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
Vice President, Client Services Royall & Company
Richmond, Virginia
Jennifer Winn Moderator
Associate Vice President for Enrollment Management University of West Florida
Pensacola, Florida
Sue McKinnon Presenter
Vice President for Enrollment Management Flagler College
St. Augustine, Florida
Marc Williar Presenter
Associate Vice President, Enrollment Management Northern Kentucky University
Highland Heights, Kentucky
Paul Orscheln Presenter
It’s not all song and dance …
A successful strategic approach to
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
Engaging students when they’re first available … could be love at first sight
Percentages represent unique student populations
Seniors
20%
Juniors30%
Sophomores
50%
Searching each class year provides unique names available only once
Available only as sophomores 19% Available only as juniors 24% Available only as seniors 19% Available in two or more years 38%
Your marketing resources
• Email deliverability specialists
• Strategic print
• Marketing departments partnering
with Admission (in many cases)
Your key marketing tactics
• Strategic visits to high schools
• Alumni support
• Campus visits, regional receptions
• Website/online
• Personal, 1:1 direct marketing
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
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
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
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.
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
26%
58%
Search 2010 Search 2011
Parent emails are up …
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
Please Complete Joe Deloria’s Application File
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
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
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
26 47 51 56 59 62 65 66 68 71 72 74 1 2 3 4 5 6 7 8 9 10 11 12 Email Contact
Total Gross Deposits
Total Gross Deposits
Persistence in the email stream pays off Search Responders by Email Contact
Entering Class 2011
From students responding to 4th
message or later 24% of Deposits
Measuring success
How does your dance card measure up?
• ROI & KPI
• Improvements vs. goals
• Metrics (strategic)
• Net tuition revenue
Search has increased its influence significantly since 2007
3,061
3,386
Enrolls by Inquiry Source Entering Classes 2006-2011 3,761 3,386 3,496 2,607 2,897 2,062 1,891 2,133 1,433 907 1,135 1,179 1,621 164 287 305 378 343 130 55 71 99 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 2006 2007 2008 2009 2010 2011
327 27% 628 51% 214 17% 66 5%
Other Inquiry Source Soph/Jr Search Senior Search
Search Non-Responders
Search has also played a vital role in generating out-of-state enrollment activity
Out-of-State Enrolls Entering Class 2007 909 92% 79 8%
Other Inquiry Source Soph/Jr Search Senior Search Search Non-Responders Out-of-State Enrolls Entering Class 2011 n = 1,235 n = 988
1,994 1,897 2,313 2,248 2,377 2,345 2,368 2,585 2,653 3,928 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Submitted Applications
A decade of application growth
97% increase in applications …
New Senior Initiatives
481 443 497 458 469 534 618 564 614 671 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
First-Time, Full-Time Freshman Enrollment Freshman enrollment growth
1122 1130 1128 1132 1120 1113 1101 1105 1102 1118
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Average Score
Freshman average ability (SAT)
4,986 3,243 1,163 5,629 3,585 1,463 12,139 6,822
Applications Accepts Enrolled
Fall 2010 Fall 2011 (*Point-in-Time) Fall 2012
Success can also be rapid!
1,700 Goal + 116% PiT + 92% PiT *Point-in-Time as of 4/16/2012 +179 from Senior Search
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.
Sue McKinnon
AVP for Enrollment Management University of West Florida
Marc Williar
VP for Enrollment Management Flagler College
Questions?
Many thanks for joining us today.
If you have any additional questions or would like more information, please contact
[email protected] or call 800.899.7227.
Paul Orscheln
AVP, Enrollment Management Northern Kentucky University
