The 2024 AMA Symposium for the Marketing of Higher Education has wrapped up, leaving us inspired and motivated to tackle the evolving challenges in higher ed marketing. This year’s event, held in Las Vegas, gathered marketing leaders, educators, and innovators from across the country to share insights, strategies, and future-focused ideas. With sessions covering topics like digital transformation, student engagement, data analytics, and branding, AMA 2024 provided a rich environment for learning and collaboration.
KWALL’s Idea Exchange
In this session led by KWALL, entitled “Harnessing AI for Higher Ed: Transform Your Digital Marketing Game”, attendees explored how AI-driven tools and insights are transforming digital marketing strategies in higher education. The discussion highlighted practical ways to leverage AI for personalized content, predictive analytics, and enhanced student engagement. Attendees walked away with actionable strategies for using AI to drive recruitment, improve retention, and streamline marketing workflows, positioning their institutions for success in a competitive landscape.
Networking Highlights
Between sessions, attendees had ample time to connect, collaborate, and share ideas with peers from around the country. From morning coffee meet-ups to our happy hour event with KWALL, the networking aspect of the symposium fostered meaningful conversations and forged connections that will last well beyond the
event.
Key Takeaways
Innovations in Higher Ed Marketing Technology
The exhibit hall showcased cutting-edge marketing tools that are revolutionizing the way institutions approach branding, content, and analytics. From AI-driven insights to CRM solutions designed for education, the technology available to marketers in higher ed has never been more powerful.
Harnessing Data-Driven Marketing
One of the biggest themes this year was using data not just to analyze but to predict trends in student engagement and retention. In various sessions, we learned how colleges and universities are harnessing data analytics to create more personalized and impactful experiences for prospective and current students alike.
Storytelling as a Tool for Connection
Building authentic, compelling narratives remains crucial for connecting with students. Through storytelling workshops and keynotes, we explored how universities are crafting narratives that resonate with students’ values, from highlighting diversity and inclusion to emphasizing career pathways. This year’s symposium reinforced the power of storytelling as the heart of effective marketing.
Adapting to Gen Z’s Digital Expectations
As Gen Z becomes the primary demographic in higher education, schools are redefining their approach to digital channels. With mobile-first strategies, we saw how schools are adapting to reach this tech-savvy audience in ways that feel authentic and aligned with their digital consumption habits.
Driving Collaboration Across Departments
Many sessions this year emphasized the importance of breaking down silos. Marketing, admissions, student affairs, and alumni relations all need to collaborate closely to create a seamless journey for students from prospective applicants to engaged alumni. The symposium highlighted successful examples where cross-departmental collaboration made a tangible impact on the student experience.
Brand Development and Reverse Engineering
Developing and refining a brand strategy was highlighted as a key component of success in higher education. Through reverse engineering, institutions are analyzing their brand touchpoints and interactions to reshape their branding efforts from the ground up, ensuring alignment with both institutional values and student expectations.
Looking Ahead
The 2024 AMA Symposium has energized us with fresh insights and actionable strategies to elevate higher ed marketing. As we apply these new ideas, we’re excited to see their impact across the industry. Thank you to everyone who contributed to making this event such a success! We’re already looking forward to connecting again at AMA Symposium 2025!
Want to bring the latest in digital marketing and engagement strategies to your institution? Reach out to KWALL to learn how we can help you turn innovative ideas into powerful solutions for your campus. Stay tuned for more updates and in-depth insights on our blog as we dive into the future of higher ed marketing!
