Tuesdays from April 16 to May 7, 2024 | Online

Fundamentals of Student
Recruitment Marketing

Develop marketing strategies to attract, convert, and retain
students who are a good fit for your institution.

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This course transcends traditional marketing boundaries, offering an immersive exploration of student enrolment marketing.

Guided by industry experts and trailblazers, you will:

Navigate the prospective student journey

Craft compelling personas

Master the art of impactful and measurable storytelling

Discover the secrets behind prioritizing program promotion

Explore diverse perspectives

Delve into the intricacies of measuring recruitment marketing ROI

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Without knowing the unique principles that drive higher education marketing strategies, you are at risk of:

Delivering unclear messages

Missing your target market

Failing to achieve your goals

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Who is this program for?

This program is designed exclusively for early- to mid-career higher education professionals in SEM and/or marketing and communications. Join a dynamic learning experience with:

Interactive sessions

4 live and interactive, 2-hour sessions for a total of 8 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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Develop the ability to measure and showcase the Return on Investment (ROI) of your marketing efforts

  • Understand the 4Ps in strategic enrolment marketing
  • Develop personas to inform integrated marketing
  • Prioritize and execute program promotions effectively

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Earn Your Fundamentals of Student Recruitment Marketing Micro-Credential

Upon completion of the Fundamentals of Student Recruitment Marketing program, graduates will be able to:

  • Describe the 4Ps in strategic enrolment marketing
  • Articulate how marketing supports the student recruitment funnel
  • Develop personas to inform integrated marketing based on the prospective student journey
  • Outline how program promotion differs from brand marketing or student cycle marketing
  • Effectively prioritize and execute program promotions
  • Measure the Return on Investment (ROI) of marketing efforts
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The Fundamentals of Student Recruitment Marketing program is for you!

  • Ready to level up your school’s marketing strategy?
  • Want to attract, convert, and retain the right students for your institution?
  • Looking for training designed specifically for PSE professionals?

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Your Action Plan

1

Register now

Sign up today before rates increase

2

Engage in the interactive program

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

3

Attract, convert, and retain students

Achieve great results for your institution and advance your career!

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Program & Schedule

The Fundamentals of Student Recruitment Marketing program features four, 2-hour sessions that include workshops, presentations, and panel discussions that will be presented live online over 4 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 four live sessions, it is expected that participants will complete 1 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/or completing quizzes.

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 6 months after the completion of the program.

Week 1 - The other M in SEMM

Tuesday, April 16, 2024

10:00am - 12:00pm PST / 1:00pm - 3:00pm EST

  • What is SEMM and what does it have to do with marketing?
  • The 4 Ps of higher ed marketing (spoiler alert – they aren’t the 4 Ps you are used to)
  • The state of higher ed marketing

Week 2 - Personas and Peregrinations

Tuesday, April 23, 2024

10:00am - 12:00pm PST / 1:00pm - 3:00pm EST

  • Understand the prospective student journey: trial, tribulations, and triumphs
  • Building a prospective student persona and knowing what to do with it
  • A storytelling strategy to match

Week 3 - Programs and Priorities

Tuesday, April 30, 2024

10:00am - 12:00pm PST / 1:00pm - 3:00pm EST

  • How to determine program promotion priorities
  • How program promotions differ from brand marketing or student cycle marketing
  • Case study in new program promotions
  • Case study in Indigenous programs promotion
  • Build your own program marketing roadmap

Week 4 - Performance & Persuasion

Tuesday, May 7, 2024

10:00am - 12:00pm PST / 1:00pm - 3:00pm EST

  • Measuring ROI: The basics of knowing and showing how marketing is feeding the student recruitment funnel
  • Qualitative feedback: when, how, and why
  • Convincing others to invest in marketing

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.

Presenters

2024 Panelists & 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.

JP Rains

Laurentian University

Director, Communications & Digital Strategy

JP Rains

Laurentian University

Director, Communications & Digital Strategy

JP Rains serves as Director of Communications & Digital Strategy at Laurentian University and teaches Sport, Media & Communication as a lecturer in the School of Sports Administration, within the Faculty of Management at Laurentian. He also spends time as President of Rains Media, working with clients in postsecondary education on student journey mapping and search engine optimization.

He earned his Masters in Business Administration and Bachelor of Commerce, specialized in Sports Administration at Laurentian University. JP is a past chair of the board for the Post Secondary Education Web Conference of Canada, a past board member with the Laurentian University Alumni Association, and the Chair of the Golf Marathon Sudbury an organization which has raised over $500,000 for children's health in Sudbury. In 2012, he was named to Sudbury's Top 40 under 40.

He is a published author in the Journal of Education Advancement and Marketing.

Susan Mainella

University of Manitoba

Executive Director Marketing

Debbie Rogers

St. Lawrence College

Associate Director of Global Marketing

Debbie Rogers

St. Lawrence College

Associate Director of Global Marketing

Debbie Rogers is a strategic marketing leader with a diverse global marketing and team management background. She’s all about achieving exceptional results by combining a visionary approach with meticulous planning with data-driven insights.

As the Associate Director of Global Marketing at St. Lawrence College in Ontario, Debbie leads the development of worldwide strategies and multilingual campaigns to attract prospective students, boost the College’s image, and hit those enrolment goals.

A proud graduate of SLC’s Integrated Marketing Communications program, Debbie’s marketing career has taken her through roles in economic development, tourism, arts & culture, sustainability, bioenergy, and various local small businesses before landing her in the education sector in 2015.

Besides making the marketing magic happen, you’ll find Debbie exploring the world (while searching for the best lattes), raising a kind little human, and ambitiously tackling DIY projects at home. She’s not just a marketing pro; she’s a force of passion and creativity!

Christian Robin

Red River College Polytechnic

Director, Marketing and Web Presence

Christian Robin

Red River College Polytechnic

Director, Marketing and Web Presence

Born and raised in Saint-Boniface, Christian is a proud franco-Manitoban Métis who spent six years in Alberta before being drawn back to his homeland. With decades of experience and higher education in business, marketing, law, and tourism & leisure, Christian likes to think big, and see the big picture.

Christian is the Director of Marketing and Web Presence for RRC Polytech. As an intrapreneur (not a typo), he leads a talented team of professionals while marketing one of Manitoba's Top 10 most valued brands to audiences both locally and globally.

You may have heard of or even experienced some of his bold initiatives, including the Glass Floor attraction at the Calgary Tower, the Flags of the World display outside the Royal Canadian Mint, and the very first marketing campaigns and public programs offered by the Canadian Museum for Human Rights. He also spearheaded the effort to honour Manitoba icon Gabriel Langlois (Dancing Gabe) with an Honourary Diploma from RRC Polytech and initiated Winnipeg's successful Guinness World Record attempt for the longest frozen river trail (much to the chagrin of the City of Ottawa).

In his spare time, Christian is a community advocate, ball hockey organizer and coach, mentor to young entrepreneurs, and an active Director on multiple Boards for organizations and causes, including:

☆ The Forks North Portage Partnership (Board of Directors)
☆ National Film Board of Canada (Board of Trustees)
☆ CreativeMornings Winnipeg (Co-Founder / Steering Committee)
☆ Clear Lake Cabin Owners' Association of Riding Mountain National Park (President)
☆ Champlain Community Centre (Board of Directors)
☆ Canadian Colleges & Institutes MarCom Leaders Guild (Co-Founder / Co-Chair)
☆ Festival du Voyageur’s Wise Wolf Trading Post (Co-Founder / Co-Chair)

Christian has often been told (and not just by his mom) that his optimism is contagious, his drive is unwavering, and his contributions are invaluable. While Christian tends to shy away from the spotlight, he takes great pride in making a meaningful and lasting impact on his community.

Jackie Cox

SAIT

Director, Marketing and Recruitment

Jackie Cox

SAIT

Director, Marketing and Recruitment

Jackie Cox is the Director of Marketing and Recruitment at the Southern Alberta Institute of Technology (SAIT), where she leads strategic initiatives to elevate the institution's brand and drive enrollment. With more than two decades of marketing experience, Jackie is adept at crafting and executing effective and impactful integrated strategies and campaigns.

Vicky Arnold

Queen’s University

Associate Director, Marketing and Communications

Vicky Arnold

Queen’s University

Associate Director, Marketing and Communications

Vicky is the Associate Director, Marketing and Communications, for the Faculty of Arts and Science at Queen’s University.

Vicky supports the Executive Director of Communications and Marketing, and the Dean and senior leadership team, on internal and external communications. She is responsible for the development, implementation, and evaluation of marketing and communications strategies for the Faculty. This includes providing advice, tools, and expertise through the Dean’s Office to the over 30 academic units within the Faculty of Arts and Science, the largest faculty at Queen’s.

In addition to her previous positions at the School of Graduate Studies, Faculty of Education, and University Research Services at Queen’s University, Vicky has over 20 years of work experience in higher education in Canada and abroad. She has worked as a marketing consultant, program manager, and instructor. Her passion for stories and storytelling dates back to her own experience as a graduate student, when she wrote a biography as her thesis for her Master’s in Russian History.

Vicky’s passion for stories and culture has brought her around the world, as well as closer to colleagues and friends on the traditional lands of the Anishinaabe and Haudenosaunee peoples, where Queen’s University now sits.

It is also what brings her to this course - in her presentation on niche marketing, she will share her experience of working in partnership with the Faculty’s Department of Languages, Literatures and Cultures and Tsi Tyónnheht Onkwawén:na Language and Cultural Centre in Tyendinaga Mohawk Territory to launch and continue to support the unique Queen’s Certificate in Mohawk Language and Culture that is delivered in Tyendinaga.

Dedicated Support

Jennifer Powell

Director,
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.

FAQs

Frequently asked questions

What is the schedule and time commitment?

The core of the program is four, 2-hour live sessions held over 4 weeks on Tuesdays. In addition to the live sessions, it is expected that participants will complete 1-2 hours 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 6 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 an early- to mid-career 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

Ticket rates increase on April 14, 2024!

Individual

$795$995

per person

Group of 3 to 5

$636$796

per person

Group of 6 or more

$556.50$696.50

per person

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.