Las Vegas, NV – (July 16, 2013)
On Friday, July 12, Trent Gilbert, Vice President for Enrollment at Richmont Graduate University, presented the closing plenary session at this year’s National Association of Graduate Admissions Professionals (NAGAP) Summer Institute in Las Vegas, Nevada. Gilbert’s presentation, “When Generations Collide: What Starbucks, American Girl, Apple and Disney can teach us about recruiting graduate students,” explored how several “all-American” brands have used staged experiences and mass customization to train consumers to want what they want, when they want it and how they want it. Adapting these corporate philosophies to graduate recruitment, Gilbert explored the ways in which today’s prospective students are a different audience compared to previous generations. Understanding today’s students ultimately requires higher education institutions to adjust their recruiting strategies in order to remain relevant.
“Brands have trained the prospective students who are currently considering graduate schools to be different consumers from prior generations. Graduate schools need to understand these generational differences in order to stay competitive,” said Gilbert. “Hopefully this presentation helped current graduate admissions professionals learn how to better connect with “best fit” students and with their co-workers since workplaces span multiple generations.”
As the nation’s “…only professional organization devoted exclusively to the concerns of individuals working in the graduate enrollment management environment,” NAGAP hosts summer institutes for new graduate enrollment professionals (with less than three year’s experience) in order to provide “…discussion, interaction and networking” for both young and seasoned professionals. This year’s Summer Institute for New Graduate Enrollment Management Professionals was held July 11-12, 2013 at the Mirage Hotel and Casino in Las Vegas, Nevada. Richmont was one of 60+ universities in attendance at this summer’s institute.
“Trent was a great addition to our Professional Development Institute faculty this summer,” said Keith Ramsdell, NAGAP’s Professional Development Chair. “He was engaging and humorous, but most importantly he was extremely knowledgeable with regard to topics important and relevant to graduate enrollment management professionals.