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Marketing Analytics - Krannert Recruitment Data
The document provides an analysis of recruitment data for Krannert, highlighting the effectiveness of various admission sources and marketing strategies. It identifies both strengths and areas needing improvement, such as enhancing social media outreach and refining the admission website experience. Recommendations include better informing students about financial aid and evaluating the preferences of prospective students to align admissions efforts with their values.
Marketing Analytics - Krannert Recruitment Data
- 1. Krannert Recruitment Data: Femalesvs. Males Group 5: Caroline Doelling, Chi Zhang, Josi Farmer, Kierney Winkleman, Qiyao Liu, and Sav Little
- 2. Average Student UsefulRecruitment Sources Most Useful Sources: Relatively Useful Sources: Campus Tours and Visits One-on-one Admission Meetings at High Schools Krannert Events Admission Website College Guides Google Purdue’s Website Online Admission Contact Online College Comparisons
- 3. What Krannert DoesWell Average Male: Average Female: Krannert Events Online Admission Contact Purdue’s Website Krannert Events Social Media Purdue’s Website College Fairs Online College Comparisons
- 4. What Krannert Needsto Improve On Average Male: Average Female: Admission Website Campus Website Admission Social Media Admission Social Media Online College Publications College Guides Admissions Website Online College Publications Admission High School Visit Admission High School Visit
- 5. Effectiveness of Marketing EntireGroup Females Only Krannert Events 1.039 Online contact w/ Admissions 0.941 -1.110 Social Media 0.748 Admissions Website -0.97
- 6.
- 7. Social Media Usageby Gender
- 8. Cluster Analysis Variables P-Values Gender2.817 e-13 Merit Scholarship 0.042 Direct Admission 0.244 In-State Status 0.553 Legay 0.630 Underrepresented Minority 0.969
- 9. Segment 1 Segment2 Direct Admit 27% URM 7% In-State 29% Legacy 23% Merit Scholar 12% Direct Admit 44% URM 10% In-State 22% Legacy 18% Merit Scholar 22% 26% 14% Composition of Segment: Composition of Segment: 58% Female 42% Male 69% Female 31% Male
- 10. Segment 3 Segment4 Direct Admit 30% URM 7% In-State 19% Legacy 22% Merit Scholar 27% Direct Admit 30% URM 8% In-State 25% Legacy 24% Merit Scholar 22% Composition of Segment: Composition of Segment: 21% 23% 58% Female 42% Male 58% Female 42% Male
- 11. Segment 5 Segment6 Direct Admit 36% URM 9% In-State 27% Legacy 36% Merit Scholar 36% Direct Admit 34% URM 7% In-State 27% Legacy 17% Merit Scholar 23% Composition of Segment: Composition of Segment: 2% 14% 55% Female 45% Male 56% Female 44% Male
- 12. Significant Demographics andBehaviors *There is no significant difference in effect between males and females Coefficient Attending Purdue’s for Me 1.416 In-State 0.991 Attending Krannert Info Sessions .814 Purdue Legacy 0.578
- 13. Recommendations ● Enhance socialmedia marketing efforts specifically with Facebook, Instagram, and YouTube ● Improve Purdue admission website and campus tour experience ● Better inform prospective students of available financial aid opportunities ● Continue allocating time and resources to Krannert prospective student events ● Provide students with information about opportunities and activities beyond campus
- 14. Further Analysis ● Determinenature of contact between admission staff and prospective students ● Determine what students value most when considering a university, to ensure alignment between what Purdue does well and what is valued ● Require survey questions to be fully completed by respondents