Paskill continues to expand its commitment to supporting CUPRAP through active participation in the organization’s Professional Development Conference, taking place March 11–13 at the Lancaster Marriott. The agency is contributing programming and experiences designed to help higher education marketers better understand how students engage with institutions today.
Paskill Lead Strategist Michele Loeper is leading a roundtable discussion titled What Makes Student Stories Believable Now? at 8:30 a.m. Friday, March 13. The session addresses a growing reality in higher education marketing: students often decide whether they belong long before they ever inquire. As first impressions are increasingly shaped by digital content, peer voices, and third-party platforms, institutions face new pressure to ensure student stories feel human, relevant, and credible, even as communications scale.
The roundtable explores:
- Where prospective students quietly disengage along the digital journey
- How student insight and behavior can inform content that feels personal rather than automated
- Which moments matter most for building trust and confidence before inquiry
The conversation will extend beyond the in-person session. CUPRAP will host a follow-up webinar later this year featuring Paskill experts and focused on the outcomes of student storytelling done right and at scale.
In addition to the roundtable, Paskill is exhibiting an immersive booth experience that brings the agency’s Every Journey Matters theme to life. Designed around a large map that serves as both a literal and metaphorical device, the space reflects the complexity of institutional challenges and student decision-making.
Attendees are invited to pin their institution or alma mater on a shared cork map, contribute reflections to a collaborative 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, focusing less on directional signage and more on exploring the road ahead together.
Cathy Donovan, Agency Marketing Director; Angela Wenner, Senior Account Manager; and Zac McGroarty, Senior Digital Art Director, are attending the conference on behalf of Paskill. McGroarty currently serves on the Board of Directors for CUPRAP, contributing to the organization’s leadership and ongoing professional development efforts.
Founded in 1980 as the College and University Public Relations Association of Pennsylvania, CUPRAP now represents nearly 350 higher education professionals from more than 100 institutions nationwide, extending well beyond the Keystone State. Paskill is a longtime sponsor of the organization’s annual spring conference in Lancaster, which continues to draw strong participation from higher education communicators and industry partners.
