Can Higher Ed Be Sold ‘Carvana Style’? Assessing Digital Impact in Enrollment and Marketing

Mickey Baines leads the technology services practice at Kennedy & Company. Kennedy & Co assists colleges and universities in the selection, implementation, customization and integration of various CRM technologies, including Salesforce, TargetX, Slate and others. They lead projects of all sizes for public and private two and four-year institutions. Whether he's working hands-on in an enrollment strategy project, leading a CRM implementation or speaking at a conference, the goal is the same - to help higher ed professionals implement technologies, strategies & tactics that engage and enroll more students.

Jamie Gleason is the Vice President Of Enrollment Strategy at Direct Development. He brings over 15 years of higher education experience to the team; almost a decade of which was spent on campus(es) and nearly six years was in edtech. A self-proclaimed "farmer + fixer," Enrollment has always provided the perfect challenge for him! He's happiest when mining through spreadsheets, results, and (generally) any type of data!

Shannon Zottola has over fifteen years of experience in enrollment management and currently serves as Vice President and Dean of Enrollment Management and Marketing at Ursinus College, where she has been in this role since July 2018. In her position, Shannon oversees the following departments: Admission, Student Financial Services, College Communications & Marketing, Enrollment Operations, and Enrollment Research and Analytics. Prior to her position at Ursinus College, Shannon worked at Cabrini University and Marywood University in the areas of Admission and Retention. Shannon is a member of the National Association for College Admission Counseling (NACAC), the Pennsylvania Association for College Admission Counseling (PACAC) and the American Association of Collegiate Registrars and Admissions Officers (AACRAO). In addition to presenting at both the national and regional level on various topics regarding admission, enrollment and leadership, she serves on various institutional committees and task forces, and is a member of the Senior Leadership Team at Ursinus College. Shannon earned a B.S. in Psychology & Criminal Justice, and a M.Ed. in Higher Education Administration from the University of Pittsburgh. Prior to working in higher education, Shannon was a social worker and a waitress, both of which were harder jobs than any she has held before or since. When not working, Shannon spends time with her husband and 2 teenage children at their home in Phoenixville. Also residing there are 9 chickens, 2 dogs, 3 cats, and thousands of honeybees.