Dr. Augustine Fou, Chief Digital Strategist and Unified Marketing Pioneer
"Digital" has reshaped entire industries, seemingly in the blink of an eye. This is driven by the change of habits and expectations of modern users. Young people today are more empowered than ever with constant, instant, and abundant access to information via the Internet with PCs or mobile devices.
Schools trying to attract the brightest minds of tomorrow have an enormous opportunity ahead, not only to understand the new ways they find and use data, but to provide the most useful information that can impact important life decisions such as selecting which university to attend. Traditional advertising no longer cuts it; even "integrated" marketing is not enough. Unified Marketing(tm) is a necessary framework and mindset for universities to serve the informational needs of these prospective students and ultimately achieve sustainable competitive advantage in marketing.
Panel: Yin-Yang of Marketing
Seemingly disjointed, but ever dependent, this session features two widely used and critical marketing tactics. Ken will start by discussing current trends in traditoinal search efforts and how diversified efforts are pivotal in effective marketing.
As schools and colleges continue to create great content on a daily basis — from traditional marketing pieces to engaging blog posts to compelling video. But how do we push the envelope to produce signature, "sticky" digital content that far exceeds the norm? How do we make it big to encourage people to come back and share your story?
Peter will talk about how your school or institution can achieve big content. He'll show successful examples from both higher ed and K-12 and share how — when done right — big content creates a long tail that can benefit your online (& offline) marketing efforts.
Panel: Peer Case Studies
Diving into the program specifics at two universities, we will see how a large public university and a small private college have tackled the marketing integration demand at their schools. From project inception to results, these case studies will demonstrate the impact of an integrated approach.
Breakout Sessions: Turnkey with a Twist
An important part of this conference is imparting knowledge and immediately impactful ideas attendees can use when they return home. These mini-sessions will allow for smaller groups to connect with experts and learn how to translate this information into usable tools that can be implemented quickly and easily.
Charles Scrase, National Industry Lead, Education & Government, Google
Panel: Integration and Implementation Peer Panel
A group of school representatives, including those from the peer case studies, will host an interactive panel about what works, what doesn't, how to get started, and what to look out for in education marketing.
*Schedule subject to change and will be regularly updated. Check back often for most up-to-date information.