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AGENDA          WORKSHOP DESCRIPTION          INSTRUCTORS          LOCATION

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Wednesday, September 13, 2017
11:00am – 5:30pm 
Renaissance Marriott Waterfront– 606 Congress St
Boston MA
Space is limited to only 25 attendees. Make sure to reserve your spot today. 
 
Register Now!  

Who Should Attend?  Senior academic leaders with global partnership, enrollment, admissions and marketing responsibilities

  • Senior International Officer
  • Provost / Vice Provost
  • Director / Associate Director 

Registration: $348 per person and includes

  • Worksheets/workbooks
  • Catered lunch
  • Networking with industry experts and peers

Learn from the experts in International Marketing: 

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Workshop Benefits: This small gathering will offer academic leaders a concentrated 6-hour block surrounded by industry expertise and hands on, one-on-one interactions. Formulate and hone your digital marketing budget to recruit international students from targeted regions around the world. We will review global trend data on student mobility and a range of effective recruitment channels with a focus on digital. You will leave with a concrete, data-driven action plan to move your global recruitment forward. 

*Are you planning on attending NACAC? This workshop is conveniently scheduled one day prior to NACAC and located a block away from the convention center. Come into the city a day early to maximize your learning and networking opportunities.

AGENDA


 

11:00a-11:30

Introductions and workshop overview

11:30-12:00

Discuss participants’ shared and unique challenges, review regional survey results and student mobility trends

12:00-12:30

Digital Marketing Assessment – a hard-nosed look at your specific strengths and challenges

12:30-12:45

Review Global Recruitment Planning Worksheets – head into the networking lunch armed with discussion topics/questions

12:45-1:45

Lunch – Moderated Table Discussions/Networking

1:45-2:15

Review Components of Digital Marketing Strategy and Budget Considerations

2:15-5:00

Discussion/Worksheets – Develop your targeted marketing plan with 1:1 support. There will be time for coffee breaks and ongoing discussion/mentoring throughout

5:00-5:30

Wrap up – closing remarks and observations shared by all

5:30-7:00

Optional: networking happy hour (not included in the registration fee)

Download Program Sheet

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WORKSHOP DESCRIPTION


 

Daunted by global digital strategy? We all know simply having a website and being active on social media isn’t enough. Even if you currently have a strategy in place, are you confident it’s effective? Are you allocating your limited resources effectively? Knowing what and how to track your results is a challenge for even the most sophisticated marketing operation.

This is a unique workshop in that it is NOT one-size fits all. You will be able to customize a plan based on YOUR specific resources and pain points.

You will leave this workshop with a customized digital marketing plan you can begin implementing as soon as you arrive back on your campus. Identify the recruitment channels that will be most effective for your institution. Clarify how you will delegate specific tasks throughout your organization. Optimize your marketing budget allocations to feed your overall approach to global recruitment.

Customization begins before you even arrive. All participants will receive a survey prior to the workshop so we can tailor the workshop content to meet your needs. The workshop will focus on three key topic areas and their associated costs and metrics:

  • Digital Marketing Assessment

What are your strengths, weaknesses and opportunities? We will walk you through a self-assessment worksheet to clearly define where you should devote your energy, time and financial resources for the greatest impact. Set realistic expectations of yourself and those you can delegate to.

  • Components of a Digital Marketing Strategy
Focus on market research, content development, platform selection, internal alignment, and the outcomes associated with each step. Review the various metrics associated with these areas. Discussion will address effective use of CRM and Marketing Automation platforms and evaluate costs associated with each area.
 
  • Content Marketing Campaigns
Learn how to leverage social media, mobile marketing platforms and email marketing campaigns. Gauge the relative costs for media buys in various regions.
 

A plan is nothing without the ability to measure its success though. So, we will also focus on how to use and interpret the data available to help you adjust course as you move forward – these are multi-year marketing efforts you are undertaking.

With each topic, we will devote ample time for personalized review and discussion. This will also be an opportunity to share best practices with fellow colleagues and fine tune your personal plan with the help of our workshop handouts.

We want to make sure you feel comfortable and confident understanding the various tools so you can then align others on your team behind the strategy when you return to campus. Attendees will leave with clear direction and the ability to implement an effective digital marketing strategy that supports their institution. 

 

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INSTRUCTORS


 

Kerry Salerno, Vice President for Professional Advancement Network Enrollment, Marketing, and Recruitment, Northeastern University

Kerry is a senior marketing and enrollment strategist with over 16 years of experience specifically focused on integrating enrollment management and marketing strategies to meet institutional goals. Her strengths are centered around the development of creative marketing, recruiting and enrollment strategies that align with clear objectives and goals, and execution that is actionable, measurable and accountable. She leads a team of enrollment managers, recruiters, marketing strategists and creative professionals that are focused on identifying opportunities to tell the story of our brand through experiences, visual cues and strong digital strategies that lead to positive results.

 

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Hillary Dostal, Director, Global Marketing, Recruitment, and Enrollment Initiatives, Northeastern University

Hillary has over 20 years of experience in academia, beginning her career as an English language teacher in China. She joined Northeastern’s D’Amore-McKim School of Business in 2010 where her expertise in marketing analysis and strategy has helped inform and develop a variety of successful online and international programs. Hillary is also extremely knowledgeable regarding international travel and recruitment, messaging and developing beneficial in-country partnerships. Hillary possesses an MBA and Ed.D. in Higher Education Administration from, where else but, Northeastern.

 

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Angel Ahmed, President and Founder, GNET-Global Network

Zehra Angel Ahmed has 15 years of experience in international marketing, recruitment, and business development. She has worked in executive leadership roles at prestigious global companies and institutions, and has internationalized several universities, establishing their brands in markets around the world. In addition, she increased their international student populations by over 400%, whilst developing several successful global partnerships.

Leveraging her existing network of industry connections and education partners Ms. Ahmed currently consults in the area of international marketing, recruitment, and business dev elopment for institutions in the Americas, Europe, Middle East, and Asia. She specializes in the development and execution of internationalization strategies: student recruitment, marketing, admissions/ enrollment structuring, strategic partnerships, business development, and international leadership.

 

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Krista Northup, Director of Education, International Education Division, North America, Sannam S4

In her role, Krista spearheads Sannam S4’s North American strategy. She joins the company from the Cambridge Education Group, where she held the role of Director of University Partnerships. Prior to this, Krista was Director of International Recruitment and Agency Operations at SUNY. She also worked as the North American Regional Manager for the University of Melbourne for three years.

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Ben Waxman, CEO, International Education Advantage (Intead)

Ben Waxman is CEO of International Education Advantage, LLC. He has 25+ years of experience helping academic institutions improve their brand awareness, domestically and internationally, using traditional and digital marketing. Ben has guided a number of institutions through the process of selecting and implementing CRM and marketing automation platforms to ensure efficient lead management and improve conversion rates. Ben’s experience spans global marketing, recruitment strategy, and system development for schools and universities.

 

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Kellie Faulkner, Director of Marketing Strategy, International Education Advantage (Intead)

Kellie Faulkner is the Director of Marketing Strategy for Intead, where her expertise in digital marketing has helped guide several clients successfully through the selection and implementation process of a CRM as well as a marketing automation platform. Kellie’s has over 12 years of experience focused on marketing, recruitment strategy, and system development for schools and universities – including previous admission positions with Full Sail University and Berklee College of Music, to name a few.

 

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Patricia Tozzi, Director of Marketing Strategy, International Education Advantage (Intead)

Patricia Tozzi has been working in international marketing for more than a decade. She is originally from Brazil, and brings extensive experience supporting businesses from diverse industries in defining and executing their overall marketing strategy. Her expertise in branding and communication planning has contributed to the implementation of competitive recruiting tactics leading institutions towards successful brand positioning, approach, and therefore higher conversion rates.

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LOCATION


This workshop is being hosted at the Renaissance Boston Waterfront Hotel, boasting modern luxury in the heart of Boston’s seaport “Innovation District.”  The hotel is less than a 15min cab ride from Logan Airport and easily accessible by public transportation on the Silver Line. With a workshop start time of 11am, we’ve made it easy for attendees to take a morning commuter flight and arrive on time and ready to learn. Staying for NACAC? The Convention Center and host hotels are all just a couple blocks away – all the more reason to arrive a day early.

 

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Renaissance Boston Waterfront Hotel

606 Congress St, Boston MA
(617) 338-4111

 

Area Attractions:

Boston Convention Center - .4mi
Institute of Contemporary Art - .5mi
New England Aquarium – 1.2mi
Faneuil Hall Marketplace – 1.3mi
Boston Common – 1.5mi