Oct 29, 2013
The 2013 AMA Symposium for the Marketing of Higher Education begins November 10. (So if you plan to go but haven’t registered yet, consider this a gentle reminder to do so.) Each year, this event draws marketing professionals from every type of institution across the U.S. — as well as an increasing number of institutions from outside the U.S. — who gather to learn how to make their marketing and communication programs more effective, grapple with the issues facing higher education, and network with other higher ed marketers.
This year’s steering committee (which I have the honor of being part of) has planned what we believe will be the best symposium ever, with an inspiring and diverse lineup of paper presentations (delivered in 45-minute breakout sessions, and 90-minute advanced marketing sessions), provocative keynote speakers, and many opportunities for informal networking.
Conferences are great ways to get energized and inspire new thinking. They can also be overwhelming and exhausting. So here are 10 tips for getting the most out of this year’s AMA Symposium:
Everyone feels uncomfortable in a room full of people they don’t know. And it’s tempting to hide behind your iPhone rather than introducing yourself. But you’ll get more out of the AMA Symposium if you meet new people. Sit down next to someone you don’t know at lunch and start the conversation.
You’ll feel more energized and engaged. Lisa Jordan from Mindpower will be leading her popular, daily yoga class again this year. I’ve never attended before, but having recently taken up yoga, I’ll be going this year. We’re also organizing a four-mile run at 6:30 each morning; if you like to run, but don’t want to run by yourself in an unfamiliar city, you’ll have other folks to go with.
Our committee was impressed by the range of topics in this year’s paper submissions, and we’ve developed a lineup of breakout sessions and advanced marketing sessions that reflects the diversity of the topics submitted. Some of them cover topics where marketing has not historically been invited into the conversation — areas like new academic program development, and degree pricing. It’s tempting to attend those sessions that directly relate to your job. But sometimes great ideas can be inspired by topics that you don’t know much about. So go to a few sessions that sound interesting, but are outside of your current responsibilities.
This year’s keynote speakers include:
They will be provocative and inspiring. Don’t miss them.
Roundtables are held from 4:15 — 5:00 p.m. on Monday and Tuesday. These are great opportunities to network, ask questions, and share experiences with other people facing the same issues you are. Monday’s Roundtables are affinity groups, which give you the opportunity to share experiences with other people from similar institutions (e.g. faith-based institutions, business schools). Tuesday’s Roundtables cover topic areas of interest (e.g. marketing to stealth applicants, gaining internal alignment around your brand story).
It’s a great city. If you don’t get out and see it, you might as well be in (fill-in-the-blank for yourself; I don’t want to dis anyone). Even if it’s just to go for a 30-minute walk, or get out of the hotel for dinner, do it.
If you’re like me, your head will be a jumble of facts, stories, and ideas after a couple of sessions. It’s not necessary to take a lot of notes in each session — you’ll have copies of all of the white papers and presentation slides available to you. I find it more helpful to jot down a couple of ideas, interesting nuggets, or takeaways from each session so you don’t have to try to remember them later.
Another effect of being at a big conference can be that you feel like everyone else is getting more from it than you are. It’s not true.
Seriously. You’ll feel better if you’re well rested.
Don’t spend every available moment checking work email and trying to make sure you don’t fall behind at work. They’ll be fine without you for a couple of days. Enjoy yourself.
Hope to see you in Boston!
Want to learn more? We recently published a white paper that explores the specific challenges of higher education branding and gives you strategies for clearing the most common hurdles.