1. Office of Market Research Communications, Division of Enrollment Management
SCORECARD FOR THE ASSESSMENT OF THE ADMISSION COMMUNICATION SEQUENCE
CURRENT AUDIENCE(S): Prospects____ Inquiries____ Applicants____ Accepts_____ (Complete before assessment)
RECOMMENDED AUDIENCE(S): Prospects____ Inquiries____ Applicants____ Accepts_____(Complete after Section I) PID#:__________________
BEFORE AFTER BEFORE AFTER BEFORE AFTER BEFORE AFTER
Admission / About Us
Admission Criteria Information (i.e. average GPA, SAT/ACT, etc.) C C! N/A N/A N/A N/A
University Statistics (i.e. rankings info/help reputation) T!, C HQ,T!,C! HQ!,P!,T!,C! T!
Enrollment Requirements and Deadlines (e.g. how and when to apply) N/A N/A C C! N/A N/A
Recruitment Events
Core Academics
Availability of a major for my specific interest I,T!,C HQ!,I,T!,C! HQ,I!,T!,C! I!,T!
Strength in my academic area of interest I,T!,C HQ!,I,T!,C HQ,I!,T!,C! T!
Connection of academic coursework to career preparation of alumni I,C HQ!,I,C HQ,I,C I
Faculty expertise I,T HQ!,I,T! HQ,I,T! I,T!
Advanced Academic Opportunities N/A N/A N/A N/A
Preparation for graduate/professional school N/A N/A HQ!,I HQ,I N/A N/A
Opportunities for undergraduate research N/A N/A HQ!,I HQ,I N/A N/A
Percentage of students going on to graduate school N/A N/A HQ!,I HQ,I N/A N/A
Availability of an honors program N/A N/A HQ!,I,T! HQ,I,T! N/A N/A
Academic Environment N/A N/A
Small class size N/A N/A HQ,C HQ,C! N/A N/A
Low student/faculty ratio N/A N/A HQ,C HQ,C! N/A N/A
Student-faculty interaction (i.e. Faculty are committed) N/A N/A HQ,T! HQ,T! T!
Flexibility of Delivery N/A N/A HQ HQ N/A N/A
Diversity of Academic Opportunities
Advising for students who are undecided about a major N/A N/A N/A N/A
Variety of Academic Majors and Minors HQ HQ
Academic advising and degree planning N/A N/A N/A N/A
Experiential / Service learning opportunities N/A N/A HQ N/A N/A
Affordability
Financial aid advising on student loans P,I,T I,T I,T I,T
Availability of need-based grants/scholarships P,I,T!,C I,T!,C! P,I,T!,C! I,T!
Tuition and Fees (COA) P,I,T,C HQ,I,T,C HQ,P,I,T,C! I,T
Expected debt after graduation I,T I,T I,T I,T
Availability of work study I,T I,T I,T I,T
Availability of merit-based grants/scholarships P,I,T,C I,T,C! P,I,T,C! I,T
Availability of other (non-work study) employment opportunities I,T I,T I,T I,T
Overall value of the education I,T,C I,T P,I!,T,C I!,T
Career Preparation
Job opportunities for recent graduates HQ,P,I,T!,C HQ,P,I,T! HQ,P,I,T! I,T!
Long term job opportunities HQ,P,I HQ,P,I HQ,P,I I
Professional success/accomplishments (current students) HQ,P,I HQ,P,I HQ,P,I I
Professional success/accomplishments (alumni) HQ,P,I HQ,P,I HQ,P,I I
Social Environment N/A N/A
Racial and ethnic diversity of student body N/A N/A N/A N/A N/A N/A N/A N/A
Diversity of students' socioeconomic backgrounds N/A N/A N/A N/A N/A N/A N/A N/A
Opportunities to attend cultural events N/A N/A N/A N/A N/A N/A N/A N/A
Opportunity to be involved in campus organizations HQ,C HQ,C HQ,C N/A N/A
Availability of a study abroad program HQ,T! HQ,T!,C! HQ,T! N/A N/A
Physical Environment N/A N/A N/A N/A N/A N/A
Residence halls N/A N/A N/A N/A N/A N/A I
Attractiveness of campus N/A N/A N/A N/A N/A N/A I
Recreational facilities N/A N/A N/A N/A N/A N/A I
Academic facilities N/A N/A N/A N/A N/A N/A I
Campus safety N/A N/A N/A N/A N/A N/A I!,T!
Other N/A N/A N/A N/A N/A N/A
Campus has varsity athletics (participant) P N/A N/A N/A N/A N/A N/A
Campus has varsity athletics (spectator) P N/A N/A N/A N/A N/A N/A
TOTAL KEY MESSAGES (see step 3)
TOTAL COMPLETE ENROLLMENT DRIVER(S) (see step 4)
TOTAL PARTIAL ENROLLMENT DRIVER(S) (see step 4)
Instructions:
In the BEFORE column:
1. Mark the Key Messages (KM) currently conveyed in the orange cells.
2. Determine if each Enrollment Driver (ED) is partially* or completely* conveyed; then, write "Partial"* or "Complete"* in gray cells, accordingly.
* Complete = All KMs within the enrollment driver are conveyed; Partial = At least 1 KM is conveyed
3. Total the Key Messages you marked in the "Total Key Messages" row.
4. Total the Enrollment Drivers (Complete and Partial) in the corresponding rows.
5. Determine whether this piece meets the Minimum Criteria for the current target audience(s): 1 Complete * Enrollment Driver -OR- 2 Partial * Enrollment Drivers
If Min. Criteria is met, determine if it should be either: APPROVED (as is) or REVISE (only if you want to recommend different messages applicable to recommended audience.)
6. Depending on step 5, write your recommendation as either: APPROVED, REVISE, or REMOVE.
Approved: Piece meets Min. Criteria. For this audience and you want to leave piece "as is." Revise: Has at least 1KM but doesn’t meet Min. Criteria thus, needs to be revised as
per the "After" column (see step 7) -OR- It meets the Min. Criteria but you want to recommend different messages based on the recommended audience that should receive piece.
Remove: Piece had "0" in Total Key messages row; thus, recommend to remove from Comm. Sequence for this audience.
In the AFTER column:
7. Determine your next step according to your recommendation:
a) If piece is APPROVED for all audiences, continue to Section II. Note: If more than 1 audience applies, finish the scorecard for the next audience(s) PRIOR to section II.
b) If piece is to be REVISED, mark and total the KMs and EDs the revised piece should include to ensure it meets the Min.Criteria. Then, proceed to Section II.
c) If piece is to be REMOVED, end assessment here for this audience. Note: If piece applies to >1 audience, continue the assessment on the next applicable audience/column.
In the Recommended Audiences section on top:
8. Upon completing steps 1-7, check the "recommended audience(s)" for this piece according to step 6--thus, if you removed an audience this is where you make that final.
! = Especially sought by this audience/important to this audience; targeted key message. See p.2 Definitions for HQ, I, T, P, C.
I. Is the content relevant?
INQUIRIESPROSPECTS APPLICANTS ACCEPTS
WRITE APPROVED, REVISE, OR REMOVE (see steps 5-6)
Created and Prepared By: Papsy Mileti, Associate Director of Marketing
Reviewed By: Ann Masterman, Director of Marketing
Wenli Zheng, Research Analyst

2. Office of Market Research Communications, Division of Enrollment Management
SCORECARD FOR THE ASSESSMENT OF THE ADMISSION COMMUNICATION SEQUENCE
II. Segments that should receive the revised piece?
(For "Current Segment(s)," refer to Inventory's PINK section )
(For "Recommended Segment(s)," refer to the segments noted in the cells you checked in the AFTER column, as a guide.)
Current Segment(s): US_____ INT'L_____ HS_____ Transfer_____ Class* 9th____ 10th____ 11th____ 12th_____ HQ ONLY_____
PARENTS_____ COUNSELORS_____ OTHER (specify below):_____
Specify, if Other was selected:_____________________________________________________________________________
Recommended Segment(s): US_____ INT'L_____ HS_____ Transfer_____ Class* 9th____ 10th____ 11th____ 12th_____ HQ ONLY_____
PARENTS_____ COUNSELORS_____ OTHER (specify below):_____
Specify, if Other was selected:_____________________________________________________________________________
*NOTE for class level: Keep in mind that, typically, Prospects are in 9th-10th; Inquiries are in 11th-12th; Applicants/Accepts are in 12th grade.
III. Recommend CALL(S) TO ACTION for the Recommended Audience(s):
Check at least one of the calls to action applicable to recommended audience(s).
If Prospect:
Join Our Mailing List
Connect on Social Media
RSVP
If Inquiry:
Apply
RSVP
Connect on Social Media
If Applicant:
Connect on Social Media
RSVP
If Accepted:
Deposit
Visit Accepted Students
TOTALS
IV. Does it have proper branding? (Must have all three items)
BEFORE AFTER
UM FORMAL LOGO
MIAMI.EDU/UG
FB, TWITTER, IG
TOTALS
NOTES/ SPECIAL INSTRUCTIONS:
DEFINITIONS
Score Cards are designed to match the appropriate Enrollment Status according to the Search Phase * ; these are the "target audiences":
Target Audiences
Prospects = Beginning Search
Inquiries = Finalized List
Applicants = In Process of Applying/Application Complete
Accepts = Admitted Students
Segment codes from page 1
HQ = High Quality (Self-reported 4.2gpa+ OR 1350+SAT/31+ACT)
I = Internationals
T = Transfers
P = Parents
C = College Counselors *Source: Content Strategy created according to Eduventures report.
Assessment Completed by:___________________________________________ Date:_________________________________
AFTER (Recommended)
Created and Prepared By: Papsy Mileti, Associate Director of Marketing
Reviewed By: Ann Masterman, Director of Marketing
Wenli Zheng, Research Analyst