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The Art, Science, and Magicof Creative Victories ( 95)Wednesday, 1:30 – 3:30 p.m.LINCOLNSHIRE I & II/6TH FLOORIn case you haven’t noticed, all colleges and universitiespretty much offer the same stuff. And not-so-surprisingly,most of them talk very similarly about that stuff. Whenyou’re on the receiving end of same-sounding, samelooking, same-smelling higher education marketingmessages, the promotional blur is forgettable. That is, untilyou see something that grabs your heart, your head, andyour throat at the same time. An idea, an approach, animage, a film, a digital experience, a collection of words orsounds that refuses to be ignored. A creative concept thatstands up. And stands out. They’re few and far betweenin higher education, so there’s significant opportunity forcollege and university marketers to help pull their schoolsout of the blur. This highly interactive moderated paneldiscussion will provide attendees with the inspiration andguiding principles—supported by engaging case studies—to pump fresh new energy into campus-based marketingand communications operations whose staff members arechallenged to deliver extraordinary creative solutions tosupport institutional brand, recruitment, and advancementmarketing.Moderator: Eric Sickler, Vice President for Client Services,StamatsPanelists:Danny Akright, Digital Media Publisher, Drake UniversityBill Thorburn, CEO and Chief Creative Executive,The Thorburn GroupCollette Litzinger, Director of Integrated Marketing,The Thorburn GroupWEDNESDAY JULY 15PRE-CONFERENCE SESSION W1.7Pre-Conference SessionsACT ENROLLMENT PLANNERS CONFERENCE9

WEDNESDAY JULY NG KEYNOTE ADDRESSWednesday, 4:00 – 5:00 p.m.SALON III/7TH FLOORThe Big Picture is YOU: You Make the Difference—Dr. Bertice BerrySociologist Bertice Berry, PhD, is a bestselling author and award-winning lecturer who has beennamed Comedian of the Year, Lecturer of the Year, and Entertainer of the Year. She has published11 bestselling books in both fiction and nonfiction and has won numerous awards and accoladesfor both her writing and presentations. Berry has had her own nationally syndicated television showand has hosted, interviewed, and made numerous television, documentary, and radio appearanceson a variety of diverse venues, including The Tonight Show, The Oprah Winfrey Show, BetweenThe Lions, Crossfire, 20-20, NPR, PBS, Comedy Central, and CBN.Dr. Bertice BerryBerry has used her unique gifts and talents as a writer and ghostwriter for others on a wide rangeof topics, including race and gender issues, sociological studies, stratification, healthcare reform,humor, spirituality, sexuality, slavery and the abolitionist movement, weight loss and wellness,relationships, servant leadership, transformational leadership, diversity, and love.Berry has led parades, had classrooms named after her, and has been awarded more than ten honorarydoctorates. She earned her own doctoral degree from Kent State University at the age of 26.“If you ain’t dead, you ain’t done,” a character in one of Berry’s novels says.Berry believes that every one of us has been given a unique purpose and it is our obligation to find it anduse it to improve first our own selves and then the lives of those we live and work with.Berry is most proud of becoming an instant mother to her five adopted children. She sees her role as amother as her most fulfilling achievement in life.“They really are my blessing in disguise,” Berry says. “I’m just waiting for them to take the costumes off.”You’ll laugh, you’ll feel, you’ll be inspired, and one thing is certain—you’ll leave much differently than you came.CONVERSATIONS WITH DR. BERRYWednesday, 5:00 – 5:30 p.m.SALON III/7TH FLOORHOSTED RECEPTIONWednesday, 5:30 – 6:30 p.m.HALSTED FOYER/4TH FLOOR10ACT ENROLLMENT PLANNERS CONFERENCE

THURSDAY JULY 16THURSDAY AT-A-GLANCE7:00 A.M. – 5:00 P.M.REGISTRATIONFOYER/7TH FLOOR7:00 – 8:30 A.M.CONTINENTAL BREAKFASTFOYER/7TH FLOOR8:30 – 9:30 A.M.WELCOMESALON II & III/7TH FLOORKristie FisherPLENARY ADDRESSBig Data, the Census, and Ground Truth: How Layering Your Data on Census BureauStatistics Can Reveal the Truth of the World—Eric NewburgerMORNINGSESSIONS9:45 – 10:45 A.M.11:00 A.M. – 12:00 P.M.SALON I/7TH FLOORT1.2College Admissions and Social Media: How to Appeal to Prospective Students(Without Sounding Totally Lame)CLARK/4TH FLOORT1.3Don’t Stop Believing: The Non-Traditional Journey to UNCWBELMONT/4TH FLOORT1.4The Excitement Factor: Drive Enrollment by Creating Student ExcitementARMITAGE/4TH FLOORT1.5The Future of Adult Student RecruitmentADDISON/4TH FLOORT1.6Effective Recruitment Strategies for Specialized Colleges and/or MajorsMICHIGAN & MICHIGANSTATE/6TH FLOORT1.7Why Your Award-Winning Website is Utterly Unusable: Using Analytics to Builda Better Admissions SiteINDIANA & IOWA/6TH FLOORT1.8Implementing a Culture of LeadershipNORTHWESTERN & OHIOSTATE/6TH FLOORT1.9Finding the Intersection of Brand and Value: How Murray State UniversityExamined its Value Identity and Found a Strategic Path ForwardPURDUE & WISCONSIN/6TH FLOORT1.10ACT 2014 STEM Condition Report: Current TrendsLINCOLNSHIRE I & II/6TH FLOORT2.1The Imperative of Strategic Enrollment Planning: Why Today’s EnvironmentRequires More Planning, and Why It’s Risky to DelayADDISON/4TH FLOORT2.2How to Prepare for, Persevere through, and Totally Rock a Website LaunchBELMONT/4TH FLOORT2.3Still Reinventing the Campus Visit—Making Moms Cry Since 2013ARMITAGE/4TH FLOORT2.4Exploring Retention Predictive AnalyticsCLARK/4TH FLOORT2.52015 Stamats TeensTALK TM ReportSALON I/7TH FLOORT2.6Coming Together: Student Success and the Community CollegeMICHIGAN & MICHIGANSTATE/6TH FLOORT2.7Offering Hope and Humor to Students: Increasing Retention, Learning Gains,and Completion Goals through LaughterINDIANA & IOWA/6TH FLOORT2.8From Prospect to Graduate: Perfecting the Partnership of Admissions and RetentionNORTHWESTERN & OHIOSTATE/6TH FLOORT2.9Serving Postsecondary Institutions in the 21st CenturyPURDUE & WISCONSIN/6TH FLOORT2.10Developing a Price Guarantee Model: Lessons LearnedLINCOLNSHIRE I & II/6TH FLOORACT ENROLLMENT PLANNERS CONFERENCEConference SessionsMORNINGSESSIONST1.1Creating a SEM Plan11

THURSDAY JULY 1612:00 – 1:30 P.M.HOSTED LUNCHEONSALON II & III/7TH FLOORExpanding Student Opportunities—Ty CruceAFTERNOONSESSIONSConference Sessions1:45 – 2:45 P.M.AFTERNOONSESSIONS3:00 – 4:00 P.M.4:00 – 5:00 P.M.T3.1Holistic Admissions/Predictive Retention: Effectively Applying Noncognitive VariablesSALON I/7TH FLOORT3.2Utilizing Online Tools to Strengthen the K–12 Recruitment PipelineINDIANA & IOWA/6TH FLOORT3.3The Best Enrollment Marketing and Communications Ideas of 2015ARMITAGE/4TH FLOORT3.4The Personality and Reputation Effect on Enrollment GrowthADDISON/4TH FLOORT3.5Meeting Students in the Digital WorldBELMONT/4TH FLOORT3.6Print Is Not Dead—Suspects are GoldMICHIGAN & MICHIGANSTATE/6TH FLOORT3.7Mapping the College Planning Process: An Exhaustive Look at the Overall College PlanningProcess Throughout High SchoolCLARK/4TH FLOORT3.8Engaging Stakeholders in Developing a Holistic Retention Program from the Ground Up!NORTHWESTERN & OHIOSTATE/6TH FLOORT3.9Enhancing Student Success by Identifying and Re-Recruiting Stopouts and DropoutsPURDUE & WISCONSIN/6TH FLOORT3.10EOS “Get Your Name in the Game” Initiative: Lessons from the First Six MonthsLINCOLNSHIRE I & II/6TH FLOORT4.1Using Satisfaction Data for RetentionSALON I/7TH FLOORT4.2Change at the Top: A View From the MiddleMICHIGAN & MICHIGANSTATE/6TH FLOORT4.3Mythbusting Admissions: Where Prospects and Professionals Agree and Disagree onEnrollment Marketing, Messages, and ChannelsARMITAGE/4TH FLOORT4.4Enrollment Management MoneyballADDISON/4TH FLOORT4.5Predicting Enrollment Using Neural Network Analysis of Social BehaviorBELMONT/4TH FLOORT4.6Homecookin’: A Southerner’s Guide to Planning the Perfect Campus VisitCLARK/4TH FLOORT4.7ACT Prep as an Outreach StrategyINDIANA & IOWA/6TH FLOORT4.8Need to Re-Strategize: Let’s Play SmartNORTHWESTERN & OHIOSTATE/6TH FLOORT4.9Successful Transfer Admissions at a Private InstitutionPURDUE & WISCONSIN/6TH FLOORT4.10Statewide ACT Testing for Juniors: A Conversation about the Impact on EnrollmentManagementLINCOLNSHIRE I & II/6TH FLOORKEYNOTE ADDRESSSALON II & III/7TH FLOORThe Work: The Quest For Our Work That Matters—Wes Moore5:30 – 6:30 P.M.BOOK SIGNINGSALON I/7TH FLOORWes Moore5:00 – 6:30 P.M.12ACT EPC 30th Anniversary CelebrationACT ENROLLMENT PLANNERS CONFERENCEFOYER/7TH FLOOR

THURSDAY JULY 16REGISTRATIONThursday, 7:00 a.m. – 5:00 p.m.FOYER/7TH FLOORConference SessionsCONTINENTAL BREAKFASTThursday, 7:00 – 8:30 a.m.FOYER/7TH FLOORWELCOME AND PLENARY ADDRESSThursday, 8:30 – 9:30 a.m.SALON II & III/7TH FLOORWELCOMEKristie Fisher, Assistant Vice President, Client Partnerships, ACTPLENARY ADDRESSBig Data, the Census, and Ground Truth:How Layering Your Data on Census Bureau StatisticsCan Reveal the Truth of the WorldDoes a federal statistical system still have a place in a world of ubiquitous data?The US Census is a holdover from the Enlightenment. It comes from a past when only our centralgovernment had the scale to collect and publish datasets of national dimensions. Indeed, today’sfederal statistical system collects more than 200 distinct datasets a year, spanning the people,places, and economy of the nation. In the last decade, this data has been utterly dwarfed by the scaleof data amassed by private firms. The credit card, the cell phone, and Twitter have flooded the worldwith data. Digital communications technologies provide even small firms with access to automatedsurveys, search engines, and powerful analytic tools for parsing their (now electronic) client records.Eric NewburgerEric Newburger argues that Census data, properly used, is more powerful than ever. He sees(and shares) insights in the trends from recent decades and projections for the future. He suggestsmethods for combining private datasets with public datasets to create hybrid pictures of the worldthat might inform decisions today, and reveal what is to come tomorrow.Eric Newburger, Assistant to the Associate Director of Communications, Census BureauACT ENROLLMENT PLANNERS CONFERENCE13

THURSDAY JULY 16Conference SessionsCONFERENCE SESSION T1.1Creating a SEM PlanThursday, 9:45 – 10:45 a.m.SALON I/7TH FLOORThis session is designed to acquaint participants withthe elements of a SEM plan, the processes used tocreate plans, and how to create institution-wide teamsfor planning and implementation.Tom Green, Associate Executive Director, Consultingand SEM, AACRAOCONFERENCE SESSION T1.2College Admissions and Social Media:How to Appeal to Prospective Students(Without Sounding Totally Lame)Thursday, 9:45 – 10:45 a.m.CLARK/4TH FLOORYou’ve probably checked Facebook, Twitter, Instagram,Pinterest, Snapchat, or another site at least once sincethe opening of this program—and chances are a highschool student has, too. Social media is an engaging,interactive, and low-cost way of reaching out to prospectivestudents where they spend most of their time: on theirphones and computers. This session will present strategiesundergraduate admissions offices can use to engagestudents through social media sites, specifically focusingon ways to communicate your message in a voice that willresonate with high school–aged prospective students.We’ll discuss popular sites, innovative ways social mediacan help you communicate your goals and values tostudents, and social media do’s and don’ts. We will alsodiscuss strategies for establishing an admissions-specificsocial media presence separate from your university’sgeneral communication stream.Grace Chapin, Senior Assistant Director of Admissions,The University of ChicagoCONFERENCE SESSION T1.3Don’t Stop Believing: The Non-TraditionalJourney to UNCWThursday, 9:45 – 10:45 a.m.BELMONT/4TH FLOOROne of the rising trends in higher education, andtherefore a rising priority for enrollment managers, is thepopulation growth of “non-traditional” students. In thispresentation, we will examine four distinct non-traditionaltransfer student types at UNCW and show how our data,examined over the past three years, substantiates a needfor specialized enrollment strategies for non-traditionalstudents. We will also explore how our particular strategiesare working to meet the unique needs and demographicsof these students. Some of the strategies we will shareinclude recruitment, communication, and integrationmethods. At the end of the presentation, we will invite anopen forum for further discussion on how to meet theneeds of this growing population.14ACT ENROLLMENT PLANNERS CONFERENCEJessica Overton, Transfer Admissions Coordinator,University of North Carolina WilmingtonKelley Griffin, Transfer Admissions Coordinator,University of North Carolina WilmingtonCONFERENCE SESSION T1.4The Excitement Factor: Drive Enrollmentby Creating Student ExcitementThursday, 9:45 – 10:45 a.m.ARMITAGE/4TH FLOORThis will be an enlightening and thought-provokingsession where you will learn the findings and implicationsfrom a groundbreaking study. This study revealed thata prospective student’s excitement about attending acollege is more highly correlated to enrollment than eithercost or the perceived quality of the institution. You’llleave with actionable information that will help you betterunderstand the environments in which student excitementis created, the people on campus who create it, points inthe recruiting cycle where it is most frequently created, andspecific methods and messages that are most and leasteffective in creating a student’s excitement about yourcollege. More than 40 colleges across the United Statesparticipated in this study, which generated more than13,000 respondents.Bob Longmire, President, Longmire and CompanyCathy Heinz, Director of Communications for Enrollment,Purdue UniversityCONFERENCE SESSION T1.5The Future of Adult Student RecruitmentThursday, 9:45 – 10:45 a.m.ADDISON/4TH FLOORHigh school student populations are declining nationwide.Where will we look next to bring in the class? Communitycolleges have been recruiting and retaining adult studentssuccessfully for years. This session will review datafrom recent adult surveys and inventories, and will sharerecruitment and retention strategies that are applicable atall types of institutions. Resources such as the Coalitionof Adult Learning Focused Institutions (ALFI) will also bediscussed.Michele Brown, Director of Student Recruitment and Outreach,Oakton Community CollegeAngela Nackovic, Adult Admissions Representative,College of DuPageCONFERENCE SESSION T1.6Effective Recruitment Strategies forSpecialized Colleges and/or MajorsThursday, 9:45 – 10:45 a.m.MICHIGAN & MICHIGAN STATE/6TH FLOORIdentifying and engaging the “right” candidates for ourinstitution is a priority for an effective enrollment manager.Those who provide recruitment strategy leadership forspecialized colleges and/or majors within a college are

Cathleen Sheils, Director of Admissions, Cornell University,ILR SchoolCONFERENCE SESSION T1.7Why Your Award-Winning Websiteis Utterly Unusable: Using Analyticsto Build a Better Admissions SiteThursday, 9:45 – 10:45 a.m.INDIANA & IOWA/6TH FLOORFinding the Intersection of Brand andValue: How Murray State UniversityExamined its Value Identity andFound a Strategic Path ForwardThursday, 9:45 – 10:45 a.m.PURDUE & WISCONSIN/6TH FLOORDetermining your institution’s identity is critical whentrying to convey your message to prospective students.Comprehensive research helped us understand our“value identity,” allowing us to make strategic choicesabout who we want to be, how we want to recruit, andwhich institutional narrative we should develop. We wentbeyond typical sub-group segmentation to create a truemarket segmentation, identifying personas of prospectsbased on their expectations for the experiences andoutcomes of their college education. This guided us towarda clear understanding of our markets and how we shouldorganize to reach those markets effectively.Fred Dietz, Associate Vice President for EnrollmentManagement, Murray State UniversityKim Reid, Vice President of Research Operations,Maguire and AssociatesCatherine Sivills, Assistant Vice President forCommunications, Murray State UniversityCONFERENCE SESSION T1.10ACT 2014 STEM Condition Report:Current TrendsRandy Budnikas, Online Marketing Manager,James Madison UniversityThursday, 9:45 – 10:45 a.m.CONFERENCE SESSION T1.8Enhancing the opportunities for students within theSTEM pipeline is a critical factor as our country strivesto meet the needs of business and industry in the 21stcentury. We will demonstrate how information collectedfrom the ACT Interest Inventory is used to determinestudent interest level in specific STEM fields and alignthose interests with their academic readiness in mathand science.Implementing a Culture of LeadershipThursday, 9:45 – 10:45 a.m.NORTHWESTERN & OHIO STATE/6TH FLOORAdmission office leaders and managers are always inneed of more time to plan, organize, implement, andmanage programs, practices, policies, strategies, etc.Why not spend more time developing future leaders byoffering important functions of an office to your entrylevel positions? Implementing a culture of leadership is theultimate act of leadership, and in doing so, you’re creating amore inclusive environment where the work itself becomesintrinsically motivating, hence experiencing less turnoverand a more productive workforce.Conference SessionsAuto-advancing slideshows, moving backgrounds,hamburger menus, oh my! Many award-winning websiteshave these trendy elements, but are they forgettingabout the user experience? Using click-through data,eye-tracking tests, and national research studies,JMU built new website ecosystems to laser-targetprospective students and their parents. (Note:The design is scheduled to go live summer 2015to coincide with web traffic low points.)CONFERENCE SESSION T1.9THURSDAY JULY 16faced with the challenge of communicating and

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