The Sweet Briar College alumnae were close to winning. They needed to prove that a viable plan could be put together, as well as they were very motivated to hand over a plan to the new administration. You may find this planning process very handy if you are looking for ways to develop a strategy. They asked me to provide some strategic and analysis and recommendations on how to turn the corner. Their answers might not be your answers, but this is what was necessary for them.

1.
CONVERT™ of Michael Hayes
Admissions Strategic
Recommendations
2015-16

2. Let us not mince words. Sweet Briar College has problems. Any form of putting spin on the
situation, even with the goal of improved perception of the circumstances only leads to not
making hard decisions, ignoring plain facts, and taking the necessary steps to turn the college
around. This is not a time for rose or pink-colored glasses.
However, let us be sure of one thing. Sweet Briar can be saved. Initiatives formulated by Jo
Ellen Parker, James Jones, Paul Rice, Elizabeth Wyatt which then failed are the product of
looking in the wrong places - literally.
They seem to have cited only national data, which is overwhelmingly influenced by the
northeast, and gives a false impression to what is happening in the south. They turned away the
support of hundreds or thousands of alumnae. They avoided international opportunities. They
chose to promote a decades old image that has faded long ago, even among the alumnae,
rather than communicate with messages that resonate among young, ambitious women who
want to make a mark on this world, and the parents that the care for and support them.
So, let’s call these what they are: problems. Then let’s get about the business of solving them.
Problems
• Low Enrollment
• High Discount
• Insufficient Yield
• Poor Revenues
• Low Retention Rate
• Low Graduation Rate
• Academic Profile has dropped
• Perception: The Value of Liberal Arts
• Perception: The viability of the college
• Perception: Quality of life in rural location

3. x
Domestic Opportunities
State TX SC DE TN FL VA NC AR AL KY LA
% Inc 24.1% 18.3% 14.3% 13.4% 13% 12.7% 12.2% 11.7% 10.4% 9.9% 2.1%
23% increase in women to receive
Bachelor’s Degrees from 2009-22
(NCES)
38% Increase in Women to get grad
degrees from 2009-22 (NCES)
• This percentage should
rise even higher in the
south, as the decline
northern population
impacts national
averages and brings
the national number
down.
• Also, because of the
substantial increase,
one might anticipate an
increase in liberal arts
students, as it is great
preparation for grad
school, such as
Philosophy and
Economics majors
entering law school.
Despite claims of declining opportunities, with careful selection, a good deal of research about
prospects, schools, and communities, there is plenty of promise to launch a successful
recruitment effort here in the U.S. Recruitment in previous years has assumed the worst, and
appears to only have been guided by national macro-economic and demographic climates as
opposed to focus on micro-climates to makes judgements and plans with precision.
The number of high school graduates is actually climbing in the south.

4. x
International Opportunities
Country of Origin Intl
student
s
enrolled
in US
%
STEM
Comments
China 274,439 41.6% The rate of Chinese students coming to the
US has tripled in recent years.
India 102,673 78.6% Internet search volume for “women’s
colleges” is 250% more than USA.
Combined with STEM %, this is promising.
South Korea 68,047 29.7%
Saudi Arabia 53,919 41.2% Another country where women may desire an
all women’s college
Taiwan 21,266 41.6%
Japan 19,334 14%
Vietnam 16,579 30.2%
Turkey 10,821 46.1%
The enrollment is concentrated among a limited number of countries.
Many of these countries have a higher
percentage of students pursuing STEM fields.
Combine that with SBC’s position in STEM fields,
that serves recruiting well.
Foreign embassies, in addition to the State Dept/
Education USA can help. Also, other foreign
recruitment agencies like American Councils are
all located in Washington D.C.

5. x
Many articles are being written
about the incredible success of
women’s colleges.
Personality Types - Myers Briggs Types. A
very small percentage of women in America
are N or Intuitive. An even smaller
percentage are NT or Intuitive-Thinker.
Yet, Sweet Briar seems to have an
abnormally high percentage of these, which
creates a very good environment for finding
friends, socializing and learning.
Activity USA VA Comments
Art/ Design 26.0% 29.1%
Outdoor Recreation/
Adventure
18.8% 19.3% CNN - From 2011 to 2014, percentage of adults
camping who are women rose 12%. Many
women turning to nature
Drama/ Theatre 17.4% 18.9%
Church/ Religious 17.3% 17.4% Religious students can feel outnumbered on
campus. If a student wants a small campus and
a substantial Christian community, the proximity
to Liberty may make Sweet Briar ideal
Leadership 14.4 15.7 A great place for women to develop skills.
Winter Sports 13.3% 13.5% Plenty of opportunity
Choir 11.1% 12.9%
Study Abroad 11.3% 11.3% SBC owns their own program
Debate/ Forensics 9% 9.3% It’s great to support those pursuing legal careers.
Skeptics have pointed to declining interest in women’s colleges, stating that only 2%
of women are interested in such a college. Combine that with what they perceive as
lowered interest in colleges in smaller towns and cities.
However, according to NRRCUA, only 3.4% are interested in Bible Colleges, yet there
are 570 Christian colleges in the U.S., almost 15 times more than women’s colleges.
Liberty University is able to attract over 12,645 undergrads to its campus, which is
only 20 minutes away from Sweet Briar College.
What SBC must do to

6. Strategic Objectives
• Meet short term enrollment goals.
• Provide long term sustainable growth in 10% increases in incoming enrollment
over three successive years.
• Decrease discount rate in 5% increments over 3 successive years.
• Improve retention rates in 5% annual increments through effective recruitment.
• CONVERT more prospects into students with a diverse array of approaches that
spread across all channels and from beginning to end of cycle.
•
• Campus: use one of higher education’s greatest assets extensively throughout the
recruitment process.
•
• Outreach: be efficient, effective, disciplined, and aimed into analyzed market
segments that promise the most the most reward.
• Network: develop relationships with organizations that have complementary
missions and influencers.
• Visibility: position SBC in the higher ed Marketplace with correct Message, Methods
of production, and Means of delivery.
• Engagement: Excite, Engage, Educate,Validate and Enroll through a wide array of
integrated channels in progressive steps.
• Research: use multiple forms of analysis and monitoring to direct recruitment.
• Train: equip admissions staff with sufficient general and specialty knowledge to
construct a high impact, high yield team of counselors.
1. Digitize the Admissions Office
Updating Admissions team with state-of-the-art technology to conduct all
functions: remote, tracking, analysis, etc.
2. Admissions 2.0
To be highly strategic, organized, flexible, adaptive, mobile, connected, and
responsive, insuring best position to carry out operations.
3. Deliver the stories that have yet to be told
Conduct stories that resonate with target students and contemporary needs.
4. Footprints Across The Earth
Create a significantly larger, but focused footprint to penetrate new markets,
preserve current ones, and restore old ones.
Strategic Solutions

7.
Salesforce 1 CRM & Mobile
Able to coordinate all functions within Admissions (Leads, Applications, Reports,
Analytics, Campaigns, Communications), Development, elsewhere (free)
TaskRay Collaborative Project Management
Collaborate with multiple offices and alumnae
network on one or more projects. (free)
MapAnything
Territories, Routes, Analysis, and Planning
(free)
Volunteers-in-Salesforce
Manage the worldwide network of
alumnae for events, projects, jobs, and
other. (free)
Vertical Response
Email Blasts, Mailing Lists, Automating
Campaigns, Analytics (free)
Digitize the Admissions Office

8. Admissions 2.0
• Execute data-informed strategies to yield positive results.
Compiling and decision making via Historical, Economic, Demographic,
Geographic and Industry data, SBC historical data, as well as best-
practices surveys for best execution. Apply what is discovered in purchase
of mailing lists, recruiting locations, tactics, messaging and campaigns.
• Equip staff properly to be effective recruiters.
Software & Hardware Tools, including Salesforce, top-of-line product for
free.
• Connect with all prospects, staff, and constituencies.
Collaborate and participate with other departments and each other.
• Operate from anywhere to respond to anything.
Able to function, obtain information, and respond and interact quickly from
anywhere.
• Provide expertise to build credibility and trust.
Work with Financial Aid, Academic, and Careers Services departments to
support recruitment.
• Identify individual strengths to build a complete team.
Most effective using tools such as MBTI and Strengthsfinder.
Deliver the stories never told (and sold).
• Independent Women of Sweet Briar
SBC alumnae have clearly distinguished themselves, and are true role
models.Young, aspiring women who share these values and attitudes will
want to become like them. SBC is the place.
• An Unapologetic Look at Campus and Life
SBC ran into trouble using the data of averages and median. This campus
and location is among the very elite, and will be highly valued and desired
by girls.
• The Story of Saving Sweet Briar
A story is more memorable and more inspiring than facts. Nothing
communicates the power and success of this education, the alumnae
network, and the love for this school like #SSB. Capitalize on the national
attention this past year.
• The Power of Liberal Arts & STEM
Industry is staying the future depends on people who are creative,
visionary, analytical, integrative, and nothing is better preparation than
liberal arts. Also, liberal arts is the best preparation for getting into grad
school.
• Equestrian Program
Again, a highly distinguishing factor than can be delivered nationally and
internationally via direct campaigns to school teams, organizations the
social web, by staff, and by hundreds of alumnae around the world at
events.

9. Footprints Across the Earth
• A national and international Alumnae Network
SBC now has an engaged alumnae network worth of a major university
ready to volunteer in many functions around the world, especially in
recruiting. They will also work phones, social media, and email too.
Alumnae can be matched to inquiries, schools and events via MapAnything
• Recruit in places where the competition isn’t (in addition to traditional routes)
The traditional college recruitment path is highly saturated. However, they
stay on that path without deviating. This allows for opportunities with little
competition, such as equestrian events and teams, Asian study prep
organizations, arts organizations, STEM magnet classrooms
• Form strategic partnerships with like-minded organizations.
Other non-profits have goals of supporting women pursuing STEM and
leadership positions, for example, yet they are without facilities, educators,
or programs. SBC can fill this vacuum by providing all of these, while
benefitting from the reach, relationships and reputations of their partner
organizations.
• Collaborate with other women’s colleges in recruitment events.
Create multiple events with the Women’s College Coalition or other small
colleges. More colleges present at one location draws more prospects due
to the range of selection.
• Create virtual footprints worldwide through social media.
A far greater presence online can be generated by staff, released from too
much paperwork, as well as volunteers. Beyond promotional groups, such
as an Independent Women Facebook group can be founded for high
school girls who want advice from accomplished female professionals.
Digital

10. The next pages outline Principles, Outcomes, Detailed Examples, Who
will be responsible, Who will execute, and When the project can start.
Each page has a separate outline for:
• Campus
• Outreach
• Network
• Visibility
• Engagement
• Research
Creating application, increasing Yield, and successful enrollment
is not a product of executing separate, isolated and disconnected
strategies.
Instead, maximize the effort, investment, and returns by putting
into place several practices that simultaneously achieve multiple
criteria.
A
d
m
i
s
s
i
o
n
s
2.0
Footprints Across
The Earth
The
Story
That
Was
Never
Told
Integrate the four
strategies into
interdependent
tactics that leverage
one another though
events, content, and
communications.
Digitize The Office

11. CAMPUS Principle Outcome Details Oversight/
Handled by/
4 Open
Houses
“#1 Most Effective
Campaign Strategy”
used in Fall (2x),
Spring, Summer
Gets prospects and
families on to campus,
the most important
selling point.
• Mid-October
• Early December
(after)
• April (for Spring)
• Mid-summer
Director of
Admissions/ Asst
Director for Campus
(On-going)
Class Visits
Half or full days for
larger groups of
visiting hs students
(15+). Overview
Many prospects, as
opposed to less
productive visits to
schools with info only.
Visiting high school
classes for half or full
days (class, lunch,
tour)
Dir of Admissions/
Asst. Director for
Campus Activities
(October 2015)
“Experience
Sessions”
Not just information.
Immerse in the SBC
edu experience.
Prospect connects
with SBC on multiple
levels of participation
and modalities.
Sit in class, eat food,
ride across campus
(hay wagons).
Dir Admissions/ Asst.
Director for Campus
(September 2015)
Saturday
Programs
Introduce HS juniors
and seniors to
integrated liberal arts
pathways with a
purpose (1 credit)
• Develop relations
and local network
• Service to local
supporters and
community.
• Legal-Polit Affairs
• Medical-Veterinary
• Creative-Art-Design
• Social Activism
Dirs of Admissions
and CE/ Asst. Dir for
Program Faculty
(October 2015)
Summer Pre-
College
Program
Project-based: rising
seniors to integrated
lib arts pathways &
purpose with fun!! (3
college credit)
• Build Rep, Reach,
and Relations (3R)
• Network developed
• Early exposure/
identify
• Legal-Polit Affairs
• Medical-Veterinary
• Creative-Art-Design,
• Social Activism
Provost/
Dirs of Adm, CE,
Faculty Chairs
(July 2016)
The
American
Experience
Immerse rising
seniors with ESL,
while experiencing
America through
travel and events +
tours of colleges.
• International
recruitment/
exposure/
networking with
revenue stream.
• Quality students
come
Immerse in ESL with
activities, such as:
camping, trip to DC
and Williamsburg,,
tours of top tier
colleges.
Provost/
Dirs of Adm,
Continuing Ed, Faculty
Chairs, Int’l Office
(July 2017)
One
Semester
HS Program
Introduce HS juniors
to integrated liberal
arts pathways with a
purpose (residential)
• Up to 40 tuitions
• Deep immersion and
relationships built
• Network building for
USA
Combine full array of
courses (art, history,
writing, science, etc.)
into single project,
presented at end.
Provost/
Dirs of Admissions
and Faculty Chairs
(January 2017)
Online for HS
students
(credit)
Offer themed,
branded, interesting
program for hs
students earning
credit.
• Expansion of SBC
3R into national/ int’l
• Develop relations of
inquiries w/ each
other.
Offer signature
course(s), capitalizing
on SBC uniqueness
(Equestrian, Saving an
Organization, etc.
Dirs of Continuing Ed
and Admissions/
Faculty
Representative
(September 2016)
Adult
Workshops
Offer a variety of
short and long
programs and
workshops with
varying local and
national prominence.
• Provide alternative
revenue streams.
• Builds community.
• Add teachers, too.
Full week workshops
with famous artists/
writers (fiill Ellston In),
prof conferences,
featured presentations
Director of Admissions
and Continuing Ed/
Asst. Director for
Campus Activities
(September 2015)

12. OUTREACH Principle Outcome Details Oversight
Data-Informed
Selections
Make calculated,
high potential
contacts
supported by
internal and
external analysis
• Qualified
Selections
• More yield from
travel and
expense
• Reduced Cost
• “Great Schools”
(quality)
• City-Data (ext.
data)
• Wash Post Best
High Schools
• Prospect Mail
Director of
Admissions/
Counselors
(August 2015)
Schools AND
Classroom
Visit
Continue w/
counselors, with
advance contact.
Get in for
classroom
presents (arts and
STEM)
• Proactive
position to
recruit more
prospects
• Deliver focused
message (i.e
STEM)
• AP Art/ Magnet
Schools
• AP STEM/
Magnet Schools
• Clubs akin to
DECA
Director of
Admissions> Asst
Dir. of Outreach/
Counselors
(September 2015)
Fairs
Conduct limited
campaigns of
fairs (local,
regiional, national,
reg’l, support by
alumnae nwork
• Selective
choices
(tracked and
measured)
• Advance
contact
• NACAC (very
select)
• Regional
(eastern US )
• Local (in-state)
Director of
Admissions> Asst
Dir. of Outreach/
Counselors
(September 2015)
“Cluster”
Events
On evenings and
weekends, in
areas where
clusters exist,
invite Inquires to
meet centrally.
• Inquiries/ Apps
connect with
one another
• Greater focus
on true interest.
• Alumnae
Gatherings with
prospects
• Alumnae host
homes
• Starbucks
Director of
Admissions/
Counselors
(October or Nov
2015)
Conferences/
Industry
Events
Attend industry
events with
teachers,
counselors,
Expansion of
Influencer
Contacts and
open door to
future visits
• NACAC
• Specialty
Teacher Orgs
• NAFSA & CIS
• Education USA
Director of
Admissions> Asst
Dir. of Outreach/
Counselors
(Nov 2015 or Apr
2016)
Specialty
Events & Orgs
Focus outside
traditional schools
and fair circuit
• Strengthen
individual
programs w/
talent.
• Robotics
Competitions
• Cal Arts
Summer PDay
• DECA Nat’l
Competition
Director of
Admissions> Asst
Dir. of Outreach/
Counselors
(Nov 2015 or Apr
2016)
Collaborative
Events
Collaborate with
other like-minded
colleges to
present to
prospects around
country.
Collaborative
events attract
greater numbers.
Enhanced
reputation by
association.
Conduct Women’s
College Coalition
recruitment events
in major metros
(LA, Chi, NYC, TX,
Etc)
Director of
Admissions> Asst
Dir. of Outreach/
Counselors
(Nov 2015 or Apr
2016)
International
Develop
progressively in
stages to intl
recruitment
Revenue exceeds
recruitment costs,
not her way
around.
• Google Ads
• Local Intl’s
• Use Alumnae
• Intl Groups (AC)
• Summer here
for Int’l
Director of
Admissions
(Sep 2016)

13. NETWORK Principle Outcome
Details
(Examples)
Oversight/
Handled by/
(Start by)
“200
Schools”
Develop close
association with
schools that
cultivate good
SBC fit.
Become a stable
feeder into the
applicant pool and
enrollment.
• IB and Friends
• Top STEM Progs
• Routine Feeders
• Bring to campus
Director of
Admisions .> Asst.
Dir. of Networks/
Counselors
(August 2015)
Non-School
Influencers
Seek influencers
outside school
environment -
sometimes less
competitive
A steady stream of
students where
they often have
more knowledge,
influence and
expertise.
• V&PA Orgs &
Groups
• Studio Arts Orgs
• Athletic
Coaches
Director of
Admisions .> Asst.
Dir. of Networks/
Counselors
(August 2015)
Equestrian
Community
Create alumnae-
driven outreach to
national network of
A strong
competitive edge
with a tightly
focused group,
knowledgeable
alumnae, afford
private colleges
• Equestrian
Competitions
• Commercial
Stables
• IEA Teams
• USEF Member
Lists or Mags
Director of
Admisions .> Asst.
Dir. of Networks/
Counselors,
Alumnae
(July 2015)
Strategic
Partners
Work common-
mission partners
with Reach,
Relations and
Reps outside SBC
Open to markets
not currently within
SBC sphere
• Girls STEM
• Arts Orgs
• Corporate
Supporters
• Foundations
Director of
Admissions, VP for
Development/
Director of
Admission
(January 2016)
Asian
Community
Help open doors
to intl student by
establishing local
community. Also
have tight
networks outside
schools.
Growing fast in VA
and nearby states.
Be one of first to
make inroads and
pipeline to int’l
• Arts Instructors
• Study/ SAT Prep
Orgs
• Interest Groups
• Asian dominant
schools
Director of
Admissions, Intl
Director/ Director
of Admission.
select alumnae
(September 2015)
Alumnae
Network &
Family
Cultivate, support,
engage and
communicate with
alums to recruit
students and
provide
volunteerism.
Enormous
outreach and
penetration into
markets outside
Admissions reach,
plus support Adm
efforts.
• Event/ fair
participation
• Call campaigns
• Host homes
• Social media
groups
Director fo
Admission,
Alumnae Director/
Asst. Dir’s of
Campus,
Outreach and
Networks
(July 2015)
Admissions/
CE/ Develop
Partner with
Development and
Cont. Ed. to open
opportunities for
both
• Scholarships
• Corp sponsored
high school
programs
• Community
Developed
• Special team-
building
workshops for
sponsors
• Corp-sponsored
HS programs
VP Development,
Director CE, Dir of
Admissions/ TBD
(TBD)

14. VISIBILITY Principle Outcome
Details and
Examples
Oversight/
Handled by/
(Start by)
The
Message
Distinguish, gain
separation,
Clearly separate
SBC among lib
arts and women’s
colleges.
• Inde Women
• Equestrian
• Beautiful place
campus, nature
Directors of
Admissions and/or
Marketing
(July 2015)
Website &
Mobile
Website not only
info sources, but
is “hub” for all
prospect activity.
Improve design,
add stories of
success.
By far most
important tool for
recruitment. Need
to have impact
visually and
narratively, and
great user
experience.
• Redesigned
• Multimedia story
• Profile faculty,
alum, students
• Com App> CRM
• Integration w/
Social
• Designed for
mobile
Directors of
Admissions and/or
Marketing
(Jan 2016)
Major Prints
(Search,
Viewbook,
Strong narrative
and imagery. Give
look and feel of
SBC. Leave more
minor details to
web.
Not just a print
version of website.
Induces poignant
or excited
response to
attending SBC.
• Postcard
• Poster+ Pennant
• Viewbook
• NYT Ind Women
• Accept Pack
Directors of
Admissions and/or
Marketing/
Outside graphic
designers and
website builders
(July 2016)
Independent
Women of
Sweet Briar
A story that has
never been told.
Proof of strong
individuals AND
support network of
alumnae.
A very strong,
outcome- driven
identify for women
who want to stand
out
• Tumblr blog of
strong women
• NY Times reprint
• Facebook
Group Page -
alumnae advise
high school girls
Director of
Admissions,
Alumnae
Volunteer/
Alumnae
contributors
(July 2015)
Content &
Permission
Marketing
Using all channels
(website, email
blasts, brochures,
social, etc.) to
provide interesting
editorial content to
prospects
Create a following,
building up an
interest, create
understanding of
SBC value/
education
• Equestrian blog/
group
• Profiles Women
blog
• Power -Lib Arts
• #college,
#women, etc.
Dir of Admissions,
Alumnae Volunteer
/ Alumnae contrib
(July 2015)
Social Web
Find people not
looking for SBC,
as well as being
engaged with
those who do.
Reach,
relationships, and
reputation are all
enhanced.
Tumblr: Topical
Instagram: Scenic
FBook: Engage
Youtube: tutorials
tours
Directors of
Admissions and/or
Marketing
(July 2015)
Analytics
Careful
measurement of
what is working,
then responding
accordingly.
Discover where
there is greatest
impact among
messaging,
markets, content
and delivery.
• Open/ clicked
emails
• Most viewed
topics
• Bource/ Time
viewed
• Hot Market
Spots
Director of
Admissions
(July 2015)

15. ENGAGE Principle Outcome
Details
(Examples)
Oversight/
Handled by/
(Start by)
Admissions
Follow Up
and Tracking
(CRM)
Early response,
routine follow, and
early intervention
by Admissions
Counselors
Much greater
likelihood of
recruiting student
by constantly
being aware of
progress.
C:HS Programs
O: Fairs, Class,
Spec
N: Strategic Parts
V: Google
Director of
Admissions/ All
Staff
(June-July 2015)
Financial Aid
Participation
Encourage follow
up and line of
communications
with financial aid
representatives
Proactive
conversation
started with
financial factors -
solve problems
and ojjections out
front
• Follow up call
• Meetings
• Monitors
progress
• Tracks, measure
results
Director of
Financial Aid,
Director of
Admissions
(June-July 2015)
Faculty in
Recruiting
Expertise is
offered by the
people who will
truly be the most
important part of
SBC education.
Greater
understanding of
programs benefits,
and personalities
creates
confidence
C: O House,
tours, classes
O: Educator
conf’s, etc.
N: Cnslrs/ Teach
Director of
Admissions/ Asst
Directors (varies
with purpose
(June-July 2015)
Student
Involvement
Connect with
those who they will
live, work and play
with.
Prospects must
“see themselves”
at SBC. Students
most important in
that equation.
C: Open House,
Tours, Class and
Overnights
O: Host Homes,
key fairs
N: Cnslr/ Teacher
events
Director of
Admissions/ Asst
Dir’s +
Coordinators
varies on purpose
(Oct 2015)
Alumnae
Tele-
counseling &
Hosting
Match prospects
to alumnae by
interest,
geography, both
on phones, Sbux,
home.
Great amount of
coverage, quick
response,
understanding of
careers from
liberal arts.
C: Open House,
Summers
O: Fair, Eques,
School visits,
home hosts, etc.
N: Match to Pro
Industries
Director of
Admissions/ Asst.
Dir of Network
(Nov 2015)
Reimbursed
Trips
Getting prospect
on campus is
essential. This
encourages that.
Alleviates some
nerves and
uncertainty about
trip. Serious
students will
identify
themselves.
• Emphasize for
Accept Day who
have not come
• Reimburse for
straight line
distance ($1/
mile)
Director of
Admissions/
Admissions Staff
On The Spot
Decisions*
Offer accepts to
those who clearly
qualify at Open
House/ Info
Session/ One-on-
ones on road.
Encourages
completion by
adding
convenience,
Identifies serious
ones (Experienced
staff only)
• No scholarships
offered until
committee
review
• Offereed only on
campus.

16. RESEARCH Principle Outcome
Details
(Examples)
Oversight/
Handled by/
(Start by)
Prospects &
SBC Students
• Identify the
attributes that fit
well.
• Use data to
create target
student profiles
and areas
where found.
• Eliminate low
potential
• Spreads money
further
• Increased Yield
• Increased
Retention
• Filtered lists
from NRCCUA,
College Board
• TOEFL, IELTS
Lists
• Google
Adwords
Dir of Admissions,
Director of IR/
Asst. Director for
Research,
Alumnae, IR (July
2015)
Schools &
Communities
From the profile of
the successful
prospect, identify
locations likely to
produce more
students.
• Greater
potential to
build feeders
• Less $$ waste
• Example:
• School with IEA
Team, 70K+
median income,
STEM-strong
school
Dir of Admissions/
Director of
Admissions, Asst.
Dir Research,
Alums
(August 2015)
Enrollment
Trends
Monitor and
adjust to shifting
variables with
prospects and
markets.
• Capture
emerging
opportunities.
• Avoid futile
ones.
• Migration
• Rise & Decline
Majors
• Mortar-Brick vs.
Online
• Discount Rates
Director of
Admissions
(on-going)
Financial Aid
Maintain an
understanding of
availability,
industry trends,
• Leveraging or
distribution of
funds.
• Yield more
students via
smarter
choices.
• Percent of
Unmet Need
• State/ Fed
Grants Max
• Non-Govt
funding
Director of
Admissions,
Director of
Financial Aid
(on-going)
Eco-, Geo-,
Demo-
graphic,
Cultural
Measure/ monitor
traits that produce
prospects, and
seek among
communities.
• Escape single
variable traps.
• Higher potential
through fusion
of factors
• Median Income
by Zip
• Rise - Fall Econ
• Enrollment
projections
• Stud. Interests
Dir Admissions/
Dir. of Adm, Asst
Dir for Outreach,
Alumnae Vols
(July 2015)
Competitors
Determine the top
20. Compare
against tuition, fin
aid, scholarships,
programs,
• Know strategic
points to gain
advantage.
• Win Yield
battles and by
Value vs. Costs
• All Costs &Aid
• Acad Highlights
• Non-Academic
• Post-grad
Outcomes
Director of
Admission>Asst.
Dir for Research/
Counselors
(October 2015)
Best Practices
Seek out, identify,
and adopt
practices which fit
well with SBC
strategic
objectives.
• Objectivity and
logical
• Reduce $$$
waste
• Raise % in
results.
• High Yield
• Emerge tactics
• Comm. prefs
• Decision factors
Dir of Admissions/
Asst. Directors
and Counselors
as assigned
(August 2015)

17. TRAINING Principle Outcome Details
Oversight/
Handled by/
(Start by)
Academic
Programs
To send out
recruiters better
prepared to
discuss program
content, highlights
and outcomes.
On-the-spot
response vs.
delayed info-
seeking response.
Trust builder.
• Meetings with
Faculty Chairs
plus indiv study.
• Attendance to
observe classes
Provost, Director
of Admissions/
Asst. Dir. for
Training
Technology
Systems
Train in
operational
Salesforce areas
• Increase
productivity
• Spend more
time to recruit,
not paperwork
• Operate from
anywhere
• Lead-Applicant
Records
• Communications
• Tasks and
Calendars
• Project
Management
Dir of Admissions,
IT/
TBD
(June-July 2015)
Financial Aid
Working
knowledge of Fin
Aid terminology,
processes and
options. Identify
one or two
“champions”
Increased
credibility,
confidence and
service to all
students and
parents.
• FAFSA Process/
Timing
• Loans & Grants
• FERPA
• EFC
Director of
Financial Aid
(August 2015)
Selling
Introduced
proven, basic
concepts in selling
suitable for kids,
respectful to
influencers
Increased
numbers at each
stage of funnel, up
to 20% increase in
enrolled
• “Integrity
Selling”
• “Speedreading..
” - MBTI
• “Strategic
Selling”
Dir of
Admissions>Asst.
Dir of Training/
Alumnae Support,
Misc
(Aug 2015)
Transfer
Working
understanding of
transfer credits,
application and
deadlines.
Increased
credibility,
confidence and
service to transfer
students
• Transfer Credit
Evaluation
• Articulation
Agreements
Dir of Admission,
Registrar/ Asst. Dir
for Outreach and
Assoc. Dir for
Admin (Aug 2015)
International
Identify key
individuals as
knowledgable and
liaisons to Dir of
Int’l students.
Appoint one as
DSO.
Increased
credibility,
confidence and
service to
international
students
• WES
• I-20 and F-1
Visa
• CPT
• Language/ Test
Req’s
Dir of Admission,
Dir of International
Students/ Asst. Dir
for Outreach and
Assoc. Dir for
Admin
Policies &
Process
Stay in tune wiith
interdepartmental
policies,
procedures. Relay
to staff.
Application
necessities.
More clarity, less
stress.
• App, Packaging
Process
• Institutional/ HR
• Travel and
Expenses
Dir of Admissions
HR Director
Dir of Admissions/
Business Office

18. Putting it
all
Together
Engagement
Suspects
>>
Inquiry
>>
Applicant
>>
Accept
>>
Deposit
Cover all bases Excite Engage Educate Validate Enroll
Campus • Pre College
Programs
• Edu-tainment
Visit
• One Semester
School
• Saturday
Programs
• American
Experience
• Online HS
(credit)
• ‘Experience
Session’
• Open House
• Info Webinars
Class Visit w/
Overnight Stay
Accept Day
Outreach • College Fairs
School/ Class
Visits
• Conf/ Industry
Event
• Specialty Orgs
• Collaborative
Events
• Targeted Visits b
• “Cluster Events”
• Calls - Alumnae
Screen
• Calls - Cslr
Follow Up
• Starbucks
Meeting
• Faculty
Phone Calls
•
• Accept Day -
Ext
Network • Campus Visit
(Half Day) -
“200 Schools”
• Visit IB/ STEM/
Arts Magnets
• Equest
Community
• Strat Partner
Wkshp
Alum Meeting
in home area
• Prioritized
Scholarships
Visibility
(1 Way)
• Google
Adwords
• College Guides
• SBC Poster to
school
• Poster to school
Catalogue
“The SSB Story”
Letter Series 1
• Value Liberal
Arts
• App Confirm
• Accept
Package
• Letter Series
2
• Accept
FBook Group
Research Replicate Market
for New Areas
Best Practices
(Noel Levitz)
Competitor
Profiles
Career Facts &
Figures/ Major
Training • Technology • Transfer
• Selling
• Fin Aid
In Person
Schedule Event
Individual Group
Direct Contact
Call Campaign
Individual
Email
Blast
Individual
Print
Promotional
Letters
Digital
Online
3rd Party