All times Eastern

Tuesday, March 16

11:00 to 11:50 a.m. Topic Tables

Connect with fellow attendees to chat about topics related to your work. Topics include:

  • Content Strategy and Tactics
  • Data & Analytics
  • Web and Mobile Design Strategy
  • Multimedia Production
  • Social Media

12:00 to 12:50 p.m. Welcome and Opening Panel

Sponsored by Formstack

You & The Future U: How Higher Ed Is Changing & We Are Too
Seth Odell, Founder & CEO, Kanahoma
Beau Brooks, Senior Vice President, Formstack
Dr. Cherron Hoppes, Chief Academic Officer Consultant, Ruffalo Noel Levitz
Dr. Adrian Haugabrook, Executive Vice President, Southern New Hampshire University

What will the higher education industry look like in the next 5, 10, or even 20 years?

Moderated by education marketing expert Seth Odell and featuring panelists Beau Brooks, Dr. Cherron Hoppes, and Dr. Adrian Haugabrook, join us for this action-packed-panel all about the future of higher ed. Tapping some of our industry’s top talent, we’ll dive into the topics transforming who we are and what we do, forecasting the future of higher education and giving you the foundation you need to survive and thrive on the road ahead. 
Topics include: 

  • Innovations in product and delivery, including microcredentials, stackable credentials, competency-based education, and more. 
  • The role of third-party providers, including education technology, OPMs, bootcamps, etc. 
  • Understanding disruptive market conditions including the declining population paradigm and dramatic increases in supply
  • Discussions around the changing way we work, from remote learning to remote working
  • What we need to succeed as marketers in the next age of education

1:00 to 1:50 p.m. Innovation Block

Building UX Capacity Across Campus
Rebecca Blakiston (she/her), User Experience Librarian and Strategist, University of Arizona

Learn how to build community, leverage expertise, break down silos, and foster user-centered thinking and practices campus-wide.

In many higher ed institutions, user experience (UX) expertise is scarce and lives in pockets across campus, such as libraries, IT, and online learning, as well as academic departments such as information science, computer science, art and design, and business. At the University of Arizona, a community of practice called UX@UA emerged in 2017 to support cross-departmental learning and sharing of UX resources. In addition to monthly meetup events for sharing knowledge and networking, the group of over 750 students, faculty, and staff is building UX capacity across campus through a consulting service, a research participant pool, and a playbook of methods called The UX Cookbook. In this session, Rebecca Blakiston will reflect on how to break down silos and create a campus-wide culture centered on end users.

How to Position Your Brand When the Media Spotlight Turns to You
Alonda Thomas, Director of Public Relations, Howard University

Learn how to position your brand when media attention by association shines a spotlight on your organization.

When Howard University alumna Kamala Harris threw her political hat in the ring to campaign for the White House, her alma mater was thrust into a larger-than-normal media spotlight. Alonda Thomas and the Office of University Communications quickly created a brand management communications campaign to leverage the opportunity to further tell Howard’s unique story. The campaign allowed Howard to effectively manage the heightened interest of a new audience wanting to know more about the institution; to position University experts and students to participate in national media requests; and to leverage the energy of campus stakeholders through virtual/social moments to mark the occasion.

2:00 to 2:50 p.m. Showcase Session and eduSnack Talks

In a 25-minute session, a leading practitioner will walk us through one of the current issues that higher education marketers are facing. This will be followed by three 8-minute “bite-sized” presentations full of nutritious, actionable takeaways.

How Well Do You Know Your Audience? Modeling Inclusive Language
Alan Mueller, Assistant Dean of Students for Student Activities, Leadership, and Intercultural Education, Salem College

Good communication is measured by how well it engages an audience. Each person in your audience is a complex being carrying many identities that make them… them. This session with Alan Mueller will create space to explore how our communication can constantly evolve to be more inclusive.

eduSnacks

Building a Marketing Ecosystem on a Budget

RJ Thompson, Associate Director of Student Engagement
University of Pittsburgh College of Business Administration

Creating Landing Pages that Convert

Daniella Huynh, Associate Director of Marketing
Quincy College

Now Trending: Accessibility on Social Media

Alexa Heinrich, Social Media Manager
St. Petersburg College

3:00 to 3:50 p.m. Innovation Block

Using Your Analytics to Guide Your Web Structure
Aaron Baker, Associate Director for Content Strategy, Harvard University

Learn how Harvard University approaches content strategy and analytics measurement for their flagship digital products, especially Harvard.edu.

Harvard University just launched a major redesign to the university homepage (Harvard.edu) where they completely reimagined their content strategy and menu architecture. This work comes after an 18-month project in three phases: user research studies, messaging workshops, and design system/code build. Aaron Baker will discuss how web analytics were used to inform the new design and structure, as well as what Harvard is tracking on the site today. 

PADS: Higher Ed’s Starter Guide to Measuring Recruitment Marketing Right
Corynn Myers, Strategist

Higher Ed recruitment efforts are better when measured, but nothing can be measured correctly without 4 key elements: People, Agreement, Data, & Strategy.

Join Corynn Myers to learn how to measure your recruitment marketing efforts the right way, through collaboration and context.

4:00 to 4:50 p.m. Ask an Innovator Panel Discussion

The Innovation Block presenters Rebecca Blakison, Aaron Baker, and Corynn Myers form a live panel to respond to your questions from their sessions.

5:00 to 5:50 p.m. Happy Hour

What inspired you today? Join us at Happy Hour to chat with the day’s presenters and your fellow attendees.
In order to facilitate dialogue and attendee participation, Happy Hour is not recorded.


Wednesday, March 17

11:00 to 11:50 a.m. Feedback Labs

In these small group sessions, you’re invited to present a current project or process for input from the group or offer advice to peers. Groups are limited to six participants, and pre-registration is required.

  • Content Strategy & Tactics
  • Data & Analytics
  • Web & Mobile Design Strategy
  • Multimedia Production
  • Social Media

Note: In order to facilitate dialogue and attendee participation, Feedback Labs are not recorded.

12:00 to 12:50 p.m. Showcase Session and eduSnack Talks

In a 25-minute session, a leading practitioner will walk us through one of the current issues that higher education marketers are facing. This will be followed by three 8-minute “bite-sized” presentations full of nutritious, actionable takeaways.

Getting on the Same Landing Page: Onboarding Emerging Marketing Professionals When Time is of the Essence
Emily Gaylord, Communications and Engagement Director, Center for EcoTechnology

It’s a familiar challenge for many marketing and communications teams: how do you onboard new a teammate, or teammates, when there’s little time or resources to spare? And, how do you maintain brand standards when colleagues—such as student employees or new graduates—seem to come and go with regularity? Join Emily for this session and learn how to integrate early career professionals onto your team quickly while providing the support they need to thrive—and make your content sparkle.

eduSnacks

Making Better Photos: From ‘Meh’ to ‘Yeah!’

Sonia Targontsidis, Associate Director of Integrated Marketing
Wheaton College Massachusetts

An Eight-Minute Data Dashboard

Kris Hardy, Director of Web & Digital Marketing
Messiah University

Sparking Joy with Adobe: A brief overview of Adobe Spark

Mary McLeod, Digital Media Design Specialist
College of the Holy Cross

1:00 to 1:50 p.m. Innovation Block

Channel Your Inner Time Lord: Regenerate Your Storytelling Potential
Ravi Jain, Senior Associate Director, Digital Media & Web Development, Boston College

Like most industries, Higher Ed follows the regular twists and turns of an annual cycle.

  • How does one avoid dipping back into the same well of story ideas again and again?
  • When does that “same old sandwich” idea need to be tossed?
  • And how can you persuade colleagues and partners to step out to try something new?

Multimedia storytelling veteran Ravi Jain shares examples and insights from his experiences as a storyteller for Boston College’s Office of University Communications to inspire one to take a fresh approach to storytelling.

Why Storytelling Matters Now More than Ever
Andy Fuller, Director of Strategic Content, University of Notre Dame

Higher education was in trouble even before the pandemic. The current moment has brought innumerable challenges, but also an opportunity to benefit not just our own institutions, but industry as a whole. In this presentation, University of Notre Dame director of strategic content Andy Fuller explains why storytelling is a timeless tactic that can produce a lasting impact with your audience.

You’ll learn:

  • How to create content using a trick from your high school literature class
  • Tips for structuring your storytelling team
  • How to re-purpose content for different channels

2:00 to 2:50 p.m. eduSnack Talks Panel

Join us for a panel Q&A featuring all six eduSnackers!

3:00 to 3:50 p.m. Innovation Block

Creating Content that Comes Alive
Sydnee Logan, Senior Social Media & Digital Content Specialist, Johns Hopkins School of Nursing

One of biggest challenges facing social media and content managers currently is balancing the need for compelling content and the ability to manage expectations. Many of us are teams of one, working with limited resources and feeling underpaid and undervalued, and often, leadership doesn’t understand the content development process— they expect things to just “blow up” or “go viral”.

Content strategists aren’t mind readers, and we can’t be expected to just know everything that matters to those we’re trying to reach (both externally and internally). It takes some time to get to know our audiences, and with very large institutions, it can take awhile to even understand the organization well enough to be able to promote it effectively.

So, as we juggle all this, how do we create content that comes alive? Sydnee Logan will walk us through how to identify and develop messages and stories that resonate with your audiences, highlight your community, drive traffic, and align with organizational priorities like recruitment, thought leadership, and diversity.

4:00 to 4:50 p.m. Ask an Innovator Panel Discussion

The Innovation Block presenters Ravi Jain, Andy Fuller, Sydnee Logan, and Alan Mueller form a live panel to respond to your questions from their sessions.

5:00 to 5:50 p.m. Happy Hour

What inspired you today? Join us at Happy Hour to chat with the day’s presenters and your fellow attendees.
In order to facilitate dialogue and attendee participation, Happy Hour is not recorded.