Schedule

  • Additional Presentations To Be Announced Soon
    Click on titles for full descriptions
    Social Media and its Impact on Marketing, Branding, and Student Relationship Building
    This session will focus on social media platforms and the extent to which they influence marketing, branding, and student relationships.Social media's role in a student’s educational journey will be examined, and results from a three-year survey on student social media preferences will be shared. This presentation will also delve into the role that university presidents share in marketing and communications via social media. This presentation will conclude with some findings regarding the value that students place on social media channels, and the presenters will make some suggestions as to how to more effectively reach students and market/brand educational institutions via social media.
    Recruiting and Retaining Generation Zed Students
    Gen Zed individuals were born in 1995 or later and represent the vast majority of traditional-age students on college and university campuses today. Even so, if you have not adjusted your strategies to address their unique needs and preferences, you will not seize the biggest opportunities that exist to ensure their initial enrolment and ongoing persistence. The session will include an overview of the Gen Zed population with related implications for recruitment and retention methodologies.
    Using an Ecosystem Model to Maximize Student Enrolment
    The common viewpoint of many faculties is a programmatic or graduate/undergraduate level of individual program offerings, each with their own recruitment and marketing strategies. This results in programs and levels of study each pursuing their own common, but seemingly unrelated interests, which leads to resource redundancy and wastage.

    The ecosystem model demonstrates the interconnectedness of the various program offerings within a faculty and the benefit of adopting joint marketing and recruitment activities to maximize the lifetime value of an applicant or student. The result of this joint approach to operations is a more streamlined marketing and recruitment strategy which benefits from a more clearly defined audience.

    Our presentation will identify how to go about transforming a faculty perspective from one of programmatic viewpoints to a shared and more robust outlook on faculty operations. This is done by mapping the relationships between faculty interests, acknowledging the complete customer lifecycle and developing actionable tactics that make the ecosystem a workable model.
    Managing the Organizational Change Associated with SEMM
    SEMM results in a transformational change for many areas of the post-secondary organization. The impact of this change is often overlooked, which can result in serious implementation challenges, which in turn can undermine achievement of SEMM objectives.

    This presentation will focus on the change management aspects of a successful SEMM implementation including highlights from international literature on organizational change in post-secondary organizations, areas where change management should be considered as part of the SEMM implementation plan, examples from multiple projects and specifics on how change management can be implemented to enhance SEMM outcomes.
    Branding Keeps Students, Not Just Recruits Them
    Today, institutions are more focused on branding than ever before. It can be extremely challenging managing a brand in the higher education sector, especially when potential and current students live in a world driven by snaps, stories, AI and emojis.

    It's impressive and exciting when an academic brand breaks through, makes a connection, and wins the heart of a student. Some would say that once the new student has registered, and shows up for class, the branding job is done... but it's only just begun. What many forget is that strong branding is more important to those already connected to the institution versus those being recruited to join it.

    In this session, Sean Williams will speak to the importance of branding, the impact it has on current students, and how it helps keep students coming back year after year. He will highlight and speak to how key areas across campus support the institution's brand, and ensures students stay loyal, committed and engaged.

    This session will speak to the undergraduate and graduate years, as well as highlight how best to transition students into active Alumni that are vocal brand advocates. Advocates that will help recruit new students, give back to the institution or simply stay involved.
    Promoting Pre-doctoral Fellowships to Indigenous Students: A Case Study of New Niches and Niche Marketing
    In Vicky Arnold’s presentation, she will tell the story of how her faculty created new niche positions and how Vicky promoted them to a niche market while finding a new niche for herself. Based on recommendations in the TRC report and a renewed focus on both scholarly research and faculty renewal, the Faculty of Arts and Science launched four new Pre-doctoral positions for Indigenous scholars.

    The first challenge/opportunity was that pre-doctoral fellowships are almost unheard of in Canada and the second was finding the numerically small but extremely significant market for theirs: Indigenous PhD students at universities other than Queen’s who had completed all of their degree requirements except their final project/dissertation.

    An additional challenge was that she had just started a new position and was working with a new cast of characters to demonstrate our Faculty’s commitment to Indigenous education to both internal and external audiences. The morals of Vicky’s story: the importance of continuous learning, listening and storytelling, building relationships, and creating community when trying to fill a niche for Indigenous students.
    The Use of Student Journey Mapping in Higher Ed Web - How Are We Doing?
    Student Journey Mapping has been a topic of discussion and the focus of many multi-year projects across higher education over the last few years. How far have we come? How has our sector, as a whole, accepted this process and where have we implemented it?

    In an effort to advance the collective knowledge of High Ed Web in the area of student-centric decision making, JP Rains will cover a variety of ways in which his colleagues have leveraged student journey mapping and share what type of results they have found. Sharing successes and failures, both his own and from others, he will aim to give an assessment of how Student Journey Mapping has influenced our space. This process has been used in a variety of ways; from building new websites, to social media strategy, and to redefining a student admissions experience.

    Each of these ways advances the positive influence we can have on those who matter most - our students. Having personally interviewed half a dozen veterans of Student Journey Mapping (and having delivered the "how to Journey Map" presentation last year at SEMM 2017), his aim is to deliver key takeaways for conference attendees. His hope is to deliver this talk and move the needle on student-centric decision making, arming our attendees to better understand their students, and almost more importantly, help their executives better understand their core audience.
    How to Use the Power of Micro Influencers in Higher Ed
    Micro-influencer marketing has taken the marketing world by storm. We've all seen the impact of celebrity influencers on massive brand campaigns on instagram etc., but now these micro influencers have taken centre stage with 5x higher engagement and a much better ROI.

    Influencer marketing has just started to take hold in the Higher Ed. sector and already Colleges/Universities using this powerful tactic are seeing phenomenal returns. Hear from the experts that have executed dozens of micro-influencer campaigns in the Higher Ed. industry on best practices and how to execute your own successful micro-influencer campaign.
    Student Recruitment Marketing: A Detailed Discussion on Current Challenges, Best Practices and 2018 Trends
    Get into the mindset of your fellow marketers and recruiters! Based on survey results taken from professionals in the field, this workshop will examine the current challenges marketers and recruiters face in developing effective strategies, working within budget constraints, staying on top of digital trends and reaching students. This workshop will allow you to explore new concepts, develop ulterior strategies and make connections. Through practical exploration, you’ll return to your work setting with new ideas to connect, collaborate, and expand your work.

    Learning objectives:

    - Communicate and collaborate in groups to identify effective student marketing strategies
    - Discuss current challenges and develop solutions for how to address obstacles in student marketing and recruitment
    - Pinpoint emerging trends and discuss how to best capitalize on them
    - Identify where areas of your recruitment/marketing budget could be better spent
    Where Are You? Understanding Institutional Branding in Canadian Higher Ed
    In today’s postsecondary landscape, it’s difficult for an institution to know where it needs to go until it knows where it currently stands. Put another way, institutions need to know how they are positioned within the minds of prospective students, parents, and the people who might one day employ that school’s graduates.

    Understanding this positioning lies at the heart of postsecondary branding research, which is a crucial component of any school’s efforts to chart a new direction and to garner the support of its stakeholders—from faculty to senior administration to key donors, employers, and other community members.

    Drawing on decades of proprietary research conducted in partnership with hundreds of Canadian institutions, this presentation will give attendees new perspectives on the landscape of branding within Canadian postsecondary—what matters, what doesn’t, and why—and how this impacts key audiences’ perceptions of those schools.
    The Decision Factory at Utilitarian University: Processing Applications in an Admissions Office
    This fictional case study will highlight the usefulness of applying queuing design and control methods to operations in an admissions office.Every year, universities around the world face the challenge of processing a high volume of admissions applications in a timely manner. Their admissions offices are in essence a factory, one whose output is decisions, but with a critical difference. Where a factory has some degree of control over the timing, quality and volume of inputs, an admissions office has far less control over the timing, quality and volume of applications received.

    The application process starts with a pool of prospective students then proceeds through the stages of application initiated, application complete, decision (admit, deny or waitlist), offer (accepted or rejected), and finally to matriculation for those accepting their offers. In recent application cycles, Utilitarian University received a volume of applications so high that the Admissions Office was taking over a month to render decisions on files ready for evaluation. Respondents to an ‘offer declined’ survey noted they received offers from Utilitarian’s main competitor – Veritas University – two weeks prior to receiving the Utilitarian offer. In response to this trend and out of concern for the potential detrimental impact on future enrollment, the Provost of Utilitarian asked a professor in the Department of Statistics, Dr. Cue, to analyze the applications queue in the Admissions Office.

    The hope is that Dr. Cue’s recommendations for improvement would be implemented over the course of the summer so that next year the University would be ready to handle the volume of applications with fewer delays. As Dr. Cue reviewed the current situation, it was immediately apparent that the complexity of the applications queue, with its peak period and lack of steady state, merits a variety of approaches: analytical calculation based on queue characteristics to explore boundaries and approximations (Allen-Cuneen, deterministic fluid queues) as well as simulation modelling with RISKOptimizer and @RISK. What recommendations will Dr. Cue submit to the Provost to help the University’s ‘decision factory’ tame its unwieldy applications queue?
    Virtual and Augmented Reality: Bringing Immersive Content to Campuses and Classrooms
    VR and AR aren't flash in the pan tech fads. They offer new ways to enrich learning and make classrooms and campuses more interactive, and are hugely popular with Millennial audiences. Virtual and Augmented Reality is the future of the digital media landscape. Popularized by games like Pokemon Go, Google Daydream, and social media apps like Snapchat, they are also proven formats for engaging Millennials. They unlock huge possibilities within post-secondary education--for campus discovery, classroom content exploration, practical applications in learning, and more.

    This session will uncover how leading post-secondary education organizations are using AR and VR technology to engage prospective and current students, and ways that educators and management alike can leverage this tech for better outcomes.

    The agenda will be as follows:

    Defining the 'Immersive spectrum' - VR & AR Overview, concepts, and definitions
    User adoption - stats on usage of VR headsets, AR gaming, general industry expectations
    Examples in education - specific projects and initiatives that are available right now, including 360° content, 3D classroom models, AR viewbooks, and more.
    Project management - explanation of the workflow involved and high level budget allocations for deployment

    What's next? Trends to watch out for in VR/AR
    Gap Years - a Tool for Recruitment and Retention
    Explore with the Canadian Gap Year Association how to connect with and recruit students who have taken gap years, how to use gap years as a retention tool and leveraging this experimental learning tool at your institution.

    We will look at it from a practical and policy lens and seek to enhance strategy around gap year students.
    Relationship-building: Is it The Key to Converting Leads and Student Prospects?
    In this digital age, we know how important relationship-building is in order to stand out from the crowd, but how important is it really when it comes to converting prospective students?

    This session works to deliver an answer to this question. Based on a secret shopper survey of several institutions, as well as student feedback, Chris Wilkins and Lauren Lord of the SchoolFinder Group will lead a detailed discussion on what works, and what doesn’t, when it comes to building relationships with student prospects.
    Students, Careers & The Impact of Post-Secondary Education
    We know that gaining qualifications and readiness to start a career is the number one reason that most students pursue post-secondary education. But exactly what role do career aspirations play in their education decisions. How does post-secondary education influence students' career confidence? And perhaps most importantly to administrators, how does career intention affect student retention and academic success?

    Based on new research conducted in 2018 with more than 13,000 post-secondary students, this presentation will dig deep into the relationship between career development and post-secondary studies. It will also explore the effectiveness of certain interactions on campus with students and how those affect students academic and career confidence.
  • Day 1:
    Click on titles for full descriptions
    8:00 - 8:45
    Registration & Breakfast
    8:45 - 9:00
    Opening Remarks
    9:00 - 10:00
    Eliminating the Surprises in Enrolment Management
    The higher education landscape is changing very rapidly. Institutions are being challenged to make strategic and tactical decisions by accessing key data. The answer is not just in having data but determining if it is in a form that becomes actionable information. This presentation will guide you through key data you must use to both forecast and impact your future enrolment results. Do you ever wonder if you have the right data? Do you really know the impact of marketing, recruitment, financial aid, and retention initiatives on your overall enrollment results? Are you confident that your data provides a clear picture of your enrolment situation and an accurate forecast of your institution’s enrolment? This program will address these questions and recommend the data/metrics you should monitor throughout the enrolment process. Come and minimize future enrolment surprises!
    10:15 - 11:15
    Gauging Your SEM Readiness
    One of the hottest topics in higher education today is strategic enrollment management (SEM). Leaders at nearly every college or university are talking about how to implement SEM, write a SEM plan, or otherwise benefit from SEM’s incredible potential for meeting the enrollment challenges so many of us face. A key question is: How do we lead or support SEM on our campuses? This session will help you to estimate your institution’s SEM readiness by taking the AACRAO Assessing Institutional Readiness for SEM self-audit, finding your location on the SEM Transition Model (adapted from Dolence, 1993), and introducing you to further resources on how to implement SEM at your institution.
    10:15 - 11:15
    Terms of engagement: Harnessing social media and student research to support enrolment strategy
    More than ever before, student recruitment in today’s PSE environment requires marketing and communications teams and strategic enrolment teams to unite behind a clear vision for their school. While these professionals might have traditionally worked in different silos at some institutions, Canada has seen strong examples of MarComm and SEM teams working hand-in-glove to attract the best students. One area that has brought these professionals together is the ever-changing realm of social media. Kayla Lewis of Seneca College and Philip Glennie of Academica Group discuss best practices and highlight examples of collaboration, including how research and analytics can lay the foundation for effective social media strategies that support strategic enrolment priorities.
    10:15 - 11:15
    Master Content Marketing in Higher Education
    The rise of digital and social media platforms has enabled prospective students and parents to research and make education decisions on their own. In this new environment, content marketing is one of the best ways to engage prospects early in the decision process and drive leads for your programs.

    However, most schools are faced with siloed departments, tight resources and lengthy processes that can make content marketing seem daunting. As Higher Education Lead for Linkedin Marketing Solutions Canada, Graeme Owens helps schools across the country to navigate these challenges and create relevant content that engages the audiences that matter most.

    In this presentation, you will learn some tips, tricks and best practices that you can take back to your campus and leverage across all of your content channels.
    11:30 - 12:30
    Creating and Sustaining a Compelling, Marketing-Oriented Web Presence
    According to the research conducted by SEM Works with thousands of prospective students, no other marketing channel is used more by them than institutional websites. Regardless of age or student type, institutional websites are the source most often cited as the venue through which the college search begins. For this reason, your website is your institution’s most valuable marketing asset and thus, warrants investment and a well-developed strategy. Website strategy should include an external marketing orientation, a compelling value proposition, key selling points, audience segmentation, audience engagement, prominent calls to action, and strong visual impact at both the institutional and academic program levels. Best practices associated with marketing will be the focus of this session along with the infrastructure required to create and sustain a compelling web presence.
    11:30 - 12:30
    Build a More Targeted, Data-Driven SEMM Strategy
    In today’s ever-changing digital marketing landscape, schools have been losing ground by using mass marketing strategies online. Join Student Life Network and CampusRankings as we explore the insights gained and implementation taken from our research study conducted with over 40,000 post-secondary students from across Canada. You'll walk away with an action plan to...

    - Determine which of your organizational KPIs drive student lifetime value (LTV), so that you can more effectively measure your SEMM performance
    - Discover which student segments have the highest and lowest LTV, and use this to more effectively focus your marketing
    - Conduct online marketing with look-a-like segments to achieve a higher average student LTV at a lower cost to your school
    - Take away a new student-centric strategy to improve your SEMM outcomes by using data
    11:30 - 12:30
    What about WIL? Positioning work-integrated learning (WIL) within enrolment strategies
    Canadian postsecondary students are seeking schools, programs, and experiences that will prepare them for success in the labour market. More than ever, students are pursuing authentic work-integrated learning (WIL) opportunities – such as co-ops, internships, and field experience – to ensure a smooth transition into the workforce after graduation. In this session, we’ll share some of HEQCO’s latest research examining barriers that students face when considering or participating in WIL programs and institutional strategies for mitigating them. Reflecting on these findings, the workshop will prompt participants to consider how they can position WIL success stories and programs as part of their institutional enrolment strategies.
    12:30 - 1:30
    Lunch
    1:30 - 2:20
    SEM - Establishing a Plan With Grit
    The early days of many SEM Committees are spent talking about some pretty apparent causes of missed enrolment goals; -Why do student's struggle in math? -Where should we be advertising? -What could some extra recruiting do for us?

    In reality, most well-meaning SEM teams fail and it is not out of a lack of passion or commitment but typically because their plan relies too much on influencing the behaviour of the people around them and not enough on creating the conditions for change to happen. Courageous SEM discussions around program mix, sun-setting weak programs, re-evaluating the effectiveness of services, positioning our "product," in the market place and positioning our offerings as a commodity remain elusive for many SEM teams.

    In a future of declining demographics and increased sustainability pressure, SEM teams will need to build some of this gritty dialogue into their planning in order to be effective largely because geography and a plethora of learners banging down the door are disappearing. This session will explore the tough and courageous side of building an SEM strategy that is warm and fuzzy enough to build buy-in but gritty enough to support change and success.
    1:30 - 2:20
    "Brand" Is NOT an Ugly Four-Letter Word
    Afraid to use the word 'brand' in internal meetings? Used to seeing eyes glaze over when you speak about 'positioning', 'promise' or 'story'? As many in the #HigherEd sector know, it is extremely important for a university or college to clearly define and consistently promote their brand. With digital channels like YouTube, Instagram, Snapchat, tumblr, ratemyprofessors.com, as well as 'branded' content being created by many within the institution (i.e. students, professors, recruitment officers, etc.), brand leadership and ownership is even more uncontrolled or mismanaged than ever before. The lack of focus and brand inconsistency is rampant... be it through the diverse mix of channels used to recruit new students, or across the institution, or within specific departments themselves.

    In this session we'll discuss what's happening - good and bad - with institutional brands, and how to ensure alignment and flexibility. We'll discuss why an institution needs to focus on that evil four-letter word, and how to support 'brand' through all engagement channels. We'll also talk about how to give the 'power to the people' without affecting the integrity of the brand. Coming out of this session, you'll be able to comfortably say the word 'brand' in the halls of your institution, give people a strong reason why it's so important, and see the impact of a well defined and unique institutional brand.
    1:30 - 2:20
    English Language Learners: Unequipped or Underestimated?
    The demographic make-up of the student body at post-secondary institutions across the country has become increasingly diverse in recent years. Students are coming to us from all over the world and in many cases their first language is not English. Whether they are new immigrants or international students the language barrier for these English Language Learners (ELL) can create similar challenges. While many have established language skills programming to support students in their transition and skills development, the academic success of these students is a common question and concern. A review of the academic performance of ELL after their first year of study at the University of Toronto Mississauga helped us identify:

    1. how these students performed in comparison to their peers
    2. opportunities for new/enhanced communication skills programming
    3. how we could support/enhance our admission processes

    This presentation will demonstrate the importance of data driven decision making in all elements of strategic planning for student success and how a strong statistics team positioned within the Office of the Registrar can have a significant impact on strategic enrollment management.
    2:35 - 3:30
    Institutional Accountability in Agent Management
    Reliance on agents to support and/or exclusively conduct international recruitment has grown substantially over the decade - as has agent fraud. This session will review strategies to help educational institutions mitigate risk through careful selection, vetting, training, oversight & contract development in your international recruitment program.
    2:35 - 3:30
    The Strategic Enrolment Planning Imperative
    Canadian institutions are facing a challenging and highly competitive future enrolment environment. This presentation will give an overview of these challenges and recommend both strategic and tactical initiatives to attract students to your campus. Included in the presentation will be key factors in post-secondary institution choice, recommendations for using data management to minimize surprises, and specific tips on building and shaping enrolment. Recommendations for utilizing institutional resources will also discussed.
    2:35 - 3:30
    Leveraging National Associations to Support Program Branding and Engagement
    Communication disconnections between academic instructors and senior administration, as well as a lack of a national driver, can cause barriers to large scale discipline improvements beyond competency related matters. As a result, silos and inefficiencies develop with program’s focusing on locally relevant change. Alternatively, programs may slowly implement trending information, processes and techniques as passive late adopters. Either way, the delayed outcome can brand a discipline across time and the profession as less attractive to potential students. To support consistency in discipline-specific messaging, academics and administrators can leverage the knowledge of professional societies and associations. This under-tapped source represents an area of opportunity to support branding and increase student retention.

    Through the example of the Canadian Society for Medical Laboratory Science and the Simulation and Clinical Placement Initiative, this presentation will provide the audience with a concrete example of how to leverage a national society to support large-scale change through purposeful involvement, knowledge transference and networking projects. As a direct advantage of the Initiative, medical laboratory science programs are increasing simulation within their curricula in alignment with the health science trend, collaborating more with other programs and clinical settings, sharing information that would have previously been considered proprietary, and, in general, participating in a national movement. An indirect outcome was the increase in student-centred projects and inclusion in program development, and the natural development of an updated language to describe the profession.
    3:45 - 4:45
    What Students Are Thinking: Six Things You Should Know
    Maclean’s magazine this year surveyed more than 23,000 post-secondary students across Canada to get their perspectives on their education, campus life, money and whether they feel prepared for life after school. This session will offer insight into a number of surprising findings from the survey and what they illustrate about what students value in an education. Plus, we’ll answer any thorny questions about the magazine’s annual rankings themselves.
    4:45 - 5:00
    Closing Remarks
  • Day 2:
    Click on titles for full descriptions
    8:00 - 8:45
    Breakfast
    8:45 - 9:00
    Opening Remarks
    9:00 - 10:00
    SEM in Canada: Who’s at the Wheel?
    Who are Canada’s SEM professionals? What are their best practices and how do they make decisions about their school’s SEM strategy? While there is much information on how Strategic Enrolment Management is practised within the United States, less exists on how different Canadian institutions practice SEM on both a long-term and day-to-day basis.

    This talk will draw insights from Academica’s propriety survey-based research on Canadian SEM professionals to learn more about which staff members drive SEM, how many schools have multi-member SEM committees, and other questions pertaining to who is truly at the forefront of SEM in Canada. This research will offer attendees the opportunity to learn more about how SEM is practised at schools large and small, and will also address common challenges, such as the need to make more time for strategic planning within SEM teams.

    Topics will include the development of multi-year SEM plans, the supporting of those plans with data and benchmarking against comparator institutions, the crucial role of SEM committees, and what higher ed professionals believe SEM actually means within the context of their institution. Finally, the talk will establish the three key ingredients for breaking down silos and successfully practising SEM at any institution.
    10:15 - 11:15
    Creating and Executing Kick-Ass Content Marketing Campaigns
    Seth Godin contends that “content marketing is the only marketing left”. He’s probably right, given Forbes magazine estimates that the average person sees between 3,000 and 20,000 ads and brand messages per day. Marketers, therefore, need to know how to create content that will attract and engage target audience(s) and know how, where and when to deploy that content to maximize its impact.

    In this session, Chris Wilkins and Lauren Lord of The SchoolFinder Group will lead a detailed discussion with specific tips and proven best practices about how campus marketers and recruiters can create and deploy content at every stage of the student recruitment process—from high school to grad school. Actionable take-aways for you and your campus colleagues include how to:

    - Come up with great content ideas;
    - Craft titles that will capture attention;
    - Choose the style of content that best suits each topic and each audience (e.g. tips vs webinars);
    - Write engaging content designed for mass sharing;
    - Determine how, where and when to deploy each content type for each segment of your target audience.

    The presentation will include findings from original research conducted in the Fall of 2017 with The SchoolFinder Group’s community of students, parents and guidance counsellors will be presented. They’ll cover some of the participants’ most commonly asked questions regarding the post-secondary selection process, as well as what distribution channels are effective in reaching these audiences.
    10:15 - 11:15
    From Application to Admission to Attending: Campus-wide Collaboration and Support for Aboriginal Students
    Concerns about Indigenous or Aboriginal people’s participation and completion of post-secondary education are well documented. At the University of British Columbia's Okanagan Campus, Enrolment Services and Aboriginal Programs and Services have joined in partnership to develop and implement a Supportive Admissions Framework for Aboriginal students.

    In this presentation, participants will hear from Admissions personnel and Aboriginal Programs and Services personnel about how the program was developed and how it is implemented in each admissions cycle. The presenters will also outline the work that was done with the University’s Faculties and Senate to bring the initiative into being. Participants will have the opportunity to ask questions of the presenting panel and develop relationships and networks. Lastly, we will present the program’s application, yield and retention data.
    10:15 - 11:15
    Academic Program Planning to Support Strategic Enrolment Management Objectives
    Many articles and books about SEM briefly mention the importance of program planning but don't delve into how to develop a SEM-based academic program plan. This presentation will provide research and examples to support why a different approach to academic program planning is needed, a step-by-step approach to academic program planning that supports enhanced traditional and non-traditional student attraction and retention as well as providing outcomes achieved by organizations who have used the process.
    11:30 - 12:30
    Recruiting from A to Gen Z
    Student recruitment officers are encountering the next generation of students that are already entering post-secondary: Gen Z. It is important that recruiters are equipped with creative ways of engaging Gen Z students both on and off campus. This session explores engaging methods that work for Gen Z students, identifying and leveraging the use of your story, and tips when making your 30-second “elevator” pitch.
    11:30 - 12:30
    What Students Really Want from Their Careers & How This Impacts SEM
    We know that students with clear career goals are more likely to succeed in with their studies and graduate. But what do students really want from their careers? What support do they expect from their school to get them there? And how can schools leverage a recruitment advantage through career development and related programming?

    In spring of 2017, Brainstorm Strategy Group surveyed more than 14,000 university and college students about their career aspirations; impressions of employers; evaluations of their campus career services; and, how they chose their post-secondary institution. Come hear some Millennial myths dispelled and learn more about how career development can impact strategic enrolment management.
    11:30 - 12:30
    Retooling Student Retention from Remedial to Remarkable
    There are 101 strategies that contribute to student retention and engagement, but which ones are the most effective, achievable and affordable? How do we maximize the strengths of the student, the faculty, the program and college services? This seminar outlines high-impact retention strategies based on the essential factors of student motivation, program culture and high-performance learning: improving faculty engagement; maximizing program culture, relationship building and career vision through a Day 1 career launch seminar; NISOD published student first-impressions Day 1 survey results; building student confidence through 8 Secrets of Career Success, TED talk by Richard St. John with 14 million views; back on-track program for at-risk students and all students; Reboot from Remedial to Remarkable – turning study skills into the 10 Steps to High-Performance Learning.
    12:30 - 1:30
    Lunch
    1:30 - 2:30
    What’s SEM Got to Do with it? The Value of SEM in Event Management
    From recruitment travel, to advertising, to hosting events, the costs associated with student can be significant. But how can institutions continue to offer quality recruitment programming given the threat of budget cuts, a declining student population, and the pressure to do more with less?

    In this session, we discuss how the Simon Fraser University recruitment team leveraged the SEM approach to improve the effectiveness of recruitment events. Through a case study, we share our successes in achieving multi-stakeholder buy-in to produce quality events that were within budget. Learn event management best practices and the benefits of adopting a data driven approach to improve your event management outcomes.
    1:30 - 2:30
    Rebranding and Embracing The Future
    Collège de l'Île is the French language community college in Prince Edward Island, Canada. Previously known as Collège Acadie Î.-P.-É., the college has existed in one form or another - and a variety of names! - since the mid 1990s. It became its own diploma granting institution in 2008. Why rebrand then after only 6 years? As part of the 2015-2018 strategic plan, stakeholders identified the need to broaden the Collège's horizons, engage other institutions in mutually beneficial partnerships and carve out a stronger position in the postsecondary market. How does an institution go about tackling these challenges? In many ways including taking a brutally honest look at itself, its current and potential markets and embracing a vision for the future. Join us to explore the highs and lows associated with the rebranding of a small and mighty community college that was open to change its historically and culturally significant brand to better embrace its future.
    1:30 - 2:30
    Student Journey Mapping for Enrolment - A How To Guide
    People on campus love to tell you what they think students need. Let's talk about how we can actually find out and avoid anecdotal debates. Rooted in creating a user-centric experience, the concept of User Journey Mapping (or Student Journey Mapping) can be a cornerstone for decision making in higher education and more specifically, in the enrolment process.

    Having gone through this process with over a dozen institutions, I’d like to share my successes and failures in order to help you in preparing your own Student Journey Mapping process. In this workshop we will:

    - Understand the fit of a Journey Map
    - Discuss audience identification
    - Identify the data collection process
    - Learn to prioritize findings into an action plan

    This process will help you understand how to bring together data from both administrative and student-based interviews (surveys, focus groups, 1-on-1 interviews and analytics), how to turn this data into information, and finally, how to develop that into a document that your organization will understand. You will leave this session with the framework to begin your own student journey mapping exercise that will help you to use data to drive your decisions. When executed correctly, these Student Journey Maps can allow you to make student centric decisions that are driven by data.
    2:45 - 3:45
    How Students Really Make Their Higher Education Choices
    Traditionally, research on students’ institutional choice has been something of a black box. “The choice” is presented as having been made by a single actor (usually the student), based on information gleaned from family and friends, and to some extent self-education as well. But how independent are students in making their choice? How does their decision-making proceed and what influence do friends and family really have?

    Over the past three years, Higher Education Strategy Associates (HESA) has been conducting research on this question, interviewing over a thousand high school students and parents on the question of how higher education preferences are formed and higher education decisions made. In this session, HESA President Alex Usher will provide an overview of this research, and show how much of the received wisdom about student decision-making needs to be re-thought. He will also, based on research conducted for the European Commission, show how this kind of decision-making differs across countries, and how institutions can use these insights to market to international students.
    3:45 - 4:00
    Closing Remarks