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Bucking the Trends Leadership Roundtable

February 17, 2021   //   Kathy Cain and Shane Shanks

Higher education lost about 400,000 students this fall.

College enrollments fell 2.5 percent — that’s twice the rate of decline reported in fall 2019. And university fundraising is expected to drop to historic lows — a 30% or larger decline in 2021.

How is your institution combating this coronavirus fallout?

Are you prepared to buck the trends?

In this free roundtable webinar, we’re assembling a panel of higher ed leaders who are bucking these trends. Learn how three very different institutions are moving the needle in admissions, fundraising and branding.


  • Reaching best-fit students
  • Tying DEI initiatives to the brand
  • Adjusting program mix to deliver what prospects want
  • Leveraging science for more funding in coronavirus-era
  • Pandemic-proofing brands


Christie Campbell, MBA, Vice President of Marketing and Communications at St. Edward’s University, joined the university in 2012 as Associate Vice President of Marketing with experience in education, non-profit and technology. Her expertise includes implementing integrated marketing strategies and successfully developing talented teams. At St. Edward’s, Christie oversees the marketing, communications, government and community relations and chairs the university planning council to increase engagement, attract resources, and achieve the university’s strategic goals.

Stanton McNeely, EdD, was named 19th president of the University of Holy Cross in July 2019, after leading the Louisiana Association for Independent Colleges and Universities. He has also held numerous positions at UHC, including Vice President of Institutional Advancement, Director of Admissions, Director of Student Affairs, and Assistant to the Dean of Sciences.

Cynthia Peterson, PhD, dean of the LSU College of Science and Seola Arnaud and Richard V. Edwards, Jr. Professor in the LSU Department of Biological Sciences, leads a college of five departments and the Museum of Natural Science with about 250 faculty and more than 2,900 undergraduate and graduate students. Since assuming the position of dean in 2014, Peterson has overseen significant increases in college enrollment, with a 25 percent increase in freshman enrollment in fall 2018 that came from a 46 percent increase in undergraduate applications that year. A staunch supporter of science communication, Peterson is committed to broadly communicating the impact of science and research and the strengths of the LSU College of Science.

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