Systems Thinking is the Key to SEM Success

There is no doubt that Canadian colleges and universities turn to Strategic Enrolment Management (SEM) for managing student enrolment. However, if you and your team do not truly understand what SEM is and the importance of looking at the institution as a whole rather than in parts, are you contributing effectively?

It's time to take your day-to-day institutional lens off and uncover how every role within your institution intersects and truly supports organizational success.

In this interactive session, participants will learn and discuss the basics of systems thinking and how institutions can introduce and support the implementation of an enrolment management ecosystem at their institutions.

Learning Outcomes

• Understand the core concepts and objectives of SEM
• The role of SEM on campus
• How your work and role fit into the SEM ecosystem
• Potential ways to structure your business for SEM success
• Tools to effectively implement SEM

Featuring:

Dr. Clayton Smith

Professor, Faculty of Education, University of Windsor
Associate Faculty, Strategic Enrolment Management Graduate Certificate, Royal Roads University
Editor-in-Chief, Strategic Enrollment Management Quarterly
Senior Consultant, AACRAO Consulting

Over the course of his career, Dr. Smith has amassed significant knowledge and expertise in the areas of strategic enrolment management, internationalization, student affairs, and academic governance.

He is currently engaged in research to explore the promising teaching practices for teaching linguistically and culturally diverse international students by identifying the teaching practices that have high levels of international student satisfaction and perceptions of student learning, ways of achieving a sense of belonging for international students attending secondary schools, micro-aggressions experienced by international students at post-secondary institutions, and the use of Open Educational Resources (OER) to enhance interdisciplinary teaching and learning.

Dr. Smith holds a B.A. in Political Science from the University of Southern Maine, an M.A. in Political Science from Drew University, an M.P.A. in Public Administration from the University of Maine, and an Ed.D. in Higher Education from Florida State University.

Drowning in Data: Practical Lessons to Make Better Use of Your Data

Most colleges and universities excel in data collection for regulatory reasons as well as an innate curiosity about the people and processes of education.

But the data brings familiar questions: What does it tell us? How can we be sure? How can we leverage our data to answer the big challenges we face?

Looking back over 15 years of market research in the post-secondary sector, some lessons stand out. In this pre-conference session, Kirk Kelly of CRI will share some lessons about addressing operational challenges:

• The one question you must always answer
• Getting the right fit between a problem and the analytical approach to be able to derive practical results
• Synthesizing results and isolating the changes that will let you move forward.

Together, we will look at some common problems and how the right analytical approach can make a difference. Registrants are invited to share a problem they’re trying to solve or a 20-line sample of anonymized data to extract the meaning. Send your problem or data at least 15 days before the session. If time permits, the anonymous data and the problem(s) to be solved will be presented to the group for discussion and analysis.

Registrants will leave the workshop with a better understanding of how to clearly define a problem so it can be solved, assess whether they can do it with the data they have or if they need more data, and find the right fit between the analytical approach and the problem they want to solve.

Featuring:

Kirk Kelly

CRi Facts - Customer Relationship Index Inc.

Kirk is a founder of Customer Relationship Index Inc. (CRi) and has worked with nearly every client over the company’s 19-year history. The common thread running through the work of Kirk and his colleagues in market research is a relentless focus on generating concrete recommendations for clients built on a strong foundation of in-depth analysis and synthesis.

After completing his Bachelor of Science in Biological and Medical Sciences at the University of Toronto, Kirk discovered that his initial plan to pursue a doctorate in Medicine was not for him. He became an entrepreneur in the marketing, design, communications and research sectors and hasn't looked back.

Over the last 40 years, Kirk has worked with amazing organizations including Royal Bank of Canada, Merck Frosst, BDC, Brookfield, Air Canada, Alcan, IBM, almost every major developer in Toronto & Montreal as well as 61 Canadian universities and colleges.

Strategic Marketing & Communications Masterclass: Crafting Your Institutional Blueprint for Success

An immersive and results-driven workshop, with case studies as evidence, that will guide you through the process of creating a powerful Strategic Marketing & Communications Plan tailored to your higher education institution. In this comprehensive masterclass, learn how to navigate the complexities of market research, stakeholder engagement and alignment, and goal setting to develop a strategic blueprint that aligns with your institution's vision and drives sustainable growth. From targeted audience segmentation to integrated marketing strategies, this workshop will equip you with the tools and expertise needed to create a compelling plan that sets your institution on the path to success.

By exploring this comprehensive case study, participants will gain valuable insights into the elements of crafting a strategic marketing and communications plan that can serve as a blueprint for success, driving institutional growth, and fostering competitive advantage in the higher education landscape.

Learning Outcomes
This case study will offer actionable takeaways and practical tips for attendees to apply when developing their institutional marketing and communications plans.

• Market Research & Analysis: Learn how the institution conducted in-depth market research to gain a profound understanding of the competitive landscape, audience preferences, and emerging trends.
• Stakeholder Engagement: Discover the strategies employed to involve key stakeholders, including faculty, administrators, and students, to ensure their perspectives and insights were incorporated into the plan.
• Strategic Goal Setting: Explore the process of defining clear and measurable objectives that align marketing and communication initiatives with institutional aspirations for growth and differentiation.
• Targeted Audience Segmentation: Understand how the institution identified and prioritized target audiences, allowing for tailored messaging that resonates with each segment's unique needs and interests.
• Integrated Marketing Strategies: Witness the development of an integrated marketing and communications approach, blending digital, social, print, and other channels for maximum impact and consistent brand representation.
• Resource Allocation & Timeline: Examine the strategies used to allocate resources effectively, ensuring the plan's successful execution within a specified timeline and budget.
• Monitoring & Adaptation: Learn about the establishment of KPIs and a system for continuous monitoring, allowing the institution to adapt strategies in response to changing market dynamics.
• Measuring Success: Discover the evaluation methods employed to gauge the plan's success and demonstrate the return on investment for various marketing and communication initiatives.

Featuring:

Lindsey Fair

Associate Vice President, Communications and Marketing, University of Victoria

With 20+ years in higher education – teaching and administration, at colleges, universities and a Polytech – Lindsey knows the ins and outs of SEM from all angles.

Lindsey started her career in marketing at a hotel the day after graduating by putting her resume on the side of a coffee mug which the hiring manager couldn’t shuffle to the bottom of the stack. She has created notable student recruitment campaigns that have 96% conversion rate to ones that prompted a call to the minister’s office from a competitor when it started to make waves and take off on Reddit.

Before higher ed she owned a web development company in Nepal with her husband, co-authored a business strategy book for entrepreneurs, and ran an Innovation Centre. Fueled by coffee and crafting, Lindsey also has an MBA and recently completed her PhD in Place Branding from Queen’s University.

Now the Associate Vice President of Communications and Marketing, Lindsey is working on making UVic less of a best kept secret – because the best things just shouldn’t be secrets, right?!

Strategic Marketing & Communications Masterclass: Crafting Your Institutional Blueprint for Success

Leading SEMM initiatives on campus requires overcoming many roadblocks, educating colleagues, gaining buy-in from leadership and academics, and a lot of stamina! Often it means taking responsibility for outcomes without always having the authority to make changes. All of this can be quite isolating. But chances are good that someone has been through similar experiences elsewhere and has ideas to share and support your efforts.

This session will provide an opportunity for leaders of strategic enrolment management initiatives to participate in facilitated discussions of their challenges. Participants will invited to share their experiences with SEM planning and implementation and benefit from the perspectives and insights of their peers from across the country.

Participants will leave with a fresh perspective, new ideas, and energized by the support of peers.