Symposium for the Marketing of Higher Education: 2009 Tutorials

Lynn Brown
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Preconference Tutorials 
1pm - 5pm, Sunday 11/15, 2009
A.  Basic Marketing for Higher Education
Thomas Hayes, Professor of Marketing, Xavier University and Vice President, SimpsonScarborough
This session is a "must" for those new to higher education or new to marketing. It covers the principles of marketing as they apply to colleges and universities in a highly interactive and fast paced environment.  These principles include marketing research, positioning, and integration of the marketing effort across campus. Always one of the highest rated seminars, attendees are sure to come away applicable insights.
B.  Internal Branding: The New Role for Higher Education Communications and Marketing Professionals
Rex Whisman, Principal, BrandED
Joe Donovan, Assistant Vice President for Marketing and Communications, La Salle University
Internal branding is an emerging trend that allows institutions of higher learning to meet the challenge of developing a sustainable brand. Communicators and marketers who understand and embrace internal branding help their colleges and universities take an identity strategy beyond traditional approaches like integrated marketing communications and annual campaigns, to an embedded cultural approach that focuses on mission, core values and employee engagement, resulting in alignment of the institution’s internal culture with its external reputation.
Like organizations outside higher education, colleges and universities are now realizing that to ensure their brands are sustainable; they must re-engineer their brand initiatives by effectively engaging internal stakeholders in the brand building process. In the past, most colleges and universities have relied on the institution’s communications and marketing professionals to create annual campaigns targeting external audiences, particularly prospective students and donors. In the new economy, colleges and universities will be expected to do more with less and draw on internal resources. For communications and marketers, it will mean adapting to a changing role of internal branding.
Supported by successes from businesses, colleges and universities, as well as by reviews of the pertinent literature and internal brand work conducted for higher education, the facilitators examine the critical role of internal branding for higher education communications and marketing professionals. Participates will learn the step-by-step process of internal branding, from communications to culture change and finally business strategy. In this provocative session, participants will discover how internal branding can be successfully applied to their college or university, no matter what stage their institution is at in the brand development process.
C.  Developing an Integrated Marketing and Branding Plan
Robert A. Sevier, Senior Vice President, Stamats Communications, Inc.
Examine the pitfalls and possibilities of integrated marketing and branding while exploring how IM differs from promotion and more traditional types of marketing. This course will clearly define integrated marketing and branding and explain:
-How integrated marketing relates to strategic planning, recruiting, and advancement
-How to develop an integrated marketing and branding plan
-How to operationalize and evaluate your marketing efforts
D.      Marketing in a World without Paper: Creating a Recruitment Communications Plan in an Online Future
Bob Johnson, Bob Johnson Consulting
The economic plague of 2009 has created new pressure to reduce costs. Print publications for student recruitment are a prime area for review and reduction. Creating or strengthening a strong online communications plan can help reduce costs while preventing conversion losses in the recruitment cycle. Imagine the ultimate: How would you survive if you had no funds for print publications at all?
In this tutorial, we'll cover these points and more, using examples from colleges and universities to craft a communications plan that builds on the "best of the best" practices in use now. And we will, of course, speculate about the impact of future technology changes we see now in e-readers and smartphones.
Each phase of the recruitment cycle is included: (1) initial exploration, often in stealth mode; (2) submitting an application and visiting campus; (3) from admission to enrollment. We pay special attention to communication about cost and to the online visit experience.
Our goal is to answer this question: How can we maintain and even increase conversion levels from time of first interest to decision to enroll if we had no budget for publications?
Here's what's included:
  • Making a strong first impression while stealth students start searching for the right college.
  • Keeping people engaged online before they reveal themselves to you.
  • Incentives to get more people out of stealth mode earlier as an online inquiry.
  • Recommendations for using web analytics to track your online success.
  • Critical first step: responding to an online inquiry.
  • Maintaining contact after the first response.
  • The best role for social media; deciding where to put your resources; integrating social media into a communications plan.
  • Closing the deal: online contacts from admit to orientation.
  • How live people fit in the online communications mix.
E.   Does Your Media Relations Reflect the Media  Landscape? -- Achieving Points of Success in an Always On Environment
Barry Reicherter, Senior Vice President for Digital Media, Widmeyer
Teresa Valerio Parrot, Vice President for Higher Education, Widmeyer
Doug Usher, Senior Vice President for Research, Widmeyer Communications
Marketing and communications for any institution includes media relations, both traditional and social, but what’s the optimal mix in today’s competitive marketplace? Attendants of this tutorial will learn media training 101, receive a social media primer and discover improvements you can make to all of your media efforts that move beyond flashy media and social media bling and instead focus on data-driven relationship development that your audiences increasingly expect.

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Lynn Brown
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