Marketing, Public Relations and Strategic Enrollment Management: Three Sides of the Same Coin

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Though their roles overlap a great deal, the working relationships among marketing, public relations, and SEM professionals vary widely from campus to campus. Often these functions report through different lines on the organizational chart, leading to isolated, silo behavior. This webinar will explore new perspectives on potential collaboration and shared opportunities for improving outcomes for the students and institutions we serve, including case studies from a regional public university and a community college.

Who Should Attend?

This webinar is geared towards campus officials with strategic enrollment management, institutional advancement, marketing, student recruitment, public relations and enrollment services responsibilities.


Dr. Bob Bontrager - Senior Director of AACRAO Consulting and Strategic Enrollment Management Initiatives

Bob Bontrager is Senior Director of AACRAO Consulting and Strategic Enrollment Management Initiatives. He has 25 years of experience in enrollment management at all types of institutions, with particular expertise in strategic planning, recruitment, marketing, financial aid, institutional budget strategies, and transfer programs. Most recently at Oregon State University, Bob’s leadership resulted in a 40% increase in enrollment, including increases in the academic and diversity profile of the student body. His tenure at Oregon State included the roles of Assistant Provost for Enrollment Management and Director of Admissions.

Dr. Bontrager is known for his creative, broad-based approaches to common enrollment challenges, resulting in the development of number of innovative programs. These include the Degree Partnership Program, which promotes student access and baccalaureate degree completion through joint admission and concurrent enrollment at universities and community colleges. Bontrager also pioneered the use of noncognitive variables in admission and scholarship decisions to improve student access, equity, and retention.

Ron Paradis - Director of College Relations at Central Oregon Community College

Ron Paradis is the director of college relations at Central Oregon Community College. In this role, he advises the board of directors, president and other administrators and faculty on media relations and communications issues; coordinates media relations and crisis communications efforts; oversees production of the college's major publications; assists with internal communications; coordinates several campus events including Commencement; serves on a variety of campus-wide and community committees; and supervise staffs, consisting of publications coordinator and assistant, staff writer, information office coordinators and web designer. Off campus, he has served on the boards of directors for several nonprofit agencies and was twice elected to the school board for the Bend - La Pine Schools and served two years as the board chair. He has also been on the board of directors for the National Council for Marketing and Public Relation and in 2008 was named the NCMPR District 7 Communicator of the Year.

Cathleen Staples - Director of Marketing and Institutional Advancement at the University of Michigan

Cathy is the Director of Marketing for the University of Michigan-Dearborn where she is responsible for media strategy, brand management and web communications. In this position for six years, Cathy has built the brand strategy, implemented major recruitment campaigns and has strategically aligned the efforts of the Office of Admissions with The Office of Marketing and Communications.  She has over 20 years marketing and communications experience from both the agency and client side of the business.

Alicia Moore - Dean of Student and Enrollment Services for Central Oregon Community College

Alicia Moore is the Dean of Student and Enrollment Services for Central Oregon Community College. She has over 14 years of experience in student services, with primary experience in admissions and records related areas, including marketing and advertising, publication design/writing, recruiting and one-stop program/service development. Most recently, she served as the Director of Admissions/Registrar for COCC, where through her collaborative efforts the campus achieved a record 12% enrollment growth in just two years.

Additional information:

AACRAO Consulting

AACRAO Consulting is a resource available to offer workshops to help with any training needs of individual institutions. For more information and to schedule training, please visit

Registration Cost: $249.00

Register Online

System Requirements: Content will be displayed in a Flash format. You will need to have Flash installed on your machine to view the sessions. You can test your system and can download required elements if necessary.

For questions about the webinar please contact AACRAO at or call 202-293-9161.

Webinar held in Cooperation with: