The 2024 AMA Symposium for the Marketing of Higher Education brought together an incredible mix of higher ed marketers, edtech innovators, and industry leaders in the lively city of Las Vegas.
As first-time AMA attendees, we were filled with curiosity and anticipation. Over the course of two packed days, we explored cutting-edge strategies, from leveraging AI to rethinking student engagement, all while connecting with over 1,800 professionals who share a passion for shaping the future of higher ed.
Here’s a recap of our top moments and key takeaways:
Our visit to The Sphere in Las Vegas was nothing short of inspiring. There, we watched Postcard From Earth, a sci-fi journey that transported us far into the future, where humanity’s descendants look back on Earth’s beauty and fragility from far away in the cosmos.
The breathtaking visuals and compelling narrative made us feel like we were floating between time and space. More than a spectacle, it was a thought-provoking experience, leaving us with a renewed sense of responsibility to care for our planet. It was a powerful way to set the tone for the conference: reflecting on the present and preparing for the future.
The Strip was buzzing, as always, and we couldn’t help but try our luck at a few casinos (five, to be precise). Against all odds (and some questionable decisions), we walked away as winners—though just barely. But honestly, it wasn’t the slot machines or blackjack tables that won us over. It was the city itself: a whirlwind of energy, color, and surprises waiting around every neon-lit corner.
Walking into the conference felt like stepping into a buzzing hive of energy. Over 1,800 higher ed pros under one roof, all ready to exchange ideas, share stories, and talk about the future of education. It was bigger than we expected, and it didn’t disappoint.
Have you ever walked into a room and thought, “Yeah, these are my people”? That’s exactly how it felt. We bumped into familiar faces, met a bunch of new ones, and even had a few of those “Wait, don’t I know you from somewhere?” moments that make you laugh. The sessions weren’t just useful—they got us thinking in new ways, sparking ideas we couldn’t wait to bring back and try out.
Vendors, partners, and clients we work with were all there, creating an incredible space to deepen relationships and forge new ones. This wasn’t just another conference. It was a chance to roll up our sleeves, make connections, and get inspired about the big picture. Honestly, it felt like a reunion, a brainstorm, and a pep rally all rolled into one.
The conference kicked off with a bang as Jamie Ceman and Nicholas Ladany took the stage to share the audacious story of rebranding their institution. They didn’t just tweak a logo or revamp a tagline—they reimagined everything.
From overhauling curriculum design to weaving AI into the academic curriculum, they laid out a bold blueprint for building a university entirely from scratch. Their ultimate mission? To create a truly student-first institution. It was inspiring, visionary, and, yes, a bit intimidating—but it was a powerful reminder of what’s possible when students take center stage.
Then came Steve Robbins, who delivered a mind-blowing session on the neuroscience of inclusion. He broke down the science behind belonging, revealing that it’s not just a nice-to-have—it’s hardwired into our biology. Robbins expertly blended research with actionable insights, showing how to cultivate spaces where everyone feels valued and can succeed. It was one of those talks that sticks with you long after the applause ends.
Kathleen Mabley, Anna McBrayer, Randi Ungar, and William Hajjar emphasized the importance of defining your institution’s value proposition, aligning strategic goals with KPIs, and leveraging both qualitative and quantitative data to understand and serve your students better. As someone deeply invested in performance measurement, their insights on end-to-end ROI tracking really resonated. (I’ll save my deeper thoughts on that for another post!)
The day wrapped up with Rohit Bhargava’s keynote on being a non-obvious thinker. His message was clear: in a world filled with noise, the ability to see what others miss is your biggest competitive advantage. His session reminded us of the importance of creativity, empathy, and curiosity in solving the complex challenges that higher ed faces today.
The second day brought even more valuable insights. Steven Rutt from ACU and Chris Roberts of CloudControlMedia kicked things off by sharing how their partnership drove a 23% increase in enrollment at ACU. Their secret? Goal alignment, data-driven decision-making, and open lines of communication. It was a powerful reminder that the heart of higher ed marketing success lies in teamwork and trust.
Christy Davis of Marigold followed with a refreshing mantra for student messaging: “Less is more.” She championed concise, brand-consistent communication to help universities cut through the clutter and truly connect with students.
One of the most impactful talks came from Justin Vogt of Fuseideas, who presented findings from The State of the American College Student study. He emphasized the importance of addressing both financial and emotional wellness in university messaging to build trust with prospective students. A lesson we can’t afford to ignore.
Wrapping up the day, Shelly Heinrich and Teresa Mannix from Georgetown University shared their inspiring story of launching an Executive MBA program in Dubai. Their success—filling the first class in just two months—was rooted in cultural sensitivity and forming strategic local partnerships, a testament to the power of strategic, empathetic marketing.
One of the most exciting moments was sitting down with Brian Piper to record a podcast episode on the impact of AI in SEO and higher ed marketing. It’s not every day you get to dive deep into such forward-thinking topics with someone who shares your passion. We discussed how AI is transforming search and why higher ed institutions must adapt to meet students where they are. Stay tuned for the full episode—it’s one you won’t want to miss!
Another highlight was connecting in person with Bart Caylor and Troy Singer, two individuals whose thought leadership in higher ed marketing has long inspired us. Our conversations not only reinforced our admiration but also sparked exciting new ideas. We’re eager to see how these exchanges shape future collaborations.
Let’s not forget our dinner and late-night chats with our friends Raffi and Erjon from Eri Design. We talked about life, business, and the shared challenges of growing a company in the higher ed space. It’s rare to find people who align so closely with your vision, and we’re excited to see where this shared journey takes us in the future.
This year’s AMA Symposium wasn’t just a conference; it was a catalyst for change. The insights we gained and the connections we made will undoubtedly shape our strategies moving forward at Manaferra.
In fact, we’re so inspired that we’re jumping in headfirst as sponsors of next year’s AMA conference! Find us at the exhibition hall in National Harbor, MD, where we’ll be ready to spark even more conversations, connections, and, of course, big ideas.
The event was a bold reminder that higher ed isn’t without its challenges, but the chances to innovate and grow? They’re endless. As marketers, we have the power—and the responsibility—to lead the way through change.
A massive thank you to the brilliant speakers, energizing attendees, and the AMA team for crafting an unforgettable experience. Here’s to the future—see you next year!
CEO, Co-Founder
Faton is the Co-founder & CEO of Manaferra and someone who wakes up every morning seeing endless possibilities to progress and help others make a difference, for the better. That thought then translates everything he does to see both the team and clients move forward.
Faton is the Co-founder & CEO of Manaferra and someone who wakes up every morning seeing endless possibilities to progress and help others make a difference, for the better. That thought then translates everything he does to see both the team and clients move forward.
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