Better translate market research into strategy in higher ed marketing.
Learn how you can more effectively turn market research and digital analytics into meaningful marketing strategy at your institution. This webcast series is designed specifically for central marketing and communications units in higher education to help them make more data-driven decisions when connecting market research with strategy.
This training is comprised of two webcast sessions; depending on your needs you may attend one or both events. Save $50 when you attend both sessions.
Session One: Using Market Research to Inform Strategy - Thursday, January 19Learn how you can use market research to inform strategic initiatives within your central marketing and communications unit. We will walk through how you can conduct and guide market research efforts for both small and large-scale marketing projects, from basic surveying of a specific audience to branding campaigns and program demand. You will leave with a better understanding of what techniques you should use based on your project type and goals, and how to interpret the results of the data you collect.
Session Two: Using Social and Digital Data to Inform Marketing Intelligence - Wednesday, January 25Learn how data and analytics from your digital and social media platforms can inform your brand strategy and marketing initiatives. You will walk through topics including: media consumption preferences by generation, social listening, data analytics, behavioral targeting, digital advertising, and brand reputation management. You will hear specifics on how to dig deeper than surface-level Likes, Follows, Click-Throughs, and Retweets to gather insights that can inform your day-to-day decisions in a targeted and refined way.
This series has been specifically designed for institutional marketing and communications professionals at multiple levels. Those who work in CENTRAL marketing units that serve several areas of the institution (as opposed to units who only serve the Advancement area or the Enrollment area, for instance) will benefit the most from this webcast.
Contact Sarah Seigle, Program Manager at Sarah@academicimpressions.com or 720-988-1216 if you’d like additional information about the program.
We want you to be satisfied with your Academic Impressions learning experience. If the program you purchased fails to meet your expectations, please contact us within 30 days and let us know. We’ll credit the full amount you paid toward another AI program that may better fit your needs.
Learning Outcome After participating in this online training, you will be able to identify the market research methods that are most appropriate based on the marketing project you are undertaking on campus.
Learning Outcome After participating in this online training, you will be able to derive more meaningful insights from your social and digital marketing platforms and use them to further refine your overall brand strategy and marketing initiatives.
In her current role, Kristen focuses on developing and managing branding and integrated marketing strategies. Previously with the University of California, Kristen served as the day-to-day lead for marketing and advertising campaigns in support of the UC System brand. From managing strategic digital and social media marketing to advertising, grassroots outreach, event development, and market research, she focused on advancing broad public outreach and awareness of UC.
Kristen started her career with two of the top worldwide PR firms (Burson-Marsteller and FleishmanHillard), where she provided communications support for a roster of high-profile, multinational companies including Autodesk, Visa, and Hewlett-Packard.
Jason joined SimpsonScarborough—a recognized leader in helping colleges and universities conduct market research and develop strategies that support key marketing, enrollment, branding, fundraising and broader institutional objectives—as Vice President and Partner in February 2014. His role is focused on helping clients with brand strategy, positioning and bringing it to life.
Prior to joining SimpsonScarborough, Jason was the Executive Director of Marketing Communications for the University of California System and served in a similar position at North Carolina State University. In both roles he launched ground-up efforts to build a case for marketing; assembled and guided successful internal teams; established brand and positioning strategies; conducted market research; and launched integrated communications, digital, social media, advertising and other campaigns.
Jason's efforts have been recognized nationally and he was honored as the American Marketing Association’s (AMA) Higher Education Marketer of the Year in 2013, while his teams earned numerous accolades and honors from CASE, UCDA and other professional organizations and publications over the years. He currently serves as the co-chair of the AMA’s Symposium for the Marketing of Higher Education.
Ashley directs the digital marketing, strategy, and engagement for alumni affairs and development at Cornell University. She has been working in higher education digital strategy and web design since 2007. Prior to joining the digital team at Cornell, Ashley spent more than five years at her alma mater, Rochester Institute of Technology, where she led social media strategy for undergraduate admissions.
Through speaking, writing and research Ashley offers insights into contemporary issues in enrollment, fundraising, and communication technology. She hosts workshops for digital campaign planning, content strategy, and writing for the web. Ashley serves as producer and host on the Higher Ed Live network where she explores innovations and trends in higher education.
Deedie Dowdle joined Miami University in January, 2012 as associate vice president for university communications and marketing (UCM) to lead the team in oversight of Miami’s branding, public information, website, crisis communications, publications, creative services, digital media, internal communications, external relations, Miamian magazine, videography, and photography. To build a stronger, more cohesive Miami brand, the UCM team has made significant strides in recent years. The team’s efforts have earned extensive recognition among higher education peers, including a national gold medal for best recruitment video and a regional gold for Best Alumni Magazine, several golds for CASE V/VI and other higher education national organizations.
Prior to Miami, Dowdle served as executive director of communications and marketing at Auburn University, with responsibilities similar to those in her role at Miami in addition to overseeing special events and academic division communicators. Previously, she implemented Kennesaw State University’s first branding effort as its director of marketing, and served as director of marketing and public relations in the theme park industry, where she spearheaded the response to several crises, including one that led to worldwide industry change. Earlier, she served in director and account executive roles for Atlanta- and Charlotte-based agencies.
AI Pro is an annual membership that gives your team unlimited access to hundreds of hours of training on the most critical issues facing higher education.For additional questions, call Bridget Dattilo at 720.988.1224.
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