The New Student Journey
Is Nonlinear

As competition increases in the battle for student enrollment, the institutions finding ways to stand out and differentiate themselves from the pack are the ones seeing success. Most enrollment strategies are built around a straight path: inquiry, application, acceptance, deposit. Students break that path every day.

Institutions built around a single path lose students. When enrolled students are asked to connect without confidence, trust becomes the biggest barrier. If your messaging isn't delivering a clear picture in these micro-moments, students are quick to move on.

Telly Tucker is the President of the Institute for Advanced Learning and Research (IALR), where he provides strategic leadership. Since joining IALR, Tucker has led significant organizational growth, expanded the team, and strengthened IALR’s national reputation in manufacturing training and technology integration through federal and military partnerships. Previously, Tucker served as Director of Arlington Economic Development and Director of Economic Development for the City of Danville. Before holding other state and local leadership roles, Tucker began his career as an educator. We will learn how IALR is driving innovation in workforce development, applied research, and economic growth across Southern Virginia.

Maurice A. Jones is the Senior Vice Chancellor for Strategic Partnerships for the Virginia Community College System (VCCS) where he leads initiatives to expand public and private resource development and partnerships, legislative engagement, and communications. With extensive service in both state and federal government, Jones has held key positions spanning administrations. He has served on the boards of several institutions, including UVA, VCU, Hampden-Sydney College, and the VCCS. Additionally, he is the Executive Director of the Virginia Foundation for Community College Education. We will learn how Virginia’s Communtiy Colleges are meeting learners of all ages where they are in this evolving higher ed landscape.

The conversation will be led by AccessU CEO Tony Pearman—an advertising veteran with 40+ years of experience helping partners overcome challenges and drive results. Under his leadership, AccessU was named to the 2025 Inc. 5000 list, recognizing it as one of the fastest-growing private companies in the U.S.

AccessU is a full-service marketing and PR agency built for education. We work with institutions at every level—from community colleges and liberal arts schools to K-12, 4-year universities, and workforce development programs—to build the marketing, communications and creative strategies that move people to act.