Generating Successful Interactive Marketing Strategies
session information ®
| October 10, 2006 |
| 9:00 AM-12:00 PM |
| Web Site Features: Do They Really Matter? |
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Presented by Samantha McGuin, Senior Interactive Strategist |
Interactive features are popping up everywhere on college Web sites today. From blogs to vlogs, virtual tour to videos, colleges are taking the next step to showing "your college experience" through the Web. Join us as we explore these features. We'll explore the importance of virtual tours, blogs, podcasts, and video on college Web sites today and hear from prospective students what they really think about them.
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| October 10, 2006 |
| 1:00-4:00 PM |
| Breaking the Frame of Web Design |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc. |
In terms of innovation, the Web is opening up possibilities in a way it hasn't done since the great dot.com age. Yet, in spite of these gains, many Web sites are only minimally engaging. When it comes to graphic design for the Web, we're stuck in the frame-a visual approach that cordons off content and photography into neat, highly visible quadrants and may have had its origins in the 'frameset' technology developed by Netscape that once dominated site design. In this presentation, we'll talk about what it means to break the frame of Web design, examine sites that have successfully done so, and explore new graphic design approaches that can help move your site out of the box.
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| 10/11/06 |
| 9:45-11:00 AM |
| Keynote Session: FireFox |
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Presented by Blake Ross, Co-founder of FireFox |
In 2005, Firefox joined Interbrand’s list of top ten global brands. In a market monopolized by Microsoft and left for dead by analysts, over 100 million people found Firefox last year. The Firefox movement dawned on college campuses around the world and echoed through the generations. But, Firefox wasn’t designed for the tech-savvy college crowd; it was designed for their mothers. (Please don’t tell the students.) Learn how Firefox bridged the world’s most powerful polar opposites—parent and child—in perhaps the greatest marketing coup in history.
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| 10/11/06 |
| 11:00 AM-12:45 PM |
| iPOD Revolution |
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Presented by Brian Niles, CEO, TargetX |
A revolution in Internet communication is happening that threatens the future of the radio but has some great opportunities for recruiting and marketing colleges and universities. Podcasting is not even two years old but there are now almost 25,000 podcasts available and millions of Internet users are listening to and creating their own podcasts growing at a rate faster than blogs. What is podcasting? How can colleges add podcasting to their communication efforts? What early-adopter colleges are doing with podcasts? Where does it fit best in a college's marketing plans? How do you create your first podcast? This session will bring you up to speed and help you gauge if podcasting is right for your institution and if so, how to get started.
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| 10/11/06 |
| 1:00-2:15 PM |
| Preconference #1: Web Branding for Colleges and Universities |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc. |
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What does it mean to brand your Web site? Should a college or university Web site be the fulcrum of the institutional brand or just another touch point? Today many institutions view the Web as the hub of their brand marketing efforts for good reason—the Web is faster, more immediate, and quickly becoming a dominant mode of communication. In this presentation, Fritz will examine the Web's potential for building relationships and enabling your constituents to experience your brand: the difference between developing a brand through traditional media and through Web-based approaches; and how a well-designed Web site can extend your brand by creating a user experience that incorporates elements from an institutional brand campaign-logo, tagline, key messages, and graphic identity into a dynamic interaction.
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| 10/11/06 |
| 2:30-3:45 PM |
| Mobile Applications |
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Presented by Webster Lewin, Mobile Marketing Strategist, VML |
Learn how to start engaging teens through one of their most preferred channels of communication—their mobile phone. We look at ways mobile applications can help to build lasting relationships between students and colleges, and provide an overview of the core technologies of mobile application development including: WAP, SMS, Java and BREW.
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| 10/11/06 |
| 4:00-4:45 PM |
| Managing a Successful Web Redesign |
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Presented by Cori Merritt, Senior Interactive Project Manager |
Every Web site needs to be redesigned. Learn the best practices in project management of a redesign and hear from others who have been through the process.
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| 10/11/06 |
| 4:45-5:15 PM |
| Web Feature Feast |
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Presented by Adam Blyth, Senior Interactive Media Designer
and Scott Leamon, Senior Interactive Media Designer |
Explore the latest developments in Web features like blogs, wikis, and streaming video. Discuss how they help build relationships audiences and discover the new movements in Web design that will impact higher education.
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| 10/11/06 |
| 5:30-7:00 PM |
| Networking Reception |
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| 10/12/06 |
| 9:00-10:00 AM |
| The Next Generation Web |
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Presented by Nick Finck, Founder and Publisher of Digital Web magazine |
Throw away your crystal balls; they only seem to give us reflections of the past. The Web and digital communication is about to change our lives not just on an information and data gathering level but also on social, political, and economical levels as well. Publisher, entrepreneur, and Web craftsman Nick Finck will explore what is on the horizon of the Web landscape and what we can do to prepare for it. He will explore the challenges we will face in this ever-changing environment and the experiences that are about to be infused in our day to day our lives. It's time to stop worrying and start planning.
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| 10/12/06 |
| 1:00-2:00 PM |
| (Marketing Track Session) Maximizing Your Internet Marketing Results |
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Presented by Adam Haber, Vice President of Sales, CUnet |
How can you maximize Internet marketing to recruit students? Learn about the Internet marketing challenges schools face, how to begin or expand upon your existing campaign, ways to policy your vendors for compliance, how to fine-tune and re-circulate your campaign, and whether you should consider a managed service.
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| 10/12/06 |
| 1:00-2:00 PM |
| (Technology Track Session) Choosing a CMS in a Higher Ed Environment: Separating the Forest from the Trees |
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Presented by Joanne Kuta, Technology Support Analyst, Indiana University of Pennsylvania
and Sean McDaniel, Associate Professor of Spanish, Indiana University of Pennsylvania |
Indiana University of Pennsylvania recently completed the purchase of a content management system to aid in the revamping of its web site. Learn how their experiences guided them toward a CMS solution and the process used in finding the right product for the challenges and goals they faced.
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| 10/12/06 |
| 2:15-3:15 PM |
| (Marketing Track Session) Selecting Relevant and Effective Keywords for Search Engine Marketing |
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Presented by Mark Shay, Founder, President, CEO, Educational Directories Unlimited, Inc. |
Search engines have become a significant component to successful online marketing. Discover how to optimize your site to gain free search engine rankings and review ways to evaluate the effectiveness of paid search engine campaigns. We will discuss the importance of Web sites as marketing tools, provide tips on how to work with IT to create an effective site, and demonstrate techniques for determining keywords and estimating advertising costs.
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| 10/12/06 |
| 2:15-3:15 PM |
| (Technology Track Session) Web Accessibility: What Is It and How Do We Get There? |
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Presented by Samantha McGuin, Senior Interactive Strategist |
As the Web continues to grow as a source of information for the public, the topic of the accessibility of Web sites for users with disabilities has become an increasing focus for Web designers and developers. To more fully understand the topic, a brief review of the various Web standards, an overview of how users with disabilities use the Web, and a rethinking of how we approach Web design and development is in order.
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| 10/12/06 |
| 3:30-4:30 PM |
| (Marketing Track Session) Preparing for the Future: Moving from a Paper-Based Retention Plan to E- Communications |
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Presented by Adrian Schiess, Director of Student Success and Retention, Xavier University |
Hobsons has paired with Adrian Schiess Director of Student Success and Retention at Xavier University to develop EMT Retain. Retain is a technology-based retention system with functionality designed to automatically identify at-risk students based on factors considered crucial to academic, social, financial, and physical success. In this session you will learn about those factors and hear how Xavier University used EMT Retain and it’s sophisticated e-communication capabilities to automate and deliver student support and interventions.
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| 10/12/06 |
| 3:30-4:30 PM |
| (Technology Track Session) Being A Webmaster – What You Don’t Want the Marketing Department to Know |
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Presented by Sabra Fiala, Strategic Marketing Consultant, Stamats, Inc.
and Swift Bivens, Web Manager, Univ of the Pacific – McGeorge School of Law
and Chris Weaver, Web Manager, Franklin & Marshall CollegeDirector of Web Development, Doane College
and Nancy Weyers,
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Join this therapeutic session moderated by our expert panel of Higher Education Web Masters as we discuss (and perhaps vent just a little) on the complex union of admissions and technology. This highly interactive session will include such topics as: the daily stresses of being a Web Master, what you wish the Admissions team knew about your job, and implications of new technology.
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| 10/12/06 |
| 4:45:5:45 PM |
| Keynote Session: What Good Are Blogs Anyway? |
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Presented by B.L. Ochman, President of whatsnextonline.com |
Blogs: do they make money? Can they bring you customers? Do they help your search engine rankings? Are they good places to advertise? What are the risks? What are the benefits? Review case studies that show you both sides of the blogosphere.
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| 10/13/06 |
| 8:00-9:15 AM |
| Artificial Intelligence on the Web |
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Presented by Jason Pistillo, Vice President of Marketing and Chief Technology Officer |
With Content Management tools, portal technologies, and personalization techniques, Web sites have begun to cater messages to the user. By incorporating sophisticated logging and analysis you can predict user type, information relevancy, and progressive message development. Learn how to build a site that can: 1. determine the type of user, 2. determine and vend relevant information to the user at any time, and 3. reshape (and grow) its architecture on the fly without a user logging in, without using cookies or other obtrusive software.
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| 10/13/06 |
| 9:30-10:45 AM |
| 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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| 10/13/06 |
| 11:00 AM-12:15 PM |
| Darn, I Wish I'd Thought of That |
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Discussion of best practices, what we've learned, and conference wrap-up
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| 10/13/06 |
| 12:15-12:45 PM |
| Wrap-up Session |
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Presented by Steve Kappler, Executive Director of Consulting, Inc. |
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