act enrollment management summit program...enrollment rates for recent high school graduates have...

ACT ENROLLMENT MANGEMENT SUMMIT | 1

PROGRAMJULY 18–20, 2018

HYATT REGENCY DENVER at COLORADO CONVENTION CENTER act.org/enrollmentmanagementsummit

http://www.act.org/enrollmentmanagementsummit

2 | ACT ENROLLMENT MANGEMENT SUMMIT

WELCOME!ACT would like to extend you a warm welcome to the 33rd annual ACT Enrollment Management Summit.

We promise an enjoyable professional development experience!

SUMMIT DATES AND TIMESWednesdayJuly 18, 2018

Welcome: 1:00–2:00 PMSessions: 2:15–4:30 PM

ThursdayJuly 19, 2018

8:30 AM–4:00 PM

FridayJuly 20, 2018

8:00 AM–12:00 PM

PRESENTATION READY ROOM

WednesdayJuly 18, 2018

11:00 AM–4:30 PM

ThursdayJuly 19, 2018

7:00 AM–4:30 PM

FridayJuly 20, 20187:00 –11:00 AM

Quartz A-B

This private meeting room is for Enrollment Management Summit presenters to review theirconference presentation and enjoy refreshments prior to their scheduled session presentation.


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All functions for the 2018 ACT Enrollment Management Summit will take place on the 3rd floor of the Hyatt Regency Denver at Colorado Convention Center.


Follow these simple steps to install and use the ACT Enrollment Management Summit mobile app:

1

Download the AttendeeHub app by

CrowdCompassSearch AttendeeHub

in stores or enter https://crowd.cc/s/1LMny

3 Log in

Tap the menu icon in the upper left or right corner of your device, then tap

Log in for more features! Enter your name, and you’ll receive

an email verification code.

2 Download the event

Open the app and search for “2018 ACT Enrollment

Management Summit”

Once installed, you’ll have instant access to awesome features, like:• The full event schedule and room locations• Detailed information about speakers and sessions• Notifications of important updates and more

Log in to the mobile app to use these advanced features:• Personalize your schedule• Take notes on sessions and speakers, and export them later• Network with other attendees at the Summit• Session check-in, social sharing, and more

DOWNLOAD THE ENROLLMENT MANAGEMENT SUMMIT MOBILE APP TO GET THE BEST EVENT EXPERIENCE

Summit Internet for Attendees Wireless Internet Network: ACT Enrollment Password: Summit2018

Follow ACT and join the conversation at #ACTEMS

Visit the registration desk if you have any questions about the mobile app.

https://crowd.cc/s/1LMny


App IconsSchedule: See the full event schedule with activity times, room numbers, and descriptions. Tap the bookmark icon to “favorite” activities or add items to your personal schedule.Maps: Navigate the event through the floor plans and learn more about the area with the Denver area map.Networking: Connect with fellow attendees by exchanging your “digital business cards.” New contacts will be housed within the “My Contacts” section of the app.Speakers: Review the list of event speakers. Tap the speaker’s name to see the speaker’s title, bio, any links or documents the speaker has provided, and a list of sessions the speaker is presenting.

#ACTEMS: Check out the hashtag #ACTEMS and join the conversation.App Info: Learn about the event, the app, and how to get user support.Higher Education Research Digest: View the newly released Higher Education Research Digest.Search: Find sessions, speakers, and other information.Conference Evaluation: We value your feedback. Please take time throughout the conference to evaluate the sessions you attend. Find links to each session evaluation within the session description on the app. At the end of the conference, we appreciate your overall evaluation. This helps us continue to improve ACT EMS.Directions: Get driving or walking directions from Google.


WEDNESDAY AT-A-GLANCEJULY 18

8:00 AM – 4:30 PM REGISTRATION / BADGE PICKUP CENTENNIAL BALLROOM FOYER

11:00 AM – 4:30 PM PRESENTATION READY ROOM QUARTZ A-B

9:00 AM – 12:00 PM ACT ENROLLMENT MANAGEMENT PROFESSIONAL CERTIFICATION PRE-CONFERENCE WORKSHOP (PRE-REGISTRATION REQUIRED)

CENTENNIAL F

1:00 – 2:00 PM OPENING WELCOME AND KEYNOTE ADDRESS: BRACING FOR ENROLLMENT HEADWINDS—CURRENT STUDENT TRENDS AND WHAT YOU CAN DO ABOUT THEM

CENTENNIAL BALLROOM

CONCURRENT SESSIONS

W1

2:15 – 3:15 PM

W1.1 Campus-Wide Collaboration Is a Key to Long Term Enrollment Success

CENTENNIAL F

W1.2 First Generation Student Retention and Success CENTENNIAL G

W1.3 Where Did You Go? Identifying Competitors through the Students Who Attend Other Institutions

CENTENNIAL H

W1.5 E-expectations 2018: Recruitment Marketing Cut MINERAL B/C

W1.6 ACT Research Insights Part I: Supports for Recruitment and Admissions Success

MINERAL D/E

W1.7 Increasing Student Success and Retention with Developmental Students: An Award-Winning Approach

MINERAL F/G

W1.8 Build an All-Star Team: Creating Purposeful Partnerships to Achieve Your Enrollment Goals

GRANITE A/B/C

W1.9 Student Workers in Enrollment Management: Leveraging an Underutilized Resource

AGATE A/B/C

3:15 – 3:30 PM AFTERNOON REFRESHMENT BREAK CENTENNIAL BALLROOM FOYER

CONCURRENT SESSIONS

W2

3:30 – 4:30 PM

W2.1 Hot On the Trail of the Student Decision Journey CENTENNIAL F

W2.2 Student Access and Success: A Guide to Data-Informed Recruitment and Retention Practices

CENTENNIAL G

W2.3 An Innovative New Approach to Recruitment, Readiness, Retention, and Success!

CENTENNIAL H

W2.5 Social Media: Extreme Makeover Edition for Small Colleges MINERAL B/C

W2.6 Reaching the Peak: Targeted and Personalized Recruitment and Retention to Meet your Enrollment Goals

MINERAL D/E

W2.7 Collaborating between Enrollment Services Offices to Positively Impact Student Enrollment & Success

MINERAL F/G

W2.8 Recruiting and Retaining White Students at an HBCU Honors Program

GRANITE A/B/C

W2.9 LaGrange Society: How to Build a Prestigious Student Ambassador Program

AGATE A/B/C

5:00 – 6:30 PM WELCOME RECEPTION (ACT CONSULTANTS AVAILABLE) CENTENNIAL BALLROOM FOYER

Enrollment professionals from two- and four-year public and private colleges and universities will find complete content tracks addressing the following topics:

Best Practices for Admissions, Marketing, and Enrollment Management

Retention and Student Success

Higher Education Policy and Practice

Underserved, Adult, and Nontraditional Populations

Enrollment Management Research, Technology Analytics, and Metrics





















FULL


Conference RegistrationWednesday, 8:00 AM–4:30 PMCENTENNIAL BALLROOM FOYER

ACT Enrollment Management Professional Certification Pre-Conference Workshop9:00 AM–12:00 PMCENTENNIAL F

NEW at the 2018 Enrollment Management Summit, ACT is offering a FREE pre-conference certification workshop. This interactive

three-hour workshop is designed for admis-sions and enrollment professionals with an in-terest in gaining an understanding of ACT data and research services to impact enrollment management. Attendees who complete the workshop will receive a credential as a Certi-fied ACT Enrollment Management Profession-al. This new credential can enhance your ad-missions and enrollment management skill set and professional qualifications. Pre-registration required and space was limited to 30 attend-ees. Register early for next year’s Enrollment Management Summit to make sure you are able to attend.

WEDNESDAYJULY 18

FULL


Opening Welcome and Keynote Address:Bracing for Enrollment Headwinds: Current Student Trends and What You Can Do about Them

Wednesday, 1:00–2:00 PMCENTENNIAL BALLROOM

Despite the popular perception that college “isn’t worth it anymore,” enrollment rates for recent high school graduates have never been higher. Unfortunately, the current K–12 pipeline foretells the poten-tial for large declines in the number of graduates over the next 15 years. Strong labor markets and record-low unemployment rates are keeping more adult learners out of college as well, portend-ing continuing enrollment challenges for institutions on all fronts. The latest data from the National Student Clearinghouse Research Center helps to unpack these trends by region, fields of study, and more, offering key insights into how to map a more secure path for your institution’s future.

Mr. Torres joined the National Student Clearinghouse as its President and CEO in 2008. Under his leadership the Clearing-house has continued to successfully extend its mission delivery of access driven service to edu-cation, which today comprises nearly 3,700 higher education institutions and over 13,000 high schools, school districts, and 43 states and thousands of outreach organizations, executing over 1.3 billion transactions annually, saving the education community over $850 million a year.

The Clearinghouse is a leader in advocating privacy, security, transparency, and responsible use of data to provide better understanding of student educational pathway performance to the benefit of students, institutions, and policymakers.

Mr. Torres serves on the Boards of the National College Access Network (NCAN), and the Ce-sar Chavez Public Charter Schools for Public Policy. He also sat on the Board of the American Association of Community Colleges (AACC) from 2012 to 2016. In 2017, Mr. Torres was selected as an Ernst & Young Entrepreneur of the Year finalist for the Mid-Atlantic region. He was a re-cipient of the Washington Business Journal’s 2013 Minority Business Leader Award. Mr. Torres holds an MBA in International Finance from Georgetown University and undergraduate de-grees in both Marketing and Management from Manhattan College.

Ricardo D. Torres, President and CEO, National Student Clearinghouse

Ricardo Torres

WEDNESDAYJULY 18

Opening Remarks:What’s in a Name? In 2018—to better meet the needs of today’s enrollment managers—we re-imagined and relaunched the ACT Enrollment Planners Conference as the ACT Enrollment Management Summit.

Wednesday, 1:00 PMCENTENNIAL BALLROOM

Join us in the Centennial Ballroom to kick off the ACT Enrollment Management Summit, hear how we’re changing the event, and see what’s ahead!

Don Pitchford, Director, Higher Education Partnerships and Chair, ACT Enrollment Management Summit


W1 SESSIONS (2:15–3:15 PM)CONCURRENT SESSION W1.1

Campus-Wide Collaboration Is a Key to Long Term Enrollment Success2:15–3:15 PMCENTENNIAL F






Today’s society brings new and unexpected enrollment challenges every year. Today, en-rollment officers know that the future is un-predictable. A campus-wide collaborative ap-proach, developed systematically and led by the chief admissions officer will: pay dividends now and in the future; allow universities to be better prepared to face future challenges; and in the long-term, result in a campus-wide re-cruitment approach. This program will be in three parts: Part 1—The fundamentals need-ed to be successful will be discussed; Part 2—The successes attributed to this approach will be shared; and, Part 3—The participants will be asked to share their challenges and groups will be formed to develop strategies to address these tasks.

Michael Walsh, Dean of Admissions at James Madison University

CONCURRENT SESSION W1.2

First Generation Student Retention and Success2:15–3:15 PMCENTENNIAL G











We will explore ways to monitor the progress and better serve each individual student. We will discuss resources that will increase stu-dents’ chances to succeed. We will discuss how to reach out to diverse students to let them know that we are here as a support system and, as primary stakeholders, be a beacon of light for students who are more than likely em-barrassed to ask for help. We will discuss how

WEDNESDAYJULY 18

to motivate diverse students to succeed aca-demically by listening, finding individual needs, and creating diverse experiences through guest speakers, events, and activities. We will discuss the importance of providing concrete answers and support for each student’s individ-ual needs.

Adrienne Reed, Coordinator of Diversity and Inclusion at Lewis and Clark Community College


Where Did You Go? Identifying Competitors through the Students Who Attend Other Institutions2:15–3:15 PMCENTENNIAL H











A great way to determine your institution’s comparison schools is to examine where ad-mitted students, who do not enroll, choose to attend. This session will explain how Lincoln University uses National Student Clearinghouse data in conjunction with internal admissions data to determine competitor institutions. Ad-ditionally, we will discuss how this data can be used to enhance the enrollment management strategic plan.

Tiffany Lee, Director, Institutional Effectiveness, Research and Planning at Lincoln University



E-Expectations 2018: Recruitment Marketing Cut2:15–3:15 PMMINERAL B/C






This session will present the latest (2018) find-ings from the E-expectations research study now in its 13th year. Specially curated for the Enrollment Management Summit conference, we’ll focus on e-communications preferences including texting, live chat, and e-mail as well as highlighting latest trends in the ways pro-spective students use websites and social me-dia to learn more about and engage with their top college picks. Attendees will be able to check their digital recruitment marketing strat-egies against market preferences and return to campus with ideas for new approaches to reach prospective students.

Stephanie Geyer, Vice President for Digital Marketing and Creative Services at Ruffalo Noel Levitz


ACT Research Insights Part I: Supports for Recruitment and Admissions Success2:15–3:15 PMMINERAL D/E





















Higher education professionals will learn more about the wealth of data collected by ACT and how it can help them achieve their recruitment and admissions goals. Based on recent ACT re-search findings, we will highlight the following topics: (1) How students’ interests, career plans, and other factors can help identify students who are likely to declare a major that is consis-tent with their plans; (2) How Social Emotion-al Learning Skills can help identity underserved

WEDNESDAYJULY 18

students with the potential to succeed in col-lege who may otherwise be overlooked based solely on their academic preparation; (3) How high school course taking and grade informa-tion can be used to quantify the rigor of a stu-dent’s high school experience in relation to predicting college success.

Krista Mattern, Senior Director, Validity and Efficacy Research at ACTTy Cruce, Principal Research Scientist, Validity and Efficacy Research at ACT


Increasing Student Success and Retention with Developmental Students: An Award-Winning Approach2:15–3:15 PMMINERAL F/G
















This presentation discusses a director’s person-al experiences leading a developmental ed-ucation program for over 13 years at an open admissions community college in Louisiana. It will include a discussion on how combining advising, coursework, tutoring, and orientation increased the one-year retention of develop-mental education students by 67% and de-velopmental education course completion by 38%. We will also include a discussion on the data used to make decisions to improve the program; trends and initiatives, and student performance over the time span. During the discussion, the Director will articulate lessons learned and offer advice to new faculty or ad-ministrators.

Paul Fowler, Director of Institutional Effectiveness and Accreditation Liaison at Louisiana State University at Eunice



Build an All-Star Team: Creating Purposeful Partnerships to Achieve Your Enrollment Goals2:15–3:15 PMGRANITE A/B/C






It is tempting to go solo as we compete to ad-mit and enroll diverse, capable student bod-ies, but “winning the game” requires team-work. All too often, however, we rush to create partnerships that aren’t purposeful. We recruit talented players who want to help, but once convened, are frustrated by unclear roles and activities that waste time and energy. In this session, we will learn how to use a simple one-page tool to identify barriers to achieving en-rollment goals and design effective strategies to address roadblocks. We will explore ways to build an all-star team of partners and make the best use of their skills and resources. We will discuss best practices for creating purposeful partnerships that meet the needs of our insti-tutions and make everyone feel like an MVP.

Sammy Redd, Coordinator of Student Services at New College Institute

WEDNESDAYJULY 18


Student Workers in Enrollment Management: Leveraging an Underutilized Resource2:15–3:15 PMAGATE A/B/C





















Student workers far outnumber professionals at most schools yet the work load is often ap-plied in reverse. In most cases, this is because student workers are relegated to the most me-nial and simple tasks, those which are consid-ered “beneath” full-time employees. But what happens if you give them a true challenge? Find out how Northern Arizona University has used a team of 100 students to outperform multi-million dollar outsourcing contracts and achieve record enrollment growth.

Ryan Ives, Student Service Coordinator, Sr at Northern Arizona University

Afternoon Refreshment Break3:15–3:30 PMCENTENNIAL BALLROOM FOYER


W2 SESSIONS (3:30–4:30 PM)CONCURRENT SESSION W2.1

Hot On the Trail of the Student Decision Journey3:30–4:30 PMCENTENNIAL F











Your prospective students are investigating your brand on their own discover pathway leav-ing a trail of data. 82% of your incoming fresh-man class will have visited your website over 50 times looking for information. Utilizing a first-of-its-kind dataset, this session addresses lingering questions about online student be-havior and the college selection process. Using individual online behavioral data from multi-ple institutions, we will discuss how and when students are most engaged with your brand throughout the Student Decision Journey and how to engage them. This case study will focus on the data available from the use of market-ing automation and will address myths about the college selection process and show you how to equip your institution to recruit in the petabyte age.

Heather Mueller, Vice President of Enrollment Solutions at Capture Higher EdLeAnn Hughes, Vice President for Enrollment and Marketing at Illinois Wesleyan UniversityWilliam Pierce, Director of Admissions at University of Toldeo

WEDNESDAYJULY 18


Student Access and Success: A Guide to Data-Informed Recruitment and Retention Practices3:30–4:30 PMCENTENNIAL G





















Two-year colleges nationwide have felt the impact of the recovering US economy in re-cent years. Although a positive trend for the nation, declining unemployment rates and shifting workforce needs have left two-year colleges seeking new strategies in an enroll-ment downturn. Enrollment managers are tasked, now more than ever, to run lean, yet effective operations while building and sus-taining a healthy census. See how the Ozarka College Enrollment Management (EM) Team took a target-rich approach to admissions and outreach; and developed data-informed per-sistence strategies for advising and retention, efforts which fostered a shift from sharp de-cline to increases in two cycles. Our presenta-tion details process development, implementa-tion, and outcomes assessment.

Josh Wilson, Vice President of Student Services at Ozarka CollegeChris Lorch, Associate Vice President of Academics at Ozarka College



An Innovative New Approach to Recruitment, Readiness, Retention, and Success!3:30–4:30 PMCENTENNIAL H











Attend this insightful session to learn more about a new model, utilizing easy to imple-ment low-cost, web-based tools that can quickly enhance your summer bridge, dual credit, placement, and overall efforts for stu-dent success. These solutions assist with stu-dent success initiatives by quickly diagnosing impediments to success and providing the in-struction necessary for remediation and skill mastery. Come to this insightful session to learn how easily these tools can be implement-ed on your campus.

Don Pitchford, Director of Higher Education Partnerships at ACT


Social Media: Extreme Makeover Edition for Small Colleges3:30–4:30 PMMINERAL B/C











Remake your university’s social media pro-gram with strategy and centralized efforts for increased outreach and results. Using a case study of a small, private, four-year university that transformed a decentralized social me-dia program into a vibrant, centralized program with greater results and increased engage-ment. In this session, participants will learn how to utilize a small marketing staff for increased results; how to train non-communicators who have little knowledge and little time to do so-cial media with impact; and to create a useful and usable university-wide social media policy.

Amanda Lucas, Director of Social Media and Digital Recruiting at Spalding University

WEDNESDAYJULY 18


Reaching the Peak: Targeted and Personalized Recruitment and Retention to Meet your Enrollment Goals3:30–4:30 PMMINERAL D/E





















Arkansas high schools graduate approximately 30,000 students per year and, on average, only about half of those go to college (ADHE, 2015). While there are many reasons why stu-dents may decide to not pursue higher ed-ucation, the Georgetown University Center on Education and the Workforce (2013) re-ports 65% of all jobs will require some form of postsecondary education by 2020. In this workshop-style session, attendees will learn how the ASU-Newport enrollment manage-ment team is using ACT’s “Get Your Name in the Game Program” to reach students who have few opportunities to go to college and us-ing ACT Engage to provide proactive support services to students based on their identified barriers to success. Using ACT Engage further establishes a cycle of continuous improvement at ASU-Newport.

Ashley Buchman, Vice Chancellor for Student Affairs at Arkansas State University-NewportCandace Gross, Dean for Enrollment Services at Arkansas State University-Newport



Collaborating between Enrollment Services Offices to Positively Impact Student Enrollment & Success3:30–4:30 PMMINERAL F/G











In this session we will explore the relationship between Admissions, Financial Aid, Registrar’s Office, and Student Accounts and how collab-oration can positively impact student enroll-ment and student success. We will discuss the challenges, misconceptions, best practices, and ways to overcome barriers between the various offices to influence departmental and institu-tional goals.

Wendy Stouffer, Associate Vice Provost for Enrollment Services and Assistant Dean of Admissions and Financial Aid at University of ArkansasRhonda Robertson, Administrative Support Supervisor at University of Arkansas

WEDNESDAYJULY 18


Recruiting and Retaining White Students at an HBCU Honors Program3:30–4:30 PMGRANITE A/B/C
















As historically black colleges and universities (HBCUs) compete with larger institutions to at-tract high academically performing students, that competition increasingly includes White, Asian, and Latino. Since the 1980s, honors pro-grams have been drawing cards for HBCUs in attracting African American students who are high academic performers. Now HBCUs are seeking to develop strategies to recruit and re-tain White students to their honors programs. This presentation addresses strategies used in the recruitment of White students to a HBCU in northeastern North Carolina, Elizabeth City State University. Information can be useful to assist non-PWI institutions in broadening their scope in their efforts to reach diverse, top- performing students.

Kenneth Jones, Dean of Liberal and Fine Arts at Elizabeth City State University



LaGrange Society: How to Build a Prestigious Student Ambassador Program3:30–4:30 PMAGATE A/B/C






The University of North Alabama’s student am-bassador program, LaGrange Society, has been touted as the University’s highest nonacademic honor society a student can be a part of. Only 35 students may be fostered in the program, but the University receives over 100 applicants. How has the University been able to sustain this most prestigious student ambassador pro-gram for over 20 years without paying these students to give campus tours? Come find out!

Julie Taylor, Director of Admissions at Universi-ty of North Alabama

WEDNESDAYJULY 18

Welcome Reception5:00–6:30 PMCENTENNIAL BALLROOM FOYER

Join us at the Welcome Reception — a great opportunity to connect with your colleagues and other Summit attendees while enjoying complimentary food and beverages.

New this year: ACT representatives will be available in “exhibit-like fashion” to provide you with personal consulting services for any enrollment management related needs.


7:00 AM – 4:00 PM REGISTRATION / BADGE PICKUP CENTENNIAL BALLROOM FOYER

7:00 – 8:30 AM CONTINENTAL BREAKFAST CENTENNIAL BALLROOM FOYER

7:00 AM – 4:30 PM PRESENTATION READY ROOM QUARTZ A-B

8:30 – 9:30 AM PLENARY SESSION—ACT “ED” TALKS CENTENNIAL BALLROOM

9:30 – 9:45 AM MORNING REFRESHMENT BREAK CENTENNIAL BALLROOM FOYER

CONCURRENT SESSIONS

T1

9:45 – 10:45 AM

T1.1 Admissions CRM Implementation: Things to Know for a Successful Implementation

CENTENNIAL F

T1.2 Connections That Count: Teachers as Influencers CENTENNIAL G

T1.3 Your Brand Is a Renewable Enrollment Resource CENTENNIAL H

T1.4 How Does Your Funnel Look? Tracking Mission-Fit for the Next Class

MINERAL A

T1.5 It Takes a Village: Re-Imagining Alumni in Admissions and Enrollment Management

MINERAL B/C

T1.6 Keeping with the Latest Trends: Strategy and Tactics for Recruitment and Student Success

MINERAL D/E

T1.7 See event app for session specifics MINERAL F/G

T1.8 Follow-up ACT “ED” Talks Session: A Conversation with Stephen Payne

GRANITE A/B/C

T1.9 From Sweats to Slacks: One Office's Experience with Team-Based Evaluation

AGATE A/B/C


CONCURRENT SESSIONS

T2

11:00 AM – 12:00 PM

T2.1 Emotional Motivators: New Data on How College-Bound Students’ Feelings Drive Enrollment Decisions

CENTENNIAL F

T2.2 Cutting Your Yield-Management Challenge Down to Size CENTENNIAL G

T2.3 The Future of Higher Ed Marketing CENTENNIAL H

T2.4 15 to Finish and Reducing Student Loan Debt MINERAL A

T2.5 Sharpening Student Search—Aligning Strategy and Best Practice to Maximize Results

MINERAL B/C

T2.6 Keeping Admissions Counselors Accountable MINERAL D/E

T2.7 The Common Application: Innovative Solutions for Today's Evolving Student Population

MINERAL F/G

T2.8 Follow-up ACT “ED” Talks Session: A Conversation with Mike Reilly GRANITE A/B/C

T2.9 Own Your Time: Time Management Tips for Enrollment Professionals

AGATE A/B/C

12:00 – 1:30 PM LUNCHEON/KEYNOTE: STRONG START TO FINISH—TRANSFORMING EDUCATION TO BETTER SERVE ALL STUDENTS

CENTENNIAL BALLROOM



























THURSDAY AT-A-GLANCEJULY 19


THURSDAY AT-A-GLANCEJULY 19

CONCURRENT SESSIONS

T3

1:45 – 2:45 PM

T3.1 Creating a Strategic Enrollment Management Plan at a Community College

CENTENNIAL F

T3.2 Jump "On Board"! CENTENNIAL G

T3.3 Understanding the Whole Student: Let’s Talk about College and Career Readiness, Equity, and Equality

CENTENNIAL H

T3.4 The Role of High School Counselors in Application and Enrollment Decisions

MINERAL A

T3.5 Moving the Needle: Improving Retention and Completion Rates to Improve Enrollment Health

MINERAL B/C

T3.6 The Fourth Industrial Revolution is Changing Higher Education—What You Need to Do

MINERAL D/E

T3.7 From Enrollment Services to Enrollment Management: One Office’s Perspective

MINERAL F/G

T3.8 Follow-up ACT “ED” Talks Session: A Conversation with Demarée Michelau

GRANITE A/B/C

T3.9 Multiple Dimensions of College and Career Readiness: What You Need to Know Today and for the Future

AGATE A/B/C

2:45 – 3:00 PM AFTERNOON REFRESHMENT BREAK CENTENNIAL BALLROOM FOYER

CONCURRENT SESSIONS

T4

3:00 – 4:00 PM

T4.1 Creating a Strategic Enrollment Management Plan: Lessons from the Field

CENTENNIAL F

T4.2 From EMP Planning & Implementation to Assessment: Keys to Monitor Progress, Adjust, & Share Outcomes

CENTENNIAL G

T4.3 Big Data and Thriving Enrollments in the New Higher Education Ecology

CENTENNIAL H

T4.4 Building a Bullet-Proof Communications Plan MINERAL A

T4.5 Best Practices for Creating a Collaborative Search Strategy at a Large Public Research University

MINERAL B/C

T4.6 Tips for Having the Time of Your Life MINERAL D/E

T4.7 Using Form Your Future’s FAFSA Tracker and Free Toolkits to Drive FAFSA Completion

MINERAL F/G

T4.8 Follow-up ACT “ED” Talks Session: A Conversation with Dave Clayton

GRANITE A/B/C

T4.9 Strategies That Work: Growing and Maintaining Enrollment in a Competitive Environment

AGATE A/B/C

6:00 – 8:00 PM THURSDAY EVENING ACTIVITY: ENJOY A TWO-HOUR TOUR OF DENVER’S FAMOUS MICROBREWERIES, DISTILLERIES, AND PUBS, ALL WHILE RIDING ON THE UNIQUE PEDAL HOPPER.

OFF-SITE ACTIVITY—MEET IN FRONT OF THE HYATT REGENCY

AT 6:00 PM




























Conference RegistrationThursday, 7:00 AM–4:00 PMCENTENNIAL BALLROOM FOYER

BreakfastThursday, 7:00–8:30 AMCENTENNIAL BALLROOM FOYER

Presentation Ready RoomThursday, 7:00 AM–4:30 PMQUARTZ A-B

THURSDAYJULY 19

Plenary Session—ACT “ED” TalksThursday, 8:30–9:30 AMCENTENNIAL BALLROOM

Stephen Payne, Assistant Direc-tor of Federal Relations, NASFAA Topic: Early FAFSA? Check. Now what? Demarée Michelau, Vice Presi-dent, Policy Analysis and Research, WICHE Topic: Look Who’s Knocking Dave Clayton, Senior VP, Consumer Insights, Strada Education Network Topic: Are you talking with them—or about them? Mike Reilly, Executive Director, AACRAO Topic: Confessions of a Political Junkie: The View from Washington, DC

Each ACT “ED” Talks presenter will hold their own additional follow-up Thursday concurrent session (T1.8, T2.8, T3.8, and T4.8—all in Granite A/B/C).


Morning Refreshment Break9:30–9:45 AMCENTENNIAL BALLROOM FOYER

T1 SESSIONS (9:45 – 10:45 AM)CONCURRENT SESSION T1.1

Admissions CRM Implementation: Things to Know for a Successful Implementation9:45–10:45 AMCENTENNIAL F











Many colleges are purchasing Customer Re-lationship Management software to aid in the recruiting and admissions process. How-ever, getting the CRM implemented involves a lot more stakeholders than the Admissions Office or IT department. This session will high-light lessons learned from a recent CRM im-plementation project, and also offer attendees best practices on a successful and stress-free implementation.

Sage Mwiinga, Executive Director of Enrollment Management at Treasure Valley Community College

CONCURRENT SESSION T1.2

Connections That Count: Teachers as Influencers9:45–10:45 AMCENTENNIAL G






Outside of friends and family, high school teachers can have an enormous influence on students and where they choose to study. This can be exceptionally helpful when promoting programs that most high school students have not heard of. This session will focus on ways to better connect with students through their teachers both in the classroom and out.

Katrine Trantham, Senior Assistant Dean, Recruitment + Admissions at University of Illinois at Urbana-Champaign

THURSDAYJULY 19


Your Brand Is a Renewable Enrollment Resource9:45–10:45 AMCENTENNIAL H






It can seem like the institutional brand is a burden—an immovable mountain of logo guidelines, tagline requirements, and messag-ing mandatories that get between you and your goals. It shouldn’t feel that way. In this ses-sion, we’ll show you how your brand is an en-rollment management asset. A well-built brand can help you weed out tactics that don’t make sense and inspire new ones. We’ll also show how a brand-infused communications flow can not only increase the quality of your leads, but increase your overall retention rate because you’ve drawn the right fit of students.

Kirsten Fedderke, Vice President & Principal at Lipman Hearne IncJeff Terry, Associate Creative Director at Lipman Hearne


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How Does Your Funnel Look? Tracking Mission-Fit for the Next Class9:45–10:45 AMMINERAL A











The campus culture of a university can change rapidly if admissions officers are not monitoring incoming classes from a “fit” perspective. Pro-fessionals rely on academic profiles to forecast how incoming classes will “look” academical-ly, but how do you know what it will look like from a cultural perspective? Many of us count on team members to bring mission-fit infor-mation forward based on face-to-face, phone, and email communications with students. We typically use essays and surveys to gauge pro-spective students’ fit for our institutions. By using relevant criteria and analytics you can track and visualize your next class throughout the entire admissions cycle. This will equip you to make real-time adjustments to your deci-sion processes as needed; this, in turn, creates well-balanced classes.

Bob Habib, Senior Director of Traditional Ad-missions at Regent UniversityJoel Simons, Operations Analyst at Regent University


It Takes a Village: Re-Imagining Alumni in Admissions and Enrollment Management9:45–10:45 AMMINERAL B/C
















As institutions navigate competitive landscapes in student recruitment, admission officers must balance high-touch efforts with limited hu-man and financial resources. Strategic recruit-ment, particularly of diverse, high-performing students, requires collaboration with a variety of stakeholders. Carefully crafted interactions with alumni can quell fears about the student expe-rience, mitigate education and career outcomes concerns, and enhance social networks and cul-tural capital—especially for first-generation and underrepresented students. This session will discuss strategies for incorporating alumni, and specifically alumni of color, in annual recruit-ment plans that enhance student recruitment efforts, reinvigorate alumni loyalty, and cultivate excellent college and university advocates.

Ka’rin Thornburg, Manager of Campus Partnerships at the University of Texas at Austin



Keeping with the Latest Trends: Strategy and Tactics for Recruitment and Student Success9:45–10:45 AMMINERAL D/E
















How are demographic shifts, college readiness trends, and the increase in underserved learn-ers influencing your strategies? Enrollment managers will leave this session with current information regarding trends, and also tactics about how to recruit and propel students to-wards their pathway to success.

Lesley Vossenkemper, Senior Director, Higher Education Product Line Management at ACT

CONCURRENT SESSION T1.79:45–10:45 AMMINERAL F/G

See event app for session specifics for concur-rent session T1.7.

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Follow-up ACT “ED” Talks Session: A Conversation with Stephen Payne9:45–10:45 AMGRANITE A/B/C






This interactive session will provide you with an opportunity to gather additional insight from Stephen Payne. Stephen will expand on many of his Thursday morning ACT “ED” talk com-ments (“Early FAFSA? Check. Now what?”). In addition, all guests will have an opportunity to respond and share any insight you feel is mu-tually beneficial . . . a great opportunity to net-work with your colleagues and apply what you have heard to practice.

Stephen Payne, Assistant Director of Federal Relations at NASFAA


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From Sweats to Slacks: One Office’s Experience with Team-Based Evaluation9:45–10:45 AMAGATE A/B/C











Over the past decade, the number of colleges students apply to has skyrocketed. And yet, the number of staff in each admission office has re-mained static. How can we prevent staff burn-out and preserve some semblance of work/life balance? Is the trend toward Committee Based Evaluation (CBE), as seen at other institutions, the answer? This year, Colorado College imple-mented its own variation—Team-Based Evalua-tion (TBE)—as one such solution. We will explain how Colorado College’s staff read every single file between 8 and 5, Monday through Friday and the specific methods Colorado College used to preserve the integrity of the applica-tion review process.

William Schiffelbein, Senior Assistant Director at Colorado CollegeAli Springer, Associate Director at Colorado College


T2 SESSIONS (11:00 AM–12:00 PM)CONCURRENT SESSION T2.1

Emotional Motivators: New Data on How College-Bound Students’ Feelings Drive Enrollment Decisions11:00 AM–12:00 PMCENTENNIAL F





















Prospective students need facts but their col-lege selection decision is most often going to hinge on how they feel about their chosen col-lege—and those they rejected. The “Emotional Motivators” study, co-sponsored by 35 colleges and universities from across the country, ex-plores how students feel and, more important-ly, uncovers why they feel that way to give you a deeper understanding of the students you are trying to recruit. Loaded with fresh data from over 15,000 college-bound students, the actionable insights yielded by this study will give you greater control over your conversations with prospective students and their parents, data to help you craft sharper mass marketing messages, and specific direction to design and deliver more productive campus visit experi-ences.

Robert Longmire, President and CEO at Longmire and Company, Inc.Troy Johnson, Vice President for Enrollment Management at University of Texas—ArlingtonRick Montgomery, Senior Enrollment Strate-gist at Longmire and Company, Inc.Mitch Warren, Director of Admissions at Purdue University



Cutting Your Yield-Management Challenge Down to Size11:00 AM–12:00 PMCENTENNIAL G






One consequence of the rapid pace of evolu-tion in today’s higher-education marketplace is unpredictability around yield rates—a chal-lenge that has intensified with the early FAFSA and the unavailability of FAFSA ranking infor-mation. This session will describe the success that three institutions have had with predic-tions of admitted students’ likelihood to en-roll based on data collected during the recruit-ment process—including responses gathered via innovative methodologies for direct stu-dent surveying. Topics covered in this presen-tation will include how the identification of low-probability prospects creates large-scale efficiencies in yield follow-up and how direct surveying provides a highly effective channel for addressing admitted students’ individual in-formation needs.

Robert Alexander, Vice President for Enroll-ment and Communications at Millsaps CollegeJoel Bauman, Vice President for Enrollment Management at Stetson UniversityChad Eickhoff, Director of Recruitment & Ori-entation, Undergraduate Admissions & Orienta-tion at Northern Arizona University


The Future of Higher Ed Marketing11:00 AM–12:00 PMCENTENNIAL H











SEO, machine learning, big data, student- technology, and marketing landscapes will continue to change rapidly. Receive the tools and executable tactics necessary to adapt to

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an ever-changing, higher education, digital challenge. Learn more about “strategic mar-keting that is rooted in data” and pivoting your digital presence based on what the user expe-rience is telling you. Find out how to use data to drive strategy and operations within Enroll-ment Management.

Paul Muller, Director of Admissions at Bemidji State UniversityBritney Muller, Senior SEO Scientist at Moz


15 to Finish and Reducing Student Loan Debt11:00 AM–12:00 PMMINERAL A
















With many college students not attempting and/or completing enough credits needed for an on-time graduation, graduation rates con-tinue to decline across the country. The failure to complete a degree on time impacts com-pletion rates, retention numbers, and student loan debt for many students. When students who are academically prepared, take 15 credit hours per semester and accumulate 30 cred-it hours in a year, they are more likely to grad-uate on time and have a reduced amount of student loan debt. These students are also able to join the work-force sooner. When colleges participate in the 15-to-finish program, coupled with institutional policy, invasive academic ad-visement and engagement, and financial plan-ning, many students are progressing toward graduation at higher rates.

Courtney Griffin, AVP Enrollment Management at Alabama State University


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Sharpening Student Search—Aligning Strategy and Best Practice to Maximize Results11:00 AM–12:00 PMMINERAL B/C
















Student search remains a crucial skill for the ef-fective enrollment manager to master, yet align-ing institutional student search efforts with en-rollment strategy remains an incredibly difficult task. The sage counsel of experienced practi-tioners will lead attendees through an explo-ration of current research and best practice trends to ensure the maximization of return on search investment (ROsI). Attendees will leave with a robust and practical understanding of how to have seamless and effective integration of student search efforts within their institu-tion’s enrollment strategy. Industry leading tools and resources will be discussed including ways to acquire free search names, extending your reach farther without impacting your budget.

Keith Beindorf, Senior Director, PLM Higher Education at ACTJohn Laverty, Senior Associate Director Search & Prospect Development Enrollment Management at University of Iowa


Keeping Admissions Counselors Accountable11:00 AM–12:00 PMMINERAL D/E











Admissions Counselor measurement and pro-ductivity are vital pieces to executing your yield strategies. This session will demonstrate a num-ber of key ways to measure and maintain pro-ductivity from both the data and staff manage-ment sides of the equation. Participants will learn how to combine CRM utilization, report-ing, and benchmarks to embrace a data- driven culture that can lead to higher produc-tivity and accountability. Through a deliberate process spanning almost a decade, Oklahoma State University has developed effective ways to hire, train, benchmark, and hold accountable admissions counselors who are accustomed to being measured—all within the bounds of our industry’s ethics and good practices.

David Mariott, Senior Assistant Director at Oklahoma State UniversityBenjamin Hagan, Assistant Director at Oklahoma State University



The Common Application: Innovative Solutions for Today’s Evolving Student Population11:00 AM–12:00 PMMINERAL F/G
















The Common Application’s mission of ac-cess, equity, and integrity hasn’t changed, but higher education and the students who pur-sue it have. What started in 1975 as an experi-ment among 15 selective, private colleges has evolved into a membership organization of more than 750 diverse institutions serving over one million applicants. Come learn about how we are leading change and meeting the needs of today’s students and colleges with a new transfer application and data analytics tool.

Jenny Rickard, President and CEO at The Common Application


Follow-up ACT “ED” Talks Session: A Conversation with Mike Reilly11:00 AM–12:00 PMGRANITE A/B/C






This interactive session will provide you with an opportunity to gather additional insight from Mike Reilly. Mike will expand on many of his Thursday morning ACT “ED” talk comments (“Confessions of a Political Junkie: The View from Washington, DC”). In addition, all guests will have an opportunity to respond and share any insight deemed mutually beneficial . . . a great opportunity to network with colleagues and apply what has been heard to practice.

Mike Reilly, Executive Director at AACRAO

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Own Your Time: Time Management Tips for Enrollment Professionals11:00 AM–12:00 PMAGATE A/B/C


























As an enrollment management professional, you are constantly faced with competing prior-ities that can prevent you from accomplishing your most important work. After all, there are prospective and current students depending on you, endless meetings you must attend, uni-versity leaders wanting to know “how the class is coming,” and life outside of work you must balance. How can you possibly get it all done? One possible solution is to invest more effort towards mastering your time. Good time man-agement is an important skill that allows you to effectively prioritize your work and use your time wisely. In this session, the presenter (re-habilitated time waster) will provide you with practical tips on how enrollment professionals can better manage their time in order to excel at work and life.

Scott Van Loo, Vice President of Enrollment Management at Cedarville University


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T3 SESSIONS (1:45–2:45 PM)CONCURRENT SESSION T3.1

Creating a Strategic Enrollment Management Plan at a Community College1:45–2:45 PMCENTENNIAL F





















For years, Community Colleges have had the luxury of serving the community, while not overly stressing about enrollment numbers. However, with growing declines in community college enrollments and increased competition for students, community colleges must now focus on strategic enrollment management. Learn how Oakton Community Colleges’ En-rollment Management Team is developing the first Strategic Enrollment Management Plan at Oakton, and take away ideas on how to start or move forward on your own community college SEM plan.

Michele Brown, Director of Student Recruitment & Outreach at Oakton Community College


Jump “On Board”!1:45–2:45 PMCENTENNIAL G






New employees are commonplace in the world of Admissions, but onboarding practices are not. This session will explore the employee hir-ing process from start to finish, including inter-viewing and onboarding/training techniques. We will provide tangible ideas about how to use the interview process to set the tone for new employees. We will cover employee en-gagement, accountability, and supervisor/ supervisee feedback. We will discuss setting and changing office culture to engage new and current staff in and out of the office. An efficient onboarding process can lead to in-creased retention, a more invested staff, and enhanced customer service. You will walk away from this session with a blueprint for hiring and onboarding new employees that you can take back to your institutions.

Jennifer Ziegenfus, Associate Director of Recruitment at Towson UniversityDave Fedorchak, Director of University Admissions at Towson University

Luncheon/Keynote: Strong Start to Finish—Transforming Education to Better Serve ALL StudentsThursday, 12:00–1:30 PMCENTENNIAL BALLROOM

There’s growing momentum in higher education to better serve all students, regardless of their academic preparation, income level, age or race. Strong Start to Finish aims to significantly increase the number and proportion of low-income students, students of color, and returning adults who succeed in college math and English and enter a program of study in their first year of college.

Jeremy Anderson, President Education Commission of the States

Jeremy Anderson



Understanding the Whole Student: Let’s Talk about College and Career Readiness, Equity, and Equality1:45–2:45 PMCENTENNIAL H


























We will review the findings of the newly re-leased 2018 report and discuss the changes from the 2017 Condition of College and Ca-reer Readiness report among US minority high school graduates who took the ACT test. We will also discuss ACT’s new initiative to help ELL students with accommodations for testing, in-cluding a word-to-word glossary available in 12 languages and instructions for the test in the student’s native language. New for 2018 is the opportunity for students taking the test with fee waivers to send up to 20 score reports at no charge. This initiative starts the fall of 2018. AVID and Helios will share information and re-search on their systems and resources that re-sult in increased student learning, persistence, and graduation.

Juan Garcia, Senior Director at ACT Center for Equity in LearningPaul Perrault, Vice President and Director of Research & Evaluation at Helios Education FoundationEdward Lee Vargas, Executive Vice President at AVID

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The Role of High School Counselors in Application and Enrollment Decisions1:45–2:45 PMMINERAL A
















High school counselors find that where once they could focus solely on helping students find the right academic fit as they transition to college, now they are expected to advise on the financial impact of students’ college decisions as well. How are counselors navigating the cur-rent environment of high college costs, debt, and calls from policymakers to increase college access and completion—and how much of a role do they play in students’ enrollment deci-sions? This session will explore the findings of a nationwide survey of school counselors con-ducted by the nonprofit American Student As-sistance, as well as provide practical solutions for ensuring counselors have the training and support they need to best inform students’ col-lege choices.

Kevin Fudge, Director of Advocacy at American Student Assistance


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Moving the Needle: Improving Retention and Completion Rates to Improve Enrollment Health1:45–2:45 PMMINERAL B/C


























Improving enrollment health at your college and university requires more than growing new student numbers and raising academic profiles of new entering cohorts. Improving retention and student success rates is just as important and perhaps more important to overall enroll-ment health. Yet college and university enroll-ment managers struggle to know what works and how successful strategies can be imple-mented. This session will focus on data and research-driven approaches to improving re-tention and completion rates. From those, it will then present implementation strategies to help enrollment managers develop their own successful approaches at their colleges and universities.

Tom Green, Associate Executive Director, Consulting and SEM at American Association of Collegiate Registrars and Admissions Officers (AACRAO)


The Fourth Industrial Revolution is Changing Higher Education—What You Need to Do1:45–2:45 PMMINERAL D/E





















The First Industrial Revolution (IR) mechanized production with water and steam. The Sec-ond IR created mass production using elec-tricity. The Third IR automated production with computers and IT. The Fourth IR is current-ly reshaping everything related to production, commerce, and our way of life by blurring the lines between the physical, digital, and biolog-ical fields. The Fourth IR is changing the ways we recruit/educate our students. We must adapt to and adopt the changing technologies. More importantly, we need to be the leaders of change: revamp the marketing/admission channels, rethink the traditional classroom, and reinvent the entire college experience for our students. The Fourth IR will cause some ca-reers to become obsolete while bringing new ones into existence. We must change!

David Jemison, Enrollment Systems Analyst at California Lutheran University



From Enrollment Services to Enrollment Management: One Office’s Perspective1:45–2:45 PMMINERAL F/G






Learn what happens when an Enrollment Di-vision moves from simply offering enrollment services, to being strategic in everything that is done; where every activity is designed to pro-vide exceptional services while achieving spe-cific enrollment goals. This session will explore the cultural, structural, and operational trans-formations the Office of Admissions at the Uni-versity of Utah has undergone during this shift within our Enrollment Management Division over the past six years.

Teri Clawson, Associate Director at University of UtahMateo Remsburg, Associate Director, Office of Admissions at University of Utah


Follow-up ACT “ED” Talks Session: A Conversation with Demarée Michelau1:45–2:45 PMGRANITE A/B/C






This interactive session will provide you with an opportunity to gather additional insight from Demarée Michelau. Demarée will expand on many of his Thursday morning ACT “ED” talk comments (“Look Who’s Knocking”). In addi-tion, all guests will have an opportunity to re-spond and share any insight you feel is mutual-ly beneficial . . . a great opportunity to network with your colleagues and apply what you have heard to practice.

Demarée Michelau, Vice President, Policy Analysis and Research, WICHE

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Multiple Dimensions of College and Career Readiness: What You Need to Know Today and for the Future1:45–2:45 PMAGATE A/B/C











There is quite a buzz around Social and Emo-tional Learning and character and grit. Essen-tially the buzz centers around which attributes matter most, how we might measure them, and more importantly how should they be used in the admissions process. This session will first take a brief look at ACT Holistic Framework re-search (a framework to identify attributes that matter for readiness and success). We will also hear about the Institute for Character and Ad-mission, a group whose mission is to explore, examine, and elevate the role of personal char-acter in the evaluation and admission of stu-dents to colleges and high schools. The session will end with a robust discussion with a few ad-missions professionals on how to best use these attributes in the admissions process.

Steve Kappler, Senior Director, Consulting Services at ACTTodd Rinehart, Vice Chancellor for Enrollment at The University of Denver

Afternoon Refreshment Break2:45–3:00 PMCENTENNIAL BALLROOM FOYER


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T4 SESSIONS (3:00–4:00 PM)CONCURRENT SESSION T4.1

Creating a Strategic Enrollment Management Plan: Lessons from the Field3:00–4:00 PMCENTENNIAL F
















Although many schools do not have a formal Strategic Enrollment Management (SEM) plan yet, several factors (e.g., rising market competi-tion, EM maturation as a profession), portend a future of pervasive adoption. As this trend de-velops, enrollment managers increasingly find themselves in a position where they can bene-fit from lessons learned at institutions that have already taken the plunge. In this spirit, this ses-sion is designed to share practical advice and recommendations gained from creating a SEM plan over two years at Beloit College. The top-ics covered will include: recognizing the need for an SEM plan, designing an SEM plan devel-opment process, engendering cross-office and cross-constituency buy-in, and identifying re-sources for overcoming related challenges.

Robert Mirabile, Vice President for Enrollment at Beloit College


From EMP Planning & Implementation to Assessment: Keys to Monitor Progress, Adjust, & Share Outcomes3:00–4:00 PMCENTENNIAL G
















Learn an effective model for long-range strate-gic planning. Participants will engage in think-ing and planning strategically while creating paths to students’ success. Using inquiry-based framework participants will learn key steps for data gathering, plan implementation, and monitoring progress.

Rosana Reyes, Vice President of Enrollment Management and Student Development at Luzerne County Community College


Big Data and Thriving Enrollments in the New Higher Education Ecology3:00–4:00 PMCENTENNIAL H





















Higher education is facing profound and per-vasive changes in its basic operations mod-els and planning assumptions. Shifts in demo-graphics, psychographics and public services impact most of the primary factors that influ-ence student behaviors: pricing and student aid, curriculum delivery and design, outreach and student support services, and government appropriations. This session will review some of the key factors impacting enrollment shifts and, using a Big Data filter, identify practical options for developing more sustainable stu-dent enrollment and institutional success pro-grams.

Jay Goff, Vice President of Enrollment and Retention Management at Saint Louis University



Building a Bullet-Proof Communications Plan3:00–4:00 PMMINERAL A






Communications are an integral part of help-ing students move through the recruitment funnel. With funnel as a guide, we’ll move through each bucket and review what students need to hear to help them move to the next step. I’ll show you resources and systems that I’ve used to streamline the process, showing ex-amples all along the way.

Wade Arave, Director of Admissions at Oregon College of Art and Craft

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Best Practices for Creating a Collaborative Search Strategy at a Large Public Research University3:00–4:00 PMMINERAL B/C






Using institutional enrollment goals and a col-laborative recruitment plan, Indiana Universi-ty has developed a year-round search strategy. Adding prospects to the funnel from the soph-omore through senior years has led to the cre-ation of a dynamic communication stream and informed the recruitment strategy of the Office of Admissions as well as the Office of Scholar-ships and campus partners in various academ-ic departments. IU’s collaborative approach to search strategy and year-round dynamic pur-chasing of names from sophomore until senior year has also been a part of application, enroll-ment, and quality increases in recent admis-sions cycles.

Scott Siegel, Senior Associate Director of Admission at Indiana University


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Tips for Having the Time of Your Life3:00–4:00 PMMINERAL D/E











Effective educators and professionals need a positive attitude and healthy disposition to meet daily challenges. So give yourself a gift! This session is designed for the health of mind, body, and spirit. Recharge, relax, and re- energize as you are reminded of the important work that educators do and are offered sug-gestions for increasing your personal and pro-fessional productivity. Sit up front and buck-le up, cuz the pace will be quick. Whether you like stories, quotes, cartoons, poetry, anecdotes, song, or even game shows, there will be some-thing to please in this unusual presentation.

Paul Weeks, Senior Vice President, Client Relations at ACT


Using Form Your Future’s FAFSA Tracker and Free Toolkits to Drive FAFSA Completion3:00–4:00 PMMINERAL F/G
















Form Your Future, a nationwide FAFSA com-pletion campaign, manages an interactive on-line FAFSA Tracker that helps the public, poli-cymakers, and other stakeholders understand FAFSA completions at the national, state, city, district, and school levels. Using data from Fed-eral Student Aid, this series of dashboards is updated continuously and tracks the rise and fall of states’ progress in a series of rankings. View a demo of this valuable tool, get access to Form Your Future’s toolkits for hosting FAFSA completion events, and hear about the lessons that the National College Access Network has learned about how to increase FAFSA comple-tions and, in turn, students’ access to financial aid and postsecondary access!

Bill DeBaun, Director of Data & Evaluation at National College Access Network



Follow-up ACT “ED” Talks Session: A Conversation with Dave Clayton3:00–4:00 PMGRANITE A/B/C






This interactive session will provide you with an opportunity to gather additional insight from Dave Clayton. Dave will expand on many of his Thursday morning ACT “ED” talk comments (Are you talking with them—or about them?). In addition, all guests will have an opportunity to respond and share any insight deemed mutu-ally beneficial . . . a great opportunity to net-work with colleagues and apply what has been heard to practice.

Dave Clayton, Senior VP, Consumer Insights at Strada Education Network

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Strategies That Work: Growing and Maintaining Enrollment in a Competitive Environment3:00–4:00 PMAGATE A/B/C
















The audience will receive detailed information, which includes processes and timelines, for ef-fective enrollment growth planning. They will gain an understanding of the importance of col-laborating with various other internal and exter-nal departments, including financial aid, hous-ing, marketing, local agencies, etc. to identify new student cohorts. Strategies for responding to local and national competitors will be shared. Information on the importance of using data for recruitment and student retention will be pre-sented, as well as effective strategies with a view and focus on student success. This session will be useful for individuals in leadership roles and practitioners in the fields of recruitment, assess-ment, and retention services.

Marcia Conston, Vice President Enrollment and Student Services at Central Piedmont Community College

WE VALUE YOUR FEEDBACK!

Please take time throughout the conference to evaluate the sessions you attend. Find links to each session evaluation within the session description on the app

(see pages 4–5 of this Program for instructions).

At the end of the conference, we appreciate your overall evaluation. This helps us continue to improve ACT EMS.


THURSDAYJULY 19

Join Us Aboard the Pedal Hopper!Thursday, July 18, 6:00–8:00 PMOFF SITE - MEET IN FRONT OF THE HYATT REGENCY AT 6:00 PM

Enjoy a two-hour tour of Denver’s famous mi-crobreweries, distilleries, and pubs, all while riding on the unique Pedal Hopper. This Euro-pean bicycle cart holds up to 16 people, plus the driver. The tour includes stops at four loca-tions, where food and drinks will be available.

The cost for the tour is $20 per person (credit card or check), payable at the registration desk. Costs for food and beverages at tour stops is not included in the cost of the tour.

Join us . . . and have some fun in beautiful Denver! Pedal Hoppers will load in front of the Hyatt Regency at 6:00 PM and will return to the Hyatt at approximately 8:00 PM.

HERE’S A GREAT, EARLY EVENING SOCIAL ACTIVITY for YOU AND YOUR TEAM!

IF YOU WOULD LIKE TO JOIN US ON THURSDAY EVENING, PLEASE STOP BY THE REGISTRATION DESK TO SEE IF

THERE ARE SEATS AVAILABLE.


FRIDAY AT-A-GLANCEJULY 20

7:00 – 11:30 AM REGISTRATION / BADGE PICKUP CENTENNIAL BALLROOM FOYER

7:00 – 8:00 AM CONTINENTAL BREAKFAST CENTENNIAL BALLROOM FOYER

7:00 – 11:00 AM PRESENTATION READY ROOM QUARTZ A-B

CONCURRENT SESSIONS

F1

8:00 – 9:00 AM

F1.1 Journey Mapping: Engaging Students through Communication and Social Media

CENTENNIAL F

F1.2 Creating an Effective Admission Marketing Plan CENTENNIAL G

F1.3 From Zip to Scholarship: Building a System to Award Merit-Based Aid from the Ground Up

CENTENNIAL H

F1.5 DIY: In-House Search and More through Your CRM MINERAL B/C

F1.6 Managing Change in Enrollment MINERAL D/E

F1.7 ACT Research Insights Part II: Improving Student Success and Completion

MINERAL F/G

F1.8 Global Assessment Certificate Program (GAC)—A New Global Opportunity

GRANITE A/B/C


CONCURRENT SESSIONS

F2

9:15 – 10:15 AM

F2.1 Addressing the Challenge of Enrollment Management Workload Increases

CENTENNIAL F

F2.2 Timing Financial Aid Packages in the Era of Early FAFSA CENTENNIAL G

F2.3 A Five-Year Plan for Transforming Your Student Mix CENTENNIAL H

F2.5 A Blended Model of Management in Higher Education: Undermining Mismanagement and Shared Governance

MINERAL B/C

F2.6 Parent Communications: Strategies That Increase Search Response Rates

MINERAL D/E

F2.7 Managing Regionals from a Regional's Perspective MINERAL F/G

F2.8 It’s Fair to Compare: A Guide to the 2018 ACT/SAT Concordance GRANITE A/B/C

10:15 – 10:30 AM MID-MORNING REFRESHMENT BREAK CENTENNIAL BALLROOM FOYER

10:30 – 11:30 AM CLOSING KEYNOTE—PANEL DISCUSSION: THE COLLEGE ADMISSION PROCESS: CONFESSIONS FROM HIGH SCHOOL COUNSELORS!

CENTENNIAL BALLROOM




























Conference RegistrationFriday, 7:00–11:30 AMCENTENNIAL BALLROOM FOYER

BreakfastFriday, 7:00–8:00 AMCENTENNIAL BALLROOM FOYER

Presentation Ready RoomFriday, 7:00–11:00 AMQUARTZ A-B

FRIDAYJULY 20


FRIDAYJULY 20

F1 SESSIONS (8:00–9:00 AM)CONCURRENT SESSION F1.1

Journey Mapping: Engaging Students through Communication and Social Media8:00–9:00 AMCENTENNIAL F





















The participants will engage in hands-on activ-ities and discussion around what journey map-ping is and how we can utilize this business practice in higher education. Journey mapping is a way to engage students through the re-cruitment process but more importantly as a retention process for all students. What can we learn from other companies through their jour-ney mapping and social media techniques that will assist with enrollment milestones? Data from Front Range Community College will be shared. This workshop will be interactive and participants will leave with tools to take back to their institution.

Kristina Binard, Associate Vice President for Enrollment Services and Student Support at Front Range Community CollegeSandra Bergman, Assistant Director of Digital Marketing at Front Range Community College

CONCURRENT SESSION F1.2

Creating an Effective Admission Marketing Plan8:00–9:00 AMCENTENNIAL G






The landscape of college enrollment changes quickly from year to year, and sometimes week to week. For those in charge of admission com-munications and marketing, requests and new initiatives come in quickly and from all differ-ent angles. Prioritizing what is most important to communicate to prospective students and other stakeholders can be a daunting task. This session will cover how to prepare an effective marketing plan to deal with those challenges. Topics covered: When, and how, to involve the right stakeholders and ask the right questions when creating your plan; defining the right bal-ance of print, email, digital communications, and social media; utilizing different strategies to maximize success with search and prospect name buys; and building production schedules that deliver results.

Matt McLendon, Director of Communications for Enrollment Services at Georgia Tech



From Zip to Scholarship: Building a System to Award Merit-Based Aid from the Ground Up8:00–9:00 AMCENTENNIAL H











In just three years, The University of North Car-olina Wilmington’s Office of Admissions went from offering no merit-based aid to work-ing with over half a million dollars each year. During a time when enrollment goals aim to increase both the quality and quantity of stu-dents, it is more important than ever to be ef-ficient in awarding merit-based scholarships. With mistakes, lessons learned, and success un-der our belt, we built a strategic awarding sys-tem and learned to allow data to be the driving force in distributing merit-based aid to High Ability students. Learn about our trials and tri-umphs as we gained the knowledge necessary to analyze scholarship data to go above and beyond to recruit high ability students to enroll at our university.

Monica Flores, First year Admissions Coordinator at University of North Carolina WilmingtonAllison Orman, First Year Admissions Coordinator at University of North Carolina Wilmington


DIY: In-House Search and More through Your CRM8:00–9:00 AMMINERAL B/C






Most institutions using one of the top-tier CRMs are only scratching the surface of the power of their systems. Learn how Maryville University optimizes their communication plan

to include in-house search, text messaging, digital campaigns, and event management us-ing Salesforce. Since the implementation of Salesforce, Maryville University has become the third fastest growing private university in the country and continues to seek new ways of em-ploying technology in all areas of student re-cruitment.

Jessica Shasserre, Director of Higher Education Marketing at MediaCrossBrian Heger, Associate Director of Communica-tions at Maryville University


Managing Change in Enrollment8:00–9:00 AMMINERAL D/E
















Enrollment managers are frequently asked to advance the standing of their institutions. Mov-ing a college up to the next level and improv-ing its external success metrics often requires organizational change. Change is easy to imag-ine but hard to accomplish. This panel will present case studies in change management, focusing on enrollment while providing lessons learned and approaches that have worked.

Paul Marthers, Vice Provost for Enrollment Management at Emory UniversityErin Craig, Associate Provost for Enrollment Management and Marketing at SUNY-ESFSinda Vanderpool, Associate Vice Provost for Academic Enrollment Management at Baylor University

FRIDAYJULY 20


FRIDAYJULY 20


ACT Research Insights Part II: Improving Student Success and Completion8:00–9:00 AMMINERAL F/G





















Higher education professionals may be un-aware of recent ACT Research Insights that could assist them in achieving their student success goals. Emphasizing how ACT data and research can be used on your individual cam-pus, we will discuss recent ACT findings on the following topics: (1) How students’ ACT perfor-mance and social emotional learning skills can help identify students who are at-risk of not completing a college degree, allowing institu-tions to provide personalized supports; (2) How to help promote student success for first- generation students through early identifi-cation of those most at-risk of not returning for their second year; (3) How similar levels of preparation are needed for career readiness and college readiness—providing a useful signal to students.

Justine Radunzel, Principal Research Scientist at ACTKrista Mattern, Senior Director, Validity and Efficacy Research at ACT


Global Assessment Certificate Program (GAC)—A New Global Opportunity8:00–9:00 AMGRANITE A/B/C











The Global Assessment Certificate™ (GAC) pro-gram is an internationally recognized university preparation program committed to enabling the success of international students at Path-way Universities around the globe. Attend this session to hear dual perspectives from the field (secondary and postsecondary viewpoints). Consider the next steps for how your institution can become a Pathway University and fully un-lock this exciting global enrollment opportunity.

Tami Streinz, Vice President, International Account Management & Implementation at ACTCo-presenters are listed in the online and mobile app schedules.



F2 SESSIONS (9:15–10:15 AM)CONCURRENT SESSION F2.1

Addressing the Challenge of Enrollment Management Workload Increases9:15–10:15 AMCENTENNIAL F
















Technology has made it easier for students to search, engage, and apply to multiple schools, leading to a proliferation of Enrollment Man-agement (EM) data. An important component of the University of Notre Dame’s approach to EM is a holistic review process. The proliferation of EM data and a holistic review process are, at times, at odds with meeting strict deadlines. In this session, Notre Dame Admissions Counsel-ors share how they use data visualization tech-niques to assist in the achievement of a holistic review. ND’s EM staff will share how they have more quickly: (1) Identified how to optimize marketing event location selection, (2) Discov-ered “diamond in the rough” prospects in a sea of prospects, (3) Prepared for Review Commit-tee sessions, (4) Ensured consistency of EM de-cision making.

LeShane Saddler, Associate Director, Admissions at University of Notre DameMark Sloan, CEO at GlyphEd


Timing Financial Aid Packages in the Era of Early FAFSA9:15–10:15 AMCENTENNIAL G











When President Obama announced that FAFSA availability would shift from January 1 to October 1, starting with the 2016–17 admissions cycle, enrollment managers had to decide quickly—and with little information—whether to move up financial aid packaging. Now that the industry has settled into the era of Early FAFSA, EMs are considering whether they made the right moves. This presentation will explore how Early FAFSA has shifted the admissions time-line at many institutions, what institutions can do to take advantage of a longer decision win-dow, and how to mitigate the incumbent risks.

Rachel Tanner, Senior Analyst at EABJane Alexander, Senior Consultant, Research Development and Strategy at EAB

FRIDAYJULY 20


FRIDAYJULY 20


A Five-Year Plan for Transforming Your Student Mix9:15–10:15 AMCENTENNIAL H






While the enrollment goals of different col-leges and universities naturally vary, most share a concern with the ability to shape their enter-ing classes—be it for improved socioeconom-ic and cultural diversity, elevated academic profile, increased net tuition revenue, or some combination of these aims. This session will present actionable learning from three case study institutions that have, in recent years, used advanced recruitment marketing tech-niques to affect transformative change in the composition of their entering classes. Key ques-tions considered will include the relationship between application growth and class mix, and strategies for ensuring simultaneous progress on multiple enrollment objectives (e.g., raising test scores while also increasing net tuition rev-enue).

Ronda Russell, Director of Admissions at Montana State UniversityChris Munchel, Associate Vice President of Enrollment Services & Executive Director of Admissions and Orientation at Ball State University


A Blended Model of Management in Higher Education: Undermining Mismanagement and Shared Governance9:15–10:15 AMMINERAL B/C






“If it ain’t broke, then don’t fix it.” That has been the motto that higher education institutions have followed since the inception in 1636 when Harvard opened its doors to the privileged few for the first time. Higher education is one of the few institutions that have weathered the test of time and continues to be a prominent enti-ty in society. Many proponents of higher ed-ucation have contributed their success to the stubborn approach that colleges and universi-ties have taken towards adversity. Being reac-tionary instead of proactive has allowed higher education institutions to not be at the mer-cy of others and operating outside of public opinion. Unfortunately, with the introduction of shared governance, inflated enrollment, and billion-dollar endowments, the microscope has moved over college

Jonathan Hughes, Assistant Director of Admissions at University of Louisville



Parent Communications: Strategies That Increase Search Response Rates9:15–10:15 AMMINERAL D/E
















The purpose of this presentation is to explore the factors that influence parental participation in Stage 2 of College Choice (Search). Building on a body of scholarship (Hossler, Schmit, and Vesper 1999; Myers and Myers, 2012), the pre-senters will address the role of parents as part of the search process. The presentation will ex-amine the relationship of several factors in-cluding family economic background, parental educational attainment, institutional cost, and ethnicity that yield the highest response rates. The presenters will share multiple tactics that can be implemented immediately in any com-munications flow.

Michael Thorp, Director of Enrollment Management at York College of PennsylvaniaTodd Coleman, Assistant Vice President for Admissions at Wartburg CollegeRachelle Hernandez, Senior Vice Provost for Enrollment Management at The University of Texas at Austin


Managing Regionals from a Regional’s Perspective9:15–10:15 AMMINERAL F/G






Workdays can be tricky for regional admis-sion counselors who must connect with off-site colleagues and manage staff who are not physically in their office. Discover the policies, procedures, and structures that work best for regional representatives and gain insight into managing a regional staff. Whether you are a supervisor, regional counselor, or considering instituting a regional representative or regional representative model in your office, learn more about best practices, communication, and su-pervisory skills, and other strategies to encour-age teamwork and working toward a shared in-stitutional goal.

Julio Mata, Senior Assistant Director for Regional Enrollment at Miami UniversityElisa Krapcha, for Freshman Recruitment and Colorado Regional Representative at University of Kansas

FRIDAYJULY 20


FRIDAYJULY 20


It’s Fair to Compare: A Guide to the 2018 ACT/SAT Concordance9:15–10:15 AMGRANITE A/B/C





















The June 2018 introduction of the new ACT/SAT concordance tables allows admissions and enrollment managers to compare scores from the new SAT test (redesigned in 2016) and the ACT test. Attendees of this session will gain knowledge and tools to use the new tables consistently and fairly for all students and all schools while also learning more about what to consider when using the tables. Concordance limitations will be discussed and ample time will be alloted to have your questions answered.

Kenton Pauls, Director Higher Education Partnerships at ACT

Mid-Morning Refreshment Break10:15–10:30 AMCENTENNIAL BALLROOM FOYER


FRIDAYJULY 20

Closing Keynote—Panel Discussion: The College Admission Process: Confessions from High School Counselors!10:30–11:30 AMCENTENNIAL BALLROOM

A unique view into the college search and application process from the “other side of the desk.” National High School Counselors of the Year provide an insightful and good-humored panel presentation. Terri Tchorzynski is a professional school counselor at the Calhoun Area Career Center (CACC) in Battle Creek, Michigan. Terri was recognized as the American School Counselor Association’s (ASCA) 2017 National School Counselor of the Year. Katherine Pastor began serving as counseling department chair at Flagstaff High School in the 2008–2009 school year and was recognized as the 2010 Arizona School Counselor of the Year. Katherine was named the ASCA 2016 National School Counselor of the Year. Cory Notestine is the Counseling Services Facilitator for Colorado Springs School District 11. His work with students has been honored by School Counselor Associations in North Carolina and Colorado. In 2015, Cory was recognized as ASCA’s 2015 National School Counselor of the Year.

Have You Looked in Your Portfolio?

Check Out the Higher Education Research Digest

Find the 2018 Higher Education Research Digest at:act.org/researchdigest

2018 Higher Education Research Digest | 1

2018 Higher EducationRESEARCH DIGEST

Explore ACT Data to Help Inform Recruitment, Enrollment, and Success Strategies: Three New Publicly-Available ACT Databases

Building a Diverse and College-Ready Class: The Power of Social and Emotional Learning Skills

New Understanding of High School Rigor and College Success Predictions: An Empirically-Derived Index of High School Academic Rigor

Sticking to the Plan: Who Is Likely to Declare a Major That Is Consistent with Their Intentions?

College and Career Ready: How Much Academic Preparation Is Needed for Middle-Skills Jobs?

They May Be First but Will They Last? Retention and Transfer Behavior of First-Generation Students

Academic Readiness and Discipline: Two Factors Related to Degree Completion

Fair to Compare: A Guide to the 2018 ACT/SAT Concordance

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11

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18

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27

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Released annually in July, the ACT Higher Education Research Digest offers meaningful research insights for some of the most pressing questions impacting higher-education admissions and enrollment practice. Among other topics, this year readers will learn about the positive impact of social and emotional learning skills on student readiness, success, and completion. Additionally, the 2018 ACT/SAT Concordance is unveiled, along with an innovative new way to consider high school rigor. Visit act.org/researchdigest for more.

http://act.org/researchdigest

http://www.act.org/researchdigest

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JULY 15–17GAYLORD TEXAN RESORT &

CONVENTION CENTER DALLAS (GRAPEVINE), TEXAS

MARK YOUR CALENDARS NOW TO ATTEND THE 2019 ACT ENROLLMENT MANAGEMENT SUMMIT IN DALLAS!

SAVE THE DATE!

ENROLLMENT MANAGEMENT SUMMIT 2019

PO Box 168Iowa City, IA 52243-0168

*016707190* Rev 1© 2018 by ACT, Inc. All rights reserved.

Download the mobile app to get the most out of your Summit experience (see page 4)

Join the conversation. Find us on Twitter @ACT and tweet about the conference using #ACTEMS

Follow ACT on LinkedIn

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In 2018—to better meet the needs of today’s enrollment managers—we reimagined and relaunched the ACT Enrollment Planners Conference as the ACT Enrollment

Management Summit. The result? A new event, at a new location, featuring a certification workshop for enrollment management professionals, dozens

of new sessions, and more social activities for networking.

We’ll build on this momentum in 2019 at an amazing new venue. Join us and higher-education leaders from across the country

at this premier professional development event.

Learn more at act.org/enrollmentmanagementsummit

http://www.act.org/enrollmentmanagementsummit

act enrollment management summit program...enrollment rates for recent high school graduates have...

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