Dancing with the Students!

Transcription

1 Dancing with the Students! What makes us better dance partners the successes and missteps that helped us build stronger recruitment programs PCACAC/SACAC Joint Conference April 23, 2012

2 Jennifer Winn Moderator Vice President, Client Services Royall & Company Richmond, Virginia

3 Sue McKinnon Presenter Associate Vice President for Enrollment Management University of West Florida Pensacola, Florida

4 Marc Williar Presenter Vice President for Enrollment Management Flagler College St. Augustine, Florida

5 Paul Orscheln Presenter Associate Vice President, Enrollment Management Northern Kentucky University Highland Heights, Kentucky

6 It s not all song and dance

7 It s not all song and dance A successful strategic approach to recruitment really does need to start early.

8 6 key elements of enrollment marketing 1. Strategic approach 2. Resources 3. Tactics 4. Channels 5. Messaging 6. Measurement

9 Your strategic approach to recruitment it s a courtship Year-round recruiting Integrated, multi-channel Multiple audiences Students Parents High school counselors Wherever, whenever Right students, right time 50/30/20 rule

10 Engaging students when they re first available could be love at first sight Juniors Sophomores 30% 50% Seniors 20% Percentages represent unique student populations

11 Searching each class year provides unique names available only once Available in two or more years 38% Available only as sophomores 19% Available only as juniors 24% Available only as seniors 19%

12 Your marketing resources deliverability specialists Strategic print Marketing departments partnering with Admission (in many cases) Strategic partners

13 Your key marketing tactics Strategic visits to high schools Alumni support Campus visits, regional receptions Website/online Personal, 1:1 direct marketing Custom online experience

14 Manage the application experience

15 Don t play hard to get

16 Don t play hard to get

17 Keep their excitement high

18 Engage through social media

19 Your marketing channels dance the way they like to dance Personal direct mail campaigns Website Social media Mobile optimization Smartphone Tablet

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21 Paper is essential 21

22 Pop quiz: How many students responded to Flagler s Search using a mobile device? 2,162 students responded directly to Search via a smartphone or mobile device 10.8% of our total electronic response.

23 Applications also incorporate social media and parent engagement 834 students accessed the Flagler Mobile Application on a smartphone. Of the 834 students who accessed the application: 103 applied 34 were admitted 16 deposited

24 Applications also incorporate social media and parent engagement 834 students accessed the Flagler Mobile Application on a smartphone. 1,669 applicants navigated to our Explore Flagler page, featuring links to Facebook, YouTube, Twitter and campus visit information, following the submission of their application.

25 Applications also incorporate social media and parent engagement 834 students accessed the Flagler Mobile Application on a smartphone. 1,669 applicants navigated to our Explore Flagler page, featuring links to Facebook, YouTube, Twitter and campus visit information, following the submission of their application. More than 2,100 Custom App applicants provided a parent address (84%), and we ed each of them.

26 Wherever, whenever connectivity

27 Your target audience choosing your dance partners Students you would like to enroll You choose them When they re first available Regardless of grade level Best in class strategy Parents and counselors

28 Don t forget to shake hands with the parent!

29 Parent s are up 58% 26% 2.2x Search 2010 Search 2011

30 New ways to engage parents You should have parent addresses for 50% of your inquiries. Students who provide parent addresses at the inquiry stage are: 60% more likely to apply 40% more likely to deposit Source: Royall & Company

31 Be sure to respect the chaperone! Engage high school counselors with SENDedu Easy, secure, immediate transfer Counselor can tailor recommendations Counselor can add new materials No software required Free to use Please Complete Joe Deloria s Application File

32 Counselors have embraced SENDedu nationally Unique Counselor Accounts As of 4/16/12 21,564

33 Crafting your message it s a courtship Student-focused Counseling tone about fit Your voice, your brand Benefits vs. features Scales 1:1 Offer: immediately useful information or an invitation to apply

34 It s your voice, your brand Achieve success year after year

35 Crafting your message it s a courtship Student-focused Counseling tone about fit Your voice, your brand Benefits vs. features Scales 1:1 Offer: immediately useful information or an invitation to apply Persistence/persuasion

36 Persistence in the stream pays off Search Responders by Contact Entering Class 2011 Total Gross Deposits % of Deposits From students responding to 4 th message or later Contact Total Gross Deposits *Note: Results exclude login and paper Search responders.

37 Measuring success How does your dance card measure up? How we measure ROI & KPI Improvements vs. goals Metrics (strategic) Net tuition revenue

38 Search has increased its influence significantly since ,000 3,500 3,000 2,500 2,000 Enrolls by Inquiry Source Entering Classes ,761 3,386 3, , , , ,135 1,621 1,500 1, ,607 2,897 2,062 1,891 2,133 1, Other Inquiry Sources Soph/Jr Search Senior Search SNR

39 Search has also played a vital role in generating out-of-state enrollment activity Out-of-State Enrolls Entering Class 2007 Out-of-State Enrolls Entering Class % % 66 5% % % n = 988 Other Inquiry Source Soph/Jr Search Senior Search Search Non-Responders % n = 1,235 Other Inquiry Source Soph/Jr Search Senior Search Search Non-Responders

40 A decade of application growth 97% increase in applications Submitted Applications 3,928 New Senior Initiatives 2,313 2,248 2,377 2,345 2,368 2,585 2,653 1,994 1,

41 Freshman enrollment growth 40% increase in enrollment First-Time, Full-Time Freshman Enrollment

42 Freshman average ability (SAT) While maintaining average ability Average Score

43 Success can also be rapid! 12,139 4,986 5, % PiT 3,243 3,585 6, % PiT 1, from Senior Search 1,463 1,700 Goal Applications Accepts Enrolled Fall 2010 Fall 2011 (*Point-in-Time) Fall 2012 *Point-in-Time as of 4/16/2012

44 Dance lessons step-by-step Choose the students you want in your future classes. Engage them and their key influencers. Stay connected wherever and whenever. Build your foundation for the future now.

45 Questions? Many thanks for joining us today. If you have any additional questions or would like more information, please contact or call Marc Williar VP for Enrollment Management Flagler College Paul Orscheln AVP, Enrollment Management Northern Kentucky University Sue McKinnon AVP for Enrollment Management University of West Florida