Moving Students Through the SEM funnel: It's all in the metrics

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Moving target students efficiently and strategically through the enrollment funnel directly impacts your ability to meet aggressive enrollment and student success objectives. In a resource constrained environment where competition for students is at an all-time high, a focus on (and measurement of) key metrics – such as reducing response time on new inquiries, converting more inquiries into applicants, or processing more financial aid packages – is paramount to running a high performance enrollment management function.

Embry-Riddle Aeronautical University-Worldwide's (ERAU-W) dedication to innovation in learning and to serving the adult and military community's unique needs has been rewarded with strong enrollment growth and international brand recognition. A few years ago, the institution began to experience symptoms of growing pains:

Join Embry-Riddle Aeronautical University’s Vice President of Enrollment, Bill Hampton and Blackboard Student Services General Manager, Craig Chanoff, as they share the leading-edge technologies, exemplary student service, and overall best practices that helped Embry-Riddle focus on and make material improvement to their key metrics and strategic initiatives.


Bill Hampton
Vice President for Marketing and Enrollment Management at Embry-Riddle Aeronautical University

Bill Hampton is the Vice President for Marketing and Enrollment Management at Embry-Riddle Aeronautical University, providing strategic direction and leadership to achieve enrollment success, brand awareness, and reputation management across the Embry-Riddle organization.  During more than 10 years with Embry-Riddle he has served in various roles, including Vice Chancellor for Marketing and Enrollment at the Worldwide Campus, Director of Development, and Director of International and Graduate Admissions.

An aviator since age 16, he earned a Bachelor of Science in Aviation Business Administration and a Master of Business Administration, both from Embry-Riddle. His career has been dedicated to higher education and training through the development and execution of marketing and enrollment management strategies aimed at driving interest in the fields of aeronautics, engineering, the sciences, and business. 

Bill is a frequent national contributor and speaker on the power of synergizing marketing, technology, and enrollment resources to meet institutional goals. He has extensive student recruitment experience throughout North America, Europe, Asia, and the Middle East, including a three-year assignment in the United Arab Emirates with the state-owned Dubai Aerospace Enterprise and MIT’s MASDAR Institute in Abu Dhabi.

Craig Chanoff
General Manager for Blackboard Student Services

Craig is a 10-year Blackboard veteran who also maintains responsibility for managing corporate strategy for client care. In this role, Craig is leading the charge to enhance Blackboard’s client relationships and ensure exceptional service for all Blackboard solutions. Craig works to create a consistent and positive client experience, ensuring that all departments treat clients holistically.

Craig has more than 15 years of client relationship management, executive leadership and technology implementation experience. In addition to his responsibilities at Blackboard, Craig regularly guest lectures at universities on creating exceptional customer service practices. Craig holds a Bachelor of Science degree in Decision and Information Systems from the University of Maryland.


Susan Gottheil
Vice-Provost (Students) at the University of Manitoba

Susan Gottheil is Vice-Provost (Students) at the University of Manitoba, where she is involved in Strategic Enrolment Management planning and working with colleagues across the campus to enhance the student experience. She has over three decades of leadership experience in the Canadian post-secondary sector helping institutions to promote and expand academic programs, increase student recruitment and retention, enhance learning and development, improve student and academic support services, and promote collaborative partnerships.

With an undergraduate degree from McGill University and an MA in Women’s History, Susan began her career at Vanier College Cegep in Montreal where she spent 9 years teaching before moving into senior administrative positions at Carleton University. In 2006, Susan moved to western Canada to help Mount Royal transition from a college to a university and roll out new undergraduate degree programs. Susan’s background and experience cover a number of key areas including enrolment management, strategic planning, student and academic services, integrated marketing and communications, and employment and educational equity.

She has inspired, managed and led cross-functional staff and faculty teams to dramatically increase student enrolment and retention, improve student service delivery and student support programs, and enhance student success at all the institutions she has worked with. Over the past few years, Susan has collaborated with Clayton Smith on the emergence and implementation of enrolment management in Canada. They have presented workshops at a number of professional conferences in the U.S. and across Canada, published articles, co-edited a book on SEM in Canada, and organized the annual Canadian Strategic Enrolment Management Summits.

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