Michael Lofstead

Associate Vice President, Digital Marketing Services

Michael Lofstead, Assistant Vice President, Web Strategy and Interactive Marketing ServicesMichael Lofstead offers more than  20 years of experience in higher education marketing and communications. His areas of expertise include interactive marketing (e.g., PPC/SEM, and social media paid strategies), online lead generation, content marketing, conversion rate optimization, email marketing, search engine optimization (SEO), digital analytics, web strategy, and digital team assessment, development and training. In his current role at Ruffalo Noel Levitz, he is the service area lead for the paid interactive marketing and campus email consulting services, having developed and conceived of the paid interactive marketing service from inception and successfully grown both campus email consulting and paid interactive marketing into highly-measurable, conversion-based services that leverage contemporary content marketing tactics. He leads a team of 15 in delivering highly customized digital marketing and email consulting solutions designed to meet the unique needs of campuses of all sizes and levels of sophistication. In his role as Associate Vice President, Digital Marketing Services, he frequently serves as a digital and web strategy generalist consultant, for instance, delivering the Ruffalo Noel Levitz Web and Interactive Marketing Opportunities Analysis research and consultation service, as well as leading comprehensive digital and web projects for campus partners.

Since joining Ruffalo Noel Levitz in 2007, Mr. Lofstead has consulted with more than 40 campuses on which he delivered over 80 service projects, including:

  • Guiding  a complete Web presence overhaul at Excelsior College, including Web redesign, information architecture, SEO, email marketing, interactive marketing, analytics, and team coaching.
  • Providing analysis of Web and interactive  marketing staffing and  governance, social media analysis, Google Adwords and Facebook  marketing, and SEO  for Medaille College.
  • Analyzing the Web site architecture, SEO, email communications,  and social media strategies for the Baptist College of Health and Science, as well as  conducting website user testing.
  • Strengthening email campaigns at Saint Catherine College  by developing stronger communications and landing pages, as well as analyzing email and landing page performance.
  • Developing an email communications flow and coaching the admissions team in  email communication strategies at Naropa University.

Previous campus experience

Mr. Lofstead  was formerly director of online strategy and marketing analysis at Lesley University (MA), where he worked  to infuse data-driven decision making into the communications and recruitment activities. He oversaw the analysis methodologies, tracking systems, and metrics used to evaluate the university's Web site, online advertising, and print and e-mail marketing initiatives. He chaired the university's Email Marketing Task Force and also served as an instructor of classroom learning technologies and desktop publishing.

Previously at Lesley University, Mr. Lofstead served as director of Web strategy and the Office of Web Services, as well as the university Webmaster. He directed and designed all aspects of Lesley's integrated Web portfolio, including the content management system and Web publishing support, and trained campus staff from 75 university offices on providing content for the web site. Mr. Lofstead began his higher education career as a communications specialist at Brown University (RI).

Presentations and education

Mr. Lofstead has presented at the national conferences for Blackboard, EDUCAUSE, and Ruffalo Noel Levitz, as well as at the Ruffalo Noel Levitz Enrollment Management Workshops. He holds a master of science degree from Lesley University.

Email Michael Lofstead.

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