Marcy Ritzert, Muskingum University Summer Institute, Xavier University 2012
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…
While we work at different institutions withdifferent missions and student populations, we all participate in similar student recruitment activities. Everyone’s goal isultimately the same – BRING IN THE CLASS.
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.
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
PRE- Early Mid Late EnteringF Funnel Funnel Funnel ClassUN Inquire Visit & Apply EnrollNEL
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
Academicability RGeographic E A T L Enroll E UGeneral N M T N I IMinority O NAbility to Target marketing strategies can happenPay simultaneously within the funnel at any stage.
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?
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?
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?
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?
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.
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”
The timing of admissions activities variesdepending upon on the type of institution, the type of student it serves and specific factors impacting the institution.
PRE-FUNNEL EARLY INTERVENTION, COMMUNITY SERVICE PROGRAMS SUMMER CAMPS, WEB REPLIES EARLY FUNNEL (Inquire) PSAT/ACT PLAN/CARD DECK SEARCHES SAT/ACT SCORES DIRECT MAILFEB - AUG TRAVEL PUBLICATIONS ON-CAMPUS PROGRAMS ADVERTISINGAUG - JAN MID FUNNEL (Apply) ON- AND OFF-CAMPUS PROGRAMS DIRECT MAIL TRAVEL TELECOUNSELING PUBLICATIONSJAN - MAY LATE FUNNEL (Enroll) ON- AND OFF- CAMPUS PROGRAMS DIRECT MAIL TELECOUNSELING PUBLICATIONS SCHOLARSHIPS FINANCIAL AID
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
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
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
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!
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
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!
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
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???
Marcy Ritzert Associate Director of Admission Muskingum University email@example.com 800-752-6082