Preconference Workshops

Thursday, February 14, 2008 / 8:30 a.m.-noon

Professional Development Module

Basic Marketing: An “Insider’s Guide”

Susan Hawksworth

Jeanne Burkett

Instructors: Susan Hawksworth, Director of Marketing, Division of Continuing/Global Education, California State University-Fresno; and Jeanne Burkett, Associate Dean, Admissions, Marketing and Communications, University of Mary Washington.

Need help with the fundamentals? Arrive early to attend this special session! In this UCEA Professional Development module, you’ll learn continuing education marketing basics and get an overview of effective strategies for marketing university programs. Learn how to:

Create a marketing plan
Conduct marketing research
Develop marketing systems to target, track, and retain students
Introduce some trendy marketing initiatives

Hear case studies illustrating direct-mail techniques and how to reach new markets. Topics include basics of web marketing and use of electronic media. This module is targeted to CE professionals who are either new to the CE field or have new responsibilities in marketing. Successful completion of an optional assignment leads to a UCEA certificate of accomplishment.

Note: Separate registration and fee required. Please see the registration form for details.

Thursday, February 14, 2008 / 8:30 a.m.-noon

Website Strategies: From Exceptions to Exceptional

Elizabeth Izard Apelles

Amanda Powers

Speakers: Elizabeth Izard Apelles, President, Greater Than One, Inc.; Amanda Powers, Account Services Director, Greater Than One, Inc.; Denise B. McLeod, Executive Director of Marketing, NYU School of Continuing and Professional Studies.

Websites are now the primary source of information for your prospective students. They displace traditional direct marketing and advertising methods and drive your communication strategies. Using the newly-launched website of New York University’s School of Continuing and Professional Studies as a case study, learn the step-by-step process of building or updating a website to meet the needs of the prospective student while satisfying the communication goals of internal constituents.

Working with Your IT Department. Do we even speak the same language? Learn how to overcome the common pitfalls that underlie the issues between marketing and technology.

Discovery. Learn to identify the real issues affecting your website’s effectiveness, from the user experience to the visual presentation. Evaluate the specific requests of your internal “clients”—does the request enhance the site or create roadblocks?

Project Management. What type of resources do you really need? Explore the options for developing or modifying your website in-house or hiring a website development vendor.

Newest Developments and Research. Review the latest strategies in Search Engine Optimization, use of video and blogs, and more.

Note: Separate registration and fee required. Please see registration form for details.

For more information on the seminar
Contact Natalia Kats, UCEA Director of Conferences, at nkats@upcea.edu or 202.659.3130.