Marketing efforts on most campuses are growing in size and sophistication. Institutional expectations are rising, making our ability to provide metrics around productivity critical. We are charged with answering the vital mix of questions: "What's working?" and "What's not working?" in order to continually improve the effectiveness of our marketing program.
This webinar looks at a wide variety of metrics that marketing departments can track regularly in order to describe the return on marketing investment. After all, you can't manage what you don't measure.
Elizabeth Scarborough CEO and Partner SimpsonScarborough
In addition to clocking more cell-phone hours in airports and rental cars than George Clooney in Up in the Air, Elizabeth Scarborough is a nationally recognized expert in the use of research to drive marketing and branding efforts. With 18 years of experience conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities.
Her area of specialty is market research and brand strategy. She is an expert in survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence.
Scarborough chaired the American Marketing Association's Symposium for the Marketing of Higher Education from 2007-2011. She has presented more than 200 workshops and papers at a veritable alphabet soup of higher education-related conferences and symposia, including NACAC, NAGAP, AMA, AGB, NAICU, AACRAO, ASBAP, PCACAC, SACAC, and NYSACAC.
Who Should Attend
Senior leadership interested in supporting marketing and communication efforts
Marketing and communications directors and their teams
Administrators involved in monitoring marketing productivity
Benefits of Attending
Learn new ways of critically looking at your marketing effectiveness.
Obtain a metrics dashboard template.
Explore ways to track tactical marketing productivity and strategic ROI.
Discover how to analyze and demonstrate the impact of marketing investments.