Learn from the top marketing thought leaders on what the future holds for higher education, and how marketing can play a role in decision making. We’ll dive into scenario planning to help you wrap your mind around the new normal. We’ll cover aspirational on-campus learning plans for the fall, and what marketers can learn from the leading minds in online education. We need to come together as a community now more than ever before, and this virtual event is a chance to spend time with those who share your challenges, questions and goals.
June 23, 2020 (All times are CDT)
Opening Keynote: Challenges and Communications in Higher Ed
The coronavirus pandemic has created unprecedented challenges for higher education, with institutions shifting quickly to remote instruction. Now they are facing questions about when they will shift back.
This session will consider the questions that colleges are facing, and the way they are communicating about them. There will not be a presumption that what one college is doing is necessarily right for any other. But by examining colleges and the response to their announcements — and what they have not said — the session will increase learning for all of us.
Editor, Inside Higher Ed
Template Intervention: The 9 Most Common Templating Mistakes Universities Make (And How To Fix Them)
Imagine this: Joe from alumni relations emails you to ask a favor. He needs an invitation for an upcoming virtual event. Something simple but eye-catching and on-brand. Nothing major.
But here’s the thing. You already made a template like this weeks ago. The trouble is you can’t get people to use it. So, what do you do — remind Joe and hope he uses the template? Right?
Maintaining consistent communication Getting faculty and staff to use brand templates can feel a lot like herding cats. But it doesn’t have to! Join Garrett Jestice, Head of Marketing at Lucidpress, as he shows you how to streamline your creative team’s workload:
- The business value of creating customizable templates — instead of fielding one-off requests every time they pop up.
- How to overcome the 9 most common hurdles universities face when creating brand templates.
- Comprehensive tips on how to get your faculty and staff excited about creating new content using existing templates.
The possibilities are endless when you can finally get team members to use existing, professionally-designed templates. So, what are you waiting for?
Head of Marketing, Lucidpress
The Future of Higher Education: Learnings from Discussions with Students and EDU Leaders
As the 2019-2020 school year comes to a close, universities continue to work tirelessly in their transition to a digital-first learning environment. Millions of students currently enrolled in university programs have been forced to leave campus and potentially explore other options for the fall. Now more than ever, higher education leaders are looking to one another and to student communities to adapt and evolve.
Pantheon recently had the opportunity to bring together current students and university administrators to discuss what the future of higher education looks like and how institutions are approaching their planning strategies.
- The Effect of Shifting to Virtual Learning
- Lessons Learned from the Emergency Transition
- Moving Forward: How to Implement a Successful Virtual Learning Experience Leveraging Pantheon
Platform Sales Executive, Pantheon
How to Advertise to High School Students without Wasting Your Media Spend
Wondering how you can build an impactful high school student advertising strategy? Discover the latest insights into this rapidly changing demographic and how you can leverage this information to amplify your internal advertising strategy. Matt will take a deep dive into Glacier’s primary research, real campaign case studies and showcase how you can deliver the right message, to the right student, at the right time and place.
- Understanding who high school students are today.
- Discover how high school students are consuming higher ed media and selecting their school.
- Get actionable strategies on how to build an impactful high school student advertising strategy.
CEO & Founder, Glacier Marketing
Keynote: The Pursuit of Innovation
Purdue University is about the persistent pursuit of innovation, where people bring their best and learn to build a better world together, over 150 years, again and again. Purdue University is currently preparing its West Lafayette campus, and its diverse community of students, families, faculty and staff, to return to its learning, research and engagement missions this fall while placing the protection of its people at the highest priority. In this session, learn how Purdue University recently and deeply studied its brand essence, evolved its brand platform, and is using this foundation to help communicate the collective Boilermaker attitudes, beliefs and behaviors that will be critical to Protect Purdue and stop the spread of COVID-19 this fall.
R. Ethan Braden
Senior Vice President of Marketing and Communications, Purdue University
June 24, 2020 (ALL TIMES ARE CDT)
Keynote: Pivoting with Purpose: Challenging the Status Quo of Higher Education
Over the last decade, Southern New Hampshire University (SNHU) has worked to extend our mission and expand the boundaries of higher education. In order to do so, we have made very intentional and purposeful pivots in how we think about and design for learning. We have redefined our understanding of where and when learning can happen and in doing so, have broadened our reach to tens of thousands of learners across the globe. Our goal has been to bring clarity in times of uncertainty.
In order to continue to challenge the higher education status quo and meet the needs of the learner of the future, we must build models and systems that have efficacy. To reach that learner, you must build with them.
Join us to learn more about our learners-first approach to both how we build and how we market. You will also hear how we created the infrastructure that allows us to strategically focus on emerging concepts, solutions and processes to escort us towards that future.
Adrian K. Haugabrook
Executive Vice President and Managing Director, Horizon Group, Southern New Hampshire University
Driving Admissions, Retention, and Donations with Personalized Text Messaging
How can innovative educational organizations break through the digital clutter of information and interact with mobile-first audiences to drive engagement? Top universities and educational institutions are turning to personalized text messaging from Attentive to directly reach students, prospects, and alumni on their mobile devices.
In this session, learn how to effectively scale two-way text messaging conversations with subscribers to drive admissions, retention, and alumni donations. You’ll also hear from the University of Louisville as they share how text has become one of their most effective direct communications channels by engaging with prospective MBA students to drive admissions and student engagement.
- Learn how to build and maintain 1:1 relationships with students, prospects, and alumni through two-way text messaging conversations.
- Discover what content subscribers want to receive via text—including campus tours and open houses, application and enrollment reminders, and opportunities for alumni donations.
- Get actionable strategies, like quickly growing and segmenting your list of subscribers to send highly personalized content that drives immediate action.
Director of College Communications and Marketing, University of Louisville
CEO & Co-Founder, Attentive
The New Strategic Imperative for Marketing: A Fireside Chat with Terry Flannery and Salesforce.org
- Understand how today’s CMOs and marketing leaders are responding to today’s challenges.
- Explore how today’s leaders can capitalize on a new “digital first imperative” and adjust their strategy and vision?
- Learn how can leaders use today’s challenges as an opportunity to raise the profile of their brand and marketing & communications profession?
Policy Fellow, Center for University Excellence at American University
Director, Product Marketing, Salesforce.org
Driving Experiences Through Digital in Higher Education
The COVID-19 pandemic has surfaced an urgent need for higher-education universities and programs to provide best-in-class educational services through digital experiences. However, higher-ed institutions face many barriers to digital maturity advancement, including (but not limited to) complex stakeholder journeys, siloed organizational structures and inconsistent technology. Despite these obstacles, strategic digital investment in experiences and technology has the opportunity to unlock valuable innovative experiences for prospects, students, staff and administrative teams. Adobe will answer questions around what our customers are seeing in the industry today and which investments to prioritize in order to become a digital leader in higher-ed.
Digital Strategist, Adobe
Closing Keynote: Engagement at the Epicenter: Bridging the Gap from Consideration to Conversion
Marketers are in a unique situation across all industries – especially education. A Higher Ed marketing strategy typically consists of campus tours, pamphlets, and brochures to prospective students, transit posters and billboards, and digital ads to name a few. However, among the COVID-19 pandemic, higher ed marketing teams across the country had to quickly pivot their strategy to accommodate the “new normal.” This pivot relaxed the typical marketing playbook for higher ed marketers and made room for creative license to effectively reach intended target audiences. In this session, we will discuss best practices of engaging current and potential students to maintain retention and attract enrollment, particularly in an unprecedented environment.
By the end of this session you will be able to:
- Implement effective digital transformation to drive awareness and interest
- Create on-demand virtual experiences with campus events to entice desire and attract consideration
- Craft clear communications on school planning and affairs to aid in enrollment
Tiffany K. Schreane
CEO, Optilytics Media
Virtual Conference Happy Hour
Please join us for a Virtual Conference Happy Hour in our Social Lounge today at 3:15 PM CT. Chat with your peers and members of the AMA community!
R. Ethan BradenSenior Vice President of Marketing and Communications, Purdue University
R. Ethan Braden serves as Senior Vice President and the chief marketing officer at Purdue University. Ranked the #6 most innovative school in America by US News and World Report, Ethan leads a marketing and communications community of more than 300 individuals in the persistent pursuit of the next giant leap by passionately positioning, promoting and preserving the precious Purdue University brand worldwide.
Previous to Purdue, Ethan worked for Eli Lilly & Company where he served in a variety of senior marketing and sales leadership roles in the U.S. and throughout the emerging markets, managing some of Lilly’s and the pharmaceutical industry’s most successful, life-changing brands.
Ethan earned his MBA in marketing and management from the University of Notre Dame and his bachelor’s degree in Economics and Spanish from Willamette University. Ethan lives in West Lafayette, Indiana, with his wife, Betsy, and their son, Benjamin.
Adrian K. HaugabrookExecutive Vice President and Managing Director, Horizon Group, Southern New Hampshire University
Dr. Adrian K. Haugabrook is Executive Vice President and Managing Director for the Horizon Group at Southern New Hampshire University (SNHU) in Manchester, New Hampshire. In this role, he provides strategic leadership and executive guidance for the University’s national and global disruption and innovation agenda through a range of emergent solutions with goals towards extending SNHU’s mission and offerings to new learners in new ways. He has committed his three decade career to influencing access, equity and opportunity in the US and abroad by leading strategy, growth and scale, social policy and change initiatives in both higher education and non-profit sectors. Adrian sits on the boards of the Postsecondary National Policy Institute (Washington, DC); the Ascend National Advisory of the Aspen Institute (Washington, DC); the National Advisory Committee on the Future of African American Education (The College Board, NY), and City Year New Hampshire. A former collegiate scholar-athlete and U.S. military “brat”, Adrian received his doctorate from the University of Massachusetts Boston, masters from Georgia Southwestern State University and bachelor’s from the University of West Georgia. Adrian and his wife have a daughter who is recently graduated from Spelman College (’20) and a son who is a rising junior at Morehouse College.
Scott JaschikEditor, Inside Higher Ed
Scott Jaschik is editor and one of the three founders of Inside Higher Ed. With Doug Lederman, he leads the editorial operations of Inside Higher Ed, overseeing news content, opinion pieces, career advice, blogs and other features. Scott is a leading voice on higher education issues, quoted regularly in publications nationwide, and publishing articles on colleges in publications such as The New York Times, The Boston Globe, The Washington Post, Salon, and elsewhere. He has been a judge or screener for the National Magazine Awards, the Online Journalism Awards, the Folio Editorial Excellence Awards, and the Education Writers Association Awards. Scott served as a mentor in the community college fellowship program of the Hechinger Institute on Education and the Media, of Teachers College, Columbia University. He is a member of the board of the Education Writers Association. From 1999-2003, Scott was editor of The Chronicle of Higher Education. Scott grew up in Rochester, N.Y., and graduated from Cornell University in 1985. He lives in Washington.
Tiffany K. SchreaneCEO, Optilytics Media
Tiffany K. Schreane is CEO of Optilytics Media – an advertising, marketing and analytics agency. Tiffany leads a company that focuses on data first initiatives to analyze key trends that help optimize advertising and marketing campaigns and provides best practices on marketing investments.
Tiffany has over a decade of experience in traditional and digital marketing and advertising. Within the #3 ranked agency world-wide Publicis Media, Tiffany led initiatives for clients such as Verizon, JP Morgan Chase and Nestle. Additionally, Tiffany worked with Ebiquity, a London-based marketing analytics firm helping top Fortune 500 clients globally and domestically analyze their marketing and advertising effectiveness.
Tiffany is also an industry-recognized speaker. Most recently she participated in the Digital Summit series where she provided key strategies and best practices for marketing improvement and analytics. Tiffany has written several articles on marketing best practices with American Marketing Association and CO – US Chamber of Commerce. Her thought leadership also appears in publications such as Fortune Magazine, Fit Small Business and Business News Daily.
Additionally, Tiffany is a marketing and advertising professor with the Fashion Institute of Technology and Borough of Manhattan Community College. Tiffany currently resides in New York City.
Sharon HandyDirector of College Communications and Marketing, University of Louisville
Sharon Handy is the Director of School Communications and Marketing at the University of Louisville College of Business. She manages a team of four that provide marketing and brand campaigns for graduate enrollment, design, and event promotion. After graduating with her degree in Graphic Design, she went on to run a marketing and design firm for 20 years that provided design, illustration, marketing, website development, and animation services, before returning to the University.
The most recent website design project she managed for the College, won a Gold award in the Seventh Annual Higher Education Advertising Awards by the Higher Education Marketing Report. She recently received her Project Management Certificate (PMP), which she is using to manage project efficiency and a growing team. Always looking to grow and learn, she is also studying to earn her Kentucky real estate license to help her daughter market homes in the Louisville area. Follow her @sharonghandy.
Brian LongCEO & Co-Founder, Attentive
Brian Long is the CEO & Co-Founder of Attentive®, a personalized mobile messaging platform for brands. Previously, he was the CEO & Co-Founder of TapCommerce, a mobile advertising company acquired by Twitter in 2014. Brian has held a variety of executive, product, and sales roles at tech companies both large and small, including: Twitter, CNET.com, CBS Interactive, CrossBoard Mobile, and TapCommerce. He has spoken at various global industry events, and has been named one of the Top 100 in NYC technology by Business Insider and 40 Under 40 in Marketing by DMNews. Brian has a BA from the University of Pennsylvania.
Terry FlanneryPolicy Fellow, Center for University Excellence at American University
Teresa (Terry) Flannery is an innovative higher education leader with 35 years of experience in a wide range of functions, including marketing and communications, enrollment management, and student affairs. Flannery is currently a Policy Fellow in the Center for University Excellence at American University, where she served previously for 11 years as Vice President for Communication and a member of the executive team at American. Prior to her tenure at American, she served at the University of Maryland in a number of roles, including 11 as its first chief marketing and communications officer.
One of the leading university marketing professionals in the world and recognized in 2018 as “International Brand Master,” Flannery has led some of the most successful brand campaigns in all of higher education. She is also a consultant, speaker and author of How To Market A University: Building Value in a Competitive Environment, an upcoming book for the Johns Hopkins University Press in their higher education leader series.
Flannery has been a fellow in the Academy for Innovative Higher Education Leadership and is Chair-Elect of the Board of Trustees of CASE, one of the largest global education associations in the world. Flannery holds a BA in English (American Literature) and a Master’s and PhD in Education (College Student Personnel), all from the University of Maryland.
Conor LearyDigital Strategist, Adobe
Conor Leary is a champion of radically customer-centric experiences and a strategy consultant for brands seeking to provide these experiences. With a focus on digital transformation in B2B and B2B2C industries such as healthcare & high-tech, Conor works with clients to identify the gap between the current state and desired future state performance across channels and what needs to be done to bridge this gap. Leveraging Adobe’s footprint in the space, ethnographic and data-driven research, Conor is building Higher Education thought leadership for customers and partners. Conor is an MBA graduate from Columbia Business School and a former high school educator.
Matt DiteljanCEO & Founder, Glacier Marketing
Matt Diteljan, the founder and CEO of Glacier has over 8 years of experience in the higher education advertising space, executing over 1000 higher ed advertising campaigns. Since founding Glacier, the company ranked 42nd on the McLeans Growth 500 list and was a finalist for the Calgary Commerce company culture award. Matt has previously been a keynote speaker at various higher education conferences on select topics such as influencer marketing.
Brad SchleicherDirector, Product Marketing, Salesforce.org
Brad Schleicher is a Director of Product Marketing for Higher Education at Salesforce.org. He leads product marketing strategy for marketing & communications, advancement and alumni relations solutions lines and oversees engagement with the Salesforce.org higher education CMO and Marketing Leaders Council.
Previous to his role at Salesforce.org, he was a product marketing leader at Blackboard where he supported the global adoption of the open-source learning management system (LMS), Moodle, and a features reporter for the Baltimore Sun newspaper.
Garrett JesticeHead of Marketing, Lucidpress
With 10 years of marketing experience, Garrett knows all-too-well the pain of brand inconsistency and wasted design time. Garrett joined Lucidpress as its first marketing hire and loves knowing he gets to help improve the workloads (and lives) of creative people around the world. Prior to Lucidpress, Garrett worked at Target in Minneapolis where he led various marketing, strategy, and brand management initiatives. Garrett graduated from BYU with a degree in business management and marketing.
John SepassiPlatform Sales Executive, Pantheon
John Sepassi leads Pantheon’s Higher-Education Team. Having worked with the likes of Georgia Tech, Vanderbilt, UNC John is well-versed in the fundamentals of establishing strong web and content management practices at small and large universities.