Session Descriptions

Wednesday, July 23, 2014
8:30 a.m. – 4:00 p.m. Registration

Day-long Forums, 10:00 a.m. – 4:00 p.m.

Pre-Conference Full-Day Forum [this day-long program is continued in the afternoon]

Three Keys to Enrollment Success: Strategies, Milestones and Measurements for Building Your Best Class Ever ($125)
In this full-day workshop, enrollment management leaders will share which recruitment strategies are helping them meet and exceed their enrollment goals. We'll preview the results of a new study that reveals students' perceptions of the college search and application process, then build on these findings to provide insights that span the entire recruitment cycle. Using techniques such as advanced strategic targeting, parent engagement strategies, responsive Web design and year-round campaigns, your colleagues will explain when and how to engage the students you desire most. You'll find out how institutions are proactively building their applicant pools with right-fit students to increase net tuition revenue and shape their classes. Hear the pros and cons of various application platforms and advice on selecting the best application option for your institution. Finally, learn innovative ways enrollment leaders are managing admitted students and increasing yield, including new methods of gauging admitted students' intentions in real time. This is an excellent opportunity to learn from enrollment management leaders how to build your best class ever.

New Research Findings on Students' College Search and Decision Process
Pam Kiecker Royall, Head of Research, Royall & Company

Key Steps to Engaging College-Bound Students
Rachelle Hernandez, Associate Vice Provost for Enrollment Management and Director of Admissions, University of Minnesota

Proactively Build Your Applicant Pool with Right-Fit Students
Rob Alexander, Vice President for Enrollment and Communications, Millsaps College

Bringing In the Class: Managing Yield in Volatile Times 
Kevin Campbell, Chief Enrollment Officer, Abilene Christian University
Tom Willoughby, Vice Chancellor for Enrollment, University of Denver

Pre-Conference Full-Day Forum [this day-long program is continued in the afternoon]

Building a Career in Admissions and Enrollment Management ($125)
People often fall into admissions as a career, but making a career in admissions is no accident. In this full-day workshop, experienced enrollment management professionals will help you learn how to grow your career from counselor to assistant director, associate director, director, and vice president. Topics for the day include:
  • developing competencies (what you need to learn about admissions, financial aid, student success, budgeting, etc. and how you get that experience)
  • data literacy (understanding statistics and the limitations of data, where to find data, and how to work with and interpret data);
  • leadership (how to develop your own leadership style and how to promote the professional development of your own staff);
  • teams (how to build your own team in the office as well as across campus);
  • mission (the importance of understanding your institution's mission and how to actively promote that mission);
  • the landscape of higher education (what you need to understand about the changing landscape and demographics of higher education, and who/what you should be reading every day);
  • technology (what you need to know about choosing and using databases and other new technology);
  • mobility (how and when and if to move);
  • degrees and education, keys to success for women in the profession, and many other topics.
By the end of the day you should have a broad understanding of what it means to be an enrollment manager and how to make progress toward that goal. There is no one right path or right way to build a career, but this workshop will show you an array of fruitful options The presenters bring a rich blend of educational backgrounds and experience working at four-year public, four-year private, and two-year institutions.
Jefferson R. Blackburn-Smith, Vice President for Enrollment Management, Otterbein University
Brent Gage, Associate Provost for Enrollment Management, University of Alabama at Birmingham
Mary Wagner, Director, Undergraduate Admissions, University of South Carolina
Christopher B. Gage, Dean of Admission, Hanover College
Krista Timney, Senior Associate Director of Marketing and Communications, Office of Admissions, Indiana University Bloomington
Russ Kreager, Director of Admission, Saint Mary's University of Minnesota – Twin Cities
Jon Boeckenstedt, Associate Vice President, Enrollment Management and Marketing, DePaul University
Sundar Kumarasamy, Vice President for Enrollment Management, University of Dayton

Wednesday Morning Sessions, 10 a.m.-12:00 p.m.

Pre-Conference Session 1
Choreographing an Integrated Marketing and Recruitment Approach through Social Media, Print Collateral, and Personalized Outreach ($75)
Learn how one institution integrated traditional and contemporary marketing and recruitment practices. Through social media, SRU seizes the opportunity to show (rather than tell) why SRU should be students' first choice. Instagram opens a window through which prospects are privy to a unique view of campus. Twitter creates a two-way communication channel between prospects and the university. Though a strong social media presence is paramount to any university's recruitment strategy, traditional marketing initiatives should not be slighted as a consequence. Enrollment professionals must integrate print collateral and personalized outreach with digital media in order to implement a comprehensive marketing and recruitment strategy. This presentation outlines an integrated approach that showcases SRU as an academically reputable institution that offers elite programs in a variety of majors.
Kayla Hersperger, Online Design and Communication Specialist, Slippery Rock University
Amanda Yale, Associate Provost of Enrollment Services, Slippery Rock University
Michael May, Director of Undergraduate Recruitment and Admissions, Slippery Rock University
Brandi Weber-Mortimer, Director of Graduate Admissions, Slippery Rock University
John Rindy, Director of Career Education & Development, Slippery Rock University

Pre-Conference Session 2
From Manager to Coach: Re-energizing Your Team ($75)
Has your team experienced decreased levels of morale? Do you find it challenging at times to keep your "all-stars" motivated while simultaneously dealing with apathy from other staff? Leadership today involves more than managing. It requires savvy and versatility that is found in effective coaching. The need for acquiring these skills is vital in creating a work environment that is both positive and productive. Using real-life case studies and leadership theories, this session will provide strategies which can be immediately implemented to recalibrate, refocus and re-energize your team. Come to this session to see why Dwayne Cantrell has become one of the most popular presenters at EPC.
Dwayne Cantrell, Director, Student Outreach and Recruitment Services, California State University, Northridge

Pre-Conference Session 3
Strategies for Recruiting High Ability Students ($75)
With so much public discussion about remediation and underprepared students, it's easy to lose sight of the fact that high-ability students are the fastest growing segment of the prospective student population. This session will present new research on high-ability students: where they live, their college enrollment preferences, the majors and careers they are interested in, and the colleges and universities where they enroll. Following the brief research summary, the panelists will focus on effective strategies their institutions use to recruit and retain these high-ability students. Enrollment managers can use the information to better inform student search strategies, marketing messages, and overall recruitment strategies.
Ron McFall, Senior Associate Director, Office of Scholarships, Indiana University
Mark Dunn, Senior Assistant Director of Admissions, Yale University
Jonathan Wehner, Director of Recruitment and Strategic Initiatives, Case Western Reserve University
Matthew Ellis, Director of Freshman Admissions, Arizona State University
Michael Hovland, Principal Consultant, Enrollment Management Services, ACT

Pre-Conference Session 4
Making the Community College "Cool" ($75)
The words "community college" and "cool" are rarely mentioned together. Discover how St. Clair County Community College implemented several exciting initiatives to positively shift constituents'perceptions. Topics discussed will include K-12 outreach, early college, on-campus events, key partnerships, a new college website/portal, and the importance of building a campus-wide effort focused on student success. Participants will take away practical ideas and get on the fast track to being "cool!"
Kevin Pollock, President, St. Clair County Community College
Carrie Bearss, Registrar, St. Clair County Community College
Pete Lacey, Vice President of Student Services, St. Clair County Community College

Pre-Conference Session 5 AIM (ACT Information Manager) User Meeting: Tips, Training, and Best Practices ($75)
This workshop provides an opportunity for all AIM users—from the new to the very experienced—to share ideas and learn new strategies for making AIM an essential campus resource for recruitment and retention. The presenter will share insights and strategies that have helped campuses become successful AIM users. Selected topics include: (1) recruitment and marketing uses of AIM data, (2) using AIM data for advising and academic support, and (3) using AIM data for student engagement. Methods for using AIM among multiple users will also be presented. Participants will have an opportunity to share their own tips and best practices. This session is also appropriate for institutions not using AIM but who want to make better use of ACT student-level data.
Joe Cruse, Director, Client Relations, ACT

Pre-Conference Session 6
2014 TeensTALK™ Report ($75)
July 23 is the last day of the Stamats-sponsored Aligning Experts Summit, also being held at the Marriott. The 2014 TeensTALK™ Report is being offered jointly by both conferences. For nearly 20 years, Stamats has shared findings from its annual TeensTALK™ Report. In the 2014 edition of Stamats TeensTALK™ Report, special attention is focused on how prospective students interpret college/university graduate's placement in jobs and graduate professional programs, the value they place on online educational opportunities, their perceptions and expectations regarding paying for college, and trends in teens' college-search attitudes and expectations. The goal of the research is to offer insights that will help you refine your college counseling, advising, recruiting, and enrollment management strategies.
Eric Sickler, Vice President, Stamats

Hosted Luncheon 
(for participants attending morning or afternoon pre-conference sessions)
12:00 – 1:30 p.m.

Pre-conference Keynote Address

Ten Things to Know About How Teens Use Technology
Pew Research Center's Lee Rainie will highlight 10 things everyone should know about how today's teens use technology. With data from Pew Internet's national surveys of teens and parents, Lee will highlight some critical ways digital tools are changing not only how teens communicate, but also how they gather information about the world and present themselves to others.
Lee Rainie, Director, Pew Research Center's Internet & American Life Project

Wednesday Afternoon Sessions, 1:30 – 3:30 p.m.

Pre-Conference Session 
Forum: Three Keys to Enrollment Success: Strategies, Milestones and Measurements for Building Your Best Class Ever
[continued from morning pre-conference session, 1:30 – 4:00 p.m.]

Pre-Conference Session 
Forum: Building a Career in Admissions and Enrollment Management
[continued from morning pre-conference session, 1:30 – 4:00 p.m.]

Pre-Conference Session 1
Essential Keys to Successful Online Recruiting: Speed, Simplicity & Top Task Completion ($75)
The "need for speed" is an often overlooked element in planning online recruitment programs, from the time it takes a website page to open for business to the time it takes to respond to an online inquiry. People are incredibly impatient online. Come to this workshop prepared to learn if your website passes the 5-second test and to compare your results with others attending. We'll advance from that point to examine clean, simple design together with content reduction and a focus on the top tasks potential students want to complete online. Finally, we'll review a sample of email response times and content taken from secret shopping projects in 2013 and 2012. Leave the workshop prepared to return home and make sure that you boost the marketing power of your website, and insure that your online recruitment activities meets the "need for speed."
Robert E. Johnson, President, Bob Johnson Consulting, LLC

Pre-Conference Session 2
There is no I in TEAM, but the M stands for Millennials ($75)
Are you new to supervising or need to refresh your supervision tool kit in order to work in better alignment with your team? As a seasoned professional do you find it difficult to relate or motivate your millennial professional staff and undergraduate student assistants? This workshop is intended to give you some new strategies for connecting, mentoring, motivating, and building a strong working team of student assistants, student volunteers, and professional staff across generations, in ways that relate to all team members. This will be an upbeat and interactive session, using pop culture, technology, specific examples, and discussion to provide you with some immediate takeaways to put into your professional practice.
Alyssa Murphy, Senior Associate Director of Undergraduate Admissions, University of Louisville

Pre-Conference Session 3
Using Data-Driven Tools for Strategic and Tactical Recruitment ($75)
Enrollment managers need well-planned strategies and tactics to meet established university goals. These strategies and tactics must be data-informed to make the most effective use of limited resources. In this session you will learn techniques to identify good-fit high schools for targeted recruitment, benchmarking applications goals, and methods for prioritizing yield contacts. Presenters will demonstrate EMA (Empowering Market Analysis), a web-based tool developed by The Ohio State University to provide undergraduate recruitment professionals with a robust data environment that makes decision-making more efficient and strategic. See how EMA can be used to query, summarize, and drill-down on student-level data; how it can visually display information in a customized mapping environment; and how you can access the Strategic Reporting Tools (SRT) to complement student-level information.
Victor Mora, Associate Director for External Relations, Enrollment Services Analysis and Reporting, The Ohio State University
Brent Carlson, Applications Developer / Database Manager, Enrollment Services Analysis and Reporting, The Ohio State University

Pre-Conference Session 4
The Real Secret to Enrollment Success: Developing a Sustainable Institutional Competitive Advantage ($75)
This session will present significant research data combined with specific real-world steps that you can take to help your institution (1) identify its current position in the marketplace vs. its competition and then (2) take action to develop sustainable institutional competitive advantages that will enable your institution to better control its destiny.
Wayne Sigler, Vice President for Enrollment Management, George Mason University

Pre-Conference Session 5
ACT Compass 5.0: a New Journey into College Placement Testing ($75)
Compass is a computer-adaptive placement and assessment system that helps you recruit/connect incoming students with the appropriate courses and support services they need to achieve academic success. Compass helps you: (1) assess students skill levels in reading writing, math, and English as a second language; (2) place students in courses that match their educational needs; (3) determine students' advising needs; (4) connect students to the resources they need to succeed academically; and (5) increase student success with improved retention and higher graduation rates. Join us to hear about the newly re-designed Compass program. A program expert will provide an overview of the new system, discuss timing and impact, give you a glimpse into the future product roadmap, and answer questions.
Tim Osborn, Account Manager Client Relations, ACT

Pre-Conference Session 6
EIS (Enrollment Information Service) User Meeting: Tips, Training, and Best Practices ($75)
This workshop provides an opportunity for all EIS users—from the new to the very experienced—to share ideas and learn new strategies for making EIS an essential campus resource for marketing and recruiting. The presenter will share insights and strategies that have helped campuses become successful EIS users. Selected topics will include: (1) using EIS data to assist upper-level administration with strategic decision making, (2) using EIS data to identify new markets where students have a high probability of enrollment, (3) applying EIS data to manage existing markets, and (4) using EIS to identify your competition. All participants will have an opportunity to share their own tips and best practices. This session is also appropriate for institutions not using EIS but who want to make better use of ACT data.
Victoria Thompson-Campbell, Account Executive, Client Relations, ACT

Thursday, July 24, 2014

7:30 – 8:30 a.m.
Registration and Continental Breakfast

8:30-9:30 a.m.
Steve Kappler,Assistant Vice President and Head of Postsecondary Strategy, ACT

Opening Keynote: 
Dr. Bertice Berry

Sociologist, and award winning lecturer Bertice Berry, Ph.D., is one of the most sought after lecturers in the country. She combines her skills as a sociologist and researcher with her ability to make her audiences think and laugh at the same time. You’ll laugh, you’ll feel, you’ll be inspired, and one thing is for certain -- you’ll leave much differently than you came.

Thursday 9:45-10:45 a.m.

Concurrent Session 1
Crossing the Impossible Bridge: Realizing Single Sign-on for the Life of a Student
Do you have prospective students who are struggling to use multiple login credentials for your various systems (CRM, tour and event registration, student information system, etc.)? UAB previously struggled with requiring our students to maintain three sets of credentials. UAB has now created a single set of credentials (BlazerID) that prospective students use to log in to all recruitment systems; these credentials remain with students throughout their UAB careers. This user id and password is created immediately when the student first has contact with UAB. Almost immediately the BlazerID is shared across all relevant systems. This session will explore the functional and technical work required to implement this system effectively, as well as the associated benefits (improved user experience, fewer duplicate records, etc.) and challenges.
Brent Gage, Associate Provost for Enrollment Management, University of Alabama at Birmingham
Lee Smith, Executive Director, Institutional Effectiveness and Analysis, University of Alabama at Birmingham

Concurrent Session 2
You've Got Style! But Does it Fit?—Keys to Effective Leadership
Every leader has a preferred leadership style. Awareness of style is the first step toward being an effective leader, but can a leader choose his/her style? The needs of the organization and the personalities of the staff will require different leadership styles at different times. The ability of leaders to adjust their styles to fit their organizations is key to developing thriving environments. This session will provide insights into various leadership styles, and strategies with which to use them effectively. Participants will leave with increased awareness of their leadership styles and ways in which they can bring immediate positive change to their workplaces.
Dwayne Cantrell, Director, Student Outreach and Recruitment, California State University, Northridge

Concurrent Session 3
Affordability vs. Financial Aid: Crafting a New Student Recruitment Message
Heightened concern over the cost of earning a college degree means heightened interest in the "affordability" of one institution compared to another. Over the past year, some schools have introduced "affordability" pages on their websites to replace or augment traditional "financial aid and scholarship" pages. Attend this session to review strong and weak features of "affordability" websites from both public university sector and non-profit and for-profit schools in the private sector. Return home prepared to craft new website content and design to gain competitive advantage in this critical area.
Robert E. Johnson, President, Bob Johnson Consulting, LLC

Concurrent Session 4
Now that You Have Accomplished A, B, and C, We Expect You to Achieve X,Y, and Z: Managing Changing Goals and Rising Expectations
Achieving enrollment goals moves institutions forward and provides job security for enrollment managers. But the landscape is changing. Despite contending with a more competitive market for students, tighter budgets, and a stagnant economy, enrollment managers are expected to achieve new levels of success every year. Arguably, enrollment managers have turned into the new football coaches: we are only as good as our last season. This panel will present case studies and strategies for understanding and working to achieve new goals amid rising expectations.
Paul Marthers, Vice President for Enrollment, Rensselaer Polytechnic Institute
Thomas Willoughby, Vice Chancellor for Enrollment, University of Denver
Robert Alexander, Vice President for Enrollment and Communications, Millsaps College
Madeleine Rhyneer, Interim Vice President for Enrollment, Susquehanna University

Concurrent Session 5
One Stop: A Student-First Integrated Model
Student experiences in and outside the classroom affect student satisfaction and ultimately influence students' decisions on whether to return. In this session you will learn how a fully integrated one stop center that combines the essential business services of enrollment can make a difference and translate into a better student experience in support of retention. Integrating student services results in gains in efficiencies and improves your campus retention efforts. Listen to staff from the University of Tennessee describe how the concept of the one stop grew out of its vision to become a Top 25 public institution and improve its retention rates. Learn how and what you need to create an integrated student centered one stop service center.
Richard Bayer, Assistant Provost of Enrollment Services, University of Tennessee
Darren Curry, Director of One Stop Express Student Services, University of Tennessee

Concurrent Session 6
Predictive Modeling on the Cheap
While strong predictive modeling is regarded as one of the key best practices in new student recruitment, the cost to develop such a model is high. In this session, we'll discuss how campuses (both large and small, public and private) can effectively use on-campus expertise to develop robust predictive models that are statistically sound, practically useful and virtually free.
Kenton Pauls, Dean of Enrollment Management, Northwestern College—IA
Mike Wallinga, Director of Institutional Research, Northwestern College—IA

Concurrent Session 7
Pulling it All Together—a Case Study of Chrysalis within Higher Education Marketing
Marymount California University is in a time of chrysalis. Formerly Marymount College, the university has created a fully integrated marketing approach during its transition from a two-year college to a four-year university. We have revamped admissions communication flow from cradle to grave. From the first contact with a prospect, to banners greeting students as they arrive to campus, we have developed a holistic campuswide approach. Physical and digital techniques include branding, publications, data analysis, student search, application campaign, and social media monitoring. We will provide insight on how we pulled it all together, making integrated marketing work in a time of great transition and high expectations.
Barry W. Ward, Vice President of Enrollment Management, Marymount California University
Amanda Scott, Senior Strategic Enrollment Consultant, TWG Plus

Concurrent Session 8
Casting a Wider Online and Mobile Ad Net
With an ever-expanding array of options, casting the right digital advertising net for your institution is becoming an increasingly complex undertaking. In this presentation you'll learn strategies to take your online and mobile marketing initiatives to the next level. Get a detailed look behind the scenes and learn from Harper College's own advertising experiences in paid online search (Google, MSN/Bing), social media (YouTube, Facebook), mobile (Android/iOS in-app advertising, mobile ads) and other platforms and strategies such as Pandora Internet radio and remarketing. Finally, gain insight on how to define "success" when dealing with online and social media advertising and how to concentrate your analytical efforts on meaningful metrics based on your specific goals.
Marc Westenburg, Strategic Marketing Specialist, Harper College

Concurrent Session 9
Increase Your First-Year Retention Rate with ACT Engage, a Non-Academic Survey for Measuring Student Behaviors and Psychosocial Attributes
ACT Engage College helps educators evaluate students' self-reported psychosocial attributes, determine their levels of academic risk, and identify interventions to help them succeed. Specifically, ACT Engage College measures motivation, social engagement and self-regulation. ACT Engage College is a powerful and cost-effective way for colleges to improve their first-year retention rates and directly reach students whose personal challenges go unreported in standardized academic tests. Backed by ACT's expertise in research, ACT Engage College can predict—with a remarkable degree of accuracy—how likely each of your incoming freshmen is to return for a second year, and whether they will earn at least a 2.0 GPA.
Philip J. Mikula, Account Executive, ACT

Concurrent Session 10
A Global Perspective on International Student Retention Rates: Boosting Your Retention Rates by Selecting Well-Prepared International Students This session outlines the role university preparation programs, such as the Global Assessment Certificate program (GAC), play in preparing international students for university entry and successful completion. We will present data on the retention rate, and factors affecting retention, of international students in OECD countries such as the United States and Australia and provide Information on the relationship between retention and GPA of international students compared to local students. We will use data to compile a profile of a typical successful international student and draw conclusions about strategies for the selection of international students.
Ros Washington, Global Academic Director, ACT Education Solutions

Thursday 11:00 a.m.-12:00 p.m.

Concurrent Session 1
Using Design-Driven Organizations as a Model for Success in Enrollment
What does it mean to be a design-driven organization? Within enrollment there tends to be a narrow definition of the word design. We associate it primarily with marketing and communication, or more specifically, the graphic design or visual aspect of communication. In this session we will examine design as we know it and then expand the concept. We'll discuss why top companies are focusing on design-driven methodology and how we as enrollment professionals can benefit by embracing the idea. We'll address subjects such as team structure, collaboration, innovation, the power of failure, the creative process, and more.
Doug Burgett, Creative Director, Office of Communications for Enrollment Management, University of Illinois
Stacey Kostell, Assistant Provost for Enrollment Management, University of Illinois

Concurrent Session 2
Reinventing the Campus Visit: Making Moms Cry Since 2013
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 program from the ground up. We'll discuss change management, leveraging resources, turning challenges into opportunities, cross-campus collaborations and sources of inspiration that bring mothers to tears and truly engage with Generation Z. Insights into why storytelling is such a powerful presentation tool, and we'll reveal before-and-after data from campus visit satisfaction surveys.
Cathy Heinz, Senior Associate Director-Communications, Purdue University Office of Admissions, Purdue University
Mary Henry, Senior Assistant Director, Purdue University Office of Admissions, Purdue University

Concurrent Session 3
Visualization Tools: Making Data and Territory Intelligence Sexy
In order for data to reach its full potential, it must be infused through all levels of an organization. Visual analytics creates an exploratory experience through the use of self-service analysis tools that enable an organization and its people to see and understand data in ways that enable its use. This session will provide an overview of how KU has used visual analytics at both the strategic and tactical levels to liberate data, enhance organizational and individual learning, and drive action. We will share examples from the perspective of executives and territory managers and illustrate how data visualization is used to educate and enlighten key stakeholders as well as execute data-driven recruitment plans and campaigns designed to achieve results.
Matt Melvin, Vice Provost for Enrollment Management, University of Kansas
Calvin McConnell, Admissions Representative, University of Kansas

Concurrent Session 4
Inbound Marketing: Stop Pushing and Start Pulling. The Evolution of Higher Education Marketing
We all know it: higher education has changed and, with it, higher education marketing. The old-school approach of "build it and they will come" no longer works. The presenters will take you on a journey through these changes and then help you to understand and embrace the data-driven, highly relevant, targeted and segmented communications model of engagement known as "Inbound Marketing." This marketing strategy offers a way for you to "earn your way in" instead of buying, bugging or begging to get there. Together, we'll take a deep dive into audience segmentation, audience engagement, and the three pillars of inbound marketing. We'll also cover how to harness the power of faculty, student and alumni to tell the story of your institution, improve enrollment and boost your brand.
Ann Oleson, CEO, Converge Consulting
Jay Kelly, President, Converge Consulting

Concurrent Session 5
Tuition Reset: Why We Did It, Lessons Learned, and Outcomes
Ashland University announced in the Fall of 2013 that it was implementing a tuition reset for the Fall of 2014 by reducing its undergraduate tuition price by more than $10,000 (37%). This announcement brought national attention for the university and ushered in an exciting recruitment year that produced increases in applications, admitted students and campus visits. In this session the presenter will walk you through the data and other information that we considered before making this decision, the lessons learned along the way, and the outcomes of the 2013-14 recruiting year.
Scott Van Loo, Vice President for Enrollment Management and Marketing, Ashland University

Concurrent Session 6
The Transformational College Experience: Creating a Mentored Scholars Program to Attract High Achieving Diversity Students
Attracting a critical mass of high achieving students from diverse backgrounds to your institution can be a challenge. At the University of Louisville, we use multiple targeted recruitment strategies to recruit Black/African American and Hispanic/Latino students. In this session, we will share how we partnered with our Honors program and several on-campus units to pool our social and economic capital in developing a mentored scholars program to serve as an effective recruitment, retention and graduation tool for students from these specific populations. We will discuss how the program curriculum was tailored to present the promise of a unique, integrated, and exploratory college experience that would both attract and graduate students. A win/win for recruitment and retention!
Errol Wint, Associate Director, Office of Undergraduate Admissions, University of Louisville
Luke Buckman, Assistant Director for Student Programming & Development, University Honors Program, University of Louisville
Raqueal Pullums, Admissions Counselor, University of Louisville, Office of Undergraduate Admissions

Concurrent Session 7
Improving Yield among Domestic and International Students
The average student applies to 10-12 schools. What can admissions departments do to influence their enrollment decisions? Building on the success of last year's presentation, "Beyond the Data: What Really Influences International Students?," we will reveal the latest research into the expectations of college-bound high school juniors and seniors. Two top universities will share what they're finding to be the most successful engagement strategies for their accepted students. The University of British Columbia will discuss the e-recruitment strategies they're using to stay connected with international students throughout the enrollment process. The University of San Diego will discuss how they're building personal connections with accepted students to improve yield and retention rates.
Anna Reithmeier, Senior International Recruiter/Advisor, University of British Columbia
Minh-Ha Hoang, Director of Admissions, University of San Diego
Erin Warren, Chief Marketing Officer, CollegeWeekLive

Concurrent Session 8
Athletic Recruiting: Diversity and Quality for the Win!
This presentation will detail the critical and essential aspects of the athletic recruiting and admissions process. Participants will learn the strategies that every successful athletic recruiter needs to know and learn about the skill sets that are unique and different from those required by other admissions counselors at your school. This session will focus on how to develop marketing strategies that will appeal to prospective student-athletes, and how to assist each coach in acquiring high-performing athletes that will help their program excel and who will also be academically successful and persist to graduation.
Krista Byrd, Admissions Counselor / Athletics Recruiter, Washington Adventist University

Concurrent Session 9
Completion is the New Enrollment: Improving College Outcomes by Tweaking Student Onboarding
An onboarding revolution is quietly taking place at Michigan's Grand Rapids Community College. GRCC is revising its intake processes to ensure students get on a better path to navigate career pathways and ultimately achieve workplace success. This presentation explains how GRCC is aligning academic readiness, academic behavioral readiness, and career interests in order to help the right students enter the right programs and land the right jobs.
Rachael Jungblut, Senior Program Manager, Grand Rapids Community College
Justin Saylor, Assistant Vice President, ACT Career & College Readiness

Concurrent Session 10
Student Success Plan? An Innovative Tool in Your Retention Tool-Kit!
The Kansas Board of Regents mandated all regent universities to develop a "Student Success Plan" for new, first-time freshmen who do not meet the state qualified admissions requirements. Learn how Fort Hays State University embraced this mandate by taking it a step further and creating a success plan for ALL new, incoming freshmen. During this session, we will highlight how this plan was integrated into the TigerEnroll student portal and also the newly created Freshman Seminar course. This retention effort was a collaboration between the Student Affairs and Academic Affairs divisions, a collaboration that was extremely critical for the launch of this initiative. Year one is complete! Success? Failure?....or somewhere in-between? Come and find out!
Joey Linn, Associate Vice President for Student Affairs/Registrar, Fort Hays State University
Tricia Cline, Director of Admissions, Fort Hays State University

Hosted Lunch 12:00 – 1:30 p.m.

Thursday 1:45 p.m. – 2:45 p.m.

Concurrent Session 1
Access and Higher Education: New Insights into Students' College Search and Decision Process
As colleges and universities compete to build their entering classes, reliable insights into students' attitudes and intentions are critically important to successful recruitment efforts. A new national survey of 3,000+ college-bound students reveals how they view the college search and application process. Find out how students build their short list of schools; what influences where they visit and apply; the role played by their teachers, counselors, and parents; and what ultimately determines where they enroll. This analysis also examines the challenges of recruiting high-ability students from lower-income families and how you can help overcome those obstacles. We will offer insights to guide financial aid strategies, and we will share how different types of institutions are using a variety of strategies based on the key findings of this research to achieve their enrollment goals.
Pamela Kiecker Royall, Head of Research, Royall & Company

Concurrent Session 2
Student Ambassadors: Recruitment and Commitment with Your Best and Brightest at NO COST??
Student ambassadors can make or break campus visit days, and colleges and universities often spend considerable money to hire their best and brightest students to make that critical first impression for students and parents. In this session you'll learn how Capitol College created a program for which students actively volunteer to give campus tours, attend college fairs and participate in campus outreach for no direct pay. We will cover how a similar approach can work for other institutions. We will also discuss the organization of the program, the screening process of the students, and the training methods used. Learn how students can be advocates for your school 24/7 and have a pervasive and positive influence on campus life—all at very little cost.
George Walls, Senior Director of Admissions, Capitol College

Concurrent Session 3
Transfer-mation: New Strategies to Improve Transfer Student Access and Success
The Office of Admissions at Texas A&M University is working to increase the number of transfer students enrolling at the university. New and bold initiatives have been put in place to: 1) implement more effective and strategic recruitment programs, 2) build stronger collaborations with feeder community college systems, 3) improve campus engagement in developing on-campus recruitment programs, 4) improve the internal admissions decision process, and 5) expand marketing and outreach via social media. As demand and selectivity continue to increase at Texas A&M, more students are having to start their higher education elsewhere and then transfer in. Come hear from university representatives about some of the challenges and successes of working with this very important student population.
Lynn Barnes, Jr., Director of Recruitment, Texas A&M University
Scott McDonald, Assistant Vice President and Director of Admissions, Texas A&M University
David Tofel, Assistant Director of Transfer Recruitment, Texas A&M University

Concurrent Session 4
Building a Sophomore Admission Program: Best Practices for Student & Enrollment Success
Admission decisions can have far-reaching implications related to institutional and program success—from yield and retention to graduation and placement rates. How can you build your admission program to support these quantifiable outcomes? The Wisconsin School of Business has transitioned in recent years to a sophomore-based undergraduate admission program with a complementary suite of student services for pre-business students. In this session you will learn about the benefits and challenges of our pre-business program and gain an understanding of how we structure and manage our competitive admission process to sustain positive program outcomes.
Ilsa May, Assistant Director of Wisconsin BBA Recruitment & Admission, University of Wisconsin-Madison
Jeffrey Sawyer, Director of Wisconsin BBA Recruitment & Admissions, University of Wisconsin-Madison

Concurrent Session 5
Transitioning a University Homepage to Focus on Student Recruitment: A Success Story
University homepages often struggle because they need to be all things to all people. They are not only your most frequently visited webpage but they are often the most heatedly debated pages among university administrators. But what if you put the politics aside and use data to drive your decisions for the university homepage? Find out how Arizona State University reinvented its homepage to serve its primary audience—prospective students—and how it created a synergy among a team of student recruitment, university marketing and IT staff to complete the project in a short timeline.
Jill Andrews, Assistant Vice Provost Enrollment Services Communications, Arizona State University

Concurrent Session 6
5 Dirty Words You Need to Start Using (in Admissions)
You may not like it, but we're still standing by it: the business world can teach us a lot about higher education. In order to be more successful at our institutions, adopting certain business practices and learning from real-world examples is important. And we've got just the person to walk you through what you need to know. TargetX CEO Brian Niles stepped out of higher ed to help colleges and universities think differently about how they do business. Join him as he shares with you 5 higher ed "dirty words" you need to know and how getting comfortable with these terms can lead your school to be more efficient and effective in admissions, enrollment and across campus.
Brian Wm. Niles, Founder & Chief Evangelist, TargetX

Concurrent Session 7 Growing & Changing the Role of Your Admissions Office
Admissions offices are being asked to do more with less while continuing to expand the scope of their work. At the Georgetown School of Continuing Studies we continue to grow and change by using quantitative and qualitative data along with experiences from working with students. This has led to our applying a more traditional and typical undergraduate admissions approach to a population that is mostly graduate and non-traditional. In this session we will cover the tactics and ideas that helped shape how we expanded the role of admissions. We will also discuss how these changes had a positive affect on both the student experience and the scope of the work done by Admissions. The SCS Office of Admissions is now the resident expert on all of our student trends, our programs, the differences between them and where and why we need to change. By changing how you do admissions you can change how much influence the office of admissions has within your school.
Michael J. Cummings, Assistant Dean of Admissions, Georgetown University
Kelly Leahey, Senior Admissions Advisor, Georgetown University

Concurrent Session 8
The Importance of Students' Planned Major for College Selection and Student Success
Would you be surprised to learn that only about a third of ACT-tested 2013 high school graduates selected a college major that is a good fit with their interests? Or that half of all students who had a planned major indicated that the availability of a particular major was the most important factor in selecting a college? This session focuses on these findings and many more from a recent ACT College Choice Report on students' planned majors. Helping students make informed choices about majors and careers and helping students find programs of study that are a good fit with their interests can increase student persistence rates and decrease the overall time to degree.
Steve Kappler, Assistant Vice President and Head of Postsecondary Strategy, ACT

Concurrent Session 9
A Niche That Fits: A University's Journey to Define Itself in a Crowded Marketplace
In these days of ever-increasing competition, colleges must define their market niche, embrace it internally, and market it intensely. The University of Alabama in Huntsville is best known for its programs in engineering, science, business and nursing, all of them hot areas of study. Yet, even in the growing Sun Belt, the university has seen an aggregate drop in enrollment over the last eight years. How could UAH make itself more appealing? What is it that was turning students away? Through peer research and polling of current and prospective students, the university is discovering much more about how it is perceived. By weighing priorities and making hard choices, it is changing its positioning within the marketplace, and seeking to be defined for areas in which it excels.
Brent Wren, Associate Provost for Undergraduate Studies & Institutional Effectiveness and Professor of Management & Marketing, University of Alabama in Huntsville
Tim Fournier, Managing Director, Huron Education
Rosemaria Martinelli, Director, Huron Education

Concurrent Session 10
Between a Rock and a Hard Place: Engaging Students of Color and Low-Income First Generation Students 
Historically, students of color and low-income first generation communities have been alienated from engaged experiences at all educational levels. This workshop reveals why and how this kind of exclusion occurs. Additionally, it explores ways to counteract this alienation, empower students, and involve them in transformational experiences in higher education through culturally-relevant content in social media and the inclusion of a diversity ambassador branch. We will address themes of representation through Instagram and the intentional inclusion of diversity with UVU's recruitment office. Ultimately, we will show the project to be an example of centering engagement with underserved students and providing them with voice and representation.
Agustin Diaz, High School Relations, Utah Valley University
Chad Johnson, Wolverine Ambassador Coordinator & On-Campus Events, Utah Valley University

Thursday 3:00 p.m.– 4:00 p.m.

Concurrent Session 1
Big Data and the Evolution of Enrollment Management
This session examines how the emergence of Big Data resources—including predictive analytics, web and social media metrics, and data-driven applications—are enabling transformative changes in the field of enrollment management. Learn how Stony Brook University is using Big Data to make even bigger decisions across all stages of the enrollment life cycle, and how we're building a culture that increasingly values data-driven research over gut feelings. The presenters will explain how these concepts have reinvigorated student recruitment efforts, communication plans, and support for academic success. In addition, they will discuss how this culture shift trickles down to individual interactions that humanize the data and technology, and increases both student satisfaction and institutional effectiveness.
Stefan Hyman, Assistant Provost for Enrollment Strategies, Communications and Analytics, Stony Brook University
Michael Riordan, Director of Enrollment Research, Stony Brook University

Concurrent Session 2
How Students Choose Colleges: 20 Insights in 60 Minutes
In a unique quantitative study of college-bound students, over 2,500 newly enrolled freshmen reflect on their college search process and the factors that informed their decisions. We will delve into student mindset at the time of college selection, including the key drivers of their decisions. Beyond reputation and financial aid, we will look at student behavior and what it can tell us: Why do students attend multiple orientation sessions? How many students start college intending to transfer and what can we do about it? On which of your webpages are prospects spending the most time (hint: it's not your homepage!)? We'll explore 20 insights that can help inform marketing, enhance recruitment efforts, and improve yield.
Kirsten Fedderke, Associate Vice President, Lipman Hearne
Chris Long, President, Cappex
Minesh Parikh, Vice President, Lipman Hearne

Concurrent Session 3
Institutional Choice: Surviving or Thriving in Today's Marketplace
A quick look at 10 leadership, visioning, decision-making, branding, academic planning, marketing, and recruiting strategies that will spell the difference between success and failure.
Robert A. Sevier, Senior Vice President, Strategy, Stamats, Inc.

Concurrent Session 4
Proving Your Worth: Using Analytics to Justify Paid Products in Higher Education Social Media
Social media is never "free." The time investment required to create content and build audiences across platforms like Facebook, Twitter and Instagram is a real resource that requires buy-in. For products and platforms that aren't free, there's the added hurdle of justifying a return on both the time and money invested. Budgetary constraints often mean ignoring sales pitches even for compelling products. Fort Lewis College uses research to help us make the right decisions in choosing products to achieve our communications goals, and to make a strong case to upper administration. Once products are established, we create internal metrics to justify the continued use of the product or determine to use resources elsewhere. This session will share FLC's process for evaluating, deciding, justifying, tracking, and reviewing the use of paid social media tools and show how the college links its results to institutional goals.
Lindsay Nyquist, Social Media & Video Coordinator, Fort Lewis College

Concurrent Session 5
Are College and Career Readiness Interchangeable?
A common determinant of a student's college choice is the availability of the person's desired major and the anticipated career outcomes that accompany that choice. A recent ACT report notes that 50% of students who select a planned major say that the availability of that major is the most important college choice factor, yet only slightly more than a third select a major that is a good fit for their interests, as measured by the ACT Inventory scores. As institutions strive to increase measures of institutional selectivity, the students they attract will demand better planning and support services to help them navigate career options. This session highlights the ways in which USC's division of enrollment management takes a proactive approach to discuss career preparation throughout the entire pre-matriculation and enrollment life cycle, stressing the importance of student responsibility throughout the process.
Mary Wagner, Director, Undergraduate Admissions, University of South Carolina
Tom Halasz, Director, Career Center, University of South Carolina

Concurrent Session 6 "We Want You Back!" Recapturing the Stop-Outs and Drop-Outs
The Returning Student Grant project was developed and deployed at the University of North Texas, a large research institution serving over 36,000 students. It leverages an institutional grant, technology, and collaborative relationships across divisional lines to increase the re-enrollment, retention, progression and degree completion rates of undergraduate students who left the university while in good academic standing after earning 90 or more semester credit hours. Session attendees will learn about the campus supports behind the project's genesis and design, the ethos of care that embodies the communication and services extended to seniors who left the University of North Texas before graduation, the characteristics of these stopped-out seniors, and the various challenges that had impeded their progress toward a baccalaureate degree.
Sarah Collins, Director of Admissions Initiatives and Assessment, University of North Texas
Dale R. Tampke, Assistant Provost, Academic Services, Loyola University Chicago

Concurrent Session 7
Balancing Enrollment, Retention, Aid, and Revenue with a Predictive Enrollment Model
Using Wingate University (NC) as an example, this session will demonstrate how even small institutions with limited IR resources can build a predictive enrollment model that defines the relationships among financial aid, recruitment goals, academic profile, student retention, and revenue. Attendees will learn what research is necessary to define these relationships and how the research can be conducted. Attendees will also see how to develop a predictive enrollment model from this research and how such a model can allow an institution to pursue the ideal financial aid strategy to achieve institutional goals.
Sam Petoskey, Data Analyst, Wingate University

Concurrent Session 8
How to Recommend the Transfer Option to First-Year Students: UNCW's Teal Track Program
UNC Wilmington has developed a unique bridge between First-Year and Transfer Admissions by creating an internal "recommend transfer" classification for first-year applicants who are not competitive for admission but have expressed a strong interest in attending. This classification triggers a detailed communication plan providing information necessary for them to later become a competitive transfer applicant. The "Teal Track" program allows the office to maintain communication with this population of high-interest applicants while simultaneously increasing the transfer admissions funnel. This session will discuss UNCW's Teal Track program and highlight relevant logistical information, developmental obstacles, and an evaluation of its pilot year.
Jaclyn Nguyen, Transfer Admissions Coordinator, University of North Carolina Wilmington
Erica AngaLay, Associate Director of Transfer and Non-Traditional Admissions, University of North Carolina Wilmington

Concurrent Session 9
Call Center+ : Connecting with Students to Facilitate Enrollment and Support Retention 
Getting students enrolled in the first semester at a community college and helping them remain enrolled until they complete their degree is a continuing challenge. Students want easy access to information, and the college wants information about student behavior and opinion. The Student Information Center works with departments throughout the college to fulfill both types of requests. By collaborating with enrollment areas and by implementing a communications stream, we build connections between the students and the college. In this session we will discuss how we leverage new technology to proactively assist 20,000+ students annually with the "just in time" information they need without increases in staff. In addition, we will share the affect of the program on retention and graduation rates.
Reine Sarmiento, Assistant Dean of Enrollment Services, LaGuardia Community College
Loretta Capuano-Vella, Director of Information Services, LaGuardia Community College

Concurrent Session 10
The No-Plan Plan: Reclaiming the Power of Creative Spirit in Your Life & Work
From an early age we are taught to distract ourselves from the fear of the unknown by writing plans. How much time do you spend updating your plan to match current reality? This session will challenge perceptions and provoke an examination of conventional wisdom. What if setting the right intention and simply taking authentic action toward that intention made you more productive, creative, and happy? Attendees of this session will leave with a new awareness of the role of planning in their life and receive alternative tools for dealing with the anxiety of facing the unknown in their personal lives and work.
Kevin E. Houchin, National Programs, ACT

4:00 Hosted Reception

Friday, July 25, 2014

7:30 – 8:30 a.m.
Registration and Continental Breakfast

Breakfast Keynote: 7:45-8:30
It's Up To You: Enhancing Your Individual Value in Today's Marketplace
This session will look at 10 ways to build your career, build your brand, heighten job satisfaction, increase your effectiveness, and generally increase your value in today's marketplace.
Robert A. Sevier, Senior Vice President, Strategy, Stamats, Inc.

Friday 8:45– 9:45 a.m.

Concurrent Session 1
Bringing Six Sigma to Enrollment Management 
The Office of Enrollment Management at Purdue University started certifying staff as Six Sigma - Green Belts in summer 2012. Today, over 20 certified staff are dispersed among many offices, including undergraduate admissions, financial aid, registrar, analysis and reporting, bursar and first-year programs. These staff are using Six Sigma tools and principles within their cross-functional teams. This session will discuss the Six Sigma –Green Belt certification process, project ideas, findings and a special in-depth look into an undergraduate admissions project.
Jacqueline Hills, Senior Assistant Director—Communications, Enrollment Management, Purdue University
Cathy Heinz, Senior Associate Director—Communications, Admissions, Purdue University
Daniel Derflinger, Senior Assistant Director—Electronic Communications, Admissions, Purdue University

Concurrent Session 2
Growing Student of Color and International Diversity at a Liberal Arts College
How did a small, private liberal arts college in the rural Midwest make strides in increasing its international student and student of color percentage through targeted recruitment and a scholarship program? In the last four years, Hanover College has increased students of color and international student representation to nearly 20% of the student population—the most diverse enrollment in Hanover history. How was this accomplished at an established, mainly homogenous institution? Learn best practices that serve students' interests and ensure long-term success. Changing demographics across the United States require institutions to find new ways to recruit students from diverse backgrounds and experiences in order to fulfill their mission going forward.
Christopher B. Gage, Dean of Admission, Hanover College
Monica M. Green, Associate Director of Admission, Director of the Benjamin Templeton Scholars Program, Hanover College

Concurrent Session 3
Search Differently: How to Make the Most of Your Student Search Efforts
Are you getting the most out of your student search campaign? As marketing and recruitment spreads across multiple channels, so should your student search efforts. Traditional methods may not be enough, as today's search climate demands a more personal, customized, and multi-channel approach. In this presentation, we will review strategies and tactics to make the most of your search buys along with some new and innovative strategies to consider as you plan your next campaign. Topics include integrating direct marketing, IP targeting, online display, retargeting, lead nurturing, SEO, and more. If you are looking to work smarter, not harder, to improve your search results, come join us and learn how to create a better student search!
Melissa Rekos, Senior Vice President, Digital Services, Carnegie Communications
Alexa Poulin, Director of Marketing and Student Search, Carnegie Communications

Concurrent Session 4
The Value Proposition: How Prospective Students and Parents Perceive Value and Select Colleges in the Current Economy
The rising cost of college has fueled debate over the value of a traditional college education. But how do prospective students and parents define value? Is it now all about outcomes? Is there a paradigm shift in how students and parents select a college? The key question for each institution is: How is our value perceived? In this session, surprising and unanticipated findings from a large national study will be presented that contradict what is widely reported in the media and discussed on college campuses. You'll learn exactly how value perceptions are formed by prospective students and parents, how you can control perceptions about your institution, and what you can do to add value for students and parents during the college selection process.
Lisa Pinamonti Kress, Director–Office of Admissions, University of Kansas
Russ Kreager, Director of Admission, Saint Mary's University of Minnesota–Twin Cities
Bob Longmire, President, Longmire and Company

Concurrent Session 5
Think Big: Getting Beyond the Campaign Mindset
Admissions marketers are always talking about the next campaign, but attracting and enrolling today's prospective students requires a different approach. Being successful in admissions is becoming less about the individual campaigns and more about integrating all marketing activities into a "big picture" approach that integrates social media, communications, website, and events. It's about creating an authentic voice that students can relate to and fostering relationships that will come to define the collective marketing and recruitment activities of an entire admissions office.
Krista Timney, Senior Associate Director of Marketing and Communications, Office of Admissions, Indiana University Bloomington
Chase McCoy, Associate Director of Recruiting, School of Informatics and Computing, Indiana University Bloomington

Concurrent Session 6
From Competitors to Strategic Partners: Engaging Guidance Counselors 2.0
High school counselors play a critical role in the college identification and selection process. Learn how two universities within The University of North Carolina System decided to forgo competition and built a strategic partnership to reach this key constituency. From regional receptions to counselor fly-ins, we will share how this partnership has strengthened our recruitment efforts, saved valuable resources, broadened our network, and allowed to host events that are more attractive to counselors. This session will provide attendees with the tools and ideas necessary to plan, promote, and evaluate such programs. In addition, we will share the highlights and lessons learned from our decision to work together for the good of our institutions and those we serve.
Kacy S. McAdoo, Senior Associate Director of Undergraduate Admissions, University of North Carolina Greensboro
Hannah Brown, Senior Assistant Director of Undergraduate Admissions, University of North Carolina Wilmington
Lise Keller, Director of Undergraduate Admissions, University of North Carolina Greensboro

Concurrent Session 7
Campus Visit Program with Sizzle!
Through an interactive presentation learn how Barton College developed an innovative campus visit program that has resulted in increased enrollments and retention. Students don't just tour campus, they experience Barton College by a personalized and customized two and a half hour experience. Presenters will outline the steps we took to develop a robust Student Ambassador program that is a critical component of the overall program. Last year we conducted over 500 individual visits and welcomed more than 2,700 visitors to campus for individual visits, group visits, overnight visits, and participation in open houses and academic days. Presenters will also describe how we have engaged faculty and staff to support and champion the Campus Guest Program. We invite all small schools to come, listen, and share ideas.
Kelly Thompson, Vice President of External Relations, Barton College
Amanda Metts, Director of Admissions, Barton College
Angela Zimmerman, Assistant Director of Campus Visits, Barton College

Concurrent Session 8
Quiet: Tapping the Power of Introverts on Your Staff
In a world that emphasizes talking and talking and talking, we are missing the voices and power of introverts, one half of the population. Taking a page from Susan Cain's book "QUIET: The Power of Introverts in a World That Can't Stop Talking," we explore the many contributions introverts can make on your staff and the ways in which offices can structure themselves to elicit those contributions.
Pamela Harvey-Jacobs, Director of Admissions, University of Wisconsin-Green Bay
Kristina Anderson, Associate Vice Chancellor for Enrollment and Student Success, University of Wisconsin-River Falls

Concurrent Session 9
Creating a Data-Driven Culture across the Institution
Change does not come easily or swiftly in higher education. However, change meets much less resistance when accompanied by powerful data and analytics that support our ideas. In early 2013, new leadership at UND determined that the university did not a data driven-culture in place to make strategic enrollment management decisions. UND has begun making immediate and positive impacts on the campus culture through the use of data, including: standardizing data definitions; creating interactive data dashboards; building predictive analytics and modeling; revising scholarship programs and leveraging awards; enhancing recruitment, retention, and graduation strategies; and moving from data reporting to more data interpretation, strategy, and planning. This presentation will share how to build a strong bridge between academic affairs and student affairs in order to kick-start a campus-wide initiative in moving to a strategic, data-driven culture.
Sol Jensen, Assistant Vice President for Admissions and Financial Aid, University of North Dakota
Josh Riedy, Vice Provost and Chief Strategy Officer, University of North Dakota

Concurrent Session 10
Digital, Social, Mobile—The 2014 Social Admissions Report
Year after year new tools are created to help us organize, share, and collaborate online. Through thousands of student surveys and national focus groups, the Zinch, Chegg and Uversity teams have collaborated to complete the third installment of "The Social Admissions Report." This update includes trends in student use of social media throughout the college search and admissions process, student perceptions of their online identity relative to online expression engines, and provides an overview of the increased adoption of newer tools in relation to mainstay social networks.
Joseph Dalfonso, Social Media & Web Marketing Coordinator, Bradley University
Gil Rogers, Director of Marketing and Outreach, Chegg Enrollment Solutions
Kendall Robertson, Director of Marketing, Uversity, Inc.

Friday 10:00 – 11:00 a.m.

Concurrent Session 1
The Imperative of Strategic Enrollment Planning: Why Today's Environment Requires More Planning, and Why It's Risky to Delay
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 environment is taking it to another level. The combination of economic uncertainty, demographic shifts, increased price sensitivity, revenue-driven goals, and increased competition add up to a "perfect storm." 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 trend/demand/capacity with enrollment projections. In this session the presenter will outline the planning process and provide examples from institutions that have already put it into use to prepare their institutions for the challenges ahead.
Gary L. Fretwell, Senior Vice President and Principal, Noel-Levitz

Concurrent Session 2
Strategic Prospect Management & Analysis in a Changing Environment
With significant changes in national demographics of prospective students as well as changing prospect behaviors, the University of Arizona has evaluated our traditional prospect procurement and management practices and adapted to a new and ever changing prospect environment. With the assistance of ACT data, college success indicators and our CRM (Hobsons Connect), we have developed new tools to support our recruitment team, affect strategic initiatives, and improve communication strategies. In this session you will learn how we have used coordinated efforts in our strategic communication and initiatives departments to develop new ways to track and compare where our prospect data is coming from and which types of prospect data have been the most beneficial to our institution.
Mary Venezia, Assistant Director, Strategic Initiatives Enrollment Management, University of Arizona
Emily Lesauski, Assistant Director, Strategic Communications, University of Arizona

Concurrent Session 3
The Best Enrollment Marketing and Communications Ideas of 2014
This high-energy session will look at the best enrollment marketing and communications ideas of 2014. 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 will be first introduced by a highly participative audience. You'll leave this session with many ideas on how to be more effective and efficient with your communications resources. This session usually sends participants away with that BIG idea that they were hoping to find at a summer conference.
Mike Wesner, Vice President and Strategist, HA ThirtyOne
Karyn Adams, Vice President and Creative Director, HA ThirtyOne

Concurrent Session 4
Data Driven Student Portal for Improved Student Success
Retention and graduation rates have long been student success indicators, which occur at the end of a term or academic year. By changing the culture at Valdosta State University to focus on providing faculty with performance indicators about enrolled students before or early in the semester, we have seen dramatically increased student success. VSU's actionable intelligence approach provides two-way communication among faculty, advisors, and academic support centers about students' needs, strengths, and weaknesses. One year later, VSU's entering cohort experienced a 2% increase in retention, 3% increase pass rates in lower division courses, and 5% increase in progression rate of the entering cohort. Join us as we review techniques and technologies implemented at Valdosta State University to provide students a higher chance of academic and life success.
Andy T. Clark, Interim Vice President for Enrollment, Marketing &Communications, Valdosta State University
Brian A. Haugabrook, Interim Chief Information Officer, Valdosta State University
Barrie D. Fitzgerald, Institutional Research Analyst III, Valdosta State University

Concurrent Session 5
New Metrics for Enrollment Management
Data and communications management systems like data warehouses and CRMs, along with web tools like Google Analytics, present enrollment managers with a host of new metrics for monitoring and assessing progress as you move through an admissions cycle. This session will provide a discussion of some of the more useful new metrics and how you can put them to use to improve enrollment results.
Bill Berg, Enrollment Management Consultant, Scannell & Kurz
Aaron Mahl, Enrollment Management Consultant, Scannell & Kurz

Concurrent Session 6 WTH!!- Can We Txt?
Effective recruitment and retention requires knowing about the population you serve and identifying and meeting their needs. Why spend thousands of dollars sending our thousands of mailings and numerous emails, when your students want you to text them information? Learn how the implementation of a Customer Relationship Management (CRM) Solution and text messaging can streamline your communication and make your recruitment and enrollment management strategies more efficient. We will identify pitfalls and shortcomings of SMS texting and how to appropriately incorporate this effort into your existing communication plan. Additionally, we will discuss group text messaging, one-to-one text messaging, and student expectations of responsiveness.
LaDrina Wilson, Assistant Director of Enrollment and Customer Service, Eastern Iowa Community Colleges
Erin Snyder, Associate Director of Enrollment Management, Eastern Iowa Community Colleges

Concurrent Session 7
Class & Culture: Using Cultural Intelligence to Successfully Recruit Students
Cultural Intelligence, or CQ, is defined as understanding the beliefs, values and behaviors of individuals and groups. In this session audience members will learn about class & culture and the affect they have on college choice. Insights, based upon research findings, will be shared in comparing the college decision making process of students in relation to their socioeconomic backgrounds. The focus will center on working class versus upper-middle class students. By understanding the differences in the groups, admissions offices can then shape and implement targeted strategies to successfully recruit these students.
Terry Knaus, Senior Associate Director of Admissions, Indiana University Bloomington
Stefanie Niles, Vice President for Enrollment and Marketing, Hollins University

Concurrent Session 8
Helping Students Climb the Student Success Ladder: An Interactive Web-Based Approach to Keeping Students on Track Towards Graduation
What happens after colleges convince students to deposit and matriculate? How do we keep students on track to graduation? The University of New Haven has developed a "Success Ladder" to help navigate that path. When student do not make progress it is often because they fail to meet a key success indicator. Our ladder identifies these failings as "broken rungs" and provides a process to map students' success, repair the rungs, and help students progress towards graduation. This hands-on demonstration of our interactive web-based model will show how we built our ladder (from the ground up!). Learn how we use it to help faculty, particularly those accustomed to using technology to enhance the classroom experience, get more engaged with their tech-savvy students.
Helena Cole, Director, Office of Academic Services, University of New Haven
James McCoy, Vice-President for Enrollment Management, University of New Haven
Felecia Edwards, Director, First-Year Success Center, University of New Haven

Concurrent Session 9
Understanding and Evaluating Applicants from China—As Presented in Their Own Words
Students from China hold great promise for U.S. higher education. Most are serious students who come to the U.S. for the most admirable reasons. Nonetheless, every administrator is familiar with students who cannot meaningfully communicate and never integrate into broader student life. In this session, we will seek to better understand applicants from China by watching Chinese students themselves discuss their backgrounds and goals. Many responses will make you smile while also providing you with additional insight on understanding this significant demographic. We will then discuss Georgia Tech's method for evaluating these students and how it goes beyond test scores to ensure that the students it admits will survive and thrive on campus.
Rick Clark, Director of Undergraduate Admission, Georgia Institute of Technology
Terry Crawford, CEO, InitialView

Concurrent Session 10
More Is Better: Predicting Student Enrollment through Score-Sending Behaviors
When a student sends an ACT or SAT score report to your institution, it means your institution is on the student's short list. Previous research has shown that sending official scores is an important indicator of student interest that institutions can use to predict likelihood of enrollment. This session will present new research on the likelihood of enrollment of students who send multiple score reports to an institution compared to those who send only one score report. The research will also examine the enrollment behavior of students who submit a combination of ACT and SAT score reports. Sending multiple score reports yields higher enrollment because it indicates continuous interest over time. You will learn how to use information on score-sender patterns to build more effective inquiry, applicant, admit, and enrolled student models.
Michael Hovland, Principal Consultant, Enrollment Management Services, ACT

Friday 11:15 a.m. – 12:15 p.m.

Closing Address
The State of Two-Year Postsecondary Education and What it Means for Four-Year Institutions
The state of two-year postsecondary education is at an interesting time in its evolution. From funding streams, to accountability to revamping the purpose and expectations, the environment is changing rapidly. Walter Bumphus, the President and CEO of the American Association of Community Colleges, will look at this unique point in time and review the state of two-year education in our country. These changes have implications for all of postsecondary education, and he will also take an in depth look at what this means for four-year education.
Walter G. Bumphus, President and CEO, American Association of Community Colleges