Program | 2022 UPCEA MEMS | Marketing. Enrollment Management. Student Success.

• Gorick Ng

How a Consultative Admissions Advising Model can Bolster Enrollment
Broadmoore | Enrollment Management | Applied
Hear how Boston University's Metropolitan College has successfully developed an in-house marketing & recruitment operation over the past 6 years to bolster graduate student enrollment. With a consultative advising-based approach in coordination with an automated communication strategy, learn how your outreach efforts can stay personalized to meet the needs of a wide and diverse demographic of students. This session includes a discussion of recruitment conversation models, campaign timing strategy, communication modalities and tactics, and event and engagement opportunities for prospective students.

• Jon Korhonen, Boston University
• Andrew Stearns, Boston University
• Dana Niland, Boston University

Elements of a Virtual Student Engagement
Audubon | Enrollment Management | Foundational
Over the last year following the COVID-19 pandemic, Eller Online has experienced significant growth - nearly doubling our active student population to 1,500 students. With that we have noticed a change in our student demographics in part due to the addition of institutional corporate partnerships. In response to student demand, we have worked closely with our students to create engagement opportunities that they can participate in outside of the classroom, and around their work schedules. We will review our advising practices that are utilized and the programming provided to students to be successful in this new experience, such as our Eller Online Advisory Board, First Connections Mentor Society, and our social media presence through Facebook. In this session, we plan to help others think of creative solutions for student engagement with their unique student population.

• Cassandra Ott-Kocon, University of Arizona
• Heather Martin, University of Arizona
• Cindy Kaiser, University of Arizona

Google Trends: User Behavior & Insights
Lafayette West | Marketing | Applied
The online landscape is continually changing, and who better to inform us about the shifts in search, Display, mobile, and video than Google. Changes in user behavior and smarter search strategies mean that marketers have to work faster and be more relevant, personalized, and available in order to reach prospects and their influencers.

• Melissa Rekos, Carnegie
• Karen Bollinger, University of North Texas
• Caleb Walter, University of North Texas

Moved to Tears: Creating Adaptive Content that Connects with Prospective Students
Lafayette East | Marketing | Foundational
Two institutions showcase their brand stories during and post-pandemic and explain their approach to creating content that keeps authentic storytelling at the heart of all that work! Learn the ins and outs of what makes a compelling story, how to utilize what you already have (whether you have a campus or not!) to create new pieces and the best team approach to integrated content that performs.

• Emily Miller, Excelsior University
• Erin Coufal, Excelsior University
• Ermenita Kacani, Excelsior University
• Sarah Whorton, University of Missouri

A Skills-Driven Approach to Student Enrollment and Retention
Algiers | Student Success | Strategic
As students battle with the affordability of college, it’s critical to bolster the perceived value of a university degree. In this session, we’ll look at the evolving skills that employers are seeking and explore strategic practices that universities are implementing to help students fulfill those expectations. Hear Old Dominion University discuss how they leverage microcredentials to drive new university enrollments in their community. Plus, learn how these offerings create more value for their current learners, facilitating student retention.

• Chris Nitsch, Coursera
• Robert Doherty, Old Dominion University

Shifting Culture: Making Student Success and Retention the Top Priority!
Algiers | Student Success | Applied
With the dramatic increase in online education engendered by the COVID pandemic, ensuring the success of these students is paramount. This session will focus on how one online university shifted its practices and culture from providing access and opportunities to working adults wishing to seek a degree to supporting student success and retention through a comprehensive strategy across marketing/enrollment management, academics, and student success.

• Jasmeial "Jazz" Jackson, Thomas Edison State University
• Cynthia Baum, Thomas Edison State University

Upscaling Online Programs: Strategies for Enrollment Management Leaders
Broadmoore | Enrollment Management | Applied
Join this session to learn more about how you can champion efforts at your institution to scale online programs. In this session, Dr. Ammar Dalal, Assistant Vice Provost at Loyola Marymount University, will discuss findings from his doctoral research on how institutions choose to insource or outsource the scaling of their online graduate programs. The findings underscored the critical role enrollment, marketing, and student success teams play in building successful online programs.

• Ammar Dalal, Loyola Marymount University

Higher Education’s Role in Solving the Workforce Gap
Audubon | Enrollment Management | Strategic
In 2022 Lightcast published “Rural’s Rise”, an analysis of 1 billion postings showing that people are moving from urban centers to rural communities—and the jobs are following them. The report shows that rural areas have seen growth in high-tech skills, mainly due to urban employers allowing for remote work AND education. This is a tremendous opportunity for land-grant universities offering programs online and locally to enhance their enrollment through hybrid adult student experiences.

• Anca Matcovschi, Lightcast
• Jessica Wendel, Utah State University

Stop, Collaborate and Listen: Maximize Marketing and Communication Impact by Recognizing Expertise and Building Trust
Lafayette West | Marketing | Strategic
Cultivating collaboration requires trust, transparency, and recognition of expertise. By breaking down barriers, two institutions identified ways to build brand awareness and increase enrollments. The University of Alabama Online increased efficiency across internal departments and identified opportunities through its communication plan and social media strategy projects. The University of Omaha will share how they work across their decentralized campus organization to create high impact marketing and recruitment campaigns by leveraging respective areas of expertise.

• Christine Billings, University of Nebraska at Omaha
• Sasha Thurin, University of Nebraska at Omaha
• Jessica Patterson, The University of Alabama Online
• Claire Slaton, The University of Alabama Online
• Megan Welborn, The University of Alabama Online
• Deanne Winslett, The University of Alabama Online

Unlocking the Student Experience through Social Media and Events
Lafayette East | Marketing | Applied
Examine several critical concepts that helped Johns Hopkins University enhance prospective and current student awareness and engagement through social media and events. Each of these practical principles will be illustrated through online and in-person examples, and alternative approaches will be considered for those with small or large marketing budgets.

• Haydn Kuprevich, Johns Hopkins University
• Alexandra Shirey, Johns Hopkins University
• Peter Huggins, Johns Hopkins University

Join the UPCEA Marketing, Enrollment, and Student Services (MESS) Network, and the Marketing, Enrollment, and Student Success (MEMS) planning committee for a pay-as-you-go networking event to get to know your colleagues from across the country. 

Breakfast available in the Ballroom Foyer at 8:00 AM
As we transition to yet another later stage of the pandemic, PCO units are going to be more important and spending more over the next few years, as they strive to be more competitive for credit-seeking students while building out new audiences of non-credit students. Review the impactful results of this pace-setting survey, and then dive into ramifications that will address perspectives on how practitioners source talent, how they are investing in tools and technology, and what influences decision-making as institutions continue to increase budgets and expectations for their marketing departments.

• Jim Fong, UPCEA
• Bruce Etter, UPCEA

Online Short Courses: An Alternative Roadmap for Success
Broadmoore | Enrollment Management | Strategic
Online short courses can make higher education more accessible and affordable. Yet many institutions launch them assuming what works for degree programs will carry over—only to find that enrollments fall short of expectations. This session will share lessons from multiple colleges and universities, including actionable insights on program strategy, persona development, media campaigns, content, marketing automation, and enrollment management tactics like SMS, email, events, and meetings.

• Tara Pope, Tufts University
• Suzan Brinker, Viv Higher Education

Leveraging Lessons Learned in a Pandemic to Expand Online Alumni Engagement: When, How, & Why
Audubon | Enrollment Management | Strategic
Alumni engagement has typically targeted “traditional” students, these services and outreach tactics are missing the mark with respect to distance and online alumni. The time has come to think creatively and build university partnerships that capitalize on the emphasis the pandemic has placed on innovative engagement methods. Our workshop examines the when, why, and how of alumni engagement with online student populations, and how it can help further both student enrollment, and alumni and donor engagement.

• Heidi Hopkins, University of Arizona
• Aviva Doery, University of Arizona
• Rebecca Badger, Oregon State University

Panel: Building a Durable Marketing Strategy in an Ever-Changing World
Lafayette East | Marketing | Strategic
This interactive and engaging panel discussion will provide attendees the opportunity to hear from higher education marketing leaders and platform experts from Google and LinkedIn. The panelists will address the biggest opportunities for higher ed marketers and share insights into how to build a durable strategic marketing plan that will adapt with the evolution of marketing, maximize emerging technology, and leverage the talents of your marketing team.

• Tomea Knight, University of Pennsylvania
• Morgan Gonzalez, EducationDynamics
• Don Batsford, Google
• Matthew Loonam, LinkedIn

Driving Retention through the Online First Year Experience at Syracuse University: Year 2
Lafayette West | Student Success | Applied
In 2021 the College of Professional Studies created a first semester experience tailored to first year and transfer students to our Bachelor of Professional Studies online degree programs. Feedback from attendees at the UPCEA National Conference in April 2022 asked us to look at the impact that this experience has on retention. As we enter year two of this sequence, we are using course feedback, assessment data, and faculty support in advising to improve the student experience, resulting in improved retention numbers leading into this year. Curricular improvements include improved faculty connection with advising students, accessing Prior Learning Assessment opportunities, & commitment to University Shared Competencies of learning.

• Tyler Bell, Syracuse University
• Ken Cooper, Syracuse University

Cracking the Code with TikTok and Education Marketing
Lafayette East | Marketing | Foundational
ThriveDX has cracked the code on leveraging TikTok platform to drive leads and enrollments for our digital skills bootcamps. The success in this channel, isn’t just “TikTok” and silly dances, but also putting strategy and data in the upfront to drive impactful creative. Once our students are in our MQL pipeline, we serve them content that also feeds their interest and curiosity in our programs.

• Rico Macaraeg, ThriveDX
• Robert Doherty, Old Dominion University

Optimizing Recruitment Communication Pathways with Authenticity and Intentionality
Broadmoore | Enrollment Management | Applied
Am I over-messaging my leads? Why am I not seeing engagement through automated messages? This session will explore the mix-methods communication strategies employed by the University of New Hampshire Online in their effort to recruit and retain online graduate students while managing limited resources. The session will feature guided round table discussion and activity for attendees to share their own communication strategies and learn how to develop new avenues for student engagement.

• Heather Holland, University of New Hampshire Online
• Jackie Klatt, University of New Hampshire Online
• Brieanne Young, University of New Hampshire Online
• Gwendolyn Goguelet, University of New Hampshire Online

SOS: Automated Communications as a Lifeline to Stopped Out Students
Lafayette West | Student Success | Applied
Through surveying and research, OSU Ecampus has developed automated communication plans to proactively address students who stop enrolling before officially leaving the institution. Communications and timeline are based on direct feedback from OSU students and a deep dive into literature on stopped out students. Additionally, OSU has defined persistence, an often ambiguous term for adult and online learners, based on enrollment patterns and institutional processes designating active and inactive student statuses.

• Marleigh Perez, Oregon State University
• Joe Schaffer, Oregon State University
• Eddie Rodriguez, Oregon State University

CX Strategy: How to Optimize Your Customer Experience with a Lean Team and a Leaner Budget
Audubon | Marketing | Applied
During the last two years, our team developed a sustainable, in-house approach to CX strategy that has helped us to better understand our learners, make informed decisions about our programs and our communication strategy, and solidify a learner-centric culture across our entire organization. In this presentation, we’ll tell a story about the steps we took to get buy-in and resources, identify the goals we chose to focus on, and then share what we learned, what we changed, and what we want to tackle next.

• Jennifer Gray, Stanford University
• Sandy Silver, Stanford University

Navigating Changing Student Expectations, Trust and Escalating Complexity and Competition
Algiers | Marketing | Strategic
With the world in constant state of flux, this presentation offers timely insights to help institutional marketers and higher-ed leaders hone their strategies to drive sustained success. Join Anthology and Baylor University as we explore a wide range of trends impacting institutions’ ability to successfully navigate the highly dynamic higher-education environment including leveraging data to meet changing student expectations, trust, escalating complexity and competition.

• Kara Eldersveld, Blackboard/Anthology
• Kate Blom-Lowery, Baylor University
  

Sponsored by Education Dynamics 

Join this lively, interactive conversation with the recipients of the 2022 MEMS awards and learn about how these innovative leaders navigated upheaval and uncertainty, and helped their institutions pivot from pandemic to proliferation.

• Excellence in Marketing Award: Marilou Cruz, The G. Raymond Chang School of Continuing Education, Toronto Metropolitan University
  
• Excellence in Enrollment Management Award: Kat Ambrose, Oregon State University
  
• Excellence in Diversity, Equity, and Inclusiveness in Marketing, Enrollment, and Student Success Award: Janet Athanasiou, American Public University System

Moderators:

• Amanda Keighley, Worcester Polytechnic Institute
  
• Andrea Gross, University of Denver

Beat Brand Boredom: Aligning Brand with Student Experience to Reinvigorate Interest in Your School
Lafayette East | Marketing | Strategic
Prospective students today expect flexibility, connection, and accessibility at a minimum. Steep expectations for higher ed learning experiences are pressuring brands to adapt. Hear from two schools on the forefront of program adaptation through the integration of student experience into their marketing. Learn how they updated their brand messaging, positioning, media mix, and visual identities to better engage and connect with students in all stages of enrollment.

• Sheila Flatz, University of Florida Online
• Nico Rose, University of Florida Online
• Alison Zeringue, Search Influence
• Alicia Jasmin, Tulane University

You Have to Start Somewhere: Collecting and Leveraging Data at the Prospect Level
Broadmoore | Enrollment Management | Foundational
Leaders in higher education pride themselves on making data-informed, data-driven decisions. It’s sexy to be data-informed. The reality? In order to make data-informed decisions, your institution must take on the much less glamorous task of data collection. Join OSU Ecampus enrollment services as we talk about evolving our data collection approach in order to maximize our ability to make actionable, data-driven decisions to better serve prospective Ecampus students. We will discuss the process we went through to begin collecting meaningful data and how we leveraged the data to inform our work.

• Katelyn Ambrose, Oregon State University Ecampus
• Molly Calvert, Oregon State University Ecampus
• Melissa Whitney, Oregon State University Ecampus

Marketing Through Disruption: How Stanford Puts People, Processes and Performance in Place to Measure and Succeed
Lafayette West | Marketing | Applied
Stanford is always looking for ways to disrupt ourselves. We used inspiration from corporate product marketing as well as input from internal and external stakeholders to build a successful framework for future organizational success. We created two teams focused on their domain expertise of demand generation and content development. We linked these teams internally and externally to partners to ensure that we could work together collaboratively and continue to push ourselves to greater heights.

• Ryann Price, Stanford University
• Munir Haddad, Kiosk

Building Retention in Online Programs Through On-Campus Efforts
Audubon | Student Success | Applied
Like all large online divisions, Engineering for Professionals at Johns Hopkins University strives to create a sense of community and build retention among its remote students. This year, we are launching a new effort called "Connect2Campus," where we will bring online students to campus for a day of community building with other students, faculty, and alumni.

• Dan Horn, Johns Hopkins University
• Heather Stewart, Johns Hopkins University

Uncovering Prospective Students and Hidden Glitches through Collaboration
Algiers | Enrollment Management | Applied
Newer leaders at Ashland University began working together to identify and recruit prospective students. Along the way, they discovered and resolved some hidden glitches in the handoffs from marketing to enrollment and registration.

• Karen Martin, Ashland University
• Troy Miller, Ashland University

Session Canceled - Moving from the Wild West to a Structured, Collaborative Approach to Online Program Development
Lafayette West | Enrollment Management | Strategic
Though online learning boomed during the COVID-19 pandemic, UAF eCampus was already experiencing a gold rush. The online learning explosion ran the gamut between peaceful and hostile with eCampus trying to maintain order. What started as a quest for prosperity became a journey of survival. Differing definitions of “online”, institutional expectations, and tightening budgets created challenges. With a new sheriff in town, we streamlined online development without additional resources. In this session, we’ll share how.

• Jenn Pedersen, University of Alaska Fairbanks
• Jessica Armstrong, University of Alaska Fairbanks
• Faith Fleagle, University of Alaska Fairbanks
• Karina Gonzales-Smith, University of Alaska Fairbanks

Working Your Opportunity: Creating a Map for Successful Engagement Throughout You Admissions Funnel
Broadmoore | Enrollment Management | Applied
Increasing competition among institutions serving distance learners has put pressure on recruitment and admissions teams to deliver top-tier service with limited budget and resources. How are teams able to leverage their staff to create frequent touch points within the confines of their staff and technologies? How do you ensure consistency throughout your admissions cycle? This interactive workshop will showcase how one institution created buy-in from their recruitment and admissions team to deliver high touch customer service with limited resources.

• Amanda Turner, University of Massachusetts, Lowell
• Mary Barrett, University of Massachusetts Lowell

Picking the Right Growth Strategy and Model: Is a Strategic Partner Right For You?
Lafayette East | Marketing | Strategic
Many institutions have effectively managed their marketing and enrollment services in-house for years but find themselves needing to quickly adapt and advance to keep pace with today’s challenging and fast-paced higher education landscape. Amidst fierce competition and seismic changes in digital advertising, many institutions are considering bringing in outside resources to drive desired outcomes. Internal staffing challenges, competition for marketing talent, growth in the number and scope of available marketing/enrollment platforms, and the ever-increasing pace of change in higher education advertising tactics have all played a role in universities’ decisions to outsource some or all the operations of online program management. In this interactive panel discussion, you will hear from two institutions that decided to partner with an outside provider, including the opportunity to learn about the key elements of a successful strategic partnership, the specific capabilities a partner can bring, strategies for navigating the potential pitfalls of partnership, and the processes and tools that make for a successful partnership.

• Karina Kogan, EducationDynamics
  
• Stephanie Platteter, University of Minnesota
  
• Beth Hollenberg, Everspring
  
• Clare Van Ness, California State University, Chico

Graduating Toros and Riverhawks: Two Universities Helping Students Attain Their Degree Goal
Audubon | Student Success | Strategic
CSU Dominguez Hills has addressed the very serious and significant issue of stopped out students by actively inviting them back. Through listening sessions, phone and email outreach, and compassionate and thoughtful messaging, the initiative has been quite successful. UMass Lowell is also concerned about Riverhawk students who drop out. Its approach to this challenge includes detailed mapping, mindful language across the student journey, a plan for predictive modeling, bridging the gap between admissions and advising so students don't fall through the cracks in their first year, addressing organizational silos, and using metrics to evaluate success. Come and hear what our institutions have done to retain Toros and Riverhawks.  We’ll provide our insight regarding what has worked and what hasn’t worked. We will share what we’ve learned and how we are continually adjusting our approaches to better reach our important populations.

• Nancy Ludwig, University of Massachusetts, Lowell
• Holly Tapper, Ruffalo Noel Levitz
• Lee Maxey, MindMax
• Lynda Wilson, California State University Dominguez Hills

Developing a Cycle of Growth with your Enrollment Technology
Audubon | Enrollment Management | Strategic
Ten years ago having a CRM for your enrollment team provided an advantage; today it's a basic need. Only when teams build a path of growth with their technology can they continue to improve their ability to convert more prospects into students. This session is designed to give participants a model for developing their own roadmap for growth with technology, and how they can maximize alignment between enrollment goals and technological capabilities.

• Amber Novotny, University of South Carolina
• Mickey Baines, Kennedy & Company

SEO Strategies That Make A Big Impact
Lafayette West | Marketing | Applied
Leads from organic search convert to enrollment at a higher rate than any other lead source, so why do so many institutions struggle to grow their organic traffic? Often, it's our inability to execute on SEO basics. In this session, learn reliable strategies to improve search rankings and traffic that will lead to increases in leads, applications, and enrollment all without spending a dollar on media.

• Kristen Aldieri, Northeastern University
• Jim Croke, 5HD

Data Privacy and Digital Marketing
Lafayette East | Marketing | Applied
Last year Apple made an update that allowed people to opt out of data tracking on apps that sent shockwaves across the digital marketing landscape. As access to audience data continues to evolve, we as marketers need to adopt strategies that maximize user data ethically and dynamically. This session explores data in digital marketing, how it's changing and what we can do about it.

• Joel Gustafson, Oregon State University

Your Dam Website: 5 Reasons Students Aren’t Converting on Your College Site
Broadmoore | Marketing | Applied
A website is an institution’s greatest marketing asset. Yet most colleges and universities admittedly have websites that lack in areas essential to converting continuing ed, online and professional student prospects at various stages in the funnel. From a lack of visibility in organic searches to content and layouts that hinder user experience, some websites can be more of a barrier than an asset for information and conversion.

• Melissa Rekos, Carnegie
• Erin Petrotta, Oklahoma State University

How May I Help You? Driving Customer Experience with a Conversational Bot
Algiers | Student Success | Applied
Chatbots offer an opportunity to provide consumers with a “consistent and enhanced” service experience, it also differentiates communication modes and pathways for customers to develops more efficient service. But the implementation not only brings great successes for our unit, but also comes with challenges from maintenance to training. Explore our university’s practices, the process, training, staffing and tool maintenance to achieve impactful results.

• Gabriela Santamaria, University of Calgary
• Terumi Taylor, University of Calgary

Join the fun and be part of UPCEA's Second Line Parade, sponsored by EducationDynamics!

Show your Mardi Gras spirit as you dance through the historic French Quarter to the sounds of a New Orleans jazz band! Bring your conference badge and meet in the Ritz-Carlton first-floor foyer at 5:30 PM for parade favors for our 5:45 PM departure. After about 20 minutes of dancing in the streets, meet the EducationDynamics team for a reception in the French Quarter at Bourbon Vieux from 6-9 PM. Enjoy the balcony overlooking Bourbon Street and remember to wear your conference badge for access to food, drinks and entertainment at the reception. See you there!

Breakfast available in the Ballroom Foyer at 8:00 AM
As states across the country strive toward postsecondary attainment goals, the demographic cliff that has exacerbated institutional enrollment declines has put adult learners with some college and no degree squarely in the spotlight. Implementing intentional policies and practices that support the success of and meet adult learners where they are can also support institutional enrollment growth, equity and workforce skilled labor needs. In this panel discussion, you will hear from leaders in the state of North Carolina and the United Negro College Fund as they discuss approaches to reengaging stopped out learners across a diversity of institution types and geographic regions.

• Julian Thompson, United Negro College Fund
• Eric Fotheringham, University of North Carolina System Office
• Kai Drekmeier, InsideTrack

Flip the Script: Rethinking the Roundtable
Broadmoore | Enrollment Management | Applied
What are those obstacles that hold your team back from achieving your goals? What problems do you continually discuss on your teams but have yet to solve? The University of Alabama will lead you through a collaborative exercise where the attendees become the experts and work together to find solutions to the big problems in distance education. Topics will include: advising distance students, managing a multi-layered organization, distance orientation, marketing ROI, and the enrollment funnel.

• Amanda Ingram, The University of Alabama
• Robert Hayes, The University of Alabama

Moving Up and Moving Forward: Advancing Mobility for Adult Learners
Lafayette West | Enrollment Management | Strategic
Feeling the pressure of a narrowing pool of traditional students, more educators have been turning their eye to the adult learner segment. According to Lightcast’s latest study on 270,000 adult learners, institutions that provide adult learner-friendly programs and can promote the economic success of individuals in communities in their regions while at the same time increasing their own enrollment numbers. Data show that increasing enrollment among adult learners is where skills-based education supply and demand conveniently cross paths, with dramatic impact on the students’ career mobility.

• Rucha Vankudre, Lightcast
• Christine Billings, University of Nebraska
• Stephanie Platteter, University of Minnesota
  

Can One Size Really Fit All? A Scalable Marketing, Recruitment & Enrollment Plan for Any Institution
Lafayette East | Marketing | Applied
The marketing, recruitment, and enrollment pipeline can be a black box. Departments may have little understanding of how strategies and tactics interlock to increase enrollment. Large universities have access to teams of internal support, larger budgets, and consultants, while smaller schools may be responsible for the entire pipeline with little outside support. This session addresses each part of the pipeline and provides examples of specific, measurable strategies and tactics that can work for any size organization or team.

• Christa Payne, Tulane University
• Sheila Gold, Tulane University

Student Success Models with Career Pathways
Audubon | Student Success | Applied
Adult learner needs are unique and can create obstacles that impact their success.  Both Florida International University’s Urban Potential Laboratories and University of Central Missouri Workforce and Professional Education department had to find creative ways to recruit, retain and ensure student success.  Join us as we discuss challenges and victories of our student success models.

• Clarinda Dir, University of Central Missouri
• Laurel Hogue, University of Central Missouri
• Umer Rahman, Florida International University
• Vanessa Valdes, Florida International University

A Data Driven Approach to Growing Online Program Enrollment
Algiers | Marketing | Applied
What will give you the edge in marketing online programs? As it has always been true in serving adult students, it is understanding what they expect from the institution that they approach. Meeting these expectations is critical, considering the level of “choice” they have. In 2022 RNL conducted a survey of 1,600 prospective online students designed to help institutions align their programs with what online students want and then market them effectively.

• Scott Jeffe, Ruffalo Noel Levitz (RNL)
• Jenna Templeton, Chatham University

In this dynamic presentation, examine cutting-edge research on the recruitment cycle (including the results of secret shopping) for today’s adult, or “new” learner with regard to alternative credentials. Learn what makes this segment increasingly price-sensitive, discover perceptions of standalone versus in-degree micro-credentials, and consider emergent ways to recruit learners of today at all ages, increase their persistence, and help graduates in the job market.

• Jim Fong, UPCEA