2026 UPCEA Annual Conference

Leading the AI-Ready Campus
Churchill D | Marketing, Enrollment and Student Success | Strategic | Tag(s): Engagement and Opportunity
This session empowers institutional leaders to create a unified AI strategy that seamlessly integrates every critical area—from admissions and marketing to enrollment and student support. You’ll learn how to leverage data-driven insights to assess your institution’s readiness and gain a practical framework for cross-campus collaboration and implementation. Designed for those ready to move beyond fragmented strategies, this session provides the tools to align teams, uncover high-impact opportunities and drive meaningful, scalable AI adoption.

• Karina Kogan, EducationDynamics
• Blake Faulkner, Miami University
• Josh McCarthy, Johnson & Wales University

Moderator: Karina Kogan, EducationDynamics

Roundtables
Grand Ballroom AB
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: Jill Boatright, Loyola University of New Orleans

Catch 'Em & Keep 'Em
Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity
We’re all looking for that ‘trophy’ recruiting class, but how do we make it sustainable? This session uses fishing metaphors to explore effective strategies for both recruiting and retaining college students. Presenters from LSU Online will share how to attract students with the right messaging, engage them personally, and support them through graduation. Emphasizing the importance of cross-functional collaboration, the session highlights how coordinated efforts between recruitment and retention teams lead to sustainable student success.

• Amy Delatte, Louisiana State University
• Allison Verhine, Louisiana State University

Connecting the Dots: Employee Success Through Coaching, Management, and Culture
Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity
Let’s connect the dots! Explore how consistent coaching, comprehensive management, and a strong team culture come together to increase employee success in a hybrid work environment. Join a Quality Assurance Team as they walk through their approach to coaching sessions, scoring methods, and the key data tools that drive continuous improvement. Hear from an Enrollment Counselor Manager as they share how performance dashboards and targeted professional development empower staff to reach their goals. The session will also highlight how a supportive and connected culture is maintained across a hybrid team, ensuring collaboration and engagement remain strong.

• Kaslynn Westerman, University of Arizona
• Alison Doran, University of Arizona
• Kristina Giovannucci, University of Arizona

Creating Neurodiverse-Affirming Adult Learning Spaces
Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity, Faculty, Graduate Education
Neurodivergence is an inclusive term that values neurological differences, such as ADHD, autism, and dyslexia, rather than viewing them as deficits. In higher education, traditional teaching methods often fail to accommodate neurodivergent students. These challenges can be further pronounced in online environments, where physical cues and in-person interactions are limited. To create inclusive and supportive learning environments, affirming neurodivergence in online classrooms is essential. This workshop will engage participants in strategies for implementing such practices, with a focus on flexibility, varied communication and engagement expectations, strengths-based assessment, and support for student well-being.

• Delila Omerbasic, Tulane University
• Rebecca Carr, Tulane University
• AJ Durand, Tulane University

Detecting 21st-Century Skills Predicting Success in an Online Graduate Program
Marketing, Enrollment and Student Success | Applied | Tag(s): Graduate Education
This session introduces an AI-based model that predicts student success in online graduate programs by combining 21st-century skill indicators with comprehensive academic and demographic background data. Using 5,067 letters of recommendation from 1,691 applicants to a STEM-focused master’s program, machine learning models reveal how skills like creativity, teamwork, and leadership influence both GPA and persistence. Feature importance analysis highlights the value of integrating soft skills with traditional metrics to better understand student potential. Attendees will learn how this approach supports more holistic, data-informed, and inclusive admissions decisions in scalable online environments.

• Jeonghyun Lee, Georgia Institute of Technology
• Ronnie Godshalk, Georgia Institute of Technology
• Meryem Yilmaz Soylu, Georgia Institute of Technology

Winning AI Search: Strategies from LSU, Harvard, Tufts & Search Influence
Churchill C1 | Marketing, Enrollment and Student Success | Applied |
AI is reshaping how prospective students search and which institutions they see first. Hear from LSU Online, Tufts University, and the Program on Negotiation at Harvard Law School, on strategies that increased their visibility during rapid changes in AI search. Search Influence will share UPCEA research on AI’s impact on student decision-making, trends from higher ed clients, and how to adapt SEO for Google’s AI Overviews and ChatGPT. Leave with actionable strategies to win in AI search and keep your institution front and center in the prospect journey.

• Drew Larose, Louisiana State University
• Tara Pope, Harvard University
• Alison Zeringue, Search Influence
• Paula French, Search Influence

Moderator: Lakitia Avery, Kent State University

Revolutionizing Academic Advising: Using AI to Generate Actionable Course Insights for Student Success
Grand Ballroom D | Marketing, Enrollment and Student Success | Applied | Tag(s): Graduate Education
Learn how Purdue University developed AI-powered advising reports that automatically extract actionable insights from course materials to enhance academic advising. This session covers the technical implementation, stakeholder engagement strategies, and measurable outcomes from piloting automated course analysis using large language models. Attendees will discover how this scalable solution improves student-course matching, reduces advisor workload, and enhances the student experience. We'll share practical implementation guidance, cost-benefit analysis, and strategies for replicating this across programs and adapting to different internal audiences.

• Eric de Araujo, Purdue University
• Jaylyn Learnard, Purdue University

Moderator: Jeanne Lobman, Search Influence

Enrollment Mystery Shopping: From Inquiry Experience to Actionable Improvements
Churchill D | Marketing, Enrollment and Student Success | Applied |
Enrollment mystery shopping reveals what prospective students truly experience and provides insights that can transform marketing and enrollment strategies. In this session, ODUGlobal and Raven Eye share how enrollment mystery shopping uncovers gaps in responsiveness, messaging, and service delivery, and how those insights informed measurable improvements. Presenters will also highlight national trends from more than 100 mystery shops, giving attendees a market-level perspective on student expectations and how their own institutions may compare. Participants will leave with a framework for evaluating their enrollment funnel and strategies for using insights to align teams, improve decision-making, and strengthen the enrollment experience.

• Kate Ledger, Old Dominion University
• Alby Salsa, Raven Eye

Moderator: Nichole Henry, Syracuse University

Connect, celebrate, and collaborate at the Network Lunch & Awards. Hosted by UPCEA Networks (Areas of Practice) and open to all attendees, this luncheon brings peers together to recognize excellence through Network Awards and strengthen connections across the UPCEA community. Select the Network that aligns with your professional focus.

Marketing, Enrollment, and Student Success
Grand Ballroom C
Join the Marketing, Enrollment, & Student Success Network to share insights and practices with peers working to attract, enroll, and support students in today’s competitive and evolving adult and online education landscape.

Moderators:

• Reyna Warren, University of Central Missouri
• Lakitia Avery, Kent State University
• Amanda Olivas, California State University, Office of the Chancellor
• Michael McMahon, Saint Mary’s University of Minnesota
• Susan Young, UNT Health Fort Worth

How We’re Built: Compare Your Team, Tools, and Strategy with Peer Institutions
Marlborough B | Marketing, Enrollment and Student Success | Applied | Tag(s): Engagement and Opportunity
How does your team compare to others across the field? This workshop begins with quick institutional snapshots, followed by guided reflection and small-group discussion. Participants will map their own team's structure, tech stack, and strategic priorities, then share insights with peers. Walk away with a broader perspective on what’s typical and what’s possible.

• Lakitia Avery, Kent State University
• Ashley Law, Johns Hopkins University

Moderator: Brad Harrison, MindEdge Learning

Higher Education in 2026: Aligning Policy and Practice to Create Learner Access
Churchill C1 | Marketing, Enrollment and Student Success | Applied | Tag(s): Policy, Faculty, Engagement and Opportunity
As the higher education landscape evolves amidst federal and state policy changes and landmark court decisions, colleges and universities are reexamining how they describe, serve, and support learners who have not been fully engaged in traditional postsecondary models. For professionals in continuing, online, and professional education, this moment calls for thoughtful reflection on both language and practice—balancing innovation with awareness of new policy expectations and institutional realities. Discussion facilitators will exchange insights, share resources, and discuss strategies for navigating this changing environment. Participants will consider how institutions are reframing language and approaches to better reflect and reach today’s varied and multifaceted learners, what new perspectives and constraints are shaping this work under current directives, and how to advance engagement, access, and opportunity within evolving institutional and national contexts. Designed as an open and collegial conversation, this session invites shared learning, mutual support, and community among peers navigating similar challenges.

• Doragnes Rivera Bradshaw, Rollins College
• John McKenzie, UNT Health Fort Worth

Moderator: Amanda Olivas, California State University, Office of the Chancellor

From Outsourcing to Ownership: Universities Building Sustainable Online Growth
Grand Ballroom C | Marketing, Enrollment and Student Success | Applied | Tag(s): Engagement and Opportunity, Graduate Education
As universities scale online degree and non-degree programs, many face a tough tradeoff: build from scratch with limited resources or rely on OPMs that compromise long-term autonomy. This session introduces a third path—enablement. Leaders from Washington State University, OU Education Services, and Mary Baldwin University will share how they accelerated growth and built lasting internal capacity using scalable, easy-to-implement technology. Attendees will learn how these institutions empowered frontline teams, delivered measurable impact, and maintained strategic control. The session offers a practical framework for achieving immediate results and sustainable ROI in today’s competitive online education environment.

• Brett Frazier, Elsmere Education
• Sanam Raza, University of Oklahoma
• Cheryl Oliver, Washington State University
• Todd Telemeco, Mary Baldwin University

Moderator: Brett Frazier, Elsmere Education

Winning During Disruption: Why Clean Data, Bold Strategy, and Coordinated Teams Drive Enrollment Growth
Grand Ballroom D | Marketing, Enrollment and Student Success | Strategic | Tag(s): Engagement and Opportunity
Disruption in higher ed is no longer a phase — it’s the new normal. Leaders are under pressure to do more with less, and it do it fast. When faced with this challenge, UC Online, Montclair State University, and Collegis Education opted toss out the legacy playbook and look to data, technology, and internal talent structures as way to drive enrollment growth. Learn how a team restructure allowed UC Online to reduce costs while increasing conversion, and how Montclair partnered with Collegis Education to create an infrastructure that connected siloed data and systems to empower faster decisions and enable sustainable growth. Expect candid case study insights, actionable strategies, and a roadmap you can take back to your team.

• Julie Thalman, University of Cincinnati
• Joanne Hunt, University of Cincinnati
• Jeff Certain, Collegis Education
• Marc Austin, Montclair State University

Moderator: Laurel Hogue, University of Central Missouri

Roundtable Presentations
Grand Ballroom AB
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: Jessica DuPont, Oregon State University

Execution > Discussion: Using 4DX's Lead and Lag Measures to Achieve Recruitment Results
Marketing, Enrollment and Student Success | Applied | Tag(s): Engagement and Opportunity, Graduate Education
This roundtable shares how one admissions team used the 4DX framework--and specifically the discipline of lead measures--to shift from distraction to execution. Instead of chasing every seemingly urgent task, the team focused on high-impact behaviors that drove recruitment results. Attendees will leave with an example of how to bridge strategic planning and daily action in a high-pressure enrollment environment.

• Michael McMahon, Saint Mary’s University of Minnesota

From Click to Connection - reimaging orientation for adult student success
Marketing, Enrollment and Student Success | Applied | Tag(s): Engagement and Opportunity
This session shares how a public comprehensive college transformed it's orientation to better serve a remote adult audience, while maintaining core content experiences that all students experience. Strategies on forming cross-campus partnerships will be shared.

• Melissa Semione, SUNY Oswego University
• Carrie Mocyk, SUNY Oswego University

How Universities Align Leadership to Reengage Stop-Outs and Boost Workforce
Marketing, Enrollment and Student Success | Strategic |
With 43 million adults holding some college credit but no degree, institutions have a unique opportunity to reengage learners while meeting urgent workforce needs. This session features leaders from Southern Utah University, the University of South Florida, and myFootpath, who are aligning leadership and organizing cross-functional teams to scale reengagement and workforce strategies. From microcredentials and apprenticeships to data-driven student outreach, each speaker will share how leadership buy-in and collaboration across departments are critical to success. Attendees will gain practical insights into how institutions can structure internal efforts to reengage stop-outs and deliver workforce-aligned pathways for adult learners.

• Melynda Thorpe, Southern Utah University
• Mark Koulianos, University of South Florida
• JT Allen, myFootpath

Key Strategies: Assessing Technology that Drives Student Success
Marketing, Enrollment and Student Success | Foundational |
Join Wen-Chieh Fan, Director of Academic Technology at Louisiana State University, in a discussion on a modern, informed approach to evaluating online proctoring, an essential component of their academic technology toolkit. Leveraging AI to rapidly gather and synthesize information, this process streamlines the early stages of selection, allowing academic leaders to focus on technologies that align with institutional priorities and student needs. You’ll learn how to assess solutions for their potential to enhance engagement, promote equitable access, and protect academic integrity in online environments.

• Wen-Chieh Fan, Louisiana State University
• Andy Wisner, Honorlock Online Proctoring

The AI Mandate: Partnering for Institutional Readiness
Marketing, Enrollment and Student Success | Applied | Tag(s): Engagement and Opportunity, Policy
Artificial Intelligence is no longer optional. This panel features leaders from universities in the US and UK discussing their frameworks for the dual AI mandate: preparing students for an AI-driven workforce and transforming institutional operations. Learn how to leverage strategic partnerships to rapidly launch AI up-skilling programs and enhance operational efficiency. This session provides an actionable roadmap for building a competitive, AI-ready university that meets the urgent demands of today's economy and workforce.

• Anjali Gopaul, HyperionDev
• Jason Marcuson, HyperionDev
• Simon Thompson, The University of Manchester

The Power of Perseverance: Soft Skills for Student and Career Success
Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity, Faculty, Graduate Education
This session introduces ten soft skills every student needs to succeed, based on the new book The Power of Perseverance by NYU professor Dr. Richie Karaburun. Through storytelling, practical strategies, and real-life application, participants will gain tools to help students build confidence, manage setbacks, and develop a personal brand for long-term success. Ideal for student success leaders, career services, and graduate educators.

• Richie Karaburun, New York University

Marketing What Matters: Building and Growing Workforce-Aligned Programs through Partnerships and Pathways
Churchill D | Marketing, Enrollment and Student Success | Applied | Tag(s): Engagement and Opportunity
Workforce-aligned programs succeed when institutions pair strong partnerships with smart marketing. This session combines a real-world case study and research-backed strategies to show how. UNT Health Fort Worth will share how its Pharmacy Technician program achieved 320% enrollment revenue growth in one year through targeted tactics like student journey-based email campaigns, SEO, landing pages, and industry partnerships. Building on that, leaders from Southwestern Community College and Jenzabar will highlight proven methods for sustaining workforce-aligned programs, from establishing advisory boards and leveraging AI/SOC skill mapping to applying regional SEO, content marketing, and social media. Together, these perspectives illustrate how academic, workforce, and marketing teams can collaborate to design and scale programs that meet employer needs and attract adult learners. Participants will leave with both tactical tools and strategic frameworks to apply at their institutions.

• Kim Oaks, Southwestern Community College
• Chris Morgan, Jenzabar
• John McKenzie, UNT Health Fort Worth
• Susan Young, UNT Health Fort Worth
• Jennifer Fix, UNT Health Fort Worth

Moderator: Wade Phelps, UNT Health Fort Worth

Scaling Student Retention: Designing Online Communities that Drive Belonging and Social Capital
Churchill B2 | Marketing, Enrollment and Student Success | Strategic | Tag(s): Engagement and Opportunity
Student success depends on more than access; it requires connection, trust, and belonging. This session explores how Pima Community College and Alamo Colleges District are using digital communities to foster peer support, build social capital, and improve student outcomes. Presenters will share evidence-based models that demonstrate measurable gains in engagement and retention, along with practical strategies to create or scale online spaces that humanize learning and strengthen access across institutions.

• Katy Kappler, InScribe
• Luke Dowden, Alamo Community Colleges District
• Michael Amick, Pima Community College

Moderator: April Wolf, Purdue University

Stop & Share Presentations
Grand Ballroom AB
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: Kelley Brandt, Boise State University

Building Belonging from the Start: Reimagining Online Orientation to Welcome, Engage, and Connect Students at Mississippi State
Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity
This session explores how Mississippi State Online redesigned its orientation to foster belonging, engagement, and community from day one. By integrating student-submitted “I Am” statements, MSU created a welcoming experience that affirms identity and encourages connection. The presentation also highlights creative elements like MSU-themed “easter eggs” to boost interaction and school spirit. Attendees will learn practical strategies to build inclusive, student-centered orientations that go beyond logistics and set the tone for online student success.

• Tracy Craven, Mississippi State University
• Mark Jimerson, Mississippi State University

Building Belonging: A Community-Centered Support Framework for Degree Completion Students
Marketing, Enrollment and Student Success | Strategic | Tag(s): Engagement and Opportunity
This presentation presents the Community-Centered Support Framework, a research-based model developed to improve belonging, engagement, and persistence for adult learners in bachelor’s completion programs. Created through doctoral action research and piloted at an R1 university, the framework integrates a resource hub, peer mentorship, online community space, and targeted engagement opportunities. Attendees will learn how it was co-designed with students and staff, review pilot outcomes, and explore ways to adapt it for their own contexts. The session offers practical, evidence-informed strategies to address adult learners’ needs and improve retention and success in degree completion programs.

• Michael Jones, University of Connecticut

Collaboration by Design: Building a Better Process for Online Program Development
Marketing, Enrollment and Student Success | Applied | Tag(s): Graduate Education
Discover how a program manager and a marketing strategist at a large university transformed their workflow for collaboration using a project management tool (Asana). This presentation will use a case study to show how intentional, collaborative planning and shared digital workspaces can streamline processes, improve communication, and align strategic goals for online degree program launches. Attendees will learn a useful framework for using technology to foster high-impact partnerships across internal, cross-functional teams.

• Ursula LaFosse, University of Michigan
• Whitney Bayer, University of Michigan

From Brainstorm to Buy-In: A Foundational Framework for an A la Carte Approach to Campaign Development in Higher Ed
Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity
How do you, as an in-house marketing team, build a cross-functional campaign that leadership supports and your community embraces—when you're starting from scratch? This session walks through the foundational process of building a digital learning engagement campaign at Rice University. We'll share our creative strategy, which was built on a foundation of thought-mapping and team-wide participation to ensure buy-in and ownership. A core element of our success was an "À la carte" approach, allowing us to gain leadership support by offering flexible, tailored campaign components that aligned with their specific goals. Attendees will learn how to leverage internal creativity to overcome resource constraints, foster a culture of collaboration, and secure leadership buy-in for marketing initiatives. This session is designed for higher education marketing professionals who want to drive impactful change with budgets of all sizes.

• Cassandra Kopecky, Rice University
• Dani Newman, Rice University

Turning Student Heroes into Hero Content: Driving Traffic in an Age of AI Search
Marketing, Enrollment and Student Success | Applied |
This data-driven presentation demonstrates how student storytelling creates AI-resistant marketing that drives quality web traffic with evidence showing student stories generate 3x higher traffic engagement in the online population vs. traditional audience. Attendees learn frameworks for following user journeys and building alumni advocacy and gain tools to turn authentic narratives into sustainable traffic and awareness drivers. Perfect for marketing professionals seeking community-building strategies that thrive despite AI-disrupted search behaviors and declining click-through rates.

• Hope Aucoin, University of Louisiana at Lafayette

2026 Marketing Macro Trends: How to Ensure Your Enrollment-driving Strategies Stay Aligned
Grand Ballroom C | Marketing, Enrollment and Student Success | Foundational | Tag(s): Engagement and Opportunity
In 2026, higher ed marketing teams must align enrollment-driving strategies with rapidly shifting macro trends. This session unpacks the forces shaping the next 12-24 months—from AI-driven personalization to changes in ad technology and consumer behavior—and connects them directly to the student decision journey. Drawing on national data, industry research, and examples from Saint Joseph’s University, we’ll share a framework for evaluating whether current tactics match market realities, identifying when to pivot, and focusing resources for maximum ROI. Attendees will leave with a forward-looking playbook to proactively adapt, maintain relevance, and ensure marketing and enrollment efforts stay competitive.

• Francesca Reynolds, Saint Joseph's University
• Emily McMahon, Eduvantis

Moderator: Reyna Warren, University of Central Missouri

From Motivation to Graduation: Scaling a Proactive, Personalized Online Student Journey
Churchill A | Marketing, Enrollment and Student Success | Strategic | Tag(s): Engagement and Opportunity
Online learners are more diverse than ever, with unique motivations, needs, and barriers to success. Yet institutions often approach recruitment and retention through fragmented systems or one-size-fits-all strategies. This joint session brings together national research and institutional practice to explore how data, design, and human connection can align to create a seamless, scalable online student experience—from the moment a learner inquires to the day they graduate. In the first half, Carnegie and St. Catherine University share results from a nationwide study capturing the voices of thousands of online learners, revealing where institutional assumptions and student expectations diverge—and how one mid-sized private university is using those insights to inform its own online strategy. In the second half, the University of Arizona Online offers a large-scale public perspective, showcasing a proactive, data-driven student success model supporting more than 10,000 learners. Together, these perspectives highlight what it takes to close the gap between motivation and graduation—and how institutions of any size can design systems that are both personal and scalable.

• Caleb Simmons, University of Arizona
• Jessica Salata, University of Arizona
• Dean Gething, Carnegie
• Lauran Hundshame, St. Catherine University
• Jaime Oleksik, Carnegie

Moderator: Paul Ballentine, Villanova University