Today, universities expect paid media agencies to deliver on much more than media buying. Gone are the days of reporting on clicks, impressions and number of web visits. Universities care about paid media performance through the lens of enrollment impact, not just media metrics. When evaluating recruitment campaigns, they typically want clarity in five core areas:
- Lead Quality (not just volume)
- Full Funnel Performance Visibility
- ROI & Budget Efficiency
- Market & Audience Intelligence
- Message & Creative Effectiveness
The session will touch on all these topics and how media reporting must be multi-layered. It will includes a practical, real-world framework universities use to evaluate paid media recruitment campaigns. This combines what marketing, admissions, finance, and procurement all want to see.
Jane Harrington
Vice President, Media, m5 the agency
With over 25 years of experience, Jane is a seasoned media leader specializing in both traditional and digital channels across local, national, and international markets. She brings deep expertise in media research and planning tools including Vividata, Comscore, and Arima, and is highly skilled in competitor spend analysis through Vivvix. Jane excels at using audience insights and data to inform strategic media planning and deliver effective, results-driven campaigns. She has also applied her research-led approach to post-secondary recruitment, leveraging data and audience insights to create impactful strategies.
Adrienne O’Connor
Senior Director of Media Operations, m5 the agency
Adrienne brings over 10 years of digital media experience, combining strategic leadership with deep operational, analytical, and platform expertise. As Senior Director of Media Operations, she leads a high-performing digital team and oversees campaigns across social, search, programmatic, and more. A results-driven leader, Adrienne is passionate about strategy, optimization, and analytics— leveraging data to deliver actionable insights and continuous performance improvements. Her focus on measurable outcomes ensures that every campaign is refined for maximum value and impact. She also has experience leading digital recruitment campaigns for post-secondary institutions, supporting enrolment goals through full-funnel, performance-driven media strategies.
Tess Phillips
Performance Manager, m5 the agency
As Performance Manager, Tess brings a strong focus on analytics and optimization to every project, using data insights to improve how audiences engage with marketing and public education initiatives. With over four years of experience managing and optimizing strategic campaigns across a diverse client portfolio, including some of m5’s most complex clients, she offers a broad perspective on performance marketing. Her expertise lies in leveraging insights to refine tactics, maximize ROI, and ensure every campaign delivers meaningful business results.