Day 1 | Day 2 | Day 3

Complete Online Evaluation to Access Presentation Files

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

[fa icon="plus-square"] Building a Marketing & Recruitment Ecosystem - Aligning Admissions & Marketing Resources to Grow Enrollments Nicole Foerschler Horn, President, JMH Consulting
In today's competitive landscape, successful student recruitment requires several marketing and admissions components working together in harmony. Search engines, social media, email, CRM solutions, and staff training all play an important role. In this session, we'll discuss the philosophy behind recruitment ecosystems and the technological and human resources needed to make them successful.

10:00 - 11:00: Keynote Session

[fa icon="plus-square"] Utilizing Hiring Data to Optimize Your Marketing and Program Development Efforts Jessica Naeve, Director of Education, LinkedIn

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

[fa icon="plus-square"] The Growing Latin American First Generation Student Population Dr. Lisa Braverman, Dean, Petrocelli College of Continuing Studies, Fairleigh Dickinson University
Data from the most current studies indicate that first-generation attendees are the fastest growing student population. This is occurring as the traditional high school graduate population is predicted to diminish. Fairleigh Dickinson University’s Petrocelli College of Continuing Studies has responded by creating specific programs that provide greater access and support to first-generation student populations. This presentation will discuss methods used to recruit and retain first-generation Latino students.
[fa icon="plus-square"] Don't Go It Alone: Going All-In with an OPM vs Fee for Service Model Greg Clayton, President, Enrollment Management Services
Trying to determine the best business model for adult online program management and student recruitment? This session explores the differences, potential advantages and disadvantages of revenue share and fee for service models in higher education. In addition, the session will cover an overview of the models along with factors and options to consider when deciding between the two.
[fa icon="plus-square"] It Takes a Village: Shared Accountability for Ownership of the Student Experience Frank Rojas, EVP & COO and Dr. Jamie Brownlee, AVP Enrollment Management, Los Angeles Pacific University

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

[fa icon="plus-square"] Making Sure There is Demand For Your Programs - Before Launching Scott Jeffe, Senior Director Aslanian Market Research

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.

[fa icon="plus-square"] Creating Your Ideal Lead Generation Portfolio Michael Sapiro, AVP of Marketing Concordia University Wisconsin & Ann Arbor
Any time you invest money, you have to be informed, understand risks, and have a coherent strategy. Marketing investments are no different. This session helps you to create your ideal multi-channel lead generation portfolio. Along the way, you’ll be able to understand and explain lead attribution, create a flexible budget that allows for innovation, and confidently identify the best marketing mix for your university.
[fa icon="plus-square"] Content Marketing: Guarantee readership and engagement to your content Nancy Padberg, Director of Education Hearst Media Group
Does your target market read and engage in your content? Do you know how many people are reading your content now? A million or two million people? Hearst shares how many universities are changing the content landscape – engaging prospects and turning them into conversions.

2:30 – 2:45: Break

2:45 – 3:45: General Session

[fa icon="plus-square"] Diversity Within the Post-Traditional Market: Insights for Enrolling Under-served Populations Carol Aslanian, Founder and President, Aslanian Market Research

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

[fa icon="plus-square"] K.I.S.S. Through The Enrollment Process Nicole Foerschler Horn, President, JMH Consulting
“Simplicity is the ultimate sophistication” is a statement from Apple’s first marketing brochure. The K.I.S.S. principle – Keep It Simple Stupid – succinctly captures this. Unfortunately, the KISS principle can be difficult to apply to a university application and enrollment process. Many universities leave the responsibility of figuring out what to do next to the prospective student. What the “for-profits” figured out (and are applying in a more meaningful way than many non-profits) is you must market to students throughout the enrollment funnel. Awareness is not the goal of marketing – it’s conversions and conversions increase when you keep it simple for your prospective students.
[fa icon="plus-square"] Strategies to Overcome Resistance to Change Dr. Drumm McNaughton, CEO, The Change Leader

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

[fa icon="plus-square"] Power What's Possible: Mobile and the Journey to Student Enrollment - Jennifer Garrett, Head of Industry for Higher Education, Facebook

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

[fa icon="plus-square"] Understanding the Demands and Preferences of Post-traditional Graduate Students Today Carol Aslanian, Founder and President, Aslanian Market Research
Launching and growing graduate programs continues to be a way that institutions grow enrollment.  With almost 80 percent of graduate students balancing life and career roles, a national study of their demands comes at a critical time.  The presentation will showcase data from a 2018 survey of post-traditional recent and current graduate students, and will provide insights into critical issues including: preferred program format; scheduling preferences; program selection criteria; search methods; the role of cost in decision making; the role of career factors in enrollment; and much more.
[fa icon="plus-square"] Five Steps to Take Before You Spend Another Dollar on Digital Marketing Jodi Ashbrook, Ed.D,, EducationDynamics
Don’t spend another dollar on inquiry generation until you’ve addressed these five critical areas. This session is an interactive experience, designed to give participants a different way to improve institutional marketing, grow enrollments and design an impactful student experience. Attendees of this session will walk away with a deeper understanding of how to create long term, sustainable changes that will directly impact the bottom line. Ashbrook will provide a comprehensive toolkit that empowers you to begin creating long-term sustainable change that is entirely within your control and at the most reasonable price tag…FREE.
[fa icon="plus-square"] The New Consumer Journey: Performance Marketing Implications of Shifts In Consumer Behaviors & Expectations Steve Yi, CEO, MediaAlpha
The proliferation of digital devices and channels has wholly transformed the linear marketing funnel concept. The marketing funnel analogy oversimplifies how consumers make decisions on which brands and products they want to purchase and as a result can prevent marketers from effectively reaching and converting their target audience into purchasers. As a result, today's decision-making process is more analogous to a circular journey that has significant implications for performance marketers.

11:30 – 11:45: Break

11:45 – 12:30: Keynote Session

[fa icon="plus-square"] Great Scott! Using Data to Tell the Future Don Batsford, Head of Industry for Education, Google

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

[fa icon="plus-square"] New, Now, Next in Higher Ed Marketing Johnna Weary, Director of Marketing, JMH Consulting

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.

[fa icon="plus-square"] Know Your Audience: Applying Demand Theory to Program Development, Marketing Methods, and Outreach Tactics Scott Jeffe, Senior Director, Aslanian Market Research

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.

[fa icon="plus-square"] School Mergers and Acquisition: A Case Study Kerop Janoyan, Dean of the Graduate School, Clarkson University
More information coming soon.

2:45 – 3:00: Break

3:00 – 4:00: Concurrent Sessions

[fa icon="plus-square"] Extending Your Marketing Reach with Marketing Automation Eric McGee, Director of Marketing, EducationDynamics

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.

[fa icon="plus-square"] Creating Marketing Strategies to Grow Enrollment Dr. Drumm McNaughton, CEO, The Change Leader

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

[fa icon="plus-square"] Relationship Marketing: Building Successful Partnership Models for Enrollment Growth - Cindy Gallatin, Chief Recruitment Officer, Northeastern University

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

[fa icon="plus-square"] Dr. Susan Aldridge, President, Drexel University Online
Research continues to show that, while certain trends do emerge, adult students are by no means monolithic in their academic needs, preferences and behaviors. Consequently, effective recruitment and retention must be grounded in a variety of high-tech, high-touch onboarding strategies, proven to cultivate a customized student journey – from the first point of contact through graduation and beyond. In her presentation, Dr. Aldridge will explore her own university’s multi-dimensional approach to personalizing that journey, including the use of qualitative and quantitative data to continuously enhance it.

10:30 – 10:45: Coffee Break

10:45 – 11:45: Concurrent Sessions

[fa icon="plus-square"] Building Buy-In Across Departments. Daniel Szpiro, Dean, School of Professional Programs, Marist College
While the imperative to maintain or grow enrollments through new program development and increasingly sophisticated and expensive marketing is well-understood by the leadership of academic institutions, one cannot assume that everyone in these organizations is equally “on-board”. In fact, one has to anticipate that some members of the community will actively oppose new programs and enrollment growth. This session will address ways to anticipate and respond to that sort of opposition.
[fa icon="plus-square"] They Found You. Now, Why Aren’t They Enrolling? Scott Jeffe, Senior Director, Aslanian Market Research

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. 

12:00 - 12:45: Box Lunch

1:00 – 2:00: Open Showcase and One on One Sessions