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Education Special Coverage

It Starts with a Plan

AIC interim President Nicolle Cestero

AIC interim President Nicolle Cestero

Amid a shifting landscape for higher education, Nicolle Cestero says, colleges that are unwilling to change will be left behind.

That’s the idea behind a new, expansive organizational business plan at American International College, announced last month, that will guide the college over the next several years, said Cestero, AIC’s interim president.

Dubbed Pathway to Progress, the document presents an array of changes to AIC’s operational model, including revising the academic portfolio, expanding degree options, launching new enrollment strategies, and streamlining athletic programming, including cutting programs and moving the men’s hockey team from Division I to Division II in the NCAA.

“There have been many changes in higher education over the course of the past 20 years, and even over the course of the past three to five years. And if institutions aren’t changing and being nimble, then they are finding themselves merging or closing,” Cestero told BusinessWest in a wide-ranging interview regarding the plan.

“This institution, in the opinion of myself and others — senior management, faculty, staff, board of trustees — believe that we are really important to the students that we serve and to this community, and we want to make sure that AIC is here for the long term,” she added. “So we had to look at ourselves and say, ‘what we’re doing right now isn’t sustainable. So what do we need to do in order to make sure that AIC is here three, five, 10 years from now?’ That’s where Pathway to Progress comes in.”

“There have been many changes in higher education over the course of the past 20 years, and even over the course of the past three to five years. And if institutions aren’t changing and being nimble, then they are finding themselves merging or closing.”

Among the shifts in the higher-education landscape, according to the plan’s designers, are disruptions caused by the launch of a new federal financial-aid model, changes in demographics across the Northeast, and the nationwide conversation around the value of a college degree.

“We can’t continue to do the same things that we’ve always done and expect the same results,” Cestero added. “So we needed to say, ‘what are we good at? What’s making us money? What’s not?’ — and then make the tough decisions to say, ‘we’re going to cut here, and we’re going to grow here in order to maintain the institution.’”

To get to those decisions, AIC contracted with a consulting company for a market analysis, financial analysis, and program analysis for athletics and academics. Then Cestero and Michael Dodge, executive vice president for Academic Affairs, put together a steering committee, including representatives from various constituencies.

After months of work, “it got to the point where it was pretty clear the direction the institution should go, and then Michael and I made those final decisions, obviously with the support of the board of trustees — and the board had responsibility for making a few of those decisions, too,” she added. “Then we rolled it out.”

Michael Dodge

Michael Dodge says AIC leadership engaged with faculty in determining where to build on areas of strength.

For this issue’s focus on education, we break down the three main pillars of AIC’s new organizational plan and how its leaders feel the college will benefit from each.

 

Academic Changes

First of all, AIC, is changing its degree offerings, embarking on a multi-year plan to launch new programs based on industry demand and market research, while discontinuing some undergraduate and graduate programs as well. Faculty positions will not be affected.

Following the previously announced launch of seven new online degree completion programs, the college plans to expand the number of program offerings beginning in the fall of 2025.

“I think, being a small institution, we can maybe run faster than some bigger schools or state institutions might be able to.”

“We looked at what makes sense for us to expand on, as opposed to just adding a program. What are we good at?” Cestero said. “But at the same time, we’re sunsetting programs. We’re saying, ‘OK, if we’re going to do all of this, we don’t have the resources to do all of this as well. So, unfortunately, this is going to have to go away. Those are hard decisions to make … but you have to recognize that those things need to happen in order for these other things to grow.”

For students who wish to earn an undergraduate degree more quickly, AIC will also begin offering three-year, 120-credit options for a variety of undergraduate programs, which make use of less expensive summer sessions, to provide time and financial savings to students (see related story on page 29). It will also launch a comprehensive re-enrollment campaign to engage and recruit former students to return to AIC and complete their degrees.

Thinking about how to refocus the academic program didn’t start only with Pathway to Progress, Dodge told BusinessWest.

“We’ve spent the last three years figuring out where are those areas where we can be really good, where we have some skills,” he said. “In the last couple of years, we’ve built a fully online master’s in criminal justice program. We’re getting into the degree-completion space, where students who’ve earned an associate degree at one of the amazing community colleges in the Commonwealth can come to AIC and have a seamless transition and convert that right over into their bachelor’s degree.

“We’ve also really tried to engage the faculty and build in the things that they are good at and that we can lean into,” Dodge added, as well as spaces AIC had not previously competed in, like computer science and data analytics, where market demand for talent is high — while also continuing to strengthen core areas where the college already excels.

Pathway to Progress includes launching a re-enrollment campaign to engage and recruit former students to return to AIC and complete their degrees.

Pathway to Progress includes launching a re-enrollment campaign to engage and recruit former students to return to AIC and complete their degrees.

“We’re really good at the health sciences, education, criminal justice. We have a number of our students in our business programs, so we always want to continue to improve those. But then, we also want to think about what else is out there, what’s the next thing. And I think, being a small institution, we can maybe run faster than some bigger schools or state institutions might be able to.”

Cestero said everyone impacted by decisions on academic programs was informed personally before the plan was announced, and then a town-hall event was held on campus for all parties — students, faculty, employees, vendors, and partners — to discuss them further.

“Any student that is in an academic program that is going away, we are teaching out those programs,” she explained. “All we’re doing is not bringing new students in, and they will have the same faculty. The faculty aren’t going away, either.”

 

Impacts on Athletics and Faculty

The big news in AIC athletics is the return of men’s ice hockey to Division II after the 2024-25 season, following 27 years in Division I. In recent years, the team has recorded significant success, earning national rankings from 2018 to 2021 and winning the Atlantic Hockey America conference regular-season title in 2019.

According to a press release on the Plan for Progress, the decision was made to position the program alongside the majority of AIC’s varsity programs in Division II, and that “this transition will provide a more equitable distribution of resources among all athletic programs and will allow ice hockey’s legacy to continue within the AIC Athletics portfolio.” All scholarships for affected athletes will be honored.

“When put it in the perspective of ‘what does this institution need to do to stabilize itself?’ I think it becomes a simpler decision,” Cestero said. “If this is siphoning off money that is leading to the institution not being stable financially and you want the institution here, it makes the decision easier than just ‘should we take it from DI to DII?’ I think the harder part is that the students have found a place here, and they are happy here, and knowing that you’re disrupting it, that’s the really hard part.”

“Because there were so many changes coming forward, we felt as though, if we aren’t clear about what the whole plan is up front all at once, then you’ve got a culture of fear, and that’s not good for anybody.”

It’s also tough for athletes in AIC’s women’s tennis and wrestling programs, which are being ended “to better meet industry demand and provide additional resources to other varsity sports,” the release notes. Again, all scholarships for affected athletes will be honored, though some may choose to use their remaining eligibility elsewhere.

“A freshman wrestler may want to go somewhere else because they have so much eligibility left, whereas a junior tennis player, if they were to transfer, they could lose out on transfer credits and things of that nature,” Cestero said. “Plus, you have your home here, right? You’ve got your circle of friends, you’ve got your major, you’ve got your faculty, your mentors, etc.”

Meanwhile, the Plan for Progress impacts faculty as well. To support the ongoing growth of AIC’s academic portfolio, the college will expand faculty options by introducing multi-year contracts, including a new ‘professor of practice’ role alongside the existing tenure-track pathway and adjunct/part-time faculty roles.

A professor of practice is a faculty member who typically has a non-academic background, but is successful and knowledgeable in their field, enabling them to improve students’ knowledge by providing a practical perspective, along with the theoretical perspective provided by an academic professor.

“We’re bringing these real-world experiences into the classroom, but these individuals that are going to become these teachers don’t necessarily have a doctorate, nor do they necessarily want one,” Cestero said. “But we’re allowing them a pathway to be a professor in higher education without needing to have that terminal degree. And it benefits the students at the end of the day.”

In addition, most full-time faculty will shift to a 5/5 teaching load, meaning five courses per semester instead of four, to better meet academic demands. In return, some tasks will move to staff advisors.

“We still have work to do. I mean, this is only a piece of what we need to do from a long-term perspective, but these are the things that we need to do now in order to become stable and then be able to grow.”

“Right now they teach 4/4, but then they have these other responsibilities for scholarship and community service and registering students for classes and things of that nature,” she explained. “And we said, ‘OK, they’re spread in many different ways. What if we were to take this responsibility and shift it over here? That would give them more time to focus on the actual teaching.’”

 

A Transparent Process

AIC has been out front with its plan, publicly detailing its various elements, including in this article. Cestero said there are three reasons for that.

“The first is, I’ve heard for years and years that people in leadership aren’t transparent, and specifically at AIC, that’s been said a lot. Secondly, you have to get everybody on board when you’re trying to do something this major, and if you’re not very open and direct and clear about what that is, then you’re not going to be able to get everybody on board.

“Three, when you’re not transparent, you create a culture of fear. Because there were so many changes coming forward, we felt as though, if we aren’t clear about what the whole plan is up front all at once, then you’ve got a culture of fear, and that’s not good for anybody.”

As a small, private college, AIC has challenges that differ from public universities and private colleges with much larger endowments. Cestero noted. But in the current climate, all institutions likely need to be strategizing about how to adapt.

“We still have work to do. I mean, this is only a piece of what we need to do from a long-term perspective, but these are the things that we need to do now in order to become stable and then be able to grow.”

That said, “I think that AIC is a really special place, and I want us to be able to continue to serve these students,” she said. “I think the students that we have are so amazing, and that’s why it’s important that we’re doing all of this.”

Sales and Marketing Special Coverage

Getting the Message Across

 

Marketing and communications in 2024 are evolving further, with no signs of slowing down. The year ahead promises groundbreaking shifts, from artificial intelligence revolutionizing marketing and user engagement to big brands capitalizing on social media’s bite-sized content for enhanced product exposure. Add to this the rise of immersive digital experiences, and you have a transformative landscape. Here’s what the experts at the integrated marketing agency 9Rooftops have to say:

 

Creative Shifts: Renewed Nostalgia and Inspiration

By Scott Seymour

Adaptable Personalization: With advancements in customization and AI workflows, new opportunities arise to resonate in ways we never thought possible. People will have the freedom to consume content tailored specifically for them. The ability to create adaptable creative to match someone’s current mood or their desired need state is worth exploring. Then, having the design expressed in a way that is completely in sync with their personal aesthetic preferences will be incredibly valuable.

Minimalism and Decluttering: Now more than ever, with massive amounts of information coming at us at any given moment, a movement toward simplification is welcomed. Reducing clutter throughout all aspects of our lives, including incoming communications, allows people to truly focus on what matters most without unnecessary distractions. Carefully curated content and purposeful design choices will genuinely deliver on the principle that less is more.

“With advancements in customization and AI workflows, new opportunities arise to resonate in ways we never thought possible.”

Fantastical Inspiration: Sparked by AI image generation and fueled by possibility, we anticipate an acceleration of surreal, fantastical styles that provoke a sense of wonder and escapism. A hyper-real utopian aesthetic blurs the lines between reality and imagination. With this extraordinary style of captivating imagery, surreal illumination, and dreamlike color palettes, they will continue to delight and defy reality.

Rise of Kindness: Acts of kindness uplift people when they need it most. Brands that tap into this concept will deepen connections with their consumers in new ways. This will promote empathy, fostering a sense of gratitude that can be contagious.

Nostalgia Reimagined: Fueled by a need for authenticity, optimism, and a desire for what’s next, a foundation of shared nostalgic cultural connections, themes, and designs will create stronger social bonds. Blending this charm with a modern twist will keep things fresh and interesting.

 

Social Media Shifts: Connecting Through Social-first Tactics

By Julia Repisky

TikTok: It’s no surprise that this social-media platform will continue to reign; in fact, TikTok is anticipated to increase its user base to 900 million, an 8% increase, so being active is more paramount than ever in 2024, especially as the audience continues to diversify beyond just kids.

Bite-sized Content: Short, easily digestible content led TikTok and Instagram reels to their huge success, especially as attention spans continue to shrink. People want content they can consume in seconds, and your brand should be able to deliver that in an authentic way.

SEO on Social: Gen Z and Millennials rely on social for more than entertainment. About 40% of young adults between 18 and 24 use social media like a search engine, meaning you’ll need to go beyond just hashtags to hit the right keywords to make your social presence known.

Hybrid, AI Content: The AI buzz won’t calm down anytime soon and will become an integral part of social-media content creation, whether to help with inspiration, optimize content, or create something completely new. Don’t be afraid to play around with what AI can help you do.

Raw, Authentic Content: Social media isn’t the place for polished product placement anymore. Users don’t want perfection, but a feed full of relatable, highly (or even completely) unedited content that feels natural. In 2024, aim for less overanalyzing and creating more content in the moment.

 

Customer Relationship Management: Emerging Patterns and Insights

By Jenny Brenner

Decisioning and Personalization Relevancy: This has always been a key driver in connecting effectively with prospects and customers, and with new AI tools aiming to decrease technical barriers, automate, and ease integration, anticipate an even higher baseline for personalized product offerings, content, and communications in the marketplace. Revisit your personalization capabilities to ensure you’re scoring and maximizing output across transactional, behavioral, and situational data.

Zero-Party Data Campaigns: They’re not going anywhere, gaining popularity in 2023 as an initial outcome of cookie-deprecation announcements. Expect brands to continue to take advantage of these for turnkey data collection and application, which are well-suited for on-the-fly personalization, situational and environmental touchpoints, and driving conversion-rate optimization results.

Interactivity: In an increasingly digital environment, it’s even more challenging for brands to break through the clutter in inboxes and experiences. Increasing the interactivity of your digital touchpoints, from email to MMS/SMS, can help significantly boost engagement and results. Make interactive features and formats, like GIFs, quizzes, and countdown clocks a regular part of your digital brand experience to engage customers and deliver offers and content in a unique and memorable way.

Experiential Rewards: Engaging loyalty-program members requires a blend of transactional and emotional benefits. While transactional benefits — discounts, offers, points — can drive direct replenishment and purchase retention, incorporating experiences, whether gamified or as exclusive rewards, can drive brand differentiation, preference, and loyalty. Pilot a gamified or exclusive experiential element in your loyalty program to spark member interest and engagement.

“In an increasingly digital environment, it’s even more challenging for brands to break through the clutter in inboxes and experiences.”

Prioritizing Customer Key Performance Indicators (KPIs): Increases in consumer privacy policy will continue into 2024, and as key platforms and providers decrease the amount of data shared back to marketers, brands need to find alternative measurement solutions across digital ecosystems. Prioritize defining, regularly calculating, and placing weight on customer-centric metrics alongside campaign KPIs in 2024 to provide a bigger picture of your campaign’s impact on ultimate goals: changing key behaviors and growing customer lifetime value.

 

Experience Marketing: Transformational Engagement

By Kate Bradbury

Immersive Digital Experiences: The introduction of the Sphere in Las Vegas has sparked a ton of excitement around the power of immersive artistic experiences where visual, sound, and physical form all come together in awe-inspiring ways. Advances in technology have made production more flexible and affordable for smaller-scale events. Moreover, discussing experiential marketing ROI through data science remains a way forward to measure results for a diversity of experience marketing strategies.

Scalable and Reusable: Efficient execution and long-term thinking around event assets will be critical as larger economic trends put pressure on marketing budgets. Creating event platforms that can scale up and down and reusable assets can help stretch marketing dollars. Plus, reusable assets help make events more sustainable.

Tech-powered Personalization and Customization: AI has seen a rapid technological increase and adoption rates. We think AI will enhance targeting and customization exponentially, allowing marketers to build dynamic experiences precisely tailored to their consumers from beginning to end. AI will also allow for consumer-driven, personalized experiences.

Exclusivity: FOMO (fear of missing out) is real, and post-COVID consumers are again placing an emphasis on gathering once-in-a-lifetime-style memories and experiences. Highly curated events with a level of exclusivity are a perfect fit for the right brand and can be magnified via an influencer approach.

“Online shopping is more convenient than ever, so if people are going to spend time going to a store, they want something special.”

Experiential Retail and Pop-ups: Online shopping is more convenient than ever, so if people are going to spend time going to a store, they want something special. Creating unique experiences with the full transformation of spaces or launching memorable pop-up shops are ways for brands to stand out. These dynamic and bespoke experiences help drive social sharing, additional brand impressions, and customer loyalty.

 

Digital Experience: Advancements in Personalization and AI

By Patti Mulligan

Hyper-personalization: As the practice of being treated as a unique individual increases loyalty, the demand for personalized experiences will continue to grow. AI will be increasingly reliant on analyzing customer data to facilitate these experiences. In fact, AI will offer real-time personalization of user experiences, which may result in immediate data analysis. An AI algorithm will immediately analyze a user’s actions on platforms, including clicks, navigation, and internal search queries, and adjust the website page’s products.

Sustainability: Developers will focus on improving performance of digital solutions, requiring less from servers and networks. There is a general concern across the spectrum of designers, developers, users, and customers who are committed to social responsibility and the environmental impacts of their experiences and products.

AI Integration: This is an obvious trend that is only gaining traction from development tools for more efficient coding to image generation and behavior insights. In fact, by 2030, the global revenue forecast for AI is projected to reach a mind-numbing $1.3 billion. Every big brand is traversing the AI landscape, including Google’s generative AI search experience. In theory, this will result in more data-driven designs that revolve around user insights.

Immersive Experiences: AR and VR will grow in usage and popularity and will be used increasingly to enable product interactions that are key to encouraging customer loyalty. Future evolutions will allow for virtual stores, enhanced product visualizations and experiences, and interactive product demonstrations. AR already enables virtual try-ons, which allows users to see how products look on them with their smartphones, helping encourage more confidence in the purchase process. Moreover, AR personalization allows you to see if that sofa looks right in your living room, or if that hat you found online will match your sport coat. Expect all these examples to evolve and expand into more consumer use cases.

Accessibility: A timeless requirement rather than a trend, accessibility should never fall out of the limelight. With one in four Americans having a disability, it is imperative for all users to be able to access websites. By implementing ADA guidelines, the benefits to companies are great as accessibility fosters inclusivity and quality, expands audiences, builds brand image and reputation, and prevents costly litigation.

 

The Creator Economy: New Influences

By Pamela Pacheco

Brand and Influencer Collaborations: Influencer marketing has become an integral part of brand promotion. In a 2023 Influencer Marketing Hub survey, an overwhelming 83% of respondents said they believe influencer marketing continues to be effective. Now, brands are taking it a step further by collaborating with influencers to create new products. This approach enables brands to leverage the influencer’s creativity and knowledge of their audience, resulting in more authentic products for their target audience. It also generates greater engagement and loyalty among consumers. This mutually beneficial collaboration between brands and influencers has proven to be effective in enhancing the overall success of marketing campaigns and will continue to evolve during 2024.

Social Commerce: In 2024, the alliance between influencer marketing and social commerce is set to rewrite the rules of online shopping. As the annual average social commerce sales per buyer is projected to grow 21.3% (according to an eMarketer report) this year and social media platforms like TikTok, Instagram, and YouTube continue to incorporate shopping features, influencers will act as the center, providing first-hand product reviews, live demonstrations, and real-time purchasing guidance to their audiences. This trend will enhance the shopping experience and offer brands a dynamic way to reach and convert consumers directly within their favorite social platforms.

“In a fun twist, employees are stepping into the spotlight as new influencers, leveraging their connection to the brand’s values and culture to cultivate deeper trust and engagement with consumers.”

Brand Employees Become Influencers: As this industry continues to evolve, brands are recognizing the potential within their staff. In a fun twist, employees are stepping into the spotlight as new influencers, leveraging their connection to the brand’s values and culture to cultivate deeper trust and engagement with consumers. Employees turned influencers will be encouraged to share their experiences, opinions, and knowledge about the brand to create authentic content that fosters deeper connections with consumers. So how are brands selecting these employees? They look for employees who are active on social media, have a considerable following, and possess strong communication skills. Now, anyone from the CEO to a sales associate can become a brand ambassador.

Macro- and Micro-Influencers Combine: The combination of macro- and micro-influencers will become a popular strategy for brands looking to diversify their audience reach and engagement in the world of influencer marketing. Macro-influencers typically have a larger following and higher social-media reach, while micro-influencers are more relatable and have a more niche following, which can result in higher engagement rates. By combining both types of influencers, brands can create a marketing campaign that appeals to a wide range of consumers and generates a higher level of engagement and loyalty.

Community-centric Influence: Influencers will shift their focus from chasing follower counts to nurturing social communities. This trend emphasizes meaningful engagements, discussions, and immersive experiences within niche communities, reshaping the influencer landscape.

 

 

Scott Seymour is executive vice president and chief creative officer, Julia Repisky is senior content and social media strategist, Jenny Brenner is group director of digital strategy and CRM solutions, Kate Bradbury is managing director, Patti Mulligan is vice president and director of digital experience, and Pamela Pacheco is senior social media strategist at 9Rooftops.