Moving Beyond Mail

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AACRAO SEM XIX presentation about recruiting, engaging, and retaining students using modern technology. Presented by Chris Ferguson and Samuel Sudhakar.

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Moving Beyond Mail

  1. 1. Chris Ferguson Samuel Sudhakar Director of Admissions & Vice President of Assistant Professor Administrative Services & CIO Wilmington University Carl Sandburg College
  2. 2. About Wilmington University   Private, Non-Profit, Non-Sectarian University   Undergraduate, Graduate, and Doctorate Programs   12,500 students   11 Locations in Delaware and New Jersey   Commuter   41 Years Old About Chris Ferguson   10-years in College Admissions   Director of Admissions: Oversees Undergraduate and Graduate Admissions   Assistant Professor of Social & Behavioral Sciences   Doctoral Candidate at University of Pennsylvania   Specialized in College-Created SNS & Mass Notification for Yield Management   Specialized in Developing Robust Communication Plans
  3. 3. 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.
  4. 4. Use Multi-Channel Methods Inquiry  Applicant •  Website (Student-Driven Navigation, Virtual Tour, IM [Live Communicator], Online Application, Online Event Scheduling) •  Email Campaigns •  Online Information Sessions •  Postal Letters & Publications (Viewbooks, Postcards, Application Materials) •  Person-to-Person Telephone Calls •  Face-to-Face Appointments •  Campus Visits (Tours, Info Sessions) •  On-Campus School Counselor Dinners and Trainings
  5. 5. 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
  6. 6. Use Multi-Channel Methods Applicant  Student •  Website •  Blackboard Connect Mass Notification Campaigns •  Private Social Network (wilmYOU) –  Integrates Applicant/Student Profiles, Blogs, Groups, Videos, Events, RSS Feeds, IM, and Direct Website Links •  Campus Visits (Tours, Info Sessions, etc.) •  Email Campaigns •  Postal Letters & Publications (Postcards, Brochures) •  Face-to-Face Appointments
  7. 7. 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
  8. 8. Email is used for… •  REINFORCING postal communications •  SPECIALIZING .edu website content •  INCREASING touch points •  QUANTIFYING communication plan •  EVALUATING messages
  9. 9. 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 yield rates
  10. 10. Mass Notification is used for… •  DELIVERING specific messages •  TRACKING audience receipt •  REPORTING outcomes •  INCREASING tuition revenue/yield rates •  SURVEYING enrollment decisions
  11. 11. DELIVERING a message (Spring 2009)
  12. 12. TRACKING audience receipt
  13. 13. REPORTING outcomes 89.2%
  14. 14. INCREASING tuition revenue $483,000
  15. 15. 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 the Director of Admissions encouraging them to register for courses.
  16. 16. 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 Blackboard Connect telephone contact and email. •  19.6% (33) registered for one or more courses •  Tuition revenue approximately totaled $40,000
  17. 17. One Question Survey
  18. 18. 42.3% Responded
  19. 19. Remember…
  20. 20. Student Retention Through Engagement
  21. 21. Opportunity to Succeed To provide accessible, quality education in a caring environment by keeping the learner’s needs at the center of decision making and by working in partnership with communities of the College district.
  22. 22.   People Actively Collaborate To Understand More About The Student Experience and Work Together to Design Better Approaches and Programs   Faculty Seek Out Student Perspectives On Their Own Learning and See them as Critical Voices in the Ongoing Conversation About Quality   NSSE, 2008
  23. 23. Institution Student Student Student Faculty Student
  24. 24.   Communications Management – Datatel   eAdvising – Datatel   iTunes University Initiative   U.Select   Retention Alert – Datatel   Blackboard Connect – Blackboard   Blackboard Learning System – Blackboard   iClickers   Insight - Faronics
  25. 25.   Noel – Levitz Engagement –Online CSI   mySandburg Portal – Online Student Self Service   Vertical and Horizontal Alliances (K-12, WIU, Franklin U, SECC, Internships etc…)   Campus Refresh   Digital Signage Monitors   Climate Control Projects   Orientations   Social Networking   COMPASS Testing – Web Based   eScript Initiative
  26. 26.   Part of the Overall Communications Strategy   Emergency and Informational Communications   Granular Targets   Built into the Culture   Standardized Formats   Hosted – Foray into the Cloud
  27. 27.   Scripts Run to Select Audience from Database   Student Services   Financial Aid   Business Office   Academic Services   Faculty   Dispatch Office
  28. 28.   mySandburg – Skydrive Interface   Operating Analytics – Business Intelligence   Faculty Engagement Strategies   Student Relationship Management   Move Apps to the Cloud

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