The document discusses factors that impact college admission offices and the student recruitment process. It introduces the enrollment funnel model and describes typical recruitment activities at each stage from prospect to enrolled student. These activities vary depending on institutional characteristics like public vs private, selectivity, and student demographics. The recruitment seasons and common questions from students as they progress through the funnel are also outlined. The goal of all admission offices is to enroll the incoming class through an organized process of generating interest and applications, encouraging visits and applications, and securing commitments.

1. Marcy Ritzert, Muskingum University
Summer Institute, Xavier University
2012

2.  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…

3. While we work at different institutions with
different missions and student populations,
we all participate in similar student
recruitment activities. Everyone’s goal is
ultimately the same – BRING IN THE CLASS.

4.  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.

5.  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

6. P
R
E
- Early Mid Late Entering
F Funnel Funnel Funnel Class
U
N Inquire Visit & Apply Enroll
N
E
L

7.  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

8. Academic
ability
R
Geographic
E A
T L
Enroll E U
General
N M
T N
I I
Minority O
N
Ability to
Target marketing strategies can happen
Pay simultaneously within the funnel at any stage.

9.  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?

10.  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?

11.  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?

12.  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?

13.  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.

14.  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”

15. The timing of admissions activities varies
depending upon on the type of institution,
the type of student it serves and specific
factors impacting the institution.

16. PRE-FUNNEL
EARLY INTERVENTION, COMMUNITY SERVICE PROGRAMS
SUMMER CAMPS, WEB REPLIES
EARLY FUNNEL (Inquire)
PSAT/ACT PLAN/CARD DECK SEARCHES
SAT/ACT SCORES
DIRECT MAIL
FEB - AUG
TRAVEL
PUBLICATIONS
ON-CAMPUS PROGRAMS
ADVERTISING
AUG - JAN MID FUNNEL (Apply)
ON- AND OFF-CAMPUS PROGRAMS
DIRECT MAIL
TRAVEL
TELECOUNSELING
PUBLICATIONS
JAN - MAY
LATE FUNNEL (Enroll)
ON- AND OFF-
CAMPUS PROGRAMS
DIRECT MAIL
TELECOUNSELING
PUBLICATIONS
SCHOLARSHIPS
FINANCIAL AID

17. 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

18. 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

19. 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 

20. 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!

21.  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

22.  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!

23.  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

24.  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???

25.  Marcy Ritzert
 Associate Director of Admission
 Muskingum University
 mritzert@muskingum.edu
 800-752-6082