Higher education marketing looks very different than it did 10 years ago. The way we (marketing and communications as a unit) communicates, the way we interact with audiences, the way we are organized, and the role we play in our institutions has changed dramatically. In the last decade, we built social media teams, adopted videographers as essential members of our teams, embraced the concept of storytelling, and elevated our lead marketers to the c-suite. We’ve also endured increasing skepticism regarding the value of a college degree, watched crisis after crisis unfold on our campuses, and we’ve begun recruiting an entirely new and different generation of students who are highly price sensitive and true digital natives.
In this session, SimpsonScarborough, a nationally respected higher education marketing firm, will tie together current trends and indicators to paint a picture of what you can expect in the years ahead. You will learn how these trends will impact your job in the upcoming years. You will be armed with the most effective marketing and communications strategies for connection, engagement, and fundraising within advancement. You will come away with the best strategies to recruit traditional undergraduate students, adult students, graduate students, and online students. And most importantly, this session will help you understand how to reinforce the important role that marketing plays at your own institution.
Andrea KruszkaSenior Strategist
Andrea is a Director of Strategy and Accounts at SimpsonScarborough and has spent over a decade working in higher education. Andrea leads client projects and plays a critical role throughout the entire research, strategy and creative process. She is skilled at distilling data from qualitative and quantitative research into thoughtful recommendations and insightful strategies. Whether she’s designing research instruments, coordinating studies, or executing tactics, Andrea excels at connecting all the small data points that inform big-time decisions. Before joining SimpsonScarborough, Andrea worked in enrollment management as an Admissions Advisor, providing her unique insight into the college selection process. She was also Board Member of the Year in 2015 for her alumni association’s board of directors.