VisionPoint’s Spring Higher Ed Conference Tour

Posted: January 16, 2015

Tara Clinton


VisionPoint’s Spring 2015 Higher Ed Conference Tour (we’re open to creative suggestions for a title) kicks off in February as we visit 5 cities in 2 months!

Session tickets are not available on Ticketmaster and we can’t give away VIP backstage passes, but you can check out the links below to find out more about each venue.

CASE II in Washington, DC

From Audience to Offerings: Overcoming the Challenges of a Community College Website Redesign

Tony Poillucci and Theresa Johnson from the College of Southern Maryland

February 2, 2015

For the College of Southern Maryland, their key marketing challenges were most evident on their website. With the help of VisionPoint Marketing, they dove into a full redesign project. The growing market for community colleges presented many challenges along the way. With a new approach and focus on usability, they were able to create a marketing platform that is user friendly and clearly communicates the variety of offerings and opportunities for prospective students.

CASE III in Orlando, Fl

Define Yourself: Branding a College That is Everything to Everyone

Tony Poillucci and Laurie Clowers from Wake Tech

Monday, February 16

A cohesive brand story should enhance awareness and create a positive experience for prospective and current students, faculty/staff and the community. Join Wake Tech Community College and VisionPoint Marketing to learn how we overcame the challenge of creating a simple yet compelling brand for the largest community college North Carolina. This presentation will outline the process of branding an institution that does so much for so many.

Building a (Brand) New Tomorrow Part 1: How a Comprehensive Rebrand Transformed a University’s Culture

Diane Kuehn and David Hawsey from Gardner-Webb University

Monday, February 16

What if a rebrand could do more than refine your institution’s messaging and visual mark, enhance your brand visibility, drive enrollment goals and generate revenue? What if defining your institution’s brand promise – and then getting creative about how to fulfill that promise – could spark a campus-wide cultural transformation? Join Gardner-Webb University and VisionPoint Marketing as we unpack the process of an effective rebrand engagement and discuss how Gardner-Webb’s new brand promise became a catalyst for meaningful, even magical institutional change.

Building a (Brand) New Tomorrow Part 2: Leveraging your Brand Promise to Transform Your Enrollment Marketing Strategy

Diane Kuehn and David Hawsey from Gardner-Webb University

Tuesday, February 17

For years, Gardner-Webb University’s enrollment marketing strategy resembled that of most tuition-driven institutions in a recession: scramble to attract and enroll as many students as possible. In 2014, though, the University took a radically different approach, growing enrollment by 10% while receiving 11% fewer applications and 10% fewer prospective student visits. Sound like magic? It’s not. Join Gardner-Webb University and VisionPoint Marketing as we discuss how an integrated marketing plan built on a clear, compelling brand promise can help your institution find–and enroll–the students who truly fit.

OmniUpdate in Newport Beach, CA

Information Architecture: The Steps to a Smooth Redesign

Diane Kuehn and Cecelia Thomas from Georgia Regents University

Tuesday, March 3

The foundation of a successful website from a user’s perspective is rarely the technology nor the design. The information architecture is the base upon which a website is built, and yet IA is often overlooked during a web redesign project. After an overview of IA, Cecelia and Diane will walk you through the steps needed to properly structure your IA. Learn about site maps and page schematics that facilitate a smooth implementation of a redesigned website into OU Campus.

CNAC in Spartanburg, SC

(Website) Content (Strategy) is King: Providing Content They Need, When They Need It

Matt Walters

Tuesday, March 10

Join VisionPoint Marketing as we walk through the process of developing a brand platform and content strategy with an emphasis on delivering timely and relevant content to prospective and admitted students. Using a case study from California Western School of Law, this session will illuminate the process of aligning marketing communications with the strategic goals of your institution.

NCMPR in Portland, OR

Content Strategy for the Web: Providing Prospective Students With Content They Need

Matt Walters

Sunday, March 22

Website content development at most colleges lacks strategic direction. It’s typically driven by course descriptions, whatever event happens to be taking place, or by the requests of a select few higher-ups. Meanwhile, your website visitors are looking for more relevant content and calls-to-action that will help them achieve their goals. How do you get from where you are now to a website that’s chock full of compelling content that speaks to your target audiences in a way that not only interests them, but encourages them to engage with your institution? This session will walk attendees through the process of developing a content strategy from goal setting to persona development and the creation of a publishing schedule that aligns with your college’s business goals – and show how to turn a fairly abstract concept like engagement into a concrete, actionable recruitment tool that provides prospective students with the content they need, when they need it.

Define Yourself: Branding a College That Is Everything to Everyone

Tony Poillucci

Monday, March 23

If one of the goals of branding is differentiation, how do you brand a community college, which has an incredibly diverse set of offerings AND a target audience that spans every age, race and socioeconomic group? Learn how Wake Tech Community College the largest community college the state of North Carolina with upwards of 70,000 students on six campuses successfully created and launched a new, cohesive college brand platform. The session examines the process of defining goals, defining clear brand values and attributes, developing differentiators, building advocacy and brand evangelists, and creating a visual mark and supporting system that tell a clear and compelling brand story.

We hope to see you at one (or more) of our upcoming presentations. If you can’t attend but still want to follow our adventures, be on the lookout for Facebook and Twitter updates from our rockstars and roadies throughout each event.