2015 Symposium for the Marketing of Higher Education

Sheraton Chicago Hotel & Towers
301 East North Water Street, Chicago, IL 60611
11/15/2015 12:00 PM - 11/18/2015 12:00 PM
Register before 10/19/2015 11:59 PM for early registration fee


Higher Education's Largest Marketing Event

​Take your seat with more than 1,000 colleagues, experts and keynote speakers to explore the challenges and trends shaping marketing in higher education. ​We’ll discuss smart new strategies to help you differentiate, engage, fundraise and recruit—including innovative approaches for social media and brand building. ​

Join us in Chicago for the largest, most comprehensive event in higher education. Get CONNECTED, get inspired, and show your organization the full value of what marketing can do.

Conference Tracks:

  • Brand Strategy - development, re-branding, launch
  • Digital Strategy - targeting, integration, social, local, analytics
  • Marketing Intelligence - testing, alignment, benchmarks, student ROI
  • Leading Operations & Organizations - contracting, collaboration, focus, process
  • Engaging Audiences - advancement, enrollment, campus community
  • The Deep Dish - new tech, student stories, small teams and more

Program Highlights:

  • Accepted proposal sessions from top research universities, respected liberal arts institutions, faith-based institutions, community colleges, for-profits, and more ​
  • ​​Advanced marketing sessions presented by our most accomplished colleagues 
  • End-of-day round tables, offered by affiliation and shared interest
  • ​Pre-conference tutorials to supplement your conference experience
  • ​Presentations and exhibitions from expert higher ed firms and agencies

Keynotes:

Director of Education, Postsecondary Success 
Bill & Melinda Gates Foundation

Michele Norris
NPR Host and Special Correspondent, 
Founder of The Race Card Project


Dan Dill, Arizona State University

Dan Dillon, Jr.​
Senior Vice President, Chief Marketing Officer
Arizona State University

 
President and Chief Creative Officer
LatinWorks

 
Santa J. Ono​
President
University of Cincinnati



SEE FULL AGENDA >>​


Register By October 19 and Save!

Join the conversation on Twitter: #AMAHigherEd​.​

Call for Award Nominations

Know someone who has made transformative contributions to marketing in higher education, or who has advanced the profession through innovative work? We invite you to nominate them for a 2015 Higher Education Marketer of the Year Award.

We are currently seeking nominations for the following two awards:

Nominations for both awards are due August 14, 2015.

Award winners will be announced, and honored, at the 2015 AMA Symposium for the Marketing of Higher Education, November 15-18 in Chicago. The Founding Award Sponsor is Lipman Hearne and this year, LinkedIn Marketing Solutions is the Award Sponsor.​ ​​


​​​Photo Highlights from 2014 Symposium in Austin, Texas:2014 AMA Symposium for the Marketing of Higher Education Photo Highlights 
For a full look at the 2014 event conversation, check out our Storify​. ​​​​

 ​
 2015 Symposium for the Marketing of Higher Education Committee

Co-Chair-Deb Maue, Senior Strategist, mStoner 
Co-Chair-Jason Simon, Vice President/Partner, SimpsonScarborough 
Beth DeMauro, Director, Strategic Communications and Marketing, Rutgers 
Heather Swain, Vice President, Communications and Brand Strategy, Michigan State University 
Jon Hussey, Director, Digital Marketing Strategy, George Washington University 
Tony Proudfoot, Associate Vice President, Marketing Communications and Brand Management, University of Arizona
Elizabeth Smith, Associate Vice President and Chief Marketing Officer, Saint Mary's College of CA 
Paige Booth, Vice President of Marketing and Enrollment Management, St. Edward's University​
Binti Harvey, Chief Marketing and Communications Officer, Scripps College
Joyce Davis, Director of Marketing, Spelman College
Holly Moline Simons, Director of Strategic Communications, University of Oregon
Guy Wendler, President/CEO, STAMATS


Conference Cancellation Policy

All cancellations and requests for refunds must be submitted to the AMA via email at qmeyer@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to qmeyer@ama.org at least two weeks prior to the event start date. No refunds will be given as of 11/1/15 (two weeks prior to the event start date). A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. 


Conference Photo Policy

Registrants of AMA Events agree to allow AMA and its official photographer to photograph them in the context of the conference. Footage captured by the official AMA photographer may be used in future print and electronic promotional and archival materials. For questions or concerns, please call 800.262.1150 or email info@ama.org.​​


DAY ONE - SUNDAY, NOV 15
07:30 AM – 07:00 PM | CONFERENCE REGISTRATION

08:00 AM – 12:00 PM | MORNING PRE-CONFERENCE TUTORIALS*
(*Please note there is a separate registration fee of $275 for members/$300 for nonmembers for each tutorial attended.)
  • Tutorial A: Basic Marketing for Higher Ed
    Tom Hayes, Chair and Professor of Marketing, Xavier University

  • Tutorial B: Developing an Integrated Marketing Communications Plan
    Bob Sevier, Senior VP Strategy, STAMATS

  • Tutorial C: Digital Metrics 101: Analytics, Search and Social
    Tim Jones, Associate Vice President of Marketing, Clarkson University;
    Nick DeNardis, Associate Director of Web Communications, Wayne State University
01:00 PM – 05:00 PM | AFTERNOON PRE-CONFERENCE TUTORIALS
  • Tutorial D: The Power of Data: Using Research to Build a Brand and Track Performance 
    Dana Edwards, Vice President, SimpsonScarborough;
    Molly Jackson, Associate Vice President, SimpsonScarborough

  • Tutorial E: Digital Marketing Strategy: Winning in a Mobile World
    Bob Johnson, Bob Johnson Consulting LLC
05:00 PM – 07:00 PM | OPENING RECEPTION & EXHIBITS

DAY TWO - MONDAY, NOV 16

07:00 AM – 07:45 AM | MORNING YOGA SESSION

08:15 AM – 09:45 AM | MORNING KEYNOTE


Sergio Alcocer
President and Chief
Creative Officer, LatinWorks


10:15 AM – 11:45 AM |
ADVANCED MARKETING SESSION 1

  • Advanced Google Analytics

10:15 AM – 11:00 AM | BREAKOUT SESSIONS
  • The O Mission
  • Making the Move to Mobile: Student Acquisition Tactics for iPhonatic
  • Do You Have the Right Message? Copy Testing ABCs
  • Marketing and IT Partners: Like Peanut Butter and Jelly
  • Flipping the Funnel: How One School Increased Yield with Website Optimization
  • More than a Pretty Picture: How to Positively Disrupt the University Holiday Card Formula
11:15 AM – 12:00 PM | BREAKOUT SESSIONS
  • B-School Brand + University Brand = Legendary Success
  • Marketing to Your Ideal Candidate
  • Mythbusting Admissions: Where Prospects and Professionals Agree, and Disgree, on Enrollment Marketing, Messages, and Channels
  • A Carrot Beats a Stick: Advancing Integrated Marketing by Streamlining the Marketing Communications Contracting Process
  • Influencing Reputation: Do Your Efforts Reach and Engage Academic Peers?
  • Three Strikes and You're Out! But Not for ArtsUW
12:00 PM – 01:45 PM | LUNCH AND KEYNOTE


Michele Norris
NPR Host and Special Correspondent, Founder of The Race Card Project



2:00 PM – 03:30 PM | ADVANCED MARKETING SESSION 2
  • Creating Emotional Connection – The Key to Brand Building
02:00 PM - 02:45 PM | BREAKOUT SESSIONS
  • Awakening the Sleeping Giant and Owning its Might: A Case Study in Establishing a New Brand Framework
  • Case Study: Rebuilding An Admissions Web Presence
  • The Benchmarking Boom: Tracking Your Marketing and Branding Over Time
  • Building a Creative and Collaborative Communications Team for the Future
  • Revitalizing Continuing Education Program Development Via Community Engagement
  • Integrating Emerging Technologies into Your Overall Marketing Plan
03:00 PM – 03:45 PM | BREAKOUT SESSIONS
  • When Brands Unite: Creating a New Multi-Campus Brand
  • Recruiting Generation #Hashtag: Strategies for Effectively Integrating Social Media in Marketing and Admissions
  • The Value Equation, Measuring & Communicating the Return on Investment of a College Degree
  • Breakthrough Focus: Achieving High-Impact Results in the Face of 1,000 Low-Impact Demands
  • An Application is Worth a Lot, but it’s not Worth your Brand
  • The Power of Casting: How to Get Student Stories to Come to you
04:15 PM – 05:00 PM | ROUNDTABLE DISCUSSIONS-TOPIC INFORMATION FORTHCOMING

0
5:00 PM – 07:00 PM | NETWORKING RECEPTION

DAY THREE - TUESDAY, NOV 17

07:00 AM – 07:45 AM | MORNING YOGA SESSION

08:15 AM – 09:45 AM | MORNING KEYNOTE

Dan Greenstein,
Director of Education, Postsecondary Success, Bill & Melinda Gates Foundation


10:15 AM – 11:45 AM | ADVANCED MARKETING SESSION 3
  • Career Strategies in Higher Ed Marketing
10:15 AM – 11:00 AM | BREAKOUT SESSIONS
  • It’s Complicated: Building a Brand for an Elite Art and Design School – The Pratt Story
  • Clicks and Likes and Overwhelming Metrics, Oh My!
  • Beyond Templates: Solutions for Managing High-Volume Work
  • Wicked Smaht Mahketing: The Boston College MBA Becomes Iconic
  • A MarComm Machine of One
11:15 AM – 12:00 PM | BREAKOUT SESSIONS
  • How to Successfully Activate a Masterbrand in a Decentralized Culture
  • Local Market Domination Through Digital Marketing
  • Understanding Primary and Secondary Data that Inform Decisions and Reduce Risk when Marketing New and Existing Academic Programs
  • A Whole New World: Thoughts and Reflections on Joining Higher Education from Industry
  • Alma Modern: How to Revive Alumni Relations with Cloud Technology
  • We Stand Together: Addressing Issues of Sexual Assault and Student Misconduct
12:00 PM – 02:00 PM | KEYNOTE & AWARDS LUNCHEON

Dan Dill, Arizona State University
Dan Dillon, Jr.,
Senior Vice President, Chief Marketing Officer, Arizona State University


02:15 PM – 03:45 PM | ADVANCED MARKETING SESSION 4
  • Brand Versus Campaign
02:15 PM – 03:00 PM | BREAKOUT SESSIONS
  • Building a Brand New Tomorrow-Leveraging your Brand Promise to Transform your Enrollment Marketing Strategy
  • STEALTH APPLICANTS: The Wave of the Future
  • Dashboarding Through the Avalanche of Data
  • The Marketing PMO: An Innovative Approach to Project Management in Higher Ed
  • Your Life. Your University. Our Passion. The U.Va. Approach to Engaging Alumni
  • Building a Social Campus Through Cross Campus Collaboration
03:15 PM – 04:00 PM | BREAKOUT SESSIONS
  • NYU’s One Logo, One University Initiative
  • The Power of Content Marketing Through Social Visual Communication
  • Leveraging Job Market Data to Achieve an Industry-Aligned Market Strategy
  • Digital Courage – The Journey from a Paper to a Digital Backbone Through Collaboration
  • So What Do You Want to Be When You Grow Up?
  • 9X5 Open Mic Round Robin Session
04:30 PM – 05:15 PM | ROUNDTABLE DISCUSSIONS

DAY FOUR - WEDNESDAY, NOV 18

08:15 AM – 09:45 AM | Advanced Marketing Sessions 5 & 6

  • Using LinkedIn to Deepen Relationships Throughout the Entire Student Lifecycle
  • Content Strategy and Content Marketing-Session Information Forthcoming

10:15 AM – 11:30 AM | CLOSING KEYNOTE


S
anta Ono
President, University of Cincinatti

11:30 AM | CONFERENCE ADJOURNMENT


MEET THE SPEAKERS


Director of Education, Postsecondary Success 
Bill & Melinda Gates Foundation

 
  
 
Dan Dill, Arizona State University

Dan Dillon, Jr.
Senior Vice President, Chief Marketing Officer
Arizona State University

 


Michele Norris​
NPR Host and Special Correspondent, 
Founder of The Race Card Project





President and Chief Creative Officer
LatinWorks

 



Santa J. Ono​
President
University of Cincinnati




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$915.00

$715.00

   
Conference Location

Sheraton Chicago Hotel & Towers 
301 East North Water Street 
Chicago, IL 60611
Telephone: +1.312.464.1000 

Located in the heart of downtown Chicago, the Sheraton Chicago Hotel & Towers, one of the finest hotels in Chicago, is ideally situated on the Chicago River, within walking distance of Navy Pier, Magnificent Mile shopping, Millennium Park, the Loop business district and all of the other local favorites that make Chicago a one of a kind destination. 
Each of the hotel’s guest rooms and suites feature lake, river and city skyline views and Sheraton’s ultra-comfortable Sweet SleeperSM bed. The hotel also features five distinctive restaurants and bars, including Shula’s Steak House, one of the Top 10 Steak houses in America. Relax and unwind in our fully equipped complimentary Sheraton Fitness Center featuring an indoor heated pool, dry sauna and sun deck.

Rates: $220.00 single/double occupancy
$30.00 per night for each additional guest over the double occupancy rate
(Plus applicable state and local taxes, currently 16.4%. Taxes and fees are subject to change without notice.) 

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call +1.800.325.3535 and ask for the American Marketing Association (AMA) Symposium for the Marketing of Higher Education Conference Room Block.

The reservation cut-off date is October 16, 2015.
The AMA has negotiated special group rates for the Symposium for the Marketing of Higher Education Conference. You must make your hotel reservations by October 16, 2015 and properly identify yourself to qualify for the special group rate (based on availability). After October 16, 2015, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. A credit card deposit in the amount of (1) one night’s room and tax for each confirmed room will be charged at time of booking. Cancellations made after 6:00 p.m. three (3) days prior to arrival and no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for (1) one night’s room and tax.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early will be assessed an early departure fee of (1) one night’s room and tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Hotel Features, Services and Accommodations
Please visit Sheraton Chicago Hotel & Towers​ for a full list of services and features. 

Area Attractions and Events
Please visit Choose Chicago for additional city information.

Conference Attire
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA Travel Program

Delta
American Marketing Association has partnered with Delta to provide our attendees a 2% - 10% discount for the Symposium for the Marketing of Higher Education Conference in Chicago, IL. The Delta Meeting Network discount is based on the booking class of your ticket.

Reservations and ticketing are available by visiting Delta 
or by calling Delta Meeting Network Reservations at +1.800.328.1111. When booking online, select Book A Trip, click on Advanced Search and enter the meeting event code: NMKXL in the box provided on the Search Flights page.

Reservations may also be made by calling Delta Meeting reservations at +1.800.328.1111 Monday through Friday 7:00 a.m. - 7:00 p.m. CDT.
*Please note that a Direct Ticketing Charge will apply for booking by phone through the reservation number above.

Tower Travel Management
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.

T
ower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now​ or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up. 
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

N
ational Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Driving Directions 
From I-55 (Stevenson Expressway): 
Follow I-55 (Stevenson Expressway) east until it ends on Lake Shore Drive. Take Lake Shore Drive North to the Monroe Street exit and turn left, heading west. Go one block west and turn right, heading North on Columbus Drive. Cross over the Chicago River, the hotel will be on your right, at the stoplight. 

From Lake Shore Drive South: 
Head North towards downtown Chicago. Exit at Grand/Illinois Street. Proceed to the second stoplight. Turn left, onto Grand Avenue. Go three blocks West to Columbus Drive. Turn left on Columbus Drive. The hotel will be three blocks ahead on the left. 

From Lake Shore Drive North: 
Head South towards downtown Chicago. Exit at Grand/Illinois Street. Proceed three blocks West to Columbus Drive. Turn left on Columbus Drive. The hotel will be three blocks ahead on the left. 

From I-290 (Eisenhower Expressway): 
Follow 290 East. Exit Congress Parkway. Follow Congress Parkway until it dead ends on Columbus Drive. Turn left, heading North on Columbus Drive. Proceed approximately four blocks. Cross over the Chicago River and the hotel is the first building on the right side. 

From 90/94 (Kennedy and Edens Expressways): 
Follow signs to downtown Chicago. Exit at Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side. 

From O’Hare International Airport, 18 miles (and Northwest/Rockford):
Follow signs to downtown Chicago, also I-90 East (the Kennedy Expressway). I-90 joins I-94. Continue on I-90/I-94 East to downtown. Exit on Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side. 

From Midway Airport, 12 miles: 
Option A: Take Cicero North to I-55 to Chicago. 
Option B: Follow signs to Lake Shore Drive North. Take Lake Shore Drive to Grand Avenue West. Exit at Grand/Illinois Street. Proceed three blocks West to Columbus Drive. Turn left on Columbus Drive. The hotel will be three blocks ahead on the left. 
Option C: When nearing downtown, take I-90/I-94 West towards O’Hare. Exit Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side. 

From the North Suburbs (Kenosha, Racine and Milwaukee, Wisconsin): 
Take the Illinois Tollway (I-94) East to the Edens Expressway (also I-94). The Edens will join with I-90 (Kennedy Expressway). Continue on I-90/I-94 East to downtown. Exit on Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side. 

From the South (Kankakee, Champaign and Urbana): 
Take I-57 North which joins with I-94 (Dan Ryan Expressway) and I-90. Continue on I-90/I-94 to downtown. Exit on Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side. 

From the Southeast (Indiana and Indianapolis): 
Option A: Take Illinois Tollway to I-90 (Chicago Skyway) into Chicago which joins with I-94 (Dan Ryan Expressway) in the southern area of Chicago. Continue on I-90/I-94 to downtown. Exit at Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side. 
Option B: Take I-80/I-94 to Illinois, then take I-94 into Chicago which joins with I-90 (Chicago Skyway) in the southern area of Chicago. Continue on I-90/I-94 to downtown. Exit on Ohio Street. Proceed eleven blocks East on Ohio Street. Turn right at Fairbanks/Columbus Drive. Go three blocks South and the hotel is on the left side.

Transportation
O’Hare International Airport (ORD) 
Taxi: Allow 1 to 2 hours, depending on traffic
Approximately $40.00-$55.00 

Airport Shuttle: GO Airport Express 
Fare: $29.00 one way (subject to change)
Telephone: +1.888.2THEVAN (+1.888.284.3826)

Train: Chicago Transit Authority
Fare: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 1 hour.
The Blue Line train runs from O'Hare International Airport. The nearest stop from the hotel is at Clark and Lake, approximately 1.2 miles or a 5 minute taxi ride.

Midway Airport (MDW) 
Taxi: Allow 30 minutes to 1 hour, depending on traffic
Approximately $25.00-$40.00

Airport Shuttle: GO Airport Express 
Fare: $24.00 one way (subject to change)
Telephone: +1.888.2THEVAN (+1.888.284.3826)

Train: Chicago Transit Authority
Fare: $2.25 (subject to change)
Allow approximately 45 minutes to 1 hour.
The Orange Line train runs from Midway Airport. The nearest stop from the hotel is at Clark and Lake, approximately 1.2 miles or a 5 minute taxi ride.

Helpful Websites
Chicago Transit Authority 
Metra Rail 

Parking 
The hotel offers valet parking (with in and out privileges) for up to 400 cars on a first-come, first-served basis. Drop off your car at the main entrance; retrieve it from the motor lobby accessible via elevators next to Shula’s restaurant.
Rate: $61.00 overnight (subject to change without notice)

The hotel offers self-parking (with in and out privileges) on a first-come, first-served basis. Follow the signs down the ramp for parking at the main entrance; retrieve your car from the motor lobby accessible via elevators next to Shula’s restaurant.
Rate: $51.00 overnight (subject to change without notice)

To learn more about AMA Event Sponsorship or Exhibition opportunities, contact Lore Gil at lgil@ama.org or call 312.542.9033.



2015 Symposium for the Marketing of Higher Education 
Sponsorship and Exhibition Programs have SOLD OUT! 

Connect with the AMA Higher Ed Community 
Call us today to discuss  Print or Online programs. 
For more information contact Lore Gil at 312.542.9033 or email lgil@ama.org




PLATINUM SPONSORS
 

 

 



LEAD MEDIA PARTNER
 


​EVENT SPONSORS




 

 

 

 











AMA HIGHER EDUCATION MARKETER OF THE YEAR AWARDS

FOUNDING AWARDS SPONSOR


AWARDS SPONSOR




EXHIBITORS
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