Leveraging Social Media Advertising in Higher Ed Marketing (Webcast Recording)



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Join us for an online training to learn more about how social media advertising can be used in higher ed marketing. You will see specific examples of how Wayne State University has used paid social advertising on Facebook, Twitter, Instagram, and Snapchat to help supplement various campaigns and initiatives. Our expert instructor will share lessons learned and pieces of advice for each platform to help you use social media advertising more effectively on your own campus.

Using her own experience as a frame of reference, our instructor will address questions such as:

  • What should the role of paid social be in the context of a larger integrated marketing strategy?
  • What are some of the pros and cons of paid advertising on each platform?
  • From a budgetary perspective, which platforms are most “worth it?”

Who Should Attend

This webcast has been designed for marketing and communications professionals who are interested in a) learning more about how social media advertising can be used in higher ed marketing, and b) seeing several examples of how another institution has used paid social as part of its own integrated marketing strategy.

The examples provided during this program will be most relevant to central and recruitment marketing audiences.

Learning Outcome

After participating in this online training, you will better understand how paid social advertising could be used in your own marketing efforts.


Our expert instructor will discuss the following:

Strategy Questions

  • What should the role of paid social be within a larger integrated marketing strategy?
  • From a budgetary perspective, which platforms are most “worth it?”

Pros/Cons, Tips, and Examples by Platform

  • Facebook
  • Twitter
  • Instagram
  • Snapchat  


Carolyn Berry, Associate Vice President, Marketing, Wayne State University
Carolyn leads the university’s brand campaign with support from Wayne State’s agency of record, Roundtable6, and the WSU Marketing and Communications office. She has responsibilities for Undergraduate Admissions marketing content, School of Medicine M.D. recruitment campaigns, and the university’s school/college marketing communicators team.  

In 2017, Carolyn managed the launch of WSU’s new brand campaign, “Warrior Strong.” The integrated campaign includes an extensive content toolbox of video, print, radio, web, outdoor, social media, and campus impact displays. Carolyn oversees the university’s media budget and manages marketing campaigns in a variety of mediums, including social media advertising on Facebook, Instagram, Twitter and Snapchat.

Prior to joining WSU, Carolyn spent nearly 15 years at Leo Burnett in various account services roles for Buick, Pontiac, Cadillac, and the business development team. She has experience with new product launches, integrated content strategy planning/implementation, and consumer/market research.


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