Challenge Track Summaries
Addressing the digital equity divide should be the top priority for our DEI efforts
Representation can’t be felt if people don’t have the tools, bandwidth, or ability to find it. What is the point of spending hours picking photos of diverse groups if the mobile experience doesn’t translate to low bandwidth internet or older phones without data plans? As marketers, we do our best to create experiences that are accessible, but in reality, most are still too complex to navigate and create a deep sense of "unwelcomeness".
Fernando Bergas-Coria, Executive Director, Digital & Media, Ologie
Team Healing and Wellness
We are all finding our way through unprecedented challenges in every corner of our lives. This track will focus on the importance of caring for our teams and ourselves and provide several approaches and modalities to use on your campus.
Jenny Petty, Vice President of Marketing and Communications, University of Montana
Josie Ahlquist, Digital Leadership and Engagement Consultant
Innovation
When problems are real, the stakes are high, and time is short you need to innovate effectively. Sound familiar? Higher education is ripe for disruption. There is no lack of great ideas on our campuses, but unfortunately, process failings and lack of discipline can lead to failure. This session will survey the 10 Types of Innovation and leave attendees with a proven framework that can be implemented within teams or institution-wide to speed up the innovation process, yield stronger results, and create better value for our audiences.
Mallory Willsea
Executive Vice President of Strategy and Operations, PlatformQ Education
Web Strategy
Why do colleges and universities have websites? Who is your website intended to support? Lead generation, brand impression, informing audiences – the purpose is at the center of every web strategy. This session will explore how you can define and leverage purpose to inform web governance development, content strategy, lead generation, and more.
Joshua Charles, Director of Web Strategy & Technology, Rutgers Business School
Georgy Cohen, Director of Digital Strategy, OHO Interactive
Make the Move: GA4 Implementation Strategies
Google Analytics 4 represents a major paradigm shift in how we measure the success of our websites and marketing campaigns. This session will walk you through exactly what’s changed, how measurement and user-centric privacy concerns can peacefully coexist, and how GA4 can easily plug into your other dashboards and reporting tools. We’ll also provide a framework for how to approach migration to GA4 from Universal Analytics.
Joshua Charles, Director of Web Strategy & Technology, Rutgers Business School
Lee Goldberg, President, Marketing & Strategy, Happy Cog
Reputation vs. Recruitment?
How do we pursue increasing brand reputation and enrollment growth at the same time? And when these organizational goals are prioritized differently, how can marketing and admission teams collaborate to keep things moving forward? Do we lean on technology, systems, and organizational processes, or is it something else? Join faculty presenters in this session to discuss strategies and tactics on how you can balance increasing your brand’s reputation while finding success in enrollment growth.
Kin Sejpal, VP, Marketing and Communications/CMO, University of Redlands
Zac Vineyard, Director of Enrollment Marketing Technology, Miami University
Lead Generation
As we all know, generating leads for your college or university has gotten more difficult as channels such as search have gotten more competitive and expensive. While search should absolutely remain a core component of any EDU’s lead gen strategy, it can’t be the only approach. In this session, we will explore how new and emerging channels such as Connected TV, Digital Out of Home, Performance Max, Programmatic Display, and native can not only drive conversions on their own, but how they can help build brand awareness and efficient branded search volume that’s both more qualified and more efficient.
Lee Goldberg, President, Marketing & Strategy, Happy Cog
Fernando Bergas-Coria, Executive Director, Digital & Media, Ologie