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.

The 2021 Collegiate Marketing Institute will be virtual, November 2–4.

Tentative Schedule

Tuesday, November 2
  • Noon–1 p.m. – Welcome and Keynote
  • 1:15–2 p.m. – Breakout Sessions
  • 2:15–3 p.m. – Breakout Sessions
  • 3:15–4 p.m. – Networking 
Wednesday, November 3
  • Noon–12:45 p.m. – Featured Session
  • 1–1:45 p.m. – Breakout Sessions
  • 2–2:45 p.m. – Breakout Sessions
  • 3–4 p.m. – Networking
Thursday, November 4
  • Noon–12:45 p.m. – Breakout Sessions
  • 1–1:30 p.m. – Roundtables
  • 1:30–2 p.m. – Roundtables
  • 2:15–3 p.m. – Featured Session
  • 3–4 p.m. – Networking

While the priority deadline for submission has passed, you may still submit a session for consideration.

Session Listing

#Authentic: How To Turn This Buzzword Into a Social Media Strategy
Macy Burkett, University of Kansas
One of the most difficult parts of social media is figuring out how to be authentic and see results. All too often companies and organizations use social media to simply advertise promotions, hours of operation, or special events. However, to succeed on social media (and to get through to our Generation Z audiences), we must learn how to cultivate a community. How do you cultivate a community on social media? Show your organization's authentic self. In this presentation, we will look at multiple ways to show your organization's authentic self on social media and strategies to use on all major platforms (Facebook, Instagram, Twitter, TikTok, and Snapchat) that are specific to our industry as collegiate marketing professionals.
Considerations for Marketing Your Student Affairs Facilities & Programs to Best Reach First-Generation College Students

Brett Bruner, Missouri Western State University; Laura Palmer, Arkansas Tech University
As more and more first-generation students arrive on college campuses, student affairs divisions and units must re-imagine our traditional approaches to marketing. Many first-generation college students lack connection with a community of peers onvcampus. This session will explore first-generation students and how we can better market facilities (student unions, recreation centers, residence halls, etc.) to help first-generation students feel connected to the campus and community.

Esports Marketing: Communicating in a Digital Form

Annabella Deleon & Travis Yang, Texas A&M University–San Antonio
The presentation will give a brief overview of collegiate esports as a program but go into deeper conversation of how digital marketing is a major contribution of making the program successful and how other campus initiatives can utilize the same tools.

Creating Great Experiences (Featured)
Tim Moore, University of Louisville
For organizations to be competitive in an increasingly crowded environment, outstanding experiences must be offered to students, faculty, and staff. By taking a design-thinking approach an outstanding experience can be created that adds value for community members. Student-centered design thinking is a creative approach to improving programs and services. Students desire great experiences that begin with promotion and advertising leading to actual activity. See how a different approach can enhance your effort to create great experiences for students.
Highlighting Your Programs & Events: A Student-Led Marketing Team
Abby Pieger, Bentley University
The HYPE Marketing Team is a unique student employment opportunity for Bentley’s business-minded community. Comprised of a team of skilled graphic designers, photographers, videographers, and social media experts, the team is instrumental in the successful marketing of all things student programs and engagement. From student org event flyers  to social media campaigns, dynamic video projects, and web content, HYPE’s products are unparalleled. This session will cover the structure of the team, their project assignment processes, staff accountability, equitable hiring practices, and more. Attendees will leave with information on how to best utilize student employees for departmental marketing efforts, discuss ways to effectively support their division through these roles, and learn how to more holistically approach all aspects of marketing.
How to Be Creative in a Purple and Gold Box
Jenny Gregory& Matt Barnhart, East Carolina University
Brand identity is important in today's market; but how do you get your materials to stand out when they all must look the same? Here at ECU, we have very strict brand guidelines we must abide by when creating graphic design materials. Students will be here to discuss what creative strategies they’ve used when designing materials that adhere to brand guidelines while also meeting the needs of their “customers.” Our job as the marketing department is to meet the needs of our customers to help promote their programs and services all while protecting the brand of the university.
Is Your Digital Marketing Accessible? Tips for Creating Content that Reaches Everyone
Colin Wylie, University of Wisconsin–Oshkosh
Getting your message across to your audiences is critical to your success as an organization. Can your content can be consumed by everyone? Before any email is sent, content is posted or video is created—you should be thinking about accessibility. Leave this session with a notebook full of ideas, tips, and tricks for you to expand your reach and make sure everyone has the opportunity to receive your messaging.
Leading Student Creatives with Intentional Learning Opportunities
Alexander Kamphorst & Tracy Pottker-Fishel, University of Miami
Often in our roles we need the help of student employees to fill in our various marketing needs. From graphic design to videography, student employees can offer a wide variety of skills to any marketing operation. But how do you know you are getting the most out of your student creatives? Students in creative fields of study often find these positions more beneficial to their future careers than a standard desk job. By establishing an active plan of learning for your student employees, you can both increase their productivity and give them a boost to their graduating resume. In this session, we'll walk you through the steps of developing a student employment program that works for your office using our own model to demonstrate every step of the process.
Overhaul Your Social Media Strategy (with a Zero Dollar Budget)
Colin Wylie, University of Wisconsin–Oshkosh
With increasingly busy feeds and timelines, cutting through the noise can be difficult. A well-crafted social media strategy is a must-have piece of your greater communications plan. How do you get your content seen with reduced budgets and even fewer hours available in your work week? Learn about how to maximize your efforts, focus on content that matters, and put your students first. You’ll be able to walk away from this session with new ideas on how to plan your strategy, use free tools and features, and reach your area goals.
Returning to Campus: How to Leverage Your Pandemic Digital Strategies in Today’s World (Roundtable)
Theresa Murray & Kim Deng, Rutgers University–New Brunswick
The Covid-19 pandemic shifted the way university professionals handled marketing, as many of us pivoted to an entirely digital strategy. As campus life resumes across the United States, this roundtable discussion will facilitate discussion around tactics that were developed as a result of the pandemic, and have remained a part of your marketing plan.


Please note: Registration is available via the NIRSA website. ACUI members should use coupon code ACUI21M to receive the member rate.

Register Now

Regular Registration
(before October 25)
  • Member: $199
  • Nonmember: $299
Late Registration
(after October 25)
  • Member: $299
  • Nonmember: $399