8:00 – 9:00 a.m.
REGISTRATION AND CONTINENTAL BREAKFAST
9:00 – 10:00 a.m.
Little Whispers, Dirty Secrets and Guilty Pleasures; Three key things that brand consultants don’t always tell you.
Laurie Morris, Managing Director, Marketing & Brand Management, Simon Fraser University
In a world of over-stimulation and an abundance of choice, brands act as a mental shortcut that enable people to make decisions quickly and intuitively. But the world is changing. Quickly. Brands across all industries are seeing disruptions that are shaking up categories and hiving off consumers like never before. It’s an industry on the cusp of change, heading toward a future that’s about embracing chaos. To meet the challenge, we have to think outside with tomorrow in mind.
Learn how a pilot project at Simon Fraser University created a unique opportunity to strategically align its communications, marketing and enrollment management departments while moving the university’s institutional goals forward. The session will include an informative overview of the “why” and “how” behind decisions about brand architecture and visual identity along with practical advice about the process of building a communications and design toolkit to bring the brand strategy to life.
But we’ll also take an in-depth look at the lessons learned, uncovering three key things that brand consultants don’t always tell you.
- The little whispers of behind-the-scenes work, which starts from the inside with the messages you communicate to your organization. Simplicity and clarity are of the essence.
- The dirty secrets of stakeholder engagement and how it defines the framework to think about brand architecture and strategy. The brand value proposition must be believable. It must have the buy-in of people responsible for communicating the brand and people receiving that brand communication.
- The guilty pleasure of leveraging data to prove your point. The foundation for meaningful analytics is built by choosing specific metrics that matter to your brand. The results can give you reasons, backed by data, to fuel your brand’s positioning strategy and drive business decisions.
10:00 – 10:15 a.m.
NETWORKING REFRESHMENT BREAK
10:15 – 11:15 a.m.
Building brand trust through celebrating student infleuncership
Mekala Wickramasinghe, Student Engagement Strategist, University of Winnipeg
The University of Winnipeg PACE Cultural Night is a signature event at the university. Since the first launch in 2013, the event has quadrupled the student engagement not just in participation, but also in designing and planning of the event. The event has provided an excellent experiential learning platform, where students could practice their class room learnings. The social media promotions created by students for the event has received more reach than the paid advertising by the department. The event has got attention from future students, and has influenced a hike in international enrolments from around the world. This session will discuss effects and examples of partnering with students to build a safe, inclusive and trusted brand for your institutions.
11:15 – 12:15 p.m.
Streamlining Your Social Media Channels
Jenna Easter, Marketing & Communications Coordinator at the University of Guelph
Emily Jones, Manager of Communications at U of G’s McLaughlin Library
Social media has evolved and deserves a strategic approach to ensure all programs and services receive the best possible communications and marketing. Learn how we went from multiple channels to 1 and what that process looked like. Attendees can expect to hear what the process involved, challenges and success stories, and why having official main accounts helps to build a strong brand voice and audience.
12:15 – 1:15 p.m.
1:15 – 2:15 p.m.
Writing for Santa: Tips for higher ed communicators with limited resources and budgets
Terry Lavender BA MSc, Manager, Communications, Office of the President, The University of British Columbia
Whether you’re managing communications for a busy, outgoing, social media savvy university president or writing news releases off the side of your desk for a small academic department, you’re faced with the same question: how do you manage with limited time, money and resources? As manager, communications for UBC President Santa Ono, Terry Lavender is responsible for producing hundreds of speeches, videos, podcasts, op-eds, blog posts and other communications each year. He shares some of the ways he’s learned to cope with the madness and thrive as a one-person higher education communications shop.
2:15 – 3:15 p.m.
Global Perspectives: Engaging international students online through targeted marketing and communications
Julia Jones-Bourque, Marketing and Communications Manager, University of Alberta International, University of Alberta
In a sea of marketing and communications messages, how can you make sure that your international students are receiving the right ones – or receiving them at all? Targeting your marketing and communications for international students is becoming more and more critical as global competition increases to attract top talent.
Adding to this complex challenge, how can you reach international students in a way that coordinates with your institutions’ domestic marketing and communications efforts? Do international and domestic marketing and communications compete, or can they co-exist in a coordinated, yet specialized fashion?
UAlberta explored these questions and more during the development of their latest recruitment and admissions website – resulting in a dual-versioned website with content for international or domestic, depending on user selection.
With a focus on the international side, this session will explore how the UAlberta admissions website serves the special needs of various geographic audiences. Attendees will also get some tips on writing for international audiences and furthering online engagement with prospective and current international students.
3:15 – 3:30 p.m.
NETWORKING REFRESHMENT BREAK
3:30 – 4:30 p.m.
Flooding the funnel: A case study on how to created interest-based micro-engagements within high schools
Erica Holgate, Recruitment Coordinator, Queen’s University Faculty of Health Sciences
Lee Taal, Founder & CEO, ChatterHigh Communications Inc.
2016 was the inaugural year for the new online degree offered through the Faculty of Health Sciences at Queen’s University. A comprehensive market assessment was conducted to identify potential matriculant personas and help design the outreach campaign to build awareness for this new program offering.
A major strategy that was identified was to build awareness of not only the unique program, but of health science related occupations as well, featuring the myriad pathways possible once in the program. Recognizing the challenge of reaching the high school demographic in an ongoing and meaningful way, a strategy included in the marketing/recruiting mix was use of a gamified online learning resource used in post-secondary and career exploration classes across Canada, ChatterHigh
Leveraging our info-rich, newly designed web site, questions were crafted for the ChatterHigh quiz used in schools that featured content on target URLs throughout the site. This strategy allows for a constant stream of information to students being supported by K-12 to explore post-secondary and career options. This campaign is near the end of its 2nd year. This presentation will highlight the success of the campaign to date, including students’ brand and program awareness and interest-based feedback data that ChatterHigh now provides.
CHAIR’S CLOSING REMARKS AND CONFERENCE CONCLUDES