Sunday 7th October, 2012
1:00pm to 4:30pm
In the ever-changing world of marketing and communications, it is increasingly important to be agile in testing new media, setting key performance indicators, and evaluating your results. We will explain why this is so important and how you can ensure that your inbound strategy takes advantage of the flexibility that agile marketing techniques can afford your institution. We will start and end this workshop with an interactive discussion of inbound marketing strategies, and provide instructive presentations on the use of individual components of inbound marketing, including goal setting and measurement; content ideation and creation techniques; search engine optimization; the use of social media and how to incorporate analytics into your strategy. Beginners can expect to leave the workshop with a solid understanding of how these pieces fit together and how universities can leverage them to improve student application rates, enrollment rates, alumni engagement, student communications and donor conversions.
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