Creating a Sustainable Adult
Recruitment Pool at the University of
        Wisconsin System

Ruth Joyce, Director of UW HE...
Creating a Sustainable Adult
           Recruitment Pool
•UW System and CEOEL
•Original Concept
•Building the Process
•Int...
2        The University of Wisconsin System


UW System at a Glance:
  • 175,000+ students
  • 8th largest enrollment of a...
2   The University of Wisconsin System
UW-Extension
                                         UW-Extension

                                                      ...
Continuing Education, Outreach and E-Learning
                  (CEOEL)

Budget:        $89.4M

FTE:           75 in CEOEL...
UW HELP
One-Stop-Shop for UWS
  •Students
  •Parents
  •School Counselors
  •UWS Faculty & Staff

Support & Promote All 26...
UW HELP
Communications
   Publications
   UW HELP Online
   E-Line
      e-mail announcement service
Electronic Services
 ...
UW HELP
Advising
  •Phone
  •E-mail
Outreach
  •High School Presentations
  •Fall Workshops
  •College Fairs
Building the Pool
Memorandum of Understanding (MOU)

Creating a common student database
      LRMS
      FERPA
      Other...
Memorandum of Understanding
Why write one?
• To clarify communication
• To reach mutual understanding of the
  purpose and...
Memorandum of Understanding
How to create one:
• Develop a simple written document that
  outlines the purpose and timelin...
Memorandum of Understanding
When?
• Created, distributed, signed by the
  appropriate parties and returned prior to
  the ...
Recruitment Pool
  Create a Common Format
       Duplicates
       Out layers
  Initial Database was 14,266
  Where did th...
Recruitment Pool-Next Steps
Tools
 The Clearinghouse
 OPAR’s CDR (1,956)
 Melissadata (23)
 NCOA (1,426+156)
 Operation Ir...
Planning Your Communications Strategy
 •What needs to happen
 •Carefully define your target customers
 •Think like a custo...
What needs to happen?
•   Change attitude, preference
•   Strengthen brand identity
•   Change behavior
•   Convert prospe...
Define target customers
• Create descriptions of attitudes, opinions,
  lifestyle to help be creative.
• Research/Create a...
What does a profile look like?
Versus
Versus
Versus
Versus
Versus
Versus
Think like a Customer
•   Who is going back to school?
•   Why do they go back to school
•   Where are they going
•   What...
UWIN WEB SITE
Develop and integrated media
strategy and schedule
• How many potential viewers of the
  message exist?
• Advantages and D...
Finally
Establish a budget
Execute the plan
Evaluate results
 Micro evaluation
 Did the tools achieve their objective?
Invitation from President Reilly
Response Options
UWin Web site, call toll-free or e-mail, online
 chat
WisCareers
      •...
Personalized outreach
• Postcards – multiple mailings
• Personalized call
     • Student Support, UW HELP, Statewide
     ...
Recruitment Pool

*Spring 07 CEOEL sent 9,824 letters and
  postcards.
*Spring 08 CEOEL sent 23,336 letters and
  postcard...
Outcomes
Response to Invitation
    3.0% log into their account

Fall 07 and Fall 08 Eapp Stats
    38% applied as re-en...
Outcomes
Fall 07 through Fall 09
 2,732 new applications submitted to
 UW System campuses
Fall 07 through Spring 09
 1,263...
WisCareers Data
•Financial Counselor         •Athletic Trainer
•Environ. Engr.              •Ad Account Exec
•Pharmacist  ...
Issues:
National Student Clearinghouse data

Data from all UW institutions
    Central source of data


FERPA issues
   ...
Impacts
Increase knowledge of adult needs
    Enrollment patterns
    Need for adult focused programs/degrees
    62% o...
Future
• Look for innovative ways to continue to
  reach out to these groups…social media,
  mobile devices, etc
• Go back...
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

  1. 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. 2. Creating a Sustainable Adult Recruitment Pool •UW System and CEOEL •Original Concept •Building the Process •Integrated Marketing Approach •Results •Future •Discussion
  3. 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. 4. 2 The University of Wisconsin System
  5. 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. 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. 7. UW HELP One-Stop-Shop for UWS •Students •Parents •School Counselors •UWS Faculty & Staff Support & Promote All 26 Campuses
  8. 8. UW HELP Communications Publications UW HELP Online E-Line e-mail announcement service Electronic Services E-Application UW HELP Online Supporting databases
  9. 9. UW HELP Advising •Phone •E-mail Outreach •High School Presentations •Fall Workshops •College Fairs
  10. 10. Building the Pool Memorandum of Understanding (MOU) Creating a common student database LRMS FERPA Other Challenges
  11. 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. 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. 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. 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. 15. Recruitment Pool-Next Steps Tools The Clearinghouse OPAR’s CDR (1,956) Melissadata (23) NCOA (1,426+156) Operation Iraqi Freedom (3)
  16. 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. 17. What needs to happen? • Change attitude, preference • Strengthen brand identity • Change behavior • Convert prospects to customers • Clarify needs
  18. 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. 19. What does a profile look like?
  20. 20. Versus
  21. 21. Versus
  22. 22. Versus
  23. 23. Versus
  24. 24. Versus
  25. 25. Versus
  26. 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. 27. UWIN WEB SITE
  28. 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. 29. Finally Establish a budget Execute the plan Evaluate results Micro evaluation Did the tools achieve their objective?
  30. 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. 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. 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. 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. 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. 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. 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. 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. 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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