Noon-1:00 PM 
Registration      

1:00-1:15
Welcome and Introductions

1:15-2:15         
Building Community Through Social Media: #TeamUofG the Power of a Tattoo
Universities are always looking for new ways to stand out and attract students to their institutions, and ultimately ensure they feel part of their university communities. In 2017, the University of Glasgow launched an onboarding campaign, #TeamUofG, to welcome new students (domestic and international) to UofG and to make them feel like they are part of Glasgow before they arrive on campus—all using a transfer tattoo.

This session covers the why, what and how of the #TeamUofG campaign, including how a robust internal communications and brand advocacy plan helped make it such a success. Learn how highlight#TeamUofG has had a far greater legacy than the tattoo.

2:45-4:00
Elective Sessions (choose one)

• Reaching Your Global Audience Through Social Media   
  Does your institution have a considerable number of international students on your campus? Does your institution have a study abroad program where students can participate in an exchange program outside of the United States? Gain strategies and ideas for effectively using social media to reach and engage with your international students and promote the benefits of a study abroad program. Pack your bags, because we're going global!
• How to Turn Around Your Social Media Efforts: An MIT Case Study
  In a crowded social media landscape, it often feels like the time you put into it is hardly making a dent—and that’s particularly true if you work for specific departments within a larger university. Five years ago, MIT’s Computer Science and Artificial Intelligence Laboratory (CSAIL) had 4,000 Twitter followers and virtually no engagement. By dramatically revamping their strategy and thinking more critically about their target audiences, they now have more than 60,000 followers and earn 50+ retweets per post. Learn how they transformed their account from a self-promotional news channel into everybody’s smart, interesting friend, and leave with concrete tips for creating engaging content for your own institution.
• Student Run Social Media: The Good (Lots), the Bad (a Little), the Uuuugly (Yeah)
  If you want to engage the help of students, but you’re a little bit nervous about it, you’re not alone. While student help can get you a lot of bang for your small amount of bucks, it also comes with some risk. Hear from Duke University’s Sonja Likness about what works and what doesn’t, pitfalls you can avoid, and how the Duke University team has created a suite of student-run @DukeStudents channels completely operated by student editors.

4:15-5:00
Lightning Talks: Strategy

• Building Your Tribe for Social Media Success
• Developing Your Social Media Department
• #TellUsTigers: How Princeton's "Tiny Tales" Humanize University Messaging
• Does Your Strategy Earn a Passing Grade?

5:00-6:00  
Networking Reception

6:00       
Conference Adjourns for the Day
Dinner on your own

8:00-9:00 AM 
Continental Breakfast

9:00-10:15
Who’s Hungry? Why You Need to Think of Your Content like a Thanksgiving Dinner       
Across higher education, marketers are routinely being asked to increase their content production. And yet, in a 2018 survey by TerminalFour, a majority of marketers said their marketing team and budget had either not changed or decreased in the past 24 months. So how can marketers increasingly feed the content beast with the resources they already have?

Join Stephen App as he deliciously explains how to repurpose content by focusing your efforts on a piece of pillar content that can be sliced and diced into side dishes like podcast episodes, snackable videos, blog posts, social graphics and more. Warning: side effects of attending this session include hunger pangs and increased mouth watering.

10:30-11:45
Elective Sessions (choose one)

• #smallbutmighty: How to Organize and Mobilize a Small Team for Social Media Success  
  Do you worry about keeping up with the need to post constantly on Facebook and answer questions on Twitter at all hours of the day, all while trying to dream up creative content and juggle other responsibilities in your portfolio? Whether you are solely responsible for social media management, or are part of a small staff that tackles social media collaboratively, this session offers practical and attainable strategies for success. Learn how North Park University uses their editorial calendar, student and alumni volunteers, and campus partners to efficiently and effectively engage their alumni community and support advancement efforts.
• Getting the Most Out of Facebook Ads: Using Paid Social to Increase Engagement
  As the global market leader in social, Facebook has a wealth of attention and data, making it an essential element of any digital marketing strategy. Whether your social media budget is $100 or $100,000, you can leverage ads to raise visibility, meet marketing objectives, and engage with your target audience. Learn how Northeastern has leveraged Facebook’s advertising platform to substantially increase both domestic and international alumni engagement. Discover how to align social media and email marketing campaigns to underscore your message, how to select the correct marketing objective to match your goal, how to leverage audience targeting features to support customized messaging, how to determine an appropriate ad budget, how to use storytelling to maximize your reach and engagement, and how to analyze the success of your campaign.
• Using Social Media to Boost Your Recruitment Efforts
  With a constantly changing landscape, it can be difficult to know the best approaches to finding your prospective student target audience on social media. Discover who is using social media and which networks appeal to which demographics (undergraduate, graduate, parents, continuing education, etc.). Learn how to leverage various tactics and the platforms’ extensive targeting capabilities such as location, age, gender, list matching, lookalike and retargeting to help meet your admission goals. Review best practices for creating targeted messaging, videos or images that inspire your audience to learn more about your school, event or exciting campus culture.

11:45 AM-1:30 PM
Lunch on your own

1:30-2:45
How to Source and Target the Right Content to the Right Audience
A university is a complicated institution with widely varied audiences of students, stakeholders, fans and more. Find out how Duke University decides which content type works best for each audience, how they create and collect that content, and how they measure the impact of their content strategy across channels and audiences.

3:00-4:15
Elective Sessions (choose one)

• Hashtag Higher Ed Live: UG’s Experience with Facebook Live     
  Facebook Live broadcasts have doubled YoY since launching in 2016, but for many higher education marketers, the prospect of going live remains intimidating. In this "live" episode of the Hashtag Higher Ed Podcast, host Stephen App sits down with Emma Gilmartin, head of social media at the University of Glasgow, to talk about how she and her team have used Facebook live to shed light on new research, onboard new students and communicate with constituents in a crisis. Gilmartin shares advice for getting started with Facebook Live, highlights lessons she's learned after more than 10 live broadcasts, discusses how to navigate the tech requirements, and forecasts what the future holds for the University of Glasgow on Facebook Live.
• Making YouTube a Social Platform for Prospective Students
  On an average day, 65 percent of 13-17 year olds use YouTube. Many of those within Generation Z are using the platform for multiple hours each day. YouTube is a huge opportunity for higher education … if it’s treated like a true social media platform. It is, without a doubt, the most underused social media platform when it comes to recruitment. In the last two years, WVU has changed its philosophy with YouTube, moving from it being a repository of video to a true recruitment platform. Using WVU’s experience, learn how to conduct a YouTube content audit, discuss how to gather buy-in from higher ups and devoted video teams, and build consistency around video content for Gen Z.
• Presidential Social Media
  More and more, college presidents are taking to social media to demonstrate transparency, authenticity and to communicate with constituents. In this two-part presentation, learn how presidents and vice presidents show up on social—from a Campus Sonar study of six months of Twitter activity from almost 200 executives. Then, get a glimpse behind the curtain of a president who is highly active on social. For the first time in Linfield College's 160-year history, their president is on Instagram, Twitter and Facebook. His life at and away from the college is open to the world. President Davis and Linfield's director of social media discuss how they use social media to further the college's mission and maintain its relevancy.

4:30-5:30
Lightning Talks Part Deux: Tactical

• Adapting Volunteer Management Principles to Mobilize Social Ambassadors
• Make Your Pics Pop Through Post-Processing
• Small Shop Success: Six Tips to Harness the Power of Interns
• Young Alumni Social Media Features     
• Fight the Summer Slump: How Instagram Takeovers Grew Engagement and Follower Base               

5:30       
Conference Adjourns for the Day
Dinner on your own     

8:00-9:00 AM 
Continental Breakfast
Faculty Office Hours      
Attendees sign up to visit one-on-one with conference faculty.

9:00–10:00
How to Succeed at Video and Everything Else   
Create better videos, and in the process, develop a new content strategy that can improve internal communications, social media content and external media coverage. Starting with a deep-dive into the data, Augusta University set out to answer the question, "Why aren't people watching our videos?" The result was a new streamlined approach to video that performs better but costs less. Learn how to conduct your own comprehensive content survey, use data to guide future production, and ultimately deploy low-budget, in-house videos across digital communications channels to support your institution's strategic priorities and engage your community.

10:15-11:15
Too Blessed to Be Stressed
Reflections on where we have been, where we are now and predictions for where we are going.

11:15 AM-Noon    
Faculty Firing Line and Wrap Up
Conference faculty answer rapid-fire questions from attendees.

Noon    
Conference Adjourns    

Registration is online only. CASE accepts payment by check or credit card for conference registration fees.

All prices shown above are in U.S. Dollars. If your preferred currency if not USD, the fee will display in your preferred currency at the start of the registration process. CASE accepts USD, CAD, AUD, SGD, EUR, and GBP.

The hotel rate is not included in your conference registration fee. You are responsible for making your own hotel reservation.

Register Online and Pay by Credit Card

Online registration requires login.

For Further Assistance

If you need assistance or to request an invoice, please visit the member support center, M-F, 9 a.m.-5 p.m. EST.

April 24, 2019
8:30 a.m. - Noon

Liz Gross, Director, Campus Sonar

Learn how to align your strategies and tactics with goals, how to develop a content strategy and editorial process, review must-have guidelines and policies, and find out how to measure your effectiveness. There's built-in time for individual reflection and planning, as well as sharing with and learning from your peers.

Note: this session is limited to 25 attendees

April 24, 2019
8 :30 a.m. - Noon

Ashley Budd, Director of Digital Marketing for Alumni Affairs and Development, Cornell University

If you work in higher ed marketing, engagement, or fundraising, you're almost always in a campaign. Coordinated campaigns can help you build communities, raise awareness, and drive people to act. In this workshop, you'll map out a campaign plan that will lay the foundation for your digital strategy. Find out how to leverage social, email, web, and text messaging channels for different audiences.

Learn how to design a campaign roadmap and reviews the elements of strong marketing and engagement campaigns. The strategies presented rely on collaboration and digital best practices.

Come ready to tackle your next big campaign and create a roadmap to:

• Raise awareness
• Cultivate audience participation
• Drive engagement
• Support retention

April 24, 2019
8 :30 a.m. - Noon

Tyler Thomas, Senior Director of Integrated Content, University of Nebraska-Lincoln

If you work in higher ed social, you're likely always on the go. From attending events, covering campus happenings, or announcing big news quickly, being able to capture, edit, and post content in the moment is key to sharing the story of your institution. Learn how to think about the key moments of an event, announcement, or everyday occurrence and leverage tools and techniques to capture and share high-impact content.

This is a hands on workshop, where we will take the strategies and tactics learned and immediately turn them into action. You'll leave with a completed project.

Come ready to move quickly, together, as we build a plan to:

• Develop a pre-plan looking for key social moments
• Leverage the latest tools and techniques
• Have fun while telling the high impact stories of our institutions

The hotel rate is not included in your conference registration fees. You are responsible for making your own hotel reservation. Book your room online to receive the discounted rate.

PLEASE NOTE: Occasionally, room blocks fill before the hotel deadline, although hotels may have additional rooms at a higher rate. Please make your reservation immediately to ensure the discounted rate and availability. If the conference headquarters hotel is completely sold out, consult your travel agent for alternative lodging. Your confirmation letter will include additional travel information and directions.

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