Speakers at the Study.eu Digital Marketing Day

Abhilash Ram

Chalmers University of Technology

Akos Kiraly

SRH Universities

Alice Cassoulat

Unibuddy

Cem Topcam

Net Natives

Douglas Washburn

Study in Sweden / Swedish Institute

Elena Smirnova

Howest University of Applied Sciences

Elena Fontana

University of Pavia

Emanuel Díaz

IE University

Graeme Tong

Middlesex University London

Guus Goorts

Google Ads & SEO Specialist

Marco Oliva

University of Pavia

Melissa Abache

Koç University

Paul Newton

Keele University

Rachel Rau

Study.eu

Sam Lesniak

Keele University

Younes Labbar

Arke

Agenda

The Digital Marketing Day will be a full-day, pandemic-safe in-person conference.

10:00 - 10:30

Arrival, registration & coffee ☕

It’s been a while since the last in-person event and we look forward to see friendly faces in a safe setting! Remember to bring a confirmation of your vaccination and/or recent Covid test result as well as a face mask.

10:30 - 10:45
speaker-1

Gerrit Bruno Blöss

Introduction

10:45 - 11:15
speaker-1

Emanuel Díaz

No More Drama: Managing marketing content across departments

Establishing and executing on a marketing strategy is hard work, especially when multiple stakeholders from various departments of a university are involved. In this session, Emanuel Díaz will present how IE University went “transversal” to greatly improve its marketing success - by centralizing its processes, maximizing the impact of available resources, aptly navigating around political issues, and resiliently working toward common goals.

11:15 - 11:45
speaker-1

Melissa Abache

speaker-2

Guus Goorts

5 Things your marketing agency won’t tell you

As a university, if often makes sense to bring in the expertise of marketing agencies to maximise the success of campaigns. The added complexity of such a setup can be difficult to manage, though. In this session, Melissa Abache and Guus Goorts offer the 360° view on how the sausage gets made: Learn how to brief and select the right agency, how to handle the budget, monitor success, and how to learn from the process to make the most of future activities.

11:45 - 12:00

Break

12:00 - 12:30
speaker-1

Akos Kiraly

Building a sales pipeline for universities – from lead generation to enrolment management

From the top of the funnel to successful enrolment, there are many steps that most universities handle with different, often incompatible systems for web, CRM, application and enrolment. An integrated approach is necessary to track the success and ROI of marketing measures. Akos Kiraly, Head of Sales Strategy at SRH Universities, will share best practices and lessons learnt from SRH’s ongoing integration project.

12:30 - 13:30

Lunch break

13:30 - 14:15
speaker-1

Gerrit Bruno Blöss

speaker-2

Elena Smirnova

speaker-3

Graeme Tong

Lightning Talks

Three short, inspiring presentations with hands-on advice:

  • Engaging students with emails: 10 quick ways to improve open rates and click rates
    (Gerrit Bruno Blöss, Study.eu)
  • The one-person marketing department: How to work efficiently with limited resources
    (Elena Smirnova, Howest University of Applied Sciences)
  • Successful recruiting from Africa: Lessons from the field
    (Graeme Tong, Middlesex University London)

14:15 - 14:30

Break

14:30 - 15:00
speaker-1

Douglas Washburn

speaker-2

Abhilash Ram

speaker-3

Cem Topcam

Rebranding: Collaboration and Co-creation – The Swedish Way

Study in Sweden recently completed an ambitious brand development project with a bold vision to stand out in a busy international student marketplace. Rebranding a country as a study destination is hard work, even more so when it entails a disruptive and provocative approach that’s new to the education space.

Study in Sweden, Net Natives and Chalmers University of Technology - a Swedish university deeply involved in the process -, walk you through the rebrand - and share lessons learned and mistakes made (yes we pushed too far sometimes, OK maybe multiple times).

15:00 - 15:30
speaker-1

Younes Labbar

speaker-2

Sam Lesniak

speaker-3

Paul Newton

Google Analytics 4: Tracking in a cookieless world

University marketing professionals have been struggling to reconcile their needs to measure the ROI of their activities with what the GDPR requires. Google Analytics’ new version 4 brings a range of new features for performance tracking. In this session, Arke and Keele University will share insight into how you can benefit from the transition to the new Google Analytics.

15:30 - 16:00

Break

16:00 - 16:30
speaker-1

Elena Fontana

speaker-2

Marco Oliva

speaker-3

Alice Cassoulat

Lightning Talks

Two compact presentations with inspiring ideas:

  • Sustainability in International Recruitment
    (Elena Fontana & Marco Oliva, University of Pavia)
  • Power to the peers: How to harness the voice of your strongest advocates
    (Alice Cassoulat, Unibuddy)

16:30 - 17:00
speaker-1

Tracy Playle

speaker-2

Hannah Tümpel

Meeting where it matters: Engaging prospective students through purpose and passion

While some students want to get a degree, and some want the path to their chosen career, there are others who fundamentally want to change the world.

In this session, Hannah Tümpel of United World Colleges (UWC) and Tracy Playle of Pickle Jar Communications will discuss what it takes to really attract students with the drive to be changemakers to our organisations. We’ll explore what marketing looks like when we approach it from a heart-based place, not just from the head. And we’ll discuss the role that purpose, values, and issues-based messaging can play in creating an alternative way to attract students to your organisations. What happens when we shift our marketing mindset from messaging to movements?

17:00 - 17:15
speaker-1

Gerrit Bruno Blöss

speaker-2

Rachel Rau

Closing remarks

Location and Venue

The Study.eu Digital Marketing Day is an in-person event and will take place in Berlin, Germany at Spreespeicher (Stralauer Allee 2, D-10245 Berlin): right on the river Spree with a view of the famous Oberbaum Bridge, and just a 5-minute walk from the East Side Gallery.

Getting to Spreespeicher…

  • …from BER airport: You can reach the venue in just over 30 minutes:
    • Take the FEX train in the direction of Central Station (Hauptbahnhof) and get off at Ostbahnhof
    • Then take the S3, S5 or S7 to Warschauer Straße
    • Then walk the remaining distance to the venue
  • …by train: Depending on where your train stops in Berlin you have multiple lines connecting to stations near the venue. The closest stations are:
    • Warschauer Straße (lines: S3, S5, S7, S9, U1, U3)
    • Schlesisches Tor (lines: U1, U3)
Spreespeicher, view on Oberbaum Bridge
East Side Gallery near Spreespeicher
Spreespeicher
We encourage you to take the train if possible. If you fly and would like to offset the CO2e footprint, we recommend Atmosfair or myclimate.org. For example, offsetting a London-Berlin roundtrip flight in an A320 or 737-800 is estimated at €10 / £9.

Book your place and join us in Berlin!

For a productive conference experience, tickets can only be booked by representatives of universities and other higher education institutions (HEIs) as well as governmental agencies. If you represent a service provider or other type of organisation and would like to attend, please contact us. Ticket prices already include 19% German VAT and an invoice will be sent to you automatically after purchase.

Refund policy

We are planning the event with diligence, and are fully confident that the conference can take place as planned. Nonetheless, to account for uncertainties, we have a generous refund policy in relation to ticket purchases:

  • If the event cannot take place at all, you will receive a full refund on your ticket purchase.
  • If the event should have to be moved to a different date, but you cannot attend at that date, you will receive a full refund on your ticket purchase.
  • If you cannot attend due to pandemic-related travel restrictions, you can either cancel your ticket booking by 29 September 2021 for a full refund; or request to transfer your ticket to another attendee at no extra charge by 22 October 2021.

Please contact us at dmd2021@study.eu for any questions.

About Study.eu

Study.eu is proud to be the most-visited study choice website focused on Europe. Every year, we reach millions of students from around the world looking for higher education opportunities across Greater Europe. The Digital Marketing Day is our contribution to our colleagues and partners in the higher education marketing sector.

Contact us

Do you have questions about the Study.eu Digital Marketing Day? Then we’re happy to hear from you!

Send us an email to: dmd2021@study.eu