Virtual Conference: Marketing in Higher Education

DAY 1 | ALL TIMES IN CT

10:00 am - 10:45 am

Opening Keynote: The Fusion of Learning and Work

The future of learning and the future of work are very much intertwined. Indeed, the future of both lies in the fusion of the two. And this has enormous implications – both opportunities and challenges – for higher education. Higher education futurist Brandon Busteed will help marketing leaders be aware of the major trends driving this fusion of learning and work and arm them with ideas for how to help their institutions turn current challenges into opportunities.

Brandon Busteed

Chief Partnerships Officer and Global Head, Learn-Work Innovation, Kaplan

10:50 am - 11:20 am

Secrets to Building and Scaling your University’s Brand Identity

Your university’s brand both reflects and shapes the institution it represents. It encompasses every image, video, and message you create, and becomes a symbol of your university in the minds of students, alumni, and the media. Your university’s brand evokes emotions and the experiences attached to them, and people gravitate toward brands they trust, relate to, and see themselves in.
But most students won’t form an opinion of your university until they’ve interacted with your brand at least a few times. That leaves plenty of room for off-brand imagery and messaging during that journey. And as your team grows and content demands increase, it becomes easy to shuffle brand consistency at every touchpoint to the bottom of the deck.

In this webinar, join Ariana Keil, Senior Growth Marketing Manager at Canto, for a deep dive into:

  • Building a strong brand identity
  • Scaling a brand consistently without sacrificing brand alignment
  • Enabling your team with a brand management system that works

Arianna Keil

Senior Growth Manager, Canto

11:25 am - 11:55 am

The Gen Z Journey to Enrolling

Although similar in age, Gen Z and Millennials are very different. The rate at which technology has advanced has led to Gen Z being the most tech savvy and diverse generation we have ever seen and getting the attention of Gen Z in a highly digitized world can therefore be challenging.


Our session is all about the Gen Z Journey to Enrollment, from a student first hearing about your institution all the way through to putting in an application, we’ll tell that story. We’ll talk about the platforms Gen Z spends time on, the importance of first-party data, emerging trends such as Gaming and Digital Out Of Home, creating engaging form fills and the info & branding Gen Z is the most interested in. We’ll cover the A – Gen Z of student enrollment! Objectives: Understand the journey that leads to Gen Z enrolling in an institution, Learn about where Gen Z spends their time digitally and how best to advertise to them, Tips on emerging digital platforms and 2023 digital marketing trends

John Reid

President, Glacier

12:00 pm - 12:30 pm

Building a More Connected Event Strategy

Changing student needs, tighter budgets. How you think about events must change. Cvent commissioned Forrester Consulting to conduct a study that asked senior event and marketing leaders how their event programs were evolving in an ever-changing landscape. Join this exciting session as we share their eye-opening insights.


Join us to learn:

  • How the digital event experience has permanently changed student expectations
  • How and why education institutions are choosing in-person vs. virtual events
  • How higher ed needs to handle event data and reassess their technology

Elizabeth Powell

Manager, Industry Solutions Cvent

DAY 2 | ALL TIMES IN CT

10:00 am - 10:45 am

Keynote: AMA Higher Education Marketer of the Year Award Winner Panel

As the landscape of higher education continues to evolve, marketing professionals are responsible for now more than ever. Moderated by Peter Barber, a dynamic panel of senior leaders in higher education marketing, including the most recent winners of the Higher Education Marketer of the Year award and the current co-chairs of the AMA Symposium for the Marketing of Higher Education planning committee will examine some of the most pressing challenges facing marketers and the solutions that are emerging. Join us for this lively panel discussion.

Moderator

  • Peter Barber, VP of Marketing and Communications at Trout Unlimited, Member of the AMA Board of Directors and former co-chair of the AMA Symposium for the Marketing of Higher Education planning committee

Panelists

  • Myla Edmond, Associate Vice President Marketing and Communications at California State University, Dominguez Hills, Co-chair of the 2023 AMA Symposium for the Marketing of Higher Education planning committee
  • Stephen Jendraszak, Assistant Vice President for Marketing at Emory University , Co-chair of the 2023 AMA Symposium for the Marketing of Higher Education planning committee
  • Kate Ledger, Acting Vice Chancellor for Communications and Marketing at University of Pittsburgh, Winner of the 2022 Higher Education Marketer of the Year Individual Award
  • Elias Martinez, Assistant Vice President for University Marketing at Texas State University, Winner of the 2022 Higher Education Marketer of the Year Team Award

Peter Barber

Vice President Of Marketing and Communications, Trout Unlimited

Myla Edmond

Associate Vice President Marketing and Communications at California State University, Dominguez Hills | Co-chair of the 2023 Higher Education Planning Committee

Stephen Jendraszak

Assistant Vice President for Marketing at Emory University | Co-chair of the 2023 Higher Education Planning Committee

Kate Ledger

Acting Vice Chancellor for Communications and Marketing at University of Pittsburgh | Winner of the 2022 Higher Education Marketer of the Year Individual Award 

Elias Martinez

Assistant Vice President for University Marketing at Texas State University | Winner of the 2022 Higher Education Marketer of the Year Team Award

10:50 am - 11:20 am

Unlocking the Power of Creative Operations in Higher Education Marketing

In today’s fast-paced world, higher education marketers face ever-increasing pressure to create and deliver high-quality, compelling content to their target audience. Creative operations can play a vital role in streamlining the content creation process, reducing cost, and ensure that content is delivered on time and to a high standard.

In this session, we’ll explore how creative operations can help higher education marketers to overcome common content creation challenges, including managing multiple stakeholders, coordinate large-scale campaigns, and maintaining brand consistency across different channels.

Key takeaways:

  • Understanding the basics of creative operations and its benefits for higher education marketing
  • Best practices for managing creative projects, including scoping, workflow, and stakeholder management
  • Tips for optimizing your team’s efficiency and effectiveness in content creation
  • Strategies for maintaining brand consistency across various campaigns and channels
  • Real-world case studies of a higher education institution that has implemented creative operations into their marketing efforts.
  • Join us to discover how creative operations can help you create more effective, engaging content that resonates with your audience and drives better content outcomes.
11:25 am - 12:25 pm

How We Live the Values We Say Within Our Sphere of Influence

If you missed the 2022 AMA Symposium for the Marketing of Higher Education Conference in National Harbor, MD, this is your chance to watch exclusive content from the conference!

Is your university living the mission and core values that your teams’ are communicating? Is your diversity statement performative or are you faking it until you make it? Working hard to make it a reality but falling short with no real traction in your diversity, inclusion and equity initiatives?

Culture is under a microscope these days. Students, faculty, staff, donors – they all expect the institutions they support to have values that align with what’s important to them. So how can an institution with so many different stakeholders with different viewpoints and experiences determine when to speak up, when to take a stand, when to make a change or when to do nothing? Join me as I unpack this challenge that institutions are facing all over the country and how to fix it.

Shelley Willingham

Vice President, Business Strategy, The Diversity Movement

 

 

Login & Registration FAQs

I’ve already registered. Where can I find the link to log in to the conference?

24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform. A link to log in will also be made available on this event page and in the trending bar of ama.org.

When I try to log in, the platform asks for a verification code. Where can I find this?

A verification code will be sent to the email address and/or the phone number used during registration. It should appear within a few minutes. You may want to check your spam or junk folders for this as well. If you have any problems finding your verification code, please reach out to our customer service team for help.

 

On-Demand Content FAQs

Will conference presentations be available on-demand?

All conference material, including presentations, will be available on-demand in the 2023 AMA Virtual Conference: Marketing in Higher Education Attendee Hub within 24 hours, if not sooner.

How long will I have access to the 2023 AMA Virtual Conference: Marketing in Higher Education Attendee Hub?

The Attend Hub will remain open and available for on-demand viewing for 6 months after the event.

 

Technical Support & Recommendations

What browser works best?

We recommend using Chrome or Firefox.

How can I see the attendee list?

Click on the Community tab at the top of the page, then Attendees. Here you will find a list and can message attendees who have opted to be visible in the Attendee Hub.

How can I communicate with other attendees?

Methods of communication include session chat, direct messaging, Sponsor appointments and Sponsor virtual booths.

How do I schedule an appointment with a Sponsor?

On the homepage, you will be able to schedule appointments with sponsors. You will also have the ability to meet with someone from their organization immediately or send a message to be followed up with later in the Sponsor virtual booths.

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Click on your initials and view profile in the top right corner. Here you can select visible to appear on the attendee list or hidden.