Day 1 February 5, 8:00am – 5:00pm
8:00 – 9:00: Registration and Continental Breakfast
9:00 - 10:00: Welcome and Opening General Session
10:00 - 11:00: Keynote Session
The leader of LinkedIn’s higher education vertical will share highlights from the company’s first ever higher education site-wide audit, as well as its latest Workforce Report, and how successful higher ed marketers are leveraging this data, product evolution, and scale to drive sustainable marketing success on the platform.
11:00 – 11:15: Coffee Break
11:15 – 12:15: Concurrent Sessions
Institutions often find themselves getting in their own way. Silos, territories, questions about ownership and battles over credit for success slowly become the norm. Los Angeles Pacific has developed a strategy to build and foster shared accountability for the enrollment management experience, one that focuses on shared identity, shared vision, and collaboration across all student-facing areas. This universal approach has led to continued growth year over year.
12:15 – 1:30: Lunch Sponsored by Awato
1:30 – 2:30: Concurrent Sessions
What are the best ways to assess market demand for new program concepts? What are the most cost effective ways of doing so? What are the trade-offs of between “best” and most “cost effective”? How can you use a cost-effective strategy to make critical decisions? All of these questions will be discussed in this session. We will review data and discuss the implications and uses of: number of existing programs; number of students completing programs; density of programs; number of jobs in the region; number of job openings in the region; average salaries; number of job postings; and, typical skills required for jobs in field.
2:30 – 2:45: Break
2:45 – 3:45: General Session
Higher education institutions are missing minority student enrollment opportunities within the post-traditional marketplace. Each year brings more and more minority populations to higher education and today minority students make up almost 50% of the student population. Clearly, traditional college recruiters have done well in steadily increasing the enrollment of minority students. However, this is not the pattern among adult/post-traditional students which represents a missed opportunity in a period of overall declining growth. In Aslanian Market Research’s latest nationwide study of “Post-Traditional College Students”, we found that only one-third are of minority backgrounds. This session will describe and discuss who they are, what they want, how, where and when so that program and recruitment staff can better target this increasing market share of the adult-post-traditional market.
3:45 – 4:00: Break
4:00 – 5:00: Concurrent Sessions
Albert Einstein defined insanity as "doing the same thing over and over again and expecting different results." Yet, most higher ed institutions continue to attempt to implement new programs in the old way (decided, disseminate, and defend - the traditional way of change), which results in failed implementations 80% of the time due to resistance to change.
Please join Dr. Drumm McNaughton, a 20+ year change management expert who has added over $500 million to organizations’ bottom lines, for a session on how education institutions can successfully implement change in the 21st century.
Day 2 February 6, 8:30am – 6:30pm
8:30 – 9:15: Continental Breakfast
9:30 – 10:15: Keynote Session
The mobile revolution isn’t happening, it’s already happened. From the way students research, communicate, consume and learn, mobile is at the center of everything. So how can educational institutions transform their business to meet mobile expectations in the adult student journey?
In this session, we will discuss case studies from both education and outside industries, to showcase some of the ways organizations and institutions are leveraging mobile apps and services to cultivate meaningful relationships with adult students, drive sustainable enrollment growth, and create new ways of learning in a mobile-first world.
10:15 – 10:30: Break
10:30 – 11:30: Concurrent Sessions
11:30 – 11:45: Break
11:45 – 12:30: Keynote Session
It's time to go back to the future to gain insight on your own marketing space-time continuum with an evidence-based approach. Learn how to act on different marketing moments and see the incremental contribution action has on driving conversions. Evaluate all the different conversion paths in your account (both converting and non-converting) to determine which touchpoints are the most influential. Let's all use data to tell the future for students.
12:30 – 1:30: Lunch Sponsored by Awato
1:45 – 2:45: Concurrent Sessions
Marketing for non-traditional students is evolving at a breathtaking pace. This session will examine the changing market and cover 5 trends you can’t afford to ignore. We'll discuss enhanced targeting on Bing and Google, and reasons to ditch last-click attribution and adopt AI-driven smart bidding and creative tactics. We’ll also dig into mobile page speed and why AMP is essential in 2019. Finally, we’ll discuss the impact of GDPR and ITP 2.0 and the importance of being human in an AI world. Join me to gain clear next steps for a successful year of higher ed marketing.
Demand theory posts that the best way to grow a business is to understand the decision-making patterns of “buyers.” Imagine if your critical decisions could be underpinned by a firm understanding of how students made their decisions. Why did they select Program X over Program Y? Why did they select College A over College B? To what extent was program format, course schedules, student services a factor in their decision? How did they balance cost with quality and convenience factors? Imagine the power of having answers to these questions when seeking to convince stakeholders to embrace needed changes across your institution. We will talk about how to surface such data, but also about the most pressing challenges faced by participants when trying the affect change on campus.
2:45 – 3:00: Break
3:00 – 4:00: Concurrent Sessions
Marketing automation tools improve performance at each stage of the marketing funnel, align marketing efforts with university recruiting and increase effectiveness. Gain an understanding of marketing automation best practices and lessons learned, based on implementations of three of the most popular platforms – Marketo, Hubspot and Pardot.
Today's college students grew up in the digital age, and they experience and navigate the college search process differently. And the old ways of doing business – purchasing vendor lists, mailing view books, putting pretty pictures of your campus on your homepage – no longer work.
In this session, Dr. Drumm McNaughton will share TCL’s “secret sauce” on how higher ed institutions can recruit more of the right students in today’s new normal.
4:00 – 4:15: Break
4:15 – 5:15: General Session and Day Two Closing Remarks
Are you looking to develop a better partnership model to increase enrollments? Are you planning to build a better partnership program with ROI? Relationship marketing is key to building successful enrollment funnels. This presentation will focus on building a sustainable partnership model as part of your marketing strategy. Participants will take away how to set goals and map Key Performance Indicators (KPIs) to optimize performance. In addition, participants will learn about integrating marketing campaigns and marketing technology to complement your partnership model.
5:30 – 6:30 Reception on the Palm Patio Sponsored by ActiveProspect
Day 3 February 7, 8:00am – 12:30pm
8:00 – 9:00: Continental Breakfast
9:15 - 10:30: Closing Keynote Through Enrollment & Beyond: A Multi-Dimensional Approach to Personalizing the Adult Student Journey
10:30 – 10:45: Coffee Break
10:45 – 11:45: Concurrent Sessions
Scott will share sample findings from recent studies conducted for colleges and universities seeking to better understand why some prospective students do not enroll. Conventional wisdom posits that the prevailing reason is that, when all is said and done, they can’t afford it – rather than other factors that are more within the control of administrators and faculty. But they knew the cost when they applied… so what it is? When you look at a full array of data there are clues in a variety of areas – many that could be tackled by stakeholders – that affect decision making. We will discuss these factors, and what to do about them.