#Stamats2020

The Conference for Higher Education Marketers

February 17-19, 2020The Kimpton Brice Hotel • Savannah, Georgia

Dr. Harold Lee Martin Sr.Chancellor of North Carolina

Agricultural and Technical State University

John McLoughlin, MPADirector, Onshore Partnerships & Recruitment - North America,

St. George’s University

Richie C. HunterVice President, Strategic

Communications and External Relations at Rensselaer

Polytechnic Institute

KEYNOTE SPEAKERS

WebsitesSuccessful websites are hubs around which all marketing, branding, and communication activities orbit. From site strategy to design and implementation, we’ll help you connect with new audiences, improve organic search results, capture new leads, and better represent your brand.

■ Digital Creative Services

■ Audits and Assessments

■ Content Strategy

■ HTML and CSS Development

■ CMS Integration

■ Website Analytics

■ Training

ContentFrom ideation through implementation, Stamats conversion-centered content team will help you discover, define, and deliver your authentic story to the world.

■ Content Audits

■ Content Distribution and Syndication

■ Content Marketing

■ Email Nurture Campaigns

■ Podcasts and Webinars

■ Writing and Digital Strategy Workshops

PlanningKnowing where you want to go is only part of the challenge. To keep pace with today’s dynamic higher education market, you need a plan that’s detailed, adaptable, and result-focused. Combining keen insight with the latest marketing research, we’ll help you turn abstract goals in action plans.

■ Strategic Planning

■ Recruitment Assessment

■ Competitor Assessment

■ Marketing and Communication Planning

Who We AreLeft-brainers, right-brainers, whole-brainers—our people bring talent, experience, and common sense to the challenges facing colleges and universities today. Our bench is deep; whatever your challenge, we will create the best roster for a winning solution. We’ll draw together the consulting, data-crunching, strategizing, and creative brains your project demands.

ResearchInformation is power. Properly applied, market research can transform the way you communicate, recruit, design academic programs, and thrive in an increasingly competitive world.

■ Academic Program Demand Assessments

■ New Market Analysis

■ Enrollment Analysis

■ Pricing Elasticity Study

■ Brand Perception Study

■ Qualitative & Quantitative Studies

BrandMuch more than logos and taglines, brands are a collection of experiences. When well-crafted and well-managed, your brand will power every marketing and recruitment initiative you undertake—immediately defining who you are, communicating your promise, and expressing the value you bring to the world.

■ Brand Strategy

■ Brand Expression

■ Creative Development

Demand GenerationEven qualified leads are a weak measure of marketing success. Demand generation drives a more robust lead generation process by capturing the interest of people who are not yet prospects—harnessing the power of brand marketing and research to develop stronger and more measurable relationships with future students, donors, and alumni.

■ Demand Generation Strategy

■ Digital Creative Services

■ Content Development

■ Campaign Execution and Management

■ Optimization and Monitoring

DigitalThe best high-tech ideas begin with the low-tech art of listening. Listening allows us to craft competitive and brand specific strategies empowered through constant optimization. Our dedicated digital experts will collaborate with you to create and implement advanced, user-focused journeys.

■ Strategy

■ Governance

■ SEO/SEM

■ Digital Display Ads

■ Social Media

■ Google Analytics

■ Nurture Campaigns

Monday, February 17 – Conference Day 1

Registration Open 7:00 a.m.-5:00 p.m. [The Hall]

8:00-11:00 a.m. Workshop: Developing a Powerful Brand (Optional) [Mercer]Beatrice Szalas, Vice President for Client Services, Stamats | Jim Brown, Marketing Director, Marywood UniversityIt all starts with a powerful brand. Join Beatrice and Jim for this popular and proven brand workshop. Explore important research and relevant strategies to reinvigorate your brand. This is a great opportunity to network with your colleagues and shape a plan to assess your institution’s brand health.

8:00-11:00 a.m. Workshop: What Thriving Institutions Look Like in 2020 and Beyond (Optional) [Griffon]Bob Sevier, Senior Vice President, Strategy, StamatsHelp your institution thrive in these turbulent times. Bob will share the most up-to-date information on critical issues such as institutional vision, leadership, revenue diversification, academic portfolio management, recruitment best practices, and more!

8:00-11:00 a.m. Workshop: Admissions Training (Optional) [Greene]Ryan Trout, Founder and CEO of Admissions Counselor TrainingDesigned for admissions leaders and their teams, this session goes beyond the process side of admissions to focus on the importance of relationship-development. You’ll leave with the information you need to provide year-round professional development.

1:00-1:50 p.m. KEYNOTE: Writing a New Narrative: The Re-imagination of North Carolina A&T [Griffon]Dr. Harold Lee Martin Sr., Chancellor of North Carolina Agricultural and Technical State University

2:00-2:50 p.m. Agile Marketing [Mercer]Amy Luethmers, Chief Marketing Officer, University of Wisconsin-StoutNow more than ever before, marketing and recruitment success depends on having a strong project management framework. In this session, you’ll be introduced to the Agile Marketing movement and learn how you can incorporate this approach to deliver winning results.

A Case Study: Creating Successful Recruitment Communications [Greene]Trista Wdziekonski, Director of Graduate Studies, University of Michigan-DearbornUsing a shared services model, the University of Michigan-Dearborn moved from a decentralized to centralized graduate admissions operation. Since then, trust has grown, a CRM has been implemented, and the university is working on a graduate communication plan designed to cultivate relationships with prospects at every stage of the admissions funnel.

3:00-3:50 p.m. Inspired Collaboration: Three Agencies, One System [Mercer]Terri Giltner, System Director of Marketing at Kentucky Community and Technical College System | Eric Sickler, Vice President for Client Services, The Thorburn GroupImagine being asked to align the brands of 16 community colleges plus the system they form, while making sure each maintains its distinctive personality. Learn how three agencies collaborated with KCTCS to successfully meet this massive branding challenge.

One Message, Three Audiences [Greene]Jenny Carrick, Senior Director of Communications and Marketing, Betty Irene Moore School of Nursing at UC DavisThe message matters. At a new graduate school, a team of two went from repurposing content for their prospective student, donor and alumni audiences to developing unique content for each. Learn how they did it using strategic calendars, themes, and more.

4:00-4:50 p.m. Using Facebook & LinkedIn to Increase Lead Quality and Conversion [Mercer]Cody Watson, Associate Director of Marketing, William & Mary’s Raymond A. Mason School of BusinessA case study from William & Mary’s Flex MBA Program illustrates how to apply the data gathered through marketing channels to increase conversions. Focusing on Google, Facebook, and LinkedIn we’ll examine how to leverage each platform’s strengths to get your message to the right candidates at the right time.

Achieving the Dream: Interdepartmental Team Success [Greene]Dr. Tracy Duncan, Assistant Vice President of Academic Affairs and Program Development, Pillar CollegeStrong intra- and inter-departmental collaboration is linked to higher student enrollment and greater student success. In this session, we’ll explore how to tear down the silos that undermine institutional effectiveness and nurture a culture that’s united by a common vision.

Evening: Networking & Dinner Opportunities

Over his 10-year career at North Carolina A&T State University, Chancellor Harold L. Martin Sr. has led the institution from a period of declining enrollment to its emergence as America’s largest historically black university. The narrative that has emerged from that transformative decade is nothing less than inspiring.

Tuesday, February 18 – Conference Day 2

Registration Open and Breakfast 7:00 a.m.-7:50 a.m. [Mercer and Greene]

8:00-8:50 a.m. KEYNOTE: Brand Leadership: Building Relevance and Resilience [Griffon]Richie C. Hunter, Vice President, Strategic Communications and External Relations, Rensselaer Polytechnic Institute

9:00-9:50 a.m. How a Call-to-Action Strategy Can Improve Your Marketing ROI [Mercer]Mariah Obiedzinski, Director of Content Services, StamatsImplementing a call-to-action (CTA) strategy is a simple way to improve the user experience, simplify enrollment, and improve conversion. In this interactive session, you’ll learn the uses and benefits different types of CTAs and how to develop an effective strategy for your website.

In a Digital World, One Size Does Not Fit All [Greene]Cory Cozad, Account Executive, StamatsAmericans are exposed to a staggering 4,000-10,000 ads every day. This session highlights ways colleges and universities can cut through the competing noise. We’ll examine how to use digital advertising strategically, engage users through personalized content, and continuously optimize campaigns for greater results.

10:00-10:50 a.m. Digital Trends for 2020 and Beyond [Griffon]Sandra Fancher, Chief Innovation Officer, Stamats | Michael Leonard, Digital Strategy Manager, StamatsWhile digital trends are constantly in flux, it’s imperative that institutions rise to the challenge and keep pace. With an eye toward better navigating the future, Sandra and Michael will explore what changes we can expect in 2020 and beyond.

10:50-11:00 a.m. COFFEE BREAK [Mercer and Greene]

11:00-11:50 a.m. How to Conduct Your Own Content Audit [Mercer]Joan Benson, Associate Vice President, Digital & Creative Strategy, StamatsThis is the ultimate DIY guide to auditing your website’s content, complete with definitions, strategies, tools, and tactics. You’ll learn about the three main types of audits, what situation each one serves best, software tools to speed you along, and steps for conducting each type.

The B.S. Without the B.S.* [Greene]Kelly Paul, Assistant Director of Marketing, UNC Greensboro OnlineGet an inside look at how UNC Greensboro designed and launched an unexpectedly bold marketing campaign for a new online degree. Discover how they developed and tested key messages and creative, and the steps they took to build campus buy-in. * Big Sacrifice, Big Spending, Being Stuck, Being Scared, Brutal Schedule

12:00-12:50 p.m.Lunch Provided

Making Movies [Pacci]Jason Jones, Award-Winning Photographer & Filmmaker at JonesFotoFrom the Cineplex to the phone in your pocket, moving pictures are everywhere. This presentation explores best practices to reach audiences of all ages through a variety of video production and post-production techniques. We’ll also discuss how to use video to elevate your institution’s brand.

1:00-1:50 p.m. Creating Demand for the Win [Griffon]Randy Burge, Vice President, Stamats | Peter Glanville, Marketing Automation Manager, Cornell University SC Johnson School of BusinessIn the world of elite business schools, enrollment decisions are often based upon incremental differences in rankings. This detailed case study examines how the MBA programs at Cornell’s Johnson College of Business beat formidable competitors using the techniques of demand generation marketing.

2:00-2:50 p.m. System, Meet Reality: How to Make Your CMS Work for Your Campus [Mercer]Lin Larson, Digital Strategist, Stamats | Kelly O’Brien, Digital Strategist, StamatsThe question isn’t should you have a content management system (you must), but what are you doing with your CMS. In this session, two former Big 10 communications and marketing pros will explore new ways your CMS can keep your SEO, accessibility, and content strategy running efficiently.

Maximizing the Leverage of Your Brand [Griffon]Bill Thorburn, Executive Creative Director and CEO, The Thorburn GroupIn this dynamic session, Bill Thorburn discusses his firm’s work with Polaroid, Coke, National Geographic and other iconic brands committed to creating deeper brand experiences. Join us as we explore how colleges and universities can apply lessons from some of the top consumer brands in the world.

2:50-3:00 p.m. COFFEE BREAK [Mercer and Greene]

3:00-3:50 p.m. Six Tips to Doom Your Brand Transformation [Mercer]Darren White, Brand Consultant, D. White & CompanyHere’s higher ed marketing’s dirty little secret: College and university rebrands fail every day – and not for the reasons you might expect. Explore the hidden pitfalls that sink campus rebrands – and learn how to avoid them. For those launching or revamping a new brand soon, this session is a can’t-miss.

Is Email Dead – Or Did College Admissions Kill It? [Greene]Hayley Wolf, Account Executive, Target XWhat do you get as prospective college student? Turns out, you get a ton of email. In this session, we’ll examine what schools are doing wrong when it comes to email marketing (from the student’s perspective) and share 10 tips to minimize email fatigue and maximize interest.

4:00-4:50 p.m. From Online Activity to Enrolled Student [Mercer]Drew Miller, Director, College Partnerships, PlatformQ EducationWhen you understand how students prefer to connect and engage with the schools they’re considering, you can drive conversion. This session explores how traditional, adult, online, and international students communicate with institutions across all devices, channels, and major social media platforms.

A Future That Matters: Telling Your College’s New Story in a Period of Rapid Change [Greene]Lisa Brosky, Vice Chancellor, External Relations, Pima Community CollegeIn our current higher education landscape change is coming, whether we want it or expect it. Using Pima Community College’s rapid transition from a failing institution to premier community college, learn to recognize when change demands a new story and how to adapt to shifting expectations.

Evening: Networking & Dinner Opportunities

In the ever-changing world of higher education, institutions must deliver authentic and highly relevant brands. At the same time, marketers must develop brands that are resilient and continually evolving. Join Richie Hunter as she shares ways to map every step in your brand leadership journey.

Wednesday, February 19 – Conference Day 3

Registration Open and Breakfast 7:00 a.m.-7:50 a.m. [Mercer and Greene]

8:00-8:50 a.m. KEYNOTE: Shifting the Paradigm: Recruiting and Enrolling Traditional Students in 2020 [Griffon]John McLoughlin, MPA, Director, Onshore Partnerships & Recruitment - North America, St. George’s University

9:00-9:50 a.m. Top 10 Marketing Miscues and Remedies [Mercer]Bob Sevier, Senior Vice President, Strategy, StamatsWhat are the 10 most common marketing mistakes in higher education? What are they costing you? How can you correct them? In this session, you’ll learn how to focus departmental resources, get the most out of research, communicate with purpose, and grow enrollment.

Making the Shortlist: Reach, Recruit, Convert Transfer Students [Greene]Becky Morehouse, Senior Vice President, StamatsThe term “transfer student” is exasperatingly imprecise. Whether they’ve taken a single class or accumulated 90 credits, a new transfer student offers colleges and universities opportunities . . . and challenges. In this session, we’ll reveal three activities to turn any type of transfer prospect into a student.

10:00-10:50 a.m. Connecting the Dots with Google Analytics, Tag Manager and Data Studio [Mercer]Dave Olsen, Professional Technologist, WVU University Relations – Digital Services“Data-driven marketing” is more than a buzz-worthy term – it’s a proven success strategy you can achieve with the right tools. In this session, learn how West Virginia University implements dashboards and workflows to meet data-driven marketing goals.

Critical Knowledge for Website Accessibility [Greene]Joan Benson, Associate Vice President, Digital & Creative Strategy, StamatsMariah Obiedzinski, Director of Content Services, StamatsEnsuring that your site is accessible to all engages every web discipline. Together, everyone has to make it work. This session covers the basics, ongoing practice, and the emerging challenges in accessibility for college and university websites, no matter your role.

11:00-11:50 a.m. The Best Of: Web, Mobile, and Design Strategies [Mercer]Sandra Fancher, Chief Innovation Officer, StamatsYour website is the core of your marketing and recruitment efforts. In this session, well take a look at who’s getting it right by touring top websites in higher education and other related industries. Learn how to handle complex site challenges through real-world examples.

Transforming the College Visit [Greene]Alicia Kornowa, Director of Admissions, Western Michigan UniversitySince the campus visit is most trusted source of information for prospects, it’s crucial to make sure your campus is presented authentically and effectively. Join us as we discuss what to consider when developing and refining the campus visit.

12:00 p.m.Conference Concludes

Password: stamats2020

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#Stamats2020

Today, engaging and enrolling traditional students takes coordinated effort. In this discussion, John McLoughlin shares strategies for integrating enrollment management across departments, using data to personalize the recruitment experience, and seizing new market opportunities with underrepresented audiences.

CHAT WITH THE EXPERTSContact Sara Henton at sara.henton@stamats.comGet feedback, work through challenges, review your website, discuss your brand, or just spend time brainstorming!

THANKS TO OUR SPONSORS

#Stamats2020