Day 1, Monday, June 10

NOON-1:00 PM
Registration

1:00-1:45
Welcome, Introductions, Expectations
To open this workshop, we'd like to hear from you. What's your role at your institution? What type of advertising do you place? Where do you place it? What kind of resources and budgets do you have available? What are your biggest challenges? What's the one thing you want to make sure we address?

2:00-3:00
Advertising and Media: A Look at the Big Picture
Before getting into the nuts and bolts of things and the reality of our individual resources, we'd like to look more broadly at what's out there in the ever-changing world of media. It will get our creative juices flowing and hopefully spark some new thinking.

3:15-4:30
The Advertising and Media Process: Where to Begin
Start with the end game in mind. Before you can launch any advertising effort, you need to have a clear understanding of what you need to achieve. Set out clear (quantifiable when possible) goals. If those goals can be linked directly to your institution's strategic goals and informed by research, all the better. We'll share some examples and case studies.

4:45-5:00
Wrap-up of Day 1 and Questions

5:00-6:00
Networking Reception

6:00
Conference Adjourns for the Day
Dinner on your own

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Day 2, Tuesday, June 11

8:30-9:30 AM
Continental Breakfast

9:30-10:30
An Overview of Your Potential Media Arsenal
From print, to broadcast, to online, to outdoor, to social media, we'll get into the details of each including a glossary of terms, media-buying guidelines, the pros and cons of different media, and how to determine the appropriate mix.

10:45 AM-NOON
Focus On Online, Social Media

NOON-1:30 PM
Lunch on your own

1:30-2:30
Measuring Effectiveness: A Marketing Metrics Dashboard
Determining the effectiveness of your marketing and advertising buy is always difficult to do and even harder to link to a particular media buy. We'll look at several ways of measuring the progress of your efforts particularly related to online and digital.

2:45-4:00
Media Reps Panel Discussion

4:15-5:00
Group Discussion: Bring Us Your Media Challenges
We'll open the floor to hear about the specific challenges our workshop attendees are dealing with and brainstorm some recommendations as a group.

5:00
Conference Adjourns for the Day
Dinner on your own

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Day 3, Wednesday, June 12

8:30-9:30 AM
Continental Breakfast

9:30-10:30
No One Right Way to Buy Media
In-house or out-of-house, full-service agency or media-buying agency, or somewhere in between, we'll look at all the options to help you determine what's a good fit for your institution.

10:45-11:45
Presenting and Getting Buy-in
Because most of the decision makers within our institutions are not advertising and media-buying experts (but sometimes think they are), it's up to us to make sure they have the information they need to make an informed decision. Part of our job is educating and bringing people along. We'll share some insights and tips on getting institutional buy-in.

11:45 AM-12:15 PM
Conference Wrap-up

12:15
Conference Adjourns

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