Feel like you never have enough budget to accomplish your goals? Always being asked: what does it cost to acquire a student, what should we be spending on marketing and what are our competitors spending? Regardless of the organizational arrangement within the institution, the answers to these questions and the need to establish appropriate marketing budgets, measure effectiveness and showcase the return on investment is more critical than ever. This episode will share some best practice examples that will help you build a business case for the right marketing budget and ways to measure the return on your investment.
Amy JorgensenAmy L Jorgensen specializes in developing a digital presence and consumer engagement strategies for brand awareness and customer acquisition. She has developed marketing strategies and directed implementation for the University of Virginia, Michigan State University, University of Michigan, University of Florida, and Walt Disney World. Amy has a B.S. in Business Marketing from the University of Florida and is a University of Florida MBA Candidate. She now lives in Charlottesville, Virginia with her Basset Hounds, Chauncey Billups & Priscilla Presley.
Bill Campbell is the Vice President of Marketing & Communications at Chatham University in Pittsburgh, PA. In this role, Bill provides strategic leadership over the university’s branding, marketing and communications activities in support of enrollment, fundraising, alumni engagement and more. Joining Chatham in 2012, Bill has helped lead the successful coed transition of Chatham’s 145-year-old undergraduate women’s college, and also served as the Vice-President of Enrollment Management until 2013.
His efforts at Chatham were recognized in 2015 with his selection as the American Marketing Association’s Higher Education Marketer of the Year (Innovator Award). He has also earned a Top 40 Under 40 Leadership Award and presented at a number of conferences around the country.
Prior to Chatham, Bill worked for over a decade at Clean Design, a brand and design agency in Raleigh, NC in a variety of positions, culminating in his role as the Vice President and Brand Strategy Director. In this role, he led the development of branding and marketing engagements for clients across a variety of sectors, including higher education, technology, non-profit, travel and tourism, and consumer goods. He began his career in the non-profit sector as the Director of Annual Giving and Operations for the V Foundation for Cancer Research.