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
Jennifer Winn Moderator Vice President, Client Services Royall & Company Richmond, Virginia
Sue McKinnon Presenter Associate Vice President for Enrollment Management University of West Florida Pensacola, Florida
Marc Williar Presenter Vice President for Enrollment Management Flagler College St. Augustine, Florida
Paul Orscheln Presenter Associate Vice President, Enrollment Management Northern Kentucky University Highland Heights, Kentucky
It s not all song and dance
It s not all song and dance A successful strategic approach to recruitment really does need to start early.
6 key elements of enrollment marketing 1. Strategic approach 2. Resources 3. Tactics 4. Channels 5. Messaging 6. Measurement
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
Engaging students when they re first available could be love at first sight Juniors Sophomores 30% 50% Seniors 20% Percentages represent unique student populations
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%
Your marketing resources Email deliverability specialists Strategic print Marketing departments partnering with Admission (in many cases) Strategic partners
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
Manage the application experience
Don t play hard to get
Don t play hard to get
Keep their excitement high
Engage through social media
Your marketing channels dance the way they like to dance Personal direct mail Email campaigns Website Social media Mobile optimization Smartphone Tablet
Paper is essential 21
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.
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
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.
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 email address (84%), and we emailed each of them.
Wherever, whenever connectivity
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
Don t forget to shake hands with the parent!
Parent emails are up 58% 26% 2.2x Search 2010 Search 2011
New ways to engage parents You should have parent email addresses for 50% of your inquiries. Students who provide parent email addresses at the inquiry stage are: 60% more likely to apply 40% more likely to deposit Source: Royall & Company
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
Counselors have embraced SENDedu nationally Unique Counselor Accounts As of 4/16/12 21,564
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
It s your voice, your brand Achieve success year after year
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
Persistence in the email stream pays off Search Responders by Email Contact Entering Class 2011 Total Gross Deposits 26 47 51 56 59 62 65 66 68 24% of Deposits 71 72 74 From students responding to 4 th message or later 1 2 3 4 5 6 7 8 9 10 11 12 Email Contact Total Gross Deposits *Note: Results exclude login and paper Search responders.
Measuring success How does your dance card measure up? How we measure ROI & KPI Improvements vs. goals Metrics (strategic) Net tuition revenue
Search has increased its influence significantly since 2007 4,000 3,500 3,000 2,500 2,000 Enrolls by Inquiry Source Entering Classes 2006-2011 3,761 3,386 3,386 71 3,496 378 130 55 99 3,061 287 305 343 164 1,179 907 1,135 1,621 1,500 1,000 500 2,607 2,897 2,062 1,891 2,133 1,433 0 2006 2007 2008 2009 2010 2011 Other Inquiry Sources Soph/Jr Search Senior Search SNR
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 2011 79 8% 214 17% 66 5% 327 27% 909 92% n = 988 Other Inquiry Source Soph/Jr Search Senior Search Search Non-Responders 628 51% n = 1,235 Other Inquiry Source Soph/Jr Search Senior Search Search Non-Responders
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 1,897 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Freshman enrollment growth 40% increase in enrollment First-Time, Full-Time Freshman Enrollment 671 618 614 564 534 481 443 497 458 469 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Freshman average ability (SAT) While maintaining average ability Average Score 1122 1130 1128 1132 1120 1113 1101 1105 1102 1118 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Success can also be rapid! 12,139 4,986 5,629 + 116% PiT 3,243 3,585 6,822 + 92% PiT 1,163 +179 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
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.
Questions? Many thanks for joining us today. If you have any additional questions or would like more information, please contact info@royall.com or call 800.899.7227. Marc Williar VP for Enrollment Management Flagler College mwilliar@flagler.edu Paul Orscheln AVP, Enrollment Management Northern Kentucky University orschelnp1@nku.edu Sue McKinnon AVP for Enrollment Management University of West Florida smckinnon@uwf.edu