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. Chris Ferguson Samuel Sudhakar
Director of Admissions & Vice President of
Assistant Professor Administrative Services & CIO
Wilmington University Carl Sandburg College
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. 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. 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
10. Email is used for…
• REINFORCING postal communications
• SPECIALIZING .edu website content
• INCREASING touch points
• QUANTIFYING communication plan
• EVALUATING messages
11.
12. 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
13.
14. Mass Notification is used for…
• DELIVERING specific messages
• TRACKING audience receipt
• REPORTING outcomes
• INCREASING tuition revenue/yield rates
• SURVEYING enrollment decisions
19. 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.
20. 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
26. 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.
27. 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
31. 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
32.
33. Part of the Overall Communications Strategy
Emergency and Informational
Communications
Granular Targets
Built into the Culture
Standardized Formats
Hosted – Foray into the Cloud
34.
35.
36.
37. Scripts Run to Select Audience from
Database
Student Services
Financial Aid
Business Office
Academic Services
Faculty
Dispatch Office
38. mySandburg – Skydrive Interface
Operating Analytics – Business Intelligence
Faculty Engagement Strategies
Student Relationship Management
Move Apps to the Cloud