TUCSON, Ariz. – While the rest of America was reluctantly straggling back to work last week following the holiday season, public relations/communications officers and chief enrollment officers from Council for Christian Colleges & Universities campuses rang in the first work week of the year with such memorable fare as photo ops with large stuffed cows, beautiful Southwestern weather, a particularly lively dinner show in Old Tucson, and learning strategies for how to best tell each college’s unique story to prospective students and other constituents.
The JW Marriott Tucson Starr Pass was the scene of the January 4-6 joint conference for these two groups of CCCU campus administrators, who gathered to address critical concerns and challenges and to consider the importance of collaboration between marketing and admissions teams.
A highlight of the conference was the Wednesday evening opening address by Mark Conklin, senior manager in learning and development for Chick-fil-A, Inc. Conklin delighted attendees by bringing along unexpected guests—Chick-fil-A’s famous cow mascots—to wander among the crowd, pose for pictures and distribute small stuffed Chick-fil-A cows in a live demonstration of a Chick-fil-A media blitz.
In his address, Conklin, whose previous experience includes working at Grand Canyon University in Phoenix for eight years, discussed principles for leadership in marketing and spoke to his philosophy of ministry in Christian schools. Conklin even gave the audience hands-on assignments to complete with their table groups during his presentation.
“One of the conference’s highlights was the opening plenary by Mark Conklin, senior manager of learning & development at Chick-fil-A, Inc.,” said David Sanford, director of communications and public relations at Corban University in Salem, Ore. “I’ve never witnessed someone put so much advance preparation into a single address, and I’ve rarely seen one so effectively capture the hearts and minds of almost everyone in attendance.”
Other conference sessions discussed such marketing and enrollment topics as considering a tuition sticker price reduction; adapting enrollment strategies based on the roles parents play when students are choosing a Christian college; monitoring data/metrics throughout the enrollment process; thinking critically about creativity and communication; best practices for growing academic programs for working adults; optimizing print and digital media sources to most effectively reach prospective students; cultivating community around an institution’s brand; developing effective video in the YouTube age; and using market research to determine the accuracy and effectiveness of a college’s brand.
“The annual CCCU Chief Enrollment Officer conference was, as usual, a great event,” said Rich Grimm, senior vice president for enrollment services at Union University in Jackson, Tenn. “The topics were timely and the presentations will benefit all of us who were in attendance. Hopefully, our service to our institutions will be more effective as a result.”
“This is the one conference I always make a priority in my planning. I’m grateful for the learning and the sharing that took place again this year,” said John Paff, vice president for university relations at Huntington University in Huntington, Ind., noting what a joy it was to gather with nearly 200 communications officers and enrollment representatives.“ What a great way to get away from the ice and snow to enjoy warm fellowship and good conversation about our work together,” he said.
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The Council for Christian Colleges & Universities is a higher education association of 184 intentionally Christ-centered institutions around the world. The 115 member campuses in North America are all fully-accredited, comprehensive colleges and universities with curricula rooted in the arts and sciences. In addition, 69 affiliate campuses from 25 countries are part of the CCCU. The Council’s mission is to advance the cause of Christ-centered higher education and to help its institutions transform lives by faithfully relating scholarship and service to biblical truth. Visit www.cccu.org.