Session Descriptions

Pre-Conference Daylong Forum W1.1

Building Capacity for SEM – The Core Competencies of Enrollment Management ($195)
Wednesday, 9:00–11:30 a.m. & 1:30–3:30 p.m.

Authors of AACRAO's 2014 Handbook of Strategic Enrollment Management will present a daylong workshop that provides participants with an understanding of the core areas of SEM and a chance to interact with faculty and peers in discussion of the issues and challenges in the field. Ten of the Handbook's authors, leaders in the field of SEM, will present the concepts of their chapter. The workshop is organized around the major themes of SEM: Research, data and planning; Recruitment and Marketing; and Retention and Student Success. These are supported and enhanced by SEM planning and organizational structures and behaviors. The workshop topics span all areas of the field, from research, marketing, operations, strategic use of aid, organizational behavior, student success and strategic enrollment planning.

The workshop is designed to help participants understand the breadth of competencies required for success in the enrollment management field and offer discussion on how individuals and institutions acquire these skills and abilities, internally or externally. The format allows participants to hear from experts but also to engage in discussion with them and workshop peers. The culminating discussion section of the workshop will be laying the agenda for SEM in the next five to ten years. Using the information and discussions presented during the workshop as background, participants will engage in discussion groups to identify their major challenges and opportunities for SEM in the future. The authors will provide their feedback and discuss the future of SEM.

All workshop participants will receive a copy of the Handbook of Strategic Enrollment Management as part of the cost of attendance.

Presenters are 10 of the Handbook's authors:
Stephen Brooks, President, SHBrooksCo
Gil Brown, Vice President Administration and Finance, Edinboro University of Pennsylvania
Jennifer DeHaemers, Associate Vice Chancellor for Student Affairs and Enrollment Management, University of Missouri Kansas City
Jay Goff, Vice President for Enrollment and Retention Management, Saint Louis University
Tom Green, Associate Executive Director, Consulting and SEM, AACRAO
Adam J. Herman, Director, Kelley School of Business Living Learning Center, Indiana University-Bloomington
Don Hossler, Professor of Educational Leadership & Policy Studies, Indiana University – Bloomington
David H. Kalsbeek, Senior Vice President, Enrollment Management and Marketing, DePaul University
Michele Sandlin, Managing Consultant, AACRAO
Dave Sauter, University Registrar, Miami University

Pre-Conference Session W1.2

Our Changing and Challenging Role on the Road to Student Success ($95)
Wednesday, 1:30–3:30 p.m.

With educational changes and challenges coming from the federal, state, and local levels, how do they affect those in student services? How can we continue our "common sense" approach to student success while we, too, change and adapt to issues inside and outside our walls? This session will look at our past, our challenges, and our future with a mix of humor, information, and statistics. Together we will recognize our potential and our role as leaders on our campuses.

Dr. Kevin A. Pollock, President, St. Clair County Community College

Pre-Conference Session W1.3

Engage Your Audience with Hashtags, GIFs, Tweets, and Likes to Help Meet Enrollment Management Goals ($95)
Wednesday, 1:30–3:30 p.m.

Many admissions offices are using social media to connect with a variety of audiences, and many institutions are balancing multiple social media identities on campus. But are you using social media strategically to engage with prospective students and shepherd them through the admission funnel until they enroll? In this session, experts will cast social media as a key element of strategic communications and suggest ways to segment your audience. The experts from three public universities will offer tips for the effective use of various social media platforms as you work with your campus partners to present a cohesive brand (and) message. We will share our experiences and lessons learned using Twitter, Instagram, Facebook, blogs, a private social network, and social media metrics.

Katie McCurry, Digital Media Strategist, Marketing Communications, University of Kansas
Lauren Erickson, Associate Director, Account Management, Marketing Communications, University of Kansas
Jennifer Hollis, Admissions Counselor, Rutgers, The State University of New Jersey
Lee Ann Dmochowski, Associate Director, Graduate and Undergraduate Admissions, Rutgers University–Camden
Ian Pannkuk, Director of Marketing and Operations, University of Minnesota Duluth

Pre-Conference Session W1.4

The CRM Journey: How to Successfully Navigate Selection, Implementation and Utilization of a CRM Tool ($95)
Wednesday, 1:30–3:30 p.m.

Often promised to make life easier and communication to prospects and applicants more effective, implementing a new CRM is an exciting journey that requires collaboration across campus and strong leadership. This session will provide helpful insights for institutions at different stages of the CRM journey, including: making the case for the investment in CRM; selecting and purchasing the right solution; implementing CRM successfully; and effectively utilizing a system to achieve your enrollment management and communication goals. Higher education professionals will share their personal lessons, ranging from how to develop a high-quality request for proposal to ensuring you capture the key data elements as well as helping you avoid mistakes along the way.

Tonishea Jackson, Director of Admission, Indiana Purdue University–Fort Wayne
Aaron Mahl, Enrollment Management Consultant, Scannell & Kurz
Mateo Remsburg, Associate Director of Admissions, University of Utah

Pre-Conference Session W1.7

The Art, Science, and Magic of Creative Victories ($95)
Wednesday, 1:30–3:30 p.m.

In case you haven't noticed, all colleges and universities pretty much offer the same stuff. And not-so-surprisingly, most of them talk very similarly about that stuff. When you're on the receiving end of same-sounding, same-looking, same-smelling higher education marketing messages, the promotional blur is forgettable. That is, until you see something that grabs your heart, your head, and your throat at the same time. An idea, an approach, an image, a film, a digital experience, a collection of words or sounds that refuses to be ignored. A creative concept that stands up. And stands out. They're few and far between in higher education, so there's significant opportunity for college and university marketers to help pull their schools out of the blur. This highly interactive moderated panel discussion will provide attendees with the inspiration and guiding principles—supported by engaging case studies—to pump fresh new energy into campus-based marketing and communications operations whose staff members are challenged to deliver extraordinary creative solutions to support institutional brand, recruitment, and advancement marketing.

Moderator—Eric Sickler, Vice President for Client Services, Stamats
Panelist—Danny Akright, Digital Media Publisher, Drake University
Panelist—Bill Thorburn, CEO and Chief Creative Executive, The Thorburn Group
Panelist—Collette Litzinger, Director of Integrated Marketing, The Thorburn Group

Opening Keynote Address

Wednesday, 4:00–5:00 p.m.
The Big Picture is YOU: You Make the Difference—Dr. Bertice Berry
Sociologist Bertice Berry, PhD, is a bestselling author and award-winning lecturer who has been named Comedian of the Year, Lecturer of the Year, and Entertainer of the Year. She has published 11 bestselling books in both fiction and nonfiction and has won numerous awards and accolades for both her writing and presentations. Berry has had her own nationally syndicated television show and has hosted, interviewed, and made numerous television, documentary, and radio appearances on a variety of diverse venues, including The Tonight Show, Oprah Winfrey, Between The Lions, Crossfire, 20-20, NPR, PBS, Comedy Central, and CBN.

Berry has used her unique gifts and talents as a writer and ghostwriter for others on a wide range of topics, including race and gender issues, sociological studies, stratification, healthcare reform, humor, spirituality, sexuality, slavery and the abolitionist movement, weight loss and wellness, relationships, servant leadership, transformational leadership, diversity, and love.

Berry has led parades, had classrooms named after her, and has been awarded over ten honorary doctorates. She earned her own doctoral degree from Kent State University at the age of 26.

"If you ain't dead, you ain't done," a character in one of Berry's novels says.

Berry believes that every one of us has been given a unique purpose and it is our obligation to find it and use it to improve first our own selves and then the lives of those we live and work with.

Berry is most proud of becoming an instant mother to her five adopted children. She sees her role as a mother as her most fulfilling achievement in life.

"They really are my blessing in disguise," Berry says. "I'm just waiting for them to take the costumes off."

You'll laugh, you'll feel, you'll be inspired, and one thing is certain—you'll leave much differently than you came.

Thursday, July 16, 2015

Plenary Address

8:30 – 9:30 a.m.
Big Data, the Census, and Ground Truth: How Layering Your Data on Census Bureau Statistics Can Reveal the Truth of the World

Does a federal statistical system still have a place in a world of ubiquitous data?

The US Census is a holdover from the Enlightenment. It comes from a past when only our central government had the scale to collect and publish datasets of national dimensions. Indeed, today's federal statistical system collects more than 200 distinct datasets a year, spanning the people, places, and economy of the nation. In the last decade, this data has been utterly dwarfed by the scale of data amassed by private firms. The credit card, the cell phone, and Twitter have flooded the world with data. Digital communications technologies provide even small firms with access to automated surveys, search engines, and powerful analytic tools for parsing their (now electronic) client records.

Eric Newburger argues that Census data, properly used, are more powerful than ever. He sees (and shares) insights in the trends from recent decades and projections for the future. He suggests methods for combining private datasets with public datasets to create hybrid pictures of the world that might inform decisions today, and reveal what is to come tomorrow.

Eric Newburger, Assistant to the Associate Director of Communications, Census Bureau


Creating a SEM Plan
Thursday 9:45­–10:45 a.m.

This session is designed to acquaint participants with the elements of a SEM plan, the processes used to create plans and how to create institution-wide teams for planning and implementation.

Tom Green, Associate Executive Director, Consulting and SEM, AACRAO


College Admissions and Social Media: How to Appeal to Prospective Students (Without Sounding Totally Lame)
Thursday 9:45­–10:45 a.m.

You've probably checked Facebook, Twitter, Instagram, Pinterest, Snapchat, or another site since at least once since the opening of this program—and chances are a high school student has, too. Social media is an engaging, interactive, and low-cost way of reaching out to prospective students where they spend most of their time: on their phones and computers. This session will present strategies undergraduate admissions offices can use to engage students through social media sites, specifically focusing on ways to communicate your message in a voice that will resonate with high school–aged prospective students. We'll discuss popular sites, innovative ways social media can help you communicate your goals and values to students, and social media do's and don'ts. We will also discuss strategies for establishing an admissions-specific social media presence separate from your university's general communication stream.

Grace Chapin, Senior Assistant Director of Admissions, The University of Chicago


Don't Stop Believing: The Non-Traditional Journey to UNCW
Thursday 9:45–10:45 a.m.

One of the rising trends in higher education, and therefore a rising priority for enrollment managers, is the population growth of "non-traditional" students. In this presentation, we will examine four distinct non-traditional transfer student types at UNCW and show how our data, examined over the past three years, substantiates a need for specialized enrollment strategies for non-traditional students. We will also explore how our particular strategies are working to meet the unique needs and demographics of these students. Some of the strategies we will share include recruitment, communication, and integration methods. At the end of the presentation, we will invite an open forum for further discussion on how to meet the needs of this growing population.

Jessica Overton, Transfer Admissions Coordinator, University of North Carolina Wilmington
Kelley Griffin, Transfer Admissions Coordinator, University of North Carolina Wilmington


The Excitement Factor: Drive Enrollment by Creating Student Excitement
Thursday 9:45–10:45 a.m.

This will be an enlightening and thought-provoking session where you will learn the findings and implications from a groundbreaking study. This study revealed that a prospective student's excitement about attending a college is more highly correlated to enrollment than either cost or the perceived quality of the institution. You'll leave with actionable information that will help you better understand the environments in which student excitement is created, the people on campus who create it, points in the recruiting cycle where it is most frequently created, and specific methods and messages that are most and least effective in creating a student's excitement about your college. Over 40 colleges across the US participated in this study, which generated over 13,000 respondents.

Bob Longmire, President, Longmire and Company
Cathy Heinz, Director of Communications for Enrollment, Purdue University


The Future of Adult Student Recruitment
Thursday 9:45–10:45 a.m.

High school student populations are declining nationwide. Where will we look next to bring in the class? Community colleges have been recruiting and retaining adult students successfully for years. This session will review data from recent adult surveys and inventories, and will share recruitment and retention strategies that are applicable at all types of institutions. Resources such as the Coalition of Adult Learning Focused Institutions (ALFI) will also be discussed.

Michele Brown, Director of Student Recruitment & Outreach, Oakton Community College
Julie Marlatt, Manager, Admissions & Outreach, College of DuPage
Angela Nackovic, Adult Admissions Representative, College of DuPage


Effective Recruitment Strategies for Specialized Colleges and/or Majors
Thursday 9:45–10:45 a.m.

Identifying and engaging the "right" candidates for our institution is a priority for an effective enrollment manager. Those who provide recruitment strategy leadership for specialized colleges and/or majors within a college are faced with the challenge of communicating and connecting with prospects to stand out among the identifiable majors that first-year and transfer students are most familiar with. This session will provide a summary of several creative and cost-effective recruitment strategies implemented by the ILR School at Cornell University. ILR is a specialized college enrolling 1,000 students, of which 60% are first year and 40% are transfers. Since 2011, ILR has experienced a 70% growth in undergraduate applications, a 20% increase in yield and a drop of 6% in selectivity, while enhancing the enrollment of underrepresented minority and first-generation college students.

Cathleen Sheils, Director of Admissions, Cornell University, ILR School


Why Your Award-Winning Website is Utterly Unusable: Using Analytics to Build a Better Admissions Site
Thursday 9:45–10:45 a.m.

Auto-advancing slideshows, moving backgrounds, hamburger menus, oh my! Many award-winning websites have these trendy elements, but are they forgetting about the user experience? Using click-through data, eye-tracking tests, and national research studies, JMU built new website ecosystems to laser-target prospective students and their parents. (Note: The design is scheduled to go live summer 2015 to coincide with web traffic low points.)

Randy Budnikas, Online Marketing Manager, James Madison University


Implementing a Culture of Leadership
Thursday 9:45–10:45 a.m.

Admission office leaders and managers are always in need of more time to plan, organize, implement, and manage programs, practices, policies, strategies, etc. Why not spend more time developing future leaders by offering important functions of an office to your entry-level positions? Implementing a culture of leadership is the ultimate act of leadership, and in doing so, you're creating a more inclusive environment where the work itself becomes intrinsically motivating, hence experiencing less turnover and a more productive workforce.

Mark Steinlage, Jr., Associate Dean of Admission, Saint Louis University


Finding the Intersection of Brand and Value: How Murray State University Examined its Value Identity and Found a Strategic Path Forward
Thursday 9:45–10:45 a.m.

Determining your institution's identity is critical when trying to convey your message to prospective students. Comprehensive research helped us understand our "value identity," allowing us to make strategic choices about who we want to be, how we want to recruit, and which institutional narrative we should develop. We went beyond typical sub-group segmentation to create a true market segmentation, identifying personas of prospects based on their expectations for the experiences and outcomes of their college education. This guided us towards a clear understanding of our markets and how we should organize to reach those markets effectively.

Fred Dietz, Associate Vice President for Enrollment Management, Murray State University
Kim Reid, Vice President of Research Operations, Maguire and Associates
Catherine Sivills, Assistant Vice President for Communications, Murray State University


ACT 2014 STEM Condition Report: Current Trends
Thursday 9:45–10:45 a.m.

Enhancing the opportunities for students within the STEM pipeline is a critical factor as our country strives to meet the needs of business and industry in the 21st century. We will demonstrate how information collected from the ACT Interest Inventory is used to determine student interest level in specific STEM fields and align those interests with their academic readiness in math and science.

Steve Kappler, Vice President, Brand Experience, ACT


The Imperative of Strategic Enrollment Planning: Why Today's Environment Requires More Planning, and Why It's Risky to Delay
Thursday 11:00 a.m.–12:00 p.m.

Strategic enrollment planning has long been important to an institution's fiscal health and to the attainment of an institution's mission, but today's shifting environment is taking it to another level. To thrive in this environment, institutions must go beyond the usual process of enrollment and revenue planning and forge a dynamic new collaboration of campus leadership. A truly integrated, data-infused, and action-oriented process of strategic enrollment planning can complement the institutional strategic plan, resulting in a blueprint for maintaining the institution's mission, vision, and values while expanding markets and connecting academic trends, demand, and capacity with enrollment projections.

This session will offer an executive summary of the challenging enrollment outlook and will outline a strategic enrollment planning process that is working to prepare campuses for the challenges ahead.

Gary Fretwell, Senior Vice President, Ruffalo Noel Levitz


How to Prepare for, Persevere through, and Totally Rock a Website Launch
Thursday 11:00 a.m.–12:00 p.m.

Developing and launching a new admissions website is a daunting task that can stretch over many months and be a huge drain on your time (and sanity!). But it's also a valuable investment, as the website forms the hub of all marketing activities. This session is designed for those who are planning to launch a new website or have already started and want to learn what to be prepared for and how to successfully navigate the process. Topics covered will include deciding on overall goals, gathering user experience data, managing the process, making style choices, and developing content. The presenter will also discuss collaboration with the development team, common problems, the actual launch, and obtaining the bells and whistles.

Krista Timney, Senior Associate Director of Marketing and Communications, Indiana University Bloomington


Still Reinventing the Campus Visit—Making Moms Cry Since 2013
Thursday 11:00 a.m.–12:00 p.m.

Authentic storytelling. Powerful visuals. Inspirational video. The Purdue office of admission reinvented its daily visit programs in 2013 with the goal of igniting an emotional connection to campus among our guests. In this session, we'll discuss how we reinvented our visit experience from the ground up. Change management. Doing more with less. Turning challenges into opportunities. Cross-campus collaborations. And sources of inspiration that bring mothers to tears and truly engage with Generation Z. The focus of this presentation will be on strategies any campus can use. You'll gain insights into why storytelling is such a powerful presentation tool, find out what motivates Generation Z, and learn from some of our successes and failures.

Cathy Heinz, Director—Enrollment Management Communication, Purdue University Main Campus
Mary Henry, Communications Manager—Enrollment Management Communication, Purdue University Main Campus


Exploring Retention Predictive Analytics
Thursday 11:00 a.m.–12:00 p.m.

This presentation examines the development of retention and graduation predictive analytics at the University of Alabama at Birmingham. Utilizing research on retention and degree-completion time, this presentation will outline the process by which UAB sought to build retention, graduation, and student-level retention projections. This presentation will delve into workflow, process timeline, data elements needed, methodologies and software utilized, findings from the analysis, and current usage of the findings.

Bart Swecker, Senior Manager for Advanced Analytics, University of Alabama at Birmingham


2015 Stamats TeensTALK™ Report
Thursday 11:00 a.m.–12:00 p.m.

For nearly 20 years, Stamats has shared findings from its annual TeensTALK™ Study—celebrated as a research standard for recruitment marketing practitioners—with the nation's higher education community. In the 2015 version of the TeensTALK™ Report, Stamats presents teen-focused market research from multiple organizations, agencies, and consultancies across the nation pertaining to teens' creative preferences, perceptions, and expectations. Additionally, the 2015 TeensTALK™ Report includes video clips from a TeensTALK™ LIVE! panel discussion that powerfully demonstrate teens' creative preferences, attitudes, and expectations. Our goal for the 2015 TeensTALK™ Report is to provide the higher education marketing community with a presentation of creative counsel from multiple reputable sources in one coherent report. This report will offer insights to help you refine the development of creative recruitment marketing tools and executions (publications, websites, advertising, etc.) for multiple communication channels.

Eric Sickler, Vice President, Stamats


Coming Together: Student Success and the Community College
Thursday 11:00 a.m.–12:00 p.m.

How can a community college connect external drivers (state, community) and internal drivers (students, faculty, staff) with accreditation, vision and mission, assessment, and the student success concept? This interactive session helps you refocus your campus on students and create a road map that addresses these and other community college issues.

Dr. Kevin A. Pollock, President, St. Clair County Community College


Offering Hope and Humor to Students: Increasing Retention, Learning Gains, and Completion Goals through Laughter Thursday 11:00 a.m.–12:00 p.m.

While increased happiness is not usually an outcome metric tied to performance-based funding initiatives, it is something students seek. More importantly, improving student happiness may be something your institution should consider when making decisions. Can you imagine a "smile meter" on your campus dashboard? This workshop will encourage educators to embrace humor and attempt to create moments that bring smiles. Attendees will be asked to reflect on what made them happy when they were students. Ideas will be presented on how to use humor systematically to alleviate stress and improve student self-esteem. Once laughter has become embedded in your school, retention will rise which will in turn increase learning outcomes and completion numbers. Smiles will then appear on the faces of data-driven deans and administrators.

Todd DeKay, Interim Institutional Researcher, Eastern New Mexico University–Roswell


From Prospect to Graduate: Perfecting the Partnership of Admissions and Retention
Thursday 11:00 a.m.–12:00 p.m.

This workshop will outline ways in which a medium-sized public institution has been able to foster a positive relationship between undergraduate admissions and retention. From the point of prospect through graduation, both offices aid in the growth of the college's students by keeping the lines of communication open as well as creating and co-facilitating programs for transfer students. Participants will learn about transfer-specific programs, direct marketing campaigns, and support services from the point of prospect through graduation—many of which were created and executed in-house at little to no cost to the college.

Megan Sarkis, Assistant Director of Undergraduate Admissions, The College at Brockport, SUNY
Erin Rickman, Transfer-Year Experience Coordinator, The College at Brockport, SUNY


Serving Postsecondary Institutions in the 21st Century
Thursday 11:00 a.m.–12:00 p.m.

Learn how The ACT® and the ACT Educational Opportunity Service are changing to meet the needs of students and postsecondary institutions. Understand the new writing test and STEM, ELA, and other new scores and indicators that will be available on the ACT score report in September 2015. Hear about new functionality being considered for students taking the ACT. Come find out how the newly redeveloped ACT Educational Opportunity Service will make the job of connecting with best-fit students easier and more productive. ACT is making huge strides to serve you better—join us for this exciting conversation!

Kaitlynn Griffith, Program Director, The ACT, ACT
Janie Kesselring, Program Director, Postsecondary Services, ACT


The Condition of College and Career Readiness for Hispanic, African American, and First-Generation Students
Thursday 11:00 a.m.–12:00 p.m.

This session will review the findings of the Condition of College and Career Readiness 2014 report and discuss the changes from the 2013 report on college and career readiness among minority US high school graduates who took the ACT test. The report shows slow but steady improvement, particularly in the key areas of math and science. This has occurred as the number of test-takers continues to dramatically increase. We will then discuss the importance of working in the earlier grades to make sure students are taking rigorous classes and preparing themselves to succeed in high school and beyond.

Juan M. Garcia, Assistant Vice President, Strategic Partnerships, ACT

Hosted Lunch

Expanding Student Opportunities
Thursday 12:00–1:30 p.m.

The College Choice Report—Expanding Opportunities follows the ACT-tested high school graduating class of 2014, focusing on specific testing behaviors that may expand college opportunities available to students. We will cover topics like the grade level in which students test, the timing and number of score reports students send to colleges, and their participation in the ACT Educational Opportunity Service, analyzing the relative influence of these behaviors on enrollment. This is an important topic for enrollment managers and admissions officers, as students' participation in these testing behaviors have implications for colleges' chances to recruit, advise, and place these prospective students.

Steve Kappler, Vice President, Brand Experience, ACT


Holistic Admissions/Predictive Retention: Effectively Applying Noncognitive Variables
Thursday 1:45–2:45 p.m.

Today, a growing number of North American postsecondary institutions are incorporating the use of noncognitive variables into their admissions process. Why is there more and more interest in utilizing these non-academic measures? It's all about success! The results at those colleges and universities that have added these measures to their admissions requirements are showing strong correlations to student's academic success, persistence, and graduation. Key learning points of this session will be to: 1) understand what noncognitive variables are; 2) understand the research and legal implications of using noncognitive variables; and 3) explore how to implement holistic admissions on your campus to improve retention.

Michele Sandlin, Managing Consultant, AACRAO


Utilizing Online Tools to Strengthen the K–12 Recruitment Pipeline
Thursday 1:45–2:45 p.m.

As an institution committed to educational access and diversity, Rutgers University offers numerous programs for pre-college students. Understanding that the Internet is a critical tool for connecting with and engaging middle and high school students, the university's office of enrollment management developed and recently enhanced two tools to streamline connections to opportunities at Rutgers: the pre-college program directory and the MyRutgersFuture portal. These tools connect students to Rutgers by providing: 1) access to available pre-college programs and events on campus; 2) customizable information about the undergraduate experience in each region; and 3) dynamic admissions feedback regarding their academic performance. Join us for an exciting session that demonstrates how data and technology can be used for marketing and recruitment as well as to enhance pre-college outreach.

Courtney O. McAnuff, Vice President for Enrollment Management, Rutgers, The State University of New Jersey
Dr. Paul Johnson , Associate Vice President for Enrollment Management , Rutgers, The State University of New Jersey
Dr. Elena Ragusa, Research Project Manager, Rutgers, The State University of New Jersey


The Best Enrollment Marketing and Communications Ideas of 2015
Thursday 1:45–2:45 p.m.

This fast-paced, high-energy session will look at the best enrollment marketing and communication ideas of 2015. The presenters will highlight some of the year's biggest ideas from the annual publication with this session's name. The session also encourages maximum audience participation, as many of the best ideas can arise from colleagues and peers. You'll leave this session with ideas for becoming more innovative, effective, and efficient with your communications resources. This session usually sends participants away with the BIG idea that they were hoping to find at a summer conference.

Karyn Adams, Vice President & Creative Director, H-A ThirtyOne


The Personality and Reputation Effect on Enrollment Growth
Thursday 1:45–2:45 p.m.

Many enrollment officers are trying to answer the question: How can you grow your core student population without lowering student quality or increasing discount? In this competitive industry, savvy enrollment strategists have generated growth through strong data management and market segmentation, but that competitive advantage is becoming commonplace. To find competitive advantage, enrollment strategies are combining their data insights with the projection of an institution's human personality. Defining authentic institutional personality within a shared governance model can be an intimidating and complex process for even the most seasoned researcher, CMO, or enrollment officer. In this presentation, discover the best practices for the exploration, identification, and presentation of authentic personality in your enrollment communications channels. Case studies of successful universities will be offered and dramatic results above 20% growth will be shown. Don't miss this important insight into growing enrollment through the definition of the WHO.

Scott Ochander, Vice President for Enrollment and Marketing, Manchester University


Meeting Students in the Digital World
Thursday 1:45–2:45 p.m.

Encouraged by the Completion by Design initiative to increase financial aid awareness, Wake Tech has taken a huge step into the digital world. Our first effort to increase financial aid awareness using digital media resulted in a 27% increase in student awards. This success has led us to use digital media to promote almost everything on campus. Not only are we using Twitter and Facebook but we have expanded to keep up with trends. We recently started incorporating videos into our website and social media to explain departments, processes, and events. Students live in a digital world and that is where we need to meet them! Come and learn how Wake Tech is using digital media to do it.

Ellen Mathis, Student Services Marketing Communication Coordinator, Wake Technical Community College


Print Is Not Dead—Suspects are Gold
Thursday 1:45–2:45 p.m.

With the dominance of the web as the primary source for gathering information about colleges, it is becoming harder to entice students to inquire. The web's dominance also makes it harder to justify printing and postage costs. This session is a case study about how an enrollment crisis forced Christian Brothers University, a small private college, to rethink the role name buys, suspects, and print plays in the enrollment process. After two years of investing in suspects and a print communications plan, CBU realized a 33% increase in the freshman class. Attendees will also learn about strategies for reducing print and postage cost, as well as what you should expect from your printer.

Anne Kenworthy, Vice President for Enrollment Management, Christian Brothers University
John Sanders, President, Central Printing


Mapping the College Planning Process: An Exhaustive Look at the Overall College Planning Process Throughout High School
Thursday 1:45–2:45 p.m.

To reach, influence, support, or engage students in the college planning process, you first must know WHERE they are. This session shares results of a major study identifying how students from all walks of life move through the college planning process. The study asks students at multiple points in their high school careers about their postsecondary plans; when and if they started planning for college; how they learn about, research, and decide on college plans; and which resources and tools are the most important to them. The ocean of data created by this study will be displayed and visualized so attendees can truly understand the divergence and the consistent patterns of student paths to college. The session will highlight how students are using technology and new media to learn and interact throughout the process.

Ryan Munce, Vice President, NRCCUA
Dr. Chris Domes, President, Silver Lake College of the Holy Family


Engaging Stakeholders in Developing a Holistic Retention Program from the Ground Up!
Thursday 1:45–2:45 p.m.

At Frontier Community College, students can now access the support they need to achieve their academic goals, which has resulted in maintaining nearly 90% of enrolled hours; a persistence rate for completers of the FYE seminar of 96%; and the transformation of the institutional climate to focus upon student success. We will explore designing a comprehensive FYE seminar; selecting and training FYE faculty; assessment of the FYE seminar; redesigning new-student orientation; managing an early-alert tool; designing and implementing a program to recognize students for their positive contributions to campus; identifying resources to help students overcome barriers; and opportunities for student engagement. We will recognize the collaboration necessary between retention staff and faculty to develop a cohesive retention program to increase student retention and persistence.

Ashlee Spannagel, Retention Coordinator/Recruiter, Frontier Community College
Nixie Hnetkovsky, Director of Student Learning Assessment, Illinois Eastern Community College District


Enhancing Student Success by Identifying and Re-Recruiting Stopouts and Dropouts
Thursday 1:45–2:45 p.m.

Many students do not maintain continuous enrollment throughout their academic careers. They are often not well understood and need encouragement and assistance to return to school and succeed in completing their degree programs. This session provides a practical "how-to" guide to: 1) identify stopouts, dropouts, and re-admits; 2) examine their enrollment patterns and trends; 3) understand their backgrounds and characteristics as they relate to student success; and 4) target and re-recruit the students with the greatest likelihood of success. Participants will learn to develop, implement, and enhance a research and marketing program focused on maximizing student success for stopouts, dropouts, and re-admits. Examples of successful initiatives, materials, and ideas will be shared with participants.

E. J. Keeley, Director, Institutional Assessment & Research, Edgewood College


EOS "Get Your Name in the Game" Initiative: Lessons from the First Six Months
Thursday 1:45–2:45 p.m.

In this session we will provide an update on the progress of a new ACT initiative focused on helping expand college opportunities for underserved students. This initiative, known as "Get Your Name in the Game," makes the names of underserved high school seniors available to colleges for free through the ACT Educational Opportunity Service (EOS). We will review some of the research findings that prompted this initiative, share how the initiative is being implemented so far, provide an overview of feedback from colleges that are participating in the initiative, and discuss lessons learned and next steps for ACT and participating colleges as we prepare for new underserved student names to be made available through EOS in the fall.

Ty Cruce, Senior Research Scientist, ACT
Janie Kesselring, Program Director, Postsecondary Services, ACT


Using Satisfaction Data for Retention
Thursday 3:00–4:00 p.m.

In an era of accountability and a growing emphasis on college completion, successful campuses are using data to drive their retention planning and strategy development. Student satisfaction data plays a key role in retention planning efforts at colleges and universitiesacross the country. What are the best approaches for using these types of data to improve student retention? This session will feature four suggestions for using student satisfaction data with an emphasis on improving retention. We will also identify several top issues facing schools and provide suggestions for improving satisfaction in these areas. As a result of participating in this session, individuals will be able to identify clear next steps on how to use their own institution's satisfaction data to improve student success.

Julie Bryant, Associate Vice President of Retention Solutions, Ruffalo Noel Levitz


Change at the Top: A View From the Middle
Thursday 3:00–4:00 p.m.

Dramatic changes are happening across the higher education landscape, and nowhere more so than in enrollment management. What does this look like from the middle manager's position? How do those in the middle continue to grow professionally? And what role can we play in the supporting those above and below us to meet the institutional strategic goals?

John Laverty, Senior Associate Director of Admissions, University of Iowa
Anne Kremer, Associate Director, Undergraduate Admissions, DePaul University
Maura Flaschner, Associate Director, Freshmen Admissions, Iowa State University
Kellie Kane, Director of Operations & Strategic Planning, Office of Admissions and Financial Aid, University of Pittsburgh


Mythbusting Admissions: Where Prospects and Professionals Agree and Disagree on Enrollment Marketing, Messages, and Channels
Thursday 3:00–4:00 p.m.

The past five years have been transformative in the world of admissions, marketing, and enrollment management. Seasoned professionals have had to adapt how they communicate value to students and their families and have had to shift the method in which their message gets across as the pressure to achieve ever-higher enrollment targets continues to mount. On the other side of the desk, students are also under pressure. They're constantly bombarded with messages regarding applying early. They're told they are identified as a "good fit" and then deferred or denied. They choose to submit multiple enrollment deposits to "hedge their bets," negotiate financial aid packages, and much more.

With pressure on both sides, combined with a media drumbeat questioning the value of higher education, we propose a short pause. Are we serving the needs of students? Let's listen to what they say and compare their perspectives to those of enrollment leaders seeking to recruit them—in an effort to seek understanding and common ground. This way, we can learn how we might be more effective in getting our messages across. This session relies on multiple data sources to provide perspectives from prospective students and enrollment professionals. We'll explore where they converge—and where they differ—and how enrollment professionals can leverage this knowledge.

Gil Rogers, Director of Marketing and Outreach, Chegg Enrollment Services
Michael Stoner, President, mStoner


Enrollment Management Moneyball
Thursday 3:00–4:00 p.m.

A perfect storm is taking shape in higher education enrollment management: applications on the decline, the number of institutions (both for-profit and non-profit) on the rise, the applicant pool changing composition, and more. The algorithm for successfully managing recruitment and enrollment becomes even more complex when adding the pressure to reduce costs and tuition as well as federal regulations regarding student loan default rates. In this tumultuous environment, you need to do more with less. The only way to do that effectively is by making your data a stronger asset to add to your arsenal of human and financial resources. Enter predictive modeling. This presentation explores using data and predictive modeling to optimize higher education recruitment marketing practices. It is critical to note that data and models can and should be used to support your goals and strategies, not the other way around. A predictive model is not a substitute for human judgment, but rather a tool to support and supplement it. TWG Plus and Campus Explorer will walk you through a process that will enable your team to feel comfortable with and prepared to implement a recruitment strategy that is supported by data and predictive modeling.

James Vineburgh, Senior Director, Campus Explorer
Scott Novak, President, TWG Plus


Predicting Enrollment Using Neural Network Analysis of Social Behavior
Thursday 3:00–4:00 p.m.

We see it. Students are applying to more schools, double depositing more frequently, and finalizing decisions later in the recruitment cycle. Such behaviors generate a greater need for predictive enrollment measures to transcend the traditional on-campus visits, housing contracts, and deposits. This session will explore how postsecondary administrators can use real-time data extracted from interactions among prospective students on social media to develop recruitment strategies that target students who are most likely to enroll.

Andy Borst, Director of Admissions, Western Illinois University
Justin Ball, Associate VP of Enrollment Management, Bradley University
Alexandra Sigillo, Research and Data Analyst, Uversity


Homecookin': A Southerner's Guide to Planning the Perfect Campus Visit
Thursday 3:00–4:00 p.m.

This generation of prospective students expects more than just a standard walking tour of campus when they come for a visit. However, planning personalized campus visits for each student can be overwhelming to even the most gracious campus host. From the "bread and butter" tours to a "five course meal" visit, see how campus partners at the University of Alabama come together to whip up an experience tailored to each and every prospective student.

Allison Verhine, Director of College Honors and Endowments, College of Arts and Sciences, University of Alabama
Susan Dendy, Coordinator of Recruitment, Honors College, University of Alabama


ACT Prep as an Outreach Strategy
Thursday 3:00–4:00 p.m.

This presentation focuses on best practices for colleges and universities that are looking to expand outreach and recruitment activities via ACT Prep offerings. Bryan Hembree, director of ACT outreach for Diversity Affairs at the University of Arkansas, will present how ACT Prep has become an instrumental component of the University of Arkansas' outreach strategy. Discussion topics will include general program implementation, resource and staff requirements, and considerations for expanding existing outreach efforts.

Bryan Hembree, Director of ACT Outreach (Diversity), University of Arkansas


Need to Re-Strategize: Let's Play Smart
Thursday 3:00–4:00 p.m.

Colleges face radical changes in demographics, funding, constituents, and competitors. Enrollment officers must find new strategies to meet objectives. Knowing your campus, being collaborative, doing your research and being honest with yourself, can guide you to make wise decisions. The presenters have faced challenges in their careers, including: increasing the freshman class significantly; restructuring scholarships; increasing community college transfers; finding new sources of out-of-state students; and transitioning from open admission to traditional. These initiatives were successful, and the presenters will talk about the importance of knowing your campus resources and constituents, and will share examples of accomplishing tasks by being smart. The last part of the session will be spent with participants analyzing case studies.

Gary D. Swegan, Associate Vice President for Enrollment Planning and Management, Youngstown State University
Michael D. Walsh, Dean of Admissions, James Madison University


Successful Transfer Admissions at a Private Institution
Thursday 3:00–4:00 p.m.

This session will focus on the unique challenges of transfer student recruitment at private colleges and universities. We will discuss best practices and tips for maximizing institutional opportunities to grow transfer recruitment numbers in all stages of the admissions funnel. Topics will include: the use of data to inform the decision-making process; relationship development with partner institutions; the opportunities and challenges inherent in dual admission programs; the importance of understanding which institutions you compete with for transfer applicants and how that may be a different group than your freshman competition; the course articulation process; building an on-campus network of transfer supporters; and more. It will feature data from a survey of private college transfer recruiters to be finalized during the spring 2015 semester.

T Matthew Schutte, Assistant Director of Admission, Saint Louis University


Statewide ACT Testing for Juniors: A Conversation about the Impact on Enrollment Management
Thursday 3:00–4:00 p.m.

As statewide adoption of ACT continues to grow with almost 20 states offering the assessment to all juniors, the impact on higher education institutions is significant. On a macro level, states are seeing a trend of more students enrolling in college prepared for credit-bearing courses. On a micro level, the door to education and career success has been opened for many underserved students. A panel of higher education experts will share their experiences and insights into the impact of statewide testing on colleges and universities as well as students.

Moderator: Catherine Dunn, Assistant Vice President, State and Strategic Accounts, ACT
Additional panelists will be announced soon.

Keynote Address

The Work: The Quest For Our Work That Matters
Thursday, 4:00–5:00 p.m.

How do we find a sense of purpose and completion in our lives? For some it is very intentional, for some, by accident. Purpose can be found within the private, public, government, military, and nonprofit sectors. But universally, people living with a sense of purpose have one thing in common: they live their lives for others. Wes Moore explores the quest for purpose through nine lives, and identifies how individuals can find a sense of completion in unique and unforgettable ways. By looking at the unsung heroes who live among us, we can better understand how each of us has the power to change the world.

Wes Moore is an Army combat veteran, national bestselling author, and social entrepreneur. His first book, The Other Wes Moore, became an instant New York Times and Wall Street Journal bestseller as a story that conveys the importance of individual decisions alongside community support.

Wes Moore Book Signing
5:30–6:30 p.m.

Friday, July 17, 2015

Plenary Address

7:45–8:30 am
Storytelling with Data: Finding The Narrative

When a reporter sits down to write a story, he or she starts with pages of notes and teases out the common narrative threads within. The reporter comes up with a theme—a nutgraf—or editorial heart of the story and buttresses that theme with key anecdotes. Storytelling with data follows a similar process, with even more potential for impact because you can use both anecdote and the power found in numbers. Cheryl Phillips will discuss how to use narrative story forms in building an interactive and visual story from data.

Cheryl Phillips is a Hearst Professional in Residence at the Department of Communications, Stanford University.


Supercharging Enrollment Management Data Analysis with R
Friday 8:45–9:45 a.m.

We will discuss why a variety of colleges, including Beloit and Drexel, are using the programming language R for most of their enrollment management data analysis. Session participants will learn: telltale signs that they may be ready to move beyond more constrained software packages such as Excel and SPSS; the type of organizational and analytical context needed to implement R successfully; and several benefits and caveats of using R in enrollment management data analysis. We will review the evolution of analytical approaches used in admissions and enrollment management and the factors that have given rise to the emergence of R. We will also provide specific examples of the methods and outcomes of analyses conducted with R at each institution.

Robert Mirabile, PhD, Vice President for Enrollment, Beloit College
William Mortimer, Associate Director of Enrollment, Beloit College
Erik Kornet, Director of Data Management and Analysis, Drexel University


HAIL TO THE CHIEF: How is Your President Engaged in Enrollment Management?
Friday 8:45–9:45 a.m.

Today's rapidly changing higher education environment calls for campus-wide enrollment management focus and leadership. Enrollment managers must engage their presidents to support successful planning and secure needed resources. How do you, as the enrollment manager, discuss institutional priorities with your president? How does your president connect and collaborate with your EM team? This session will feature an institutional project fueled by presidential vision and activated via EM team collaboration throughout the college. The presenters will highlight strategies to create synergy between the president, EM leaders, and critical stakeholders. Takeaways for session participants include techniques for promoting and developing presidential partnerships to achieve effective EM outcomes and institution-wide commitment. The presenters will encourage dialogue throughout the session, emphasizing candid "views from the presidential perspective."

Candace Vancko, President, State University of New York at Delhi
Barbara J. Keener, Core Graduate Faculty, Capella University
Bonnie G. Martin, Vice President for Operations, State University of New York at Delhi and SUNY Cobleskill


Utilizing Web-Based Scholarship Management Systems to Recruit and Retain Academically Talented Students
Friday 8:45–9:45 a.m.

One of the primary reasons for students discontinuing their college degree programs is a lack of financial resources. Federal and state grant aid programs have not kept pace with the rising cost of college tuition. This session will explore how a web-based scholarship management system has the potential to enhance the recruitment and retention of talented students by providing them with access to institutional and organizational scholarship opportunities. The system has the functionality to incorporate imported student data and match students with scholarship opportunities, permit the students to apply for those "matched" scholarship opportunities, and for the scholarship providers to review scholarship applications in the same system! Transcripts, letters of recommendation, and all other documentation can be uploaded into the system. Learn how to save time and financial resources by converting from a manual scholarship management process to a web-based/electronic scholarship management process.

Marcia Boyd, Project Manager, Chicago Public Schools
Michelle Morrow, Director of Scholarships, Northeastern Illinois University


Campus Diversity as a Collaborative and Ongoing Effort
Friday 8:45–9:45 a.m.

Ensuring campus diversity takes a collaborative and continual approach. Learn how current UCB students and staff from admissions, student life, and academic affairs work together at all stages of the admission and enrollment cycle to serve first-generation students, low-income students, and under-represented minority students from challenged schools. This data- and content-rich session will present the trajectory of the student experience­­—from outreach and recruitment, to campus visit programs for admitted students, to academic enrichment programs and strategies for enrolled students—and show how a collaborative approach is important to ensuring that the campus remains diverse and open to students from all segments of society.

Greg Dubrow, Director of Research & Policy Analysis, Office of Undergraduate Admissions, University of California, Berkeley
Maryhelen Blake, Associate Director, Office of Undergraduate Admissions, University of California, Berkeley


Bringing in the Class: Balancing the Needs of the Institution with Those of the Colleges/Departments
Friday 8:45–9:45 a.m.

Bringing in the class can be a constant challenge as competition for new students is ever-increasing and recruitment resources are not always keeping pace. Strong, collaborative recruitment/enrollment efforts between the admission/recruitment office, academic units, and student support entities are vital to enrollment success. Yet differences in opinion exist on how best to achieve that success. During this session, we will discuss some of the challenges, opportunities, lessons learned, and questions to think about in developing a collaborative approach to meeting the recruitment and enrollment goals for different stakeholders. Participants will also be encouraged to share some of their own experiences to broaden the conversation.

Mateo Remsburg, Associate Director of Admissions, The University of Utah


Inside the Mind of the First-Generation Student: A Panel Discussion
Friday 8:45–9:45 a.m.

Recruiting and retaining first-generation students can present enrollment planners with unique challenges. In order to better understand the special needs of these students, Lipman Hearne has partnered with the George M. Pullman Educational Foundation to recruit a panel of first-generation students who will discuss the issues they face in the college recruitment and enrollment process. The Pullman Foundation has provided scholarships to more than 12,000 students over a 65-year history—more than half of them first-generation—and current Pullman Scholars have a college completion rate of nearly 95%. Students will be college sophomores who can reflect on and discuss their college decision process, as well as their on-campus experience.

Kirsten Fedderke, Associate Vice President, Lipman Hearne
Robin Redmond, Executive Director, George M. Pullman Educational Foundation


Virtual Visits: Online Private Visits and How to Implement Them
Friday 8:45–9:45 a.m.

During the peak of travel season, it can be an expensive and daunting task to schedule private visits at every school on your wish list. With the accessibility to technology in schools and the global movement toward having an increased online presence and following, virtual visits are becoming a popular alternative. At little to no cost, you can reach students and counselors without ever having to leave your office­­—and during busy travel/reading seasons, this is something to be grateful for! Learn how the University of North Carolina Wilmington facilitates online visits by utilizing campus resources and engaging a virtual audience. This session will provide admissions counselors the tools necessary to advertise and implement virtual visits, or strengthen their current online recruitment program to successfully meet enrollment goals.

Hannah Bingham, First Year Admission Coordinator, University of North Carolina Wilmington
Hannah R. Brown, Senior Assistant Director of Admissions, University of North Carolina Wilmington


An Institutional Approach to Increasing Retention and Persistence of African American Students
Friday 8:45–9:45 a.m.

Increased accountability has resulted in a greater need for institutions to enhance strategies that focus on student success. The overall success of the institution can be linked to the success of a growing population of underrepresented students, who may be underprepared and could face challenges related to finances or adjustment to college. This presentation focuses on the steps required to gain the institutional commitment to develop comprehensive, data-driven, strategic, and campus-wide initiatives designed to increase retention and graduation rates of African American students enrolled at two- and four-year institutions. This session will discuss best practices that incorporate the strategic integration of a variety of cross-functional units, as well as programs and services designed to engage students from the recruitment process to the first year and beyond.

Martino Harmon, Associate Vice President for Student Affairs, Iowa State University


Many Paths to Success: The Value of Enrollment Management Positions
Friday 8:45–9:45 a.m.

Enrollment management positions offer a wealth of personal and professional development opportunities. Whether one rises through the ranks at an institution or parlays EM experiences into a related career, maintaining a focus on skill building and networking should be paramount. Several professionals will share their experiences, observations, and advice as to the many options afforded active enrollment managers.

Moderator: Paul Weeks, VP, Client Relations, ACT, and former VP and Dean of Admission
Panelist: Mary Napier, Napier Executive Search
Additional panelists will be announced soon.


Ready or Not, Here the College Graduates Come
Friday 8:45–9:45 a.m.

When it comes to work readiness, students and employers don't see eye to eye. Your college's graduates may not have important job readiness skills. Learn why—and what you can do to better prepare your students for the world of work.

Chris Guidry, Director of Workforce Partnerships, ACT
Mary LeFebvre, Principal Research Associate, ACT


Blind Spots: Knowing What You Don't Know
Friday 10:00–11:00 a.m.

In this interactive session, we will examine the road to leadership in enrollment management and the domains of excellence and blind spots that come with our unique journeys. We will discuss what it means to be a leader in EM and you will participate in interactive exercises designed to help you self-identify growth opportunities (blind spots). From there, we will introduce resources and learning experiences that will contribute to your strength as a leader. Finally, we will underscore the importance of building your professional network and identify leading professionals and specific areas of expertise.

Dr. Wendy Marshall, Educational Program Designer for the Center for Enrollment Research, Policy, and Practice, USC
David H. Kalsbeek, Senior Vice President for Enrollment Management and Marketing, DePaul University


Perspectives and Practices of Multicultural Recruitment/Retention Specialists
Friday 10:00–11:00 a.m.

Successful recruitment and retention of multicultural students by college-specific staff members is complicated by knowing how to balance job responsibilities. The University of Northern Iowa College of Business Administration has taken steps to tackle this problem, including making good use of time, external relationships, university collaborations, and communication to students and college personnel. We will discuss the importance of communication and collaboration across campus entities for establishing multicultural student success. In addition, the presentation will explore multicultural recruitment practices and retention tactics for working with multicultural students—all with the intention of creating an environment where all students can achieve success.

Jonathan Cox, Coordinator of Minority & Student Diversity Programs, College of Business, University of Northern Iowa


The Sources of College Engagement: High School Engagement, Expectations, and the College's Role in Fostering Engagement
Friday 10:00–11:00 a.m.

Interest in college engagement has been a primary focus of research and practice for more than thirty years. While colleges and universities have invested in programs to increase college engagement, there has been little improvement, if any, in the overall national levels of engagement as measured by NSSE benchmarks. This presentation will report the results of a study that investigated the relationships of a student's pre-college engagement with first-year college engagement when controlling for college and traditional student characteristics. Using national data from the BCSSE and NSSE, this study employed multilevel modeling to estimate these relationships. The study's results indicated high school engagement behavior and a student's expectations for college engagement have the largest and most consistent influence on the NSSE benchmarks of first-year engagement. Enrollment professionals and policymakers would benefit from the study's findings to better craft policies that are aimed at promoting measures of success.

Chris Foley, Assistant Vice President and Director of the Office on Online Education, Indiana University


Personalizing Financial Aid Process from an Admission Counselor Perspective
Friday 10:00–11:00 a.m.

Keep it personal—sweat the small stuff! It's not just reviewing a financial aid award letter; it is explaining the value of the investment. This session will discuss important strategies and best practices that will maintain a personal relationship between an admission counselor and a family before and during the financial aid awarding process.

Misty McBee, Director of Admission, Culver-Stockton College


Getting Through: Seven Ways to Ensure Your Messages Reach Your Audience
Friday 10:00–11:00 a.m.

You have important things to say to prospective students and their parents, but even if you're talking face-to-face with your audience, is your message getting through? Today's world is filled with marketplace clutter and an unprecedented number of distractions. The competition for attention is fierce, and making a lasting impression can seem nearly impossible. Yet brands do it every day. Somehow they manage to get through and get results. In this session we'll talk about seven simple things you can do to make certain your message reaches your audience and creates an impact. From knowing what high school students want to sharpening your message so it cuts through the noise, we'll arm you with the means to get through.

Doug Burgett, Creative Director, University of Illinois
Laura Podeschi, Content Manager, University of Illinois


Helping AALANA Students Reach for the STARS
Friday 10:00–11:00 a.m.

In order to ensure yearly persistence of African American, Latino American, and Native American students (AALANA), institutions need programs that allow students to develop healthy social networks and sense of self through positive interactions with peers, faculty, and staff. During this session, we will discuss Kent State University's longest-running retention program for AALANA, Academic S.T.A.R.S. (STudents Receiving and Achieving Success). Designed to assist participants in building a solid academic foundation, developing self-awareness, and enhancing leadership potential, Academic S.T.A.R.S. immerses AALANA students in an authentic socio-cultural context. Through culturally designed courses and Rites of Passage experiences, students are provided a greater sense of themselves and their history. By highlighting retention data from over the past six years, we will show that AALANA participants are more likely to persist to their second year and ultimately graduate when compared to non-participants.

Shana Lee, Director for Special Projects and Initiatives, Kent State University (DEI)
Lisa D. Givan, Special Assistant, Training & Multicultural Initiatives, Kent State University


Developing a Price Guarantee Model: Lessons Learned
Friday 10:00–11:00 a.m.

Guaranteed pricing models are becoming a way to meet the cost accountability and transparency challenges facing higher education. This presentation will overview the newly created OHIO Guarantee, an all-in pricing model that not only covers tuition and room and board costs, but also many other student costs, like course fees, orientation, health fees, and graduation fees. We'll discuss the steps in creating the model and the issues addressed by the implementation committee chaired by the presenter, and explain the development of this type of innovative program at a large public institution.

Craig Cornell, Vice Provost, Enrollment Management, Ohio University


Early Alert and No Show Students: Just-In-Time Enrollment Management
Friday 10:00–11:00 a.m.

Do you have students who sign up for classes, don't attend, and never return to your institution? As an open-access community college, we struggle with "no show" students every semester. Using our early alert system, we finally did something about it! In this session you will learn how we communicate with students who don't attend their first classes and what we do behind-the-scenes in enrollment and financial aid to ensure those students can return without penalties. If you want to start reducing student debt, communicating across your campus about at-risk students, and strategically managing "no show" enrollments, join us to hear how we collaborate on this important student success initiative.

Mark Franks, Dean, Enrollment Services and Registrar, Northeast Wisconsin Technical College


Drive to 55: Getting Postsecondary Attainment to 55% with Free Postsecondary Education
Friday 10:00 a.m.–11:00 a.m.

The goal: to raise the percentage of college degrees and/or certifications up to 55% by the year 2025.

In this session, we will define postsecondary game changers, including: 1) TN PROMISE: free K–14 education, in which students could be considered dropouts if they don't earn postsecondary attainment; 2) Dual Credit & Dual Enrollment: early postsecondary credit in high school; 3) Seamless Alignment and Integrated Learning Supports & Co-mediation: no more remediation at the postsecondary level; and 4) TN RECONNECT: adults can go back to school to gain certification and skills for free. With these initiatives, we will change the future of education.

Michael Tinsley, Perkins Grant Coordinator, Tennessee Board of Regents


Finding Fit: The Art and Science of Personal Alignment
Friday 10:00–11:00 a.m.

Conversations on the topic of "readiness" surround us, but conversations that go into the question of "ready for what?" are just beginning to move beyond the catch-all answers of "college" or "career" to conscious efforts to foster individual "fit" along a successful path. This session will give a baseline understanding of the research and science of "finding fit" and move beyond the semantics of the industry to explore the art of helping people align who they are with what they want to do in the world.

Kevin E. Houchin, Esq., National Programs, Client Relations, ACT

Closing Panel Discussion

Friday 11:15 a.m.–12:15 p.m.
Shifting the Paradigm Toward Student Success: A Panel Discussion Among Higher Education Thought Leaders

A student-centric perspective—one that considers institutions as stepping stones along a diverse set of educational paths—could lead to new approaches and metrics that better inform students and institutions about the range of successful enrollment patterns. To some extent, the current model has reinforced the traditional paradigm in which the institution is the unit of the analysis and students are viewed as simply entering, progressing linearly, and completing a degree (or not). Much of what we know about student success is institution-centric. We know about the programs and policies adopted by individual institutions to improve student persistence and graduation at the institution of original enrollment, but we know far less about the factors associated with student success, especially for mobile students. Join these experts as they share their ideas regarding institutional accountability and the potential benefits of a student success paradigm.

Steve Kappler, Vice President, Brand Experience, ACT

Mike Reilly, Executive Director, AACRAO
Douglas Shapiro, Executive Research Director, National Student Clearinghouse Research Center
David Hawkins, Director of Public Policy and Research, NACAC