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NISOD Conference 2010

          Beyond the Brochure:
Using the Right Communication Channels
      to Enroll and Retain St...
A walk through our
             Admissions Lifecycle
• Where does Blackboard Connect fit into our communications?
• From F...
About Wilmington University
 Private, Non-Profit, Non-Sectarian University
 Undergraduate, Graduate, and Doctorate Progr...
Enrollment Management Scope
Engagement is the Fundamental
       Recruitment Principle
• Primary Goal of Admission Lifecycle

  Prospect  Inquiry  A...
In other words…
Potential Impact of Engaging Students in the Admissions
  Lifecycle on Retention

Prospect  Inquiry  App...
From Traditional Model to Strategic
           Framework




   Source: David Kalsbeek, Ph.D.




                        ...
Enrollment Pyramid




Source: David Kalsbeek, Ph.D.
Showing Critical “Pressure Points”




   Source: David Kalsbeek, Ph.D.
Meshing Enrollment Planning with
               Institutional Planning




Source: David Kalsbeek, Ph.D.
Re-Framing the Enrollment Process




    Source: David Kalsbeek, Ph.D.
Marketing Strategies
     Prospect  Inquiry                        WilmU Strategies
                                     ...
Recruitment Strategies
     Inquiry  Applicant                               WilmU Strategies
                           ...
Five-Year Application Growth
8000
                                                   110%
7000

6000

5000
               ...
Admissions &Yield Strategies
     Applicant  Student                         WilmU Practices
                            ...
Five-Year New Enrolled Student Growth
4500
4000                                               44%
3500
3000
2500          ...
Highlights
• Email
• Private SNS
• Blackboard Connect
Email is used to…
• REINFORCING postal communications

• SPECIALIZING .edu website content

• INCREASING touch points

• Q...
College-Created Social Networking Site
            is used for…
• ENGAGING admitted applicants
• INTEGRATING social media ...
Mass Notification is used for…
• DELIVERING specific messages

• TRACKING audience receipt

• REPORTING outcomes

• INCREA...
Test Campaign
                    (Spring 2007 Test)



262 non-registered undergraduate and graduate
  applicants receive...
Spring 2007 Test Results

• 35.4% (93) registered for one or more courses
• Tuition revenue totaled more than $198,000

• ...
Blackboard Connect?

Where do I sign?
DELIVERING a message
      (Spring 2009)
REPORTING outcomes




  89.2%
TRACKING audience receipt
INCREASING tuition revenue



   $483,000
One Question Survey
42.3% Responded
Remember…




Source: David Kalsbeek, Ph.D.
Beyond the Brochure…


Christopher P. Ferguson, Ed.D.
Director of Admissions &Assistant Professor
           Wilmington Un...
NISOD 2010 Conference Presentation
NISOD 2010 Conference Presentation
NISOD 2010 Conference Presentation
NISOD 2010 Conference Presentation
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NISOD 2010 Conference Presentation

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Beyond the Brochure: Using the Right Communication Channels to Enroll and Retain Students is the title of the presentation. There is substantial research that states pre-enrollment student engagement increases persistence and retention rates.

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Transcript of "NISOD 2010 Conference Presentation"

  1. 1. NISOD Conference 2010 Beyond the Brochure: Using the Right Communication Channels to Enroll and Retain Students Christopher P. Ferguson, Ed.D. Director of Admissions & Assistant Professor Wilmington University chris.p.ferguson@wilmu.edu
  2. 2. A walk through our Admissions Lifecycle • Where does Blackboard Connect fit into our communications? • From Funnel to Pyramid • Communication strategies throughout the cycle that target best-fit students • Highlighting email, SNS, & Blackboard Connect • Showing outcomes • Questions welcome
  3. 3. About Wilmington University  Private, Non-Profit, Non-Sectarian University  Undergraduate, Graduate, and Doctorate Programs  12,500 students  13 Locations in Delaware, New Jersey, & Maryland  Commuter  42 Years Old About Me  10-years in College Admissions  Oversees Undergraduate and Graduate Admissions  Assistant Professor of Social & Behavioral Sciences Specialized in College-Created SNS & Mass Notification for Yield Management  Specialized in Developing Robust, Multi-Channel Communication Plans
  4. 4. Enrollment Management Scope
  5. 5. Engagement is the Fundamental Recruitment Principle • Primary Goal of Admission Lifecycle Prospect  Inquiry  Applicant  Student To develop and strengthen student-centered relationships while moving future students through the Admission Lifecycle. This invites future students into Wilmington University’s community while exploring it as their institution of choice. After moving through the lifecycle, a personalized relationship has been established enabling the potential for maximum student success.
  6. 6. In other words… Potential Impact of Engaging Students in the Admissions Lifecycle on Retention Prospect  Inquiry  Applicant  Student  Graduate  Active Alumnus Translation Introductions  Establishing/Building Rapport  Developing/Strengthening Relationships  Experiencing/Creating Community  Successfully Accomplishing Goals  Sharing Experiences
  7. 7. From Traditional Model to Strategic Framework Source: David Kalsbeek, Ph.D. Source: Kalsbeek, D. (2009)
  8. 8. Enrollment Pyramid Source: David Kalsbeek, Ph.D.
  9. 9. Showing Critical “Pressure Points” Source: David Kalsbeek, Ph.D.
  10. 10. Meshing Enrollment Planning with Institutional Planning Source: David Kalsbeek, Ph.D.
  11. 11. Re-Framing the Enrollment Process Source: David Kalsbeek, Ph.D.
  12. 12. Marketing Strategies Prospect  Inquiry WilmU Strategies • Target Marketing – Predictive Modeling – Social Search (i.e. Zinch) – Social Media Marketing (i.e. Facebook) • .edu Website • Social Media Presence (i.e. Facebook, YouTube, MySpace) • Mobile Applications Goal: To get as many “best-fit” future students to express interest in the University.
  13. 13. Recruitment Strategies Inquiry  Applicant WilmU Strategies • Multi-Channel Marketing Method – Email – Chat/IM – Mini Publications/Postal – Telephone Calls – Online Application – Online Information Sessions – Virtual Tour • Campus Visit • Target Parents • Strategic HS Visits Goal: To get as many inquiries who are • Community College Partnerships profiled as “best-fit” students to complete an application.
  14. 14. Five-Year Application Growth 8000 110% 7000 6000 5000 160% Undergraduate 4000 Applicants 3000 59% Graduate Applicants 2000 Total 1000 0 2004/05 2005/06 2006/07 2007/08 2008/09
  15. 15. Admissions &Yield Strategies Applicant  Student WilmU Practices • Blackboard Connect – Mass Notification • Private Social Networking Site (wilmYOU) – SNS Profiles – Blogs – Groups – Videos – Events – RSS Goal: To convert admits into enrolled – Direct Website Links students that shape an institutions freshman class.
  16. 16. Five-Year New Enrolled Student Growth 4500 4000 44% 3500 3000 2500 63% Undergraduate 2000 Graduate 1500 18% Total 1000 500 0 2004/05 2005/06 2006/07 2007/08 2008/09
  17. 17. Highlights • Email • Private SNS • Blackboard Connect
  18. 18. Email is used to… • REINFORCING postal communications • SPECIALIZING .edu website content • INCREASING touch points • QUANTIFYING communication plan • EVALUATING messages
  19. 19. College-Created Social Networking Site is used for… • ENGAGING admitted applicants • INTEGRATING social media strategies • CONNECTING peer applicants • TAILORING one-click navigation • ENABLING self-service • PREDICTING incoming class
  20. 20. Mass Notification is used for… • DELIVERING specific messages • TRACKING audience receipt • REPORTING outcomes • INCREASING tuition revenue/yield rates • SURVEYING enrollment decisions
  21. 21. Test Campaign (Spring 2007 Test) 262 non-registered undergraduate and graduate applicants received an email three working days prior to the first day of courses for Spring 2007. At 7:00 p.m. two days prior to the first day of courses, more than half were also sent a pre-recorded Blackboard Connect telephone call from me, the Director of Admissions, encouraging them to register for courses.
  22. 22. Spring 2007 Test Results • 35.4% (93) registered for one or more courses • Tuition revenue totaled more than $198,000 • This was compared to a test group of 168 non-registered undergraduate and graduate applicants who were only sent a postal letter. This group was not communicated via Connect-ED telephone contact and email. • 19.6% (33) registered for one or more courses • Tuition revenue approximately totaled $40,000
  23. 23. Blackboard Connect? Where do I sign?
  24. 24. DELIVERING a message (Spring 2009)
  25. 25. REPORTING outcomes 89.2%
  26. 26. TRACKING audience receipt
  27. 27. INCREASING tuition revenue $483,000
  28. 28. One Question Survey
  29. 29. 42.3% Responded
  30. 30. Remember… Source: David Kalsbeek, Ph.D.
  31. 31. Beyond the Brochure… Christopher P. Ferguson, Ed.D. Director of Admissions &Assistant Professor Wilmington University chris.p.ferguson@wilmu.edu (302)293-4762
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