Professional Documents
Culture Documents
2018 UPCEA
Marketing and Enrollment
Management Seminar
JOIN US FOR OUR JOINT SPEAKING SESSION WITH CAL STATE NORTHRIDGE
THURSDAY, NOVEMBER
FRIDAY, NOVEMBER 9 8• •8:30
9:00 –– 9:30AM
10:15AM
“HOW THE RIGHT PARTNERSHIP CAN DRIVE OPERATIONAL EXCELLENCE AND STRONG OUTCOMES”
INSIDETRACK.COM
Welcome to the 27th Annual UPCEA Marketing
and Enrollment Management Seminar!
WE ARE PROUD TO HAVE YOU JOINING US to engage in the exciting content and conversations
surrounding professional, continuing, and online education. The planning committee has been working hard
to ensure this year’s programming will enable you to absorb, enhance, and focus on new trends and strategies
within our field. We have selected presentations encouraged by you and your peers, incorporated multiple
networking opportunities, and planned a celebration of your marketing and enrollment management initiatives
from the past year. Our hope is that you take the strategies and ideas that you learn here in Long Beach back to
your home institution and use them to enhance your campus.
As Seminar Chairs, we have had the privilege of We would like to take a moment to thank and recognize
collaborating with professionals within the marketing and some key players that helped this year’s Seminar come
enrollment management fields across the country. This together. First, to the all-volunteer planning committee
seminar is ‘for us, by us’ and reflects conversations that we from across the country—you have spent many hours
have had with numerous colleagues, feedback from past collaborating and bringing this event together, making our
attendees, and important industry trends. In fact, the idea of job as co-chairs so enjoyable. We so appreciate you. Second,
collaboration is so important for this effort that the true star the MESS Network for your collaboration in the awards
of the seminar each year is you, our attendees. celebration. And finally, the staff at UPCEA that has spent
every moment possible guiding, supporting, and ensuring
In the early stages of planning, the committee selected this our ideas were heard and ultimately realized. Thank you all!
year’s theme of FOCUS. Over the next three days, our hope is
that you take full advantage of the many different ways you As we look forward to another amazing seminar, we cannot
can FOCUS on something new. wait to see what ideas come into FOCUS for each of you!
Focus on Content—This year, as part of our exciting Jeremy Davis & Haydn Kuprevich
concurrent sessions, we’re including a series of longer case Co-Chairs, 2018 UPCEA Marketing and Enrollment
study sessions. We hope that, through this programming, you Management Seminar Planning Committee
discover new strategies, techniques, and ways of thinking.
Onsite Program | 3
seminar schedule at a glance
WEDNESDAY, NOVEMBER 7 THURSDAY, NOVEMBER 8
11:00 AM – 5:00 PM Registration Desk Check-In 8:00 AM – 5:00 PM Registration Desk Check-In
2:00 PM – 3:30 PM Opening General Session 8:00 AM – 9:00 AM Breakfast with Exhibitors
Get Scrappy: Smarter Digital Marketing
for Institutions Big and Small
9:00 AM – 10:15 AM Concurrent Sessions II
Nick Westergaard, Chief Brand xx How the Right Partnership Can
Strategist, Brand Driven Digital Drive Operational Excellence and
Strong Outcomes
3:30 PM – 7:00 PM Exhibit Hall Open xx Listen To the Customer!
xx Moving To a White Glove Marketing
& Recruitment Strategy
3:30 PM – 4:00 PM Coffee with Exhibitors xx New Online Programs—Too Hot,
Too Cold, and Just Right
4:00 PM – 5:00 PM Concurrent Sessions I xx Program Review Through Labor
xx A Conversation About Market Data Research
Student Services
• A New Way to Identify and 10:15 AM – 10:45 AM Coffee with Exhibitors
Validate the RIGHT Programs:
Data-Driven Decisions
• Making Social Media Videos Work
For Your Budget
• Show, Don’t Tell Marketing’s Impact
• The Trojan Horse of Content
12:15 PM Adjourn
6:00 PM Dinner Groups (Meet in Lobby)
Onsite Program | 5
seminar planning committee
PACIFIC
II I
Second Floor
General Sessions
Promenade Foyer
Concurrent Sessions
IV II Exhibit Hall & Registration
INTERNATIONAL
BALLROOM
V III I
Elevator
Pool
CATALINA
Onsite Program | 7
seminar schedule
WEDNESDAY, NOVEMBER 7 and Mass Communication. He is also
organizer and host of the Social Brand
Levels
11:00 AM – 5:00 PM Forum and a mentor at the Iowa
The content of each concurrent Registration Desk Check-In Startup Accelerator.
session has been assigned a level to
Location: Foyer Nick lives with his wife and five kids in
help you identify the sessions that
will be most relevant based on your Coralville, Iowa.
professional experience. 12:30 PM – 1:30 PM
Foundational Newcomers’ Orientation 3:30 PM – 7:00 PM
For those new to the higher Location: Catalina Exhibit Hall Open
education field, and/or
to the particular area of Location: Promenade
practice or topic of a session. 2:00 PM – 3:30 PM
Foundational-level sessions Opening General Session
help participants gain and build 3:30 PM – 4:00 PM
understanding of new or less Location: International Ballroom III–V Coffee with Exhibitors
familiar topics. Get Scrappy: Smarter Digital Marketing
Location: Promenade
for Institutions Big and Small
Applied Nick Westergaard, Chief Brand
For those with a robust Strategist, Brand Driven Digital 4:00 PM – 5:00 PM
understanding of a particular
Nick Westergaard is a Concurrent Sessions I
topic ready to gain additional
knowledge to be put to practical strategist, speaker, author, A Conversation About Student Services
use. Many participants in and educator. As Chief Brand Strategist Location: Pacific II
applied-level sessions have at Brand Driven Digital, he helps
been in the higher education build better brands at organizations
field for 5+ years. Once we enroll our students, how do
of all sizes—from small businesses
we best support them? This discussion
Strategic to Fortune 500 companies to the
will focus on the “Student Services” part
For those at a more senior President’s Jobs Council.
level in higher education. of Marketing, Enrollment, and Student
Strategic-level sessions are for Nick is the author of Get Scrappy: Services. Participants will explore ways
those required to do strategic Smarter Digital Marketing for Businesses to help our students succeed while they
visioning, set goals, and create Big and Small. In addition to posting are with us and beyond.
strategies to meet those goals, insights on branding and marketing Melissa Feuer, George Washington University
and many participants have at branddrivendigital.com, Nick is a Long Hyunh, Global Campus, Kansas
been in the higher education
contributor to the Harvard Business State University
field for 10+ years.
Review and host of the popular On Tanya Vincent, Western Kentucky University
Brand podcast. His thoughts have been Moderator: Amy Rossi,
Tracks
featured in news sources such as US Northwestern University
Enrollment Management News & World Report, Entrepreneur,
Forbes, Mashable, and more.
Marketing
Nick is a sought-after keynote speaker
at conferences and corporate events
Formats throughout the world. He teaches at
the University of Iowa, where he sits on
Interactive Workshop
the Advisory Council of the Marketing
Standard Seminar Presentation Institute at the Tippie College of
Business and the Professional Advisory
Case Study
Board for the School of Journalism
WED
Kay Zimmerman, North Carolina Moderator: Mike Raynes, Rutgers, The Johnson & Wales University
State University State University of New Jersey
Moderator: Mike Merriam, Framingham
State University Show, Don’t Tell Marketing’s Impact 5:00 PM – 6:30 PM
Location: International Ballroom II Welcome Reception Hosted by
Exhibitors and Sponsors
Location: Promenade
In a data-driven world that faces budget
cuts and pressures for generating
results, developing and implementing
quality marketing campaigns isn’t
enough. Stakeholders and decision
makers need to understand the impact.
In this session, hear about evaluating
key performance indicators, learn tips
to make the most of the data you have
available and how to refine mass data
U
into simplified overviews and discuss #ME se
outlets for sharing the information with MS2
the people who matter.
onlin 018
Laura Wiese, University of Nebraska Online e
Elizabeth Thorne, University of
Nebraska Online
Moderator: David Hankins, Texas
Tech University
Onsite Program | 9
seminar schedule
THURSDAY, NOVEMBER 8 Listen To the Customer!
Location: Pacific I
Levels 8:00 AM – 5:00 PM
Registration Desk Check-In Listen to your customer! Learn how
Foundational Location: Foyer JWU Online leveraged WEVO’s website
Applied conversion optimization platform to
8:00 AM – 5:00 PM increase website visitor to inquiry
Strategic conversion and enrollment for
Exhibit Hall Open
non-traditional students.
Location: Promenade
Tracks Nitzan Shaer, WEVO
Joshua McCarthy, Johnson &
Enrollment Management 8:00 AM – 9:00 AM Wales University
Breakfast with Exhibitors
Marketing
Location: Promenade Moving To a White Glove Marketing &
Recruitment Strategy
Formats Location: Catalina
9:00 AM – 10:15 AM
Interactive Workshop Concurrent Sessions II
Discover how George Washington
How the Right Partnership Can
Standard Seminar University’s College of Professional
Drive Operational Excellence and
Presentation Studies was able to strategically
Strong Outcomes
Location: Pacific II leverage new technologies, metrics,
Case Study
and processes in order to improve
the prospective student experience
In this session The Tseng College of using a “white glove” approach. Learn
California State University Northridge and how GW implemented a data-driven
InsideTrack will discuss their partnership shift in marketing and recruitment
and how the dynamics of a healthy and improved its ability to gather
relationship between a university and data, respond to new key metrics,
an external provider can set the stage communicate with prospects, and
for continuous improvement broadly. help students feel confident in their
Use The presenters will share how their decision to apply and enroll at CPS.
2018
partnership has developed, evolved and Haydn Kuprevich, George
#MEMS ultimately driven improved outcomes, Washington University
online
from the initial implementation and Erick Watt-Udogu, George
coordination work through the ongoing Washington University
rhythms of each recruitment cycle. Jeff Zitomer, George
Kai Drekmeier, InsideTrack Washington University
Jessie Taxe Revlin, California State Moderator: Amy Rossi,
University, Northridge Northwestern University
Jonathan Clayden, California State
University, Northridge
Lisa Thomspon Nguyen, InsideTrack
Moderator: Chris Nicholson, University
of Denver
THURS
Program Review Through Labor Market intervene and lead prospects through
Data Research the enrollment funnel. Secrets To CRM Success
Location: International Ballroom II Marilou Cruz, Ryerson University Location: International Ballroom II
Dijana Praskac, Ryerson University
To stay competitive and keep up with Moderator: Mike Raynes, Rutgers,
A successful CRM implementation requires
today’s velocity of change, a process to The State University of New Jersey
more than choosing the right technology,
quickly assess program market demand, the right business strategy and approach
align curriculum, and inform marketing are also essential. Hear a decade’s
efforts is essential. Adam Fein, Assistant worth of Rutgers’ CRM experience and
Provost for Educational Innovation at a roadmap for continuing education
the University of Illinois at Urbana- units looking to enhance marketing,
Champaign, will walk through his process, Continue the enrollment, and services for both staff
using Emsi labor market analytics, for
evaluating new program offerings and
Conversation and non-traditional students. Follow
the framework we used to redeploy the
engaging students and prospects with Online! Rutgers Continuing Studies Salesforce
compelling labor market data to inform Don’t miss out on CRM supporting our mission, promoting
their enrollment decisions. conversations with “lifelong learning” across more than
Darci Anderson, Emsi fellow attendees and 20 units with varying business models
Adam Fein, University of Illinois at speakers during and including credit, non-credit, and services.
Urbana-Champaign between sessions. Use Danielle Henriquez, Rutgers, The State
Karen Bollinger, University of Illinois at #MEMS2018 online. University of New Jersey
Urbana-Champaign Moderator: Skip Darmody, Bridgewater
James Prado, Emsi State University
Moderator: Bob Tran, Brandman University
Concurrent Sessions III continues on next page ››
Onsite Program | 11
seminar schedule
‹‹ 1 0:45 AM – 11:45 AM
12:00 PM – 1:45 PM
Concurrent Sessions III continued
Levels Awards Luncheon
Top 10 Lessons Learned From Location: International Ballroom III-V
Foundational Growing Online Programs Open to all attendees! Join us for lunch
Location: Pacific I and to celebrate the 2018 UPCEA
Applied
Marketing and Excellence in Enrollment
Strategic Management Awards!
Texas Tech University had high
expectations for its eLearning program:
Tracks enrolling 5,000 new students within a 2:00 PM – 3:00 PM
five-year period and move up the national Concurrent Sessions IV
Enrollment Management
rankings. Dr. Justin Louder, Assistant Growing Graduate Enrollment Through
Marketing Vice Provost of Worldwide eLearning LinkedIn: Proven Strategies for Making
and Christina Fleming, VP of Blackboard the Most of Your LinkedIn Budget
Marketing and Enrollment will share Location: International Ballroom I
Formats
Justin’s Top 10 Lessons Learned over the
Interactive Workshop past 4 years. This session is designed for
If you’re marketing graduate and
both leaders embarking on new online or
continuing ed programs, LinkedIn
Standard Seminar distance education programs or for those
Presentation should be part of your media mix,
with established programs.
especially now that it is fully available
Case Study Christina Fleming, Blackboard
as a self-serve platform and no longer
Justin Louder, Texas Tech
has a minimum required budget. Join us
Moderator: Regina Cohen, University
for a panel discussion addressing best
of Pennsylvania
practices, what kinds of campaigns do
and don’t work, strategies for effective
Why Quality Assurance (QA) Should
Be a Fundamental Element of Your targeting, budget considerations, and
Marketing and Recruitment Strategy insider tips for making the most of your
Location: Pacific II LinkedIn campaigns.
Pat Riley, 5HD Agency
Andrew Seraphin, Northeastern University
Quality assurance has always been
Forest Baker, LinkedIn
an important part of running any
Moderator: Mike Merriam, Framingham
organization—but it has become doubly
State University
Get Online so with the advent of digital technology
Network: UPCEA and increasing competition for students
Password: MEMS2018 in the adult market. During this session,
we will explore why QA should be a
fundamental element of your marketing
and recruitment strategy. Find out how
a secret shopping program and an
ongoing applicant survey informed Regis
University of their opportunities and
applicant experience.
Cate Clark, Regis University
Moderator: Steve Farnsworth,
Brandman University
THURS
Through Data organizational strategic initiatives.
Location: International Ballroom II Concept to Conversion: A Video
Marketing Crash Course Liz is also an award-winning speaker,
Location: Pacific I author and strategist who was recently
Ever wonder which programs in named a 2018 Mover and Shaker
your portfolio you should focus your by Social Shake-Up Show. She has
marketing spend on? Struggle with Your non-trad prospects like video.
delivered top-rated talks at SXSW,
how to explain to stakeholders which A lot. Good news! What used to be a
SXSW EDU, the American Marketing
programs may not be worth a big push, “call the firm” process is now a “grab
Association Symposium, the Carnegie
or just need to be sunsetted? See how your phone” project. This foundational
Conference and others.
K-State Global Campus developed and seminar will walk through all the basics
implemented a data-driven tool to do of video marketing including concept, Liz has more than 15 years’ experience
just that. We’ll share our experiences, planning, shooting, editing, publication spanning the private and public sector
insights, and lessons learned while and promotion. Attendees will leave with including Great Lakes Higher Education
offering suggestions on how others can a link to a master list of free tools and Corporation, University of Wisconsin-
build a tool for their campus. helpful tips to get the reel rolling. Techies Milwaukee and University of Wisconsin-
George Widenor, Kansas State University and non-techies welcome. Bring your Waukesha. She received a Ph.D. in
Kevin Chrisjohn, Kansas State University ideas and questions! Leadership for the Advancement
Moderator: Haydn Kuprevich, George Sam Wagner, Mount Aloysius College of Learning and Service in Higher
Washington University Moderator: Kara Cummings, Stetson University Education at Cardinal Stritch University,
a master’s degree in educational
policy and leadership from Marquette
3:00 PM – 3:30 PM
University, and a bachelor’s degree in
Coffee with Exhibitors
interpersonal communication from the
Location: Promenade
University of Wisconsin-Stevens Point.
Onsite Program | 13
seminar schedule
FRIDAY, NOVEMBER 9
5:00 PM – 6:00 PM
Levels Networking Reception 7:30 AM – 11:30 AM
Location: Poolside Terrace Registration Desk Check-In
Foundational
Sponsored by Location: Foyer
Applied
Interactive Workshop
Standard Seminar
Presentation
Case Study
THURS
Mike Raynes, Rutgers, The State University of Denver Tracy Kreikemeier, Thruline Marketing
of New Jersey Sayani Dutt, Google, Inc.
Beth Salamon, Rutgers, The State Joshua McCarthy, Johnson &
University of New Jersey Wales University
FRI
Moderator: Tomea Knight, University
of Pennsylvania Concurrent Sessions V continues on next page ››
e t O nlineEA
G or k: UP
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18
Netw : MEMS20
o rd
Passw
Continue the Conversation Online!
Don’t miss out on conversations with fellow attendees
and speakers during and between sessions. Use
#MEMS2018 online.
Onsite Program | 15
seminar schedule
‹‹ 8
:30 AM – 9:30 AM
9:45 AM – 10:45 AM
Concurrent Sessions V continued
Levels Concurrent Sessions VI
Making Sense of Big Data To Impact For Students, By Students: Evolving
Foundational Enrollment Goals Social for 2019
Location: International Ballroom I Location: Pacific II
Applied
Strategic Prospective students are inundated When a social media user sees a photo
with content each day, consuming it at from a person rather than from a brand
Tracks an exponential rate. While they travel such as a university, they have a 4.5%
through their own journey towards higher chance of conversion. By creating
Enrollment Management enrollment, it’s up to marketers to social media campaigns that leverage
make sense of their actions. In the age user-generated content, universities
Marketing
of tracking everything, are we really can showcase authentic experiences
tracking anything? If you attempt to boil that connect current and prospective
Formats the ocean, you’ll risk learning nothing. students to campus and community.
We’ll help you discern where to place Sasha Solomonov, Samuel Merritt University
Interactive Workshop
focus to extract meaningful insights that Moderator: Regina Cohen, University of
Standard Seminar inform actionable strategies to meet Pennsylvania
Presentation enrollment goals.
Cate Clark, Regis University Managing Paid Digital Efforts . . .
Case Study It’s Not All Unicorns and Rainbows!
Allison Minutillo, Primacy
Location: Catalina
Moderator: Mike Merriam, Framingham
State University
As the paid digital media landscape
Six Social Media Mistakes To Avoid evolves rapidly, and more budget is
Location: Catalina being invested in this medium, the
need for in-house teams to stay on top
We know that social media drives of it all can be daunting. This session
value for higher learning institutions. will provide an overview of how Oregon
Unfortunately, if your continuing State Ecampus’ in-house marketing
education unit has limited resources to team has evolved paid digital staffing,
dedicate to social media management, process and strategy to accommodate
you may be leaving that value on the growth in this area.
the table, or worse, damaging your Rebecca Badger, Oregon State University
brand. In this session, we’ll discuss six Moderator: Kara Cummings,
mistakes to avoid in your social media Stetson University
marketing. Join us and gain actionable
insights for better managing your
social media presence and maximizing
the value of social media engagement.
Ian Barcarse, York University
Johnna Weary, JMH Consulting, a division
of EducationDynamics
Moderator: Haydn Kuprevich, George
Washington University
FRI
Recruiting Across Generations:
Aristotle said, “The whole is greater Millennial and Gen-Z
than the sum of its parts.” This is Decision-Making Implications
certainly true when campus units Jim Fong, Chief Research
band together to recruit online college Officer & Founding Director,
students. In this workshop, facilitators UPCEA Center for Research and
will share University of Arkansas Strategy
strategies that combine the expertise Jim Fong is the founding director
of campus recruiters, marketers and
academic program coordinators to net
of UPCEA’s Center for Research and
Strategy. In his role, Jim has analyzed
See you
5-year enrollment gains. Participants, demographic, occupational, technological in 2019!
recognized for their own experience and and societal trends and data to help Decembe
r 4–6,
expertise, will engage in critical thinking, the higher education community better Ritz-Carlt 2019
on
reflection exercises, planning exercises serve the adult and corporate learner. As New Orle ,
New Orle nsa
and an issues/solution wrap-up. the Center’s director, he works closely ans, LA
Patty Milner, University of with dozens of colleges and universities
Arkansas-Global Campus annually in new program development
Kay Murphy, University of initiatives, enrollment management
Arkansas-Global Campus and marketing process analyses and
Moderator: Johnna Weary, the review of online and continuing
Education Dynamics education portfolios.
Onsite Program | 17
seminar exhibitors
5HD
5hdagency.com Capture High Ed
5HD is a full-service digital marketing agency that doesn’t capturehighered.com
subscribe to the old agency model. We go beyond ads. We Capture Higher Ed is the world’s best at using big data and
design user experiences—from branding to search, website cutting-edge technology to attract, engage, and recruit
to social media, and more. With expert creative, strategy, mission-fit students. Capture maximizes engagement at the
technology, and data, we’ll help you convert more of the most influential times, delivering a better ROI to its partners.
metrics that matter. Capture’s technology provides highly customizable, on-
Pat Riley demand data, to easily measure outcomes in real time.
pat@5hdagency.com Heather Mueller
hmueller@capturehighered.com
TM
M A R K E T I N G I N N O VAT I O N
HigherEdJobs
EAB higheredjobs.com
eab.com HigherEdJobs® features a comprehensive list of job
EAB’s mission is to make education smarter. We harness the openings, career advice, and other resources to help higher
collective power of more than 1,200 institutions to uncover education professionals advance in their careers. More
proven practices and transformative insights. Since complex than 1.4 million college faculty and administrators visit
problems require multifaceted solutions, we work with HigherEdJobs® each month and over 282,000 receive our
each school differently to apply these insights through a weekly newsletter.
customized blend of research, technology, and services. Lisa Marzka
Brittany Murchison lisam@higheredjobs.com
BMurchison@eab.com
Onsite Program | 19
seminar exhibitors
Jenzabar MindMax
mindmax.net
jenzabar.com
MindMax provides strategic guidance, proven processes,
Created out of a passion for education and a vision for
and the latest digital tools to optimize online marketing
technology, Jenzabar offers disruptive, innovative software
and enrollment operations for university-affiliated
solutions and services that empower student’s success
continuing and professional education organizations.
and helps higher education institutions meet the demands
We are a trusted advisor to many of the nation’s top
of the modern student. Over 1,350 higher educational
universities, and have transformed hundreds of online
campuses harness Jenzabar solutions for improved
programs, impacting over 1 million students.
performance across campus and a more personalized and
Lee Maxey
connected experience for the student. lmaxey@mindmax.net
Caye Wycoff
Caye.Wycoff@jenzabar.com
MultiView
multiview.com
JMH MultiView specializes in full service behavioral marketing
jmhconsulting.com
JMH Consulting is the newest division of campaigns that increase awareness by using unique
EducationDynamics. JMH provides strategic marketing knowledge, proprietary data and compelling creative. We
and enrollment management for non-traditional students. help you ensure that the latest trends in professional,
Our services are completely customized and, unlike other continuing and online education are seen by students to
firms, your school retains ownership of the assets built. Our assist with recruitment and retention.
Kate Buhr
unique approach combines sophisticated technologies and
kbuhr@multiview.com
relationship-based advising to attract the right students.
Nicole Foerschler Horn
nfoerschler@educationdynamics.net
ReUp Education
reupeducation.com
At ReUp, we aim to address the “completion crisis” in higher
education: 37 million Americans with some college, but no
Thruline Marketing
degree. A unique blend of personalized one-on-one coaching thru-line.com
augmented by technology, enables us to support stopouts and Thruline Marketing offers a full suite of marketing services
clear the path to re-enrollment and graduation. including research, consulting and inquiry generation. We
Nate Rowe
help schools excel at reaching the right students through
nate@reupeducation.com
data-driven marketing campaigns and highly engaged
inquiries. Our proprietary benchmark data enables us to put
together the optimal strategic plan for your institution.
Sensis Agency Tracy Kreikmeier
sensisagency.com tracy.kreikemeier@thru-line.com
Sensis is a cross-cultural marketing and digital agency
driving behavior change. We have a proven record
combining advertising, earned media and digital
experiences to drive ROI in the education marketing.
Marli Crowe
mcrowe@sensisagency.com
Onsite Program | 21
seminar exhibitors
Platinum
A very special
thank you to all
of our Seminar
Exhibitors!
Gold
Connect with
our Seminar
Exhibitors in the
International
Strategic Alliance Ballroom Foyer &
Promenade.
Onsite Program | 23
UPCEA
2019
Photo courtesty of Alabastro Photography
Annual Conference
March 27–29, 2019 Seattle, WA