SEMM Academy

Strategic Domestic Student Recruitment

Transform Your Institution's Recruitment Approach with Industry-Leading Insights

Mondays from April 7th - May 6th, 2025 | Online

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In today’s rapidly evolving educational landscape, attracting and enrolling students requires a deep understanding of demographic shifts, innovative technologies, and data-driven strategies.

This five-week micro-credential program, designed by leading experts in higher education recruitment, provides the essential knowledge and skills to stay ahead. Each week focuses on a critical element of recruitment, equipping you with tools to attract, engage, and convert prospective students in a competitive marketplace.

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Get a comprehensive overview of the forces shaping student recruitment today

Harness the power of data to refine your recruitment strategy

Learn how to analyze demographic trends to engage and support candidates through tailored approaches that resonate.

Learn how to create compelling messaging that aligns with your institution's values and vision.

Explore strategies to forge meaningful partnerships that extend your reach, strengthen engagement, and boost awareness among target audiences.

Learn to analyze engagement metrics so your strategies remain agile and relevant in a dynamic landscape.

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  • Mid-to-senior level recruitment officers.
  • Current enrolment coordinators, managers, and directors responsible for their institution's domestic student strategy.
  • Other professionals who wish to influence and enhance their domestic student recruitment practices and effectively engage the next generation of students.
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Interactive sessions

5 live and interactive, 2.5-hour sessions for a total of 12.5 hours of active learning

Real-life case studies

Real case studies and examples from Canadian institutions

Facilitated discussions

Highly experienced and approachable instructors

Dedicated learning platform and web portal

Templates, slides, and other real-life materials to draw from

Weekly homework and action plan

Each week participants will complete approximately 1-hr of homework and an action plan based on the topic covered

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  • Micro-Credential Program – Your graduation from the program provides evidence of the expertise you have developed and may support your career advancement.
  • Hands-On, Practical Knowledge – Each module includes actionable insights and tools you can apply immediately.
  • Network with Experts – Learn from renowned industry leaders and connect with other professionals navigating similar challenges.
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Additional guest speakers will be added soon!

Mary Ross

MHR Consulting

Principal

Mary Ross

MHR Consulting

Principal

Mary’s primary focus in higher education has always been on student success through the creation of offices that nurture people through creativity, openness, and continual engagement that serves to improve the student experience. Throughout her experience, she has gained diversity, breath, and multiple ways of assessing challenges and understanding opportunities across varied institutions.

Mary has served at both colleges and universities in Newfoundland, British Columbia, and the United States. Her career spans more than 25 years, with leadership roles that include Registrar, Director of Student Services & Enrolment, Admissions & Records, and Higher Education Consultant. In her last full-time role as Registrar, she was a member of a university executive team, greatly enhancing her ability to influence strategy, key directions, and decisions.

The areas of accomplishment within her career in higher education are:

  • Strategic Enrolment Management;
  • Student-based technology solutions;
  • Staff development & training;
  • Compassionate cultures & high-performing team;
  • International & domestic recruitment;
  • Policy development, writing, and implementation; and
  • Process design & redesign.

Dr. Joe Stokes

Ontario Tech University

University Registrar and AVP International

Dr. Joe Stokes

Ontario Tech University

University Registrar and AVP International

Dr. Joe Stokes is the AVP International and University Registrar at Ontario Tech University in Oshawa Ontario Canada, where he is also an award winning professor (adjunct) in the Faculty of Education. Joe is the past Chair of the Ontario Universities’ Council on Admission, and the Ontario University Registrars’ Association, and has led work across the post-secondary sector on, Internationalization, governance, strategic enrolment management, and student retention and student success.

Dr. Stokes’ research interests include International student mobility, strategic enrolment management, leadership psychology, and higher education policy and governance. In the last 3 years Joe has lead groups that have attracted over $1.3 million in research funding including leading the creation of Ontario’s international study brand, and the development of a competitive internationalization toolkit for the province’s post-secondary system. His most recent publications focus on international student mobility in the pandemic era, and strategic enrolment management in a time of global disruption.

Matt Stiegmeyer

Educational Testing Service Canada, Inc.

Senior Director

Matt Stiegmeyer

Educational Testing Service Canada, Inc.

Senior Director

Matt Stiegemeyer has been involved in higher education for over twenty years. While working at the University of Memphis in the student recruitment office, he completed his Doctorate of Education in higher and adult education. He then immigrated to Canada, working in undergraduate student recruitment, marketing, and admissions at the University of Victoria (BC), Concordia University (QC), and the University of Western Ontario (ON). He has previously been involved in policy reviews for setting English proficiency standards and implementing student success initiatives. His current role with ETS/TOEFL is focused on working with institutions across Canada to identify opportunities to enhance their enrolment management activities for students who require a test of English language proficiency.

Dan Seneker

Saint Mary’s University

Associate Vice-President Enrolment & University Registrar, Enrolment Services

Dan Seneker

Saint Mary’s University

Associate Vice-President Enrolment & University Registrar, Enrolment Services

Dan is an award-winning leader with more than 20 years of experience in student enrolment and success. Currently, Dan is the Associate Vice-President, Enrolment Management & Registrar at Saint Mary’s University.

He holds an Honours Bachelor of Arts (Bishop’s University) as well as a Master of Communications Studies and a University Teaching Certificate (University of Calgary).

During his career, he has worked at five major Canadian universities and brings a wealth of experience in key areas such as enrolment management, internationalization, student recruitment, admissions, scholarships, marketing, student success, retention and student experience.

Jackie Cox

Southern Alberta Institute of Technology

Director, Marketing and Recruitment

Danny Friere

University of Saskatchewan

Governance Officer, Governance Office

Danny Friere

University of Saskatchewan

Governance Officer, Governance Office

Danny Freire is an energetic and dedicated professional with a combined fifteen plus (15+) years’ of experience in student recruitment, registrar services and enrolment management. Danny was born in Ecuador and moved to Canada on a high school exchange. He completed his Bachelor of Science in Computer Science and his Master of Leadership in Postsecondary Education at the University of Saskatchewan.

Danny began his career in the language education sector, working for more than six years in Japan and China. In 2010 Danny accepted the position of Assistant Marketing Coordinator at the University of Saskatchewan Language Centre where he was responsible for recruiting students from Latin America, Japan and China.

Danny was promoted to the position of Manager of Student Recruitment at the University of Saskatchewan in 2014. He was responsible for providing leadership and coordinating student recruitment activities across the university’s 17 Colleges and schools, assisting the university with meeting its ESL, undergraduate and graduate student enrolment goals. He also ensured that the university was aware of new partnerships, collaborations, and research opportunities.

In 2022, Danny joined Saskatchewan Polytechnic as the Director of Enrolment Services and Registrar where he had an opportunity to lead a team of 6 Managers and a combined 80 staff members in service of the institution. Modernizing the office of the Registrar was a priority task with the successful implementation of MyCreds, a digital credential platform, a comprehensive review of the Admissions Policy with a Strategic Enrolment Management lense, the implementation of the Academic Scheduling (provincially) and the Customer Relationship Management (application and admissions), and finally to modernize and re-organize the office to reflect the provincial model.

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.

The Strategic Domestic Student Recruitment program features five, 2.5-hour sessions that include workshops, presentations, and panel discussions presented live online on Mondays over 5 weeks (no class on Easter Monday) from 1 to 3:30 p.m. (ET).

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 five 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.

Monday, April 7th, 2025

10:00am - 12:30pm PST / 1:00 - 3:30pm ET

Get a comprehensive overview of the forces shaping student recruitment today. From demographic trends to cutting-edge AI technologies, understand the full range of influences, including globalization, student expectations, competition, and funding constraints. Explore how to leverage AI-driven tools to enhance engagement, personalize communication, and convey your institution’s value to diverse audiences.

Learning Outcomes

  • Analyze current demographic, technological, and global trends impacting educational institutions, and evaluate how factors like student expectations, competition, political influences, and funding constraints shape strategic planning and recruitment efforts.
  • Examine innovative technologies, including AI-driven tools, that enhance student engagement, personalize communication, and effectively convey the institution's value proposition to diverse audiences.
  • Develop strategies to leverage emerging trends and AI tools to adapt recruitment and engagement practices, ensuring alignment with shifting demographic and market demands in a competitive educational landscape.

Mary Ross

Principal, MHR Consulting

Monday, April 14th, 2025

10:00am - 12:30pm PST / 1:00 - 3:30pm ET

This session will focus on identifying your current market, analyzing key metrics, and applying data-driven insights to craft targeted, effective recruitment campaigns. Develop the skills needed to understand your market deeply and utilize data for more precise, impactful outreach.

Learning Outcomes

  • Develop analytical skills by reviewing recruitment data to gain insights into current market demographics, student needs, and application trends, identifying patterns that inform strategic decision-making.
  • Develop skills to refine recruitment strategies by pinpointing high-potential segments within the domestic or international markets and tailoring outreach efforts based on data-driven findings.
  • Understand how to leverage recruitment data such as geo demography, consumer preference data, touch point analytics, CRM data and AI.

Dr. Joe Stokes

University Registrar and AVP International, Ontario Tech University

Monday, April 28th, 2025

10:00am - 12:30pm PST / 1:00 - 3:30pm ET

Building on the foundations of data analysis, this week emphasizes the knowledge and skills needed to profile student candidates, and analyze demographic trends to better understand the diverse needs, preferences, and challenges of potential applicants.

Learning Outcomes

  • Techniques for profiling potential student candidates by examining demographic, psychographic, and behavioral data, leading to a clearer understanding of ideal applicant segments.
  • Gain skills in analyzing demographic trends to uncover insights into the diverse backgrounds, needs, and motivations of potential applicants, enabling more inclusive and targeted recruitment efforts.
  • Develop strategies to address the unique preferences, challenges, and aspirations of different applicant groups, fostering a more personalized and effective recruitment approach.

Matt Stiegmeyer

Senior Director, Educational Testing Service Canada, Inc.

Monday, May 5th, 2025

10:00am - 12:30pm PST / 1:00 - 3:30pm ET

Discover the power of a strong institutional brand by defining your unique niche and communicating it effectively to prospective students. Learn how to create compelling messaging that aligns with your institution's values and vision. Additionally, explore strategies to forge meaningful partnerships—both within and outside the institution—that extend your reach, strengthen engagement, and boost awareness among target audiences.

Learning Outcomes

  • Explore the various types of partnerships and partners including internal and external stakeholders at the institutional, local, provincial, national, international, governmental, NGO, etc. levels
  • Explore strategies for identifying and establishing partnerships with internal and external stakeholders that align with recruitment goals and expand access to diverse applicant pools.
  • Discuss the world of education agents and other commission or similar based partnerships - understand how these types of partnerships may or may not work for your institution and strategies

Jackie Cox

Director, Marketing and Recruitment, Southern Alberta Institute of Technology

Dan Seneker

Associate Vice-President Enrolment & University Registrar, Enrolment Services, Saint Mary’s University

Monday, May 12th, 2025

10:00am - 12:30pm PST / 1:00 - 3:30pm ET

Encourages using data and feedback to measure recruitment success, analyze engagement metrics, make informed decisions, and continuously improve strategies and tactics by staying updated on industry trends and incorporating insights from events and interactions.

Learning Outcomes

  • Learn to use quantitative and qualitative data to assess the effectiveness of recruitment strategies and identify areas for improvement.
  • Learn to use feedback from prospective students and supporters to continuously make adjustments to your strategies and tactics.
  • Develop skills in interpreting engagement metrics from various channels, including digital interactions and virtual events, to make data-informed adjustments to recruitment tactics.
  • Understand how to stay updated on industry trends and best practices, using these insights to refine recruitment approaches and maintain a competitive edge in engaging prospective students.

Danny Freire

Governance Officer, Governance Office, University of Saskatchewan

1

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Sign up today before rates increase.

2

Engage in the interactive program

You’ll be on the fast track to becoming a domestic student recruitment pro.

3

Attract, convert, and retain students

Achieve great results for your institution and advance your career!

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Registration Rates

Want to hold the current rate while you secure the budget? Are you trying to calculate a rate for your group and need help or is payment by credit card a challenge?

Let us know if you have any questions at all and we'd be pleased to help. Please email jennifer@brainstorm.ca directly to discuss.

Cancellation Policy

No refunds will be provided within three weeks of the program start date. Cancellations three weeks or more before will be refunded less a $100 administration fee. Substitutions from the same organization are welcome at no cost up to three weeks before the program start date.

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

What is the schedule and time commitment?

The core of the program is five, 2.5-hour live sessions held over 5 weeks on Mondays. In addition to the live sessions, it is expected that participants will complete 1-2 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?

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?

The program is ideal for domestic student recruitment professionals looking to advance their career, enhance their institution’s domestic student recruitment practices and effectively engage the next generation of students.

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