2018 Carnegie Conference Schedule

Tuesday, January 16, 2018

5:00—6:00 pm
Pre-conference social co-sponsored by #EMChat
Location: Yacht Club Marina (weather permitting)

Wednesday, January 17, 2018

8:00—8:45 am
8:45—9:00 am
Welcome: Joe Moore, Carnegie Communications
9:00—9:45 am
Opening Keynote

Tyler Farnsworth: Rid the World of Boring Marketing

We live in a world filled with boring marketing. This noise has led to a shunning of traditional marketing: Ad blockers are on the rise, pre-rolls are skipped, and there is a general distaste for advertising. Every now and then we see glimmers of brilliance that cause us to sit up and take notice. This session will explore ways to challenge the status quo, think differently, and create remarkable marketing within your organization. We'll explore examples of incredible marketing across various industries and dive into a road map to equip you with the tools and process necessary to seriously up your game. You’ll leave inspired to rid your organization of boring marketing and create truly remarkable work. Come join the quest to rid the world of boring marketing.

This high-energy and example-filled session will leave you:

  • With a roadmap to help you consistently create remarkable marketing
  • Equipped to go into your next creative brainstorm ready to ask the right questions and rock the room
  • With a shifted paradigm on how even "boring industries" can create remarkable work
9:45—10:30 am

Jessica Best: E-mail Marketing That Nurtures Prospects Along Their Journey

E-mail marketing (yes, STILL) rocks the highest return on investment of any medium, garnering on average $28 for every $1 you invest. That’s especially true for high-consideration investments like higher education… if you’re using it right. Is your e-mail marketing program up to snuff?

E-mail’s biggest advantage is that it can be sent at the right time and with the right content for each individual’s journey. It can be segmented by audience – students, prospects, faculty, alums – by engagement, and especially by area of interest. Plus, e-mail marketing automation is a marketer’s secret weapon, allowing you to nurture a prospective student through his or her journey from prospect, to application/acceptance, first semester, graduation, and even alum/donor status.

What you’ll learn:

  • How to drive up your e-mail ROI – and save your sanity – with automation
  • A few rules of engagement in e-mail marketing in 2018
  • Creative ideas that are effective in today’s overstuffed inbox
10:30—10:45 am
10:45—11:30 am

Josie Ahlquist: More Than Social Media Strategy: Your Role in Engaging and Empowering the Digital Generation

Higher education marketing and enrollment professionals are in a unique position to use social media platforms for more than promoting, recruiting, and marketing to the digital generation. With accounts that boast some of the highest followings on campus, these platforms and the professionals behind them can lead efforts to engage and empower the campus community. This session will focus on social media strategy and marketing through the lens of student development and learning needs of future and current college students as young alumni. The talk is fueled by the scholars' own research on the digital student experience and will provide attendees tangible tools and resources that meet your marketing objectives, while building a stronger community online and on campus.

11:30 am —12:15 pm

Tyler Borders: Psychographics Are The Future of Marketing—Starting Now

Know your customer. It’s a fundamental rule of business. Without an in-depth knowledge of your buyer, your institution is subject to the common “spray and pray” method of student attraction. Basic enrollment data isn’t enough. You must know your ideal students at the most personal levels possible—their affinities, emotions, and psychological drivers. The interplay of psychographics over demographics is where the magic really happens, and this is yours for the making in higher education. Know and differentiate your students at the psychographic level, and you will be able to find them—and connect with them—in ways never before possible. In this session come explore the role of demographics and psychographics in enrollment marketing and walk away with research methods and tactics for implementation!

12:15—1:30 pm
1:30—2:15 pm

Jason Dailey: Getting Social on Mobile

Social media and mobile have become students’ primary means of interacting with the world. The creation of video content is exploding, and people are consuming and sharing an astounding amount of it on mobile. Unsurprisingly, they’re using these platforms to provide news and information, inform everything from their school selection to course choices, and stay connected to the communities that matter most. For professional communicators within higher education, attention to this shift is critical. In this presentation we’ll explore new social trends in higher education, how students consume video on mobile, and best practices for developing content that captures attention.

2:15—3:00 pm

Khurrum Malik: Leveraging Streaming Services in your Marketing Mix

Streaming services have become a top choice in entertainment. Join us as we explore how these services, like Spotify, are becoming more powerful in engagement and afford universities unique opportunities in reaching and recruiting prospective students.

3:00—3:15 pm
The Famous Carnegie Conference Hot Pretzel Snack Break
3:15—3:45 pm
Breakout Session One
Data Drive Marketing Decisions and Communications Flow Strategies

Track A: Cory Munchbach: Using Website Data to Drive Marketing Decisions

We’ve all heard the statistics (“There’s more data created every day than there was for the first XX of humanity!”) and the alarm bells (“Consumers have higher than ever expectations!”) and the cautions (“Companies need to deliver value through personalization but, don’t be creepy!”) all of which seem to result in a lot of stressed out and conflicted marketers, particularly when it comes to how to engage online. In this session, we’ll:

  • Cut through the noise and quiet the yelling about The 700 Things Every Marketer Should Be Doing Today
  • Use examples of marketers across industries to create a list of best practices with site data
  • Walk through a framework for identifying which use cases are right for you and how to build a roadmap from you’re unique starting point

Track B: Eric Page: Communications planning 101: Connecting the big picture to the day-to-day

We all know how busy higher ed admissions and marketing teams are. Days turn into weeks and weeks to months, and before you know it you’re halfway through your recruitment cycle just trying to keep up with what you should have had done yesterday.

Sound familiar? It doesn’t have to be that way.

In this session, we’ll walk you through the process of designing a strategic communications plan that supports the recruitment goals of your institution, and teach you how to outline a tactical map for executing a segmented communications flow.

3:45—3:50 pm
Breakout Session Mini-Intermission
3:50—4:30 pm
Breakout Session Two
Undergraduate and Graduate focused tracks.

Undergraduate Track: Paul Redfern, Gettysburg College

Taking Advantage of Micro-Moments in a Mobile World

According to Google, “Thanks to mobile, micro-moments can happen anytime, anywhere. In those moments, consumers expect brands to address their needs with real-time relevance.”

Higher education is not known to be the most nimble of markets. To the contrary, we are often seen as moving at glacier-like speeds, so addressing our customers’ needs with real-time relevance is not second nature.

Campuses are filled with micro-moments. Come hear a digital leader from Gettysburg College share their thoughts on how to take advantage of micro-moments during the undergraduate recruitment cycle.

Graduate Track: Josh LaFave, SUNY Potsdam

No Common Data Set? No Problem! Evaluating Tools to Inform Graduate Program Marketing

IPEDS data suggests that by 2021, roughly a third of all enrollments will be at the post-baccalaureate level. With the race to develop and market new programs and certificates heating up, the lack of common databases of information to inform our decisions at the graduate level can be challenging. In this session, we will explore what is out there for graduate programs and how it can be utilized to inform program development and marketing strategies.

6:15 pm
Meet at Yacht Club Convention Center at 6:15. Buses will transfer us backstage to dinner at the American Adventure and Dessert Party in Italy at Epcot. Wear your lanyard!

Thursday, January 18, 2018

8:15—9:00 am
9:00—9:45 am

Mack Fogelson: Evolve or Die: How Purpose and Authenticity Are the Future of Brands

Competing today — for time, attention, and market share — is not about the size of your marketing budget. If you want to earn and keep students, faculty, and build a community of advocates, you can’t just focus your marketing efforts on what you're selling or how your organization is packaged. You must also focus your efforts on who your organization is.

Mack will show you how to connect with and earn a community of students by using a purpose-driven, authentic approach to marketing.

During Mack’s session, you will learn how to:

  • Clarify your department’s purpose to drive focus and connection
  • Leverage purpose and experience mapping to power your recruitment strategy and connect with potential students
  • Learn to apply a Purpose, People, Promise framework, a strategic approach to growth in the digital age
9:45—10:30 am

Peep Laja: How to Use Data to Get Increased Conversions

Everyone's talking about being data-driven to drive sales, but what does it actually mean? How do you actually do it? CXL Founder Peep Laja delivers the ultimate framework and how-to guide.

10:30—10:45 am
10:45—11:30 am

Britney Muller: The Future of Higher Ed Marketing

SEO, machine learning, student-technology, and marketing landscapes will continue to change rapidly. Receive the tools and executable-tactics necessary to adapt to an ever-changing higher ed digital landscape.

11:30 am—12:15 pm

Ron Bronson: Every Day Is An Experience: How To Think Like A Designer

Design thinking is invading business and other aspects of professional life. What does this practice have to offer higher ed marketers? In this presentation, we'll explore the nomenclature of design, and examine some of the practices designers use to create products that impact our lives both digital and everyday life. Using service blueprinting, examining touchpoints and mapping the service delivery, we're able to better understand how to improve the work we do each day in support of our colleagues and stakeholders. You'll walk away from this talk with tactics & tools to use on your own campuses, to better identify ways to implement changes – both small and large.

12:15—1:15 pm
1:15—2:00 pm

Mark Donnelly: Digital Marketing for International Recruitment with Google

As domestic enrollment continues to decline, international student recruitment represents a key opportunity for growth. With Google’s global reach and network, unique data, and comprehensive support ecosystem, we are uniquely positioned to help you succeed with global marketing to prospective students. This session will explore digital marketing for international audiences and unique considerations for different regions and countries.

2:00—2:45 pm

Phil Gerbyshak: Aligning Your Marketing and Enrollment Teams for Maximum Impact

This session will focus on the benefits of getting your teams aligned for maximum impact. This session is fueled by Phil's background in IT, sales, and marketing, 3 areas that have traditionally fought for the same dollars to serve the same mission: to grow an organization's bottom line. Phil will share a mix of high-level strategic insights with a few tactical things you can do today to get aligned - and maximize the impact of your efforts.

*Schedule subject to change and will be regularly updated. Check back often for most up-to-date information.

If you are traveling back to the Orlando International Airport via Disney's Magical Express, please plan for a pickup time up to 3 hours prior to your flight time.