Strategic Integrated Marketing Conference
session information ®
| 07/24/06 |
| 9:00 AM-12:00 PM |
| (Preconference #1) Recruiting and Retaining Students of Color |
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Presented by Jimmy Williams, Assoc Dir of Admissions and Dir of Multicultural Recruitment |
Recruiting and retaining students of color is one of the most important issues facing higher education today. After almost 40 years of recruiting students of color, many predominantly white institutions still have not gotten it right. Why? What can we do as college and university officials to more effectively recruit and retain students of color? What can our presidents, faculty, staff, and the communities in which our colleges are located do? Lots of questions! In this session we will discuss and share answers, strategies, and solutions to these questions as well as issues concerning staffing, budgets, special programming, financial aid, academic and social programs, resources, and parents.
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| 07/24/06 |
| 9:00 AM-12:00 PM |
| (Preconference #2) Making the Case for Marketing and Winning Internal Buy-In |
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Presented by Becky Morehouse, Associate Vice President, Research & Marketing
and Scott Lomas, Principal Consultant |
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Tired of being told you “just need to get the word out about how great we are” because your colleagues still believe you’re “the best kept secret” in higher education? Do you have great ideas about how to enhance the reputation of your institution but don’t have the support, budget, power, or rationale to move it forward. Sound familiar? You’re not alone.
Integrated marketing and brand marketing are hot topics in higher education today. While they’ve been a mainstay of marketing text books and common practice in other industries for decades, many colleges and universities are just dipping their toes in the water.
While the benefits seem clear—establishing a consistent and valued reputation for and increasing the flow of resources to your institution—the process is often fraught with obstacles. Politics, turf, budgets, and what do we really get out of this anyway are just some of the issues that arise during initial conversations.
In this session, we will give participants the rationales and stories to make a compelling case on their campuses for an integrated approach to marketing and brand marketing. Specific topics will include how to deal with the concerns of multiple audiences such as administration, staff, faculty, boards and donors; outcomes and expectations for success; resistance to the notion of branding or brand marketing; and other issues raised by participants.
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| 07/24/06 |
| 1:00-4:00 PM |
| (Preconference #3) Everything You Wanted to Know about Electronic Recruiting (But Were Afraid to Ask) |
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Presented by Brian Niles, CEO, TargetX |
Today’s Internet-savvy, social-networking, instant messaging generation has embraced communication tools that colleges and universities continue to struggle to embrace. Keeping up with new advancements in online communication and maintaining a current understanding of best practices is a challenge for even the brave. During this session we will review each of the major electronic recruiting communication tools such as email, instant messaging, blogs, podcasts, RSS, and content management systems. We’ll outline best practices for each, and present what’s coming around the corner. We’ll also help you better understand the new world of social networking such as MySpace, Friendster, Facebook, etc. Techno-phobes are welcome and embraced!
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| 07/24/06 |
| 1:00-4:00 PM |
| (Preconference #4) Trials & Tribulations of a Web Site Project |
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Presented by Samantha McGuin, Senior Interactive Strategist |
This session will go through the steps of a Web site redesign, including analysis, strategy, navigation, design, content, and implementation. Join us as in this group discussion as we discuss what to avoid in your redesign project, how to get buy-in across campus, and the importance of user testing.
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| 07/25/06 |
| 8:00-8:30 AM |
| Conference Introduction and Overview |
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Presented by Eric Sickler, Principal Consultant, Stamats |
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| 07/25/06 |
| 8:30-10:00 AM |
| Developing an Integrated Marketing Plan I |
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Presented by Dr. Robert A. Sevier, Senior Vice President, Strategy |
These two sessions will begin with an in-depth review of integrated marketing and show how it relates to both strategic planning and brand marketing. We will then walk through the steps for the creation of an integrated marketing plan including conducting a situation analysis, prioritizing goals, defining target audiences, clarifying target geographies, developing strategy, and budgeting. As part of this presentation we will also explore strategies for increasing internal support for marketing, detail the role of the president and senior team in the planning process, and present budgeting issues and options.
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| 07/25/06 |
| 10:15-11:30 AM |
| Building a Brand That Matters |
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Presented by Kari Kovar, Principal Consultant |
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If students and donors are not aware of you, they will not choose to attend, or contribute. You are, simply, outside their choice set. Owning a valued brand in the marketplace is one of the most significant advantages you can have in today’s highly competitive recruiting and fundraising environment. During this session we will define brand marketing, show how it relates to strategic planning and integrated marketing, and outline the advantages of a strong institutional brand. We will then present a systematic approach to building an effective college or university brand that focus on the four essential steps in brand development:
• Making a brand promise that matters
• Communicating a brand promise
• Living your brand promise
• Strengthening your brand promise.
We will conclude with strategies for evaluating the effectiveness of your brand marketing strategy.
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| 07/25/06 |
| 11:30 AM-1:00 PM |
| How to Build a Brand Without a Six-Figure Ad Budget |
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Presented by Dick Damrow, Vice President for Marketing Services |
When Dick Damrow joined Stamats more than six years ago, he brought experience with major brands ranging from Harley-Davidson to Rollerblade to McDonalds – clients with two commas in their advertising and brand marketing budgets. In this session you will learn from a 30-year integrated marketing communications expert why so much money is wasted in traditional media, what minimum traditional media investment thresholds are by market size, and hear some great examples of how both consumer and higher education marketers are breaking through traditional media clutter to communicate their messages. Consumer marketers are reallocating resources to word-of-mouth, buzz marketing, and guerrilla marketing initiatives in search of a better return on investment.
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| 07/25/06 |
| 1:15-2:15 PM |
| Experience Marketing: Why the Campus is a Stage and Education is Theater in the Marketing of Higher Education |
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Presented by Dennis Trotter, VP for Enrollment Management/Dean of Admission, Franklin and Marshall College |
The rise of the experience economy, which has been highlighted by such corporate success stories as Starbucks, Hard Rock Café, REI, and Niketown, signals a shift in consumer behavior that has significant implications for the marketing and management of higher education. This session will explore the economic factors and consumer behaviors that created the experience economy, the implications of the experience economy for higher education marketing and management, and some practical examples of the ways in which your college or university can capitalize upon the experience economy to focus your current recruitment and marketing programs and create your own experience marketing initiative.
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| 07/25/06 |
| 2:30-3:30 PM |
| Developing an Integrated Marketing Plan II |
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Presented by Dr. Robert A. Sevier, Senior Vice President, Strategy |
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| 07/25/06 |
| 3:45-5:30 PM |
| The Anatomy of Buzz: Lessons in Word-of-Mouth Marketing |
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Presented by Emanuel Rosen, |
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There has been a lot of talk lately about word-of-mouth marketing. Consumers are skeptical, overwhelmed with information and have found new ways to communicate with each other. Is this the end of traditional marketing? Emanuel Rosen believes that traditional marketing tools are here to stay but also that marketers are missing many opportunities to use non-traditional tools to generate buzz.
Drawing on his own experience in high tech as well as on interviews with marketing executives who have successfully built buzz for brands such as PowerBar, BMW and Palm, Rosen discusses proven techniques for stimulating word-of-mouth among consumers.
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| 07/25/06 |
| 5:30-6:30 PM |
| Networking Reception |
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| 07/26/06 |
| 7:15-8:15 AM |
| Cutting Through the Clutter: Creating Messages That Get Noticed |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc. |
Getting the message across to a busy audience in an overcommunicated society is one of the biggest challenges that colleges and universities face. This highly visual and fast-moving session reviews a handful of critical messaging tools that will help you communicate messages that are relevant, remembered, and repeated.
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| 07/26/06 |
| 8:30-9:30 AM |
| An Integrated Approach to Fundraising |
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Presented by Douglas D. Mason, Partner, Gonser Gerber Tinker Stuhr |
Higher education institutions continue to seek ways to enhance their revenue streams in order to provide students with the highest quality education possible. In order to accomplish this pursuit, the role of philanthropic resources for capital improvements, endowment growth, and operating support grows ever more vital. An integrated approach to institutional advancement and fundraising is a central tenant to maximizing fundraising success. This session will challenge you to stretch your perspectives on how the President, senior administrators, Board members, constituent volunteers, faculty and staff, as well as advancement staff can work together to significantly impact increased philanthropic results.
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| 07/26/06 |
| 9:45-11:00 AM |
| (Breakout Session) Lessons Learned: Marketing the Public 4-Year Institutions |
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Presented by Scott Lomas, Principal Consultant
and Terri Shafer, Assistant Vice President for Public Affairs |
Yes, public institutions dedicate resources to marketing and strengthening their brands. Come and hear stories from the front lines presented by Terri Shafer of Arizona State University. She will share her experiences and advice for those of you considering a broad marketing effort or for those of you who have one in process. Scott Lomas of Stamats will moderate the session and we expect lots of questions and interaction with participants. Topics are likely to include: making the case, market research, building and maintaining support, working with sub-brands, creativity and strategy and desired results.
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| 07/26/06 |
| 9:45-11:00 AM |
| (Breakout Session) Lessons Learned: Marketing the Private 4-Year Institution |
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Presented by David Hawsey, Vice President for Enrollment Management, Albion College |
You have a well-trained and successful staff. Your alumni volunteer network is in place. Your campus is beautiful, your students are happy, and your faculty loves to come to campus visit days. All of your athletic teams made it to conference finals, your brochures and Web site are winning awards, there are no (current) campus crises, and even the sun in shining today! So, why is it that all prospective students and families say about you is “XYZ College? I heard it was a good school”? Selling a high-priced, largely intangible service to three million college-bound students – and against 3,500 competitors -- is never easy. After two decades of serving a dozen colleges and universities, our presenter has identified a set of “truths”, tools, and insights that have stood the test of time. Join us and see if your enrollment management and marketing plan includes these important variables that can help set your school apart – year after year.
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| 07/26/06 |
| 9:45-11:00 AM |
| (Breakout Session) Marketing to the Adult Learner |
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Presented by Deb Snyder, |
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| 07/26/06 |
| 11:15 AM-12:15 PM |
| (Breakout Session) Building the Best Campus Visit Program on the Planet |
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Presented by Clark Roth, Vice President for Admissions, Hesston College |
We all understand the importance of the campus visit! Still, while all colleges and universities have visit programs and tour guides, many institutions struggle with the details to make the visit experience as extraordinary as possible. This session will focus on the many ingredients needed for the successful campus visit experience including, Pre-visit activities, making the actual visit exceptional and memorable, and capitalizing on the visit with post-visit follow-up.
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| 07/26/06 |
| 11:15 AM-12:15 PM |
| Stamats' 2006 TeensTALK® A Review of College-Bound Teen Trends, Attitudes, Lifestyles, and Knowledge |
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Presented by Steve Kappler, Executive Director of Consulting, Inc. |
This presentation explores the fascinating world of today's college-bound teens. It looks at how they spend their time, choose their media, and who influences them. It includes a careful review of how they choose a college, by looking at who influences them and analyzing the college-choice characteristics of most importance to them. This year we identified several teen personas as it relates to the college-choice process. Each persona has unique characteristics from a recruiting, marketing, and communication sense. Learn which group is most prevalent at your school and how to talk to each group.
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| 07/26/06 |
| 11:15 AM-12:15 PM |
| (Breakout Session) Friends, Funds, and Financial Prospecting: Strategies for Building Your Budget When Money Is not Growing on Trees on Your Campus |
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Presented by David Hawsey, Vice President for Enrollment Management, Albion College |
If you have an unlimited budget and deep-pocketed donors, this session is not for you! However, if you are being asked to “do more with less”, want to optimize your annual budget resources, or are simply looking for ways to partner with other campus constituencies to make your class each year, you’ll want to join us for this fresh look into “opportunity networking”. Find out what the “5 A’s” on your campus have in common, and how solicit financial and operational support from other departments in return for maximizing their own chances for success.
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| 07/26/06 |
| 12:15-1:30 PM |
| Lunch on your own |
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| 07/26/06 |
| 1:30-2:30 PM |
| (Breakout Session) Presidential Image Building: Concrete Ways to Increase Visibility |
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Presented by Mike Norris, Director of Communications, Centre College |
Centre Communications Director Mike Norris has worked at the College more than 25 years under four presidents. He played a key role in helping Centre secure and successfully host the 2000 Vice Presidential Debate. In this example-filled presentation he explains proven strategies for enhancing the president's profile as a means of helping the institution succeed. Using illustrations from Centre and other institutions around the country, Norris will cover topics including: Plan First, Succeed More; Visibility Begins at Home: Projecting Pervasive Campus Presence; Define Areas of Expertise and Identify Opportunities; Use the Power of Personality; Capture Media Attention with the Unexpected; Increase Persuasive Power with Research; Build the Brand and Your Reputation; How to Have the Answers Reporters Seek; All Publicity Is Not Good Publicity; The Eight Things a President Can Do To Affect His/Her Image; and Why the Right Reason for Presidential Image Building Is the Most Effective. In addition, Norris will discuss presidential leadership activities that have helped Centre achieve unprecedented success in student recruitment, fundraising, and campus enhancement.
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| 07/26/06 |
| 1:30-2:30 PM |
| (Breakout Session) Overcoming the Obstacles in Latino Recruitment |
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Presented by Yammilette G. Rodriguez, Director of Undergraduate Admissions, Fresno Pacific University |
This session will examine the different obstacles admissions professionals face when recruiting Latinos. We will look at the different factors involved including family and church commitments, financial etc. We will also share some of the methods and ideas that Fresno Pacific University has adopted in recruiting this population with a relational approach. Discussions will include community and political involvement, networking, outreach services, and what the role of the admissions office is.
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| 07/26/06 |
| 1:30-2:30 PM |
| (Breakout Session) Using Market Research Techniques to Dramatically Improve the Quality of Your Marketing Messages |
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Presented by Denton DeSotel, Research Director |
This session will explore how admissions, fundraising, and marketing professionals can use basic, and not so basic, research to improve your ability to communicate with prospective students, donors, alumni, community residents – even internal audiences. We will cover everything from using research to test creative concepts to evaluating your alumni magazine. We will also look at how research can be used to develop audience segments, create and test brand promises, and even refine your Web site.
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| 07/26/06 |
| 2:45-4:00 PM |
| (Breakout Sessions) Top Web "Must Haves" |
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Presented by Samantha McGuin, Senior Interactive Strategist |
Your Web site must be more than just a pretty design. Join us as we look at some of the best Web features out there. Whether it be virtual tours, new and engaging uses of video, digital viewbooks, or uses for RSS, we’ll take an intimate look at them all. We’ll also show some new uses for blogs, vlogs, and podcasts.
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| 07/26/06 |
| 2:45-4:00 PM |
| (Breakout Session) Using Price Elasticity Studies to Increase Tuition Revenue |
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Presented by Denton DeSotel, Research Director |
This session will examine how research can be used to determine the brand value and optimal pricing of your institution. Topics to be discussed include how college and university decision makers can use pricing elasticity studies to take a data-driven approach to pricing decisions, the various questions these studies can answer, and how past studies have been applied. We will also look at the unique methodology used in pricing elasticity studies as well as how to interpret the data from a study.
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| 07/26/06 |
| 2:45-4:00 PM |
| (Breakout Session) Special Events on a Shoestring |
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Presented by Clark Roth, Vice President for Admissions, Hesston College |
Special events are about so much more than receptions and visit days. This session will take a look at the planning, organization, and resources needed to carry out a successful special event. Topics discussed will include creating the buzz through planning and themes. Finances and how to do great things with a not so great budget, as well as taking a look at some larger events and how they were successfully carried out. Events discussed will include both on campus and off-campus events including those for prospects, staff, and constituents.
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| 07/26/06 |
| 4:15-5:30 PM |
| (Breakout Session) Mass Customization: Using Print-On-Demand to Reach Students and Donors |
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Presented by Christopher Wells, President & CEO, LaVigne, Inc. |
Everyone knows that more relevant, personalized communications result in a better return on your communication investment. Very few understand how to align their communications strategy with a sustainable, repeatable execution plan. Would you like to initiate a personalized marketing communications campaign to a potential student the moment they walk away from your college fair booth without having to interact with a database or a printer? Learn how to combine the latest data acquisition technologies, automated data modeling, dynamic document composition and streamlined print and electronic communications workflows to create a marketing engine that delivers the right message to the right person at the right time…AND the right cost.
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| 07/26/06 |
| 4:15-5:30 PM |
| (Breakout Session) Stamats' 2006 ParentsTALK Study |
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Presented by Eric Sickler, Principal Consultant, Stamats |
This presentation examines the makeup of those sometimes frustrating, but ever-so influential, parents. It looks first at the generational context that shaped the parent’s outlook on life, parenting, and education. Then it uses that context as a backdrop to the results of Stamats’ 2006 national ParentsTALK™ research project that provides insights to the questions of how this new generation of parents is involved in the search process, what they look for, what they fear, where cost and rankings fit into their deliberations, and how they plan to be involved after their child enrolls.
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| 07/26/05 |
| 4:15-5:30 PM |
| (Breakout Session) Annual Fund Strategies That Produce Results |
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Presented by Mike Norris, Director of Communications, Centre College |
In his 26 years at Centre, Mike Norris has seen an annual giving percentage climb from the mid- 40s to number one in the nation 16 of the last 22 years. The endowment has increased by a factor of six. In this example-filled presentation, Norris will provide insight into areas such as communications mix, creative solicitation, record keeping, gift acknowledgement, peer-to peer solicitation, and "making percentage a point of pride." He will use examples from Centre and other institutions around the country.
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| 07/27/06 |
| 8:00-9:15 AM |
| Measuring Marketing ROI |
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Presented by Eric Sickler, Principal Consultant, Stamats |
Developing effective, standardized measures of return-on-marketing-investment (mROI) is a challenge that has many titans of business and industry scratching their heads today. So it's hardly surprising to learn that most senior-level college and university leaders struggle with the notion of attaching meaningful measurement metrics to their schools' marketing efforts. During this session, we'll share Stamats' current thinking about measuring the return on your institution's marketing investments, offer some examples of reasonable mROI measures we've seen at work across the country, and facilitate an opportunity for conference participants to ask questions and share their own examples of useful return-on-marketing-investment initiatives.
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| 07/27/06 |
| 9:30-10:45 AM |
| The Future of Integrated Marketing in Higher Education |
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Presented by Don Schultz, Professor of Integrated Marketing Communcations, Northwestern University |
Unfortunately, colleges and universities are the most dis-integrated organizations possible. Organized around content areas, departments, colleges, schools and universities, it’s difficult for higher education professionals to work together in an integrated or aligned fashion. In this session, Don E. Schultz will present an integrated marketing model focused on the needs of higher education. The integrated system is based on development of cross-functional teams focused on achieving specific organizational goals using a relicable 5 Step Integration Process that is easy to plan, develop and implement. Whether you’re focused on admissions, developing the university brand, generating alumni support or attracting donors for specific institutional needs, you can apply this process to build more successful marketing programs.
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| 07/27/06 |
| 11:00 AM-12:15 PM |
| A Visual Feast in the Digital Age |
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Presented by Jason Jones, Photographer |
Recruitment publications, CDs, and Web sites frequently underestimate the visual sophistication of the average college-bound 17-year-old. Join photographer Jason Jones for this highly energized presentation that will illustrate the importance of using compelling, credible photographs in your institution's recruitment materials. In addition, Jones will provide a series of guidelines to keep in mind when planning a photo shoot.
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| 07/27/06 |
| 12:15-12:45 PM |
| Wrap-up Session |
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Presented by Eric Sickler, Principal Consultant, Stamats |
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