Connecting Through Events: How Stetson Doubled Event Attendance and Enrollment

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The campus visit is the most trusted source of information for prospective students choosing where to attend college. Stetson University has found that the most successful campus visits and open houses involve delivering first-class experiences to prospective students and their families. Stetson’s Office of Admissions shares how they successfully doubled enrollment by using digital marketing to connect with students.

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Connecting Through Events: How Stetson Doubled Event Attendance and Enrollment

  1. 1. Connecting Through Events: How Stetson Doubled Event Attendance and Enrollment Joel Bauman, Vice-President for Enrollment Management at Stetson University Joel Jones, Executive Creative Director at Stetson University Beth Anne Kieft, E-Marketing and Social Media Coordinator for the Enrollment Management Division at Stetson University
  2. 2. Intro to Stetson
  3. 3. Stetson University Stetson University • 3,961 total students – 2,300 Undergraduate students – 1,600 Graduate students – 42 States and 41 Countries • 12:1 Teacher to Student Ratio • Largest incoming class in history of Stetson this year 2
  4. 4. Stetson University Total Undergraduate Headcount Stetson University DeLand Campus as of 9/14/2012, (IR census Data) 3
  5. 5. Stetson University New Student Enrollment and Goals Stetson University DeLand Campus as of 9/14/2012, (IR census Data) 1000 849 900 885 800 697 700 669 688 663 715 586 600 595 595 735 134 150 Fall 2011 Fall 2012 617 500 547 502 400 300 200 102 100 74 71 Fall 2007 Fall 2008 FTIC 84 116 0 Fall 2006 Fall 2009 Transfer Fall 2010 Total New 4
  6. 6. Stetson University First Time in College Admission Results Stetson University DeLand Campus Year to Date, 05/02/2013 5
  7. 7. Stetson University Events at Stetson • 7 Large Events – 5 Open Houses – 1 “Discovery Day” – 1 Accepted Student Event Day • Daily Campus Visits • Shadow Stetson Visits (Mon. – Thurs.) • Overnight Visits 6
  8. 8. Marketing Events Through Print, Digital and Connect
  9. 9. Stetson University Print Marketing 8
  10. 10. Stetson University Print Marketing 9
  11. 11. Stetson University Print Marketing 10
  12. 12. Stetson University Website 11
  13. 13. Stetson University Events Website 12
  14. 14. Stetson University Social Media Marketing • Promote events on Facebook and Twitter • Use Hashtag #SUOpenHouse • Tweet and Instagram leading up to and throughout the day • Text reminders to RSVP for events • Instagram Contest at Hatter Saturday 13
  15. 15. Social Media Marketing #HatterSaturdayPic 14
  16. 16. Stetson University VIP Page Event Promo Feedback Event Promo 15
  17. 17. Stetson University E-Mail Marketing • Event Email Communication Flow • Similar Design to postcards • Links directly to event • Follow Up and Connect Events Emails 16
  18. 18. 17
  19. 19. 18
  20. 20. Feedback 19
  21. 21. Stetson Event Stats
  22. 22. Stetson University Daily Campus Visit Stats 21
  23. 23. Stetson University Shadow Stetson Visit Stats 22
  24. 24. Stetson University Open House Stats *March event in past years was Junior Open House 23
  25. 25. Stetson University Total Event Stats 24
  26. 26. Stetson University What we learned/Takeaways • Consistent Communication Flow • Website Userability • Digital Presence is Important • Use Surveys for Evaluation 25
  27. 27. Questions?

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