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2021 Symposium for the Marketing of Higher Education (In-Person)

Denver, CO

An In-Person Gathering for an Industry Evolved

Part of the 2021 Symposium for the Marketing of Higher Education Hybrid Experience

In this year of renewal and emergence, colleges and universities are learning to navigate an industry that has evolved to fit a world in flux. Although marketers in higher education are no strangers to rapid change, the past several years have presented a series of challenges that seem unprecedented in both their rapidity and size.

The AMA Symposium for the Marketing of Higher Education is your chance to connect with other marketers to forge the path forward. The hybrid format of this year’s conference is designed to meet marketers where they are. With both in-person and online components of the conference, there are multiple ways to engage with the latest higher education content.


Designed for Directors+

The in-person Symposium experience is designed for professionals who are leading teams and developing marketing strategies on their campus who typically have the title of Director or above. (We also realize job titles can be tricky, so if this describes you, feel free to register.) Content will be focused on more advanced peer-to-peer learning with an emphasis on conversation and collaboration to take advantage of being in-person.

Vaccines Required. Limited Attendance of 500.

We know this is a community that values in-person collaboration. And we’re committed to making it a safe environment for attendees. To join us in Denver, you will be asked to confirm you have been vaccinated against COVID-19. We’ll be following CDC guidelines for hosting a safe conference and are limiting this event to 500 attendees to ensure it doesn’t feel overcrowded.


Online Symposium Experience

If you are more comfortable staying at home or are not a Director or above on campus, we have an amazing online-only Symposium option for you that includes 4 virtual workshops, 20+ sessions and more. It’s happening November 3-5, 2021. This online experience is also included with your in-person Denver registration.


What’s Included

  • 2 In-Person Keynotes
  • 2 Interactive Workshops
  • 15 Live Breakout Sessions
  • Roundtable Discussions
  • Networking Opportunities and Receptions
  • Full Exhibit Hall Access
  • HIgher Ed Marketer of the Year Ceremony
  • Access to the Online Symposium Event (November 3-5) including 2 Additional Keynotes
  • On-Demand Access to All Content

Pricing

AMA Member

Early-Bird (Ends Oct. 8)

$1199

Standard

$1399

Non-Member

Early-Bird (Ends Oct. 8)

$1399

Standard

$1599

Want to attend with a group of 3 or more?

Fill out this form at least three business days in advance to get 15% off registration.


Need to Convince Your Boss?

We know budgets are tight and you’re watching every dollar spent. That’s why we’ve created this template to help you show your supervisor the value you’ll get from attending.


Senior Leader Experience (Invite Only)

The Senior Leader Experience is an intentionally programmed time where top institution-level campus marketers can share challenges, exchange ideas and make connections to build a lasting support system. If you are the most senior marketer on your campus, you can click here to request an invite.


Higher Ed Marketer of the Year Awards

Every year, we recognize individuals and teams who show extraordinary leadership and achievement in the field of higher education marketing and are brought to you by the AMA Foundation and its founding sponsor Lipman Hearne.


AMA Event Policies

Workshops

Speed Networking

Welcome Reception

Breakfast

Higher Ed Marketer of The Year Award Ceremony and Presentation

Keynote: From Burnout to Bounce Back: What Teams Actually Need to Thrive Right Now

Please note that this keynote will take place immediately following the Higher Education Marketer of the Year Award presentation, in the same room. You do not need to choose between the two- attend the HEMY presentation and stay to hear from our speaker! 

It’s been a tough time to focus on recruitment campaigns and homepage redesigns. Between 18 months of pandemic anxiety, racial justice reckonings, and increased uncertainty all over, there’s been a lot to distract us from our routines and goals. So as talk of a “post-pandemic” workplace gets louder, it’s tempting to simply try to put this time behind us. After all, we’re all tired of talking about COVID, right?

We can’t bounce back until we heal. If we don’t, our teams will pay a massive price: some people will burn out and turn cynical or quit. Others will let their unprocessed anxiety leak out as aggression and accusation. And still others will shut down, too scared to share their ideas or give necessary feedback. All of it will erode trust—and without trust, we can’t innovate or keep momentum.

In this talk, we’ll explore common challenges teams are facing right now—challenges like burnout, emotional exhaustion, and trauma. Then we’ll explore what it looks like to show up to those challenges with the vulnerability, courage, and compassion our teams need.

Sara Wachter-Boettcher

Active Voice LLC

Brand and Content Strategy

Breaking Down Barriers Between Brand and Enrollment Marketing to Maximize ROI

While the desired outcomes for enrollment marketing are clear, the objectives for brand marketing can be less tangible. Learn how the leaders of brand marketing and enrollment marketing at the University of Arizona coordinated their efforts so that brand spend strategically “softened the ground” for enrollment outcomes. Reporting to different leaders in different departments, intense collaboration was key to deploying resources and measuring ROI for both brand and enrollment marketing spend – and together produced results more impactful than either team could on its own.

Christie Harper

University of Arizona

John Denker

University of Arizona

Effective Leadership

Leader's Guide to Change Strategy and Consensus Building

Marketing leaders are often burdened with the task of institution-wide change – something that comes with immense challenge and strategic reward.  In this dynamic and demanding post-pandemic world, leaders need strategic frameworks to guide their thinking around managing conceptual change and consensus from within and across the institution. In this presentation, two established change leaders will share best practices, examples and models for success as you prepare for your own strategic change efforts.

Scott Ochander

Carnegie Dartlett

Renea Morris

University of Denver

Buffet Lunch and Networking

Effective Leadership

DEI Hits and Misses: 30+ Real Marketing Examples

Examine your marketing and recruitment materials through a Diversity, Equity, and Inclusion (DEI) lens leveraging our DEI Viewfinder tool. Developed through an audit of our own marketing & communications materials at the University of St. Thomas (MN), these nine (9) questions will help attendees create more inclusive content across the recruitment funnel – from images and body copy, to presentations and emails. Through more than 30 real examples, you will learn to identify common pitfalls that can send unintended messages and undermine inclusivity.

Katie Jensen

University of St. Thomas (MN)

Kymm Martinez

University of St. Thomas (MN)

How It's Made

Let's Get Digital

By now, we know our institutions should have a strong digital presence. But knowing and actually having are two different things. It’s like saying you need to work out versus actually working out. It can be hard. Where do you start? What can you do to make an impact? How do you keep the momentum once you’ve started? In this session, Utah State University’s Digital Strategy team will go through a digital fitness warm up, work out, and cool down that can help you “Get Digital” at your institution.

Lindsi Glass

Utah State University

Ben Renard-Wiat

Utah State University

Matt Gerrish

Utah State University

Break: Exhibit Hall with Sponsor Appointments

Effective Leadership

Strategic Priorities or Support Accountabilities? Why Not Both?

How do you deliver the strategic work to grow your university brand when you are also accountable for providing marketing and communications support to every academic and administrative unit on campus, have a limited staff and don’t charge back? You partner with each dean and VP to help them prioritize their needs, shift the relationship from order taker to trusted advisor and set their staffs up to succeed with everything else via low-cost internal support, below market-rate vendor support and self-service.

J.C. Huggins

University of South Carolina

How It's Made

Minneapolis Campus Lessons Following George Floyd's Murder

Augsburg University, one of the most diverse private colleges in the Midwest, is three miles from where George Floyd was murdered by a Minneapolis police officer. The aftermath impacted our entire community, including students, faculty and staff. This is a look at the crisis communications lessons learned during that time and how we applied them in the run-up to the announcement of the verdict in the trial of Derek Chauvin, who was found guilty of the murder months later. Close collaboration with student leaders informed our planning and our ability to execute those plans quickly as developments unfolded.

Gita Sitaramiah

Augsburg University

Michael Grewer

Augsburg University

Roundtables

Reception

Breakfast

Roundtables

Effective Leadership

Organizational Design in Higher Ed Marketing: Pitfalls, Innovations and Opportunities

What does the university marketing department of the future look like? How do we find the successful organizational balance between collaboration, brand integration and brand integrity? Why is centralization not always a panacea? How did marketing departments adapt to the challenges of 2020 and 2021?

This session will address these questions and share relevant takeaways for marketing leaders as they evolve and influence their organizations. You’ll hear themes from 65+ one-on-one interviews with marketing leaders, and you’ll learn from American University’s strategies toward organizational and brand collaboration in developing and launching its new brand campaign, Challenge Accepted, during the pandemic.

Rob Zinkan

RHB

Julie Zito

American University

The New Normal and Beyond

It Takes a Village: How to Leverage Your University's Collective Mar/Com Talent

If the pandemic taught us anything, it’s that organizational pivots take an entire village of  professionals to pull off. At UTSA, we knew the key to success (and our survival) would be overcoming our traditional siloed approach and finding a way for all our institutional talent to row through the storm together. This session will tell the story of how we formed three cross-divisional teams to tackle the pandemic-fueled workload, forever transforming our approach to marketing at UTSA. This session will appeal to higher ed marketing professionals whose institutions struggle with brand alignment, messaging adoption or a siloed organizational structure.

Brett Calvery

University of Texas at San Antonio

Anne Peters

University of Texas at San Antonio

Break: Exhibit Hall with Sponsor Appointments

Buffet Lunch

Brand and Content Strategy

To Brand or Not to Brand? Is a School's Academic Offer and Experience "Brandable"? Or Are We Going Too Far?

Small, private liberal arts institutions have all the same challenges as their larger higher ed peers but also struggle mightily with differentiation.   A fairly recent trend has emerged where many of these schools have significantly reworked their academic offers and student experiences to be more experiential, more collaborative, more career-focused and mostly more relevant to today’s economic and cultural environment. Many of them have branded these offers. Are these really brands? Or sub-brands? Or something else altogether? Should these schools have embarked on new branding for these enhanced offers or simply let them drive an evolution of the school brand?

Jennifer Chrisler

Hampshire College

Beth Steele

Hartwick College

Kristen Lainsbury

Earlham College

Becca Altimier

Client Engagement Director, Ologie

Effective Leadership

Checkpoints For Managing Your Brand Through Major Change

Need a roadmap on how to manage change? We’ve got you covered. The last two years afforded Converse University the opportunity to develop some process muscles we didn’t know we had. Our particular version of change was twofold: moving from single-gender to co-ed and from college to university – all at the same time.   We’ll share the process we followed to ensure our community – and our brand at large – were ready and positioned for success. This workshop-style session will share the checkpoints we used for managing change and help you craft a plan for your institution.

Holly Duncan

Converse University

Jenny Brower

Mindpower, Inc.

Keynote and Closing

Aaron Draplin

Draplin Design Co

Christie Harper

University of Arizona

John Denker

University of Arizona

Scott Ochander

Carnegie Dartlett

Renea Morris

University of Denver

Katie Jensen

University of St. Thomas (MN)

Kymm Martinez

University of St. Thomas (MN)

Lindsi Glass

Utah State University

Ben Renard-Wiat

Utah State University

Matt Gerrish

Utah State University

J.C. Huggins

University of South Carolina

Gita Sitaramiah

Augsburg University

Michael Grewer

Augsburg University

Rob Zinkan

RHB

Julie Zito

American University

Brett Calvery

University of Texas at San Antonio

Anne Peters

University of Texas at San Antonio

Jennifer Chrisler

Hampshire College

Beth Steele

Hartwick College

Kristen Lainsbury

Earlham College

Becca Altimier

Client Engagement Director, Ologie

Becca leads Ologie’s client engagement team, working closely with our clients to understand their unique challenges, goals, and objectives. With more than 10 years of experience working in higher education, she brings a deep understanding of the industry to the agency. Her Ologie clients have included Cornell University, University of Kentucky, University of Missouri, Ashland University, and the Ohio Department of Higher Education.

Holly Duncan

Converse University

Jenny Brower

Mindpower, Inc.

Aaron Draplin

Draplin Design Co

Aaron Draplin of the Draplin Design Co. lives and works in Portland, Oregon. He makes graphic design stuff for rock bands, comedians, restaurants, sporting goods and leftie politicians. He’s traveled the world telling his story, with over 450 speaking fiascos under his belt. He co-created Field Notes with his older brother Jim Coudal, and their memo books are sold in over 2,500 stores worldwide. His seven Skillshare classes are raging along, teaching students all over the world. He recently released his first two typefaces on ddcfonts.com. His first book titled “Pretty Much Everything” came out on May 17, 2016 on Abrams Books and is in its eighth printing. The roster of DDC Merch is up to 285 products, which you’ll find at DDC merch tables or in his online shop. Aaron prides himself on a high level of craftsmanship and quality that keeps him up late into the wet Portland night.

Sara Wachter-Boettcher

Active Voice LLC

Sara Wachter-Boettcher is an author, speaker, coach, and strategist dedicated to changing design and tech for good. She’s the founder of Active Voice, a coaching and training company helping organizations build radical, courageous leadership practices.
Her most recent book, Technically Wrong: Sexist Apps, Biased Algorithms, and Other Threats of Toxic Tech, was named one of the best tech books of the year by Wired. She also wrote Design for Real Life (with Eric Meyer) and Content Everywhere, and has been published in The Washington Post, The Guardian, and McSweeney’s. Find her at home in Philly, on Twitter @sara_ann_marie, or at sarawb.com.

Event Location

Gaylord Rockies Resort & Convention Center
6700 North Gaylord Rockies Boulevard
Aurora, CO 80019
(720) 452-6900

 


Room Reservations

We’ve secured an AMA room block at a special rate of $239.00 single/double occupancy per night (excluding taxes) plus a $20 per day resort fee. Additional guests can be added for $20.00 per person, per night.

The reservation cut-off date is October 11, 2021.

> Book Now

Or you can call (800) 429-5673 and reference the AMA Symposium for the Marketing of Higher Education.

Reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please know that any hotel room booked outside the AMA negotiated block may not be eligible for the discounted rate. Those reservations may also have a different cancellation policy and will not be eligible for reimbursement in the case of event cancellation

 


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 Support Center at (800) AMA-1150. 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.

 

 

 

 

 

2021 Symposium for the Marketing of Higher Education (In-Person)