Emerging Themes Summit

The Power, Possibilities, and (Potential) Pitfalls of Digital Media & Marketing

Attracting, recruiting, and retaining a qualified, engaged student population is one of the most pressing challenges facing higher education institutions today. Not only does each institution have to find a way to highlight their strengths and stand out against the competition (particularly in New Jersey, where we face one of the largest student out-migration challenges in the nation), they must also stand out in a digital landscape flooded with a multitude of information and entertainment options on a daily basis. Join us to explore the strategies and tools that have emerged as preferred options to promote your institution’s projects, programs, and differentiators to recruit, retain, and grow your student population.

Agenda:

Plenary Session: Vanessa Theoharis, Director of Digital Marketing, OHO Interactive

We’ll be joined by Vanessa Theoharis to review some high-level strategies you can use to promote your enterprise. Topics covered will include: the modern-day higher ed consumer decision journey; how to prioritize (and budget) marketing initiatives along that journey; how to identify content (people, projects, programs) to share through digital storytelling; tools and tactics for promoting those highlights on digital and social media; what, when, why, and how to measure success; and we’ll highlight some of the next marketing trends in higher education that will recruit and engage your audiences, from prospective students to advocates.

Vanessa Theoharis is the Director of Digital Marketing at OHO Interactive, a full-service digital agency in the Boston area specializing in digital marketing, research and strategy, UX design, website development, and content strategy. She consults with colleges and universities across the country on an integrated approach to their digital marketing initiatives, leveraging marketing technology to drive business value and data to drive marketing decisions. Prior to OHO, Vanessa worked at Babson College for eight years, most recently overseeing the College’s digital, content, and social strategies. Vanessa received an MA in Integrated Marketing Communications from Emerson College and a BS in Business from Babson College. You may have seen her speak at AMA HigherEd, the GMAC Annual Conference, eduWeb, HighEdWeb, CASE conferences, and social media forums.

Panel Discussion: Engaging Prospects and Students Throughout the Student Lifecycle

Digital media and marketing can be an asset to your institution at every stage in the student lifecycle. From attracting prospective students, to student retention, to alumni engagement, the digital space enables you to maximize your interactions with students. Our panel of experts will provide insights for digital community engagement throughout the student lifecycle, from the first time a prospect learns about your institution through their post-graduate life as alumni.

Panel Participants:

• • Emily Ward, Senior Director for Marketing and Media Services, Student Services by Blackboard
  • Keith Marshall, Digital Performance Marketing Strategist, Ally Marketing
  • Craig Johnson, Vice President, Ready Education

Register

$25 Registration fee, lunch is included.