College Board Recruitment & Admissions Solutions Help Saint Joseph s

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1 Cllege Bard Recruitment & Admissins Slutins Help Saint Jseph s University Expand Visibility and Achieve Enrllment Gals While Slashing Travel Csts by 50% Cllege Bard recruitment tls help us practively create changes that supprt ur grwth as an institutin and allw us t reach academic and fiscal gals. These tls have delivered unbelievable results in a very shrt perid f time. -Sundar Kumarasamy, Assistant Vice President, Enrllment Management, Saint Jseph s University Saint Jseph s University experienced intense cmpetitin fr students due t the large number f clleges and universities in the Philadelphia area. Faced with discuragingly lw freshman enrllment numbers and seeking t expand its visibility beynd the regin, as well as attract qualified minrity students, the university established an Office f Enrllment Management. Tasked with making strategic changes in market psitining and recruitment, the new department turned t the Cllege Bard s recruitment services and tls Student Search Service, Enrllment Planning Service and Descriptr PLUS. These tls have enabled Saint Jseph s t csteffectively target prspective students acrss the natin, and t analyze the university s appeal and that f the cmpetitin t prspects in a given market. These tls have nt nly enabled Saint Jseph s t expand its gegraphic reach and increase applicatin quantity and quality, but als t cut travel-related csts by $50,000 per year. Slutins Deplyed: Student Search Service Enrllment Planning Service Descriptr PLUS Slutin Summary Institutin Saint Jseph s University, Philadelphia, PA Challenges Raise quantity and quality f applicants Extend reach beynd lcal market Reduce csts and ptimize resurces Benefits Significant increases in enrllment numbers and student quality Ability t identify and target minrities and ther grups $50,000 reductin in travel csts per year Prgress tward institutinal gals f greater prestige and renwn Case Study: SSS, EPS and Descriptr PLUS Octber 2005

2 The University One f Pennsylvania's eight mst selective clleges and universities, Saint Jseph's is amng the mst highly regarded f the natin's 28 Jesuit institutins. Saint Jseph's is ne f nly 270 schls in the cuntry distinguished by a Chapter f Phi Beta Kappa, the ldest and mst prestigius natinal hnr sciety, listed amng the tp 10 reginal universities in the Nrtheast by U.S. News, included in the Princetn Review's Best Nrtheastern Clleges, and ranked Very Cmpetitive in Barrn's Prfiles f American Clleges. Saint Jseph s ffers a strng liberal arts curriculum including 40 undergraduate majrs, 20 study abrad prgrams, 52 areas f graduate study and a dctral prgram in educatinal leadership. The university has an undergraduate enrllment f fewer than 4,000 students, enabling a student/faculty rati f 15:1. The Challenge As a reginal institutin, Saint Jseph s faced strng cmpetitin fr students frm the mre than 50 clleges and universities in the Philadelphia metrplitan area. In spite f spending mre than $100,000 a year t visit high schls, the university was struggling t recruit and enrll the desired number and quality f students. In the mid-1990s, Saint Jseph s decided it was time t make a change. We received sme unpleasant results in the academic year a high discunt rate and high acceptance rate but lw freshman enrllment, explains Sundar Kumarasamy, Assistant Vice President, Enrllment Management. We knew that strategic changes in ur marketing, psitining and recruitment apprach were needed. The university created an Office f Enrllment Management cmprising 10 prfessinal admissins staff and five crdinatrs. This new department sught technlgy slutins that culd help achieve its gals fr quality, number and diversity f students. Specifically, Saint Jseph s wanted t expand its applicant pl by reaching ut t prspects lcated utside the regin; raise the schl s prestige by attracting high-quality applicants and imprving selectivity; increase the number f minrity and ecnmically disadvantaged applicants t supprt its Jesuit principles; and achieve these bjectives within a limited budget. Our cmplex and smetimes cnflicting enrllment gals culd nt be achieved by ding mre f the same r just expanding the prspect funnel arbitrarily. We needed data-driven market psitining tls t identify a pl f new target prspects, and a data surce t reach ut t thse prspects with persnalized messages, said Kumarasamy. The Slutin T facilitate its enrllment management functin, Saint Jseph s chse services frm the Cllege Bard, including Student Search Service (SSS ), Enrllment Planning Service (EPS ) and Descriptr PLUS. SSS is an nline service that ffers cmprehensive, custmized mailing lists and student data cllected frm vluntary questinnaires that students cmplete in cnjunctin with participatin in Cllege Bard examinatins. T use this service, Saint Jseph s staff members simply g t the Web and create standing rders based n a wide chice f criteria. These SSS lists will prcess autmatically when new data matching its criteria is received. All rders are quickly fulfilled and cnveniently and delivered ver the Internet. Best f all, SSS allws fr multiple rders based n Case Study: SSS, EPS and Descriptr PLUS Octber 2005

3 varius criteria helping Saint Jseph s t persnalize and custmize cmmunicatin thrugh segmentatin. We target the SSS pl f prspects that meet ur specific requirements fr criteria such as SAT scres and GPA, ethnicity, extracurricular activities and educatinal aspiratins, said Kumarasamy. We can als btain lists f qualified students living utside the regin. And Descriptr PLUS allws us t target key grups such as ecnmically disadvantaged students, minrities frm rural areas, and high academic achievers frm new market sectrs. Descriptr PLUS, which integrates with SSS, is a stand-alne service that uses gedemgraphic-based taggings t assciate each student with ne f 30 clusters f high schls and neighbrhds. Each cluster is cmprised f several descriptive attributes that help a cllege r university t knw mre abut the likely behavirs, perfrmance and needs f a prspective student when very little infrmatin is knwn abut the student. EPS identifies the particular high schls and gegraphic markets that ffer the best prspects fr Saint Jseph s particular requirements. EPS data shws us nt nly hw we appeal t students in a given market, but als hw ur cmpetitrs are viewed. Using EPS, we were able t fine-tune ur SSS criteria t deliver highly targeted prspects, instead f blindly blanketing the market, said Kumarasamy. EPS integrates with SSS and prduces cmprehensive reprts n markets and market psitin. The Benefits Increasing Applicant Quantity and Quality With Cllege Bard tls, Saint Jseph s University has achieved impressive gains in bth quantity and quality f applicants. Between 1995 and 2005, applicatins jumped 223 percent, frm apprximately 2,800 t mre than 9,000. At the same time, the university bsted the academic quality f applicants, bth in terms f high schl GPA and SAT scres. By increasing the level f interest in ur university and the quality f applicants, Cllege Bard tls are helping us raise the prestige f Saint Jseph s, explained Kumarasamy. In turn, greater prestige supprts ther aspects f becming a pre-eminent institutin, such as recruitment and retentin f tp faculty, alumni invlvement and endwment. The university has als leveraged the Cllege Bard tls t reach enrllment gals tied t its funding principles as a Jesuit institutin, especially preferential treatment fr the pr. Saint Jseph s has increased the number f minrity applicants by 181 percent, frm 404 in 1995 t 1136 in As a Cathlic schl, we want t attract academically qualified minrity students wh are interested in a private university in the nrtheast Thanks t the data we receive frm the Cllege Bard, we are able t cmmunicate t these prspects abut the multi-cultural atmsphere f ur campus that wuld make them feel at hme away frm hme, and ffer mre persnalized infrmatin abut minrity schlarships and ther funding, Kumarasamy explained. Expanding Visibility Natinwide One f Saint Jseph s key enrllment bjectives was t minimize lcal cmpetitin by expanding its market reach beynd the Philadelphia area. With SSS, the schl has increased its ut-f-state applicants by 65 percent. Withut having t make a single trip, we received 300 percent mre applicatins frm distant states such as Califrnia, Flrida, Texas, Ohi and Illinis. In the fall f 2005, thrugh the use f Descriptr PLUS alng with SSS, we received mre than 100 applicatins frm Case Study: SSS, EPS and Descriptr PLUS Octber 2005

4 Califrnia nearly as many as we get frm neighbring Delaware. And we enrlled many tp students frm these far-ff lcatins, said Kumarasamy. Reducing Csts With limited perating funds, Saint Jseph s is especially appreciative f the majr cst savings that the Cllege Bard recruitment services have delivered. Befre adpting SSS, the university spent mre than $100,000 a year in travel-related csts t visit high schls. The university has nt nly cut that amunt in half, but als achieves greater results frm its remaining investment. Said Kumarasamy, SSS allws us t identify the target prspect pl, and we use the high schl infrmatin frm the prspect recrds t effectively intrduce urselves t the guidance cunselrs. Befre a student stps by the guidance ffice t learn mre abut us, we ve prvided infrmatin t the cunselrs s they can talk knwledgeably abut Saint Jseph s. Persnalized cmmunicatin with cunselrs and students has prved far mre effective than relying n a single, hur-lng visit each year. The Cnclusin Cllege Bard tls enable us t implement new ideas withut any anecdtal guesswrk. They prvide cmpelling data fr us t use in targeting and persuading key decisin-makers. Changes are risky, but nt when we have slutins like SSS and EPS. -Sundar Kumarasamy, Assistant Vice President, Enrllment Management, Saint Jseph s University Abut SSS Student Search Service (SSS) custmized mailing lists and student data are pwerful, ecnmic, easy ways t reach yur best student prspects. SSS has been the mst trusted and cmmnly used surce fr cnnecting directly t students fr ver 30 years. Nearly 90% f Cllege Bard exam takers pt-in t participate in SSS and n ther surce can ffer mre qualified, cllege-bund student mailing lists. Abut EPS Enrllment Planning Service (EPS) is a web-based tl that helps lcate the schls and gemarkets where yur best prspects can be fund. This ppular service als prduces cmprehensive reprts n yur markets, yur psitin in thse markets, and yur cmpetitin. Best f all, EPS allws its users the ability t create and save custmized queries and reprts that help them t analyze, plan, and prduce results saving time, mney, and resurces. Abut Descriptr PLUS Descriptr PLUS prvides gedemgraphic clustering infrmatin that describes cllege-bund students in terms f where they live (Educatinal Neighbrhd clusters) and where they learn (High Schl clusters). Each cluster is cmprised f several descriptive attributes that help a cllege r university t knw mre abut the likely behavirs, perfrmance and needs f a prspective student. This infrmatin can be used t target new types f students and aids in the segmentatin and persnalizatin f Case Study: SSS, EPS and Descriptr PLUS Octber 2005

5 cmmunicatin. Descriptr PLUS als helps yu understand the types f students yu are currently attracting when nly knwing the student s address r high schl attended. Case Study: SSS, EPS and Descriptr PLUS Octber 2005

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