Open + Connected

Session Details

Goal-Driven Web Strategy: Implementing Technology with an Eye on ROI

MMP7 Marketing, Management, and Professional Development Track

Wright C


You've integrated technology into your marketing plan, but can you tell if it's working? Now more than ever, it's important to continually monitor your online marketing strategies to ensure they are optimized for success. This presentation will teach you how to develop your online marketing strategies in a way that allows you to measure their success, and we will walk through real world examples of calculating the return on investment of your online efforts.

This presentation is about giving the audience practical, applicable information that they can take back to their institutions and start using immediately.


Karlyn Morissette
President and Principal Consultant, DoJo Web Strategy

Karlyn Morissette is a thought leader and innovator in higher education. She was one of the first full-time admissions e-communications managers in the country, pushed email marketing to new heights of segmentation before it was common practice, and implemented one of the earliest student blogging programs on the Web. Today, as the president and principal consultant of DoJo Web Strategy (, Karlyn helps universities to integrate goal-driven Web strategies into their current marketing plans. She is an invited speaker at conferences around the country, and is one of the most prolific bloggers in higher education, publishing regularly at both and