Carnegie Dartlet & CUPRAP Digital Marketing Workshop

June 12, 2019
Wilkes University
Henry Student Center Ballroom
84 W South Street
Wilkes Barre, PA 18766

Join CUPRAP and Carnegie Dartlet for a day of free learning at our Digital Marketing Workshop on the campus of Wilkes University. You’ll hear from higher education marketing experts on topics such as search engine marketing, branding, social media advertising, marketing attribution and analytics, video marketing, and more.

This workshop is free but registration is required. We hope you’ll join us!

Space is limited—register today!

Agenda

9:30–10:00 am
Registration
10:00–10:45 am

The More You Know: Today’s Digital Consumer

Today’s student audiences have been brought up in an entirely digital world—smartphones in hand, addicted to tech and social media. In this session, we’ll share stunning statistics and students’ digital behaviors and usage across different channels. The more you know about your audience’s demographics, interests, and behaviors and what will resonate with them, the bigger advantage you’ll have. We’ll review some of the key considerations and data resources to inform your strategy, including market perceptions, competitive factors, and the personas of your prospective students.

10:45–11:15 am

Building Branding and Awareness Through Digital Marketing

If they don’t know you exist, how can they go looking for you? Branding and awareness campaigns are key to having a robust presence in your market. In this session, we’ll explore branding in higher education and the critical role Online Display, video, and mobile all play. We’ll look at different types of ads, the many ways to reach your target audience, and how to ultimately achieve specific goals such as general branding, program awareness, increasing event attendance, and driving paid and organic search.

11:15 am –12:00 pm

Advancing Your Social Media Marketing Strategies for Recruitment

With a constantly changing social media landscape, it can be difficult to know the best approaches for finding your target audience online. In this session, you’ll discover who is using social media and which networks appeal to which demographics. We’ll discuss how to leverage various tactics and each platform’s extensive targeting capabilities such as location, age, gender, list matching, and Retargeting to help meet your admission goals. Lastly, we’ll share some best practices on how to create targeted messaging, videos, and images that inspire your audience to learn more about your school, event, or exciting campus culture.

12:00 –12:45 pm
Lunch
12:45 –1:30 pm

Reaching Cord Cutters Through Streaming Media

Streaming media delivers a captive audience and robust targeting parameters built around your audience’s interests, all at a fraction of the cost of traditional TV and radio advertising. In this session, we’ll discuss how these platforms can be effective in building influence and brand awareness, review their targeting capabilities, and share best practices on incorporating these channels into your overall digital marketing mix.

1:30 –2:15 pm

PPC: Developing a Strategy and Staying Up-to-Date With Trends

Paid search marketing is always changing and improving, with sophisticated new bidding strategies, ad formats, and options for reaching qualified prospective students at our fingertips. In this session, we’ll explore Pay Per Click trends, best practices, and top features and discuss how to stay on top of this ever-changing landscape to ensure your PPC campaigns continue to be effective.

2:15 –3:00 pm

Your Biggest Marketing Tool: Your Website

Your institution’s website is the foundation of all your marketing efforts. In this session, we’ll go over how to optimize your website for both user experience and search engine visibility, covering content, landing pages, RFI forms, and the different ways to track and measure your efforts with Google Analytics. You’ll learn how to ensure that your website isn’t just where you send campaigns but also an inbound marketing tool that attracts new users and provides good user experience for all prospective and current students, no matter how they got there.

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