As higher education evolves, a greater emphasis is being placed on attracting, serving, and retaining learners across credit-bearing and noncredit programs of study. Marketing, Enrollment, and Student Success (MESS) professionals must continuously strive to better position their institutions and programs to attract and serve diverse and rapidly-changing target audiences.
UPCEA members are constantly innovating by developing strategic enrollment management plans, implementing marketing strategies and communications plans aimed at new and emerging niche markets, creating a more engaging student service experience, and exploring new ways to serve, support and care for adult and online populations in these unprecedented times.
| 2:45 PM |
Concurrent Session I |
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From Feedback to Action: Transforming the Online Experience with Student Satisfaction Insights
Governor's Square 17 | Marketing, Enrollment and Student Success | Applied | Tag: Faculty, Graduate Education
Two student affairs professionals from a large public research university will discuss using the RNL Student Satisfaction Inventory to improve their online student experience. They'll share how they increased student response rates from 22% in 2022 to 40% in 2024, highlighting efforts since the 2021-2022 academic year and plans for 2024-2025. The session will cover insights gained, data collected on satisfaction levels, and strategies for enhancing online offerings. Attendees will learn practical ideas for using the RNL Student Satisfaction Inventory or similar assessment tools to improve their own online programs, focusing on increasing student engagement and satisfaction in the digital learning environment.
- Hannah Rieger, University of Oklahoma
- Holly Anderson, OU Online
Expanding a Credit for Prior Learning (CPL) Partnership from Retention to New Enrollment
Governor's Square 10 | Marketing, Enrollment and Student Success | Applied | Tag: Learner Access, Policy
The course articulation partnership between University of Maryland Global Campus and Sophia Learning has been correlated with dramatic gains in student retention in the first year based on analysis of data between 2018 and 2021. Now that partnership has expanded to include new enrollment based on credit for prior learning. We will present updated retention outcomes data and share emerging insights from our new enrollment partnership. Learn how UMGC optimizes CPL practices that include Sophia courses to drive both retention and new enrollment.
- Nick White, Sophia Learning
- Christine Licata-Hoang, University of Maryland Global Campus
- Moderator: Whitnie Powell, Indiana University
Roundtable Presentations #1 (Plaza Ballroom BCEF)
In this session, attendees will have the opportunity to engage with up to two different topics during small-group, 30-minute, table-based guided discussion around a specific and timely topic, question, or issue. Roundtables are designed to provide space and time to important but particularly nuanced topics which deserve attention, and presenters will promote the sharing of thoughts, solutions, and questions among their respective table’s attendees.
Moderator: Christa Payne, Tulane University
From Concept to Reality: Detecting and Assessing 21st-Century Skills for Online Program Success Using LLMs
Marketing, Enrollment and Student Success | Foundational | Tag: Learner Access, Graduate Education
Merely acquiring subject matter expertise is insufficient for excelling in the rapidly evolving landscapes of workplaces and online learning. Developing adaptable 21st-century skills (21CS) is crucial. However, there are almost no standards to evaluate these skills during the graduate admission process and beyond. To inform admission officers about applicants' 21CS, we developed an AI-based tool to analyze letters of recommendation, providing insights into applicants' competencies from external perspectives. We further expanded this tool to detect critical thinking skills from forum data. In this session, we will share our tools, experiences, insights, and challenges from conceptualization to realization.
- Meryem Yilmaz Soylu, Georgia Institute of Technology
- Jeonghyun (Jonna) Lee, Georgia Institute of Technology
- Ronnie Godshalk, Georgia Institute of Technology
- Eric Sebmrat, Georgia Institute of Technology
Advancing Careers and Academic Success: A Partnership in Education and Healthcare
Marketing, Enrollment and Student Success | Strategic | Tag: Learner Access
A collaborative partnership between UofM Global at the University of Memphis and a healthcare corporation for a tuition benefit program enhancing employee retention, job satisfaction, and skill development. This collaboration fosters professional growth, benefiting employees and the organization. Employees can advance their education and careers without the financial burden of tuition, promoting continuous learning and professional growth. A dedicated student advocate will guide employees through the program, ensuring higher participation and completion rates, ultimately leading to individual and organizational success.
- Angela Shea Kuykendoll, University of Memphis
2025 Recruitment SEO Trends: Strategic Solutions to Emerging Challenges
Marketing, Enrollment and Student Success | Applied
A growing number of prospective students now rely on AI Overview Google results and social search to research higher education opportunities. Without adjusting your SEO tactics for these changing behaviors, universities risk missing out on prospects who favor your more visible competitors. Learn strategies to adapt your SEO approach, lead strategic conversations with your team, and ensure your efforts drive students through the enrollment funnel. By doing so, institutions can enhance recruitment efforts and future-proof against industry shifts and technological advancements.
- Paula French, Search Influence
- Liz Turchin, University of Minnesota
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| 4:00 PM |
Concurrent Session II |
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Reengaging Stopouts: Innovative Strategies by Entrepreneurial Universities and Partners
Governor's Square 14 | Marketing, Enrollment and Student Success | Strategic | Tag: Learner Access
To remain relevant and competitive, institutions must integrate innovation into their core operations. A key area needing innovative solutions is the issue of stopouts—students who temporarily leave their studies. Panelists addressing this challenge will share their groundbreakinginitiatives to combat the stopout problem, sharing their methods for reengaging, re-enrolling, and supporting students, offering practical ideas for other universities to implement. Additionally, they will discuss broader strategies for fostering innovation in higher education, creating a more dynamic and forward-thinking environment.
- Dawn Aubry, Oakland University
- JT Allen, myFootpath
- Moderator: Sarah Steinberg, The University of Arizona Global Campus
Building a Learning Analytics Ecosystem: From Coalition to Faculty Adoption for Student Success
Governor's Square 10 | Marketing, Enrollment and Student Success | Strategic | Tag: Learner Access, Policy, Faculty, Graduate Education
In this collaborative session, leaders from Georgia Tech and Kennesaw State University will share their experiences building and implementing successful learning analytics ecosystems. The session will explore how to build a coalition of institutional stakeholders to support learning analytics infrastructure and how to drive faculty adoption of learning analytics tools like Kennesaw State’s uHoo Analytics. Attendees will learn about the challenges and strategies involved in linking data, defining analytics architecture, and ensuring broad faculty engagement. Presenters will highlight student success outcomes resulting from the adoption of learning analytics and provide practical recommendations for institutions looking to establish or enhance their own analytics strategies. Whether you’re focused on infrastructure or faculty engagement, this session will offer a comprehensive roadmap for fostering a data-informed culture that drives institutional and student success.
- Warren Goetzel, Georgia Institute of Technology
- Ronnie Godshalk, Georgia Institute of Technology
- Julia Fuller, Kennesaw State University
- Mark Wheeler, EducationDynamics
My Vision for the Next Decade: Reflections from a Chief Research Officer
Plaza Ballroom A | Marketing, Enrollment and Student Success | Applied | Tag: Policy, Faculty
The history of higher education has had many disruptions, many of which have been positive, including the creation of the Morrill Acts and the establishment of the land grant, the post-World War 2 Boomer impact with its connection to the rise of the Millennial generation, the creation of the G.I. Bill and the launch of online courses, degrees and programs. The impact of COVID-19 clearly had a transformative impact on higher education, as will the impending demographic cliff. It is also likely that the new presidential administration and artificial intelligence will also impact how institutions operate and what will be offered. As we move forward, I offer my insight as to what I see coming at us generationally, technologically and politically and what we as a community can do to prepare.
- Jim Fong, UPCEA
- Moderator: Justin Louder, Anthology
Stop & Share Presentations #1 (Plaza Ballroom BCEF)
Attendees are invited to stop in, mill about, and engage in these dynamic, demonstration-type conversations hosted by presenters ready to share ideas on a hot topic, best practice, or technological innovation.
Moderator: Moderator: April Wolf, Purdue University
Bridging the Gap: How Student Advocates Enhance Online Student Experiences
Marketing, Enrollment and Student Success | Foundational
Join us to learn how to better retain your online students through enhanced support services. Although adult students often enroll in online programs for the flexibility, they frequently face feelings of isolation and stress. Enhanced institutional support is crucial to mitigate these outcomes and a cookie cutter approach is not the answer. We invite you to learn how we overcame these challenges by providing continuous, personalized support for our online students.
- Angela Martin, University of Memphis
- Shea Kuykendoll, University of Memphis
Building an Effective Media Relations Program
Marketing, Enrollment and Student Success | Foundational
The program will cover how to set goals, implement tactics, and measure the success of a media relations program, as well as how to work with external vendors such as a PR agency to achieve those goals.
- Jenna Tarleton, Colorado State University Global
How to Stand Up an Online Graduate Education Unit
Marketing, Enrollment and Student Success | Applied
With an eye toward the enrollment cliff, in 2022, Santa Clara University set out to launch a new online graduate unit: SCU Online. Tasked with increasing accessibility and flexibility for students seeking a quality education in a competitive California market, SCU Online knew a strategic approach was necessary. Now entering its third year, the unit has launched 13 programs and beaten enrollment targets each of its first two years. In this presentation, learn about our approach to product and market assessment, marketing plan development, program launch, and lead generation.
- Steve Shriberg, Eduvantis, LLC
- Toby McChesney, Santa Clara University
- Minh Virasak, Santa Clara University
- Emily McMahon, Eduvantis, LLC
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| 8:15 AM |
Concurrent Sessions III |
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Recruiting Stealth Shoppers: Four Website "Musts” in the Race to Attract Today’s Graduate and Adult Learners
Governor's Square 10 | Marketing, Enrollment and Student Success | Applied | Tag: Graduate Education
Stealth prospects - those who limit their interactions with your program to your website - have reached record levels among prospective graduate and adult learners, with institutions unaware of up to 80% of their potential students prior to application, making it difficult to manage a recruitment pipeline, predict enrollment, and plan effectively. In this interactive discussion and hands-on workshop attendees will learn how to turn your website into a strategic enrollment asset that converts stealth prospects to known leads or inquiries; use an interactive team exercise to identify and address pain points on your enrollment-critical web pages; develop website content to grow your organic traffic and support prospective graduate and adult learners actively searching for program information. Attendees will leave the webinar with tangible takeaways to enhance their recruitment marketing for graduate, online, and adult-serving programs.
- Val Fox, EAB
- Nancy Prater, Ball State University
- Christa Berry, University of Oklahoma
- Moderator: Prerna Dar, City University of New York
Industry Insights (Governor's Square 14)
Get ready for a rapid-fire session of game-changing ideas, fresh insights, and cutting-edge solutions. Industry Insights brings together UPCEA’s top corporate partners for a fast-paced series of short, dynamic presentations designed to spark innovation and drive action. Each speaker will deliver a high-impact introduction to a key idea, challenge, solution, or must-know product shaping online and professional continuing education. No matter your role or institution, this session will fuel your knowledge and move your institution forward.
Moderator: Amrit Ahluwalia, Western University
SEO: In-house or outsource? That is the question.
Marketing, Enrollment and Student Success
With significant changes hitting the search landscape thanks to AI, it is time to make SEO the foundation of your marketing plan. Take the guesswork out of deciding whether to keep your university’s search engine optimization (SEO) in-house or outsource it. Our decision framework will help you optimize your resources and make informed staffing choices, ultimately boosting your SEO strategy and student recruitment efforts.
Paula French, Search Influence |
| 9:30 AM |
Concurrent Sessions IV |
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Transformative Support: Strategies for Advising Online and Hybrid Students, and Preparing Advisors for this Work
Governor's Square 14 | Marketing, Enrollment and Student Success | Foundational | Tag: Learner Access, Policy, Graduate Education
As flexible learning formats become increasingly popular, advising online and hybrid students demands specialized approaches. This presentation by advisors from WashU and CSU explores online student demographics and their unique advising needs while demonstrating how to develop and measure objectives and key results. Attendees will learn effective strategies to leverage technology-enabled communication, foster virtual community building, support diverse learners, manage hybrid course scheduling, proactively coach students to take ownership of their academic success, re-engage stop-out students, and promote overall online student success. Participants will also identify strategies most relevant to their departments and create implementation plans.
- Amy Quinn-Sparks, Colorado State University
- Karin Bright, Colorado State University
- Tran Winick, Colorado State University
- Elizabeth Fogt, Washington University in St. Louis
- Rebecca O'Laughlin, Washington University in St. Louis
- Moderator: Brian Crose, University of Southern Illinois
Roundtable Presentations #2 (Plaza Ballroom BCEF)
In this session, attendees will have the opportunity to engage with up to two different topics during small-group, 30-minute, table-based guided discussion around a specific and timely topic, question, or issue. Roundtables are designed to provide space and time to important but particularly nuanced topics which deserve attention, and presenters will promote the sharing of thoughts, solutions, and questions among their respective table’s attendees.
Moderator: Laurel Hogue, University of Central Missouri
Supporting Online Adult Learners: A Holistic Framework
Marketing, Enrollment and Student Success | Applied
This presentation will discuss a holistic framework for supporting the unique needs of online adult learners based on the findings that emerged from two research studies: one that explores online adult learners’ motivations to pursue an undergraduate degree, the other exploring the outcomes and efficacies of trained success coaches in meeting the evolving needs of students. Join us for an informative and dynamic conversation to learn more about our research results and discuss practical student support strategies that can impact your learners and your institutions.
- Corina Caraccioli, Loyola University New Orleans
- Ann Werbach, InsideTrack
The 12-Start Advantage: Marketing and Recruitment for Continuous Growth
Marketing, Enrollment and Student Success | Strategic
Explore CSU Global's innovative 12-start enrollment model in this session, focusing on strategic planning, budgeting, marketing, and staffing to support year-round student intake. Gain insights into how this model supports student success and learn about the financial planning necessary to sustain a continuous enrollment cycle, including adequate resource allocation across multiple categories. Discover best practices in staffing to ensure that enrollment and support teams can respond to fluctuating demands and provide exceptional student service. Join us for interactive polls, case study analyses, and a collaborative Q&A to gain actionable ideas and innovative solutions for navigating continuous enrollment.
- Sandra Jones, Colorado State University Global
Creating Connections and Belonging: Inclusive Digital Communities for Adult Learners
Marketing, Enrollment and Student Success | Applied | Tag(s): Learner Access
Explore how to create inclusive digital communities that cater to the needs of adult learners. This session features insights from Kennesaw State University and Alamo Colleges District, focusing on overcoming challenges and fostering supportive and engaging online environments. Learn best practices and strategies to build inclusive digital communities that enhance the success of adult learners.
- Katy Kappler, InScribe Education
- Luke Dowden, Alamo Colleges District
- Julia Fuller, Kennesaw State University
Reimagining a Student Success Culture for the Modern Learner: Moving Beyond "We've Always Done It This Way"
Marketing, Enrollment and Student Success | Strategic
Higher education is evolving, but the needs of modern learners have already transformed. Today’s students demand streamlined, responsive experiences like online shopping and personalized recommendations. Are you ready to revolutionize how we engage with them? As student success professionals, we must break free from tradition and create a culture that removes barriers and enhances engagement, transforming our ability to recruit, enroll, and retain students. IU Online has taken on this challenge with remarkable results! In this dynamic session, they’ll share their journey, struggles, and triumphs in embracing a "new normal" for enrollment management and student services.
- Whitnie Powell, Indiana University
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| 12:30 PM |
Network Lunch Meetings and Awards Presentations |
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Marketing, Enrollment, and Student Success (Plaza Ballroom A)
Award Presentations: Dorothy Durkin Award for Strategic Innovation in Marketing and Enrollment Management;
UPCEA Award for Excellence in Advancing Student Success
Moderator: Karina Kogan, EducationDynamics
Sponsored by Anthology
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| 2:00 PM |
Concurrent Sessions V |
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They Said What? Student-Centric Strategies to Boost Recruitment
Governor's Square 10 | Marketing, Enrollment and Student Success | Applied
Discover how higher education institutions can enhance enrollment strategies and create better experiences for prospective students. This session integrates findings from research conducted by UPCEA and partners Collegis Education, EducationDynamics, and StraighterLine. This session will highlight the potential role of AI in marketing and enrollment management and how these technologies can improve learner experience. Additionally, we will examine the distinct perspectives of the "Some College, No Credential" (SCNC) population, and the potential graduate student market, two essential learner groups for long-term institutional health. The session will explore the unique motivations and obstacles of these populations, and strategies to reduce attrition throughout the enrollment funnel. Attendees will gain practical insights, frameworks for AI integration, and actionable strategies to optimize the enrollment journey for diverse student groups.
- Bruce Etter, UPCEA
- Tracy Chapman, Collegis Education
- Eric McGee, EducationDynamics
- Moderator: Ashley Law, Johns Hopkins University
The Future is Here: Translating Innovations From Online and Professional Education Into the Mainstream of Institutions and Systems
Plaza Ballroom A | Marketing, Enrollment and Student Success | Strategic | Tag: Learner Access, Policy
Explore how online and professional education units are driving innovation and equity in higher education amidst enrollment challenges, changing demographics, budget constraints, and increased competition. Join us for a dynamic discussion featuring leaders who are successfully integrating online and professional education strategies into the mainstream work of institutions. Gain insights into transformative practices that are aimed at enhancing enrollment, retention, student engagement, equity, and institutional effectiveness. The session also includes a call to action for the audience to identify concrete steps for positioning their units and themselves as a critical and pivotal driver of change in today’s higher education landscape.
- Jenni Murphy, California State University, Sacramento
- Vickie Cook, University of Illinois Springfield
- Jason Ruckert, Embry-Riddle Aeronautical University
- Lisa Templeton, Oregon State University
- Moderator: Bob Hansen, UPCEA
Omni-channel Overload: Herding cats in the world of student recruitment
Plaza Court 2-3 | Marketing, Enrollment and Student Success | Applied | Tag: Learner Access, Policy, Graduate Education
Join this session to learn how you are already part of an omni-channel strategy (OCS). Then take it one step further to leverage your own OCS in a competitive continuing education landscape to increase conversion rates and other strategic marketing and enrollment metrics. Putting the learner at the core of marketing and business efforts will maximize a promotional investment and increase awareness and affinity by enhancing a consistent user experience. Tie your organization’s current marketing activities with new operations and additional tactics to conceptualize your own OCS. Depart the session with some cool cat ears and the ability to identify Key Performance Indicators (KPIs) of an OCS.
- Melissa Rekos, Carnegie
- Rachel Kraby, Washington University in St. Louis
- Donna Ritchie, Merrimack College
- Moderator: Nichole Henry, Syracuse University
Stop & Share Presentations #2 (Plaza Ballroom BCEF)
Attendees are invited to stop in, mill about, and engage in these dynamic, demonstration-type conversations hosted by presenters ready to share ideas on a hot topic, best practice, or technological innovation.
Moderator: Amber O'Casey, Alamo Colleges District
Mission Possible: Developing Thriving Teams in Remote Work Environments
Marketing, Enrollment and Student Success | Applied | Tag: Learner Access
Discover the secrets behind CSU Global's fully remote team engagement strategy that has sustain employee energy through rapid growth and change. In this interactive session, participants will understand and apply methods for developing and maintaining an effective virtual performance management and employee engagement strategy for its enrollment, marketing, communications, partnerships and student financial services teams, which ensures high accountability, transparency, and strong connections across teams. The session will cover performance management tools, unique virtual meeting format, and virtual "high five" strategies, among other strategies, to drive cross-departmental appreciation for both team and individual contributions. Attendees will explore how they can devise their own strategies for employee performance management and engagement in virtual and hybrid environments. Join us to develop and share actionable strategies in how to enhance employee performance and avoid burnout.
- Sandy Jones, Colorado State University Global
- Abby Wernicki, Colorado State University Global
Empowering At-Risk Online Students: A Comprehensive Success Strategy at Indiana University Online
Marketing, Enrollment and Student Success | Applied
This session will detail Indiana University's (IU) Online comprehensive strategy for supporting at-risk students across seven campuses and two regional centers. Presenters will share how they identify at-risk students, employ proactive support structures, and utilize multi-modal interventions. The session will also cover methods for assessing and improving program outcomes. Attendees will gain practical tools for implementing similar strategies at their institutions and engage in interactive discussions to share insights and experiences.
- Kayla Scroggins, Indiana University Online
- Shohn Beeson, Indiana University Online
AI Enrollment: Adventures In Enrollment
Marketing, Enrollment and Student Success | Strategic
Reaching the enrollment process in a student’s higher education journey is the beginning of a great adventure. While there can be roadblocks in the process, these obstacles can be overcome by diversifying the approach to enrollment. This session will explore parallels to preparing to take on these adventurous activities to remove barriers in preparation of enrollment. Activities such as hiking, running, swimming, meditation and art focus on the skills needed to successfully complete enrollment. By focusing on physical, mental, wellness, emotional dimensions, students are well prepared for a well-rounded enrollment experience.
- Stephanie Sacriste, University of Texas at San Antonio
- Melissa Mahan, University of Texas at San Antonio
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| 3:30 PM |
Concurrent Sessions VI: Workshops |
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Building Community Online to Drive Retention and Engagement
Governor's Square 17 | Marketing, Enrollment and Student Success | Strategic | Tag: Learner Access
Creating a sense of belonging and community for fully online students is a key driver of student success and retention. In this session, leaders from Indiana University Online, University of Maryland Global Campus, and The University of North Texas will share their experiences and data-backed strategies for fostering engagement through digital community initiatives. Attendees will learn how Indiana University Online’s peer mentoring program supports online graduate students, the lessons applied from their undergraduate program, and how to measure key indicators like sense of belonging and academic help-seeking without added administrative burden. Additionally, case studies from UMGC’s global approach to connecting diverse students and UNT’s strategies that increased student persistence by 13% will provide actionable insights. Explore best practices for implementing digital communities that boost student satisfaction and retention.
- Whitnie Powell, Indiana University
- Eric Schueller, Mentor Collective
- Marsha Fortney, University of Maryland Global Campus
- Samantha Nikolai, Indiana State University
- Moderator: Katy Kappler, InScribe Education
How Graduate and Online Enrollment and Retention Will Help Institutions Confront the Demographic Cliff
Governor's Square 12 | Marketing, Enrollment and Student Success | Applied | Tag: Learner Access, Graduate Education
The long-awaited demographic cliff is finally in sight and institutions will rely even more heavily on graduate, online, and adult students for enrollment health. In this session we will review new data on what may now be two cliffs and the most important actions that institutions will need to take to meet their goals. While we will start with best practices in how to attract, recruit, and enroll these students, we will give equal focus to vital steps essential to retaining these students and getting them across the finish line. Through a combination of national trend data and a specific institutional case study, you will learn how to put a growth strategy in place that ensures programs align with student expectations and ensures that they succeed.
- Lisa Braverman, City University of New York
- Daria LaTorre, Duquesne University
- Jennifer Murray, Fitchburg State University
- Peter August, Fitchburg State University
- Moderator: Jeanne Lobman, Search Influence
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