DAY 1 - WEDNESDAY, April 5
Speakers: John Veilleux, Vice President of Enrollment, Marketing & Communications, Texas Wesleyan University; Paula Thornhill, Director of eULM, University of Louisiana; Victoria O'Malley, Director of Marketing & Communications, University of Denver; Scott Jeffe, Senior Director, Aslanian Market Research; Shelly Burch, Senior Project/Budget Analyst, Tarrant Community College
Description: You are competing more than ever before for each adult student you enroll. Why? Because the number of adults enrolling in higher education is not growing at the moment, and isn’t predicted to grow for the next few years. This means that it's more important than ever for your institution to make good decisions and devise plans and goals that can be met. How do you do this? Underpin every decision and every plan with hard data. Sometimes this is internal data you mine from your own sources, other times you need market data, and in other cases you need a combination of the two. In this discussion, panelists from a variety of institutions will describe how they are thinking – and acting – with data.
Speaker: Carol Aslanian, President & Founder, Aslanian Market Research
Description: The market for post-traditional students (and all other students) has never been more competitive. Total enrollment is flat and the improving economy is likely moving adults from the classroom to employment. The only notable growth is among post-traditionals - those students of any age who are not enrolling full-time, on-campus, and taking largely face-to-face courses. In this session Carol will define the demands and preferences of this population and offer strategies that could make your institution the one that these highly demanding students select.
Speaker: Sean Gallagher, Chief Strategy Officer, Northeastern University
Description: Based on Sean Gallagher's recently published book, The Future of University Credentials: New Developments at the Intersection of Higher Education and Hiring, published by Harvard Education Press, this session offers an overview of the current world of university degrees and credentials. With so many questions being asked about the cost of tuition and the quality of education, Sean Gallagher aims to guide you through the rapidly changing world of Higher Education.
Speaker: Dr. Susan Aldridge, President, Drexel University Online
Description: In today’s ever-more competitive online education market, pioneering universities such as Drexel are growing enrollments and increasing retention by implementing data-driven solutions, designed to create a virtual student experience that is increasingly more customized and consistent. In exploring this strategic approach, Dr. Susan Aldridge will showcase some of the evidence-based tools and techniques she and her team are successfully using, including interactive virtual events, engaging social media campaigns, and self-service virtual content. She will also discuss how Drexel University Online not only measures their impact, but also employs the data they generate for continuous innovation.
Speaker: John Copeland, Principle, Demand Engine
Description: Colleges and universities offering post-traditional educational opportunities are recognizing the value of recruitment in the pre-enrollment process. In recent years, many institutions have made resource investments to develop their capabilities. But what actually happens when prospective students contact you?
To baseline the student experience, we shopped 68 colleges offering professional, graduate, and continuing education to the post-traditional student. What followed - more often than not - was a disjointed process that did little to build brand value or to help students to make life changing decisions about their education.
In this session, review recent research findings and the best and worst examples of adult student recruitment experiences, learn why software is only 25% of the equation, and discover actionable ideas to take back to campus and make your own. This session is based upon primary research and applicable to institutions of all shapes and sizes and is software agnostic.
Speaker: Marcus Hanscom, Director of Graduate Admissions, Roger Williams University
Description: With the plethora of tools available to reach an expanding and ever-changing demographic of graduate students, it’s now easier than ever to reach very specific groups of prospective students. The problem? Few of us have the time and resources to do it effectively, so we keep going on the hamster wheel without innovating what we do. Join this session to assess what we’re currently doing, explore our various graduate audiences and their needs, and identify opportunities for customizing our marketing and recruitment efforts to boost our enrollments.
Speaker: Mickey Baines, Pinciple, Kennedy and Company
Description: This session is designed to give you a solid introduction to Predictive Analytics, and discover how a newbie to the topic can identify some basic elements to implement within a CRM or other technology. From there, you can begin to understand which of your prospects you should be targeting, when to target them and what content to direct their way. We will identify data points you need to accomplish the task, and if you aren't already collecting the information, point out opportunities in your recruitment cycle to capture all you need.
Speaker: Cate Clark, Director of Admissions, Regis University
Description: Kaizen, a Japanese business philosophy, is the practice of continuous improvement based on certain guiding principles. An important pillar of any organization’s long-term competitive strategy, explore how Regis University applies Kaizen in five key areas within their admissions organization with positive results.
Speaker: Victoria O'Malley, Director of Marketing & Communications, University of Denver
Description: When launching a new advertising campaign, how do you ensure the right message is delivered to prospective students? With qualitative and quantitative data! Learn how the University of Denver’s University College used focus groups, surveys, and research to craft a new campaign in an effort to improve enrollment.
Speaker: Sherri Orwick Ogden, eCampus Associate Director, Bowling Green State University
Description: Do you lose new transfer and/or military students because you can’t get information to them quickly enough? Learn how Bowling Green State University’s eCampus and Nontraditional and Military Student Services collaborated with various university faculty to implement a new student in-take process for both military and civilian transfer students to avoid losing new enrollments due to lack of information and long wait times. BGSU’s Associate Director Sherri Orwick Ogden will showcase BGSU’s workflow of their new student in-take process and share BGSU’s new completion plan tool that helps new transfer and military students get the information they need quickly, as well as provides them with a complete pathway to graduation soon after they are admitted.
Speaker: Mickey Baines, Principle, Kennedy and Company
Description: How do the most effective managers and admissions directors help their staffs succeed? In this session we will discuss tactics for leaders to effect change in the habits and performance of their teams. You will learn new ways to have open dialogue with team members, identify when coaching moments arise, share ways to hold team members accountable for their work and review common factors that hold leaders back from having open, honest feedback with their teams.
Speaker: Kerry Davis Jacob, Senior Vice President, StudyPortals; Ekaterina Kim, Assistant Vice President, StudyPortals
Description: Globally, there are 1B people in need of learning opportunities, many, adult learners. An increasing segment of that group is looking for high quality U.S. or U.K. online programs. They are part of a growing global middle and upper class and because of time, flexibility or visa barriers, keen to enroll in online programs. This space may seem less competitive, but the world is large and therefore good targeting and data is even more important than in the domestic market. During this session, we will look into the dos and don’ts when it comes to converting global interest into enrollment and retention. Additionally, StudyPortals will share data and insights into the global demand for online programs, best practices on how to tap into that market successfully as well as practical examples.
Speakers: Bob Tran, Marketing Manager Brandman University; Scott Jeffe, Senior Director, Aslanian Market Research
Description: Customized corporate training has been a staple of adult education schools and units for decades. In an era of online tutorials, shrinking training budgets, and until recently, being an employer’s market, it is a challenging time for colleges and universities to compete in this space. In 2016 Brandman University commissioned a multi-part market study of employers in its home region – and beyond – in order to fully understand: what employers need, how they deploy scarce resources, how they decide who they will work with, who they have to convince when they want to use an external provider, and much more. This session will outline key findings and discuss strategies for being successful in this highly competitive market segment.
DAY 2 - Thursday, April 6
Speakers: Paul Marthers, Associate Vice Chancellor of Enrollment Management, SUNY; Ray Lutzky, Senior Director of Graduate Enrollment, New York University; Christina Murray, Assistant Vice President of Graduate Recruitment, College of Saint Rose
Description: The recruitment landscape for graduate, part-time, and non-traditional students is changing as prospects have ever more options for pursuing degree programs. Students seeking part-time, online/hybrid, terminal master’s and bachelor’s degree programs have different needs than those seeking full-time undergraduate or graduate/professional study. Panelists will draw from their collective years of experience recruiting traditional age and non-traditional undergraduate and graduate students, knowledge of the research on enrollment trends, and awareness of innovative developing practices in admissions, marketing, and financial aid. This will be an interactive session where audience members will be invited to share their insights and experiences.
Speaker: Shannon Snow, Head of Education, Google
Description: From watching YouTube videos to researching a major on their mobile device, how students learn about schools and decide where to enroll is rapidly changing. Learn about the latest consumer trends from Google's Education team, and how you can use digital to help the right potential students choose you.
Speaker: Deborah Barnett, Assistant Dean of Students, Southern Illinois University, Carbondale
Description: Recruiting and enrolling adult learners in our programs is just the beginning. Just as organizations and businesses place priority on effectively transitioning employees to their new work environment, this session stresses the importance of student onboarding through intentional pre-entry and early transition support.
Description: This session will provide a look at all of the marketing channels that are available to college and university enrollment leaders today - and how to assess which ones are likely to work best to successfully attract (and enroll) post-traditional students (online or in the classroom) to your institution. Bruce will seek to answer the "big question": how do you select the marketing channels that will work best, and fit your budget? From there, Bruce will move on to creating a marketing plan that uses these channels and works to help meet your goals.
Speakers: Veronica Schmitz, Project Manager, Wichita State University; Jacqueline Hammond, Senior Director of Marketing & Enrollment, Blackboard
Description: In this hands-on session, hear how at Wichita State University, we have drastically accelerated our strategy for serving and attracting online students in a market that becomes ever more crowded. We have tested several strategies — some successful and some not. As a group, we will deep dive into those strategies for market research and enrollment marketing that have helped grow online enrollment at our institution.
Speaker: Dr. Donald Martin, (formerly) Columbia University Teachers College
Description: During Dr. Martin’s tenure as Dean of Admissions/Dean of Students at Columbia, University of Chicago, Northwestern and Wheaton, two outcomes consistently occurred: substantial increases in enrollment yield and in student retention. This occurred first and foremost because of a sustained campus-wide commitment to customer service. According to Dr. Martin, providing outstanding customer service always has been and always will be job number one for institutions of higher learning. In this session you will find out how/why it works every time.
Description: In this interactive session, you will have to opportunity to join a discussion group moderated by Carol Aslanian and Scott Jeffe of Aslanian Market Research. This focused discussion relates to gathering data and using that data to make decisions around determing programs and find students for those programs.
Description: In this interactive session, you will have to opportunity to join a discussion group moderated by Bruce Douglas of EducationDynamics. This focused discussion relates to filling the funnel by using effective marketing strategies and tactics to generate inquiries.
Speaker: John Copeland, Principle, Demand Engine
Description: Are your follow-up communications helping prospective students assess your programs while delivering your brand promise? Colleges often mass blast messages that are rarely targeted to the student. In this session you will discover how to engage students in conversation using communications that are grounded in your institutional brand attributes, contextual to student interests, and personalized. This session includes primary research results on the communication preferences of post-traditional learners. Learn how to drive the conversation with marketing automation.
Description: Colleges and universities are realizing that it is essential to assess whether there is (or is not) a market for new program ideas - before money is invested in program development and marketing. There are many ways to do this, and rudimentary efforts often focus on secondary data available from the U.S. Department of Education and /or the U.S. Department of Labor. While these are a good start, in this session we will take a look at the way that Aslanian Market Research uses primary survey data to go beyond trends in college enrollment and occupation growth, and assess how attractive the combination of the program and the institution are to actual students and employers.
Speaker: Greg Clayton, President, Student Acquisition Solutions
Description: Managing prospective students through the enrollment cycle has become increasingly complex and requires diversified, digital strategies to connect with future students. Technology is a force multiple that leverages data analysis and automated processes to increase the productivity and performance of limited recruitment personnel and marketing budgets. This session focuses on best practices for utilizing technology-driven analytics solutions to more effectively assess enrollment management and marketing ROI with clarity, precision and efficiency.
DAY 3 - FRIDAY, April 7
Speaker: Carol Aslanian, President & Founder, Aslanian Market Research
Description: Online enrollment numbers are growing steadily across all institutions. Younger and older students at both undergraduate and graduate levels across a myriad of degree topics are engaged in online education. They seek flexible, convenient and cost-effective programs in all parts of the nation. In this session, Carol will update your understanding of their demands and how your college or university can most effectively attract and serve them. Most importantly, you will learn what has changed in their preferences over the past several years and what new offerings, arrangements, and incentives to offer to maintain or even surpass your share of this market.
Speaker: Albert Salsa, Associate Vice President of Enrollment, Brandman University
Description: Brandman University launched its internal Enrollment Coaching Center (ECC) in Fall 2014. Through continued data analysis the ECC has improved inquiry-to-start conversion performance. This session will focus specifically on how Brandman has achieved continual improvement on front-end contact rates, and used data to quantify call quality initiatives. You will learn how optimizing your dialing strategy and improving your call quality can increase your contact rates.
Speaker: Andy Hannah, Chief Executive Officer, Othot
Description: An institution’s ability to incorporate big data and predictive analytics into enrollment management can substantially impact its ability to compete for students and meet enrollment goals. But since there are no standards or consensus on what constitutes an effective and authentic predictive analytics solution, it can be difficult for enrollment professionals to distinguish between the plethora of offerings on the market. This session will examine five questions you should always ask when evaluating a potential predictive analytics solution so you can determine if it will provide the type of results your institution needs to grow enrollments.
Speaker: Isaac Moche, Education Partner, HubSpot
Description: When it comes down to it, marketing automation is really "experience design." It is an opportunity to scale the way you communicate with potential students by helping them make educated, informed decisions. This session focuses on actionable steps schools can take to increase enrollment. By creating compelling content, gathering the right data about your prospective students, segmenting them properly and sending the right message at the right time, you can automate your way to increased admissions.
Description: Many colleges and universities are seeking direction on how to revitalize their “traditional” media strategy. In this session, Patti Georgevich will lead an interactive discussion focused heavily on how to effectively use “traditional” marketing channels in an increasingly “digital” world. Among the topics for discussion are: crafting your story and creative; selecting channels – direct mail, radio, outdoor and print – to work with your digital strategy; and, a general discussion of attendees current challenges in facilitative discussions about marketing among institutional stakeholders.
Speakers: Harry Anderson, Dean of Students; Monte Stewart, Veteran & Non-Traditional, University of Wisconsin-Superior
Description:This session focuses on the unique issues that student veterans face in higher education and what we can do to best assist them in being successful. The University of Wisconsin-Superior has implemented many initiatives and best practices to ensure we are meeting the needs of our student veterans. We will cover every aspect of a student veteran's college experience, from transition into college all the way through graduation and into their careers. Combining active dialogue, videos, and an informative slide show, this interactive presentation will give participants an accurate overview of the student veteran and what best practices can be implemented to help student veterans achieve success.
Speaker: Scott Jeffe, Senior Director, Aslanian Market Research
Description: Online programs have reshaped higher education. Colleges and universities have a tremendous opportunity, but face a daunting level of competition. There is also often an unrealistic understanding of the resources it will take to successfully compete for online students. How do you make a case for additional marketing dollars to skeptical leadership? This session will profile the findings of an AMR study of marketing officers, who described challenges that generally fell into three broad strategic categories: overall institutional budget issues, a lack of understanding about marketing among institutional leadership, and concerns about measuring return on investment (ROI). This session will present strategies on affirmatively confront these and several other issues.
Description: Institutions need hard data to build program and marketing strategies. Many times institutional data are at your fingertips, but are they the right data? Have the right questions been asked? Do you need both external and internal data? Do you need a needs assessment or a demand analysis? What is the difference? Can you do it yourself or should you work with a partner? These are a few of the questions the this discussion-based session will cover.