PRIMA 2016 Conference in Asheville, North Carolina

Whether your goal is to grow enrollment, drive giving or simply build awareness of your offerings within the community you serve, knowing how to engage your audiences in strategically sound and cost-effective way leaves many higher education marketers scratching their heads. Standing out in a crowded marketplace is a challenge - especially if your institution isn’t exactly world-renowned. Over the past few years, more and more community college marketers here in North Carolina and across the country are turning towards an integrated approach to marketing. But for all the talk about eliminating silos and creating unity, the act of translating those great campaign ideas into reality is where most of us get lost. Where do I begin? How do I prioritize a limited budget? What initiatives should I invest into? How much should I spend on each? Do I need to invest into online advertising, social media, direct mail, billboards or something else altogether? Join VisionPoint Marketing as we walk you through our step-by-step process for how to craft a unique integrated marketing plan that addresses your college's biggest marketing challenges. We’ll even provide sample documentation and share lessons learned from community colleges right here in NC. Attendees will leave with an outline for how to recreate this process at their institution, plus tips for how to get executive level support (and money) to make it all happen.

Download the "A How-To Guide For Building an Integrated Marketing Plan for Your Community College" Presentation

Facilitator: Zachary Henderson

Equal parts strategist and tactician, Zachary Henderson leads a marketing execution team charged with dreaming up and developing strategic marketing materials and partnerships. Zac's good-sense approach is built from empathy, get-up-and-go and an insatiable thirst for achieving goals. In addition to guiding VisionPoint's own marketing strategy, Henderson is also a gifted consultant with a knack for helping colleges and universities reframe their greatest marketing challenges into opportunities to better engage prospective students, donors and internal audiences alike.

This presentation will be a combination of round table discussion and current trends in the industry today. We will discuss trends in both print design and web design. Come prepared to learn how you can incorporate them for you college's marketing materials.

Download the "10 Graphic Design Trends from the Frontlines" Presentation

Facilitator: Chad Treadway

Chad is the business development manager and lead front end developer for Cube Creative. He holds an Associate Degree from Wilkes Community College, a B.S. in Graphic Arts and Imaging Technology and Master of Arts in Industrial Technology from Appalachian State. Chad is married to Amber R. Treadway and they have one child Raylan Jack Treadway. Be sure to ask him about his cross country trip.

Your college's brand. How to deliver a constant message to all you target audiences across various media outlets.

Download the "Tips and Trick for the Design Process" Presentation

Facilitator: Jonathan Lail

Jonathan Lail is the Senior Graphic Designer for Catawba Valley Community College (CVCC) in Hickory, North Carolina. He previously was an instructor of the Advertising and Graphic Design program before moving over to marketing and practicing what he preached. He currently is helping with the rebrand of CVCC and recently completed a rebrand of Hickory Public Schools System. Since 2002 he has run his own company, Lail Designs, and enjoys the challenges of both outlets. In his spare time he enjoys coaching 6U travel football. Jonathan received his MA from Savannah College of Art and Design (SCAD) and his undergraduate degree from Chowan University.

Advertising has been turned on its ear in a huge way. Technology and automation in media buying have permanently altered the mass approach most marketers are used to. Programmatic media buying has moved from a buzzword to the standard for digital media buying. This gives higher ed marketers the ability to select and target their prospects, out of the masses, and place their brand message in front of those intenders on a one-to-one basis. It’s not about buying the media any longer – you can buy the actual prospects, the personas, who would be interested in your college or university. This is the ultimate “search” strategy for brand awareness and lead generation.

Download the "The Power of Programmatic Buying in Higher ED" Presentation

Facilitator: Jeremy Fern

Jeremy Fern has 14 years of professional experience in the higher education marketing and enrollment arena. His background includes enrollment management and strategy, including media planning and purchasing, writing strategic and marketing plans, creative design, visitation programs and events, and written communication plans. Fern is a recognized higher ed consultant, a keynote speaker, and a blogger with over 15,000 regular followers. He has been a Director of Admissions, Director of Alumni Relations, and an Assistant Vice President for Graduate Admissions. At Seventh Point, Fern leads higher ed clients in their digital advertising strategy and campaigns through the most technically advanced media buying available in the world today - programmatic buying. He earned his Trade Desk/Trade Academy certification and works closely with Seventh Point's in-house agency trade desk, supervising strategic programmatic media plans.