S2E11 - Connecting the dots - Taking an audience-first approach in higher-ed marketing

Knowing your audience is central to any marketing strategy. Of course, knowing your audience is a constant practice of learning and adapting to how your audience evolves. Higher education institutions have unique challenges in that their audiences are multigenerational, ranging from prospective students to senior decision makers in business and government. In this session, Amy Jaick, Chief Marketing and Communications Officer at Columbia Business School provides insights on how to identify your audience and engage with them where they are, evolve alongside them, reach and track your engagements with them throughout their journeys, and how virtual and hybrid events provide exciting opportunities to build everlasting relationships with your brand.