Morgan Korns Russell
The Power of Asking Why: Challenging the Status Quo
What changes would you like to see in your workplace? Change and disruption are near-constant requirements for continued success in today’s work environments, but not all employees or organizations embrace it with ease. And, if we don’t advocate for change paths we believe in, we end up with a default future we might not like. This workshop walks you through steps by which you consider key changes you want to see in your workplace, outlines tools to consider when recommending change to various audiences, and helps you outline a path forward to recommend change, with the goal to influence management and/ or peers and staff from a sound, intentional foundation.
Top UX Mistakes: Optimizing Websites Through Testing, Implementation, and Research
EducationDynamics' 2022 Benchmarks Report revealed that students are visiting more pages and spending more time on websites before they start conversations. This workshop is designed specifically to provide valuable insight on the common UX mistakes when it comes to optimizing websites and how to combat them with testing strategies and research tactics that will increase website performance and help you achieve your digital goals quickly and effectively. Keeping the user at the center to build an experience that is most effective for them.
Building a Robust Digital Plan for Limited Budgets
In today's competitive higher ed landscape, having an effective digital marketing plan is essential for colleges and universities to stay competitive. However, creating an effective digital marketing strategy can be challenging, especially when working with a limited budget. In this presentation, we will explore the key components of building a robust digital marketing plan for colleges that are cost-effective and deliver measurable results.
We will discuss the importance of identifying and understanding the constantly changing and more inclusive target audience, selecting the right digital marketing channels, creating compelling content, measuring the effectiveness of your campaigns, and evaluating partners. We will also cover practical tips and strategies for optimizing your digital marketing efforts, such as leveraging user-generated content and adopting a data-driven approach.
Keynote: 12:45 - 2 pm
The Changing Role of the Chief Marketing Officer
In less than five years, the number of institutions with marketing communications leaders that sit on the university cabinet or report directly to their president or chancellor has grown by more than 30 percent. And there’s good reason. As Terry Flannery, CASE Chief Operating Officer and author of “How to Market a University,” rightfully points out: marketing strategy is institutional strategy. And institutional strategy has been challenged by real marketing problems—poor public perceptions of the sector and questions of the value proposition, changing demographics of students, managing brands through mergers and acquisitions, digital marketing and marketing technology, brand and customer experience, and more. Leading your institution to success requires both institutional focus and leaders who know that today’s business challenges require more than a good story.
This session will focus on the following learning outcomes:
Industry trend data around the maturation of marketing and branding organizations, leadership, and how to build a case for support among university leadership.
New research on public perceptions of higher education includes an interesting disconnect between how alumni opinions of their own experience differ from a broader decline in public trust.
Examples of how colleges and universities have navigated mergers and acquisitions, transformational state investments and political challenges, when and how Athletics can be a leverage point, and marketing across university silos.