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Agenda 2021: The Masterclass Series

  • Day 1
  • Day 2
9:30 am
Online Login and Registration

Throughout the Conference you will be able to make use of:

  • Match making networking and live delegate meet ups
  • Replay functions so you never miss a session
  • Live chat, questioning and polling tools
  • Real time resources and presentations
  • A next generation conference engagement platform
9:50 am
Your Tour of the Online Conference Platform

Before proceedings get underway, this short explainer session will explore how you can get the most out of our new next generation Conference platform.

Our HE Marketing Conference Team will run through how to make virtual connections, creating networking meet ups, accessing content on demand and how to use our new Q&A, chat functions and virtual polling tools.

10:00 am
Chair's Welcome Address: Day 1
Melanie Fowler
Melanie Fowler
Associate Chief Operating Officer and Executive Director, Marketing and Communications
De Montfort University
Confirmed
10:10 am
What's Changed? What does the Post-Covid Marketing Campaign Look Like?

Higher education marketing is in a state of flux, with the usual norms of the recruitment cycle thrown into question and an unparalleled period of transformation and innovation emerging.

In this opening panel session experts from the sector share their take on what the future of HE marketing campaigns looks like and what must change following the pandemic.

  • Are traditional recruitment fairs dead
  • Will the prospectus ever return?
  • What will a post-Covid open day look like?
  • Are virtual outreach programmes here to stay?
  • What does the post-Covid student want to know?
Lorraine Westwood
Lorraine Westwood
Chief Marketing Officer
Bangor University
Confirmed
Paul Woods
Paul Woods
Director of Marketing & Student Recruitment
Middlesex University
Confirmed
Charlotte Renwick
Charlotte Renwick
Associate Director - Marketing and UK Student Recruitment
Leeds Beckett University
Confirmed
Emma Froud
Emma Froud
Head of Business Development
Unibuddy
Confirmed
Fiona Black
Fiona Black
Head of UK Recruitment
University of Glasgow
Confirmed
11:10 am
The UCAS Data Surgery: Demographics, Evolving Trends and Student Motivators in 2021 and Beyond

This data surgery will breakdown the data and look in-depth at the decision making process of prospective students and how higher education marketing professionals may respond. The surgery will explore:

  • How are students making decisions on courses and institutions and what are their primary motivators?
  • Where and how do students gain information to inform their decision making and how is this evolving?
  • How are students feeling following the Covid crisis and how will this impact demand?
  • How has the pandemic impacted the perceptions of international students and why is international demand changing?
  • What can we learn about the late applicant and the growing role of clearing within the admissions cycle?
Tuely Robins
Tuely Robins
Principal Insight Consultant
UCAS
Confirmed
11:40 am
Break, Virtual Networking and Live Delegate Meet Ups

Your opportunity to make the most of the virtual Conference, meet up with fellow delegates, make connections and tour our real-time resources and content.

Don’t forget if you’ve missed a session, you can use our replay functions, so you can watch all the content on demand at a time that suits you.

12:00 pm
Case Study: How University Marketers can Remain Agile while Increasing Remote Productivity in 2021 and Beyond

Join the presentation with Durham University’s Marketing Operations Manager Rebecca Richardson and Outfit’s VP of Global Sales John Craig to understand how the university uses Oufit, a brand automation templating software, to empower Durham’s wider staff to self-create content.

You’ll leave understanding:

  • How to stop marketing being seen as “blockers” or the “brand police” and increase remote productivity
  • How you can empower all university staff to create on-brand content, from brochures and flyers to signage and social media posts (and more!) in minutes – increasing agility to market (no more bottlenecks!)
  • And how you can free up everyone’s time to be more proactive, rather than reactive
John Craig
John Craig
VP of Global Sales
Outfit
Confirmed
Rebecca Richardson
Rebecca Richardson
Marketing Operations Manager, Marketing and Communications Office
Durham University
Confirmed
12:30 pm
The End of Clearing? Post-Qualification Admissions and What it means for the Future of the Marketing Cycle

The Department for Education’s consultation into a new Post-Qualification Admissions (PQA) system could mark a major transformation in what admissions and recruitment looks like in the years ahead. The PQA model would mark the end of the Clearing process and a major change to offer making processes. In this panel session sector leaders will explore:

  • What would PQA would mean for marketing and recruitment professionals?
  • How would marketing campaigns and the marketing cycle evolve?
  • How can marketing leaders look to adapt their approach to student decision making in response?
  • What would the absence of Clearing mean for recruitment campaigns?
  • How can the potential move to PQA be seized an opportunity for a rethink on marketing to prospective students?
Dana Rock
Dana Rock
Director of Marketing and Communications
University of Derby
Confirmed
Elliot Newstead
Elliot Newstead
Head of UK Student Recruitment and Outreach
University of Leicester
Confirmed
Professor Richard Harvey
Professor Richard Harvey
Academic Director of Admissions
University of East Anglia (UEA)
Confirmed
1:10 pm
Break, Virtual Networking and Live Delegate Meet Ups

Your opportunity to make the most of the virtual Conference, meet up with fellow delegates, make connections and tour our real-time resources and content.

Don’t forget if you’ve missed a session, you can use our replay functions, so you can watch all the content on demand at a time that suits you.

1:40 pm
Masterclass Series: Improving Results and Impact

In these live workshops you will gain practical insights, ideas and hear about new innovations taking hold across the sector. This workshop series will explore some of the major barriers to results for marketing campaigns and how marketing teams can deliver real impact

Workshop A: Maximising ROI: Translating Small Budgets into Impactful Results
Gurjeet Minhas
Gurjeet Minhas
Marketing Manager
St Mary’s University
Invited
Workshop B: What Next for SEO Strategy? Driving Quality Content, New Approaches to SEO Rankings and Delivering Meaningful Results
Claire Tunmore
Claire Tunmore
Head of Digital Marketing
University of Greenwich
Invited
Workshop C: Conversion, Conversion, Conversion: What it takes to Deliver Improvement in Conversion Outcomes
Vanessa Varvas
Vanessa Varvas
Chief Marketing Officer
University of East London
Confirmed
2:20 pm
Break, Virtual Networking and Live Delegate Meet Ups

Your opportunity to make the most of the virtual Conference, meet up with fellow delegates, make connections and tour our real-time resources and content.

Don’t forget if you’ve missed a session, you can use our replay functions, so you can watch all the content on demand at a time that suits you.

2:30 pm
Masterclass Series: Student Needs and the Student Voice

In these live workshops you will gain practical insights, ideas and hear about new innovations taking hold across the sector. This workshop series will explore what students are looking for when they enter the recruitment process and how institutions can better match their needs.

Workshop A: Play it by Ear: Listening to the Student Voice and Translating it into Marketing Campaigns

This session will feature perspectives from first year students exploring how they experienced the recruitment process and what influenced their decision making.

Tim Kaner
Tim Kaner
Chief Marketing Officer
University of Bath
Invited
Workshop B: Co-Creation: Embedding Student Honesty and Thinking into Digital Marketing
Uneesah Khalil
Uneesah Khalil
Digital Marketing Manager
University of London
Invited
Workshop C: Missed Exams, a Year in Lockdown, Zoom Fatigue? Marketing to the Covid-Weary Student
Natasha Sinton
Natasha Sinton
Marketing Manager
York St John University
Invited
3:10 pm
Closing Roundtable Session Led by Net Natives

A 1 hour closing roundtable discussion, concluding Day 1 of the Conference

9:30 am
Online Login and Registration

Throughout the Conference you will be able to make use of:

  • Match making networking and live delegate meet ups
  • Replay functions so you never miss a session
  • Live chat, questioning and polling tools
  • Real time resources and presentations
  • A next generation conference engagement platform
9:50 am
Your Tour of the Online Conference Platform

Before proceedings get underway, this short explainer session will explore how you can get the most out of our new next generation Conference platform.

Our HE Marketing Conference Team will run through how to make virtual connections, creating networking meet ups, accessing content on demand and how to use our new Q&A, chat functions and virtual polling tools.

10:00 am
Chair's Welcome Address: Day 2
Mark Garratt
Mark Garratt
Chair
CASE Europe Universities Marketing Forum
Confirmed
10:10 am
Budgeting, Resourcing and Maintaining Stamina: Where and When to Invest in an Ever-Changing Recruitment Cycle

Effective investment is essential to any well-planned recruitment campaign. From small institutions with minimal resources to the large institutions with greater scope for resourcing, successful decision making on budgeting can make or break a campaign.

In this session leaders from a range of institutions will assess how to make decisions on where and when to invest. The session will explore how to maximise a ROI, what value for money looks like in a marketing campaign and will assess why impact is not always bound by finances.

Jonathan Batty
Jonathan Batty
Director of Marketing, Recruitment and Communications
Bishop Grosseteste University
Confirmed
Claire Brown
Claire Brown
Director Communications, Marketing and Student Recruitment
The University of Manchester
Confirmed
Chrissa Beaumont
Chrissa Beaumont
Director of Marketing
University of Buckingham
Invited
Florence Gallien
Florence Gallien
Head of Marketing
University of Winchester
Invited
11:10 am
The Student as a Consumer: Marketing on a Value for Money Proposition

With institutions facing demand for refunds amid the Covid crisis and with record levels of complaints about service provision during the pandemic, the question of value for money has become front and centre in what universities offer.

What does that mean for how institutions market to new and prospective students?

This session will explore how marketing campaigns can reflect concerns over value for money, online learning and the student experience. The session will also analyse how perceptions of the student as a ‘consumer’ have emerged and what that means for the way marketing campaigns are delivered.

Kenon Man
Kenon Man
Head of Digital Marketing and Creative Services, Swansea University and Vice-Chair Communications, Higher and Further Education Group
Chartered Institute of Marketing
Confirmed
11:40 am
Break, Virtual Networking and Live Delegate Meet Ups

Your opportunity to make the most of the virtual Conference, meet up with fellow delegates, make connections and tour our real-time resources and content.

Don’t forget if you’ve missed a session, you can use our replay functions, so you can watch all the content on demand at a time that suits you

12:00 pm
The Moral, People and Business Case for Inclusion, Equality and Diversity in Higher Education Marketing, Student Recruitment and Communications

Equality, Diversity and Inclusion is critical to the future success of higher education in the UK. Creating diverse and inclusive teams that represent the eclectic target audiences for UK universities is both a moral and business imperative. In this session Mark will cover:

The current Higher Education EDI Marketing landscape

  • Why and how marketing, recruitment and communications functions can create a diverse and inclusive teas
  • How to represent diversity and inclusion in your institution’s marketing campaigns and brand positioning
  • Why it matters
Mark Garratt
Mark Garratt
Chair
CASE Europe Universities Marketing Forum
Confirmed
12:20 pm
Are We Really Meeting the Needs of the Digital Native?

In the last year we have had to deliver the entirety of our recruitment endeavour and the majority of our teaching, on online platforms but this session will ask us to question how effective our work has been. Did we get by or did we get ahead? And where might we go from here?

Alison Kerwin
Alison Kerwin
Director of Marketing
University of Liverpool
Confirmed
12:40 pm
Break, Virtual Networking and Live Delegate Meet Ups

Your opportunity to make the most of the virtual Conference, meet up with fellow delegates, make connections and tour our real-time resources and content.

Don’t forget if you’ve missed a session, you can use our replay functions, so you can watch all the content on demand at a time that suits you.

1:10 pm
Masterclass Series: Delivering a Resilient and Future-Proof Marketing Infrastructure

In these live workshops you will gain practical insights, ideas and hear about new innovations taking hold across the sector. This workshop series will assess what resilience looks like in the sector and how marketing professionals may turn their attention to long term challenges.

Workshop A: Responding to a Crisis: Contingency Planning and Managing Risk
Alicia O’Grady
Alicia O’Grady
Executive Director, External Affairs
University of Bristol
Confirmed
Workshop B: What Next for Big Data and Analytics in Delivering Targeted Marketing Intelligence?
Angelina Bingley
Angelina Bingley
Director of Admissions, Recruitment and Marketing
University of East Anglia
Invited
1:50 pm
Break, Virtual Networking and Live Delegate Meet Ups

Your opportunity to make the most of the virtual Conference, meet up with fellow delegates, make connections and tour our real-time resources and content.

Don’t forget if you’ve missed a session, you can use our replay functions, so you can watch all the content on demand at a time that suits you.

2:10 pm
Masterclass Series: Emerging Trends and Unlocking Sector Innovation

In these live workshops you will gain practical insights, ideas and hear about new innovations taking hold across the sector. This workshop series will assess what’s next for the sector and the trends and emerging innovation every marketing team should be on top of.

Workshop A: What’s New and How to Stay Ahead? Marketing Trends for 2021 and Beyond
Emma Leech
Emma Leech
Director of Marketing and Communications
Nottingham Trent University
Confirmed
Workshop B: The Curious Case of Integration: Delivering a Truly Holistic Campaign
Alison Parker
Alison Parker
Head of Marketing
Swansea University
Invited
Workshop C: Marketing and Communications throughout the Student Lifecyle
Geoff Day
Geoff Day
Director of Marketing and External Relations
Edinburgh Napier University
Confirmed
2:50 pm
Closing Roundtable Session Led by psLondon

A 1 hour closing roundtable discussion, concluding Day 2 of the Conference