Program | 2025 UPCEA MEMS

Tuesday
December 2

Wednesday
December 3

Thursday
December 4

Room: Grand Ballroom C
New(ish) to UPCEA MEMS Conference? Let’s connect. Kick off your conference with good conversations and great company. Whether you’re brand-new to UPCEA and MEMS or making your return, this session is your chance to get oriented without the stress. You’ll learn a few insider tips for navigating the conference, meet attendees who are also building their networks, and get to know leaders who can point you toward the sessions, and people most relevant to your work. Plus, you’ll leave with a few new contacts (and maybe even lunch plans) before the conference is fully underway.

AI and Our Work: Exploring the Future Together
Room: Grand Ballroom C | Track: Enrollment Management | Level: Foundational | Tag: Technology
Each of us test the capabilities and limitations of AI in our daily lives and work at varying levels. Sometimes, we find the support is welcome, and it helps us complete a task efficiently. Other times, it misses the mark, and we see where human intervention, personal encouragement, critical thinking, creativity, and collaboration are all important variables. What we do know is that AI will be or is a part of the business systems we manage and has the power to simplify processes and enhance experiences for students and staff. This presentation will demonstrate AI-enabled recruitment practices in use and the potential for expanded use in other business processes.

• Lenell Hahn, Southeast Missouri State University

Moderator: Andrew Stone, University of Utah

From Modality to Meaning: How Marketing Online & On-Ground Programs Have Found Common Ground
Room: Commonwealth C | Track: Marketing | Level: Strategic
Not long ago, marketing online and on-ground graduate programs felt like managing two separate worlds. Different audiences. Different budgets. Different teams. But today, that divide has changed, and institutions that continue to treat them as silos are falling behind. In this session, we’ll explore how the evolution of prospective student behavior, expectations, and blurred lines between modalities have made it essential for marketing strategies to integrate across online and on-ground offerings. Participants will leave with practical ideas for building collaboration, aligning content strategy and digital tactics, and ensuring every prospective student gets a seamless, consistent experience - regardless of delivery format.

• Mark Cunningham, Direct Development, Inc.
• Brett DiMarzo, Boston College
• Marcus Hanscom, Direct Development, Inc.

Moderator: Andrea Fagon, Alfred University

Designing with Data: Using Surveys and Stories to Shape Online UX + ROI
Room: Grand Ballroom D | Track: Marketing | Level: Applied | Tag: Engagement/opportunity
Discover how UT San Antonio Online combines student feedback, strategic collaboration, and data-driven innovation to power marketing decisions, enhance student experience, and support program growth. Learn how our online student ambassador program, targeted surveys, and interactive focus groups create authentic content and actionable insights. Walk away with replicable strategies that turn raw feedback into ROI.

• Auris Calvino, University of Texas at San Antonio
• Lindi Ragsdale, University of Texas at San Antonio

Moderator: Shauna Cox, Modern Campus

From Search to Success: Integrating SEO and Email Marketing to Drive Enrollment
Room: Grand Ballroom E | Track: Marketing | Level: Foundational | Tag: Engagement/opportunity
See how the synergy between SEO and email marketing amplifies their individual strengths. While SEO attracts prospective students to the institution's digital platforms, email marketing nurtures these leads, guiding them toward enrollment.​  For example, a prospective student discovering a program through organic search can be encouraged to subscribe to a newsletter. Emails then can provide detailed information, success stories, and application guidance, increasing the likelihood of enrollment.  Working in tandem, this approach not only further establishes a consistent brand tone of voice, but also contributes to the prospective student experience by maintaining consistent communication and support.​

• Tim Grenda, San Diego State University
• Caitlin Dimalanta, San Diego State University

Moderator: Jeanne Lobman, Search Influence

From Skeptic to Strategist: Building Trust & Brand Alignment Through Outsourcing
Room: Commonwealth A | Track: Enrollment Management | Level: Applied | Tag: Engagement/opportunity
Outsourcing enrollment functions sparks strong opinions in higher education, with leaders split between supporters, skeptics, and opponents. This interactive workshop welcomes all perspectives to explore when, why, and how to collaborate with strategic partners. Drawing on the evolving model at Penn State World Campus, the session highlights how outsourcing tasks like inquiry response, lead management, and coaching can expand capacity and improve outcomes when aligned with institutional values. Participants will assess key factors—organizational readiness, change management capacity, brand alignment, and insight-sharing processes—to determine the best-fit approach for their institution’s needs and context.

• Gunter Volders, Penn State World Campus
• Sarah Eustis, InsideTrack

Moderator: Kaleb Patrick, Central Michigan University

From Click-Chasing to Trust-Building: The AI Marketing Shift
Room: Commonwealth C | Track: Marketing | Level: Foundational | Tag: Technology
Student search behavior has changed. ChatGPT and AI overviews now provide answers before students reach your website, fundamentally breaking the funnel as we know it. In this zero-click era, success means meeting intent, not just matching keywords. AI rewards both the mechanics that make you findable and the strategy that delivers relevant, timely answers in the moments students are deciding. This session shares higher ed-specific tactics to optimize for AI search, measure “answer share,” leverage first-party data, and redefine paid media when engagement begins before the click—so you can connect earlier, build trust faster, and protect the enrollment pipeline you’ve worked hard to grow.

• Rhea Vitalis, Everspring
• Amy King, William & Mary

Moderator: Lisa Kays, Southern Methodist University

Better Together: Strategic Enrollment Management and Student Success
Room: Grand Ballroom C | Track: Enrollment Management | Level: Applied | Tag: Engagement/opportunity
This work shop will feature hand-on activities and case studies to explore asset-based enrollment management practices. Small and large group reflection will encourage participants to apply these concepts to their local contexts.

• Drew Allen, Harvard University
• Liya Escalera, Harvard University

Moderator: Jennifer Cannon, Harvard University

Boiling the Ocean: Where to Start When You Need to Do Everything
Room: Grand Ballroom D | Track: Marketing | Level: Strategic | Tag: Engagement/opportunity
Roger Williams University is an institution in motion. In the last year, the school has acquired a new CMO, a new enrollment marketing director, and a brand new agency partner. “What needs to be done?” the agency asked. “Everything.” Across four divisions – undergraduate, graduate, extension learning, and a law school – plus the institution’s own brand, the to-do list was intimidating. From fixing back-end technical issues, to running an SEO audit across the website, to launching new marketing strategies, campaigns, and messaging – RWU and their agency partner found themselves needing to “boil the ocean.” But where to start?

• Pat Riley, 5 Horizons
• Laura Baldwin, Roger Williams University

Moderator: Leo Rice, University of Massachusetts, Lowell

From Silos to Strategy: Building Collaborative Models for Just-in-Time Skills Training
Room: Commonwealth A | Track: Enrollment Management | Level: Applied | Tag: Engagement/opportunity
In a rapidly shifting workforce landscape, adult learners need access to targeted, timely, and relevant training. This session explores the process of building collaborative models across program management, marketing, and recruitment operations, using Salesforce as the backbone for delivering just-in-time skills training and personalized communication. Representing three interconnected pillars of the continuing education enterprise—program development, digital strategy, and learner engagement—our team will walk attendees through how we intentionally broke down silos and aligned our efforts to launch responsive, data-informed programs.

• Lisa Verma, Louisiana State University
• Drew Larose, Louisiana State University
• Christina Albarracin, Louisiana State University

Moderator: Alan Rosenthal, Lightcast

In Marketing, Evolution isn’t Optional: Getting Ahead in an AI-driven World
Room: Grand Ballroom E | Track: Marketing | Level: Strategic | Tag: Technology
The future of higher education marketing is already here, and it's powered by AI. Lagging in adoption isn't just a missed opportunity; it's a risk of being left behind by peers, students, and the very channels used to reach them. While AI-driven search, ads, and personalization are now standard, many institutions resist change. Backed by data and insights from platform and performance experts, this session will outline the essential, immediate steps needed to navigate and thrive in the current AI-informed marketing landscape. Don't wait for the future; adapt to the present.

• Emily West, UPCEA
• Morgan Gonzalez, EducationDynamics

Moderator: Leigh Saunders, University of Minnesota

Room: Grand Ballroom C  
Wrap up your day at MEMS with an informal meet-up designed to spark conversation and connection. This networking session gives you the chance to connect with peers in similar career levels to discuss marketing, enrollment, and student success. Join the MEMS Conference Networking Subcommittee for a chance to swap insights and build your professional network.

Beyond Graduation: Fostering a lifelong relationship with our alumni
Room: Commonwealth A | Track: Student Success | Level: Strategic | Tag: Engagement/opportunity
Typically, the traditional university alumni experience is a one-way connection—alumni are asked to donate to the school. At The G. Raymond Chang School of Continuing Education at Toronto Metropolitan University, we see alumni as a lifelong partner in a learner’s career journey and they play an integral role in our school’s future. We believe the relationship between the school and alumni should be a two-way street. Learn how The Chang School redefined what it means to be an “alumni” and our strategic approach on how we engage with them based on qualitative consumer insights research we conducted.

• Marilou Cruz, Toronto Metropolitan University
• Liron Davis, Toronto Metropolitan University

Moderator: Lisa Verma, Louisiana State University

Building SMU's Connected Core: How Southern Methodist University CAPE Transformed Disjointed Data into Actionable Strategic Insight
Room: Commonwealth B | Track: Marketing | Level: Applied | Tag: Technology
When your tech and data are more like spaghetti than strategy, it’s impossible to understand your learners, your performance, or your potential. SMU CAPE had the tools, but not the visibility. Disconnected systems and siloed data made it hard to see the bigger picture, let alone act on it. In this interactive session, SMU and Collegis Education unpack how they built the university’s Connected Core, centralizing data to unlock insights and smarter decisions. You’ll walk through the real-world playbook: what systems existed, what needed fixing, and how integration brought it all together. Less theory, more action. If you’re struggling with fragmented data, this session’s for you.

• Dan Antonson, Collegis Education
• Lisa Kays, Southern Methodist University

Moderator: Ginny Valentin, University of Tennessee Knoxville

Silos to Synergy: Collaborating Across Campus for Strategic Online Growth
Room: Grand Ballroom D | Track: Marketing | Level: Strategic | Tag: Small or limited staff/budget
This session explores how Iowa State Online is breaking down silos to build a unified, campus-wide approach to online education. Through intentional collaboration between our marketing and student support teams, Iowa State Online has driven strategic program growth while enhancing the online student experience. Learn how shared goals, data-informed decision-making, and cross-campus partnerships contribute to a more connected and efficient model for success in online higher education. Attendees will walk away with practical strategies to strengthen collaboration, align efforts across departments, and create lasting impacts for learners and online programs at their own institutions.

• Maddi Wiersema, Iowa State University
• Lindsay Gustafson, Iowa State University
• Susan W. Arendt, Iowa State University

Moderator: Owen Burritt, Noodle

Persona-Powered Pathways: Using Data to Expand, Enhance, and Create Exemplary Learner Experiences in Online Business Programs
Room: Grand Ballroom E | Track: Student Success | Level: Applied | Tag: Engagement/opportunity
Discover how to transform learning experience in your online programs through data-driven design. This session showcases an innovative approach to developing personalized educational pathways using existing institutional data to create learner personas and identify critical engagement points. Through learner journey mapping, we'll reveal how to uncover hidden opportunities and challenges in the student experience. Learn how to design stackable microcredentials and strategic electives that address diverse learner needs while maintaining scalability. We'll provide practical techniques for implementing these methods to enhance an online learning experience. Join us to explore a replicable framework for expanding programs through deep understanding of your learners' journeys.

• Jean Starobin, University of Illinois at Urbana-Champaign
• Chera LaForge, University of Illinois at Urbana-Champaign
• Amanda Brantner, University of Illinois at Urbana-Champaign
• Eric Larson, University of Illinois at Urbana-Champaign

University of Cambridge Rebranded: Reinventing the World’s Oldest Continuing Education Provider
Room: Commonwealth C | Track: Marketing | Level: Strategic | Tag: Engagement/opportunity
In July 2025, the University of Cambridge’s Institute of Continuing Education, the world’s oldest continuing education provider, unveiled a new identity: University of Cambridge Professional and Continuing Education. This session presents our reflections on the strategies and challenges involved in rebranding a department within a deeply rooted institution. We’ll explore launching a new name, website, and renewed strategy; all while running business as usual and supporting learners. We’ll share our ‘Top 10 Lessons from the Rebrand’ – practical insights about what worked, what surprised us, and what we’d do differently, to help inform your own branding and change management efforts.

• Christine Kinally, University of Cambridge
• Alice Bream, University of Cambridge

Moderator: Jaime Oleksik, Carnegie

Discover how one team achieved significant marketing and enrollment success by strategically in-sourcing projects and fostering deep collaboration. Learn practical strategies for leveraging a small team, increasing leads, saving costs, boosting social media engagement, and improving site traffic through real-world examples and actionable insights, including highlights from our successful Strategies for Success campaign, a Silver Telly Award winner.

• Chloe Chavarria, California State University, Sacramento
• Joe Jarosz, California State University, Sacramento
  
• Marco Alvarado, California State University, Sacramento

Designing Trust: Navigating Institutional Identity
Room: Grand Ballroom E | Track: Marketing | Level: Applied | Tag: Engagement/opportunity
A flyer. A landing page. A social post. A conversation. A multi-institutional brand evolution. Behind every campaign is a human. The audience doesn’t experience a brand through guidelines; they experience it through moments. Whether we’re designing a flyer or leading a full-scale rebrand, we’re all in the business of building trust through design. A brand is a living system, not just a static set of rules. It evolves through collaboration, across teams, departments, and institutions. That’s why this session offers a dual-lens approach: from the top down, gaining a bird’s-eye view of a large-scale brand transformation where 20 universities, each with its own identity, came together to create a unified and student-centered brand experience; and from the inside out, gaining insight into how a flagship institution brings brand to life through day-to-day creative execution, adapting tone, layout, and imagery to meet the needs of diverse audiences and departments.

• Kathryn Harth, Kansas State University
• McKenzie Wynn, University of Florida
• Raye Rojas, University of Florida
• Sophia Johns, University of Florida

Moderator: Jason Smith, Anthology

The Million-Student University with Zero Ad Spend: How UoPeople Rewrote the Rules of Higher Ed Growth
Room: Grand Ballroom C | Track: Marketing | Level: Applied | Tag: Small or limited staff/budget
Discover how a tuition-free, accredited university is scaling to one million students without a single dollar spent on advertising. From the 2025 UPCEA Marketing Award winner, this session reveals how mission-driven strategy, student advocacy, and organic content fueled University of the People’s exponential growth. Learn how global partnerships, data-informed decisions, and community-powered marketing replaced traditional paid media—and what lessons any institution can apply to drive sustainable, scalable impact.

• Asaf Wolff, University of the People

Moderator: Lee Maxey, Noodle

Less Noise, More Action: A Strategic Approach to Webinar Planning in Higher Ed
Room: Commonwealth A | Track: Enrollment Management | Level: Applied | Tag: Engagement/opportunity
In an era of digital saturation, Purdue University Online reimagined its webinar strategy to reduce redundancy, enhance collaboration and increase prospective student engagement. This session explores how we used institutional data and a unified approach between marketing and recruitment to streamline and strengthen our webinar process. We’ll share the tools and insights from our initiative to prioritize quality over quantity – with the goal of improving conversion rates, audience targeting and communication efficiency. Attendees will leave with a scalable, evidence-based framework for webinar planning tailored to their own institutional goals.

• Asheline Beeson, Purdue University
• Jacquelyn Lawton, Purdue University

Moderator: Tony Fell, Collegis Education

Reframing Orientation and Welcome Programs as a Yield and Belonging Strategy
Room: Grand Ballroom D | Track: Student Success | Level: Applied | Tag: Engagement/opportunity
This session reimagines orientation and welcome programs as strategic tools for yield and student belonging. Learn how culturally responsive, identity-affirming programming can support underrepresented students while advancing institutional goals. Through real-world examples and a hands-on design activity, you'll explore strategies to create or enhance pre-arrival experiences that foster connection, retention, and inclusive excellence from day one.

• Devon "DJ" Lee, Bentley University

Moderator: Rob Montgomery, Mentor Collective

When Fraud Enrolls: How One Institution Mobilized Marketing, Enrollment, IT, and Student Success to Protect Academic Integrity
Room: Commonwealth B | Track: Enrollment Management | Level: Applied | Tag: Policy
Marian University Online is taking proactive steps to protect the integrity of its admissions process and ensure a trustworthy experience for all students. This roundtable explores how a dedicated fraud committee, updated verification practices, strategic policy changes, and clear applicant communication are helping to identify and prevent fraudulent activity while supporting genuine student success.

• Johnna Denning-Smith, Marian University
• Jessica Janssen, Marian University
• Calvin Hopple, Marian University

Insights & Innovation - Strategic perspectives from UPCEA’s trusted corporate partners
Room: Commonwealth C  

Moderator: Barbara Kopp Miller, University of Toledo

Coaching That Counts: Boosting Enrollment and Continuing Enrollment with Targeted Financial Aid Support
Track: Student Success 
Students cite financial aid confusion as a major barrier to both initial and continued enrollment, particularly among first-generation and adult learners. This session highlights how one large institution partnered with a technology and services provider to pilot a personalized financial aid coaching model aimed at improving FAFSA completion and disbursement timelines. The results included a 10+ point increase in continuing enrollment, 96% FAFSA completion, and a 97% satisfaction rating. Combined with findings from the 2025 Anthology Faculty Survey, the session offers actionable takeaways for institutions seeking to align student support strategies with enrollment management goals.

• Jennifer Blassingame, Anthology

Re-Engage, Re-Enroll, Repeat: Digital Strategies Across the Learner Lifecycle
Track: Enrollment Management | Tag: Non-credit/alternative credentials, Budget or staff resources
Today’s enrollment journey is not a straight line—it’s a swirl. Prospective and continuing learners explore, pause, return, and re-enroll in nonlinear cycles. To stay competitive, institutions must treat their website not as a brochure but as infrastructure—optimized to guide students at every touchpoint. In this session, we’ll explore how to engage modern learners using personalized, mobile-first digital experiences and modern communication strategies. Attendees will leave with actionable insights on website best practices, lifecycle-aware content, and email/texting strategies that mirror today’s shopping experience—abandoned cart nudges, relevant recommendations, and frictionless re-entry into lifelong learning.

• Shauna Cox, The EvoLLLution: A Modern Campus Illumination

Are You Showing Up? How to Track Visibility in AI Search
Track: Marketing  
AI Overviews and tools are shaping how prospects search—but most marketing teams can’t see how or where. Without clear tracking, it's nearly impossible to connect AI visibility to strategy or ROI. If you can’t measure it, you can’t improve it. In this session, we’ll share how to segment AI search traffic in GA4 and Looker, research prompts, and choose tools to track visibility, so you can confidently explain what’s working (and what’s not) in the age of AI search.

• Will Scott, Search Influence

Adapt or Fall Behind: The New Standard for Strategic Partnerships
Track: Enrollment Management | Tag: Small marketing unit/very limited, Budget or staff resources
In today’s dynamic higher education landscape, constant iteration and strong human capital are essential to success. Institutions face pressure to reach the right students with timely, targeted messaging, but shifting student behavior and marketing landscapes mean fixed strategies fall short. This session offers a framework to assess strategic partners on their ability to continuously monitor, adapt and collaborate using real-time insights. Drawing on case studies and real-world examples across diverse institutions, attendees will gain actionable guidance to identify partners who leverage human capital and agile processes to evolve alongside the changing needs of Modern Learners.

• Tracy Kreikemeier, EducationDynamics

Traditional Search Is Dead: 3 AI Trends Reshaping How Students Find You
Track: Marketing | Tag: Budget or staff resources
AI is quietly rewriting how students discover and choose programs—and it’s shaking the foundation of marketing, recruitment, and institutional visibility. Drawing on exclusive analysis of over 450,000 student search interactions, this 10-minute session delivers three critical insights and practical steps any university leader can use to protect enrollment, strengthen reputation, and stay ahead of competitors in the AI era.

Attendees will leave with a clearer map of the AI-powered search landscape and ideas to optimize visibility and protect enrollment pipelines.

• Rhea Vitalis, Everspring

DIY Digital: In-House Strategies That Scale—From Startup to Powerhouse
Room: Grand Ballroom E | Track: Marketing | Level: Strategic | Tag: Engagement/opportunity
Digital advertising is essential—and for many institutions, outsourcing is the only way to launch campaigns with small teams and tight budgets. But with agency fees rising and institutional priorities shifting toward stronger brand ownership, more universities are exploring the move to fully in-house marketing. This session shares two successful approaches to this transition: Purdue University’s full migration from outsourced vendors to a self-sustained 20+ person internal marketing agency serving all online programs, and the University of Florida’s high-performing 8-person team that spearheads campaign strategy and delivery. Both institutions have proven that lean teams can deliver high-quality marketing campaigns that drive enrollment growth. Gain insights on how to justify and plan for an in-house shift, and how to thrive after the transition.

• Marty Gustafson, Purdue University
• Laura Phillips, Purdue University
• Rachel Cook, University of Florida
• Litza Echeverria Rubio, University of Florida

Moderator: Andrea Gross, The Citadel

Dynamic by Design: Building High-Impact Marketing Journeys That Convert
Room: Grand Ballroom D | Track: Enrollment Management | Level: Applied | Tag: Technology
Discover how UMass Lowell transformed its student recruitment strategy using Salesforce Marketing Cloud. This session explores the creation of dynamic, program-specific journeys that drive applications and enrollment through personalized, automated messaging. Learn best practices, key lessons from implementation, and the impact of data-driven optimizations on KPIs like click-through rates and application starts. Ideal for enrollment and marketing professionals looking to scale personalization and improve conversion outcomes.

• Nancy Currier, University of Massachusetts Lowell
• Ivan Klimenko, University of Massachusetts Lowell
• Sarah Smith, Noodle

Moderator: Michael Merriam, Framingham State University

Scaling Online Enrollment Post-OPM: Strategies for Sustainable Growth
Room: Grand Ballroom C | Track: Enrollment Management | Level: Strategic | Tag: Engagement/opportunity
How are institutions successfully scaling online enrollment after leaving OPM partnerships? This session will feature strategies from higher education leaders who have built new models to support growth. Panelists will share how they evaluated capabilities, structured support and implemented sustainable solutions for long-term enrollment success.

• Karina Kogan, EducationDynamics
• Christopher Gyngell, Boston University
• Leigh Saunders, University of Minnesota

Moderator: Brian Crose, University of Southern Indiana

Small But Strategic: Whitworth University’s Journey to Sustainable Online Growth
Room: Commonwealth A | Track: Marketing | Level: Applied | Tag: Small or limited staff/budget
Online growth doesn’t have to mean sacrificing control or mission. Whitworth University, a private Christian university in Spokane, charted a path to scalable, sustainable online expansion by aligning internal capacity with a flexible partnership model. This session explores how Whitworth evaluated its readiness, weighed partnership structures, and selected a fee-for-service approach that preserved academic ownership while accelerating growth. Learn how thoughtful planning, transparent collaboration, and a student-first mindset helped them thrive in a competitive digital education landscape. Attendees will walk away with a framework for decision-making, a better understanding of FFS models, and strategies to grow online programs without compromising institutional identity.

•  Dean Gething, Carnegie
• Brooke Kiener, Whitworth University

Moderator: Andrea Fagon, Alfred University

Unlocking Success: Building a Vibrant Digital Campus for Every Institution
Room: Commonwealth C | Track: Student Success | Level: Applied | Tag: Technology
Higher education stands at an exciting inflection point where thoughtful digital innovation is poised to dramatically enhance how institutions connect with, support and retain students. Today’s students arrive with digital fluency and expectations shaped by consumer experiences — creating a tremendous opportunity for institutions to reimagine engagement throughout the student journey.  This session showcases how forward-thinking institutions harness accessible technology to create vibrant digital communities, streamline pathways to resources, and deliver personalized support — all while making smart use of existing investments. Learn how colleges and universities of all sizes are discovering creative approaches with limited budgets and without complete technology overhauls.

• Eric Hazen, Ferris State University
• Aenea Clark, Augusta University

Moderator: Shana Holman, Pathify

The Power of Focus: How We Fixed our All-Purpose Website Problem
Room: Commonwealth B | Track: Marketing | Level: Strategic | Tag: Engagement/opportunity
Are you trying to speak to multiple distinct audiences through one website? We were stuck in this trap - confusing our faculty, learners, and business clients with a website that wasn't right for any of them. Our solution? Targeted websites for each audience. Faculty get partnership info, learners find programs easily, and businesses connect for workforce solutions. This case study walks you through our journey - what worked, what didn't, and the real results we've seen. You will walk away with a clear roadmap for transforming your everything-to-everyone website to a focused digital ecosystem that serves each audience's unique needs.

• Carissa Little, Stanford University
• Jennifer Gray, Stanford University

Moderator: Aaron Lawrence, SmartBrief

Join this lively interactive conversation with the top recipients of the 2025 MEMS awards as these innovative leaders share their insights and expertise in marketing, enrollment management, and student success.

• Anna Richardson, Northern Illinois University
• Kendall McCamy, University System of Georgia, eCampus
• Shannon Helton-Amos, Georgia Institute of Technology

Moderators:

• Lakitia Avery, Kent State University
• Ashley Law, Johns Hopkins University, School of Medicine

“Wait, Am I in This Class… Online?!”: Making Sense of the Modality Mayhem at UT San Antonio Online
Room: Commonwealth A | Track: Marketing | Level: Strategic | Tag: Policy
This session takes you on our modality rollercoaster: from the blurry pre-pandemic definitions to post-pandemic cleanup mode. We’ll unpack how UT San Antonio Online worked across departments to: Define and defend what “100% online” really means;  Differentiate “residential online” programs from our fully online Option III offerings;  Guide faculty in accurately describing their programs;  Help students make informed decisions about how they’ll engage in their learning;  Preserve the integrity of our online brand while creating pathways that work for all students. We’ll share the steps we took to operationalize clarity (it wasn’t always pretty), the policy conversations we initiated, the collaborative wins and bruises we collected along the way, and how we’re using this work to future-proof our modality strategy across both campuses.  You’ll walk away with ideas for: Creating a modality taxonomy that works for your institution;  Building internal buy-in to define and communicate modality clearly;  Navigating the politics of branding, ownership, and program delivery models in a hybrid world. And yes, we promise to keep it real (and probably make you laugh a little).

• Suzana Diaz Rosencrans, University of Texas at San Antonio
• Tina Garza, University of Texas at San Antonio

Moderator: Nancy Ludwig, University of Massachusetts Lowell

Building Support Structures for Adjunct Faculty to Enhance Student Success
Room: Grand Ballroom E | Track: Student Success | Level: Applied | Tag: Faculty
As adjunct faculty are increasingly teaching first year students, supporting them is commensurately important for the success of a new college students. Attendees will first learn about the various support structures available to faculty at a large online institution. They will then identify a specific type of adjunct faculty support that they think will help at their institution and build a plan for how they can help engage their campus community to pursue that opportunity.

• Stephanie Blaher, University of Maryland Global Campus
• Marsha Fortney, University of Maryland Global Campus

Moderator: Courtney Kirschner, Louisiana State University

From Leaky Funnel to Flywheel: Reimagining the Online Enrollment Journey
Room: Grand Ballroom C | Track: Marketing | Level: Strategic | Tag: Non Degree/credential innovation
In an era of broader funding uncertainty, shifting demographic trends, ever intensifying competition, and escalating media costs, many institutions seek to scale enrollments without scaling marketing and enrollment costs. Through a holistic approach to online learning, marketing, and technology strategy, the University of Michigan is exploring a model that may disrupt conventional relationships between media spend and degree enrollments while also serving learners. Learn how Michigan is implementing this approach that not only reduces dependency on traditional media spend but also offers learners more flexible and affordable entry points into higher education, including microcredentials, professional certificates, stackable pathways.

• James DeVaney, University of Michigan
• James Cleaver, University of Michigan
• Carol Podschwadt, University of Michigan

Moderator: Ashley Law, Johns Hopkins University

In-House or Outsource? How to Drive Growth By Combining Both
Room: Commonwealth C | Track: Marketing | Level: Strategic | Tag: Small or limited staff/budget
Institutions are increasingly faced with the pivotal decision of whether to in-source or out-source key marketing and enrollment functions. There is no one-size-fits-all solution—what works for one institution may be wholly ineffective for another. In this session, Santa Clara University explains how it navigated the decision to in-source versus out-source key marketing functions. Presenters will share the questions that shaped their strategy, lessons learned, and a practical framework for evaluating capacity, cost, and impact. Attendees will gain tools to assess their own operations, determine when external expertise adds value, and balance control with flexibility.

• Minh Virasak, Santa Clara University
• Emily McMahon, Eduvantis

Moderator: Chloe Chavarria, California State University, Sacramento

SEP to SEM for Graduate Enrollment, Doing a Lot with a Little!
Room: Grand Ballroom D | Track: Enrollment Management | Level: Strategic
Going through a strategic plan can be challenging, since many institutions combine undergraduate and graduate enrollment into their Strategic Enrollment Plan. As a mid-sized regional public institution, Framingham State University’s Division of Graduate and Continuing Education is not state-funded and needs to be strategic on enrollment plans and budgeting opportunities. In this interactive session, we will discuss and show the steps of how FSU went through the strategic planning process to how FSU implemented our core strategies to increase graduate enrollment.

• Michael Merriam, Framingham State University
• Stacy Chiaramonte, UPCEA

Moderator: Vickie Cook, University of Illinois, Springfield

AI from Ad to Grad: Enhancing the Student Journey with Connected Agents
Room: Grand Ballroom D | Track: Marketing | Level: Foundational | Tag: Technology
How can AI optimize the student journey throughout the marketing, enrollment, and retention funnels? Join us to hear about new trends in marketing, discuss effective new site strategies in a post SEO world and propose an AI-enhanced ecosystem for potential and future students. We will also show how George Washington University’s RevU revolutionized the student journey with AI. Hear about the latest developments with “Georgie”, RevU’s companion agent that helps learners discover the right courses, get help, and optimize learning. Then, put the framework to practice - how might you implement AI into your student journeys?

• Cody House, The George Washington University
• Regina Law, Noodle

Moderator: Amy King, William & Mary

Culture is the Playbook: Designing the X’s and O’s of High-Performing Teams in Online Education
Room: Commonwealth A | Track: Student Success | Level: Foundational | Tag: Engagement/opportunity
Just like a winning football team needs a strong playbook, high-performing teams in online and professional education need a strong culture. This session explores how LSU Online built a culture-driven strategy to align remote teams, empower staff, and improve student outcomes across campuses. Learn how to turn your internal culture into your competitive edge

• Courtney Kirschner, Louisiana State University
• Alisha Carroll, Louisiana State University
• Kaitlin Steib, Louisiana State University

Moderator: Wes Catlett-Miller, Collegis Education

Education is a Business: Using ROI Data to Have Hard Conversations
Room: Grand Ballroom C | Track: Enrollment Management | Level: Strategic | Tag: Small or limited staff/budget
It’s time to come around to the idea that education is, in fact, a business. How can you use ROI data to decide which of your programs are winners and which are losers? How can you use the data already available to you to identify where the problem lies – the marketing message or audience, or is there something about the program offering that’s impacting enrollment? How and when do you make the decision about a program’s future? We’ll share how Emerson College’s graduate team approached these exact questions, and the conversations now happening at all levels of the institution.

• Amelia Morrill, 5 Horizons
• Barbara Selmo, Emerson College

Moderator: Marty Gustafson, Purdue University

How to Optimize for AI Search: What Students Trust & What Marketers Must Do
Room: Grand Ballroom E | Track: Marketing | Level: Strategic | Tag: Technology
AI is changing how prospective students find programs—and most institutions aren’t keeping  up. New research shows nearly half of students use AI tools weekly, and 79% read AI-generated summaries. If your programs aren’t showing up, you risk being overlooked. We’ll open with new UPCEA and Search Influence research on where and how students search for programs today. This data-driven look at platform use, trust signals, and content preferences will ground the session in what students actually do—setting the stage for how your team can respond. From there, we’ll introduce the three pillars of AI SEO to help ensure your programs show up where it matters.

• Paula French, Search Influence
• Emily West, UPCEA

Moderator: Chelsea McNeely, Southeast Missouri State University

Strategic Spending, Shared Success: Arizona’s Approach to Marketing Investment
Room: Commonwealth C | Track: Marketing | Level: Strategic | Tag: Small or limited staff/budget
Discover how the Arizona Online Marketing team developed and refined a system to allocate digital marketing investment by program—balancing data, institutional priorities, and team collaboration. This session shares how the model works, what we’ve learned from deploying thousands of program-specific campaigns, and how we’ve fostered alignment with campus partners across a large public research university. Attendees will leave with practical strategies for building their own tiered investment approach, improving marketing efficiency, and strengthening relationships with stakeholders across academics, marketing, and enrollment operations.

• Maya Patterson, University of Arizona
• Neda Fletcher, University of Arizona
• Marqus Dorame, University of Arizona

Moderator: Bethany Moran, EducationDynamics

Roundtable Sessions
Room: Grand Ballroom
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: Ashley Law, Johns Hopkins University

Crossing Over: What College Coaches Should Know About Virtual High School Students
Track: Student Success | Level: Strategic | Tag: Faculty
This roundtable explores how virtual high school experiences shape students’ transition to college—and what success coaches need to know to support them. Facilitated by a K–12 academic coach, the session highlights common strengths and challenges of online learners, shares adaptable coaching strategies, and invites discussion on bridging gaps between high school and college support systems. Attendees will leave with practical insights for guiding virtual grads through their first year.

• Kewanna Colvin-Mickens, The University of Alabama

From Launch to Live: A New Website Project Journey
Room:  | Track: Marketing | Level: Foundational | Tag: Small or limited staff/budget
What’s a predictable timeline for a rebrand/website project? How does it impact your budget? Your website? Your tools? Learn from the experience of the University of Michigan College of Engineering online and professional education unit’s journey from conception to implantation in a month-by-month breakdown that will provide you with tools and insights you’ll use to tackle any big project. Topics range from project timelines, costs, IT and Salesforce integration, brand style creation and distribution, website development, and more. See what a small, but committed, unit team can accomplish with the trust, confidence, and support of internal leadership.

• Molly Garczynski, University of Michigan

Intuition vs. Data vs. AI: How to Leverage All Three, and What to Do When They Support Each Other
Track: Marketing | Level: Applied | Tag: Technology
Data tells one story, your customers another, your gut tells yet another, and now AI is speaking up too. In this roundtable, you’ll learn how to make smart, confident decisions by balancing intuition, analytics, and machine-generated insight. You’ll leave with a simple, practical framework you can use right away.

• Andrew Stone, University of Utah

Is There a Doctor in the House? Taking a General Practitioner Approach to Online Program Management
Track: Student Success | Level: Strategic | Tag: Small or limited staff/budget
In the rapidly evolving landscape of online education, the role of the Program Management (PM) team is similar to that of a general practitioner in healthcare. This presentation delves into the intricate workings of a PM team, demonstrating how it serves as the central hub of online program management. Attendees will explore the foundational elements of managing a program’s lifecycle, akin to a medical professional diagnosing and managing patient care, where holistic oversight and strategic referrals to specialized functions ensure the health and effectiveness of educational programs.

• Jennifer Principe, University of North Carolina at Charlotte

Leveraging Dashboards to Partner with OPMs
Track: Marketing | Level: Foundational | Tag: Small or limited staff/budget
This roundtable will explore how universities can use intuitive, data-rich dashboards to strengthen and streamline their partnerships with Online Program Managers. As institutions face growing pressure to demonstrate ROI and ensure transparency in OPM relationships, dashboards offer a powerful tool for aligning goals, tracking campaign performance, and facilitating more strategic, collaborative decision-making. Attendees will learn how well-designed dashboards can bridge internal and external teams, clarify lead quality and conversion metrics, and help institutions take a more active role in shaping the success of their online programs. This presentation will share practical insights drawn from firsthand experience managing OPM relationships and marketing outcomes.

• Andrea Brock, Bowling Green State University

CANCELLED: Meeting Students Where They Are: Reimagining Engagement in Higher Ed
Track: Enrollment Management | Level: Applied | Tag: Engagement/opportunity
Today’s students expect instant answers, personalized support, and a seamless journey from inquiry to enrollment. But limited staff and rising expectations make it hard to deliver. In this roundtable, we’ll explore real-world strategies that help institutions re-engage prospective students, improve communication across channels, and streamline the path to enrollment without burning out your team. Walk away with ideas you can put into action right away to boost engagement and deliver the kind of experience students expect.

• Murali Krishna, LeadSquared

TrustDiplomas: Real-Time, Tamper-Proof Verification for Digital Badges and Alternative Credentials
Track: Enrollment Management | Level: Applied | Tag: Non Degree/credential innovation
As digital badges and alternative credentials gain traction, institutions face growing demands for secure, privacy-compliant, and easy-to-verify systems. This presentation introduces a patented, open-source, and easy-to-implement solution that allows registrars to issue tamper-proof, instantly verifiable credentials with real-time status updates—without relying on third parties, storing personal data, or involving any middleman. Learn how to enhance trust in academic credentials while maintaining full institutional control and a seamless experience for verifiers.

• Remy Eisenstein, TrustDiplomas
• Jan Figa, Governors State University

Capturing An Enormous Student Market: How Institutions Are Organizing Online Units to Drive Growth
Room: Grand Ballroom C | Track: Enrollment Management | Level: Strategic | Tag: Engagement/opportunity
As institutions confront enrollment declines and increasing skepticism about the value of higher education, the need for innovative, scalable student enrollment and growth solutions has never been more urgent. This session will share results from a recent study examining how 30+ institutions are using organizational structure and high impact strategies to drive online, adult student success. Two online leaders and a national re-enrollment expert will explore the intersection between the findings in the study, the massive re-enrollment market (with over 40 million people with some college, no credential), and online learning, all in the context of driving student growth.

• Bill Angrove, Sam Houston State University
• Kaleb Patrick, Central Michigan University
• JT Allen, myFootpath

High Touch in a High-Tech World: Creating a Personalized Experience for Online Learners from a Distance
Room: Commonwealth C | Track: Student Success | Level: Applied | Tag: Engagement/opportunity
How can leaders ensure that remote student success coaches deliver meaningful, personalized support in an increasingly digital landscape? This UPCEA talk will explore key strategies for cultivating a high-touch approach within a remote team. From using technology to enhance human connection to creating a culture of caring and proactive support, this session will offer actionable ideas for leaders supporting online learners at scale

• Taylor Presley, Southern Illinois University

Moderator: Stephanie Blaher, University of Maryland Global Campus

Don’t Call It A Comeback: How Mizzou Reclaimed Its Online Marketing Identity
Room: Grand Ballroom D | Track: Marketing | Level: Strategic | Tag: Engagement/opportunity
Rebranding, rebuilding, and reclaiming Mizzou Online: This fast-paced session dives into Mizzou’s branding rollercoaster (from system-wide centralization to returning campus-level control) told by the people who lived every twist and turn. With hard-won lessons and a few branding curveballs (hello, rebrand!), discover how a team found clarity, built momentum, and planted their flag with confidence in a changing digital landscape.  Throughout the session, we’ll invite you to weigh in on key moments from our journey—and see how your choices compare. Take home actionable insights on how to manage complex, multi-stakeholder marketing projects without losing your sanity (or your brand).

• Jaime Morgans, University of Missouri-Columbia
• Sarah Whorton, University of Missouri-Columbia
• Melissa Ingram, University of Missouri

Boosting Lead Flow by Focusing on Intent to Enroll
Room: Grand Ballroom E | Track: Marketing | Level: Applied | Tag: Small or limited staff/budget
Marketing in higher ed is getting harder and more expensive, yet enrollment expectations continue to rise while budgets shrink. Getting enough leads fast enough and early enough, especially among non-traditional populations, has never been more challenging. Join us to hear how UMass Lowell took a chance on intent-driven data over demographic data during summer crunch time and saw a meaningful and sustained uptick in leadflow. You'll also learn how the latest in data science is making things like intent to enroll, program of interest, modality preference and enrollment motivations & obstacles available for use, and replacing basic demographics as the parameters of choice when building an adult learner target audience.

• Jack MacKenzie, CollegeAPP
• Leo Rice, University of Massachusetts, Lowell

Moderator: Tyann Cherry, Southern Illinois University Edwardsville

Fueling Frontline Success: Boosting Engagement in Enrollment Teams
Room: Commonwealth A | Track: Enrollment Management | Level: Applied | Tag: Engagement/opportunity
Frontline staff are the face and heartbeat of our institutions, playing a vital role in shaping student experiences and enrollment outcomes. This session will explore why staff engagement matters, how to recognize signs of burnout or disengagement, and simple, effective ways to re-energize and empower your team. You’ll gain tools to measure engagement through a practical staff survey and learn how to apply the MAGIC model—Meaning, Autonomy, Growth, Impact, and Connection—to create a more connected and motivated workplace. Leave with real-world strategies to help your team feel valued, inspired, and ready to thrive.

• Heather Codner, Harvard University

Powered by UPCEA members, institutional leaders will explore how AI is transforming the three core pillars of professional and continuing education: Marketing, Enrollment Management, and Student Success (MEMS). Panelists will spotlight real-world use cases—from AI‑powered recruitment and personalized marketing campaigns, to enrollment funnel automation, predictive retention models, and proactive student support chatbots. This integrated approach demonstrates how AI tools can elevate outreach, streamline decision-making, and improve outcomes across the full student lifecycle.

• Nicole L'Huillier- Fenton, University of Vermont
• Andrea Fagon, Alfred University
• Lenell Hahn, Southeast Missouri State University

Moderator: Leigh Saunders, University of Minnesota

Engaging the Next Generation: Leveraging Video Marketing in Higher Education
Room: Grand Ballroom C | Track: Marketing | Level: Strategic | Tag: Engagement/opportunity
Exploring how today’s video marketing strategies can enhance student and alumni engagement, admission recruitment, and retention. Students choose stories, not institutions and video is the dominant medium. This session explores how to develop a strategic, creative and data-informed video marketing approach that supports enrollment, enhances brand identity, and strengthens student connection. Attendees will learn how to build a brand story framework, develop a video library, and optimize the ecosystem. Featuring real-world examples and current 2025 trends, this session offers practical insights for building a scalable video ecosystem that drives measurable results across departments and platforms.

• Eran Lobel, Element
• Lisa Ryan, University of Massachusetts Amherst

Moderator: Nicole L'Huillier Fenton, University of Vermont

Boosting SEO and Engagement Through Testimonial-Driven Web Content
Room: Commonwealth C | Track: Marketing | Level: Applied | Tag: Engagement/opportunity
Learn how Boston University Metropolitan College tackled the two-pronged problem of enhancing SEO visibility and establishing credibility for prospective students by leveraging student and alum testimonials. This session will explore the strategy behind integrating testimonials as engagement tools and share actionable insights for driving inquiries and showcasing program value through authentic storytelling.

• Caitlin Wilson, Boston University
• Krysten Cole, Boston University

Moderator: Paula French, Search Influence

From Awareness to Enrollment: How a Regional Public Ignited Growth with Strategic Marketing & Enrollment Strategy
Room: Grand Ballroom D | Track: Enrollment Management | Level: Applied | Tag: Small or limited staff/budget
Discover how Southeast Missouri State University drove enrollment growth through a unified marketing and enrollment strategy tailored to regional learners. This session explores how enrollment marketing, SEO, and faculty thought leadership were used to boost visibility, generate high-intent leads, and convert awareness into action. Attendees will leave with practical strategies for aligning teams, enhancing campaign performance, and applying a steady-state growth model that delivers results for regional public institutions

• Chelsea McNeely, Southeast Missouri State University
• Kris Little, Archer Education
• Pearl Darson, Archer Education

Moderator: Lakitia Avery, Kent State University

CANCELLED: Workforce Development Marketing and Sales Strategies and Technologies
Room: Grand Ballroom E | Track: Marketing | Level: Strategic | Tag: Non Degree/credential innovation
In this session, we’ll share how our small team consistently grows enrollments, revenue, and corporate partnerships without massive budgets or headcounts. We’ll talk through how we manage and prioritize leads, what our marketing funnel looks like, and the specific tools we use to stay organized, efficient, and responsive. From CRM automations and outreach workflows to scheduling systems and content strategy, you’ll see exactly how we’ve built an approach that scales—and why it works. We’ll also highlight how these strategies can be adapted by any size unit, whether you’re just getting started or looking to optimize a mature program. The session will be honest, straightforward, and focused on the day-to-day work that actually makes a difference.

• Katherine Cain, Saint Louis University
• Sara Gulbrandsen, Saint Louis University
• Meni Sarris, Spur Education Group

Moderator: Andrea Tessier, Penn State University

Insights & Innovation - Strategic perspectives from UPCEA’s trusted corporate partners
Room: Grand Ballroom E 

Get ready for an energy-packed burst of ideas, inspiration, and big thinking! Insights & Innovation is a fast-paced series of lightning presentations from UPCEA’s corporate partners—companies leading the charge in transforming how institutions attract, engage, and support learners every day. In each high-impact, rapid session, industry leaders will share bold strategies, emerging trends, and actionable takeaways that elevate how you attract new students and enhance the student experience. These perspectives on engagement, technology, and growth can make an immediate impact at your institution.

Moderator: Barbara Kopp Miller, University of Toledo

Coaching That Counts: Boosting Enrollment and Continuing Enrollment with Targeted Financial Aid Support
Track: Student Success 
Students cite financial aid confusion as a major barrier to both initial and continued enrollment, particularly among first-generation and adult learners. This session highlights how one large institution partnered with a technology and services provider to pilot a personalized financial aid coaching model aimed at improving FAFSA completion and disbursement timelines. The results included a 10+ point increase in continuing enrollment, 96% FAFSA completion, and a 97% satisfaction rating. Combined with findings from the 2025 Anthology Faculty Survey, the session offers actionable takeaways for institutions seeking to align student support strategies with enrollment management goals.

• Justin Louder, Anthology

Re-Engage, Re-Enroll, Repeat: Digital Strategies Across the Learner Lifecycle
Track: Enrollment Management | Tag: Non-credit/alternative credentials, Budget or staff resources
Today’s enrollment journey is not a straight line—it’s a swirl. Prospective and continuing learners explore, pause, return, and re-enroll in nonlinear cycles. To stay competitive, institutions must treat their website not as a brochure but as infrastructure—optimized to guide students at every touchpoint. In this session, we’ll explore how to engage modern learners using personalized, mobile-first digital experiences and modern communication strategies. Attendees will leave with actionable insights on website best practices, lifecycle-aware content, and email/texting strategies that mirror today’s shopping experience—abandoned cart nudges, relevant recommendations, and frictionless re-entry into lifelong learning.

• Shauna Cox, The EvoLLLution: A Modern Campus Illumination

Are You Showing Up? How to Track Visibility in AI Search
Track: Marketing  
AI Overviews and tools are shaping how prospects search—but most marketing teams can’t see how or where. Without clear tracking, it's nearly impossible to connect AI visibility to strategy or ROI. If you can’t measure it, you can’t improve it. In this session, we’ll share how to segment AI search traffic in GA4 and Looker, research prompts, and choose tools to track visibility, so you can confidently explain what’s working (and what’s not) in the age of AI search.

• Will Scott, Search Influence

Adapt or Fall Behind: The New Standard for Strategic Partnerships
Track: Enrollment Management | Tag: Small marketing unit/very limited, Budget or staff resources
In today’s dynamic higher education landscape, constant iteration and strong human capital are essential to success. Institutions face pressure to reach the right students with timely, targeted messaging, but shifting student behavior and marketing landscapes mean fixed strategies fall short. This session offers a framework to assess strategic partners on their ability to continuously monitor, adapt and collaborate using real-time insights. Drawing on case studies and real-world examples across diverse institutions, attendees will gain actionable guidance to identify partners who leverage human capital and agile processes to evolve alongside the changing needs of Modern Learners.

• Korina Kogan, EducationDynamics

As budgets tighten and learner expectations evolve, how can online and professional continuing education units thrive—and lead—with purpose? In this energizing closing session, Bruce Etter, UPCEA’s Senior Director of Research and Consulting, shares exclusive research highlighting the realities and opportunities facing today’s programs. Explore the shifting needs of modern learners—from adult returners and career changers to lifelong upskillers—and what they value most: flexibility, relevance, strong support, and clear communication. Discover fresh insights from UPCEA’s “secret shopper” benchmarking study, revealing how institutions engage prospective students at critical decision points. Attendees will leave with data-driven insights and practical strategies to strengthen responsiveness, increase enrollment, and build lasting trust. Walk away inspired with a clear vision for doing more with less—without ever compromising quality or learner success.

• Bruce Etter, UPCEA