7:30 AM - 8:30 AM
Registration & Networking Breakfast
8:30 AM - 9:00 AM
Welcome & Opening Remarks
9:00 AM - 10:00 AM
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.
10:00 AM - 10:15 AM
Networking & Refreshment Break
10:15 AM - 11:15 AM
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.
Indigenous Student Recruitment: Are We Setting Indigenous Students Up To Fail?
Since the release of the Truth and Reconciliation Commission's (TRC) Calls to Action in June of 2015, there has been increased interest in recruiting Indigenous students to post-secondary institutions. Indigenous people have lower educational attainment and participation rates than their non-Indigenous counterparts; this gap is especially acute at the degree level.
However, successful recruitment of Indigenous students requires a specialized, targeted, and multi-tiered approach that employs techniques and strategies that can be considered unconventional when compared to working with a general prospective student audience. It also requires a shift in how the institution as a whole orients itself with respect to Indigenous communities and ways of knowing. The institutions and programs we are recruiting Indigenous students to must be prepared to adapt to the unique experiences and perspectives that Indigenous students bring to our campuses to ensure their success.
In her work as the Indigenous Student Programs Coordinator with the Centre for Excellence in Indigenous Health, Savanah Knockwood’s portfolio encompasses Indigenous student recruitment and retention initiatives for health science programs at the University of British Columbia. She created a theory of “holistic recruitment”, which outlines key areas of focus that need to be targeted to successfully recruit and retain, Indigenous students that can be applied to any program. In this session attendees will learn about the historical context of Indigenous peoples and their relationship with Canada as it informs the theory of “holistic recruitment”, examples of successful recruitment and retention programs and initiatives as evidenced at the University of British Columbia, and how to best utilize the strengths of our institutions and communities to build relationships, partnerships, programs, and strategies that will promote excellence for our newly recruited Indigenous students.
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?
11:15 AM - 11:30 AM
Networking & Refreshment Break
11:30 - 12:30
How to Use the Power of Micro Influencers in Higher Education
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.
Bridging the Communication Gap: Non-verbal Communication in Public Presentations
This session will outline the various aspects of communication in public speaking, with a focus on non-verbal communication and its effects on the audience. Tips on vocal preparation and health, and on structure of the speech will be included.
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.
12:30 AM - 1:30 PM
1:30 PM - 2:30 PM
Becoming a Brand Champion at Your School (No Matter What Your Title)
Having a brand means making a promise. Having a good brand means keeping it. But what basic promise is your school making to students, community stakeholders, and its own staff? How is this promise seen by others? Do they think you’re keeping it?
Many post-secondary professionals in Canada might think of institutional branding as someone else’s job, be it someone higher up the institutional food chain or a third-party creative agency. But branding is something that can be impacted by professionals working in many different capacities across a school. This presentation will draw on work performed with hundreds of institutions across Canada to highlight case studies of individuals who’ve had a major impact on their school’s brand. The session will explore how these individuals worked within an environment of limited resources to change their schools for the better, and will highlight the key attributes that can make any higher ed professional a brand champion at their own institution.
2:30 PM - 2:45 PM
Networking & Refreshment Break
2:45 PM - 3:45 PM
Student Journey Mapping: Who is Using It and What Kind of Results Are They Seeing?
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 Post-Secondary Education 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.
Using Virtual Reality to Drive Applications: A Live Case Study
Shawn Chorney, Vice President Enrolment Management, Indigenous and Student Affairs at Canadore College and Mike Leon, Managing Director of Brand Heroes Inc. a Digital Marketing Agency, will walk through a live case study of an integrated digital campaign designed to increase reputation and enrolment for the Aviation Programs at Canadore College.
Boasting an impressive increase in applications, this innovative campaign leveraged state of the art virtual reality video, coupled with event collateral as well as a unique High School student awards program; all with the goal capturing hearts, minds and applications. This campaign brought in Industry, Community and Government Partnerships, and created an experience that highlighted the unique selling features of the Aviation programs in a very personal way. Shawn and Mike will walk through the campaign, and provide many value add tips and tricks on brand storytelling that connects wow factor with results!
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.
3:45 PM - 4:00 PM
Networking & Refreshment Break
4:00 PM - 5:00 PM
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.
- 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
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.
Exploring Our Engagement with Indigenous Student Recruitment
Recruiting Indigenous students is a growing priority for our institutions. However, it can be daunting to know where to begin and how to navigate integrating targeted recruitment strategies for Indigenous students into our current work. This interactive workshop session will give participants the opportunity to explore themes and topics in Indigenous student recruitment in a safe and structured environment. Participants will work together with the facilitator to explore what fears, assumptions, and challenges exist when considering this work. After identifying these areas, participants will brainstorm solutions, ideas, and next steps that can be used when integrating Indigenous students into their recruitment plans.
5:00 PM - 6:00 PM
Networking Cocktail Reception