Learn proven methods to measure the return on your marketing and branding investments.
Higher education marketing professionals are under tremendous pressure to prove the effectiveness of their marketing and branding initiatives. To ensure funding, marketing offices must measure the return on investment of their strategies and communicate their success in tangible ways.
This webcast will provide you with a step-by-step primer on how to measure the return on investment of your integrated marketing and branding initiatives. You will learn best practices for measuring ROI and review examples from other institutions. As part of this webcast, you will also receive a measurement template that can be adapted to your own institutional marketing and branding efforts.
This webcast is designed for institutional marketing and communications professionals at multiple levels. Vice presidents and directors of marketing as well as mid-level marketing professionals will benefit from this session.
Did you know that CD recordings are 50% off when purchased along with the live webcast connection? Visit the registration tab for details.
We turned to Elizabeth Scarborough, CEO of SimpsonScarborough, to ask where institutions may be misdirecting their attention when it comes to measuring marketing ROI. She indicated three “myths” or challenges that hold many institutions back. Read more
What is Higher Ed Impact?
After participating in this webcast, you will be able to identify a range of techniques and measures you can use to determine the productivity of your institution’s marketing and branding programs.
Elizabeth is a nationally recognized expert in the use of research to drive marketing and branding efforts. With twenty-one years of experience conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities. She is an expert in survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence.
Elizabeth has chaired the American Marketing Association’s Symposium for the Marketing of Higher Education since 2007. She has presented more than 200 workshops and papers at a veritable alphabet soup of higher education-related conferences and symposia, including NACAC, NAGAP, AMA, AGB, NAICU, AACRAO, PCACAC, SACAC, and NYSACAC.
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