Tom served as Director of Client Development at Royall & Company from 2004 to 2009, working directly for and with Bill Royall, overseeing Royall’s successful new business development activities. Tom was instrumental in the development and implementation of comprehensive undergraduate enrollment communications programs for over 120 new college and university client-institutions.

While at Royall, Tom’s responsibilities included working directly with the senior staff (including presidents) at public and private institutions, developing multi-class student recruitment, engagement, and application programs –

• Analyzing each institution’s existing student recruitment and enrollment efforts, inquiry pools, entering classes, applications, and return-on-investment.

• Visiting campuses and hosting prospective client senior-staff visits to Royall.

• Participation in, and presentation of, prospective client workshops - examining an institution’s goals and objectives, recruitment efforts, and multi-year communications flow and components.

• Developing and presenting detailed, strategic recruitment and enrollment proposals including: Search list recommendations, print and e-communications, program timing, budgets, print and on-line application programs, research, event promotion, yield programs, and return-on-investment analysis and projections.

After Tom left Royall & Company in late 2009, he has worked with Ed Sirianno, president of Creative Communication Associates (CCA), as Chief Marketing Officer and is currently providing enrollment marketing consulting services to CCA clients.

His involvement at the policy level in primary and secondary education, his experience in higher education student recruitment and enrollment, and over 25 years in marketing communications, advertising, and direct response brings a unique perspective and resource to college and university enrollment marketing and management.

The Direct Marketing Association of Washington has honored Tom with their Long Term Service Award and their Volunteer of the Year award. He was member of the Henrico County (Va.) School board for 12 years and has served on numerous business, community, civic, educational, sports, youth, and health-related boards and commissions. The Interactive Marketing Institute at Virginia Commonwealth University has established a scholarship in his name.

Tom is a graduate of the University of Richmond, and served on the School of Continuing Studies Dean’s Advisory Board from 1998 to 2009.