October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

Go Agile or Go Home!

#COR7 Corporate Track

103 D, Frontier Airlines Center


With the rapidly changing landscape of prospective student marketing channels, it is increasingly important to be able to adjust your marketing efforts as quickly as possible. While you may have an overall long-term marketing strategy in place, the concept of agile marketing focuses on developing shorter strategies in order to maximize flexibility. This way, the marketer can instantly and accurately measure the success of each campaign, which will then affect both the overall content strategy and the immediate next steps.

  • Some of the characteristics of agile marketing:Shorter marketing campaigns – Agile marketers may go as far as creating weekly or even daily campaigns that test the effectiveness of a marketing channel or the placement of an “Apply Now” button.
  • Larger variety of marketing channels – Effective marketers stay on top of emerging trends and marketing channels like Foursquare, but they have to become nimble enough to quickly take advantage of these new marketing avenues.
  • Constant measuring and adapting – In any agile environment, it’s crucial to analyze what worked and what didn’t work so that you can adjust your approach accordingly.
  • Awareness of ROI – The agile approach allows marketers to demonstrate the value of their efforts in a tangible way.
  • Strong focus on fresh content – Content is king and quality content is a significant driver of marketing success.



Joel Dixon
Solutions Consultant, Hannon Hill

Joel Dixon is a Solutions Consultant with Hannon Hill Corporation and a veteran speaker at higher education and web technology conferences, having previously spoken at HighEdWeb, PSEWEB, CMS Expo, and the Cascade Server User Conference. Over the last 6 years, he has worked with a variety of Cascade Server’s 180+ higher education organizations and gained valuable insights as they pursued web marketing efforts through website redesign projects and content management implementations. Prior to joining the Hannon Hill team, Joel worked in sales and marketing management within the financial services and home improvement industries. He has traveled extensively overseas in Asia, Europe and Africa, including study of Mandarin Chinese in mainland China. Joel graduated from Stanford University with a B.S. in Symbolic Systems/Human-Computer Interaction.