Richard Whiteside
Richard Whiteside holds the position of Dean for Strategic Enrollment Management at Royall & Company in Richmond, VA. Royall & Company is the leading direct marketing agency in the United States dedicated solely to assisting colleges and universities in their efforts to recruit and enroll full-time undergraduate students. In his capacity as Dean he works with Royall & Company clients in the enrollment management and planning areas.
From 1993 through 2006 he served as Vice President for Enrollment Management & Dean of Admission at Tulane University in New Orleans, Louisiana. Before joining Tulane, Dick was on the staff of the University of Hartford in West Hartford Connecticut for 14 years (Associate VP for Academic Administration, Registrar), The Johns Hopkins University in Baltimore, Maryland (Associate Registrar - 6 years), the City University of New York (Assistant Registrar - 5 years) and an Admission Counselor at Pace College (University) in New York City.
Dr. Whiteside is a graduate of Manhattan College and holds two graduate degrees (Student Services and Applied Behavioral Sciences) from the Johns Hopkins University. He earned his doctoral degree in Educational Leadership from the University of Connecticut. He is the editor of Student Marketing for Colleges and Universities (2004), a text dedicated to helping colleges and universities to identify, recruit and enroll students.
He speaks frequently on issues related to disaster recovery, financial aid, enrollment management, tuition discounting, the educational environment, and the dynamics of change. He has served as a consultant on a variety of topics ranging from enrollment management to administrative information systems. His work in various enrollment management areas has been featured in the Wall Street Journal, the New York Times, Kiplinger’s Personal Finance and on the Today Show.
Richard Whiteside resides with his wife Kathleen in Richmond, Virginia.
Surviving Cataclysmic Change – Coping with the Aftermath of Katrina
Change can be incremental, sweeping or, on rare occasions, cataclysmic. Hurricane Katrina struck the US Gulf Coast on August 29, 2005 and spawned cataclysmic changes at the colleges and universities in the region. Institutional survival and recovery were entirely dependent upon the ability and willingness of university administrators and faculty to adopt new rules, new roles and untried methods of institutional management. Surviving Cataclysmic Change - Coping With the Aftermath of Katrina describes what Tulane University did - and how we did it - in the face of the largest man-made disaster in the history of the United States.
Kerry Salerno
Kerry Salerno is director of marketing and communication in the Admissions and New Student & Family Services unit at Northeastern University. In this role, she is responsible for strategic direction and oversight of all marketing and communications plans for the offices of Undergraduate Admissions, New Student Orientation & Parent and Family Programs and the International Student and Scholar Institute. In addition, Kerry provides leadership for marketing and communications for the Enrollment Management and Student Affairs division, including divisional websites, crisis communications and other critical work for the division’s leadership team. Prior to Northeastern, Kerry was assistant director of undergraduate marketing at Bentley College. In that role, she managed marketing projects for the undergraduate college. Kerry received her B.S. in Marketing and her M.B.A from Bentley College.
Kerry has presented on various marketing and communication topics at national conferences including the Council for
Advancement and Support of Education (CASE), Administrators Promoting Parent Involvement (APPI), and the New England
Association of College Admission Counseling (NEACAC). She has also recently co-authored a paper on word of mouth
marketing with Northeastern’s senior vice president of enrollment management and student affairs for the Strategic
Enrollment Management (SEM) quarterly journal.
