The document discusses a training program for high school guidance counselors hosted by Santa Fe College to improve the school's image and increase enrollment. It provided a 3-day training that included presentations, activities and meals at a total cost of $9,733.54. The goal was to educate counselors who influence many students, as research showed word-of-mouth and social media impact college choices. After the program, student opinions of Santa Fe became more positive and 25 new recruiters for the college gained a better understanding of its opportunities. Enrollment data later validated the success of the initiative.

1. Educating Educatorsthrough Enlightening ExperiencesPresented by: Jennifer Thomas, M.S. & Gayle Davis, M.S.STEMtech Conference Oct. 31, 2010 – Nov. 3, 2010

2. Critical IssueChange the community IMAGE of Santa Fe College & Increase Enrollment

3. In-District Student Opinions“Santa Fe College is just like high school, it’s 13th grade.”“It’s just my back up plan.”“I didn’t get into UF so I guess I’m going to Santa Fe.”

4. Research FindingsWord of Mouth Advertising:“My favorite example is a review of a book I found on Amazon: ‘I haven’t read this book, but judging from the online reviews below, I don’t think it’s a very good book.”Emanuel Rosen, Brandweek, April12, 2010Social Networking (Facebook and Twitter):“The impact on enrollment will come from what people can learn on social media sites from other students about the actual experience of attending a particular institution”Bob Johnson, Recruitment & Retention in Higher Education July, 2010

5. SolutionGet others in the community that have an interest in students to know us better…Dr. Jackson Sasser, President of Santa Fe College personally invited all Middle and High School Guidance Counselors in our districts to visit our campus for a 3 day training

6. CostAttendance = $6480.00 $270 paid to each Counselor in attendance for all 3 daysPromotional Items = $Food = $2253.54 Supplied breakfast, lunch & waters for all 3 daysTotal = $

7. ImplementationCollege-wide BUY-IN (requested by VP’s)Continued personal and electronic contactDevelop Schedule/Agenda Engaging Activities and PresentationsEntertainmentEating

8. Outcome…Student Opinions change to:“I didn’t apply anywhere else, I knew Santa Fe was the right choice for me!”“I heard this is a great Institution!”“Professors are engaging and there are a ton of great opportunities at SF!”“It’s a great place to start your academic career!”

9. 25+ New Recruiters…

10. The proof is in the data…

11. The proof is in the data…Student Enrollment