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T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Organised by:1
Digital Engagement in VET
Amjad Khanche, Chief Executive Officer, AIPE
Strengthening retention & acquisition through digital & social media
Rob Brown, Group Marketing Manager – eMarketing, Navitas
Mike Rhodes, Founder & CEO, WebSavvy.com.au & PPCsavvy.com
Tim Biddle, (Formerly) Marketing & Human Resources Manager, COMPLEX Institute of Education
Laura Sullivan, Social Media Advisor, The University of Melbourne
Kristy Chilman, Head of Marketing, Study Group - ACPE, ACPE Academy, AIAS, Martin
Cameron Bailey, Former Digital Marketing Coordinator, Melbourne Polytechnic
Golda Mitchell, Communications Officer, State Library of New South Wales
Caroline Schmidt, Group Marketing Manager, Bendigo Kangan Institute
Michael Crump, National Marketing Manager, Upskilled
Tim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
Esther Perkins, Communications Coordinator, Holmesglen Institute
Louise Robinson, Assistant Director Vocational Education, Business Development, RMIT
Holly Stewart, Social Media and Community Manager, SEEK
Samadhi Thomaz, Digital Strategist Communications & Marketing, TAFE SA
Attend this conference and discover:EXPERT SPEAKERS:
This conference will bring together leaders from VET across Australia, with
responsibilities for:
• Digital trends for 2016 and the
implications for VET providers
• Strategies to enhance student
acquisition, engagement and
retention
• How to ensure your organisation
takes an integrated approach to
digital engagement
• Strategies to drive revenue growth
through effective utilisation of
digital channels
• Apply cross sector learnings
• Social media
• Marketing
• Communications
• Digital
• Chief Executive Officer
Follow us on Twitter with #SM4VET and @AkoladeAust for event updates
1ST – 3RD December 2015 | Stamford Plaza, Melbourne
T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Organised by:2
Digital Engagement in VET
CONFERENCE DAY ONE: TUESDAY 1ST DECEMBER 2015
8:00 Registration opens
9:00 Opening remarks from the ChairTim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
FUTURE DIGITAL ENGAGEMENT TRENDS
9:10 KEYNOTEDisruption Ahead: Digital trends to be aware of in 2016• What do VET institutions need to be doing to keep abreast of
trends and stay ahead of competitors in 2016• What are the key disruptors in the online space that will
influence how your institution engages with students andtheir parents
Rob Brown, Group Marketing Manager – eMarketing, Navitas
9:50 KEYNOTEWhat will work in Adwords in 2016• What you need to know about the changes Google made in
2015• What’s working now & likely to work well in the coming
months• 3 practical steps you can take to grow your results by 20% in
3 monthsMike Rhodes, Founder & CEO, WebSavvy.com.au & PPCsavvy.com
10:30 Speed networking session• Delegates will be in pairs and have one minute to share their
successes and challenges with one another
10:50 Morning tea
POLICY DEVELOPMENT AND STRATEGIC IMPLEMENTATION
11:20 CROSS SECTOR CASE STUDYDeveloping an organisation wide social media policy• Taking a customer service focus• Implementing a crisis management plan• How to govern the use of your platformsHolly Stewart, Social Media Manager, SEEK Limited
12:00 Digital disruption: Creating a winning strategy that is rightfor your business• Establishing foundation and not getting lost in what others
are doing• Striking a balance between data and creativity• Test and prove, then scaleKristy Chilman, Head of Marketing, Study Group - ACPE, ACPE Academy, AIAS, Martin
12:40 Luncheon
1:40 Taking a consolidated and targeted approach• Examining and developing a successful social media strategy• Aligning all campaigns to deliver a holistic digital presenceSamadhi Thomaz, Digital Strategist, TAFE SA
ENABLING EFFECTIVE EVALUATION OF DIGITAL ENGAGEMENT
2:20 Measuring the efficacy of your digital marketing activities• How to report the impact of your digital engagement and
write reports that your stakeholders will understand and use• Strategies to quantify social media engagement beyond the
number of ‘likes’• Connecting online and offline channels to report on the
effectiveness of your campaignsCameron Bailey, Former Digital Marketing Coordinator, Melbourne Polytechnic
TAKING AN INTEGRATED APPROACH TO DIGITAL ENGAGEMENT
3:00 PANEL DISCUSSIONEnhancing brand awareness via digital engagement• Techniques to continuously drive website traffic• Examining the effectiveness of various strategies:
Storytelling vs. technologyTim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
Louise Robinson, Strategic Plan Advisor & Assistant Director Business Development, Engagement & Vocational Education, RMIT University
Rob Brown, Group Marketing Manager – eMarketing, Navitas
3:40 Afternoon tea
4:10 CROSS SECTOR CASE STUDYExploring social media as a key source of engagement• Activities to boost the efficacy of your organisation’s social
media efforts• Examining effective reputation and crisis managementLaura Sullivan, Social Media Advisor, The University of Melbourne
4:50 How to embrace digital opportunities to engagestakeholders• Organisation change delivered through digital
engagement• Preparing your institution to embrace digital opportunities
to enhance student engagementLouise Robinson, Strategic Plan Advisor & Assistant Director Business Development, Engagement & Vocational Education, RMIT University
5:30 Closing remarks from the chair and end of day oneTim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
CONFERENCE DAY TWO: WEDNESDAY 2ND DECEMBER 2015
8:00 Registration opens
9:00 Opening remarks from the ChairTim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
HOW TO BOOST REVENUE THROUGH EFFECTIVE DIGITAL ENGAGEMENT
9:10 How to increase profitability via digital activities• Examining the process of implementing new technologies
to enhance student acquisition• Changing your organisation’s channel mix• Implementing proven approaches from other industries in
a VET contextCaroline Schmidt, Group Marketing Manager, Bendigo Kangan Institute
9:50 Digital student acquisition strategies to grow your RTO• Making the most of your performance based digital
marketing• Ways marketing can enable the sales team• Using analytics to optimise your campaigns and improve
conversion ratesMichael Crump, National Marketing Manager, Upskilled
T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Organised by:3
Digital Engagement in VET
10:30 Morning tea
11:00 Benchmarking your return on investment• How to ensure buy-in from senior leadership• Justifying the allocation of resources to social media• Operational management of multiple platforms: How to
respond to inquiriesAmjad Khanche, Chief Executive Officer, AIPE
11:40 PANEL DISCUSSIONHow to generate revenue via effective engagement• Exploring social media as a source of lead generation• How to quantify the impact of increased engagement on revenueTim Biddle, (Formerly) Marketing & Human Resources Manager, COMPLEX Institute of Education
Cameron Bailey, Former Digital Marketing Coordinator, Melbourne Polytechnic
Esther Perkins, Communications Coordinator, Holmesglen Institute
12:30 Luncheon
STRENGTHENING CONTENT DEVELOPMENT
1:30 CROSS SECTOR CASE STUDYRallying the troops: Engagement through competition campaign• Developing a campaign that rewards engagement• Reaching an audience that is dispersed and varied: Tips to
making it work in your favour• The benefits of using subject matter experts across the
organisation: Greater community connections with limitedresources
Golda Mitchell, Communications Officer, State Library of New South Wales
2:10 Building digital literacy & social media competency withstakeholders
• Designing a digital strategy to connect with industry throughsocial media
• Connecting and engaging globally and locallysimultaneously
Tim Biddle, (Formerly) Marketing & Human Resources Manager, COMPLEX Institute of Education
2:50 How to crack the content egg?• Engaging internal staff to help with content curation• Creating a content strategy with minimal budgets/resources• Measuring what content engages your audienceEsther Perkins, Communications Coordinator, Holmesglen Institute
3:30 Afternoon tea
4:00 Content marketing for education• Where to start• How to engage your target audience• How to continuously improveTim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
4:40 Takeaway session• Consolidate your learnings: Delegates will be in pairs and
have one minute to share their key takeaways from theconference
5:00 Closing remarks from the Chair and conference adjournsTim Madin, Manager - Creative, Sales and Customer Experience, The Northern Sydney Institute, TAFE NSW
DAY THREE: THURSDAY 3RD DECEMBER 2015
WORKSHOP A: 9:00-12:00How to develop an effective social media strategy
This workshop will provide your organisation with practical strategies, approaches and examples on how to set up your social media landscape to maximise results.
By leading discussion and exercises, this workshop will assist you review and develop your current and future strategy and processes.
Attend this workshop and take away:• Review your social media strategy, audience, theme, and
number of accounts/channels
• Strategies and practical approaches for contentmarketing creation and maintenance
• Strategies and examples to develop an effectivegovernance structure and processes for maintenance, monitoring and content sharing
• Best practice examples
Samadhi Thomaz, Digital Strategist Communications & Marketing, TAFE SA
Having worked in Marketing for the past 18 years in Brazil, NZ and Australia, specialising in the last 8 years in Digital Marketing, Samadhi’s career includes experience in both the Higher Education and private sectors, including Mercedes-Benz, University of South Australia, Elders, among others. Samadhi has a Diploma in IT (Digital Media), a Bachelor in Communications, and a Masters in Commerce (Marketing) and is a certified Project Manager.
12:00pm - 1:00pm Luncheon
WORKSHOP B: 1:00-4:00How to half your student acquisition cost
The first step in reducing your cost of acquiring a new student is to begin measuring your current performance to identify high and low performing channels.
This workshop will take you through a step by step approach to transitioning your marketing department into a high performing student recruitment team that is truly accountable to the bottom line.
These three key ideas will transform your view on marketing forever:
• Using data to profile prospective students
• Discover three key web conversion strategies to doubleyour visitor to enquiry rate
• What you need to know about marketing automationtechnology
Michael Bird, Chief Executive Officer, Social Garden
Michael Bird is the Chief Executive Officer of an Australian revenue performance management agency, Social Garden. His specialities include data-driven lead generation and enterprise marketing automation for the education sector.
T | 61 2 9247 6000 F | 61 2 9247 6333 E | [email protected] W | akolade.com.au Organised by:4
Digital Engagement in VETREGISTRATION FORM — EDU05
REGISTRATION FEEALL PRICES ARE EXCLUDING GST
EARLY BIRD DISCOUNTSSTANDARD PRICE Register & book before
18 Sept 2015 2 Oct 2015 23 Oct 2015 13 Nov 2015
Standard Rates
Conference Only $ 1,599 $ 1,699 $ 1,799 $ 1,899 $ 1,999
Conference Plus 1 Workshop A or B $ 2,199 $ 2,299 $ 2,399 $ 2,499 $ 2,599
Conference Plus 2 Workshop $ 2,499 $ 2,599 $ 2,699 $ 2,799 $ 2,899
Solution Provider Rates
Conference Only $2,899 $2,999 $3,099 $3,199 $3,299
Conference Plus 1 Workshop A or B $3,499 $3,599 $3,699 $3,799 $3,899
Conference Plus 2 Workshops $3,799 $3,899 $3,999 $4,099 $4,199
AN ADDITIONAL 10% GST IS APPLICABLE ON ALL CHARGES
SAVE! Choose between:5 EASY WAYS TO REGISTER
1: EARLY BIRD DISCOUNT. Register and pay by a deadline indicated above to achieve up to 20% SAVINGS on the Standard Rate. Registrations received without payment are ineligible for an Early Bird Discount and will be charged at the Standard Rate.2: TEAM DISCOUNT. ( i ) Register 3 delegates and receive 15% DISCOUNT off the standard price
( ii ) Register 4 delegates and receive the 5TH TICKET FREE off the standard priceFor large group bookings, please email [email protected] to receive a quoteAll group registrations must be from the same company, at the same time and for the same event.Registrants must choose between the most advantageous discount option. Only one discount scheme applies
Phone: 61 2 9247 6000
Fax: 61 2 9247 6333
Email:[email protected]
Online: www.akolade.com.au
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