Learning Objectives

After attending, you will be able to:

• Identify the elements of a marketing plan, how they work together, and how you might measure their success. 
• Develop a process to align resources to achieve brand awareness and preference across your institution or within your college or school unit.
• Prioritize and align resources to maximize efficiencies and outcomes.
• Use data and research to guide marketing decisions and develop key metrics to measure success. 
• Identify the elements of an effective, compelling content/storytelling strategy (or campaign) that help your organization achieve its strategic marketing goals. 
  
   

Institute Experience Highlights

• All-Institute general sessions that explore key concepts from diversity, equity, inclusion and belonging to emotional intelligence, strategic thinking, leadership, and integrity.
• Interdisciplinary elective sessions that provide industry-sector expertise in educational fundraising, advancement services, alumni relations and communications and marketing.
• Small Group, Faculty-Led Advisory Meetings designed to target essential content covered each day.
• Peer to Peer Networking Opportunities

Content Highlights in Communications and Marketing: 

• Marketing and Communications Fundamentals
• Building an Effective Creative Strategy and Marketing Campaign
• The Art and Science of Collaboration
• Crisis Communication
• Storytelling
• Campaign Communications