Live at AMA: It’s About Impact

11/11/24 • 16 min

In this episode, live from the American Marketing Association (AMA) Symposium in Las Vegas, Mallory dives into the insights shared by AMA co-chairs Teresa Valerio-Parrot, Principal of TVP Communications, and Stephen Jendraszak, AVP for Marketing at Emory University. They discuss the record-breaking attendance, the importance of community, and how higher ed marketing has evolved over the years to make a real impact.

Key Takeaways

The AMA Symposium hit a milestone this year, with nearly 1,800 attendees, making it the largest event in the organization's history.
Higher ed marketers now focus less on "earning a seat at the table" and more on leveraging their influence to benefit students, communities, and institutions.
Building a strong community is key, both during the symposium and throughout the year, encouraging collaboration over competition.
The symposium introduced new formats, like fireside chats, to foster genuine dialogue and connection among peers.
Networking tips for first-time attendees include participating in organized meal groups, taking advantage of shared moments, and stepping out of comfort zones to form meaningful connections.
Transparency and accessibility are focal points, with committee-led sessions offering insights on proposals and processes, ensuring inclusivity and encouragement for all members.

What makes the AMA Symposium significant this year?

This year’s AMA Symposium is historic, with nearly 1,800 attendees—the highest number ever recorded in AMA’s 35-year history. The co-chairs emphasized that higher ed marketers need a space to recharge and gain fresh perspectives, especially given the challenging years the industry has faced. The symposium is also the first event to combine both national and symposium-level programming, highlighting the strength and influence of higher education within AMA's network.

What are the main themes and goals for this year’s conference?

Reflecting on past symposiums, Teresa and Steven noted that marketing conversations have shifted dramatically. Initially focused on "getting a seat at the table," today’s discussions center on maximizing the influence that higher ed marketers already have. This year’s theme encourages marketers to prioritize students, communities, and institutional values over personal recognition. The goal is to foster a culture of purpose-driven impact rather than focusing on individual credit.

How does AMA promote community-building throughout the year?

The co-chairs emphasized the importance of fostering community within the higher ed marketing industry, not only during the symposium but year-round. They encouraged attendees to look for opportunities to connect beyond formal sessions, such as meeting in informal settings like the gym or at meals organized by institution type. This emphasis on community is seen as vital for long-term support and collaboration in a field that often presents challenges.

What unique session formats were introduced this year?

One of the unique formats introduced was the fireside chat, which allows participants to engage in casual yet insightful conversations. Unlike traditional presentations, fireside chats bring industry peers together to discuss shared experiences, fostering a "fly on the wall" perspective where attendees can witness organic exchanges. This format aims to provide attendees with real-world perspectives and strengthen the connections within the community.

How can first-time attendees make the most of their experience?

For newcomers, the symposium can feel overwhelming due to the large number of sessions and networking opportunities. Steven and Teresa advised first-timers to participate in organized tables during meals and actively introduce themselves to others. Attendees were also encouraged to make the most of unexpected networking moments, such as chats in elevators or brief encounters in shared spaces. For introverted attendees, they suggested finding familiar faces in common spaces as a way to break the ice and build connections.

What ongoing support and opportunities does AMA offer to its community?

Beyond the conference, AMA continues to support its community through accessible resources and initiatives that encourage engagement throughout the year. Teresa highlighted a recent podcast episode aimed at helping marketers develop strong proposals and previewed upcoming "ask the committee" sessions designed to increase transparency. AMA’s goal is to provide consistent opportunities for marketers to participate, learn, and share their unique strengths with peers, ensuring the community’s growth and support year-round.

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Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/

Key Takeaways

The AMA Symposium hit a milestone this year, with nearly 1,800 attendees, making it the largest event in the organization's history.
Higher ed marketers now focus less on "earning a seat at the table" and more on leveraging their influence to benefit students, communities, and institutions.
Building a strong community is key, both during the symposium and throughout the year, encouraging collaboration over competition.
The symposium introduced new formats, like fireside chats, to foster genuine dialogue and connection among peers.
Networking tips for first-time attendees include participating in organized meal groups, taking advantage of shared moments, and stepping out of comfort zones to form meaningful connections.
Transparency and accessibility are focal points, with committee-led sessions offering insights on proposals and processes, ensuring inclusivity and encouragement for all members.

What makes the AMA Symposium significant this year?

What are the main themes and goals for this year’s conference?

How does AMA promote community-building throughout the year?

What unique session formats were introduced this year?

How can first-time attendees make the most of their experience?

What ongoing support and opportunities does AMA offer to its community?

- - -
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/

Previous Episode

Why We're Here

In this milestone 40th episode of The Higher Ed Pulse, hosts Mallory and Seth take a reflective turn as they explore why they, and so many others, choose to stay and work in the higher education space. The duo unpacks their personal motivations and the deeper sense of purpose tied to higher ed’s mission. The episode covers personal experiences, family legacies, and the sense of impact they’ve found in the industry.‍

Key Takeaways

Higher education offers a unique sense of purpose and mission, providing access to education and promoting social mobility.
The industry fosters long-lasting personal and professional relationships that feel like family.
Working in higher ed allows for creativity, innovation, and the opportunity to tackle real-world problems.
The impact on students' lives, particularly through graduation, keeps many professionals dedicated to this field.
Higher ed is not just a job, but a platform for continuous innovation and meaningful work.

Why do Mallory and Seth stay in higher education?
In this episode, Mallory and Seth reflect on why they’ve remained in higher education for over a decade. Both hosts admit they stumbled into the field but found lasting reasons to stay. For Seth, it’s a deeply personal family legacy—his grandfather was a college president, and education runs deep in his family. For Mallory, growing up in an economically challenged area instilled a passion for providing access to education and social mobility. Both agree that working in higher ed allows them to make a meaningful impact on students’ lives, making it far more rewarding than other industries they once considered.

What kind of impact does working in higher ed have?
Seth emphasizes the tangible impact higher ed professionals can have on students, especially at graduation when the results of years of effort are fully realized. He shares how rewarding it is to maintain connections with students long after they graduate and see the ripple effects of their education. Mallory adds that higher ed tackles real-world problems, such as improving access to education for underprivileged communities, making the work feel purposeful and high-stakes. This sense of purpose, combined with creativity and innovation, keeps them both engaged and passionate about their work.‍

What opportunities does higher education offer to professionals?
Seth talks about the unique professional opportunities the industry provides, including access to incredible people, from renowned scholars to inspiring students. He recalls highlights from his career, such as producing commercials and large-scale shoots for universities across the country. The industry, while not traditionally known for innovation, has given Seth countless chances to push creative boundaries and make a visible impact. Mallory echoes this sentiment, explaining that she is driven by the opportunity to innovate within a shrinking but evolving industry, where disruptive solutions are not just needed, but welcomed.

Why is the higher ed community so important?
Both hosts agree that the relationships they’ve built within the higher ed space are one of the main reasons they continue to stay. Seth and Mallory reflect on their long-standing friendship, as well as the camaraderie and support they’ve found in the broader higher ed community. Whether it’s meeting colleagues at conferences, staying connected on social media, or collaborating on projects, the relationships they’ve formed in this industry feel more like family than just professional acquaintances. Mallory notes how these connections make working in higher ed not just fulfilling but fun, even recounting an impromptu trip to a tattoo shop with higher ed colleagues during a conference in LA.

- - -
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

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Next Episode

Live at AMA: Live at AMA: Empowering Advancement Marketing Through AI

In this special episode of the Higher Ed Pulse podcast series, recorded live at the American Marketing Association (AMA) conference, Mallory Willsea speaks with Dan Giroux, AVP of Advancement Communications & Stewardship at Drexel University. With a focus on personalized engagement, operational efficiency, and AI-powered predictive analytics, Dan shares insights on leveraging technology to enhance advancement efforts and build meaningful relationships with donors.

Key Takeaways

AI’s Role in Advancement: AI tools, like ChatGPT, offer efficiency and personalization opportunities in advancement, filling gaps for teams with limited resources.
Predictive Analytics Potential: AI can transform donor engagement by analyzing data to inform outreach strategies, predict giving patterns, and improve campaign development.
Institutional AI Integration: The higher education sector awaits seamless AI integration within existing platforms, which will likely drive widespread adoption in advancement.
Practical Use Cases for AI in Advancement: From drafting content to strategic donor engagement, AI provides practical solutions to ongoing challenges in advancement.
Continuous Learning with AI: For advancement professionals, embracing AI through regular exploration and experimentation is essential to staying ahead in the evolving higher ed landscape.

Why Does AI Matter in Advancement?
The podcast opens with Dan explaining the importance of AI in advancement efforts, especially as these teams face increasing demands and limited resources. AI provides ways to automate tasks, personalize engagement, and support decision-making—all critical in the alumni and donor relations space. By using AI tools, advancement teams can streamline workflows and communicate more effectively with constituents, enhancing overall efficiency without adding headcount. This is especially useful for content creation, such as personalized donor thank-yous, targeted emails, and solicitations, which often require a consistent tone of voice and branding.

Addressing Resource Constraints with AI
Mallory and Dan discuss a significant challenge in advancement: open positions and budget constraints. Dan notes that Drexel University’s advancement team has faced unfilled positions for two years. For teams stretched thin, AI serves as a valuable tool to tackle basic but essential tasks, like generating first drafts of communications or tailoring messages to different donor levels. This capability not only relieves pressure on understaffed teams but also ensures a more personalized experience for constituents. AI allows smaller teams to handle large volumes of content and maintain a cohesive voice, a function once dependent on extensive editorial guidelines.

Current AI Tools in Advancement: Are We There Yet?
Mallory inquires about AI’s integration into existing tech stacks within advancement. Dan explains that while some AI features are starting to appear in niche tools, broader integration into major platforms like Salesforce or Anthology Encompass is still in its early stages. Institutions are beginning to explore AI’s potential, with tools like “AI gift officers” gaining attention, though the landscape is still developing. Without comprehensive institutional support, many professionals are experimenting with AI independently, often without clear guidance. As more universities form task forces to evaluate ethical AI use, these technologies will likely become better integrated into the advancement workflow.

Predictive Modeling and Donor Engagement
The conversation turns to predictive analytics as a promising AI use case in advancement. Dan suggests that AI’s potential for donor engagement lies in analyzing donor history to create targeted outreach and even develop customized offers. By understanding constituent patterns, advancement teams can make strategic decisions about where to invest their time and resources. While true AI-driven predictive modeling in advancement may not yet be fully realized, this approach could transform campaign development and improve ROI by identifying the most promising donor segments.

Preparing for Strategic Shifts in Advancement Marketing
Looking ahead to his AMA session, Dan previews how he plans to address ongoing strategic shifts in advancement marketing. Drawing on his experience at Drexel, he’ll discuss how teams can stay adaptable and evolve even as industry changes continue to accelerate. Attendees can expect insights on managing advancement amidst shifting priorities and learning to position advancement as a strategic university partner. These themes resonate across advancement, university marketing, and college-based roles, making them applicable for a broad audience seeking to elevate their strategies.

The Value o...