Online | Tuesdays, Oct 13 to Nov 3, 2026, from 1 to 3 p.m. (ET)

SEMM Academy

Strategic Enrolment Communications & Marketing

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.

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 find innovative solutions with industry experts.
  • For the full list of learning outcomes, please visit the Program & Schedule section below.

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Testimonials

"This course completely transformed how I can connect with prospective students. It's packed with real-world strategies and fresh storytelling techniques. The facilitators had a wealth of experience to share. It’s a must for anyone looking to sharpen their PSI marketing skills and are looking to stand out in a crowded higher ed landscape."

Burke Dorman

Copywriter and Creative Strategist, University Communications and Marketing, University of Victoria

"I highly recommend this highly relevant course to anyone looking to strengthen their strategic enrolment marketing skills. It covers essential topics like branding, data and analytics, issues management, and more, providing a wealth of valuable resources and real-world examples. Lindsey Fair is an excellent instructor, with deep post-secondary sector expertise. "

Melanie Simons

Executive Director - Marketing, Communications, Recruitment and Events, Georgian College

"Lindsey Fair is a wealth of knowledge! Take any opportunity you can to learn from her."

Autumn McDowell

Marketing Strategist - University Communications and Marketing, University of Regina

Join a dynamic learning experience with:

Interactive sessions

Four live and interactive, two-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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Earn Your Strategic Enrolment Communications & Marketing Micro-Credential

Active participants who complete the program requirements will receive their micro-credential in Strategic Enrolment Communications & Marketing, 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.

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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!

Register Now

2026 Program & Schedule

The Strategic Enrolment Communications & Marketing program features four two-hour sessions that include workshops, presentations, and panel discussions which will be presented live online over four 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 to two hours 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, October 13, 2026
10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

Facilitated By:

Andrew Leopold

Associate Vice-President, Marketing and Communications, Humber Polytechnic

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

Tuesday, October 20, 2026
10 a.m. 12 p.m. PST / 1 p.m. - 3 p.m. EST

Facilitated By:

Jenn Goodwin

Vice President, Enrolment & College Relations, Okanagan College

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

Tuesday, October 27, 2026
10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

Facilitated By:

Allie Bear

Manager: Marketing and Communications Strategy, Recruitment & Admissions, Wilfrid Laurier University

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 4 – Budgeting and Buy-In

Tuesday, November 3, 2026
10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST

Facilitated By:

Sarah Martell

Head of Marketing, University of Fredericton

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.

Presenters

2026 Instructors and Facilitators

Allie Bear

Wilfrid Laurier University

Manager: Marketing and Communications Strategy, Recruitment & Admissions

Allie Bear

Wilfrid Laurier University

Manager: Marketing and Communications Strategy, Recruitment & Admissions

Allie Bear is a seasoned marketing and communications strategist with a proven track record in developing and executing integrated plans. With over ten years of experience in the higher education sector, Allie has been instrumental in attracting and converting prospective students through compelling marketing campaigns and communications plans.

As an "all-in" professional, Allie is dedicated to uncovering challenges, consulting with stakeholders, and co-creating solutions that engage audiences and advance strategic goals. She excels in leading cross-functional teams and has successfully collaborated with future students, current students, faculty, and staff.

Currently serving as the Manager of Marketing and Communications Strategy, Allie leads a team of five specialists in communications, digital engagement, and graphic design. Her role focuses on attracting prospective undergraduate students to consider Laurier as their top-choice university. Working closely with the integrated recruitment and admissions leadership team, Allie develops data-informed enrolment strategies and ensures a seamless journey for each student through the enrolment funnel.

With a strategic mindset and creative flair, Allie continuously develops innovative approaches that capture attention and differentiate organizations in a competitive landscape.

For more information on Allie's accomplishments and expertise, please visit her LinkedIn profile.

Andrew Leopold

Humber Polytechnic

Associate Vice-President, Marketing and Communications

Andrew Leopold

Humber Polytechnic

Associate Vice-President, Marketing and Communications

Andrew has provided strategic, communications, marketing, branding (and more) counsel to colleagues and clients for more than 24 years.  At Humber, Andrew leads a team of Marketing, Communications, Creative Services and Analytics enthusiasts who Bring It to their work at Humber by telling the college’s many compelling student, faculty and partnership stories across multiple platforms to many audiences.  Andrew co-chairs the MarCom Guild and is a member of Colleges Ontario communications and marketing advisory groups. Prior to working at Humber (one of his alma maters), Andrew worked at two different global public relations firms in Toronto. Andrew is eagerly awaiting his call to the Hockey Hall of Fame, knows the pen (and keyboard) is mightier than the sword, listens to the Dave Matthews Band and likes to chill with Charlee (the cat) and Lucy (the dog).

Jenn Goodwin

Okanagan College

Vice President, Enrolment & College Relations

Jenn Goodwin

Okanagan College

Vice President, Enrolment & College Relations

Jenn Goodwin is the Vice President, Enrolment and College Relations at Okanagan College. Her portfolio includes the Registrar’s Office, Strategic Enrolment Management (including domestic recruitment and international education), College Relations, Government Relations, Campus Administration, Work-Integrated Learning and Career Development. Since joining the OC team in 2022, Jenn has led several initiatives, including a brand refresh, the development of the College's first SEM plan, and new measures to increase awareness of and access to the College's broad range of post-secondary programs. Beginning her career as a broadcast journalist in Northern B.C. and Yukon, Jenn then transitioned to leadership in health care in Ontario in 2007. She led communications, community partnerships, and government relations for Providence Care in Kingston for a decade before moving back to B.C. From 2017 to 2022, Jenn was vice president of communications at Interior Health, working closely with communities across the region and provincially. Jenn holds a Master’s in Environment and Business from the University of Waterloo, and a Bachelor of Journalism and Political Science/Français from Carleton University. She is an Accredited Public Relations professional through the Canadian Public Relations Society and a current member of the Canadian Mental Health Association – Kelowna & District Board of Directors.

Jennifer Powell

Brainstorm Strategy Group

Director of Programming and Community Engagement

Jennifer Powell

Brainstorm Strategy Group

Director of Programming and Community Engagement

Jennifer Powell is a passionate advocate for student success and is dedicated to empowering the next generation. With over a decade of experience in enrolment management, including roles in marketing, recruitment, admissions, academic advising, work-integrated learning, employer relations, and a college board member. Jennifer has cultivated expertise in creating positive post-secondary experiences and facilitating academic-to-career transitions. As Director of Programming and Community Engagement at Brainstorm Strategy Group, she leverages her skills as a connector, systems thinker, and solution-oriented professional to support Canadian post-secondary institutions and campus recruitment teams across North America. Jennifer helps organizations refine their approach to student support and recruitment through engaging workshops, webinars, and training sessions. Her enthusiasm extends to stakeholder relations, event planning, partnerships, marketing, and communications. Jennifer’s forward-thinking and dynamic approach reflects her optimism and unwavering commitment to improving student success and outcomes.

Nick Clewley

University of Victoria

Director, Marketing Technology and Operations

Sarah Martell

University of Fredericton

Head of Marketing

Dedicated Support

Jennifer Powell

Director of Programs and 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 two-hour live sessions held over four weeks on Tuesdays. In addition to the live sessions, participants are expected to complete one to two 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 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

Are you trying to calculate and/or hold a rate for your group? Is payment by credit card a challenge? Let us know and we'd be pleased to help. Email info@brainstorm.ca with any questions that you have.

Ticket Rate Deadline Individual 3 to 5
(Save 15%)		 6 or more
(Save 25%)
Regular Rate September 29 $995 $845.75 $746.25
Late Rate November 3 $1,195 $1,015.75 $896.25

Cancellation Policy

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.

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