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Celia Ffrench

Vice President, Program Marketing Strategy
Herzing University

Celia Ffrench has more than 15 years’ experience within higher education marketing.  In her current role, she works to uncover unique market insights and position each of Herzing University’s ten ground-based campuses and online learning platform to their distinct strengths. Her style is a branded, direct response approach to student acquisition and retention.

Celia’s current obsession is brand storytelling through engaging, rich website and social media content. She believes that students today place a premium on content that can show value for the tuition paid and requires a message that combines inspiration with practical, realistic goals. From the time they first express interest in your school until the time they enroll, the average student has 100 digital interactions with your brand. With that many touch-points, a consistent and concise content strategy is a must have.

Prior to Herzing University, Celia held senior roles in a wide range of learning institutions, from nursing schools to fully online universities. She has won numerous awards for creative development and is a two-time Forbes Best of the Web award winner for website design and usability. She received a B.A. in Anthropology from the University of Iowa.

Celia Ffrench’s Session(s):


The Strategic Imperative of a Content Eco-System in Higher Ed Marketing

The journey from inquiry to enrollment can be a long one, especially for adult learners. A strategic content approach is vital to nurturing interest at all points along that continuum—from getting  the attention of prospective students and starting a conversation all the way to incenting application and registration. This presentation covers how Herzing University – a private nonprofit with 10 campuses across seven states – has boosted enrollment by engaging with students via a content ecosystem of multiple digital channels: social media, blog, email marketing and more.

Key takeaways:

  • What prospective students want/expect from their online information journey
  • Aligning student needs at each point in their journey with a “master plan” for your content ecosystem
  • Incorporating brand voice/brand storytelling
  • Setting appropriate goals and measuring success

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