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Krannert Recruitment Data:
Females vs. Males
Group 5: Caroline Doelling, Chi Zhang, Josi Farmer,
Kierney Winkleman, Qiyao Liu, and Sav Little
Average Student Useful Recruitment Sources
Most Useful Sources: Relatively Useful Sources:
Campus Tours and Visits
One-on-one Admission
Meetings at High Schools
Krannert Events
Admission Website
College Guides
Google Purdue’s Website
Online Admission
Contact
Online College
Comparisons
What Krannert Does Well
Average Male: Average Female:
Krannert Events
Online Admission Contact
Purdue’s Website
Krannert Events
Social Media
Purdue’s Website
College Fairs
Online College
Comparisons
What Krannert Needs to Improve On
Average Male: Average Female:
Admission Website
Campus Website
Admission Social Media
Admission Social Media
Online College
Publications
College Guides
Admissions Website
Online College
Publications
Admission High School
Visit
Admission High School
Visit
Effectiveness of Marketing
Entire Group Females Only
Krannert Events 1.039
Online contact w/
Admissions
0.941 -1.110
Social Media 0.748
Admissions Website -0.97
Social Media Usage
Social Media Usage by Gender
Cluster Analysis
Variables P-Values
Gender 2.817 e-13
Merit Scholarship 0.042
Direct Admission 0.244
In-State Status 0.553
Legay 0.630
Underrepresented Minority 0.969
Segment 1 Segment 2
Direct Admit 27%
URM 7%
In-State 29%
Legacy 23%
Merit Scholar 12%
Direct Admit 44%
URM 10%
In-State 22%
Legacy 18%
Merit Scholar 22%
26%
14%
Composition of Segment: Composition of Segment:
58% Female
42% Male
69% Female
31% Male
Segment 3 Segment 4
Direct Admit 30%
URM 7%
In-State 19%
Legacy 22%
Merit Scholar 27%
Direct Admit 30%
URM 8%
In-State 25%
Legacy 24%
Merit Scholar 22%
Composition of Segment: Composition of Segment:
21%
23%
58% Female
42% Male
58% Female
42% Male
Segment 5 Segment 6
Direct Admit 36%
URM 9%
In-State 27%
Legacy 36%
Merit Scholar 36%
Direct Admit 34%
URM 7%
In-State 27%
Legacy 17%
Merit Scholar 23%
Composition of Segment: Composition of Segment:
2% 14%
55% Female
45% Male
56% Female
44% Male
Significant Demographics and Behaviors
*There is no significant difference in effect between males and females
Coefficient
Attending Purdue’s for Me 1.416
In-State 0.991
Attending Krannert Info Sessions .814
Purdue Legacy 0.578
Recommendations
● Enhance social media marketing efforts specifically with Facebook,
Instagram, and YouTube
● Improve Purdue admission website and campus tour experience
● Better inform prospective students of available financial aid opportunities
● Continue allocating time and resources to Krannert prospective student
events
● Provide students with information about opportunities and activities
beyond campus
Further Analysis
● Determine nature of contact between admission staff and prospective
students
● Determine what students value most when considering a university, to
ensure alignment between what Purdue does well and what is valued
● Require survey questions to be fully completed by respondents

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Marketing Analytics - Krannert Recruitment Data

  • 1. Krannert Recruitment Data: Females vs. Males Group 5: Caroline Doelling, Chi Zhang, Josi Farmer, Kierney Winkleman, Qiyao Liu, and Sav Little
  • 2. Average Student Useful Recruitment Sources Most Useful Sources: Relatively Useful Sources: Campus Tours and Visits One-on-one Admission Meetings at High Schools Krannert Events Admission Website College Guides Google Purdue’s Website Online Admission Contact Online College Comparisons
  • 3. What Krannert Does Well Average Male: Average Female: Krannert Events Online Admission Contact Purdue’s Website Krannert Events Social Media Purdue’s Website College Fairs Online College Comparisons
  • 4. What Krannert Needs to Improve On Average Male: Average Female: Admission Website Campus Website Admission Social Media Admission Social Media Online College Publications College Guides Admissions Website Online College Publications Admission High School Visit Admission High School Visit
  • 5. Effectiveness of Marketing Entire Group Females Only Krannert Events 1.039 Online contact w/ Admissions 0.941 -1.110 Social Media 0.748 Admissions Website -0.97
  • 7. Social Media Usage by Gender
  • 8. Cluster Analysis Variables P-Values Gender 2.817 e-13 Merit Scholarship 0.042 Direct Admission 0.244 In-State Status 0.553 Legay 0.630 Underrepresented Minority 0.969
  • 9. Segment 1 Segment 2 Direct Admit 27% URM 7% In-State 29% Legacy 23% Merit Scholar 12% Direct Admit 44% URM 10% In-State 22% Legacy 18% Merit Scholar 22% 26% 14% Composition of Segment: Composition of Segment: 58% Female 42% Male 69% Female 31% Male
  • 10. Segment 3 Segment 4 Direct Admit 30% URM 7% In-State 19% Legacy 22% Merit Scholar 27% Direct Admit 30% URM 8% In-State 25% Legacy 24% Merit Scholar 22% Composition of Segment: Composition of Segment: 21% 23% 58% Female 42% Male 58% Female 42% Male
  • 11. Segment 5 Segment 6 Direct Admit 36% URM 9% In-State 27% Legacy 36% Merit Scholar 36% Direct Admit 34% URM 7% In-State 27% Legacy 17% Merit Scholar 23% Composition of Segment: Composition of Segment: 2% 14% 55% Female 45% Male 56% Female 44% Male
  • 12. Significant Demographics and Behaviors *There is no significant difference in effect between males and females Coefficient Attending Purdue’s for Me 1.416 In-State 0.991 Attending Krannert Info Sessions .814 Purdue Legacy 0.578
  • 13. Recommendations ● Enhance social media marketing efforts specifically with Facebook, Instagram, and YouTube ● Improve Purdue admission website and campus tour experience ● Better inform prospective students of available financial aid opportunities ● Continue allocating time and resources to Krannert prospective student events ● Provide students with information about opportunities and activities beyond campus
  • 14. Further Analysis ● Determine nature of contact between admission staff and prospective students ● Determine what students value most when considering a university, to ensure alignment between what Purdue does well and what is valued ● Require survey questions to be fully completed by respondents