Higher Education
Faculty and Course
Marketing
Masterclass 2015
Developing and Implementing Marketing and Communication Strategies
that Succeed in the Unique and Evolving Operating Environment of Higher
Education Faculties
Liquid Learning is delighted to present the Higher Education Faculty and Course
Marketing Masterclass 2015. This new course provides an ideal opportunity to
learn, network and navigate the unique challenges confronting marketing and
communication professionals in a changing education sector. The program
provides delegates with an opportunity to develop strategies to better articulate
the benefits of their faculty to prospective students, academics and industry
partners.
EXPLORE:
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Budget Management
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Demonstrating ROI
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Data Analytics
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Best Practice Social Media
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Analysing Customer Behaviour
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Navigating Fee Deregulation
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Content Marketing
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Faculty Branding
MODULE ONE:
Managing Your Budget Appropriately within a Landscape of
Revenue Uncertainty and Competition
Jacqui Martin Director Sodona Consulting Group
16 & 17June 2015
Sydney
23 & 24 June 2015
Melbourne
WHO WILL ATTEND
Professionals in Higher Education Marketing and
Communication including:
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Marketing Director / Manager
Faculty Marketing Manager / Executive / Coordinator
Chief Marketing Officer
Digital Marketing / Communication
Social Media
Branding
Student Marketing and Recruitment
International Engagement / Strategy
Stakeholder / Community Relations
Alumni Relations / Marketing
Development / Fundraising
EARLY BIRD & GROUP
DISCOUNTS AVAILABLE
MODULE TWO:
Using Data and Analytics to Increase Reach and Leverage your
Content Marketing Strategy
Lisa Jane McDonald
Director of Marketing (Australia)
PlattForm Education Australia
Register and Pay by 30 March 2015 to
receive additional Value Plus Discounts!
Please note participant numbers will be strictly capped to ensure
a quality, interactive experience for attendees
Phone: +61 2 8239 9700
Fax: +612 2 8239 9777
Booking Code - I
16 June 2015 - Sydney
23 June 2015 - Melbourne
MODULE ONE:
9.00 - 4.30
Managing Your Budget Appropriately within a Landscape of Revenue Uncertainty and Competition
Covering costs, along with delivering a significant surplus or profit is an important KPI for any marketing department. Over the
next three years, academic institutions will experience a reduction of $1.1 billion in Government funding, creating a landscape
of uncertainty amongst departments, faculties and organisations on the whole.
With impacts to budgets imminent, it is a crucial time to evaluate campaigns and demonstrate return on investment from all
marketing activities. Operating in a global environment, Higher Education institutions need to utilise tools that analyse data and
evidence conversion rates from various marketing activities and communication channels. Using metrics to aid the validation
of your value proposition to senior management can educate them in the organisational impacts of a successful marketing
strategy.
Through attending this workshop, delegates will gain strategies that can aid agility through periods of change and restructure,
whilst enabling preparation for the impacts of fee-deregulation. Attendees can expect interactive discussion throughout the day,
exploring how to consistently add value to their marketing strategies, whilst experiencing depreciation of their budgets. Key
Takeaways:
• Continuing to add value through marketing activities in a constantly changing landscape
• Understanding the importance of cross-functional collaboration that will maximise the impact of both digital and print campaigns
• Tools to aid management of stakeholder relationships, both internally and externally
• Measuring and analysing data correctly in order to evidence demonstrable Return on Investment
Overcoming the unknown impacts of fee deregulation and the affects upon your marketing activities
• Defining your business model that will shape strategic direction of all marketing activities
• Collaborating cross-functionally in order to educate broader issues outside of your department
• Remaining innovative within a climate of financial uncertainty
• Making the case for resources and identifying alternative revenue streams
• Be prepared: Contingency planning for the long term
Uncertainty within the external environment that will impact upon internal business activities
• Maintaining momentum amongst internal and external stakeholders during periods of unrest
• Reducing silo mentalities in order to increase efficiency
• Continuing to build a strong and sustainable University reputation and faculty brand
• Gaining competitive advantage: How have other academic institutions responded to change?
Demonstrating Return on Investment: Using metrics in order to measure your marketing performance
• Overcoming unpredictability: Using solid metrics in order to gauge consumer reaction to digital marketing material
• Developing a data-driven mindset to achieve your marketing deliverables
• Print v Digital: Understanding the digital sphere and how consumer behaviour is changing
• Understanding financial terminology and processes in order to maintain authenticity when communicating to senior management
EXPERT FACILITATOR:
Jacqui Martin Director
Sodona Consulting Group
VALUE PLUS DISCOUNT
Receive $300 off registration if you
register and pay by 30 March 2015
SUPER SAVER DISCOUNT
Receive up to $200 off registration if you
register and pay by 20 April 2015
17 June 2015 - Sydney
24 June 2015 - Melbourne
MODULE TWO:
9.00 - 4.30
Using Data and Analytics to Increase Reach and Leverage your Content Marketing Strategy
The world of digital and online marketing is constantly changing. In order to remain authentic and unique to your target
audience, it is imperative to continually assess your value proposition. There are many tools available to consumers at the click
of a button; however in order to leverage digital platforms and gain competitive advantage, marketers must understand how
effective use of social platforms can increase reach and influence consumer behaviour .
With traditional marketing techniques becoming less effective to audiences, marketing professionals need to restructure
engagement strategies that are non-invasive, yet deliver consistent, ongoing and valuable information. Looking beyond Higher
Education to brands that are favoured by students is an important technique that will enable you to understand and target your
audience with greater precision.
Through attending this workshop, delegates will be provided with a key understanding of how to develop innovative marketing
strategies by utilising new and existing technologies. Interactive discussion will equip delegates with tools and techniques to
adapt their approach to social media platforms, ultimately increasing enrollment numbers and financial return. Key takeaways:
• Identify trends in consumer behaviour to ensure your brand remains current and in touch with students
• Understand the purpose of your value proposition to ensure it achieves desired outcomes
• Develop ‘smart marketing’ skills in order to adapt to the constantly changing needs of consumers
• Manage risk effectively in order to reduce social media crises
Maximising your social platforms to increase lead generation and advance conversion rates
• Generating numbers: Improving enquiry and response rate to increase enrollment
• Utilising existing and new technologies in order to maximise your marketing presence
• Utilising marketing metrics to personalise your marketing strategy
• Reviewing your value proposition to ensure it is achieving its deliverables
Working in a competitive environment: Strategies to leverage your University’s brand
• Personalising your marketing strategy: Strengthening your brand and creating a customer-centric image
• Analysing data in order to gain insights that will inform a marketing strategy
• Refine your tactics in order to achieve a steady marketing rhythm
• Discuss: Stories of success and failure on a national and international level
Using Social Media effectively in order to minimise risk
• A guide to social media best practices: Educating, informing and aligning an organisation-wide approach
• Damage control: Responding to negative exposure
• Policies and procedures: Implementing an approval process to ensure consistency in your internal and external media posts
Analysing consumer behaviour: Understanding your target audience
• Anticipating needs and exceeding expectations: Changing world of digital and online marketing
• Understanding the student lifecycle: Strategies to increase student experience before, during and after University
• Reviewing tools and techniques available that will measure your social influence score
Case study: Looking beyond higher education to brands that are popular among students
EXPERT FACILITATOR:
Lisa Jane McDonald Director of Marketing (Australia)
PlattForm Education Australia
Phone: +61 2 8239 9700
Fax: +61 2 8239 9777
www.liquidlearning.com.au
EARLY BIRD DISCOUNT
Receive $100 off registration if you
register and pay by 18 May 2015
INTRODUCING YOUR FACILITATORS:
Jacqui Martin
Director
Sodona Consulting Group
Jacqui Martin brings years of senior executive experience in Government and education to add value and perspective to
your business and assist in achieving your business goals. She believes in building relationships, valuing partnerships and
understanding the importance of integrated brand, marketing and communications to business success. She excels at
developing teams and individual staff - coaching and encouraging people to be their best.
Jacqui has been the recipient of a number of AMI Awards for brand, communications and campaign success and is a member
of key professional organisations such as PRIA, IABC, Company Directors.
Jacqui’s capabilities include: strategic marketing communications, business process analysis, procurement and outsourcing,
partnership development, community engagement, stakeholder mapping and role coaching.
Lisa Jane McDonald
Director of Marketing (Australia)
PlattForm Education Australia
Lisa Jane McDonald is Director of Marketing at PlattForm Australia, a leader in online education management and investment.
PlattForm partners with Universities enabling their online programs across the full student lifecycle.
Lisa Jane has worked in tertiary education marketing for more than 10 years, specifically web, search marketing, social and more
recently content marketing. She has a passion for all things digital, and experience at Monash University and Swinburne University
as well as the VET sector. She now works with partner universities marketing their online programs across multiple channels and is
always looking for new ways to find and converse with the most relevant and interested audiences for her partners.
WORKSHOP SCHEDULE
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8.30 - 9.00
9.00 - 10.40
10.40 - 11.00
11.00 - 12.30
12.30 - 1.30
Registration
Session One
Morning Tea
Session Two
Lunch
To request an electronic version
for easy circulation, email
[email protected]
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1.30 - 3.00
3.00 - 3.20
3.20 - 4.30
4.30
Session Three
Afternoon Tea
Session Four
Close of Workshop
SPONSOR TODAY!
Limited sponsorship and exhibition opportunities
available. For your chance to brand yourself as a
market leader, please call: +61 2 8239 9700 or email:
[email protected]
Booking Form
Higher Education
Faculty and Course Marketing
Masterclass 2015
16 & 17 June 2015
Sydney
23 & 24 June 2015
Melbourne
VALUE PLUS DISCOUNT
SUPER SAVER DISCOUNT
EARLY BIRD DISCOUNT
Receive up to $300 off registration if
you book and pay by 30 March 2015
Receive up to $200 off registration if
you book and pay by 20 April 2015
Receive up to $100 off registration if
you book and pay by 18 May 2015
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