Time: April 4, 9:45 am – 10:45 am
Speaker: Kate McGowan
With established search engines such as Google and Bing integrating AI into their algorithms, and entirely new search engines such as Open AI’s Search-GPT new on the scene, the world of Search Engine Optimization (SEO) is shifting towards Generative Engine Optimization (GEO). In this session, we’ll examine how AI summaries and chat tools are changing search results and influencing how students look for schools and programs. We’ll explore tactics for adapting your institution’s website and content strategies to stay ahead of the curve and ensure your school stands out in an evolving digital landscape.
Time: April 4, 9:45 am – 10:45 am
Speaker: Christy Moss
Ready to level up your marketing game with generative AI? In this interactive session, we’ll walk you through seven steps to create custom GPTs that speak your brand’s language—and streamline your work. From generating social media posts to crafting web content and more, these GPTs can save you time while keeping your brand’s voice consistent and engaging. You’ll learn how to gather your best work, define your audience, and input all the right details into a custom GPT. We will walk through several different tools to choose the best one for your work. By the end of this session, you’ll have the tools to create custom generative AI that can generate spot-on content for your brand—across social media and beyond!
Time: April 4, 9:45 am – 10:45 am
Speakers: Carissa Nelson, Sophia Schneider
This session will highlight 4-H’s strategy in building a statewide youth influencers team that has navigated multiple national brand content collaborations as well as consistent high-performing, youth-centered content, using their authentic voices to resonate with our audiences. Attendees will learn how to create mutually beneficial collaborations that focus on both content production and youth workforce readiness. By connecting trend-watching, hands-on content creation, and a commitment to professional development, this session will share best practices of how to build a content creation or collaboration program that not only amplifies your brand but also prepares participants for future success in the workforce.
Time: April 3, 2:45 am – 3:45 pm
Speaker: Adam Rahn
As communicators typically we are the liaisons to executives or experts who need to be on-camera OR more likely than not we’re tasked with being on-camera (or interviewed on a podcast, or recorded) ourselves. The workshop will provide crucial skills for effective media engagement and brand communication that marketers and communicators of any kind can implement themselves and take back with them for internal training and educational opportunities within their own organizations. We’ll discuss and navigate traditional and digital media platforms so attendees will have the skills needed to credibly, and professionally, conquer everything from headshots to podcasts to live interviews. Topics covered will include essentials of media literacy, conveying messages, effective presentations, body language, vocal delivery, rhetoric, attire, and managing nervousness, with the aim to empower marketing and communications professionals to convey their message clearly and confidently across media platforms.
Time: April 3, 11:00 am – 12:00 pm
Speaker: Bill McLaughlin
Is a full website redesign out of reach? No problem. In this session, we’ll guide you through smart, strategic updates that can significantly boost your website’s performance. We’ll explore practical ways to enhance your website, making it more effective at engaging prospective students, even with an incremental investment end effort. This session is perfect for higher ed marketers looking to maximize their site’s potential while staying within their current framework.
You’ll learn how to:
- Prioritize your limited time and energy
- Give your top pages the love and attention they deserve
- Gain momentum with simple tasks and weekly goals
- Keep content sprawl at bay
- Approach smaller design changes and add-on functionality
- Utilize tools and tricks to improve quality, accessibility, and SEO.
Time: April 3, 11:00 am – 12:00 pm
Speaker: Chris Axtman-Barker
University Housing worked to analyze resident opinion data to refine communications encouraging residents to live on campus for a second (or third, or fourth!) year. Data backed key messages then ran through communications and marketing materials for a digital-first returner campaign with startling success. The presentation will include follow up survey data.
Time: April 3, 1:30 am – 2:30 pm
Speaker: John Moist
A good interview starts long before you press “record.” In this session, we’ll dive into techniques to level up your interviewing skills for print, video, podcasts, and more. Learn strategies to prepare effectively and establish rapport and comfort with interviewees. Discover tips for managing the flow of conversation from beginning to end and crafting questions that elicit engaging responses. We’ll also cover best practices for making the most of your interview content during editing, on the web, and on social media. Whether you’re a novice or have some experience under your belt, this session will offer valuable insights for everyone.
Speakers: Bryan Jonker
Web Applications have been around for 20 years, so what is revolutionary about Microsoft Blazor? Can we develop apps while still making usable, accessible applications that meet brand standards? How do we integrate with existing platforms? How do we allow our application to talk with other platforms? IT Partners @ Education has been working on a new Blazor app to manage our directory, and I will answer these questions, along with a deep dive on how we designed, built, and deployed the application.
Speakers: Courtney Fleeger, Liz Shallenberger
Accessible email planning and design improves usability for everyone on your mailing list. Marketers, designers, and IT pros all have an important role in crafting an accessible email. Learn how to navigate this process from start to finish. We’ll share best practices, resources, and tips for working in Webtools Email+ and Outlook .
Speakers: Kristin Tennant, Jamie Hedrick
In this workshop we’ll draw from our own journey developing a strategic, multi-faceted campaign. As we share our process, we’ll touch on a variety of recommendations and tools, including: identifying key takeaways and opportunities in the survey data; socializing that information with stakeholders; bringing together strategic partners for brainstorming and idea generation; the importance of understanding a diverse audience with empathy (including their motivations and goals); using a creative brief format to outline a three-phase campaign structure; generating additional opportunities for stakeholder and strategic partner input; identifying low-hanging fruit – what can be done now to begin moving the needle – and recognizing where further market research needs to be conducted. Our presentation will include specific examples as well as tools we used for brainstorming, collaboration, etc.