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Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin
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Creating A Sustainable Adult Recruitment Pool At The University Of Wisconsin System Joyce Parvin

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  • 1. Creating a Sustainable Adult Recruitment Pool at the University of Wisconsin System Ruth Joyce, Director of UW HELP/Student Services Randy Parvin, Student Services Coordinator WCET 10/22/2009 10:45-12:00 pm Denver, CO
  • 2. Creating a Sustainable Adult Recruitment Pool •UW System and CEOEL •Original Concept •Building the Process •Integrated Marketing Approach •Results •Future •Discussion
  • 3. 2 The University of Wisconsin System UW System at a Glance: • 175,000+ students • 8th largest enrollment of any U.S. public university system  Institutions: • 13 four-year campuses • 13 freshman-sophomore UW Colleges campuses • UW-Extension  $10 billion economic impact annually
  • 4. 2 The University of Wisconsin System
  • 5. UW-Extension UW-Extension Continuing Education, Entrepreneurship & Broadcasting & Media Cooperative Extension Outreach & Economic Innovations E-Learning Development • Agriculture & • Wisconsin Public • Continuing Education, 12 Small Business Natural Resources Television Credit Outreach, & Development Centers Distance Education at (SBDC) at the 4-year • Community, Natural • Wisconsin Public Radio 26 UW campuses campuses, including Resources & Economic 4 specialty centers: Development • Instructional • School for Workers • Center for Advanced Communication • Family Living Technology & Systems • Higher Education Innovation Location Program • 4-H & Youth • National Center for • Center for Innovation (HELP) Development Media Engagement & Development • Wisconsin Business • Wisconsin Geological & AnswerLine Natural History Survey • Wisconsin Innovation Service Center • Leadership Wisconsin Wisconsin Entrepreneurs’ Network (WEN)
  • 6. Continuing Education, Outreach and E-Learning (CEOEL) Budget: $89.4M FTE: 75 in CEOEL; 512 across UW System Scope: Statewide, national, and international Major focus: Adult Student Initiative, Lifelong Learning, Online Course Development, Independent Learning, UW-HELP, Eapp, Diversity Grants, Economic Development Grants, Adult Services Grants Current paths: New degree development, increased student services, high-tech/high-touch connection and engagement
  • 7. UW HELP One-Stop-Shop for UWS •Students •Parents •School Counselors •UWS Faculty & Staff Support & Promote All 26 Campuses
  • 8. UW HELP Communications Publications UW HELP Online E-Line e-mail announcement service Electronic Services E-Application UW HELP Online Supporting databases
  • 9. UW HELP Advising •Phone •E-mail Outreach •High School Presentations •Fall Workshops •College Fairs
  • 10. Building the Pool Memorandum of Understanding (MOU) Creating a common student database LRMS FERPA Other Challenges
  • 11. Memorandum of Understanding Why write one? • To clarify communication • To reach mutual understanding of the purpose and scope of the project • To reach mutual understanding of the roles to be played by each participant
  • 12. Memorandum of Understanding How to create one: • Develop a simple written document that outlines the purpose and timeline • Include the agreed upon expectations of each participant • Outline the legal ramifications and boundaries, such as FERPA • Explain the guidelines for cancellation
  • 13. Memorandum of Understanding When? • Created, distributed, signed by the appropriate parties and returned prior to the any sharing of data. • Copies should be distributed back to the office at each campus of the person who signed the MOU
  • 14. Recruitment Pool Create a Common Format Duplicates Out layers Initial Database was 14,266 Where did these student go? Move? Work? Re-enroll?
  • 15. Recruitment Pool-Next Steps Tools The Clearinghouse OPAR’s CDR (1,956) Melissadata (23) NCOA (1,426+156) Operation Iraqi Freedom (3)
  • 16. Planning Your Communications Strategy •What needs to happen •Carefully define your target customers •Think like a customer •Establish a creative platform •Develop an integrated media strategy &schedule •Establish an acceptable budget •Execute the plan •Evaluate results
  • 17. What needs to happen? • Change attitude, preference • Strengthen brand identity • Change behavior • Convert prospects to customers • Clarify needs
  • 18. Define target customers • Create descriptions of attitudes, opinions, lifestyle to help be creative. • Research/Create a demographic description to assist with media strategy and media selection.
  • 19. What does a profile look like?
  • 20. Versus
  • 21. Versus
  • 22. Versus
  • 23. Versus
  • 24. Versus
  • 25. Versus
  • 26. Think like a Customer • Who is going back to school? • Why do they go back to school • Where are they going • What will your product do for me? • How will I do this? • Why is it better than the competition?
  • 27. UWIN WEB SITE
  • 28. Develop and integrated media strategy and schedule • How many potential viewers of the message exist? • Advantages and Disadvantages of the various media relative to your message, market and objectives? • How can you obtain the best reach and frequency within the budget?
  • 29. Finally Establish a budget Execute the plan Evaluate results Micro evaluation Did the tools achieve their objective?
  • 30. Invitation from President Reilly Response Options UWin Web site, call toll-free or e-mail, online chat WisCareers • aggregate info on top careers searched • occupational information • projections of job openings/salary • resume builder
  • 31. Personalized outreach • Postcards – multiple mailings • Personalized call • Student Support, UW HELP, Statewide Advising Network • Track all student interactions • Pathway to enrollment at UW campuses
  • 32. Recruitment Pool *Spring 07 CEOEL sent 9,824 letters and postcards. *Spring 08 CEOEL sent 23,336 letters and postcards. *Spring 09 CEOEL sent 11,299 letters and postcards.
  • 33. Outcomes Response to Invitation  3.0% log into their account Fall 07 and Fall 08 Eapp Stats  38% applied as re-entry, 62% applied to new campus  All UWS campuses received applications
  • 34. Outcomes Fall 07 through Fall 09 2,732 new applications submitted to UW System campuses Fall 07 through Spring 09 1,263 submitted applications 923 New enrollments (73%)
  • 35. WisCareers Data •Financial Counselor •Athletic Trainer •Environ. Engr. •Ad Account Exec •Pharmacist •Ad Layout Designer •Alcohol/Drug Counselor •Music Therapists •Executive •Primary Care Physician •Elec. Engr. •Medical Diagnostic •Psychologist •Optometrist •Nurse •Health Care Admin •Surgeon •Investment Advisor •Radiological Technologist •Literary Writer
  • 36. Issues: National Student Clearinghouse data Data from all UW institutions  Central source of data FERPA issues  Sharing compiled data with all UW institutions for further recruitment
  • 37. Impacts Increase knowledge of adult needs  Enrollment patterns  Need for adult focused programs/degrees  62% of adults applied to new campus  Value of recruiting students statewide Increase baccalaureate degree holders
  • 38. Future • Look for innovative ways to continue to reach out to these groups…social media, mobile devices, etc • Go back to the original years and send an additional mailing to those who didn’t respond initially? • Other media campaigns? Ad campaign featuring Kevin Reilly?

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