Unlock the power of Salesforce Flow in this hands-on workshop designed for CRM administrators and power users. Whether you’re looking to modernize legacy automations or build new processes that elevate recruitment and retention efforts, this session will guide you through practical, higher-ed–focused applications of Flow. All exercises are tailored specifically to TargetX tools and common CRM challenges in the admissions and student success lifecycle.

During this workshop, you’ll explore:

⌲  A guided introduction to Salesforce Flow: Understand how Flow differs from older Salesforce automation tools, learn essential terminology, and explore the Flow Builder interface.

⌲  An overview of key Flow types—Screen Flows, Record-Triggered Flows, Scheduled Flows, and Autolaunched Flows—with relatable TargetX and higher-education use cases.

⌲  Interactive, hands-on exercises where you will build your own Flow in a structured, supportive environment.

Beyond the Basics:

⌲  Learn techniques to automate smarter, streamline work, and reduce reliance on external tools or manual processes.

⌲  Explore advanced capabilities—including record cloning/reparenting child records during term changes, end of cycle clean-up, Source-to-Master replacement, and other scenarios common in student lifecycle management.

⌲  Practice analyzing real business processes to identify where flow can improve accuracy, efficiency, and user experience.

Note: This session complements—but does not replace—formal Salesforce Flow training. Additionally, this session presumes a foundational level of knowledge for Salesforce and TargetX.

Designed for new admissions team members, those transitioning into WebAdMIT, or anyone seeking a refresher on the platform’s core features, this workshop will cover managing user permissions, tracking applicant statuses, organizing and filtering applicants, communicating effectively, and leveraging custom fields and data exports. By the end of this workshop, you'll possess practical skills to streamline admissions workflows and enhance efficiency within the WebAdMIT platform.

During this workshop, you’ll learn how to use:

• Work Groups to manage your admissions users’ permissions.
• Local Statuses to track applicants during each stage of your admissions process.  
• List Manager to group and manage applicants by common criteria. 
• Emails to correspond with applicants.  
• Custom Fields to store information that your program needs which is not collected from the applicant in the CAS application. 
• Requirements to create a checklist of supplemental requirements for each applicant. 
• Export Manager to integrate student data with Student Information Systems.

***This is a paid workshop. Sign up is required.

Designed for admissions professionals aiming to enhance their expertise, this session will focus on maximizing advanced WebAdMIT features—such as assignments, interviews, scoring forms, and point tables—through practical exercises designed to help you master applicant ranking and identify top candidates effectively. Hands-on activities will allow you to apply scoring features and streamline your admissions process, while peer discussions will provide an opportunity to share strategies and best practices for achieving your admissions goals in WebAdMIT.

During this workshop, you’ll learn how to:

• Manage applicant completion requirements to begin reviews.
• Identify subjective items for manual evaluation, then use WebAdMIT’s Assignments feature to create and assign evaluation forms.
• Set up interview scoring, identify interviewers, schedule interviews, and use WebAdMIT’s Interview feature to assign them.
• Create scoring models and point tables, then merge desired scoring components in WebAdMIT to implement applicant scores.

***This is a paid workshop. Sign up is required.

Unlock the full potential of Liaison TargetX CRM with a TargetX End User Foundations course designed to immerse you in a "Day in the Life" of a TargetX Recruitment or Retention end user. This course is perfect for TargetX users looking to deepen their understanding of CRM functionalities and elevate their skill set.

During this workshop, you’ll explore:

⌲  A comprehensive CRM overview to kickstart your journey.

⌲  An exploration of the data model and hierarchy for Recruitment and Retention to grasp the CRM structure.

⌲  Interactive, hands-on activities to master navigating the CRM, analyzing student data, and initiating reporting and dashboards. Please bring your laptop to participate fully in these activities.

Beyond the Basics:

⌲  This course serves as a gateway to Liaison Academy's Premier Education Tracks, covering Recruitment, Marketing & Communications, Admissions & Enrollment, Administrator, and Retention* roles.

     *Retention courses coming in April 2026

⌲  Completing the Foundations course, all 4 Premier Recruitment-focused Tracks, and the Track Exams qualifies you for the esteemed TargetX Recruitment Certification.

To be annouced.

This session shares the experiences of Lake-Sumter State College and the University of Michigan-Flint as they adopted the Communication Planner, from early setup and missteps to building a more coordinated and strategic communication approach. LSSC and U of M-Flint will highlight key lessons learned, common challenges, and practical strategies for maximizing the Communication Planner. Real-world examples will demonstrate how communication plans were structured and executed, followed by a brief discussion where attendees can exchange strategies and best practices. Participants will leave with practical insights they can apply to strengthen their own communication planning and delivery that supports enrollment, retention, and student success.

In 2022, the Alabama Community College System implemented a system-wide CRM for all 24 schools. Our colleges faced the dual challenge of improving engagement with prospective students through campus-wide communication and competing effectively with neighboring institutions. This session will showcase a successful and replicable model in which CRM administrators from separate community colleges within the Alabama Community College System formed a collaborative working group. Our team will show how we moved beyond competition to share our best practices in CRM configuration, data segmentation, and communication strategies. We will detail the implementation of standardized communication plans at our institutions by leveraging data to achieve two key outcomes: removing internal campus silos between departments, and collectively optimizing the use of CRM tools to create a more efficient and personalized student journey that ultimately increased enrollment across the participating colleges.

Creativity can be one of the most powerful differentiators in student recruitment, and Sweet Briar College’s recent partnership with Liaison’s creative team proves just how transformative bold ideas can be. This session shares the story of how collaborating with a dedicated Liaison Enrollment Marketing writer and designer helped Sweet Briar break out of the traditional enrollment marketing mold. Working together, they created imaginative acceptance pieces, including an artist-inspired poster, postcard, and even branded bracelets, wristlet pouches, and water bottles. What began as a simple request for a fresh approach to yield communications evolved into a uniquely designed line of t-shirts now sold in the campus store, strengthening brand identity, student engagement, and a partnership between creative minds. Attendees will gain insight into how strategic creative partnerships and mutual trust can elevate institutional storytelling, drive engagement, and inspire outside-the-box thinking in their own enrollment efforts.

This session will examine the University of Baltimore’s April 2025 launch of the TargetX Recommendation process into our Online Application experience. Initial data indicates a student adoption rate of nearly 40% within the first six months. Of those who initiate a recommendation, we are seeing completion rates of over 50%, and most are completed within a 5-day window. Beyond configuring the Recommendation Application form and process within its online application, UBalt developed a custom FormAssembly form along with various flows to provide students with the flexibility to utilize this digital process after they already submitted their initial admission application. Through Salesforce Lightning components, Visualforce pages, and additional flows, UBalt was also able to share this information with faculty and staff in a smooth and seamless way.

This session explores career and leadership lessons learned across a full arc of higher education roles. Drawing from lived experience that spans admissions counselor, academic advisor, campus dean, executive vice president for enrollment, chief marketing officer, provost, and college president, the speakers will offer a candid reflection on what they wish they had understood earlier in their careers. The discussion will focus on decision making, political navigation, enrollment strategy, organizational leadership, and avoiding common missteps that slow growth and innovation. Attendees will gain perspective on how to cultivate stronger leaders at all levels, accelerate development timelines, and support future talent.

Explore the evolution of a medical school admission process through the strategic integration of AI. Through the synergistic use of AI and application data, Des Moines University will show various ways to incorporate cutting-edge practices from a strategic and tactical perspective. Follow us on our journey from application to enrollment and beyond. Attendees will gain real-world insights into how AI is reshaping decision making throughout the enrollment cycle, driving measurable improvements in efficiency, communication, and strategic planning.

Are you looking to set up a data integration from Outcomes to your SIS or another system on campus? Whether you already have an import process in place or will be creating a new one, we'll walk through how to transform your data within Outcomes to meet your needs, as well as share best practices for building a sustainable data integration. Learn how to plan, execute, and get to Go Live sooner. This session will be a mix of moderated panel discussion and product training that provides examples of using transformation tools in Outcomes.

Predictive insights only create value when they are operationalized. This session focuses on how institutions can translate Othot’s predictive and prescriptive insights into coordinated, insight-driven enrollment marketing campaigns that are orchestrated across channels and aligned to the student journey. Attendees will learn how to activate propensity, engagement, and enrollment likelihood signals to inform audience strategy, message prioritization, channel mix, and timing across email, digital, SMS, and print. The session emphasizes practical frameworks for moving from insight to execution, enabling teams to deliver more relevant engagement, reduce channel fragmentation, and drive measurable performance throughout the funnel.

The University of Charleston (WV) has strong academic programs and a dedicated recruitment team, yet they were still facing a challenge many campuses know well: getting more of the right students into the funnel. Recognizing that prospective students increasingly rely on search engines to guide their college discovery, UC decided to invest in a steady, phased marketing approach to ensure they were visible when students were searching for the next step in their education. They began by improving their site through SEO to create momentum, then expanded into digital advertising and down-funnel campaigns that amplified the work happening both on the ground and across the web. What followed was meaningful undergraduate growth and a stabilizing effect on graduate enrollment, even amid difficult market conditions. This session is ideal for institutions that are ready to ditch reactive, quick fixes and focus on a realistic path forward.

This session will examine the redesign and build of the University of Baltimore’s Fannie Angelos Program for Academic Excellence (FAPAE) application community. A collaboration between UBalt’s School of Law and Maryland’s HBCU institutions, FAPAE prepares students to take the LSAT exam. Historically, its applications were managed through a basic web form, which resulted in duplicate records and inefficiencies within the CRM system. Since the implementation of the TargetX application community for the 2024 application cycle, year-over-year reporting shows an increase in submitted applications for the 2025 application cycle of over 26%. Additionally, the 2025 cycle included enhancements to the community that involved adding the TargetX recommendation process as well as additional custom fields and layouts to better assist the FAPAE application review team.

Join the Othot Product Team for a first look at the redesigned Othot Platform and the vision shaping the future of enrollment and student success analytics. We will share what's coming in upcoming releases, showcasing next-generation UI and UX for the Othot Platform as well as cutting-edge AI features that aim to amplify and ease the insight-generation process for Othot users.

Whether you’re stepping into a new role or bringing years of expertise in managing your Salesforce CRM, this session will equip you with actionable strategies to drive clarity, consistency, and efficiency in higher education operations. You’ll gain practical methods to streamline daily objectives and elevate institutional outcomes. Plus, you will hear directly from TargetX Premier Services clients across diverse institutions as they share how implementing these best practices with Premier Services has transformed their Salesforce orgs and delivered measurable results.

Please keep an eye out for our activity announcement!

This session will begin by exploring the benefits of UniCAS, which allows institutions to configure a core application tailored to their exact requirements. We will then pivot to WebAdMIT, with our community college partners sharing insights about how they review applications, including the features they use and workflow patterns they follow. Throughout the session, we will highlight the collaborative relationship between the institution and Liaison, showcasing how partnership drives success in admissions processes.

This session introduces the core concepts, capabilities, and limits of today’s generative AI tools in clear, non-technical language, so higher ed professionals can make informed decisions and support their students, staff, and departments more confidently. Attendees will have the chance to hone their prompt engineering skills via frameworks like R.A.C.E. and C.R.E.A.T.E. By the end, attendees will have a shared vocabulary, a realistic sense of where generative AI adds value (and where it does not), and practical questions to bring back to their own units and teams. To facilitate those conversations, attendees will leave with a framework designed to comprehensively consider AI use cases, leveraging their knowledge from the session.

Systems across the country are under increasing pressure to better align education pathways with workforce needs, while serving learners at every stage of life. In this session, NASH will explore the key challenges and opportunities systems face in workforce alignment, including fragmented data, unclear pathways, and the need for stronger coordination across education, workforce, and state agencies. The session will introduce NASH’s TIER initiative as a framework for addressing these challenges and will preview how emerging concepts and Liaison’s Living Profile platform can help systems create more connected, learner-centered experiences through technology. Attendees will leave with a clearer understanding of how strategy, policy, and technology can come together to support workforce outcomes at scale.

Search behavior is changing fast. Prospective students are no longer just Googling “best colleges near me.” They are asking AI-powered tools nuanced questions about affordability, outcomes, belonging, and career pathways. Institutions that fail to adapt their SEO and content strategies risk becoming invisible in both traditional search and AI-generated results.

In this session, Concordia University Texas shares how it is intentionally optimizing for both traditional SEO and AI-driven search experiences to drive organic inquiry growth. Attendees will learn how enrollment, marketing, and admissions teams partnered with Liaison to align CRM data, program pages, content strategy, and analytics to meet students where and how they search today.

This session moves beyond theory and focuses on practical, replicable strategies, including:
• Structuring academic program pages for AI and search engine visibility.
• Using SEO-informed content to support inquiry-to-application conversion.
• Leveraging Liaison data and CRM insights to refine organic lead strategy.
• Preparing for a future where AI summaries shape student decision making.

Participants will leave with a clearer understanding of how to future-proof their digital enrollment presence without sacrificing institutional voice or mission.

Effective enrollment strategy requires a clear understanding of student motivations, behaviors, and barriers at every stage of the recruitment funnel. By integrating targeted surveys throughout the enrollment journey, from initial prospect surveys during the Search phase to admitted-student questionnaires, institutions can capture actionable insights that guide personalized outreach and improved yield. Early-stage prospect surveys help identify student interests, academic preferences, and communication expectations, enabling more relevant Search campaigns. Mid-funnel surveys provide visibility into evolving intent, program fit, and potential obstacles, allowing institutions to tailor follow-up strategies and prioritize high-intent students. Accepted-student surveys further qualify interest, assess financial aid understanding, and identify remaining uncertainties that may impact enrollment decisions. When combined, these touch points create a continuous feedback loop that strengthens recruitment effectiveness, enhances student experience, and empowers data-informed decision-making across the enrollment cycle.

After years of disappointing results from traditional recruitment efforts and third-party vendors, Defiance College (OH) needed to get back to the basics. As the college’s leadership team rallied around a common direction, they recommitted to the fundamentals and started moving the ball down the field together. Defiance also needed more than a marketing vendor—it needed a partner. Leadership turned to Liaison for a smarter, more strategic enrollment marketing approach. Defiance later consolidated its vendor relationships to work exclusively with Liaison because of product strength, strategic impact, and high-quality support. Since adopting Liaison Enrollment Marketing Platform (EMP) a few years ago as its CRM and more recently adding Liaison Search and other down-funnel Enrollment Marketing (EM) campaigns, Defiance has experienced dramatic enrollment outcomes—highlighted by its highest deposit numbers in a decade and an 80% increase in new undergraduate student enrollment. Join us to learn how.

With a front-row seat to system-level conversations across higher education and workforce development, this session offers a candid look at what system leaders are prioritizing right now—and why. Drawing from engagements over the past year, Ashley and Craig will share emerging patterns across enrollment strategy, workforce alignment, data sharing, and cross-sector collaboration. The discussion will highlight where systems are experimenting, where momentum is building, and where friction remains between education and workforce ecosystems. This session is designed to ground strategy conversations in real-world activity and help system leaders benchmark their own efforts against broader market trends.

Attend this session to see demos of what we've delivered in Outcomes since last year’s experience: Liaison and get previews of what's coming up next!

Sustaining enrollment growth in today’s competitive higher education environment requires a coordinated approach that integrates inbound and outbound marketing across the entire recruitment funnel. This session explores how institutions can guide prospective students from initial awareness through application and enrollment by aligning digital discovery, proactive outreach, and personalized engagement. Participants will examine how inbound strategies—including Search Engine Marketing (SEM), Search Engine Optimization (SEO), and Generative Engine Optimization (GEO)—drive early awareness and intent by ensuring programs are discoverable where students actively search for information. The session also highlights the role of paid social and programmatic advertising in extending reach beyond traditional search, using targeted, data-driven messaging to influence consideration and engagement. The discussion then shifts to outbound strategies that convert interest into action. Attendees will learn how personalized variable-data print, triggered email communications, and coordinated CRM workflows reinforce inbound touchpoints, maintain momentum, and reduce friction at key decision points. The session also explores the growing impact of AI-powered name acquisition, showing how predictive modeling and intent signals can expand prospect pools while improving lead quality. Attendees will leave with a practical understanding of how to connect these tactics into a unified enrollment marketing ecosystem that drives measurable results. Current clients Loma Linda University and Saint Mary's University of MN are asked to participate in this session, but did not have word back at time of submission.

Higher education is in a period of rapid change and flux, and health professions education is not exempt. National health professions associations do not just work in a vacuum for their own industries but often partner in meaningful ways to advance health care education as a whole, just as schools and programs do with each other. Attendees will learn how associations partner at all levels of our organizations to impart change by supporting the Centralized Application Service activities of their schools and programs in order to address challenges such as Supreme Court rulings impacting admissions practices and Department of Education policy changes affecting student financial aid. Join us for a panel discussion featuring representatives from multiple associations behind fields such as dentistry, naturopathic medicine, osteopathic medicine, pharmacy, physical therapy, podiatric medicine, and veterinary medicine, all sharing how they remain a steady force and collaborate without competition in meaningful ways in the face of an industry in flux.

The Alabama Community College System is made up of more than 20 campuses that serve Alabama with a wide range of academic offerings, on-campus opportunities, and career preparation. ACCS partnered with Liaison to develop outreach to students across the system to generate interest at the top of the funnel, delivering qualified leads to campuses to integrate the new inquiries into their ongoing efforts. Since the launch of these system-wide campaigns, several individual ACCS campuses have also partnered with Liaison to develop and execute down-funnel outreach to encourage movement from the point of application all the way through enrollment. This partnership has created efficiencies by utilizing brand elements that apply to the system and the individual campuses, as well as strategic alignment between all parties involved, to maximize the impact of collective ACCS outreach and the efforts of those individual campuses.

Your CAS offers a unique view into how prospective students discover, engage with, and progress through the application process. This session explores how activities related to your CAS offer meaningful signals that support marketing decisions across lead generation, application completion, and audience understanding. We’ll discuss what institutions can learn from patterns in engagement and how those behaviors can shape more informed marketing strategies. We’ll also look at the role of pixels and other tracking approaches that can help identify trends in who is interacting with your application and how that information can be used to guide retargeting, messaging, and follow-up. Attendees will leave with adaptable ideas for connecting application activity to marketing strategy in ways that strengthen the overall enrollment funnel.

Many institutions adopted TargetX with aspirational recruitment strategies—layering on third-party solutions to bypass historic limitations of TargetX and Salesforce tools. Years later, those same institutions often find themselves navigating a maze of add-ons, customizations, and technical debt that don’t align with staffing resources or budgets. This session explores how the Graduate School at the College of Charleston recognized this mismatch and righted the ship. Anchored down by an overly complex Salesforce ecosystem, it felt difficult to maintain, costly to support, and misaligned with operational needs. Through a practical case study, we’ll examine how the team, assisted by Premier Services, trimmed duplicative tools and rebuilt intentionally using today’s strengthened out-of-the-box Salesforce and TargetX features. The result? A sustainable system that supports recruitment, review, and yield efforts with far less administrative strain. If your team is overwhelmed by too much technology—or too few people to maintain what once felt manageable—this session offers a clear path forward.

This session will explore how the University of the Cumberlands and Liaison partnered to move from initial skepticism about AI and predictive modeling to broad adoption that is embedded in day-to-day enrollment strategy. The presenters—a campus leader, a former Cumberlands VP now in Sales leadership, and a client success partner—will share a candid look at what it really takes to build trust in new technology, especially when it touches sensitive areas like student outreach and resource allocation. Attendees will hear specific examples of how early concerns were surfaced, addressed, and ultimately transformed into advocacy through transparency, shared wins, and intentional communication.

SMS Inbox, the largest and most anticipated feature since the release of TargetX Communication Planner, debuted in February 2026. Join the product team for a demonstration of the tool to get your team started in 1:1 messaging with students.

As generative AI increasingly shapes how prospective students discover, compare, and evaluate colleges and universities, visibility is no longer determined by organic search rankings alone. Today, students often encounter institutions through AI-generated answers, recommendations, and summaries, sometimes without clicking through to a website. In this evolving digital landscape, brand visibility has become a critical role in the student journey. This session explores how AI-driven discovery is changing the rules of visibility in higher education and why traditional Search Engine Optimization (SEO) complements the broader brand signals across the digital ecosystem. Attendees will gain a clear understanding of how generative engines interpret authority, relevance, and trust and how those signals influence which institutions appear in AI-powered responses. This presentation will highlight practical strategies for strengthening brand visibility beyond organic rankings, including thought leadership, structured data, alumni outcomes, and consistency across institutional touchpoints. The session will also address how these efforts support Generative Engine Optimization (GEO) and increase the likelihood of organic mentions. Attendees will leave with a framework for adapting their discovery strategy to an AI-driven environment and actionable guidance to ensure their institution remains discoverable, credible, and competitive as organic search behavior continues to evolve.

Liaison Othot empowers enrollment leaders to move beyond reactive decisions to predictive precision by optimizing financial aid impact, maximizing yield, and shaping the class you want to enroll. In this session, the Othot Product Management team will reveal how institutions are using AI-driven analytics to allocate impact awards strategically, simulate admissions decisions before committing, predict student yield likelihood at the individual level, and mitigate summer melt.

• Shape Your Class with Confidence: Learn how Othot’s predictive analytics platform can simulate admissions decisions and their enrollment outcomes before you commit to ensure you build the class profile, diversity, and quality you're targeting while meeting enrollment goals.

• Simulate Financial Aid and Tuition Strategy: Discover use cases such as analyzing the impact of appeals, simulating next year's merit and need strategies, and modeling tuition increase scenarios.

• Mitigate Summer Melt: See how predictive analytics can identify deposited students who may be unlikely to make it to census day next fall and what actions you may be able to take to mitigate that risk, enabling you to deploy the right financial aid, messaging, and support to convert your deposited students into next fall’s first-year class.

Admissions professionals handle hundreds of applications, which makes it challenging to efficiently consider all aspects of an applicant beyond key performance metrics like test scores and GPAs. This session explores how WebAdMIT Holistic Insights helps you evaluate the full picture of each applicant by connecting academic performance, background, experiences, and potential for success. You’ll learn practical strategies for implementing holistic review workflows that help save time, increase consistency, and build more engaged, mission-aligned cohorts without sacrificing the depth of review. The session will also highlight how the solution complements WebAdMIT Predictive Insights, which provides enrollment likelihoods, to deliver a more comprehensive view of each applicant.

Events are more than just moments of engagement. They’re opportunities to build meaningful systems, connect cross-functional teams, and create a clearer picture of prospective student journeys. In this session, discover how PLNU GPS uses the TargetX Organization Calendar not just to manage logistics, but as a strategic tool to integrate outreach, data collection, and reporting across multiple departments serving GPS students.

We’ll explore how categorizing and leveraging different event types helps teams from Admissions, Enrollment, Student Success, and Financial Counseling collaborate more effectively. By embedding new student information directly into event records, PLNU is simplifying the RFI processes and improving attribution without burdening the counselors or losing visibility into a student’s origin story.

Whether you’re new to TargetX or looking to evolve your event strategy, this session offers a fresh approach to using built-in CRM tools to drive efficiency, accountability, and clarity across your recruitment system.

As institutions continue to expand digital recruitment and admissions efforts, application fraud has increased in both volume and sophistication. Spam submissions, identity manipulation, and automated bot-generated applications not only skew enrollment data but also consume valuable processing time, create data-quality risks, and carry potential compliance implications. To protect the institution’s admissions ecosystem, this session outlines the implementation of Persona, an identity-verification and fraud-prevention platform, at the earliest stage of application intake—before records are created or transferred into Banner.

Institutions increasingly collaborate with external partners such as high schools, agencies, and feeder organizations, yet many struggle to do so securely and at scale. TargetX Partner Portals offer a structured way to extend access beyond internal users, but without the right design, they can introduce data risk and long-term maintenance challenges. This session explores the purpose of TargetX Partner Portals and how they can be implemented using Salesforce Experience Cloud and TargetX tools. The presentation will focus on practical guidance, real-world considerations, and lessons learned, helping institutions determine whether Partner Portals are the right solution for their needs and how to take next steps with TargetX Client Success and Delivery teams.

Personalization is the most fatigued buzzword in higher education marketing. While most institutions claim to personalize their outreach, many remain stuck in the era of "mail merge"—simply inserting a name into a generic template. This approach no longer resonates with Gen Z or Gen Alpha, especially because enrollment journeys no longer follow a predictable, linear funnel. Today’s prospective students move in and out of the process, influenced by stealth research, shifting personal circumstances, and digital touchpoints that happen long before they make contact. In this session, we will explore the next evolution of student engagement: behavior-driven personalization within a non-linear journey. Moving beyond static demographic data, we will demonstrate how to align marketing with actual student behaviors—such as website visits, email clicks, and stealth research patterns. Through detailed persona examples and quantitative campaign data, attendees will learn how to balance inbound and outbound tactics, utilize authentic voices (faculty, staff, and alumni), and time their outreach to transform a generic recruitment funnel into a responsive, student-centric journey.

Student success teams want earlier, smarter intervention when it comes to persistence, retention, and degree completion efforts. While all might agree on a unified goal, some may face a critical challenge when it comes to the approach: getting the right amount of student information in the right hands without perpetuating bias and misinformation. This session introduces a new perspective and draws parallels to preventative care in retention and healthcare. Rather than provide only reactive support, institutions can adopt a proactive, evidence-based approach that identifies barriers to success, prioritizes risk factors, and empowers student success teams to build custom intervention campaigns with Othot. We'll explore how forward-thinking institutions are reshaping student success through ethical analytics and intervention frameworks that respect privacy while maximizing impact.

This session will cover some basic definitions and concepts behind data analytics and machine learning, providing enrollment managers and student success professionals with what they need to know to "get by" without being an expert in statistics, machine learning, or analytics. The second half of the session will focus on data collection and management best practices that will prepare your institution to hit the ground running with predictive and prescriptive analytics solutions. Finally, attendees will be equipped with a checklist to make sure they are ready to make an impact with advanced analytics at their institutions.

To be annouced.

In this session, you will learn how the University of Nebraska Medical Center implemented its CRM governance model for 12 Centralized Application Services and six Outcomes instances to ensure each college was aligned. By establishing a governance approach, each college understood the vision, goal, procedures, and standards of their Outcomes implementation and continued use and advancement of the tool.

As former Admissions Directors who stood up and administered the TargetX CRM for our campuses, and who are now TargetX employees, we often wish we could go back and make recommendations to our former client-selves about the many ways to better use TargetX tools. As seasoned TargetX users and employees, we now have a deeper appreciation of the solutions that would have made our day-to-day work on a campus more efficient and engaging, both for ourselves as the CRM Administrators, as well as for other TargetX users across campus.

Whether you are new to your role or a veteran of managing your CRM, this session is designed to provide practical ways and methods to make better use of TargetX/Salesforce to recruit and retain your class.

It’s 2026. Future applicants who would be a good fit for you, but don’t yet know about you, are likely to search the web or ask an AI tool. MyLiaison.com has been built with this use case in mind—turning a search or query into real engagement. When someone visits the site, they find rich information about education and careers that are available to everyone. The focus is on guiding a visitor toward an application to the right program or programs for them, based on factors like field of study, location, and instruction style. Visitors can jump directly to an application or create an account and save their favorites to a list. When they create an account, they can choose to share their information with relevant programs, which results in a high-quality lead for matching Liaison partners. In addition to providing rich information, MyLiaison.com is also an applicant’s entry point to deeper engagement through Liaison’s other products and services, including CAS and Living Profile.

Reviewing and selecting applicants is complex, and identifying students most likely to enroll and thrive requires more than a single-dimensional view of applicant data. WebAdMIT Predictive Insights integrates advanced machine learning directly into your admissions workflows, leveraging WebAdMIT data to provide likelihood-to-enroll scores, as well as supplemental metrics and explainable AI insights—such as Likelihood Factor, Decile, and the features most impacting each student’s prediction—right within the applicant record. This session shows how to use those predictions to tier applicants, focus on high-yield segments, and trigger targeted outreach using WebAdMIT exports. Learn how continuously updated predictions shift your strategy from reactive to proactive, helping you make faster, more confident yield and enrollment decisions across undergraduate and graduate programs. This solution complements WebAdMIT Holistic Insights, which evaluates applicants’ quality and alignment with your institution’s mission, providing a combined, comprehensive view of each candidate.

The ResidencyCAS Alignment Insights tool empowers applicants to medical residency programs with data-driven clarity on program fit by comparing their profiles to historical patterns of candidates who were invited to interview, removing the need to rely on guesswork or stated preferences alone. Applicants who receive their Alignment Insights report tend to apply and signal more intentionally to programs where they are genuinely aligned, resulting in stronger interview outcomes even after accounting for differences in test scores. This 25-minute session will introduce the High/Medium/Low alignment ratings, highlight the top three factors driving each rating, and show how this transparency supports fair, evidence-based selectivity while helping applicants use limited applications and signals more strategically.

Building a strong applicant pool starts with targeting the right students early. Liaison Othot transforms recruitment strategy by delivering AI-powered insights that optimize the top-of-funnel process. In this session, the Othot Product Management team will showcase how enrollment teams are leveraging predictive analytics to increase applications overall and within specific populations, identify high-performing lead sources, prescribe smarter marketing investments, and engage right-fit prospects before they apply.

In an era of increasing regulatory complexity, public health crises, and changing applicant behaviors, institutions must be agile, collaborative, and data-informed. This session will feature representatives from multiple schools at Towson University who have implemented various Centralized Application Services (CASs) to streamline the admissions process, improve compliance, and build institutional resilience, particularly during critical periods such as the COVID-19 pandemic.

Representatives from the Association of American Colleges of Nursing (AACN), the Physician Assistant Education Association (PAEA), and the Council of Academic Programs in Communication Sciences and Disorders (CAPCSD) will join the discussion, offering insight into how national associations and Liaison partner with institutions to strengthen admissions infrastructure and promote shared best practices across disciplines.

This candid panel discussion will explore:

• The role of CAS in enhancing efficiency and data integrity across decentralized schools.
• How associations and Liaison support strategic enrollment efforts and regulatory navigation.
• Real-world challenges faced by Johns Hopkins schools and how CAS provided stability during crises.
• Opportunities for deeper collaboration between institutions and their professional associations.

Whether you’re evaluating CAS participation or looking to maximize its value, this session will offer actionable strategies and a behind-the-scenes look at how CAS can serve as a foundation for scalable, compliant, and resilient admissions operations.

Facing year-over-year declining enrollment at select campuses, the California State University partnered with Liaison and Niche to deliver a solution to boost enrollment using the CAS Jumpstart APIs. In the solution, prequalified applicants receive unsolicited offers of conditional admittance to one or more of the target campuses. Upon redemption of an offer, Niche calls the Jumpstart APIs to create a Cal State Apply account and application, and the applicant is directed to the pre-filled application to select a program at one of the Niche-redeemed campuses. In this presentation, CAS Jumpstart API product manager Jimmy Henson will provide an overview of the institutional concerns and needs, the solution with implementation details, results to date, and potential areas of improvement. Jimmy will also live-demonstrate the Jumpstart flow used for this project.

Have an issue with your CAS integration, but not sure where to start? This is the session for you! We will walk through key information needed for a CAS integration, review frequently asked questions, and then answer your most pressing integration questions. CAS data and document integrations can be more technical than you’re accustomed to, but you don’t need to figure things out by yourself along the way, thanks to this support from Liaison.

ExploreHealthCareers.org is a free, student-centered resource that admissions offices and faculty can use to strengthen outreach, advising, and pipeline development for the health professions. This session shows how the site can be integrated into recruitment, pre-health advising, and curriculum to help students—from first-year undergraduates to post-baccalaureate career changers—understand health career options and the education required to pursue them.

The presentation highlights site features most relevant to colleges and universities, including career profiles that clarify roles across the health workforce and address misconceptions; tools that map education and training pathways (certificates through clinical doctorates) to specific careers; and resources that help students assess fit, prepare competitive applications, and connect with enrichment and pipeline opportunities.

A panel of CAS Executive Group members and Liaison staff will discuss how admissions professionals and faculty shaped recent redesigns to better support institutional goals. Panelists will share use cases such as embedding the site into courses, advising, and recruitment; supporting exploratory students; and leveraging its focus on diversity and inclusion to advance equity and access initiatives.

Harper College strengthened its One Stop operations by centering its service model on Salesforce Case Management and leveraging the combined capabilities of TargetX and native Salesforce functionality. The unified platform allows staff to track all student engagements, including phone calls, chats, and walk-ins, while integrating Banner data such as financial aid and testing, TargetX event participation, application visibility from Admissions Processing, and group assignments from Admissions Outreach. Campus departments also use shared email communication tools, enabling staff to view and resend messages instantly. Together, these enhancements result in faster case resolution, stronger cross-department collaboration, and highly personalized student support.

This session introduces the Recipient Interaction feature, released in May 2025, and outlines how it can enhance client monitoring of daily campaign activity by leveraging Communication Planner records within the CRM. The initiative focuses on three core elements: dashboards to monitor campaign sending, the implementation of Recipient Interaction object to capture engagement with email campaigns, and integrated reporting capabilities that enable specialized track creation, automation triggers, and daily monitoring. Dashboards will provide campaign managers with real-time visibility into sending performance, ensuring issues are identified early, and execution is tracked consistently. Attendees will learn how the Recipient Interaction object captures complete recipient behavior at the individual level, recording metrics such as opens, clicks, unsubscribes, bounces, opt-outs, and spam reports, along with timestamps, counts, and source data, including campaign, track, element, and template. This granular dataset enables segmented reporting by audience or campaign type and supports operational alerts when anomalies occur, such as unusually high bounce rates or delivery delays. Because the feature is stored in a custom object, native CRM automation tools can trigger workflows based on recipient interactions, enabling personalized follow-ups, exclusion lists, or predictive sending strategies. Implemented together, these enhancements position our CRM and communication planning tool as a more powerful, data-driven platform for campaign management. By combining real-time monitoring, detailed interaction tracking, and integrated reporting, we will empower marketing and communication teams to optimize outreach, increase efficiency, and deliver more personalized experiences that drive measurable business outcomes.

North Dakota State College of Science offers a wide range of associate degrees and on-campus experiences for students across multiple locations in their area. The good work that their team was doing was held back by a cumbersome CRM and outdated marketing messages, making it difficult to achieve their goals in an increasingly competitive environment. NDSCS then partnered with Liaison to implement TargetX and launch Enrollment Marketing campaigns shortly thereafter. They have increased enrollment 7%-9% annually for the last two years, working with Liaison and coupling their own efforts with newly available assets. By using these tools and letting Liaison do the heavy lifting, the NDSCS team has been freed up to work more closely with students and strategize on other initiatives, increasing student engagement and achieving operational efficiencies. Join us to learn how to apply this on your own campus.

In this session, attendees will learn how to unlock operational efficiency by exploring how AgentForce—combined with Flow-driven automation—can transform communications, recruitment outreach, and student success efforts. This high-level session will also showcase practical use cases and considerations for using Agents.

This empowering session will discuss the unique challenges faced by women ascending the ranks in higher education. The panel, composed of accomplished women holding Director through VP positions across the higher education industry, will share their success stories, valuable lessons they have learned along the way, and strategies for fostering gender equality in executive and leadership positions. This discussion is designed for women at all stages of their higher education careers, from emerging leaders to established executives, and anyone interested in supporting gender equality in the sector.

Graduate school admissions has always provided challenges, and the current climate is no exception. In this session, we will explore how several graduate school admissions offices have combined the power of WebAdMIT and Othot to transform their enrollment process. To address the integration of AI in the process, the panel discussion will focus on the following:

• The challenges and obstacles being faced, and how to set goals to overcome those problems.
• Why AI is the solution to those challenges.
• How the use of WebAdMIT and Othot together has improved processes.
• Thought leadership, a discussion around future evolution, and use cases involving AI.

How does a community college of roughly 3,600 students successfully manage its CRM without a dedicated administrator? At Mid Michigan College, this challenge sparked a collaborative model that distributes CRM ownership across three key leadership roles: the Director of Advising, Director of Admissions, and Director of Strategic Communications. Together—supported by a trusted CRM consultant—these leaders blend their strengths to ensure the system remains accurate, student-centered, and strategically aligned. This session will share how the team developed a clear division of responsibilities, built processes that support shared governance, and established communication routines to keep projects moving forward. Presenters will outline how they coordinate complex tasks such as data integrity, workflow and communication management, application updates, event and outreach campaigns, and user support—despite each holding roles with significant responsibilities beyond the CRM itself. The team will also candidly share the realities behind the scenes—implementation challenges, learning curves, small teams being pulled in many directions, and how we navigate these challenges with humor, patience, and mutual respect.

Campuses are building more automation than ever, but not every automation makes things better. This session focuses on using Flows and automations in TargetX to support real enrollment and student success work, not just create more noise. We’ll walk through how to design automation that nudges students at the right moments, guides counselor outreach, and keeps processes moving without overcomplicating your org. Attendees will leave with practical examples they can map to their own workflows immediately.

"Build it, and they'll come" no longer works for community colleges. As enrollment pressures mount, institutions need strategic recruitment marketing that speaks directly to individuals—not just general brand awareness.

Many colleges believe they've embraced personalization, yet most efforts remain limited to mail-merge tactics. True customization means developing communications that reflect each prospect's academic interests, career goals, and individual circumstances.

In this session, participants will explore:
• The strategic distinction between brand marketing and recruitment marketing.
• The spectrum from personalization to customization, and what students expect.
• Evidence-based practices for orchestrated engagement recruitment marketing.

Please keep an eye out for our activity announcement!

Higher education is changing rapidly. As budgets tighten and learner expectations diversify, institutions are expanding micro-credentials, prerequisites, and non-degree offerings to reach new audiences and stabilize revenue. This has created a fast-growing population of external learners seeking stand-alone, prepaid, open-enrollment courses—without committing to a full program.

The challenge? Most institutions lack the time or infrastructure to build a shopping cart or non-degree registration system.

At PLNU, we faced this directly. External enrollments were once minimal, but two initiatives quickly changed the landscape: the Anatomy Learning Institute, enrolling 100+ learners per term, and a Nazarene Course of Study partnership adding another 100+ learners each semester. Both launched rapidly—with no cart, no non-degree SIS pathway, and no time for custom development.

The solution: a creative, high-impact use of the TargetX Event System.

This session demonstrates how the often underutilized Event architecture can be transformed into a scalable Open Enrollment engine supporting course selection, registration, and payment—without custom code or new systems. This approach is not unique to PLNU. Any institution can adopt this model now to support revenue growth, workforce needs, and non-traditional learners. Join us to learn how.

Enrollment leaders know the reality: Prospective students don’t move through tidy, linear funnels. They explore programs over time, across channels, often anonymously, and form perceptions long before they ever submit a form or appear in a CRM. This session reframes enrollment strategy by examining how organic media, paid campaigns, brand storytelling, and experiential touchpoints work together to support modern student decision making. Rather than treating these efforts as separate tactics, the session explores how institutions can intentionally design a connected ecosystem—one that builds trust, reinforces awareness, and creates multiple opportunities for students to engage when they are ready.

Participants will explore how organic content establishes credibility and familiarity, how paid media sustains visibility across long consideration cycles, and how campaigns tied to campus visits, program exploration, or virtual experiences provide meaningful moments of validation. Together, these elements create momentum without relying on a linear, form-first funnel.

Through real-world examples, the session will illustrate how institutions can better position themselves for today’s stealth and non-traditional students by offering the right mix of content, paid outreach, and engagement—meeting students where they are and supporting them throughout their journey, even when much of that journey remains untracked.

The future of student recruitment lies at the intersection of creativity and analytics. This session moves beyond general concepts to provide a practical framework for integrating artistic outreach strategies with the precision of AI-driven decision-making. We will demonstrate how admissions professionals can harness the power of machine learning to segment their student search, create highly tailored marketing strategies, and effectively attract best-fit candidates. Using real-world examples and quantitative data, this session will illustrate the measurable impact of this approach on inquiry-to-enrollment conversion rates. Attendees will leave with a clear, actionable methodology for how blending current enrollment marketing strategies with machine learning can generate breakthrough results and enhance institutional operational efficiency.

As higher education evolves, institutions face growing pressure to streamline admissions while maintaining integrity and equity. In a world where automation and AI dominate conversations, World Education Services (WES) stands apart by prioritizing authenticity and trust—real people reviewing real credentials to ensure accuracy and fairness. This session will explore how WES’s mission-driven approach and accelerated evaluation processes empower institutions to admit qualified international students confidently.

We’ll examine global mobility trends, the importance of document authentication, and why human expertise remains critical in safeguarding academic integrity. Attendees will leave with actionable strategies to strengthen international recruitment and admissions while upholding the highest standards of transparency and trust.

In this demo and roadmap review, the TargetX product team will showcase newly released features and provide a strategic preview of the upcoming year’s enhancements. Join us for an in-depth walkthrough of innovations across the TargetX platform. Attendees will gain insight into how these tools can streamline admissions workflows, enhance recruitment efforts, and improve the overall student and staff experience.

This session will cover the most recent enrollment trends in higher education, offering insights into their impacts as well as best practices to adapt to the ever-changing landscape.

Integrations are not just for the IT professionals on your campus; in fact, many of the primary decisions and business processes related to integrations depend on the enrollment team and understanding the downstream impacts. Whether you’re considering integrating from CAS to another system or looking to improve or expand your current integration, this session will help you understand key considerations for what data should be brought over and when, which of your processes may be affected, and how to ensure effective user testing. Join Metro State University, University of St. Thomas, and members of our client success and data integration teams to hear their experiences, recommendations, and lessons learned.

Higher education faces mounting enrollment challenges—balancing class composition, revenue, and student fit amid complex decision cycles. Traditional methods relying on intuition and historical trends no longer suffice. This presentation introduces Othot’s AI-powered platform for enrollment management, which uses machine learning, predictive analytics, and explainable AI to move institutions from reactive to proactive strategies. Beyond forecasting enrollment likelihood, the platform enables prescriptive analytics—modeling “what-if” scenarios that reveal how financial aid, timing, and policy changes influence outcomes. Through its Phase Change simulation, Othot empowers leaders to shape undergraduate and graduate classes, optimize yield, maximize revenue, and align enrollment with institutional goals—transforming admissions into a precision-driven science.

Stop treating lead generation and your CRM as separate tools. In today's competitive landscape, all higher education professionals—from enrollment managers to marketing directors and IT staff—are tasked with increasing efficiency and demonstrating ROI. This session provides a practical roadmap for connecting your institution's lead generation efforts (digital advertising, search campaigns, college fairs, etc.) directly into actionable, automated workflows within your CRM. We will explore industry benchmarks and case study findings to inform attendees about how you can structure lead data from the source, create critical data capture strategies that trigger personalized engagement tracks, and leverage analytics to continually optimize your funnel. Leave with a clear, step-by-step plan for maximizing ROI on your lead generation campaigns and activating your CRM’s next-level potential.

Campuses collect mountains of data, but is it really being used to influence decisions? This session cuts through the clutter and focuses on designing data that truly matters by helping identify yield, measure event effectiveness, and evaluate which sources actually produce enrolled students. Attendees will walk away with a practical framework for keeping only the data that leads to better choices and stronger enrollment outcomes.

In a landscape that continues to evolve—more quickly now than ever, in ways that were both anticipated and unimaginable—the SEM game isn’t what it was even five years ago. Enrollment leaders must now be agile, innovative, and comfortable using data to make decisions around strategic direction and tactics. Join enrollment leaders in this session as they share how they’ve leveraged data from both internal and external resources to meet (and exceed) their enrollment goals year over year.

Graduate enrollment leadership has blind spots. We often overvalue longevity; experience alone is not judgment. Newer team members, closest to the student journey, often surface the best ideas. We also gloss over interim appointments. Without clarity on mandate, authority, and timeline, an interim role can be a launchpad or a wipeout. Finally, we underestimate the role of change leadership. Progress in GEM depends on leaders who can build coalitions, strengthen community, and move teams through uncertainty with clear communication and shared purpose. This session names these gaps and turns them into moves you can use: ways to elevate emerging voices, set up interims for success, and build the community that sustains results.