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AMA Higher Ed Virtual Conference: The Year Ahead

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Higher ed marketing never takes a break. Whether you’re preparing to welcome the next class, engaging students on campus or keeping in touch with alumni, your brand has to do a lot of heavy lifting.

The AMA Higher Ed Virtual Conference: The Year Ahead will help refresh your knowledge as you get ready for the upcoming school year.  Over two days, we’ll focus on the latest trends in enrollment marketing and brand management.

Join us June 25-26 for this free online event to connect with other higher ed marketers and learn new ideas to make your brand shine.

 


Keynote Speakers

Paul M. Rand

Vice President for Communication, University of Chicago

Doug Lederman

Editor and Co-Founder, Inside Higher Ed

Nancy Paton
Nancy Paton

VP of Strategic Communications & Marketing, University of Florida

Dawn Medley

Associate Vice President of Enrollment Management, Wayne State University

Day One

Building a Best-In-Class Higher Ed Communications Function

Higher Ed communications has never been more important or more fraught.  Determining how to best protect your brand while building understanding and advocacy demands constant vigilance and the most up to date tools, processes and skills. In this kick-off keynote session, Paul M. Rand, Vice President for Communications for the University of Chicago will share what UChicago has learned – and continues to learn – on its journey to meet the challenges and opportunities of today’s communications landscape.

Paul M. Rand

Vice President for Communication, University of Chicago

Brand Templating: The Secret to Doubling Your Communication Teams Output in Half the Time

It’s 4 PM on a Friday. Nancy from the Biology department has requested one last “small tweak” to a poster she asked you to whip out earlier that morning. Eight color changes, four image swaps, and six emails later and it’s 6 PM. You’re tired, you’re burnt out, and you’re absolutely sick of menial design tasks taking up your precious design (or weekend) time.

Sound like a familiar story?

Join Garrett Jestice, Head of Marketing at Lucidpress, as he shares the secret that will revolutionize the way your university communication team works forever. Garrett will address critical questions every university communication team faces, such as:

  • How can we say goodbye to tedious design requests forever?
  • How do we make our revision process less of a headache?
  • How do we put an end to off-brand collateral?

Learn what it takes to eliminate annoying roadblocks and streamline the overall design process so your communication team stays happy and creative.

Garrett Jestice

Head of Marketing, Lucidpress

Challenges of Marketing for Enrollment

An overview of enrollment challenges and the options facing various kinds of colleges and universities, plus a review of tactics being used to attract applicants.
Take-a-ways:
-Demographic trends will make it more difficult to recruit traditional-age students.
-Non-elite colleges need to market themselves in new ways.
-Many colleges need to rethink their approaches.

Doug Lederman

Editor and Co-Founder, Inside Higher Ed

Ignite Creativity Together in Higher Education: Bridging the Gap Between Marketing and Creative

“When you reach a higher level of understanding between creative and marketing, the entire organization can harmonize like a symphony. It sparks greater creativity; if you have a deeper understanding of the purpose, you are in a better position to find a creative solution to achieve it” – Timm Chiusano, VP Production & Creative Services, Kernel, created by Spectrum Reach

According to the 2019 In-House Creative Management Report, only 51% of marketers and creatives think their collaboration is strong. Marketing and creative teams need to come together to create an integrated, aligned, strategic partnership that allows the creative team to thrive as a valuable business contributor and evolve beyond a simple service organization.

Join this session with NC State DELTA to learn how your marketing and creative teams can bridge the gap and ignite creativity together. This session will include:

2-3 Takeaways:

  • Best practices and personal experiences from industry leaders, including Adobe, VSP, Delta Vacations, the Denver Broncos, and more
  • Real-life example from NC State DELTA of how strong collaborative relationships result in better creative
  • “CMO Marching Orders” you can take home to get your teams stepping in sync

Alex Withers

CMO, inMotionNow

Laurie Gyalog

Lead Project Manager, NC State University DELTA

Tiffany Foxworth

Director of Operations, Office of Communications and Public Affairs, University of South Carolina

Day Two

Enhancing Trust in an Era of Disruption

Learn how to establish trust at higher education institutions by examining the state of academia and identifying key resources.

Nancy Paton

Nancy Paton

VP of Strategic Communications & Marketing, University of Florida

Dig into Your Data: Uncover Insights to Drive Marketing Decisions

You collect valuable first-party data from RFI form fills, visitation day sign-ups, and your social following–now’s the time to put that data to work. Learn how to use your hard-earned data to gain valuable insights about how to reach the most intended prospects and maintain contact with your best leads. Leave with some example KPIs and tactics to make the best possible data-driven decisions for your University, including:

  • Ways to establish “audience insights” from basic Google Analytics filters & your Social Media following
  • How to use Google Analytics insights & goal funnels to optimize your outreach and admissions processes
  • Examples of how Universities activate these insights organically and in paid digital marketing campaigns

Jordan Reynolds

Manager of Digital Services, Mogo Interactive

Chris Chilcote

Strategic Client Partner, Mogo Interactive

The Hierarchy of Needs for Higher Ed Websites

University websites must balance many competing priorities. The web presence needs to encourage undergrad enrollment, direct current students to needed resources, inform people visiting the physical campus, and much more. A small web team can feel like they are torn in different directions when they know they need to increase conversions while often struggling just to keep on-premise hardware up and running.

Organizing competing priorities gets easier when viewing them as building on one another. Maslow’s hierarchy of needs is a helpful metaphor for seeing how a university can leverage a stable foundation to achieve goals now and in the future.

This session emphasizes ways higher ed web teams can rely on automation and standardization at one level of the hierarchy in order to move their focus to a higher level.

Steve Persch

Developer Relations Lead, Pantheon

Creating Meaningful Partnerships: How to Leverage Organizational Relationships and Resources to Support Students

Learn how Wayne State University (WSU) developed a key partnership with the Detroit Regional Chamber Foundation’s Detroit Drives Degrees (D3) program to become founding members of the Detroit Lumina Talent Hub. By creating strategic programming and outreach efforts, the WSU/D3 team now offer invaluable tools to assist adult learners, returning students, transfer populations and anyone in the community that needs support in their educational journey.

Dawn Medley

Associate Vice President of Enrollment Management, Wayne State University

Paul M. Rand

Vice President for Communication, University of Chicago

Paul M. Rand joined the University of Chicago as vice president for communications in August 2017.  In this role, Rand leads the development of strategic and digital communications in support of academic programs, university initiatives and institutional priorities. He collaborates with units across the university to support research and teaching initiatives, increase engagement with the University of Chicago community and build upon the institution’s reputation as an intellectual destination. Rand has direct oversight of the Office of Communications and UChicago Creative, the university’s in-house creative agency.

Before joining the university, Rand was Chairman at Critical Mass/Zócalo (a division of Omnicom Group).  He founded and led two successful agencies: Corporate Technology Communications, one of the nation’s largest independent public relations firms, and Zócalo Group, a full-service digital and social media agency. Both agencies were acquired by Omnicom Group.  Rand’s previous roles include serving as chief digital officer and chief growth and innovation officer at Ketchum, a global public relations firm, and as executive vice president at Golin. He started his career at Burson-Marsteller in Chicago.  In addition to his roles in marketing and communications, Rand also was the co-founder and President of the Capable Kid Counseling Centers, acquired by National Medical Enterprises.

Rand holds a bachelor’s degree in communications from the University of North Carolina at Greensboro and a master’s degree in business administration and public policy from DePaul University. He is the author of Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business (McGraw Hill).

Doug Lederman

Editor and Co-Founder, Inside Higher Ed

Doug Lederman is editor and co-founder of Inside Higher Ed. With Scott Jaschik, he leads the site’s editorial operations, overseeing news content, opinion pieces, career advice, blogs and other features. Lederman speaks widely about higher education, including on C-Span and National Public Radio and at meetings around the country, and his work has appeared in The New York Times and USA Today, among other publications.

Lederman was managing editor of The Chronicle of Higher Education from 1999 to 2003. Before that, Doug had worked at The Chronicle since 1986 in a variety of roles, first as an athletics reporter and editor. He has won three National Awards for Education Reporting from the Education Writers Association, including one in 2009 for a series of Inside Higher Ed articles he co-wrote on college rankings. He began his career as a news clerk at The New York Times. He grew up in Shaker Heights, Ohio, and graduated in 1984 from Princeton University. Lederman lives with his wife, Kate Scharff, in Bethesda, Md.

Nancy Paton

Nancy Paton

VP of Strategic Communications & Marketing, University of Florida

Nancy Paton, a senior marketing and communications executive with experience in higher education, healthcare and telecommunications industries, leads the strategic communication and marketing organization of the University of Florida, the 8th-ranked public university in the United States.

Paton is a metrics-oriented brand architect who has helped transform organizations, identifying distinctive positioning to drive reputation and market growth. A catalyst in repositioning organizations for competitive advantage, Paton possesses expertise in engaging strategic internal and external advocates.

She was named the Higher Education Marketer of the Year by the American Marketing Association in 2017 while she was at the University at Buffalo, a flagship institution in the State University of New York system, where she served as the inaugural vice president for communications.

At the University at Buffalo — the largest and most comprehensive campus in the SUNY system — Paton oversaw the university’s first comprehensive brand and identity strategy, co-led by a committee of more than 60 faculty, administrators, students, alumni leaders and volunteers. As the institution’s chief public relations officer, she elevated the university presence in national and international media by 518% and doubled equivalent ad value to $65 million. She established issues management and crisis communication preparedness structures, aligned digital and social media messaging, and successfully migrated more than 100 administrative and academic units into an integrated web content system while directly overseeing the University Communications division of 41 professionals and integrating strategy among more than 200 communicators and marketers supporting schools and units across the university.

Prior to the University at Buffalo, Paton served in executive positions leading communications and marketing for large healthcare organizations. Paton served as Kaiser Permanente’s chief public affairs officer for the Ohio region, where she was the executive leader for consumer and business-to-business marketing, strategic communications, brand management and governmental relations. Paton also established a consulting firm after serving as University Hospitals’ chief marketing and communications officer.

A nationally recognized speaker in her field, Paton earned a bachelor’s degree in mass media and communications from the University of Akron and a Master of Science in management from Purdue University.

Dawn Medley

Associate Vice President of Enrollment Management, Wayne State University

Dawn Medley is the Associate Vice President of Enrollment Management at Wayne State University (WSU).  Prior to WSU, Dawn served as a vice-president at St. Andrews University, Warren Wilson College, Forest Institute and chief enrollment officer at the University of Arkansas.  She worked in enrollment and financial aid at Missouri S & T and Southeast Missouri State University. Dawn has a B.A. in English education from University of Missouri, a Master’s in Administration from Southeast Missouri State University, and an Ed.S. from Lindenwood University.  Dawn is an expert in financial aid, access, innovative support systems for students, technology for student engagement and is a nationally recognized leader in financial aid solutions and technology adoption for enrollment management.

A first generation Pell student from rural Missouri, Dawn understands the educational challenges that first gen/low-income student’s face. She creates opportunities for underrepresented students that reduce financial barriers, championed women and promoted access throughout her career.  At the University of Arkansas, she drafted and successfully lobbied the state legislature for state-wide free ACT testing for high school juniors, created the first African-American scholars program and partnered with school districts to boost their college-going population.  Focused on bringing opportunity to students, she’s served on the team that brought the Lumina Talent Hub designation to Detroit.  She leads the effort to create an education-focused artificial chatbot, “Spirit,” to benefit adults in the Detroit metro area who wish to reengage with educational opportunities.

Garrett Jestice

Head of Marketing, Lucidpress

Garrett Jestice is the Head of Marketing at Lucidpress, a revolutionary design & brand templating platform with over 6 million users worldwide. After speaking with hundreds of senior marketing leaders, Garrett knows all-too-well the pain of brand inconsistency and wasted design time. That’s why he enjoys working at Lucidpress to help improve the lives of creative people around the world. Previously, Garrett led various marketing and brand management initiatives at Target and also tried his hand at entrepreneurship.

Alex Withers

CMO, inMotionNow

Alex is a seasoned digital technology and marketing executive with over 15 years of experience occupying Director, VP of Marketing, and CMO roles at major organizations, including Pepsi, ESPN, USGA, the Financial Times, SageWorks, and LexisNexis. As CMO of inMotionNow, Alex leverages his industry experience to engage marketing and creative teams across a diverse range of industries that can strengthen the way they work and become more efficient by automating their workflow.

Laurie Gyalog

Lead Project Manager, NC State University DELTA

Laurie Gyalog, a Lead Project Manager, with Distance Education and Learning Technology Applications (DELTA) at NC State University, has been with the organization since 2012. She works on a variety of projects ranging from course grants and learning analytics to workflow management of marketing and communications. Laurie works to enhance efficiency, effectiveness, transparency, collaboration and communication across all projects and areas of the organization. She is the founder of the NC State University Project Management and Agile Community (PMAC), a Certified Scrum Product Owner® (CSPO®) and Certified SAFe® 4 Agilist.

Tiffany Foxworth

Director of Operations, Office of Communications and Public Affairs, University of South Carolina

Tiffany Foxworth arrived at the University of South Carolina in the spring of 2016 as the Director of Operations for the Office of Communications and Public Affairs.  With over a decade of project management experience in a multitude of industries, she brings an emphasis on managing strategic level communications initiatives from inception to implementation.  Her specific focus area includes integrating processes, workflows and technology tools to help teams gain efficiencies and improve results.  Tiffany received her B.B.A. in Marketing from the Terry College of Business at the University of Georgia. She has since furthered her project management skills and expertise in 2013 with the completion of her Project Management Professional (PMP) certification and continues to develop her skills through networking, workshops and self-study.

Jordan Reynolds

Manager of Digital Services, Mogo Interactive

As the Manager of Digital Services for Mogo Interactive, Jordan works with client-facing and technical teams to ensure that world-class digital marketing strategies and tactics are activated for partners across an array of verticals. His background as a teacher and curriculum coordinator for K-12 schools and Universities has provided helpful context for Jordan in his Agency focus on working with Universities to meet their admissions goals.

Chris Chilcote

Strategic Client Partner, Mogo Interactive

Chris heads up business development in the higher education vertical for Mogo Interactive, a digital agency located in San Francisco. With a unique career history in higher education, traditional media, and web development, Chris’ experience provides a different perspective and fundamental approach to solving marketing challenges for higher education institutions.

Steve Persch

Developer Relations Lead, Pantheon

Steve is a developer with 13 years of experience building WordPress and Drupal sites. While interning at a theatre company in college, Steve overheard the artistic director say they needed a blog and an online magazine. Steve volunteered to build the sites and WordPress 2.0.4 got the job done. His path was changed and he’s been building sites since.

Steve spent much of his career at Palantir.net, a Drupal-focused web agency. Working at Palantir, Steve built sites for a range of clients including Foreign Affairs, Marketplace, Public Radio International, and many higher education institutions. Steve was a co-maintainer of the Workbench suite of modules. You can find patches from Steve all over Drupal core and contributed modules.

In his role at Pantheon, Steve works primarily with agencies as they learn Pantheon’s tools. Often that means guiding developers as they use Terminus, Quicksilver, and other Pantheon power tools. You can see some of Steve’s work on GitHub in the Continuous Integration scripts that test Pantheon maintained WordPress plugins and Drupal modules.

Presenting Sponsors

 

 


Keynote Sponsor


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Interested in sponsoring or exhibiting? Please reach out to the Alliances Team for available opportunities: Sales@AMA.org

 

 

AMA Higher Ed Virtual Conference: The Year Ahead