Fall West Workshop Recap

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Thank you for attending our 2016 Fall West Workshop on October 17. Our workshop entitled “Digital Content, Accountability and Expectations in Higher Education” was hosted by the Regional Learning Alliance. Barkley REI sponsored the workshop.

We want to extend a big thank you to all of our presenters for their presentations. They, as well as the day’s agenda, are below.

8:30 – 9:30 Registration

9:30-9:45 Welcome and Opening Remarks

9:45-10:45
Digital Marketing:  Learning the Tools to Create an Overall Strategy

Mark Cunningham, Executive Vice President, Client Solutions and Strategy, Carnegie Communications
Christine McInaw Kramer, Regional Director, Carnegie Communications

Building an effective digital marketing plan means putting your audience FIRST; understanding to whom you are messaging is critical in determining appropriate strategies to use at different points in the student journey. Each option has strengths and weaknesses and we will examine how a layered approach can replace trial and error.  In this session we will take a look at the strategies that are out there, ways to layer them appropriately for the most effective results and how breaking your audience into different categories can help you in aligning your plan with your goals.

10:45-11:00
Break

11-Noon
Common Questions About Higher Education Website Analytics and How to Answer Them

Leah Moore, Manager of Digital Marketing, Pipitone Group

Higher education has become a more competitive landscape. Prospective students have more choices than ever before and the environment is full of information about programs and universities. More and more of the students’ decision-making process is complete before their first touch point with your institution. This means that allocating your marketing dollars correctly is even more critical than ever before.  Learn how you can leverage web analytics and digital tracking to determine the ROI of your advertising campaigns and leverage that data to make decisions as to which messaging and mediums are working for you.

Noon-1:15
Luncheon

1:15-2:15
So You Wanna Snapchat? Higher Education Edition (PDF)

Candace Nelson, Social Media Editor, West Virginia University

Snapchat, once feared for its risqué content, has evolved into a complex storytelling platform and is now the fastest growing social network, especially for 13-24- year-olds. For higher education, that means Snapchat is key in recruiting and relationship-building for current and prospective students. This presentation will take you through some of the basics of Snapchat, show you some examples of successful campaigns and provide some tips and tricks on how to make Snapchat work on your campus. In this session, you will learn: why you should be on Snapchat, how to use Snpachat as a university, examples of successful Snapchat campaigns at WVU and the future of Snapchat and how it can affect higher education.

2:15-2:30
Break

2:30-3:45
Using Technology to Expand Your Reach in a Small Shop: Tools That Help You Do More with Less

Angela Burrows, Chief Communications Officer;
Victoria Kidd, Associate Director of Advancement Communications;
Dan MacArthur, Manager of Web Communications Susquehanna University

Learn to respond to the institutional drumbeat to do more and more without increasing budget. Susquehanna University uses a variety of technology tools that provide metrics for analyzing messaging and reach, allowing adjustment of strategies where needed to meet goals. Presenterswill discuss engaging key audiences through strategic use of Facebook ads and Google AdWords; decision-making around website storytelling aimed at addressing the inevitable tensions between key institutional messaging and user engagement data provided by Google Analytics; pushing news to alumni based on their self-identified interests and desired email frequency; and a robust student hometown news program complemented by social media sharing, which has expanded reach and market penetration.