The Institute for Strategic Enrollment Management

Join us June 4-8 in Clearwater Beach, FL for

The Institute for Strategic Enrollment Management at The Beach

Where higher ed leaders—and the enrollment and marketing profession—advance.

All substance, tangible takeaways, and groundbreaking insights from other industries.

No vendors, exhibit hall, or sales meetings—this is 100% learning, decompression, and reflection.

Review some of the Institute’s work. How were institutions doing last cycle—and how were leaders feeling about it? We asked: see the answers. Get our Institute Market Pulse Report.

Not just for enrollment leaders.

Enrollment’s role in institutional health can’t be overstated, and response to the Institute has been incredible. That’s why we are expanding to five tracks for 2023, serving more professionals who impact enrollment.

Time to learn. Time to breathe. Time to connect.

All three are built into every day. Mornings with inspiring leaders inside and outside higher ed, afternoons to reflect and integrate what you’re learning, evenings for discussions with colleagues. It’s how innovation happens. Ready to join us?

President Track

This is a one-day session on Monday, June 5, 2023. Who should attend this track?

  • President
  • Chancellor
  • CEO

Engage in peer discussion


Develop growth strategies


Examine Board & organizational alignment

Topics include:

  • Radical Practices to Transform Your Position
  • Challenging the Status Quo
  • Pricing Reset Discussion
  • Meeting the Needs of Low-Income Students
  • Making Your Board a Strategic Advantage
  • Faculty Alignment on Future Investments

Chief Enrollment Leader Track

Who should attend this track?

  • Vice President of Enrollment
  • Vice Chancellor of Enrollment
  • Chief Enrollment Officer
  • Dean of Admission
  • Vice President of Enrollment Strategy
  • Vice President of Institutional Strategy

Build a Strategic Enrollment Framework


Gain a seasoned strategic peer partner/mentor


Earn a career-advancing credential

Topics include:

  • Radical Re-think: Strategic Positioning and Enrollment Planning—Blue Ocean
  • The New Strategic Enrollment Plan
  • Pricing & Financial Aid
  • Modern Technology Used in Recruiting
  • Enrollment Goal Setting & Planning
  • Enrollment Leader as Product Strategist
  • Student Panel

Modern Marketing Leader Track

Who should attend this track?

  • Vice President of Marketing
  • Director of Marketing
  • Social media/Website manager
  • Digital Marketing Manager
  • Email marketers
  • Communication Specialists
  • Enrollment/Marketing Communications
  • Content creators

Examine how and when to use which channels


Create content that resonates


Measure impact

Topics include:

  • Deep dive into YouTube, SnapChat, TikTok, Instagram/Facebook
  • Your website, SEO, SEM, SERP
  • Interactivity and personalization
  • Metaverse; VR and AR
  • Metrics and analytics: from tracking to reporting

Emerging Enrollment Leader Track

For mid-level professionals aspiring to vice presidential-level roles:

  • Assistant/Associate Director
  • Admissions Counselor
  • Transfer Recruiter/Counselor
  • Graduate Recruiter/Counselor
  • Recruiter
  • Director seeking to move toward AVP/VP

Managing territories and recruitment best practices


Conversion & Yield strategies


Measuring & reporting toward goal

Topics include:

  • Territory Management
  • Student Communications
  • Campus Tour
  • Closing Strategies

Secondary School Counselor Track

For secondary school counselors working with and seeking to expand their number of students considering college.


Explore innovative practices to expand access


Get more familiar with translating costs and ROI


Discuss best strategies to maximize your resources

Topics include:

  • Building a College Access Program, Soup to Nuts, on (Virtually) No Budget
  • STEM: Making a Path for Students
  • No-Cost Ways to Level Up your Office: Get More Kids Coming to You
  • Understanding College Price (Spoiler: It’s a Coupon, Not a Scholarship)
  • How to Get More Students to Go to College
  • Sharing ROI on College with Families & Students

World-class resort. White sand beach. West coast sunsets.

There’s no better setting to gain fresh perspective.

The Institute at the Beach 2023 is at the Wyndham Grand Clearwater Beach
From the spacious sundeck along the sparkling outdoor pool to the third-floor fitness center overlooking the beach and Gulf to soothing treatments at the Pallavi Spa, it checks the boxes for the “decompression” portion of the Institute.

Whether you’re here for “me” time or opt to bring the family, you’ll find plenty to do at the resort and in the surrounding area.

Special institute rates will be available for attendees.


Institute History

The Institute is a revival of the groundbreaking Snowmass Institute professional development event, held in Snowmass, CO for over 30 years before ending in 2007. Alumni Chris Ferguson, Vice President of Enrollment at University of the Pacific and Patricia Maben, President of 3 Enrollment Marketing, spent several years working to bring this incredible opportunity back to the industry.

Building on that legacy, today’s Institute is a unique opportunity to dive into the latest in enrollment management best practices while incorporating rich perspectives from inside and outside higher ed.

The Institute Advisory Board & Steering Committee

Our Board members are innovative leaders representing a diverse range of institutions across the country. They review key content, offer recommendations, and provide insights that inform the Institute agenda. They include:

Jogy Das, Vice President, Institutional Effectiveness and Planning, D’Youville University

Susan Dileno, Vice President for Enrollment Management, Mount Saint Mary’s University

Chris Ferguson, Ed.D., Vice President of Enrollment, University of the Pacific

Lauren Jensen, Vice President of Enrollment Management Strategy, Calvin University

Katie Cooney Lesko, Assistant Vice President of Enrollment, Director of Admissions, Maria College

Adam Lohrey, Senior Director of Admission, Wilmington College
Courtney McAnuff, Vice Chancellor for Enrollment Management, Rutgers University

Jennielle Strother, Assistant Commissioner for Student Success, Texas Higher Education Coordinating Board

Colleen Flynn Thapalia, Senior Director, Graduate Recruitment & Enrollment Marketing, Clarkson Graduate School

Kasey Urquidez, Vice President, Enrollment Management & Dean of Undergraduate Admissions, University of Arizona

Frank Williams, Vice President for Strategic Enrollment Management, Nazareth College

Steering Committee:

Susan Dileno, Vice President for Enrollment Management, Mount Saint Mary’s University

Chris Ferguson, Ed.D., Vice President of Enrollment, University of the Pacific

Mary Grondahl, VP, Modern Positioning & Planning, 3E

Patricia Maben, President, 3E

James Rogers, CEO, 3E

About 3E & The Institute

It is the mission of 3 Enrollment Marketing to build a path for more people to pursue higher education, improving not only their well-being and that of the institutions they choose, but also the communities to which those institutions belong. By underwriting the costs and coordinating the Institute, 3E is executing on our mission while ensuring the Institute retains its original intent and design for the benefit of the enrollment industry and the higher education professionals we serve.