About us

Coaching. Mentoring. Advising.


The seeds for Enrollment Intelligence Now were planted back in 1989, when Bob Massa encouraged Bill Conley to join him at Johns Hopkins University.  Bill decided to accept a position at Case Western Reserve University, but the two became fast friends and respected colleagues.  They worked together for several years teaching a NACAC workshop to experienced admissions leaders who aspired to become deans or vice presidents.  After Bob left the deanship at Johns Hopkins to become the vice president at Dickinson College, Bill took over at Hopkins.  The two travelled together on recruitment trips and continued to collaborate.  Upon Bob’s retirement in 2019, and Bill’s decision to retire in 2020, they realized that they were not finished contributing to a profession to which they had given, between them, 85 years!  Interested in helping first-time deans or vice presidents succeed, they formed Enrollment Intelligence Now (EIN).

A different type of consulting firm, Bob and Bill specialize in teaching new leaders to perfect the “soft skills” they will need to succeed in this “pressure cooker” of a job.  Collaboration, mentoring staff, managing up and down, working with faculty, boards and the senior leadership team, communication skills, writing for the higher education press, public speaking….the list goes on. Engaging EIN will optimize the time a new dean or V.P. gets “up to speed.”  In addition to mentoring and coaching, the “Now” in EIN means that one or both principals will be available to you when you need them, working with presidents and enrollment leaders in an advisory capacity and helping you to address specific challenges in a planning environment or immediately as they arise.


Robert Massa

Dr. Robert Massa has been an enrollment professional in higher education since 1974.  Retiring in 2019 after four years as the senior vice president for enrollment and planning at Drew University, Massa began his career in admissions and financial aid at Colgate University. He joined the staff at Union College in 1980 and became the dean of enrollment at Johns Hopkins University in 1989.  In 1999, he moved to Dickinson College as their Vice President for Enrollment and College Relations, a position he held for ten years.  He served his son’s alma mater, Lafayette College, as Vice President for Marketing and Communications from 2009-2014.  After a very brief “first” retirement, he joined Drew University in January, 2015. He currently chairs the board of the Character Collaborative, and is an adjunct professor at the University of Southern California teaching in the Masters of Education program.

Massa is a frequent speaker at national conferences on the strategic use of data modeling in admissions, the role of scholarships and financial aid in the student recruitment process, tuition pricing strategies, the changing nature of admissions marketing, and the use of non-academic qualities in admissions.  He writes on these and other major issues in higher education, having been published chapters in three books and editorials/articles in the New York Times, the Washington Post, Forbes, Private Colleges & Universities and several national journals.


University of Rochester, BA
Columbia University, EdD

William Conley

Bill Conley’s admissions and enrollment career began in 1980 after three years as an AP History teacher and three-sport coach at Delbarton School in Morristown, N.J.  Retiring in July, 2020 following eight years as vice president for enrollment management at Bucknell University, Conley started his higher education career at Lafayette College in 1980.  In 1984 he joined Drew University as director of admissions and was appointed dean of admissions at Case Western Reserve University in 1990. After a successful twelve-year tenure, he served as dean of enrollment and academic services at Johns Hopkins University until departing for Bucknell in 2012.  Over the span of forty years, Conley has improved admissions metrics at each institution served and developed long-term strategic infrastructure to ensure ongoing recruitment and retention performance.

Conley has also maintained an active role in professional organizations.  He currently serves on the College Board’s Enrollment Leadership Group (ELG), and has served as NJACAC President, Vice President for Professional Development (NACAC), and director of NACAC’s MECA (Management Experience in College Admissions) professional workshop.  A recipient of two ED Press Awards, Conley’s writing has appeared in USA Today, Chronicle of Higher Education, School Principal, Private Colleges and Universities, and he was a contributor to 50 College Admission Directors Speak to Parents.  Conley is a longtime peer reviewer for the Johns Hopkins University Press. He is widely quoted in print and digital media and speaks frequently on issues related to higher education.


Colgate University, BA
Harvard University, M.Ed.