Virtual Conference Agenda
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insights and solutions to help you navigate the new normal. new the navigate you help to solutions and insights
Stroll through Wrigley Field where you will just happen to bump into nearly 40 vendors offering offering vendors 40 nearly into bump to happen just will you where Field Wrigley through Stroll
Virtual Tradeshow Virtual
10:00 a.m.-3:00 p.m. CST p.m. a.m.-3:00 10:00
The Arthur Project. Arthur The
of director executive and author, speaker, inspirational an is Murray Liz words. own
her in Murray Liz of story life riveting the to listen to Park Millennium to Come
Liz Murray—Inspirational Speaker, Author, and Executive Director of The Arthur Project Arthur The of Director Executive and Author, Speaker, Murray—Inspirational Liz
Auditorium Park Millennium
Opening Conference Keynote: From Homeless to Harvard to Homeless From Keynote: Conference Opening
10:00-11:00 a.m. CST a.m. 10:00-11:00
Networking Lounge at Navy Pier. Pier. Navy at Lounge Networking
The Voice The Join us and Katie Kadan, finalist from from finalist Kadan, Katie and us Join , for coffee and connection in the the in connection and coffee for ,
Networking Lounge at Navy Pier sponsored by Community Phonecast Community by sponsored Pier Navy at Lounge Networking
ThankView Connect Over Coffee Break Coffee Over Connect ThankView
9:00-9:30 a.m. CST a.m. 9:00-9:30
instructors that allow you to participate at a time of your choosing. your of time a at participate to you allow that instructors
Kick-off your day by taking part in your choice of these pre-recorded sessions led by professional professional by led sessions pre-recorded these of choice your in part taking by day your Kick-off
Millennium Park Auditorium Park Millennium
Virtual Yoga and Mindfulness Meditation in Millennium Park Millennium in Meditation Mindfulness and Yoga Virtual
Get a Great Start! Start! Great a Get Brought to you by Cappex by you to Brought
Wednesday, July 8 July Wednesday,
Agenda
Conference Virtual
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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Millennials are in the ranks of staff and faculty. and staff of ranks the in are Millennials
added value for helping understand generational differences in the workplace as more more as workplace the in differences generational understand helping for value added
new student/parent cohort, with special attention to your campus visit. It also will provide provide will also It visit. campus your to attention special with cohort, student/parent new
on American generations and key insights into understanding and connecting with this this with connecting and understanding into insights key and generations American on
their Generation X parents are now the target audience. It provides historic background background historic provides It audience. target the now are parents X Generation their
generational shift happening on college campuses as post-9/11 Homeland/Gen Z and and Z Homeland/Gen post-9/11 as campuses college on happening shift generational
this workshop raises the importance of learning about and understanding the seismic seismic the understanding and about learning of importance the raises workshop this
After two decades of recruiting and enrolling Millennials (and their Baby Boomer parents), parents), Boomer Baby their (and Millennials enrolling and recruiting of decades two After
Brittney Joyce—Vice President, RNL + Render + RNL President, Joyce—Vice Brittney
Jeff Kallay—Senior Vice President, RNL + Render + RNL President, Vice Kallay—Senior Jeff
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
After Millennials (Understanding Gen Z Students and Their Gen X Parents) X Gen Their and Students Z Gen (Understanding Millennials After
strategies to assist with the development of your re-enrollment management plan. management re-enrollment your of development the with assist to strategies
expected retention rates, discuss the data that you will need, and outline the necessary necessary the outline and need, will you that data the discuss rates, retention expected
to refine and improve your remote services. This session will provide recent research on on research recent provide will session This services. remote your improve and refine to
predict your retention outcomes for the fall of 2020 is also top of mind as you continue continue you as mind of top also is 2020 of fall the for outcomes retention your predict
advising, registration, and academic support services to virtual delivery. The ability to to ability The delivery. virtual to services support academic and registration, advising,
COVID-19 has kept us all extremely busy with the movement of instruction, academic academic instruction, of movement the with busy extremely all us kept has COVID-19
Tim Culver—Vice President Student Success, RNL Success, Student President Culver—Vice Tim
The Bean Room, sponsored by StraighterLine by sponsored Room, Bean The
Developing Your Re-Enrollment Management (Retention) Plan (Retention) Management Re-Enrollment Your Developing
Breakout Sessions Breakout
CST p.m. a.m.-12:15 11:15
outcomes tool for enrollment management teams. management enrollment for tool outcomes
lead to. This session will provide more information about Emsi's GoRecruit, an alumni alumni an GoRecruit, Emsi's about information more provide will session This to. lead
grads are doing in the workforce to highlight the outcomes each of your programs can can programs your of each outcomes the highlight to workforce the in doing are grads
using more than anecdotes and success stories by utilizing actual data about what your your what about data actual utilizing by stories success and anecdotes than more using
Learn how your institution can address questions about value and return on investment investment on return and value about questions address can institution your how Learn
Ashley Safranski—Product Manager (GoRecruit) & Director of Marketing, Emsi Marketing, of Director & (GoRecruit) Manager Safranski—Product Ashley
Vendor Theatre Vendor
Using Alumni Outcomes Data to Recruit and Engage Prospective Students Prospective Engage and Recruit to Data Outcomes Alumni Using
Vendor Theatre Sponsored by Emsi—Topic presented by Emsi by presented Emsi—Topic by Sponsored Theatre Vendor 11:00-11:20 a.m. CST a.m. 11:00-11:20
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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help or hurt you in the recruiting cycle when you text. you when cycle recruiting the in you hurt or help
over 70 million texts to students for over 750 colleges and universities, you can learn what can can what learn can you universities, and colleges 750 over for students to texts million 70 over
aren't doing it right, you are losing many potential enrollments. Using data and research from from research and data Using enrollments. potential many losing are you right, it doing aren't
Using text to communicate with students went from being a luxury to a necessity. But if you you if But necessity. a to luxury a being from went students with communicate to text Using
Jeri Prochaska—Vice President of Higher Education Relations, TextAim Relations, Education Higher of President Jeri Prochaska—Vice
David Goodwin—Co-Founder, TextAim Goodwin—Co-Founder, David
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
Texting to Increase Enrollments Increase to Texting
AR, gamification, unmanned vehicles, voice, and facial recognition will be highlighted. be will recognition facial and voice, vehicles, unmanned gamification, AR,
how universities can rise to the challenge. Industry applications of technologies such as AI, VR, VR, AI, as such technologies of applications Industry challenge. the to rise can universities how
future jobs, innovative examples of how robust technologies are changing the workplace, and and workplace, the changing are technologies robust how of examples innovative jobs, future
necessary to meet the needs and expectations of employers. This presentation will explore explore will presentation This employers. of expectations and needs the meet to necessary
education to evolve in order to provide students with the knowledge, skillsets and experiences experiences and skillsets knowledge, the with students provide to order in evolve to education
technology evolves, higher education is challenged to change. It has become crucial for higher higher for crucial become has It change. to challenged is education higher evolves, technology
Drivers of major change are transforming the job markets of the future. As the workplace and and workplace the As future. the of markets job the transforming are change major of Drivers
Susan Aldridge—Former President, Drexel University Online University Drexel President, Aldridge—Former Susan
Field Museum Room Museum Field
Educating the Next Generation Workforce: A Focus on Skills and Online Learning Online and Skills on Focus A Workforce: Generation Next the Educating
guidelines and the unprecedented pandemic. unprecedented the and guidelines
discuss observations and strategies resulting from the impact of a major changes in NACAC NACAC in changes major a of impact the from resulting strategies and observations discuss
do you plan for the year ahead? Join a panel of enrollment leaders at different institutions to to institutions different at leaders enrollment of panel a Join ahead? year the for plan you do
what does the future have in store for us? How have financial aid practices changed? How How changed? practices aid financial have How us? for store in have future the does what
there were some that took a more preemptive stance. Based on what we observed this year, year, this observed we what on Based stance. preemptive more a took that some were there
respond? While many took a “wait and see” approach, and others planned a defensive posture, posture, defensive a planned others and approach, see” and “wait a took many While respond?
From NACAC guidelines’ changes to COVID-19—a lot has happened! How did institutions institutions did How happened! has lot COVID-19—a to changes guidelines’ NACAC From
Jen Wick—Vice President, Consulting Services, RNL Services, Consulting President, Wick—Vice Jen
Robert Wagner—Ph.D, Vice President, Academic & Instructional Services, Utah State University State Utah Services, Instructional & Academic President, Vice Wagner—Ph.D, Robert
Dennis Matthews—Vice President for Enrollment Management, Barton College Barton Management, Enrollment for President Matthews—Vice Dennis
Johnnie Johnson—Interim Vice President for Enrollment Management, Transylvania University Transylvania Management, Enrollment for President Vice Johnson—Interim Johnnie
Penny L. Elkins, Ph.D.—Senior Vice President for Enrollment Management, Mercer University Mercer Management, Enrollment for President Vice Ph.D.—Senior Elkins, L. Penny
Buckingham Fountain Room Fountain Buckingham
Financial Aid Practices? Aid Financial
Enrollment Manager’s Panel: How Has the “New Normal” Environment Changed Changed Environment Normal” “New the Has How Panel: Manager’s Enrollment
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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https://www.adlerplanetarium.org/learn/resources/online-resources/
50th anniversary of the Apollo 13) 13) Apollo the of anniversary 50th
Skywatch Weekly & Virtual Exhibitions including 13 Stories with Captain James Lovell (celebrating the the (celebrating Lovell James Captain with Stories 13 including Exhibitions Virtual & Weekly Skywatch
Check out these awesome resources: The Adler Scope Blog, Stories from the YOUniverse Podcast, Podcast, YOUniverse the from Stories Blog, Scope Adler The resources: awesome these out Check
resource for inspiring the next generation of space explorers. space of generation next the inspiring for resource
The Adler Planetarium: Planetarium: Adler The Chicago's Adler Planetarium is America's first planetarium and a premier premier a and planetarium first America's is Planetarium Adler Chicago's
https://www.chicagohistory.org/exhibitions/#online
Culinary History" Culinary
Check out this exhibit online: "A Wheel With a View, Chicago Law & Disorder, Touring Chicago's Chicago's Touring Disorder, & Law Chicago View, a With Wheel "A online: exhibit this out Check
through exhibitions, programs, publications, and digital media. digital and publications, programs, exhibitions, through
Chicago History Museum: Museum: History Chicago The museum continues to share the stories of the city and its people people its and city the of stories the share to continues museum The
https://www.artic.edu/visit-us-virtually
Tours, Journey Maker Journey Tours,
Explore the Art Institute; Explore the Collection, ElGreco Online, Virtual Backgrounds, Blog, Audio Audio Blog, Backgrounds, Virtual Online, ElGreco Collection, the Explore Institute; Art the Explore
inspiration, community or a bit of adventure. of bit a or community inspiration,
resources are here to connect you to their collection of art from around the world—jump in for for in world—jump the around from art of collection their to you connect to here are resources
Art Institute of Chicago: Chicago: of Institute Art Wherever you are, whatever the time, the Art Institute of Chicago online online Chicago of Institute Art the time, the whatever are, you Wherever
https://www.fieldmuseum.org/blog/the-brain-scoop
The Brain Scoop, your front-row seat to stories of collections, people, and research. and people, collections, of stories to seat front-row your Scoop, Brain The
https://www.fieldmuseum.org/blog/romantic-ants
Check out the Romantic Ants video with Dr. Corre Moreau's research. research. Moreau's Corre Dr. with video Ants Romantic the out Check
in nature and culture. culture. and nature in
Field Museum: Museum: Field Fuels a journey of discovery across time to enable solutions for a brighter future, rich rich future, brighter a for solutions enable to time across discovery of journey a Fuels
exploring Chicago further, here are a few places to start: to places few a are here further, Chicago exploring
of Chicago, to reflect on the sessions thus far, or just catch up on some email. If you are interested in in interested are you If email. some on up catch just or far, thus sessions the on reflect to Chicago, of
Lunch on your own is a time to grab some nourishment and explore the amazing fabric of the city city the of fabric amazing the explore and nourishment some grab to time a is own your on Lunch
Lunch
12:00 p.m. CST p.m. 12:00
and demonstrate your college is worth it. worth is college your demonstrate and
worth it. Learn how you can use this data to overcome students’ and parents’ objections objections parents’ and students’ overcome to data this use can you how Learn it. worth
negatively impact students’ decisions about college. But data clearly shows college is is college shows clearly data But college. about decisions students’ impact negatively
Media and various others regularly question whether college is worth it. Such skepticism skepticism Such it. worth is college whether question regularly others various and Media
Dr. Jonathan E. Shores—Sr. Vice President of Client Service, Ardeo Education Solutions Education Ardeo Service, Client of President Vice Shores—Sr. E. Jonathan Dr.
Vendor Theatre Vendor
Addressing the Negative Impact of Loans on Enrollment Decisions Enrollment on Loans of Impact Negative the Addressing
Vendor Theatre Sponsored by Emsi—Topic presented by Ardeo Education Solutions Education Ardeo by presented Emsi—Topic by Sponsored Theatre Vendor 11:30-11:50 a.m. CST a.m. 11:30-11:50
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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thrive in the current environment. current the in thrive
prevailing strategic enrollment growth strategies that colleges and universities are using to to using are universities and colleges that strategies growth enrollment strategic prevailing
graduate students in greater numbers than ever before. This session will explore some of the the of some explore will session This before. ever than numbers greater in students graduate
technological change, and constrained resources, the pressure is on to attract, retain, and and retain, attract, to on is pressure the resources, constrained and change, technological
in decades. Characterized by stagnant enrollment, ongoing demographic shifts, rapid rapid shifts, demographic ongoing enrollment, stagnant by Characterized decades. in
Higher education professionals are currently dealing with the most turbulent environment environment turbulent most the with dealing currently are professionals education Higher
Kevin Crockett—Senior Executive, RNL Executive, Crockett—Senior Kevin
Chicago Skyline Room Room Skyline Chicago
Developing Strategic Enrollment Strategies in Response to the Current Environment Current the to Response in Strategies Enrollment Strategic Developing
effectiveness of the enrollment team, when reaching out and responding to students. students. to responding and out reaching when team, enrollment the of effectiveness
look at the numerous metrics that can support campus leadership, while increasing the the increasing while leadership, campus support can that metrics numerous the at look
retain students, but can also be used to positively impact campus decision making. We’ll We’ll making. decision campus impact positively to used be also can but students, retain
the enrollment management office can be a powerful tool in not only helping to enroll and and enroll to helping only not in tool powerful a be can office management enrollment the
Data are often overlooked in campus decision making. This session will explore how data in in data how explore will session This making. decision campus in overlooked often are Data
Matt Metz—Associate Vice President, Enrollment Management, D'Youville College D'Youville Management, Enrollment President, Vice Metz—Associate Matt
Leslie Crosley—Senior Consultant, Enrollment Consulting, RNL Consulting, Enrollment Consultant, Crosley—Senior Leslie
Ann Cools—Senior Consultant, Enrollment Consulting, RNL Consulting, Enrollment Consultant, Cools—Senior Ann
Art Institute Room, sponsored by Market Mapping plus, Inc. Inc. plus, Mapping Market by sponsored Room, Institute Art
Doing Data Right: How Information Sharing Can Help Bring in (and Keep) Your Class Your Keep) (and in Bring Help Can Sharing Information How Right: Data Doing
intentional, and student-centered academic advising program. advising academic student-centered and intentional,
advising leaders who want to create the conditions necessary to move to an effective, effective, an to move to necessary conditions the create to want who leaders advising
is not about advising approaches or advising strategies; rather it is guidance for academic academic for guidance is it rather strategies; advising or approaches advising about not is
can you change the way advising is organized and applied on your campus? This session session This campus? your on applied and organized is advising way the change you can
are your personal beliefs regarding the overall purpose of academic advising? And, how how And, advising? academic of purpose overall the regarding beliefs personal your are
on your campus. Why is it important to transform your academic advising program? What What program? advising academic your transform to important it is Why campus. your on
In this session, we will discuss steps and concepts to help change the advising paradigm paradigm advising the change help to concepts and steps discuss will we session, this In
what your campus has established as critical missional core values and educational goals? educational and values core missional critical as established has campus your what
selection? Is there a disconnect between what actually happens in the advising process and and process advising the in happens actually what between disconnect a there Is selection?
Does your campus only provide academic advising as a process for registration and course course and registration for process a as advising academic provide only campus your Does
Stephanie Miller—Executive Consultant, RNL Consultant, Miller—Executive Stephanie
The Bean Room, sponsored by StraighterLine by sponsored Room, Bean The
Transform Your Academic Advising Program: Move Beyond Course Registration Course Beyond Move Program: Advising Academic Your Transform
Breakout Sessions Breakout
CST p.m. 12:30-1:30
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database of 243 million U.S. adults to build their own adult prospect pipelines. pipelines. prospect adult own their build to adults U.S. million 243 of database
CollegeAPP will share case studies of how colleges are using our interactive, online online interactive, our using are colleges how of studies case share will CollegeAPP
education. education.
educational intent and institution preference, including those who prefer an online-only online-only an prefer who those including preference, institution and intent educational
school programs are efficiently marketing to individuals who have a high probability of of probability high a have who individuals to marketing efficiently are programs school
presentation will show how institutions ranging from community colleges to graduate graduate to colleges community from ranging institutions how show will presentation
machine learning techniques perfected in electoral politics to the education sector. The The sector. education the to politics electoral in perfected techniques learning machine
Today’s session will explain how CollegeAPP is deploying predictive analytics and and analytics predictive deploying is CollegeAPP how explain will session Today’s
qualified adults for enrollment at colleges and universities. universities. and colleges at enrollment for adults qualified
CollegeAPP will demonstrate how it is enabling the person-level recruiting of pre- of recruiting person-level the enabling is it how demonstrate will CollegeAPP
Jack MacKenzie—President, CollegeAPP MacKenzie—President, Jack
Vendor Theatre Vendor
Creating a Disciplined Pipeline of Adult Prospects Adult of Pipeline Disciplined a Creating
Vendor Theatre Sponsored by Emsi—Topic presented by CollegeApp by presented Emsi—Topic by Sponsored Theatre Vendor
1:30-1:50 p.m. CST p.m. 1:30-1:50
years, and what they need to do to be prepared. prepared. be to do to need they what and years,
greatest current misconceptions, opportunities for institutions in the coming months and and months coming the in institutions for opportunities misconceptions, current greatest
altered by the pandemic? We will discuss what they see as the more pressing issues, the the issues, pressing more the as see they what discuss will We pandemic? the by altered
Cotter) and academic (Lisa Braverman) planning for a future that has been radically radically been has that future a for planning Braverman) (Lisa academic and Cotter)
urgency, but still focuses on the same core issues: how are both enrollment (David (David enrollment both are how issues: core same the on focuses still but urgency,
for staple programs begins to stall. COVID-19 has given the session an entirely different different entirely an session the given has COVID-19 stall. to begins programs staple for
schools and programs are increasingly having to adapt and change focus when demand demand when focus change and adapt to having increasingly are programs and schools
This session was originally planned to cover how graduate and adult undergraduate undergraduate adult and graduate how cover to planned originally was session This
Scott Jeffe—Vice President, RNL President, Jeffe—Vice Scott
Lisa Braverman—Dean, Petrocelli College, Fairleigh Dickinson University Dickinson Fairleigh College, Petrocelli Braverman—Dean, Lisa
David Cotter—Assistant Provost for Graduate Enrollment, Boston University Boston Enrollment, Graduate for Provost Cotter—Assistant David
Field Museum Room Museum Field
Are Adapting Are
The New Normal in the Age of COVID-19: How Graduate and Adult Undergrad Programs Programs Undergrad Adult and Graduate How COVID-19: of Age the in Normal New The
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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transfer students. transfer
Report covers data for both private and public institutions as well as data for for data as well as institutions public and private both for data covers
Discounting Discounting affiliation? You’ll learn the answers to these sort of questions and more. The The more. and questions of sort these to answers the learn You’ll affiliation?
located in the western part of the US? What about splits by institution selectivity or athletic athletic or selectivity institution by splits about What US? the of part western the in located
you wondered if discount rates vary by region and asked yourself, what if my campus was was campus my if what yourself, asked and region by vary rates discount if wondered you
your campus tuition discount rate stacks up against others institutions like yours? Have Have yours? like institutions others against up stacks rate discount tuition campus your
produce a wonderfully rich set of data and analysis. Are you curious to understand how how understand to curious you Are analysis. and data of set rich wonderfully a produce
to a national metric is not advisable. We’ve sliced and diced our campus-partners' data to to data campus-partners' our diced and sliced We’ve advisable. not is metric national a to
discount rates. We will discuss why discount rates are rising and why simply comparing comparing simply why and rising are rates discount why discuss will We rates. discount
using that underlining data, this session will take a deep dive into the factors that influence influence that factors the into dive deep a take will session this data, underlining that using
2020 RNL Discounting Report Discounting RNL 2020 , and then then and , the in available data the highlight will session This
Galen Graber—Vice President, RNL President, Graber—Vice Galen
Buckingham Fountain Room Room Fountain Buckingham
2020 Discounting Report and Trends: 7 Factors that Influence Your Discount Rate Discount Your Influence that Factors 7 Trends: and Report Discounting 2020
better retain your students. your retain better
can counter negative messaging and re-enforce the value of your educational experience to to experience educational your of value the re-enforce and messaging negative counter can
the perception of institutional choice contributes to tuition value, as well as the ways you you ways the as well as value, tuition to contributes choice institutional of perception the
students are receiving for their tuition investment. This session will help you consider how how consider you help will session This investment. tuition their for receiving are students
recent move to online environments has also called into question the perception of what what of perception the question into called also has environments online to move recent
after graduation, along with rising student debt levels, are all hot topics in the media. The The media. the in topics hot all are levels, debt student rising with along graduation, after
Stories about rising tuition and reports on students’ difficulties with establishing a career career a establishing with difficulties students’ on reports and tuition rising about Stories
to the value of the college education and is often considered a priority for improvement. improvement. for priority a considered often is and education college the of value the to
public institutions is whether the tuition paid is a worthwhile investment. This item speaks speaks item This investment. worthwhile a is paid tuition the whether is institutions public
A top-identified challenge in the national student satisfaction data at four-year private and and private four-year at data satisfaction student national the in challenge top-identified A
Julie Bryant—Associate Vice President, RNL President, Vice Bryant—Associate Julie
The Bean Room, sponsored by StraighterLine by sponsored Room, Bean The
Retention Priority: Responding to the Perception of Tuition as a Worthwhile Investment Worthwhile a as Tuition of Perception the to Responding Priority: Retention
digital investments for reaching this unique enrollment audience. enrollment unique this reaching for investments digital
transfer student population, providing attendees an opportunity to think about the best best the about think to opportunity an attendees providing population, student transfer
and website search engines. This year's study explores communications preferences of the the of preferences communications explores study year's This engines. search website and
choices and engage directly with schools using websites, email, social media, AI, texting, texting, AI, media, social email, websites, using schools with directly engage and choices
students and their use of digital resources as they develop their understanding of college college of understanding their develop they as resources digital of use their and students
Entering its 14th year, E-Expectations is a national research study focused on prospective prospective on focused study research national a is E-Expectations year, 14th its Entering
Matt Herzberger—Executive Consultant, Digital Marketing Services, RNL Services, Marketing Digital Consultant, Herzberger—Executive Matt
Vaughn Shinkus—Assistant Vice President, Digital Marketing Services, RNL Services, Marketing Digital President, Vice Shinkus—Assistant Vaughn
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
E-Expectations 2020: How to Meet the Unique Needs of Prospective Transfer Students Transfer Prospective of Needs Unique the Meet to How 2020: E-Expectations
Breakout Sessions Breakout
CST p.m. 1:45-2:45
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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deployment, and measurement. and deployment,
Build a successful video campaign that includes strategy, budgeting, creative, production, production, creative, budgeting, strategy, includes that campaign video successful a Build •
students better understand the components of their offer. their of components the understand better students
Communicate your financial aid message in a relevant and compelling way that helps helps that way compelling and relevant a in message aid financial your Communicate •
Learn how personalized video can increase applications, boost yield and reduce melt. reduce and yield boost applications, increase can video personalized how Learn •
new students in an individualized and engaging way. engaging and individualized an in students new
Leverage personalized video throughout the enrollment process as a channel to recruit recruit to channel a as process enrollment the throughout video personalized Leverage •
Learn how to: how Learn
your institution. your
to students new attract and connections, deeper create audience, your with engage
sustainable program that will allow you to use personalized video as a powerful tool to to tool powerful a as video personalized use to you allow will that program sustainable
By developing a thought-out strategy for video at your institution, you can create a a create can you institution, your at video for strategy thought-out a developing By
delivery of personalized video. personalized of delivery
Why? Perhaps, it’s an increase in the likelihood (by up to 12x) of students to enroll through the the through enroll to students of 12x) to up (by likelihood the in increase an it’s Perhaps, Why?
Personalized video is quickly becoming the preferred way to engage prospective students. students. prospective engage to way preferred the becoming quickly is video Personalized
Tom Mikowski—Vice President for Business Development, Allied Pixel Allied Development, Business for President Mikowski—Vice Tom
Vendor Theatre Vendor
Best Practices for Using Personalized Video for Enrollment for Video Personalized Using for Practices Best
Vendor Theatre Sponsored by Emsi—Topic presented by Allied Pixel Allied by presented Emsi—Topic by Sponsored Theatre Vendor
2:00-2:20 p.m. CST p.m. 2:00-2:20
from underrepresented backgrounds. underrepresented from
new pipelines of diverse talent and drive increases in your institution's enrollment of students students of enrollment institution's your in increases drive and talent diverse of pipelines new
In this session, you will learn best practices on identifying and partnering with CBOs to foster foster to CBOs with partnering and identifying on practices best learn will you session, this In
Jesse Carrillo—Director of Strategic Partnerships, EMERGE Fellowship EMERGE Partnerships, Strategic of Carrillo—Director Jesse
Jonathan April—General Manager, College Greenlight College Manager, April—General Jonathan
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
Based Organizations (CBOs) Organizations Based
How to Enhance Your Underrepresented Student Recruitment with Help from Community- from Help with Recruitment Student Underrepresented Your Enhance to How
grounded in empirical evidence. evidence. empirical in grounded
and qualitative skills, and new technology paved the way for new strategies and initiatives initiatives and strategies new for way the paved technology new and skills, qualitative and
application of data to enrollment operations. New talent, imbued with both quantitative quantitative both with imbued talent, New operations. enrollment to data of application
University has experienced significant change over the past two years in its focus on the the on focus its in years two past the over change significant experienced has University
across a distributed delivery model. Brooks Terry will discuss how Teachers College Columbia Columbia College Teachers how discuss will Terry Brooks model. delivery distributed a across
and competitive data to guide marketing, lead generation activities, and program choices choices program and activities, generation lead marketing, guide to data competitive and
Ritter will discuss how Webster University is surfacing and applying demand, demographic, demographic, demand, applying and surfacing is University Webster how discuss will Ritter
and tactical decision making in order to advance institutional success. John Pyle and Michael Michael and Pyle John success. institutional advance to order in making decision tactical and
In this session, presenters will discuss two examples of how data are being applied to strategic strategic to applied being are data how of examples two discuss will presenters session, this In
Michael Ritter—Senior Consultant, RNL Consultant, Ritter—Senior Michael
Brooks Terry—Director of Enrollment Marketing, Teachers College Columbia University Columbia College Teachers Marketing, Enrollment of Terry—Director Brooks
John Pyle—Chief Innovation Officer, Webster University Webster Officer, Innovation Pyle—Chief John
Field Museum Room Room Museum Field Driving Data-Informed Decisions Data-Informed Driving
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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pitfalls to avoid, while engaging with participant questions. participant with engaging while avoid, to pitfalls
strategies within it) are data-informed. We’ll look at real best practices as well as common common as well as practices best real at look We’ll data-informed. are it) within strategies
campus community, how to scan the environment, and how to be certain your plan (and the the (and plan your certain be to how and environment, the scan to how community, campus
for an effective SEP project: how to bring the right people together, how to engage the the engage to how together, people right the bring to how project: SEP effective an for
each institution to compete in a radically altered landscape. Learn the absolute must-do’s must-do’s absolute the Learn landscape. altered radically a in compete to institution each
planning to balance the need for nimbleness with a longer-term strategic view, allowing allowing view, strategic longer-term a with nimbleness for need the balance to planning
become an imperative. The SEP framework can be effectively integrated with rapid-response rapid-response with integrated effectively be can framework SEP The imperative. an become
What once felt like a luxury if we had the time, strategic enrollment planning (SEP) has has (SEP) planning enrollment strategic time, the had we if luxury a like felt once What
Lew Sanborne—Vice President, RNL President, Sanborne—Vice Lew
Chicago Skyline Room Room Skyline Chicago
The Fundamentals of Strategic Enrollment Planning, 2020 Redux 2020 Planning, Enrollment Strategic of Fundamentals The
Breakout Sessions Breakout
CST p.m. 3:00-4:00
and success stories from colleges and universities. and colleges from stories success and
conversational engagement through Harmony. The presentation will include product demos demos product include will presentation The Harmony. through engagement conversational
the power of meaningful connections made with two-way texting through Cadence and and Cadence through texting two-way with made connections meaningful of power the
what they need to reach their goals. In this session, Jeff Meece from Mongoose will highlight highlight will Mongoose from Meece Jeff session, this In goals. their reach to need they what
texting exist to help your staff not only save time and resources, but to also give students students give also to but resources, and time save only not staff your help to exist texting
Is your school talking at students, or with them? Technology like chatbots and two-way two-way and chatbots like Technology them? with or students, at talking school your Is
Jeff Meece Ed.D.—Vice President of Strategy, Mongoose Strategy, of President Ed.D.—Vice Meece Jeff
Vendor Theatre Vendor
Reimagining Student Engagement with Mongoose with Engagement Student Reimagining
Vendor Theatre Sponsored by Emsi—Topic presented by Mongoose by presented Emsi—Topic by Sponsored Theatre Vendor
3:00-3:20 p.m. CST p.m. 3:00-3:20
Join us in the Navy Pier Networking Lounge to celebrate one of the best things about Chicago—pizza! Chicago—pizza! about things best the of one celebrate to Lounge Networking Pier Navy the in us Join
Networking Lounge at Navy Pier sponsored by Community Phonecast Community by sponsored Pier Navy at Lounge Networking
Hiya Chicago Pizza Party! Pizza Chicago Hiya
2:45-3:15 p.m. CST p.m. 2:45-3:15
and decisions. and
Join us to learn how to transform Salesforce into a CRM for recruitment, admission, admission, recruitment, for CRM a into Salesforce transform to how learn to us Join
Wendy Hamstra-Smith—Director of Sales Enablement at EnrollmentRx at Enablement Sales of Hamstra-Smith—Director Wendy
Vendor Theatre Vendor
How to Make Salesforce R.A.D. Salesforce Make to How
Vendor Theatre Sponsored by Emsi—Topic presented by EnrollmentRx by presented Emsi—Topic by Sponsored Theatre Vendor 2:30-2:50 p.m. CST p.m. 2:30-2:50
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 10
session will provide a roadmap for you. for roadmap a provide will session
you are currently using Technolutions’ Slate CRM, or are considering implementation, this this implementation, considering are or CRM, Slate Technolutions’ using currently are you
and use of data, and the process of transforming it for the practical aims of recruitment. If If recruitment. of aims practical the for it transforming of process the and data, of use and
expert to become a technology rock star. In this session we will discuss the acquisition acquisition the discuss will we session this In star. rock technology a become to expert
enrollment management operations run on technology. But you don’t need to be an IT IT an be to need don’t you But technology. on run operations management enrollment
Gone are the days of passively flipping through the printed pages of an application: modern modern application: an of pages printed the through flipping passively of days the are Gone
An indispensable component of an effective admission office is knowledge management. management. knowledge is office admission effective an of component indispensable An
Scott Baumler—Enrollment Systems Analyst, Grinnell College Grinnell Analyst, Systems Baumler—Enrollment Scott
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
Maximize Your Instance of Slate for Better Communication, Workflows, and Reporting and Workflows, Communication, Better for Slate of Instance Your Maximize
The most used/best practices in graduate student support and success. and support student graduate in practices used/best most The 2.
The most used/best practices in graduate student recruitment communication. recruitment student graduate in practices used/best most The 1.
Attendees will learn: will Attendees
strategies found to be most effective. effective. most be to found strategies
communication and student support services being employed and identifying those those identifying and employed being services support student and communication
This session will review the results of the study, examining specifically the recruitment recruitment the specifically examining study, the of results the review will session This
the strategies and best practices being used by institutions across the student lifecycle. lifecycle. student the across institutions by used being practices best and strategies the
In the summer of 2019, NAGAP partnered with RNL to conduct joint research to study study to research joint conduct to RNL with partnered NAGAP 2019, of summer the In
Bowling Green State University State Green Bowling
Keith Ramsdell—Assistant Dean of the Graduate College and Director of Graduate Enrollment, Enrollment, Graduate of Director and College Graduate the of Dean Ramsdell—Assistant Keith
Raquel Bermejo—VP for Market Research, RNL Research, Market for Bermejo—VP Raquel
Field Museum Room Museum Field
Graduate Enrollment Management Strategies and Best Practices Revealed Practices Best and Strategies Management Enrollment Graduate
concrete steps your institution can take to research and plan for changes in price strategy. price in changes for plan and research to take can institution your steps concrete
may not be useful or successful depending on institution-specific factors. Finally, we provide provide we Finally, factors. institution-specific on depending successful or useful be not may
resets is highlighted as a market repositioning tactic, and we’ll examine how resets may or or may resets how examine we’ll and tactic, repositioning market a as highlighted is resets
types of institutions and learning modality based on price. The phenomenon of tuition tuition of phenomenon The price. on based modality learning and institutions of types
times. We review post-COVID-19 trends in price sensitivity as well as new preferences for for preferences new as well as sensitivity price in trends post-COVID-19 review We times.
pricing strategy. This session provides core concepts for sound price strategy in uncertain uncertain in strategy price sound for concepts core provides session This strategy. pricing
COVID-19 has called everything into question for higher education institutions, including including institutions, education higher for question into everything called has COVID-19
Rob Van Cleef, D.B.A.—Market Strategy Analyst, RNL Analyst, Strategy D.B.A.—Market Cleef, Van Rob
Pamela Lee—Assistant Vice President, Market Research, RNL Research, Market President, Vice Lee—Assistant Pamela
Buckingham Fountain Room Fountain Buckingham Pricing for Uncertain Times Uncertain for Pricing
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 11
become even more critical today. critical more even become
CEO of RNL, as he discusses why the digital transformation of higher education has has education higher of transformation digital the why discusses he as RNL, of CEO
Head over to the Millennium Park Auditorium to listen to Sumit Nijhawan, president & & president Nijhawan, Sumit to listen to Auditorium Park Millennium the to over Head
Dr. Sumit Nijhawan—President and CEO, RNL CEO, and Nijhawan—President Sumit Dr.
Millennium Park Auditorium Auditorium Park Millennium
Conference Keynote: Dr. Sumit Nijhawan Sumit Dr. Keynote: Conference
9:30-10:00 a.m. CST a.m. 9:30-10:00
Networking Lounge at Navy Pier. Pier. Navy at Lounge Networking
The Voice The Join us and Katie Kadan, finalist from from finalist Kadan, Katie and us Join , for coffee and connection in the the in connection and coffee for ,
Networking Lounge at Navy Pier sponsored by Community Phonecast Community by sponsored Pier Navy at Lounge Networking
ThankView Connect Over Coffee Break Coffee Over Connect ThankView
9:00-9:30 a.m. CST a.m. 9:00-9:30
instructors that allow you to participate at a time of your choosing. your of time a at participate to you allow that instructors
Kick-off your day by taking part in your choice of these pre-recorded sessions led by professional professional by led sessions pre-recorded these of choice your in part taking by day your Kick-off
Millennium Park Auditorium Park Millennium
Virtual Yoga or Mindfulness Meditation Mindfulness or Yoga Virtual
Get a Great Start! Start! Great a Get Brought to you by Cappex by you to Brought
Thursday, July 9 July Thursday,
hilarious performance. hilarious
experience as your suggestions influence every aspect of this interactive, playful, and and playful, interactive, this of aspect every influence suggestions your as experience
fun-filled distraction. You get to join The Second City in creating a singular online online singular a creating in City Second The join to get You distraction. fun-filled
talent joins forces with Second City alumni from across the country to bring you a a you bring to country the across from alumni City Second with forces joins talent
Join the Second City’s best innovators…in their homes! Chicago’s funniest comedy comedy funniest Chicago’s homes! their innovators…in best City’s Second the Join
Millennium Park Auditorium Park Millennium
Improv House Party featuring Chicago's Second City Second Chicago's featuring Party House Improv 4:30-5:30 p.m. CST p.m. 4:30-5:30
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 12
insights and solutions to help you navigate the new normal. new the navigate you help to solutions and insights
Stroll through Wrigley Field where you will just happen to bump into nearly 40 vendors offering offering vendors 40 nearly into bump to happen just will you where Field Wrigley through Stroll
Virtual Tradeshow Virtual
10:00 a.m.-3:00 p.m. CST p.m. a.m.-3:00 10:00
inclusive workplace culture. workplace inclusive
with practical tips on how you can contribute to building a welcoming, winning, and and winning, welcoming, a building to contribute can you how on tips practical with
faculty, staff, and students. Attend the session to listen, learn, engage, and walk away away walk and engage, learn, listen, to session the Attend students. and staff, faculty,
and how they lead to significant benefits for the institution as a whole, as well as its its as well as whole, a as institution the for benefits significant to lead they how and
share the latest research and innovative strategies for how winning cultures are created created are cultures winning how for strategies innovative and research latest the share
In this high-energy and engaging keynote, Dr. Shirley Davis, CSP, SHRM-SCP, SPHR will will SPHR SHRM-SCP, CSP, Davis, Shirley Dr. keynote, engaging and high-energy this In
students want to stay? to want students
and trust, and creates a WOW experience that makes great employees, faculty and and faculty employees, great makes that experience WOW a creates and trust, and
that attracts top talent, increases performance and engagement, fosters collaboration collaboration fosters engagement, and performance increases talent, top attracts that
So what does it take to create a winning and inspiring workplace culture that rocks—one rocks—one that culture workplace inspiring and winning a create to take it does what So
around accessibility and inclusivity. and accessibility around
social justice have required us to change our thought processes as well as our efforts efforts our as well as processes thought our change to us required have justice social
will not be sustainable. Furthermore, the COVID-19 pandemic and recent events around around events recent and pandemic COVID-19 the Furthermore, sustainable. be not will
that you do, and you don’t have a welcoming or inclusive workplace culture, your efforts efforts your culture, workplace inclusive or welcoming a have don’t you and do, you that
training. But if achieving representation, counting heads, and raising awareness is all all is awareness raising and heads, counting representation, achieving if But training.
diversity efforts because they have recruited more diverse talent and offered D & I & D offered and talent diverse more recruited have they because efforts diversity
Many institutions and organizations tout how much progress they have made in their their in made have they progress much how tout organizations and institutions Many
Dr. Shirley Davis—President, SDS Global Enterprises Inc. Enterprises Global SDS Davis—President, Shirley Dr.
Millennium Park Auditorium Auditorium Park Millennium
Building Winning, Welcoming, and Inclusive Institutions Inclusive and Welcoming, Winning, Building
10:05-10:50 a.m. CST a.m. 10:05-10:50
The Voice The perform. from finalist Kadan, Katie Hear
Millennium Park Auditorium Park Millennium
Performance by Katie Kadan Katie by Performance 10:00-10:05 a.m. CST a.m. 10:00-10:05
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
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identifying how Kean University can help all students succeed. students all help can University Kean how identifying
will identify how collaborative campus partnerships can assist in more effectively effectively more in assist can partnerships campus collaborative how identify will
to engage students with services in a timely and efficient manner. A specific focus focus specific A manner. efficient and timely a in services with students engage to
in terms of strategic retention initiatives and developing more proactive measures measures proactive more developing and initiatives retention strategic of terms in
of Student Success and the Learning Commons collective mission of redefining early early redefining of mission collective Commons Learning the and Success Student of
action items needed to achieve them in practice. This session introduces the Office Office the introduces session This practice. in them achieve to needed items action
focus from reactive to proactive in developing strategies to retain students and the the and students retain to strategies developing in proactive to reactive from focus
This discussion will engage participants in a conversation regarding how to shift the the shift to how regarding conversation a in participants engage will discussion This
Paul Croft—Associate Vice President for Academic Affairs, Kean University Kean Affairs, Academic for President Vice Croft—Associate Paul
Neva Lozada—Director, Institutional Effectiveness, Kean University Kean Effectiveness, Institutional Lozada—Director, Neva
The Bean Room, sponsored by StraighterLine by sponsored Room, Bean The
for Student Success Student for
Integrated Interactions and Investments to Make Proactive Retention Engagements Engagements Retention Proactive Make to Investments and Interactions Integrated
Breakout Sessions Breakout
11:15 a.m.-12:15 p.m. CST CST p.m. a.m.-12:15 11:15
And the best part? We can have you LIVE in three weeks. three in LIVE you have can We part? best the And
Increase engagement without increasing effort increasing without engagement Increase •
Strengthen student enrollment efforts enrollment student Strengthen •
Nudge the nudgers (and support student success) student support (and nudgers the Nudge •
Keep parents informed and appropriately involved appropriately and informed parents Keep •
influencer of students…their parents. With CampusESP, you can: you CampusESP, With parents. students…their of influencer
These new challenges do not have to be scary. CampusESP can help you reach the #1 #1 the reach you help can CampusESP scary. be to have not do challenges new These
third of families said COVID-19 has impacted their student’s decision to enroll in the fall. the in enroll to decision student’s their impacted has COVID-19 said families of third
parents across the country to learn the effects of COVID-19. Our main takeaway? One- takeaway? main Our COVID-19. of effects the learn to country the across parents
CampusESP partnered with RNL, Cappex and NAIA to conduct a study to over 3,800 3,800 over to study a conduct to NAIA and Cappex RNL, with partnered CampusESP
will not be enough. be not will
students will rely on parents than ever before. Traditional yield models and strategies strategies and models yield Traditional before. ever than parents on rely will students
Without access to campus visits, guidance counselors, and other resources, more more resources, other and counselors, guidance visits, campus to access Without
Tess Jenkins—Sales Development Manager, CampusESP Manager, Development Jenkins—Sales Tess
Vendor Theatre Vendor
Enrollment Emergency? How Parents Can Help Can Parents How Emergency? Enrollment
Vendor Theatre Sponsored by Emsi—Topic presented by CampusESP by presented Emsi—Topic by Sponsored Theatre Vendor 11:00-11:20 a.m. CST a.m. 11:00-11:20
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 14
media, websites, emails, and digital ads impacted their college search and selection selection and search college their impacted ads digital and emails, websites, media,
thousands of college-bound high school students to learn how digital tools like social social like tools digital how learn to students school high college-bound of thousands
or methods will resonate best with teens? You ask them. TargetX and mStoner surveyed surveyed mStoner and TargetX them. ask You teens? with best resonate will methods or
in history. With more outreach options than ever before, how do you know which channels channels which know you do how before, ever than options outreach more With history. in
It’s no secret that this generation of prospective students is the most marketed-to group group marketed-to most the is students prospective of generation this that secret no It’s
Michael Stoner—Co-founder and President, mStoner, Inc. mStoner, President, and Stoner—Co-founder Michael
Sasha Peterson—CEO, TargetX Peterson—CEO, Sasha
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
Digital Admissions: What Teens Like, and Don’t Like, About College Marketing College About Like, Don’t and Like, Teens What Admissions: Digital
next campaign. next
your in leverage and test, consider, to features and solutions next and New •
Facebook’s tools and capabilities to effectively track and map the student journey. student the map and track effectively to capabilities and tools Facebook’s •
audience targeting. audience
The importance of and how to use signals on Facebook for more powerful powerful more for Facebook on signals use to how and of importance The •
student journey. student
Best practices for creative and messaging throughout the prospective prospective the throughout messaging and creative for practices Best •
Overall and under-utilized touchpoints with prospective students within Facebook. within students prospective with touchpoints under-utilized and Overall •
student journey. During our session, we’ll discuss: discuss: we’ll session, our During journey. student
shape your institution’s story and create meaningful engagement through the prospective prospective the through engagement meaningful create and story institution’s your shape
Facebook beyond lead generation and event promotion and look to leverage Facebook to to Facebook leverage to look and promotion event and generation lead beyond Facebook
With its continuous innovation and updates, it’s important for higher education to leverage leverage to education higher for important it’s updates, and innovation continuous its With
Facebook continues to be a top channel for reaching and engaging prospective students. students. prospective engaging and reaching for channel top a be to continues Facebook
Eduardo Figueroa—Account Manager, Facebook Global Business Group Business Global Facebook Manager, Figueroa—Account Eduardo
River Bunkley—Account Manager, Facebook Global Business Group Business Global Facebook Manager, Bunkley—Account River
Art Institute Room, sponsored by Market Mapping plus, Inc. Inc. plus, Mapping Market by sponsored Room, Institute Art
Engagement and Measurement Throughout the Student Journey Student the Throughout Measurement and Engagement
recruitment is effective for this highly demanding audience. demanding highly this for effective is recruitment
your "sherpas," they will discuss what needs to be done to ensure that your marketing and and marketing your that ensure to done be to needs what discuss will they "sherpas," your
practices or current practices (which are not necessarily best). With Scott and Marie as as Marie and Scott With best). necessarily not are (which practices current or practices
for more than two decades, will discuss the extent to which the findings represent best best represent findings the which to extent the discuss will decades, two than more for
more than 20 years, and Marie Power-Barnes, who has led institutional marketing efforts efforts marketing institutional led has who Power-Barnes, Marie and years, 20 than more
Scott Jeffe, who has been conducting primary market research on this audience for for audience this on research market primary conducting been has who Jeffe, Scott
represent current practices. practices. current represent
presented and discussed. In some cases these data represent best practices; in others they they others in practices; best represent data these cases some In discussed. and presented
responsible for the adult undergraduate population. The findings of this study will be be will study this of findings The population. undergraduate adult the for responsible
In 2019, RNL conducted a national survey of institutional marketers and recruiters recruiters and marketers institutional of survey national a conducted RNL 2019, In
Marie Power-Barnes—Director of Marketing, Thomas Edison State University State Edison Thomas Marketing, of Power-Barnes—Director Marie
Scott Jeffe—Vice President, Research (Graduate and Online), RNL Online), and (Graduate Research President, Jeffe—Vice Scott
Field Museum Room Museum Field State of the Art? How Institutions are Marketing to and Recruiting Adult Undergraduates Adult Recruiting and to Marketing are Institutions How Art? the of State
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 15
catch up on some email. some on up catch
social accounts using #RNLNC2020. Otherwise, take time to reflect on the sessions thus far, or just just or far, thus sessions the on reflect to time take Otherwise, #RNLNC2020. using accounts social
items from Day One. Join the conversation online by sharing your favorite experiences on your your on experiences favorite your sharing by online conversation the Join One. Day from items
Grab some nourishment and explore the amazing fabric of the city by checking out virtual tour tour virtual out checking by city the of fabric amazing the explore and nourishment some Grab
Lunch
12:00 p.m. CST p.m. 12:00
community through peer engagement. engagement. peer through community
Vermont, Harding University, LSU, and UMKC have decided to focus on building strong strong building on focus to decided have UMKC and LSU, University, Harding Vermont,
Join our session to hear why schools like Texas State University, University of of University University, State Texas like schools why hear to session our Join
in the fall. fall. the in
universities, small privates, and community colleges are at least 6x more likely to show show to likely more 6x least at are colleges community and privates, small universities,
Connecting your students drives positive outcomes—Nearpeer users at public public at users outcomes—Nearpeer positive drives students your Connecting
since joining Nearpeer in June. in Nearpeer joining since
1,600 new 2020 students have logged thousands of hours making real connections connections real making hours of thousands logged have students 2020 new 1,600
experiences, hometowns, majors, and more. At Appalachian State University, over over University, State Appalachian At more. and majors, hometowns, experiences,
students. Nearpeer fills that void—connecting students with shared interests, life life interests, shared with students void—connecting that fills Nearpeer students.
gap in the student experience—the chance for new students to meet other incoming incoming other meet to students new for chance experience—the student the in gap
risks. Virtual orientations and the lack of live events on campus have left a tremendous tremendous a left have campus on events live of lack the and orientations Virtual risks.
Real peer-to-peer engagement is the missing link in offsetting today’s big enrollment enrollment big today’s offsetting in link missing the is engagement peer-to-peer Real
Christopher Quinn—Chief Operating Officer, Nearpeer Officer, Operating Quinn—Chief Christopher
Vendor Theatre Vendor
Your New Students Don’t Want to Talk to You Anymore—They Want to Meet Each Other! Each Meet to Want Anymore—They You to Talk to Want Don’t Students New Your
Vendor Theatre Sponsored by Emsi—Topic presented by Nearpeer by presented Emsi—Topic by Sponsored Theatre Vendor
11:30-11:50 a.m. CST a.m. 11:30-11:50
and energy for maximum ROI. maximum for energy and
behavior and highlights where you should focus your digital enrollment marketing time time marketing enrollment digital your focus should you where highlights and behavior process. Our digital admissions research offers rich insights into the nuances of their their of nuances the into insights rich offers research admissions digital Our process.
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 16
implemented and utilized to document and track the success of this initiative. this of success the track and document to utilized and implemented
the implementation of such plan, and discusses the various initiatives and software software and initiatives various the discusses and plan, such of implementation the
recruitment, retention and completion, and transfer, this presentation focuses on on focuses presentation this transfer, and completion, and retention recruitment,
enrollment management plan that has a three-pronged approach focusing on on focusing approach three-pronged a has that plan management enrollment
percent in enrollment of new students. Based on the implementation of a strategic strategic a of implementation the on Based students. new of enrollment in percent
College Benchmark Project. Additionally, KCC has seen an increase of nearly 10 10 nearly of increase an seen has KCC Additionally, Project. Benchmark College
retention of students from fall to spring semesters by the National Community Community National the by semesters spring to fall from students of retention
Kankakee Community College (KCC) was ranked in the 98th percentile for the the for percentile 98th the in ranked was (KCC) College Community Kankakee
Kathryn Wachtor—Director of Enrollment Services, Kankakee Community College Community Kankakee Services, Enrollment of Wachtor—Director Kathryn
Meredith Purcell—Director of Student Success, Kankakee Community College College Community Kankakee Success, Student of Purcell—Director Meredith
Jose da Silva—Vice President of Student Affairs, Kankakee Community College Community Kankakee Affairs, Student of President Silva—Vice da Jose
Art Institute Room, sponsored by Market Mapping plus, Inc. Inc. plus, Mapping Market by sponsored Room, Institute Art
Community College Enrollment Management 101: A Three-Pronged Approach Three-Pronged A 101: Management Enrollment College Community
decisions about whether to add, cut, grow, or shrink departments or programs. or departments shrink or grow, cut, add, to whether about decisions
where there’s increasing focus on the bottom line, this data is essential for making making for essential is data this line, bottom the on focus increasing there’s where
demand, employment demand, and an institution's market share. In an environment environment an In share. market institution's an and demand, employment demand,
audits and program demand research, including cost/margin by program, student student program, by cost/margin including research, demand program and audits
program modalities. This session will discuss what information is learned from program program from learned is information what discuss will session This modalities. program
marketing efforts on and what opportunities there might be for new programs or new new or programs new for be might there opportunities what and on efforts marketing
process. Market research can help a school determine what current programs to focus focus to programs current what determine school a help can research Market process.
Academic program planning is a critical part of an institution’s strategic planning planning strategic institution’s an of part critical a is planning program Academic
Pamela Lee—Assistant Vice President, Market Research, RNL Research, Market President, Vice Lee—Assistant Pamela
Chicago Skyline Room Room Skyline Chicago
Program Audits Program
Perfecting Your Academic Program Portfolio Using Program Demand Research and and Research Demand Program Using Portfolio Program Academic Your Perfecting
compelling messaging. messaging. compelling
that illustrate the most effective ways to cut through the jargon and provide clear and and clear provide and jargon the through cut to ways effective most the illustrate that
this generation of digital natives and short attention spans, and see real-life examples examples real-life see and spans, attention short and natives digital of generation this
on students’ perceptions of college financing, explore innovative approaches to engage engage to approaches innovative explore financing, college of perceptions students’ on
establish compelling value statements. Come learn the results from our national survey survey national our from results the learn Come statements. value compelling establish
how to effectively explain the financial aid process, communicate affordability, and and affordability, communicate process, aid financial the explain effectively to how
of their education, later resulting in student attrition. During this session, come learn learn come session, this During attrition. student in resulting later education, their of
One out of three students makes their college decision without understanding the cost cost the understanding without decision college their makes students three of out One
Joseph Bryan—Senior Consultant, RNL Consultant, Bryan—Senior Joseph
Management, RNL Management,
Ale Sosa Pieroni—Associate Vice President, Financial Aid and Affordability Product Product Affordability and Aid Financial President, Vice Pieroni—Associate Sosa Ale
Buckingham Fountain Room Room Fountain Buckingham
Let’s Talk Financial Aid: Engaging the Digital Native Generation Native Digital the Engaging Aid: Financial Talk Let’s
Breakout Sessions Breakout
CST p.m. 12:30-1:30
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 17
campus and at events. events. at and campus
We will also show you how to display social content on message boards throughout throughout boards message on content social display to how you show also will We
Increase revenue by driving traffic and boosting conversion. boosting and traffic driving by revenue Increase •
Effectively reuse and leverage student-generated content. student-generated leverage and reuse Effectively •
Build interactive competitions and contests using social media. social using contests and competitions interactive Build •
Bring people together in authentic meaningful ways. meaningful authentic in together people Bring •
announcements. We will discuss how Gigg is helping schools: helping is Gigg how discuss will We announcements.
community. Social media and your website must go beyond information and and information beyond go must website your and media Social community.
to interact and your website has the potential to be the epicenter of your virtual virtual your of epicenter the be to potential the has website your and interact to
renewed emphasis on their social media strategy. Students are looking for ways ways for looking are Students strategy. media social their on emphasis renewed
Campuses are rethinking their digital presence in response to COVID-19 and placing placing and COVID-19 to response in presence digital their rethinking are Campuses
Connor Dehlin—Partner, Gigg Inc. Gigg Dehlin—Partner, Connor
Vendor Theatre Vendor
How to Make Your Website a Virtual Gathering Place and Get More from Social Media Social from More Get and Place Gathering Virtual a Website Your Make to How
Vendor Theatre Sponsored by Emsi—Topic presented by Gigg Inc. Gigg by presented Emsi—Topic by Sponsored Theatre Vendor
1:30-1:50 p.m. CST p.m. 1:30-1:50
are prepared to meet your recruitment goals. recruitment your meet to prepared are
the recruitment lifecycle. Join us for an informative session on how to make sure you you sure make to how on session informative an for us lifecycle. Join recruitment the
experiences by helping over 250 institutions engage with prospective students along along students prospective with engage institutions 250 over helping by experiences
must set you apart from the rest. StudentBridge is the leading provider of virtual virtual of provider leading the is StudentBridge rest. the from apart you set must
if it can happen at all. Critical decisions will be made virtually and your digital presence presence digital your and virtually made be will decisions Critical all. at happen can it if
them” changed. For the foreseeable future, the in-person visit will look very different, different, very look will visit in-person the future, foreseeable the For changed. them”
Overnight the tried and tested formula of “Get them to campus and we can enroll enroll can we and campus to them “Get of formula tested and tried the Overnight
Jonathan Clues—Founder & CEO, StudentBridge CEO, & Clues—Founder Jonathan
Art Institute Room, sponsored by Market Mapping plus, Inc. plus, Mapping Market by sponsored Room, Institute Art
Get Ready for Your Virtual-First Enrollment Strategy Enrollment Virtual-First Your for Ready Get
on student success and persistence. and success student on
wild journey of creating a strong community, unifying vision, and its powerful impact impact powerful its and vision, unifying community, strong a creating of journey wild
welcome students to join a collaborative learning environment. Join us as we share our our share we as us Join environment. learning collaborative a join to students welcome
Success in online education today demands that institutions unveil their humanity and and humanity their unveil institutions that demands today education online in Success
students, they desire community engagement, learning, belonging, support, and hope. hope. and support, belonging, learning, engagement, community desire they students,
of adult life can disconnect students from their educational goals. Similar to traditional traditional to Similar goals. educational their from students disconnect can life adult of
Adult online students have unique challenges. While hungry to learn, the distractions distractions the learn, to hungry While challenges. unique have students online Adult
Eric Whitaker—Student Success Liaison, Indiana Wesleyan University Wesleyan Indiana Liaison, Success Whitaker—Student Eric
Sarah Spangler—Student Success Liaison, Indiana Wesleyan University University Wesleyan Indiana Liaison, Success Spangler—Student Sarah
Adam Binkerd—Director of Student Success, Indiana Wesleyan University Wesleyan Indiana Success, Student of Binkerd—Director Adam
Field Museum Room Museum Field Increasing Persistence for First-year, Online, Adult Students Adult Online, First-year, for Persistence Increasing
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 18
programs that can draw significant new adult learner enrollments to their institutions. their to enrollments learner adult new significant draw can that programs
can build new capacity in B-to-B relationships with industry partners through targeted targeted through partners industry with relationships B-to-B in capacity new build can
enrollment goals. This session provides a deep dive into ways that colleges and universities universities and colleges that ways into dive deep a provides session This goals. enrollment
before looking at new strategies for building nontraditional pipelines to reach their their reach to pipelines nontraditional building for strategies new at looking before
at colleges and universities nationwide, institutions of higher education are now as never never as now are education higher of institutions nationwide, universities and colleges at
With the sweeping changes that are presently occurring in traditional student enrollments enrollments student traditional in occurring presently are that changes sweeping the With
Fairleigh Dickinson University Dickinson Fairleigh
Studies, Continuing of College Petrocelli the of Braverman—Dean Lisa
Field Museum Room Museum Field
Successful Industry Partnerships for Growing the Nontraditional Student Pipeline Student Nontraditional the Growing for Partnerships Industry Successful
are effective in improving the performance of at-risk students. students. at-risk of performance the improving in effective are
support staff believe that the student support programs and services at their institutions institutions their at services and programs support student the that believe staff support
to gain insight on the effectiveness of student support initiatives. The survey found that that found survey The initiatives. support student of effectiveness the on insight gain to
academically support them. Support staff at HBCUs across the country were surveyed surveyed were country the across HBCUs at staff Support them. support academically
college students evolve to include a variety of students, there will be a need to to need a be will there students, of variety a include to evolve students college
historically black colleges and universities (HBCUs). As the demographics of today’s today’s of demographics the As (HBCUs). universities and colleges black historically
programs and services to improve the academic performance of at-risk students at at students at-risk of performance academic the improve to services and programs
This study examines the perceptions of student support staff about the most effective effective most the about staff support student of perceptions the examines study This
Niesha Baker—Student Academic Support Counselor, Xavier University of Louisiana of University Xavier Counselor, Support Academic Baker—Student Niesha
The Bean Room, sponsored by StraighterLine StraighterLine by sponsored Room, Bean The
Students at HBCUs at Students
The Most Effective Programs/Services to Improve Academic Performance of At-Risk At-Risk of Performance Academic Improve to Programs/Services Effective Most The
student success. student
parents and families as partners, and how involvement and education can lead to increased increased to lead can education and involvement how and partners, as families and parents
of the key factors in engaging parents and families of first-generation students, viewing viewing students, first-generation of families and parents engaging in factors key the of
generation students is a critical component of their success. In this session, learn some some learn session, this In success. their of component critical a is students generation
decision-making journey. Partnering with and educating parents and families of first- of families and parents educating and with Partnering journey. decision-making
First-generation students face many unknown challenges as they embark on their college college their on embark they as challenges unknown many face students First-generation
Melissa Maiorino—Associate Director, Marketing, Kean University Kean Marketing, Director, Maiorino—Associate Melissa
Kristy LeMunyon—Managing Assistant Director, Digital Marketing, Kean University Kean Marketing, Digital Director, Assistant LeMunyon—Managing Kristy
Art Institute Room, sponsored by Market Mapping plus, Inc. Inc. plus, Mapping Market by sponsored Room, Institute Art
Engaging Parents and Families of First-Generation Students First-Generation of Families and Parents Engaging
Breakout Sessions Breakout 1:45-2:45 p.m. CST p.m. 1:45-2:45
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 19
the direct marketing field are helping institutions identify who is interested in getting a a getting in interested is who identify institutions helping are field marketing direct the
Finding qualified prospects is becoming more and more difficult. New innovations in innovations New difficult. more and more becoming is prospects qualified Finding
David Fant—President/Founder, Market Mapping plus, Inc plus, Mapping Market Fant—President/Founder, David
Vendor Theatre Vendor
How Do You Find Qualified Prospects in Today’s Market Environment? Market Today’s in Prospects Qualified Find You Do How
Vendor Theatre Sponsored by Emsi—Topic presented by Market Mapping plus, Inc. plus, Mapping Market by presented Emsi—Topic by Sponsored Theatre Vendor
2:30-2:50 p.m. CST p.m. 2:30-2:50
beyond. Join us to learn more and see a short demo. short a see and more learn to us Join beyond.
interpersonal, and authentic experience essential for admission work in 2020 and and 2020 in work admission for essential experience authentic and interpersonal,
place more reliance on “distance access.” Only Phonecasts deliver the high touch, touch, high the deliver Phonecasts access.” Only “distance on reliance more place
poll questions; participant-specific data. Limited travel and on-campus programming programming on-campus and travel Limited data. participant-specific questions; poll
Live, YouTube, etc.; real-time clips for social media; on-demand texting to participants; participants; to texting on-demand media; social for clips real-time etc.; YouTube, Live,
Phonecast features include: simul-streaming (with video) to your webpage, Facebook Facebook webpage, your to video) (with simul-streaming include: features Phonecast
than overall yield rate. yield overall than
An A/B case-study with Pomona College found the Phonecast group yielded 50% better better 50% yielded group Phonecast the found College Pomona with case-study A/B An
Our nearly 100 higher-ed clients know this kind of interpersonal connectivity is impactful. impactful. is connectivity interpersonal of kind this know clients higher-ed 100 nearly Our
speakers—LIVE. It's fireside chat meets radio call-in show. call-in radio meets chat fireside speakers—LIVE. It's
who answers joins an interactive conversation of Q&A with your student panel or other other or panel student your with Q&A of conversation interactive an joins answers who
Phonecasts are an outbound phone call to hundreds or thousands at once. Everyone once. Everyone at thousands or hundreds to call phone outbound an are Phonecasts
most under-utilized tool for admission recruitment. Now, nothing is more effective… more is nothing recruitment. Now, admission for tool under-utilized most
With the explosion of apps and usage of phone as a device, phone conversation is the the is conversation phone device, a as phone of usage and apps of explosion the With
Mickey Munley—President, Community Phonecast Community Munley—President, Mickey
Vendor Theatre Vendor
Still the Next Best Thing to Being There… Being to Thing Best Next the Still
Vendor Theatre Sponsored by Emsi—Topic presented by Community Phonecast Community by presented Emsi—Topic by Sponsored Theatre Vendor
2:00-2:20 p.m. CST p.m. 2:00-2:20
will explore these questions and more with a panel of campus leaders. campus of panel a with more and questions these explore will
importance in times of considerable uncertainty and significant budget cuts? This session session This cuts? budget significant and uncertainty considerable of times in importance
activities? How can institutions find the resources to invest in initiatives with strategic strategic with initiatives in invest to resources the find institutions can How activities?
investments. In this environment, how should universities prioritize programs and and programs prioritize universities should how environment, this In investments.
have never been more important. But strategic priorities generally require financial financial require generally priorities strategic But important. more been never have
not have that luxury. Strategic enrollment planning efforts must continue. In fact, they they fact, In continue. must efforts planning enrollment Strategic luxury. that have not
education generally comes by addition, but in the wake of COVID-19, institutions do do institutions COVID-19, of wake the in but addition, by comes generally education
Inertia is a powerful force on college and university campuses. Change in higher higher in Change campuses. university and college on force powerful a is Inertia
Greg Orwig—Vice President for Admissions and Financial Aid, Whitworth University Whitworth Aid, Financial and Admissions for President Orwig—Vice Greg
University of Alaska Fairbanks Alaska of University
Management, Enrollment for Chancellor Vice Kreta—Associate Mary
Brad Goan—Assistant Vice President and Executive Consultant, RNL Consultant, Executive and President Vice Goan—Assistant Brad
Chicago Skyline Room Room Skyline Chicago Strategic Enrollment Planning and Investment in the New Normal New the in Investment and Planning Enrollment Strategic
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 20
enrollment.
way to create high quality, engaging content to grow graduate, online, and adult adult and online, graduate, grow to content engaging quality, high create to way
session, you will learn how one small university (3,300 students) found a cost-effective cost-effective a found students) (3,300 university small one how learn will you session,
up and only use video for large-budget, university-wide branding campaigns. In this this In campaigns. branding university-wide large-budget, for video use only and up
costs of vendors to the perceived high cost of developing internal capacity, many give give many capacity, internal developing of cost high perceived the to vendors of costs
endeavors, but few believe they have the necessary funds to do it. From the high high the From it. do to funds necessary the have they believe few but endeavors,
Most people would love to utilize high quality video for marketing and enrollment enrollment and marketing for video quality high utilize to love would people Most
Kelly Goddard—Director of Marketing, Eastern University Eastern Marketing, of Goddard—Director Kelly
Communications, Eastern University Eastern Communications,
Michael Thomas—Associate Vice President for Marketing, Enrollment, and and Enrollment, Marketing, for President Vice Thomas—Associate Michael
Field Museum Room Museum Field
Don't Think You Have the Budget for High Quality Video? Think Again Think Video? Quality High for Budget the Have You Think Don't
educational journey. educational
Institute—designed to ensure that these students are successful in completing their their completing in successful are students these that ensure to Institute—designed
common sense strategies—underpinned by research produced by the National Transfer Transfer National the by produced research by strategies—underpinned sense common
and diversity they bring to the campus community as well as provide insights into into insights provide as well as community campus the to bring they diversity and
her career with the National Transfer Institute. She will speak of the value, richness, richness, value, the of speak will She Institute. Transfer National the with career her
the path of transfer students, as well as the work she has done over the course of of course the over done has she work the as well as students, transfer of path the
In this session, Dr. Jacobs will talk about the role campus leaders can play in easing easing in play can leaders campus role the about talk will Jacobs Dr. session, this In
Bonita Jacobs—President, University of Northern Georgia Northern of University Jacobs—President, Bonita
Art Institute Room, sponsored by Market Mapping plus, Inc. Inc. plus, Mapping Market by sponsored Room, Institute Art
Changing the Trajectory of Transfer Enrollment Transfer of Trajectory the Changing
for you. for
challenging. If you’re looking for a list of repeatable metrics to monitor, this session is is session this monitor, to metrics repeatable of list a for looking you’re If challenging.
work we do is hard, but not keeping your eye on the right metrics makes it even more more even it makes metrics right the on eye your keeping not but hard, is do we work
identified our most favorite top 10 metrics we believe are critical for success. The The success. for critical are believe we metrics 10 top favorite most our identified
previous year. But, if you missed your targets, you’re rethinking everything. We’ve We’ve everything. rethinking you’re targets, your missed you if But, year. previous
is a successful cycle, you’re thinking about replicating everything that you did the the did you that everything replicating about thinking you’re cycle, successful a is
The work of enrollment services officers is becoming increasingly challenging. If there there If challenging. increasingly becoming is officers services enrollment of work The
Wes Butterfield—Vice President, RNL President, Butterfield—Vice Wes
Buckingham Fountain Room Room Fountain Buckingham
What, When, and How? Top Financial Aid Metrics You Can’t Ignore Can’t You Metrics Aid Financial Top How? and When, What,
Breakout Sessions Breakout
CST p.m. 3:00-4:00
changed and improved your chances of finding qualified prospects. prospects. qualified finding of chances your improved and changed
will help guide you through the various ways that traditional direct marketing lists have have lists marketing direct traditional that ways various the through you guide help will degree, completing their degree of getting an advanced degree. Market Mapping plus plus Mapping Market degree. advanced an getting of degree their completing degree,
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
SESSIONS SUBJECT TO CHANGE TO SUBJECT SESSIONS RUFFALONL.COM 21
See you next year in National Harbor, Maryland! Harbor, National in year next you See
Adjournment
5:00 p.m. CST p.m. 5:00
RNL+Render, talks about The Experience Economy. Experience The about talks RNL+Render,
Grab a drink, kick back, and take part in the fun as Jeff Kallay, Senior Vice President, President, Vice Senior Kallay, Jeff as fun the in part take and back, kick drink, a Grab
Jeff Kallay—Senior Vice President, RNL+Render President, Vice Kallay—Senior Jeff
Millennium Park Auditorium Auditorium Park Millennium
Closing Keynote Virtual Happy Hour, Sponsored by StudentBridge by Sponsored Hour, Happy Virtual Keynote Closing
4:00-5:00 p.m. CST p.m. 4:00-5:00
sustainable and appealing to students, faculty and staff. and faculty students, to appealing and sustainable
is an online institution) and are now piecing together fall plans that must be realistic, realistic, be must that plans fall together piecing now are and institution) online an is
worked hard to stand up remote instruction over the past two months (Charter Oak Oak (Charter months two past the over instruction remote up stand to hard worked
and Eduventures Chief Research Officer Richard Garrett. These institutions have have institutions These Garrett. Richard Officer Research Chief Eduventures and
University President Helen Drinan, Charter Oak State College President Ed Klonoski, Klonoski, Ed President College State Oak Charter Drinan, Helen President University
Join us for a conversation with Neumann University President Chris Domes, Simmons Simmons Domes, Chris President University Neumann with conversation a for us Join
Certainty may be in short supply, but sharing ideas and perspectives can only help. help. only can perspectives and ideas sharing but supply, short in be may Certainty
look like. look
understand student sentiment, but students look to schools for clarity on what fall will will fall what on clarity for schools to look students but sentiment, student understand
make decisions, and they need to make them now. Higher education leaders want to to want leaders education Higher now. them make to need they and decisions, make
most pivotal moment in the academic year largely in the dark. But schools need to to need schools But dark. the in largely year academic the in moment pivotal most
state of institutional finances are dynamic unknowns forcing schools to plan for the the for plan to schools forcing unknowns dynamic are finances institutional of state
open and under what restrictions, student appetite for remote alternatives, and the the and alternatives, remote for appetite student restrictions, what under and open
is certain about fall 2020. The severity of the pandemic, whether campuses can re- can campuses whether pandemic, the of severity The 2020. fall about certain is
For higher education leaders, planning for fall is never straightforward, but nothing nothing but straightforward, never is fall for planning leaders, education higher For
Ed Klonoski—President, Charter Oak State College (Online Institution) (Online College State Oak Charter Klonoski—President, Ed
Chris Domes—President, Neumann University University Neumann Domes—President, Chris
Helen Drinan—President, Simmons University Simmons Drinan—President, Helen
Richard Garrett—Eduventures Chief Research Officer, ACT | NRCCUA | ACT Officer, Research Chief Garrett—Eduventures Richard
Chicago Skyline Room Room Skyline Chicago
Experience for Fall 2020 Fall for Experience Planning in the Dark: Presidential Perspectives on Reimagining the Undergraduate Undergraduate the Reimagining on Perspectives Presidential Dark: the in Planning
VIRTUAL CONFERENCE SESSIONS CONFERENCE VIRTUAL | 2020 RNLNC
RUFFALONL.COM 22
what marketing mediums resonated best. resonated mediums marketing what
and content what assess better to parents and students enrolled newly your from loop feedback a Establish 4.
and student service practices. service student and
content marketing of development the in help can that campus across data sharing for process a Establish 3.
marketing efforts and establish a content management plan. management content a establish and efforts marketing
and recruitment to contribute that tools delivery content and brand key all of inventory an Create 2.
concepts like target audience, conversion goals, etc. etc. goals, conversion audience, target like concepts
crossover key using marketing campus-wide with practices recruitment align better to plan a Develop 1.
sessions. marketing
and recruitment the attended having after mind in have may you initiatives the of implementation
marketing plan, both broadly and for specific audiences. We’d like to offer the steps below to think about about think to below steps the offer to like We’d audiences. specific for and broadly both plan, marketing
We are confident that you will hear some new ideas that will assist you evolving your recruitment and and recruitment your evolving you assist will that ideas new some hear will you that confident are We
Post-Conference Ideas Post-Conference
students after they enroll? they after students
that you currently do not have) that prevent you from successfully recruiting and/or successfully serving successfully and/or recruiting successfully from you prevent that have) not do currently you that
7. What are the gaps in your data (e.g., what do you want to know about students or your pool of students of pool your or students about know to want you do what (e.g., data your in gaps the are What 7.
from? How are you communicating across databases and offices? and databases across communicating you are How from?
6. What are your key data points for understanding the health of your funnel, and where does the data come data the does where and funnel, your of health the understanding for points data key your are What 6.
5. How are you personalizing marketing to scale at various stages of the funnel? the of stages various at scale to marketing personalizing you are How 5.
economic conditions? economic
4. What practices do you see as specifically in need of change due to current health and health current to due change of need in specifically as see you do practices What 4.
3. How are you keeping your marketing and recruitment efforts relative to student digital preferences? digital student to relative efforts recruitment and marketing your keeping you are How 3.
recruit key audiences, such as transfer students and first-generation students? first-generation and students transfer as such audiences, key recruit
2. What are the best practices that other colleges and universities are using to reach and successfully and reach to using are universities and colleges other that practices best the are What 2.
strategies you might want to discontinue? to want might you strategies
1. Have you been considering which recruitment strategies you currently employ are effective and which and effective are employ currently you strategies recruitment which considering been you Have 1.
Questions
and Recruitment sessions. Recruitment and
segments of students, and what is next and new in marketing, consider attending our Enrollment Marketing Marketing Enrollment our attending consider marketing, in new and next is what and students, of segments
assessment includes how you might better align recruitment and marketing, how you may reach different different reach may you how marketing, and recruitment align better might you how includes assessment
You likely assess your recruitment and marketing strategies at least annually, if not more frequently. If your your If frequently. more not if annually, least at strategies marketing and recruitment your assess likely You
Pre-Conference/Session
Recruitment/Marketing Discussion Guide Discussion
RUFFALONL.COM 23
7. Develop action plans. action Develop 7.
6. Set goals. Set 6.
5. Formulate strategies (enabling objectives). (enabling strategies Formulate 5.
4. Conduct a retention situation analysis including data collection and analysis. and collection data including analysis situation retention a Conduct 4.
they know they need it. need they know they
before need they what families their and students intentional—give and intrusive Be f.
e. Empower students to develop relationships. develop to students Empower e.
d. Ensure student-centeredness. Ensure d.
c. Provide quality classroom engagement. classroom quality Provide c.
b. Rely on student feedback and integrate effectively. integrate and feedback student on Rely b.
a. Integrate with other programs and services. and programs other with Integrate a.
3. Embed these six guiding principles within your plan: your within principles guiding six these Embed 3.
2. Gather a student success team to guide planning. It should have campus representation from all constituencies. all from representation campus have should It planning. guide to team success student a Gather 2.
1. Ensure that your retention management plan is being mapped to other strategic planning efforts. planning strategic other to mapped being is plan management retention your that Ensure 1.
in mind after attending the student success sessions. success student the attending after mind in
success plan. We’d like to offer the steps below to think about implementation of the initiatives you may have may you initiatives the of implementation about think to below steps the offer to like We’d plan. success
We are confident that you will hear some new ideas that will assist you with the development of your student student your of development the with you assist will that ideas new some hear will you that confident are We
Post-Event Ideas for Implementation/Reflection for Ideas Post-Event
sessions will assist you with some ideas that you can take back to your campus. your to back take can you that ideas some with you assist will sessions
would like to learn how other schools are addressing academic progression, then the student success student the then progression, academic addressing are schools other how learn to like would
7. Academic success is top-of-mind for many of you. If students don’t progress, they will not retain. If you If retain. not will they progress, don’t students If you. of many for top-of-mind is success Academic 7.
everyone involved and determining which strategies are best to achieve your goals. your achieve to best are strategies which determining and involved everyone
respect to retention planning. If this is an issue for you, the student success sessions will assist with getting with assist will sessions success student the you, for issue an is this If planning. retention to respect
6. Perhaps, as many colleges experience, not everyone is necessarily rowing in the same direction with direction same the in rowing necessarily is everyone not experience, colleges many as Perhaps, 6.
and show that tuition paid is a worthwhile investment? worthwhile a is paid tuition that show and
I am paying for?' is a common question. How should you respond to this perception? How do you build value build you do How perception? this to respond you should How question. common a is for?' paying am I
5. The value proposition for many of your students and their families is top-of-mind. 'Am I really getting what getting really I 'Am top-of-mind. is families their and students your of many for proposition value The 5.
4. What are the elements that you must have in place to make academic advising state-of-the-art? advising academic make to place in have must you that elements the are What 4.
3. Is your academic advising approach in need of revision? revision? of need in approach advising academic your Is 3.
2. What are the best practices that other colleges and universities are using? are universities and colleges other that practices best the are What 2.
strategies you might want to discontinue? to want might you strategies
1. Have you been considering which retention strategies you currently employ are effective and which and effective are employ currently you strategies retention which considering been you Have 1.
program. the in sessions Success Student
that will make your plan more effective. If any of the questions below are on your mind, then consider the five five the consider then mind, your on are below questions the of any If effective. more plan your make will that
If you’ve been considering developing or revising your retention plan, each of these sessions will have elements elements have will sessions these of each plan, retention your revising or developing considering been you’ve If
Pre-Event Planning Pre-Event Retention & Student Success Student & Retention
DISCUSSION GUIDE DISCUSSION | 2020 RNLNC
RUFFALONL.COM 24
strategic changes as needed. needed. as changes strategic
facilitate and success your track to cycle the throughout performance measure will you how Determine 7.
6. Develop action plan. plan. action Develop 6.
5. Set goals at a high level and down to specific student populations. student specific to down and level high a at goals Set 5.
4. Ensure that your financial aid awarding plan is fully aligned with other strategic initiatives. initiatives. strategic other with aligned fully is plan awarding aid financial your that Ensure 4.
3. Consider multiple scenario planning and possible results from each. each. from results possible and planning scenario multiple Consider 3.
are helpful, but your students may not behave in the same way. way. same the in behave not may students your but helpful, are
data National situation? your about you telling data current your are What changed? has elasticity price
your not or whether understand you Do students? own your of perceptions the are What making. decision
2. Understand and gather data regarding your current landscape—internally and externally—to facilitate externally—to and landscape—internally current your regarding data gather and Understand 2.
representation from at least the following teams: financial aid, admissions, and marketing. marketing. and admissions, aid, financial teams: following the least at from representation
1. Gather a team to guide planning of awarding strategy and communication plan. It should include should It plan. communication and strategy awarding of planning guide to team a Gather 1.
implementation of the initiatives you may have in mind after attending the financial aid sessions. sessions. aid financial the attending after mind in have may you initiatives the of implementation
financial aid awarding and communication plans. We’d like to offer the steps below to think about about think to below steps the offer to like We’d plans. communication and awarding aid financial
We are confident that you will hear some new ideas that will assist you with the development of your your of development the with you assist will that ideas new some hear will you that confident are We
Post-Event Ideas for Implementation/Reflection for Ideas Post-Event
possibly be ignoring some of those key metrics? key those of some ignoring be possibly
6. What are the main financial aid metrics I have to stay on top of to ensure reaching our goals? Could I Could goals? our reaching ensure to of top on stay to have I metrics aid financial main the are What 6.
compare to other institutions of my type? And what factors influence those key variables? key those influence factors what And type? my of institutions other to compare
5. How does my institution's financial aid metrics such as discount, net tuition revenue, and FAFSA filer rates filer FAFSA and revenue, tuition net discount, as such metrics aid financial institution's my does How 5.
landscape changed? How do I go about adjusting our current awarding strategy? awarding current our adjusting about go I do How changed? landscape
afford to attend my institution? Is our pricing/discount strategy still relevant? Has my competitive my Has relevant? still strategy pricing/discount our Is institution? my attend to afford
4. Given the current environment, how do I go about understanding whether or not my students can still can students my not or whether understanding about go I do how environment, current the Given 4.
families? How do I up my game? my up I do How families?
3. What are the most innovative and effective ways to communicate financial aid to students and their and students to aid financial communicate to ways effective and innovative most the are What 3.
situation? How are they designing their new normal? new their designing they are How situation?
2. What are other campuses doing in terms of enrollment and financial aid practices to adjust to the current the to adjust to practices aid financial and enrollment of terms in doing campuses other are What 2.
unprecedented events? events? unprecedented
1. What are the students’ perceptions of college financing and how have those changed based on the recent the on based changed those have how and financing college of perceptions students’ the are What 1.
you! for are sessions Track Aid Financial the mind, your
communicate aid is vital to your institutional sustainability and success. If any of the questions below are on on are below questions the of any If success. and sustainability institutional your to vital is aid communicate
With financial aid being a top factor for students and parents, your ability to effectively allocate and and allocate effectively to ability your parents, and students for factor top a being aid financial With
Pre-Event Planning Pre-Event Financial Aid Financial
DISCUSSION GUIDE DISCUSSION | 2020 RNLNC
RUFFALONL.COM 25
to reflect the current environment and anticipated changes in the near, intermediate, and long term. long and intermediate, near, the in changes anticipated and environment current the reflect to
criteria prioritization Adapt idea. good every adopt to bandwidth nor time the neither have You Prioritize! 7.
expenses and enrollment impacts, return on investment, and evaluation and assessment methods. assessment and evaluation and investment, on return impacts, enrollment and expenses
anticipated responsibilities, and tasks outline that strategy each for plans action detailed Develop 6.
success of the students you already have; insure your strategy set and plan is integrative and inclusive. and integrative is plan and set strategy your insure have; already you students the of success
the fostering about but students, new attracting about just not is planning enrollment that Remember 5.
4. Engage academic affairs and the financial management team in your planning effort. planning your in team management financial the and affairs academic Engage 4.
been, and to support strategy development to move you forward. you move to development strategy support to and been,
3. Take the time to develop a data-informed situation analysis to establish a foundation for where you’ve where for foundation a establish to analysis situation data-informed a develop to time the Take 3.
input along the way. the along input
plan to keep the campus community apprised of your efforts, with opportunities for engagement and engagement for opportunities with efforts, your of apprised community campus the keep to plan
2. Make the temporal and conceptual scope of your plan clear and insure an effective internal communication internal effective an insure and clear plan your of scope conceptual and temporal the Make 2.
1. Ensure that you have formed an effective team of college- or university-first thinkers. university-first or college- of team effective an formed have you that Ensure 1.
following the strategic enrollment planning sessions. sessions. planning enrollment strategic the following
enrollment plan. We’d like to offer the steps below to think about implementation of your planning framework framework planning your of implementation about think to below steps the offer to like We’d plan. enrollment
We are confident that you will hear some new ideas that will assist you with the development of your strategic strategic your of development the with you assist will that ideas new some hear will you that confident are We
Post-Event Ideas for Implementation/Reflection for Ideas Post-Event
year while anticipating the new normal that will follow? will that normal new the anticipating while year
5. How can we develop strategies that simultaneously address the uncertainties in the upcoming academic upcoming the in uncertainties the address simultaneously that strategies develop we can How 5.
be reduced? be
4. How can we possibly invest in strategic initiatives when our budgets are constrained and may actually may and constrained are budgets our when initiatives strategic in invest possibly we can How 4.
3. Do we have the right mix of academic programs, and are we prepared to deliver them? them? deliver to prepared we are and programs, academic of mix right the have we Do 3.
2. What are the enrollment planning best practices that other colleges and universities are using? are universities and colleges other that practices best planning enrollment the are What 2.
for maximum impact? maximum for
1. Who should we include in our strategic enrollment planning efforts, and how should we organize ourselves organize we should how and efforts, planning enrollment strategic our in include we should Who 1.
program. the in sessions Planning Enrollment Strategic four
concrete guidance for you and your team. If any of the questions below are on your mind, then consider the the consider then mind, your on are below questions the of any If team. your and you for guidance concrete
particularly in response to the current environment, these sessions will support your plan to plan and provide provide and plan to plan your support will sessions these environment, current the to response in particularly
If you or other leaders on your campus have been considering development of a strategic enrollment plan, plan, enrollment strategic a of development considering been have campus your on leaders other or you If
Pre-Event Planning Pre-Event Strategic Enrollment Planning Enrollment Strategic
DISCUSSION GUIDE DISCUSSION | 2020 RNLNC
RUFFALONL.COM 26
All of these steps will help you maximize enrollment in 2020 and beyond. and 2020 in enrollment maximize you help will steps these of All
prospects. employment their about concerned students prospective to programs your position
you how inform to experiences their Leverage times. tough in resource a Be employers. with touch in Keep 5.
the right mix of marketing and cultivation). cultivation). and marketing of mix right the
(with true not is this that assume don’t also true—but hold will school”) to back go adults bad, is economy
the (“when experiences past that assume Don’t audiences. these among patterns current understand to
spectrum enrollment the across experiences their external—about and colleagues—internal with Talk 4.
most clicks and converting at the highest levels. levels. highest the at converting and clicks most
the getting are that channels the leveraging is and robust is strategy marketing digital your that Ensure 3.
need to improve one at a time. Your teams will be more likely to embrace incremental change. change. incremental embrace to likely more be will teams Your time. a at one improve to need
in those on take but once, at everything change to try Don’t not. do which and practices best represent
practices current your of which Determine practices. best industry alongside do you everything Assess 2.
only how your own constituencies operate). constituencies own your how only
consider conducting external research (you really need to know what your community needs, rather than rather needs, community your what know to need really (you research external conducting consider
1. Underpin every strategic decision with data. Leverage what you have in your own student records and records student own your in have you what Leverage data. with decision strategic every Underpin 1.
programs. your to students
online students. Here are some ideas on how to ensure that you are ready to attract more of these unique unique these of more attract to ready are you that ensure to how on ideas some are Here students. online
best to apply what you learned to your polices, practices, and initiatives focused on adult, graduate and/or and/or graduate adult, on focused initiatives and practices, polices, your to learned you what apply to best
You will return with dozens of new ideas, data points, and other information. The question then will be how how be will then question The information. other and points, data ideas, new of dozens with return will You
Post-Event Ideas for Implementation/Reflection for Ideas Post-Event
6. How can we maximize enrollment in fall 2020 and beyond? beyond? and 2020 fall in enrollment maximize we can How 6.
desperately in need of new or renewed skills and competencies? competencies? and skills renewed or new of need in desperately
5. How should our institutions respond to the dramatic need among our employers for a workforce a for employers our among need dramatic the to respond institutions our should How 5.
conventional wisdom that “when the economy is bad, adults go back to school” actually happen? happen? actually school” to back go adults bad, is economy the “when that wisdom conventional
4. How will the pandemic and the ensuing recession affect adult, graduate, and online enrollment? Will the Will enrollment? online and graduate, adult, affect recession ensuing the and pandemic the will How 4.
effectively—leverage digital marketing in the era of social distancing? distancing? social of era the in marketing digital effectively—leverage
3. What is working—right now—to attract students to your programs? How do you effectively—and cost effectively—and you do How programs? your to students attract now—to working—right is What 3.
practices,” and what is the difference? difference? the is what and practices,”
online students, what things really represent “best practices” and what things represent “common represent things what and practices” “best represent really things what students, online
2. When reviewing core aspects of how we do what we do in marketing and outreach to adult, graduate, and graduate, adult, to outreach and marketing in do we what do we how of aspects core reviewing When 2.
the difference between market and internal data? data? internal and market between difference the
1. How can I better use data—and where can I find it—to inform marketing and enrollment strategy? What is What strategy? enrollment and marketing inform it—to find I can where data—and use better I can How 1.
more: many and
help you plan, strategize, and execute effectively. The sessions will provide answers to the following questions questions following the to answers provide will sessions The effectively. execute and strategize, plan, you help
to maximize enrollment this fall (and beyond), the sessions in RNL’s new Graduate and Online (GO) track will will track (GO) Online and Graduate new RNL’s in sessions the beyond), (and fall this enrollment maximize to
If you are planning to focus additional efforts on graduate, online, or adult undergraduate enrollment in order order in enrollment undergraduate adult or online, graduate, on efforts additional focus to planning are you If
Pre-Event Planning Pre-Event Graduate and Online and Graduate
DISCUSSION GUIDE DISCUSSION | 2020 RNLNC