Brand, AI, and ROI: What to Expect at CUPRAP 2024

Shane Baglini, Muhlenberg College’s senior director of marketing and recruitment, shares his list of can’t-miss sessions at CUPRAP 2024.

As the higher ed world converges on Lancaster from March 13-15 for the CUPRAP 2024 Spring Conference, professionals in communications, marketing admissions, advancement and enrollment management are poised to delve into sessions aimed at unraveling the challenges and opportunities in the higher education landscape.

With an agenda that spans workshops, keynotes, and roundtable discussions, #CUPRAP2024 promises to deliver new ideas, strategies, and innovations. The 2024 spring conference features a larger selection of sessions, exciting and quick-hitting perspectives, and a series of engaging roundtables that will facilitate connection and idea sharing.

So, while you ponder what Shady Maple donut(s) you’ll indulge in at the Central Market, let’s take the guesswork out of what you will experience inside the conference.

Wednesday Workshop: Market-Informed Strategies and ROI Measurement

This workshop promises new takeaways for professionals looking to maximize their strategies on any budget. Led by industry experts from Bucknell University, Drexel Lebow College of Business, and York College, attendees can expect to gain valuable insights into market-informed strategies. The session, moderated by Eddie Francis, will explore effective strategy and delve into the crucial aspect of measuring and articulating Return on Investment (ROI). In an era where resources are often limited, this workshop will equip attendees with practical tools to make the most out of their marketing endeavors.

Day one of the conference concludes with a fireside keynote with Sprout Social on the ever-changing world of higher ed social media, followed by a cocktail reception.

Thursday Keynote: A Click Away from Victory or Disaster: Brand Management in 2024

The keynote session by Rob Schwartz, Global CMO of Starcom, promises to be a captivating journey into the intricacies of brand management in the ever-evolving landscape of 2024. Schwartz’s experiences with global giants like Unilever, IBM, and IHG Hotels position him as a storyteller of the modern brand management era. Attendees will gain practical insights as he shares stories and reflections, offering a roadmap to navigate the delicate balance between rocket-like growth and customer rebellion. This session is a must-attend for professionals seeking to stay ahead in the dynamic world of higher education branding.

Thursday Sessions: From the AI Revolution to Crisis Comms

Two concurrent sessions on Thursday morning offer a choice between exploring expanding roles in marketing and communications and strategically utilizing YouTube for enhanced brand engagement. The former, moderated by Paul Redfern, CUPRAP President, features a panel of marketing leaders discussing the evolving roles of MarComm professionals.

Later in the day, sessions delve into crisis communication simulation, Jaime Hunt and Mallory Willsea dive deep into AI’s transformative role in higher ed communications, digital alumni engagement, leveraging earned media for storytelling, collaborative external partnerships, and optimizing higher ed websites.

Friday Roundtables: Learning Among Friends

Friday’s schedule features a smattering of engaging roundtable discussions throughout the morning. Participants can choose from insightful topics such as the expanding role of the Chief Marketing Officer, managing social media crises and using resources strategically.

The morning continues with a second round of roundtable discussions, covering aspects like accountability and motivation for a hybrid/remote workforce, structuring better meetings, and operationalizing AI.

Closing Keynote

The conference crescendos with the Friday Keynote focusing on “AI in Search and Storytelling.” Voltaire Santos Miran and Wil Reynolds will delve into the transformative intersection of artificial intelligence, search capabilities, and storytelling in the higher education landscape.

As attendees navigate through these sessions, engage in roundtable discussions, and network with peers, they will leave the conference armed with new strategies, innovative ideas, and a renewed sense of purpose to elevate their institutions in the dynamic landscape of higher education communications. CUPRAP 2024 is not just a conference but a forum for professionals to collaborate, learn, and shape the future of communication and marketing in higher education. Register now!