2. Factors that impact admission offices
Introduce the Enrollment Funnel and discuss
the stages of enrollment
Examples of recruitment activities
Seasons of the profession
Keys to recruitment and success in Admission
Discuss ethical issues you may face
BUT REMEMBER…
3. While we work at different institutions with
different missions and student populations,
we all participate in similar student
recruitment activities. Everyone’s goal is
ultimately the same – BRING IN THE CLASS.
4. Public vs Private Colleges
Open Admission vs. Selective vs. Highly
Selective
Rolling Admission vs. Deadline
Admission
Local vs. Regional vs. National
Traditional Students vs. Non-traditional
Residential vs. Commuter campuses
All of these factors determine the activities of
the admissions office and the timing of when we
conduct the activities.
5. Demographic trends
◦ Increased/decreased population
◦ Increased number of minority students
◦ Increased adult learners
Technology
◦ Web-based recruitment services
◦ Distance learning
◦ Social Networking sites
Enrollment history of the institution
Economic circumstances
6. P
R
E
- Early Mid Late Entering
F Funnel Funnel Funnel Class
U
N Inquire Visit & Apply Enroll
N
E
L
7. Prospects
◦ From all sources (ACT/SAT purchase names,
other marketing search activities)
Inquiries
◦ Those who respond from searches, college fairs,
returning any tear off cards, visit days
Applicants
Accepts
Enrollees
8. Academic
ability
R
Geographic
E A
T L
Enroll E U
General
N M
T N
I I
Minority O
N
Ability to
Target marketing strategies can happen
Pay simultaneously within the funnel at any stage.
9. Student questions at this stage:
◦ Have I heard of this college?
◦ Does it have my major?
◦ Where is it located?
◦ How many students go there?
◦ How much does it cost?
10. Student questions at this stage:
◦ What sets this college apart?
◦ How strong are the academic programs?
◦ Can I pursue my extracurricular/athletic interests
there?
◦ Will it help me find a good job or go to a good
graduate/professional school?
◦ What is the campus like in person?
◦ Where are my friends going?
◦ Which schools are my reaches and which my safeties?
◦ Can I afford it?
11. Student questions at this stage:
◦ Can I afford it?
◦ Is it worth it?
◦ Will I be happy there?
◦ What kinds of people will I meet?
◦ What is student life like?
◦ Will it help me find a good job or go to a good
graduate/professional school?
◦ What are my friends doing?
12. Student questions at this stage:
◦ Did I make the right decision?
◦ Will I get the classes that I want/need?
◦ Who will be my roommate? My advisor?
◦ Buyer’s remorse?
13. Off-campus programs (Travel): high school visits,
college nights, off-campus interviews,
geographic receptions.
On-campus programs: visitation days, individual
family visits, overnight visits, scholarship
programs, early outreach programs, etc.
Telecounseling: Inquiries, applicants, admits.
Direct Mail: Inquiries, applicants, admits.
Electronic Communication: email, chats, social
networking sites.
Guidance Counselor Programs: on-campus and
off-campus.
14. Reading applications
Evaluating scholarship applicants
Travel planning
Assessing programs and services
Program planning
Staff training and development
Managing student employees
Orientation and registration
Developing publications
Completing Surveys
Producing enrollment reports
Managing web content
“Ancillary Duties”
15. The timing of admissions activities varies
depending upon on the type of institution,
the type of student it serves and specific
factors impacting the institution.
16. PRE-FUNNEL
EARLY INTERVENTION, COMMUNITY SERVICE PROGRAMS
SUMMER CAMPS, WEB REPLIES
EARLY FUNNEL (Inquire)
PSAT/ACT PLAN/CARD DECK SEARCHES
SAT/ACT SCORES
DIRECT MAIL
FEB - AUG
TRAVEL
PUBLICATIONS
ON-CAMPUS PROGRAMS
ADVERTISING
AUG - JAN MID FUNNEL (Apply)
ON- AND OFF-CAMPUS PROGRAMS
DIRECT MAIL
TRAVEL
TELECOUNSELING
PUBLICATIONS
JAN - MAY
LATE FUNNEL (Enroll)
ON- AND OFF-
CAMPUS PROGRAMS
DIRECT MAIL
TELECOUNSELING
PUBLICATIONS
SCHOLARSHIPS
FINANCIAL AID
17. Goal: Generate interest and applications
Travel Planning
◦ Geographic territory
◦ Key H.S.’s to visit
◦ College Fairs
Travel to high schools and college fairs
Direct mail activities (viewbook, application, FA, academic
programs, HS visit announcement, etc.)
Campus visitation programs
Individual campus visitors (interviews, tours, etc.)
Off-campus Interviews
18. Goals: Generate and Process Applications, encourage
campus visits, select scholarship winners.
On-campus programs
◦ Individual family visits
◦ Visitation Days
◦ Scholarship Competitions
Email communications
Telephone communications
Direct mail activity
Read and Process Applications
19. Goals: Generate enrollment deposits
Generate inquiries for following year
Read and process applications
Determine scholarship winners
Communication about financial aid packages
On-campus programs
Off-campus “Yield” programs
Telephone communications
Direct mail to students and parents
Generate enrollment commitment
Generate interest from juniors (searches, visit days,
direct mail, etc.)
Dicey time of year – most challenging in my opinion
20. Goals: Confirm “paid” students, generate additional “paids”,
generate inquiries for following year, assess the previous
year, prepare for upcoming year.
Activities
Search responses
Web responses
Rising senior visit programs
Student interviews
Application and yield studies.
Phone/E-mail contacts – a PD student
does not mean an enrolled student!
21. Incorporating the philosophy that all offices
on campus play a part in recruitment
(athletics, faculty, student life, etc…)
Having the appropriate resources to
implement the plan
Know your audience and what works for
them
22. Know your institution and who you are
recruiting
Accept that you will work non-traditional
hours
Seek opportunities to improve your skills
(professional development opportunities)
and be open to feedback
Be patient – never base your decision to
stay in this profession by the first year!
23. Be prepared to multi-task
Don’t view students as an interruption to
your work
Be a team player
◦ Volunteer for assignments
◦ Help colleagues as time permits
◦ Maintain a positive attitude
Willingly accept direction from supervisor
and veterans
Conduct yourself in a professional
manner
24. Access to information
Colleague/Colleague respect
Dressing the part
Behavior on the road
Current student relationships
Abuse of autos/gas cards/credit cards/office
supplies
Making promises you can’t keep
Any other issues???
25. Marcy Ritzert
Associate Director of Admission
Muskingum University
mritzert@muskingum.edu
800-752-6082