Register Today! Register Today!
Check out the Seminar at a glance! Please note, all sessions and times are subject to change. Visit upcea.edu/marketing for details. 2015 Marketing and Enrollment Management Seminar 2015 SEMINAR SCHEDULE OVERVIEW Wednesday, November 4 8 a.m.–5 p.m. 9–9:45 a.m. 10–11:30 a.m. 11:30 a.m–7:30 p.m. 11:30 a.m–1 p.m. 1:15–2:45 p.m. 2:45–3:15 p.m. 3:15–4:15 p.m. 4:30–5:30 p.m. 5:30–7:30 p.m.
Registration Open Newcomers’ Orientation Opening General Session – Debba Haupert Exhibits Open Networking Lunch & Exhibitor MEMS talks Deep Dives I Coffee with Exhibitors Concurrent Sessions I Concurrent Sessions II Welcome Reception Hosted by Exhibitors
Thursday, November 5
Friday, November 6 7:30–11:30 a.m. 8–11:30 a.m. 8–9 a.m. 9–10 a.m. 10:15–11:15 a.m. 11:30 a.m.–12:30 p.m. 12:30 p.m.
Registration Open Exhibits Open Continental Breakfast with Exhibitors Concurrent Sessions V Concurrent Sessions VI Closing General Session – David Kalsbeek Adjourn
Register Today! upcea.edu/marketing
Register Today!
Registration Open General Session & Breakfast – Jack Maguire Exhibits Open Deep Dives II Awards Luncheon Concurrent Sessions III Coffee with Exhibitors General Session – Robert Rose Concurrent Sessions IV Dinner Groups
2015 Marketing and Enrollment Management Seminar
7:30 a.m.–5 p.m. 8:30–10 a.m. 8:00 a.m.–3 p.m. 10:15 a.m.–11:45 a.m. 12–1:30 p.m. 1:45–2:45 p.m. 2:45–3:15 p.m. 3:15–4:15 p.m. 4:30–5:30 p.m. 6 p.m.
TRAVEL
Reserve your room at the Seminar hotel, the Denver Marriott City Center. The room block closes on October 12.
upcea.edu 202.659.3130 Washington, DC 20036 One Dupont Circle Suite 615
Learn more and reserve your spot at the Seminar today! Visit upcea.edu/marketing for more information.
CONCURRENT SESSIONS Wednesday, November 4
I
I
24th Annual UPCEA Marketing and Enrollment Management Seminar November 4-6, 2015 Denver, Colorado
You don’t want to miss the 24th Annual Marketing and Enrollment Management Seminar! Join us in Denver this November for great content like: KEYNOTE SPEAKERS Wednesday, November 4 Opening General Session 10–11:30 a.m. Ten Trends in Social Media for Higher Education Debba Haupert Social Media Authority
DEEP DIVES Deep Dives are intensive, workshop-like sessions of 90 minutes each which involve participants, tangibly and often kinetically, in their own learning. Actionable and take-away products are the hallmarks of a Deep Dive session and presenters are seasoned professionals who excel in interactive teaching. Topics cross the student lifecycle and encompass critical aspects of recruitment, retention, student services, and more. Wednesday, November 4
Thursday, November 5 9–10 a.m. Strategic Enrollment Management John (Jack) Maguire Maguire Associates
3:15–4:15 p.m. Content Marketing Strategy Robert Rose Content Marketing Institute
1:15–2:45 p.m. Social Media: Tactical Tools, Tricks, and Tips Debba Haupert, Boot Camp Digital Growing Online with Personalized Experiences Powered by Blackboard Educational Services Darcy Hardy, Blackboard Educational Services Christina Fleming, Blackboard Educational Services Strategies to Globalize Your Campus Powered by Jenzabar Michael Schroeder, California State University San Marcos Emmanuel (Meni) Sarris, Jenzabar David Goss, Jenzabar Workshopping Your Outdated Application Experience Powered by DecisionDesk
Thursday, November 5
Friday, November 6 11:30 a.m.–12:30 p.m. Enrollment Management: Principles of Retention for the Professional, Continuing, and Online Markets David Kalsbeek DePaul University
10:15–11:45 a.m. Content Marketing: How to Launch Your Content Marketing Mission Robert Rose, Content Marketing Institute Enrollment Management Marketing and New Media in the Era of Big Data Jim Bouse, University of Oregon Retention: How Do We Help? Powered by Hobsons Career Development throughout the Student Lifecycle Powered by InsideTrack Jason Smith, Harvard University Seth Reynolds-Mohler, InsideTrack
Concurrent Sessions I 3:15–4:15 p.m.
Concurrent Sessions II 4:30–5:30 p.m.
The Three Cs of Content Marketing in Education: Creation, Curation and Crowdsourcing Keith Sawarynski, Colorado State University-Global Campus Camille Campbell, PlattForm Sean Nicholson, PlattForm Dale Leatherwood, PlattForm
Omnichannel Marketing: Driving Consumer Behavior Across Channels and Platforms Leila Sidawy, Georgetown University
Data Visualization: UnGeeked Kimberly Logsdon, Miami University Patrick O’Rourke, UPCEA Strategic Enrollment Management Practices from Penn State’s College of Information Sciences and Technology Amy Stever, Penn State Leveraging Facebook Advertising to Engage Students and Increase Enrollment Kelly Podzemny, Texas Tech University
Crossing the Digital Divide: Integrated Digital into Your Continuing Education Marketing Laurie St. Aubin-Whelihan, University of Wisconsin-Eau Claire Durwin Long, University of Wisconsin-Eau Claire Vertical Storytelling: Creating Responsive and Effective Digital Content Kyle Henderson, University of Wisconsin-Madison Team-Based Approaches to Attract, Recruit, and Successfully Retain Adult Learners Diana Hawkins, SUNY Empire State College Kelly Mollica, SUNY Empire State College Michele Forte, SUNY Empire State College
Thursday, November 5 Concurrent Sessions III 1:45–2:45 pm
Concurrent Sessions IV 4:30–5:30 pm
Reinventing the Summer Term: Marketing and Branding Lessons from a Successful Turnaround Chris Rugen, Columbia University
Beating the “Silent Funnel” with Conversion-Centered Website Design and Content William Bailey, Georgetown University Chris Hofmann, University of Wisconsin-Extension
Evolve Your Dashboard: Design and Develop an Executive Dashboard Daniel Hocutt, University of Richmond James Campbell, University of Richmond Phil Melita, University of Richmond
Becoming an Experience Driven Organization Diane Burkett, University of Houston Dan Bellone, California State University, East Bay Guy Felder, Story+Structure
“But What Does it Look Like on the Phone?” Developing a Responsive Web Design Strategy James David Saul, Columbia University Chris Rugen, Columbia University
Growing Global: Strategic Advancement in International Online Enrollment Mitsue Shiokawa-Baklan, Old Dominion University Andy Casiello, Old Dominion University
Numbers are Worth 1,000 Words: Lessons Learned on the Path to Reaching Adult Learners Anissa Kuhar, Northern Illinois University Meryl Sussman, Northern Illinois University
Promoted Tweets: How to Use Paid Ads on Twitter for Engagement and Lead Generation Aimée Walters, Virginia Commonwealth University Jon Horn, JMH Consulting, Inc.
Friday, November 6 Concurrent Sessions V 9–10 a.m.
Concurrent Sessions VI 10:15–11:15 a.m.
Meaningful Marketing for MOOCs David Giroux, University of Wisconsin-Madison Mary Thompson, University of Wisconsin-Madison Lika Balenovich, University of Wisconsin-Madison
Educating Millennials or Being Educated by the Millennial? Jim Fong, UPCEA Center for Research and Marketing Strategy
Risk Management in Planning CRM Implementation: A Cautionary Tale Trevor Eyden, Colorado State University Online Siobhan Venman, Colorado State University Online Jordan Schroeder, Colorado State University Online The Impact of Marketing on Enrollment and Student Retention Crystal Toombs, Brenau University Kari Kovar, Helix Education Social Storytelling: Using Social Media to Connect with your Students at the Next Level Cheryl Rodewig, Kennesaw State University
Optimizing High-Touch Outreach after CRM Implementation Amy Theis, Oregon State University Annie Farber, Oregon State University Navigating Enrollment in a New Era: Designing an Exceptional .edu Exploration Experience Craig Maslowsky, Excelsior College Michael Sullivan, Educators Serving Educators “Interested-Engaged-Committed”: Redefining and Streamlining your Enrollment Marketing Funnel Kim Frisch, Regis University Jeff Johnson, Primacy
Registration Open Newcomers’ Orientation Opening General Session – Debba Haupert Exhibits Open Networking Lunch & Exhibitor MEMS talks Deep Dives I Coffee with Exhibitors Concurrent Sessions I Concurrent Sessions II Welcome Reception Hosted by Exhibitors
Thursday, November 5
Friday, November 6 7:30–11:30 a.m. 8–11:30 a.m. 8–9 a.m. 9–10 a.m. 10:15–11:15 a.m. 11:30 a.m.–12:30 p.m. 12:30 p.m.
Registration Open Exhibits Open Continental Breakfast with Exhibitors Concurrent Sessions V Concurrent Sessions VI Closing General Session – David Kalsbeek Adjourn
Register Today! upcea.edu/marketing
Register Today!
Registration Open General Session & Breakfast – Jack Maguire Exhibits Open Deep Dives II Awards Luncheon Concurrent Sessions III Coffee with Exhibitors General Session – Robert Rose Concurrent Sessions IV Dinner Groups
2015 Marketing and Enrollment Management Seminar
7:30 a.m.–5 p.m. 8:30–10 a.m. 8:00 a.m.–3 p.m. 10:15 a.m.–11:45 a.m. 12–1:30 p.m. 1:45–2:45 p.m. 2:45–3:15 p.m. 3:15–4:15 p.m. 4:30–5:30 p.m. 6 p.m.
TRAVEL
Reserve your room at the Seminar hotel, the Denver Marriott City Center. The room block closes on October 12.
upcea.edu 202.659.3130 Washington, DC 20036 One Dupont Circle Suite 615
Learn more and reserve your spot at the Seminar today! Visit upcea.edu/marketing for more information.
CONCURRENT SESSIONS Wednesday, November 4
I
I
24th Annual UPCEA Marketing and Enrollment Management Seminar November 4-6, 2015 Denver, Colorado
You don’t want to miss the 24th Annual Marketing and Enrollment Management Seminar! Join us in Denver this November for great content like: KEYNOTE SPEAKERS Wednesday, November 4 Opening General Session 10–11:30 a.m. Ten Trends in Social Media for Higher Education Debba Haupert Social Media Authority
DEEP DIVES Deep Dives are intensive, workshop-like sessions of 90 minutes each which involve participants, tangibly and often kinetically, in their own learning. Actionable and take-away products are the hallmarks of a Deep Dive session and presenters are seasoned professionals who excel in interactive teaching. Topics cross the student lifecycle and encompass critical aspects of recruitment, retention, student services, and more. Wednesday, November 4
Thursday, November 5 9–10 a.m. Strategic Enrollment Management John (Jack) Maguire Maguire Associates
3:15–4:15 p.m. Content Marketing Strategy Robert Rose Content Marketing Institute
1:15–2:45 p.m. Social Media: Tactical Tools, Tricks, and Tips Debba Haupert, Boot Camp Digital Growing Online with Personalized Experiences Powered by Blackboard Educational Services Darcy Hardy, Blackboard Educational Services Christina Fleming, Blackboard Educational Services Strategies to Globalize Your Campus Powered by Jenzabar Michael Schroeder, California State University San Marcos Emmanuel (Meni) Sarris, Jenzabar David Goss, Jenzabar Workshopping Your Outdated Application Experience Powered by DecisionDesk
Thursday, November 5
Friday, November 6 11:30 a.m.–12:30 p.m. Enrollment Management: Principles of Retention for the Professional, Continuing, and Online Markets David Kalsbeek DePaul University
10:15–11:45 a.m. Content Marketing: How to Launch Your Content Marketing Mission Robert Rose, Content Marketing Institute Enrollment Management Marketing and New Media in the Era of Big Data Jim Bouse, University of Oregon Retention: How Do We Help? Powered by Hobsons Career Development throughout the Student Lifecycle Powered by InsideTrack Jason Smith, Harvard University Seth Reynolds-Mohler, InsideTrack
Concurrent Sessions I 3:15–4:15 p.m.
Concurrent Sessions II 4:30–5:30 p.m.
The Three Cs of Content Marketing in Education: Creation, Curation and Crowdsourcing Keith Sawarynski, Colorado State University-Global Campus Camille Campbell, PlattForm Sean Nicholson, PlattForm Dale Leatherwood, PlattForm
Omnichannel Marketing: Driving Consumer Behavior Across Channels and Platforms Leila Sidawy, Georgetown University
Data Visualization: UnGeeked Kimberly Logsdon, Miami University Patrick O’Rourke, UPCEA Strategic Enrollment Management Practices from Penn State’s College of Information Sciences and Technology Amy Stever, Penn State Leveraging Facebook Advertising to Engage Students and Increase Enrollment Kelly Podzemny, Texas Tech University
Crossing the Digital Divide: Integrated Digital into Your Continuing Education Marketing Laurie St. Aubin-Whelihan, University of Wisconsin-Eau Claire Durwin Long, University of Wisconsin-Eau Claire Vertical Storytelling: Creating Responsive and Effective Digital Content Kyle Henderson, University of Wisconsin-Madison Team-Based Approaches to Attract, Recruit, and Successfully Retain Adult Learners Diana Hawkins, SUNY Empire State College Kelly Mollica, SUNY Empire State College Michele Forte, SUNY Empire State College
Thursday, November 5 Concurrent Sessions III 1:45–2:45 pm
Concurrent Sessions IV 4:30–5:30 pm
Reinventing the Summer Term: Marketing and Branding Lessons from a Successful Turnaround Chris Rugen, Columbia University
Beating the “Silent Funnel” with Conversion-Centered Website Design and Content William Bailey, Georgetown University Chris Hofmann, University of Wisconsin-Extension
Evolve Your Dashboard: Design and Develop an Executive Dashboard Daniel Hocutt, University of Richmond James Campbell, University of Richmond Phil Melita, University of Richmond
Becoming an Experience Driven Organization Diane Burkett, University of Houston Dan Bellone, California State University, East Bay Guy Felder, Story+Structure
“But What Does it Look Like on the Phone?” Developing a Responsive Web Design Strategy James David Saul, Columbia University Chris Rugen, Columbia University
Growing Global: Strategic Advancement in International Online Enrollment Mitsue Shiokawa-Baklan, Old Dominion University Andy Casiello, Old Dominion University
Numbers are Worth 1,000 Words: Lessons Learned on the Path to Reaching Adult Learners Anissa Kuhar, Northern Illinois University Meryl Sussman, Northern Illinois University
Promoted Tweets: How to Use Paid Ads on Twitter for Engagement and Lead Generation Aimée Walters, Virginia Commonwealth University Jon Horn, JMH Consulting, Inc.
Friday, November 6 Concurrent Sessions V 9–10 a.m.
Concurrent Sessions VI 10:15–11:15 a.m.
Meaningful Marketing for MOOCs David Giroux, University of Wisconsin-Madison Mary Thompson, University of Wisconsin-Madison Lika Balenovich, University of Wisconsin-Madison
Educating Millennials or Being Educated by the Millennial? Jim Fong, UPCEA Center for Research and Marketing Strategy
Risk Management in Planning CRM Implementation: A Cautionary Tale Trevor Eyden, Colorado State University Online Siobhan Venman, Colorado State University Online Jordan Schroeder, Colorado State University Online The Impact of Marketing on Enrollment and Student Retention Crystal Toombs, Brenau University Kari Kovar, Helix Education Social Storytelling: Using Social Media to Connect with your Students at the Next Level Cheryl Rodewig, Kennesaw State University
Optimizing High-Touch Outreach after CRM Implementation Amy Theis, Oregon State University Annie Farber, Oregon State University Navigating Enrollment in a New Era: Designing an Exceptional .edu Exploration Experience Craig Maslowsky, Excelsior College Michael Sullivan, Educators Serving Educators “Interested-Engaged-Committed”: Redefining and Streamlining your Enrollment Marketing Funnel Kim Frisch, Regis University Jeff Johnson, Primacy
