Program | 2024 UPCEA MEMS

Tuesday
December 3

Wednesday
December 4

Thursday
December 5

Driving Cost Savings and Efficiency by Harnessing the Power of Connected Data
Commonwealth B | Enrollment Management | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources, Graduate online education
Fragmented data sources often hinder efficiency and missed opportunities for higher education marketers. Traditional data silos make it challenging to make strategic decisions, optimize budgets, and measure the impact of marketing efforts. In response to these challenges, experts from Everspring, California State University, Chico, and Santa Clara University will explore the critical role of connected data in higher education. By focusing on cost savings and operational efficiency, the panel aims to showcase how integrated data systems can revolutionize decision-making and streamline operations. The discussion will cover the significance of connected data, provide specific examples of cost efficiencies through data integration, and explore how connected data empowers strategic decision-making.

• Michael Bell, Everspring
• Minh Virasak, Santa Clara University
• Melissa McGowan, California State University, Chico

Lessons from Corporate America: Translating Data into Actionable Insights
Commonwealth A1 | Enrollment Management | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources, Graduate online education
Admissions and Marketing teams are inundated with prospect data, to the point it can be difficult to determine what is even useful to track and analyze. In this session, attendees will learn how to sift through data to go beyond KPI reporting and turn the data into actionable insights that can drive strategic vision for their university. Attendees will leave this session with a deep understanding of measurement and reporting frameworks used by high-impact teams in Fortune 500 companies. These easy to follow templates will empower attendees to manage up, get their voices heard and align stakeholders across their organization to drive enrollments to their school. Additionally, attendees will hear success stories on how to collaborate with a third party partner to enhance their data capture and analysis.

• Hayley Schoner, William & Mary
• Jeffrey Bania, Everspring

Moderator: Paul Ballentine, Villanova University

Are You Mentoring a Growing Team in the Post-Pandemic Workplace?
Commonwealth A2 | Marketing | Strategic | Tag(s): Diversity/inclusion, Small marketing unit/very limited, Budget or staff resources
In the wake of the pandemic, rebuilding and mentoring teams has become a critical task, especially for units like continuing education and professional studies, where experienced staff may have left our workplace during or after lockdown. This session focuses on the pivotal task of integrating new hires to ensure continuity within today’s complex, yet exciting hybrid workplace. Replacing seasoned employees necessitates a thorough consideration of the existing team’s needs, job description refinement, compensation analysis, and effective recruitment strategies. Join us for an engaging session and explore how a holistic and inclusive approach, led by today’s leadership teams, embraces HR consultation, skillful interviewing, and seamless, mindful onboarding practices. Throughout the session, you’ll learn practical techniques for managing diverse teams, including multi-skill, multi-generational teams, and leveraging varied perspectives for collaboration. Learn how to support a successful transition from “new employee” to “indispensable team member.”

• Karen D'Angelo, Pratt Institute
• Kim Siegenthaler, City University of New York
• Alicia Jasmin, Tulane University

Moderator: Amy Heitzman, UPCEA

From Chaos to Control: Revolutionizing Your Marketing Approach
Commonwealth C | Marketing | Strategic | Tag(s): Noncredit/alternative credentials, Small marketing unit/very limited, Budget or staff resources
Is your marketing team constantly reacting to others' ideas and fighting fires? It’s time to flip the script! Our presentation will guide you in transitioning from a traditional communications team to a proactive and highly effective marketing unit.  This presentation is ideal for marketing teams of any size looking to grow their capabilities and evolve. Participants will learn to: Transition from a support unit to a strategic partner mindset; Develop a change management process that builds trust with your partners; Empower your marketing strategists to make impactful decisions; Implement centralized budgeting and annual marketing planning; Develop an organizational structure that creates efficiencies. In 60 minutes, you and your team will have a roadmap for becoming strategy-forward, empowered decision-makers, and a high-performance organization. Gain invaluable insights and practical tools to transform from a reactive unit into a proactive, strategic powerhouse. Join us to revolutionize your marketing approach and position your team as a key player in your organization's growth and success.

• Gina Reed, University of California, Davis
• John O'Neill, University of California, Davis
• Phil Wade, University of California, Davis

Seamless, Supportive, Successful: Enhancing Operational Effectiveness and Collaboration with IU Online
Commonwealth D | Student Success | Applied | Tag(s): Budget or staff resources
In the evolving landscape of higher education, traditional siloed student services often fall short. IU Online has transformed its approach by re-aligning from a campus-based to a discipline-based model for enrollment management and student services. This shift enhances operational effectiveness by aligning admissions, student services, and advising, fostering specialized support, and optimizing staff resources through cross-training. Our session will explore this innovative model. We will share strategies for building a silo-free culture under our guiding motto, "Seamless, Supportive, Successful," and discuss practical steps for effective cross-training, stakeholder engagement, and interdepartmental collaboration. Highlighting the crucial role of our admissions team, we will detail how we work together across teams to handle application updates, cancellations, term activation, and late admissions through various forms and communication channels, reducing barriers for students and ensuring a smooth admissions process. We will also share a few hurdles encountered along the way, emphasizing that this significant undertaking requires all parties to be invested in the vision and support the motto. It does not happen overnight and is not frictionless, but the outcomes are well worth the effort.

• Kayla Scroggins, Indiana University
• Stephanie Tinkel, Indiana University
• Kristina Walker, Indiana University

Moderator: Justin Louder, Anthology

Cracking the Code: Online Student Engagement, Killer Communication, and Assessment Dos and Don'ts
Congress BC | Student Success | Foundational |
Join us as Arizona Online's student success experts address the challenge of optimizing online student engagement, communication, and assessment strategies in the digital learning landscape. Recognizing this pressing need for innovative solutions, our speakers, each with unique expertise in social media, student communications, and data analysis, unite to share their insights and experiences. While our roles may differ, our collective aim remains steadfast: to overcome the barriers hindering student success in online learning environments. Through this presentation, we aim to address how creating a community of assessment has informed the vast improvement of each of our respective efforts to improve online student success. By illuminating the dos and don'ts of online student engagement, communication, and assessment, we seek to equip attendees with the knowledge and tools needed to navigate these challenges effectively. Join us as we delve into actionable strategies, best practices, and real-world examples to empower educators and administrators in their mission to unlock the full potential of online learning and online student success.

• Annie Custer, University of Arizona
• Emily Wright, University of Arizona
• Jaye Ferrone, University of Arizona
• Sean Taylor, Archer Education

Revolutionizing Strategic Enrollment Management: Navigating Pain Points and Pilot Initiatives
Congress BC | Enrollment Management | Applied | Tag(s): Budget or staff resources
Our presentation aims to delve into the complexities of the enrollment process, offering innovative insights and data-informed strategies to enhance student engagement in the enrollment journey with the goal of ultimately affecting an increase in enrollment rates. The presentation will be divided into 3 segments: 1. Identifying Pain Points in the Enrollment Funnel 2. Introducing Pilot Initiatives to Address Pain Points 3. Case Study in Progress: Welcome Packages for Newly Admitted Students Providing a data-driven pathway for introducing initiatives to affect enrollment growth that considers the realities of limited resources and institutional barriers. The presentation will not only offer theoretical insights but also practical solutions, making it highly relevant for academic institutions facing similar challenges in enrollment management. Interactive elements like Q&A sessions and a workshop segment are planned to engage the audience actively.

• Marqus Dorame, University of Arizona Online
• Caleb Simmons, The University of Arizona

Moderator: Ashley Law, Johns Hopkins University

Rely on Data, Not Gut Instincts: Strategies to Find and Attract Adult Learners
Commonwealth C | Marketing | Applied | Tag(s): Noncredit/alternative credentials, Graduate online education
Data only works if you use it. This session addresses the challenges of recruiting adult learners for graduate programs and shares strategies to redesign outreach and marketing. Jovitha Franklin, Director of Marketing at CSUN's Tseng College of Extended Studies and Joe Guzzardo, Chief of Staff, Chief Marketing and Strategy Officer  at Peirce College discuss how their institutions have used data-driven solutions and partnerships to enhance recruitment, leading to increased interest, applications, and enrollments. He will guide you through coordinating third-party vendors and implementing effective tools and techniques.

• Jack MacKenzie, CollegeAPP
• Jovitha Franklin, California State University, Northridge
• Joe Guzzardo, Pierce College

Moderator: Leo Rice, University of Massachusetts Lowell

Full Funnel Strategy in the World of AI: Lead Gen, User Experience, and Lead Nurturing Best Practices
Commonwealth A1 | Marketing | Applied |
AI has drastically impacted higher education marketing. As Google’s Search Generative Experience (SGE) rolls out and AI-based paid advertising and SEO tools become more sophisticated, this will only increase the competitiveness of an already competitive landscape. In this session, you will learn how to leverage a full-funnel approach to driving enrollment through paid and organic lead generation, user experience optimization, and lead nurturing, informed by the realities of an AI-fueled marketplace. The session will walk through a Saint Joseph’s University case study. Attendees will be left with a toolkit they can use to build and optimize their full-funnel strategies.

• Emily McMahon, Eduvantis, LLC
• Francesca Reynolds, Saint Joseph's University
• Rich Funk, Eduvantis, LLC
• Ashley Bollhorst, Eduvantis, LLC

Moderator: Susannah Fuller, University of Virginia

Emerging Trends & Technology: Improving Student Experience and Operational Efficiency with AI-Driven Tools
Commonwealth B | Marketing | Strategic | Tag(s): Small marketing unit/very limited, Budget or staff resources
While AI finds utility across various industries, its adoption in higher education has been slower. UPCEA and EducationDynamics surveyed higher education marketing and enrollment management leaders to get their insights into their opinions, current adoption levels, and expectations for the future. The 2024 Emerging Trends and Technology survey examined the current and perceived use of artificial intelligence (AI) and other emerging technologies within institutional marketing and enrollment management. The findings revealed an overall positive perception of AI, with institutional representatives expressing optimism about its benefits and future potential within the workplace. However, a significant portion of respondents have yet to adopt AI-powered tools within their marketing and enrollment departments, citing reasons such as a lack of understanding, fear of change among institutional leaders, budget constraints, and insufficient staff or technological readiness. The resulting report presented a number of findings and recommendations to help schools better leverage emerging technology like AI. During this session, we will discuss the report findings and present a framework that marketing and enrollment management leaders can use to improve student experiences and find efficiencies by using AI-driven tools.

• Eric McGee, EducationDynamics
• Bruce Etter, UPCEA

Creating a Sense of Belonging in an Online Learning Environment
Commonwealth A2 | Student Success | Foundational | Tag(s): Graduate online education
Creating a sense of belonging in online learning environments is crucial for student success and well-being in higher education. It significantly impacts engagement, retention, and academic performance. In the absence of face-to-face interactions, online students can feel isolated and anonymous, making community-building essential. At LSU Online, we have crafted a comprehensive approach that integrates high-touch support, specialized roles, and data-driven strategies to enhance student success and retention. This presentation will explore our methods and demonstrate how these elements work together to foster a sense of belonging for our online students. Ultimately, fostering belonging transforms online education into a more engaging and effective learning experience, enhancing students' academic outcomes and personal growth. Through the development of a specialized management learner plan, creating distinct student support roles, and using data to drive decision making, we will discuss how we have implemented strategies that promote a sense of belonging with our online learners to make our online learning environments supportive and successful.

• Carly Clark, Louisiana State University
• Whitney Clouatre, Louisiana State University

UPCEA Talks
Commonwealth D

Session Format: Quickfire introduction of an idea by a single presenter without audience discussion. Talks are scheduled in one concurrent session, in sequence, to offer attendees numerous, shallow forays into critical topics. A moderator will offer opening remarks, as well as work with Talks presenters to organize a thoughtful order of topics presented, and to ensure smooth, timed transitions between Talks.

Moderator: Alicia Jasmin, Tulane University

Maximizing ROI: Five Ways To Optimize Your Limited Digital Ad Budget
Marketing | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources, Graduate online education
During this session you will learn how to increase leads. With limited staff and budgets, this presenter will share her five proven steps to maximize lead generation efforts in-house. Learn how to: 1. Break down silos: Establishing cohesive enrollment goals.  2. Develop content: Creating ad content for your entire fiscal year.  3. Allocate budget: Supporting industry and program specific ad placements.  4. Refine active campaigns: Optimizing campaigns. 5. Report: Sharing marketing campaign results with academic leadership.  These five steps and a combination of data-driven insights, strategic planning, and effective execution, universities can unlock new possibilities for growth and success -- regardless of budget limitations.

• Bianca Nicolosi, University of New Hampshire

One Program, Many Locations: Centralization Across Multiple Campuses
Enrollment Management | Strategic | Tag(s): Budget or staff resources
As institutions aim to streamline services, better support students, and experience enrollment growth, centralized advising is often a potential solution. While centralization can bring opportunity for more effective and efficient student service, it is not without challenge. Navigating this process is particularly difficult in an online, fully remote environment. This presentation will review the transition of the online RN-BSN program at Indiana University to a multi-campus centralized model. We will review the centralization process, from the program’s beginning as an independent offering on nine campuses, through its adoption of shared curriculum and later move to centralized student services and administration. We will consider techniques for building trust amidst skepticism, methods to navigate and resolve administrative barriers and challenges related to a multi-campus centralized model, restructuring of procedures for more consistent student experience, analysis of resulting enrollment growth (20% spring to spring in one year of centralization, on track for greater growth in upcoming semesters), and areas of attention moving forward.

• Lori White, Indiana University

Are Your Nurture Campaigns Keeping Up with the Times?
Marketing | Strategic | Tag(s): Small marketing unit/very limited
Hear how Rowan University identified the need to refresh their nurture campaigns to better engage prospective students and boost enrollment. By analyzing engagement metrics and feedback, Rowan's marketing team prioritized elevating their communications. They recognized the importance of staying current with industry trends and meeting the evolving expectations of their audience. Through a strategic review, they pinpointed key areas for improvement, including personalized content, multi-channel communication, and timely follow-ups. Join us to learn about their journey, the challenges they faced, and the innovative solutions they employed to successfully update and enhance their nurture campaigns.

• Carie Markowitz, Rowan University

I Can Haz Newsletter? Finding Ways to Increase Audience Engagement With Internal and External Communications
Marketing | Foundational | Tag(s): Small marketing unit/very limited
Too often, time is spent building communications that are either skimmed or outright ignored by the intended audience. It can be frustrating, for sure. However, there are some fairly simple and proven (and free) ways to turn them into must-read experiences for the recipients. Finding the fun is key - a spoonful of sugar and all that. Figure out that hook and the rest will fall into place. This presentation would offer up some quick-hit ideas that can then be expanded upon as needed.

• Allen Adams, University of Maine

Unifying Teams, Amplifying Impact: Strategies for Enhancing Digital Marketing and Social Presence in Higher Education
Marketing | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources
This session will explore the process of unifying two teams to enhance our digital marketing and social strategy for our Institute for the Advancement of Higher Education brand. We are targeting professionals with a digital and social presence that faces both outward and inward. In this session we will discuss maximizing limited budgets and small teams, leveraging effective content strategies, and the alignment between internal communication and external marketing. We'll explore how our approach integrates academic programs into AdvancED, providing actionable insights for fostering collaboration and building in-house capacity to succeed. By examining successful methods, strategy implementation and providing practical examples, attendees will leave equipped with actionable steps to enhance their digital marketing efforts and drive organizational growth.

• Jillian Moulton, Vanderbilt University

Numbers That Never Quit: The Role of Data in Academic Persistence
Enrollment Management | Foundational |  
Explore the transformative potential of data analytics in addressing challenges related to student persistence in higher education, including the unique journey of online students who navigate their degrees one semester at a time. This presentation delves into the persistence of first-time students pursuing degrees online, emphasizing their semester-by-semester adjustments rather than traditional yearly retention. While nearly 90% of campus students at the University of Arkansas enrolled full-time in Fall 2023, approximately 70% of online students opted for part-time enrollment. This discussion highlights the perseverance of online students as they progress towards their degrees, focusing on measuring persistence and identifying key variables to enhance the study. Specifically, it explores the role of engagement and its components in shaping student persistence and completion, while also incorporating trends, patterns, and demographics to provide a comprehensive understanding of student behavior. Further examination of the ethical implications and privacy considerations inherent in the responsible use of student data for persistence initiatives is included. Through a combination of technological innovation, student-centered strategies, and ethical frameworks, higher education institutions can cultivate an environment that nurtures persistence, empowering students to overcome obstacles and achieve their academic journey.

• Brandy Mendoza, University of Arkansas-Fayetteville

Enrollments at Scale: Centralizing and Streamlining Enrollment Support for All Programs
Commonwealth D | Enrollment Management | Strategic | Tag(s): Noncredit/alternative credentials, Budget or staff resources
Over the past three years, we have centralized and streamlined inquiry management with a focus on full-funnel support. Driving inquiries to the top of the funnel is just the beginning. Achieving success requires robust support throughout the entire funnel. This workshop delves into bottom-of-the-funnel strategies and how to scale support using digital execution and comprehensive student journeys. We will explore techniques to convert inquiries into enrollments, optimize seating capacity, and support both growth and scaling of enrollments.  Designed for senior leaders who want to explore new opportunities for driving enrollments, and teams who have recently moved to a centralized coaching model and want tips and best practices.

• Phil Wade, University of California, Davis
• Gina Reed, University of California, Davis
• John O’Neill, University of California, Davis

Moderator: Nate Rowe, Green Flower

Drip Campaign Strategy for Maximizing Engagement and Conversion through Automation and Communication
Congress BC | Marketing | Applied | Tag(s): Noncredit/alternative credentials, Small marketing unit/very limited, Budget or staff resources, Graduate online education
Discover how to harness the power of drip campaigns, and strategies to keep prospective students engaged and guide them seamlessly through the enrollment funnel. This session will explore automation and targeted communication techniques that foster sustained interest, drive applications, and boost enrollment in online programs. Learn to design and implement effective drip campaigns that deliver relevant, timely content, ensuring that your prospects stay connected and motivated every step of the way.

• Gillian Sclafani, Villanova University
• Laura Dorman, University of Louisville

Moderator: Melissa Rekos, Carnegie

Cultivating New Fully-Online Academic Programs through Market Research: A Case Study
Commonwealth B | Marketing | Strategic | Tag(s): Noncredit/alternative credentials, Small marketing unit/very limited, Budget or staff resources, Graduate online education
As higher education institutions seek to expand their academic reach to new markets, online academic programs present a significant growth opportunity. This session will delve into how market research, coupled with navigating inter-departmental and institutional priorities, enabled Wichita State to successfully cultivate new fully-online academic programs. This session showcases the partnership between Anthology and Wichita State University's Office of Online & Adult Learning and Office of Academic Affairs. Attendees will explore how market research guided the institution's strategic efforts to expand online learning opportunities. During the 2023-2024 academic year, Wichita State University piloted this approach with five academic programs, including undergraduate and graduate degrees. The session will highlight the process, challenges, and successes of implementing this analysis, emphasizing how it engaged academic leadership in innovative ways and led to significant programmatic decisions. As a result, several programs transitioned to or added fully online modalities, demonstrating the profound impact of market research on academic program cultivation and additional student enrollments. By fostering collaboration across marketing, enrollment management, and student success departments, this approach ensured a comprehensive strategy that addressed both institutional and learner needs. Attendees will gain insights into best practices for market research and innovative strategies that ensure a strong return on investment, aligning with UPCEA's emphasis on collaborative solutions and data-driven decision-making.

• Rebecca Robinson, Anthology
• Amber Anderson, Wichita State University
• Brett Bruner, Wichita State University

Moderator: Justin Louder, Anthology

Data: The Unsung Hero of AI-Powered Marketing
Commonwealth A1 | Marketing | Strategic |
This interactive session will begin by sharing perspectives on AI from where we were, where we are, and where we can go within higher education to create value. He’ll explore how AI can create “new streams” of intelligence to power new enrollment strategies, optimize web experiences, and pave the way for new student success. The session will then review innovative approaches to centralize data and enable AI to power personalized experiences from a student’s first search to last course. Then we'll discover how AI can streamline admissions processes, personalize website experiences, and predict student needs to improve enrollment and retention. Lastly, we'll hear a University's AI initiative using website data to drive a new strategy for supporting students.

• Wes CatlettMiller, Collegis Education
• Cristina Raecke, Augusta University

Moderator: Kayla Scroggins, University of Indiana

Enhancing Student Success and Retention through a Dedicated Student Academic Success Office
Commonwealth C | Student Success | Applied | Tag(s): Graduate online education
Established in May 2023, the Johns Hopkins University Engineering for Professionals Student Academic Success Office (SASO) has been instrumental in promoting student success and retention over the past year. This session will provide a comprehensive overview of SASO's establishment, its key roles, and the significant impact it has had on fostering student success and retention. By offering extensive support services, academic advising, and targeted interventions, SASO ensures that students receive the necessary guidance and resources to reach their academic goals. The session will also highlight best practices, innovative strategies, and measurable outcomes associated with effectively implementing and maintaining SASO.

• Heather Stewart, Johns Hopkins University
• Ruthie Berenson, Johns Hopkins University
• Zoe Petersen, Johns Hopkins University

Moderator: Chris Anderson, InsideTrack

Industry Insights
Commonwealth A2

Industry Insights is a series of curated, short, extemporaneous presentations shared in succession by UPCEA’s highest level corporate partners. Each presentation will offer a quickfire introduction of an idea, challenge, solution, or product of critical import to the field of marketing, enrollment, and student success, and each partner will offer thought leadership and resources on respective themes for attendees’ further consideration. Presenters will share valuable insights and expertise on current trends, emergent products, and/or original research, helping move the field forward via takeaways, solutions, and innovative practices. All attendees are welcomed, regardless of positionality or organizational type.

Moderator: Amrit Ahluwalia, Western University

Innovation on a Budget: Practical Tips for Enhancing Recruitment with Answer Engines
Marketing | Tags: Small marketing unit/very limited, Budget or staff resources, Graduate online education
This session explores how answer engines can transform the way marketing and enrollment teams collaborate and engage with students. For smaller teams that often face resourcing challenges, answer engines are valuable tools to support research and improve planning processes. Attendees will learn practical ways to integrate free or low-cost answer engine tools into their recruitment efforts, helping them work more efficiently and connect more intentionally with prospective students—without the need for large budgets or complex infrastructure.

• Kevin Phang, Noodle
  

Addressing the Modern Learner: Personalized Approaches for Student Success
Marketing | Tags: Small marketing unit/very limited, Graduate online education
As the landscape of higher education continues to evolve, so does the profile of the modern learner. This session defines the modern learner and explores how higher ed professionals can tailor marketing strategies to align with this demographic’s shifting needs. Exploring data from EducationDynamics’ Marketing & Enrollment Management Benchmarks Report and the Online College Students Report, we’ll highlight key trends and preferences, including heightened expectations during program research and initial outreach phases of the student journey. The session will also explore how to leverage AI to maximize conversions and streamline marketing processes. Attendees will gain actionable strategies to engage the modern learner and drive enrollment through data-driven, personalized approaches.

• Mark Wheeler, EducationDynamics

Practical Magic: How to Navigate 2025 SEO Trends
Marketing
Search behavior is evolving. With more people referencing Google’s AI Overviews and using social media as a search engine, higher education marketers need to adjust their search engine optimization (SEO) strategy to capitalize on these changes. Neglecting to update your SEO approach could result in losing prospects to your more visible competitors. Discover the top trends impacting your institution's visibility and ranking in this evolving search landscape. Marketers who implement tactics to account for these changes can future-proof their SEO strategy to attract and guide more students through the enrollment funnel.

• Paula French, Search Influence

Student Success: Engaging the Employer Voice Through Partnerships
Student Success | Tags: Graduate online education
According to a recent higher education forum, 89% of business leaders say it’s important that institutions are collaborating closely with local companies and employers to ensure that their curriculum is aligned with workforce skills and competencies. This benefits students directly. The Lumina Foundation recently reported that students who participate in workforce partnership programs have a 15% higher employment rate and a 13% higher income than those who do not. In this session, Risepoint will outline barriers to university-employer partnerships, give examples of successful university-employer career preparation models and provide recommendations to help universities forge working partnerships that support student success.

• Dan Bartell, Risepoint

Driving Efficiency: Reducing Acquisition Costs in Higher Education
Marketing | Tags: Small marketing unit/very limited, Budget or staff resources, Graduate online education
Are rising student acquisition costs impacting your enrollment goals? Learn how to optimize your marketing budget and improve ROI. This session will explore proven strategies to identify cost-effective channels, enhance lead quality, and increase conversion rates, while decreasing acquisition costs. Discover actionable insights to boost efficiency and maximize your institution's return on investment.

• Jennifer Blassingame, Anthology

Thriving Beyond the Enrollment Cliff: Innovative Strategies for Growth and Retention
Commonwealth B | Enrollment Management | Strategic | 
As institutions nationwide face the impending enrollment cliff, many are implementing new strategies to both attract new markets and better retain their current students. This presentation will explore two novel approaches: Reengaging stop-out students and assessing incoming student’s non-cognitive variables. First, we will provide evidence that re-engaging stop-outs in a highly structured manner will increase enrollments. There are over 40 million adults who have SCND, so this remains among the last untapped student markets. It requires extensive analyses on institutional procedures as well as modifications to make the re-enrollment path transparent and efficient for returning students. We will outline the various efforts related to identifying the pool, reaching those who are welcome to return and supporting them throughout their studies. Secondly, we will look at the innovative use of noncognitive assessments to support and retain students. Test scores only partially indicate a student’s likelihood of persisting. An assessment of their “grit” factors allows an institution to apply its limited support services to those most in need. There is ample evidence that this will increase an institution’s graduation rate and help transform more lives through improving the equity of degree attainers.

• Michael Sanders, University of North Texas
• JT Allen, myFootpath

Moderator: Caleb Simmons, University of Arizona

The Stats You Need to Know for Recruiting the Adult Learner
Commonwealth D | Marketing | Applied |
Join us for the one-stop-shop session of the statistics, trends, and insights you need to know for marketing to and recruiting the adult learner. We’ve compiled the data from industry studies, LinkedIn data, Carnegie research, and marketing benchmarks from hundreds of campaigns to provide you with the resources you need to inform future strategy. Information will cover factors throughout the student research and decision-making journey. From the first questions they’re asking Google, their social media preferences, what they loved or hated on schools’ websites, and ultimately what influenced them to take the next steps along their continuing education journey.

• Melissa Rekos, Carnegie
• Kate Ledger, Old Dominion University
• Tim McCarthy, LinkedIn

Moderator: Andrea Fagon, CUNY

Engaging Where They Are: Audience-Centric Approaches in Nontraditional Higher Education Marketing
Congress BC | Marketing | Foundational | Tag(s): Noncredit/alternative credentials, Small marketing unit/very limited, Budget or staff resources
Join us for an engaging session where you will acquire valuable insights on utilizing marketing strategies to engage with specific target demographics. Discover innovative approaches to connect with niche audiences that are often overlooked in traditional higher education marketing efforts. In this session, we’ll discuss innovative tactics we’ve implemented to generate engagement, including small scale interactive initiatives, community-oriented signage, and military-connected native advertising.

• Hope Alvarez, Syracuse University
• Sarah Ali, Syracuse University

Moderator: Lee Maxey, MindMax

Resilient and Strategic Leadership: A Roadmap To Change
Congress A | Marketing | Strategic |
Fear of change, uncertainty, and confusion make the role of a change leader not only challenging but more paramount than ever. For almost 20 years, the Marketing and Communications unit at The Chang School of Continuing Education was known as MarComm. With the school’s new strategic direction, Marketing and Communications became two separate units – and included a Sales department within the Marketing portfolio. To achieve the school’s new strategic direction, we were tasked by the dean to develop a unit that is focused mainly on continuous learners as we positioned The Chang School as a school that’s “not just selling courses”, but as a lifelong partner in one's career journey. While no single practice, principle, or process can fix all of these challenges, this session will tell you our story on how we developed the roadmap for change and the impact of leading with a clear vision, transparent communication, and intentional collaboration to achieve positive outcomes. In our world where change is constant, as leaders, we were volitional to ensure our team felt valued, safe, and excited for future opportunities arising from this change.

• Marilou Cruz, Toronto Metropolitan University

Secret Shoppers: Reflections for Growth and Authenticity
Commonwealth A2 | Student Success | Applied | Tag(s): Diversity/inclusion
Join this lively presentation for conversation around panelists' direct and indirect experiences in being a user or shopper for their own (and others’) products. What is working? What’s a stretch goal? What practices might need reconsideration? Learn about how these examinations and reflections can help any attendee increase their team’s capacities toward more authentic, successful recruitment and retention schema amid today’s ever-changing environment.

• Ashley Law, Johns Hopkins University
• Christine Brooks-Cappadocia, York University
• Steve Mulligan, Studyportals

Moderator: Amy Heitzman, UPCEA

How the Fastest Growing University Leverages AI and Automation to Maximize Global Learner Success
Commonwealth C | Marketing | Applied | Tag(s): Diversity/inclusion, Budget or staff resources
Is your institution prepared to meet the needs of global, adult learners? With the demand for online learning increasing, it has expanded the reach and opportunity for higher education opportunities around the world creating a truly global community of adult learners. The higher education environment must evolve to meet the needs of this new, global student body that brings a unique set of challenges and opportunities that can be difficult to navigate. From the award-winning, University of the People (UoPeople), learn how UoPeople experienced unprecedented growth using scalable and sustainable enrollment management strategies. Learn how to harness technology-based tools, marketing automation, AI, and more to develop a sustainable enrollment management and marketing approach to expand educational access to a diverse, online learning community. UoPeople utilizes data, AI and marketing tools that generate low student acquisition costs to obtain right-fit prospective students as well as marketing automation and AI to administer automated recruitment and admissions functions that create a personalized applicant and student experience. Technology-based tools continue to scale student retention efforts through a new Learning Path virtual tool that delivers a personalized student term to term experience, fostering student success and degree completion.

• Asaf Wolff, University of the People

Moderator: Aaron Lawrence, SmartBrief

Connecting with Prospective Students in the Digital World: Crafting a Clear and Supportive Admissions Process
Commonwealth B | Enrollment Management | Applied | Tag(s): Small marketing unit/very limited, Graduate online education
In today's digital landscape, creating a cohesive admissions journey requires a strategic blend of events and branding to effectively engage prospective students. This session invites attendees to explore the art and science behind creating a harmonious and compelling admissions experience in the digital age. We will dive into the strategic use of events as powerful touch points throughout the admissions journey, ranging from virtual webinars and application completion seminars to personalized coffee chats and high-touch recruitment processes. Furthermore, we will highlight the pivotal role of branding in shaping prospective students' perceptions and experiences. From the visual appeal of email campaigns to the consistency of messaging across digital platforms, attendees will gain insights into how branding can enhance communication and foster meaningful connections with prospective students. Throughout the session, practical strategies and real-world examples will be shared to illustrate the successful implementation of event-driven engagement and strategic branding techniques. Attendees will leave with actionable takeaways they can apply to their own institutions, empowering them to optimize their admissions process and drive enrollment growth.

• Coley Coleman, University of Pennsylvania
• Jacquie Panto, University of Pennsylvania

Moderator: Marcelo Parravicini, Cygnus Education

A Wholistic Approach to Increasing Revenue: Driving New Enrollment and Increasing Non-Credit Completions
Commonwealth C | Marketing | Applied | Tag(s): Noncredit/alternative credentials
Since 2021, The New School Parsons Continuing & Professional Education and Executive Education (The New School) has partnered with MindMax. This collaboration resulted in critical, year over year success growing enrollments. These results were made possible through a wholistic set of key practices in business analytics and use of measurement to inform strategy, effective CRM automation, rational decision making that aligned resources for maximum impact, and assignment of appropriate timing for student engagement activities for both new and current student populations. Join us for a healthy dialogue that highlights how strong collaborative partnership and mission alignment repeatedly drive the right results.

• Lee Maxey, MindMax
• Jody Malordy, The New School

Moderator: Karen D'Angelo, Pratt Institute

Cracking the Code: Unveiling Proven Techniques for Website Redesign and SEO Mastery in the Education Sector
Commonwealth A1 | Marketing | Applied |
In the rapidly evolving digital landscape, educational institutions must continually adapt to remain competitive and engaging. This session delves into the strategic intersection of website redesign and SEO mastery, tailored specifically for the education sector. Attendees will gain insights into the latest trends, tools, and techniques that drive successful digital transformations. California State University Northridge (CSUN) in partnership with Agreeya and Archer will unravel the complexities of website redesign, highlighting the critical elements that enhanced the user experience, accessibility, and mobile responsiveness.We will discuss the importance of intuitive navigation, compelling content, and visual appeal in capturing and retaining the attention of prospective students, parents, and faculty. Additionally, we will explore the intricacies of search engine optimization (SEO) tailored to Tseng College focusing on Graduate, Professional and Continued Education. From keyword research and on-page optimization to content strategy and link-building, our session will provide actionable strategies to improve organic search rankings and visibility. Learn how to leverage analytics to track performance, refine tactics, and achieve measurable results.

• Jovitha Franklin, California State University, Northridge
• Dave Adkins, AgreeYa Solutions
• Ashleigh Huseth, Archer Education
• Sean Taylor, Archer Education

Moderator: Andrea Fagon, CUNY

Leveraging Data Insights and Research to Optimize Audience Targeting for Penn’s High School and English Language Programs
Commonwealth A2 | Marketing | Strategic | Tag(s): Noncredit/alternative credentials
Experts from Orange142 and Penn will explore the strategic use of data and research to enhance audience targeting for two key non- credit educational initiatives: Penn’s High School Program and the Penn English Language Program. Discussion will include pre-campaign research, audience segmentation, campaign optimization, highlighting success, and data-driven insights. The session will foster interactive discussion with audience members to address specific questions and challenges, as well as share actionable insights and practical tips for implementing data-driven marketing strategies.

• Cassandra Razzi, Orange142
• Wesley Rupar, Orange142
• Tomea Knight, University of Pennsylvania
• Regina Cohen, University of Pennsylvania

Moderator: Christine Brooks-Capadoccia, York University

Helping Adults Return and Finish: The Path to Closing Equity Gaps and Reaching Attainment Goals
Commonwealth D | Student Success | Applied | Tag(s): Diversity/inclusion
Currently, there are 6.6m California residents with some college, but no credential. And by 2030, 40% of California jobs will require at least a Bachelor's degree and California is on track to fall 1.1m degrees short. This session will dig deeper into two programs; UC Degree Completion and CA Reconnect that are working to re-engage students toward completion of degrees and/or credentials. The University of California Reengagement Consortium (UCRC) established in 2023 by UC Riverside Extension and UC Davis Continuing and Professional Education, has expanded upon the inaugural efforts of UC Merced’s Degree Completion Program established in 2022. Collectively, the consortium provides high-touch, individualized support for students navigating the re-enrollment process through customized degree planning. UC Merced Degree Completion has successfully reengaged over 500 UC Merced stop-outs, re-enrolled over 130 students, and graduated over 65 students since its launch. CA Reconnect launched in 2023 with seven campuses, four community colleges, and three California State University campuses and expects to reach 30 institutions in 2025. The program intends to advance adult learner success by leveraging data to ensure early program success, deploy proven enrollment practices, document the learner experience, and engage practicing institutions in a Community of Practice.

• Michael Pierick, University of California, Merced
• Kai Drekmeier, InsideTrack

Moderator: Chris Hansen, Everspring

Roundtable Sessions
Congress BC

Session Format: 25 to 30-minute table-based, small-group, guided discussion about a specific and timely topic, question, or issue. During one, 60-minute concurrent session, multiple Roundtable presenters concurrently share their ideas at one round table each (up to 9 attendees can fit at each table), and promote the sharing of thoughts, solutions, and questions among their respective tables’ attendees. Roundtables are designed to provide space and time to important but particularly nuanced topics which deserve attention, and as such, attendees are free to move between tables. The Roundtable session will have a moderator who will welcome attendees, invite them to find a topic/table of their choice, and watch the time, inviting presenters to host their discussions twice during the hour, to allow attendees to engage with up to two different topics.

Moderator: Ginny Valentin, University of Tennessee, Knoxville

Ahead of the Curve: Innovative Pre-Enrollment Strategies for Adult Learners
Enrollment Management | Strategic | Tag(s): Diversity/inclusion
Adult learners often face a challenging decision when considering going back to school. Balancing life's responsibilities with educational aspirations, they navigate logistical hurdles such as time constraints and support systems built for traditional students, plus confidence challenges where individuals doubt their ability to manage multiple priorities effectively. This can be particularly daunting before the first day of class, as they question their capacity to succeed alongside traditional students. This session will delve into the strategic implementation of digital communities, focusing on the challenges of fostering student engagement remotely and the innovative solutions these communities provide. An integral part of this strategy is connecting prospective students with current students and alumni, which not only helps prospective students feel more connected and confident about their educational journey—seeing firsthand those who have successfully navigated similar paths—but also keeps alumni actively engaged and connected to the institutional community. This dual benefit enriches the experience for both current and former students, creating a vibrant, supportive network that extends beyond graduation. Attendees will gain insights into the measurable improvements in student interaction, the reduction in student attrition, and the strengthened sense of community among new students. The discussion will also feature actionable insights that other institutions can implement. By highlighting these aspects, the session aims to show how early engagement through digital communities not only boosts student retention and satisfaction but also lays a crucial foundation for a successful educational journey, underscoring the importance of early engagement for long-term success.

• J. McCain, University of North Carolina at Charlotte
• Katy Kappler, InScribe Education

Building Infrastructure for Online Marketing and Recruitment
Marketing | Applied | Tag(s): Diversity/inclusion, Small marketing unit/very limited, Budget or staff resources
This session will cover how the University at Albany built four new online undergraduate programs which required marketing support to bring in new students in less than six months. The UAlbany team will show you how they built a digital presence, completed program page refreshes, improved on-page optimization, program page link building, and utilized Digital PR strategies to improve the launch. This 6-month strategy was designed to support the University's objectives in attracting and recruiting students for all its online programs (nine in total). The overarching goal was to design and implement a sustainable, cost-effective digital strategy to create visibility and organic lead flow for all nine online undergraduate programs. The session will delve into the project's outcomes, including developing a refined SEO strategy tailored to the Albany.edu program pages, enhancing organic keyword range, increasing search rankings, and improving link equity by increasing the number of external sites linking back to Albany.edu. It will highlight how the University focused on attracting targeted traffic for online programs to increase visibility and appeal to potential students, continuously monitoring and refining SEO strategies to ensure long-term effectiveness. Finally, the UAlbany team will provide an overview of lessons learned and how new online program launches will be managed moving forward.

• Melissa Connelly, University at Albany
• Brian Messer, Archer Education

Ready for Launch? Nimble Marketing Strategies to Identify and Amplify your Best Audiences
Marketing | Applied | Tag(s): Small marketing unit/very limited
Renowned for its communications, arts, and liberal arts programs, Emerson College broke new ground with the launch of its Business of Creative Enterprises program.  In its first foray into the competitive graduate business education market, the college had developed a strong pedagogical program, but had done little formal market testing.  As they prepared to compete with traditional MBAs, the marketing team at Emerson and their agency partner, 5 Horizons, decided to use live digital campaigns as a method for conducting real-time market analysis.  Utilizing a number of innovative strategies including search term and keyword analysis, demographic audience testing, and AI-generated audiences, the were able to identify and grow the right audience for the program. Three enrollment cycles later, the Business of Creative Enterprises is a successful part of Emerson’s graduate portfolio, with significantly reduced marketing costs and improved return on investment. In this presentation, you will learn smart strategies that can be applied to any program type or marketing team size to identify and amplify the best audiences for your programs to reduce marketing costs and improve return on investment.

• Amelia Morrill, 5 Horizons
• Katie Frank, Emerson College

Building Enrollment Success: A Data-Driven Marketing Blueprint
Enrollment Management | Strategic | Tag(s): Noncredit/alternative credentials, Budget or staff resources, Graduate online education
Tired of stagnant applications and generic marketing campaigns? This session dives into The University of Minnesota’s College of Continuing and Professional Studies (CCAPS) marketing strategy for a one-of-a-kind degree program. Join us to explore the comprehensive, data-driven approach that increased applications across a targeted program. Through this session, you will gain valuable insights on developing a comprehensive marketing strategy, leveraging data for maximum impact, and scaling success for your programs.

• Karina Kogan, EducationDynamics
• Leigh Saunders, University of Minnesota

Canvas Catalog: Simple NDNC Enrollment Management
Enrollment Management | Applied | Tag(s): Noncredit/alternative credentials, Budget or staff resources
Learn how Johns Hopkins School of Medicine has harnessed the power of Canvas Catalog, Canvas’s integrated public course marketplace, registration, and payment tool. Discover the implementation and operation of Canvas Catalog for managing enrollment for a non-degree, non-credit (NDNC) portfolio. Presented as an informal case study covering the first 18 months of implementation, we’ll share how we've navigated thousands of enrollments through both direct learner transactions and corporate engagements powered by bulk enrollment. Join us as we share practical insights and experiences on how we've optimized Canvas Catalog to meet the unique needs of our NDNC programs. We'll share our experience of utilizing Canvas Catalog as the storefront for learnmore.jhu.edu. Hear about strategies for streamlining bulk enrollment, maximizing promotional impact through coupons, and optimizing certificate integration. Whether you're looking to implement Canvas Catalog for your institution or seeking to shift enrollment management back to your university, this discussion promises practical advice and invaluable lessons learned from our firsthand experiences.

• Ashley Law, Johns Hopkins University

Session Format: 75-minute session providing a deep dive wherein participants are actively, tangibly engaged in their learning, via collaboration and hands-on interaction. Workshop presenters generally spend less than half of the session sharing their ideas, using the remaining time engaged in activity that promotes interaction and discussion, ending with a takeaway for participants.

My Circus, My Monkeys: Managing Programs with Limited Resources
Commonwealth A2 | Marketing | Foundational | Tag(s): Small marketing unit/very limited, Budget or staff resources
Through interactive activities, this workshop will explore innovative approaches to managing programs with limited resources. Attendees will learn practical strategies to build teams, effectively utilize assets, seek assistance confidently, share expertise, and guide project management expectations.  This session will simulate real-world program experiences in higher education. Attendees will be divided into small groups to identify key tasks for operational success that benefit faculty, students, and program. The session will start with an icebreaker activity where participants step into the role of program manager. This will be followed by a presentation featuring case studies and practical tips, culminating in strategies for building a network despite limited resources. By the end of the workshop, attendees will better understand how to advocate for themselves and their programs while adhering to institutional guidelines. Key topics will include fostering collaboration, practicing inclusive leadership, and maximizing available resources. The session will conclude with a Q&A segment, allowing participants to share their own unique experiences and challenges related to managing with limited resources. This discussion will provide valuable insights for the group to consider and apply in their own contexts.

• Leslie Thornton-O'Brien, Virginia Tech
• Sarah Gouger, Virginia Tech
• Hallie Harriman, Virginia Tech

Advancing Online & Adult Learner Student Success By Dismantling Institutional Silos
Commonwealth B | Student Success | Foundational | Tag(s): Budget or staff resources
Higher education continues to see growth in adult learners returning to or attending college as well as the offering of degree programs fully online. As we recruit learners in each of these spaces (with a considerable overlap of these student populations), how do we dismantle institutional barriers to support fully-online and/or adult learners holistically? Presenters in this session will explore how one institution merged two offices into a single unit, resulting in enrollment growth, student persistence, and degree completion metrics for adult learners and students enrolled in online programs.

• Brett Bruner, Wichita State University
• Pamela O'Neal, Wichita State University
• Amber Anderson, Wichita State University
• Jacquelyn Johnston, Wichita State University

Recipes for Success in Online Student Recruitment: A Cooking-class Approach to Working with the Ingredients of Customer Service, Personnel Engagement, and Data Integration
Commonwealth C | Enrollment Management | Applied | Tag(s): Noncredit/alternative credentials, Budget or staff resources, Graduate online education
Step into the kitchen of Colorado State University Online, where recruitment chefs will deconstruct three core ingredients needed to successfully support prospective online students: customer service, personnel engagement, and data integration. From the moment a prospective student inquires through the time they complete their application, workshop participants will sample (learn!) how CSU Online is innovating and integrating these ingredients to achieve persistent and exceptional customer and employee satisfaction results, increasing credit and non-credit enrollments, and using technology for real-time insights. Participants will then roll up their sleeves and follow a hands-on recipe (exercise) where they will identify their institution’s current recruitment strengths and consider new “cooking” methods. Through sharing, problem-solving, and a dash of humor, participants and facilitators will learn and laugh together. The workshop will conclude with showstopper takeaways for plating up recruitment success!

• Genevieve Spering, Colorado State University
• Conor McLean, Colorado State University
• Nicole Schmidt, Colorado State University

Moderator: Dan Bartell, Risepoint

How to Leverage OPMs or Agency Partners for Student Success in the Age of AI
Commonwealth D | Enrollment Management | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources, Graduate online education
Several partnerships between Higher Education Institutions (HEI) and Online Program Managers (OPMs) have come under scrutiny in recent years for their focus on student recruitment over student success. Consequently, HEIs are now evaluating alternatives such as in-sourcing or engaging specialized agencies. At the same time, Generative AI tools are starting to significantly improve in-house capabilities and capacities of HEIs. From curriculum development to data analysis, AI technologies are poised to dramatically and forever change the higher education landscape. Not surprisingly, all parties are rethinking their own part in the value chain, as well as their relationships. This panel session takes a student-centered approach to clarify the complexities of outsourcing to OPMs and agencies, offering insights into strategies that effectively address challenges and seize opportunities, allowing HEIs to maintain institutional identity and integrity. The session will offer interactive elements such as audience polls and Q&A to encourage active participation and engagement.

• Frederick Wehrle, University of California, Los Angeles
• Linda Emma, CloudControlMedia, LLC
• Amrit Ahluwalia, Western University
• Noelle Kendrick-Bonds, MODRN Education

Moderator: Linda Emma, CloudControlMedia, LLC

The Tail-wagging Collaboration Between Higher Education and Best Friends Animal Society Toward Innovating Sustainable Social Change
Commonwealth A1 | Marketing | Strategic | Tag(s): Noncredit/alternative credentials
This session explores a collaboration between higher education and the non-profit animal welfare organization, Best Friends Animal Society (BFAS). Partnering to offer professional education courses, this university-industry partnership awards alternative credentials and aims to inspire action toward sustainable life-saving practices for companion animals. This session shares findings from a study examining how adult learners may leverage acquired human capital—knowledge, skills, professional networks, credentials, confidence, and influence—to drive social change. Partners will highlight strategies for replicating such a model across various industry sectors, emphasizing scalable and adaptable models for broad professional education impact.

• Melynda Thorpe, Southern Utah University
• Aimee Charlton, Best Friends Animal Society
• Aimee DiBrienza, Southern Utah University
• Tawny Hammond, Best Friends Animal Society

Moderator: Michael Edmondson, New Jersey Institute of Technology

Boosting Enrollments and Educational Equity: The Win Win Value of Collaborations With Community Colleges and Technical Schools
Congress BC | Marketing; Student Success |  Tag(s): Noncredit/alternative credentials, Diversity/inclusion, Small marketing unit/very limited
Join us for a dynamic session that highlights the transformative power of strategic partnerships among online higher education institutions, community colleges, and technical schools. Combining insights from Oklahoma State University and the University of Massachusetts, Lowell, this presentation showcases how each institution leverages its strengths to create inclusive, flexible educational pathways. Learn how these collaborations enhance educational quality, bridge the gap between academic learning and real-world skills, and drive community development. Discover effective strategies for increasing enrollments through community college partnerships, developing targeted marketing for transfer students, and implementing scholarship opportunities. Attendees will gain actionable insights through interactive elements, including polls, Q&A sessions, and workshops, to implement and sustain these partnerships in their own contexts.

• Amanda Turner, University of Massachusetts, Lowell
• Leo Rice, University of Massachusetts, Lowell
• Justin Worley, Oklahoma State University
• Lisa Crane, Oklahoma State University

Moderator: Wes CatlettMiller, Collegis Education

Establishing a Remote Student Ambassador Program to Augment a Small Enrollment Staff
Commonwealth C | Enrollment Management | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources
In the ever-evolving landscape of online higher education, institutions are continually seeking innovative ways to engage with prospective students. The traditional model of in-person campus tours, open houses, and face-to-face interactions isn’t a feasible strategy for prospective online students. How can institutions aiming to grow their online enrollments effectively engage with prospective students, providing insight into the online student experience at their institution? Enter: a fully remote student ambassador program blending the authenticity of student experiences with the accessibility of virtual platforms. This presentation proposes the development of a fully remote student ambassador program as a strategic approach to optimize high-touch outreach efforts. By harnessing the power of student voices and leveraging digital platforms, institutions can enhance their recruitment strategies and create meaningful connections with prospective students.

• Kat Ambrose, Oregon State University

Data-Driven Strategies for Diversity
Commonwealth A1 | Marketing | Strategic | Tag(s): Diversity/inclusion, Small marketing unit/very limited
In this presentation, the Columbia University School of Professional Studies (SPS) marketing team and Net Natives research team will address the urgent need to diversify international student recruitment efforts and create a more sustainable recruitment strategy. Columbia required a comprehensive solution that surpassed basic audience data to deeply understand the factors influencing student decisions and the unique opportunities each program and delivery method presented. Our approach combined data-driven insights with creative innovation and advertising expertise. We initiated an extensive research project that provided detailed insights for each program. This session will detail the process and impact of our findings. The research project encompassed: Analysis of SPS’ CRM data; International market selection for each program; An international survey with over 1,300 current and prospective students. The results of this research informed our creative direction and campaign strategy, leading to predictions that 18 programs would exceed lead benchmarks. This integrated approach highlights the effectiveness of combining research, creativity, and advertising to achieve strategic goals, enabling a tailored campaign strategy for sustainable recruitment and retention.

• Debra Lambert, Columbia University
• Holly Cartilage, Net Natives
• Jody Perrin, Net Natives
• Lauren Newman, Columbia University

Moderator: Marqus Dorame, University of Arizona

Visibility is Vital: Maximize Enrollment by Tracking Marketing Metrics
Commonwealth B | Marketing | Applied |
UPCEA and Search Influence’s Higher Ed Marketing Metrics Research Study revealed a major oversight: the majority of professional and online education schools don’t track critical marketing metrics. This represents a significant missed opportunity, without which marketers risk poor campaign performance, wasted budget, and reduced lead quality. To improve ROI at every funnel touchpoint, universities must track and evaluate metrics against industry benchmarks. With these insights, you can optimize campaigns, maximize budget allocation, and improve conversions. Learn which metrics matter most, how to gain visibility into your marketing metrics by using dashboards, and how to reduce cost per inquiry and cost per enrolled student at your institution.

• Paula French, Search Influence
• Bruce Etter, UPCEA

Moderator: Leigh Saunders, University of Minnesota

Coaching for Retention: Award-Winning Strategies for Online Student Success
Commonwealth D | Student Success | Foundational | 
Explore award-winning strategies for online student retention and success from Indiana University Online. Learn how our student success coaches collaborate across enrollment management and student services to meet and exceed retention targets. Our team has fully embraced a student-first coaching model through proactive outreach and strategic initiatives, elevating the online student experience. Join us to discover actionable approaches that transcend metrics and foster a supportive environment for sustained student success.

• May Moore, Indiana University
• Chase Eversole, Indiana University
• Danielle Nuss, Indiana University
• Shohn Beeson, Indiana University
• Max Alexander, Indiana University
• Kathyrn Bahena, Indiana University

Moderator: Juilie Leventhal, Noodle

What Happens to the First-Time First Year Online? Overcoming Barriers with Strategies for Success
Commonwealth A2 | Student Success | Applied |  
Bring your thinking cap for a working session! UA Online’s average student age is thirty years old, yet more first-time first years are applying to undergraduate degree programs. With PCO programs and policies geared toward adult learners, how are institutions serving and supporting first-time first year students? This workshop will explore the enrollment funnel and retention of first-time first years at UA Online and their transition to the Office of Online Student Success once enrolled. We will collaboratively discuss strategies to overcome systemic barriers and policies that should be reviewed in light of changing demographics. Be prepared to get up and work in small groups to analyze the contexts of your institution’s enrollment funnel and consider how the needs of first-time freshmen are different from adult learners in an online environment.

• Jessica Richardson, The University of Alabama

Moderator: Clayton Dean, Ziplines Education

Stop & Share Sessions

Congress BC

Session Format: Hosted during one concurrent session in a large room with multiple tables, Stop & Share presenters will each have their own table, as well as a slide for presentation (on rotation) on their own laptop or tablet, to allow brief, synchronous conversations with attendees stopping in and milling about. Each informal conversation will center around a hot topic, best practice, or technological innovation.

Moderator: Lakitia Avery, Kent State University

Evolving your Digital Marketing to Refine your Brand Messaging and Find your Audience
Marketing | Applied |
USU Online has been defining its place within the overall Utah State University network and refining its brand to better resonate with prospective students. As part of these efforts, it has instigated an iterative process of maintaining the content of its website as an effective communication platform. In addition to its website, USU Online has also been working with a digital marketing partner, Nexstar, to strengthen its presence on channels such as Google Display Network, paid search ads, and social media. By improving the strategy of these platforms, USU Online actively refines its brand to ensure it aligns with the goals and values of prospective students as well as USU as a whole. Integrating both quantitative and qualitative data is the key to improving the longevity of higher education institutions.

• Jessica Gerber, Utah State University
• Kristin Cook, Nexstar Advertising

Becoming Relevant: Launching and Marketing a New Non-Degree Credential and Skills-Based Learning Business Unit in 2024
Marketing | Applied | Tag(s): Noncredit/alternative credentials
The spring 2024 launch of the Learning and Development Initiative (LDI), a collaboration between the New Jersey Institute of Technology and its non-profit entity the New Jersey Innovation Institute, provides numerous examples around operational strategies, collaboration opportunities, and market innovations. As a business unit solely focused on non-degree credentials and skills-based learning, the LDI offers attendees from various institutions ten lessons to scale or optimize their non-credit portfolio. Furthermore, the articulation of LDI's value proposition highlights its innovative approach to differentiating itself in a crowded marketplace by emphasizing the four strategic imperatives of creating a sustainable future. Activate: The first imperative, and the foundation of a sustainable future, is the activation of an organization’s human capital since humans, more than physical assets, drive business performance. Cultivate: Once human capital is activated, an organization can cultivate a positive culture empowering people to create new rules, new boundaries, and new relationships. Innovate: Cultivating a positive culture invites the exploration of the new frontier at work: the ongoing collaboration between humans and technology. Educate: The fourth strategic imperative requires an organization to educate its customers and stakeholders on how it will continue to activate, cultivate, and innovate in order to remain relevant.

• Michael Edmondson, New Jersey Institute of Technology

 
The Art of Enrollment
Enrollment Management | Strategic | Tag(s): Noncredit/alternative credentials, Budget or staff resources
We will be exploring the landscape of professional and continuing education enrollment through art. We hope this art piece on canvas ignites ideas, inspires vision and encourages conversation. Through this art and during these conversations we hope to create a stress free space to share enrollment best practices and be a catalyst for innovation.

• Stephanie Sacriste, The University of Texas at San Antonio
• Melissa Mahan, The University of Texas at San Antonio

 
 
Leveraging Corporate Partnerships for Online Enrollment Success: A Case Study in Performance-based Admissions
Student Success | Foundational | 
Join us to learn how a university utilized corporate partnerships to attract non-traditional students to our online degree programs. Through these strategic partnerships we have consistently grown online enrollments, contributed to employee retention efforts, and provided a much-needed service to our local workforce. Through these partnerships, we have created a pre-admission college readiness program that has provided previously ineligible applicants a pathway to earn admission to the university. Through this program students receive personalized support services, extensive writing support, individualized feedback, and curriculum aimed at building confidence alongside college readiness skills. As a result, program completers are retained at higher rates and earn higher GPAs in their first semester of college-level classes. After five years of established success, this performance-based admissions program has expanded beyond our corporate partnership populations to serve as a recruitment tool for freshmen applicants who otherwise are not admissible. In just one year, the program has grown from 25 participants to over 143 participants. The program has allowed the university to target and support a previously overlooked student population, and it also serves as a practical solution to better prepare students for college-level learning and retain them after admission.

• Angela Martin, University of Memphis
• Emily Ray, University of Memphis
• Amanda Rike, University of Memphis

The Priority Puzzle: Leveraging Data and Dashboards to Prioritize Outreach to Prospective Students
Congress BC | Enrollment Management | Applied |
Navigating the enrollment funnel, from inquiry to graduation, is crucial for institutional success. The prospect stage, particularly, stands out as pivotal for driving new student enrollment growth. It's here that admissions professionals foster engagement and interest while ensuring student success at each subsequent step. With the increasing popularity of online enrollment pathways, effective management of this pipeline is paramount. Students seek personalized, tailored outreach and assistance throughout the process. But how do admissions professionals prioritize outreach to maximize conversions?Join us to explore UF Online's enrollment funnel management framework, tailored for today's competitive educational landscape. We'll introduce Salesforce dashboards for streamlined lead management, integrating lead scoring models to prioritize outreach. Learn how to effectively utilize engagement and lead scores, leverage Salesforce dashboards for dynamic data visualization, and implement a tiered model for lead prioritization. This session caters to enrollment managers, admissions officers, and recruitment professionals seeking innovative strategies for lead management and engagement. Join to learn about a dynamic and customizable tool to enhance new student outreach and enrollment success at your institution.

• Briana Roades, University of Florida
• Melissa Allen, University of Florida

Teamwork Makes the Dream Work – Marketing Collaboration in a Decentralized World
Commonwealth A1 | Marketing | Applied | Tag(s): Graduate online education
As many universities transition from outsourced marketing to managing lead generation and awareness campaigns in-house, marketing teams must adapt their strategies to thrive! In today’s dynamic landscape, effective collaboration is more critical than ever. Strategy development, execution, and management can be tricky in a decentralized campus partnership. In this presentation, Baylor will explore how cross-department teamwork drives success in online program marketing and how they are finding success in a decentralized world. Join us to gain valuable insights, practical strategies, and actionable takeaways to thrive in a decentralized marketing landscape to make teamwork truly dream-worthy!

• Kate Blom-Lowery, Baylor University
• Maxcey Blaylock, Baylor University

Moderator: Karina Kogan, EducationDynamics

Driving Engagement: Marketing Strategies for Online Learning
Commonwealth C | Marketing | Applied |
In the rapidly evolving landscape of online education, effective digital marketing is crucial for attracting and engaging students. This session will explore the UTSA Online's content strategy, demonstrating how a multifaceted approach can drive significant results. Key areas of focus include: distinction and impact of organic versus paid Requests for Information (RFIs) on the website, and the strategic use of video content to enhance user engagement. We will delve into the nuances of social media marketing, comparing the effectiveness of organic versus paid campaigns in reaching prospective students and fostering community engagement. Additionally, the presentation will cover SEO practices to optimize the website, ensuring higher visibility in search engine results and attracting organic traffic. Attendees will gain insights into the metrics and analytics used to measure the success of these strategies, as well as best practices for optimizing content across different platforms. This session will provide a comprehensive overview of how to leverage digital marketing tools to enhance online presence and boost enrollment. Participants will leave with practical strategies and tips for implementing effective content marketing and SEO practices in their own online learning environments, ensuring they can attract, engage, and retain students in an increasingly competitive market.

• Auris Calvino, The University of Texas at San Antonio
• Cari Gold, The University of Texas at San Antonio

Moderator: Paula French, Search Influence

Drive Website Traffic and Leads Without Impacting Your Budget
Commonwealth A2 | Marketing | Applied | Tag(s): Small marketing unit/very limited, Budget or staff resources
In 2024, the UVA School of Continuing & Professional Studies has seen a 40% increase in organic web traffic and a 70% increase in website conversions, both of which we can attribute to a high performing organic content strategy. In this presentation, we will share: Tools and processes that have helped us plan when to develop and promote content – from establishing a year-long content calendar that is shaped by internal and industry cycles, as well as national organic search data; How to get the biggest bang for your buck by maximizing content for use across multiple channels; How we’ve gained efficiency through AI and other tools; How updates to our website optimized it for SEO and the prospective student journey; How to use website, email and social media channels in a way that is responsive to a nontraditional audience and synergistically for ultimate results; What and how to measure to track your own results and share your success.

• Susannah Fuller, University of Virginia
• Jen Myers, University of Virginia
• Jon Thompson, Journey Group Inc

Moderator: Reyna Warren, University of Central Missouri

Transforming the Online Student Experience: Building Foundations and Pathways for Student Success
Commonwealth B | Student Success | Applied | Tag(s): Noncredit/alternative credentials, Budget or staff resources, Graduate online education
After providing online education for over two decades, Marshall Online was formally established in 2022 as an autonomous entity demonstrating a clear commitment to growing and supporting online learners and programs at Marshall University. The unit was strategically developed to focus on three critical areas: faculty support, online student engagement, and microcredentials. This presentation will highlight our framework, priorities, initiatives, and accomplishments: Some of our top tasks for year one included: Operationalizing our work for effectiveness with a small but powerful team; Analyzing data, systems, processes, branding and marketing, partnerships, and the student journey for credit and non-credit online students; Optimizing the ecosystems supporting online students and programs; Recruiting experienced practitioners and enhancing their knowledge and skills; Building collaborative partnerships across campus and with local and national communities. In year two, with a solid foundation and team in place, we are elevating the student experience through: Developing new standards for course development and approval; Launching new and in-demand online programs; Fostering student belonging through communications, initiatives, and programs; Launching of our microcredentials program, Marshall Skills Exchange. Additionally, the presentation will address the challenges and setbacks we encountered and explore the exciting future ahead for Marshall Online.

• Michelle Morrison, Marshall University

The Strategic Mix: In-sourcing, Outsourcing, and Unbundled Services for Peak Performance in Marketing, Enrollment Management & Student Success
Commonwealth D | Marketing | Strategic | Tag(s): Small marketing unit/very limited, Budget or staff resources, Graduate online education
The past decade saw a rapid rise in the one-size-fits-all OPM model, where universities outsourced entire enrollment and student success operations. However, this approach often lacked the adaptability to meet unique institutional goals. Today, universities are adopting a more strategic blend of in-sourcing, outsourcing, and unbundled services to optimize operational effectiveness. This session offers insights from a diverse panel of experts representing institutions like NMU, St. Catherine's, and the University of Florida College of Journalism. We'll delve into leveraging the strengths of each approach: In-sourcing: Maintain control over core functions that align with your institution's identity and culture. Outsourcing: Access specialized expertise or resources that may be cost-prohibitive to maintain internally. Unbundled Services: Address specific skill gaps or scale operations more flexibly than traditional outsourcing models. This interactive session goes beyond basic cost considerations. We'll explore data-driven decision making, real-world examples, and tackle key questions like: How to determine the ideal mix of these models for your institution. Most valuable data metrics for evaluating their effectiveness. Building successful partnerships with external providers. This session is designed for anyone seeking to optimize resources and achieve peak performance in a competitive landscape. By embracing a strategic mix, you can build high-performing teams and ensure long-term student success.

• Dean Gething, Sextant Marketing
• Lauren Hundshamer, St. Catherine University
• Evan Kropp, University of Florida
• Brad Hamel, Northern Michigan University

Moderator: Dean Gething, Sextant Marketing

Insource Your Outsource: Building Your Own Marketing Team
Commonwealth D | Marketing | Foundational | Tag(s): Small marketing unit/very limited, Budget or staff resources, Graduate online education
Considering bringing your marketing in-house? Or perhaps you’ve already begun building your team? At the University of Florida, many online programs initially relied on an external partner to grow their programs but have since built their own marketing team. This presentation brings together marketing leaders from three top-ranked online programs - UF Online, College of Journalism, and College of Pharmacy - to share their journeys and lessons learned. Join us for a frank conversation covering topics such as skills needed, staffing challenges, system requirements, when to consider outsourcing, and managing expectations. We will share challenges we encountered and our approach to overcoming them, where we are now, and where we hope to be in the future. All are welcome, but this session is of particular benefit to colleagues in higher education who are on or considering a similar path. Those who attend will be able to engage with our presenters, develop a clearer understanding of the process, and see our experiences translated into hard data.

• Sarah Wilson, University of Florida
• Rachel DiSesa, University of Florida
• Jennifer Ford, University of Florida

Moderator: Jovitha Franklin, California State University Northridge

What to Do When You’ve Outgrown Your Agency
Commonwealth A1 | Marketing | Strategic | Tag(s): Budget or staff resources
Breaking up with an agency is never easy, but sometimes it needs to be done. This session will help you: Know when the magic is gone; Build a “Scope of Work” that sets expectations; Run a successful RFP process (This sucks. Really sucks. Let us help you.); Onboard your new agency and get through the awkward, fumbly first weeks of the relationship. This session is actionable. You won’t learn next gen concepts or Big Picture data analysis. BUT... you will walk away with RFP templates, scoring criteria/worksheets and tools to make your journey as painless as possible. Plus we’re presenting with our new agency, so you’ll get to hear their side of the story as well (“They should have asked us this question...”). If you’re considering switching agencies, thinking about moving from in-house to an agency, or are an agency and want to meet some great prospects, show up and join in the conversation.

• John O'Neill, University of California, Davis
• Gina Reed, University of California, Davis
• Rebecca Whedon, Hybrid Media

Moderator: Kate Blom-Lowery, Baylor University

Bridging the Gap: Synergizing Marketing and Sales to Optimize Student Enrollment
Congress BC| Enrollment Management | Applied |
Discover the art of harmonizing marketing, enrollment and advising efforts to not only reach but resonate with potential students. This presentation will unveil a proven recruitment cycle, which meticulously aligns prospecting, qualifying, presentation, objection handling, and guiding through the admissions process, with the ultimate goal of fostering informed, confident, and prepared students ready to embark on their academic journey. Key Points include 1. Prospecting: Tactics for identifying and engaging potential students in a crowded digital landscape; 2. Qualifying: Strategies for ensuring prospects align with the institution's values and success criteria; 3. Presentation: Crafting compelling narratives that connect with students on a personal level, highlighting the unique value proposition of our educational offerings; 4. Objection Handling: Techniques for empathetically addressing concerns and reinforcing the student's decision-making process; 5. Admitting: The art of confirming the student's commitment and smoothly transitioning them to the enrollment and advising phase, setting the stage for academic success.

• Cody Engelhaupt, The University of Texas at San Antonio
• Suzana Diaz Rosencrans, The University of Texas at San Antonio

Building Trust and Gaining Support: Sharing Marketing ROI with Leadership
Commonwealth B | Marketing | Applied | Tag(s): Noncredit/alternative credentials, Small marketing unit/very limited, Budget or staff resources, Graduate online education
In today’s data-driven business environment, demonstrating the return on investment (ROI) of marketing efforts is crucial for gaining leadership support and building trust. This session will lead you through effective strategies for communicating marketing ROI to your executive team, ensuring your efforts are recognized and valued. You will learn how to present data in a compelling way, align your metrics with your business objectives, and foster a culture of transparency and accountability within your organization. By the end of this session, you will be equipped with the tools and insights needed to maintain and enhance leadership support for your marketing initiatives.

• Andrew Stone, University of Utah
• Jodi Emery, University of Utah
• Kenzie Parkin, University of Utah

Moderator: Marcelo Parravicini, Cygnus Education

Career Readiness and Student Success: Collaborative Approach between Career/Talent Development and Graduate Student Support
Commonwealth C | Student Success | Strategic | Tag(s): Noncredit/alternative credentials, Small marketing unit/very limited, Graduate online education
During the 2023-24 academic year, the University of Arkansas Graduate School and International Education teamed up with the Office of Career Connection to develop five workshops on professional development to enhance our students' abilities to land opportunities and professionally display their skills. The five workshops were Resume/CV, Create or Improve Your LinkedIn Profile, Interviewing 101, Building Social Capital, and Job Search: Strategies in Finding and Landing Opportunities. In addition to the workshops, the Graduate Student Support office developed engagement programming that utilizes some of the skills that were learned to put them to the test. These interactions became the mainstay of the career readiness model, and several enhancements were put in as part of a pilot program, including employer site visits. During this presentation, you will learn about best practices in collaboration and engaging internal and external stakeholders to maximize graduate student success outcomes.

• Umer Rahman, University of Arkansas
• Erica Estes, University of Arkansas

Moderator: Melaiya Overton, University of Pennsylvania