AICUO Events

Digital Marketing Workshop

April 6, 2017
Franklin University

Join Carnegie Communciations and our partners at Google for a day of free learning at our Digital Marketing Workshop. You’ll hear from a variety of higher education marketing experts on topics such as paid search, mobile advertising, video marketing strategies, search engine marketing, social media, and more.


8:00–8:30 am

Registration and Breakfast

8:30–9:15 am

Welcome and Introduction

9:15–10:15 am

Excelling in the New Era of Digital Marketing
Everything we thought we knew about digital marketing has changed dramatically. In just the past couple of years, we have seen an incredible evolution in key digital tactics such as paid search, display, Retargeting, mobile, and video. Changes in user behavior and smarter search strategies mean that marketers have to work faster and be more relevant, personalized, and available in the micro-moment in order to reach prospects and their influencers. In this session you'll learn how to stay on top of this ever-changing landscape to ensure your digital marketing efforts continue to be effective.


Morning Break

10:30–11:15 am

How to Identify and Engage Your Audience Across Social Media
Learn how to leverage advertising tactics across multiple social networks and their millions of users. You will discover who is using social media and which networks appeal to which demographics. Get an overview of the importance of leveraging the various targeting capabilities such as location, age, gender, Retargeting, and social media advertising and how they can help you meet admission goals. Discover how to create targeted text messages, videos, or images that inspire your audience to learn more about your school, event, or the exciting campus culture.

11:15–12:00 pm

Video Strategies for Enrollment
Sight, sound, motion, and emotion. You can deliver all of these by incorporating video into your overall advertising plan. Today's student prospects digest their information visually and across all of their devices. Using YouTube and pre-roll marketing, you can place your brand in front of your audience in a way that delivers significantly more information in an engaging way. Understand the differences in video strategies and how each can play a role in your overall marketing and enrollment plan.

12:00–1:00 pm


1:00–2:00 pm

SEO Deep Dive
Have you ever wondered what “good” SEO looks like or what types of things SEO experts are looking for to optimize your website? In this interactive lunch, we will dispel some of the mystery and look at a few participants’ institutions’ websites in real time to identify through an SEO lens what’s working, what’s not, and what immediate "low-hanging fruit" opportunities there could be for improvements.

2:00–2:15 pm

Afternoon Break

2:15–3:00 pm

Develop a Dedicated Mobile Strategy—Today!
Your prospective students and their parents are mobile—are you? Get a foothold in the mobile advertising market and learn the best ways to engage with your audience through mobile ads (before your competitors do). Discover what creative really works on mobile devices and how this medium should evolve beyond desktop conventions. Learn the importance of creating clear mobile goals and reporting metrics that define the purpose of your campaign. Understand how to target and retarget users with precision, granularity, and scale, driving them to a mobile-optimized page. The direction is clear. If you’re not thinking mobile first, you could be last.

3:00–3:45 pm

Student Search 2.0: The Digital Revolution
Gone are the days where a traditional Student Search campaign should ever stand by itself. How a prospective student becomes aware of, researches, and evaluates your school no longer relies solely on waiting by the mailbox or checking e-mail. With so many different ways for students to engage with a school, it is essential to understand the contribution of each interaction on the road to request info, apply, and deposit. During this session you will learn more about some of the key digital strategies that can be integrated into your “traditional” Search efforts and how to leverage microconversion analytic strategies to understand the student journey. This insight will allow your school to optimize ongoing Student Search campaigns as well as determine ways to optimize your site to drive conversion.

Registration is limited to four attendees per member institution. Spots are limited. Register here.

For more information, contact Stacey Dorr at


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