The sands of time are shifting fast in education. Students are increasingly viewed as lifelong learners, and demographic changes and economic headwinds are influencing strategic choices within advancement and alumni functions. The result is that marketing is becoming a strategic orchestrator. In this role, marketing leads the coordination of cross-functional collaboration, utilises data analytics and insights to inform decision making, and employs robotic process automation to make better use of limited time and resources. In this session we will explore what this emergent role of marking means in practice for advancement and alumni functions, and look at data and case studies from around the world to help illustrate this tectonic shift. Global head of Nous Group’s higher education practice, Zac Ashkanasy will navigate participants through this enlightening and engaging session.

Topics: Marketing and Communications

Amidst the COVID-19 outbreak in Hong Kong in 2020-2022, numerous organisational engagement activities were suspended because of the pandemic and highly stringent social distancing measures. To turn adversity into opportunity, The Hang Seng University of Hong Kong moved its social engagement cum fundraising running event almost entirely online which enabled a broader spectrum of supporters to participate and contribute. Aside from staff, students, alumni and donors, the flexible format allowed prospective high school students, businesses with CSR missions, underprivileged NGO users, overseas supporters, etc., to partake in HSUHK's call for educational support.

This session will provide a strategic look into how the event design managed to rally unparalleled support from current and new connections, and reinforced HSUHK's identity as a young private university with a strong will and sense of community.

This event garnered the Best of Asia-Pacific and global Silver Awards at the CASE 2022 Circle of Excellence Awards Programme.

Experience Level: Level 5 - Expert Seasoned Professional

Topics: Marketing and Communications      

Through hands-on activities, this session will help you build a better Case for Support in service of major fundraising campaigns. Explore narrative structure, tone of voice, and design. Discuss the research and editorial process, including effective interviewing and sub-editing strategies. Come along if you want to:

• Build your Case with greater clarity and confidence

• Encourage buy-in for your Case from your stakeholders

• Learn how to communicate visually

Topics: Marketing and Communications

Five countries. Two continents. 30 institutions. 11 CASE Circle of Excellence Awards. What have we learnt? Quite a lot actually – and so much of it from our insightful, expert clients. Come and hear what HE around the world is thinking about alumni comms – and Mira’s predictions for the future of alumni content and engagement – in this session.

Experience Level: Level 2 – Emerging Early Career, Level 3 – Practicing/maturing Mid-Career, Level 4 - Senior/Experienced Mid-Career

Topics: Marketing and Communications

In 2018, Monash University, Australia's largest university, launched its first ever fundraising campaign, "Change it. For Good." aligned to the University's brand platform of #Changeit. The campaign set out to achieve three goals, raise $500M, 50000 donors, and doubling bequest commitments. 

Reaching these targets a year ahead of schedule, the decision was made to renew the philanthropic campaign, aligning with the University’s new strategic plan Impact 2030, raising $1B.  In July 2022 Monash launched ‘Change it. For Future Generations’,  sharpening our focus on the future beneficiaries of our work, and leveraging Monash's brand campaign which asked the question ‘Is this the endangered generation?’

Join Susanne and Gillian to hear more about Monash's campaign journey, where we will discuss the importance of clear campaign messaging, increased collaboration with alumni engagement and university marketing, engaging senior leadership and volunteers, and our key learnings from renewing Monash's philanthropic campaign.

Experience Level: Level 5 - Expert Seasoned Professional

Topics: Marketing and Communications

Access to higher education in Pakistan is around 10%, much lower than the global average of 30%. This means that millions of young Pakistanis are not able to fully realize their potential and play their role as productive members of society. However, Lahore University of Management Sciences (LUMS), the premier, private university in the country started a path-breaking program two decades ago to address this challenge by proactively reaching out to marginalized communities and bring the most talented students to study at LUMS. Since its inception in 2001, the program has proven to be a gamechanger by graduating around 1,000 alumni across 145 cities.

A dedicated team oversees the outreach efforts through a systematic, coordinated marketing campaign to ensure that the messaging and communications are compelling, effective and reaching the right segments of society. The National Outreach Program is also a great exemplar of an integrated Advancement team working across campus stakeholders to make the program successful.

This session will highlight the elements of successful outreach and sustainability of a program that not only won the global CASE Platinum Award 2021 in the Best Practices in the Diversity, Equity and Inclusion category, but continues to unfold transformational opportunities for young women and men.

Building strong, recognizable, and relevant brands has never been more important and challenging for universities as they need to expand their reach worldwide to connect with their key stakeholders and enhance their international presence. In this session, experiences will be shared on how The Hong Kong University of Science and Technology (HKUST) effectively build and manage its global visibility in today's dynamic and ever-changing marketplace.

Experience Level: Level 4 - Senior/Experienced Mid-Career

Topics: Marketing and Communications

Marketing, Communications and Media teams have a responsibility to elevate the profiles of our organisations through various channels. Advancement Offices are tasked with generating significant philanthropic income and engaging with many constituents. When these two teams come together in strategic partnerships they can elevate reach, reputation and revenue. Colleagues from LaTrobe, Deakin and Newcastle share their insights and recommendations for making it work!

Experience Level: Level 5 - Expert Seasoned Professional, Level 6 - Leadership/Transforming Seasoned Professional

Topics: Marketing and Communications