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Webinars

Carnegie Connect Webinar Series



Past Webinar Topics

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    How to Identify and Engage Your Audience Across Social Media
    24 min Watch

    Details: Social media advertising is a marketer's best friend. And knowing how to leverage advertising tactics across multiple social networks can help your institution capitalize on their millions of users. In this webinar, you'll get an overview of the importance of various targeting capabilities (such as location, age, gender, and Retargeting) and discover how to create targeted text messages, videos, and images that inspire your audience to learn more about your school, event, or campus culture.

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    Practical Applications & Examples for Higher Ed Digital Marketing
    62 min Watch

    Details: With so many digital strategies and tactics out there today, sometimes what you need most are some clear examples of how they can work to help meet the needs of your institution. Whether you want to build awareness about a program or school, get registrants to an event, or increase inquiries, applications, and deposits, knowing what strategies have worked best for each is critical. In this webinar we’ll walk through specific and real-life examples of different digital strategies applied for a variety of goals and the impact they can have. Topics covered include IP Targeting, social media, Pay Per Click and SEO, geofencing, and more.

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    Digital Marketing for International Recruitment: What You Need to Know
    61 min Watch

    Details: When it comes to digital marketing for international audiences, it’s important to be on top of all the best approaches as well as unique considerations for different regions and countries. From the behaviors and interests that students demonstrate online and the cultural variables involved to the strategies, technologies, and platforms that can be used, there’s a lot to consider. Having recently returned from co-hosting a digital marketing workshop in Seville, Spain, with Google—and in anticipation of the mobile-based session we’ll be presenting at the CIS Forum in Edinburgh, Scotland—we'll dive into what opportunities are available and work best for colleges and universities and international digital marketing.

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    Carnegie & Google’s Student Online Behavior Insights
    51 min Watch

    Details: Let’s go straight to the source. Understanding the online behaviors and preferences of students and parents is critical for developing short- and long-term strategies for recruitment and admissions. And as a Google Premier Partner, we know there is no better source than the warehouses of data Google has to offer. Join us as we go way beyond surveys and tap into the most comprehensive sets of behavioral data available to answer the key questions about prospective students' online behaviors, preferences, and journeys. Topics covered include search, mobile, social, video, your website, creative/messaging, and more.

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    From Stealth to Steve: How to Take Your Marketing to a Personal Level
    26 min Watch

    Details: The goal has always been to make the prospective student experience as personalized and relevant as possible. What if you could identify a stealth shopper much earlier in the cycle and make your next online engagement with them more customized and dynamic? From building custom audiences and developing “personas" to engaging both unidentified and identified site visitors, it’s now possible to reach and interact with prospective student populations in a much more individualized and dynamic way. But wait…there’s more. What if the data collected could also provide you with marketing intelligence to better understand your audience and the impact of your strategies? Join us as we discuss Carnegie Clarity and how it enables you to market smarter and connect with students “one on one” in a scalable, cost-effective, and meaningful manner.

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    Top Google AdWords Updates for Enrollment & Admission Marketers
    35 min Watch

    Details: Google announced significant product enhancements in their recent Marketing Next event that promise to dramatically change the way we approach Paid Search campaigns for higher education. As a Google Premier Partner, we’re constantly focused on how these updates can impact your admission and enrollment needs. In this session, we’ll review how machine learning will put the audience first and target qualified prospective students who are actively in-market for your program or degree; how you can easily create, test, and modify landing pages within the AdWords interface without needing a website developer; and how to create Accelerated Mobile landing pages for your search ads—plus help you answer the question, "Is my marketing working?"

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    SEO & User Experience - Part 2
    17 min Watch

    Details: Did you know that content is a big factor in Google’s search algorithm? What’s more, it’s also what prospective students are looking for! In part 2 of this SEO and User Experience webinar, we go over top tips for improving your website’s user experience through content. We address how to speak to different audiences, how to utilize header tags, and the importance of answering the questions that prospective students are asking.

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    SEO & User Experience - Part 1
    22 min Watch

    Details: Get on college-seeking juniors’ short list by using the influence of digital marketing. The next two to three months will be critically important for admission marketers across the country, so join us April 19 at 2:00 pm EST to find out how you can set yourself apart and make that short list

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    Build A Better Paid Social Media Strategy
    41 min Watch

    Details: Social media is where we are: it’s where we spend our time, where we go to connect, express ourselves, and find out about the world around us. Finding the right approach to social media can be challenging for colleges and universities, but when it’s done right, it’s incredibly powerful. In this webinar we will discuss how to build a better paid social media strategy for your institution, including audience development, ad creation and testing, Retargeting and engaging audiences, and integrating social media into your overall digital strategy.

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    Experience Matters: Evaluating Today's Digital Marketing Options & Strategies
    51 min Watch

    Details: When was the last time you hired a plumber to fix your car? Never, right? Experience matters in digital marketing too and especially in higher education digital marketing. In this webinar we’ll break down all the nuances of first-party data and location/mobile targeting (aka geofencing). We’ll talk what works, what doesn’t, what you might be hearing, and what you should be doing next. Join us for easy and effective ways to reach the right audiences at the right time. It’ll be informative and actionable.

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    New Year's Resolution: Increase Yield
    13 min Watch

    Details: Your accepted student pool is arguably the most important group of students to engage with between now and May. The question is: how are you communicating with them to make a difference and impact yield? Attend our New Year’s Resolution: Increase Yield webinar on January 26 at 2pm EST to learn more about three easy-to-implement strategies.

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    WeChat Basics: Where WeChat Fits in Your China Recruitment and Communications Plans
    54 min Watch

    Details: With more than 700 million active users each month, WeChat reaches over 90% of the students and families that matter to you in China. WeChat is more than a Chinese replica of Facebook or Twitter. WeChat has evolved into a powerful commerce and communications ecosystem that enables messaging, social media posting, real-time and automated customer service, payments, microsites, online classes, and more. This reach, usage, and functionality means that WeChat is quickly replacing e-mail as a primary source of institution-to-consumer communication. This webinar will help you begin creating a WeChat strategy for your team.

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    Demonstrated Interest - How to Fill the Top of Your Funnel
    25 min Watch

    Details:
    From sophomores to seniors, it’s critical for you to identify the students who are the right fit for your school. CollegeXpress, the most powerful lead-generation service in higher education today, reaches more than three million college-bound students across the country each year and lets you target them based on academic achievement level, program interest, religious affiliation, ethnicity, and more—freeing up budget dollars for other areas of need throughout the funnel. Using the latest in digital and traditional reach and engagement strategies, CollegeXpress puts your school in front of students and parents where they’re spending their time and in ways that will drive response. During this session, we’ll review this simple solution that can fill your funnel with thousands of prospective students who have specifically expressed interest in your institution.

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    An Enrollment Marketer's Guide to IP Targeting
    38 min Watch

    Details:
    For the past few years, IP Targeting has been changing the way admission and enrollment marketing professionals reach students and parents. It has also been evolving and advancing—just about every day. Join us for this half hour webinar to learn more about the ins and outs of IP Targeting, including how it's applied to strategies throughout the entire enrollment funnel and a checklist of what to consider and watch out for as you evaluate incorporating IP Targeting into your plan. Topics covered will include ideas for different lists, match rates and coverage, mobile and social media integration, and more.

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    Influencing the Prospective Grad Student's Journey Online
    59 min Watch

    Details:
    It’s no secret that students are spending more time everyday living in the online world. Navigating the web, searching, using mobile devices, consuming content, interacting on social platforms, and more.  Our partners at Google live and breathe this behavior and the data it presents constantly. And here at Carnegie, we look at it all through a higher education marketing enrollment lens. With so many different ways for students to engage with a school, it is essential to understand the contribution of each interaction on the road to reaching your enrollment goals. During this session, you will learn more about some of the key digital insights and strategies that can be integrated into your “traditional” marketing efforts and how to leverage analytics points to understand the student journey. This insight will allow your school to maximize ongoing campaigns as well as determine ways to optimize your site to drive conversion.

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    The Top 5 SEO Punchlist
    33 min Watch

    Details:
    Your website is the most important marketing tool you have in recruiting prospective students. This webinar will show you where to focus your internal efforts (hint: it should be on your website!). Google has recently made changes to the way SEO is determined that favors putting the user experience first. By optimizing your site for SEO and these Google changes, you are optimizing for every other marketing effort you do. This webinar will focus on five website areas you can efficiently optimize today.

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    How to Identify and Engage Your Audience Across Social Media
    32 min Watch

    Details:
    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.

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    All These Colleges Sound the Same: When Comm Goes Wrong
    29 min Watch

    Details:
    Marketing and campaign communication is an essential and ongoing part of a university’s enrollment function. In this maze of competing communication for students’ attention, is there a more strategic way to approach institutional marketing? A pretty picture and clever headline simply aren’t enough—though this equation is often the modus operandi. Learn how to approach your integrated marketing and campaign communication with objectivity and intelligence, and discover the pitfalls to avoid in an industry where comm so often goes wrong!

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    Improving Yield Through Digital Marketing
    17 min Watch

    Details:
    Your future students might be accepted—but that doesn’t mean you can take your eye off the marketing ball! You should continue to get in front of them across multiple channels online in order to increase brand affinity, drive attendance to accepted student days, and remind them just how awesome your institution is! In this webinar we will discuss how you can leverage digital strategies such as IP Targeting, segmented Retargeting, paid social media, mobile, and more to reach your accepted students during this critical time of yield.

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    Digital Marketing Strategies for 2016 - Old and New
    44 min Watch

    Details:
    2016 is here! As we enter the new year, how are digital strategies for enrollment evolving and proving themselves most effective? What are some of the “new” digital marketing tactics being touted as the next big thing for enrollment? And more importantly, how do you stay tuned to the strategies that are both emerging and appropriate for your institution or for higher ed. in general? In this webinar, we’ll review how several digital options for enrollment are continuing to develop, and we’ll cover some of the “shiny new toys” both inside and outside higher ed. and walk through some of the vetting process for each. Topics and strategies will include geofencing, mobile, IP Targeting, Retargeting, audience modeling, search engine marketing, and more..

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    10 Social Media Metrics Every Higher Ed Marketer Needs to Know
    29 min Watch

    Details:
    68% of high school students use social media to research college choices, and 38% say social media influenced where they enrolled, according to U.S. News & World Report. In this webinar, you'll learn about 10 data-driven metrics to guide your school's success with social media. Knowing about these measurements will help your school know how to talk with your audience, engage in ways that establish connections, and motivate the right actions.

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    Fill Your Funnel with Right Fit & Interested Students
    18 min Watch

    Details:
    Every week hundreds of prospective students could be knocking on your door. All of whom have the academic credentials, backgrounds, and interests that are the right fit for your institution. Starting this January, you can completely change the way you get names of not just students that you hope would be interested, but students who have actually said they’re interested. In this 15 minute webinar, you’ll learn what over 450 other colleges and universities are experiencing through PC&U. Over 75% of their enrolled students are reached by PC&U, they receive unlimited inquiries all year long, and they’re breathing sighs of relief knowing such a critical piece of the enrollment cycle is covered so reliably.

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    Student Search 2.0: The Digital Revolution
    35 min Watch

    Details:
    Gone are the days where a traditional Student Search campaign should ever stand by itself. How prospective students become aware of, research, evaluate, and engage with schools does not only rely on waiting at the mailbox or even checking e-mail. From initial awareness down to the decision to deposit, online opportunities play a critical role in today’s enrollment marketing. During this webinar, you’ll learn more about some of the key digital strategies that can be integrated into your “traditional” Search efforts. We’ll cover everything from IP Targeting, Retargeting, and digital audience modeling to geofencing, mobile reach, and social media. Plus, we’ll highlight some best practices to amp up your direct mail and e-mail outreach.

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    Location-Based Enrollment Marketing: Geofencing vs. Geotargeting vs. Rooftop IP Targeting
    32 min Watch

    Details:
    Location-based digital targeting has advanced significantly in the past year, and reaching audiences by their specific geography, device activity, and building location is becoming a normal part of a well-layered digital strategy. In this session, we will review location-targeting heavyweights Geofencing, Geotargeting, and Rooftop IP Targeting. In addition to the basics, we will also walk through the when and where of using each tactic, depending on your audience and goals. Each offers its own pros and cons; knowing how to best use them in achieving different enrollment marketing goals is the key.

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    Reaching Students and Parents Online—The Magic Formula
    28 min Watch

    Details:
    Reaching and engaging students and parents, particularly online, is an ever-evolving and constant challenge. It’s far too easy to spend a ton of money and, worse yet, waste a ton of money trying to figure it all out. Sites and individuals to target, brand safety, geotargeting, audience segmentation: there are many things to keep track of and many questions to answer. Just as important, you need to know how to measure, monitor, and optimize any sort of online campaign you’re conducting. Luckily, we’ve figured out the magic formula—specifically for higher education—to accomplish all of this. And it’s grounded in 30 years' worth of data. Reaching the right students based on factors such as academic achievement, geography, demographics, affordability, and more is possible online.

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    Are You Listening To Your Website?
    15 min Watch

    Details:
    The data you glean from your website can serve as both a crystal ball for enrollment results and a launch pad for additional enrollment marketing capabilities. Join us to learn more about the data, insights, and intelligence your own website can tell you. Topics covered will include Google Analytics and some of the key things to configure and watch for. We'll also discuss a new audience-tracking and profile-building tool called Site Visitor Attribution (SVA), which allows you to build audience profiles and reports based on site visitor behaviors. You can then use that data to construct look-alike models to identify and reach similar audiences.

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    Qualified Lead Generation: A Different Model
    25 min Watch

    Details:
    For Undergraduate Admissions and Recruitment Marketers: The model for how schools generate qualified leads is changing. Join us for a 30-minute webinar that will walk through how Carnegie can help you approach the top of your funnel differently and generate an unlimited amount of qualified leads from prospective students who have specifically expressed interest in your institution. Hundreds of colleges and universities are re-energizing their student search and lead generation efforts, optimizing their budgets and focus, and experiencing game-changing results. This webinar will review some of the ways they’re accomplishing all of that. Topics covered will include an overview of Carnegie’s lead generation platform with more student data access than anyone else, and a focus on digital strategies that help drive success throughout the entire funnel.

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    Data & Digital For Transfer – The Game Has Changed
    30 min Watch

    Details:
    Over the past year, there have been significant developments with the ability to marry your own data with digital marketing strategies. Whether it be prospect pools, CRM data, or feeder school lists, you can now reach your audiences with specific messaging at every point of the cycle through digital channels. Join us for a half hour webinar focused on leveraging your own data to identify, reach, and engage transfer audiences. Topics covered will include IP Targeting, Retargeting, Google Analytics for Transfer, look-alike modeling, feeder school strategies, and much more.

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    Wait, it’s possible to target our Search lists online? How?
    20 min Watch

    Details:
    Segment your lists, target your message, and be visible online. Whether it’s an inquiry database, search list, alumni database or high value businesses for recruitment, IP Select lets you send your online marketing right into the devices at a specific street location over their IP address. This webinar will give you some great ideas on how to leverage this technology to enhance your recruitment efforts. Come prepared for a “What? How is that possible?” moment.

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    Video Strategies for Enrollment Marketing
    24 min Watch

    Details:
    Sight, sound, and motion! Bring an immersive element to your recruitment marketing with video. It relays emotion better than any other medium and conveys a wealth of information in a more digestible form than words or images alone—especially on a mobile device. Join us for this 30-minute webinar to discuss ideas on leveraging the assets you may already have as well as getting the greatest value out of new videos you would like to produce. But where do I start and what can I do with it? Join us for the answers, ideas, and steps you can take now.

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    The New Way to Reach Prospective Students with Facebook, Twitter, and LinkedIn Advertising
    32 min Watch

    Details:
    During this 30-minute webinar, we will discuss the significant advancements that have been happening for engaging prospective students through social platforms like Facebook, Twitter, and LinkedIn. Now, schools have the ability to leverage their own lists and CRM data to reach students in ways and through channels that have not been available before. You will walk away with a great sense of the opportunities that exist with marrying your data with social strategies to make a difference with your enrollment strategies this year.

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    How to Digitally Build Your Enrollment Brand Overseas
    37 min Watch

    Details:
    Whether you’re a small school nowhere near a major city, or a large institution well known throughout the United States, building your brand to international audiences can be challenging, and if not done right, costly. Your ability to reach and engage the right audiences in the right areas is key to your success. And accomplishing that through digital channels like online, video, mobile, search, and social is critical to the equation. Join us as we walk through some of today’s most effective strategies for building your enrollment brand in the international markets you need. We’ll provide some recent examples of what other schools have done and the impact it’s had on their international recruitment and enrollment efforts. Plus, we’ll offer some specific action items and takeaways that you can bring back to your campus and start implementing right away.

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    Open House Marketing: Tips and tools to increase attendance to your fall recruitment events
    34 min Watch

    Details:
    Are you looking to boost attendance for your admission events this fall? Whether you are looking to bring prospects onto campus or get them to various information sessions in specific markets, there are innovative and cost-effective marketing strategies you can implement. Check out this 30-minute webinar where we provide tips and concrete take-aways you can implement to help you increase attendance for your recruitment events this year.

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    Analytics for Recruitment Marketing
    35 min Watch

    Details:
    Have you set a goal to start using Google Analytics at some point recently? This 45 minute webinar will focuses on a few high-level and key “must have” reports and tools to successfully gauge your efforts with enrollment management. Who should attend? Beginner Google Analytics users interested in gaining specific insights to understand the traffic patterns of your prospective student audience.

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    Setting the Scene with YouTube Video Advertising
    40 min Watch

    Details:
    You might have heard that YouTube is the second-largest search engine, but have you used it to promote your institution through targeted video advertising? In researching current digital marketing trends, video is often regarded as one of the best vehicles to engage with any organization's desired audiences. To place the importance of video in one statistic, YouTube reached more US adults aged 18-34 than any cable network alone in 2013. During this webinar, we discuss how you can use video advertising to connect meaningfully to the future students of your institution.

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    Using Online Strategies to Market a Specific Program
    56 min Watch

    Details:
    Whether it’s a new program or one that has become a priority, we’ll explore several digital marketing strategies to help you promote a graduate, undergraduate, summer program, private school, alumni campaign, or online program that will yield results. From initial branding and awareness to conversion, creating a surround digital strategy is critical for reaching your enrollment goals.

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    Search Differently
    45 min Watch

    Details:
    The traditional approach to search has evolved significantly in recent years, and to meet the interests and needs of today's tech savvy students your programs must include multi-channel outreach and follow up.

    In this presentation, we review the many new and innovative strategies you should consider as you plan your next campaign. Topics covered include how to develop integrated Direct Marketing campaigns, IP targeting, Online Display, Retargeting, Lead Nurturing, SEO, and more.

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    Engage the Right Prospects
    44 min Watch

    Details:
    Through market segmentation and targeted outreach, enrollment managers are provided with an excellent opportunity to deliver targeted and relevant messaging to their prospective student audiences. In this webinar, we will first break down the market segmentation process through the lens of higher education. Looking further down your prospective student funnel, we will discuss strategies to reach your audience online with targeted messaging to bring them from interested to engaged.

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    Online Display for Enrollment
    49 min Watch

    Details:
    Our display webinar will provide a valuable overview of how to plan, implement, and execute a productive, high-performing ad campaign. We will review proven strategies that should support any media plan, and review newer programs like keyword targeting, search companion ads, and the use of video in order to place your message in the locations your audience is most likely to be. Additionally, the display process provides a rich source of data collection that enables higher education marketers to make “going forward” decisions based on the data feedback loop available. As display is essential to building awareness and keeping your college or university high on a prospect’s list of considered schools, you will find this seminar provides the information you need to launch a campaign, or improve campaigns you may already be running.

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    Is The Stealth Applicant Headed to Graduate School?
    47 min Watch

    Working with multiple graduate programs across the country allows us to identify trends we see in the industry.  The stealth applicant has traditionally been a greater concern for undergraduate offices.  As those undergraduate students age, we are having more discussions with graduate enrollment offices regarding significant increases in graduate stealth applications.  In this webinar we will discuss this issue and the impact it may have on marketing campaigns and success measurement.

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