Mount Saint Vincent University
Marketing, Recruitment and Communications
Webinar and Marketing Research
Mount Saint Vincent University
Marketing, Recruitment and Communications Webinar and
Marketing Research
March 1, 2010
PREPARED FOR:
Kelly Gallant
Associate VP Communications and Marketing
Mount Saint Vincent University
kelly.gallant@msvu.ca
902-457-6339
PREPARED BY:
Bruce Thompson
Director of Sales
519-433-8302 ext. 228
Academica Group
London | Toronto | Boston
March 3, 2010
Kelly Gallant
Associate VP Communications and Marketing
Mount Saint Vincent University
166 Bedford Highway, Halifax, Nova Scotia, B3M 2J6
Dear Kelly
Thank you for the opportunity to present our marketing, communications, recruitment and research
solutions for Mount Saint Vincent University (MSVU). Working together with our strategic partner,
SEM Works, Academica Group is excited about the prospect of assisting you in the collection of
market research to inform the development of your strategic enrollment strategies.
Flooded with marketing messages, today’s students are savvy shoppers and Universities must have
a deep understanding of student needs along with the strategies and tools that will have the
greatest impact on each target audience. Academica Group and SEM Works will partner, to provide
MSVU best practice and research-based strategies to enable the University to better understand
your market needs, focus communications and grow enrolment, especially in the Halifax area and
across Nova Scotia.
As you review our proposal, consider the collective strength of the Academica Group and SEM
Works partnership.

Over 300 national and international clients and a staff with over 490 years of experience in
the field. As a full-service higher education consulting firm, we know how to translate
student needs into communication strategies that capture the essence of our clients and the
attention of prospective students.

Academica Group has fourteen years of data-driven innovative strategic enrolment
management research with more than one hundred Canadian clients, and has received
“Gold Seal” certification by Canada’s Marketing Research and Intelligence Association
(MIRA).

With two Canadian offices, and numerous Canadian consultancies, SEM Works understands
the competitive nature and changing enrolment dynamics in the Canadian marketplace
(e.g., increased governmental accountability, the movement of community colleges to offer
four-year degrees, tuition increase caps, the presence of new online education providers,
and escalating competition from smaller more intimate colleges that are closer to home).
We look forward to discussing this project with your further.
Sincerely,
Bruce Thompson
Table of Contents
Scope of Work and Methodology ..................................................................................................................... 5
Best Practices Webinar ................................................................................................................................... 5
Research ......................................................................................................................................................... 6
Timeline .......................................................................................................................................................... 7
Budget ................................................................................................................................................................ 8
Academica Group Profile .................................................................................................................................. 9
SEM Works Profile ............................................................................................................................................ 10
References – Academica Group ...................................................................................................................... 11
Reference – SEM Works ................................................................................................................................... 12
Partial Client List – Academica Group ............................................................................................................ 15
Partial Client List – SEM Works ....................................................................................................................... 16
Staff Profiles – Academica Group ................................................................................................................... 17
Staff Profiles – SEM Works .............................................................................................................................. 19
Scope of Work and Methodology
Scope of the Work
The Mount Saint Vincent University has requested services to:

present best practices in marketing, communications, and recruitment materials, tools and
approaches

conduct research to assess the University’s brand impression, image, and awareness, etc.
especially in Halifax area and across Nova Scotia among current students, high school seniors,
adult learners, and immigrants, etc.
Summary of Response to the Scope of the Work
Academica Group and SEM Works will partner to deliver the following:

a two-hour, best practices webinar on marketing, communications, and recruitment materials,
tools, and approaches (SEM Works)

UCAS University/College Applicant Study™ focused on awareness, perception, and barriers to
enrolment (Academica)

ADS Acceptance Declined Survey™ focused on awareness, perception, and barriers to enrolment
(Academica)

Strategic Research Summary Report (Academica)
Best Practices Webinar
Best Practices Marketing, Communications and Recruitment Webinar (SEM Works)
Dr. Black will conduct a two-hour webinar of best practices in marketing, communications and
recruitment rather than make a campus visit. The webinar will be customized to meet MSVU’s needs.
In preparation for the webinar, Dr. Black’s review and assessment will include, but not be limited to:

MSVU’s brand perception study recruitment, marketing, advertising, communications, and
enrolment plans and effectiveness data.

On-campus and off-campus recruitment programs, tours and virtual tours.

Communication flow to prospective students and outreach to key constituents.

Enrolment data especially for the Halifax area and across Nova Scotia
Logistics: SEM Works will coordinate a webinar using WebEx.
Who should attend: Administration, faculty and staff involved in marketing, communications and
student recruitment
Attendance: Unlimited
Duration: Two hours
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DRAFT AGENDA - BEST PRACTICES IN MARKETING, COMMUNICATIONS, AND STUDENT
RECRUITMENT









Strategic Enrolment Management (SEM) Concepts
SEM Models And Structures
Today’s Students And Expectations
Student Recruitment Construct
Recruitment, Multi Channel Communications, and Marketing Strategies And Tools
Building Relationships
Findings From The Off-site Review And Related Recommendations
Questions And Answers
Next Steps
Research
UCAS™, ADS-80 and Strategic Enrolment Research Summary Report
Academica Group will inform the development of marketing, communications and recruitment
practices by conducting the UCAS (University/College Applicant Study™) - Competitive Intelligence
Report, the ADS-80 (Acceptance Declined Survey™) – Data Report, and provide an overall Strategic
Enrolment Research Summary Report. This research and related reports will enable MSVU to develop
research-based recruitment and marketing plans that will foster enrolment growth especially in the
Halifax area and across Nova Scotia. These research tools are the most effective and affordable
sources of information available on your prospective and admitted students providing:

In-depth understanding of applicant motivations – over 340 data points, allowing you to
fine-tune your recruitment, marketing and communication strategies

Insight into student perceptions of your strategic enrolment efforts – what is working and
what is not

Competitive intelligence – how do your prospects think of you in comparison to your
competitors?
Where are you winning and where are you losing?

Online Dashboard – results are delivered to you within hours of survey completion

Cost efficient – actionable data to focus your resources and attain the highest ROI
The UCAS™ Competitive Intelligence Report includes the following:

Dashboard - Online access to MSVU applicant data from each major theme (Applicant Profile,
Marketing Efforts, Key Decision Factors, Reputation and Branding) within hours of the
applicants’ completion of the study.

Custom Data Reports - Custom reports prepared by Academica Group analysts, including your
institution’s own applicants compared to up to 5 key competitor institutions (may be subject to
sample size limitations.)
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The Acceptance Declined Survey™ - 80 Report includes the following:

Dashboard - Online access to data for each question of the survey within hours of the
applicants’ completion of the study. It allows clients to run frequencies tables and charts as well
as cross-tabulations of each question by key grouping variables.

Custom Data Report - Custom reports prepared by Academica Group analysts including an
Index Scale prioritizing all of the approximately 45 factors from most important in the decision
to least important. Index scores are analyzed by up to five key variables (for example: Level of
commitment to MSVU, Grade average, Area of study, Top competitors, etc.)
Strategic Research Summary Report
Academica Group will review the UCAS™ and ADS™ - 80 data reports to develop a written report that
draws together the most significant findings from each study. The report will include high-level
implications and recommendations as they relate to MSVU’s marketing and recruitment practices
thereby improving applicant conversion and enrolment.
Timeline
The following timeline may be revised by mutual agreement between Academica Group and Mount
Saint Vincent University.
Month
Week
March
3
Dr. Black, Mr. Steele, Mr. VanHam conduct conference call with Kelly Gallant to
discuss and finalize webinar agenda, and research process for the UCAS™ and ADS™
surveys.
3
Dr. Black begins off-site review of marketing, communications, and recruitment plans
and data in preparation for best practices webinar.
1
The UCAS™ in-field for about three weeks. (Specific timing at discretion and in prior
consultation with MSVU)
3
Dr. Black presents best practices webinar to faculty, administration, and staff involved
in marketing, communications, and recruitment.
4
UCAS on-line Dashboard available to MSVU.
June
3
Custom UCAS™ data report, (Applicant Profile) sent to MSVU.
July
1
Custom UCAS™ data report, (Marketing Efforts) sent to MSVU.
1
The ADS™ in-field for about 3 weeks. (Specific timing at discretion and in prior
consultation with MSVU).
3
Custom UCAS™ data report, (Key Decision Factors) sent to MSVU
1
Custom UCAS™ report, (Reputation and Brand Perceptions) sent to MSVU.
1
ADS™ on-line dashboard available to MSVU.
3
Custom ADS™ reports sent to MSVU.
4
Strategic Enrolment Summary Report sent to MSVU.
April
August
Task
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Budget
The methodology and budget described herein is based on our current understanding of MSVU’s
information needs. We welcome the opportunity to discuss and refine this project based upon client
input. Academica Group bills projects based on a flat fee estimate, unless the client requests
significant changes to the project scope and authorizes a budget change in writing.
Budget
Item 1: Conference calls and e-mail communication with Dr. Black, Mr.
$0
Van Ham, Mr. Steele, and Kelly Gallant to understand the scope of the
work, and establish a detailed project plan and consulting agenda for
the webinar and market/image research (SEM Works and Academica).
Item 2: Conduct a two-hour marketing, communications, and
$ 2,700
recruitment webinar (SEM Works).
Item 3: UCAS™ Competitive Intelligence Report and Dashboard *
$10,300
(Academica: VanHam, Steele, Lee, and Cottam).
Item 4: ADS™ 80 Data Report Including Dashboard and Custom
Report* (Academica: VanHam, Steele,
$8,400
Lee, and Cottam).
Item 5: Strategic Research Summary Report for UCAS™ and ADS™
$6,250
(Academica: VanHam, Cottam, and Steele).
Total (GST extra)
*
$27,650
Costs for participation incentives are included.
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Academica Group Profile
Academica Group is a research-based marketing consultancy focused exclusively on the higher
education sector, and a worldwide leader bringing marketing innovation to higher education. Our
philosophy emphasizes the generous sharing of knowledge and insights, through our blogs, white
papers, trend reports, conference and campus presentations.
14 Years of Data-Driven Innovation in Strategic Enrolment Research
Over the past fourteen years, our continent-wide surveys of college and university applicants have
become firmly established as the most comprehensive market study of higher education consumers.
Every spring, the UCAS Applicant Study™ surveys more than 150,000 applicants for insight into their
perceptions of institutional brand and reputation, the impact of recruitment marketing channels on
their decision-making process, and key factors in their campus choice. The UCAS Applicant Study is
part of a suite of online, market intelligence tools designed for strategic enrolment management.
These detailed, robust, syndicated data sources also include the ADS - Acceptance Declined Survey™.
Our research division consists of over a dozen full-time research associates and senior consultants. The
Academica team has designed and executed hundreds of studies for private and public sector clients
across North America. Our creative and web-technology group headed by Chief Innovation Officer, Phil
Bliss, have designed dozens of university and college websites and have been selected by both U.S. and
Canadian federal governments.
Blazing New Trails in Emerging Media
Working with more than a hundred college and university clients, based on solid market intelligence,
Academica Group has pioneered innovative recruitment marketing strategies in new media and social
media. Our RealityCampus™ web platform provides a turnkey solution to integrate video interviews
with students, alumni, and employers with blogs, forums, and interactive tools to promote programs,
clusters, faculties, or schools to prospective students. Our Social Media Consulting team has grown
steadily in recent years, working with dozens of campuses to develop effective, acceptable approaches
to leverage new technologies to enhance communication with stakeholders. Academica’s web Best
Practices and Information Architecture specialists help universities and colleges enhance and improve
their web presence, test usability and effectiveness, and efficiently exploit new open source content
management platforms.
For more than a decade, Academica has been an active member of Canada’s Marketing Research &
Intelligence Association (MRIA). We are certified “Gold Seal,” indicating that an independent audit team
assigned by MRIA has reviewed and approved our research tools, processes, and credentials.
We have offices in:
Canada—London, Ontario; Toronto, Ontario
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USA—Boston, Massachusetts
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SEM Works Profile
Jim Black and Associates, Inc., converted to SEM Works in February of 2004 as an LLC. Prior to February
2004, Jim Black and Associates, Inc., had been working and performing services in the higher
education consulting industry for ten years. SEM Works was founded by Dr. Jim Black and is grounded
in a long history of higher education clients through consulting and professional development. The
combined experience of the SEM Works team includes more than 300 higher education clients from
five countries. SEM Works’ staff has over 400 years of experience with four-year public and private
institutions, college and university systems, graduate and professional schools, community colleges,
technical colleges, proprietary schools, and nonprofit and for-profit organizations.
SEM Works’ company headquarters is located in Greensboro, North Carolina with two offices in Canada,
one in British Columbia and the other in Nova Scotia. The SEM Works staff is comprised of twenty-nine
individuals, primarily current or former practitioners in the field and creative services professionals.
Including Dr. Black, your lead consultant, there are eleven SEM Works consultants—each with their
unique specialty areas. In addition to the consulting group, SEM Works employs a director of creative
services, director of market research, a research analyst, director of educational research, a director of
marketing, a director of business development, a conference director, two account representatives,
director of operations, team of web designers, three graphic designers, a copywriter, and an editor.
While our core business is consulting, we also provide some of the best conferences, technology
services, on-site training opportunities, market research, and creative services in the industry. SEM
Works offers solutions designed to improve enrolment outcomes and the image of our clients without
overtaxing resources such as budgets, staffing, and IT support.
SEM Works provides consulting services to colleges and universities needing to assess existing
operations and develop related plans. Areas of consulting include:
Enrolment Management
Marketing
Branding
Student Recruitment
Student Retention
MooU Customer Service
Student Services
Institutional Positioning
Market Research
Organizational Structure
Organizational Change
Web Development
Graphic Design/Publications Development
Electronic Communications
Knowledge Management (KM 2.0)
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References – Academica Group
ACCEPTED DECLINED SURVEY, ACADEMICA GROUP
University of Waterloo
Tina Roberts
Director Marketing and Undergraduate Recruitment
200 University Avenue West
Waterloo, Ontario, Canada N2L3G1
519-888-4567 ext. 36050 or roberts@waterloo.ca
The Academica Group conducted an Accepted Declined survey for the University of Waterloo.
“For the past 11 years, the University of Waterloo has enjoyed a productive working relationship with
Academica Group. Our annual surveys provide guidance for strategy development, resource allocation,
and messaging. Past surveys have also been used to build a case for the expansion of on-campus
residences, the creation of a financial aid guarantee, and the enhancement of entrance scholarships.
Academica has been very responsive with respect to providing quality service and meeting our
individual research needs."
Tina Roberts, Director Marketing and Undergraduate Recruitment
“The UCAS provides us with unparalleled insights into the perspectives and thought processes
of, not only our own applicants, but higher education applicants across the country. The data has been
invaluable to our strategic planning process. ”
Jim Vibert,
Director, Communications & Marketing Dalhousie University
“Market Research is crucial for understanding an institution’s place, its market(s), strategic direction(s)
and appropriate tactics. Academica Group’s strategic enrolment research products are differentiated
through comprehensive scope and depth, rapid on-line turnaround, impressive presentation, client
service, and very competitive pricing structure. Clearly, the products offer an important foundation for
the development of a strategic enrolment plan.”
Thomas Huddleston, Ed.D.
Vice President Emeritus
University of Central Florida
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Reference – SEM Works
RECRUITMENT SEMINAR
Mount Olive College, Francis Marion University, and Coker College, fall 2009
Barbara Kornegay
Vice President for Enrolment, Mount Olive College
Coordinator for three-college recruitment seminar group
634 Hendersen St.
Mount Olive, NC 28365
800/653-0854 or bkornegay@moc.edu
Dr. Black offered a full-day recruitment seminar for the admissions offices of Mount Olive College,
Francis Marion University, and Coker College. Topics included: the nature of today’s students; a
student recruitment construct; student recruitment strategies; factors influencing student choice; the
recruitment funnel; and principles of communication flow.
“The recruitment seminar offered by Dr. Black was exceptional. My staff and I came away with a much
clearer understanding of today’s students-what motivates them and how we need to communicate with
them. Dr. Black provided theory as well as practical tactics and strategies that show he understands
what it is like to work in the student recruitment trenches. Dr. Black’s seminar has energized me and
my staff. I’m very pleased.”
Barbara Kornegay, Vice President for Enrolment, Mount Olive College
ENROLMENT MANAGEMENT WORKSHOP
Fanshawe College, 2009
Lane Trotter
Senior Vice President of Academics
1001 Fanshawe College Blvd., PO 7005
London Ontario, N5Y 5R6
(519) 452-4430 x4463 or ltrotter@fanshawec.ca
"Dr. Black's enrolment management workshop was excellent. I invited Jim to Fanshawe because I have
heard he is a leader in enrolment management and has broad experience with both Canadian and
American colleges and universities. We were not disappointed. We now have a deeper understanding
of strategic enrolment management and its impact across the college. The workshop has paved the
way for campus-wide support of SEM planning, and increased involvement of staff and faculty in the
process. I am very optimistic about our ability to move forward.
Lane Trotter, Senior Vice President of Academics
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Fayetteville State University, 2007-2009
Roxie Shabazz
Associate Vice Chancellor for Enrolment Management
Collins Building, Room 114
Fayetteville, NC 28301
910/672-1784 or rshabazz@uncfsu.edu
SEM Works conducted market research to identify FSU’s image and key marketing messages and
provided publication design and related services for the University’s major recruitment and
promotional publications targeted to 18–22 year olds. Publications included a freshman viewbook,
transfer brochure, enrolment handbook, companion envelope, and folder.
"SEM Works’ publications and brand development work for FSU has been exceptional. Dr. Black has
taken the time to understand our current overall brand position, and he is adept at listening and
synthesizing and his collaborative style brings together all of our key stakeholders, both internal and
external. I am confident that our new publications, brand platform, and sub brands will present a
clear, integrated, and compelling case that will cause students to make FSU their first choice
institution. We are very excited about rolling out our new publications and brand thanks to the smart
work of Dr. Black and SEM Works."
Roxie Shabazz, Associate Vice Chancellor for Enrolment Management
University of Regina
Judy Amundson, Associate Vice President for Student Affairs, 2005-2009
RC Bldg., Room 251.5
3737 Warsiana Pkwy.
Regina, SK S4S 0A2
Canada
306/585-5079 or Judy.Amundson@uregina.ca
SEM Works conducted an enrolment management audit; facilitated the development of a Universitywide Strategic Enrolment Management (SEM) plan to improve and integrate enrolment and retention
efforts; provided ongoing evaluation and feedback during implementation; a formative evaluation of
the SEM process; and a summative evaluation to measure achievement of objectives. Other services
included the development of a recruitment communications plan; facilitation of a process improvement
exercise; postcard and email campaign development; and ongoing assistance with social networking
and oversight of a new multi-media recruitment presentation. Publications and collaterals developed
include: first touch brochure, parents brochure, scholarship brochure, viewbook, poster, folder, and 8-
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foot pop-up display. SEM Works developed an admissions microsite that can be found at
www.urconnected.ca.
“We are delighted with SEM Works’ comprehensive enrolment management audit, highly detailed
report, and enrolment management and recruitment solutions. Dr. Black is clearly an industry leader
in his understanding of enrolment management issues, structures, processes, and strategies that work
in Canada and throughout the world. Strategic recommendations are customized and show a
sensitivity to and clear understanding of the unique attributes of the U of R. The SEM Works team is a
highly experienced group of professionals that continue to offer us exceptional client service. I highly
recommend Dr. Black and the SEM Works team.”
Judy Amundson, Associate Vice President for Student Affairs
Enrolment Success
Fall 2009 undergraduate enrolment has increased 2.1% compared to 2008.
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Partial Client List – Academica Group
Universities
University of Western Ontario
Athabasca University
University of Windsor
Bishop's University (QC)
Wilfrid Laurier University
Brescia University College
York University
Brock University
Community Colleges
Carleton University
Algonquin College
Dalhousie University (NS)
Cambrian College
King's University College
Canadore College
Lakehead University
Centennial College
Laurentian University
Conestoga College
McGill University
Confederation College
McMaster University
Durham College
Mount Allison University
Fanshawe College
Nipissing University
Fleming College
Nova Scotia Agricultural College
George Brown College
Queen's University
Georgian College
Ryerson University
Grant MacEwan College
Richard Ivey School of Business
Humber College
St. Francis Xavier University
La Cité Collegiale
Saint Mary's University
Lambton College
Trent University
Lethbridge College
Tyndale University College & Seminary
Loyalist College
University of Alberta
Mohawk College
University of Calgary
Mount Royal College
University of the Fraser Valley
Niagara College
University of Guelph
Northern Alberta Institute of Technology
University of Manitoba
Northern College
University of New Brunswick
St. Clair College
University of Ontario Institute of Technology
St. Lawrence College
University of Ottawa
Sault College
University of Prince Edward Island
Seneca College
University of Saskatchewan
Sheridan College
University of Toronto
Southern Alberta Institute of Technology
University of Victoria (BC)
University of Waterloo
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Partial Client List – SEM Works
Adams State College
New England Culinary Institute
Alice Lloyd College
North Carolina Central University
Arkansas State University
Ontario Institute of Technology
Belmont University
Pacific Graduate School of Psychology
Buffalo State College
Paisley University (Scotland)
Carson-Newman College
Robert Morris College (University)
Charter Oak State College
Roosevelt University
City University of New York
Salem College
Clayton State University
Seventh Day Adventist University
Coker College
Sherman College of Chiropractic
College of Saint Rose
Slippery Rock University
Defiance College
Southeast Missouri State University
East Stroudsburg University
Southern Adventist University
Eastern Kentucky University
Southern New Hampshire University
Eastern Oregon State University
Spalding University
East-West University
Sunderland University (England)
Fanshawe College
University of Colorado at Denver
Fayetteville State University
University of British Columbia
Ferris State University
University of California at Santa Cruz
Fort Lewis College
University of Idaho
Francis Marion University
University of Maine at Fort Kent
Franklin University
University of Maine at Machias
Guilford College
University of Maryland—Eastern Shore
Indiana University Purdue University
University of Missouri—Kansas City
Indianapolis
University of North Carolina at Greensboro
Ithaca College
University of Regina
Johnson C. Smith University
University of Saskatchewan
Kettering University
University of St. Francis
Lenoir-Rhyne College
University of Texas at Dallas
Lincoln University
University of Texas at El Paso
Mars Hill College
University of Vermont
Medical University of South Carolina
University of Victoria
Meredith College
University of West Florida
Mount Olive College
University of Windsor
Mt. St. Vincent University
University of Wisconsin at Eau Claire
Murray State University
Villanova University
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Staff Profiles – Academica Group
Ken Steele, Senior Vice-President, Education Marketing
PROJECT RESPONSIBILITIES: MANAGE UCAS™ AND ADS™ SURVEYS
Ken's passion for higher education began as an award-winning graduate student, researcher, and
lecturer at the University of Toronto, where he created one of the first scholarly e-communities using
the Internet, wrote dozens of journal articles and conference presentations, and edited hypertext
editions of Renaissance play texts. In 1992, Ken took a permanent sabbatical from academia to
manage a successful regional advertising agency, developing award-winning brand identities,
marketing strategies, websites, and multimedia campaigns for a wide range of nonprofit, public sector,
and education clients.
In 2005, Ken cofounded Academica Group with CEO & President Rod Skinkle, leading an unprecedented
expansion and evolution of their flagship research study, the UCAS™ Applicant Study, and consulting
with dozens of college and university clients on recruitment marketing and brand strategy. In
particular, Ken has led the development of their conceptual, data-driven framework for mapping
institutional positioning and reputation. Recent projects that have benefited from Ken’s strategic
thinking include branding work for Lethbridge College and Mount Royal College, marketing audits for
McGill University, Cambrian College, Fanshawe College, and Sault College, alumni research for Bishop’s
University, the Ontario Applied Degree marketing plan (“Degrees in Demand”), the University of
Western Ontario undergraduate recruitment campaign, and Athabasca University brand positioning
report.
Ken created and continues to edit Academica's Top Ten, a free daily news summary that now serves
more than 7,000 e-mail subscribers and thousands of RSS readers.
Ken is an active, long-standing member of the International Association of Business Communicators
(IABC), Council for the Advancement and Support of Education (CASE), American Marketing Association
(AMA), and the Canadian Council for the Advancement of Education (CCAE), and an honorary member
of the Rotary Club of London South. He has authored or coauthored numerous research papers on
student recruitment, written a syndicated column on graphic design, and presented research papers or
facilitated workshops nationally and internationally, at conferences for the ARUCC, SCUP, CCAE, CACE,
OACC, OURA, AARAO, ACAATO, SAA, and on dozens of university and college campuses across
Canada.
Ken holds an honors B.A. in English Language & Literature from the University of Western Ontario, an
M.A. in English Literature from the University of Toronto, and completed all course work toward a Ph.D.
in Renaissance Drama, also at UofT.
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Oded Vanham, Research Director
PROJECT RESPONSIBILITIES: OVERSEE UCAS™ AND ADS™ RESEARCH ACTIVITIES
Oded has spent more than ten years in consulting, market research, and project management. His
clients benefit from an expertise in data collection and analysis, gaining knowledge from data. He also
brings personal knowledge of academia, having taught undergraduate business and worked as a
Business Development Manager at the Chinese University of Hong Kong.
Oded holds an M.B.A. with a concentration in marketing from the Ivey School of Business, an M.Sc.
from the University of Western Ontario, and a B.Sc. from the University of Waterloo. His combination of
business and scientific background allows him to go beyond data analysis to understand the business
drivers, their impact and significance, and to then make practical recommendations.
At Academica Group, Oded oversees all research-related activities ensuring the best possible results for
clients. Oded has developed novel approaches to analyzing applicant trends based on geography that
allow detailed recommendations regarding the allocation of recruitment resources. He played leading
roles in the 2007 UAS™ reporting, 2008 UCAS™ instrument design, Mount Royal College strategic
positioning summit, and Dalhousie University market research planning. He continues to look for new
ways to view data for greater insight on behalf of our clients.
Karen Lee, Field Operations Manager
PROJECT RESPONSIBILITIES: SETUP AND EXECUTION OF THE UCAS™ AND ADS™ SURVEY
Karen has been with Academica for six years and is the Survey Management System™ (SMSTM)
administrator. She is responsible for online and telephone survey programming, testing and
implementation, as well as for organizing all operations-related aspects of the project including
training, managing, and coordination of the call center. Karen plays an integral role in the fieldwork
component of almost every project completed at Academica. Karen has a Corporate Communications
and Public Relations Post Diploma from Fanshawe College.
Magnus Cottam, Senior Research Associate
PROJECT RESPONSIBILITIES: ANALYSIS AND REPORTING OF UCAS™ AND ADS™ SURVEY DATA
Magnus is a graduate of the Research Analyst Post Graduate Program at Georgian College, and has nine
years of combined experience as a data analyst in the public and private sectors.
Before joining Academica in 2003, Magnus worked as an information analyst for the Children’s Aid
Society, and was a research analyst intern with Advantage Interactive Corporation. He provided
statistical and quantitative analysis for Academica’s work with dozens of other college and university
projects.
In this project, Magnus would apply his extensive experience with the UCAS™ survey and data analysis
to quantitative and statistical analysis.
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Staff Profiles – SEM Works
Jim Black, Ph.D., SEM Works President and CEO
PROJECT RESPONSIBILITIES: LEAD CONSULTANT AND BEST PRACTICES WEBINAR
The president and CEO of SEM Works, Dr. Jim Black, is the founder of the
National Conference on Student Retention in Small Colleges and cofounder of
the National Small College Admissions Conference and the National Small
College Enrolment Conference. He formerly served as the director of
AACRAO’s Strategic Enrolment Management Conference. Dr. Black has
published a monograph titled, Navigating Change in the New Millennium:
Strategies for Enrolment Leaders, and three books, The Strategic Enrolment
Management Revolution, considered to be a groundbreaking publication for
the enrolment management profession, Gen Xers Return to College, and
Essentials of Enrolment Management: Cases in the Field. Among his other
published works are numerous articles and book chapters including a feature article in College &
University, “Creating Customer Delight”; a chapter, “Creating a Student-Centered Culture,” for a book
on best practices in student services published by SCUP and sponsored by IBM; a chapter on enrolment
management in a Jossey-Bass book on student academic services; as well as a bimonthly feature in The
Greentree Gazette.
Black was honored as the recipient of the 2005 AACRAO Distinguished Service Award. He has been
interviewed by publications such as The Chronicle of Higher Education, Converge Magazine, The
Enrolment Management Report, The Lawlor Review, and was interviewed for AACRAO’s Data Dispenser.
Black also was featured in an international teleconference on enrolment management sponsored by
The Center for the Freshman Year Experience at the University of South Carolina, and a PBS broadcast
on “Blending High Tech and High Touch Student Services.” Since 1999, Jim Black has been an IBM Best
Practices Partner, one of only twenty-three in the world. He was invited by The College Board to
Heidelberg, Germany, to evaluate the APIEL Exam and most recently was invited to lead conferences on
enrolment management and student services in the United Kingdom and the Netherlands.
Dr. Black has served on the boards of several technology companies and has consulted with companies
such as Microsoft, Blackboard, and the SAS Institute. Higher education clients have included two-year,
four-year, public, and private institutions. Jim earned a B.A. in English education and M.A. in higher
education administration from the University of South Carolina, as well as a Ph.D. in higher education
curriculum and teaching from The University of North Carolina at Greensboro.
Academica Group Inc
Mount Saint Vincent University Research
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