IU Online Speaker Series
The Basement: Digital Marketing in the World of Online Education
May 22, 10am to noon ET
Session
Representatives from IU's agency of record, The Basement, will provide insight on the current and future state of digital marketing and how it can serve to benefit the online education landscape by reaching audiences at each stage of the marketing funnel. By referencing in-progress campaign efforts and market trends, the group will address the ways in which digital marketing tactics can efficiently and effectively increase exposure, engagement and—ultimately—enrollment.
Speaker Bios
Sam Hobbs, Senior Marketing Analyst
As a senior marketing analyst, Sam captures and analyzes data to gather insights into customer behavior and campaign performance. Prior to joining The Basement, Sam worked as a marketing strategist at a local Indianapolis agency. She then moved to a healthcare analytics company and became an implementation project manager. This combination of experience led her back to the agency life she loves, where she brings an interesting, strategic, growth-oriented approach to marketing analysis. Sam graduated from Olivet Nazarene University in May of 2017 with degrees in marketing and communications. Originally from the Detroit area, Sam loves exploring the growing Indianapolis culinary and cocktail scene, operating her church’s community food pantry, and reading novels with her Mini Goldendoodle next to her.
Kendall Flynn, Account Executive
As account executive, Kendall works as an advocate for her clients and their goals. She facilitates communication and moves projects forward by serving as the lead client contact and liaison to internal teams. Kendall goes to work every day with the goal of making others' lives easier. A fellow Butler Bulldog to many of her Basement colleagues, Kendall began her marketing career in 2016. Throughout her career, she’s served clients across numerous industries from healthcare to higher education. She has worked with Indiana University since joining The Basement at the start of 2021 and feels right at home. While not at work, Kendall enjoys cuddles with her Bernedoodle pup and visiting her family and friends for a long weekend.
Nick Merlina, Campaign Manager
As campaign manager, Nick works on the full scope of a client's campaign from planning to execution. He leads efforts across the full flight to optimize on all facets and ensure efficient delivery. Nick has worked with clients on a number of different verticals, but specializes in higher education since joining The Basement in February 2022. He started his career in digital content and website development, holding positions with both the Chicago Blackhawks and Indianapolis Colts before shifting to a higher focus in marketing with his role at The Basement. Nick resides in Indianapolis, Indiana with his wife and their puppy, Willow. Outside of his passion for delivering strong performance for his clients, Nick is an avid sports fan, cheering on his hometown Colts whenever possible.
Lizzy Morehouse, Manager and Integrated Planner
As integrated planner, Lizzy is responsible for the strategy and execution of key media campaigns, as well as the media lead for IU campaigns executed by The Basement. Lizzy also works on adjacent higher education clients like Illinois College and Butler University since joining The Basement in August 2022. She started her career at Razorfish Seattle, working on the Hulu brand awareness and lead generation initiatives. She also led media strategy for clients like Regence Blue Cross Blue Shield, Hydro Flask and Osprey backpacks at Seattle’s Cole & Weber, now known as Wunderman Thompson Seattle. Lizzy resides in Portland, Oregon with her husband and two cats. You can find her passionately talking about the importance of video and native media as well as discussing the latest Vanderpump Rules drama.
Mega Stealth Shopping
Savon Sampson, Senior Director, Strategic Research, EAB
April 4, 2pm to 4pm ET
Session
Sampson will discuss behavioral changes among prospective students, who increasingly engage in “stealth shopping” rather than respond to traditional marketing and recruitment efforts. She’ll describe how adult learners, as well as Gen Z students, approach the return to school, and how prospects’ expectations for engagement impact institutions’ ability to attract them. She’ll provide tips about the kinds of messages and techniques that resonate with today’s consumers.
Speaker Bio
Savon Sampson has nearly 15 years of experience leading marketing strategy in healthcare and higher education. She was previously part of EAB’s Adult Learner Recruitment team, where she developed innovative marketing, recruitment, and program growth strategies to foster enrollment and revenue growth. Savon currently serves as an enrollment, marketing, professional, and adult education expert for EAB's Strategic Research team. She is passionate about, and specializes in, helping institutions around the world solve complex marketing and enrollment challenges.
Outside of EAB, Savon is engaged in her community. She currently serves as a board member and chair of the Innovative Grants Committee for the Henrico Education Foundation. Savon also serves on the Board of Trustees for her alma mater, Hollins University. She is also a recent president of the Junior League of Richmond, Virginia.
Savon holds a bachelor’s degree in economics from Hollins University. She is also pursuing her Executive MBA at the College of William and Mary with a June 2024 completion date.
Bachelor's Market Update Overview
Clint Raine, Senior Analyst, Eduventures
March 15, 10am to noon ET
Description to be announced.