Higher Ed Marketing Metrics

April 17, 2012
Online
2 - 3:30 p.m. Eastern

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As the marketing efforts on most campuses is growing in size and sophistication, so, too, are institutional expectations rising, making our ability to provide metrics around productivity ever more 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.

Like other major units around campus, marketing staff need to be able to provide leadership with a metrics dashboard that outlines our impact. Although some marketing outcomes are difficult to measure, there are a wide variety of metrics that we can track regularly in order to describe the return on the marketing investment. After all, you can't manage what you don't measure.

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 your marketing investments.

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

Speaker

 Elizabeth Scarborough
CEO
SimpsonScarborough

Elizabeth Scarborough is a nationally recognized expert in the use of research to drive marketing and branding efforts. Her areas of specialty include survey instrument design, sampling plan development, data analysis, and the compilation and presentation of marketing intelligence. With 20 years of experience conducting market research studies, she is an industry leader in providing strategic solutions to colleges and universities.  

Scarborough has chaired the American Marketing Association's Symposium for the Marketing of Higher Education since 2007. 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. She currently serves on the CASE Industry Advisory Council.

Scarborough earned a bachelor's degree in mathematics from James Madison University and a master's degree in business administration from Fordham University.

Registration

$195 members; $325 nonmembers