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(Tentative, subject to change)
Download the SEM Conference Brochure
(.pdf)
View the Meeting at a Glance
Preliminary Activities
Sunday, November 9, 2003
8:00 a.m. – 11:00 a.m.
Exhibitor Set Up
11:00 a.m. – 5:00 p.m
Exhibits Open
11:00 a.m. – 5:00 p.m.
Registration
Preconference Workshops
1:00 p.m.– 5:00 p.m.
Workshop: W.01 – Part I
Excelling in the Core Business
Functions of SEM
Jim Black
Additional fee
1:00 p.m.– 5:00 p.m.
Workshop: W.02
Integrated Student Services: People,
Process, and Technology
Louise Lonabocker and Rita Owens
Additional fee
5:00 p.m.– 6:00 p.m.
Pre-meeting Networking Reception All registrants invited
Monday, November 10, 2003
7:30 a.m. – 5:00 p.m.
Registration
7:30 a.m. – 8:30 a.m.
Continental Breakfast for Preconference Workshop Registrants
8:00 a.m. – 5:00 p.m
Exhibits Open
8:30 a.m. – 12:00 noon
Workshop: W.01 – Part II
Excelling in the Core Business
Functions of SEM continued
Jim Black
Additional fee
Workshop: W.03
The Winds of Change & Enrollment
Management
Richard Whiteside
Additional fee
Strategic Enrollment Management Conference
1:30 p.m.– 3:00 p.m.
Opening Plenary
The Evolution of Strategic Enrollment Management
This will be a 30-year retrospective, from a consultant/market
researcher who has worked with hundreds of institutions. Jack Maguire
will offer speculative answers to such questions as: Is higher education
better off today with SEM than we were 30 years ago? Has much progress
been made in achieving the goals of SEM? What are the major differences
between then and now? How do schools walk that fine line between
strategy and abuse in areas such as pricing/financial aid and marketing/branding?
Presenter: Jack Maguire, Chairman, Maguire Associates
3:30 p.m. – 5:00 p.m.
Best Practice Sessions
The Branding Panacea: Hype, Myth and Realities
This session draws upon the experiences of enrollment managers from
public and private universities, and a consulting firm to critique
the concept of branding. Internal and external factors that affect
branding efforts and the impact of branding on enrollment management
efforts will be considered.
Tracks: 4-year Private/Chief Enrollment
Management Officers
Presenters: Don Hossler, Vice Chancellor
for Enrollment Services, Indiana University Bloomington
David Strauss, Principal, Art and Sciences Group, Inc.
William Walker, Vice President for Public Affairs, Dartmouth
From SEM IX to SEM XIII: How One University Used SEM to Comprehensively
Transform an Entire Campus
Slippery Rock University (SRU) first attended SEM IX while in the
ninth year of enrollment decline, falling retention and lagging
graduation rates. Following lessons learned from three years of
SEM conferences, SRU has increased enrollment every consecutive
semester, increased both second year retention and graduation rates,
and moved from no plan to a fully integrated controlled enrollment
management success. See and hear what SRU found most helpful from
past SEMs and how they created a campus-wide transformation.
Tracks: 4-year Public/4-year Private
Presenters: James Barrett, Director of Undergraduate
Admissions, Slippery Rock University of Pennsylvania
Robert Smith, Interim President, Slippery Rock University of
Pennsylvania
Amanda Yale, Interim Associate Provost for Enrollment Services,
Slippery Rock University of Pennsylvania
Understanding the Legal Landscape of Affirmative Action
Increasing legal challenges to affirmative action strategies may
require rethinking policies and procedures to assure they withstand
legal scrutiny. The evolving framework courts use and their nuances
will be explained.
Tracks: Chief Enrollment Management Officers/ Graduate
and Professional
Presenters: R. Eugene Schuster, Former Director,
Student Information Systems Development, The Ohio State University
Saundra Schuster, Assistant Attorney General, State of Ohio
SEM Planning: A Cornerstone of Institutional Effectiveness
In recent years accountability and documented outcomes have become
priorities in higher education. These principles, however, have
been familiar concepts to SEM practitioners for many years. This
session will provide a detailed account of how outcomes from the
SEM effort can be used to advance institutional effectiveness across
the organization.
Tracks: 2-year/Chief Enrollment Management Officers
Presenters: Diane Lane, Dean of Students &
Institutional Effectiveness, Cecil Community College
Christine Valuckas, Dean of Financial Services &Administration,
Cecil Community College
Finding the Right Students at the Right Time
Traditional higher education is embracing the Internet for student
recruitment. In fact, nearly 100% of institutions have an admissions
area on their website to talk specifically to prospective students,
and even their parents or guidance counselors. However, finding
and recruiting students goes well beyond your website to the places
your prospective students spend their time online. Where do students
go before they even know about you? What can you do to impact the
message about your school on sites that you do not control?
Tracks: Admissions Officers/Chief Enrollment Management
Officers/Corporate Presentation
Presenter: Kerri Hoyt, Vice President, Admissions
Services, Princeton Review
Customer Service: An Essential Component for Retention
Eastern Michigan University uses a unique survey instrument that
identifies eight elements that compose customer satisfaction. This
session will describe these elements and their effectiveness in
identifying needed change.
Tracks: Chief Enrollment Management Officers/4-year
Public/Registrars
Presenters: Courtney McAnuff, Vice President of
Enrollment Services, Eastern Michigan University
Sandra Williams, Director of Institutional Assessment, Eastern
Michigan University
Transforming Your Admissions Process to Drive Yield: The Purpose-Driven
Organization
Learn how the concept of Purpose Portals can provide a highly personalized
approach to recruiting, resulting in more qualified applicants and
higher yield. Edgewater Technology will describe how an assimilation
model, enabled with the latest technology, can transform your admissions
process into a highly efficient and effective one.
Tracks: Chief Enrollment Management Officers/Admissions
Officers/Corporate Presentation
Presenters: Maury DePalo, Director of Consulting,
Edgewater Technology, Inc.
Peter Dupre, Chief Technical Strategist, Edgewater Technology,
Inc.
5:15 p.m.– 6:15 p.m.
Small Group Discussions with Faculty by Institutional Type
A Review of Institutional SEM Plans by Faculty
Submit plans by October 24, 2003 to meetings@aacrao.org
7:00 p.m.
Special Event (Dinner and Entertainment)
Tuesday, November 11
7:45 a.m.– 9:00 a.m.
Continental Breakfast and Presentation
Building a Customer Focused Organization
Roger Dow will share lessons from his book, TURNED ON -Eight
Vital Insights to Energize Your People, Customers and Profits.
He will discuss how organizations can create "Turned On"
relationships with their people and customers to achieve extraordinary
results. His presentation will include many hands-on examples which
you and your team can apply. He'll discuss how to set yourself apart
by spending your time and energy on those areas which truly make
a difference and how to build an organization that is flexible,
responsive and has long-term vitality. This is a high energy presentation
laced with humor by one of America's top business leaders.
Presenter: Roger Dow, Senior Vice President, Global
Field Sales, Marriott International
8:00 a.m. – 4:00 p.m
Exhibits Open
9:00 a.m. – 10:30 am
Best Practice Sessions
Supercharge Your Visit Program!
See how one university increased its enrollment yield from their
visit program by 76 percent! This successful Saturday visit program
is a cross-divisional effort that incorporates a personalized delivery
system and is presented in an informative, high-energy format. Fusing
standard higher education marketing techniques with current technologies,
you will see how this popular visit visit package exploded into
an effective recruitment tool and how a single message drove a recruitment
marketing campaign that resulted in enhanced enrollment.
Tracks: 4-year Private/Chief Enrollment Management
Officers
Presenters: Cathryn Claerhout, Associate Director
of Admissions and Records, Ferris State University
Craig Westman, Associate Dean of Enrollment Services, Ferris
State University
Beyond Counting Heads: Using Statistical Research to Make Strategic
Enrollment Decisions and Get Published
This practical session will explain, step-by-step, how to analyze
data that you already collect to predict which prospects are likely
to enroll and succeed at your institution. Statistics can back up
your rationale when requesting more staff or funding in declining
budgetary times and help you publish in professional journals.
Tracks: 4-year Private/Chief Enrollment Management
Officers
Presenters:
Bonnie Jones, Associate Dean for Admissions and Institutional
Research, Northeastern Ohio University College of Medicine
R Stephen Manuel, Director of Admissions, Northeastern Ohio University
College of Medicine
Nicole Borges, Assistant Professor of Behavioral Sciences, Cleveland
State University
Staff Recruitment and Development for Successful Strategic
Enrollment Management
Consistently superior and client focused enrollment management depends
on having the right people and the right leaders. This presentation
demonstrates how focused staff recruitment and development leads
to satisfied staff and satisfied students. During the session, participants
will be provided with practical tools to use in their own organizations.
Tracks: 4-year Private/Chief Enrollment Management
Officers/Registrars
Presenter: Mary Downes, Director of National Student
Administration & Teaching Support, Massey University
Integrating SEM and Your Institution’s Technology Plan
Integrating your institution’s technology plan with your strategic
enrollment management plan is critical to its success. A successful
technology plan that helps you better manage your resources, while
providing additional services to your constituents, must be aligned
with the goals established in your SEM plan. This session will examine
how enrollment managers can take steps to ensure that the institution’s
technology and strategic enrollment management plans are in alignment.
Tracks: Chief Enrollment Management Officers/Corporate
Presentation/Registrars
Presenters: Ana Borray, Manager of Professional
Services, Datatel. Inc.
Graham Tracey, Product Manager, Datatel, Inc.
Retention: An Intervention Model NOT a Tracking System
Too often institutions build a retention system that tracks student
failure rather than a system based on aggressive academic intervention
strategies. This session will describe a model that has resulted
in increasing academic performance across the student population.
Tracks: Retention Officers/2-year
Presenter: Marvin Bright, Director of Retention,
Cecil Community College
Creating and Implementing SEM: One Institution’s Experience
Two enrollment professionals with over 25 years experience in the
field discuss the institutional transition to a formalized enrollment
management structure. Theories from Wise Moves in Hard Times, Reframing
Organizations, Becoming a Leader in Enrollment Services and their
direct implementation on the campus will be discussed, along with
assessment tools used to demonstrate continuous improvement within
the system.
Presenters: Jay Goff, Dean of Enrollment Management,
University of Missouri-Rolla
Martina Hahn-Baur, Assistant Director of Admissions, University
of Missouri-Rolla
A Better Way to Shape the Size and Profile of Your Class
The work of enrollment professionals gets more complex and competitive
every day.
Join us as we discuss strategic solutions that will make your job
easier. In this session, learn how you can shape the size and profile
of your class while increasing your return-on-investment.
Tracks: Chief Enrollment Management Officers/Admissions
Officers/Corporate Presentation
Presenters: Jeff Arnold, Executive Director, Higher
Education Marketing, The College Board
Reis Hagerman, Solution Manager, Higher Education, The College
Board
11:00 a.m. – 12:30 p.m.
Best Practice Sessions
Is the Emperor Wearing Clothes: An Examination of the Empirical
Evidence of Retention-Based Program Effectiveness
Retention-based programs are built upon concepts theoretically proven
as positive contributors to persistence. There is a plethora of
theoretical research on variables that impact retention; however,
there is a dearth of scholarly studies that empirically assess whether
or not campus-based retention initiatives really work. Come and
learn what enrollment managers need to know about the efficacy of
retention programs.
Tracks: 4-year Public/Retention Officers
Presenters: Don Hossler, Vice Chancellor for Enrollment
Services, Indiana University
Bloomington
Carla Morelon, Doctoral Student in Higher Education,Indiana University
Bloomington
Lori Patton, Doctoral Student in Higher Education, Indiana University
Bloomington
Dawn M. Whitehead, Doctoral Student in Educational Policy Studies,
Indiana University
Bloomington
The Perfect Recipe: Strategic Planning, Continous Quality Improvement,
and Performance Measurement
Strategic Planning driven by continuous quality improvement (CQI)
is a powerful combination. An Initiative in Michigan is bringing
community colleges together to collaborate on strategic level performance
measurement. This session covers the project's six common strategic
performance measures that all community colleges can use for benchmarking
and best practice.
Tracks: Small Schools
Presenters: Kevin Pollock, Vice President of Student
Services, West Shore Community College
Constance Schwass, Professor of Business Studies, West Shore
Community College
Moving From an Enrollment Management Division to an Enrollment
Management Organization
The term enrollment management organization© is used to identify
a system’s approach to establishing optimum enrollment at
a college or university. It integrates assessment, planning, and
budgeting on an institutionwide basis to determine and achieve
enrollment goals.
Tracks: Chief Enrollment Management Officers/Small
Schools
Presenter: Alexander Popovics, Vice President for
Enrollment Management, Saint Joseph’s College
Unraveling the Mysteries of Student College Selection
This presentation focuses on the results of a major new research
study examining the dynamics of the student college selection process.
Using a pool of over 800,000 students enrolling at more than 2,200
colleges nationwide, the research explores the relationship between
a student’s enrollment preferences and their actual college
choice.
Tracks: Chief Enrollment Management Officers/Admissions
Officers/Corporate Presentation
Presenters: Michael Hovland, Senior Consultant
at the Office for the Enhancement of Educational Practices, ACT
Jim Sconing, Director of the Statistical ResearchDepartment,
ACT
What I Saw at the Revolution: A Public University Adopts a Private
Tuition Structure
Miami University in Oxford, Ohio has adopted a progressive, new
tuition model that attempts to make Miami University more affordable
to low- and moderate-income families in Ohio by giving the university
more flexibility in the disbursement of state subsidy dollars. The
plan embraces the best practices of private-sector universities
while fully meeting Miami’s responsibilities as a state-assisted
public university of Ohio.
Tracks: 4-year Public/Financial Officers
Presenter: Michael Mills, Director, Office of Admissions,
Miami University Oxford Campus
Self-Evaluation and Self-Admission at the University of British
Columbia
Self-service is making admission to UBC simple and immediate. Applicants
enter course and other information, self-evaluate and admit themselves
if they meet the requirements. Self-evaluation, online in real time
provides outstanding service and demonstrates the power of Web service
delivery.
Tracks: 4-year Public/Chief Enrollment Management
Officers
Presenters: Deborah Robinson, Associate Registrar
and Director, University of British Columbia
Inquiry Relationship Management
Success or failure to our recruitment efforts relies on how well
we manage our inquiry pools. Admissions operations spend a tremendous
amount of time and energy generating inquiries. However, the large
volume of inquiries often keeps them from effectively targeting
this important list to maximize enrollment objectives. In addition,
today many colleges face budget freezes or cuts. This increases
the pressure on admissions operations. Not only are they expected
to exceed previous recruitment goals they are required to do so
with fewer dollars. Based on the analysis of results of colleges
nationwide, this session will explore the effects of hybrid targeting
tools, integration of electronic tools, and developing a one-to-one
communication plan.
Tracks: Admissions Officers/Corporate Presentation
Presenter: John Baird, Vice President of Enrollment
Management Services, RuffaloCODY
12:30 p.m.– 1:45 p.m.
Luncheon Seated by topical area of interest with SEM faculty
2:00 p.m. – 3:30 p.m.
Best Practice Sessions
Organizational Transition: Establishing a 21st Century Student-Centered
Environment
Traditional delivery silos of admissions, registration and financial
aid have given way to cross-functional teams prepared to serve students
in a one-stop customer friendly atmosphere. Transitioning an organization
to embrace delivering personalized service in an electronic age
has resulted in new jobs for the entire enrollment services division.
Tracks: Student Services Officers/Chief Enrollment
Management Officers/Registrars
Presenter: Michael Corcoran, Dean of Enrollment
Services, Northeast Wisconsin Technical College
Collaborations for Success: Implementing a Campus-Wide Enrollment
Management Plan
Recent strategic planning transformation has caused the University
of Missouri—Kansas City (UMKC) community to collaboratively
redefine its institutional and enrollment goals. Using Hossler as
a theoretical touchstone, this presentation will focus on the collaborative
processes in developing strategies and implementing an action-oriented
enrollment management plan.
Tracks: 4-year Public/Chief Enrollment Management
Officers
Presenters: Bibie Chronwall, Associate Dean of
the School of Biological Sciences, University of Missouri-Kansas
City
Jennifer DeHaemers, Director of Admissions, University of Missouri-Kansas
City
Judy McCormick, Assistant Dean of the College of Arts and Sciences,
University of Missouri-Kansas City
Melvin Tyler, Assistant Vice Chancellor/Enrollment Management,
University of Missouri-Kansas City
Beyond “Kids & Cul-de-Sacs” : Using Educationally
Relevant Geodemography
Consumer marketers use household buying patterns to describe spending
choices. Colleges have tried using the same information to anticipate
college choice with minimal success. Find out how creating and using
educationally relevant geodemography can describe and inform the
choice process and enhance your recruitment efforts.
Tracks: Chief Enrollment Management Officers/Admissions
Officers
Presenters: J. Michael Thompson, Vice Provost Enrollment
Services, University of Southern California
An Enrollment Management Manifesto: Not Lipstick on a Bulldog
but Certainly a Purple Cow
The focus of fiscal stability, value and quality are strategies
and techniques related to high performance enrollment management
functions.
Tracks: 4-year Private/4-year Public
Presenter: Joseph Merante, Associate Vice President
for Academic Affairs, Loyola Marymount University
Emerging Technologies in Recruitment and Enrollment Management
This session will highlight how one campus has utilized various
technologies to link the campus community to students throughout
the enrollment cycle. Learn how Cal Poly has enhanced its prospective
student VIP Web portal with an intrusive e-communication effort
throughout the enrollment cycle. Cal Poly’s communication
effort is based on an integrated communication approach that focuses
on a comprehensive, coordinated and institution–wide communication
campaign.
Tracks: Chief Enrollment Management Officers/Admissions
Officers
Presenter: James Maraviglia, Assistant Vice President,
California Polytechnic State University-San Luis Obispo
Data Data Everywhere and Not a Thought to Think
Trying to make sense out of the deluge of data forming piles on
your desk and files on your computer? Wondering what happened to
the promise that improved software systems would enable you to make
informed, data-driven decisions and increase your effectiveness?
Tracks: Student Services Officers/Chief Enrollment
Management Officers/Registrars
Presenters: Dean Hubbard, President, North West
Missouri State University
Edward Mills, Student Service Reengineering Director, Cleveland
State University
Tests that Bind: Loosening the Grip of the SAT and ACT in Enrollment
Plans
The SAT and ACT have become synonymous with college admissions.
The gatekeepers of higher education, these standardized tests serve
as the yardstick to measure everything from "merit" and
selectivity to academic excellence and prestige. In this workshop,
participants will be able to walk through a plan for conducting
an analysis of the use of standardized tests in enrollment management
practices. Focus areas will include marketing and recruitment, mission
and goal alignment, admission criteria effectiveness, validity studies
and change management strategies.
Tracks: Chief Enrollment Management Officer/Admissions
Officers
Presenter: Beth Beard, University Admissions Analyst,
FairTest
4:00 p.m. – 5:30 p.m.
Small Group Discussions with Faculty by Professional Role
Wednesday, November 12
7:45 a.m. – 9:00 a.m.
Continental Breakfast and SEM Panel
Presenters: Jim Black, Associate Provost for Enrollment
Services, University of North Carolina at Greensboro
Robert Hannigan, Vice Provost for Enrollment Management, California
State University-Chico
J. Michael Thompson, Vice Provost Enrollment Services, University
of Southern California
Richard Whiteside, Vice President for Enrollment Management &
Institutional Research, Tulane University
Amanda Yale, Interim Associate Provost for Enrollment Services,
Slippery Rock University of Pennsylvania
9:15 a.m. – 10:45 p.m.
Best Practice Sessions
Leading Change: Revamping, Reorganizing and Reengineering in
the Face of Double-Digit Budget Cuts
In the midst of six years of budget cuts that have seen state funding
drop from 62% of total costs to 32%, Southern Oregon University
is making plans for a bright future. The presentation will cover
how a campus can manage morale and energy for change in tough times,
refocus, redesign and move forward. A key element of this presentation
will be how faculty and administrators collaborate to manage enrollments
in such times. Participants will have the opportunity to relate
their own challenges to the ideas offered in this presentation and
exchange like strategies with each other.
Tracks: 4-year Public/Graduate and Professional
Presenters: Earl Potter, Provost and Vice President
for Academic Affairs, Southern Oregon University
Continuous Quality Improvement Within Enrollment Management
Develop a process through which an enrollment services division
can concentrate on continuous quality improvement, amidst fiscal
and staffing challenges, in all current and future efforts and procedures,
with a focus in the same quality-oriented direction.
Tracks: 4-year Public/Small Schools/Registrars
Presenter: James Lynch, Dean of Enrollment Services,
Florida Gulf Coast University
A Collaborative Effort in North Carolina to Improve Access to
Higher Education
The demographics of high school graduates are changing dramatically,
with the bulk of the growth coming from populations currently under-represented
in college. The challenge for higher education is how to assist
these students to plan, apply and pay for college. North Carolina
has implemented several broad-based initiatives that work to improve
access to higher education for these students. Several of the initiatives
in North Carolina, including its comprehensive state-wide Web site,
CFNC.org, will be examined.
Tracks: Chief Enrollment Management Officers/ Admissions
Officers
Presenters: George Dixon, Senior Consultant, University
of North Carolina
Joe Watts, Director, National College Access Partnership
How SEM Relates to Strategic Planning
Many institutions have a strategic plan which is nothing more than
a wish list. How can you move from your current strategic plan to
a plan for strategic enrollment management? Presented by an executive
assistant to the president of a seminary, this session is especially
applicable to mid-size and graduate institutions.
Tracks: Chief Enrollment Management Officers/ Graduate
and Professional
Presenters: Reid Kisling, Registrar, Dallas Theological
Seminary
Robert Riggs, Executive Assistant to the President, Dallas Theological
Seminary
Data Destroys Politics: Developing Market Data to Drive Graduate
Enrollment Management
For many private institutions, graduate enrollment growth is an
economic necessity. Often though, these same institutions’
histories, systems and structures make graduate enrollment planning
idiosyncratic, intuition-driven and isolated. Market research is
the solution to this problem. Find out how Lesley University used
an intense focus on market research and a university-wide planning
process to move from a small women’s college with a special
focus on education to become the largest master’s degree program
for K-12 teachers in the country and the 5th largest graduate school
in New England.
Tracks: Graduate and Professional/Chief Enrollment
Management Officers
Presenter: Hugh Norwood, VP of Marketing &
Dean of Enrollment Planning, Lesley University
Addressing Student Loan Management as a Clear and Present Danger
to Institutional and Student Success
Increasing reliance on student loans compels today’s enrollment
manager to confront the challenge of managing the student borrowing
process. This session demonstrates how systemic planning can yield
decreased student indebtedness and enhanced institutional effectiveness.
It offers exercises to formulate strategies for conducting in-depth
statistical analyses of student borrowing patterns and engaging
cross-functional campus involvement in decreasing student debt burden
and ultimately default aversion.
Tracks: 4-year Private/4-year Public/ Chief Enrollment
Officers
Presenters: Josie Barrett, Director of Institutional
Enrollment Services, The Texas Guaranteed Student Loan Corporation
Arnold Trejo, Assistant Provost and Executive Director of Financial
Aid, Texas A&M University
11:00 a.m. – 12:00 p.m.
Closing Plenary
Tomorrow's SEM: New Perspectives / New Priorities
The competitive, economic, political and demographic environment
has changed dramatically since Jack Maguire and his colleagues first
introduced ‘enrollment management’ to the professional
lexicon of American higher education. Those changes significantly
shape the scope of what SEM leaders must focus on to ensure their
institutions’ academic vitality and financial viability. In
this closing plenary, Kalsbeek will outline the evolution of an
approach to SEM where enrollment is an outcome of strategically
focusing on market position and prominence.
Presenter: David Kalsbeek, Vice President for Enrollment
Management, DePaul University
12:15 p.m. – 1:45 p.m.
Lunch on Your Own
2:00 p.m. – 4:00 p.m.
Optional Individual Consultations with Conference Faculty
Seminar for New SEM Professionals
Presenter: Amanda Yale, Interim Associate Provost
for Enrollment Services, Slippery Rock University of Pennsylvania
Seminar for Experienced SEM Professionals
Presenter: Robert Hannigan, Vice Provost for Enrollment
Management, California State University Chico
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