Marketing, Branding and Strategic Enrollment Management

Faculty

Conference Co-chairs

W. Kent Barnds
Vice President, Enrollment & Communication
Augustana College

W. Kent Barnds joined Augustana College in the summer of 2005 as vice president of enrollment. Since his arrival at Augustana, he has overseen the most successful enrollment in the college's history and the two largest entering first-year classes; strategies to achieve the largest applicant pool in history; greater selectivity of accepted applicants; scholarship strategies to improve yield of students with stronger academic qualifications and increase net tuition revenue; and a multicultural recruitment plan that increased first-year multicultural enrollment from 8 percent to 11 percent.

Barnds' professional record also exemplifies his leadership abilities. He has presented annually at the Conference of Lutheran College Enrollment Officers, Illinois Association for College Admissions Counseling (IACAC), and has served as a delegate with the National Association for College Admission Counseling (NACAC). As a consultant for higher education admissions offices, he lectures on a wide variety of higher education topics ranging from college admission interviews and essays to the value of a four-year degree from a private college. He has published articles in Inside Higher Education, University Business Magazine and Next Magazine, and has served as a higher education enrollment expert to local and national media such as the Chronicle of Higher Education, the Washington Post and The Wall Street Journal.

At Augustana College, Barnds oversees the offices of admissions, financial assistance, communication and marketing, and web services. Prior to joining Augustana, he worked for Elizabethtown College in central Pennsylvania for 13 years. At that institution he advanced from admissions counselor to a number of director positions to dean of admissions and enrollment management.

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Susan Mesheau
Executive Director, U First: Recruitment & Retention
University of New Brunswick

Susan Mesheau joined the University of New Brunswick (Fredericton) in 2001 as its first director of student recruitment and integrated marketing.

Throughout her 35-year career in marketing, Mesheau has directed numerous marketing campaigns within the New Brunswick provincial government, which resulted in significant growth in provincial revenues. She brought her expertise to UNB to raise awareness of and investment in the university through the integration and coordination of university marketing and student recruitment efforts. Her breadth of knowledge covers branding, strategic marketing program development, implementation and measurement, market research, marketing consultation, public-private sector partnerships, public relations and product development.

Under her leadership, undergraduate student enrollment at UNB increased by more than 12 percent in the first three years; a university branding initiative was developed, from which several bold, successful integrated marketing programs have been launched, positively affecting significant outcomes such as marketplace perceptions, increased research revenue, government funding increases, growth in first-time donors, active alumni and media attention.

Mesheau assumed the position of executive director of U First: Integrated Recruitment & Retention at UNB Fredericton, with responsibility for all levels of recruitment, recruitment marketing and retention. Bringing the integrated marketing way of strategic thinking into enrollment management and academic planning, her team spearheads the generation of over one-third of the operating revenue of the institution through the development and implementation of targeted and integrated recruitment and retention strategies built upon solid market research and performance measurement to achieve specific enrollment objectives.

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Faculty

Jay W. Goff
Vice Provost & Dean for Enrollment Management
Missouri University of Science and Technology

Jay W. Goff is the vice provost and dean of enrollment management at Missouri University of Science and Technology. With over 15 years of experience in university enrollment, strategic planning and communication programs, Goff believes in building a team-oriented and data-driven workplace that stresses service-focused student success plans. His mission-centric approach has achieved record enrollments, retention and graduation rates.

Goff has been active in helping higher education professionals and students develop leadership skills and engage in strategic planning. He has written articles and presented workshops at many regional and national programs, mostly focusing on the values of team building and training, quality student-service systems, and data-driven planning. He has worked with over 30 public and private institutions throughout the United States, Turkey, Canada, Mexico, China, Sri Lanka, Oman and Malaysia. Goff's consulting has focused on the use of operational audits and benchmarking data to assist institutions in improving student success and recruitment rates.

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Barbara Fritze
Vice President for Enrollment and Educational Services
Gettysburg College

Barbara Fritze is vice president for enrollment and educational services at Gettysburg College where she supervises the offices of admissions, financial aid, institutional analysis, intercollegiate athletics, communications and public relations, and web communications and electronic media.

Under her leadership, Gettysburg College has gained national recognition for its collaborative and successful enrollment management program. The results of the program she put in place are readily evident. During her years at Gettysburg, student applications have increased by 25 percent. The academic quality of each entering class has also improved significantly. SAT scores of students now entering the college have improved by 100 points.

Gettysburg College athletics has likewise benefited from her leadership. Athletic recruitment is now integrated with enrollment management and marketing practices. Today, Gettysburg is proud of its scholar-athlete model, with those who participate in sports succeeding both inside and outside the classroom. College athletes, supported by top coaches and some of the best athletic and recreational facilities in Division III, have won 83 Centennial championships, 16 individual academic all-America awards and eight NCAA post-graduate scholarships.

Prior to coming to Gettysburg, Fritze served as vice president for enrollment management at Goucher College where she developed an enrollment management program and assisted Goucher in its transition to become a coeducational institution. She began her career at Drexel University as dean of admissions, managing admission programs for undergraduate, graduate and continuing education.

Fritze has been a consultant to numerous colleges and universities and is a frequent speaker on enrollment issues in higher education. She is active in numerous professional and civic organizations. She is a graduate of Arcadia University and earned a master's degree from Drexel University. She also attended the Harvard Institute in Educational Management.

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Thomas Hayes
Vice President and Partner
SimpsonScarborough

Known as the father of higher education marketing, Tom Hayes has consulted with hundreds of colleges and universities worldwide on issues of integrated marketing, branding and market research.

A longtime professor of marketing at Xavier University and editor of the Journal of Marketing for Higher Education, he was an early pioneer of indelibly linking academic strategic planning with institutional marketing and branding goals. A certified strategic planner, he drives colleges and universities to develop actionable strategic plans with competitive differentials, which are the foundation of all internal and external marketing communications.

Hayes founded the American Marketing Association’s Symposium for the Marketing of Higher Education, one of the largest and most well-known annual conferences in the industry. A prolific writer, he has five books to his credit, including the industry standards 50 University Marketing Mistakes and How to Avoid Them and Marketing Colleges and Universities: A Services Perspective. He has served as a faculty leader at CASE’s Summer Institute on Communications and Marketing for seven years and speaks at more than 20 conferences worldwide every year.

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Patricia Lawson
Associate Vice President for Communications & Public Relations
Gettysburg College

Patricia Lawson is associate vice president for communications and public relations at Gettysburg College. The department she oversees is responsible for media relations, crisis communications, brand, graphic design, the Gettysburg magazine, sports information, print and online editorial support, and community and government relations. She also chairs the college's Institutional Marketing Committee. A campaign video that she produced for Gettysburg in 2000 received a bronze medal from CASE. Prior to joining Gettysburg College in February 1999, she was director of college relations at Bates College.

Lawson also served as director of public relations and publications at Franklin & Marshall College for 11 years.

She has a master's degree in journalism from the S.I. Newhouse School of Communications at Syracuse University, and an undergraduate degree in English. She is past chair and a member of the public relations committee for the Annapolis Group, 120 of the nation's leading liberal arts colleges. Lawson also represents the college on a number of local community boards and committees, including Main Street Gettysburg's executive committee, and she served as the administrative representative on the college's presidential search committee last year.

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Keynote Speaker

Robert M. Moore
Managing Partner
Lipman Hearne

Rob Moore has more than 25 years of experience providing marketing communications counsel and creative services for nonprofit organizations. Known nationally for his role in advancing the understanding and validity of effective marketing practices in higher education, Moore is a frequent presenter at national conferences and a leading contributor to industry periodicals. He launched and supervised the nation's first and only survey of marketing practices in higher education and his book on higher education branding, The Real U: Building Brands that Resonate with Students, Faculty, Staff, and Donors, was published by CASE in February 2010.

Moore's education clients have included Ball State University, Brown University, Culver Academies, Duke University, Ohio University, Rensselaer Polytechnic Institution, Rose-Hulman Institute of Technology, UNITECH South Africa, University of Arizona Foundation, University of Birmingham (UK), University of North Carolina at Chapel Hill, University of Northern Colorado, University of Rochester, University of South Carolina, University of Sydney (AU), University of Texas at Arlington, University of Washington, and many more.

He holds a bachelor's degree from the University of California at Santa Cruz, a master's degree from the University of Idaho, and a doctorate in English from the University of Illinois at Chicago. He is a founding member of the CASE Industry Advisory Council, the Public Affairs Committee of the Independent Sector, and the Forum for Higher Ed Marketing. He served as a long-time board member of Arts & Business Council of Chicago, Heartland Alliance, University Club of Chicago, MetroSquash, the University Club, and Oak Park River Forest Community Foundation. He currently serves on the Board of the University Club Foundation.

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CASE Crystal Apple award winner for excellence in teaching.