Strategic Enrolment Marketing for Leaders
Elevating your institution's marketing and enrolment strategies to new heights.
Mondays from May 26th to June 16th, 2025 | Online
Register NowIn 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.
Register NowTestimonials
"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
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
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!
Program & Schedule
The Strategic Enrolment Marketing for Leaders 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
Monday, May 26th, 2025
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 – Budgeting and Buy-In
Monday, June 2nd, 2025
10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST
Facilitated By:
Dr. Lindsey Fair
Former Associate Vice President, Communications & Marketing, University of Victoria
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 3 – From Chaos to Clarity: Purposeful People Structures, Tools, and Supports for Success
Monday, June 9th, 2025
10 a.m. - 12 p.m. PST / 1 p.m. - 3 p.m. EST
Facilitated By:
Nick Clewly
Director, Marketing Technology and Operations, University of Victoria
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 – Everything’s on Fire, Moving from Reactive to Proactive
Monday, June 16th, 2025
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.
Presenters
Instructors and Facilitators
Andrew Leopold
Humber Polytechnic
Associate Vice President, Marketing and Communications
Jenn Goodwin
Okanagan College
Vice President, Enrolment & College Relations
Nick Clewly
University of Victoria
Director, Marketing Technology and Operations
Dr. Lindsey Fair
University of Victoria
Former Associate Vice President, Communications & 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 Mondays. 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
| Ticket Rate | Deadline | Individual | Group of 3 to 5 | Group of 6 or more |
|---|---|---|---|---|
| Early-bird | April 18th | $695 | $556 | $486.50 |
| Regular | May 16th | $895 | $716 | $626.50 |
| Late | June 6th | $1,100 | $880 | $770 |
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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