UPCEA's 100th Annual Conference - Marketing, Enrollment, and Student Services Track

Marketing, Enrollment, and Student Services Track

Marketing, enrollment, and student service (MESS) professionals have played a critical role in the reinvention of higher education. Whether helping to translate an innovative idea into reality or leveraging insight of the market to identify new opportunities, we have fueled change and advancement for our institutions. Similarly, presentations in the MESS track will engage members by actively building the competencies, skills, and confidence needed to create access to educational programs, to engage students to be successful lifelong learners, and to develop and execute innovative approaches in professional, continuing, and online education.

Proposals submitted in this track should address the ways in which institutions are helping reinvent and redefine the higher education landscape with their marketing, enrollment, and student services strategies. Just as we seek to engage our students with relevant and inspired course content, presenters are asked to bring creative and innovative presentations that showcase thought leadership in this field and push us to think about the roles our areas play in defining the next 100 years of higher education.

Presentations involving multiple organizations, as well as content which may be scaled or optimized by attendees from a wide range of institutions are strongly encouraged. In addition, innovative formats such as roundtable, a flipped classroom experience (utilizing prior member/attendee discussion on CORe), or a sessions comprised by a series of short presentations on various aspects of a topic are also sought.

Proposals for this track may include (but are not limited to) the following topics:

Best practices in student/customer service

Mapping the ideal enrollment experience for prospective and new students
Building steps and metrics for a successful retention plan
Engaging prospects and students with social media
Improving student access and success
Creating models for effective transfer programs

Content marketing and marketing-specific strategies

Creating a step-by-step plan to repurpose content across a variety of platforms, e.g., web, email, social media, student services messages, etc.
Employing best practices in partnering with departments, colleges, and external entities to promote your brand
Leveraging buyer personas in creating your marketing strategies.

Implementing data-driven decision making

Determining ROI for marketing and recruitment efforts
Identifying metrics to evaluate enrollment, student services, and retention activities
Creating dashboards on which enrollment, marketing, and leadership teams rely for decision-making
Cultivating price elasticity, fee structures, and revenue strategies
Measuring engagement and designing communication strategies to align with the student decision process

Strategy, planning, and organizational structure

Structuring departments and functions such as marketing, enrollment management, advising, and student services into one dynamic approach with a shared vision for a seamless student experience.
Using technology as an integral part of enrollment strategy
Informing and leading institution-wide strategic planning efforts related to online and professional education
Leveraging needs assessment and market research to inform enrollment projections and budget planning.

Click here to propose a session.

Learn more about the Marketing, Enrollment, and Student Services Network.

PATHWAY TO DEGREE COMPLETION: A SYSTEMATIC APPROACH TO ASSISTING NEAR DEGREE COMPLETERS
ELIZABETH MULHERRIN, UNIVERSITY OF MARYLAND UNIVERSITY COLLEGE
PERSHAIL YOUNG, UNIVERSITY OF MARYLAND UNIVERSITY COLLEGE

REVITALIZE YOUR PROGRAMMING: A NEW PERSPECTIVE ON COMMUNITY ENGAGEMENT
GIANA RODRIGUEZ, SAN DIEGO STATE UNIVERSITY
LESLIE REILLY, SAN DIEGO STATE UNIVERSITY

YOU KNOW, IT’S NOT REALLY A “DASHBOARD”… SELECTING AND SHARING METRICS TOWARD DATA-DRIVEN DECISIONS
JAMES CAMPBELL, UNIVERSITY OF RICHMOND
DANIEL HOCUTT, UNIVERSITY OF RICHMOND
PHIL MELITA, UNIVERSITY OF RICHMOND

NUTS & BOLTS: BUILDING A RETENTION PLAN FOR ADULT LEARNERS
MEGAN DELONG, MERCER UNIVERSITY
MELISSA CRUZ, MERCER UNIVERSITY
AMANDA BENTLEY, MERCER UNIVERSITY

ADULT STUDENT GAINS: MEASURING AND COMMUNICATING THE IMPACT AND VALUE OF CREDIT CREDENTIALS TO THE PROSPECT
JIM FONG, UPCEA
AMANDA MASON-SINGH, HOBSONS

TOP FIVE STRATEGIC MISTAKES IN ONLINE MARKETING
LISA EMERY, WESTERN MICHIGAN UNIVERSITY
JON HORN, JMH CONSULTING

Innovation Roundtables:

HOW SEO + CONTENT MARKETING KILLED YOUR HOME PAGE (AND WHY THAT’S A GOOD THING)
LESLIE HELMUTH, HARVARD UNIVERSITY
ANDREW GARBERSON, LUNAMETRICS

BUILDING BRIDGES: ENROLLMENT RETENTION AND ADVISING
ADRIENNE FRANCIOSI, LASELL COLLEGE
GILLIAN STANLEY, LASELL COLLEGE

Click here to view the full program.

Learn more about the Marketing, Enrollment, and Student Services Network.