Online | Thursdays from February 18 to March 11, 2027
Fundamentals of Post-Secondary
Marketing
Master digital & campaign marketing strategies to drive
online student acquisition, inquiries, and program enrolment.
This course transcends traditional marketing boundaries, offering an immersive exploration of student enrolment marketing.
Guided by industry experts and trailblazers, you will:
- Decode the Modern Higher Ed Landscape: Apply Strategic Enrolment Management & Marketing (SEMM) principles and reframe traditional marketing frameworks specifically for higher education.
- Navigate the Student Journey: Map critical friction points and decision moments to craft empathy-driven student personas and authentic narrative strategies.
- Strategize & Prioritize Program Promotion: Master the distinct tactics required for program-level conversions versus institutional brand awareness, including specialized and Indigenous recruitment initiatives.
- Harness Cutting-Edge AI & Digital Tools: Utilize AI workflows and modern search strategies—including SEO and Generative Engine Optimization (GEO)—to accelerate campaign execution.
- Prove Full-Funnel Marketing ROI: Calculate metrics from initial impressions down to registration, evaluate attribution models, and translate data into executive insights that secure budget and prove business value.
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
Who is this program for?
This program is designed exclusively for early- to mid-career higher education digital marketers, communications officers, web managers, and campaign specialists in higher education who drive online lead generation, program promotion, and digital strategy.
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
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
Earn Your Fundamentals of Post-Secondary Marketing Micro-Credential
Upon completion of the Fundamentals of Student Recruitment Marketing program, graduates will be able to:
- Evaluate Strategic Enrolment Marketing Frameworks: Synthesize Strategic Enrolment Management & Marketing (SEMM) principles, modern higher-ed trends, and tailored 4 Ps models to align marketing strategy with institutional growth and retention goals.
- Develop Actionable Student Personas and Journey Maps: Identify key friction points and decision milestones across the recruitment lifecycle to build empathy-driven personas that guide targeted messaging.
- Formulate Persona-Led Storytelling Strategies: Design authentic brand and campaign narratives that resonate with prospective student aspirations across digital and traditional touchpoints.
- Execute Tailored Program Promotional Roadmaps: Distinguish program-level tactics from brand awareness campaigns to prioritize resources, target key audiences, and launch specialized recruitment initiatives (including new and Indigenous programs).
- Leverage AI and Digital Marketing Tools for Campaign Execution: Utilize AI-driven tools and modern search strategies including traditional Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) to streamline content creation and optimize campaign performance.
- Measure and Communicate Full-Funnel Marketing ROI: Calculate cross-funnel conversion metrics, evaluate attribution models, and translate multi-channel performance data into executive insights that prove business value and secure budget.
Graduate Testimonials
"This training has already had a real impact on my work. I’ve put key elements into practice, and we’re seeing positive results in how we approach recruitment initiatives. The session leaders were dynamic, engaging, and highly relevant. Each week became a session I genuinely looked forward to, with practical, thought-provoking and full of insights I could apply right away."
Julie Blanchette
Student Recruitment Adviser, Student Recruitment Office, Université du Québec à Rimouski
"This course provided me with an in-depth look at student recruitment marketing and all of the various factors we have to consider. As a marketing professional with a decade of experience who is new to the world of student recruitment, the insights I gained were invaluable."
Jesse Dorey
Marketing & Communications Officer, Engineering Communications, McMaster University
"As someone new to the higher ed marketing world, this course provided opportunities to speak with other institutions, learn from them, and get curious about the way we do things. It was also validating to see some of my team's work matching up with recommendations or approaches. Thoughtful, well-curated, and actually useful information! "
Amanda McMillan
Manager, Marketing & Creative Development, Marketing & Communications Office, Douglas College
"A great overview of the fundamentals of student recruitment marketing, offering an opportunity to learn from colleagues across different universities, locations, and levels of experience."
Olivia Stankovich
Marketing Strategist, DeGroote School of Business, McMaster University
"The program was highly valuable and exceptionally well organized. The use of breakout rooms facilitated meaningful interactions with participants from other institutions, while the presenters offered insightful and practical skill-building opportunities. The dashboard was thoughtfully structured, providing easy access to key resources and a platform for discussion. I gained significant knowledge in marketing and recruitment, which I look forward to applying in my role in domestic recruitment and sharing with the Marketing and Future Students team."
Sarah Burn
Future Students Engagement Officer @ North Island College
"I was quite surprised by how much I gained from taking the Fundamentals of Student Recruitment Marketing program. For anyone hesitant about enrolling, I can confidently say that you will definitely get something valuable out of it. It's also a great idea to take the course with others from your institution to create alignment and foster collaboration."
Melanie Collins
Student Recruitment Supervisor, Schulich School of Business @ McGill University
"I really enjoyed this program! It provided me with a deeper understanding of higher education marketing and equipped me with valuable tools, strategies, and new perspectives to tackle daily challenges more effectively."
Priscila Baez Monsanto
Manager, International Digital Engagement @ Fanshawe College
"As a new higher-education digital marketer, I found the program helped me understand what my team should be thinking about and doing to improve our marketing strategy. It covered key topics and even provided a template that could be used and modified for managing my department's strategic enrolment marketing activities."
Trevor Paquette
Manager, Digital Strategy @ Laurentian University
"I found the program highly relevant and insightful for today's higher education landscape. Articulate facilitators and engaging content made the experience enjoyable and educational. I gained valuable takeaways that I could immediately apply to my work. I highly recommend this course if you're new to higher education marketing and looking for a solid foundation."
Ron Ostepchuk
Web Administrator/Analyst @ Lethbridge College
The Fundamentals of Post-Secondary Marketing program is for you, if you’re ready to:
- Attract, convert, and retain the right prospective students across the entire recruitment funnel.
- Prove marketing ROI to leadership with data-driven attribution models and executive-level reporting.
- Differentiate program promotions from general institutional brand marketing.
- Leverage cutting-edge tools like AI workflows and Generative Engine Optimization (GEO).
- Map authentic student journeys to build empathy-driven personas and storytelling strategies.
- Learn with training designed specifically for PSE professionals, grounded in higher-ed realities.
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 Fundamentals of Post-Secondary 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
Thursday, February 18, 2027
10:00am - 12:00pm PST / 1:00pm - 3:00pm EST
- Explain the core principles of SEMM and articulate how integrated marketing directly drives institutional growth, student retention, and revenue alignment.
- Reframe the traditional marketing mix (Product, Price, Place, Promotion) into higher ed–specific frameworks tailored to student recruitment and institutional strategy.
- Analyze current industry trends, macro challenges, and shifting prospective student behaviors to identify emerging risks and growth opportunities for your institution.
Week 2 - Personas and Peregrinations
Thursday, February 25, 2027
10:00am - 12:00pm PST / 1:00pm - 3:00pm EST
- Map the critical friction points ("tribulations") and key decision moments ("triumphs") across the prospective student lifecycle to uncover high-impact engagement opportunities.
- Construct detailed, empathy-driven student personas and translate them into actionable recruitment tactics and channel-specific messaging.
- Formulate an authentic narrative strategy that aligns institutional messaging with student aspirations and directly drives recruitment engagement.
Week 3 - Programs and Priorities
Thursday, March 4, 2027
10:00am - 12:00pm PST / 1:00pm - 3:00pm EST
- Evaluate academic offerings and determine where to allocate promotional resources for maximum enrolment growth.
- Distinguish the unique goals, audience mindsets, and messaging strategies required for driving direct program conversions versus building overall institutional brand awareness.
- Evaluate real-world case studies in launching new academic programs and executing culturally respectful, community-aligned Indigenous student recruitment campaigns.
- Develop a comprehensive, step-by-step promotional strategy tailored to a specific academic program's enrolment targets and target audience.
- Utilize AI tools to accelerate roadmap execution: from drafting high-converting headlines and email copy to optimizing content for traditional SEO and GEO.
Week 4 - Performance & Persuasion
Thursday, March 11, 2027
10:00am - 12:00pm PST / 1:00pm - 3:00pm EST
- Calculate and quantify marketing ROI across the student recruitment funnel, from initial awareness/impressions to registration.
- Evaluate cross-channel marketing attribution models and their impact on student decision-making.
- Analyze conversion metrics to identify which marketing channels yield the highest-quality applicants and enrolled students.
- Translate data into insights to demonstrate business value and secure future investment.
Lead Instructor
Jean-Paul Rains
JP Rains, is the Director of Communications & Digital Strategy at his alma mater of Laurentian University in Sudbury, Ontario, Canada. He oversees the institution's public relations, digital marketing, website, social media, and digital advertising. Outside of that, he is the President of Rains Media, where he works as a consultant in marketing and communication to private industry.
Prior to this, Rains was Vice-President of Strategy for Soshal Group, a digital agency working with a focus on clients in higher education. His work at Soshal led to multiple national awards and record-setting performance for clients, including York University, University of New Brunswick, and Athabasca University.
He started his career after graduation at Laurentian University, working in the Office of Student Recruitment, followed by roles in various offices, including Marketing & Communications, Office of the Chief of Staff and Information Technology, before joining Soshal Group.
Rains has consulted with over 50 Canadian and US-based higher education providers and has pioneered the Student Journey Mapping process with more than one dozen campuses. Additionally, he has interviewed over 1,000 stakeholders through the journey mapping process in an effort to deeply understand the perspectives of prospective students, current students, alumni and donors.
2026 Program Facilitators & Speakers
Our industry expert speakers bring deep experience bridging the gap between centralized digital marketing campaigns and institutional enrolment goals.
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.
Burke Dorman
University of Victoria
Copywriter and Creative Strategist, University Communications and Marketing
Nadine LaRoche
Saint Mary’s University
Director, Integrated Communications, External Affairs
Mehgan Cabrera
Okanagan College
Associate Director, Recruitment & Enrolment Management
Jackie Cox
Southern Alberta Institute of Technology
Director of Marketing & Recruitment
Dayana Kibilds
SimpsonScarborough
Vice President, Communications and Marketing
Dayana Kibilds
SimpsonScarborough
Vice President, Communications and Marketing
Day is the Vice President of Communications and Marketing at SimpsonScarborough, where she brings higher education professionals together for shared ideas, sharper thinking, and braver work.
For nearly two decades, she has led award-winning work with institutions around the world. An international keynote speaker and bestselling author of Mailed It!, Day is known for turning complexity into clarity and helping teams move from insight to action.
She teaches and shares her work widely, through workshops and courses, her volunteer roles with Council for Advancement and Support of Education, Digital Collegium, and American Marketing Association, and her weekly newsletter, You Ask, Day Answers.
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.
Vicky Arnold
Queen's University
Associate Director, Marketing and Communications, Faculty of Arts and Science
Vicky Arnold
Queen's University
Associate Director, Marketing and Communications, Faculty of Arts and Science
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.
Sarah Martell
University of Fredericton
Head of Marketing
Dedicated Support
Jennifer Powell
Director,
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, provide information, and provide updates to ensure registrants are well-equipped for this unique learning opportunity. Feel free to send me an email to jennifer@brainstorm.ca if you have any questions about the program.
FAQs
Frequently asked questions
What is the weekly time commitment?
Beyond the weekly live workshop, expect 1–2 hours of self-paced coursework per week, designed around a structured 3-part framework:
- Peer Discussion: Engage in active forum discussions and video/vlog responses.
- Private Workbook: Complete personal planning templates to apply concepts directly to your institution.
- Deep Dive: Complete a focused weekly exercise or review.
Participants will also receive access to a curated secondary library of optional deep-dive resources, readings, and Looker Studio reporting tools.
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?
This program is built specifically for digital marketers, communications officers, web managers, and campaign specialists in higher education who drive online lead generation, program promotion, and digital strategy. Note: This course focuses on digital and channel marketing (SEO, social, paid media, web journeys, and content). It does not cover frontline student recruitment tactics like high school visits, college fairs, or direct field admissions outreach.
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 | Group of 3 to 5 (15% off) |
Group of 6 to 9 (25% off) |
Group of 10+ (35% off) |
| Advance Rate | October 23 | $795.00 | $675.75 | $596.25 | $516.75 |
| Regular Rate | December 11 | $995.00 | $845.75 | $746.25 | $646.75 |
| Late Rate | March 11 | $1,195.00 | $1,015.75 | $896.25 | $776.75 |
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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