For more than three decades, the AMA Symposium for the Marketing of Higher Education has united enrollment marketers dedicated to helping students find their right-fit institution. In 2025, as students apply to more colleges than ever, institutions face both the challenge—and the opportunity—of transforming those journeys into successful outcomes.
This year, in National Harbor, November 9–12, Paskill builds on that legacy as a sponsor of the industry’s largest conference, debuting a new booth theme—Every Journey Matters—and leading an Idea Exchange titled “What Are You Doing Differently to Enroll Students?”
“During a time of transformation, sharing what’s working and what’s next is key to providing our partner institutions with the guidance and strategies needed to thrive,” says Cody Arnold, Paskill’s Senior Manager of Paid Media.
Arnold, who has led national webinars on what works in paid media, knows firsthand how fast the enrollment landscape is changing. While trends show signs of stabilizing, the rebound is far from uniform. “Institutions need to think and act differently to connect with today’s students,” he adds. That’s exactly what Paskill’s Idea Exchange is designed to explore—an open forum for discussing recruitment strategies, challenges, and innovations shaping the next generation of enrollment marketing.
Joining Arnold in leading the discussions, held at 10:20 a.m. Monday and Tuesday, is Torin Keefer, Paskill’s Manager of Search, who has spent the past seven years optimizing digital experiences for colleges and universities nationwide. A first-generation college graduate from a high school class of fewer than 60, Keefer understands the search process from the inside out. “Students aren’t just following a funnel anymore,” he says. “They’re navigating an ecosystem—and institutions that make that journey clear and welcoming will win.”
Also guiding the conversation is Lien Do, an Account Manager who previously served as Assistant Director of Admissions at Wilkes University. Having sat on both sides of the table—as a campus admissions leader and as a marketing strategist—Do brings a holistic perspective. “I’ve seen how marketing and admissions can bridge together to make the process more human,” she says. “Belonging, communication, and access are just as powerful as digital targeting.”
Leading Paskill’s presence at AMA is Cathy Donovan, the agency’s Marketing Director and host of the Innovating Enrollment Success podcast. A former Assistant Dean of Communications at Rutgers Law, Donovan brings both strategic experience and personal insight, as the parent of a high school senior navigating her own college search. “At Paskill, we’re constantly learning from the families, sometimes even our own, as well as the counselors and institutions shaping the student journey,” she says. “Every path looks different, and that’s what makes this work so meaningful.”
At Booth 145, Paskill’s Every Journey Matters theme comes to life. The booth uses a map as both a literal and metaphorical device—illustrating the complexities of institutional challenges and student journeys while inviting attendees to explore their own path forward. Visitors can pin their institution on a cork map, contribute to a shared story wall, and navigate the Maze to Enrollment Success for a chance to win a $100 gift card.
More than an exhibit, the space embodies Paskill’s consultative, student-first approach: less about directional signage, more about exploring the road ahead—together.
Meet the Paskill team and share your higher ed journey by registering today for The Symposium for the Marketing of Higher Education.
