UPCEA MEMS 2025 Recap: 11 Higher Ed Marketing Presentations That Show Where We’re Heading

December 15th, 2025 by Will Scott

This review was created with AI assistance and human guidance from Will Scott, AI SEO Expert and CEO of Search Influence.

TL;DR: The UPCEA MEMS 2025 conference made one thing clear: AI isn’t coming to higher education marketing. It’s here. And institutions that aren’t actively optimizing for AI search, building integrated marketing systems, and using data to drive decisions are already falling behind.

Here’s what we learned from 11 presentations that are reshaping how institutions connect with students.

The Big Picture

So, we just got back from MEMS 2025, UPCEA’s Marketing and Enrollment Management Summit, and the theme was impossible to miss.

AI is fundamentally changing how students discover and evaluate educational programs.

Not “might change.” Not “will change eventually.”

It’s happening now.

The conference brought together marketing and enrollment professionals from institutions across higher education, and what struck us was how many presenters were sharing real implementations, not theoretical frameworks. We’re past the “what if” stage. We’re in the “here’s what works” stage.

Throughout 11 presentations, three themes kept coming up:

  1. AI search visibility is the new SEO — and most institutions are missing it
  2. Integration beats silos — successful strategies span channels and touchpoints
  3. Data only matters if it drives action — too many institutions collect without implementing

Let’s break down what we learned from each session.

1. How to Optimize for AI Search: What Students Trust & What Marketers Must Do

Presenters:

Emily West and Paula French opened with research that cuts through the speculation.

The Data:

  • 1,061 individuals surveyed
  • 760 met the qualification criteria
  • One of the largest datasets on student search behavior in the AI era

What This Means:

The presentation revealed which search platforms students actually trust and how they perceive AI-driven results. The answer isn’t what most institutions assume.

The Finding That Stopped Everyone:

During the Insights & Innovation session (UPCEA’s industry insights presentation), a statistic was mentioned that should prompt every higher education marketer to pause: University websites appear in only 3% of AI Overviews.

Let that sink in.

Students are using AI search. AI is generating answers. And institutional websites are barely showing up.

Students use different platforms for different purposes. They place varying levels of trust in AI-generated results versus traditional search. And they’re developing new research patterns that institutions need to understand.

The Actionable Part:

West and French didn’t just present data. They shared strategies for:

  • Creating content that AI systems actually cite
  • Building authority that makes AI search engines trust your institution
  • Understanding the nuanced ways students use AI tools, search engines, and university websites

The Bottom Line:

If you’re not thinking about AI search visibility, you’re already behind. The opportunity gap is massive, and it’s only getting wider.

2. AI from Ad to Grad: Enhancing the Student Journey with Connected Agents

Presenters:

This session changed how we think about AI in higher education.

Most institutions treat AI as a point solution — maybe for chatbots, maybe for content generation. But GWU and Noodle showed something different.

The Concept: Connected Agents

Rather than isolated AI tools, they’re building AI systems that work together across the entire student journey, from first advertisement to graduation.

Consider this: An AI agent that assists with initial inquiries shares context with the enrollment agent, which in turn shares context with the student success agent. Each interaction builds on the last.

Why This Matters:

The session’s title, “AI from Ad to Grad,” captures the scope. This isn’t about optimizing one touchpoint. It’s about creating a seamless, intelligent experience that follows students throughout their entire journey.

The Practical Applications:

The presentation explored how institutions can:

  • Create AI systems that anticipate student needs rather than just respond
  • Build integrated ecosystems instead of point solutions
  • Develop partnerships that enable comprehensive AI implementation

The Takeaway:

AI works better when it’s connected. Isolated tools create isolated experiences. Connected agents create momentum.

3. From Leaky Funnel to Flywheel: Reimagining the Online Enrollment Journey

Presenters:

This might have been the most conceptually transformative session of the conference.

The Problem With Funnels:

The University of Michigan team made a compelling case: The traditional funnel model is fundamentally flawed for modern enrollment.

Funnels are leaky. They’re one-way. They require constant input of new marketing dollars.

The Flywheel Alternative:

Instead, they proposed a self-reinforcing system:

  • Satisfied students create success stories
  • Success stories attract more students
  • More students create more success stories
  • The momentum builds on itself

This isn’t semantics. It’s a complete reimagining of how institutions approach enrollment.

The Real-World Proof:

What made this session powerful: U-M has actually implemented this. They shared real examples of how the flywheel model works in practice.

The Framework:

  1. Build systems where student success creates marketing momentum
  2. Reduce dependency on constant new marketing spend
  3. Create self-sustaining enrollment cycles

Why It Works:

Instead of constantly chasing new prospects, institutions can build systems that naturally attract and convert students while improving the experience for current students.

The flywheel compounds. The funnel just leaks.

4. DIY Digital: In-House Strategies That Scale — From Startup to Powerhouse

Presenters:

One of the most practical sessions came from two powerhouse institutions sharing their journeys.

The Question Every Institution Faces:

When do you outsource marketing? When do you build in-house?

Purdue and Florida provided frameworks for making that decision, and more importantly, guidance on transitioning between models.

The Honest Assessment:

Both teams spoke from experience about the benefits of in-house operations. But they were refreshingly honest about the challenges and trade-offs.

This wasn’t a sales pitch. It was a balanced exploration of how to scale from startup-level operations to powerhouse marketing teams.

The Decision Framework:

  1. Assess your institutional needs
  2. Evaluate vendor vs. in-house capabilities
  3. Plan transitions that don’t disrupt operations
  4. Build internal capabilities while maintaining quality

The Key Insight:

There’s no one-size-fits-all answer. However, there are frameworks available to help you make the right choice for your institution’s unique situation.

5. From Click-Chasing to Trust-Building: The AI Marketing Shift

Presenters:

This session addressed one of the most fundamental shifts in marketing today.

The Old Playbook:

Optimize for clicks. Maximize conversions. Track immediate ROI.

The New Reality:

In an AI-driven landscape, that playbook doesn’t work the same way.

AI systems prioritize authoritative, trustworthy content. They recognize long-term value over quick conversions. They build on relationships, not transactions.

The Shift:

The title says it all: “From Click-Chasing to Trust-Building.”

Success isn’t measured just in clicks and conversions. It’s measured in how institutions are perceived by:

  • AI systems
  • Search engines
  • Prospective students (who are increasingly sophisticated about evaluating marketing messages)

The Strategy:

Build long-term trust, authority, and value. Create content that AI systems recognize as reliable. Focus on relationships that extend beyond the initial inquiry.

The Bottom Line:

Click-chasing is a short-term game. Trust-building is how you win in the AI era.

6. Insights & Innovation: Strategic Perspectives from UPCEA’s Trusted Corporate Partners

Presenters:

  • Will Scott, Search Influence
  • Tracy Kreikemeier
  • Shauna Cox
  • Jennifer Blassingame

(Full disclosure: This is our group session, so we’re recapping what we presented.)

Session Focus: Are You Showing Up? How to Track Visibility in AI Search

The Problem:

Most institutions have a critical gap in their analytics: Traditional SEO tracking doesn’t capture AI Overviews, AI-generated answers, or how institutions appear in AI-powered search experiences.

The Question:

How do you know if your institution is actually appearing in AI search results?

The Challenge:

You can’t optimize for what you can’t measure. And traditional analytics tools weren’t built for the AI search landscape.

The Solution:

We shared tools and strategies specifically designed for monitoring AI search presence. The goal isn’t just knowing whether you’re showing up — it’s understanding how you’re appearing and in what contexts.

The Framework:

  1. Track visibility in AI search results (tools that traditional analytics miss)
  2. Understand AI Overviews and their impact
  3. Monitor AI search presence across platforms
  4. Position your institution to appear in AI-generated results

The Actionable Part:

This isn’t just about SEO in the traditional sense. It’s about understanding how AI systems evaluate and surface content, and how institutions can position themselves to be included.

The Tools:

Several AI SEO tracking platforms are available now. The tracking piece is becoming a commodity — the value is in what platforms do with that data.

The Takeaway:

If you’re not tracking AI search visibility, you’re flying blind. And you can’t optimize what you can’t see.

7. Designing with Data: Using Surveys and Stories to Shape Online UX + ROI

Presenters:

  • Auris Calvino, Associate Director of Online Marketing and Communications
  • Lindi Ragsdale, Associate Director of Online Data, Technology, and Operations

This session addressed one of the most common problems in higher ed marketing.

The Gap:

Institutions collect student feedback. But do they actually act on it?

The session opened with a provocative question: “How confident are you that your institution is acting on student feedback and not just collecting it?”

The Problem:

Survey fatigue. Data that sits unused. Feedback that doesn’t drive change.

The Solution:

Combine quantitative survey data with qualitative stories. Use data to inform UX decisions that actually improve outcomes.

The Framework:

  1. Collect both quantitative and qualitative data
  2. Bridge the gap between collection and implementation
  3. Create systems where feedback drives continuous improvement
  4. Measure ROI through data-driven design

The Key Insight:

Measuring and improving ROI requires both:

  • Quantitative rigor (Ragsdale’s data and technology background)
  • Qualitative insights (Calvino’s marketing and communications role)

The Takeaway:

Data is only valuable if it drives action. Too many institutions collect without implementing.

8. In Marketing, Evolution isn’t Optional: Getting Ahead in an AI-driven World

Presenters:

West and Gonzalez presented findings from their 2025 research study.

The Data:

  • 99 marketing and enrollment professionals surveyed
  • 62 met the qualification criteria
  • Insights into how institutions are responding to the AI revolution

The Finding:

61% of respondents say their institution is receptive to emerging technologies.

That’s up from just 40% in 2024.

What This Tells Us:

Institutions are recognizing the need to evolve. The question is whether they’re actually implementing change or just acknowledging the need.

The Trends:

The research revealed emerging trends in higher education marketing and enrollment management, showing how institutions are adapting (or struggling to adapt) to new technologies.

The Gap:

There’s a difference between recognizing the need to evolve and actually implementing change. The study explored that gap.

The Actionable Insights:

The presentation translated findings into actionable insights for institutions looking to get ahead rather than just keep up.

The Bottom Line:

Evolution isn’t optional. But recognition without implementation doesn’t count.

9. From Search to Success: Integrating SEO and Email Marketing to Drive Enrollment

Presenters:

  • Tim Grenda, SEO and Content Manager
  • Caitlin Dimalanta, Marketing Communications Specialist

This session addressed one of the most common problems in digital marketing: silos.

The Problem:

SEO and email marketing are often managed separately. They operate in isolation. They don’t work together.

The Solution:

Integrate SEO and email marketing strategies into cohesive campaigns.

The Framework:

  1. Break down channel silos
  2. Create campaigns that span search and email
  3. Repurpose search-optimized content through email
  4. Use email engagement data to inform SEO strategy

The Synergy:

Content optimized for search can be extended through email. Email engagement data can inform SEO strategy. The channels work better together than apart.

The Takeaway:

Integration beats isolation. Every time.

10. Boosting SEO & Engagement Through Testimonial-Driven Web Content

Presenters:

This session addressed one of the most effective but underutilized content strategies.

The Strategy:

Leverage student and alumni testimonials for both SEO and engagement.

The Balance:

Many institutions struggle with this: How do you optimize for search while maintaining authenticity?

The Answer:

Authenticity and search optimization aren’t mutually exclusive. In fact, authentic student stories often perform better because they naturally include the language and questions that prospective students are searching for.

The Multi-Purpose Approach:

Testimonials can serve multiple purposes:

  • Improve SEO through natural language and long-tail keywords
  • Build trust with prospective students through authentic voices
  • Create engaging content that keeps visitors on site longer

The Framework:

  1. Collect testimonials strategically
  2. Optimize for search while maintaining authenticity
  3. Deploy across multiple touchpoints
  4. Measure impact on both SEO and engagement

The Takeaway:

Maximize content value. One piece of content can serve multiple purposes if you think strategically.

11. Education is a Business: Using ROI Data to Have Hard Conversations

Presenters:

This might have been the most candid session of the conference.

The Reality:

Institutions need to make data-driven decisions about where to invest marketing dollars. Those conversations aren’t always easy.

The Challenge:

Using ROI data to make strategic decisions isn’t just about numbers. It’s about:

  • Having the right data
  • Presenting it effectively
  • Navigating the political and cultural challenges that come with data-driven decision-making in higher education

The Framework:

  1. Measure ROI accurately
  2. Communicate insights clearly
  3. Navigate institutional politics
  4. Make decisions that balance educational mission with financial reality

The Honesty:

The presenters were refreshingly honest about what works, what doesn’t, and how to handle difficult situations when data suggests changes that institutions may be reluctant to make.

The Takeaway:

Hard conversations are easier when you have the right data, presented the right way, with the right frameworks.

Common Themes: What This All Means

So, what do these 11 presentations tell us about where higher education marketing is heading?

Three themes kept coming up:

1. AI Search Visibility Is the New SEO

Multiple presentations highlighted the critical need for institutions to adapt to AI-driven search environments.

The reality: AI isn’t just another tool. It’s fundamentally changing how students discover, evaluate, and engage with institutions.

The challenge: Success in AI search requires a different approach than traditional SEO. It’s about building authority, creating content that AI systems trust and cite, and understanding how AI Overviews are reshaping the discovery process.

The opportunity: Institutions that aren’t thinking about AI search visibility are already falling behind. The gap will only widen.

2. Integration Beats Silos

Many sessions focused on integrating marketing channels and strategies rather than operating in isolation.

The reality: Isolated tactics don’t work in the modern marketing landscape.

The solution: Successful institutions think holistically about the student experience, creating integrated systems where different channels and touchpoints work together.

The framework: Think systems, not silos.

3. Data Only Matters If It Drives Action

Several presentations addressed the gap between collecting data and actually using it.

The problem: Too many institutions collect data that sits unused.

The solution: Institutions need frameworks for interpreting data, communicating insights, and using information to drive decisions.

The framework: Data → Interpretation → Communication → Action

The Bottom Line: What Institutions Need to Do Now

Based on what we learned at MEMS 2025, here’s what institutions should prioritize:

1. Start Tracking AI Search Visibility

If you’re not measuring how you appear in AI Overviews and AI-generated answers, you’re flying blind. Traditional SEO analytics don’t capture this.

2. Build Integrated Systems

Stop thinking in silos. Start thinking about how channels work together. Whether it’s SEO and email, or AI agents throughout the student journey, integration beats isolation.

3. Close the Data-to-Action Gap

Collecting data isn’t enough. You need frameworks for interpreting, communicating, and acting on insights.

4. Focus on Trust and Authority

In an AI-driven landscape, trust and authority matter more than clicks. Build long-term value, not short-term conversions.

5. Think Flywheel, Not Funnel

Build systems that create momentum. Student success should attract more students. That’s how you reduce dependency on constant new marketing spend.

Resources and Next Steps

Presentation Slides: Links to presentation slides will be made available through UPCEA’s member portal and conference resources.

Presenter Contact Information: Many presenters are available for follow-up questions. Contact information can be found through UPCEA’s member directory or through the presenters’ institutions.

Tools and Frameworks: Several sessions mentioned specific tools, frameworks, and resources. We’ll be sharing more on these in upcoming posts.

The Conversation Continues:

The question isn’t whether higher education marketing will continue to evolve. It’s whether individual institutions will evolve with it.

What strategies are you implementing? What questions do you have? Let’s keep the conversation going.

This recap is based on presentations from MEMS 2025, UPCEA’s Marketing and Enrollment Management Summit. For questions or to share your own insights, connect with us on LinkedIn or reach out through Search Influence.

This recap reflects what we heard on stage.

To understand how these trends are already showing up in real student behavior, explore Search Influence’s AI Search in Higher Education: How Prospects Search in 2025 research, conducted in partnership with UPCEA.

The study reveals how prospective students utilize AI tools, search engines, and university websites in conjunction and what higher education marketers need to do now to remain visible in AI-driven enrollment decisions.