2014 Carnegie Conference Schedule

Wednesday, January 29, 2014

6:00—7:00 pm
Pre-conference social co-hosted by #EMChat

Thursday, January 30, 2014

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

Keynote: The Role of Big Data in Higher Education,J. Graeme Noseworthy

It’s hard to escape the big data hype these days. But the hype is happening for a reason.

The massive flood of data that today’s tech savvy students and digital marketers collectively generate creates an opportunity for advanced analytics to understand deep customer insights that drive relevance at every interaction. In this presentation, we will share actionable insights regarding the potential for big data by looking at the strategies, processes, and technologies Best-in-Class institutions are adopting for marketing, communications, and enhanced customer experiences.

Finally, you can make better decisions around the campaigns, content, and offers that will serve your students more completely—based on critical elements such as needs, interests, and likely next action. You can do more than just drive enrollment…you can predict it.

10:15—10:30 am
Break including refreshments
10:30—11:15 pm

David Lewis: From Prospect to Enrollment: Using Lead Nurturing to Improve Yield

In almost every way imaginable, marketing is in the midst of a dramatic transformation that is rewriting the rules of how companies and consumers are interacting online. Modern marketers are applying both an art and science to lead generation and developing lead management programs to increase customer acquisition. Similarly, colleges and universities are also revolutionizing their marketing strategies in order to better engage and convert prospective students.

In this dynamic session, author David Lewis shares how the methodologies from his Book, Manufacturing Demand: The Principles of Successful Lead Management can be applied to higher education marketing initiatives. With students and their parents spending 12 to 24 months searching and researching schools, it’s critical to provide engaging content during this selection process. This informative session will explain the changing landscape for modern marketing and how programs like lead nurturing can be used to push prospective students through the “enrollment funnel” to help colleges increase their yield.

11:15—12:00 pm

Chris Colbert: Finding Your College’s One Simple Thing

The college marketplace has become hyper-competitive and its “customers” ever more discerning about where to apply and why. As prospective students and their parents assess one school versus another they look for a simple and compelling differentiation that connects them both rationally and emotionally to an institution. Our speaker, Chris Colbert calls this simple value proposition their One Simple Thing. The One Simple Thing is the attribute of a college that is most relevant and motivating to the target market(s), distinct from the competition, and true to the culture and capability of an institution.

In this engaging deep dive Chris will explore the what, why and how to find your institution’s One Simple Thing. Then once found, he will reveal how it can be applied to greatest effect: the desire of prospects wanting to enroll at your college

12:00—1:30 pm
Lunch at the Marina
1:30—4:45 pm

Undergraduate Track Track Breakout Sessions

Listen to your website: So much of your enrollment marketing strategy can be steered by the data and information that your website is already telling you. Melissa Rekos, Carnegie’s VP of Digital Services and Google Analytics Certified expert, will walk through the most critical pieces of data to look for and analyze to help you determine what else you can be doing to boost enrollment. You’ll walk away with a simple step by step plan to run when you get back to your campus that will have an immediate impact on your enrollment marketing planning efforts.

Peer Panel: The predictability of the admissions funnel has changed dramatically over the past several years. No longer does x amount of applications lead to x number of deposits year in and year out. What does that mean about how you need to change your approach to your recruitment and enrollment marketing efforts? From the top of the funnel, all the way down to the bottom, each strategy needs to be re-evaluated and reconsidered.

Join our undergraduate panel of admissions professionals for an open and interactive discussion on what can be addressed, what’s worked and hasn’t worked, and what techniques and strategies you can apply moving forward.

Graduate/Non-Traditional Track Breakout Sessions

Peer Panel: Unlike traditional undergraduate recruitment, where lists can be purchased, high school campuses can be visited, and prospective students are much more apt to raise their hands with interest in your school, graduate recruitment is a much bigger wild card. Often, the ideal prospective student for your graduate program is someone that is virtually impossible to target, reach, and engage with a broad brush marketing approach. Figuring out where that prospective student is spending their time, how to reach them, and with what type of message, can be a significant challenge.

Join our panel of graduate admissions and marketing professionals, including 2 NAGAP officers, for an open and interactive discussion to learn about ways they’ve gone about reaching, engaging, and enrolling the students they needed for their programs. The challenges they faced, the strategies they implemented, and the results they experienced, will all be reviewed.

Listen to your website: So much of your enrollment marketing strategy can be steered by the data and information that your website is already telling you. Melissa Rekos, Carnegie’s VP of Digital Services and Google Analytics Certified expert, will walk through the most critical pieces of data to look for and analyze to help you determine what else you can be doing to boost enrollment. You’ll walk away with a simple step by step plan to run when you get back to your campus that will have an immediate impact on your enrollment marketing planning efforts.

6:15 pm
Dinner at Living Seas and Dessert Party at EPCOT.

Friday, January 31, 2014

8:00—9:00 am
Breakfast
9:00—10:00 am

Charles Scrase: Digital Trends for Education Marketers

Back for the third year in row, Charles will share the insights of what Google is seeing for digital trends generally and specifically for the education vertical. This interactive, insightful session brings new insight and updates as seen directly from Google over the past year.

10:00—10:15 am
Break
10:15—11:45 pm

Augustine Fou and Cree Lawson: From Real-Time to Right-Time: How Insights from Digital Big Data Can Unify Your Marketing

Going beyond real-time readiness, insights from what prospective students and their parents talk or ask about in social media, what they search for, and more importantly when they do these things, gives us the ability to unify and coordinate all our marketing across offline and online channels, timed to deliver the right message and services with the optimal cadence.

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.