Plenary I: Challenge of Branding B-Schools
Dr. Erich Joachimsthaler will discuss new ways in which b-schools can
connect with their most important constituents—students. From this
vantage point, he provides a unique perspective on branding b-schools—pragmatic, progressive, and realistic. He will address three major
tenets on how to deeply connect your brand with consumers' lives.
These tenets focus on:
- How to assess the
opportunity with students by developing an understanding of the
contexts of their everyday lives
- How to find new ways
to intersect with students and constituents and develop a strategy to
become relevant and attractive to them by capturing their interest
(from the perspective of a business school dean)
- How to grow your
b-school by capturing more share of a student's everyday life, rather
than just compete for more share of the "best" students.
 Objectives,
Key Points, Bibliography
 PowerPoint
Presentation
Focusing
on Your Brand in a Dynamic Environment
This session will explore the drivers for change in institutional
positioning. Practical examples will be used to demonstrate how
institutions should approach brand assessment, devise strategies for
change, and develop plans for brand implementation. The presenters
will bring two sets of perspectives to the discussion—one as a client
and the other as an agency provider. They will discuss the
challenges and opportunities of integrated marketing and the keys to
successful brand deployment.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Sandra King, Vice President for
Marketing, Communications, and Public Affairs, Bentley College
- Adam Sholley, managing director,
Strategy and Planning, Swardlick Marketing Group
Your Brand is Your Development Strategy
This session offers insights to understanding how brand building
becomes the engine of the most successful fundraising strategies. Through case studies/discussion, attendees will learn how to conceptualize
development campaigns around "selling" the value of their institution's
brand—giving fundraising initiatives their own powerful "value proposition"
that goes far beyond solicitations based on "institutional need."
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- William Kooser,
Associate Dean, Graduate School of Business, University of Chicago
- Tim Westerbeck,
Managing Director and Principal, Lipman Hearne
MBA Trends and
Insights
Daphne Atkinson, GMAC Vice President of Industry Relations, presents the
latest GMAC research on MBA admissions and demographic trends. Looking
at GMAT test taking figures globally, this data is linked to general
economic and demographic trends that will enable participants to understand
current and potential developments in the MBA market that can effectively
inform their approaches to program refinement and outreach.
Objectives,
Key Points, Bibliography
- Daphne Atkinson,
Vice President, Industry Relations, Graduate Management Admission Council
Start Making Sense–How to
Effectively Leverage the Latest Web Trends to Improve the Impact of Your
Marketing Dollars
According to GMAC, nine out of ten applicants rely on the web site to help
them select which schools to include in their short list, making the web
your most important marketing platform. However, the constant
introduction of new web technologies and tools creates as many untapped
opportunities as it does confusion. To their credit, a handful of
higher education institutions have experimented with, and successfully
deployed, a number of such tools, ranging from digital video to virtual
tours, from instant messaging to personalization, and from content
management systems to e-relationship programs. Unfortunately, too
often the priorities are set in a vacuum, driven by the media buzz around
a new approach, the skill set of the internal team, or the personal
interest of the web consultants.
This workshop will introduce a
strategic marketing framework to help set priorities, as well as review
some of the latest web marketing techniques and identify the right
team skill set required to deploy and manage an effective Internet
program.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Louis Malafarina, CEO, Ripple
Effects Interactive
- Shane Pryal, Director of Business
Development, Ripple Effects Interactive
Taking it to the Next Level: Building a
Comprehensive Fundraising Program Through a Campaign
Michael Andreasen, assistant dean, Development and Alumni Relations at the
University of Michigan, will discuss approaches for developing a
successful and effective fundraising program.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Michael Andreasen, assistant
dean, Development and Alumni Relations, University of Michigan
Scoring Ink:
Specific Tips to Increase Your Odds of Generating Exposure in the Press
This session will offer 'take home' advice on how to find, package, and
place stories. McGauley and the firm he owns, Gehrung Associated,
have had success for 33 years in helping universities and colleges
(b-school, too!) score with significant visibility.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
PowerPoint
Presentation
- John McGauley,
President, Gehrung Associates
- Peter Rooney,
Gehrung Associates
Multiple Uses for Bylined Articles and
Editorials
Using real world examples, session illustrates how topic and timing are
key to getting bylined article or opinion pieces published by leveraging
shoestring resources. Once published, this session will show how to
use it repeatedly for school branding, positioning, and recruitment.
- Barbara Kane-Pilliod,
managing director, Lally School of Management and Technology, Rensselaer
Polytechnic Institute
New Dean's
Introduction to Development: Creating a Partnership
The presenter will share some prepared remarks and invite dialogue about
how a dean, especially a new dean, can be integrated into the ongoing
development activity. The session will emphasize both successes and
challenges. The discussion will range from discussion of planned
giving and the role of legal and financial advisors to identifying and
engaging alumni. The session will explore the productive tension
between the academic agenda and the giving agenda.
Objectives,
Key Points, Bibliography
- John Elliott, dean,
Zicklin School of Business, Baruch College, City University of New
York
Tips for
Development, Marketing, and PR Pros: How BizEd Magazine Can Help You Sell
Your School
The BizEd editorial process: how to successfully submit editorial
content/ideas to BizEd; guidelines for working with editors; how to
identify subject matter experts; and the benefits to including BizEd in
your school's promotional strategy.
Objectives,
Key Points, Bibliography
- Sharon Shinn,
Co-Editor, BizEd Magazine
- Roxanna Strawn, Assistant
Vice President of Marketing and Communications, AACSB International
Plenary II: A Day with Jerry Panas
In this workshop, Jerry Panas will explore such topics a the art of
asking and what motivates the large gift, including:
- The four major Magic
Questions and how to use them to ensure the gift
- Taking the fear out
of asking and coaching your volunteers
- Twenty-two major
factors that motivate major giving
- The work habits and
fundraising strategies of the greatest ones in the field
Objectives,
Key Points, Bibliography
 Handout
Jerold Panas, author,
Megagifts: Who Gives Them, Who Gets Them, and
Asking: A 59-Minute Guide to Everything Board Members, Volunteers, and Staff
Must Know to Secure the Gift
The Future isn't What
it Used to Be and Aim High: How to Ask for a Gift
An informal session that will further develop the topics presented during
his plenary session.
Objectives,
Key Points, Bibliography
-
Jerold Panas, author,
Megagifts: Who Gives Them, Who Gets Them, and
Asking: A 59-Minute Guide to Everything Board Members, Volunteers, and Staff
Must Know to Secure the Gift
Good to
Great: Actions for Effective Development
In a world of increasing
expectations of the business school in terms of fundraising, this session
will provide a dean's view of the development process. It will
provide insights into alternatives for organizational structures and tips
on how to frame the "deal: and how to close the
"deal." It also will provide a forum for discussions
concerning the challenges in fundraising—and
what to do with success! Participants will be encouraged to share
their own experiences.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Robert Clark,
dean, School of Business Administration, University of Evansville
eCRM - Using the
Internet to Drive Alumni Participation, Advancement, and Communications
Results
This session will look at the adoption of online constituent
relationship management (eCRM) solutions by higher education institutions
to advance alumni relations, communications, and development
objectives. Presenter Vina Bhagat will discuss best practices of
email marketing and online fundraising, and explain how online strategies
should be integrated with and support other forms of outreach.
Bhagat will share success stories from higher education institutions where
implementation of an eCRM approach yielded significant results in email
response rates, online giving, and donor acquisition and retention.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Vinay Bhagat,
founder and chief strategy officer, Convio Inc.
Branding, an Integrated Experience
The notion of branding is becoming widespread as the presence of
significant competition for business schools' product is becoming more and
more standardized through imitation, accreditation, and ranking. How
do you make your programs and schools stand apart in a competitive market?
How do you use integrated branding of your institution, faculty, or school
to attract and recruit the best and brightest to meet your strategic
objectives?
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Abol Jalilvand,
dean, Faculty of Management, Dalhousie University
- John McDonald,
director, External Relations, Dalhousie University
The Development
Professional in the Business School Setting - Competing Priorities and
Organizational Challenges
This highly interactive session will be divided into two parts. The
first will be to create awareness of the newly established Development
Professionals Affinity Group, and will include soliciting members and
establishing working committees. It also will include a short survey
instrument designed to determine the next three years’ objectives. The
second part, led by a panel of development professionals representing
diverse school organizational structures, will include case studies and
practical applications. Discussion topics will include: competing
priorities of various business school interests, organizational and
structural differences among business college development programs, and
other topics.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
PowerPoint
Presentation
- Maya Houston,
Director of Development, Jones Graduate School of Management, Rice
University
- Sandra Ogrosky,
Director of Development, Sam M. Walton College of Business University
of Arkansas
- Betsy Putman,
Director of Development, College of Business Administration, Northern
Arizona University
A Short Course on
Brand Based Media Relations
This session is designed for professionals who want to better
understand how to design and implement media relations strategies that
directly support their brand strategy. It will offer an introduction
to the concept of brand based media relations, along with the principles
that make it work. The primary focus of the presentation will
emphasize a straightforward set of steps that audience members can use at
their institutions when developing strategies to leverage their
investments in media relations as a marketing tactic.
Objectives,
Key Points, Bibliography
PowerPoint
Presentation
- Tim Westerbeck,
managing director and principal, Lipman Hearne
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