Marketing, Enrollment Management, and Student Services Track

How to Produce and Promote an eBook
Level: Foundational
Location: Ravenna
By now, everyone knows the value of content in your marketing and enrollment plan. This session will discuss how to amplify your strategy through producing and publishing an eBook. Participants will learn why they should consider making an eBook part of their marketing efforts, how to plan for success, explore design options, and how to distribute an eBook for ultimate impact.

• Shannon Hatch, Johnson & Wales University
  
• Casey Liddle, Thruline Marketing

Moderator: Jack Rodenfels, University of North Carolina, Chapel Hill

Gen X Moms and Gen Z Daughters: A Discussion about the Shifts in Student Expectations of Higher Education and the Workforce
Level: Strategic
Location: Jefferson
Three UPCEA leaders will guide a discussion with their Gen Z daughters, all in high school heading into college, or early in their college careers, on a variety of issues that are core to the association’s mission. For the past several years, as administrators and faculty, we have studied the shifting needs and demands of Millennials as our students and our workforce. This session aims to enlighten attendees with first-hand insights about the next college-going population’s expectations, hopes, concerns, attitudes about technology, credentials, money, and the world of work into which they will be entering.

• Kelly Otter, Georgetown University
  
• Sandi Pershing, University of Utah

Moderator: Amy Heitzman, UPCEA

Welcome Online Students: Collaborating to Build Flexible Orientation Experiences for Online Learners
Level: Foundational
Location: Ravenna
Orientation is a quintessential moment for residential students heading off to college. But what about online learners? IU Online is creating flexible, scaffolded orientation experiences that allow students to select resources relevant to them. Join us for a lively discussion-focused presentation and test drive some of our orientation experiences.

• Mitchell Farmer, Indiana University
  
• Julia Sanders, Indiana University
  
• Robert Smith, Indiana University - Purdue University Indianapolis
  

Moderator: Andrea Gross, University of Denver

Personalizing Support for Northeastern’s Adult STEM Career Changers
Level: Strategic
Location: Issaquah
Northeastern University’s Align program is giving students from any academic background the ability to earn a master’s degree in computer science. With plans to graduate 1,000 students annually by 2022, learn how Align’s leadership is employing near-peer mentorship as an economic, scalable student support solution to increase student satisfaction and retention.

• Catherine Gill, Northeastern University
  
• Jackson Boyar, Mentor Collective

Moderator: Katie O'Neal, Southern Methodist University

Results and Implications of the 2018 UPCEA Marketing Survey
Level: Applied
Location: Ravenna
In the middle of your budgeting or strategic planning process? UPCEA has marketing and enrollment management metrics from the 2018 UPCEA Marketing and Enrollment Management Survey. Join our session for a snapshot of marketing budgets and staffing, media spending, and professional development needs.

• Chris Nicholson, University of Denver
  
• Rebecca Badger, Oregon State University
  

Moderator: Jim Fong, UPCEA

Best in Show West: Boise State Passport to Education: Integrating 21st Century Degree Pathways with a 21st Century Partnership and Tuition Model
Level: Applied
Location: Ravenna
Our Passport to Education program is a new and innovative way to help returning and new students to Boise State University through a subscription-based tuition model. We have drastically reduced tuition for part-time non-traditional adults to complete their degree. With up to a 30% discount on tuition we’ve packaged a fully online, credit for prior learning-honoring degree pathways that can have concentrations in Leadership, Business, and Design Thinking. We’ve partnered with a local credit union, CapEd Credit Union, to deliver high-quality, low-cost education from a metropolitan research university of distinction.

• Rebecca Morgan, Boise State University
  
• Jon Schneider, Boise State University
• Peter Risse, Boise State University

Moderator: Annette Webb, University of California, Riverside; Chair-Elect, UPCEA West Region

UPCEA Talk: Marketing and Enrollment Management Technology
Level: Applied
Location: Redwood

Moderator: Paola Curcio-Kleinman, New York University

Degree Program Recruitment Tactics Using Salesforce
The purpose of this UPCEA Talk is not to promote Salesforce, but rather to demonstrate to our colleagues that being equipped with a tool such as Salesforce has its advantages when recruiting prospects to fill a program. More and more we are tasked with growing existing as well as new degree and graduate-level certificate programs. The main focus will be on existing programs that are not performing well in terms of student enrollment.

• Matthew Reimers, California State University, Long Beach

 
Extending Your Marketing Reach with Marketing Automation
Marketing automation tools improve performance at each stage of the marketing funnel, align marketing efforts with university recruiting, and increase effectiveness. Gain an understanding of marketing automation best practices and lessons learned, based on implementations of two of the most popular platforms – Marketo and Pardot.

• Eric McGee, JMH Consulting, a Division of Education Dynamics
• Clair Dorsey, Old Dominion University

 
To Chatbot or Not to Chatbot
Considering adding a chatbot to your marketing, enrollment, and student success communication tools? So are we! This talk will share research into areas of greatest effectiveness for chatbot usage, as well as the value proposition of AI technology enabling students to engage with the institution via SMS (text messaging). How should hand-offs from chatbots to humans work? Get a sense of Oregon State University's journey from chatbot curiosity to prototypes to our current strategy.

• Ian Cavalier, Oregon State University Ecampus

Creating a Champagne Experience on a Beer Budget: Delivering on Modern Learners’ Customer Service Expectations
Level: Strategic | Tag: Emerging Leaders
Location: Redwood
As education becomes more of a commodity, leaders must understand that brand is no longer enough. Today’s students shop and bring the same customer service expectations to campus that they apply to the eCommerce space. What lessons can continuing education learn from Amazon and Netflix, despite shrinking budgets? This interactive session will focus on human-centered service strategies that can be implemented at your institution next week. Bring your pain points and sense of humor!

• Heather Chakiris, University of California, Los Angeles

Moderator: Dave Jarrat, InsideTrack

Using Data Effectively: Turning Information Into Insight
Level: Applied
Location: Ravenna
In today’s data-rich environment, universities have a vast landscape for assessing everything from market demand to student enrollment trends. All of this information can help us make better decisions and gain valuable insight about our students. It can also overwhelm or mislead. Learn to mitigate risk and find meaningful ways to translate data into stories about students. Whether looking to collect new data through large-scale surveys, or reexamine existing data with a new lens, we will share our experiences of how we helped our organizations make better decisions and avoid common pitfalls in an environment of information overload.

• Richard Rush, University of Victoria
• Levent Batur, University of Victoria
• Claire Lewis, University of Washington
• Linnéa Mobrand-Volper, University of Washington

Moderator: Tracy Kreikemeier, Thruline Marketing