On-Demand Webinar
Prepare to Succeed: Annual Marketing and Recruitment Plans for Graduate and Online Programs
The graduate education space is getting increasingly competitive after three years of strong growth, with National Student Clearinghouse reporting the first contraction since 2019. Institutions that are counting on continued graduate enrollment growth need to be sure they have replicable and scalable plans in marketing and recruitment plans in place.
How do you get started? You need a plan, templates for collecting data to set realistic goals, and buy-in among your colleagues... and sometimes a bit of coaching helps. Whether your graduate organization is centralized, decentralized, or hybrid, RNL has developed a collaborative annual marketing and recruitment planning process that results in the development of a framework for future success.
In this webinar we discuss:
- How should stakeholders think about goal setting?
- What internal and external data do you need in place to set realistic and achievable goals?
- How do you develop strategies to achieve goals in centralized, decentralized, or hybrid operations?
- What are the "must haves" in the action plans that will facilitate success?
- How do you get diverse stakeholders (marketing, financial aid, registrar, etc.) to buy in and "own" their part of the process?
- How can you use rubrics and templates to ensure that the process is replicable and scalable as you move from year to year?
About the presenters
Reena Lichtenfeld, Vice President for Consulting Services, RNL
Dr. Lichtenfeld brings more than 20 years of experience in higher education administration. She is a results-driven passionate higher education professional who brings a broad spectrum of proven tools and strategies to the table. In her former role as assistant dean for enrollment management for Vanderbilt University's Peabody College of Education and Human Development (TN), Dr. Lichtenfeld was responsible for developing and initiating a comprehensive strategic enrollment plan for the college. In this capacity, she brought forth a data-informed and collaborative discipline for enrollment management planning resulting in an increase in qualified leads, a better conversion rate from started to completed applicants, and an increase in the number of candidates accepting offers of admission for professional graduate students across 18 different programs.
Aaron Mahl, PhD, Senior Vice President, RNL
Aaron possesses broad knowledge and experience in all areas of enrollment management including recruitment, retention, marketing, and the strategic use of financial aid. Aaron has worked with dozens of campuses to optimize their enrollment practices and financial aid policies. Currently, Aaron works with colleges and universities using RNL's services for graduate and online enrollment. Before joining RNL, Aaron served as chief admissions officer at Trinity International University (IL) where he managed undergraduate admissions enrollment. There, Aaron championed a collaborative and data-driven approach to student recruitment. Aaron's work at Trinity included developing and executing a strategic recruitment plan and revolutionizing the campus visit and event strategy, which involved the creation of a student leadership conference that drew a record number of guests to campus.
Scott Jeffe, Vice President of Graduate and Online Research, RNL
For over more than 20 years, Scott has worked with more than 300 institutions in 40+ states to apply market data to strategic decision making in relation to graduate, adult undergraduate, and online programs. In these experiences, he has developed expertise in how institutions can align with student demand while upholding institutional mission and values. He is the principal researcher for RNL's 2022 Online Student Recruitment Report, RNL's 2022 Online Program Marketing and Recruitment Practices Report, the 2021 RNL Graduate Marketing and Recruitment Practices Report, the 2021 RNL Graduate Student Recruitment Report, and dozens of RNL blogs and articles.
Watch webinar now
