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CxO Exchange

July 11, 2019 from 5:00 pm - 8:30 pm

Executive Perspectives on Social Media & Digital Business Strategy

Achieving Authentic Engagement, Managing Reputation, and Driving Business Results Through Your Institution’s Online Presence

Join NJEdge invited guests and your Cabinet-level peers from higher education across New Jersey and beyond as we explore the possibilities, power, and potential pitfalls of implementing  a campus social media and digital marketing strategy. This installment of the CxO Exchange will provide an executive perspective on the relevant considerations for optimizing a social media and digital marketing strategy, while also providing a safe, welcoming, and engaging experience for your students, faculty, and staff.

This CxO Exchange program includes:

How College Leaders Can Enable Student Recruitment Success through Digital Marketing
Keith Marshall, Digital Performance Marketing Strategist, Ally Marketing

Today’s hyper-competitive education market requires a strong enrollment marketing approach, whether institutions are recruiting for undergraduate, graduate or continuing education programs. Moreover, successful recruiting approaches are increasingly digital. Digital & social media marketing offers institutions a powerful opportunity to attract prospective students in a targeted, cost-efficient, and measurable way. More importantly, digital tools enable colleges and universities to get in front of and “surround” prospects throughout their college selection process — from initial consideration to inquiry to application completion.

But developing and executing a digital recruitment strategy can prove challenging for many institutions. Lack of prior success, limited budgets or staff expertise, and/or siloed access to tools and systems can inhibit efforts before they even begin. Proper guidance and support from presidents, CIOs, and other cabinet-level leaders is required to position institutions for success.

Attendees of this presentation and discussion will:

    • Discover the potential impact of digital marketing
    • Gain insights into how social media, search and display advertising is being used to recruit students for undergraduate, graduate and non-degree programs
    • Identify practical ways leaders can better equip and enable enrollment marketing teams for implementation, including budgeting, staffing, and information systems

About the presenter:

Keith Marshall is a digital strategist for Ally Marketing, a digital marketing agency based in Rhode Island. Keith has advised colleges and universities on brand and enrollment marketing campaigns for nearly 20 years. His higher education clients have included Brookdale Community College, Boston University, Cornell University, Johnson & Wales University, Providence College, Roger Williams University, and Salem State University. He has a master’s degree in advertising from Boston University

The Dark Side of Social Media on Campus
Dr. Zvi Szafran, President, SUNY Canton

What can happen when social media goes wrong? Hear the case study from Dr. Zvi Szafran, President of SUNY Canton, focused on how social media was used to terrorize his campus, shut down campus operations, and ultimately lead to the arrest of a student by the FBI. As a result, new policy decisions and curricular offerings involving digital citizenship have been deployed, and now serve as future risk mitigation – lessons learned first-hand from a very distressing situation on campus. Today, the reality and impact of social media cannot be ignored. In addition to the utility and possibilities presented by social media, its challenges and pitfalls must be a matter of importance to every senior level administrator in higher education.

Content to be followed by refreshments, dinner, and networking with your Cabinet-level  peers.



July 11, 2019
5:00 pm - 8:30 pm


Bell Works
101 Crawfords Corner Rd
Holmdel, NJ 07733