After spending 2.5 days at the Symposium for the Marketing of Higher Education organized by the American Marketing Association, I’ve definitely come away with a ton of new ideas, energy, and renewed focus. Below is a quick summary and my top 3 takeaways from the great event.
Attendees included folks from higher education from around the country (and a few I met from other countries). From what I could gather, most of the participants were from the east coast (as shown by the big map displayed at the readMedia booth. Note: the map continued to fill up and most of the biz cards were pinned to the wrong coast).
First, my top 3 takeaways from the week:
- Measuring your efforts is key. At the symposium I attended in Chigago in 2008, measuring social media efforts was still a bit of a mystery to most people. Some argued it could be done, but few believed it could be done with any accuracy. Obviously, many things have changed and there are more ways to measure than ever. I heard it said best this week: you can’t manage what you don’t measure.
- Mobile is one of the highest potential segments for higher ed. Read below for some impressive examples of mobile apps on campus.
- You’re not alone. I heard lots of people all expressing similar frustrations regarding centralized control of marketing functions, getting faculty buy-in, branding, logo policing, and more. Incremental progress is the way to go. Many of the presenters talked about 2007/2008 as the year they started some of these initiatives – they’re just now presenting results at a conference. Be patient, be realistic.
Ok, so on to my summary of the experiences I had at the conference. Day 1 started with an “interesting” keynote from Marita Wesley, director of creative strategy development for Hallmark Cards. Many people didn’t get her presentation style, as she blew through about 200 slides in a 45 minute talk, often spending no more than 2-3 seconds on a particular slide. Still, I grabbed a few nuggets from her presentation on trends in 2010 and beyond – including a few interesting books to check out.
The breakout sessions that followed were great for me (we had 4 great choices for breakouts, so it was sometimes difficult to prioritized and decide which to visit). First up was a session on mobile apps on campus with Lisa Lapin and Tim Flood from Standford University. The school embraced mobile technology early on, and as a result, they’re pretty far out ahead with their iStanford application (12,000 registered users). Follow the link for a great look at the features of the app.
Rounding out the morning, I sat in on the presentation by Michigan State and their branding company, 160over90. I had a chance to talk with the folks from 160over90 and was really impressed with their work (not to mention the college-themed party they threw on Monday night, complete with foosball tables and a movie reel of college movies like Revenge of the Nerds and Rudy)!
The lunch keynote was Spencer Frasher from Google, who mainly talked about the importance of search in all types of marketing (surprise).
Day 2 of the conference was again very valuable, starting with a presentation by Teri Thompson, VP marketing for Purdue University. Since Teri came from industry, her stories and examples were a bit different from the others we had heard throughout the week – and they were all great.
Tuesday’s lunchtime keynote, Macalester College President Brian Rosenburg, was also very engaging, and quite possibly created the most buzz from those on Twitter. Just take a look at the video and you’ll see what I mean. Over 60,000 hits on a low-budget masterpiece that has inspired some great conversations and press for a college of only 2,000 students. Definitely a social media win!
Tuesday afternoon, Joe Hice from NC State stole the show, again talking about location-based services on campus. Everyone was floored by this one, since they’re light years ahead of most for-profit businesses (at least from what I’ve seen) regarding their adoption of mobile apps and the full integration of mobile in their entire strategy. Well done, NC State!
Tuesday ended with more networking and all those drawings that I never seem to win. You know, drop your business card for a chance at a $100 iTunes gift card – that kind of stuff. This time, I actually won something… big… like a 32G iPad from PlattForm Advertising! I mean, I never even win the $25 bag raffle at Trader Joe’s, so this was a complete surprise. Thanks again, PlattForm!
So, yeah, I actually won two grand prizes. Did I mention the $200 Apple Store gift card I picked up from Zone 5? I actually won by scanning a business card with a QR code – pretty neat idea and had people talking. Now I can actually go buy a few accessories for the new iPad!
Day 3 started with a great presentation by Dave Kissel from Zocalo Group, a “sustainable word of mouth marketing” company. Dave focused on the use of social media and provided stories from outside higher ed to show how the fundamentals are still the same. Finally, we wrapped up the conference with what was more of a conversation between everyone in the room about their best practices, burning questions, and predictions led by Rachel Reuben, Michael Stoner (great blog, by the way, which he used to help create the content of his presentation), and Fritz McDonald.
Shout outs are in order to tons of other people I met this week, but the list is pretty long (and so is this blog post). Amy Mengel created a killer Twitter list of AMA attendees who tweeted using the #amahighered hashtag. Some of my favorite tweets came from Michael Perrone, Ray Witkowski, Amy Mengel, Rachel Reuben, Michael Stoner, and so many others! Thanks again to everyone for sharing great ideas and stories. I hope you all enjoyed our fair city and had some time to get out and see the sights. See you in Chicago in 2011!