General Sessions



Tuesday, December 5th | 2:00 PM - 3:15 PM 
Columbia 5-8

Open: Education, Innovation, and Design

From crowdsourced weather reported by millions of smartphone users to advanced artificial intelligence built by global collectives of computer programmers to massive open online courses (MOOCs) that attract thousands of enrollees, we have been to take for granted the numerous ways that governments, businesses, and academia have adopted "open" approaches to innovation—sometimes without fully understanding what it means.  This talk will highlight successful examples of "open innovation" from across the public and private sector, discuss ways in which these current and future trends in open innovation are impacting education, and explore how colleges and universities can adopt open approaches to attracting and retaining students.

Christofer Nelson

Christofer Nelson, Program Director, Program on Science in the Public Interest, Georgetown University

Formerly Assistant Director, White House Office of Science and Technology Policy

Wednesday, December 6th | 3:30 PM - 4:45 PM
Columbia 5-8

Social Media Accelerator: Using Social Media Through the Funnel

Social media continues to grow and evolve – yet many higher education professionals still aren’t using it to its full capacity, Social media can be a powerful tool in connecting with audiences through their lifecycles with your institution: from prospects to alumni.

This interactive keynote goes beyond the basics and gives you practical and actionable ideas for connecting with the right audience, with the right message, at the right time.

You’ll learn how to:

  • Identify the roles major social media networks play in reaching your audience,
  • Build a comprehensive strategic approach to get buy-in and results,
  • Leverage social media ads and hidden ad features that most marketers ignore.
  • Utilize personalization in next-level social media marketing, and
  • Unlock the full power of social media ads to learn about your audience.

Allison ChaneyAllison Chaney, Digital Marketing Pioneer, Thought-Leader, Boot Camp Digital

Allison built Bare Knuckle Digital, a successful digital marketing agency in Cincinnati, which was acquired by a Procter and Gamble spin-off agency, Red212. Allison went on to manage Bare Knuckle Digital as the digital services provider for the agency before her transition to full time lead trainer with Boot Camp Digital. Currently she dedicates her time to customized and boot camp trainings through Boot Camp Digital and is building several online training courses and certifications on topics including content writing and SEO.

Thursday, December 7th | 8:30 AM - 9:30 AM
Columbia 5-8

The Coming of Age of Generation Z

Generation Z, or iGen, are often defined as those born in 1996 and later, making them about 21 years of age or younger. Some members of this group are beginning to graduate from college, while others are postponing college and entering the workforce directly. With high levels of education as well as attitudes that may prime them for future education, colleges and universities should look to Gen Z as potential future students. This session will address Gen Z attitudes, preferences, behaviors toward technology, future education needs, and brand beliefs. This will inform institutions and their marketing departments as they prepare to reach and serve these students.

Jim FongJim Fong, Director, UPCEA Center for Research and Strategy

Jim Fong is the founding director of UPCEA’s Center for Research and Strategy. In his role, Mr. Fong has analyzed demographic, occupational, technological and societal trends and data to help the higher education community better serve the adult and corporate learner.  As the Center’s director, he works closely with dozens of colleges and universities annually in new program development initiatives, enrollment management and marketing process analyses and the review of online and continuing education portfolios.

Prior to joining UPCEA, Mr. Fong worked as a higher education strategic marketing and CRM consultant and researcher for two firms and prior to that was the Director of Marketing, Research and Planning for Penn State Outreach.  At Penn State Outreach, he was responsible for strategic marketing, marketing management, research, creative and database teams.  Mr. Fong played a major role in the early launch of Penn State’s World Campus by assessing new program needs and the development of marketing strategies and systems.

Jim holds an M.B.A., an M.S. in Applied Statistics and a B.S. in Mathematics, all from The University of Vermont.  In 2004, UPCEA awarded him the Adelle Robertson Award as its Continuing Professional Educator for the year.  That year, he also received the Mid-Atlantic Region’s Distinguished Service Award.

Wednesday, December 6th | 9:00 AM - 10:15 AM

UPCEA Talks + Deep Dives

Attend longer, laser-focused sessions on some of today’s leading issues in marketing and enrollment during Wednesday’s special concurrent session block made up exclusively of UPCEA Talks and Deep Dive sessions.

Click here to learn more

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