Walk into the AMA Higher Ed Symposium, and you’ll feel it before you even find your badge … the pulse of a community that’s equal parts classroom, reunion, and group therapy for higher ed marketers who rarely get to hit pause.
I’ve experienced AMA from every angle — on stage, behind the mic, at the sponsor booth, and now on the programming committee. What keeps me coming back isn’t the agenda (though it’s stacked). It’s the spark. The reminder that higher ed marketing isn’t a solo sport; it’s a shared mission.
So if you’re headed to National Harbor next week, bring your curiosity, your caffeine, and your best pair of conference shoes.
Here’s how to make this year’s AMA truly worth the trip.
1. Start Before You Arrive
The people who get the most out of AMA don’t wait until check-in.
Post on LinkedIn that you’re heading to National Harbor. Tag #AMAHigherEd. Reconnect with someone you met last year or line up a coffee chat with a new voice you’ve been following. Don’t wait for serendipity.
Pro tip: AMA has a private group on Facebook with 2,000+ higher ed members. This is a great place to introduce yourself and start building your conference crew early.
2. Build a Smarter Schedule
AMA’s agenda is packed with more than 100 sessions, from pre-conference workshops to fireside chats. Don’t wing it.
Start with the why behind your trip. Need new ideas for creative storytelling? Looking to re-energize your team culture? Aspiring to move into leadership? Build around that.
Without a doubt, I’ll be sitting front row at these three sessions:
- Todd Henry’s Opening Keynote, “Creativity, Bravery, and Brilliance” | Monday at 8:30am
If you’ve read “The Accidental Creative” or heard his podcast, you already know Henry has a gift for turning abstract ideas into frameworks you can actually use. His concept of “The Brilliance Engine” is tailor-made for higher ed teams trying to stay prolific and healthy in an era of shrinking budgets and growing expectations. Expect to walk away with the language and courage to build braver and more creative teams back home. - “How Students Use AI in the College Research and Admissions Process” with U.S. News & World Report | Monday at 1:30pm
This first-of-its-kind survey reveals how students are already using AI tools to explore colleges, craft essays, and navigate applications. These are insights every marketer should have on their radar for 2025 and beyond. - Fireside Chat: “Salary Truths and Career Moves in Higher Ed Marketing” | Tuesday at 4pm
Every year, there’s one session that becomes hallway legend. My bet is on this one. You’ll hear directly from leaders across institutions about salary gaps, negotiating your worth, and knowing when to make a move. You’ll leave with both data and confidence to advocate for yourself and your team.
3. Follow Your Curiosity
The best moments at any conference rarely happen on the schedule. They happen in line for coffee, during a hallway detour, or when you sit next to someone new at lunch and realize they’re wrestling with the same challenges you are.
Be curious. Ask questions. Walk up to a speaker after a session. Strike up a conversation with the person beside you. The energy you put out is the energy you’ll get back. And at AMA, it has a way of paying dividends long after the Symposium ends.
Curiosity also means exploring the edges. Wander the Exhibit Hall and check out the partners and platforms shaping the next wave of higher ed marketing. Stop by a booth you’ve never heard of and ask what they’re seeing across campuses.
And yes, make time for some fun. The inaugural “Coast to Coast” Branded Merch Fashion Show on the Exhibit Hall stage Tuesday afternoon is part creativity showcase, part celebration of campus spirit.
4. Leave with a Plan, Not Just a Badge
Before you head home, take ten quiet minutes to write down three things you’ll actually do when you get back to campus. Maybe it’s testing an AI-powered campaign idea. Maybe it’s starting a salary conversation with your supervisor. Or maybe it’s mentoring someone you met at AMA.
You don’t need to overhaul your strategy. Just channel the momentum while it’s still fresh. The best takeaway from AMA is a plan you’re excited to act on Monday morning.
The Real Win
For me, AMA Higher Ed has always been more than a conference. It’s a reminder that this work (the strategy, the storytelling, the late nights chasing impact) matters most when we do it together.
Whether it’s your first symposium or your tenth, I hope you’ll leave with what every marketer needs most: community, clarity, and courage to keep creating.
See you in National Harbor.
