Tuesdays from September 17th to October 15th, 2024 | Online

Strategic Enrolment Marketing for Leaders

Elevating your institution's marketing and enrolment strategies to new heights.

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In an era of unprecedented competition and rapid change, navigating the complexities of higher education requires a strategic approach to marketing and communications.

This comprehensive course delves into the intricacies of building:

A differentiated brand presence

Fostering collaboration across diverse and decentralized organizational structures

Crafting integrated institutional marketing, recruitment, and communications plans

Navigating challenges with resilience and marketing innovation.

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Through this program, you will:

  • Understand the competitive dynamics of the higher education landscape and develop strategies to differentiate your institution effectively.
  • Learn to foster collaboration and cohesion within organizational structures, breaking down silos and cultivating high-performing teams.
  • Develop integrated marketing and communication plans that garner stakeholder buy-in, measure success, and optimize budget allocation.
  • Master crisis communication and brand management techniques to navigate challenges with resilience and strategic foresight.
  • Engage in collaborative sessions to address specific challenges, uncover blind spots, and co-create innovative solutions with industry experts.

For the full list of learning outcomes, please visit the Program & Schedule section below.

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Join a dynamic learning experience with:

Interactive sessions

Five live and interactive, two-hour sessions for a total of 10 hours of active learning

Real-life case studies

Real case studies and examples from Canadian institutions

Facilitated discussions

Highly experienced and approachable instructors

Dedicated web portal

Templates, slides, and other real-life materials to draw from

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Earn Your Strategic Enrolment Marketing for Leaders Micro-Credential

Active participants who complete the program requirements will receive their micro-credential in Strategic Enrolment Marketing for Leaders, including a certificate and badge, and will be included in the list of qualified program graduates.

Your micro-credential is evidence of the learning outcomes you have achieved. It can be added to your professional qualifications, shared on LinkedIn, and used to advance your career.

Your Action Plan


Register now

Sign up today before rates increase


Engage in the interactive program

You’ll be on the fast track to becoming a strategic enrolment marketing pro


Attract, convert, and retain students

Achieve great results for your institution and advance your career!

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Program & Schedule

The Strategic Enrolment Marketing for Leaders program features five two-hour sessions that include workshops, presentations, and panel discussions which will be presented live online over five weeks.

Weekly sessions will include opportunities for participants to reflect on their learning, participate in small and large group discussions, meet with their peers, and complete self-guided learning assignments.

In addition to the live sessions, participants are expected to complete one hour of homework each week. Homework will consist of literature reviews, posting and commenting on discussion board topics, connecting with co-participants, watching video recordings, and creating action plans and strategies.

Participants will be supported via a dedicated web portal to access educational materials, connect with peers, post and comment on coursework, discuss topics of interest, and share best practices and information throughout the program.

All live workshops will be recorded and made available for review for six months after the program's completion.

Week 1 – Your “You”nique Selling Proposition: Differentiation in Higher Education

Tuesday, September 17th, 2024

10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

In the first week, we explore the dynamic landscape of higher education, dissecting the forces driving competition and collaboration. From understanding brand insights to harnessing the power of social listening, participants will discover actionable strategies to elevate their institution's visibility and distinctiveness.

Learning Outcomes

  • Understanding the hyper-competitive higher education landscape.
  • Turn brand insights into action to get your institution noticed.
  • From competitor to collaborator – growing the pie versus growing your piece of the pie.
  • Learn how to do your own social listening and a living brand study.

Week 2 – From Chaos to Clarity: Purposeful People Structures, Tools, and Supports for Success

Tuesday, September 24th, 2024

10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

Amidst the chaos, clarity emerges. This week focuses on forging cohesive organizational structures and nurturing high-performing teams. Participants will delve into the intricacies of breaking down silos, fostering data-informed decision-making, and cultivating communities of practice for enhanced collaboration and effectiveness.

Learning Outcomes

  • How to create brand cohesion in a decentralized environment.
  • Compare organizational structures in higher education and discuss the pros and cons of each.
  • Understand what silos need to be broken down to create a data-informed and SEM-forward organization.
  • Setting up marcom communities of practice that have deep engagement and collaboration across campus.
  • Gain insights into best practices for developing a high-performing marcom team in higher education.

Week 3 – Budgeting and Buy-In

Tuesday, October 1st, 2024

10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

Success begins with a plan. Participants embark on a journey of strategic planning, crafting integrated marketing and communication strategies tailored to their institution's unique needs. From garnering stakeholder buy-in to measuring success through comprehensive dashboards and ROI-based budgeting, this week equips participants with the tools for sustainable growth and impact.

Learning Outcomes

  • Pen your integrated marketing and communications (IMC) plan for your institution.
  • Developing an ROI-based budget.
  • Plot your IMC buy-in and adoption strategy.
  • Learn best practices in communicating your plan and outcomes to leaders across your institution.
  • Develop your IMC dashboard to measure your success.

Week 4 – Everything’s on Fire, Moving from Reactive to Proactive

Tuesday, October 8th, 2024

10 a.m. 12 p.m. PST / 1 p.m. - 3 p.m. EST

Resilience in the face of adversity is paramount. Participants learn to anticipate and navigate crises through proactive issues and communication frameworks. With insights on brand management and leveraging influencers strategically, participants emerge equipped to weather storms and emerge stronger than before.

Learning Outcomes

  • Develop a proactive issues communications framework.
  • Know when you need to go to the brand rescue and when to let it be.
  • Plan what influencers can help when you call.

Week 5 – Inside the Vault: A Choose Your Own Adventure Session

Tuesday, October 15th, 2024

10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

The culmination of our journey offers a unique opportunity for personalized guidance and collaboration. Led by seasoned industry leaders, this interactive session empowers participants to address pressing challenges, uncover blind spots, and cultivate innovative solutions through the Troika liberating structures methodology.

Learning Outcomes

  • Develop a peer network of support.
  • Find solutions to your most pressing SEM issues.
  • Develop industry resiliency.

Lead Instructor

Lindsey Fair, MBA, PhD

Dr Fair, although rarely called that, is a dynamic force in Canadian higher education marketing and innovation. Armed with a Ph.D. in place branding from Queen’s University, Lindsey is definitely not your typical academic.
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From navigating the adventure tourism business to leading high-performing teams, Lindsey is a seasoned trailblazer with a diverse educational background, including an MBA in Community Economic Development and micro-certificates in Indigenous Canada and Crisis Communications. Currently, Lindsey serves as the Associate Vice President of Communications and Marketing at the University of Victoria, orchestrating a new integrated marketing and communications plan for the institution and steering the institution towards a data-driven communications culture.

Before this role, Lindsey showcased prowess as the Associate Vice President of Marketing at SAIT, implementing major systems and spearheading a nationwide collaborative PR campaign, bringing together 11 polytechs that earned industry acclaim, all while winning 20+ higher education marketing awards. At Queen’s University, she served as the Director of Recruitment, Marketing, and Communications, leaving an indelible mark there, too, by launching innovative student recruitment strategies.

But Lindsey’s impact extends beyond academia. A community builder at heart, she has been involved in numerous boards, councils including our own SEMM Forum and mentoring programs, leaving an enduring legacy in each role.

Whether delivering masterclasses on strategic marketing or presenting at national conferences, Lindsey continues to be a sought-after speaker, sharing insights on digital innovation, modernizing customer engagement, and the psychographics of adult learners, to name a few.

Lindsey is fueled by passion, expertise, a little coffee, yummy chocolate, and an insatiable curiosity for the world.


Instructors and Facilitators

Graham Donald

Brainstorm Strategy Group Inc.

Founder & President

Graham Donald

Brainstorm Strategy Group Inc.

Founder & President

Graham Donald is one of North America’s leading experts on attracting, recruiting, and engaging students and graduates.

He founded Brainstorm Strategy Group Inc. in 2003 to focus on improving students’ school-to-work transition by advising and training both the employers that hire students and the educators who support their career development on campus.

His clients have included KPMG, PwC, University of Toronto, Deloitte, GE, McGill University, HSBC, UBC, Rutgers University, Kraft, and many others.

He chairs several conferences annually including the Campus Recruiting Forums in cities across Canada and the USA; the Canadian Career Development Summit; and, the Strategic Enrolment Marketing & Management Forum. He also speaks regularly at conferences across the US and Canada.

Graham Donald is a firm believer in the value of a general arts education and makes use every day of the skills he developed pursuing a double-major in English and Literary Studies. He received both his BA and MBA from the University of Toronto.

Richard Hampshire

Conestoga College

Marketing Director

Lara Johnson


Vice President, Marketing and Communications

Diane Kenyon

University of Calgary

Leadership Consultant, Retired VP University Relations

Heather Magotiaux


Vice President External Relations

Ryan Morabito

5 Degrees Branding

Senior Advisor, Strategist

Kathy O’Brien

St. Lawrence College

Senior Vice President, Advancement, Strategy and Communications

Joyce Peralta

McGill University

Manager Digital Communications

Mark Savenkoff

Algonquin College

Vice President Advancement and Strategy

Dedicated Support

Jennifer Powell

Community Engagement

As the SEMM Academy’s dedicated program support person, I’m committed to ensuring that participants and presenters get the most out of their experiences. I am happy to answer questions and provide information and updates to ensure that you are well-equipped for this unique learning opportunity.


Frequently asked questions

What is the schedule and time commitment?

The core of the program is five two-hour live sessions held over five weeks on Tuesdays. In addition to the live sessions, participants are expected to complete one hour of homework each week consisting of literature reviews, posting and commenting on discussion board topics, connecting with co-participants, watching video recordings, and/or completing quizzes.

Will there be recordings available?

Yes, all sessions will be recorded and available exclusively to program participants on the dedicated web portal for six months after the completion of the program.

What happens if I miss a session?

There’s a good chance that a session or two may conflict with your other commitments. Recordings of sessions will be posted on the web portal along with educational materials within 24 hours of each workshop, so you’ll have plenty of opportunities to catch up.

Who should participate?

If you’re a mid-career to seasoned higher education professional in SEM and/or marketing and communications who wants to level up and help your school develop marketing strategies to attract, convert, and retain students who are a good fit for your institution, then you should participate!

Registration Rates



per person

Regular rate valid until
August 15th, 2024

Group of 3 to 5


per person

Regular rate valid until
August 15th, 2024

Group of 6 or more


per person

Regular rate valid until
August 15th, 2024

No refunds will be provided within three weeks of the program. Cancellations three weeks or more before the event date will be refunded less a $100 administration fee.

Substitutions from the same organization are welcome at no cost up to three weeks before the event date.