2025 Carnegie Digital Marketing Workshop

As online safety concerns grow, platforms like Meta, TikTok, Snapchat, and LinkedIn are implementing stricter audience restrictions and protective tools for younger users. This session explores the implications of these changes on advertising strategies and offers actionable insights to adapt campaigns effectively within the evolving regulatory landscape.

The online education landscape—including degree completion, graduate programs, and non-credit offerings—has undergone unprecedented change, with no signs of slowing down. Political uncertainty, increasing competition, dissatisfaction with traditional business models, and mounting revenue pressures have left colleges and universities searching for new solutions to not only grow but, in some cases, survive.

In this session, we’ll examine the key trends shaping the future of online programs, the challenges institutions must navigate, and the opportunities available to drive enrollment and retention. We’ll also explore how an “OPX” approach—an unbundled, full-funnel solution—helps institutions augment and amplify their capabilities, delivering best-in-class online programs and a competitive advantage in an evolving market.

As community colleges prepare for the FY '26 budget cycle, ensuring marketing dollars go further is more critical than ever. This session will explore how institutions can stretch limited resources to maximize student engagement and drive measurable results. Learn how to leverage hyper-targeted digital strategies, optimize campaign performance with data, and showcase ROI to strengthen budget requests. Walk away with practical insights to help your institution navigate budget constraints while maintaining a strong marketing presence throughout the year.

Get the web content marketing recipe to unlock higher brand awareness, website traffic, and conversions in the age of AI. In this session, we will discuss the shift from search engine optimization to search experience optimization with the rollout of AI-powered generative engines. You will learn how to utilize thought leadership content to address student needs and discover ways to maximize your marketing results by repurposing content into different formats.

Streaming platforms are evolving rapidly, reshaping how audiences consume content and engage online. This session delves into the latest trends in streaming, including platform preferences, emerging content formats, and Carnegie’s enhanced approach to attribution tracking. Gain actionable insights on integrating these trends into a digital strategy tailored to colleges and universities. Learn how to leverage streaming effectively for brand awareness, student recruitment, and community building.

Explore the advanced capabilities of Google Analytics 4 (GA4) for tracking, analyzing, and leveraging data to drive strategic decisions. This session highlights innovative approaches to understanding user behavior, such as monitoring application submissions, evaluating campaign performance, and uncovering insights across the student journey. Learn how institutions are using GA4 to refine their strategies and achieve measurable results.

You invest thousands of dollars each year to drive prospective students to your website—but what happens once they get there? Is your site truly user-friendly and effective? Are visitors finding the information they need, or are they dropping off before taking action?

Through the science of Conversion Rate Optimization (CRO), we uncover data-driven insights to better understand user behavior and intent—helping you make strategic, incremental improvements through experimentation that drive higher inquiries, applications, and enrollments.

Join us as we break down CRO for higher education—what it is and why it matters.