~Rachel Ehrenberg, Assistant Director of Marketing and Communications
Attending the 2025 Carnegie Higher Ed Conference in Orlando, FL was an incredible experience filled with thought-provoking sessions, inspiring speakers, and meaningful networking opportunities. I walked away with new insights into how we can better engage students, leverage data-driven marketing strategies, and adapt to the evolving higher education landscape.
I was fortunate to attend this conference thanks to the Chancellor’s Staff Development Grant, which provided me with the opportunity to learn from industry experts, connect with other higher ed professionals, and bring valuable insights back to Rutgers School of Business–Camden (RSBC). A huge thank you to the Chancellor’s Office for supporting my professional development and making this experience possible.
This conference was hosted at Walt Disney World, making it an especially meaningful experience for me. As a former Walt Disney World cast member, it was truly special to be back—this time not as an employee, but as a representative of Rutgers. Disney has always been a place of innovation, storytelling, and excellence, and those themes carried through the conference sessions as we explored the future of higher education marketing.
With so many engaging presentations and discussions throughout the conference, it was difficult to choose just a few highlights. However, these were the sessions that stood out to me the most and provided key takeaways that I can bring back to my work.
Eric Dawson’s keynote, The Kids Are Alright: How Gen Z is Changing the World and Why It Matters, emphasized the power and influence of today’s students. Gen Z is not only eager to change the world but also controls a staggering $3 trillion as consumers. They are highly values-driven, willing to wait for brands that align with their beliefs, and often lack access to the social and financial capital needed to launch their ideas. This presents an opportunity for institutions like Rutgers to build brand partnerships that create real impact.
Azeem Ahmad’s session, How to Become a Data-Driven Marvel, reinforced the importance of understanding how different media formats capture attention. Whether it’s social media, podcasts, or video content, the key is ensuring that ad spend is optimized for the right platform. The takeaway? Higher ed marketing must lean into storytelling through multimedia—podcasts, AI-powered video content, and testimonials that feel personal and engaging.
David Mannheim’s talk, You Are What You Eat, highlighted a common pitfall in marketing—focusing too much on conversion rates without considering the bigger picture. He reminded us that when a measure becomes a target, it ceases to be a good measure, urging marketers to think beyond immediate conversions and focus on long-term engagement.
Paul LeBlanc and Shankar Prasad’s session underscored the urgency of adapting to student expectations. The value of higher education is under scrutiny, and prospective students, especially adult learners, now expect institutions to conform to them, not the other way around. With AI rapidly transforming industries and many students making enrollment decisions in just weeks, higher ed marketing must be faster, more personal, and community driven. Key takeaways:
- Speed to lead is critical, responding to inquiries within 3-8 minutes can make or break enrollment.
- Students want to be the hero of their own story—data alone won’t convince them; storytelling will.
- Marketing is more important than ever as enrollment challenges continue to grow.
Miracle Inameti-Archibong’s talk, Beyond the Algorithm, shed light on how search and AI are shaping digital marketing. With 59% of searches ending without a click, universities need to focus on enhancing their click probability and building strong brand identity in search. She also highlighted the increasing importance of accessibility—$17.1 billion in potential spending is lost due to inaccessible websites. Ensuring our digital presence is ethical, transparent, and inclusive will be key to building trust with prospective students.
A key theme throughout the conference was the idea that we’re not just marketers—we’re memory makers. Whether through storytelling, digital engagement, or student experiences, our job is to create moments that stick.
Beyond the sessions, I had the chance to connect with other higher ed professionals to discuss best practices for Salesforce, tracking conversions, and optimizing landing pages. These insights will directly impact how we refine our marketing strategies at RSBC.
With so many valuable takeaways from the conference, these were just a few of my personal highlights. I am incredibly grateful to the Chancellor’s Office for giving me this opportunity through the Staff Development Grant. This experience has not only expanded my knowledge but has also provided me with strategies and inspiration to help drive the success of our institution.
I am excited to bring these ideas back and continue shaping the way we connect with students in meaningful, impactful ways.