2020 Senior Leader Experience at the AMA Symposium for the Marketing of Higher Education

Welcome & Introduction

We’ll kick of the 2020 Senior Leader Experience with an overview of our new virtual sessions and an introduction of our hosts for the program, as well as an introduction of our first session presenter.

Q&A Session with Michael J. Sorrell

Following Michael J. Sorrell’s Opening Keynote session.

Michael J. Sorrell

President, Paul Quinn College

The Integration Imperative

Marketing integration was ideal before. It’s imperative now. With the societal challenges arising from COVID-19, enrollment pressures, and a larger questioning of the value and cost of higher education, ensuring marketing communications is truly integrated is the only way to deliver results. This session will share key industry trend data on the make-up and distribution of staffing and resourcing as well as addressing different organizational models, centralized advertising strategies, managing external partners, content across silos, digital expertise, and creating buy-in with university leadership. You’ll hear from practitioners that have aligned their organizations and those that are working to do so.

Elizabeth Johnson

Chairman, SimpsonScarborough

Open Q&A with SimpsonScarborough

Elizabeth Johnson

Chairman, SimpsonScarborough

Welcome & Overview of Kickstart Sessions

Kickstart Sessions

Join your colleagues in a virtual breakout room with one of our Senior Leader Experience hosts to start an informal conversation on “The New Normal”

• COVID on campus
• Doing more with less
• Social/political upheaval

Kickstart Closing

Building Community in Times of Crisis Through Communications

2020 has been a year of unprecedented upheaval. As students, faculty and staff try to manage the significant impact of seemingly unceasing crises, a sense of community has never been more important. Successful execution of a communications strategy is critical to building and reinforcing community, especially in times of crisis. In this session, you will hear how DePaul University has leveraged internal communications to reinforce a sense of community during these challenging times.

Steve Stoute

Vice President for Strategic Initiatives and Chief of Staff, DePaul University

Open Q&A with Presenter

Steve Stoute

Vice President for Strategic Initiatives and Chief of Staff, DePaul University

Strategic Planning for Diversity: A Float in Times of Choppy Waters

As translators of institutional mission, value and market position, what roles can and should marketing leaders take in setting the agenda for diversity and inclusion initiatives as one way to create stability during turbulent times? During a study of 108 active higher education strategic plans covering a broad swath of institutional types, we chose 16 representing some of the most strategic tendencies. We suggest that the ways that the plans address diversity and inclusion reflect familiarity with details of campus life and a proactive stance that marketing leaders can harness to design effective plans and elicit support from stakeholders.

Aimee Hosemann

Writer and Researcher, RHB

Sam Waterson

President, RHB

Connor LaGrange

Indiana University Lilly Family School of Philanthropy

Open Q&A with Panel

Aimee Hosemann

Writer and Researcher, RHB

Sam Waterson

President, RHB

Connor LaGrange

Indiana University Lilly Family School of Philanthropy