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Strategic Recruiting: The Key to Institutional Success
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Strategic Recruiting: The Key to Institutional Success


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Vickie Alleman, Vice President of Marketing Communications and Enrollment Management …

Vickie Alleman, Vice President of Marketing Communications and Enrollment Management
University of St. Thomas

This presentation covers the cultural changes that are ongoing in higher education and how the enrollment and marketing staffs need to develop strategies for change. A key to success is implementation of communication systems, specifically CRM and Social Networking. You will learn how to target your markets effectively and
integrate the competing needs of enrollment, advancement and financial aid offices.

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  • 1. Strategic Recruiting: The Key to Institutional Success Vickie Alleman, Vice President of Marketing Communications & Enrollment Management
  • 2. University of St. Thomas
    • Branding
    • Liberal arts education
    • One location
    • Half undergraduate and half graduate populations
    • Faith based core curriculum
    • Enrollment growth
  • 3. Challenges
    • Name recognition
    • Location
    • Competition
    • Houston Metro Growth Outside Beltway 8
    • Economy Changing
    • Value of College Education
    • Addition of Marketing to University structure
  • 4. Strategic Thinking in Higher Ed
    • Paradigms are shifting for all universities
    • How to reinvent the University
    • Increased competition/blurred lines between public and private
    • Multicultural changes in U.S.
    • Texas is Great Frontier for recruiting
  • 5. Challenges of Millenials
    • Technology creates huge generation gap between students and faculty
    • Email is out; Facebook and texting are in
    • Decision-making involves many people
    • Decision-making is not linear
    • They like “genuine” messages
  • 6. Strategies for Change
    • Review internal processes: Operations, Staffing, Systems, Guidelines
    • Use institutional and market data to drive decisions
    • Reorganize job duties, update job descriptions, make people accountable
  • 7. Strategies for Change
    • Survey students: Focus groups, online surveys
    • Survey parents: Focus groups
    • Develop plans: Marketing, Recruiting: Undergraduate & Graduate
    • Be specific in targeting the markets: UG students, parents, high school counselors, veterans, transfers, international students, MBA, MLA
  • 8. UST & Intelliworks: Year One
    • Contacts/Lifecycles/Organizations/Tasks/
    • Appointments
    • Outlook integration
    • Sales/Leads & Opportunities
    • Inquiry Forms
    • Events
    • Marketing Campaigns & Targets
    • Reports & Dashboards
  • 9. Benefits of Intelliworks: Year One
    • Ability to track students through lifecycles
    • Quickly identify hot prospects
    • No more email searches
    • Automation has increased and improved communications to prospects
    • Targeted e-blasts to prospects
    • Customized Reports/Dashboards
  • 10. Lifecycles Dashboard
  • 11. Lifecycles Dashboard
  • 12. Referral Source Dashboard
  • 13. Cross Departmental Tracking
  • 14. Reports
    • Student ID Contact Name Admit Term Admit Type Undergraduate Military Status Admit Type Graduate Academic Interests Graduate Prospect Rating Contact Owner -
  • 15. E-blasts
    • Open Houses
    • Summer Programs
    • Degree program of interest
    • Campus visit
  • 16. E-blasts
  • 17. UST & Intelliworks: Year Two
    • Communication Plans for Events
    • Communication Plans for Prospects: Undergraduate, MBA, MLA, Veterans
    • Facebook module for Office of Admissions
  • 18. Learning Curve
    • Integration takes time
    • Collaboration is key
    • Reframe ‘event’ focus to strategy
    • Growing deployment across the university
  • 19. Bottom Line
    • Build wider audience for programs
    • Target strategically
    • Increase applicants and admits
    • Increase awareness of programs and reinforce brand
    • Increase staff efficiencies
    • Shift paradigm from internal focus to marketing