Your Guide to eduWeb’s Tracks and Program

Are you considering submitting a presentation proposal for eduWeb’s 2020 Digital Summit in Snowbird? Have you been thinking about applying for our Scholarship for Developing Professionals? Are you an eduWeb newcomer who’s curious about what the conference experience is all about?

If so, you might be looking for some more information about our tracks and program, and we’re here to break it all down for you.


What they are: As the soul of the eduWeb program, our tracks are designed to provide you with breakout sessions that are tailored to your specific work in higher education. Each track offers eight to nine 45-minute presentations and panels that will address topics directly relevant to your role, and you’ll get the opportunity to connect with others in your specialized field. You can attend all the sessions in one track, or hop around from one to another based on the presentations that you’re most excited about. They’re led by those in our higher ed community, so if you’ve got a great idea to share, let us know about it!

What’s covered: Too much good stuff! Let’s explore each track individually to give you an idea:

Social Media

In a rapidly-evolving social world, we need to focus on both the fundamentals and on innovation. Explore how to formulate goals, measure success, and develop best practices in social media, plus be inspired by the success stories from the pioneers in our field. We’ll discuss emerging trends in social media, building effective campaigns, the keys to social listening, securing buy-in from campus leadership, managing many departments with conflicting ideas and priorities, student ambassador programs, and much more.

Last year’s Best of Track: Rebecca Stapley’s “The Life-Changing Magic of Closing Accounts: Increase Engagement and Spark Audience Joy 

Content & Email Marketing

Content is still king! Come discuss how to create and disseminate the most relevant, timely, and valuable content to attract and retain your target audiences— and ultimately maximize engagement with your university. Explore topics like drip marketing, developing an evergreen content marketing plan, segmentation and personalization, identifying your audience’s priorities, and organizing and maintaining what you build out.

Last year’s Best of Track: Victoria Marzilli and Rachel Tilley’s “A Star is Born: Student Creators, Storytellers, and Allies

Using Data & Analytics

Tactics without metrics are pretty much useless. Here, we’ll focus on how higher ed professionals can investigate the stories that live within their marketing data points, and we’ll learn how to benchmark and make data-driven decisions that transform our work. Join us as we dig into Google Analytics, campaign KPIs, predictive modeling, measuring ROI, identifying the data points that really matter, and translating it all in a way that makes sense to the rest of our teams.

Last year’s Best of Track: Nathan Gerber’s “Analytics, Please: Helping Departments Understand the Data

Web/Mobile Design & Strategy

We’re living in a mobile-first world where UI and UX cannot be understated. So how do we adapt to dynamic changes in web design, promote accessibility, embrace personalization, and meet the expectations of our consumers? We’ll explore all that and more in this track. In these sessions, you’ll hear about developing a web governance strategy, leveraging your CMS to its full potential, best practices for microsites, managing your digital assets, tying landing pages into larger marketing campaigns, and about a million other things that will empower you to lead your university’s web presence more effectively.

Last year’s Best of Track: Jennie Powers and Stephen Tidmore’s “Don’t Ignore 50 Million People: How to Make Your Content Accessible”

Other Duties As Assigned

Juggling tasks that aren’t in your current job description? Come explore the ways that others have succeeded in orchestrating the initiatives that fall outside of their regular responsibilities—and get some tips on how you can succeed as well! We’ll cover some of everything here, from launching a podcast to managing a rebrand to creating a departmental training curriculum to maintaining your operations in the midst of new software implementation, plus all those other curveballs that your job keeps throwing your way.

Last year’s Best of Track: Katie MacInnes’s “No Budget? No Problem!: How UNC Greensboro Managed a Website Redesign on a Shoestring

Pre-Conference Workshops

What they are: Our pre-conference workshops allow attendees to take a deeper dive into topics relevant to their work in higher education marketing. In these sessions, held on the morning of the first day of the conference, presenters offer a hands-on format that enables those present to engage deeply with the subject matter. Our experts will guide you as you dive into the skill set that you need to further your institutional objectives, and you’ll benefit from hands-on instruction from leaders in our field in these two-hour sessions.

What’s covered: Workshops have covered a wide range of topics, including Instagram strategy, analytics essentials, how to cultivate creativity, and developing a framework to support institutional goals.

What you should know: Pre-conference workshops are scheduled so that eduWeb attendees can attend several; generally we offer four to six each year. There’s an additional charge to attend them, but the ROI is huge. And if you’d like to lead one of our workshops, let us know by submitting a proposal!

Master Classes

What they are: If you’re ready to roll up your sleeves and really dig into things, our master classes are the place to do it. These four-hour sessions are usually held on the afternoon of the conference’s final day, after general programming has wrapped. These learning lab-style classes give you a full picture of the topic of discussion, then facilitate time to take what you’ve learned and apply it to your specific institutional strategy and work. You can expect a highly interactive, comprehensive approach to higher education marketing, and you’ll walk away with an action plan so you can move from theory into practice.

What’s covered: Previous master classes have addressed crisis communications planning, inbound marketing, segmentation strategy, and more.

What you should know: Plan your eduWeb travel accordingly if you want to participate in a master class– they’ll usually run from 1 – 5 pm on that Wednesday. There’s an additional registration cost if you choose to participate, and each year we offer one or two topics. If you’re interested in presenting a master class, please contact our conference leadership team.

Put all this together, add in incredible keynotes, unique networking opportunities, and the greatest community in higher ed marketing, and you get an unparalleled conference experience that is truly career-transforming. Ready to be a part of it all? We’d love to have you join us.