Tuesday 21st November 2023
9:30am - 3:20pm
Virtual Conference
We all know Chat GPT and the rapid proliferation of AI platforms. But what does a mature and impactful AI strategy look like for higher education marketers?
AI in Higher Education Marketing 2023 will examine what it takes to fully unlock AI capabilities for your institution’s marketing campaigns. This virtual Conference will assess the next steps for supporting powerful AI-led engagement with prospective students, driving automation and delivering deeper insight.
The Conference will take a deep-dive of the latest practice and innovations being led across the sector, as well as considering the larger strategic questions for HE marketing leaders in deploying AI for the long term.
Headline Speakers
Jason Yip
Head of Marketing Web, CRM & Analytics
Newcastle University
Tracy Playle
CEO and Chief Content Strategist
Pickle Jar Communications
Sally Crocombe
Associate Director Student Recruitment, Marketing and Events
University of Southampton
Paul Napleton
Head of Digital & Marketing Automation
University of East Anglia
Agenda
9:30 am
Chair’s Welcome Address
Ali Parker
Director of Marketing
University College London (UCL) (CONFIRMED)
9:40 am
Hyper-Personalisation: The Route to a Real AI-Led Engagement Model with Prospective Students
Deploying diverse data sources to power machine learning
The role of natural language processing and predictive analytics in supporting AI-led engagement for prospective students
The transformation of search functions and what it means for approaches to personalisation
Managing data limitations and resourcing constraints
Where the sector stands on delivering truly tailored content and messaging that matches prospective student’s motivators
Martyn Edwards
Director of Marketing and Advancement
Loughborough University (CONFIRMED)
Tracy Playle
CEO and Chief Content Strategist
Pickle Jar Communications (CONFIRMED)
Professor Peter Bloom
Professor in Management
University of Essex (CONFIRMED)
Alex Tiffany
Head of Market Insight
University of Exeter (CONFIRMED)
10:20am
Break and Networking
10:40 am
Unlocking Automation: A Toolkit for Embedding AI into Your Marketing Campaigns
Early HE adopters, examples and how AI-driven automation can become core to your marketing campaign delivery
Where can automation exist? How to review your marketing function to identify opportunities
What tools are you using and how can they be embedded across all campaign touchpoints?
Delivering an integrated approach to data, infrastructure and AI platforms
What wins can be achieved in a HE campaign and how can we measure the impact?
Paul Napleton
Head of Digital & Marketing Automation
University of East Anglia (CONFIRMED)
11:20 am
Break and Networking
11:40 am
AI Marketing Analysis: Building Richer Insight on Prospective Students and Campaign Impact
Capturing deeper audience data on prospective students
Tools for developing rich insight on user journey, interactions and experience
How to advance your understanding of campaign impact through AI
The route to enhanced real-time data processing and visualization
Jason Yip
Head of Marketing Web, CRM & Analytics
Newcastle University (CONFIRMED)
12:40pm
Break and Networking
1:20 pm
Harnessing Generative AI Tools Safely, Ethically and Effectively in Marketing and Communications: Insights from the University of Cambridge AI Working Group
An approach to setting guidelines on using AI tools to support balance between productivity and quality output
Setting clear guidelines on the use of text generators and image tools: when can they be used and where do they offer value?
Working with marketing teams to support impactful prompt writing that aligns with institution-wide guidance
Developing policies on sensitive and private information when interacting with AI platforms
Creating a culture of transparency and communication on how AI tools are being used and how to respond to future advancements
Amy Mollett
Head of Social Media and AV
University of Cambridge (CONFIRMED)
1:50pm
AI: Short Term Recruitment Win or Long Term Salvation for HE?
For the first time in years, despite record numbers of 18-year-olds, and against all predictions from UCAS et al, university applications are down.
In an uncertain world, young people seem to be losing confidence in what universities offer.
AI has the potential to help turn the tide by inspiring the next generation to make more informed decisions about their educational and career journeys.
But marketers need to resist the short-term recruitment pressure and instead focus attention upstream, on 13 and 14 year olds, where the decisions that determine GCSE, A Level and HE choices are often made.
A new project called WonderWhat, does just that for the creative sector.
Simon Pride
Head of Recruitment and Marketing
Arts University Bournemouth (CONFIRMED)
2:20 pm
Break and Networking
2:40 pm
Harnessing AI to Generate Student Recruitment Content – Setting up a Governance Framework for your Team
The University of Southampton is currently in the early stages of a project testing the impact of using AI to generate student recruitment content. This session will cover how the project framework was established, including stakeholder engagement, scoping, governance and the launch phase.
This case-study discussion will reflect on which elements of the process have been successful or could be improved, and shed light on the pertinent questions related to the use of GAI as a tool in student recruitment marketing teams.
Sally Crocombe
Associate Director Student Recruitment, Marketing and Events
University of Southampton (CONFIRMED)
Conference Close
3:20 pm
* Programme subject to change
Audience
Heads of Marketing
Heads of CRM and Analytics
Digital Marketing Managers
Marketing Officers
Heads of Student Recruitment
Directors of Marketing
Heads of Digital Marketing
Automation and AI Leads
Marketing Managers
Faculty Marketing Managers
Pricing
Public Sector
£395 + VAT
Attendance to AI in Higher Education Marketing
Private Sector
£595 + VAT
Attendance to AI in Higher Education Marketing
HE Professional
£395 + VAT
Access to all events and content
For group discounts and enquiries about your registration please contact us on enquiries@heprofessional.co.uk
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HE Professional is a new subscription package allowing you to attend all our events over the next 12 months for just £395 + VAT.
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