Implementing Strategic Enrollment Management (SEM) 
Tom Green, AACRAO
Strategic Enrollment Management requires institutions think and act differently with regard to achieving enrollment goals. Persons wish to implement SEM often ask “where do I start”? This workshop will build on the concepts presented in the General Session to offer organizational, process, and planning frameworks for implementing SEM in the context of professional, continuing, and online programs. Participants will complete a self-audit of their current status on key SEM variables and will leave with action items to begin implementing SEM on their campuses.
The 2020 Content Marketing Strategy – The Next Five Years
Robert Rose, Chief Strategy Officer, Content Marketing Institute
If you think you know what content marketing is – get ready, because it’s changing—even as we speak. Let’s look at getting past the hype and getting busy with a plan for 2014 and the next 5 years….How are we entering a new era of marketing - based on delivering experiences - and how does content play into that. In this session we'll cover how brands become remarkable using content - and especially those that are focused on education. Together we’ll work toward an actionable takeaway - of how to build your content marketing mission as a core piece of your strategy. Together we walk through building the next, new business case for content marketing and review the examples that are getting it done.
Recruiting and Retaining: Prior Learning Pathways to Credentials
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Mary Beth Lakin, ACE (American Council for Education)
Becky Takeda-Tinker, President, Colorado State University-Global Campus
Kathleen Warner, Associate Dean, Academic Affairs, University of Maryland University College
Richard Irwin, Vice Provost, Academic Innovation & Support Services, University of Memphis
In a recent Gallup poll, 75% of respondents indicated they would be more likely to enroll in a higher education program if they could be evaluated and receive credit for what they already know. Yet how many of the four million Americans with at least two years of college and no degree are aware of credit for prior learning (CPL) options that could help them finish that degree? Join a panel of experienced practitioners to discuss effective practices in recruiting, advising, and retaining returning adult learners through CPL pathways.
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Designing a Continuous Improvement Program Centered on the Student Experience
Seth Reynolds-Mohler, Director, Client Partnerships, InsideTrack
Mo McKenna, Campus Director, InsideTrack
A shift is underway toward a more student-centric model of higher education and post-traditional programs are leading the charge. Join this interactive workshop to explore best practices and common challenges in mass-personalizing the student experience for adult and online learners. Discover ways to deliver a personalized experience from inquiry to graduation. Following a brief presentation, attendees will participate in a discussion on a variety of challenges, possible approaches, and examples of success.
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Innovating in Today's Higher Ed Technology World: Accommodating the Needs of the New Traditional Student while Strengthening the Program Brand
Josh Pennino, Jenzabar
Katharine Foster, Emory University
Managing many different professional, continuing, or online programs—hosted by separate schools or departments, each with varying enrollment requirements and brand extensions? There are numerous challenges in today’s enrollment arena for professional, continuing, and online education, and for many institutions, balancing individual program identities without increasing staff workload requires creative solutions. Through open dialogue and using case studies from Emory University, this deep dive will illuminate one school’s effective approach to managing enrollment processes and future growth for its multiple departments, schools, and programs.
Social Media – What Can Higher Education Learn From Commercial Marketing?
Brian Rudolph, Senior Marketing Manager, Digital Life, AT&T; Chair, Social Media Club Atlanta
Social Media Marketing is more than just Facebook. In this session we will explore strategies and techniques for building a comprehensive social media marketing program that delivers the most impact for your institution, review the wide variety of social media platforms and how each can be leveraged to reach your ideal student, explore the metrics and KPIs that impact growth and value, and share how to leverage targeted social media advertising for maximum impact. We will reserve time at the end for looking at examples of social media best practices that can benefit your institution, and explore specific issues and challenges from the audience.
A Practical Approach to Measurement
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Julie Corwin, Executive Director of Marketing and Communication, Northeastern University
Lindsey Richardson, Northeastern University
Matt Liebhold, Marketing Manager, Northeastern University
How do you get better results with everyday data tools? In this session, we'll share how Northeastern measures marketing outcomes, performance and progress even when we don't have perfect or complete data at hand – and how we use what we learn to make better decisions throughout the team. Examples of specific reports and approaches will be included, along with lessons we've learned about measuring and making decisions regarding lead generation and campaign progress and how information influenced decisions or additional questions.
Please note that session titles and descriptions are subject to change.
Sessions denoted with "" will be captured as part of the Online Pass.