2025 AMA Symposium for the Marketing of Higher Education Pre-Conference Workshops

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

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

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, Vice President for Marketing Leadership, RHB, A Division of Strata Information Group

Many universities still rely on outdated media strategies that miss today’s student behaviors.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

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

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

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

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 Dartlet

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