OHO U: Marketing Measurement & Intelligence

Want More Qualified Leads? 3 Ways Digital Marketing Can Help

Conversations about "building the pipeline" and "growing the top of the funnel" carry a lot of weight these days. If we're not talking about the decline of the college-age population, we're talking about other uncertainties ahead. So how can you make this conversation productive—and build a better lead generation strategy?

During this presentation, we'll use case studies and examples from Widener University to help you more efficiently build your own pipeline. Join us as we discuss how to perfect your landing pages, decipher your data, and ensure you're getting quality leads.

Nick Hemming serves as the Marketing Intelligence Manager at Widener University. An award-winning copywriter with an appreciation for clear, concise messaging, he uses his creative roots to drive actionable marketing campaigns. His role as an adjunct communication professor provides an on-the-ground look at higher education—insight that fuels his work as a marketing strategist. He earned his M.A. in Strategic Communication from the University of Iowa and maintains a Project Management Professional (PMP) certification. A New Englander in spirit, Nick plays soccer, runs, and avidly supports the Boston Red Sox. 

Showing Success: How to Report ROI and Campaign Performance to Stakeholders With Insight and Confidence

Noel will show you how to set up campaign measurement and reporting using Google Analytics, Google Tag Manager and other tools to help show the impact of your enrollment marketing efforts.

Noel is an award-winning digital marketing strategist with proven success planning digital paid and organic campaigns for higher education, nonprofit and consumer brands. Noel's design and copywriting background helps her develop creative solutions to business challenges.

Heroes of Higher Ed Lightning Talks

Data-Driven SEO Leads to 200% Increase in Users

Brian Piper is Director of Content Strategy and Assessment for the University of Rochester Department of Communications. Brian has been doing SEO and web content development since 1996. He has created online training programs for hundreds of companies including Xerox, Kodak and Volvo. He has spent the last 6 years focusing on data analytics, digital marketing and content strategy and is available for training and consulting.

When he's not creating data visualizations, he teaches wingsuit skydiving and spends time with his wife and six children.

Discovering the Rewards of Remote User Testing during a Pandemic

Melanie works at the University of Texas at Austin School of Law where she lures students with donuts to talk about web applications (well, before the pandemic). Since donuts are delicious, it was a fairly easy job. As her team's UX and interface designer, she leads the research and testing efforts for many large-scale applications her team builds for students, faculty, and staff.

 

Digital Clarity in Disruptive chaos: Putting RIT Distinctiveness Front and Center on .edu

Kinnari “Kin” Sejpal serves as the Associate Vice President for Marketing Strategy and Creative Services at Rochester Institute of Technology (RIT). In this inaugural role, she leads a team of branding, marketing intelligence, and creative professionals. She also oversees college-level marketing and communications functions and guides brand initiatives for RIT’s global campuses. In her almost four years at RIT, Kin has led a successful rebranding initiative, kicked off a first-of-its-kind reputational campaign, and helped launch a holistic and integrated web presence for the University. Kin comes from a higher education background; she previously worked at Purdue University, where she held a variety of roles within the marketing strategy area. While at Purdue, Kin earned Master’s in Communication and Master’s in Business Administration degrees.