Vibrant marketing is key to raising awareness and building support for your programs and facilities. Learn and network alongside other student affairs professionals at the Collegiate Marketing Institute.

What Do You Want to Learn?

ACUI and NIRSA will begin accepting sessions for the Collegiate Marketing Institute in April 2018. For now, let us know what you'd like to learn about and experiences you'd like to have at this program. 

Submit

Sample Schedule

See below for the 2016 program (held in Las Vegas) schedule to see with this biannual institute offers collegiate marketing professionals.

All times are converted to Pacific Standard Time
Wed, November 09, 2016
12:00 PM

Registration Open

12:00 PM - 1:00 PM

1:00 PM

Keynote: Kurt Foriska

1:00 PM - 1:45 PM

Marketing serves many purposes: it shapes program and service offerings, it communicates a story to particular audiences, and it creates a case for supporting the purpose of unions and campus recreation. This session will provide an overview of the marketing landscape in higher education with an emphasis on student unions and campus recreation, offer ideas to maximize these efforts, and discuss ways to use, defend, and garner more resources for you area.

Presenter
Kurt Foriska, Office of Student Life, The Ohio State University

1:45 PM

Unlocking A Great Experience: Five Keys to Successful Customer Service

1:45 PM - 2:45 PM

One key doesn't have to fit all when it comes to five-star customer service. In this presentation, attendees will learn how to apply five different customer service strategies. Attendees will also identify best practices for external and internal customer service to develop student staff and improve point-to-point customer service.


Presenter
Scott Mauro, University of Central Florida

3:00 PM

Developing a Student Co-Sponsorship Model for Your Program

3:00 PM - 4:00 PM

The Geneseo Late Knight advisor will discuss the student organization co-sponsorship model that has created a greater buy-in to the late night program and provided student organizations the autonomy to develop and create an event, as well acquire leadership skills.


Presenter
Lauren Kuski, SUNY–Geneseo

Leveraging Student Voice in Outreach and Marketing

3:00 PM - 4:00 PM

Involving members of a community in marketing can greatly enhance an organization's reach and impact. In this session, hear from marketing professionals who have taken steps to include student voices in the planning and execution of office promotions and the outcomes of those efforts.


Presenters
Erin McIlraith, Washington State University
Molly Gagnon, Washington State University


4:15 PM

Engaging Staff in Building Brand Awareness: Starting a Social Media Employee Advocacy Program

4:15 PM - 5:15 PM

Collectively, employees have a greater social media reach than an organization will ever have. Through an employee social media advocacy program, departments can generate brand awareness by motivating employees to use their personal online assets. By sharing and generating content, employees can promote department activities, services, and facilities; expand social media account reach; and build overall brand trust. This presentation provides an overview of the process of developing, implementing, and assessing employee social media advocacy programs.

Presenters
Lona Leck, Bowling Green State University
Erica Pax, Bowling Green State University





Maximizing Mobile Apps to Make Your Marketing Stand Out

4:15 PM - 5:15 PM

When you think of guerilla marketing, you usually think of inventive, interactive, and not necessarily cost-effective “on-the-street” campaigns. But guerilla marketing doesn't have to cost a thing to be effective and make your programs stand out from the rest. This presentation walks you through how enhancing mobile technology and social media will change the way you market to students.


Presenters
Melissa Fadler, Sam Houston State University
Scott Mauro, University of Central Florida


Thu, November 10, 2016
8:00 AM

Coffee

8:00 AM - 9:00 AM

9:00 AM

Creating a Marketing Plan Based on Current Research

9:00 AM - 10:00 AM

The purpose of this presentation is to provide an overview of the development and implementation of a marketing plan that is designed to improve the overall wellness of the university student population. Current research on the benefits of the different areas within university recreation was evaluated and used to design a plan to cross-promote programs that enhanced the overall wellness of a student population. Outcomes will be applicable to other campus areas.


Presenters
Dave Crutchfield, University of Alabama
John Jackson, University of Alabama

How Rebranding Your Department Can Reintroduce You to the University Community

9:00 AM - 10:00 AM

There are many reasons why rebranding a department can revitalize and spark new interest of the university community in your facilities and programming. But when? And how? In this session you will learn if the rebranding process is right for your department/organization. Then, it will explore what are some ways to plan and execute an inclusive and successful rebranding marketing campaign.


Presenters
Alicia Fodera, American University
Jocelyn Hill, American University


10:15 AM

A Branding Case Study

10:15 AM - 11:15 AM

Portland State University's Campus Rec's new “Play” campaign was meant to refresh its brand. The campaign uses storytelling to showcase students' experiences and create a sense of community. This session will outline the motivation behind the rebranding, the process used, and the measurable objectives of the campaign.


Presenter
Erin Merz, Portland State University

Marketing Within Your Facilities

10:15 AM - 11:15 AM

How do you incorporate internal and external marketing without overdoing it? How do you find companies to engage? There is a spectrum of advertising opportunities allowed within a facility. This presentation will provide practical options for involving student groups, local, and national promotions while maintaining a comfortable feeling in your facility. Presenters will discuss how to plan and implement new marketing programs and reach revenue goals.


Presenters
Heather Rappaport, University of Nevada–Las Vegas
Stephanie Khodorkovsky, University of Nevada–Las Vegas
Heather Henderson, University of Nevada–Las Vegas



11:30 AM

Networking Lunch, Sponsored by Neptune

11:30 AM - 1:00 PM

1:15 PM

ACUI Branding Focus Group

1:15 PM - 2:15 PM

In 2015 and early 2016, ACUI conducted testing to determine how well its brand was understood and if any changes needed to be made. Two outcomes from the study were the needs to develop a new logo that connected strongly with desired brand attributes and develop a tagline that easily explained the organization's purpose. During this focus group, logo and tagline concepts will be presented for feedback. Those both affiliated and not affiliated with ACUI are encouraged to come.

Presenter
Liz Stringer, ACUI


Roundtable: What's Successful on Your College Campuses?

1:15 PM - 2:15 PM

Learn from other marketing professionals about what's being done in the field of marketing on college campuses as it relates to electronic media, marketing street teams, expansion and renovation, social media, print media, and promotional items. Attendees will have the opportunity to spend time discussing each of the topics. A marketing toolkit with topics discussed will be compiled upon completion of the session.


Presenter
Kendra Bayne, University of Notre Dame

3:00 PM

UNLV Tour and Social at Golden Spike

3:00 PM - 8:00 PM

Transportation will be provided from the hotel to UNLV at 3 p.m. from the North Entrance (by registration). Buses will then go from UNLV to Golden Spike following the tour. Buses will depart Golden Spike at 8 p.m. to return to the hotel.

The UNLV Student Union is home to an engaged community of students and guests. As a hub of activity on campus, the Student Union houses multiple retail and dining outlets; varied conference and ballroom spaces; and services meant to support the success of students.

The UNLV Student Recreation and Wellness Center is a state-of-the-art facility including top-of-the-line equipment and fantastic amenities. Our mission is to encourage healthy lifestyles through diverse programs and services that stimulate growth and development in a welcoming, dynamic environment. With more than 184,000 square feet of recreation and wellness space, the SRWC offers something for everyone

Fri, November 11, 2016
8:00 AM

Coffee

8:00 AM - 9:00 AM

9:00 AM

Implementing Inclusive Marketing Methodologies

9:00 AM - 10:00 AM

What does it mean to “practice inclusion?” Learn what it takes to implement an inclusive marketing method for your program and services. Identify programs and services that would benefit from inclusive marketing, and create your action plan to promote diversity, equity, and inclusion within your department.


Presenter
Kate O'Neill, Georgia Institute of Technology
Jennifer Pecoraro, Georgia Institute of Technology


Use What You Have to Share Your Marketing Message in a Unique Way

9:00 AM - 10:00 AM

College students receive endless marketing messages, and it seems like endless marketing channels are at their fingertips. How do you make sure your message is received by your student population? This presentation will take the audience through a few unique promotions/marketing communications used at the University of Illinois to break through the message clutter. Presenters also will ask for others to share what unique things they do at their own campuses.


Presenters
Erik Riha, University of Illinois
Lisa Watkins, University of Illinois


10:15 AM

Roundtable: Marketing the Tear Down and Transition of a Facility

10:15 AM - 11:15 AM

Northwestern University announced plans to tear down its Norris University Center and build a new structure in its place. During the session, the presenter will share the experiences so far and those planned for the marketing and communications of the tear down, the transitional period, and new University Commons. Those who have experienced significant building renovations and construction are encouraged to share their stories.

Presenter
James McHaley, Northwestern University

Roundtable: The Importance of Graphic Design in Marketing

10:15 AM - 11:15 AM

Often in the field of communications, especially within a university, getting content out quickly becomes priority over taking the time to focus on the design elements of each marketing item you release. In this roundtable, participants will discuss the importance of graphic design and brand consistency.


Presenter
Becca Fink, Boston College

11:30 AM

Developing Effective and Efficient Social Media Strategies for Today’s College Students

11:30 AM - 12:30 PM

Social media has become a critical way to develop and enhance partnerships and make connections across the globe. Through this medium, organizations can instantly share information, gather feedback, support partners in education and in communities, and enhance programming without the constraints of space. Despite the importance of social media, it can be difficult to determine which platforms an organization should utilize and how one can best use their time to enhance the organization's message and reach. The Washington State University Center for Civic Engagement has more than six years of experience running an intentional and student-focused social media campaign, and this session will focus on reviewing recent trends among young adults who use social media and how to successfully navigate professional social media accounts in engaging and efficient ways.

Presenter
Erin McIlraith, Washington State University


UPDATED: Professional Development for Your Student Staff

11:30 AM - 12:30 PM

When a student comes and asks for direction, something as simple as flipping that around and asking, “What do you think we should do?" gives students the confidence and safety net they need to grow. The presentation will be around the intentionality of running your marketing student team in a way that creates professional development opportunities in both structured and organic ways. It will explore strategies for empowering student voices and creativity while offering them support.

Presenter
Andrew Reed, California State University–San Marcos