Marketing/Enrollment Working Together
- It's Not Me, It's You: Bad Work Relationships & How To Fix Them
Enrollment hates when marketing campaigns generate a bunch of unqualified inquiries (and lots of unnecessary work). Marketing’s ready to pull their hair out when programs with strong inquiry numbers are cancelled for low enrollment (“It just wasn’t marketed enough.”) Most bad working relationships stem from poor communication. At Georgetown CCPE, communications expert Tanya Ilse helps both teams build better working relationships. With humor and horror stories, Tanya shares practical solutions you can use right away.
- Tanya Ilse, Georgetown University
- Building the Sales Funnel
How does one go about setting up a Drip Funnel for nurturing leads to qualified prospects to enrolled students. Educational institutions all over are facing this challenge with myriad systems in place in the University setting. Systems don't talk to each other... How does Marketing help build the sales funnel to support the enrollment process and ensure that prospective students are not falling through the black hole of data.
- Sameer Bhasin, San Francisco State University
- Extending Your Marketing Reach With Marketing Automation
Marketing automation tools customize messaging to match your prospective student, based on actual behavior. This session explores marketing automation possibilities and the value of mass-customizing your marketing. We’ll discuss creating a more realistic marketing funnel, automating communication, designing nurturing campaigns, developing lead scoring, and customizing messaging. Gain an understanding of marketing automation best practices and lessons learned, based on recent integrations of two of the most popular platforms – Marketo and Pardot.
- Coreen Geary, Western Michigan University
- Johnna, Weary, JMH Consulting
- Emory Executive Education’s Marketing Automation Journey
What does it take to get your unit to marketing automation fluency? Learn from one marketing manager about Emory Executive Education’s journey from desire to efficacy in running marketing automation (MA) campaigns – from creating an internal business case for MA to selecting the right technology to driving implementation, optimization, and results.
- Lee Maxey, MindMax
- Maleah O'Neal, Emory University
- A Deep Dive into Enrollment Management
- MJ Knoll-Finn, New York University
- A Deep Dive into Collaborative Team Leadership
- John Chenier, Framingham State University
Diversify and Grow - How offering more shorter-term programs and credentials to learners of all ages can drive institutional success
Recent research conducted by Blackboard and UPCEA shows that learners of all ages are interested in alternative credentials such as professional certificates, short-courses, summer sessions, and noncredit options. Join experts from the University of Miami and Blackboard as they share the experience of growing these programs within a competitive market place. Hear about the marketing and enrollment lessons learned, opportunities and challenges that have been presented along the way as the University of Miami seeks to offer its students new options for learning and achievement.
- Leeann Hall,
University of Miami
- Christina Fleming,
Lessons from an Ad Launch
When launching a new advertising campaign or a branding initiative, how do we ensure effective content is delivered to prospective students? With qualitative and quantitative data! Learn how the University of Denver’s University College used focus groups, surveys, and research to craft a new campaign to improve enrollment. From the initial idea to campaign assessment, hear about the entire process as Victoria shares the lessons learned along the way.
- Victoria O'Malley, University of Denver
Marketing with Faculty in Mind
In professional and graduate marketing, our most precious resource, and often the most difficult to work with is the faculty. They carry in their decades of instruction and research, information that is vital to our mission of attracting an ever growing, higher quality, and more diverse student body. But what happens when what the right or the left side of their brain insists the program teaches doesn't match the required outcomes needed in the market?
- Brandon Boulter, Johns Hopkins University
'More Leads' Isn't Always the Answer
Working with programs, marketers often hear ‘we need some marketing’, or ‘we need more or better leads’. However, it’s not always the top of the funnel that needs attention. In this session, attendees will discover how one institution is working with programs to help them shift from a top of the funnel focus to a more holistic view of the entire marketing and recruitment ecosystem.
- Laura Wiese, University of Nebraska Online
- Jill Bertsch, University of Nebraska Online
24 Ways to Create a World Class Enrollment Process
As leaders, we aspire to have our Schools recognized as world class. Tiny changes in the Enrollment Management process - all student touch points from interest to lead to prospect to student to grad - can propel your school forward toward that goal. In this talk, Enrollment Resources will explore how you can make your Enrollment Management process world class through up to 24 thought starters on marketing, admissions retention and grad services.
- Gregg Meiklejohn, Enrollment Resources
- Andrew Dixon, Colorado State University
- Jeremy Schoen, Keypath Education
Marketing to 100 or 100,000
Professional, continuing, and online units no longer market to just their community. The expansion of the potential student base has extended from just a few miles to anywhere in the world. Come learn marketing techniques to grow your targets around the city, state, country, and globe and the technologies that keep you streamlined and organized.
- Mike Bukowski, University of California, Los Angeles
- Meni Sarris, Jenzabar
Leveraging Ad Technology: How to Drive Enrollment in the Digital Era
The shift to digital has happened. Now, higher education institutions – and their marketing departments – must innovate to remain competitive. The University of Toronto School of Continuing Studies has capitalized on digital's ability to track, measure and target its students, shifting over 80% of our budget from print/traditional to digital advertising. By describing three use cases, I'll discuss how The School has leveraged digital ad technology to drive direct revenue for the School.
- Nicholas Hinsperger, University of Toronto
Strategic Enrollment Campaign Management
By implementing Campaign Management to Strategic Enrollment Management, UMUC has shown positive growth, term over term, year over year. This summer was UMUC’s best summer ever, with an 8.7% growth over the prior summer’s returns. Strategic Enrollment Campaign Management employs the best practices of direct marketing: planning, executing, tracking and analysis with a direct focus on what is best for students' success and still increasing enrollment numbers and stabilizing institutional revenues.
- James Rossi, University Of Maryland University College
- Becky Crosetto, University Of Maryland University College
Innovative, Unconventional, and Successful Alternatives to Just Another “Open House” Event
It's no secret that new student recruitment continues to become more challenging. Breaking away from the traditional "Open House" model, Regis University will share how effective and somewhat unconventional recruitment events for specific adult and graduate audiences have resulted in much success and become part of their strategic plan. Shared examples will include both on and off campus events for various academic disciplines and the keys to making these events successful with a positive ROI.
- Cate Clark, Regis University