Stamats Integrated Marketing Conference: Technology, Collaboration, Results
session information ®
| 11-5-08 |
| 1-3 p.m. |
| Preconference #1: Secrets to Online Recruiting Success |
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Presented by Paul Zastrow, Brand Strategist and Client Consultant, Stamats, Inc.
and Brenda Harms, Ph.D., Client Consultant, Stamats, Inc. |
Like just about everything else, adults and teenagers approach the Internet differently. This is particularly true of their online college search process. What’s the secret to optimizing your online presence to appeal to both essential audiences on their level? In this lively presentation we’ll tap into Stamats’ proprietary TeensTALK®, ParentsTALK® and Adult StudentsTALKTM research studies to provide you with secrets for recruiting success you can implement right now! Join this session to explore key steps to leverage the Web and discover best practices for targeting parents, college-bound teens, and even non-traditional prospective students.
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| 11-5-08 |
| 1-3 p.m. |
| Preconference #2: College Recruiting in a Mobile Age: Above and Beyond Text Messaging |
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Presented by Demetrio Cuzzocrea, SVP, Customer Operations, Whoop, Inc. |
Nearly 100% of the prospective students you want to recruit carry a mobile device. Do you know the most effective way to communicate with them? They fully understand that these devices are much more than just phones or electronic note-passing machines. Demetrio will update you on the current state of text messaging, where it falls flat as a one-dimensional technology, and how your institution can implement innovative strategies to attract the best and brightest students by integrating advanced mobile technology into your recruiting communication mix.
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| 11-6-08 |
| 8-9 a.m. |
| Registration and Continental Breakfast |
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| 11-6-08 |
| 9-9:30 a.m. |
| Introductions and What do you want from this discussion |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc. |
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| 11-6-08 |
| 9:30-11 a.m. |
| Keynote Session: Fully Wired and Fully Mobile: Understanding Generation Y |
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Presented by Jennifer Corriero, Co-founder and Executive Director, TakingITGlobal |
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Fully wired and fully mobile, today's youth are on the cutting edge of communication technologies and are increasingly fueling the transition from old school to new school in terms of global interaction and worldwide relationship building. Historically unprecedented, the ways in which the technological revolution is shaping youth culture encompasses everything from internet usage and mobile phones to online banking and the global media. In a world of instant and constant connectivity, youth today face the challenge of building relationships both globally and locally, integrating the effective use of technology in everything from education to leisure and the workplace. Companies and organizations are increasingly facing the challenge of engaging some of the most sophisticated users of technology on the planet.
Drawing on her own experiences as a young social entrepreneur and consultant, as well as innovative research, Jennifer Corriero will provide insight on how to connect with the youth demographic, as customers, employees, and stakeholders. Jennifer will also offer practical strategies and approaches to engaging youth through the use of technology and social networking tools. As Executive Director of TakingITGlobal, one of the world's largest networks of youth leaders, Jennifer is connected to trends and technology innovations spanning across the globe. Her dynamic presentation will get you thinking about the future of your business and get you started on your youth strategy!
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| 11-6-08 |
| 11 a.m.-1:00 p.m. |
| Technobabble or Technobrilliance? 21st Century Digital Strategies for Higher Education |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc. |
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Digital media is defined on Wikipedia, "the creative convergence of digital arts, science, technology, and business for human expression, communication, social interaction, and education". Whether this makes perfect sense to you, or you’re still scratching your head, this session is designed for you.
The digital revolution has clearly changed the face of marketing as we know it, from the decline of print to the rising influence of Web 2.0. Do you know what an effective digital strategy looks like? How should colleges and universities effectively take advantage of the wide spectrum of channels digital technology has opened? And which should you embrace? This session explores the key components and stages of contemporary digital strategy, from bridging new and traditional media to deploying online assets in a way that is consistent with your mission, vision, and brand.
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| 11-6-08 |
| 1-2:15 p.m. |
| Eye on the Prize: Implementing Technology with an Eye on ROI |
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Presented by Karlyn Morissette, Web Producer, Dartmouth College |
You understand that interactive technologies are critical to marketing your institution. But can you prove it? Right now? The true potential these technologies offer is the ability to track your ROI in real time and adjust your tactics as a result. Learn what success looks like and how to measure it from day one forward. This presentation will cover:
Setting up tracking methods and measurable goals during implementation instead of after-the-fact
Integrating Google Analytics with your technologies to take tracking to the next level
Assigning monetary value to metrics to take your success beyond anecdotal evidence to hard numbers
Relating results back to your strategic goals to illustrate ROI to your stakeholders
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| 11-6-08 |
| 2:30-3:45 p.m. |
| Press Release 2.0: Generating Buzz in the Social Media Era |
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Presented by Matthew Herzberger, Web Designer, Texas A&M University |
Is there anything more automated at your institution than issuing a press release? These communication dinosaurs don’t roar anymore. To be effective and really break through the clutter, you need to WOW! everyone along the way, from the assistant who opens the e-mail, to the reporter who wants more info, to the end reader you want to affect. Your communication must align your public relations activities with the evolving informational needs of today's hyperconnected society. This session will explore the use of images, video, tagging, RSS, social bookmarking, Technorati, and other tools to create an engaging and useful media package that appeals to a larger audience. Plus, you’ll even learn how to analyze and benchmark your public relations efforts!
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| 11-6-08 |
| 4-5:30 p.m. |
| Caution: Contents May Be Fresh! A CMS Panel Discussion |
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Presented by CJ Cuniff, Interactive Media Manager, Stamats, Inc. |
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What is a Content Management System (CMS) and why should your institution care? What critical features can a CMS provide? What are the pros and cons of using a CMS to manage your Web content and keep it fresh? Get the answers you need directly from the hottest players in the market. This promises to be a lively discussion with intensive audience participation, so come prepared with all your CMS questions!
Panel members: Sam Beresford (Hannon Hill), Timothy Brigham (Dotmarketing), Michael Monina OmniUpdate), Jackie Doyle (Ektron), and Shannon Lavett (Estrada).
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| 11-6-08 |
| 5:30-7 p.m. |
| Networking Reception |
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| 11/07/08 |
| 8-9 a.m. |
| Friday Continental Breakfast |
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| 11-7-08 |
| 9-10:15 a.m. |
| Turning ROI into Return on Influence |
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Presented by Chris Brogan, VP Strategy & Technology at CrossTech Media |
In the social media space, things are messy. There aren’t easy and obvious metrics. Investments have longer reaching goals than the old world of marketing direct campaigns. How does your organization build a human side, engage in conversations, and deliver a value that brings returns to your organization? How can you avoid being “that guy,” the one who talks all about their company in the worst of ways? And how do you make this experience valuable for your audience (formerly your customers), and square well with management?
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| 11-7-08 |
| 10:30-11:45 a.m. |
| The Personal Touch: Achieving Campus Buy-In to Utilize Web 2.0 and High-Touch Recruitment Strategies |
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Presented by James Maraviglia, Asst VP for Admissions, Recruitment, and Financial Aid, Cal Poly, San Luis Obispo |
You want every current student, prospective student, parent, school counselor, alum, and supporter to feel personally connected to your institution. This session will help you identify ways in which to support a campus-wide, student-centered approach to recruitment, including:
Utilization of technologies and media, such as streaming e-mail messages, Knowledge-Based Virtual Advisor, podcasts, chatrooms, telemarketing, broadcast phone messages, text messages, and direct mail to personally communicate with your audiences
Providing the capability for representatives from the entire campus community to communicate directly with prospective students and applicants in a highly personalized fashion
Performance management strategies and process innovation technologies to help you evaluate your key efforts
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| 11-7-08 |
| 11:45 a.m.-1:00 p.m. |
| Lunch on Your Own |
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| 11-7-08 |
| 1-2 p.m. |
| The (Recruitment) Long Tail |
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Presented by Brad J. Ward, Electronic Communication Coord, Butler University |
This engaging presentation is focused on lessons and applications based on The Long Tail, the book by Chris Anderson, editor-in-chief of Wired Magazine. Anderson writes that the future of business is about offering less of more—meaning more variety of offerings, but with fewer customers for each offering.
This session will look at the long tail in terms of your school and how social media can be used to engage your prospective students, create community, and generate content. It will offer suggestions for how to integrate social media into your current recruitment plan and offer practical advice and tips on how to get started.
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| 11-7-08 |
| 2:15-3:30 p.m. |
| (Breakout Session) What the Heck do all these Numbers Mean? Web Analytics for Higher Education |
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Presented by Kyle James, Webmaster, Wofford College |
So you have just installed a JavaScript code on every one of your pages to track visitors on your site. Maybe you used Google Analytics or some other service and you’re collecting all this great information. What do these terms mean and what metrics should I care about? After a quick explanation of terms this presentation will dig into how to filter Google Analytics for more exact and effective data. From here we will explore reports that are actually valuable to higher education and actionable steps that can be taken from this data. Finally we will talk about best practice techniques and explore analytics beyond your Web site, monitoring your institutions identity across the Web.
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| 11/07/08 |
| 3:45-5 p.m. |
| (Breakout Session) High Tech and High Touch: Integrating the Web and Print Using Variable Print Technology |
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Presented by Cam Cruickshank, Ph.D., Vice President for Enrollment Management, Tiffin University |
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How can you differentiate your print piece in the crowded mailbox of a prospective student? How can we communicate to students an understanding of “we know who you are and we understand your educational needs and interests?”
Variable print technology is revolutionizing the way we recruit and is helping institutions of higher education save valuable resources by leveraging data and technology. Learn how Ivy Bridge College of Tiffin University utilized a series of Web-based technologies to capture student data and efficiently produce high quality, personalized publications which demonstrated a “personal touch.”
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| 11-7-08 |
| 3:45-5 p.m. |
| (Breakout Session) Rebuild It and They Will Come: Web Rebuilding and CMS Implementation at Northern Kentucky University (NKU) |
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Presented by Kathy Bennett, Web Rebuild Project Manager, Northern Kentucky University |
Thinking of updating your Web site? Wish you could see how it’s really done before you start? This presentation will take you deep inside NKU's approach to rebuilding their Web presence, especially their recognition of the need to "rebuild" rather than "redesign." Learn how the implementation of a content management system (Serena Collage) benefitted the University, and could benefit you. Plus, discover how partnering with a Web marketing firm helped NKU truly understand the commitment required in terms of staffing structures to support their Web presence going forward. The presentation will also focus on other critical aspects of the project, from organizational change management to the importance of expert project management.
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| 11/07/08 |
| 3:45-5 p.m. |
| (Breakout Session) CRM in Higher Education |
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Presented by Sasha Peterson, Managing Director, EMT, Hobsons |
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In the past five years, institutions have begun to recognize the process improvements and potential rewards of implementing a CRM (Constituent Relationship Management) solutions on campus, particularly in the area of enrollment and admissions. However, actually proving the return on investment (ROI) from purchasing or licensing these solutions has been the more difficult task. At one point, analysts suggested that eight out of 10 projects failed to deliver on ROI promises, and with limited budgets, convincing your campus that this is the right way to go may seem like an impossible challenge.
Join us for this session where we will explain the different types of CRM solutions available today and what they are used for. We will also discuss how you how to build a compelling case for CRM on your campus, using ROI prediction methods that show how CRM can actually create PROFIT for your campus - not just cost. We will show you how to evaluate and quantify both tangible and intangible benefits of CRM. We will also discuss the ways in which CRM can help institutions generate additional cost savings and revenue by increasing applications or enrollment, and allowing inefficient resources to be shifted or eliminated altogether.
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| 11-8-08 |
| 7-8 a.m. |
| Saturday Continental Breakfast |
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| 11-08-08 |
| 8-9:15 a.m. |
| Developing an Effective Social Media Strategy for Adult Student Marketing |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc.
and CJ Cuniff, Interactive Media Manager, Stamats, Inc. |
As a social and cultural phenomenon, social media—a term that includes social networking sites such as Facebook, Blogs, RSS Feeds, YouTube videos, etc—is transforming nearly every aspect of digital communication, from Web site design and content creation to search. Many higher education institutions are embracing it as a brave new marketing tool, but are struggling to integrate it with their strategic goals. In spite of this, social media is ideally suited for the adult market—in the recruiting process, adult students have a much stronger need for community than traditional students. This session will focus on creating an effective social media strategy that will help you connect and build productive relationships with your target audiences. It will orient you by defining the world of social media, review best practices from building communities on audience-centered insights to measuring results, and give you the tools to operate successfully in the social Web.
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| 11-8-08 |
| 9:30-10:45 a.m. |
| Online Marketing: Top Tips for Conversion Optimization |
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Presented by Kati Davis, Interactive Media Strategist, Stamats, Inc. |
Your institution has developed an online marketing campaign involving search engine marketing to help drive traffic to your Web site. So now, Web site visits are up and life is great—right? While driving traffic to your site should be a key metric, the true measure of a site’s success is conversions—relationship-building actions your target audiences take to connect with you. In this session we’ll explore proven strategies and available resources for assessing and improving the quality of your campaign(s). Plus, we’ll look at conversion optimization tactics from various industries and discuss how to best apply them to fit your higher education needs.
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| 11-8-08 |
| 10:45 a.m.-12 p.m. |
| Roundtable Roundup: The Top 10 (or More) Takeaways from the Conference |
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Presented by Fritz McDonald, Vice President of Creative Strategy, Stamats, Inc. |
This highly interactive discussion includes a summary of the best and brightest strategies highlighted during the conference, as well as an idea share and open discussion generated by you and other conference attendees. Past attendees say this meeting of the minds is not to be missed!
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