The IU Online Brand: A Workshop for Marketing at Indiana University
Started Mar 1, 2021
Full course description
Course Introduction
The IU Online Brand: A Marketing Workshop at Indiana University is a branding and marketing workshop comprised of a series of live webinar sessions. It is brought to you by the Office of Online Education, the Office of Collaborative Academic Programs, and IU Studios.
The workshop will take place on Thursday, April 1st. You can pre-enroll now!
For more information, contact iuoevent@iu.edu
Conference Schedule
10am-10:45am
Title: A Whole New World – the Online Higher Ed Marketplace
Description: The online higher education landscape has evolved dramatically over the past 15 years – from a world dominated by for-profit institutions to an increasingly mainstream market flooded with traditional brick-and-mortar universities. Even with the influx of traditional universities, the students and the marketplace are different…and understanding these differences are vital to the success of your program. Learn more about the online marketplace, where it’s been, where it is, where it’s heading, and how you can succeed in this unique environment.
Presenter: Darren Klein, Insights and Strategy Officer, Online Brand Leader
Moderator: Mitchell Farmer, Assistant Director, Campus Partnerships
11am-11:45am
Title: A Brief History and Overview of the IU Online Brand
Description: Established in 2012, the IU Online brand provided a unified and efficient means to create a portfolio of online programs offered through IU’s campuses. The single brand established an efficient mechanism to support a national recruitment campaign for online students. These campaigns have integrated digital advertised with CRM journeys to support substantial growth in online enrollments. This session will provide a short history of the evolution of the IU Online brand as well as the marketing campaigns that have been launched in support of it. It will talk about how campuses and programs can leverage the brand for their benefit, and how to work with the Office of Online Education to bring their online programs to the attention of potential students.
Presenter: Chris Foley, Associate Vice President for University Academic Affairs and Director, Office of Online Education
Moderator: Mitchell Farmer, Assistant Director, Campus Partnerships
Conference Schedule (cont.)
1pm-1:45pm
Title: Targeted Marketing That Hits the Mark: Marketing Strategies to Present the Right Message to the Right Population
Description: Marketing an online program requires a different strategy than marketing a traditional campus based program. Join us to learn more about available online marketing strategies, IU Online's approach, and how to incorporate additional services as value into your marketing messaging.
Presenter: Whitnie Shay, Director, Enrollment Management & Student Services
Moderator: Stephanie Tinkel, Associate Director of Online Recruitment
2pm-2:45pm
Title: From Content Strategy to Conversion: Three Simple Steps to Make Your Website Work for You
Description: Our websites are one of the main ways that prospective students find our programs, and those sites can have a huge impact on what they decide to study (and where). Taking lessons from the field of User Experience research, we’ll go through three quick and simple steps that will help you turn more of those website visitors into future students.
Presenter: Brian Hawkins, UX Officer and Digital Campus Design & Infrastructure Leader
Moderator: Julia Sanders, Associate Director