Ellie Lovell

This afternoon I arrived home from a four-day conference in Brighton – the CASE Europe Annual Conference 2008. For those who don’t know, CASE is for Marketing, Communications, Fundraising and Alumni professionals in the Higher Education sector.

I haven’t got time to write about it all now (I need to catch up on some sleep and rest my brain) but I thought I would just list the sessions that I attended this week so that I could recap/reflect/review them in the future…

Why universities need to engage with the media
Tara Brabazon, Professor of Media Studies, University of Brighton

How do university leaders prevent the “wisdom of crowds” – of blogs, podcasts and social networking sites – from whimpering into mediocrity and banality? Since 9/11 there has never been a greater need for intelligent commentary by scholars to rebuild citizenship and a commitment to social justice. Join Tara to discuss the need to understand the impact of digitisation on the societies we serve.

Developing a brand-focused digital strategy
Helen Aspell, Head of Digital Marketing, University of Southampton; Dean Russell, Digital Marketing Consultant and James Souttar, Senior Brand Consultant, Precedent

Explore how the changing landscape of digital technologies will shape the agendas of brand development into the future. This session will present the results of the recent collaboration between Precedent and the University of Southampton, demonstrating how the adoption of technologies can be made easier with a consistent approach based on business objectives and audiences.

Consumer buying behaviour and the Higher Education decision-making process
Claire Brown, Director of Student Recruitment and Admissions and Matt Smith, Head of Student Recruitment Marketing, University of Liverpool

As prospective students adopt an increasingly consumerist approach to their decision-making in Higher Education it is important that universities understand their key choice criteria and how this may vary throughout the UCAS Cycle. Linking Kotler’s five stage consumer decision-making model to the UCAS cycle, this session reveals research which can be utilised to inform a recruitment marketing communications strategy.

Old school v new cool: How prospective students use traditional, modern and social networking media when picking their university
Eleanor Simmons, Associate Director – Higher Education, Opinionpanel Research

With the media available for prospective students to use when deciding which university to apply to ever increasing, this presentation looks at the role of modern and traditional media and the most recent addition: social networking sites.

CRM for student recruitment – A practical session on how to successfully select and implement CRM
Stephen Macdonald, CEO, Azorus and Susan Vercruysse, Assistant Register, Ryerson University

CRM can appear a daunting technology acquisition when in reality it is a platform to market your institution to today’s web savvy generation. Hear how Ryerson University, a Canadian university operating in an environment similar to the UK, has differentiated itself and gained a competitive advantage by delivering services over the web.

Crisis v “no comment” – how universities tackle the ethics of today’s media
Tara Brabazon, Professor of Media Studies, University of Brighton; Ann Mroz, Editor, Times Higher Education; Peter Slee, Deputy Vice-Chancellor (Student and Staff Affairs), Northumbria University; chaired by Ian Rowley, Director of Communication and Strategy, University of Warwick

Today’s media is 24/7 leaving Vice-Chancellors and their hard working press officers no let up from the constant demands for comments in newspapers, broadcast and online communications. In a world of no fixed deadlines three experts debate how to get the best out of the media and whether it is ever safe to turn off your Blackberry.

Internet search – the journey has only just started
Richie Jones, Creative Technology Director, Yucca

This session will deal with how people use search, how this has changed in the Google Age and what the future of search could be. We’ll survey paid search (PPC) and natural search (SEO), looking at how the two can be used strategically, and ways to rapidly improve your website.

Successful University brands and reputation
Professor Chris Chapleo, Senior Lecturer, Human Resource and Marketing Management, Portsmouth University and Justin Shaw, Director of HE Practice, Communications Management

What makes a “successful” brand in higher education? In this session Chris and Justin will present findings and discuss the implications of new Portsmouth University research into perceptions (within and outside the sector) of successful university brands. Delegates will also be able to explore reputation drivers for their universities as part of this session.

Harnessing technology to enhance your marketing and recruitment processes
Maggie Frantz, Head of Operations, Hobsons

This session will explore how universities in the UK, US and Australia are using technology to engage more effectively with prospective students. Maggie and a representative from a partner university will explore how CRM systems and innovative use of Web 2.0 technologies can enhance your marketing and student recruitment activities, to convert enquirers into enrolled students.

Closing Plenary
Leadership and team-building in a transcultural marketplace
J. Frank Brown, Dean, INSEAD

The ability to build teams is a necessary skill for a leader. In the international context, building teams with a global point of view is imperative. How do we help the people we work with to transcend the boundaries of discipline, context and country? And what results can we expect if we succeed?