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Summer Institute in Communications and Marketing 2023
Summer Institute in Communications and Marketing 2023
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51 Results Found
10:00 AM - 11:00 AM CT
Crisis Communication and Reputation Management
Is Your Institution Prepared to Respond Effectively? A crisis is any event or situation that can negatively impact your institution’s reputation. Whether you’re dealing with an infectious disease on campus, a polarizing speaker, or a social media post that went viral for the wrong reasons, knowing how to respond effectively is vital. From managing day-to-day issues to responding to a public relations nightmare, using real-life examples, this session will share ways to anticipate, mitigate and manage your school’s reputation through strategic communication tactics that are timely and effective.
Speakers: Toya Webb, Chief Marketing, Communications and Government Relations Officer, Elgin Community College
10:00 AM - 11:00 AM CT
Write Better Emails
Do people read emails anymore? Yes—they do. But not the way you think.This talk will show you exactly how to write subject lines, optimize your links, and lay out your email copy so your message gets across.
In this session, you’ll learn: How to write good subject lines that increase open rates. Typical email reading patterns and how to use them to your advantage. How to appropriately use formatting and white space. Recommendations on sentence structure and reading level. How to use links and buttons to guarantee click-through. A quick way to test if your email will get read.
This session is useful for everyone, whether you send mass emails or just internal ones.
Speakers: Dayana Kibilds, Strategy Director, Ologie
11:30 AM - 12:30 PM CT
Campaign Planning
Your Marketing Roadmap. If you work in advancement, you are always in a campaign. You might be building communities, raising awareness, or soliciting donor dollars. Mapping an audience-centric campaign plan will inform your tactical marketing approach. Learn Ashley’s framework for designing effective campaign plans. She’ll cover tactics to build and organize your audience; make connections through creative content–storytelling, digital downloads, and campaign landing pages; and strategies to increase conversion and retention rates. Attendees should come ready to tackle their next big campaign and create a roadmap to:
-Gain more followers
-Make meaningful connections
-Drive conversions
-See more people retained year over year
Speakers: Ashley Budd, Director of Marketing Operations, Cornell University
2:00 PM - 2:00 PM CT
Marketing Plan 2
Defining your positioning and strategic advantage.
Speakers: Gustavo Segui, Director of Marketing & Advancement, International School of Curitiba
2:00 PM - 2:00 PM CT
Storytelling and Publications 2
Speakers: Matthew Jennings, Editorial Director, Middlebury College
3:30 PM - 4:30 PM CT
Strategic Planning
How to define your aspirational ambition to accomplish your marketing goal.
Speakers: Gustavo Segui, Director of Marketing & Advancement, International School of Curitiba
8:30 AM - 9:30 AM CT
All-Institutes Plenary: Leading from Your Seat
10:00 AM - 11:00 AM CT
Creative Brainstorming
Known for creative and innovative marketing campaigns, Ashley Budd is one of the most influential voices in education marketing and fundraising. In her popular creative brainstorming class, Ashley shares how she crafts timely and relevant messages, visuals, stories, and digital content through division-wide brainstorming sessions. Learn her brainstorming framework for bringing teams together and solidifying buy-in for creative projects. Ashley will share how to leverage online tools, create an audience mindset, lean on team member strengths, and make it fun!
Speakers: Ashley Budd, Director of Marketing Operations, Cornell University
10:00 AM - 11:00 AM CT
Campaign Communication
Fundraising campaigns are complex, and so is the blueprint for campaign marketing and communications. We have to reach a variety of constituents for a ton of different reasons over a period of years. And all the while we have to tell a coherent story based in our institution’s values, mission, and plans. So where to start? What to produce and why? This is doable.
Speakers: David Gibson, Vice President for Communications and Marketing, Middlebury College