Program

2018-2019 Board of Directors Meeting

"MESSy" Mix and Mingle (Location: French Quarter Bar, Level 3)

Kick off your time in New Orleans by forging connections before the conference even begins! Join the Marketing, Enrollment, and Student Services (MESS) Network for a pay-as-you-go happy hour and get to know your colleagues from across the country. RSVP here by November 26.

Sponsored by

Registration Desk Check-In (Level Two Foyer)

12:30 PM - 1:30 PM 

Newcomers' Orientation (Grand Ballroom)

2:00 PM - 3:30 PM     

Opening General Session | Lessons from the Den - Manjit Minhas (Grand Ballroom)

3:30 PM - 6:30 PM

Exhibit Hall Open (Level Two Foyer)

3:30 PM - 4:00 PM

Coffee with Exhibitors (Level Two Foyer)

4:00 PM - 5:00 PM 

Concurrent Sessions I

Data-Driven, Data-Informed, or Data-Inspired?
Broadmoor | Track: Enrollment Management | Level: Applied
There's a time and place to be "data-driven," "data-informed," and "data-inspired" in strategic enrollment marketing and recruitment. Cate Clark, Associate Dean of Admissions for Regis University, shares her expertise on when to leverage each mindset to help you get the most out of your data. Focusing on multiple data points from the inquiry to enrolled stage, this session will focus on over 10 key data points Regis University relies on for inquiry to enrollment optimization.

• Cate Clark, Regis University

Smart Targeting Ensures Success in Diverse Markets
Lafayette West | Track: Marketing | Level: Foundational
When TEXAS Extended Campus (TEC) at UT Austin decided to expand its medical interpreter certificate program to a new, more linguistically diverse market, they discovered that engaging a bilingual audience in both Spanish and English was key to driving enrollments. Presenters will describe how taking a bilingual approach to a traditional earned media campaign catapulted the school well past its enrollment goals, and how their marketing tactics have evolved for sustained growth.

• Sunshine Barber, University of Texas at Austin
• Karla Fernandez, Sensis
• Tzatzil LeMair, Sensis

The Science of Stopouts - Insights into Stopout & Returning Student Trends & Strategies
La Salle | Track: Enrollment Management | Level: Applied
Stopout students are an important group to engage. There are over 37 million stopout students in the US, with some college but no degree. Professional and online programs often serve as a vital part of the students’ ability to return to school, complete their degree, and reach their educational and life goals. Understanding these students - trends, behavioral characteristics, psychographics, effective messaging, engagement strategies, etc. is critical for institutions. These will be explored in the session.

• Nate Rowe, ReUp Education
• Heather Huling, Old Dominion University

The Tale of Two Videos: How to Create Compelling Stories for Effective Student Recruitment
Audubon | Track: Marketing | Level: Applied
Learn how to use video effectively for student recruitment from two award-winning institutions. Gain practical tips on creating videos, from concept development, to storyboarding, through to production. Understand how to target a variety of audiences and markets through outreach strategies like repurposing content for different social platforms and pitching your materials to targeted news outlets.

• Sarah Whorton, University of Missouri
• Patricia St. Laurent, The University of British Columbia

Using Market Research to Guide Online Program Implementation
Lafayette East | Track: Marketing | Level: Applied
Institutions are increasingly eager to publicly launch new online programs and enroll students. However, sometimes programs are launched without a clear sense of the market factors, limiting exposure and capping potential enrollments. Learn how to develop a data-driven approach to educate institutional stakeholders of the viability of launching or reimagining an online course or program using key program and labor market demand metrics to inform recruitment messaging, curriculum development, and learning outcomes.

• Jack Rodenfels, University of North Carolina at Chapel Hill

5:00 PM - 6:30 PM

Welcome Reception Hosted by Exhibitors and Sponsors (Level Two Foyer)

Registration Desk Check-In (Level Two Foyer)

8:00 AM - 5:00 PM  

Exhibit Hall Open (Level Two Foyer)

8:00 AM - 9:00 AM

Breakfast with Exhibitors (Level Two Foyer)

9:00 AM - 10:00 AM

Concurrent Sessions II

Breaking Down Barriers: A Culture of Collaborative Teams
Lafayette West | Track: Enrollment Management | Level: Applied
Experience how Northwestern University’s School of Professional Studies created meaningful inter-department collaboration by breaking down communication barriers and working together towards holistic solutions. You’ll hear about how strategic team buy-in was attained between previously siloed teams and departments, and how new perspectives accomplished positive problem-solving. As a result of team integration, Northwestern University School of Professional Studies was able to achieve a more seamless process for the institution and prospective to matriculated students.

• Rhea Dysangco, Northwestern University
• Amy Rossi, Northwestern University
• Susy Palmer, Northwestern University

Be Your Own OPM for Enrollment: A DIY Guide
Broadmoor | Track: Enrollment Management | Level: Applied
Ever wonder how 3rd party vendors support enrollment in higher education? Allow an industry insider to pull back the curtain to discuss quality assurance, coaching, and the technology used to support the success and transparency throughout the recruitment process. Your workshop speaker has unique insight as she helped onboard ASU Online’s enrollment partner and she designed and runs the University of Arizona’s online recruitment department. She understands the logistics of using 3rd party vendors versus not using them. Come prepared with a list of services you need for your program, so you can leave with a pro and con list.

• Suzana Diaz Rosencrans, University of Texas at San Antonio

Multiplying Your Workforce: Embracing Technology as a Coworker
Lafayette East | Track: Enrollment Management | Level: Applied
Learn how GW's College of Professional Studies democratized data and utilized new technology to accomplish more with less: taking prospective students on personalized journeys toward enrollment; leveraging new tools to increase strategic and tactical marketing decisions; sharing knowledge and reports to better understand each audience and their actions.

• Erick Watt-Udogu, The George Washington University
• Hanna McCathren, The George Washington University
• Jeff Zitomer, The George Washington University
• Haydn Kuprevich, Johns Hopkins University

Stairway to Website Heaven
Audubon | Track: Marketing | Level: Applied
By nature of Google’s algorithm, universities have a leg up in search rankings thanks to .edu domains and brand recognition. Many university websites are not setup to best take advantage of this great gift! So, what’s a university to do? Harness your brand power with the seven most relevant tactics to improve your search visibility among prospects and students. Attendees will receive a worksheet to audit their site and log ideas, increasing the chances they’ll take action.

• Christa Payne, Tulane University
• Alison Zeringue, Search Influence
• Ariel Tusa, Search Influence

Taking a Tactical Approach to Increase your Digital Presence in the International Marketplace
La Salle | Track: Marketing | Level: Applied
Using data to instruct your digital marketing strategies and provide new opportunities to reach a diverse international audience. Learn how institutions market using infographics, native advertisements and storytelling to attract the right student for their programs. Discover tools that can help increase your overall outreach and effectively measure and track your returns on investment.

• Laura Montgomery, The New School
• Peggy Kelleher, Studyportals

10:15 AM - 10:45 AM

Coffee with Exhibitors (Level Two Foyer)

10:45 AM - 11:45 AM

Concurrent Sessions III

Smart Data and Dynamic Marketing: How Data Intelligence and CRM Best Practices Drive Enrollment From Beginning to End
Lafayette East | Track: Marketing/Enrollment Management | Level: Applied
Graduate and continuing education is a considered purchase that takes most students and participants months, if not years, to complete. In this session, learn how to successfully map your full-funnel communication plan with a focus on harvesting, organizing, and learning from your prospective students' data. Session attendees will review best practices, uncover common barriers, and walk away with an actionable roadmap for successfully improving your entire funnel. Conference participants will be encouraged to reflect and share their experiences.

• Pat Riley, 5HD
• Karen Pavlick, Harvard University
• Cassey Suthers, Purdue University Fort Wayne
• Melinda Conley, Purdue University Fort Wayne

How to Use Outcomes Data to Market Programs, Drive Enrollment, and Encourage Students
Broadmoor | Track: Marketing | Level: Strategic
Students of all kinds—traditional, adult learners, continuing, etc.—have never been more interested in the outcomes of a degree or credential. Unfortunately, most institutions lack validated, robust data about what their graduates/completers are doing in the workforce. This makes communicating about outcomes an extreme challenge. All too often, marketing teams are left with mere anecdotes to fill the gap. Attend this session to learn how your institution can strategically leverage outcomes data to attract new students, engage and retain current students, and elevate overall brand awareness about your unique programs and academic offerings.

• Doug Heckman, Emsi
• Allison Reusch, Eastern Kentucky University

Launching a Transcript Collection Service to Boost Yield
La Salle | Track: Enrollment Management | Level: Applied
IU Online identified a statewide community college system as a key recruitment target for its online degree and certificate programs - especially online degree completion programs. Targeted messaging, a specialized microsite, and a mobile application all significantly increased RFIs and applications but were not delivering the desired yield rates. Then IU Online launched a transcript collection service that shifted the burden (time and money) off of the student. Come hear our results and planned enhancements!

• Stephanie Tinkel, Indiana University Kokomo

Small but Mighty: How a Niche Institution Expanded their Reach with Online Programs Using Technology to Inform Digital Marketing and Enrollment Outreach
Lafayette West | Track: Marketing | Level: Applied
In the face of increased competition within the sophisticated online education space and longer decision cycle for graduate degree applicants, smaller institutions face an uphill battle when it comes to launching online programs. See how Unity used digital marketing strategies to expand its ability to attract high-quality, best-fit prospective students to its online programs. This includes using lead nurturing campaigns, developing dynamic content, and implementing a technology stack to automate nurture and track activities.

• Angela Corby, MindMax
• Christopher Vigezzi, Unity College
  

Webinar Bootcamp: How to Leverage Webinars in Your Digital Marketing Strategy
Audubon | Track: Marketing | Level: Foundational
This workshop will guide you through the entire process of crafting and executing webinars that will help you nurture and generate leads, reach a larger audience, and increase brand loyalty. From determining your key objectives to building out the follow-up communication, you will learn best practices for selecting your topic and speaker, ways to market your webinar, as well as strategies for preparing and executing a successful webinar.

• Bob Tran, Brandman University

Noon - 1:45 PM

Awards Luncheon (Grand Ballroom)

2:00 PM - 3:00 PM     

Concurrent Sessions IV

Creating, Building, and Nurturing an Online Program: A Success Story
Lafayette West | Track: Enrollment Management | Level: Applied
This session will present a case study of the University of Nebraska at Omaha’s Library Science program’s migration to a fully-online format. Presenters will discuss why they made the leap to a fully-online program, the steps taken to make it happen, nurturing strategies, and how they balance growth and quality instruction. Shared information will include the early creative process, curriculum conversion, marketing and outreach strategies, lead nurturing, and plans for sustained retention and growth.

• Alex Boryca, University of Nebraska
• Erica Rose, University of Nebraska
• Melissa Cast-Brede, University of Nebraska
• Laura Wiese, University of Nebraska

The ‘Secret to Program Success Cookbook’: A Recipe to Identify and Validate the RIGHT Academic Programs
La Salle | Track: Marketing | Level: Strategic
In an unpredictable competitive marketplace, how can you make strategic, confident, data informed decisions about which programs to offer and what are the right target audiences? This interactive session will define the “recipe for success with the right ingredients and processes” to identify, evaluate and validate program opportunities and revenue streams to ensure that programs attract enrollments in today’s competitive marketplace. A successful program’s recipe includes measuring/determining common S-W-O-T’s to build an in-demand portfolio.

• Kay Zimmerman, North Carolina State University

Using an Empirical Basis to Drive Speed to Market and Enrollment for Non-Credit Programs: A Case Study @ Rice University
Broadmoor | Track: Marketing/Enrollment Management | Level: Applied
To strengthen their position as a resource for Houston’s professionals, Rice University’s Glasscock School of Continuing Studies took a data-driven approach to better understand the market landscape for non-degree-granting programs. They partnered with Blackboard Student Services to conduct research to inform a marketing strategy customized for the audiences they were trying to reach and the goals they were trying to attain. Learn how GSCS was able to positively impact enrollment through their research-based, go-to-market approach.

• Kara Eldersveld, Rice University
• Jessica Sheehan, Blackboard

What's Next? The Future of Digital Recruitment Marketing
Lafayette East | Track: Marketing | Level: Strategic
A panel discussion from key industry leaders in the education space on the future of digital enrollment marketing. What are the latest trends, what will be the next “big thing” and how do we apply these best-in-class strategies? Input from these industry leaders on the most effective approaches to reach prospective students as well as their insights on future applications in enrollment marketing. The panel will include a cutting-edge education institution and the leading digital organizations.

• Tracy Kreikemeier, Thruline Marketing
• Joshua McCarthy, Johnson & Wales University
• Lauren Henn Devany, LinkedIn
• Lo Phillips, Google
• John McAdams, Pandora

5 Things I Wish I Knew Before I Built a Marketing Team
Audubon | Track: Marketing | Level: Applied
How do you build a marketing dream team for Online Higher Education? What positions matter, who do you hire first and what can you outsource? As the online higher education market becomes increasingly competitive, your marketing team has the power to drive innovation, lead generation, and set the stage for student centric enrollment experience at your institution. In this session, the University of Arizona Online will share the lessons learned as they built a nine-person marketing team that drives over 30,000+ inquires annually and supports double digit enrollment growth.

• Jana Hayhurst, University of Arizona

3:00 PM - 3:30 PM     

Coffee with Exhibitors (Level Two Foyer)

3:30 PM - 4:45 PM    

General Session | Digital and the Student Experience - Eric Stoller  (Grand Ballroom)

5:00 PM - 6:00 PM

Reception (Level Three Courtyard)

6:30 PM      

Dinner Groups (Meet in Hotel Lobby)

Registration Desk Check-In  (Level Two Foyer)

7:30 AM - 12:15 AM 

Exhibit Hall Open (Level Two Foyer)

7:30 AM - 8:30 AM

Breakfast with Exhibitors (Level Two Foyer)

8:30 AM - 9:30 AM

Concurrent Sessions V

Building—and Contributing to—an Award-Winning, Results-Driven Marketing and Communications Team in Professional, Continuing, and Online Education
Lafayette West | Track: Marketing | Level: Applied
Outdated operations, legacy roles and responsibilities, competing priorities, evolving technologies, and increased competition continue to hamper the effectiveness of marketing and communications teams in professional, continuing, and online education. Rather than succumb to monotonous processes that perpetuate the status quo, contemplate change by learning how the University of Delaware’s Division of Professional and Continuing Studies (UD PCS) restructured and revitalized its marketing and communications team to achieve award-winning results and historically high enrollment numbers.

Steven M. Kendus, 2019 recipient of the UPCEA Dorothy Durkin Award for Strategic Innovation in Marketing and Enrollment Management, will discuss how he leveraged his corporate marketing and communications experience and expertise to analyze existing processes and roles and build a stronger, more agile, and more in-demand (University-wide) team.

• Steven Kendus, University of Delaware
• Cindy Dolan, University of Delaware
• Tim Nelson, University of Delaware

Turning the Tide in Student Enrollment: A Tale of a Flagship and a Speedboat
Audubon | Track: Marketing/Enrollment Management | Level: Applied
Universities across the nation are facing the same challenge: How do we increase enrollment in an increasingly competitive space, on limited budgets? Find out how two dramatically different institutions approached their enrollment challenges to achieve spectacular results. Presented by: University of Arkansas ONLINE, a flagship public university, and a speedboat, Mary Baldwin University, a small, private, previously single gender school.

• Aimee Rose, Mary Baldwin University
• Lisa Ha, Mary Baldwin University
• Patty Milner, University of Arkansas

Igniting Action in Digital Marketing Using Data Visualization
Broadmoor | Track: Marketing | Level: Strategic
The digital marketing landscape is rich with data to the point that it can be overwhelming to us marketers. An understanding of and commitment to visualizing data can help translate metrics into methods for maximizing ROI. Learn how to leverage free tools like google data studio to see the right data at the right time. Attendees will leave with actionable insight on how to integrate data visualization into a digital marketing strategy.

• Joel Gustafson, Oregon State University Ecampus

Just Do It--Together! The Online Info Session
La Salle | Track: Enrollment Management | Level: Applied
How do you capture warm leads or stealth shoppers when regular marketing strategies aren’t working? You offer something valuable. For Boise State University, the valuable offering was a free, 30-minute, live online information session where the Student Success Team answers questions, dives deep into program benefits and mechanics, and puts a friendly face to the overwhelming process of applying to college as an online student. Join both the marketing and recruitment teams of Boise State for a case study on teamwork, group strategy development, and patience that resulted in a new lead-generating channel. This session will give actionable takeaways for both marketing and recruitment teams alike.

• Katelyn Taylor, Boise State University
• Alison Bellais, Boise State University

Moving to Data-Based Audience Understanding with the Persona Cycle
Lafayette East | Track: Marketing | Level: Applied
Marketing personas are a common, essential tool for communication and enrollment teams. But constructing, utilizing, and testing student personas with practical utility can be an enormous challenge. Join Harvard Extension School as they lay out the cyclical approach their marketing, enrollment, and data analysis teams use to rediscover target audiences, tactically apply persona knowledge, and evaluate outcomes to help support and grow your student body.

• Kyle Harper, Harvard University
• Alice Lin, Harvard University

9:45 AM - 10:45 AM

Concurrent Sessions VI

Championing Change: Making the Most of Transition at an Institution of Tradition
La Salle | Track: Marketing | Level: Foundational
A case study about benefiting from leadership and culture changes amid fluctuating trends in continuing education. With a new dean, associate dean and associate director, staff from The University of Alabama share what they’ve learned in a season of change to chart and re-chart a path to success in meeting the dynamic needs of distance learners. Topics include program development processes, forging new partnerships, introducing a new CRM and revamping organic and social marketing efforts.

• Stephanie Lowe, University of Alabama
• Amy Nichols, University of Alabama

Job Not Done: 6 Steps for Extending the Impact of Your Marketing Through Enrollment
Lafayette East | Track: Marketing | Level: Applied
Gone are the days when marketers could count their job done once they produced a lead. With increasing competition in online and post-traditional degrees and the introduction of technologies like marketing automation, it’s more important than ever that marketing and advising play well together. Join us to discuss challenges and strategies for increasing alignment and understanding between these important roles and leave with an actionable plan to extend the impact of your marketing through enrollment.

• James Campbell, University of Richmond
• Daniel Hocutt, University of Richmond
• Johnna Weary, EducationDynamics

Marketing & Communications on a Continuum: Reaching the Audiences Who Matter
Lafayette West | Track: Marketing| Level: Strategic
The question of whether higher education should focus on degrees or skills-based learning is no longer either/or; it is both/and. Communicators from the century-old University of Washington Continuum College share how they hit refresh on positioning and marketing the university’s continuing ed unit and deliver the college’s “right education for the right learner at the right time” message to key audiences: working adults looking to boost or change their careers, entrepreneurs, industry, and media.

• Risa de Gorgue, University of Washington
• Tia Over, The Mathews Group

The Online Graduate Student Journey: Retention, Engagement, Community
Broadmoor | Track: Marketing/Enrollment Management | Level: Applied
Months can pass between when students are accepted into an online program and when they actually begin coursework. How can social media and other interactive tools be leveraged to cultivate social and emotional connections among students and their institution throughout their student journey? This collaborative presentation focuses on strategies used to keep students engaged from application to graduation and throughout their coursework. We will explore a variety of tools and resources higher education practitioners can harness in these efforts, and provide case examples of how universities and partners have successfully implemented them.

• Holly Tapper, Saint Mary's University of Minnesota
• Molly Lowe, Wiley Educational Services
• Amy Jauman, Saint Mary’s University
• Gina Delgado, Arizona State University

Yes You Can! How to Create a Student-Centric Approach to Centralizing Support Services!
Audubon | Track: Enrollment Managment | Level: Applied
Interested in learning ways to optimize the student experience while centralizing support services? We sure are! In this session, we will share our journey of standing up multiple centralized student support models and what we have learned along the way. We will outline the challenges faced when working with multiple stakeholders and effective solutions for enhancing communication and collaboration. Session take-aways will include strategies for developing a comprehensive support model, identifying key metrics, and creating clear communication plans.

• Carolyn Stegmann, University of Wisconsin Extended Campus
• Nadia Kaminski, University of Wisconsin Extended Campus

10:45 AM - 11:15 AM

Coffee with Exhibitors (Level Two Foyer)

11:15 AM - 12:15 PM

General Session | Not to Fear, An Automated World Run by Millennials … A Look at 2025 - Jim Fong (Grand Ballroom)

12:15 PM

Adjourn