2024 Carnegie Digital Marketing Workshop

Innovation Meets Experience

Discover Carnegie’s On-Demand Digital Marketing Workshop, a virtual event designed for digital marketing professionals. Access expert-led sessions that provide timely and relevant insights applicable to various audiences, including undergraduate, graduate, online, adult, transfer, community colleges, and continuing education.

Fill out the form to gain instant access to this valuable content and enhance your marketing strategies at your own pace. See a full list of sessions with descriptions below.


Digital Storytelling

Presented by Voltaire Santos Miran

Storytelling plays a significant role in helping higher education institutions reveal and build their brand. As we recruit students or faculty, nurture relationships with alumni and donors, and raise awareness and esteem in the community and among our peers, we tell our stories to educate, inspire, engage, and move people to action. And digital tools help us to supercharge the way we tell stories, creating truly immersive and engaging experiences.

In this session, we’ll cover:

  • The eight key roles that stories play in our lives
  • What makes a story a story?
  • The three key aspects of digital storytelling
  • Lessons learned

Through an interactive presentation and examples of digital storytelling at its best, you’ll be inspired and equipped to tell your stories in our digital-first world.

Mastering Social Media Marketing: Strategies, Channels, and Campaign Excellence

Presented by Amy Szablak

Gain insight into the multifaceted world of social media with Social Media Marketing: Strategies, Channels, and Campaign Excellence, providing participants with an understanding of the foundational principles and latest trends shaping today’s social media landscape. This engaging session explores key platforms such as Meta, LinkedIn, TikTok, and Snapchat, delving into their unique functionalities and strategic approaches for effective marketing. With a focus on adaptability and innovation, attendees will gain valuable insights into navigating the ever-changing dynamics of social media and how to reach the audiences you are seeking.

Unlocking Creative Potential: Maximizing Impact with User-Generated Content

Presented by Joy Cheramie + Sam Lonczak

Delve into the transformative potential of user-generated content (UGC) and its effectiveness in engaging prospective students across key digital platforms. Explore why blending in with user-generated content is crucial for standing out in today’s digital landscape and how to create compelling organic-style content that resonates with your prospective student audience. This session offers actionable strategies and practical insights to showcase the full potential of user-generated content and short-form videos to elevate your institution’s digital presence!

Search Engine Marketing: When Students Ask Google, Are You the Answer?

Presented by Mia Pang, Haley Mullin, + Amy Lytle

Explore the intersection of search engine marketing and higher education through the eyes of both SEO and PPC experts. With a third of prospective students only browsing the first page of search results, it’s never been more important to have a strong search strategy to attract your next wave of students.

In this session, you’ll gain a deeper understanding of each tactic and how they can work together to competitively position your institution amidst this ever-changing landscape. We’ll also examine the impact of AI’s evolution on search, including the potential effects of Google’s Search Generative Experience. You’ll walk away from this session equipped with newfound confidence in understanding how to elevate your institution’s online presence and reach the motivated future students who are actively searching for a school just like yours.

Website Optimization: Developing and Optimizing High-Performing Program Pages

Presented by Rebecca Hofstetter

In the dynamic landscape of higher education, a strong online presence is crucial for attracting right-fit students. Among the key components of a university’s digital presence, program pages play a pivotal role. What information is most critical to include? What should we consider when developing a program page for a new program? How do we tackle two similar programs that are often confused by our students? This session aims to provide answers to the above and provide a set of recommendations for developing higher-performing program pages on your institution’s website.

The Privacy Landscape and Death of the 3P Cookie

Presented by Anderson Murphy + Jack Calderini

In the ever-evolving digital landscape, privacy regulations, consent mechanisms, and the impending demise of third-party cookies are reshaping how higher education institutions connect with their audiences. Join us for an insightful webinar as we provide recommendations for cookie consent, discuss marketing measurement challenges brought on by cookie deprecation, and delve into the critical shifts impacting higher education marketers today.

Gen Z and Gen Alpha: Who Are They and How to Reach Them

Presented by Jaime Oleksik + Stephanie Yuen

Generations Z and Alpha are a new kind of prospect. As digital natives, they seek information when and how they want it. With this, the entire educational landscape has changed. What used to be an enrollment funnel is now an enrollment ecosystem, with multiple points of entry for students to learn about and engage with your institution.

In this session, we’ll review how marketing to potential students has evolved with the rise of the attention economy. We’ll also provide insights and recommendations on how to effectively reach these young Gen Z and Gen Alpha users where they are spending most of their time, online and on streaming platforms.