In this episode, live from the American Marketing Association (AMA) Symposium in Las Vegas, Mallory dives into the insights shared by AMA co-chairs Teresa Valerio-Parrot, Principal of TVP Communications, and Stephen Jendraszak, AVP for Marketing at Emory University. They discuss the record-breaking attendance, the importance of community, and how higher ed marketing has evolved over the years to make a real impact.

Key Takeaways

• The AMA Symposium hit a milestone this year, with nearly 1,800 attendees, making it the largest event in the organization's history.
• Higher ed marketers now focus less on "earning a seat at the table" and more on leveraging their influence to benefit students, communities, and institutions.
• Building a strong community is key, both during the symposium and throughout the year, encouraging collaboration over competition.
• The symposium introduced new formats, like fireside chats, to foster genuine dialogue and connection among peers.
• Networking tips for first-time attendees include participating in organized meal groups, taking advantage of shared moments, and stepping out of comfort zones to form meaningful connections.
• Transparency and accessibility are focal points, with committee-led sessions offering insights on proposals and processes, ensuring inclusivity and encouragement for all members.

What makes the AMA Symposium significant this year?

This year’s AMA Symposium is historic, with nearly 1,800 attendees—the highest number ever recorded in AMA’s 35-year history. The co-chairs emphasized that higher ed marketers need a space to recharge and gain fresh perspectives, especially given the challenging years the industry has faced. The symposium is also the first event to combine both national and symposium-level programming, highlighting the strength and influence of higher education within AMA's network.

What are the main themes and goals for this year’s conference?

Reflecting on past symposiums, Teresa and Steven noted that marketing conversations have shifted dramatically. Initially focused on "getting a seat at the table," today’s discussions center on maximizing the influence that higher ed marketers already have. This year’s theme encourages marketers to prioritize students, communities, and institutional values over personal recognition. The goal is to foster a culture of purpose-driven impact rather than focusing on individual credit.

How does AMA promote community-building throughout the year?

The co-chairs emphasized the importance of fostering community within the higher ed marketing industry, not only during the symposium but year-round. They encouraged attendees to look for opportunities to connect beyond formal sessions, such as meeting in informal settings like the gym or at meals organized by institution type. This emphasis on community is seen as vital for long-term support and collaboration in a field that often presents challenges.

What unique session formats were introduced this year?

One of the unique formats introduced was the fireside chat, which allows participants to engage in casual yet insightful conversations. Unlike traditional presentations, fireside chats bring industry peers together to discuss shared experiences, fostering a "fly on the wall" perspective where attendees can witness organic exchanges. This format aims to provide attendees with real-world perspectives and strengthen the connections within the community.

How can first-time attendees make the most of their experience?

For newcomers, the symposium can feel overwhelming due to the large number of sessions and networking opportunities. Steven and Teresa advised first-timers to participate in organized tables during meals and actively introduce themselves to others. Attendees were also encouraged to make the most of unexpected networking moments, such as chats in elevators or brief encounters in shared spaces. For introverted attendees, they suggested finding familiar faces in common spaces as a way to break the ice and build connections.

What ongoing support and opportunities does AMA offer to its community?

Beyond the conference, AMA continues to support its community through accessible resources and initiatives that encourage engagement throughout the year. Teresa highlighted a recent podcast episode aimed at helping marketers develop strong proposals and previewed upcoming "ask the committee" sessions designed to increase transparency. AMA’s goal is to provide consistent opportunities for marketers to participate, learn, and share their unique strengths with peers, ensuring the community’s growth and support year-round.

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Mallory Willsea 
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