Admissions Marketing Plan Assessments

Transcription

1 Admissions Marketing Plan Assessments Mission: Supporting undergraduate and graduate enrollment. Goals: 1. Create a unified Institutional social media presence 2. Reach and engage prospective students effectively Objectives: 1. Create social media working group with members from around the campus 2. Put in place a computer program to manage social media 3. Create Communication plan for perspective students 4. Develop mobile App for perspective students 5. Develop program-specific marketing pieces 6. Reaching out to high achieving high school students Actions Needed to Accomplish Objectives: 1. Select a representative group of participants to serve on the social media working group 2. Convene bi-weekly meetings for social media group 3. Research social media management software 4. Choose and purchase a social media management software program 5. Conduct an internal SWOT analysis for communication plan 6. Design a communication plan for perspective students 7. Submit communication plan to appropriate stakeholders 8. Implement communication plan 9. Conduct a needs assessment for mobile App 10. Research vendors for App 11. Design the App with vendor 12. Implement the App 13. Develop content for marketing material 14. Purchase PSAT list 15. Develop specific marketing strategies to reach high achieving students Methods Used to Assess the Objectives: 1. Track attendance and meetings of social media group 2. Monitor the analytics of our social media accounts 3. ing a sample of perspective students to assess the attractiveness and persuasiveness of communication plan, mobile App and program specific marketing pieces 4. Monitor the number of inquiries received from high achieving students

2 Benchmarks: Objectives exceeds Participants meet 90% of 75% of the time analytics are Increase interest by 20% meets approaching Fails to meet Participants meet 75% of % of Less than 60% in 50-74% of 30-49% of Less than 30% of the time 90% 90% 90% 80-89% Increase interest by 10% 70-79% % Below 70% Below 70% Below 70% Less than 7% Assessment Results: Objectives exceeds meets approaches Fails to meet Time Table: Closing the Loop:

3 Graduate Admissions Assessment Report June 2015 Goal #1: Recruit and enroll a qualified and diverse group of students to the institution s graduate programs. Objectives: Targeted marketing of individual graduate programs via the web and specialized publications; implementation of a communication plan to engage recruits and applicants; distribution of assistantship and fellowship dollars to attract the appropriate populations. Assessment Method: Primarily by looking at reports and data to determine if goals have been met; conversations with faculty regarding the quality of enrolled students. Assessment Results: Both the quality and quantity of enrolled students has consistently risen over the last 3 to 5 years. Closing the Loop: Continue to look at data and reports to determine if quantity and quality are being met, and continued development of new marketing initiatives to attract the right students. Goal #2: Increase the quality of international students enrolling in the following graduate programs: computer science, network and computer security, telecommunications. Objectives: Communication to students and partners (educational agents) regarding the increase in minimum GRE scores requires for enrollment; update of marketing materials (print and web) notifying students of the increase in selectivity for international students. Assessment Method: Will look at data and reports after the class has enrolled to determine if we consistently applied the new selectivity to all international applicants; will look at GPA at the end of their first semester of enrollment to determine if the increased admissions selectivity led to greater student success; will also talk to faculty in these programs at the end of the fall semester to determine if they felt the increased quality was evident in the classroom. Assessment Results: At this time, our current admissions reports are showing that we have accepted a higher level student for the coming semester. Closing the Loop: Once the first semester has ended, look at reports and data to determine if the goal was met and determine if it will continue for the coming year. Continue conversations with appropriate faculty regarding their opinion of the success of the goal. Goal #3: Improve marketing and communication to prospective and accepted students. Objectives: Continued updating of current program brochures; creation of a marketing piece exclusively for graduate students; creation of PhD marketing pieces once these programs are approved; targeted advertising for specific programs; improvements to academic web pages; increase our presence on social media by creating a Linked In page to target prospective graduate students. Assessment Method: Will look at data and reports to determine if both the number of recruits and applicants increased by program; survey all applicants to determine how they heard about the institution and the program they are interested in. Assessment Results: At this time, reports are showing an increase in the quantity of recruits and

4 applicants for the programs that have been targeted to date. Closing the Loop: At the end of each enrollment period, look at reports and data to determine if there have been increases in applications for the programs that have been targeted; track the activity that is occurring on our web pages and social media; continue to enhance the look and messages of our marketing pieces. Goal #4: Improve the process of awarding graduate assistantships (for both students and faculty). Program Objectives: Develop online forms to streamline the process for both students and faculty making requests; develop and adhere to a timeline to provide greater structure to the full process. Assessment Method: Will look at data and reports to determine if there has been an increase in requests from both students and faculty; survey faculty at the end of the first cycle and ask that they make suggestions on how the process can be improved. Assessment Results: To date, some of the forms have been transitioned and feedback from faculty has been overwhelmingly positive. The new online request form for students has resulted in a higher number of requests for a position from domestic students which was a priority for faculty. Closing the Loop: At the end of each semester, continue to seek input from faculty on how the process can be improved and implement appropriate suggestions. Seek out input from peer institutions on how their process works and consider implementing best practice techniques that they utilize.

5 DRAFT Assessment Plan CNSE Undergraduate Admissions: Goals: 1) Targeted recruitment attract and retain strong NYS & US students, increase diversity, particularly women and minorities Objectives: 1) attendance to external recruitment events and marketing efforts will be geared towards reaching strong NYS & US students as well as women and minorities Methods: - Evaluate effectiveness of recruitment efforts based on visits and application yield Closing loop: based on visit and application yield we would consider how to improve, expand, or update/change the targeted efforts Graduate Admissions: Faculty involvement in recruitment - giving talks at external events/institutions, participating in onsite recruitment events when applicable