Enrollment Strategy Marketing Workshop

November 5, 2019
The Mayflower Hotel
1127 Connecticut Ave NW
Washington, DC 20036


8:30–9:00 am
Breakfast and Registration
9:00–9:45 am

Introduction: Human Connection as the Foundation for All Communication

In higher education marketing and enrollment, human connection drives everything. Every interaction that matters is a human one. In order to forge meaningful connections throughout your critical enrollment funnel, a psychometric communications model must be the foundation of your planning and strategic decision-making. You must understand who are you as an individual and leader, who your organization is at its core, and who your students and audience segments are with fine-grain precision, then create intentional connections between all these components. In this session, you’ll learn how a data- and personality-driven model and battle-tested techniques and tactics are advancing the science of human connection and transforming higher education marketing and enrollment.

9:45–10:30 am

Psychographics Are the Future of Marketing—Starting Now

Know your customer—it’s a fundamental rule of business. Without an in-depth knowledge of your buyer, your institution is subject to the common “spray and pray” method of student attraction. Basic enrollment data isn’t enough. When you know and differentiate your ideal students at the most personal levels possible—by their affinities, emotions, and psychological drivers—you’ll be able to find them (and connect with them) in ways never before possible. In this session, we’ll explore the role of demographics and psychographics in enrollment marketing and walk away with research methods and tactics for implementation.

10:30–10:45 am
Morning Break
10:45–11:30 am

7 Comm-Flow Trends (and What to Do About Them)

The enrollment communications flow is shifting, and it’s not getting any easier. To stay ahead of the increasing market-based competition, you have to intelligently evolve your strategies, channels, and methods of communicating to take advantage of opportunities as well as evaluate what’s working and what’s not.In this session, you’ll learn how to identify the key trends to watch and what steps to take to integrate them into your enrollment and marketing plans this year.

11:30–12:30 pm

Team Chem: Understanding Yourself and Your Team

Experience the next frontier of individual and team personality diagnostics with Team Chem. In this interactive session, you’ll discover who you are, who your team is, and how to interact and communicate best to maximize team performance. By understanding your unique, individual personality characteristics across dozens of psychometric and performance factors that impact team dynamics, you’ll learn more about yourself and how to best communicate for optimal team performance.

12:30–1:30 pm
1:30–2:30 pm

Casting the Right Nets for Expanding Enrollment: Research on Potential Markets

With student recruitment, it's easy to think "there's no place like home." But armed with an understanding of your institution and the potential markets around the country, making strategic choices for where to go next to recruit your next class is possible. In this interactive map-trotting session, we'll look at how to understand disparate markets and why factors in student choice can help predict high-return regions for communication efforts. Intrinsically tied back to your institutional personality, how you talk about new products, services, and offerings shapes who you are perceived in the market.

2:30–3:30 pm

10 Rules for Life in Enrollment Management

Developments in technology, public policy, and demographic shifts challenge enrollment professionals to develop adaptive strategies that are open to new ways of thinking and clarify top priorities, particularly in light of an increasingly competitive landscape. Technology, educational delivery, increased diversity, institutional competence with data, and financial aid leveraging (to name a few) will determine winners and losers in the years to come. Successful enrollment management is increasingly dependent on the collaborative commitment across campus to work toward sophisticated, integrated models of attracting and retaining students in ways that are responsive to the ever-changing trends affecting optimal enrollment at each institution. In this session, we’ll discuss 10 rules to help enrollment officers understand the importance of shared strategy, the value of inclusion, the necessity of narrative-based communication flows, and more.