The document discusses a marketing strategy for the CEPA Leadership Consortium to increase undergraduate student attendance and participation. It analyzes SXSW Interactive conference data from 2010-2015 using econometrics to determine the factors that affected attendance. Key factors included food, technology, trends, and education. The strategy suggests optimizing social media presence, offering promotional items and incentives on campus, and leveraging student ambassadors and word-of-mouth marketing. Dividing the conference by academic fields and including collaborative competitions and speakers could engage undergraduates.