Day 1

Day 2

Day 3

Day 1, Wednesday, May 19

12:30 - 1:00
Welcome and Introductions

1:00- 2:15
What is Strategic Enrollment Management?
This session will provide the fundamentals of SEM. What is it? Why do we need it? How does it work? This is a comprehensive review of the components of a good SEM plan and discussion of how and where brand marketing, recruitment marketing and retention activities fit into the overall plan.

2:15 - 3:30
Using Social Media to Enhance Your Marketing & Communication Strategies
Take your existing marketing practices and learn how best to integrate social media and cross-unit collaboration to enhance them. We'll discuss strategy and integration planning, and review some of the tools, their applications and examples.

3:45 - 5:00
Demographic trends and tuition-dependency: The case for enrollment-driven integrated communication in higher education.
In the past decade, an increasing number of colleges have integrated marketing and communication into the work of the chief enrollment officer, signaling a shift into recruitment-driven integrated marketing efforts. The evolution, rationale and consequences of this important move within higher education is outlined and discussed.

5:00 - 6:00
Reception

6:00
Conference adjourns for the day

[Back to top]

Day 2, Thursday, May 20

8:00 - 8:30
Breakfast

8:30- 9:45
Elective Sessions (choose one)

• Wait, that doesn't sound like the work of a communication professional. You expect me to do what?
  A discussion of what communications professionals should know about the "funnel" and its "leaks"; contemporary recruitment strategies; audiences and contemporary enrollment management, and the role of recruitment-oriented integrated marketing.
• Wait, that doesn't sound like the work of an enrollment management professional. You expect me to do what?
  A discussion of what enrollment managers should know about communications and marketing and working with communication and marketing professionals. A discussion of differing work styles, contemporary practices and approaches.  

10:00 - 11:15

Case Studies-Dakota Wesleyan and York College
When simply changing messages is not enough, visionary colleges look at refining or enhancing their "product." This session tracks two cases from their institutional goals to the "big idea," through the market research to the development and rollout of a truly integrated marketing campaign.

The first session tells the story of Dakota Wesleyan University and its development of a novel three-college system, which included the introduction of the unique College of Healthcare, Fitness and Sciences. The presenters will outline how university leaders got quick "buy-in" from internal constituencies, developed promotional materials and rolled out the promotion of the new Colleges. All of this resulted in 100 additional first-year students in the inaugural year and several major gifts.

We also track the establishment and resulting impact of the Center for Professional Excellence at York College of Pennsylvania. We trace how the Center organically sprang from the College's history of preparing men and women for a career but turned to a sharpened focus on helping students develop the traits and qualities of a "professional." The integrated marketing plan included a national poll of employers on what is meant by a "professional" (which continues to receive national media attention), introducing the Center to regional employers, high school guidance counselors and prospective donors, as well as distinguishing the College's message for student recruitment.

11:15- 12:30
Integrated marketing and branding: More than just a new logo
This session will answer the big questions: What exactly is integrated marketing, and how does an institution develop a brand?

12:30 - 1:30
Lunch on your own

1:30-2:45
Elective Sessions (choose one)

• How to develop a marketing plan
  Developing a marketing plan isn't rocket science, but it does take a disciplined approach to help ensure its success. Participants will learn the components of a marketing plan and how to use the template to develop marketing plans to help achieve enrollment objectives.
• The art of repurposing
  Participants will learn about the effectiveness of recruitment-driven integrated communication marketing through sharing resources and effective repurposing to tell everyone's story.

3:00- 4:15
Silos No More: The Metamorphosis of Marketing and Enrolment Management Professionals
An interactive panel discussion of the evolving roles of marketing and enrolment
professionals in a new era of integration and shared outcomes.

4:15- 5:30
Elective Sessions (choose one)

• Marketing to retain students: The art of backwards thinking
  This session will focus on how you can put to work basic marketing and client service principles to help retain your students. Marketing is a discipline with specific methodologies - from research to measurement - that can help achieve institutional goals. This strategic way of thinking about product, promotion and several other P's, combined with client service principles (an oxymoron in higher education?), can be put to use throughout the student life cycle with success. Work conducted at the University of New Brunswick in this area will provide examples; however, participants are asked to bring their successes and challenges to share and discuss with the group in this interactive session.
• Got New Reporting Relationships? Get New Comfort Zones.
  It is always uncomfortable when you have a new boss who you believe doesn't really get what you do. It is equally difficult for a new supervisor to evaluate performance outside of his or her comfort zone. This session will provide guidance for supervisors who have new direct reports and those who have a new boss from outside of their comfort zone.

5:30 
Conference adjourns for the day 

[Back to top]

Day 3, Friday, May21

9:00 - 9:30
Breakfast

9:30 - 10:45
Keynote Session

The Real U: Bringing Your Brand to Life
Based on the process framework described in The Real U: Building Brands that Resonate with Students, Faculty, Staff, and Donors (published by CASE in March 2010), this presentation will emphasize the why and how of effective higher ed branding-complete with case studies. Branding is both science and art, and the presentation will explain the foundations of authentic higher ed brands, showcase proven methods for getting key internal constituencies on board with the branding process, and highlight both the energy and excitement of the creative process and the results that great branding campaigns can generate. Case studies will include institution-wide and school-specific examples, including Northern Arizona University, Kettering University, University of Chicago Booth School of Business, University of Texas at Arlington, and University of Cincinnati. The presentation will be structured to leave ample time for Q&A. 

11:00-12:00
Faculty Firing Line

12:00
Conference Adjourns

[Back to top]