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Join us January 17–18, 2018 for our annual Carnegie Conference!
Resources

Digital Marketing Workshops

Join Carnegie and our partners at Google for a day of free learning at our Digital Marketing Workshops. You’ll hear from a variety of higher education marketing experts on topics such as paid search, mobile advertising, video marketing strategies, search engine marketing, social media, and more. Register today by clicking a date and location below.

Where & When

Los Angeles, CA, Workshop
March 16, 2017

Columbus, OH, Workshop
April 6, 2017

Baltimore, MD, Workshop
May 16, 2017

Kansas City, MO, Workshop
June 1, 2017

 

Agenda

8:00–8:30 am
Registration and Breakfast
8:30–9:00 am
Welcome and Introduction
9:00–9:30 am

Harnessing the Power of Display Ads for Higher Ed

If they don’t know you exist, how can they go looking for you? Display advertising is key to having a robust presence in your market. Sure, there was a time when online advertising was the “spray and pray” method. But with today’s technology, every time you see a display ad, there is a reason! We will take a look at the different ways you can focus your message on target audiences to achieve specific goals such as branding, program awareness, increasing event attendance, and driving paid and organic search.

9:30–10:15 am

Top Google AdWords Features You Should be Using in 2017

2016 was a year of great change for paid search marketing. We saw a major transformation in the PPC landscape (goodbye, right-side text ads—hello, expanded text ads!). Marketers now have access to several new and promising targeting features, ad formats, and options for reaching qualified prospective students. What updates do you need to know about now if you want to drive more traffic, leads, and conversions; make the most of your budget; and stay ahead of your competition? In this session you'll learn how to stay on top of this ever-changing landscape to ensure your PPC campaigns continue to be effective.

10:15–10:30 am
Morning Break
10:30–11:30 am

How to Identify and Engage Your Audience Across Social Media

Learn how to leverage advertising tactics across multiple social networks and their millions of users . You will discover who is using social media and which networks appeal to which demographics . Get an overview of the importance of leveraging the various targeting capabilities such as location, age, gender, Retargeting, and social media advertising and how they can help you meet admission goals . Discover how to create targeted text messages, videos, or images that inspire your audience to learn more about your school, event, or the exciting campus culture.

11:30 am–12:00 pm

Video Strategies for Enrollment

Sight, sound, motion, and emotion . You can deliver all of these by incorporating video into your overall advertising plan . Today’s student prospects digest their information visually and across all of their devices . Using YouTube and pre-roll marketing, you can place your brand in front of your audience in a way that delivers significantly more information in an engaging way . Understand the differences in video strategies and how each can play a role in your overall marketing and enrollment plan .

12:00–1:00 pm
Lunch
1:00–2:00 pm

SEO Deep Dive

Have you ever wondered what “good” SEO looks like or what types of things SEO experts are looking for to optimize your website? In this interactive lunch, we will dispel some of the mystery and look at a few participants’ institutions’ websites in real time to identify through an SEO lens what’s working, what’s not, and what immediate "low-hanging fruit" opportunities there could be for improvements.

2:00–2:30 pm

5 Impactful Things You Can do in Google Analytics

This session will focus on your Google Analytics account, including how to set up effective tracking, what information to look for, and how to use this data to make better marketing decisions. From custom link tracking to discovering audience profiles to general do’s and don’ts, we’ll focus on quick-win opportunities and turnkey solutions so that everyone can feel empowered to take the next step.

2:30–2:45 pm
Afternoon break
2:45–3:30 pm

How to Maximize Your Lists Online

In the admission marketing world, we often find recruitment efforts focused on list after list: inquiry lists, search lists, applicant lists, or accepted student lists. Maybe it’s even a list of locations such as businesses or community colleges. So how can you market to these prospective students in unique ways? Digital marketing has given us the technology to reach them across multiple channels and customize how we speak to them. In this session we will catch up on the latest ways to leverage technology to tailor what you say and ensure that it is timely and relevant to the right audience. 

3:30–4:15 pm

Think Audience First 

With so many different strategies to layer into your marketing plan, the question becomes, “What do I use for our school?" In this session we will talk about using an “audience first” approach and examine the critical role it plays in choosing channels, locations, and devices to focus on.

Tactics are good, but a great marketing plan understands who you need to reach and marries that to the right strategies to help meet your goals.

Columbus Workshop
April 6, 2017

Baltimore Workshop
May 16, 2017

Kansas City Workshop
June 1, 2017

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