2025 COCA National Conference

Presenter: Mathieu Yuill

You know your services matter—but do your students? In this practical, story-driven session, Dr. Mathieu Yuill unpacks how student associations can stop leading with governance and start leading with value. Drawing from real-life case studies and years of hands-on work with student associations, Mathieu shares how small shifts in messaging—like talking about what students care about instead of what you want them to care about—can drive big increases in web traffic and engagement. You’ll walk away with low-cost, high-impact ways to use your website and digital content to build connection, boost engagement, and help students feel seen and supported. Because clarity cures frustration—and it’s your story, told so everyone gets it.