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Sessions
(Program subject to change)
Below are detailed descriptions of session offered at the
Twelfth Annual Strategic Enrollment Management Conference.
You may click on a date to be brought to session offered on
that day.
Sunday, November 10, 2002
Monday, November 11, 2002
Tuesday, November 12, 2002
Wednesday, November 13, 2002
Download the Conference Brochure
(.pdf)
Sunday, November 10
11:00 a.m. - 5:00 p.m.
Registration
1:00 p.m. - 5:00 p.m.
Preconference Workshops
(Additional fee)
5:00 p.m. - 6:00 p.m.
Pre-meeting Networking Reception
All registrants invited
Monday, November 11
8:30 a.m. - 12:00 noon
Preconference Workshops
(Additional fee)
Opening Plenary
1:30 - 3:00 p.m.
Everything You Don't Want To Know About Life In Enrollment
Management
Cindy Crawford and Mother Teresa - Riots, Faculty Lunches
and Nutria - what's this all about? Our profession takes us
everywhere - anywhere, asks us to leap tall buildings in a
single bound and to remain as fresh as the flowers in a bride's
bouquet. Learn how one person has mastered the ropes of SEM
from more than thirty years of life on the road.
Presenter:
- Richard Whiteside, Vice President for Enrollment Management
& Institutional Research, Tulane University
Best Practice Sessions
3:30 - 4:45 p.m.
Integrating the Three Prongs of Enrollment
Management
After an overview of the three prongs of enrollment management
- marketing and recruitment, academic program development,
and retention - will be followed by various scenarios for
strategic decision making. Examples will be provided for small
group discussion.
Presenters:
- Colleen Murphy, Vice President for Marketing and Advancement,
William Rainey Harper College
- Laura R. Crane, Acting Director of Research, William Rainey
Harper College
- Dr. Margaret Skold, Vice President of Academic Affairs,
William Rainey Harper College
- Sheryl Otto, Associate Dean of Student Affairs, William
Rainey Harper College
Lessons Learned by Two First-Year
Enrollment Management Officers
Reflecting on their first year as enrollment management officers,
the presenters will share lessons learned from efforts to
build an effective enrollment management team, generate a
strategic plan, set goals, change culture, improve student
services, communicate with parents, and involve faculty in
recruitment and retention efforts. Successes and failures
will illustrate principles that can be applied elsewhere.
Presenters:
- Stephen L. Zabor, Vice President for Enrollment Management,
Hiram College
- Edith J. Waldstein, Vice President for Enrollment Management,
Wartburg College
Purgatory and Paradise: Lessons
Learned During Implementation of a Student Information System
Using case study methodology, the impact of implementing
a new student information system on SEM activities at two
large public university campuses is examined. This session
will focus on the issues, decisions, and organizational re-engineering
influencing SEM on the two campuses. Highlighted topics include
costs of implementation, trade-offs, level of functionality,
the impact of SEM activities on each campus, and the influence
of multi-campus politics.
Presenters:
- Rebecca E. Porter, Interim Executive Director of Enrollment
Services and Associate Vice Chancellor for Student Services,
Indiana University Purdue University Indianapolis
- Don Hossler, Vice Chancellor for Enrollment Services,
Indiana University
Be Prepared to "Meet the Press"
From former television anchor and reporter, Jeffrey Black,
learn how politicians and media savvy executives get messages
out so skillfully during media interviews. Black has worked
with Fortune 100 companies, such as General Electric, and
education and non-profit organizations, such as Northern Arizona
University, to help their leaders determine and deliver their
key messages to the media. His media training program, which
has taken him across America and around the globe, shows how
to structure and deliver your message with high, emotional
impact; stay on your message; take control of a media interview;
and use body language to properly project your message.
Presenter:
- Jeffrey Black, Principal, Black Sheep Strategies
Integrated Marketing and Electronic
Communications: Leveraging Technology to Achieve Enrollment
Management Objectives
This session is a case study of a large-scale - over 200,000
inquiries with a first-year class of approximately 6,000 -
admissions and student recruitment operation that has significantly
altered its marketing approaches in order to meet the challenges
of a cost-cutting government, changing demographics and an
increasingly competitive environment. Integrated marketing
approaches that draw in expertise from a broad range of areas
and innovative technology are two key elements that have made
York a destination university. Learn how one university is
making an impact.
Presenters:
- Joanne Duklas, Associate Director, York University
- Ann Marie Elliott, Manager of College, Mature, and University
Transfer Recruitment, York University
Is It Leadership or Management?
Often the word leadership or leader is substituted for what
is really management or manager, and vice versa. This presentation
will explore the concepts of leadership and management, provide
some theories from contemporary theorists, offer observations
as to what is needed today, and conclude with a challenge
for leaders and managers to align their styles with their
values.
Presenter:
- Joseph Roof, Dean of Enrollment Development, Daytona Beach
Community College
5:00 - 6:15 p.m.
A Review of Institutional SEM Plans by Faculty
Submit plans by October 25, 2002 to meetings@aacrao.org
Corporate Presentations
5:00 p.m. - 6:15 p.m.
Development of a Graduate On-line Application Process
Combining the needs of 60 diverse programs with those of
a major research institute posed a challenge when developing
the online application process for Georgia Institute of Technology.
Factors adding to the complexity of this problem included
decentralization, an ever-growing number of applications,
budget constraints and lack of manpower. Campus "buy-in,"
development, implementation and the impact of this project
on resource management will be presented.
Presenter:
- Gail Potts, Director, Graduate Admissions, Georgia Institute
of Technology
Sponsored by CollegeNet
College Board Enrollment Solutions
Professionals in enrollment, admissions, and financial aid
know all too well how complex and competitive enrollment has
become…and it's not about to let up. The College Board's
suite of enrollment solutions can assist you in moving deftly
from recruitment to retention. Join us to hear what's new
in the field, explore new options for your campus, or just
ask questions.
Presenter:
- Steve Graff, The College Board
Sponsored by The College Board
Achieving Retention Through Strategic Use of Target Marketing
It is well known that if you assess who your customers are,
you can be more effective in attracting new and retaining
old customers. Educational recruitment is much the same. There
are characteristics that best define who is attending your
institution and which of those market segments are
staying to complete their degree. Target marketing can help
you better understand and retain those students who are most
likely to complete their degree goals.
Presenter:
- David Fant, President, Market Mapping plus
Sponsored by Market Mapping plus
Impacting Enrollment. by Blending Technologies for an
Integrated and Targeted Communication Plan
RuffaloCODY, a leading provider of direct marketing for enrollment
management, will share data and results from our client base,
weigh the pros and cons of various targeting tools (including
predictive modeling and qualification), and show how an integrated,
one-to-one communication plan can be developed. We will also
examine the importance of blending direct marketing tools
(direct mail, email and telephone) to maximize results. This
practical session will highlight exciting new opportunities
available to admissions/recruitment professionals.
Presenter:
- John Baird, Vice President, Enrollment Management, RuffaloCODY
Sponsored by RuffaloCODY
7:00 pm
Mexican Fiesta
All registrants are invited!
Tuesday, Nov. 12
Continental Breakfast and Plenary Presentation
7:45 a.m. - 9:00 a.m.
Redesign, Relocate and Reconfigure:
Creating Integrated Services in Higher Education
Diana Oblinger, Senior Fellow, EDUCAUSE
Attitudes about quality service, self-service, immediacy
and integration are challenging our traditional assumptions
about who provides services and what those services are. In
addition, a series of unique capabilities related to information
technology compound the pressures to augment, integrate and
deliver high quality services. This presentation will highlight
many ways that institutions can integrate services, as well
as the practices that emerge as important to the success of
integrated services.
Best Practice Sessions
9:15 - 10:30 a.m.
Customer Service
Enrollment management offices place so much effort on recruitment,
registration, and retention. Most of us do a great job. However,
we place little energy on customer service and the front end
user. This session shows examples of customer service in higher
education and how we can fix the problem on our campus. With
an upbeat and energetic approach, the presentation is guaranteed
to entertain and provide excellent tips for success.
Presenters:
- Arlie Stops, Associate Vice President for Enrollment Management,
Community College of Southern Nevada
- John Bearce, Systems Analyst, Community College of Southern
Nevada
- Erika Dixon, Associate Director of the Recruitment Office,
Community College of Southern Nevada
Retention/Recruitment/Marketing Plans:
Moving to Strategic Enrollment Management
There is no single solution to making retention work on a
campus. Using a comprehensive model that connects marketing,
recruitment, and retention strategies, Odessa College has
been able to reduce attrition and improve "buy in"
from faculty, administration, and volunteer alumni. With this
graphic model, attendees can examine their own SEM model to
increase their retention levels.
Presenter:
- Ralph L. Ford, Dean of Enrollment Management, Odessa College
The Student Success Center: A Model
for Retention
Endeavoring to provide services that will positively impact
the retention of a worldwide student population is increasingly
challenging. With limited resources and a growing population
of adult learners, a new concept was imperative for the continuation
of high quality customer service. University of Maryland University
College's Student Success Center was designed to integrate
services, staff and technology in order to promote lifelong
student relationships.
Presenters:
- Pamela A. DeMartino, Associate Provost for Student Affairs,
University of Maryland University College
- Scott T. Wibbert, Senior Advisor for Graduate Student
Affairs, University of Maryland University College
- Hyun Chung, Technical Coordinator for Graduate Student
Affairs, University of Maryland University College
New Benchmarks: National Enrollment
Management Study
The demographic, economic, and competitive challenges facing
enrollment managers in the 2000s continue to intensify. Based
on results from the 2001 National Enrollment Management Survey,
this presentation explores what U.S. colleges and universities
are doing to meet their enrollment objectives. Included are
benchmarks on financial aid effectiveness, recruitment costs,
admissions conversion and yield rates, and effective recruitment
and retention strategies.
Presenter:
- Gary Fretwell, Vice President, Noel-Levitz
The Impact of Financial Aid Strategies
on Meeting Net-tuition Objectives
This session seeks to stimulate strategic thinking about
effective financial aid
allocation processes to achieve net tuition income objectives.
Analytical techniques to allocate financial aid will be demonstrated.
Action plans necessary to implement an effective financial
allocation process will be discussed.
Presenter:
- Bill Elliott, Vice President for Enrollment, Carnegie
Mellon University
Dropping Early Decision: Behind
the Decision at Chapel Hill
Why did the University of North Carolina at Chapel Hill drop
Early Decision? Why did it institute Early Decision in the
first place? Is even a responsibly run Early Decision program
in the interest of students and the college selection process
nationally? This session explores the Early Decision question
through a case study of a decision that made recent national
headlines.
Presenter:
- Jerome A. Lucido, Vice Provost for Enrollment Management
and Director of Admissions, University of North Carolina
at Chapel Hill
Developing a Data Driven Marketing
Plan
DePaul University acquired Barat College in Lake Forest,
Illinois on February 1, 2001. In this session, the presenters
will describe how they used a data and research approach to
develop a strategic marketing plan for this new and unique
option within the DePaul family.
Presenters:
- Raymond Kennelly, Vice President of Enrollment Management,
Lewis University
- Liz Sanders, Director of Enrollment Management Research,
DePaul University
Best Practice Sessions
11:00 a.m. - 12:15 p.m.
Testing for Success
A full assessment center is required for every school that
has a heterogeneous student population. This program discusses
the exact relationship that a testing center has to retention
and goal attainment. The challenges and strategies for initiating
a comprehensive mandatory student testing center will be the
topics of discussion.
Presenters:
- Joseph P. DiMaria, Vice President for Student Affairs,
Community College of Rhode Island
- Ronald L. Schertz, Dean of Students, Community College
of Rhode Island
Managing High-Volume Traffic in
Your One-Stop Shop
Long lines, waiting on hold or to see someone in person are
not the hallmarks of service we seek. Yet, they are common
on so many campuses. Learn how Seton Hall University used
re-engineering and technology to reduce high-volume traffic
in its Enrollment Services Center. Any office with high-volume
or long lines will find this session applicable.
Presenter:
- Tom Green, Associate Vice President for Enrollment Services,
Seton Hall University
Integrated Marketing: Admissions,
Communication, Retention
The program will focus on the four primary levels (strategic,
organizational, message, and collaboration) of integrated
marketing. Examples of the application of these levels within
admissions and retention programs will be discussed. Integrated
marketing will be presented as a critical component of a comprehensive
enrollment strategy to build competitive advantage for the
institution and the students that choose to enroll.
Presenter:
- Thomas Huddleston, Vice President for Student Development
and Enrollment Services, University of Central Florida
Looking at SEM Challenges and
Opportunities Through Bolman and Deal's Four Frames of Leadership
During this interactive session, participants will learn
the four frames of leadership as defined by Bolman and Deal
in Reframing Organizations. Participants will also learn how
to use the frames to integrate SEM with campus planning; build
alliances to strengthen SEM initiatives; and develop strategies
to reach SEM goals.
Presenter:
- Debbie L. Ford, Vice President of Student Affairs, Spalding
University
Knowledge Management as a Productivity
Tool for Enrollment Services - Real or Hype
Knowledge management principles and techniques can truly
improve productivity in your institution. Encouraging staff
to share knowledge in a useful and productive manner allows
you to be innovative and create new knowledge. Economists
believe that 34% of the growth in an organization and the
economy depends on new knowledge. Come to this session
and find out how to manage knowledge to gain a competitive
advantage.
Presenters:
- Gaylea Wong, Associate Registrar, University of British
Columbia
- Michelle Sharp, President, Edge Consulting
Understanding the External Forces:
How Vendors Play Into Your Strategic Marketing and Recruitment
Plans
In this session, we will map out various sources students
and influencers (parents, counselors) use to get information
about your institution, and how you can turn those channels
into one-to-one recruitment opportunities. Concepts to consider
when developing a marketing strategy or harnessing technology
for the purposes of enrollment management will also be discussed.
What questions should you ask a vendor? What technology approach
will work? What techniques are working with students that
can be added to marketing and recruiting plans for this season?
Presenters:
- Keri Hoyt, Associate Vice President for Marketing, The
Princeton Review
- Kate Doherty, Director of Higher Education Marketing,
The Princeton Review
Corporate Presentation
11:00 a.m.
Drowning in Data: The Lifesaving Benefits of One Enrollment
Management and Communications System
How well is your institution coping with dramatically higher
levels of inquiries and applications spurred on by the electronic
age? Some institutions have capitalized on this new era in
admissions to reach record levels of enrollment, while others
overlook their best prospects among the flood of data. Hobsons'
e-coms (enrollment communications and management system) expertly
handles the mass of prospective student data collected through
Web sites, e-mail, and search campaigns. E-coms turns this
data into meaningful student communications and actionable
data. Attend this session to learn how institutions of all
sizes are using this robust system to their benefit.
Presenters:
- Theresa Pacella, Account Manager, Hobsons e-coms
- Patrick McFadin, Senior Software Engineer, Hobsons e-coms
Sponsored by Hobsons
Lunch and Plenary Presentation
12:15 p.m. - 1:30 p.m.
A Glimpse of Emerging 21st Century
SEM
Presenter: Michael Dolence, President of Michael Dolence and
Associates
Strategic Enrollment Management has evolved rapidly over
the past few decades into a full profession. The 21st century
has accelerated this evolution leaving some institutions and
enrollment managers vulnerable while others are poised for
grand success. The difference is in how they integrate state
of the art SEM principles into their institutional plans and
culture. The new century has forced extraordinary innovation
and has driven the SEM profession to develop exciting new
concepts. SEM in the 21st century requires new skills, new
methods and foretells a bright future for the SEM professional.
Are you ready?
Best Practice Sessions
1:45 - 3:00 p.m.
The Relationship Between Institutional
Culture and SEM
The implementation of SEM strategies requires the participation
of staff throughout the institution and, very often, transformation
of historical practices. Successful implementation cannot
occur without a close examination of organizational culture
so that strategies are framed to encourage active participation
and transformation.
Presenter:
- Diane C. Lane, Dean of Students and Enrollment Management,
Cecil Community College
Freshman Year Programs: Key Retention
Strategies
This fast-paced presentation summarizes twelve years of freshman
program development, shows retention history, documents reasons
students do not persist, and outlines changes and innovative
actions in developing staying power. This session stresses
proven retention strategies, such as programs involving summer
school grants, parent participation, academically at-risk
students, as well as summer registration for freshmen.
Presenter:
- Adrian A. Schiess, Director for Student Retention Services,
Xavier University
Dynamic Technology in Enrollment
Management
Market intelligence and competitive advantage are critical
in enrollment management today. New technology tools and databases
that can give you the competitive edge you need will be discussed
and demonstrated. This session demonstrates tracking high
school juniors, college bound seniors, dropouts, and your
graduates. Competition analysis and benchmarking databases
will be demonstrated to analyze tuition and financial aid
against competitors.
Presenters:
- Gregory A. Rogers, Director of Institutional Planning,
University of Akron
- Thomas Gaylord, Vice President and Chief Information Officer,
University of Akron
- Charles Rickard, Associate Vice President for Enrollment
Services, Kent State University
Adult Students Today
The College Board recently completed a major nationwide study
on the motivation and learning patterns of adult students.
More than 75,000 households were screened to identify Americans
25 years of age or older who had recently enrolled in undergraduate,
graduate, and noncredit programs. Building on the College
Board's landmark studies of two decades ago that focused on
the transitions and trigger events that bring millions of
adults back to school, the current study examined the reasons
why adults continue learning. Other findings included topics
such as the lifestyles of these busy students, their selection
of colleges, and their preferences for what, where, when,
and how they study - with special attention to new and emerging
practices in distance education and fast-track learning.
Presenter:
- Carol B. Aslanian, President, Aslanian Group, formerly
of The College Board
Strategies in Student Financial
Services for Making Your Institution More Competitive
This session focuses on implementing strategies that allow
financial services professionals to improve service by providing
financial planning tools to parents and students, efficiently
distribute workload and cut back on training, thereby increasing
productivity and staff availability for one-on-one counseling.
They will be able to compete with peer institutions by providing
faster turnaround on inquiries and award packages. Using analytical
tools to more effectively determine need, they will also be
able to reduce tuition discounting by package and distribute
resources. Strategies to save scarce budgeting dollars now
spent on award notification and fulfillment, brochure printing,
and mailing costs will be discussed.
Presenters:
- Frank Claus, Associate Vice President of Finance, University
of Pennsylvania
- Bill Kelvie, CEO and Founder, Overture
- Lance Matthiesen, Vice President of Sales and Marketing,
Overture
Put Your Plan to Paper
Where are you on the SEM "pyramid:" Strategic,
Tactical, Structural, Nominal or Precognition level? Where
would you like to be 1-3 years from now? Do you have measurable
goals in the core areas of SEM-Service, Retention, Recruitment,
and Marketing? Join us for an interactive session that takes
all of your SEM knowledge and gets your first Strategic Enrollment
Management Plan - on paper and ready for action.
Presenters:
- Michael Dolence, President, Michael Dolence and Associates
Small Group Discussions with Faculty by Institutional Type
3:30 - 4:45 p.m.
SEM and the Future of Service: Turning
Countertops into Living Rooms for Learners
Using Dolence's Learner-Centered Curriculum Model as a context,
this session will look at new directions and designs for traditional
enrollment services. Breaking down barriers and reshaping
enrollment units to support learner objectives brings challenges
and opportunities that frame higher education's future. Will
our offices as we know them survive?
Presenter:
- Stanley Henderson, Associate Vice President for Enrollment
Management, University of Cincinnati
Wednesday, Nov. 13
Continental Breakfast and Plenary Presentation
7:45 a.m. - 9:00 a.m.
The Art of Entrepreneurship in Enrollment Management
Eric Button, Entrepreneur and President, BioEmerge Partners
To be successful as enrollment manager, you must be entrepreneurial.
The presenter will discuss the art of entrepreneurship as
related to SEM. Some of the issues to be explored involve
creating and sharing a vision, developing a plan and excelling
at its execution, having administrators and faculty "invest"
in your plan, keeping focus, developing an operational strategy
and more.
Best Practice Sessions
9:15 a.m. - 10:30 p.m.
Student Success: A Vision and Strategic
Plan for the Future
This session details how a new vision and strategic plan
were created at one college that places student success at
the forefront of the college's future plans. Detailed information
will be provided to show how the process, relying heavily
on alliances and input between faculty and administration,
was completed. In addition, discussion will center on new
roles and goals created for faculty and staff.
Presenter:
- Kevin Pollock, Dean of Student Services, West Shore Community
College
Organizational Integration and Enrollment
Success
Effectively achieving enrollment goals goes beyond simply
recruiting the right number of new students. Long-term success
demands the identification and integration of critical organizational
elements (i.e. mission, goals, strategies, resources, communication
and assessment) that will actually produce and support desired
institutional enrollments. This session will provide best
practice examples of integrating these important elements.
Presenters:
- Susan Grogan Ikerd, Vice President for Enrollment, Converse
College
- Edwin B. Harris, Associate Provost for Enrollment and
Academic Services, St. Louis University
SEM and Adult Learners: Strategies
for Managing Shifts, Swirls, and Sporadic Enrollment Patterns
This presentation will present demographic and academic characteristics
of adult learners and implications for enrollment planners.
The theoretical and practical implications of adult student
motives for learning on recruitment and admissions practices,
retention strategies, and enrollment management data collection
processes will be examined.
Examples of effective practices from an innovative admissions
model will be shown.
Practical "how to" approaches for enrollment strategies
amidst the swirling, sporadic, and nonlinear effects of adult
student enrollment will be provided as well as data collection
models.
Presenter:
- Janice Harring-Hendon, Admissions Director, Metropolitan
State University
Improving Access to Higher Education
With projections of high school graduate numbers increasing
by as much as 30 percent, the University of North Carolina
has worked in concert with other state institutions to prepare
for a potential student body that is culturally, economically,
and socio-economically unprepared for college. Since almost
two-thirds of this growth is from socioeconomic groups currently
underrepresented in college, the University of North Carolina
is acting as administrator for a state program to help these
students prepare for, finance, and succeed in a college environment.
This session will describe how this state-based collaboration
is working to improve access to higher education.
Presenter:
- Joe Watts, University of North Carolina Mentor Program
Tracking Offered Applicants Who
Don't Come
Ever wonder where your applicants enroll when they do not
come? Today there are management tools that can tell us where
they matriculated. Knowing how to access and use these tools
to segment critical populations within your admitted pool
can help you develop more effective outreach strategies.
Presenter:
- Tim Washburn, Executive Director, University of Washington
Shooting at Multiple Enrollment Management
Targets at Once: The Strategic Use of Financial Aid Dollars
Live simulations empower decision-makers to iteratively explore
the consequences of various financial aid scenarios, increasing
their ability to hit enrollment management targets for class
size, quality, and budget. Session attendees acting as deans
will "test-drive" simulation tools, attempting to
reach competing campus goals. Copies of SPSS syntax and spreadsheets
will be available. Both public and private institutions will
find this session of interest.
Presenter:
- Douglas K. Anderson, Senior Research Analyst, Indiana
University
12:45 - 1:45 p.m.
Lunch on Your Own
Closing Plenary
11:00 a.m. - 12:00 p.m.
Higher, Faster, Stronger
Jim Black, Associate Provost for Enrollment Services, The
University of North Carolina at Greensboro, and SEM Conference
Director
Competition, external pressures, environmental factors, and
internal expectations drive enrollment planning. Successful
enrollment managers are continuously reinventing themselves
and their organization. To thrive in such a fluid and volatile
profession, we must learn how to adopt speed, itself, as a
strategic direction; produce and nurture a high performing
organization; and brace for and take advantage of inevitable
fluctuations in enrollments. By honing our skills and identifying
points of leverage, we can successfully influence enrollments
and contribute to the vitality of our institutions.
Closing Sessions
2:00 p.m. - 4:00 p.m.
(Optional - included in registration fee)
Seminar for New SEM Professionals
Facilitated by Martha Rogers, Vice President for Enrollment
Management and Marketing, Brenau University
Enrollment managers with fewer than five years experience
should attend. Topics will be provided by the audience but
will likely focus on issues relevant to new enrollment organization
such as developing a comprehensive plan, garnering resources
to support a plan, building an infrastructure to execute the
plan, assessing the effectiveness of enrollment strategies,
and the like.
Seminar for Experienced SEM
Professionals
Facilitated by Don Hossler, Vice Chancellor for Enrollment
Services, Indiana University
Enrollment managers with five or more years of experience
should attend. Topics will be provided by the audience but
will likely focus on issues of sustaining competitive advantage,
creating a learning organization, changing the culture, integrating
enrollment management with the academic enterprise, and advanced
SEM strategies.
Individual Consultation with Conference Faculty
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