Undergraduate Recruitment
for Commuter Institution
By: Carrie Shoemaker
July 2016
Enrollment and Outreach
Priority Strategies
 Broaden the Net
 Cultivate Interest leading to application and enrollment
Broaden the Net
• Determine what territory/reach should be for the
two local campuses
• How far are students willing to commute (drive time/time
spent on CTA/Metra, percentage of students driving and
using public transportation)?
• What types of students are we attracting to business,
education, general studies?
• What is yield? If students aren’t coming here, where are
they going / what are they doing and why?
Broaden the Net
• Generate interest
• Recruitment fairs at high schools within reach
• Invite potential students and their families to our campuses
for “lunch and learns,” breakfast breakouts, after school
presentations, etc., where students can meet with
admissions, faculty, financial aid, etc. (include some
current HP3 students to share stories)
• Invite students to spend ½ day on campus and observe a
class, talk with other students, etc.
Cultivating Interest
Proactive and Continual Outreach
 Access to the students
 Establish regular presence in high schools within reach (and
involve high schools in decision – they know prospective
students best)
 Community Organizations (OneGoal, Bottom Line, Pass with
Flying Colors, iMentor, One Million Degrees, Daniel Murphy
Scholarship Fund, Boys and Girls Club, The Posse Foundation,
etc.)
 Name buys from lists
 Earlier outreach – differentiate from other institutions.
 Eliminate information barriers
 Keep students on track with email and text messages for
deadlines.
Building Relationships
• Provide an exceptional service experience that is
more than a perfunctory phone call that says, “Do
you have any questions?”
• Engage students in meaningful discussions and truly counsel
them. (Study found 4 percentage point increase in
graduation rates of students who had been coached)
• Goal is that students (and their parents) are well
informed before applying and registering.
Building Relationships
• Service and contact strategy to keep the student
engaged
• On-campus visits, phone calls, emails, triggered emails,
handwritten notes, webinars, virtual events
• Include parents / family in relationship building
• Manage enrollment pipeline more tightly
• Regular follow-up with leads (speed to lead)
• Strategies in place for identifying both red flag and
academically promising students
• Peers who serve as mentors
Obstacles
• What are challenges of undergraduate students?
How can we support them?
• Commute
• Additional help in math, English, etc.? (summer bridge
programs)
• Lack of time (work, might be assisting in supporting family)
• Motivation / family support
• Lack of confidence
• Financial
• Child care (are any students young parents?)
• Guilt - (first generation)
Marketing
 Build strategy around audience and goals.
 Be inclusive of faculty, staff, students, alumni to
determine distinguishing attributes of why they are here
and turn them into a positioning strategy and determine
how best to deliver messaging so it is consistent across
all channels.
Ways to Support Strategy
 Phone outreach
 Video chat
 Chat function on website
 Targeted email blasts
 Snail mail
 Text Messaging (reminding students of application deadlines,
open houses, etc.)
 Hand-written notes
 Congratulate students on acceptance, start of school,
graduation (continue to cultivate relationships with HP3
alumni for referrals and MA degrees)
Ways to Support Strategy
 Enlist current students in creating targeted recruitment
messaging.
 Eyejot videos (incorporate testimonials from current
HP3 students, introduce students to faculty and staff)
 Free commute campus visit days
 Instant Admission / Fast Track your application days
(application fee waiver, quick admissions decision)
 Alumni networks
 Hand deliver accept letters to local students
Ways to Support Strategy
 Social Media – Snapchat, Instagram, Twitter, Facebook,
etc.
 Increase brand awareness, geofilters, snap class lectures,
show daily student life, testimonials, etc. – engage
students in space in which they are already that feels
authentic and not intrusive.
 Recent survey found that 76% of teens use Instagram. Class
of 2015 is first class that was able to capture entire high
school experience on photo sharing app. – authenticity.
Hire HP3 students to offer prospective students a slice of
day-to-day life on campus.
 Customized URLS (ex: landing page for first gen students
– What’s in it for me?)
 SEM, SEO (online and Google search)
Manage / Monitor Execution
 Conversation rates and data analysis – prospect and inquiry
phase (pre-application) -how many inquiries did we need to
start 80 students in 2015 and 330 students in 2016 (for
example)?
 Pacing year over year
 Average length of time to convert inquiry to deposited
student
 Leverage strengths and identify areas of opportunity for team
 Daily/Weekly/Monthly goals per counselor for interviews,
phone calls, applications, etc.
Questions?
Contact Info:
Carrie Shoemaker
www.carrieshoemaker.com
carrieshoemaker@gmail.com

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Undergraduate recruitment ppt

  • 1. Undergraduate Recruitment for Commuter Institution By: Carrie Shoemaker July 2016
  • 2. Enrollment and Outreach Priority Strategies  Broaden the Net  Cultivate Interest leading to application and enrollment
  • 3. Broaden the Net • Determine what territory/reach should be for the two local campuses • How far are students willing to commute (drive time/time spent on CTA/Metra, percentage of students driving and using public transportation)? • What types of students are we attracting to business, education, general studies? • What is yield? If students aren’t coming here, where are they going / what are they doing and why?
  • 4. Broaden the Net • Generate interest • Recruitment fairs at high schools within reach • Invite potential students and their families to our campuses for “lunch and learns,” breakfast breakouts, after school presentations, etc., where students can meet with admissions, faculty, financial aid, etc. (include some current HP3 students to share stories) • Invite students to spend ½ day on campus and observe a class, talk with other students, etc.
  • 5. Cultivating Interest Proactive and Continual Outreach  Access to the students  Establish regular presence in high schools within reach (and involve high schools in decision – they know prospective students best)  Community Organizations (OneGoal, Bottom Line, Pass with Flying Colors, iMentor, One Million Degrees, Daniel Murphy Scholarship Fund, Boys and Girls Club, The Posse Foundation, etc.)  Name buys from lists  Earlier outreach – differentiate from other institutions.  Eliminate information barriers  Keep students on track with email and text messages for deadlines.
  • 6. Building Relationships • Provide an exceptional service experience that is more than a perfunctory phone call that says, “Do you have any questions?” • Engage students in meaningful discussions and truly counsel them. (Study found 4 percentage point increase in graduation rates of students who had been coached) • Goal is that students (and their parents) are well informed before applying and registering.
  • 7. Building Relationships • Service and contact strategy to keep the student engaged • On-campus visits, phone calls, emails, triggered emails, handwritten notes, webinars, virtual events • Include parents / family in relationship building • Manage enrollment pipeline more tightly • Regular follow-up with leads (speed to lead) • Strategies in place for identifying both red flag and academically promising students • Peers who serve as mentors
  • 8. Obstacles • What are challenges of undergraduate students? How can we support them? • Commute • Additional help in math, English, etc.? (summer bridge programs) • Lack of time (work, might be assisting in supporting family) • Motivation / family support • Lack of confidence • Financial • Child care (are any students young parents?) • Guilt - (first generation)
  • 9. Marketing  Build strategy around audience and goals.  Be inclusive of faculty, staff, students, alumni to determine distinguishing attributes of why they are here and turn them into a positioning strategy and determine how best to deliver messaging so it is consistent across all channels.
  • 10. Ways to Support Strategy  Phone outreach  Video chat  Chat function on website  Targeted email blasts  Snail mail  Text Messaging (reminding students of application deadlines, open houses, etc.)  Hand-written notes  Congratulate students on acceptance, start of school, graduation (continue to cultivate relationships with HP3 alumni for referrals and MA degrees)
  • 11. Ways to Support Strategy  Enlist current students in creating targeted recruitment messaging.  Eyejot videos (incorporate testimonials from current HP3 students, introduce students to faculty and staff)  Free commute campus visit days  Instant Admission / Fast Track your application days (application fee waiver, quick admissions decision)  Alumni networks  Hand deliver accept letters to local students
  • 12. Ways to Support Strategy  Social Media – Snapchat, Instagram, Twitter, Facebook, etc.  Increase brand awareness, geofilters, snap class lectures, show daily student life, testimonials, etc. – engage students in space in which they are already that feels authentic and not intrusive.  Recent survey found that 76% of teens use Instagram. Class of 2015 is first class that was able to capture entire high school experience on photo sharing app. – authenticity. Hire HP3 students to offer prospective students a slice of day-to-day life on campus.  Customized URLS (ex: landing page for first gen students – What’s in it for me?)  SEM, SEO (online and Google search)
  • 13. Manage / Monitor Execution  Conversation rates and data analysis – prospect and inquiry phase (pre-application) -how many inquiries did we need to start 80 students in 2015 and 330 students in 2016 (for example)?  Pacing year over year  Average length of time to convert inquiry to deposited student  Leverage strengths and identify areas of opportunity for team  Daily/Weekly/Monthly goals per counselor for interviews, phone calls, applications, etc.

Editor's Notes

  • #3: Today I’m going to speak with you about two of my priority strategies. The first is broadening the net. The second and equally important strategy is in cultivating interest leading to application and enrollment.
  • #4: Decipher how far our reach is and use data sources to see where opportunity exists to expand our reach so we’re making evidenced based decisions – be strategic and smart about pursuing opportunity (That data could include data available through the institution or whatever data sources are available. Through data and evidenced-based decision making, we can determine our marketing investments for certain targets). Broaden the net by identifying potential new pockets and saturating the local area, expand footprint in key secondary markets – make sure opportunity isn’t left on table. craft out territories and give recruiters travel objectives within those territories. Rely on data driven strategies. Could we further broaden our reach beyond our geographic area by forming cohort, satellite campuses, and/or offering an online component to course work to eliminate commuting?
  • #6: So often we see recruiters focused on generating interest and broadening the net which is critical, but where we fall flat is in cultivating relationships. Recruitment leaders may not pay the attention necessary to developing the relationship. Focus on building and cultivating relationships with those who give us access to students Access to students – college counselors at high schools. Community organizations Incomplete / stealth application follow up
  • #7: The relationship phase is so important in showing that the institution is truly student-focused. Engage students proactively and continually through the nascent stages of the student lifecycle through application, acceptance, registration, matriculation, and beyond. Focus on cultivating relationships through a contact strategy that keeps the prospective student engaged from the point of initial contact through application, acceptance, start of class, and so forth. on campus visits phone calls emails triggered emails through a CRM Hand-written notes, etc. Webinars / virtual events Hand-delivered accept letters to local students (?) institution that has the stronger relationship with the student is going to get the student. Colleges are under pressure to demonstrate that degrees will lead to jobs, and we have to show the value of the degree(s) and ensure the students are properly supported in career advising.
  • #9: Identify at risk students early and develop intervention strategies to support them. It is far more effective to retain a student than to recruit a new student to take place of a withdrawing one. Retention increases with early detection, early intervention, intrusive and continual intervention. Some students will leave no matter what we do, some students will stay no matter what we do, and we need to identify and focus on the students who will allow us to influence their decisions – Similarly, we don’t want to forget about our academically promising students. we want to ensure we are providing them support so they are challenged and achieving their potential.
  • #10: Information gathering to make informed decision –Putting it all together – generating awareness and cultivating interest through communications, marketing, recruitment outreach, consultative engagement, recruitment programming (events, webinars, open houses) – putting it all together so it’s comprehensive. Not a one size fits all – vary, test, measure, and track results.
  • #11: Ways to support enrollment and outreach strategy –– top of the mind awareness.
  • #12: Ways to support enrollment and outreach strategy –– top of the mind awareness. Hand deliver accepts – celebrations at partner schools for accepted students
  • #14: Common characteristics of most successful HP3 students Biggest bang for buck with marketing efforts Also track student persistence and completion term to term, year to year, and degree and program completion (assist in setting realistic goals)
  • #15: Implement a service-based culture  leads to strong relationships with prospective students that leads to enrollments and graduates. Truly counsel the student to determine if NLU is a good fit and garner enough information from the student to provide an informed recommendation. Each Student needs and deserves our support.