Metrics That Matter: Using Data to Improve Community College Marketing and Communications

May 1, 2012
Online
2 - 3 p.m. Eastern

Registration requires log in.  Need help with login?

Due to limited resources, community colleges need to strategically measure the effectiveness of their marketing and communication efforts. Hear how one school has begun using metrics to change its marketing and communications plan- how, what and why they measure. They will also share how their new media strategies are informed by the volumes of data available via Google Analytics and other dashboard tools. From big picture to some of the finer details, see how one marketing and communications division has transformed itself in 18 months while garnering important institutional support along the way.

Speakers

Robin Duncan
Vice President of Marketing and Communications
Mount Wachusett Community College

Robin Duncan has more than 20 years of experience as a business consultant and marketing professional. Over the past 15 years, she has developed and marketed a number of community and business-related programs for the college. Her entrepreneurial spirit and outcomes-focused strategies have produced positive results, both financially and in maintaining a competitive edge.

Duncan has a bachelor's degree in marketing management from the State University of New York - Empire State College and a master's degree in business administration from Anna Maria College.

Sarah McMaster
Director of New Media
Mount Wachusett Community College

Sarah McMaster has six years of experience in new media marketing, with expertise in data-driven decision-making, inbound marketing, analytics and online content writing. In addition, she is a Certified Inbound Marketing Professional and Google Analytics Certified. She uses her knowledge of and expertise in the web 2.0 ecosystem to position MWCC as an innovative leader in new media in higher education, and continues to move the needle with progressive strategies to connect students with their peers and campus resources.

McMaster holds degrees in anthropology from the University of California at Davis and Brown University.

Who Should Attend

• Senior leadership interested in supporting marketing and communication efforts
• Marketing and communications directors and their teams
• Admissions directors and their teams
• Web and social/new media coordinators and content providers

Benefits of Participating

• Learn how to measure effectiveness of many marketing and communication strategies.
• See how to use data to improve marketing and communications plans.
• Receive tips on using data to build internal support for your efforts.
• Get advice on determining key stats to track in Google Analytics and other dashboard tools.
• Hear lessons learned from a department that has strategically redefined itself in the last 18 months.

Registration Fees per site

$125 members; $175 nonmembers

Questions?

Contact ccca@case.org