Integrated Digital Marketing Strategy for Business Education

  • Quick Overview
  • Agenda
  • Speakers & Facilitators
  • Who Attends
  • Location & Lodging

Develop Customer Acquisition and Retention Strategy

Executive and Management Education units are seeking ways to acquire new customers and establish long-term relationships with their audience online.  According to this Econsultancy / Adobe Digital Intelligence Briefing report, the priorities that sit atop marketers' lists are content marketing, personalization, social media marketing, analytics, lead generation, automation, video, content management, audience and data management as well as search engine optimization.

ProEd’s own multi-year study of Social Media and Digital Marketing use by University-Based Business Education centers and conversations during numerous webinars highlighted a need for a forum to discuss best practices and develop strategies to make Social Media and Digital Marketing work for centers with budget constraints.

Register
Join Marketing and Social Media leaders from University-Based Business Education centers this June to discover and discuss:
  • Cohesive Social and Digital strategy as part of integrated marketing and communication strategy
  • Customer Journey Mapping
  • How to justify and manage budget allocations
  • State of social media in university-based business education
  • Find your audience – identify your market - channel demographics
  • Audience engagement, content strategy and social selling
  • Best practices in creation content management
  • Tools and platforms to manage social channels
  • Workflow and content management
  • Social media manager roles and qualifications
  • Working with agencies and in-house
  • Paid advertising, lead generation, and lead nurturing on social media
  • Integration of Digital Marketing channels
  • Use of personal social media presence to promote center’s activity
  • Personal preferences vs unit’s voice and tone - how to pick articles to post
  • Connecting to alumni through social media for executive education
  • Managing your personal brand and your school’s overall brand through social media
  • Encouraging us and our teams to be brand ambassadors for our schools
  • and more...

This special 2-day Social Media and Digital Marketing Institute provides executive education professionals the time and space to learn and engage with peers and industry experts. You'll leave with knowledge of the major elements of an effective audience engagement strategy and some concrete ways to implement them for your organization.

If you have any questions or need assistance please call us at 763-656-3527.

"A must-attend for anyone in marketing in the executive education sphere. Not only were the presentations both interesting and informative, but also the networking and sharing of ideas were unparalleled. I returned to my job with many new ideas to transform our social media program."  - Linnea DiPillo, Harvard T.H. Chan School of Public Health

Social Media Institute for Executive Education

Why: We all need to learn more from our peers and industry leaders; discover best practices to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media and Digital Marketing strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Open Enrollment Directors, Marketing Managers, Social Media Managers, and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, June 24,
8:00 am - 4:30 pm, June 25

Where: University of St. Thomas, Minneapolis, MN

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media and Digital Marketing Institute!

Location: University of St. Thomas campus in Downtown Minneapolis
1000 Lasalle Ave Minneapolis, MN 55403

 

Day 1 – June 24, 2019

7:45-8:15            CONTINENTAL BREAKFAST AT THE UNIVERSITY OF ST. THOMAS (Rm TMH 155)
8:15-8:45            Welcome and Introductions

8:45-9:15          State of Social Media in University-Based Business Education

Mykola Sarazhynskyy, Vice-President for Marketing Solutions (ProEd)

9:15-9:30         BREAK
9:30-10:30         Maximize ROI by Integrating Social Media with Other Advertising Channels

Carie Otto, Associate Strategy Director, Three Deep Marketing and Adjunct Instructor of Digital Marketing, University of St. Thomas

10:30-10:45         BREAK

10:45-12:00       Mapping Customer Journey and Creating a Social Media Profile of Your Audience (Discussion)

Facilitator: Carie Otto, Associate Strategy Director, Three Deep Marketing and Adjunct Instructor of Digital Marketing, University of St. Thomas

12:00-1:00           LUNCH
1:00-2:00            Lead Nurturing – Creating and Delivering Content that Inspires and Converts

Mykola Sarazhynskyy, Vice-President for Marketing Solutions (ProEd)

2:00-3:00            Marketing Automation for Recruiting in a Large Portfolio

Emily Hinz, Lead Nurturing and Content Manager and
Susie Eckstein, Director of Open Enrollment, Executive Education, University of St. Thomas
Opus College of Business

3:00-3:15             BREAK
3:15-4:45            Mastermind Session - Share a Question and Discuss with the Group
4:45-5:00             Wrap-up / Next Steps Tomorrow / Evening Overview
5:00-5:15             Walk to Hotel
AFTER 5:30         EVENING ACTIVITIES (as a group)

 

Day 2 – June 25, 2019

7:45-8:15            CONTINENTAL BREAKFAST AT THE UNIVERSITY OF ST. THOMAS (Rm TMH 155)
8:15-8:30             Review – Steps Forward
8:30-9:30             Engaging with your customer in the digital realm before it's too late

Vickie Maris, Assistant Director, Open Enrollment Portfolio, Executive Education, University of Notre Dame and host of Agile Digital Business podcast

9:30-9:45            BREAK

9:45-10:45         How to Personalize Your Customer’s Experience with a Library of Evergreen Content
Kate Paradis, Associate Director of Short Programs & Marketing, Executive Education, Vanderbuilt University

10:45-11:00         BREAK
11:00-12:00         Data Driven Marketing Objectives: How To Define, Track, And Achieve Your Marketing Goals

Jeff, Founder & Course Author, Data Driven & Jeffalytics, and Adjunct Instructor, University of St. Thomas.
In 2016, PPC Hero named Jeff a top 25 most influential PPC Expert.

12:00-1:00           LUNCH
1:00-2:00             Strategies to Maximize Adoption of Data Driven Marketing in Business Education

Jeff, Founder & Course Author, Data Driven & Jeffalytics, and Adjunct Instructor, University of St. Thomas.
In 2016, PPC Hero named Jeff a top 25 most influential PPC Expert.

2:00-2:15              BREAK

2:15-3:15         Increasing Conversions with Optimized Webinar-to-Enrollment Funnel

Arne Johnson, Marketing Manager at the College of Continuing Education, University of Minnesota

3:15-4:15             Your Next 90 Days - Developing and Implementing Social Media and Digital Marketing Strategy at Your Center (facilitated discussion)

4:15-4:30              Wrap-up / Review / Evaluations
4:30                        ADJOURN

Register

If you have any questions or need assistance please call us at 763-656-3527.

"I really enjoyed participating in the course! Having the opportunity to network with colleagues from the industry made me feel very grateful. I learned that being small is not always bad, and even though the institutions participating in the course were very diverse, it was comforting to see that we share many common challenges. I will definitely try to come back on subsequent course. Thank you!" 
- Anylu Vidal, Instituto Internacional San Telmo

Social Media Institute Participants

Why: We all need to learn more from our peers and industry leaders; discover best practices to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media and Digital Marketing strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Open Enrollment Directors, Marketing Managers, Social Media Managers, and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, June 24,
8:00 am - 4:30 pm, June 25

Where: University of St. Thomas, Minneapolis, MN

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media and Digital Marketing Institute!

Keynote Speakers:

Jeff SauerJeff Sauer, is the Founder of Data Driven, agency owner, business coach, blogger at Jeffalytics, lecturer, and a digital nomad. Jeff is an expert in Google Analytics and Google AdWords and provides thought leadership at Jeffalytics.com. Jeff has had 15,000+ digital marketers enroll in his Google certification programs. He has delivered over 100 keynote presentations and workshops in 20 countries.

In 2019, PPC Hero named Jeff a top 50 most influential PPC Expert. A firm believer in data-driven marketing, Jeff’s work has been featured in many industry publications and "best of" lists. His contributions were featured at HeroConf, MOZ, SMX Search Marketing Expo, Google Analytics and others.

As an adjunct instructor at the University of St. Thomas, Jeff created a digital marketing certificate program that offers a complete picture of digital marketing, from acquisition of customers to measurement of results. In 2015, Jeff launched PPC Course.com, an online course that teaches Google AdWords. In 2016 he launched Analytics Course, which helps individuals become Google Analytics certified. His 2017 course focuses on growing profitable digital marketing agencies. Brand names such as Gerber, James Hardie, Berkshire Hathaway, Medtronic and Nestlé have relied on Jeff’s advice to guide their online marketing programs. As a digital nomad, Jeff resides in hotels and AirBNBs around the world and shares his experiences at Jeffsetter.com.

Institute Speakers and Facilitators:

(alphabetical order)

Susie EcksteinSusie Eckstein is the director of open enrollment, Executive Education, University of St. Thomas. She has over 14 years of experience working in higher education including both the non-degree and degree side of the business as well as roles in both sales and marketing. In her current role, Susie is responsible for a portfolio over 30 open enrollment programs including enrollment forecasting, reaching revenue targets, portfolio enhancements and updates and B2C sales of programs. She collaborates with the enterprise level marketing team by sharing business goals and voice of customer information to assure correct messaging and targeting for the Executive Education program audiences. Susie has worked to build a stronger sales culture within the team by implementing and connecting salesforce with various systems including a registration system (Flatbridge), website (Cascade CMS and Flatbridge API) and email automation systems (Marketo and Pardot). With her team, Susie has used technology to advance email marketing and lead nurturing capabilities and is working toward a stronger data-driven approach to this work. Susie earned a bachelor’s degree in marketing management and an MBA with marketing emphasis from the University of St. Thomas.

Emily HinzEmily Hinz serves as the lead nurturing and content manager for Executive Education at the University of St. Thomas. She has been with Executive Education for almost five years, with roles in sales, operations and marketing. In her current role, she handles marketing automation, social media strategy, website content, data management and integrity, as well as managing student marketing interns. She earned her B.A. in psychological science from Gustavus Adolphus College and obtained a graduate certificate in marketing communications from St. Thomas. In addition, she is a Figure Skating Instructor with the City of St. Louis Park, teaching people of all ages how to ice skate.

Arne JohnsonArne Johnson, Marketing Manager at the College of Continuing Education, University of Minnesota. Arne has 10 years' experience in agency account management in a variety of industries and roles, and over 10 years' experience managing marketing in professional education. He develops and implements integrated marketing plans that promote the growth of U of M College of Continuing Education programs including professional education open enrollment short courses and certificates, contract training, professional conferences, personal enrichment programs and the Continuing Education and Conference Center.

Vickie MarisVickie Maris, Assistant Director, Open Enrollment Portfolio, Executive Education, University of Notre Dame. Vickie is responsible for the marketing, sales, registrations, operations and curriculum planning of professional development programs: Supervisory Development, Certificate in Executive Management, Engineering Leadership, Digital Marketing Certificate offered through the Stayer Center for Executive Education in the Mendoza College of Business at the University of Notre Dame.

 

Carie OttoCarie Otto, Associate Strategy Director, Three Deep Marketing. Carie helps clients implement digital programs that generate a positive return right out of the gates, then leads optimization efforts to continually achieve better and better results. A perfectionist, Carie never believes anything’s “good enough,” so she drives campaigns and landing pages to produce better results through continuous optimization and testing. The proof is in the pudding: her team routinely generates a 3 - 10x return on investment for paid media clients. Previously, Carie was the Online Marketing Manager of Executive Education at the University of St. Thomas, where she managed lead nurturing and paid search marketing for the center.

Kate ParadisKate Paradis is responsible for the development and delivery of Short Programs and Marketing for Executive Education. With a Master’s in Marketing from Vanderbilt’s Owen Graduate School of Management and Master’s in Education from Vanderbilt’s Peabody College, Kate is passionate about the intersection of business and education and their impact on the local and global community. Kate brings her previous experience in behavioral consulting and psychology to the team as she collaborates with the faculty to create engaging courses for executives interested in learning how to add to their business toolkits. Outside of her role in Executive Education, she serves on the KIPP Emerging Leaders Board, enjoys travel, Nashville’s delicious restaurants and live music.

Mykola SarazhynskyyMykola Sarazhynskyy, Vice-President, Marketing Solutions, ProEd. Mykola oversees integrated campaign management including email and direct marketing, paid search marketing, social media, search engine optimization and web analytics, lead generation and nurturing. Prior to his current role Mykola served 6.5 years as a Marketing Director of Executive Education and a Director of Marketing Systems at the College of Business of the University of St. Thomas. He lead a team of marketing and customer service professionals delivering brand-consistent online and in-person pre- and post-program experience. Regarded for an ability to implement complex changes that have a transformative impact on marketing effectiveness and are critical to bottom-line growth. He has teaching and speaking experience in graduate and non-degree programs on various topics of Internet Marketing and Online Lead Generation.

Register

If you have any questions or need assistance please call us at 763-656-3527.

"I very much enjoyed the Social Media Institute, and I look forward to next year's! It was great to be in a room full of peers lamenting over similar challenges but also celebrating successes and lessons learned." - Leah Martin, Providence College

 

Number os LinkedIn followers in Executive Education

Why: We all need to learn more from our peers and industry leaders; discover best practices to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media and Digital Marketing strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Open Enrollment Directors, Marketing Managers, Social Media Managers, and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, June 24,
8:00 am - 4:30 pm, June 25

Where: University of St. Thomas, Minneapolis, MN

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media and Digital Marketing Institute!

Who Attends Social Media Institute

This program is designed for people responsible for developing and implementing Social Media strategies for degree and non-degree business, professional, and executive education centers at universities. This usually includes executive education and graduate program units in business schools, management or professional development units within continuing education schools, or stand-alone entities reporting directly to a dean or other high level administrator. In most cases, attendees have titles that include Director, Executive Director, Marketing Director or Managers, Social Media Manager or Coordinator. They all have the common challenge of creating and maintaining mutually beneficial relationships with past, existing and prospective customers.

If this sounds like you, please join us for this 2-day institute to examine your current Social Media activities, explore what works and does not work for others, and develop your unique apporach to engage your audeince.

  • Take advantage of this opportunity to focus on the most critical aspects of the success of your unit
  • Get diverse perspectives and ideas from trusted colleagues facing the same challenges
  • Develop a network of peer mentors
  • Return to your team ready to share ideas and implement your own strategy and customer engagement
Register

If you have any questions or need assistance please call us at 763-656-3527.

"What do you do to proactively to enhance the brand of school – not just the center – and create synergetic benefits for the entire organization?" 
- Barry Bales, Assistant Dean for Professional Development at the Lyndon B. Johnson School of Public Affairs, The University of Texas at Austin

Social Media Strategy Conversations

Why: We all need to learn more from our peers and industry leaders; discover best practices to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media and Digital Marketing strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Open Enrollment Directors, Marketing Managers, Social Media Managers, and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, June 24,
8:00 am - 4:30 pm, June 25

Where: University of St. Thomas, Minneapolis, MN

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media and Digital Marketing Institute!

Venue

The program will take place at the University of St. Thomas campus in Downtown Minneapolis.

Venue Address: 1000 Lasalle Ave Minneapolis, MN 55403

Located at the corner of Lasalle Ave and South 11th Street, it is right in the close proximity to business offices of major corporation and to many hotels and restaurants.

DoubleTree Suites by Hilton Hotel Minneapolis

(description from hotel's web site) The hotel offers a stylish, boutique hotel experience combined with the trusted comfort for which DoubleTree is known. Step in and let our team welcome you with warm hospitality and our signature warm Chocolate Chip Cookie.

This unique downtown Minneapolis hotel is a full-service, all-suite property. Guest suites are 25% larger than most standard hotel rooms, offering spacious accommodations with the comforts of home. Each room features separate sleeping and living spaces with comfortable seating, an ergonomic work desk and two flat-screen HDTVs. A mini-refrigerator, microwave and in-room safe are also included. Relax by the fireplace in the lobby and enjoy complimentary WiFi access in the 1st floor public areas.

For your convenience, the business and fitness centers are open 24 hours. Start the morning with coffee from the connected full-service Starbucks. Lot 57, our on-site restaurant, offers a warm, casual environment to enjoy breakfast and dinner on-site. Grab a drink to unwind, or meet up with friends or colleagues in the bar area.

Hotel Address and contact information: 1101 LaSalle Avenue, Minneapolis, Minnesota, 55403,
Tel: +1-612-332-6800 Fax: +1-612-332-8246

Alternatively, book a room in a nearby hotel.

If you have any questions or need assistance please call us at 763-656-3527.

Book Hotel Room

"Great location! Friendly staff!! I enjoyed my experience here and was greeted with friendly faces of the staff! I definitely would recommend! I will be staying here again in the near future! Great hotel!" 
- TripAdvisor Reviewer


Doubletree Minneapolis Downtown

Why: We all need to learn more from our peers and industry leaders; discover best practices to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media and Digital Marketing strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Open Enrollment Directors, Marketing Managers, Social Media Managers, and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, June 24,
8:00 am - 4:30 pm, June 25

Where: University of St. Thomas, Minneapolis, MN

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media and Digital Marketing Institute!

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