Full Schedule _ Bios - American Association of Cosmetology Schools-ag

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					Full Schedule & Bios
Friday, October 26, 2012

3:00 pm – 4:00 pm      AACS Board Meeting – Open to membership Oceanic 4

4:30 pm – 8:00 pm      Registration Convention Foyer

5:00 pm – 6:45 pm      Skin Care Discussion Forum Dinner sponsored by Associated Skin Care
                       Professionals Asia 2

6:00 pm – 7:00 pm      FACTS Reception (invitation only)

7:00 pm to 8:30 pm     New Member Reception sponsored by Burmax (invitation only) Oceanic 4


Saturday, October 27, 2012

7:15 am – 11:00 am     Registration Convention Foyer

8:00 am – 9:15 am      Breakfast hosted by Supercuts with Dr. Teena Cahill, Psy.D. Pacific C

9:15 am – 10:30 am     Opening Session – Keynote – Dr. Joe Pace; Cimaglia Award Presentation
                       sponsored by Milady Pacific C

10:45 am – 11:45 am

Washington Update, Part 1 – Tony Fragomeni, GRC Co-Chair; Greg Jones, GRC Co-Chair; Tom
Netting, AACS Lobbyist Regulatory Asia 1
These are trying times. The Washington Update will inform you on the latest issues of legislative,
regulatory and programmatic issues affecting cosmetology students and schools and update you on
what actions are being taken on behalf of the beauty education industry.
Tony Fragomeni (Bio): Anthony Fragomeni is Director of Government Affairs for Empire
Education Group, and is a former school owner with nearly 30 years of experience in beauty
education. Co-chair of the AACS Government Relations Committee, Tony has a unique
understanding of the challenges both in application and regulation that schools face with the
changes in technology and content delivery relative to pre-licensure training.
Greg Jones (Bio): Greg Jones, representing his family’s fourth generation in career education, is the
President of Sunstate Academy. He also represents AACS by serving as co-chair of the Government
Relations Committee.
Tom Netting (Bio): With more than 20 years of experience, Tom Netting has worked in the public
policy arena with specific expertise in issues related to higher education and workforce
development, health care, veteran affairs policies and the procurement of federal appropriations.
His background and experience have afforded him the opportunity to view the development and
implementation of federal higher education and workforce development policy in their entirety.

Rules of Engagement – C. Jeanine Fulton, Persona Market Enterprises Culture/Leadership
Asia 2
Leading a “High Tech, High Touch” workforce requires clearly defined expectations,
responsibilities, operational routines, and consequences. Watch and discover how Rules of
Engagement can positively influence the character of a team and bring forth a winning paradigm.
C. Jeanine Fulton (Bio): C. Jeanine Fulton impacts thousands of professionals each year through
her passion for writing and speaking. She teaches and creates professional performance and
motivational programs for schools, universities, corporations and non-profit organizations. After
completing her Bachelor of Science degree in Marketing in 1994, Jeanine pursued a career in the
field of cosmetology. She also holds a Master’s in Business Administration.

Mindful Admissions – Joe Piraino, Pivot Point Academies Admissions/Marketing Oceanic 4
Learn the difference between traditional interviewing and behavioral interviewing, gain insight on
how to prepare for a behavioral interview, and explore how to qualify prospective students using
behavioral interviewing.
Joe Piraino (Bio): Pivot Pont Academy Admissions Manager Joseph Piraino has won several
admissions awards, including a DeVry University PRIDE award—its highest award for recruitment.
He’s passionate about teamwork and helping his team at Pivot Point go above and beyond to reach
their goals.

Roundtable Talk on the Direction of Higher Education – Michael Platt, PlattForm Advertising
Admissions/Marketing, Culture/Leadership Asia 4
What if you could sit down with a proprietary education pioneer and innovator and ask any
question you want about the state of the industry – and get a high energy, dead-on response? For a
full hour, Chairman of PlattForm and Publisher of Career College Central, Michael Platt will share
his insights on a host of topics in a roundtable format.
Michael Platt (Bio): Michael Platt is the visionary founder of PlattForm Advertising, having started
the company in his home in 1989. His inimitable and indomitable determination grew the nearly
$200 million business, which works each day to help people improve their lives through education.

Beauty Industry Trends: How You Can Manage and Take Advantage – Steve Reiss, Modern
Salon Media General Asia 3
With communities including prospective students, students, stylists and salon owners, Modern
Salon Media is unique in addressing each stage in the salon professional’s lifecycle, allowing them to
experience the industry from both a big picture and personal perspective. Steve will discuss current
trends impacting the beauty industry –and both the risks and opportunities they present to you.
Steve Reiss (Bio): As publisher of Modern Salon, Steve is involved in all the brand’s activities
including the beauty industry’s most respected and widely circulated publications, award winning
websites, online learning platform and online video platform. Steve was included in 2011 in the
Folio 40, honoring the most distinguished magazine and media professionals.

12:00 pm – 1:00 pm
Washington Update, Part 2 – Tony Fragomeni, GRC Co-Chair; Greg Jones, GRC Co-Chair; Tom
Netting, AACS Lobbyist Regulatory Asia 1
These are trying times. The Washington Update will inform you on the latest issues of legislative,
regulatory and programmatic issues affecting cosmetology students and schools and update you on
what actions are being taken on behalf of the beauty education industry.
Tony Fragomeni (Bio): Anthony Fragomeni is Director of Government Affairs for Empire
Education Group, and is a former school owner with nearly 30 years of experience in beauty
education. Co-chair of the AACS Government Relations Committee, Tony has a unique
understanding of the challenges both in application and regulation that schools face with the
changes in technology and content delivery relative to pre-licensure training.
Greg Jones (Bio): Greg Jones, representing his family’s fourth generation in career education, is the
President of Sunstate Academy. He also represents AACS by serving as co-chair of the Government
Relations Committee.
Tom Netting (Bio): With more than 20 years of experience, Tom Netting has worked in the public
policy arena with specific expertise in issues related to higher education and workforce
development, health care, veteran affairs policies and the procurement of federal appropriations.
His background and experience have afforded him the opportunity to view the development and
implementation of federal higher education and workforce development policy in their entirety.

Using Digital Media to Drive New Students to Your School – Tauri Laws-Phillips, TIGI
Haircare Admissions/Marketing, Technology Asia 2
Navigate digital and social media to excite a local audience and drive new students. Social media
garners 23 percent of all online traffic in the United States. It's natural to be where your audience is.
This session will teach the basics of engaging in social media, how to use digital to drive new
students locally and how to track what is working.
Tauri Laws-Phillips (Bio): Tauri Laws-Phillips oversees and manages media and public relations
strategy and implementation for TIGI Haircare in North and South America, including
trade/consumer, traditional, digital, mobile and social media. Before joining TIGI, she managed the
Search Engine Marketing/Analytics Group at Southwest Media Group as well as the digital strategy
for a number of clients.

Harassment Prevention: It's Not a Laughing Matter – Montiqua Mathers-Pettway, Education
Corporation of America General Asia 3
An ever-growing problem in the workplace and schools, harassment is a serious issue that
shouldn’t be taken lightly. Understand what harassment is and discover ways to avoid it and deal
with it.
Montiqua Mathers-Pettway (Bio): Montiqua Mathers Pettway is an experienced and recognized
Human Resources professional with over 13 years of human resources and training and
development experience. Prior to her role as Regional HR Director with Education Corporation of
America, she served in an HR leadership role in the heavy manufacturing industry where she was
responsible for implementing human resource programs including strategic sourcing and staffing,
performance management and training and design of the apprenticeship program.

New Enrollment Management Best Practices for 2012: How to Thrive in an Over-Regulated
Environment – Gregg Meiklejohn, Enrollment Resources, Inc. Admissions/Marketing,
Regulatory Oceanic 4
Gregg will share with you seven key tactics that will help you move your lead generation and lead
conversion toward best practice while keeping you in line with new regulation guidelines. If you
implement only one of these ideas, you will significantly increase your revenues without having to
hire reps or buy leads. Do more with less and stay compliant along the way.
Gregg Meiklejohn (Bio): Gregg Meiklejohn is an Enrollment Management Process Improvement
expert specializing in the Higher Education space. Gregg has a background in market research and
through his career has made his clients tens of millions of dollars annually. Gregg is seen as a
thought leader and has spoken at several conferences and retreats.

Five Ways to Build a Memorable School – Lisha Barnes, Milady Retention,
Culture/Leadership Asia 4
Growing a school is tough work! Discover the five values you must have for your school to be
successful. Uncover what has been missing and what is stopping you from achieving all your goals
and objectives. Learn how to create a culture that will increase your growth, sales, productivity and
outcomes.
Lisha Barnes (Bio): Lisha Barnes currently serves as the Academic Development Manager for
Milady. She is responsible for developing and delivering both the Master Educator instructor
training program and the Business Fundamentals program for Cosmetology Schools. She is a
licensed cosmetologist and instructor and is committed to improving the quality of cosmetology
education.

1:15 pm – 2:30 pm       Lunch hosted by Great Clips Pacific C

2:45 pm – 3:45 pm
How to make Finance Fun for Cosmetology Students – Peter Bielagus & Tamra Nashman,
Wealth Educators International, LLC Regulatory, General Asia 1
Recent legislation has put an enourmous amount of pressure on cosmetology schools to ensure the
financial and career success of their students. Schools that fail to heed this legislation could lose
their ability to offer federal funding, but let's face it— finance is BORING, and it can be difficult to
get students motivated to take control of their financial lives. Learn tips to making this a fun and
empowering experience.
Peter Bielagus & Tamra Nashman (Joint Bio): For the past eight years, Peter Bielagus and Tamra
Nashman have been educating students about personal finance and career success. Peter is a
former financial advisor and has been featured in the Wall Street Journal, USA Today and recently
appeared on the PBS Special, Your Life, Your Money. Tamra holds a Master’s Degree and is a
university level educator. An interview veteran and career advisor, she has conducted more than
300 interviews. Mixing humor and emotion with real world examples into every presentation, Peter
and Tamra help audiences change their financial lives and career paths, all while making it fun.

Latest Legal Threats: Be Prepared – Ed Cramp, Duane Morris, LLP Regulatory, General Asia 4
Join Ed as he discusses the hottest legal threats to your school in 2012 and learn how to keep them
from putting you out of business. You’ll walk away prepared, ready to tackle any threats to your
business.
Ed Cramp (Bio): Ed Cramp practices in the area of complex commercial and employment litigation.
He represents and advises businesses on matters related to employment matters, contract claims,
theft of trade secrets, unfair competition and consumer claims. He has extensive experience
working with private post-secondary schools in all areas of operations.

People Powered Leadership | Making Headway as a High Performance Leader – Bonnie
Bonadeo, Beauty Goorus Culture/Leadership Asia 2
The thread that runs through all the attributes of leadership is people and the ability to effectively
connect and interact with them. Emotional Intelligence leadership focuses on people skills and
simple concepts as a means to leverage performance. This interactive and highly impactful
program will have you excited to finally lead and inspire people to achieve their success.
Bonnie Bonadeo (Bio): Bonnie Bonadeo is the President and Founder of The Beauty Agents™ and
Beauty Goorus™, as well as a certified trainer in Emotional Intelligence Leadership. Her career
legacy began as a salon stylist and has carried forth that same passion into all her efforts including
managing multiple salon locations and representing product manufacturers.

Meeting Technology Needs of the Next Generation – Debbie Miller, Shortcuts Software
Admissions/Marketing, Retention, Technology Asia 3
The Next Generation is online, plugged in and tuned in. Every guest visit is another chance to build a
powerful relationship and find out what people really think of doing business with you. Once you
truly understand the attitudes and behaviors of your business you can use the feedback to improve
the guest experience and successfully market appropriately.
Debbie Miller (Bio): Debbie Miller has been a passionate salon professional, educator, business
speaker and training leader for one of the largest multi-unit salon organizations in the U.S. As a
successful stylist herself, she has developed proven authentic systems that deliver exceptional
customer service and increased sales. Debbie works with the Shortcuts Software team to focus on
the development of technologies that impact the professional beauty industry.

3:55 pm – 4:55 pm
Textbooks vs. Technology - Noise, Hype, and Potential – Peggy Albano, Today’s Class
Technology Asia 2
Hardware is evolving, and over 75 Browsers are available, as well as hundreds of offers of online
programs. Print material is being replaced by downloads. Instructors need accessible, cost-
effective content in terms of course objectives. This session will overview the changing world of
online education and include a discussion on online tools and best practices.
Peggy Albano (Bio): Peggy Albano is the controller at Today’s Class. She manages the financials for
two companies, leads the marketing outreach program, directs communications to existing
customers and is the manager of the IT Help department. She also provides on-site training services
for state and district contracts.

Financial Aid Depression: Easy ‘Feel-Good’ Remedies – Paul Busch, TFC Tuition Financing
Regulatory Asia 4
The financial aid world is constantly changing. This session will provide tips revolving around 90-
10, staying successful without ATB and creating more revenue with less work.
Paul Busch (Bio): Paul Busch has been in the career school industry for 20 years with extensive
experience in private student financing. He was school president for Corinthian Colleges, and while
employed by several other school organizations, introduced third-party financing to more
successfully manage their institutional loan programs. He understands the critical importance of
schools having tuition financing immediately available for their students.

Student Recruitment for the Internet Age – Saj Butt, Great Exposure, Inc. Admissions/
Marketing, Technology Asia 3
Technology and the internet are the great equalizers of our day, presenting incredible opportunities
to innovators. This session will focus on using technology to enhance the student experience,
communication methods preferred by prospective students and student-focused feedback for
continual improvement.
Saj Butt (Bio): Saj Butt joined the Great Exposure team almost 10 years ago, after more than a
decade in marketing brands, products, culture and entertainment to the 18-35 demographic. After
three years at Great Exposure's head office, Saj ventured to grow Great Exposure's presence on the
west coast. Saj will continue to expand the Great Exposure brand and client base across the U.S.

Innovations in Marketing Strategies – Jim Yates, Nuts & Bolts Training
Admissions/Marketing, General Asia 1
Keep your finger on the pulse of the most innovative marketing strategies out there. You’ll be
introduced to fresh marketing ideas, while trying to understand what your customer really wants.
Discover ways to track and measure your strategies so you can manage your work in a more
efficient way.
Jim Yates (Bio): Jim Yates, President and CEO of Nuts & Bolts Training, is an author, lecturer and
expert in change management. Jim is on the cutting edge of school and salon business development
practices and is considered by many owners as a key factor in their business' success. As a former
salon chain and prestigious school owner, he is a committed educator.

5:00 pm – 6:00 pm
How to Make Your Clinic Floor More Successful, Positive and Profitable – Rhoda Olsen, Great
Clips, Inc. Admissions/Marketing, General Asia 1
What exactly can you do to make your clinic floor more profitable? What specifically can you do to
increase traffic? What can you do to create a strong/positive team feel that would transfer into the
classroom? Learn from one of the best and walk away with new tools to achieve great things in
your student salon.
Rhoda Olsen (Bio): Rhoda Olsen is the CEO of Great Clips, Inc. Her focus is on building a
legacy brand through continued collaboration and strong relationships with Great Clips
franchisees. Rhoda has made it her focus to increase the Great Clips presence in the broader
industry and business community. She also clearly understands the importance of a customer-
driven brand that creates success and opportunity for employees throughout the organization.


Staying Connected to your Alumni through Social Media– Lisanne Wilcox, Alexandria
Professional Technology, Retention Asia 2
Engaging post-graduates to continue with their education after graduation not only ensures future
employment, but success in the beauty industry as a lifelong career. Learn how to use social media
to keep in contact with your post graduates and engage current students to create a future.
Lisanne Wilcox (Bio): Lisanne Wilcox has more than 17 years of experience as an aesthetician and
more than 20 years in the internet technology field. Currently, Lisanne is the National Director of
Education at BodySugaringU™ by Alexandria Professional® and the founder of the social media group
Esty2Esty.

Proven Successful Facebook Strategies for Cosmetology Schools – Chris Linford, Oozle Media
Admissions/Marketing, Technology Asia 3
Learn from beauty schools who have had proven Facebook success. You’ll see what these schools
actually did to gain thousands of relevant/targeted new fans to their Facebook page in a matter of
weeks, and how these new referral fans are turned into paying students.
Chris Linford (Bio): After graduating from the University of Utah in Business Marketing in 2008,
Chris Linford has been efficiently managing and promoting clients in the cosmetology and beauty
school industry as Oozle Media’s Director of Sales and Management. This tri-athlete and father of
two has been instilling values in his children, coworkers and clientele about the rewards of
successful internet campaigns on two of the world’s most popular social media networks: Facebook
and Pinterest.

Ensuring Student Eligibility for a Positive Outcome – Ron Holt, Dunn & Davison, LLC; Ray
Testa, Empire Education Group; Sally Samuels, FAME; Dr. Jean Norris, Norton | Norris, Inc.
Admissions/Marketing, Regulatory Asia 4
This lively panel discussion will address student eligibility assurances beginning with recruiting
and the admissions process as well as follow through from the financial aid perspective. The session
will focus on best practices to avoid student eligibility problems and to ensure a good program fit
leading to better student outcomes related to completion and placement.
Ron Holt (Bio): Ron Holt, a founding member of Dunn & Davison, LLC, is co-leader of the firm’s
higher education practice. Along with higher education work, he also handles business and
regulatory litigation and business transactions. Over the past 20 years, Ron has provided regulatory
counsel to institutions across the nation on program reviews, administrative proceedings and
student claims.
Ray Testa (Bio): Ray Testa has been involved in the cosmetology school industry for almost 40
years as a proprietary postsecondary school owner and an administrator. He currently serves as
Vice President of Government Affairs and Compliance for Empire Education Group.
Sally Samuels (Bio): Sally is one of the country’s leading authorities on Federal financial aid
administration with more than 33 years of “in the trenches” experience. As a respected Industry
leader, she is frequently called upon to speak at School, Accrediting, Regional and State conferences
as well as to act as school liaison during program reviews and state compliance audits.
Dr. Jean Norris (Bio): Dr. Jean Norris began her own educational pursuit in a 10-month medical
assisting diploma program. In the 25 years since, she has served as a faculty member, dean and
senior admissions and marketing administrator at for-profit and traditional higher education
institutions. She is one of the leading advocates of the admissions profession and is often called
upon to speak on behalf of the sector.

6:00 pm – 7:30 pm      Exhibitor Showcase Grand Opening – Poken Party Atlantic Hall

7:30 pm – 8:45 pm      Cimaglia & Pioneers’ Reception hosted by Milady (invitation only)Oceanic 1

8:00 pm – 9:15 pm      State Relations Dinner Meeting sponsored by Great Clips (invitation
only)Asia 5


Sunday, October 28, 2012

8:00 am – 5:00 pm      Information desk Convention Foyer

8:00 am – 9:15 am      Breakfast hosted by Milady Pacific C


9:30 am – 11:45 am Innovation Room sponsored by Milady Admissions/Marketing,
Technology Pacific B
GRC and Technology – Tony Fragomeni, GRC Co-Chair; Greg Jones, GRC Co-Chair; Tom Netting,
AACS Lobbyist The AACS Government Relations Committee will discuss the latest regulatory
compliance intelligence coming out of Washington as it relates to institutions' websites and will
also unveil the latest technological innovation for membership grass-roots advocacy –VoterVoice!
Tony Fragomeni (Bio): Anthony Fragomeni is Director of Government Affairs for Empire
Education Group, and is a former school owner with nearly 30 years of experience in beauty
education. Co-chair of the AACS Government Relations Committee, Tony has a unique
understanding of the challenges both in application and regulation that schools face with the
changes in technology and content delivery relative to pre-licensure training.
Greg Jones (Bio): Greg Jones, representing his family’s fourth generation in career education, is the
President of Sunstate Academy. He also represents AACS by serving as co-chair of the Government
Relations Committee.
Tom Netting (Bio): With more than 20 years of experience, Tom Netting has worked in the public
policy arena with specific expertise in issues related to higher education and workforce
development, health care, veteran affairs policies and the procurement of federal appropriations.
His background and experience have afforded him the opportunity to view the development and
implementation of federal higher education and workforce development policy in their entirety.
Technology: What You Actually Need in the Classroom – Matthew McGuire, Milady
Technology moves at a brisk pace. Spend 25 minutes catching up and learning what it takes to build
a digital classroom. We’ll smash through the hype of what’s hot in technology today and get right to
the core of what you really need to reach today’s connected student.
Matt McGuire (Bio): Matt McGuire is currently an Associate Marketing Manager with the Milady
team and handles all of the conference/tradeshow planning, as well as being involved in the day-to-
day strategies of marketing efforts. He is responsible for many of Milady’s social media resource
provided to AACS members, as well as multimedia presentations that are occasionally seen from
the Milady team.

Search Engine Marketing: Pay-Per-Click vs. Organic – Heather Physioc, Beauty Schools
Marketing Group
Learn how to make the most out of paid and organic search engine marketing tactics, while
discovering important tips to effectively use your marketing dollars. Place your school brand where
students are researching, grow brand awareness and gain the edge over your competition.
Heather Physioc (Bio): Heather Physioc is the website manager for Beauty Schools Marketing
Group. She was instrumental in the building of their social networking brand and mobile space
sites. She has more than 10 years of experience in internet marketing, and has worked on such
brands as AT&T, 3M, Enterprise, Rawlings, Solae and Tylenol.

Blogging: Engaging Your Audience & Gaining Leads – Andy Kelley, Effective Student Marketing,
Inc.
Beauty school students are generally visual people who are extremely active on social media
channels. We’ll discuss 10 different ways that blogging can help you reach your target audience,
turning your readers into leads and expanding your online community.
Andy Kelley (Bio): Andy Kelley is the president and founder of Effective Student Marketing, Inc., a
social media marketing company for higher education. His team creates an active online community
for schools, turning prospects to students, students to graduates and graduates into successful
working members in their community.

Utilizing Online Loyalty Programs – Valorie Reavis, Linkup Marketing
A new generation of loyalty systems have emerged that service and retail establishments have been
snatching up—not just to save the environment, but to boost visit frequency. This session will
cover some of the most popular systems and how this can be used in the school environment.
Valorie Reavis (Bio): Valorie Reavis is a marketing professional and undercover tech nerd with
deep-rooted ties to the beauty, salon and spa business. As the founder of Linkup Marketing, she has
helped numerous small business professionals find their digital voice and connect with clients
through creative online marketing initiatives. She believes that when you bring the right people
together, great things can happen.

Smart Phones in the Classroom: Tech-Savvy Teaching – Doni Horn, YourNewSchool
Learn how students can use their cell phones in school for assignments and projects that will
revitalize what learning is all about. Empower your staff with this new teaching technique while
increasing enrollments and retail sales at no additional cost to you.
Doni Horn (Bio): Doni Horn, a licensed nail tech for 30 years, has spent much of her career
inspiring and teaching others to love the industry and advance their skills, while empowering them
to reach for their dreams. Her classes are fun, light hearted and very informative. She has been a
salon owner, an OPI Guest Artist, an OPI School Account Consultant and an Account Executive for
YourNewSchool.
MemberLink: Connecting on AACS’ newest social platform – Jenn Lyles & Lisa Zarda, AACS
MemberLink is a hot new tool that allows AACS members to connect and share resources. AACS’
Jenn Lyles and Lisa Zarda will show you how to start taking advantage of this platform and how it
will put years of beauty school knowledge at your fingertips.
Jenn Lyles (Bio): Jenn Lyles is the Communications Coordinator for AACS, managing the e-
newsletter, two blogs, marketing materials and social media for AACS and Beauty Changes Lives. She
graduated magna cum laude from the University of North Alabama with a B.S. in Journalism. A
former CBS-affiliate news reporter, Jenn has also been published in a variety of publications
including Beauty Link magazine.
Lisa Zarda (Bio): Lisa Zarda is the General Manager for AACS. She has been an association
professional since 1999, improving productivity, increasing revenue and developing member
services for regional and national associations. She has B.A. in Exercise and Sports Science and has
been a Certified Association Executive (CAE) since 2009. She lives and tries to stay cool in Phoenix,
AZ, but is a Midwest girl at heart.

Maximizing Your Marketing Spend – Jennifer Eckstein, Pivot Point International
This session will provide you with tools that will enable you to maximize your return and carefully
spend your budget where you will receive the strongest results. Walk away with knowledge on how
to calculate gross profit/student, determine maximum marketing spend/seat, choose the right
marketing mix, measure your return and adjust your overall efforts.
Jennifer Eckstein (Bio): Marketing Manager Jennifer Eckstein oversees Pivot Point International’s
marketing operations and leads brand development, supporting the growth of Pivot Point’s
Academies and global partnerships through online and offline channels. By combining her 20 years
of experience within the beauty education industry and her unique ability to combine creative
efforts with business strategies, she develops programs that result in engaging, actionable
marketing and sales initiatives.


9:30 am – 10:30 am
Marketing Best Practices to Meet Federal Disclosure Guidelines – Kelly Conway, Strike
Marketing Admissions/Marketing, Technology Asia 1
Using actual materials from AACS member schools, this session will reflect best practices focusing
on websites and the school catalog/handbook addressing the presentation and integration of
mandated disclosure information on the website and catalog/handbook and how collateral
materials reference access to the information.
Kelly Conway (Bio): Kelly Conway is the Founder and General Manager of Strike Marketing, a full
service marketing firm based in Los Gatos, California. Since January 2004, Kelly and the firm have
worked with numerous businesses in the beauty industry including more than 100 beauty schools,
computer gaming, technology and Internet-centric companies.

Got People Problems? – Debbie Muno, Muno, Summers & Associates Culture/Leadership,
General Asia 4
Discuss the importance of having the right employees in all of the school's positions. This is crucial
for organizational success. It impacts employee performance, increases employee productivity and
reduces extremely costly turnover. You will learn how to hire the right employees for each
position, promote the right employees to the right positions and coach existing employees.
Debbie Muno (Bio): Focusing on the career college industry, Debbie dedicates her professional
pursuits solely to assessments and enabling clients to gain the benefits of utilizing her assessment
system: reduced employee turnover, increased employee productivity, promoting the right people
to the right position, and evaluating and developing managers and leaders among other benefits.
10:45 am – 11:45 am
Engaged Learning Made Simple – Kathy Jager, Kathy Jager & Associates General Asia 3
“Engaged Learning Made Simple" is a custom designed program that will demonstrate the powerful
effects of engaged learning while inspiring, motivating, and educating the entire leadership team to
produce high energy, greater enthusiasm and heartfelt passion for leading.
Kathy Jager (Bio): Kathy Jager & Associates is an Educational Company that helps bring Growth
and Vibrancy to the beauty industry. They work together with beauty schools to enhance the
overall experience of today’s cosmetologist by training teachers how to have an enormous impact
with students.

Validating Your Verification Process – Peggy Loewy Wellisch, FAME Admissions/Marketing,
Regulatory Asia 2
This interactive session will challenge attendee's knowledge of the current verification process.
This session will also highlight the changes for the upcoming year and provide insight into the daily
processes and documentation required to comply with Federal Title IV verification methodology.
The latest concepts for 2013-2014 with regard to the federal verification requirements will also be
discussed.
Peggy Loewy Wellisch (Bio): Peggy serves as the Director of FAME’s Consulting Services. She
works closely with her team to provide Title IV training to FAME’s staff as well as perform client
training, site visits and review institutional policies and procedures for Title IV compliance. For the
past 39 years, Peggy has managed student financial aid programs, procured major funds and grants,
in addition to developing long term planning strategies.

11:45 am – 1:15 pm Exhibitor Showcase– GR Fundraiser in Expo Hall Atlantic Hall

1:15 pm – 2:30 pm      Lunch hosted by Farouk Pacific C

2:45 pm – 3:45 pm      AACS Annual Member Meeting & Elections (all school and associate
                       members should attend) Pacific C

3:45 pm – 5:00 pm      Exhibitor Showcase – GR Fundraiser in Expo Hall: closes at 4:15 pm,
                       winners announced at 4:30 pm Atlantic Hall

5:00 pm – 6:00 pm
The Compliance Challenge – Deborah John, DBJ Financial Aid Services, Inc.
Admissions/Marketing, Regulatory, General Asia 1
Maintaining compliance with increasingly complex Title IV federal student aid regulations is an
ongoing challenge for schools. The current environment of heightened focus and scrutiny on
requirements for career schools make this session a “must” for any school that administers federal
student aid. Learn what has changed and discuss various approaches to ensure compliance.
Deborah John (Bio): With more than 30 years of experience in financial aid administration and
servicing, Deborah is one of the industry’s foremost experts. As President of DJA, she has worked
with clients from a variety of institutions to provide fiscal and financial aid support. She has
consulted and prepared clients for audits and program reviews, yielding clean audits and reviews.

What Does ‘Agile Teaching Learning’ Mean to Me? – Dr. Paulette Rollant, Turning
Technologies, Inc. Technology, General Asia 2
Teaching any class entails unique approaches for learning to occur. Agile teaching to unique
learning needs will be addressed. You’ll discover two approaches to apply agile teaching to learning
behaviors, such as attention challenges. You’ll also learn ways to promote agile learning of
cosmetology in the practice labs.
Dr. Paulette Rollant (Bio): Dr. Paulette Rollant, as the Founder and President of Rollant Concepts,
Inc., is dedicated to provide "Education in Action with Efficiency & Effectiveness." One of her
research interests is investigation of creative ways to help faculty be efficient and effective as
presenters and test writers so that students can demonstrate what they know on tests. She believes
the greatest challenge for faculty is to harmonize how content is taught and tested.

Who Made These Admissions Rules and Why do we Still Follow Them? – Vince Norton,
Norton | Norris, Inc. Admissions/Marketing, Regulatory Asia 4
Most of the techniques and approaches used by career college admissions offices were
implemented before cell phones and the internet. Yet the majority of our sector still hangs on to
older idealogies. This session will provide hard data from case studies that prove the old paradigm
wrong and provide tools for communicating with students in new and meaningful ways.
Vince Norton (Bio): Since 1979, Vince has worked in higher education administration, marketing,
admissions
and enrollment management for both not-for-profit and proprietary institutions. For the last 11
years he has served as managing partner of Norton | Norris, Inc., a full service marketing, training
and mystery shopping firm dedicated to the education vertical.

Don't Just Remodel, Reinvent! – Lori Brusa, YourNewSchool Culture/Leadership Asia 3
It takes more than a fresh coat of paint and new stations to renew your school. Just because that's
the way you have always done it doesn't mean it makes sense for you and your school now. If you
are willing to look in the corners and under the rug, you will find hidden opportunities from major
overhauls to minor tweaks resulting in a more relevent school and student experience.
Lori Brusa (Bio): After managing the corporate operations of a renowned multi-unit hair salon and
day spa company, Lori Brusa co-founded a highly successful chain of cosmetology and esthetics
schools in the Midwest. She is now utilizing her demonstrated ability to adapt business models
through identifying mission and crafting the necessary policies, programs and training to help
beauty schools nationwide tweak and transform their businesses.

Exhibitor Session: Associate Member ROI: Maximize Your Investment – Sandra Bruce, Milady
with panel Oceanic 4
So you’ve paid your dues, now what? What does being an Associate Member mean and how do you
maximize your company’s investment in AACS? Learn how to make the most of your membership in
2013 from the AACS Staff and long-time Associate Members.
Sandra Bruce (Bio): Sandra Bruce is currently the Director of Content and Business Development
for Milady. She is responsible for leading Milady’s publishing and business development strategies
and is always striving to deliver innovative solutions to customers in both the academic and
professional markets. She is heavily involved with AACS, where she has been directly involved in
strategic planning with the Board of Directors and has served as Chair of the Advisory Committee
for five years.

6:30 pm – 10:00 pm     AACS GRT Fundraising Event: Texas Hold ’em Tournament, Mini Golf
                       Tournament, Dinner and Dancing at Disney’s Garden Pavilions (additional
                       fee)


Monday, October 29, 2012
8:00 am – 5:00 pm      Information Desk Convention Foyer

8:00 am – 10:00 am     President’s Breakfast includes swearing in of board members hosted by
                       Celsius Marketing Interactive and P&G Professional with special
                       presentation by Sassoon Pacific C

10:15 am – 11:15 am
10 Elements of a Viral Video – Valorie Reavis, Linkup Marketing Admissions/Marketing,
Technology Asia 1
Putting videos up on YouTube doesn't mean that they'll get thousands of views. Discover the
building blocks of a viral video, taken from hundreds of examples of videos that have created viral
waves. Learn how your school marketing program can reach new audiences with viral videos.
Valorie Reavis (Bio): Valorie Reavis is a marketing professional and undercover tech nerd with
deep-rooted ties to the beauty, salon and spa business. As the founder of Linkup Marketing, she has
helped numerous small business professionals find their digital voice and connect with clients
through creative online marketing initiatives. She believes that when you bring the right people
together, great things can happen.

A Beautiful Business: How Beauty Schools are Selling in Today's Market – Ron Holt, Dunn &
Davison, LLC; Todd Gates, Spectra Advisors; Mike Bouman, Empire Education Group General
Asia 4
This interactive panel will examine key factors that determine how today's buyers value beauty
schools, steps that owners can take to best prepare their institutions for a successful sale and
regulatory and other challenges that the parties should expect to encounter in the deal process.
Ron Holt (Bio): Ron Holt, a founding member of Dunn & Davison, LLC, is co-leader of the firm’s
higher education practice. Along with higher education work, he also handles business and
regulatory litigation and business transactions. Over the past 20 years, Ron has provided regulatory
counsel to institutions across the nation on program reviews, administrative proceedings and
student claims.
Todd Gates (Bio): Todd Gates is a founding member and principal of Spectra Advisors and has
been involved in the postsecondary industry for eight years. Todd is a frequent presenter at
regional financial aid conferences. Spectra Advisors is a member of the Association of Private
Sector Career Colleges and Universities (APSCU).
Mike Bouman (Bio): Mike Bouman joined Empire Education Group in November 1998 as the
Director of Student Enrollment & Retention and was promoted to Vice President, Strategic Planning
in 2000. In 2003 he was named Executive Vice President and in 2005 he was named President &
Chief Operations Officer. Empire has grown from 19 campuses in one state to 110 in 21 states and
the student population has increased from 1,100 to 20,000 students annually.

Beauty School Malpractice Insurance in Relation to Broadened New Curriculums – Bob
Kretzmer, VW Brown Insurance Service, LLC General Asia 2
This session will review current beauty school malpractice liability treatments, services, advice and
instruction given in schools and the appropriate malpractice liability coverage. Further, this class
will review the malpractice liability forms from the leading insurance companies.
Bob Kretzmer (Bio): Robert “Bob” Kretzmer, CIC, is a recognized leader in providing insurance
and insurance education to the beauty industry since 1980. He provides aesthetician, beauty,
barber and massage therapy school insurance in 46 states. Additionally, he provides insurance for
beauty salons, day spas, cosmetic manufacturers and cosmetic distributors on a nationwide basis.
Integrating and Enhancing Management of CDR’s and Pending GE Measures – Mary Lyn
Hammer, Champion College Services Admissions/Marketing, Regulatory, General Asia 3
This session spans over several topics including student success, career education, navigating the
regulatory environment for cohort default rates and pending gainful employment measures. The
cohort default rates determine eligibility for federal funding at a school level. These are critical to
the school’s financial stability and long-term success.
Mary Lyn Hammer (Bio): Mary Lyn Hammer is the Owner, Founder, President and CEO of
Champion College Services. She has actively worked with the U.S. Congress and the U.S. Department
of Education since 1988. Her many recognized accomplishments include the 2005 CCA National
Achievement Award for the Allied Member of the Year and 2008 Best Associate Member for the
Arizona Private School Association.

Exhibitor Session: 10 Things you Really Need to Know to Sell to the School Market – Steve
Reiss, Modern Salon Media with Panel Oceanic 4
Hear from an industry manufacturer and a school partner to understand the school market—what
they’re looking for and how to sell to them. You’ll walk away with 10 tools to help you understand
this aspect of the beauty world and have a better grasp of how to market your product to school
owners.
Steve Reiss (Bio): As publisher of Modern Salon, Steve is involved in all the brand’s activities
including the beauty industry’s most respected and widely circulated publications, award winning
websites, online learning platform and online video platform. Steve was included in 2011 in the
Folio 40, honoring the most distinguished magazine and media professionals.

11:15 am – 2:00 pm Exhibitor Showcase with Attendee Lunch served in Expo Hall
                   sponsored by AACS and Beauty Schools Marketing Group Atlantic Hall

2:15 pm – 3:15 pm
Meeting Technology Needs of the Next Generation & Marketing with a Bang! – Dee DeLuca
Mattos, DePasquale Companies Admissions/Marketing, Technology, General Asia 3
An informative presentation discussing social media and the importance of how this effects spa
business and services, as well as the current spa trends for the beauty industry and what
opportunities are ahead for the spa professional.
Dee DeLuca Mattos (Bio): As Vice President of DePasquale The Spa, Dee DeLuca Mattos
spearheaded the re-branding of CURES by Avancé and initiated a complete e-commerce marketing
strategy for the brand. Throughout her career she has shared her vast knowledge of the
professional beauty industry through various educational forums. Her dynamic stage presence
coupled with many years of hands on experience and success make her an intensely sought after
public speaker.

LinkedIn: The Career Tool of the 21st Century – Ron Nash, Dream Job University
Admissions/Marketing, Retention, Technology Asia 2
In this session you will learn three solid strategies to use in your school that will make a difference
in how you and your team view and use social media tools. The focus will be on LinkedIn and why
your school should utilize this free resource to contribute to admissions, help with student
retention and assist with ensuring job placement post-graduation. Lastly, it will also cover the
importance of generating referrals from your alumni population.
Ron Nash (Bio): Ron Nash is blazing a trail as one of the most original personalities in social media.
An author, business and master career strategist, NLP therapist and a consummate entrepreneur
who has a passion for personal development and creating strategies that work. Since 2005, he has
specialized in the art and science of LinkedIn, teaching LinkedIn methodologies at a number of
institutions and associations.

Adding New Programs to Your Curriculum – Jesse Cormier, Associated Skin Care
Professionals with Panel General Asia 4
When you’re looking to introduce new programs in your school like massage or skin care, learn
from the pros. A panel featuring professionals in these fields as well as owners who have
incorporated new programs into their schools will teach you the ins and outs of adding to your
curriculum.
Jesse Cormier (Bio): Jesse Cormier is the Executive Director of Associated Skin Care Professionals
(ASCP), the largest national association exclusively for estheticians with more than 11,000
members. Jesse has helped to build ASCP’s membership and benefits, which include liability
insurance, publications, marketing materials and business-building support.

Industry Forum Panel Discussion Regulatory Asia 1
Representatives from key beauty industry associations including PBA, NIC, ISBN and NACCAS will
discuss the multitude of issues and legislation affecting schools across the country.


3:30 pm – 3:45 pm      Buses depart for Disney’s Hollywood Studio Park for special Pivot Point
                       Sponsored Event

3:45 pm – 6:30 pm      “Leading at the Speed of Trust” sponsored by Pivot Point International at
                       Disney’s Hollywood Studio Park: includes entry to the theater, life and times
                       of Leo Passage documentary, presentation by Peggy Leyden of Covey, light
                       refreshments and transfer back to the hotel. Learn how to be an effective
                       leader by inspiring, extending and restoring trust.

Tuesday, October 30, 2012

9:00 am – 12:00 pm
Turning What You Learned Into Action Plans Asia 2
This session will discuss what you’ve learned at this year’s convention and help you develop a plan
in order to hit the ground running and implement change when you get back to your school.

9:00 am – 5:00 pm
NACCAS Session: Outcomes: A Conversation for Establishing Best Practices – Dr. Tony
Mirando Asia 3
NACCAS Executive Director Dr. Tony Mirando facilitates an interactive and engaging discussion on
establishing best practices for student outcomes. This discussion will highlight critical themes in
maintaining successful completion, placement, and licensure rates, while providing creative
solutions for some of the biggest outcomes-related challenges. This class is designed to be an open
dialogue of ideas (as opposed to a formal lecture), so participants should come prepared to share
their own experiences in the realm of student outcomes!
Dr. Tony Mirando (Bio): Dr. Tony Mirando is the Executive Director of NACCAS. He has more than
26 years of proven performance and effective management techniques across a wide variety of
industries, including nine years in association management and five years in accreditation. Has
been the chairman of the Regulatory Licensing Board for Chiropractic in the District of Columbia for
eight years and was Vice President of the Straight Chiropractic Academic Standards Association
(SCASA).

				
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