2013 Carnegie Conference Schedule

Thursday January 24, 2013

8:00—8:45 am
Breakfast
8:45—9:15 am
Welcome
9:15—10:15 am

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.

10:15—10:30 am
Break including refreshments
10:30—12:00 pm

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.

  • Ken Woods, Executive Director, Higher Education Services, College Board
  • Peter Baron, Founder of AdmissionQuest and Partner of EdSocialMedia
12:00—1:30 pm
Lunch
1:30—2:45 pm

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.

  • Cathy Sams, Chief Public Affairs Officer at Clemson University
  • Evan Lipp, Vice President for Enrollment Management Assumption College
2:45—4:45 pm

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.

  • Online Display/Retargeting: Mark Landon, Senior Digital Media Specialist
  • Integrated Marketing: Dr. Augustine Fou, Chief Digital Strategist
  • Search Engine Marketing: Gary Steel, Senior Search Engine Marketing Specialist
  • Measurements and Analytics: Melissa Rekos, Vice President, Digital Services
6:15 pm
Dinner at Living Seas Salon and Dessert Party at EPCOT®.
Meet at the West Rotunda at the Contemporary Resort for transportation to EPCOT®.

Friday January 25, 2013

8:00—9:00 am
Breakfast
9:00—10:00 am

Charles Scrase, National Industry Lead, Education & Government, Google

10:00—10:15 am
Break
10:15—11:45 pm

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.

  • Cathy Sams, Chief Public Affairs Officer at Clemson University
  • Evan Lipp, Vice President for Enrollment Management Assumption College
  • Joan Isaac Mohr, Vice President for Admissions and Financial Aid at Quinnipiac University
  • Seth Odell, Director of Interactive Marketing, Southern New Hampshire University
  • Janet Garcia, Director of Marketing Westfield State University
  • Sundar Kumarasamy, Vice President for Enrollment Management at University of Dayton
  • Liz Rainwater, Director of Admissions Marketing and Communications, Texas Christian University
12:00 pm
Conference Wrap Up and Conclusions
12:30—2:00 pm
Optional Lunch: Carnegie Communications Informational Session

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