This year we have revamped our breakout session structure!
Each breakout session now offers one presentation in each of the following tracks: Recruitment, Retention and Marketing. Participants can stay on the same track throughout the conference, or they can jump tracks to attend the different presentations that meet their personal and professional goals.
Breakout Sessions I
A. Instructional Norms and Practices for Enhancing Student Motivation to Learn [Recruitment]
Raymond J. Wlodkowski, Ph.D; and Margery B. Ginsberg, Ph.D.
Based on the Motivational Framework for Culturally Responsive Teaching, this session demonstrates and deepens learning of research-based norms and practices to enhance student motivation to learn. The presentation introduces over thirty strategies designed to carry out particular motivational purposes such as Engendering a feeling of connection or creating a climate of respect or Making learning interesting. The presentation will also allow some time to follow up with questions related to knowledge shared in this presentation, as well as the keynote.
B. The Effect of Faculty Mentoring on African American Male Student Retention [Retention]
Charles Cunningham, Ph.D., counselor; and Jeff Galligan, adviser, Madison College
In 2008, Madison College established the Mentoring Minority Male Scholars Program (3MSP) to address and increase the persistence and retention of minority male students at the college. 3MSP is designed to encourage first-time and continuing students to build deeper and broader connections across the college and to create a supportive community of learning. 3MSP brings together male students of color with male leaders who provide the support, encouragement and guidance for personal and academic success.
C. Writing an Integrated Marketing Plan for Student Recruitment [Marketing]
Jamie Ceman, executive director of integrated marketing and communications, UW Oshkosh
There is no one-size-fits-all strategy for recruiting returning adult students. The best you can work toward is a marketing campaign that speaks to a prospective student while communicating why your institution is the right place to meet their needs. Learn how UW Oshkosh put together an integrated marketing campaign to recruit traditional undergraduate students, then translated that into a campaign for graduate program recruitment that better reached the returning adult student. In both cases, the plan was used to secure new funding to support each campaign and key metrics were used to demonstrate their success. The presentation will cover the basics of how to put an integrated marketing plan together and how to measure its success.
Breakout Sessions II
D. Rethinking the Relationship: Customer Service Promotes Student Success in Enrollment Management [Recruitment]
Ann Deiman-Thornton, Dean of Business and Social Sciences; and Paula Brugge, director of recruitment and outreach, Inver Hills Community College
An ongoing debate within higher education revolves around the issue of whether students should be viewed as customers. In an ever-evolving climate, where many students certainly “shop around” for their college of choice, educators need to respond to a student population that is different and has changing needs. This presentation will highlight a successful, high touch adult learner program that takes a multi-pronged approach to working with adult learners. We will share best practices on recruitment, prior learning assessment strategies, and student advising. We will discuss how various departments on a community college campus can work in a collaborative way to meet the needs of students/customers.
E. Connecting with Students in a Digital Environment [Retention]
Angie Sadowsky, adviser; Toby Deutsch, adviser; and Jessica Hutchings, adviser, University of Wisconsin-Milwaukee School of Information Studies
This session will explore the ways UW-Milwaukee School of Information Studies student services staff uses technology to enhance and support our growing population of online and onsite students. The presenters will demonstrate tools including chat, video conferencing, screen capturing, and more. The presentation will cover different ways these tech tools can create comfortable means of learning and open dialogue in advising. The learning outcome of this presentation is that participants will learn how to appropriately and effectively utilize these tools and leave the session with several ideas to implement within your student services office. Participants are encouraged to bring laptops or tablets to explore the resources that are demonstrated.
F. Measuring Marketing ROI: Essential Tools for Improving Performance [Marketing]
Robert A. Sevier, Ph.D., senior vice president of strategy, Stamats Inc.
It has never been more important to evaluate the effectiveness of your marketing strategy and determine the return on each marketing dollar that is invested. With this in mind, this session will explore basic mROI (marketing return on investment principles), examine the data requirements for measurement, and explore how to accurately measure the effectiveness of your brand and direct marketing strategies. We will also help you understand and create formulas for calculating the financial return for your direct marketing strategies and discuss how to calculate market share.
Breakout Sessions III
G. Collaborative Degrees for Adult Student [Recruitment]
Emily Johnston, program manager; and Frank Waterstraat, program manager, University of Wisconsin Extension Division of Continuing Education, Outreach & E-Learning
Adult students have traditionally had few options in the past if they wanted to return to school while juggling work and family life. Starting in 2009, the University of Wisconsin-Extension Division of Continuing Education, Outreach & E-Learning has worked with UW-System 4-year campuses to develop 5 fully online degree completion programs that are geared toward adult learners. This presentation will discuss why collaborative degree programs are attractive to adult learners, and how your institution can use them to increase adult student enrollment.
H. All Things to All People? How to Construct an Effective Online Orientation for Adult Learners [Retention]
Mandy Wescott, student success specialist, Northern Illinois University
What constitutes an effective orientation process for adult learners? Using materials created at Northern Illinois University, this session will discuss the process of creating an effective online orientation for adult learners studying in an off-campus venue or online. The session will also discuss how an online orientation can be used as a gateway to other retention strategies for adult learners and as a tool for staff to create and maintain ongoing relationships with students who may never set foot on the main campus of an institution.
I. Digital Marketing to Adult Students [Marketing]
Carmen Shields, director of marketing and development; and Denise Stephens, grant program manager for Graduate Minnesota, Minnesota State Colleges and Universities
Graduate Minnesota is a four-year grant project funded by Lumina Foundation to reach adult learners and encourage degree completion. Early test marketing and outreach campaigns indicated adult students respond well to digital marketing. In April 2013, the program launched a digital campaign using direct e-mail, search engine optimization and social networking site ads. Hear about the challenges and successes of this program’s digital marketing strategies as well as metrics used to evaluate the campaign. Participants will have the opportunity to interact with the presenters and fellow participants to share ideas and experiences.
Breakout Sessions IV
J. Increased # of Prospects + Expectations of Excellent Customer Service – Extra Budget = Customized Communication [Recruitment]
Meryl Sussman, director of outreach programs for adults; and Anissa Kuhar, marketing manager, Northern Illinois University
Inquiries about many of NIU's off-campus bachelor's degree completion programs, especially in the health care and technology fields, have flooded in and overwhelmed the limited staff in the besieged departments. Departments previously used their own resources to respond to prospective students, but they can no longer keep up. The method of recruitment communication at NIU became customized messages that whittle down the "hot prospect" pool while redirecting others to appropriate resources. This presenter will discuss the tools used to identify key criteria and recruitment best practices that have helped increase service by maximizing service to targeted audiences.
K. Retaining and Serving Nontraditional Students [Retention]
Julie Bryant, associate vice president, Noel-Levitz
This presentation will discuss the best ways to identify the unique needs and priorities that adult and online learners bring to higher education. The presenter will also discuss how colleges and universities can respond to improve the student experience and ultimately retain these students. This session will examine national satisfaction assessment data to identify priorities for these populations.
L. Demystifying Higher Education CRM [Marketing]
Lawrence Levy, president, Enrollment RX
The best Constituent Relationship Management (CRM) systems make your job easier, help you connect with students, and provide relevant data at your fingertips. But how do you ensure that your school makes the right CRM choice? Demystify and explore why it's important to implement a powerful CRM. Learn how to maximize functionality to change your engagement strategy for the better. Hear about the typical pitfalls to avoid in CRM implementations.
Breakout Sessions V
M. Recruiting Adult Learners for an Interdisciplinary Program [Recruitment]
Julie Furst-Bowe, Chancellor, Southern Illinois University Edwardsville
This session will showcase an innovative new degree program in Healthcare Informatics where recruitment efforts are shared between the University and a partner organization, which in this case is BJC HealthCare in St. Louis, MO. The presenter will discuss the shared responsibility structure for program development and recruitment, providing a general plan that other administrators can customize to their specific institutions and programs. The presenter will also discuss how the process has been successful and what challenges they have experienced, in addition to future growth opportunities.
N. Not Your Typical Audit: Using Periodic Degree Audits to Strengthen Progress and Completion for Nontraditional Student Groups [Retention]
Shirley Bono; Veronica Buckley, Ed.D.; and Corinne Benedetto, Ph.D., Depaul University, School for New Learning
Obstacles to academic progress for nontraditional students appear in many guises, and controlling them takes a multidimensional strategy. At DePaul University, the School for New Learning recently launched a many-leveled student success initiative. A series of three degree progress “audits” comprise its central pillar. Students and their advising teams receive a snapshot of degree progress, including a graphic representation, academic support links, policy reminders, and financial aid information—a snapshot suited to each student’s particular position in the program. The aim is to stimulate communication and planning, and to do so in a very particular and objective was so as to increase persistence and graduation rates in the college. Learn about the main components, and important elements of student success.
O. Navigating the Transition to “Learner as Customer [Marketing]
Karen Adams, corporate marketing director, University of Wisconsin-Platteville
In the ‘good old days’ of marketing higher education, students typically chose a school because they were familiar with a local institution, it was within driving distance, or there was another tangible reason. With the explosion of online/distance learning, students have more choices than ever, and they are becoming very savvy shoppers. What does that mean for your marketing strategy? This presentation will make the case for a shift in marketing strategies. Participants will understand how to establish a roadmap for the ‘good NEW days’ of marketing higher education, and discover a new mindset that used to be thought of as only for retailers.