Elevate Your Marketing Strategy with Interactive Workshops
November 10, 2024 | 12:30 – 5:00 p.m. | Las Vegas, NV
Imagine how much more you could achieve with the latest tools and strategies! The pre-conference interactive workshops are designed to build your skills with practical techniques and insights, refine your strategy, boost your confidence and equip you with the knowledge you need to thrive in today’s dynamic educational landscape.
- Tangible Takeaways: Implement actionable takeaways that you can immediately apply to enhance your institution’s impact.
- Interactive Learning: Engage with peers through collaborative activities and group discussions in a dynamic environment.
- Today’s Trends, Tomorrow’s Techniques: Learn the latest trends and strategies from industry leaders and marketing experts.
Pricing
AMA Member: $299
Non-Member: $399
Symposium Registration Required
Registration for the 2024 AMA Symposium for the Marketing of Higher Education is required to participate in the Pre-Conference Workshops. They can be added on during the Symposium registration checkout process or after with the help of the AMA Support Center Team.
Please note: The Pre-Conference Workshops and Senior Leader Experience occur simultaneously, so you cannot register for both.
Why Attend the Pre-Conference Workshops?
- Networking Opportunities: Being a part of these workshops offers the opportunity to connect with peers facing similar challenges and interests, fostering new professional relationships, collaborations and the exchange of best practices.
- Personal and Professional Growth: Attending these tailored workshops enhances skills and knowledge, helps develop a sense of certainty in marketing strategies and fosters personal fulfillment and career advancement in higher education.
- Strategic Advantage: By exploring current trends and future techniques, attendees can position themselves and their institutions to be ahead of the curve and ready to adopt innovative marketing approaches.
“You leave with inspiration, applicable solutions for your daily work and a network of colleagues who understand you and celebrate your accomplishments in higher ed marketing.” —Kate L., Past Attendee
Pre-Conference Workshops Agenda
Choose two of the available workshops*, all built around today’s most pressing trends. You’ll learn practical techniques to elevate your marketing strategy and gain the confidence you need to succeed.
*Your selection occurs on-site.
Sunday, November 10, 2024
12:30 – 2:30 p.m.
Advanced Email Strategy and Writing
Email is a secret weapon. It connects people on a personal level–if you can cut through the noise. This workshop covers advanced email writing strategies, how to craft emails people will read, and the tools you need to measure success.
People still read emails, but not the way you think. Practice five tested writing techniques that leverage how people read email. Create better emails with a trusted from name, a clear subject line, simple language, and action-driven links and buttons. You’ll see email designs formatted for scannability, ensuring messages are received and links are clicked. No fancy technology required!
Speakers:
Ashley Budd, Senior Director of Advancement Marketing, Cornell University
Dayana Kibilds, VP of Strategy, Ologie
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Future-Proof Your Marketing: A Hands-On AI Workshop
Discover the transformative potential of generative AI in higher education marketing through this hands-on workshop. Designed for marketers at all levels, the session begins with an overview of essential AI concepts that enhance brand strategy, student recruitment, data analysis, and content creation. Learn about the latest trends and tools, fostering an AI-centric mindset and a culture of innovation.
Participants will engage with practical tools and real-world applications, including interactive discussions and hands-on experiences with technologies like ChatGPT, Claude 3, and Adobe Creative Suite. The intensive practice segment will allow attendees to apply AI to their marketing challenges, gaining actionable insights and skills to implement AI effectively within their institutions.
Speakers:
Jaime Hunt, President, Solve Higher Ed Marketing
Bart Caylor, President, Caylor Solutions
David Hunt, Director of Digital Marketing and Creative Director, ODU Global
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Winnable Games: How Emerging Leaders Can Survive, Thrive, and Scale
The higher education industry is more crowded and complex than ever before. For emerging higher ed leaders, that means it’s never been harder to win. But just because it’s challenging, doesn’t mean it can’t be done.
Join marketing expert and higher education leader Seth Odell for this interactive two-hour session where we’ll workshop real marketing, enrollment, and institutional problems in real-time. Through a combination of group work and solo self-reflection, you’ll join attendees from across a wide variety of organizations all striving to solve problems unique to their individual institutions. Over the course of two hours you’ll learn tips, tricks, tools, and strategies to elevate brand and drive business, ensuring you leave ready and able to tackle your biggest challenges and come out on top.
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How to Empower Your University to Represent Your Brand | Sponsored by Marq
Building a strong university brand takes years, but inconsistent visual identity and messaging can quickly undermine that effort. This session tackles the challenge of maintaining brand integrity while empowering departments to create authentic content. Your creative peers will share practical systems they’ve developed to extend brand consistency across campus without overextending their teams. Learn how to transform brand guidelines from constraining rules into enabling tools that foster creativity and cohesion. Walk away with strategies to turn potential brand disruptors into effective ambassadors, safeguarding and strengthening your university’s brand presence.
Speakers:
Byron Hughey, Senior Brand Manager & Graphic Designer, UNM Health Sciences
Crystal McBrayer, Creative Director, Boise State University
Keith Lungwitz, Creative Director, Pepperdine University
Owen Fuller, CEO, Marq
3:00 – 5:00 p.m.
The Future of Discoverability: SEO, AI, and More
Higher education institutions put out a LOT of content. In this age of AI-generated content and social and AI search, it’s not enough to only do search engine optimization.
This workshop will dive into different ways and places to be found, how to optimize your content for those channels, SEO, SGE (Search Generative Experience), and AEO (Answer Engine Optimization), and leveraging AI to optimize your workflow to ensure you can create epic content for all those places.
We will be running audits and reports using your content and doing live optimization that will create measurable results.
Speakers:
Brian Piper, Director of Content Strategy and Assessment, University of Rochester
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Roadmap to Leadership
Join Melissa Richards and Carrie Phillips for an enriching workshop designed to guide emerging leaders through a structured roadmap to leadership excellence. This interactive session will delve into personal leadership styles, key competencies such as financial acumen and data-driven decision-making, and strategic planning for the critical first 90 days in a new role. Through a blend of assessments, case studies, and a mentorship panel, participants will leave equipped with actionable strategies and insights. Prepare to engage, reflect, and develop a personalized leadership plan to navigate your journey to the top with confidence and skill.
Speakers:
Carrie Phillips, CCMO, University of Arkansas at Little Rock
Melissa Richards, Author and Principal and Founder, iMarketingMix LLC
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Redefine Your Higher Ed Brand’s Measurement Framework
This workshop redefines traditional brand measurement concepts into an actionable framework for higher education. We’ll go beyond outdated metrics to forge new strategies that better capture your brand’s influence and value. Participants will engage with custom frameworks, explore essential key performance indicators, and tackle current marketing challenges as it related to measurement. The workshop will feature an in-depth case study from California State University, Chico, demonstrating how they successfully implemented a holistic measurement strategy to align their various marketing efforts with their institutional goals. We’ll pair these learnings with additional case studies to help you develop actionable plans to articulate your brand’s impact to your institutional leaders, ensuring alignment with your core mission. Whether new to higher ed or a seasoned professional, emerge with a robust measurement strategy that clearly showcases your brand’s impact and value. “
Speakers:
Chris Huebner, Director of Strategy Planning, SimpsonScarborough
Cassie Golda, Associate Director of Analytics Strategy, SimpsonScarborough
Corynn Myers, AVP, Strategy Planning, SimpsonScarborough
Kate Post, Director of Digital Engagement and Marketing, University Communications, California State University, Chico
Questions?
If you have questions or need assistance, please contact the AMA Support Center team at customersupport@ama.org or (800) 262-1150.