Workshop Tracks
Workshops - Summer Institute in Communications and Marketing
Customize your summer institute experience by selecting one of our workshop tracks during registration. These hands-on small group sessions will provide you with a deep dive into topics such as publications, digital campaign and marketing plans as well as email and social media strategy.
The Communications Track is a more general track on a variety of topics, and is available available to all attendees. If you do not opt into a specific track during registration, you will be placed in the Communications Track.
Workshop Tracks:
- Digital Campaign Strategy Workshop
Coordinated campaigns can help you build communities, raise awareness, and drive people to act. In this workshop, you'll map out a campaign plan that will lay the foundation for your digital strategy. Find out how to leverage social, email, web, and text messaging channels for different audiences. Learn how to design a campaign roadmap and review the elements of strong engagement and fundraising campaigns. The strategies presented rely on collaboration and digital best practices. Come ready to tackle your next big campaign and create a roadmap to raise awareness, cultivate audience participation, drive engagement, and support retention. - Email Strategy Workshop
Does your leadership insist on sending an institutional newsletter to your entire audience? Do your stakeholders demand that you send an “email blast” about their event? If you are in a position to hit send and reach thousands of constituents, this workshop can help you create a thoughtful and effective email marketing plan. Email is the number one way to reach your audience one-on-one and get them to act.We’ll break it down into three parts: planning, writing, and measuring. Learn what to send and when, how to segment your audience, writing dos and dont’s, and how to measure the success of your campaigns.
- Integrated Marketing Plan Workshop
This workshop will help you build your integrated marketing plan from scratch, or retool your current plan. On day one, we’ll dive into the seven must-haves for any successful marketing plan. Day two will explore how to develop the big plan for your institution, school, college or campaign. Finally, on day three, we’ll go niche, discussing plans for events, quick campaigns and micro markets. We’ll share lots of tools and templates, and you’re invited to bring your challenges, barriers and plans in progress. - Publications Workshop
The Publications Workshop is a track designed for attendees whose responsibility includes either print or digital publications. In a series of hands-on sessions, you'll explore the essentials of feature writing and editing, integrating art and images to tell compelling stories plus analyze your publications and those of your fellow attendees. You'll get tips on how to find inspiration from unexpected sources, and explore new synergies between print and multimedia. - Social Media Strategy Workshop
Are you tasked with developing and managing a social media program for your department or campus? In this workshop, Liz Gross will guide you through the key pillars of a successful social media strategy. We'll cover how to align your strategies and tactics with goals, how to develop a content strategy and editorial process, must-have guidelines and policies, sources of ongoing professional development, and how to measure your effectiveness. You'll leave with a draft of a social media playbook you can start using as soon as you return to campus! - General Communications Track
For attendees interested in a less specific workshop experience, we recommend attending the General Communications Track. These communications focused sessions will be presented on various topics presented by institute faculty members and guest speakers. Attendees who do not choose a specific workshop during registration will be placed in this track.