AI Search, Cross-Border Demand, and Performance Channels for Universities Launching and Scaling Online Programs

Description

Audience-building for online programs is undergoing a meaningful shift in 2026. Across major markets, universities launching new online and professional programs are actively rebuilding how they reach, engage, and enroll prospective students. What was once handled through familiar paid search and brand campaigns is now becoming more integrated with cross-border channel strategy, AI-mediated discovery, and multi-platform performance. This discussion will explore how leading universities are approaching audience strategy for newly launched online programs, from channel mix and source-market prioritization to creative positioning, attribution, and the prospective student experience. We will examine how institutions are identifying audience signal, improving acquisition efficiency, and building internal alignment across enrollment, marketing, and program leadership as the digital landscape continues to evolve.

Speakers

Chad Mezera

Assistant Provost for WVU Online Leadership and Chief Online Learning Officer , West Virginia University

Carrie Miller

Senior Researcher, the Online Learning Consortium

Christian Hicks

Director of Graduate & Online Undergraduate Enrollment, Eastern University

Jessica Butts Scott

Associate Vice President of Online and Continuing Education , University of Alberta

Dr. Lina Parra

Director of Spanish Language and Graduate Management Programs, New England College