’re a team of one or leading a creative shop, share ideas on fostering collaboration, ideation, and consistency.

Speakers
Adrienne King, Associate Vice Chancellor for Marketing, The University of North Carolina
Amanda Zettervall, Director of Creative and Visual Strategy, The University of North Carolina

Idea Exchange | Leadership & Organization

Ladies, you are in good company. Our community is both strong and helpful. This idea exchange will focus on networking and sharing resources in our work as women in higher ed. Relationships and connections make all the difference. Join us and make some connections. All roles are welcome.
Sponsored by Mindpower

Speaker
Lisa Jordan, Principal, Mindpower Inc.

Keynote Panel: The Intersection of Leadership, Revenue, and Reputation in Higher Ed
Leadership & Organization
As marketers, we have key responsibilities for growing reputation and revenue, and these roles necessitate working across our institutions to create the impact our leaders and boards desire. How can marketers collaborate with colleagues to address the revenue, reputation, policy, image, and internal trust issues colleges face to meet our mission and community goals? This keynote panel session brings together the senior-most leaders of the associations working with our presidents and leadership colleagues in finance, advancement, alumni, and admissions to ask how best to collaborate and support our institutions in our current environment. Bringing together those who have the ears of your leaders and colleagues, you will hear new perspectives on the trends and challenges we face, ideas for our collective path forward, and how you can play a role in the future of your institution’s successes.

Speakers
Ted Mitchell, President, American Council on Education
David Hawkins, Chief Education and Policy Officer, National Association for College Admission Counseling
Sue Cunningham, President & CEO, Council for Advancement and Support of Education
Kara D. Freeman, President & CEO, National Association of College and University Business Officers
Moderator: Teresa Valerio Parrot, Principal, TVP Communications

The rapidly evolving landscape of AI is impacting how students navigate the complex worlds of college research and admissions. U.S. News Education fielded a survey of undergraduate and graduate students to explore the various ways students are currently utilizing AI tools—from enhancing essay writing and optimizing college search parameters to streamlining application processes. The survey findings will be presented for the first time at AMA Higher Ed and will delve into the potential benefits, inherent challenges and how to responsibly embrace this technology.

Speaker
Brian Mitchell, General Manager, U.S. News & World Report

Exhibit Hall Stage
As higher ed faces shifting demographics, evolving student expectations, and rapid advances in technology, marketing leaders are reimagining how their teams connect, communicate, and create impact.

This engaging panel—moderated by Mallory Willsea (Host of The Higher Ed Pulse) and featuring Jaime Hunt, Carrie Phillips, and Safaniya Stevenson—brings together voices from across the Enrollify Network to explore how institutions are embracing AI, data, and collaboration to drive authentic, student-centered transformation.

Sponsored by Enrollify

Speakers
Mallory Willsea, Marketing Consultant, Enrollify
Jaime Hunt, President, Solve Higher Ed Marketing
Carrie Phillips, Chief Communications and Marketing Officer, UA Little Rock
Safaniya Stevenson, Host of Talking Tactics Podcast, Enrollify

Branding & Content
Discover how the MIT Executive MBA program boldly redefined its brand to meet the moment—and how you can do the same. This presentation offers a strategic roadmap for rebranding in a competitive, rapidly evolving landscape. We’ll explore the “why” behind the initiative, how to build alignment across teams, and what to look for in the right creative partner. From research and rollout to integration and impact, you’ll gain insights into every stage of the journey. Learn how the rebrand is resonating with students and applicants, and what’s next for a program that’s not just refreshed, but reimagined for the future.

Speakers
Krissy Dolor, Associate Director, Marketing & Recruiting, MIT Executive Degree Programs, MIT Sloan
Katie Hoye, Data Solutions Analyst and Data Architect, MIT Executive Degree Programs, MIT Sloan

Enrollment, Retention & Fundraising
In an era where higher education faces fierce competition for student attention, Georgia State University’s Graduate Admissions team pioneered a digital strategy that shattered enrollment goals. By blending Google PMAX, CTV, and social platforms with hyper-targeted alumni storytelling, we drove 5.7M impressions, 788 completed applications, and a 3,416% long-term ROI. This session unpacks how to turn data into actionable insights, craft resonant campaigns, and prove marketing’s fiscal impact to stakeholders. Attendees will leave with a blueprint to replicate our success—from audience segmentation to ROI optimization—ensuring their institutions stand out in a crowded market.

Speakers
Kierra Emerson, Marketing Engineer, Georgia State University
Moises Aguayo, Enrollment Recruitment Coordinator, Georgia State University

Marketing Technologies (MarTech) & AI
Tuition sticker shock discourages prospective students. This session explores how AI chatbots using large language models can quickly clarify net price, aid, and ROI. We will map current Net Price Calculators and examine AI methods for personalized information, language options, and ROI context. Case studies show early improvements in NPC completion, inquiry quality, and efficiency, along with lessons on data quality and rules. Attendees will see a live demo of a tuition chatbot and receive a planning checklist for their own implementation.

Speaker
Jose Mendoza, Academic Director, Clinical Associate Professor, New York University

Research & Impact
You’ve invested in market research—now what? This session is all about turning insights into action that drives real results. We’ll share how Siena has used formal studies, internal data and everything in between to refine messaging, guide a forthcoming transition to university, launch a new graduate program, improve marketing ROI, secure new marketing investments and more. You’ll walk away with a practical, flexible approach to aligning research with your strategic goals and inspire institutional buy-in.

Speakers
Allison Turcio, Assistant VP for Enrollment and Marketing, Siena University
Jason Rich, Vice President for Strategy, Communications and Outreach, Siena University

Strategy & Planning
This session explores how Coppin State University reimagined its marketing and branding strategy over the last five years, starting with a new presidential vision in 2020. We’ll showcase how Coppin laid the foundation for strategic growth through a phased approach beginning with the All-In brand refresh, expanding through the BE MORE Capital Campaign and Story Series, and evolving into a reimagined social media and digital engagement strategy. This work significantly increased enrollment, alumni engagement, endowment growth, and national rankings. Attendees will walk away with adaptable frameworks for brand revitalization, storytelling integration, and stakeholder collaboration.

Speakers
Angel Roane, Marketing Coordinator, Coppin State University
Andrew Brezinski, Senior Creative Director, Coppin State University

Fireside Chat | Reputation & Communications
Presidential visibility plays an increasingly pivotal role in shaping institutional reputation and trust. This fireside chat explores how senior marketing and communications leaders can partner with university presidents to develop and sustain a purposeful engagement strategy. Featuring a practical framework grounded in real-world experience, the session will highlight how to align presidential voice with mission, manage reputational risk, and amplify thought leadership. Attendees will leave with actionable tools for structuring and supporting executive communications that build credibility, foster connection, and drive institutional impact.

Speakers
Matt Gerien, Senior Vice President, Strategic Communications, Carnegie
Marjorie Hass, President, Council of Independent Colleges

Strategy & Planning
What you do today will make a difference tomorrow. Whether you need to increase enrollment, build awareness, or you need a roadmap to achieve your goals. Where your marketing stands today tells a story of where you’ll end up tomorrow. To develop more impactful strategies, higher ed institutions must regularly assess their marketing initiatives and learn from their peers. This helps refine marketing practices for greater effectiveness.

In this data-driven presentation, we’ll walk through results from the 2025 Marketing Benchmarks for Education report, showcasing how you can leverage the data and insights to better understand how you stack up to your peers and create a plan for improved marketing maturity in 2026 and beyond. We’ll explore quick wins you can start today, what long-term success looks like, and how to implement each efficiently as you start planning for next year.

By the end of the session, attendees will be able to: 1. Define what marketing maturity is and how it relates to marketing effectiveness. 2. Review data from the 2025 Marketing Benchmarks for Education report including trends and insights. 3. Provide recommendations and examples to help you plan for 2026 and move to the next stage of marketing maturity.

Sponsored by Mighty Citizen

Speakers
Whitney Larimer, Senior Partnerships Manager, Mighty Citizen
Mindy Avitia, Senior Events & Community Impact Manager, Mighty Citizen

Idea Exchange | Future Horizons
Explore how marketing teams are adapting to the changing landscape of college athletics—elevating team brands, supporting individual athletes, and navigating new opportunities in the NIL era.

Speaker
Beth Campbell, VP, Marketing and Communications, Randolph-Macon College

Idea Exchange | Strategy & Planning
Marketing touches every corner of campus. How are you navigating complex org charts, aligning stakeholders, and influencing without authority?

Moderator
Rachel Richelieu, Vice Chancellor, University of Pittsburgh

Idea Exchange | Leadership & Organization
From enrollment shifts to reputational issues—how do you provide honest, strategic counsel while staying aligned with leadership?

Speaker
Joseph Brennan, VP Communications and Marketing, Montclair State University

Idea Exchange | Enrollment, Retention & Fundraising

In this interactive roundtable hosted by KWALL, we’ll explore what truly influences Gen Z and Gen Alpha enrollment decisions—beyond marketing trends and social media—and collaborate on strategies that resonate with the students of today.
Sponsored by KWALL

Speakers
Noah Kramer, Creative Director, KWALL
Pam Ross, Senior Director of Client Success & Delivery, KWALL

Branding & Content
Influencer marketing dominates modern consumer strategy, yet many higher ed institutions remain tethered to traditional channels like billboards and brochures. In this session, discover how Penn State is leveraging influencer marketing across organic and paid social, from UGC to TikTok campaigns. You’ll learn how Courtney’s team built a proposal, earned leadership buy-in, secured a budget, partnered with legal, identified the right influencers, launched creative campaigns, and developed a content grading system to evaluate performance. Whether you’re starting from scratch or looking to scale, this session offers practical insights into building a sustainable and strategic influencer marketing program in higher ed.

Speaker
Courtney Witmer, Assistant Director of Social Media, Adjunct Professor, Penn State University

Enrollment, Retention & Fundraising
Securing increased marketing budgets can be challenging in higher education, especially when leadership demands clear justification. At UTSA Online, we’ve developed a strategic, data-driven approach to forecast enrollment using historical conversion rates and marketing investments. This session will walk attendees through how we build a compelling business case for marketing funding by aligning performance metrics with enrollment goals. Participants will leave with practical frameworks to articulate return on investment (ROI), build credibility with leadership, and make smarter, data-informed asks. You’ll gain the tools to move from hopeful pitches to evidence-based budget wins—empowering both emerging and senior marketing leaders.

Speakers
Auris Calvino, Associate Director of Online Marketing and Communications, The University of Texas at San Antonio
Suzana Diaz Rosencrans, Assistant Vice Provost for Academic Innovation and Director of Online Marketing, Enrollment and Advising, The University of Texas at San Antonio

Future Horizons
In the evolving higher education landscape, the terminology and frameworks surrounding diversity, equity, and inclusion (DEI) are undergoing significant scrutiny and transformation. How can marketers continue to authentically promote inclusion? This panel explores how institutions are adapting their messaging to reflect values of access, belonging, and inclusive excellence—without relying on politically fraught language. Learn how marketing teams are navigating polarized environments, rethinking storytelling strategies, and aligning communications with institutional mission. Panelists will share practical examples, ethical considerations, and fresh approaches to inclusive marketing in a “post-DEI” world. Ideal for anyone looking to evolve their messaging with nuance, integrity, and impact.

Speakers
Andrew Teie, SVP Brand Strategy, Yes&
Jeri Bingham, Vice President, External Affairs, Prairie State College
Lauren Finch, Senior Director of Integrated Marketing & Communications, Chicago State University
Gregory Smith, Chancellor, San Diego Community College District
Nicole Bouknight Johnson, Vice President for Advancement and Communications & Executive Director, Hudson County Community College Foundation

Leadership & Organization
Behind many great campus marketing and communications successes is a group of committed partners and firms with relationships built on trust, transparency, and shared and clear goals. In this session, leaders from top higher education marketing and technology firms share their guidance for making client-partner relationships thrive. From navigating scope and budget realities to maintaining open communication and mutual accountability, these experts will share the best practices, red flags, and relationship dynamics that lead to exceptional outcomes and measurable impact. Whether you’re a campus professional or an agency collaborator, you’ll gain insights to build partnerships that are not just effective but also enduring.

Speakers
Andrew Klotz, Co-Founder and CEO, Circuit Virtual Tours
Seth Odell, Founder & CEO, Kanahoma
Jason Smith, Founder & Managing Director, OHO

Leadership & Organization
How do you create community among 1,000 marcom staff scattered across three campuses, with remote and hybrid work in a vast, decentralized structure? Since 2023, the University of Michigan’s in-house agency has hosted the annual Maize by Blue Marketing and Communications Summit to facilitate staff networking and development. The secret of our success is anchored in the classic 4 P’s of marketing, staff esprit de corps, and a dash of humor. Be empowered by our insights and get an inside look at how to offer value in your staff event for the betterment of everyone, whatever your institution’s size.

Speakers
Betsy Brown, Assistant Vice President for Marketing Communications, University of Michigan
Alanna Donahue, Project Manager, Michigan Creative

Fireside Chat | Strategy & Planning
In late 2023, Johns Hopkins University created the Hopkins Bloomberg Center, a fully reimagined building steps from the U.S. Capitol, designed to bring every division’s impact to the doorstep of democracy. With this investment came a need to reintroduce the institution—not just as a leader in STEM, but as a powerful force for discovery and dialogue. This session explores how we developed a purpose-driven identity and implemented it through place-based strategy—creating a launch that connected audiences and laid the groundwork for future programming. The lessons learned are adaptable to any size project, offering insights for meaningful, audience-driven rollouts.

Speakers
Suzanne Rothrock, Principal, Accounts & Strategy, Mission
Omar Tewfik, Communications Director, Johns Hopkins

Innovation Showcase | Enrollment, Retention & Fundraising
Reaching today’s students and families requires more than impressions, it takes meaningful experiences. This block explores how to meet Gen Z and Gen Alpha where they are, design engagement plans that resonate with modern families, and build robust journeys from first click to first year.

Recruiting the Modern Family: Designing an Engagement PlanRecruiting the Modern Family: Designing an Engagement Plan | Encoura
The demographic cliff is no longer on the horizon—it’s arrived. As competition intensifies, colleges and universities must rethink how they engage with students and families to meet their enrollment goals. Today’s journey to college is increasingly shaped by parents, personalized digital experiences, and rising expectations that institutions truly see the student behind the inquiry. In this session, we’ll explore what it takes to build a modern strategic engagement plan that doesn’t just respond to change—but stays ahead of it.

First Click to First Year: Designing a Trusted Experience | GMB
Marketing teams often focus on generating inquiries—but what happens after the click? This session explores how colleges and universities can build brand continuity across the entire student journey—from digital campaigns and website interactions to campus visits, residence life, and academic spaces. When brand, operations, and student experience align, institutions not only attract students—they retain them. Drawing on insights from both higher ed and corporate culture work, Michele Gaither Sparks will share how institutions can break down internal silos and create experiences that consistently deliver on the brand promise and foster a true sense of belonging.

Stop Chasing Thumbs, Start Capturing Minds | Atmosphere TV
Discover how to break through today’s digital fatigue and enrollment challenges by meeting prospective students where they truly are — living their lives. In this session, Jake Myers (SVP, Atmosphere TV and adjunct professor) reveals how shared, in-real-life experiences across are reshaping student engagement, driving measurable enrollment lift, and creating a powerful new marketing lane for higher education. Don’t miss insights that will change how you think about reaching Gen Z and Gen Alpha.

Sponsored by Encoura, GMB, Atmosphere TV

Speakers
Jason Stevens, Vice President, Digital Solutions, Encoura
Michele Gaither Sparks, VP of Client Strategy, GMB
Jake Myers, SVP, Sales & Brand Partnerships, Atmosphere TV

Idea Exchange | Branding & Content
From managing decentralized content and implementing AI governance to reimagining the future of digital experiences—how are you balancing innovation with risk, strategy with experimentation?
Sponsored by Squiz

Speakers
Joel Goodman, Vice President of Growth Strategy, Squiz
Mallory Willsea, Marketing Consultant, Enrollify

Idea Exchange | Strategy & Planning
How are you evolving your student ambassador programs to meet the moment—through storytelling, social media, and authentic peer connection?

Moderator
Devin Purgason, Associate Vice President for Student Experience, Marketing and Outreach, Forsyth Technical Community College

Idea Exchange | Research & Impact
How do you translate complex research into compelling narratives that engage external audiences, elevate faculty, and support your brand?

Speaker
Josh Jensen, VP for Communications, Oberlin College and Conservatory

Idea Exchange | Strategy & Planning
Come lend us your ears — and you might just leave with new ones! (Join our AMA Idea Exchange and register to win a pair of EarPods!)
Decentralized marketing often leads to fragmented messaging, duplicated efforts, and a diluted brand—challenges many institutions know all too well. As new tools like AI rapidly enter the higher ed marketing landscape, the risk of losing control and compromising brand integrity grows even greater. This roundtable will highlight the vital role of a centralized marketing communications team in providing alignment, efficiency, and clarity across the institution while still enabling unit-level innovation. We’ll also explore why AI initiatives must be brought under a unified marcomm strategy from the start—ensuring these tools streamline efforts, enhance targeting, and strengthen rather than jeopardize your institution’s authentic brand and student-centered voice.
Sponsored by CSM

Speakers
Teri Lucie Thompson, Principal Owner, TLT Enterprises
Ann Johnston, Partner & President, Central States Marketing
Brynne Behringer, Partner & Senior Project Manager, Central States Marketing

Exhibit Hall Stage | Marketing Technologies (MarTech) & AI
Marketing tech stacks are bloated. Teams are tired. Budgets are shrinking. And yet, most institutions are still adding more tools instead of simplifying. In this session, we’ll explore how AI Workforces are helping higher ed leaders reduce costs and streamline operations by consolidating their MarTech stacks. Learn how Element451 and other platforms are integrating AI-powered features—from predictive analytics to dynamic content creation—that eliminate the need for point solutions. Walk away with a framework to assess your current stack, identify overlaps, and make a case for cutting tools that aren’t delivering ROI. Because the future isn’t “more”—it’s smarter.
Sponsored by Element451

Speakers
Brendan Henkel, Assistant Vice President of Solutions Engineering, Element451

The Senior Leader Experience is an intentionally programmed time where top campus marketers can share challenges, exchange ideas and make connections to build a lasting support system. Be the leader who values growth, best practices, boosts morale and inspires a high-performing marketing team! Learn more.

Keynote: What the Data Says About the Future of Marketing and Reputation
Using data to inform marketing strategy is an industry best practice, but are you using the right information and using it correctly to predict what’s coming? Ray Day, Vice Chair of Stagwell and Executive Chair of Allison Worldwide, and Vanessa Otero, Founder and CEO of Ad Fontes Media, will walk you through proprietary data from their respective organizations to levelset the national mindset, topics of interest, and where higher education fits in that mix. They will also share how the media is covering these subjects, and the ad ecosystem’s impact (or not) on brand reputation. With this information, our speakers will discuss why they believe thinking about the mix of paid, earned, shared and owned media needs to evolve. Those marketers who shift their thinking and their work have the greatest opportunity to grow the reputation of their institutions and Vanessa and Ray will empower you to be one of those forward-thinking professionals.

Speakers
Raymond Day, Vice Chair, Stagwell
Vanessa Lea Otero, CEO & Founder, Ad Fontes Media

Exhibit Hall Stage

Make the Most of Your Mascot
Time: 10:22 – 10:32 AM
Refreshing a mascot isn’t just a costume change – it’s a chance to transform school spirit, energize your brand, and unify stakeholders. In this lightning talk, we’ll share how Loyola Marymount University reignited pride through the “Iggy Glow-Up,” a campus-wide mascot rebrand that bridged Marketing and Athletics. In just 10 minutes, you’ll learn LMU turned our mascot into one of our most lovable brand assets – one that drives engagement, revenue, and pride.

Speakers
Megan Nash Milligan, Brand Marketing Strategist, Loyola Marymount University
Stephanie Teresi, Associate Director, Trademarks, Licensing, and Promotional Assets, Loyola Marymount University

Smarter Email Personalization for Student Recruitment
Time: 10:34 – 10:44 AM
Gen Z expects more than just their first name in emails. In 2025, personalization means timely, relevant content that reflects what students actually care about. In order to achieve this level of personalization, marketers must develop a new strategy that can include leveraging AI tools. Every click tells a story about the user, and AI tools are able to discover the important parts to help create timely, relevant content that makes our prospective students feel heard and seen. This session will challenge you to think about new ways to use AI tools to improve your strategy and inspire new ones.

Speaker
Jackie Vetrano, Assistant Director, Marketing, UNC Kenan-Flagler Business School

Basic to Brilliant: A Reimagined Strategic Plan Launch
Time: 10:46 – 10:56 AM
Fort Lewis College’s 2025-2030 Strategic Plan, “Braided by Purpose. Rooted in Place,” isn’t just a plan; it’s a vibrant celebration of our connection to the land, our people, and our shared future. Discover how Fort Lewis College’s Marketing & Communications Department is transforming an otherwise boring executive strategic document into a community movement that drives ownership and excitement through hands-on engagement, while also launching our new president as an instrumental part of the renewed institutional brand.

Speaker
Anna McBrayer, Director, Marketing & Communications, Fort Lewis College

Brewing Trust: Why Coffee is My First Marketing Strategy
Time: 10:58 – 11:08 AM
Launching a marketing strategy doesn’t always start with data—it can start with coffee. In this lightning talk, you’ll hear how one university marketing leader built trust and broke silos by making “coffee meetings“ his first SMART goal. Learn how showing up in others’ spaces fostered collaboration, empathy, and influence across campus and discover why the most effective strategies begin not with KPIs—but with genuine conversation.

Speaker
Christian Ponce, Executive Director of University Marketing, Indiana State University

Branding & Content
Clarity is more than a best practice, it’s a necessity. When institutional communications are vague, overwhelming, or filled with jargon, students who are new to higher education often feel confused or alienated. In this session, two seasoned higher education professionals with decades of experience working with first-generation students and families will share real examples and actionable tools that build trust, reduce friction, and support students from inquiry to enrollment and beyond. Attendees will explore an easy-to-implement messaging framework and learn how to audit their communications with an equity lens—ensuring messages resonate with all students, especially those navigating college systems for the first time.

Speakers
Laura Rudolph, M.S. Founder & CEO, Square One Consulting
Kristin Nichols, Chief Marketing Officer, Massachusetts College of Liberal Arts

Future Horizons
When institutions undergo large-scale shifts, especially those that spark controversy, communication is not an afterthought but a strategic imperative. This session explores why a thoughtful communications strategy is essential in navigating mission-centric decisions. When Saint Francis University’s board voted to pivot from NCAA Division I to Division III, the MarComm team made the unthinkable understandable, turning a potentially divisive moment into one that united. From assessing constituent impact to ensuring messages reflect institutional values, attendees will learn to create inclusive, strategic, authentic communications. We’ll explore how mission-aligned messaging builds trust and equips participants to inform, engage, and reassure.

Speaker
Erin McCloskey, Vice President, University Communications and Marketing, Saint Francis University

Future Horizons
Tasked with finding a clearer way to explain the impact of digital marketing efforts, the Gettysburg College Communications and Marketing office developed a process to gauge performance by combining different KPIs. Over time their Digital Marketing Performance Index (DMPI) has become more sophisticated, as well as the primary way the office talks about marketing performance with the Board and President. The DMPI weighs multiple KPIs differently to reflect funnel location, then calculates one figure that allows year-over-year digital performance comparisons. This presentation explains the math, how it’s informed the work, and how it has been received by College leadership.

Speakers
Staci Grimes, Director of Marketing and Digital Engagement, Gettysburg College
Jamie Yates, Chief Communications and Marketing Officer, Gettysburg College

Strategy & Planning
This session explores how a spontaneous connection at a licensing conference evolved into a powerful, purpose-driven partnership between Prairie View A&M University and LegacyHistoryPride (LHP), an HBCU-inspired apparel brand. What began as a co-branded t-shirt launch became a strategic initiative blending licensing, experiential learning, and cultural pride. Learn how PVAMU used this collaboration to engage student entrepreneurs, test product-market fit in the campus bookstore and spark long-term vendor interest. Attendees will gain actionable ideas for turning licensing into a relationship-building, student-centered strategy that enhances brand equity while fostering real-world learning beyond the classroom.

Speakers
Candace Johnson, Executive Director Marketing Communications, Prairie View A&M University
Sierra L. Susberry, Assistant Director for Marketing, Prairie View A&M University

Fireside Chat | Strategy & Planning

Choosing the right vendor can make or break a marketing or communications initiative — yet the process is often complex, high stakes, and full of competing priorities. This peer-programmed session brings together four campus decision makers who have led vendor searches and lived with the outcomes. Through open dialogue, they’ll share how they balanced internal needs with external pitches, managed institutional politics, and avoided common pitfalls. Whether you’re preparing for your next RFP or simply want to sharpen your evaluation skills, you’ll walk away with candid lessons and practical strategies to make smarter vendor decisions.

Speakers
Devin Purgason, Associate Vice President for Student Experience, Marketing and Outreach, Forsyth Technical Community College
Grant J. Heston, Chief Communications and Marketing Officer and Vice President, Enterprise Marketing and Communications & Virginia Commonwealth University and VCU Health
Adrienne King, Associate Vice Chancellor for Marketing, The University of North Carolina
Denise Ward, Associate Vice President, Communications and Marketing, Spelman

Branding & Content
Join us to discover how Canva for Campus transforms university marketing and communications. Learn strategies for building unified brand consistency while tackling key challenges like cutting through market noise, managing tight budgets, balancing creativity with brand compliance, and streamlining fragmented workflows. See how intuitive design tools empower non-designers across campus to create professional materials. Explore AI’s role in modern university marketing for enhanced efficiency and creativity. Features an interactive panel with university marketing professionals sharing real-world challenges, solutions, and measurable results from implementing campus-wide design systems.
Sponsored by Canva

Speaker
Nick Giyani, Higher Education Lead, Canva

Idea Exchange | Marketing Technologies (MarTech) & AI
Discover how higher education marketers are utilizing AI—from content generation to predictive insights—and what strategies are actually yielding results.

Moderator
Bart Caylor, President & Founder, Caylor Solutions & The Higher Ed Marketer

Idea Exchange | Leadership & Organization
Whether it’s a new president, cabinet turnover, or departmental change, share how you’ve kept your team focused and your strategy aligned.

Moderator
Shane Baglini, Executive Director, Marketing and Branding, Occidental College

Idea Exchange | Reputation & Communications
What channels, cadences, and tactics truly engage faculty, staff, and stakeholders? Let’s talk about building trust and cutting through the noise.

Moderator
Jasmine Hunter, Director of Communications, University of South Carolina

Idea Exchange | Enrollment, Retention & Fundraising

Across higher ed, campuses are rethinking the path to enrollment by sharpening digital strategies, experimenting with AI, elevating belonging, and shifting from chasing volume to focusing on the right students. Paskill brings both curiosity and leadership to this conversation, guiding peer-driven discussions on what’s working now and what’s next. Together, we’ll compare notes, share ideas, and explore how every touchpoint shapes the student journey, and how your institution can clear the roadblocks to success.

Sponsored by Paskill

Speakers
Torin Keefer, Manager, Search, Paskill
Cody Arnold, Senior Manager, Paid Media, Paskill
Lien Do, Account Manager, Paskill
Cathy Donovan, Agency Marketing Director, Paskill

Leadership & Organization
Melissa Farmer Richards, The Checklist Guru™, will share 10 essentials for emerging leaders seeking to move up the leadership ladder. From values alignment and building trust to earning credibility and demonstrating commitment, she’ll deliver actionable tips and answer your questions about how to grow as an emerging leader.

Speakers
Melissa Richards, Principal and Founder, iMarketingMix LLC

Branding & Content
This is an in-depth look at how new Texas A&M leadership is building a world class marketing and storytelling engine while simultaneously reimagining its brand. Presenters will show how this has fueled immediate marketing results, energizing one of America’s largest universities and reframing marketing as a strategic imperative. Attendees will learn how to get a new (or renewed) marketing function up and running in just 12 months. They will also understand how to develop a powerful modern marketing engine that gets stakeholder partners excited and drives immediate impact.

Speakers
R. Ethan Braden, Vice President, Chief Marketing & Communications Officer, Texas A&M University
Michelle Blakley, Brand & Marketing Director, Texas A&M University

Enrollment, Retention & Fundraising
Nearly two-thirds of U.S. college students report feeling lonely, which can hurt graduation rates (Active Minds/TimelyCare). Research shows that meaningful engagement, like joining campus organizations, helps students stay and succeed. That’s why we created Try @ TXST, a student-led video and podcast series that showcases how students can get involved and find community at Texas State. With over 2 million views and 67,000+ engagements, the series has been an enormous success, impacting retention, persistence, and enrollment. In this session, you’ll learn practical strategies to launch similar student-driven content series that foster belonging and boost retention at your institution.

Speakers
Elissa Fontenot, Executive Director, Digital Marketing, Texas State University
Giselle Kowalski, Digital Content Producer, Texas State University

Marketing Technologies (MarTech) & AI
Click-based attribution used to be the gold standard. Not anymore. With privacy updates, fragmented student journeys, and inconsistent data, proving marketing’s impact has never been harder—or more urgent. This session introduces a smarter, more holistic approach to measurement that goes beyond attribution. Learn how to incorporate tools like incrementality testing and marketing mix modeling (MMM) to get a clearer picture of what’s truly driving enrollment, engagement, or donations. We’ll also show how to build a contribution report that helps marketing and institutional leaders align on what’s working and where to invest. Walk away ready to optimize spend and improve outcomes.

Speakers
Andrew Nelson, President, Silverback Strategies
Meghan Rodgers, Chief Marketing Officer, 2U

Strategy & Planning
When Vanderbilt launched Conquer & Prevail Pale Ale, a co-crafted beer with a local alum-owned brewery, it wasn’t just a clever marketing move—it was a strategic brand extension rooted in institutional mission. This session explores how the university leveraged licensing, storytelling, and partnership to create a purpose-driven product that deepened brand affinity, engaged new audiences, and funded student scholarships with royalties. Attendees will walk away with a framework for aligning non-traditional branding initiatives with institutional goals and long-term impact.

Speaker
Stephanie Burset, Senior Director of Brand Marketing, Vanderbilt University

After years of strategic leadership and campus contributions, the role of the higher education marketer is evolving well beyond communications and branding into a versatile, institution-wide leader. For marketers, this means tapping into new leadership opportunities that draw on strengths in strategy, data, technology, consumer insights, navigating change, and more. In this panel discussion, you’ll hear from former CMOs who have built on their marketing and communications expertise to step into expanded portfolios spanning operations, advancement, and chief of staff roles to help shape institutional priorities, grow revenue, and drive organizational transformation in new ways.

Speakers
Bill Campbell, Vice President of Operations and Communications, Chatham University
Binti Harvey, Vice President for External Relations and Institutional Advancement, Scripps College
Lindsay Nyquist, Chief of Staff, Occidental College

Fireside Chat | Branding & Content
A university re-positioning and re-branding project presents many challenges. This session shares several different experiences, with a particular focus on a major business school re-branding project. Frankfurt School of Finance & Management began in 1957 as a bank’s training academy. It is now one of the world’s top business schools – triple-accredited and internationally respected. Since earning AMBA accreditation in 2018, Frankfurt School has made significant progress in building its global profile, with graduates going into consulting, management, several industries including finance. By 2024, it was clear the existing brand no longer reflected the School’s ambition or breadth. This session shares how the Frankfurt School fundamentally refreshed its brand to align with its global positioning, academic excellence and industry connections and shares the most recent outcomes. The session also highlights some of the challenges faced by universities in general seeking to re-position and re-brand, and through several examples, shows how to plan for success.

Speakers
Robert Pepper, Managing Director, PS London Ltd
Vera Hübner, Chief Marketing Officer, Frankfurt School of Finance & Management

Innovation Showcase
Your website is the digital front door for students and families, and expectations are higher than ever. This block explores what students really want from your .EDU, how to use data and AI to engage audiences more effectively, and why future-ready websites require smarter content and structure. You’ll leave with research, practical strategies, and a roadmap to build a site that connects and converts.

EDU Site of the Future: Start Here | Digital Pulp
University marketing is entering its most exciting reinvention in decades, and the institutions that begin today will own tomorrow. Generative answer engines already influence applicant shortlists long before a campus site loads. To remain credible and visible, colleges need more than refreshed pages; they need an AI-ready marketing knowledge layer that stores program facts and brand stories as structured, verifiable data. This session shares our evolving blueprint and, with urgency, spells out the first moves any team can take now: redesign content architecture, establish data governance, and treat voice as data so humans and machines hear the same persuasive story.

What Students Really Want From Your .EDU | Echo Delta
Your website is packed with information, but is it what students are actually looking for? This session shares findings from Echo Delta’s latest nationwide Top Tasks study, which asked prospective students to rank the content that matters most in academic, admissions, and financial aid sections. We also asked higher ed professionals to weigh in, and the results reveal striking gaps between what students actually prioritize and what campus teams think they do. Attendees will leave with actionable insights to help focus content, structure websites more effectively, and make decisions that center the student experience

The cost of ignoring what your website audience is telling you… | fullthrottle.ai®
Most website visitors leave without taking action, revealing a major opportunity to better identify and engage potential audiences beyond traditional methods. As digital marketing evolves with changing privacy laws and the rise of AI, organizations must adapt their strategies to remain effective. While AI offers powerful ways to automate and personalize outreach, its success depends on having the right data and tools in place. To stay competitive, it’s essential to find new ways to reach and convert undecided prospects while making smarter, more efficient use of marketing resources in an increasingly complex digital landscape.

Sponsored by Digital Pulp, Echo Delta, fullthrottle.ai®

Speakers
Gene Lewis, CEO & Chief Creative Officer, Digital Pulp
Jarrett Smith, SVP of Strategy, Echo Delta
Will McGinnis, VP of Brand Growth, fullthrottle.ai®

Idea Exchange | Enrollment, Retention & Fundraising
How are you inspiring engagement, loyalty, and giving through strategic messaging and multi-channel outreach?

Speaker
Samara Sit, Vice President for Communications and Marketing, Bryn Mawr College

Idea Exchange | Strategy & Planning
Centennials, sesquicentennials, major gifts—how are you making these moments matter while maximizing marketing impact?

Speaker
Hellen Hom-Diamond, Vice President, Strategic Marketing and Communications, Trinity College

Idea Exchange | Leadership & Organization
Whether you’re a team of one or leading a creative shop, share ideas on fostering collaboration, ideation, and consistency.

Speaker
Adrienne King, Associate Vice Chancellor for Marketing, The University of North Carolina
Amanda Zettervall, Director of Creative and Visual Strategy, The University of North Carolina

Idea Exchange | Leadership & Organization
Ladies, you are in good company. Our community is both strong and helpful. This idea exchange will focus on networking and sharing resources in our work as women in higher ed. Relationships and connections make all the difference. Join us and make some connections. All roles are welcome.
Sponsored by Mindpower

Speaker
Lisa Jordan, Principal, Mindpower Inc.

Enrollment, Retention & Fundraising
In the age of shrinking pipelines, enrollment and search cliffs, higher ed marketing has focused on selling tickets — not sustaining fandom. But what if we took a page from Taylor Swift’s playbook?
In this fast-paced, storytelling-driven session, we’ll explore how to build lifelong loyalty by turning students into superfans. Drawing inspiration from Taylor’s evolution across her Eras, we’ll break down the emotional, experiential, and brand strategies that keep audiences invested — long after the opening act.
Using recent case studies from the University of Montana, we’ll unpack how marketing communications, enrollment marketing, and student affairs collaborated to drive record-breaking retention — up 9% since 2018. And when you look at the math, it costs three to five times more to recruit a new student than to retain one who’s already enrolled. Because the future of higher ed isn’t about selling tickets. It’s about keeping fans.
Session attendees will learn:

• How to reimagine retention as a brand and marketing strategy, not a back-office metric
• Build “fan moments” across the student lifecycle that foster trust and belonging
• Use storytelling, data, and authenticity to transform passive audiences into advocates
• How leaning into Brand Experience and cross-departmental relationships can increase student belonging

Speaker
Jenny Petty, Vice President Marketing Communications, Experience and Engagement, University of Montana
Kerri Shook, Associate Director of Communications, University of Montana

Enrollment, Retention & Fundraising
This session explores practical strategies for maintaining student recruitment during crisis periods. Drawing on real-world lessons from Hurricane Maria’s devastation in Puerto Rico, attendees will learn adaptive methods, the importance of emotional intelligence, and long-term word-of-mouth strategies to sustain enrollment under extreme conditions. This session presents actionable insights from leading recruitment efforts after Hurricane Maria, emphasizing service over sales, mentoring over marketing, and resilience over routine. Learn how guiding candidates through uncertainty builds enrollment stability, fosters retention, and enhances institutional reputation. Participants will also explore how servant leadership and community trust-building preserve admissions pipelines when disaster strikes.

Speaker
José Pomales, Student Services Specialist II, Nova Southeastern University, Barry and Judy Silverman College of Pharmacy

Research & Impact
Gen Z high schoolers are rewriting the rules of college-going—questioning cost, value, and whether traditional paths even make sense. Based on fresh national survey and focus group data, this session dives into what Gen Z actually wants after high school, who influences their decisions, and how institutions can meet them with more relevant, resonant value. We’ll explore key audience segments, emotional motivators, and actionable messaging strategies—plus share how one institution is putting these insights to work in real-time to reconnect with Gen Z across both traditional and alternative enrollment paths.

Speakers
Caitlin Moynihan, VP, Research, Yes&
Gabriel Welsch, Chief Marketing and Communications Officer, Duquesne University
Heidi Halseth, Researcher, Yes&

REEL Impact
In a climate where campus controversies can escalate in hours, clear and strategic communication is essential. This session focuses on sharing real-world strategies and tools for navigating crises in higher education. The presenters will walk attendees through different scenarios, offer recommendations for effective response, and demonstrate how AI tools can support fast, accurate messaging. The session will include a mini live crisis scenario to engage participants in realistic decision-making. Attendees will gain practical takeaways, peer learning, and expert insight to help your institutions respond confidently in moments that matter most.

Speakers
Danielle Perry, Assistant Vice President, Communications and Marketing Strategy, Babson College
Sarah Francomano, Senior Vice President and Senior Partner, FleishmanHillard with Babson College

Strategy & Planning
After decades of enrollment challenges and market ambiguity, Kettering University—a STEM powerhouse with roots as General Motors Institute—needed more than a new campaign. It needed a comeback. This session outlines how new leadership in marketing and enrollment partnered to create a data-driven, digital-first strategy that did more than boost visibility—it built alignment, distinctiveness, and results. Backed by investment from the C.S. Mott Foundation, the team overhauled Kettering’s brand, voice, and infrastructure to match the rigor and ambition of its students. The outcome: the entering class grew 17% in 2024 compared to 2023, with new student enrollment projected to increase nearly 30% in 2025 compared to 2024.

Speakers
Jennifer Umberger, Vice President, Chief Marketing and Communications Officer, Kettering University
Suzanne Petrusch, Interim Vice President, Enrollment Management, Kettering University

Fireside Chat | Marketing Technologies (MarTech) & AI
Today’s students expect personalized and immediate communication, and institutions that fail to deliver risk falling behind. AI has quickly evolved from a competitive advantage to a core necessity in higher education, especially for student engagement and enrollment success. This session offers an inside look at two very different institutions with one important thing in common: they are leading the way in using AI to transform enrollment marketing. By integrating AI into their strategies, both schools have proven how thoughtful implementation can deliver fast, measurable results while maintaining a commitment to personalized student experiences. You’ll hear from Stephen Ostendorff, Dean of Admissions at Molloy University, and Stephanie Geyer, AVP for Marketing and Brand Strategy at the University of Montana, as they share how their teams deployed an AI Recruiter as a 24/7 extension of their staff. They’ll highlight the challenges they faced, the lessons learned from their strategic implementation process, and how they were able to personalize outreach at scale, save staff thousands of hours, and dramatically improve engagement and conversion rates. You’ll walk away with a clear understanding of how AI-driven strategies can deliver measurable results while supporting your institution’s unique mission, goals, and voice.
Sponsored by CollegeVine

Speakers
Sagar Doshi, VP, Partner Success, CollegeVine
Stephen Ostendorff, Dean of Admissions, Molloy University
Stephanie Geyer, AVP for Marketing and Brand Strategy, The University of Montana

Marketing Technologies (MarTech) & AI
It’s time to move past the AI buzzwords and see how real universities are getting practical results from smarter digital tools. In this session, Rhode Island School of Design’s Brian Clark will show how RISD overhauled its onsite search experience to answer questions with AI-powered results that feel natural, helpful and intuitive.

From building cross-domain search across siloed subdomains to deploying smart answers powered by generative AI, this session reveals how RISD is improving digital experience without reinventing the budget. You’ll hear how AI is being used not as a shiny toy, but as a thoughtful layer embedded into RISD’s redesigned website ecosystem, giving students another intuitive, seamless way to get the answers they need.

You’ll also get a deep dive into the realities of implementation: What worked, what surprised them and what insights RISD’s team is surfacing in the current admissions season. If you’ve ever struggled with governance, content silos, or a search experience that falls flat, this session is for you.

Join us for a practical, honest discussion with takeaways for marketing, UX, admissions, and content teams on what really matters: making it easier for students to get the information they need, when they need it.
Sponsored by SearchStax

Speakers
Brian Clark, Senior Director of Digital Experience, Rhode Island School of Design
Jeff Dillon, Digital Strategist for Higher Education, SearchStax

Idea Exchange | Future Horizons
Explore how marketing teams are adapting to the changing landscape of college athletics—elevating team brands, supporting individual athletes, and navigating new opportunities in the NIL era.

Speaker
Meghna Patel, Assistant Vice President of Marketing and Brand Strategy, University of Texas at Arlington

Idea Exchange | Strategy & Planning
Marketing touches every corner of campus. How are you navigating complex org charts, aligning stakeholders, and influencing without authority?

Moderator
Nicole Szymczak, Senior Director of Communications & Marketing, Michigan State University

Idea Exchange | Leadership & Organization
From enrollment shifts to reputational issues—how do you provide honest, strategic counsel while staying aligned with leadership?

Speaker
Joseph Brennan, VP Communications and Marketing, Montclair State University

Idea Exchange | Enrollment, Retention & Fundraising

In this interactive roundtable hosted by KWALL, we’ll explore what truly influences Gen Z and Gen Alpha enrollment decisions—beyond marketing trends and social media—and collaborate on strategies that resonate with the students of today.
Sponsored by KWALL

Speakers
Noah Kramer, Creative Director, KWALL
Pam Ross, Senior Director of Client Success & Delivery, KWALL

Take a well-deserved break and immerse yourself in 90 minutes of pure puppy bliss! Whether you’re strolling alongside wagging tails, sharing gentle cuddles, or simply soaking up the joy of playful puppy energy, this is your chance to unwind and recharge in the most heartwarming way. These friendly, affectionate pups are ready to brighten your day with their boundless enthusiasm and irresistible charm. It’s the perfect pause from a packed schedule–filled with laughter, love and losts of puppy kisses!

Sponsored by Concept3D

Enrollment, Retention & Fundraising
Families are more than influencers; they are strategic partners who can drive revenue and reputation when intentionally engaged. In this panel, leaders from Flagler College, Towson University, and CampusESP will share how family-focused marketing boosts yield, supports retention, and grows giving. You’ll learn how to build buy-in for family engagement across campus, design scalable communication journeys, and measure impact with clear KPIs. From student enrollment to donor pipelines, this session will show how turning families into brand advocates and investors can power institutional success.

Speakers
Holly Hill, Senior Director of Marketing, Communication and Brand Strategy, Flagler College
Carol Branson, Vice President of Marketing and Communication, Flagler College
Jacob Austin, Associate Director for Marketing, Communications, and Events in University Admissions, Towson University
Melissa Greiner, Vice President of Marketing, CampusESP

Marketing Technologies (MarTech) & AI
AI search is reshaping the prospective student journey, and university websites are losing visibility and traffic. If your institution doesn’t appear in Google’s AI Overviews, ChatGPT, or Perplexity, you’re falling behind.

Tara Pope of Tufts University College and Paula French of Search Influence will show you how to optimize your SEO strategy for visibility and trust in AI search, using a framework based on three key pillars: Entities, Semantic Relevance, and Citations.

Center your SEO strategy on these pillars to increase organic traffic, attract more students, and strengthen your enrollment pipeline.

Speakers
Tara Pope, Director of Marketing, Tufts University College
Paula French, Director, Search Influence

Leadership & Organization
As a people leader, your role isn’t about being in charge, it’s about motivating and developing the people in your charge*. Is your talent strategy consistent, holistic and well-understood? Does it align with your MarCom vision and plans? Come learn how we turned seemingly ad hoc tactics into a future-focused framework that’s staff-led and manager supported. We’ll share our process and thinking – that combined expertise in HR, Communications, Marketing and Anthropology. You’ll leave ready to undertake similar work to deepen employee engagement and convey the long and rewarding career that exists for people at your institution.
*Simon Sinek

Speakers
Christine Szustaczek, Vice President, Communications, University of Toronto
Carolina Almonte, Director of Talent Management, University of Toronto
Rob Zinkan, Principal, Navigate Gray
Aimee Hosemann, Director of Qualitative Research, RHB, A Division of Strata Information Group

Strategy & Planning
When the University of Arizona joined the Big 12 last year, we identified a path to transform a moment of change into a strategic opportunity to reintroduce the brand in new markets and deepen affinity in established ones. This session will explain how the U of A developed and implemented its FY25 brand strategy, using the Defend/Maintain/Nurture/Add segmentation model to target “college-aware” audiences across its creative tiers—Imagination, Drives, and Resolve. Attendees will learn about our audience-first approach, including how we defined the media mix, tailored creative based on brand exposure, and drove measurable results in awareness, perception, and stakeholder engagement.

Speakers
Frank Camp, Executive Director of Brand Strategy, The University of Arizona, Riester
Kari Brill, Executive Director, Media and Measurement, The University of Arizona, Riester
Michelle Nugent, Chief Optimization Officer, University of Arizona & MetricsEdge

Fireside Chat | Leadership & Organization
Join the marketers from around the country who help plan the AMA Higher Ed conference. We represent institutions large and small, publics and privates, agency partners, and diverse roles across marketing and communication responsibilities. We will share trends from the 2025 AMA planning, how we get involved across higher ed, network and find inspiration throughout the year. This informal panel will be driven by audience Q+A to delve into your questions about broader topics across higher ed marketing and communications. We are looking forward to talking with you in this session and throughout the conference.

Speakers
Mallory Willsea, Marketing Consultant
Alonda Thomas, Vice President / Chief Marketing and Communications Officer, Florida A&M University

Innovation Showcase
A strong brand and clear communications strategy can close perception gaps and build trust. In this block, you’ll hear insider advice from publishers, learn how to address higher ed’s public image challenges, and discover ways to strengthen your website and digital presence for lasting impact.

Addressing Higher Ed’s Public Perception Gap | Ologie
Colleges and universities create jobs, fuel local economies, advance public health, drive innovation, and enrich culture. But how much does the public actually see or value those contributions? Ologie’s new national study set out to answer that question. We explored whether people truly understand what colleges and universities do, from serving as major employers in local communities to conducting life-saving research, improving quality of life, and providing cultural opportunities. The research examined what issues the public cares about most, whether they connect those issues to higher education, how much they believe higher education benefits their community, state, and nation, and what they get right or wrong. This 15-minute session previews key findings and offers a starting point for telling a fuller and more human story about higher education’s impact in people’s lives. With trust in institutions continuing to shift, these insights can help leaders in enrollment, marketing, and advancement close perception gaps and respond with clarity and purpose. When audiences see the real ways higher education creates positive change, they are more likely to believe in its value and to support its future.

Make your Website Work, Even in Uncertain Times | Pantheon
Your university website is a non-negotiable asset for recruitment, student awareness, and donor support. Yet, 74% of .edu websites are over five years old. With shrinking budgets and staffing changes, agility, strategic planning, and collaboration are increasingly difficult. Communications and marketing departments are taking on more ownership of this critical component of institutional success, often tasked with doing more with less. This session will explore how marketing and communications leaders can leverage open-source solutions, managed hosting platforms, and publishing tools to strengthen IT collaboration and to create exceptional web experiences with fewer resources. Even in uncertain times.

From the Publisher’s Side: What We Wish Higher Ed Marketers Knew | Inside Higher Ed
You’ve invested in an institutional brand campaign—now what? This fast-paced, no-fluff session pulls back the curtain on what makes higher ed reputation campaigns actually work when partnering with media companies like Inside Higher Ed and other trusted outlets. Led by the Inside Higher Ed sales and customer success team, this 15-minute session is packed with unspoken best practices, overlooked opportunities and honest advice your campaign rep would love to tell you — if only there were time on that planning call.

You’ll leave with:

• Quick wins that improve your results immediately
• Surprising missteps that hold even seasoned marketers back
• Several inventive campaign ideas that delivered real results

Whether you’re promoting a presidential initiative, spotlighting a school or department, or trying to influence peers or policymakers — this is the field guide you didn’t know you needed.

Sponsored by Ologie, Pantheon, Inside Higher Ed

Speakers
Doug Edwards, Chief Strategy Officer, Ologie
Kevin Shively, VP of Corporate Marketing, Pantheon
Claudi Arrington, Director of Institutional Partnerships, Inside Higher Ed & Times Higher Education
Todd Thompson, Senior Director of Institutional Banding, Inside Higher Ed & Times Higher Education
Leah Ross, Advertisintg Campaign Success Manager, Inside Higher Ed & Times Higher Education

Idea Exchange | Strategy & Planning
How are you evolving your student ambassador programs to meet the moment—through storytelling, social media, and authentic peer connection?

Moderator
Devin Purgason, Associate Vice President for Student Experience, Marketing and Outreach, Forsyth Technical Community College

Idea Exchange | Research & Impact
How do you translate complex research into compelling narratives that engage external audiences, elevate faculty, and support your brand?

Speaker
Josh Jensen, VP for Communications, Oberlin College and Conservatory

Idea Exchange | Branding & Content
From managing decentralized content and implementing AI governance to reimagining the future of digital experiences—how are you balancing innovation with risk, strategy with experimentation?
Sponsored by Squiz

Speaker
Joel Goodman, Vice President of Growth Strategy, Squiz

Research & Impact
Marketing is evolving rapidly in an age of new technology, new regulations, and new consumer expectations. We’ll take you through proprietary research from the American Marketing Association on how to prepare your marketing team for what’s next. There are six areas of competency that marketers need to thrive–we’ll dive into each, and identify how you can skill up your team.
Takeaways:
Identify the most in demand skills today, as well as those that will be most relevant in 2030.
In-depth exploration of three marketing skill domains: marketing ethics, “human” skills, and technical skills.
Next steps for leveling up your marketing team in 2026 and beyond.

Speaker
Molly Soat, VP, Professional Development, American Marketing Association

Exhibit Hall Stage
Get ready for AMA’s inaugural “Coast to Coast” branded merch fashion show, complete with a champagne toast and some of your AMA pals walking the runway! This high-energy showcase is designed to entertain, educate, and inspire higher ed marketers through the lens of creative branded merchandise. We will highlight a range of curated merch looks that represent the diversity of college experiences across the country. From cold-weather campus layers to sunny student life gear, each segment will demonstrate how institutions can use branded merch to reflect their region, student culture, and brand identity in unique and strategic ways. You’ll discover fresh inspiration for pairing and styling merch to tell a cohesive brand story, creative decoration methods and product trends, and practical ideas for turning merch into a strategic marketing tool.

Speakers
Safaniya Stevenson, Host of Talking Tactics Podcast, Enrollify
Chris Fortney, Business Development Strategist, Spark451

Marketing Technologies (MarTech) & AI
The University of Kentucky College of Medicine’s strategic communications team used Asana to streamline operations, eliminate email overload, and build a smarter system for managing work. With automated task handoffs, centralized requests, and real-time visibility into progress, the team reduced campaign time-to-market, shortened approval cycles, and cut hours spent tracking task details. The result was a more efficient team that delivered work faster and with fewer bottlenecks. Partner satisfaction improved, internal collaboration grew and ran smoother, and staff reported higher alignment and engagement. This session offers a practical roadmap for using AI-powered tools to transform marketing workflows in higher ed.

Speakers
Andrea Gils, Marketing and Communications Strategy Lead, University of Kentucky
Jorge Castorena, Marketing Director, University of Kentucky, College of Medicine

Future Horizons
Duke Research Saves Lives campaign is a multi-phased initiative designed to raise awareness of Duke’s research impact across North Carolina amidst a crucial moment for university research with federal funding cuts. Through strategic partnerships, targeted outreach, and high-visibility placements, the campaign has driven significant engagement. This session will provide an inside look at strategic planning, targeting, metrics, and more. Attendees will gain actionable insights into turning crisis into opportunity, leveraging high profile moments, using paid and earned media, and sustaining momentum. Learn how Duke is shaping the conversation around research that saves lives—and how your institution can too.

Speakers
Beth Berg, Director of Integrated Marketing, Duke University
Blyth Morrel, VP of Marketing, RTI International
Julie Schoonmaker, Director, Multimedia and Production, Duke University

Reputation & Communications
In July 2024, SMU (Southern Methodist University) entered the Atlantic Coast Conference, marking a pivotal moment to elevate its national profile academically and athletically. This session will unpack the strategic collaboration between SMU and agency partner 160over90 to launch the “Mustangs Must” campaign—a bold, integrated effort to enhance brand reputation, increase enrollment interest, boost athletic attendance, and support fundraising. Attendees will learn how SMU leveraged institutional milestones and athletic achievements to strengthen its brand. The session includes a forward-looking perspective on campaign evolution under new university leadership and concludes with a live Q&A to explore actionable branding insights.

Speakers
Emily Hughes Armour, Executive Director of Creative Marketing, SMU
Bess Denney, SVP, Branding, 160over90

Strategy & Planning
Too often, institutional marketing and communications work is under-recognized. In this session, Smith College’s Vice President for Communications & Marketing shares how to develop a comprehensive, high-level report that positions MarComm as a strategic partner. Attendees will learn how to structure and create an engaging, data-informed report that communicates value, secures senior leadership buy-in, and guides future planning. Leave with a framework you can adapt to tell your team’s story and shape what comes next.

Speaker
Heather Johns, Vice President for Communications and Marketing, Smith College

Fireside Chat | Research & Impact
A clear career path and fair compensation are crucial for retaining talented higher ed marketers — yet little formal data exists. In this session, we’ll explore key findings from the 2025 Higher Ed Marketing Salary Report and hear directly from marketing leaders about their career journeys. Panelists will reflect on pathways to leadership, share personal stories, and offer practical advice for marketers seeking growth in a changing higher ed landscape. Attendees will walk away with a better understanding of industry benchmarks and actionable strategies to shape their professional futures.

Speakers
Shiro Hatori, Director of Demand Generation, Concept3D
Anne Peters, Associate Vice President, University Marketing & Special Projects, University of Texas at San Antonio
Maria Kuntz, Director, Content Marketing Strategy and Communications (Advancement), University of Colorado Boulder
Shane Baglini, Executive Director of Marketing and Branding, William & Mary

Strategy & Planning
In today’s rapidly evolving higher education landscape, institutions are redefining how they attract, engage, and support students across their entire journey. This session explores how American University is transforming its recruitment and admissions efforts across campus.

Through the strategic alignment of vision, technology, and disciplined execution, American University is delivering a more personalized, automated, and connected experience.

Attendees will gain practical insights into how this collaborative approach is improving outreach, operational efficiency, and student engagement—setting a new benchmark for modern higher education and setting our sights on the future.
Sponsored by Salesforce

Speakers
Brent Wege, VP, Education Digital Sales, Salesforce
Matt Hartley, Assistant Director of Digital Marketing, American University
Rob Bielby, Managing Director, Huron

Strategy & Planning
As the demographic cliff looms, institutions are focused on reaching adult learners. But do we really know what adults want and need in 2025? VisionPoint Marketing recently conducted a nationwide study of more than 1,000 adult learners to better understand what motivates them, what holds them back, and how institutions can better reach and serve them. Join VisionPoint and American University to hear timely, actionable insights about adult learner mindsets, media habits, and enrollment decision drivers. Learn to reframe messaging, sharpen targeting, and better support adult learners in ways that meet their needs and earn their trust.

Speakers
Katy Campbell, Chief Client Officer, VisionPoint Marketing
Matt Walters, Strategic Consultant, VisionPoint Marketing
Matt Hartley, Assistant Director of Digital Marketing, American University

Marketing Technologies (MarTech) & AI
AI adoption in higher ed marketing is accelerating as institutions evolve from cautious experimentation to confident, purpose-driven integration. This session explores how teams are moving beyond basic literacy to develop fluency – embedding AI into content strategy, storytelling, and decision-making. Drawing from real-world examples, including Arizona State University’s approach and insights from peer institutions, we’ll explore how marketing teams are building digital confidence, aligning on ethical practices, and scaling innovation. Attendees will gain actionable strategies to future-proof their teams, enhance creativity, and lead responsibly in an AI-powered world.

Speaker
Tina Miller, Executive Director – Creative x Communications, Arizona State University

Future Horizons
Indiana State University wasn’t just competing with other four-year institutions but with the growing trend of students choosing not to attend college. With 53% of Indiana high school graduates pursuing higher education, the university faced an urgent challenge: redefine the value of college for a generation focused on short-term outcomes. This session explores how Indiana State launched a bold, purpose-driven campaign centered on one clear message: we’re all in on your future. Through a strategic, multi-channel approach—from traditional media to TikTok—the campaign drove a 200% increase in admissions page traffic and a 15.5% rise in applications.

Speakers
Maribeth Stevens, Vice President for Enrollment Management, Indiana State University
Chris Huebner, Director, Media, SimpsonScarborough
Andrea Kruszka, Associate Vice President, Accounts, SimpsonScarborough

Reputation & Communications
In a time when higher education is under attack while simultaneously facing budget cuts, increased tuition and declining enrollment, colleges and universities must proactively manage their reputation and articulate their full value. This session will explore how higher education institutions can leverage strategic communications, media relations, and thought leadership to navigate these challenges and build stronger, more resilient brands. Quinnipiac University’s Hilary Fussell Sisco and Peppercomm’s Jackie Kolek will draw on their recent experience with prominent institutions to share actionable strategies for highlighting the broader impact of college, while preparing for the future of higher ed marketing.

Speakers
Hilary Fussell Sisco, Professor of Public Relations, Quinnipiac University
Jackie Kolek, Managing Director and Co-President, Peppercomm

Fireside Chat | Leadership & Organization
Today leaders must guide teams that are more diverse than ever — across gender, race, ethnicity, generation, background, abilities, and work styles — from onsite to hybrid to remote. This fireside chat brings together three dynamic leaders who have each navigated their own diverse journeys and now lead diverse teams. Through candid conversation, they will share strategies for fostering collaboration, building trust, and leveraging difference as a strength. Whether you are a seasoned executive or an emerging leader, this dialogue will offer practical insights to navigate challenges and inspire high-performing teams in an increasingly complex world.

Speakers
Kin Sejpal, Vice President, Strategic Marketing and Communications, Chief Marketing Officer, University of Redlands
Angelique Daniels, Director of Marketing and Communications, Ideastream Public Media
Valerie Gauna, Director of Outreach & Engagement, New Mexico Junior College

The marketing team at the Colorado School of Mines faced growing challenges managing a rapidly expanding library of photos, videos, and brand assets. Content was scattered across multiple Cloud platforms and individual desktops, making it difficult for the central marketing and creative team to find, share, and repurpose content efficiently — let alone provide other departments and programs with up to date, brand approved content of their own. These fragmented systems led to version confusion, inconsistent branding, and time-consuming bottlenecks for staff across the university.

To regain control and scale their content operations, Mines implemented a digital asset management (DAM) platform to serve as the single source of truth for all their content. This central hub not only streamlined creative workflows, it also empowered campus partners to self-serve those approved assets on demand — reducing reliance on one-off requests and manual file transfers.
In this session, Victoria O’Malley, Chief Marketing Officer at Colorado School of Mines, joins Ariana Keil, Senior Marketing Manager at Canto, to share how the university modernized its content and creative operations and martech stack to achieve measurable efficiency gains.

You’ll learn how Mines:

• Measured real impact through significant time savings, increased content reuse, and improved creative output.
• Centralized assets and improved collaboration by consolidating multiple storage tools into one organized, searchable, secure system.
• Enabled faster access to content through AI-powered search and facial recognition, reducing file retrieval times from hours (or days) to seconds.
• Empowered teams across campus with self-service access to approved images, videos, and graphics, minimizing bottlenecks and tedious asset requests.
• Enhanced brand consistency by ensuring everyone uses the latest, on-brand materials for marketing and communications.

Sponsored by Canto

Speakers
Victoria O’Malley, Chief Marketing Officer, Colorado School of Mines
Ariana Keil, Sr. Growth Marketing Manager, Canto

Branding & Content
When the University of Oregon joined the Big Ten, it didn’t just change conferences — it changed the game. In this session, find out how UO used a moment that could have just been a headline to reintroduce its brand on a national stage. From a 60-foot-tall inflatable Duck in Indianapolis to a national road trip to “Baby Duck” stealing the hearts of an entire fandom, we’ll share strategies and insights to help you turn big moments into lasting impact for your school.

Speakers
Jesse Summers, Director of Licensing, University of Oregon
Brooke Robinson, Assistant Athletic Director, Marketing & Fan Experience, University of Oregon

Marketing Technologies (MarTech) & AI
Most higher ed websites still function as static digital brochures, while prospective students—especially online learners—expect a personalized, intuitive, and AI-enhanced experience.

ODUGlobal’s website redesign isn’t just a facelift—it’s a strategic reinvention of student engagement. By leveraging AI-powered personalization, real-time audience segmentation, and data-driven UX enhancements, we are creating a highly customized digital experience that meets students where they are, whether they’re military-affiliated, transfer students, or career changers.

This session isn’t just about trends—it’s about real-world data, results, and lessons learned from a major university-wide digital transformation. Attendees will leave with a playbook for the future of higher ed web strategy.

Speaker
Rebecka Hall, Director of Web Innovation & Strategy, Old Dominion University | ODUGlobal

Reputation & Communications
Overly focused on media relations? Difficulty getting statements approved in a timely manner? Inconsistent or contradictory messaging coming from different parts of campus? Bring order to the chaos! In this session we’ll learn how the University of Illinois developed, socialized, and implemented their new crisis communications plan just in time to deploy in the face of seismic changes in higher education, including how to:
develop a plan that increases internal team effectiveness and coordination across campus;socialize the new process and reach agreement and alignment across the institution, including new reporting protocolsdemonstrate the strategic value of communications in crisis!

Speakers
Jen Rettig, Partner, Blue Moon Consulting Group
Allison Vance, Interim Associate Chancellor for Strategic Communications & Marketing, University of Illinois Urbana Champaign

Reputation & Communications
The pressure to show growth across impact metrics is increasing for all campus marcomm professionals, and some of the growth leaders want most include media placements in top-tier higher education trade and national outlets. With shrinking newsrooms and growing competition for attention, it’s hard to know what pitches will land coverage. A cross-section of reporters will discuss what stories are catching their eyes and their approach to covering topics related to this year’s AMA theme: reputation and revenue.

Speakers
Jessica Blake, Policy Reporter, Inside Higher Ed
Lee Gardner, Senior Writer, The Chronicle for Higher Education
Chris Quintana, Investigative Reporter, USA Today
Erin Hennessy, Executive Vice President, TVP Communications

Fireside Chat | Leadership & Organization
This session offers a candid, dual-perspective guide to job searches in higher education marketing. From resume prep to campus visits to closing the loop, two higher education marketing leaders share complementary insights: one who launched a consultancy while actively seeking to return to an institution, and one who successfully transitioned between institutions. With humor, strategy and honest reflection, they explore finding the right opportunities, clarifying professional identity, maintaining momentum and creating transparent processes that respect all parties. Attendees will leave with clear takeaways, practical tools and renewed compassion—whether they’re seeking their next role or leading the search for someone else.

Speakers
Graham Garner, Founder & Principal Consultant, Apiarion and University of Texas at El Paso
Sally Badoud, Associate Vice President for Enrollment Marketing and Creative Services, The University of Texas at El Paso

Marketing and communications professionals are increasingly responsible for engaging employees and fostering a positive campus climate. Success thus far has varied from institution to institution, and many leaders are seeking new models to promote a more resilient and engaged workforce. Drawing on his new book, The Caring University, Dr. McClure explores how higher education can connect with faculty and staff by linking his personal experiences and narratives of higher education workers to the latest research. He will discuss how to re-engage genuinely with campus constituents and connect with empathy. The presentation introduces Dr. McClure’s model of organizational care and provides concrete strategies leaders can pursue to better support the well-being of staff and faculty through an ethic of care. Leave the session ready to return to your campus with the knowledge from the Symposium and a path forward for a Caring University!

Speaker
Kevin McClure, Professor of Higher Education and Chair of the Department of Educational Leadership, University of North Carolina Wilmington