Conferences & Training
Faculty - Enrollment Marketing

Conference Co-Chairs

Marc L. Harding

Marc L. Harding
Vice Provost for Enrollment
University of Pittsburgh

Marc Harding began leading the University of Pittsburgh Office of Admissions and Financial Aid (OAFA) in July 2012, and was named vice provost for enrollment in 2017. Under his leadership, OAFA has recruited the most academically talented and ethnically diverse classes in Pitt's history.

Prior to Pitt, he served 15 for years at Iowa State University in enrollment services, including as assistant vice president for enrollment and director of admissions. In his 30-year career, Harding has held enrollment positions at the University of South Florida, Virginia Tech and the University of Massachusetts-Amherst.

He earned a bachelor's degree from the University of Massachusetts-Amherst and a master's degree in educational leadership policy studies with a specialization in community colleges from Iowa State University.


Kate R. Ledger

Kate R. Ledger
Assistant Vice Chancellor for Marketing
University of Pittsburgh

With more than 15 years in higher education marketing combined with digital and social saavy, Kate R. Ledger is focused on developing and promoting powerful brands and leading strategic planning in higher education.

At the University of Pittsburgh, she serves as the assistant vice chancellor for marketing. She's also worked in the Katz Graduate School of Business, College of Business Administration, Office of the Provost and the Swanson School of Engineering at Pitt. She started her career in the agency world, working with clients from local nonprofits to Fortune 500 companies.

Ledger earned her bachelor's degree from the Pennsylvania State University and master's degree from the University of Pittsburgh.



Speakers

Rachel Balows

Rachel Balows
Associate Director of Admission & Communication in Undergraduate Admission
University of Denver

Rachel Balows is an associate director of admission and communication in Undergraduate Admission at the University of Denver. She has more than 15 years of experience in higher education, specializing within the last eight on marketing and communication for the recruitment of undergraduate students. She oversees the social media, print and digital marketing within undergraduate admission. She regularly partners with the University of Denver's Division of Marketing & Communication.


TeRay Esquibel

TeRay Esquibel
Admission Counselor
University of Denver

TeRay Esquibel is an admission counselor at the University of Denver, serving a wide variety of audiences as a recruiter. He works as part of the communications team in the department acting as the lead for College Access/Partnership Communication and Outreach. In this role, he has helped to develop and implement strategic communication plans to better connect with students who are first generation and/or from traditionally underrepresented/served communities.


Brianne S. Farris

Brianne S. Farris
Director of Enrollment Marketing
Ursinus College

Brianne S. Farris serves as the director of enrollment marketing for Ursinus College, where she works to articulate the value proposition to external audiences through an integrated marketing approach. Drawing on experiences from both corporate and higher education, she focuses on cultivating strong, individual voices that break through the clutter, and believes that a college's greatest differentiator is its people.

Prior to her current role, Farris worked at Villanova University in both advancement communication during the launch of their largest campaign, and in university marketing, where she played a pivotal role in formalizing and implementing the university's digital media strategy. She holds a master's degree from Villanova University in strategic communication and received her bachelor's degree from Muhlenberg College in media and communication.


Craig Goebel

Craig Goebel
Principal
Art & Science Group

Craig Goebel develops market-informed strategy to align an institution's market needs with its mission and values. His engagement with senior leadership teams at colleges, universities and independent schools has distinguished him as an expert on using rigorous empirical research to inform institution-wide strategy. His work has included consultations and major market research studies focused on institutional strategy to strengthen competitive positioning; pricing and financial aid predictive modeling studies; comparative admissions and financial aid assessments; as well as recruitment marketing and communications strategies.

He also leads the firm's research arm and plays a key role in the ongoing expansion of the scope and quality of Art and Science Group's research capabilities. A particular focus of his work has been to advance the value of predictive modeling studies as an empirical foundation for pricing, positioning and financial aid decisions.

Over the past 20 years, Goebel has consulted for private and public research universities, including Iowa, Michigan, Virginia and Wake Forest; liberal arts colleges, such as Colby, Furman and Richmond; law, graduate and professional schools, from Dartmouth to Notre Dame to Duke; international and specialty schools, including Keck Graduate Institute, Otis College of Art and Design, Yale Divinity School and University of London; and independent K-12 and boarding schools, such as National Presbyterian School, The Buckley School and Kent School.

His extensive knowledge in institutional strategy and market research has made him a regular presenter at national higher education conferences around the country—such as the annual meeting of the National Association of College and University Business Officers, the College Board Forum and the NAIS Annual Conference—and a frequently cited source in the Chronicle of Higher Education, Inside Higher Ed, NBOA Net Assets, among others. He also conducts seminars on branding and pricing for the American Council on Education's Fellows Program and has served as a guest lecturer in George Washington University's Higher Education Administration program.


Andrew W. Hannah

Andrew W. Hannah
CEO OThot
Adjunct Professor and Entrepreneur In Residence University of Pittsburgh College of Business Administration

In 2014, Andrew Hannah and team founded OThot—a predictive and prescriptive analytics company that helps clients predict, understand and change the future. OThot deploys a proprietary analytics process and leverages state of the art data mining and analytics tools to develop and maintain managed analytics programs for its higher education clients. He is also a senior advisor and faculty member of the International Institute of Analytics—the leading research and advisory organization in the field of data analytics.

Also in 2014, he was appointed an adjunct professor of entrepreneurship and analytics and an Entrepreneur In Residence at Pitt Business. His primary responsibilities in these roles include developing and delivering curriculum at the intersection of analytics and entrepreneurship, mentoring students who are creating new ventures, fostering an entrepreneurial environment and developing a concept for graduates to be leaders in the blossoming business analytics field.

One of Hannah's greatest passions is building teams that win but that also enable the individuals to reach their potential. Leadership, innovation, vision and ethics are the values he instills in his teams and these are the basic ideals of his actions and communications.

He has been a keynote/guest speaker for the National Academy of Sciences, University of Pittsburgh CBA Commencement, Bayer Material Science Innovation Day, University of Pittsburgh (Pitt) Startup Weekend, Pitt Big Idea Contest (twice) and many others. The topics of his talks include innovation, new venture creation and growth, and international competitiveness. He is a regular guest lecturer at Pitt and CMU (where he was an adjunct professor of entrepreneurship in the 2000s).

Hannah holds a master's degree in business administration from the University of Pittsburgh with a concentration in marketing and finance and a bachelor's degree in accounting from Penn State. He began his professional career at Deloitte and in 2003 completed the Carnegie Mellon University Entrepreneurial Management Program.


Alexia Koelling

Alexia Koelling
Executive Vice President, Consulting & Account Management
Lipman Hearne

With 10 years in higher education marketing, Alexia Koelling leads the Consulting and Account Management team at Lipman Hearne. She has served clients including the George Washington University, the University of Chicago Booth School of Business, the University of Louisiana Lafayette, Bard College at Simon's Rock, Johnson and Wales University, Industrial Career Pathways, Earlham College, Wesleyan University, the Purdue Alumni Association, the University of Pittsburgh, 50CAN, and the Woodrow Wilson Foundation.

Before coming to Lipman Hearne she was a multiaward-winning associate media director, project and stewardship manager, and paid media strategist for corporate brands such as A-1 Steak Sauce, Always, Applebee's, Boca Foods, Eos Airlines, Grey Poupon, Pantene, Tampax, and the World Wildlife Fund.

Koelling holds a bachelor's degree in history from the University of Chicago and is a Master Project Manager (AAPM). In addition to her work at Lipman Hearne, she is involved in Chicago's running community. She acted as marketing director for the Gargoyle Gallop 8k, a charity fundraiser for the local literacy center. She is currently a coach with Chicago Endurance Sports. She also tries her best to grow tomatoes in the shade of her backyard, but also participates in her local community garden where she has a little more luck.


Dave Tobias

Dave Tobias
Vice President and Dean of Enrollment Management
Ursinus College

Dave Tobias is a thought-leader and innovator in 21st century liberal arts education. He has spoken at numerous conferences on topics as varied as the campus visit experience, writing a compelling college essay, and college access work within the current higher education landscape. In his words, "My personal philosophy interprets enrollment management as less of a product, and more of a process. At Ursinus, we embody this by recruiting, retaining and graduating right-fit students in a supportive environment focused on engagement and opportunity. We are creating lifelong learners who are welcomed into a passionate and inspiring community."

He holds a master's degree in higher education administration, enrollment management from the University of Miami and a bachelor's degree in theology from Xavier University.


Nikki Sunstrum

Nikki Sunstrum
Director of Social Media
University of Michigan

Find Nikki at: @nikkisunstrum

Before assuming her current role as director of social media for the University of Michigan, Nikki Sunstrum was responsible for building and managing a unified presence and strategy for the State of Michigan among an external audience of six million and internally more than 46,000 employees. With a primary goal of ensuring all accounts provided additional value to Michigan citizens, her primary statewide Twitter presence ranked as the third largest in the nation.

She is now focused on innovating the way in which one of the world's top universities strategically approaches interactive communications. She is passionate about becoming a recognized leader of networks and communities, creating quality work and innovating programs, environments and culture.

Sunstrum earned her bachelor's degree from Grand Valley State University and her master's degree from Aquinas College.



 


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