The future of higher education marketing doesn’t require a wand or wizard—it demands fearless leadership, innovative thinking, and the confidence to rise to new challenges. In this session, we’ll explore how women in leadership roles can “defy gravity” and build resilient, adaptable teams that embrace change and thrive through transformation.
It’s time to rethink the status quo and step out from the shadows of traditional hierarchies and gatekeepers. Instead, we’ll focus on strategies that empower you to be the change-maker, leading with authenticity, collaboration, and clarity—even when things feel a bit “wicked.”
Through real-world examples and actionable insights, this session will equip you with the tools to:
“Popular-ize” your vision and build buy-in across campus for MarComm initiatives.
Lead with authenticity and courage, even when met with resistance.
Identify your “yellow brick road” to senior leadership and identify the skills and strategies that support professional growth—whether you’re ready to pursue senior leadership or just considering your next step.
Whether you’re managing a complex project, implementing new systems or technology, or reshaping your team’s structure, this session will help you reflect on your path and build confidence for whatever comes next—no wizard required.

Higher education marketers face a daunting task: How do you set a university apart from others in a crowded and competitive market? What messaging will resonate across a variety of campus units and programs? The answer should be rooted in a university’s mission, vision and values. During this interactive session, we'll review a case study from the University of San Diego about how USD’s updated mission statement inspired a refreshed marketing campaign and led to a successful 75th anniversary celebration and fundraising year. Participants will explore how the missions of their own institutions can spark creative work, align campus communications and inform strategy to make the greatest impact in an authentic and memorable way.

Today's students engage with content across dozens of digital touchpoints before taking action - and successful enrollment marketing demands a strategy that's as dynamic and connected as they are. In this session, the Digital Advertising Manager at MoreVisibility joins the Associate Marketing Director of Harper College to explore how a multichannel approach to advertising can drive measurable enrollment growth throughout the year. Learn how to combine awareness-building tactics with conversion-focused campaigns across platforms like Google, Meta, Spotify, and StackAdapt. Gain insight into Harper College's real-world full-funnel campaign strategy, creative tactics, and results. You'll leave with practical tools and a clear framework for leveraging digital advertising platforms to meet your institution's enrollment goals - not just during peak season, but all year long.

Discover the top AI tools that can transform your strategies — from smart notetaking bots that capture every insight to data-driven platforms that sharpen your analytics. Learn the art of asking the right questions with my top 5 prompts to unlock the full potential of AI to elevate your communications and marketing. Then, in an interactive twist, dive into a live demonstration. Bring your questions and challenges as we collectively unleash the power of technology, making AI your trusted ally in the world of advancement communications and marketing. Let's turn tech into magic!

Through this dynamic session, learn how the University of Toronto is discovering the immense potential of alumni as brand ambassadors and unleashing their power to drive the institution's success. We will dive into the essential background and strategic considerations that underline the promise of a mutual value of connection between alumni and their alma mater and what it takes to nurture it effectively. Engage in discussions centered around best practices in cultivating meaningful engagement and advocacy among alumni through segmentation, purposeful interactions and thoughtfully crafted initiatives. Explore the organizational structure that helps support a thriving alumni engagement strategy and unlock the full potential of their brand advocacy. Gain insights into a future vision that expands the reach of the university's brand and inspires the next generation of passionate alumni to become influential brand ambassadors.

Don’t let a milestone go unnoticed. In this session, we will discuss celebrating and leveraging a commemorative institutional moment. This session dives into creative marketing approaches to spotlight milestone anniversaries, captivate your audience, and strengthen your brand. From event planning and storytelling to maximizing digital content, learn innovative strategies to make your anniversary both impactful and memorable.

Promoting vital programs and services to students can result in a battle for students’ attention among campus partners. Learn how Florida State University departments across the university teamed up to unify branding and messaging to engage students through “Hello FSU!,” a comprehensive communications campaign designed to reach students with the right information at the right time. Gather fresh ideas for campus-wide collaboration that utilizes multi-channel marketing, eye-catching branding and peer-to-peer content to improve student success and retention.

How competently we prepare our students for the workforce (the ROI of any college education) is the story every higher-ed Marketing team strives to tell. Through job placement rates, internship statistics, student soundbites, and logos of well-known companies who hire our alumni, we showcase the success of our graduates. But at Otis College, we don’t rely solely on content featuring our academic departments to meet this goal; our Marketing team is actively participating in creating opportunities for students. This session will showcase Otis College’s Design Lab– an in-house design agency staffed by a diverse cohort of students, which takes on real client projects.

Weather events, leadership transitions, campus violence, student protests, viral parties—we’ve seen it all. In this session, a panel of senior communicators from a range of institutions will share hard-won lessons from the moments that tested them most. We’ll dig into how the details of a crisis—what’s happening, who’s involved, and how fast it’s unfolding—shape the way we respond. And we’ll share how we’ve built trust, kept teams aligned, and made tough calls under pressure. Whether you're navigating your first crisis or your fiftieth, there’s always more to learn. Join us for a candid conversation filled with practical insights, honest reflections, and strategies you can adapt for your own campus.

Photographers, videographers and designers are the lifeblood of your branding and marketing teams, yet experienced visual creatives are leaving universities at an alarming rate. In this session, we will explore the reasons behind the creative migration and discuss how you can change the culture of your team so that you can retain your top talent through an environment of respect and collaboration.

Want to know what really resonates with today’s students? Hear directly from the source. In this lively, unscripted panel, current college students and recent alumni share their candid thoughts on how colleges market to and communicate with them. From the messages that caught their eye to the ones that missed the mark, they'll offer insights on what feels authentic, what builds trust, and what turns them off. Come ready to listen, reflect, and take notes—this session will help you rethink your strategies with the student perspective front and center.