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Digital Marketing for Higher Education Online Course

Available Now.

This six-part, on demand course is available for $599.

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Why Should I Register My Team?

Become a smarter digital marketer.

Digital marketing encompasses everything about 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?

You 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.
  • 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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Classes and Speakers

Your Institution’s Brand + Digital: The Brand Strategist’s Guide

30 minute class

Rob Zinkan, Associate Vice President, Marketing at Indiana University, and Christie Harper, Assistant Vice President for Marketing, University of Arizona, Division of Student Affairs and Enrollment Management/Academic Initiatives and Student Success

Voted the most valuable session by past attendees!

Higher ed brand strategy and digital marketing are full of complexities — and opportunities. This rapid-paced session will cover a variety of key considerations and best practices to help you successfully manage and elevate your institution’s brand across digital platforms.

RobRob 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).

ChristieChristie Harper has more than 20 years’ experience in branding and marketing, both inside companies and with agencies. Prior to moving to higher education in 2012, she was founder and president of brand consulting firm Brand Endeavor and served in a senior leadership role at Siegel+Gale, a leading global brand consulting firm. Christie previously served as assistant vice president for university marketing at California Lutheran University.

Level Up Your Content Marketing to Recruit Students

30 minute class

Shannon Lanus, Content Strategist for mStoner, Inc.

Every year you’re getting better at content marketing, but so are your competitors. Creating content that is consistently fresh, engaging, and distinctive is a challenge. But as digital experiences evolve, audience expectations change, which only makes it harder to know what kind of content is worth producing. So how can you develop content that will resonate with today’s prospective students and support your recruitment efforts?

In this session, we’ll take a quick tour through the current digital landscape to understand how content is changing, what kinds of digital experiences are around the corner, and what you can apply to your institution’s digital enrollment marketing strategy. Shannon shares five content marketing ideas to try and the top tool you can use to level up your efforts.

ShannonAs 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

60 minute class

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.

Liz 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.

SEO Keyword Research: What Everyone Gets Wrong

90 minute class

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.

BrianBrian 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.

The Analytics Tools in Your Digital Marketing Toolbox

60 minute class

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.

GregGreg 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.

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

60 minute class

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.

KellyKelly 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.


Who Should Register?

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

We built this course 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

 

 

Praise from course attendees:

I watched the last three presentations and felt they were informative, engaging and thought provoking. Each provided useful tips and strategies that I’m excited to put into action.”

I was surprised by how much I learned. The course ended with so many new topics and tools to dig into, and I have a notebook full of new strategy and content ideas too!”

The combination of web, social, content and print touched on areas related to all team members … hard to find this mix at a conference. Well done!”

The content was useful and we appreciated that the speakers worked within the higher education field, used very specific examples and provided useful tools and tips ”


What Is Included in My Registration?

Professional Development for Your Entire Team

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.