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 year's 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. Not surprisingly, these priorities either have the same or larger budgets allocated to them (see chart).

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 July 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
  • Listening, measuring and analytics (from vanity metrics to ROI)
  • 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 3-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, July 23,
8:00 am - 5:00 pm, July 24,
8:00 am - 4:30 pm, July 25, 2018

Where: University of Notre Dame, Chicago, IL

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 Notre Dame campus in Downtown Chicago: Railway Exchange Building (formerly known as the Santa Fe Building) - 224 S. Michigan Ave.,Chicago, IL

Day 1 – July 23, 2018

7:00-7:55            BREAKFAST AT THE HOTEL (Palmer House)
7:55-8:15            Walk to the Venue
8:15-9:00            Welcome and Introductions
9:00-10:00          State of Social Media in University-Based Business Education

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

10:00-10:30         BREAK
10:30-12:00         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

12:00-1:00           LUNCH
1:00-2:00             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

2:00-3:00             Engaging Your Team as Brand Ambassadors Within Social Media

Vickie Maris, Assistant Director, Open Enrollment Portfolio, Executive Education, University of Notre Dame

3:00-3:15             BREAK
3:15-4:45             Insights from Social Media Marketing World on Ramping Up Use of Video

Vickie Maris, Assistant Director, Open Enrollment Portfolio, Executive Education, University of Notre Dame

4:45-5:00             Wrap-up / Next Steps Tomorrow / Evening Overview
5:00-5:15             Walk to Hotel
AFTER 5:30         EVENING ACTIVITIES (on your own)


Day 2 – July 24, 2018

7:00-7:55            BREAKFAST AT THE HOTEL (Palmer House)
7:55-8:15            Walk to the Venue
8:15-8:30             Review – Steps Forward
8:30-9:30             How to Execute Full-Funnel Content Marketing on Social Media - Part I

Lauren McSwain-Starrett, Senior Content Strategist, Center for Creative Leadership (CCL)

9:30-9:45            BREAK

9:45-10:45          How to Execute Full-Funnel Content Marketing on Social Media - Part II

Lauren McSwain-Starrett, Senior Content Strategist, Center for Creative Leadership (CCL)

10:45-11:00         BREAK
11:00-12:00         Optimizing Webinar-to-Enrollment Funnel

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

12:00-1:00           LUNCH
1:00-2:30             Aligning Your Content and Team to Create a Winning Social Media Strategy

Christine Robers, Director of Global Marketing, Duke Corporate Education

2:30-2:45              BREAK
2:45-4:45              Paid Campaign Management on Social Media Channels

Mykola Sarazhynskyy, Vice-President for Marketing Solutions (ProEd)
Arne Johnson, Marketing Manager at the College of Continuing Education, University of Minnesota

4:45-5:00             Wrap-up / Next Steps Tomorrow / Evening Overview
5:00-5:15             Walk to Hotel
AFTER 5:30         EVENING ACTIVITIES (on your own)


Day 3 – July 25, 2018

7:00-7:55            BREAKFAST AT THE HOTEL (Palmer House)
7:55-8:15            Walk to the Venue
8:15-8:30             Review – Steps Forward
8:30-9:30             How HBS Executive Education Social Media Strategies Evolved after Last Year’s Social Media Institute - Part I

Sandra Mastorakos, Senior Marketing Manager, Global Programs and Community Engagement at Harvard Business School Executive Education

9:30-9:45            BREAK

9:45-10:45          How HBS Executive Education Social Media Strategies Evolved after Last Year’s Social Media Institute - Part II

Sandra Mastorakos, Senior Marketing Manager, Global Programs and Community Engagement at Harvard Business School Executive Education

10:45-11:00         BREAK
11:00-12:00         Strategies to Maximize Adoption of Social Media and Digital Marketing in Business Education (facilitated discussion)

12:00-1:00           LUNCH
1:00-2:30             Lead Nurturing – Creating and Delivering Content that Inspires and Converts

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

2:30-2:45              BREAK
2:45-4:00              Your Next 90 Days - Optimizing and Implementing Social Media and Digital Marketing Strategy at Your Center (facilitated discussion)

4:00-4:30              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

Cross Channel Audience

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, July 23,
8:00 am - 5:00 pm, July 24,
8:00 am - 4:30 pm, July 25, 2018

Where: University of Notre Dame, Chicago, IL

How: Register online today.

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

Institute Speakers and Facilitators:

(alphabetical order)

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.

 

Sandra MastorakosSandra Mastorakos is a Senior Marketing Manager, Global Programs and Community Engagement at Harvard Business School Executive Education. With over 10 years’ experience in higher education, Sandra’s expertise is in developing strategic marketing and communication initiatives that reach a global audience. She is responsible for planning and executing integrated campaigns using social media, digital, PR, and various other marketing strategies to increase brand awareness, drive engagement, and deliver successful programs. Sandra also leads the broader content marketing strategy to ensure there is a unified voice across all social media channels.

Lauren McSwain-StarrettLauren McSwain-Starrett is a Senior Content Strategist at the Center for Creative Leadership (CCL). With 15 years of experience in digital content and social media marketing, Lauren recently moved into a content strategist role after managing the organization’s social presence for nearly 3 years. During her tenure, CCL’s social media following doubled in size to nearly half a million across all channels. Prior to that, she worked in public relations and I.T. marketing at the University of Virginia – advising employees and students on how to leverage social media for personal and professional growth. She started her career in Washington, DC, working at two PR agencies that specialized in serving large nonprofit clients. Lauren holds a Master's in Public Policy & Nonprofit Management from Johns Hopkins University, and a B.A. in Communication from Wake Forest University.

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

Christine RobersChristine Robers leads Duke Corporate Education’s global marketing strategy and communications. She sets strategy for marketing and communication with clients, prospects, media and partners of Duke Corporate Education (Duke CE). Christine works with professionals and networks around the world to communicate Duke CE's brand and offerings and manages Duke CE’s digital marketing strategy. She manages Duke CE thought leadership and partnership in Dialogue, a world-class quarterly journal, bringing the best of business and leadership thinking to managers and leaders around the world. Christine drives PR and communications initiatives and also develops the conference strategy that convenes Duke CE events around the world. Christine has worked with Duke CE since its inception in 2000. Prior to her marketing role, she helped design and deliver innovative experiential learning solutions for several global clients. Before coming to Duke CE, Christine worked as a consultant for Accenture. Christine earned her B.A. from Duke University and her M.A. from the University of North Carolina at Chapel Hill.

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, July 23,
8:00 am - 5:00 pm, July 24,
8:00 am - 4:30 pm, July 25, 2018

Where: University of Notre Dame, Chicago, IL

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, July 23,
8:00 am - 5:00 pm, July 24,
8:00 am - 4:30 pm, July 25, 2018

Where: University of Notre Dame, Chicago, IL

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 Notre Dame campus in Downtown Chicago.

Venue Address: Railway Exchange Building (formerly known as the Santa Fe Building),
224 S. Michigan Ave.,Chicago, IL

Located at the corner of Michigan and Jackson, it is right in the heart off the city across the street from the Art Institute and the Millennium Park.

The Palmer House Hilton Hotel

This historic property with an opulent frescoed lobby is a 3-minute walk from the Art Institute of Chicago or the program venue.

Rooms offer upscale decor and custom-designed beds, plus flat-screen TVs and WiFi (fee). Free WiFi is available in the lobby and Starbucks (located on street level). Executive rooms and suites provide free WiFi and access to the Executive Lounge's free breakfast and evening appetizers. Suites add separate living areas and wet bars.

Dining options include a restaurant, a lobby bar and a chic lounge. Other amenities include a spa, a fitness center, an indoor pool and sauna. There's also 130,000 sq ft of meeting space, including 7 ornate ballrooms.

Hotel Address: 17 E Monroe St, Chicago, IL 60603

A block of rooms have been reserved for July 19 - July 28, 2018. The Program's special room rate is $229/night (King Bed) is available until June 20th (we encourage you to make reservations by une 15th) or until the group block is sold-out, whichever comes first.

Book Your Room

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

"I never imagined finding a hotel with this quality. Beautiful Lobby!!! The room, the bathroom, the service, and the employees are all excellent! The decoration is great. The hygiene is perfect everywhere, from the room, to the elevator, and the connectivity center, always working perfectly. Whenever I get the chance to come back to Chicago, no doubt I'll be back at the Palmer House Hilton. I loved it!" 
- Google Reviewer


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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, July 23,
8:00 am - 5:00 pm, July 24,
8:00 am - 4:30 pm, July 25, 2018

Where: University of Notre Dame, Chicago, IL

How: Register online today.

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

ProEd Corporation | 8292 Labont Way Suite 202 | Eden Prairie, MN 55344 | 763-656-3527 | Copyright © 2018 ProEd Corporation. All Rights Reserved.