Digital Marketing for Higher Education Online Conference

Wednesday, December 6, 2017 from 10:00 a.m. EST / 7:00 a.m. PST to 5:30 p.m. EST / 3:30 p.m. PST.
Detailed schedule and session times will be available in early November.

How Much?
Cost to attend is $699.

Registration closes on Monday, December 4 at 8:00 p.m. EST / 5:00 p.m. PST.

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Why Should I Register My Team?

Become a smarter digital marketer.

Digital marketing encompasses everything about with your institution’s online presence. The broad term refers to the myriad ways you can reach and market to your target audiences through digital channels and devices, including the internet, mobile, email, and social media.

Digital marketing is essential to your college or university’s marketing and communications strategy. It can help you build brand awareness, promote academic programs, reach prospective students, and tell your institution’s unique story.

Gain the knowledge and skills necessary to be successful in the rapidly changing digital world.

This fast-moving field is difficult to keep up with and the skills required to thrive in marketing have evolved:

  • Our audiences use a wide variety of digital channels and devices for many different purposes.
  • New channels are constantly emerging.
  • The competition for our audience’s attention is increasingly difficult.
  • Digital efforts must be nurtured and fed on a consistent basis.
  • Many teams admit that there often isn’t enough time or internal expertise required to properly measure what’s working and what isn’t.

Improve your institution’s digital marketing strategy and execution.

To be successful, today’s higher ed marketer must make data-driven decisions and connect digital performance back to strategic and financial goals. Easier said than done, right?

Attendees Will Learn:

  • How to build an integrated digital strategy
  • The right way to use social media listening to influence your marketing
  • Tips to best manage your brand on digital platforms.
  • How to use digital advertising to improve brand awareness and enrollment
  • Content marketing ideas to engage and recruit students
  • Practical SEO tactics to help you focus your efforts and boost your search rankings
  • How to best use measurement tools to get the most out of your digital marketing efforts
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Sessions and Speakers

SEO Keyword Research: What Everyone Gets Wrong

Brian Childs, Training Manager for Moz

Learn how to avoid common mistakes in SEO strategy development. Brian has analyzed hundreds of businesses as they implemented SEO and seen what works. In this session, you will learn how search engines have evolved, simple ways to scale your research processes, and tricks for implementing on-page SEO with the keywords you select.

Level Up Your Content Marketing to Recruit Students

Shannon Lanus, Content Strategist for mStoner, Inc.

Every year you’re getting better at content marketing, but so are your competitors. So how can you level up so that your institution’s content sounds distinctive and makes an impact? In this fast-paced session, we’ll explore practical tips to up your content marketing game in 2018 to engage and recruit prospective students.

Brian Childs is the training program manager for Moz, a search engine optimization (SEO) software company based in Seattle. Prior to Moz, Brian was vice president of a marketing agency and led corporate strategy at GE Aviation, a $22 billion business unit and the world’s largest commercial aircraft engine manufacturer. Before working in marketing, Brian was the chief pilot for the United Nations in Afghanistan and Pakistan. He also flew reconnaissance aircraft for the U.S. Army as a contractor in Iraq.

As content strategist, Shannon Lanus works to make sure great content and amazing design coexist in every mStoner project. She crafts persuasive digital stories for our clients that are informed by their business goals as well as mStoner’s market research and effective audience engagement methods. Shannon is adept at creating new content as well as reimagining existing content to help an institution tell its story in fresh, efficient, captivating ways.

Using Social Conversation Insights to Identify Strategic Influencers

Liz Gross, Director of Campus Sonar

Peer influence has never been more important to higher ed. Learn how to use social listening to identify strategic influencers (not just online celebrities) and use them to improve brand perception and audience engagement.

Digital at the Core: How to Build (and Maintain) a Successful Integrated Strategy

Kelly Stack, Director of Digital Strategy for Northwestern University

Peeling back the layers of what “digital at the core” really means, this session dives into how brands can leverage the ever-evolving world of digital marketing to achieve measurable business results.

Liz Gross is the founding director of Campus Sonar. Her professional superpowers include designing and analyzing market research, applying social media strategy to multiple areas of a business, explaining difficult concepts in simple language, and using social listening to develop consumer insights and assist with reputation management. She received her doctorate in leadership for the advancement of learning and service in higher education at Cardinal Stritch University.

Kelly Stack is a digital marketing expert rooted in more than 10 years of interdisciplinary experience across industries including nonprofit, pet care, telecommunications, finance, packaged goods and services, healthcare, and education. Kelly’s early entrepreneurship experience and construction of online businesses placed her in a unique position to lead the next generation of digital and social communications at some of the largest advertising agencies in the world.

The Analytics Tools in Your Digital Marketing Toolbox

Greg Zguta, Assistant Director of Technology for mStoner, Inc.

What is the beauty of digital marketing? Everything is measurable! Web analytics for digital marketing starts with Google Analytics features such as event tracking, campaigns, and goal conversions. Increasingly, Google Tag Manager, Google Data Studio, and A/B testing software round out a digital marketer’s core tools. In this session, we’ll cover how these fit into your digital marketing strategy to ensure maximum return on investment.

Digital Marketing Cookbook

Dr. James Vineburgh, Co-Founder of Schmooze

If you attempt to make a pizza from scratch, it would be problematic if you put the toppings on before layering the sauce over the dough. If you run a pay-per-click campaign, it would be equally problematic if you ran ads on the internet before you built landing pages. We will examine how all of the various components of online advertising fit together within the context of higher education recruitment strategy to ensure that you have the right recipe for success.

Greg Zguta plays a key role in delivering the technical rigor and expansive capabilities for which mStoner is known. From discovery and planning through creative development and implementation, he is involved at every step to ensure that all of a project’s pieces fit together and function elegantly. He guides mStoner’s clients in selecting the best technology, including content management systems and other third-party technologies, and also provides diligent support to help our clients integrate these tools.

James Vineburgh has an extensive background in market research, data science, advertising, and digital marketing. He uses traditional market research techniques, cutting-edge data analytics, and proprietary digital marketing technologies to help clients segment their current and prospective students, develop and position new programs and products, enter new markets, and perform competitive analyses.

Your Institution’s Brand + Digital: 10 Tips to Help You Manage the Brand

Rob Zinkan, Associate Vice President, Marketing at Indiana University

What are the key considerations for brand managers as they work to align brand strategy with digital strategy? This rapid-pace session will cover tips, strategies, and ideas to help you successfully manage and elevate your institution’s brand on digital platforms.

Rob Zinkan has been with Indiana University for 15 years and is currently in a systemwide role as associate vice president, marketing. In this role, he develops, champions, and deploys the university’s brand strategy; leads IU’s internal full-service marketing agency; and serves as marketing liaison to the flagship campus leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC).

Who Should Attend?

Understanding digital marketing is critical for anyone who manages their institution’s brand, creates content, or communicates with prospective students.

We built this conference with your entire team in mind. If you work in one of the following roles, you won’t be disappointed:

• Marketing and communications professionals at all levels
• Enrollment management and admission professionals who work with digital content and marketing
• Web managers and technology professionals
• Social media marketers and directors
• Writers and editors
• User experience and visual designers
• Project managers
• Members of website redesign project teams

Hear from past mStoner course and webinar attendees:

“With 20+ years’ experience in higher ed communications, online sessions rarely offer new insights … but this did. I especially appreciated the samples from institutions that are doing things right, and the honesty about what practices are tired and cliche.”

“The material was so pertinent! Practical, helpful, on point, and very relevant. Perhaps the best session I’ve ever attended.”

“mStoner always covers timely and relevant topics and considers all sizes of teams.”

What Is Included in My Registration?

Access for a Single Device Connection

You’ll receive a unique login code for use on one device. If you’d like to purchase multiple connections for your institution, register here and receive a multi-device discount.

Online Networking and Q&A

Live attendees will have the opportunity for Q&A with many of the conference presenters. And with an active chatroom for knowledge and resource sharing, you’ll benefit and learn from other attendees as well.

Professional Development for Your Entire Team

We hope you choose to project the conference to a room full of your colleagues. Turn the day into a staff retreat! For less than the cost of one registration to most industry conferences, your entire team will walk away with strategies and tips to improve your digital marketing immediately.

Unlimited, Yearlong Access

Access to each presenter’s on-demand recording and downloadable slide deck will be available to your team for one year. We encourage you to offer the on-demand training to new colleagues or those unable to participate in the live event. Your team can access on-demand content from an unlimited number of devices and rewatch sessions as often as needed.

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